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What is a cold email, and why do I have to write one?

Honestly, we’re not sure where the “cold” part of this phrase comes from. But here’s a quick story. It’s a Monday, and your head to your platform of choice: Fiverr, Upwork, LinkedIn, whatever, and see a client or a company posting an opening for a contractual role. Right up your alley. You apply, things go well, and you wait to stumble upon your next posting.

<aside> <img src="/icons/light-bulb_purple.svg" alt="/icons/light-bulb_purple.svg" width="40px" /> But smart freelancers don’t wait for openings: they create them.

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Enter the cold email: the leap of faith you take to write to someone who has no connection to you whatsoever. Have they posted an opening? Maybe. Maybe not. Should you stop yourself from emailing a prospective client if they haven’t posted an opening or a call for your help? Absolutely not. You write anyway. Sometimes, clients have problems even they didn’t know needed solving. Sometimes it’s just good to be on a client’s radar, even if they don’t have any work for you yet. Most of all: it’s important to get your foot in the door. We’re from Pakistan. There aren’t many doors for us. You have to find them, and then wiggle your way through them yourself.

https://www.youtube.com/watch?v=-4lpfBHCgOc

How do cold emails work?

Let’s work through some examples: your favourite influencer of all time has some pretty shoddy graphics on their page. Luckily, you’re a graphic designer who thinks – wait, scratch that. Who knows they can be of help. You find their email address through Rocketreach or just through a good old Google search and you write to them. Then you wait.

Example 2: A company you’ve never heard of or seen looks really good to you. You’d love to be involved with them in some capacity as a web designer (your niche). You find the CEO’s email address and write to them.

Do cold emails always work? Nothing has a 100% success rate. But you miss all the shots you don’t take.

Things to note while you start:

• Figure out what you want to achieve: A good cold email always sets an intention. Intentions can be big or small, like “I eventually want to redesign this company’s entire website,” or “I just need a 15-30 minute Zoom call with whoever I’m reaching out to so that I can network and show off my skills a bit.” You need to be clear on this before you start writing. Your intention usually doubles as your “Call to Action” and closes out your email.
• Personalisation is important: A lot of people prefer using templates. We love templates. They save time and energy and get the job done. However, there needs to be a line in the template that stays ever-changing. That’s the line about the person or company you’re reaching out to, and the part of their work that you like/aligns with your values. You need to research this line very carefully each time. Then you tweak it depending on who you’re emailing. It makes your target feel like you took out the time to deep dive into their background and company and corroborates the fact that their work really resonates with you.
• Keep it concise: 10-15 lines MAX. People don’t have time to read pages worth of content anymore, so DON’T send in your cover letter!
• The subject line matters: Even if you think it doesn’t, the subject line is the most important thing. If it’s just a plain old “Reaching out” vs something with a hook, like “Let’s take your web design to the next level,” the difference could end up in dire consequences: your email may not even be read if your target thinks it’s too run of the mill.
• Your intro = your elevator pitch: Here, you mark your key experiences with notable clients and also outline a problem you think you can solve for the client. Instead of just leaving it to your experience, it’s best to summarise what value you think you could add to the client, or what new skill you bring in that addresses their needs.

The cold email in action:

Dear (name),

I recently came across (company name) and found myself impressed by the work you are doing. (Project name) is particularly impressive. I would love to help you expand your business with a web application for (project name).

I am a full-stack developer with (years) of experience building web applications for companies like (previous client) and (previous client). This experience has taught me how to work within clients' needs and budgets to create high-quality applications. I am particularly adept at creating (application type) and (application type).

Are you interested in building a web application for (company name)? Book a 30-minute phone consultation with me at (link) and let's discuss how I can help you!

Thank you for your time,

(Name)

(Website)

(Email address)

• From Line: The name your lead will see in their inbox before clicking into the email. You can actually change the name on gmail and Outlook to include something catchy, like [Your Name: The SEO Maven]
• Subject Line: This is where you write the reason a lead should open your email.
• Introduction: Here you introduce yourself and your business, while also making any appropriate research-based small talk regarding a commonality you two share.
• Pitch: This should mention a relevant pain point, your solution to it, and the benefits the lead will receive if they buy your solution.
• Call-to-Action: Here you’ll ask them to take a specific action with you during a time frame or on certain dates/times.
• Signature: This is where you’ll include your sign-off and, below it, your contact information, title, and any other portfolios, case studies, or web pages they should check out to learn more

Now, the WRITING: Get to it, thank us later!

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Lead Generation

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How to find the best freelancing job

Lessons in Chapter 2

Lead Generation

Writing the perfect cold email

How to find the best freelancing job

Finding high-ticket clients (Part 1)

Finding high-ticket clients (Part 2)

Using Upwork to land your dream gig

In-Demand Skills

Ranking on Fiverr, UpWork and Freelancer.com

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<aside> <img src="/icons/book-closed_purple.svg" alt="/icons/book-closed_purple.svg" width="40px" /> CHAPTER 3

Keeping your clients coming back

Let's face it - clients can be tricky. But fear not, we’ve got you covered in “Client Relations”! This section is chock-full of articles that will help you improve your client communication skills, build strong relationships, and set the tone for success from the very beginning.

Whether you're dealing with your first client or have been freelancing for years, these articles will give you the tools you need to keep your clients coming back. So, let’s get started and learn how to make your clients love you - and your work - today.

Get started →

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<aside> <img src="/icons/book-closed_purple.svg" alt="/icons/book-closed_purple.svg" width="40px" /> CHAPTER 4

Documenting like a Pro

We know, we know - documentation isn't exactly the coolest part of freelancing. But trust us, it's super important. That's why we've made the “Documentation” part of this Masterclass both fun and informative. In this section, we'll show you how to write killer proposals, create contracts that protect both you and your clients, and invoice like a pro. We've taken all the boring stuff and turned it into something you'll actually want to read - and use.

So, if you're ready to take your documentation game to the next level, you’re at the right place!

Get started →

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