Introduction
Crafting cold emails that generate replies and build a steady pipeline is a challenge for many consultants and fractional executives.
Getting your message noticed in a crowded inbox requires the right approach – one that’s tailored, relevant, and resonates with the recipient.
That’s where The Cold Email Swipe File comes in. It’s a resource designed to provide proven messaging angles and sales triggers, helping you craft high-performing emails that book meetings and move deals forward.
In this post, I’ll walk you through some of the core strategies from the swipe file to give you a head start on improving your outreach. For the full file with examples and templates, check out The Vault.
Step 1: Leverage Messaging Angles
The first step to effective cold emails is using angles that speak directly to your prospect’s challenges or goals.
Ask yourself these questions:
- What personal pain points does this persona face in their role?
- Are there specific account challenges or team goals to address?
- How can I highlight the risks of not taking action?
Examples:
- Personal Challenge: “Struggling to increase ROAS but running out of ideas?”
- Account Challenge: “Is managing hiring across teams slowing down your growth?”
- Negative Consequences: “What happens if market changes disrupt your operations?”
Step 2: Use Sales Triggers to Personalise
Sales triggers are external signals that indicate a potential need or opportunity for your solution. Using these in your outreach shows relevance and timeliness.
Examples of Sales Triggers:
- Running paid ads
- Expanding into new markets
- Recently hired into a new role
- Actively hiring for key positions
- Using a competitor’s product or service
Incorporate these triggers into your email to demonstrate you’ve done your homework and are reaching out with purpose.
Step 3: Write Effective Initial Emails
A great cold email doesn’t just grab attention—it sparks curiosity and presents value immediately. A proven structure is:
Observation > Question > Solution & Proof
This framework focuses on demonstrating you’ve noticed something specific about the recipient, asking a relevant question, and providing a credible solution backed by proof.
Framework:
- Subject Line: {{problem/concern}}
- Opening Line: {{firstname}}, {{observation}}.
- Body: {{probing_question}}? {{social_proof}}.
- CTA: {{CTA}}
Example:
Subject: Wasted ad budget
Hi Sarah, I saw you’re spending over $60k p/month on paid ads.
Would it be helpful to identify areas where you can cut wasted ad spend and save time? Personio increased ROAS by 23% after implementing our ad analytics platform.
Worth exploring?
Speak soon,
Mark
Why This Works:
- Personalisation: Starts with a specific observation that feels tailored to the recipient.
- Engagement: A probing question makes the recipient reflect on their current challenges.
- Credibility: Social proof adds weight to the solution, making it more compelling.
- Clear CTA: Ends with a straightforward, low-pressure call-to-action that encourages a response.
What I’ve Shared Here is Just the Beginning
The Cold Email Swipe File, within the Checklists & Frameworks section inside The Vault, includes:
- Advanced messaging angles tailored to consultants and fractional executives.
- Industry-specific examples for SaaS, eCommerce, and professional services.
- 15+ Customisable email templates to help you book more meetings and build a consistent pipeline.
- Best practices on subject lines, CTA’s and other techniques to land in the inbox.
Related Content Resources
- The Ideal Email Sequence
- The 15% Reply Rate Cold Email Framework
- Outbound Campaign Checklist
