Templates: Cold Email Copy

Subject Lines

The best subject lines are tailored to the specific person you’re emailing (notice a theme? 🙂)

If you’re looking to try a few more variations, here are some examples. We generally capitalize the first word and keep the rest of the subject lowercase to make it look more conversational. Keep subject lines short.

• Dog food factory tour?
• Pancake’s diet
• Dog food
• Factory tour?

Template 1 — Competitor Reachout

Hey {First Name},

I stumbled upon your site recently and was impressed by your content. Can I ask how you're {{solving the problem we do}}? It looks like you're using {{old solutions}}?

I'm actually the founder of {{Company}}. Our {{product}} lets you {{benefit}}. I build {{Company}} to be reliable (and instantaneous to set up) after I realized {{the existing solution}} (like {{Competing App Name}}) could not be relied on to run my old businesses.

Unlike {{Competing App Name}}, {{Company}} runs alongside your site. Which means it {{benefit}}. This also means it installs instantly and integrates with Stripe, Mailchimp, and Zapier out-of-the-box.

Other creators like yourself, such as {{Famous Person 1}} and {{Famous Person 2}}, made the switch to {{Company}} recently.

Just like I help transition them over, I can personally take care of your migration from {{Competitor}}. I'll happily provide a concierge service to transfer your users and plans over — so you don't have to do anything. This is what I do for our top users.

-Jack

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Jack Russell | Founder | Fictitious Dog Chow | 333 Main St #100, Fremont, CA

Demand Curve Note: The name of the Company in the signature should link to your website.

Template 2 — Referencing Past Posts

Note: Only use this template if they have material that you could realistically have stumbled across.

{First Name}: I saw your Instagram post about Pancake getting sick from some bad IAMS 😞. Hope he’s better.

Pal, my German Shepherd, got sick from mass-market dog food too. I wanted something healthier for him.

I saw you’re in the Bay Area — I’d love to invite you and Pancake to tour our factory in Fremont if you're around. It’d be totally free. Most owners (and dogs) get a kick out of it.

If this sounds cool, I can share the address, or even connect you with some other owners who have done it.

For context: I founded Fictitious Dog Chow to be an organic, healthier dog food. We’ve helped many dogs with weak stomachs enjoy their meals. I found you because I look through {Instagram} to find pet owners to help out.

-Jack

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Jack Russell | Founder | Fictitious Dog Chow | 333 Main St #100, Fremont, CA

Template 3 — Activity-based Outreach

Hey {Name}. I saw that you go to Joby’s Holistic Dog Grooming a lot. Is there any chance you’re interested in improving your dog’s diet?

I’ve helped dogs eat healthier and fight their digestive problems. Many of their owners are active members of Dog Food Lovers and Doggie Moms, if you know those groups.

I’d be happy to give you and your pup a free factory tour to show you the ingredients we put in our food.

Any interest? You can also swing by our office if you’d like.

-Jack

P.S. I look through Foursquare to find owners like our happiest customers.

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Jack Russell | Founder | Fictitious Dog Chow | 333 Main St #100, Fremont, CA

Template 4 — Referencing Past Post: Short Variation

Hey {Name}, I saw your tweet about {X}. If you’re still looking into healthy dog foods, would you be open to FDC? I can send you a sample, or you (and Pancake) can even swing by the factory for a visit.

-Jack

P.S. I look through Twitter to find owners like our happiest customers.

--- Jack Russell | Founder | Fictitious Dog Chow | 333 Main St #100, Fremont, CA

Template 5 — Activity-Based: Short Variation

Hey {Name}. I saw that you go to Joby’s Holistic Dog Grooming a lot. We set up a special discount for Joby’s customers to buy our nutritious dog food.

Any chance you’re interested in improving your dog’s diet? I can send you a sample, or you could swing by the factory. I’d love to talk dogs.

I look through Foursquare to find owners like our happiest customers :)

-Jack

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Jack Russell | Founder | Fictitious Dog Chow | 333 Main St #100, Fremont, CA