I get cold emails every single day and I almost NEVER open them.
They’re all terrible for the same reason: the person who sent it never stopped to ask themselves one simple question before they hit send. How do I know? I know because I delete 99%!
So – here it is. Ask yourself:
What is going to compel the person receiving this email to actually open it?
That’s it. That’s the question. And it’s obvious to me almost nobody asks themselves.
Instead, they obsess over templates. They fiddle with automation tools. They build sequences and workflows and drip campaigns. They do everything except think about the one moment that determines whether any of it matters — the moment a real person glances at their inbox and decides whether your email is worth their time.
That decision happens at the subject line. Not in the body. Not in your call to action. Not in your clever P.S. line. The subject line. That’s where you win or lose.
What makes someone open an email from a stranger?
You have to give them something they can’t ignore.
This means your subject line MUST represent extreme value IMMEDIATELY. Not a gimmick. Not curiosity bait. Not some vague promise about “transforming their business.” A real statement of value which hits them where they live, solves a problem or presents a compelling opportunity!
The reality for salespeople is simply this: you’re either in the Opportunity Business, the Solution Business or both.
If you’re in the Opportunity Business, your subject line needs to put an opportunity in front of them that they didn’t know existed or haven’t been able to capture on their own. You need to illicit the “I need to know more about this” thought in the prospects mind.
If you’re in the Solution Business, your subject line needs to speak directly to a problem they’re already dealing with. The Subject line clearly causes the “this is EXACTLY what I need” moment!
That’s the whole game. Opportunity or Solution. Every effective cold email subject line in history fits into one of those two categories. Every single one.
But here’s why nobody asks the question. It’s hard. It requires you to actually understand what you’re offering and why it matters to the specific person you’re emailing. There’s no shortcut for that. No tool handles it. No template covers it.
You have to do the thinking. You must understand your prospects PAIN or have, based on knowledge you’ve learned, an opportunity which you believe is an incredible fit!
So before you write another cold email, before you touch another automation platform, before you do anything — sit down and answer the question.
What will compel this person to open my email?
If you can’t answer it clearly and specifically, you’re not ready to hit send.
Jim