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Write Cold Emails That Actually Work: 2025 Proven Strategies for Agencies

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Why does writing cold emails fail for most agencies?

Writing cold emails often fails before it even reaches the prospect’s mind. For many US-based B2B agencies and freelancers, the issue isn’t just in the writing — it’s in the strategy. Let’s break down the core reasons your emails might be ignored.

Poor targeting ruins your chances from the start

If your list isn’t laser-targeted, your message won’t land — no matter how well-written it is. Many marketers send to:

  • The wrong job titles
  • Companies that don’t need the offer
  • Cold lists with no recent engagement

 Use Instantly’s segmentation tools and filters to target decision-makers based on region, company size, and intent.

Your email reads like it came from ChatGPT

Even with access to AI-powered cold email tools, your emails still need to feel personal.

Avoid:

  • Templated intros like “Hope you’re doing well”
  • Broad statements like “We help businesses scale”
  • No mention of name, location, or relevance

Use Instantly email templates as your base, but rewrite the opening lines to feel like a real conversation.

Your offer is vague or irrelevant

Many cold emails jump straight into selling something nobody asked for.

Ask yourself:

  • Does this solve a pain point they’re actively feeling?
  • Is my CTA too aggressive?
  • Can I make the offer feel low-risk and valuable?

     

Example:
Instead of “Let’s schedule a 30-minute call,” say:
“Would it be okay if I sent a quick 2-minute video with ideas for [company name]?”

You’re sending too few cold emails to get results

This is a massive blocker for small teams.

If you only send 10–20 cold emails a day, you’re:

  • Not gathering enough data to test what works
  • Likely to get discouraged by low reply rates
  • Missing out on compound learning from volume

     

How many cold emails per day is safe?
Start with 20–50/day and scale to 200+ using Instantly’s warm-up and deliverability protection tools.

Writing cold emails is not just copywriting — it’s positioning

Even a strong copy can’t save a poor audience targeting or a weak value proposition.

Writing cold emails that get replies requires:

  • A relevant list
  • A personalised message
  • A problem-focused offer
  • A low-commitment CTA

Fixing these 4 things will outperform any fancy template.

How important is the subject line in writing cold emails?

When writing cold emails, your subject line is everything. It’s the first filter — if they don’t open it, nothing else matters.

For US-based B2B agencies and freelancers looking to scale with AI cold email tools, a strong subject line is the key to better open rates and conversions.

Why short, curiosity-driven subject lines work best

The video’s core message is simple: less is more.

“Keep your subject line within 3 to 5 words… Don’t overcomplicate it. People check their email on their phones. They only see a few words.”

Follow these subject line rules:

  • Use 1–5 words max
  • Use all lowercase to appear casual (e.g. hail, ice balls, quick question)
  • Avoid marketing terms like “limited offer,” “free trial,” or “growth hack”

Relevance boosts open rates — personalise to location or timing

As mentioned in the video:

“I was reaching out to a region in Kansas City that had gone through a hailstorm. I used the word ‘hail’ as the subject line…”

This is a powerful example of how hyper-relevant subject lines tied to local events or seasonal timing can skyrocket open rates.

Real B2B use cases:

  • Marketing agency reaching out to NYC startups → Subject: Series A?
  • Web dev agency contacting Austin brands → Subject: SXSW ready?
  • SEO freelancer reaching out post-algorithm update → Subject: Google hit?

Tip: When using Instantly email templates, always update subject lines to reflect region, industry, or recent changes.

Test multiple variations to find what works

Instantly allows you to A/B test subject lines easily. Try testing variations like:

Over time, you’ll learn what your audience opens and what they ignore.

Writing cold emails starts with the subject line

If your subject line doesn’t create interest, your personalisation, pain points, and CTAs won’t matter. That’s why subject line testing should be a non-negotiable part of your Instantly workflow.

How can you personalise cold emails for higher replies?

Most cold emails fail because they feel like spam. But writing cold emails that feel personal — even when sent at scale — is what drives real engagement. 

For B2B agencies in the USA, personalisation is your shortcut to better reply rates, more booked calls, and stronger leads.

Use the person’s name

As mentioned in the video:

“At minimum, please use the person’s first name… Make references to their company… or news about their company.”

This means your cold email should feel like it was written just for them. Try adding:

  • First name in the subject line or greeting
  • Company name in the opening line
  • A nod to something specific (funding round, press mention, social post)

Example:

“Hey Sarah, congrats on [Startup]’s new round — looks like you’re growing fast. I had an idea about helping your content team scale with less grunt work…”

This level of detail boosts trust from the first sentence.

Add a location or event-based personalisation

Just like the “hailstorm” example in Kansas City from the video, you can hook attention by referencing something timely or local.

Ideas for US-based agencies:

  • “After the Shopify Summer ’25 update…”
  • “Post-Black Friday strategy for Austin stores…”
  • “After the LinkedIn Ads change in California last week…”

 Instantly email templates let you insert dynamic fields for city, state, or recent events using merge tags.

