In 2024, cold email outreach to prospects still works — if you know how to do it right.

Is AI helping or hurting? It’s a double-edged sword. While the latest AI tools can dramatically save time on research, you’ve probably also seen many bad email ploys that reek of ChatGPT. (No, I don’t want to read a sonnet about how your business can help me.)

Whether you’re using AI or researching/writing manually, there are certain fundamentals of modern prospect outreach that every sender must get right. Below is a formula that incorporates these fundamentals in a simple, 3-step process for hyper-personalization. If your email meets these criteria, you’ll have the best chance possible of making a connection — and securing the meeting.

‍

Step 1: Zero in on an authentic commonality 

Kick off with a mention of a person, company, place, or idea that will immediately draw your prospect’s eye, something you have in common with them and that they will want to talk about.

The more specific this commonality is, the better. It should be something you authentically share with the prospect, not just a random mention of one of their interests. In your research, keep a keen eye out for bits of common ground you have.

Especially when you feel the connection yourself, you can write your email subject line and opening in a way that is genuine, real, and compelling. Read more about hyper-personalized commonalities here.

‍

Step 2: Quickly make your business case

Connecting over personal common ground is a great start, but it’s not sufficient to get a meeting. To do that, you’ll also need to show that you understand the prospect’s professional/organizational challenges and strategic priorities. And you’ll need to do it quickly.

Your prospects aren’t likely to post much online about the aspects of their business that keep them up at night, so you will need to do some educated guessing, demonstrate your deep understanding of their challenges, and offer a tailored point of view that shows them you can be trusted. Read more about making a hyper-personalized business case here.

‍

Step 3: Tailor to Their Personality Type

The truth is that no one email type will resonate with everyone. To get that meeting, you have to present your message in a way that resonates with your unique recipient.

DISC is a great shorthand for understanding major personality types. You can often discern your prospect’s DISC type from their digital footprint, then use this information to write your email in a way that suits them. (D)ominance types, for example, will want you to get to the point immediately and show them how you’ll deliver them a win. (I)nfluence types, on the other hand, are likely to care more about making a friendly personal connection first.

But you don’t have to dive deep into personality typing to customize. Spending a few minutes perusing the prospect’s social media or listening to them speak in an interview often gives you rich clues about what type of tone and content is most likely to resonate with them.
‍

Summary

Whether you’re in B2B sales, talent recruitment, nonprofit fundraising, or otherwise, knowing how to write cold emails that get opened, read, and responded to is a skill you need in your toolbox. Use this 3-step process (Common Ground > Business Case > Style Customization) for your best chance at cutting through the clutter. 

As you hone and adjust the formula, you’ll find that your email outreach feels less like shouting into the void and more like making a series of natural, mutually beneficial connections.