THIS ARTICLE IS FOR: ✅ Both
Stage: Onboarding / Live
Owner: CS
Last updated: 2025-12-19
TL;DR
Every effective cold email has 4 parts: subject line, opener, body, and CTA.
The goal is opens → replies → conversations, not instant sales.
Short, specific, and personal emails outperform long, polished ones.
Follow-ups, spintax, and clear offers are critical to scale safely.
When you’d use this / Why it matters
If your cold emails aren’t getting replies, the issue is usually structure, not volume. This guide breaks down how to write cold email scripts that feel personal, protect deliverability, and consistently start conversations.
The 4 core components of a cold email
Every cold email should include all four of these.
If one fails, the email fails.
Subject line
Opener
Body
Call to action (CTA)
1. Subject line: Sell the open
The subject line has one job: get the email opened.
Best practices
3–7 words
Curiosity > explanation
Light personalization when possible
Avoid hype or sales language
Examples
Quick question
Thoughts, {{firstName}}?
Question about {{companyName}}
{{companyName}} <> Nike – intro
More sales calls for {{companyName}}
2. Opener: Prove it’s relevant
The opener should make the reader think:
“This feels like it was written for me.”
Goals
Show relevance
Demonstrate light research
Sound human and conversational
Best practices
Reference how you found them
Mention role, company, or industry
Keep it to 1–3 sentences
Avoid generic compliments
Examples
“Was searching for top car dealerships in Tampa and came across your site — great reviews.”
“Noticed you’re leading growth at {{companyName}} — I imagine booking more demos is a priority.”
“As the founder of a lawn care business, consistency in service quality is probably top of mind.”
3. Body: Present the offer clearly
Step 1: Identify your offer type
Level 1 offer
Prospects already want this (e.g. podcast placements, book publishing).
Level 2 offer
Crowded or competitive markets (e.g. marketing services).
Step 2: Match your message to the offer
Level 1
Be direct
State exactly what you do
Minimal persuasion
Level 2
Prove value upfront
Use guarantees, results, or free value
Show what makes you different
Examples
“We helped {{companyName}} book 20 root canal procedures in 30 days using Facebook.”
“We generate five high-ticket clients per month — guaranteed or you don’t pay.”
Step 3: Be specific
Vague emails don’t convert.
❌ “We help grow your business”
✅ “We book 10 probate seller leads in your zip code every month”
Specificity builds credibility.
Step 4: Keep it short
2–3 sentences total
One hook
One explanation or proof
One CTA
Under 75 words performs best.
4. Call to action (CTA): Sell the reply
The CTA’s goal is only to get a reply.
Best practices
Simple, low-commitment question
Conversational tone
One sentence
Permissive language
Examples
“Open to learning more?”
“Mind if I share more info?”
“Would a quick 12-minute call make sense?”
“Interested in a short video breakdown?”
How do I write follow-ups (Email 2 & 3)?
Best practices
Limit sequences to 3 emails total
Don’t change the core offer
Follow-ups should be shorter than Email #1
Email #2
Reuse the offer and add a tangible asset.
Example:
“I put together a short strategy doc with 10 ideas tailored to {{companyName}}. Want me to send it over?”
Email #3
Offer a Loom video or ask for the right contact.
Example:
“I recorded a quick video walking through how this could work for you — mind if I share it here?”
5 proven cold email angles
Free resource – Templates, leads, examples
Case study – Specific result for a similar company
Hard guarantee – Clear outcome + risk reversal
Free work – Small but real value upfront
Loom video – Personalized video offer
Cold email script checklist
Before sending, confirm:
Clear offer and benefit
Multiple variations for testing
Short paragraphs
Simple CTA
Spintax applied
Personalization fields mapped correctly
No links (for deliverability)
What is spintax and why does it matter?
Spintax creates natural variations so emails don’t look mass-sent.
Why it matters
Avoids spam filters
Improves inbox placement
Protects sender reputation
Example
{Hey|Hi|Hello} {{firstName}}, quick {question|thought} for you…
Each email is slightly different, even at scale.
Using lead magnets in cold email
Lead magnets increase replies by offering value first.
Types
Information-based: guides, templates, calculators
Service-based: audits, reviews, samples
Best practices
Solve one problem
No selling inside the asset
<5 minutes to consume
CTA asks permission to send
ListKit’s script writing methodology
Our scripts are based on:
Millions of cold emails sent
1,000+ B2B clients
Continuous testing across industries
Core principles
Deliverability first
No links
<75 words
One-to-one tone
Value-driven CTAs
Cold emails aren’t about selling — they’re about starting conversations.
Callouts
If ListKit runs campaigns for you (Managed Program)
What ListKit handles:
Script QA and deliverability checks
Safe sending structure and pacing
Spintax and variation best practices
What you should do:
Approve messaging direction
Share ICP details and offers
How to request changes:
Reach out via chat or your account manager
If you use ListKit self-serve (DIY)
Steps in the product:
Write scripts using the structure above
Add spintax before uploading
Map personalization fields correctly
Launch with safe sending limits
Expected outcome
You should now be able to write cold email scripts that:
Get opened
Sound personal
Protect deliverability
Consistently generate replies