Speak their language: match their tone and industry

“If you’re talking to electricians, use their language. If you’re talking to lawyers, use their language…”

Your writing should feel familiar, not scripted. Match their tone:

  • SaaS founder: relaxed, fast-moving → use bullet points, direct tone
  • Legal firm: formal, cautious → clear structure, no slang
  • Construction firm: outcome-focused → focus on time savings, tools, staffing

Avoid using tech jargon when emailing traditional industries — and vice versa.

Combine personalisation + relevance = replies

Writing cold emails isn’t just about mentioning their name — it’s about making the message feel tailored.

Here’s the quick formula:

CSS

[Name] + [Timely Insight] + [Pain Point/Goal] + [Soft CTA]

 

Example:

“Hey Jason — I saw [AgencyName] was recently featured in Forbes. Curious if your team’s looking to scale outbound without adding more SDRs?”

This approach consistently outperforms generic templates, even with AI cold email tools like Instantly.

How do you highlight pain points without pitching too soon?

When writing cold emails, jumping straight into a pitch is one of the fastest ways to get ignored. Instead, B2B marketers and agencies need to start with the problem, not the product.

Lead with a specific pain your reader already feels

As mentioned in the video:

“Let’s say you’re a recruiting company… you say, ‘Hey, I know in construction, companies are struggling to find good workers.’”

That one sentence builds trust. Why?

Because it proves:

  • You understand their industry
  • You know what they’re struggling with
  • You’re not blindly pushing your solution

Always lead with a single, relevant pain point that your reader already knows exists.

Examples:

  • “Struggling to find skilled devs who don’t ghost mid-project?”
  • “Still spending hours weekly updating your clients manually?”

These lines instantly connect and hint that help is coming.

Ask problem-focused questions instead of pitching benefits

“Did your company get hit by the recent hailstorm in Kansas City?”

This one question does more than start a conversation — it implies a solution without offering it directly.

Here’s how to apply that to B2B emails:

  • Instead of: “We help B2B agencies generate more leads…”
  • Try: “Still relying on referrals to keep your pipeline full?”

This method:

  • Engages the reader
  • Feels like a conversation
  • Builds curiosity (they wonder what you know that could help)

Make your cold email feel like discovery, not a pitch

“It implied that I had a solution… but I didn’t push it. I was just asking.”

That’s the tone to aim for: consultative, not salesy.

Try using:

  • “Out of curiosity, how are you handling outreach right now?”
  • “Would love to hear how you’re scaling post-rebrand — is your current process holding up?”

When your message reads like you’ve done your research and just want to share insights, your reader is far more likely to respond.

Use emotional language without exaggeration

B2B prospects are still people, and emotions drive replies. Highlight fears or frustrations, but keep it grounded.

Instead of:

  • “Revolutionise your outbound with our all-in-one tool!”
    Try:
  • “If you’re tired of chasing leads and getting nowhere, this might help.”

Remember: you’re not writing ad copy — you’re starting a conversation.

Match pain with a hint of value — but hold back

“The implication here… is that I might have a solution. But I’m not getting to that point.”

This method builds tension. You’re showing you understand the problem and inviting them to ask for the solution.

It’s a proven way to warm up cold leads and spark curiosity.

What makes a cold email CTA feel low-risk and irresistible?

The best cold emails don’t beg for attention — they make it effortless to say yes. When writing cold emails, your call-to-action (CTA) should feel like a natural next step, not a sales pitch.

Your CTA should feel like a soft nudge, not a big ask

“My call to action here is just — hey, were you guys hit by the hailstorm?”

That line worked because:

  • It’s easy to answer
  • It doesn’t feel risky
  • It sparks curiosity

For your B2B cold emails, use low-commitment CTAs like:

  • “Would it be okay if I sent a quick idea for [company]?”
  • “Mind if I send over a 2-minute video with some thoughts?”
  • “Open to a quick chat if it looks relevant?”

These soft prompts get more replies than hard CTAs like “Book a 30-minute call here.”

Focus on value delivery, not just booking a meeting

“We did a free 10- to 20-minute assessment video… and we just said: Hey, can we send you over a personalised video?”

This approach worked because it:

  • Offered something personalised and free
  • Delivered real value upfront
  • Created curiosity without pressure

Here’s how you can apply it using Instantly email templates:

  • Modify your CTA block to say:
    “We built a short teardown on your outbound process. Want to see it?”
  • Or:
    “We noticed something on your site that could be costing leads. Want a quick breakdown?”

This approach works well in AI cold email automation, too — it feels personal, not spammy.

Position your CTA as a favour, not a funnel

If the CTA feels like a trap, they won’t click.

Instead of:

  • “Let’s set up a discovery call next Tuesday at 11 am”
    Try:
  • “Want me to send you a few options? No pressure.”

You’re inviting, not selling. That’s key to writing cold emails that convert, especially when you’re sending at scale via Instantly.

Make the next step easy to take

Here’s a fast checklist to run your CTA through:

Is it under 15 words?
Can they say “yes” without risk?
Does it imply value, not a pitch?
Is it relevant to the problem you just addressed?

If you answered yes to all, your CTA is doing its job.

Use the CTA to keep the conversation going

A cold email isn’t supposed to close the deal. It’s supposed to start a conversation.

