Anatomy of a Cold Email

While we usually recommend using your network to generate warm intros to new contacts, there are times when it makes sense to send a cold email. Usually, this is when you truly don’t have any clear path through your contacts to get in touch with someone at a particular company, or when you stumble upon an opportunity or contact that’s so perfectly aligned with your expertise and area of interest that you can confidently determine they’d be happy to hear from you. 

Even the best cold email might get ignored, but your chances of a positive response increase if you write something clear, professional, and compelling (and by email, we mean email – LinkedIn messages are far more likely to get ignored). Here’s a simple structure you can follow:

First, craft a purposeful subject line. Instead of “Hi” or “Quick Chat?” which can seem spammy, try something more detailed, like “Assistant editor reaching out for informational interview.”  Then, open the email professionally, with a greeting and nicety. Explain how you found the person and why you’re reaching out. Write a brief (2-3 sentence) elevator pitch that explains why it would be worth their time to chat with you, and clearly state your ask. Lastly, sign off with a warm, inviting, and professional signature. Here are a few examples of how this all might look:

Example 1:

Subject: Recent NYU Grad Seeking Advice

Hi Judd,
I hope your summer is off to a great start! I just graduated from NYU Tisch and found your information in the alumni database. I’m hoping to pursue a career in documentary production, and I really loved your film BEYOND THE NORTHERN LIGHTS. Last summer, I interned at Documentary Prodco X, where I supported the producers’ fundraising efforts and grant applications. I’m hoping to learn more about how to break into this side of the business. Would you be available for a brief informational interview?

Thank you!
Nancy Smith

Example 2:

Subject: TV Executive & LA Food Bank Volunteer Seeking Career Transition Advice 

Hi Sally,
I hope you’re well! I’m reaching out because I read about the work you’re doing at Food Insecurity Nonprofit in the LA Times, and I was impressed with your team’s initiative to provide medically-necessary fresh foods to people with restricted diets who are experiencing food insecurity. I’m currently a creative executive at Studio Y, where I work closely with writers to shape the stories you see on screen. I’ve also been volunteering for the LA Food Bank for the past three years, and as someone with Celiac disease, I’ve often found myself confronting the stark reality that despite how much help the pantry provides, the options are limited for those who have medical conditions that restrict their diets. I’ve been considering a career transition into nonprofit communications, where I can leverage my storytelling expertise to support a good cause, and I’d love to learn more about what your organization does and how I might be able to support your mission, either in a professional or volunteer capacity. Would you be available for a brief chat?

Looking forward to connecting! 
Harry Jackson

Example 3:

Subject: TX-based Commercial Producer Seeking Transition to TV Production

Hi Mitch,
I hope this email finds you well! I’m a Dallas-based commercial producer who has produced award-winning ad spots for clients like Shoe Brand A, Hotel Chain B, and Car Company C. While I’ve loved the fast pace of the advertising world and am proud to have produced premium, high-production value ads, I’m hoping to spend the next phase of my career working in television production. I recently read about Production Company’s plans to take advantage of the new Texas tax incentives and would love to chat with you about the possibility of working together on any projects you may have in the area. Please let me know if you’d be open to a quick conversation, and I’d be happy to send over any materials you need to better understand my work. Thanks so much, and I look forward to hearing from you!

Best,
Sam Jones

Notice how in each of these emails, the person reaching out is very clear about who they are and their ask. It’s obvious that they’re reaching out intentionally and not just spamming every person who works in their chosen field. Plus, they maintain a respectful and professional tone. They aren’t overly salesy, don’t make any demands, or send over a presumptuous Calendly link, resume, or portfolio.

Will they get a response? Maybe, maybe not – there are too many unknown factors when you’re reaching out to someone you don’t know at all. But this kind of approach is your best bet to getting a response.