As mentioned in the video:

“They already know there’s an implication of something going on… even though they didn’t know for sure.”

Let your CTA spark a reply. Once they respond, that’s your cue to go deeper, not before.

How does Instantly help you send more cold emails per day?

You can write the best cold email in the world — but if you’re only sending 10 emails a day, it won’t grow your agency. The video makes this clear: volume matters.

Instantly is built to help US-based B2B marketers, agencies, and freelancers scale cold outreach without risking domain reputation.

Why sending more cold emails = more booked calls

“Just writing a killer cold email isn’t always enough… if you’re only sending 10 emails a day, it’s not going to help.”

To get real results:

  • You need to test multiple angles and subject lines
  • You need volume to find winning offers
  • You need replies to validate your messaging

And that’s impossible without sending 100+ emails/day — safely.

Instantly helps you scale without burning your domain

“If you can send more cold emails, this means you can book more sales calls.”

Here’s how Instantly makes that possible:

  • Warm-up feature: Automatically builds sender reputation
  • Multiple inbox rotation: Send from 5–50+ email accounts
  • Smart sending time gaps: Mimics human behaviour (solving “Instantly time gap between emails”)
  • Deliverability monitoring: Ensures inbox placement

This allows you to scale from 20 → 500+ cold emails per day while protecting your domain.

AI-powered personalisation at scale

One of the top features inside Instantly is its AI cold email personalisation engine:

  • Insert first name, company, and location
  • Reference custom variables like recent news, events, or industry pain points
  • Auto-rotate templates and angles to avoid repetitive spam signals

This means you can:

  • Write one dynamic email
  • Personalise it for 1,000 contacts
  • And keep reply rates high while scaling

How many cold emails per day should you send?

This depends on:

  • Your domain age and warm-up history
  • The number of inboxes you’re using
  • Industry norms (tech founders tolerate more outreach than legal firms)

General Instantly best practices:

  • Start: 20–40 emails/day (per inbox)
    After 2–3 weeks of warm-up: 100–150/day
  • With multi-inbox setup: 500+ daily possible

Always monitor bounce rates and inbox placement.

Instantly makes writing cold emails worth the effort

You’ve worked hard on writing cold emails that convert. Instantly ensures that work isn’t wasted by:

  • Getting them seen
  • Keeping you out of spam
  • Helping you iterate faster through volume

Whether you’re a solo freelancer or a growing B2B agency, scaling without burning out your sender reputation is the smart way forward.

What are cold email best practices for 2025?

The cold email landscape is shifting. Spam filters are stricter. Prospects are busier.

But B2B agencies and freelancers using tools like Instantly still have an edge — if they follow modern cold email best practices rooted in human behaviour and data.

Use short subject lines that spark curiosity

“Keep it to 3–5 words… Think about how it looks on a phone.”

Go for lowercase, simple, curiosity-driven:

  • quick question
  • growth idea
  • about [first name]

Avoid clickbait or corporate buzzwords — your subject line is a first impression, not a pitch.

Personalise more than just the name

Generic intros like “Hope you’re well” will get you ignored. Instead:

  • Mention the company or founder by name
  • Reference recent activity (funding, posts, events)
  • Use industry-specific language

Instantly email templates can insert dynamic personalisation fields at scale, even referencing regional details.

Open with a problem, not your service

“Focus on the problems you’re solving… not your product.”

Start your cold email by highlighting one pain point your prospect already knows:

  • “Still managing outreach manually?”
  • “Hiring pipeline stalling again?”
  • “Sales replies low after Q2?”

Let them feel seen — before you show them the solution.

Keep your email under 100 words

Long emails look like pitches — and they don’t get read.

Ideal structure when writing cold emails:

  • 1 line greeting
  • 1 line pain point or question
  • 1–2 lines of implied solution or offer
  • 1 low-risk CTA

Example:

“Hey Jamie — saw your LinkedIn update. Curious — are you still handling SEO reports manually? We built a quick script to cut that down by 80%. Want a peek?”

Make your CTA low-pressure and value-focused

“The first CTA was just: Did the hailstorm hit you?”

That’s the tone to aim for — zero friction.

CTA examples for US-based agencies:

  • “Want a 2-minute teardown of your current outbound?”
  • “Can I send a free video audit?”
  • “Mind if I share a few growth ideas we’ve used with other [industry] teams?”

No Calendly links. No calls. Just curiosity.

Scale only after warming up properly

“If you can send more cold emails… You can book more sales calls.”

But don’t rush. Use Instantly to:

  • Warm your domains
  • Rotate inboxes
  • Set realistic time gaps (solves the “Instantly time gap between emails” issue)
  • Monitor deliverability before scaling volume

Sending 500+ cold emails a day is only effective if you’re landing in inboxes, not spam.

What’s a proven example of a high-performing cold email template?

Writing cold emails that get replies starts with clarity and empathy. 

Below is a proven, reply-worthy template based on the strategy shared in your transcript — adapted for B2B agencies using tools like Instantly and targeting leads in the USA.

Cold Email Template

Here’s a version that uses everything from the video — short subject line, relevance, personalisation, pain-point-first, and a soft CTA.

Subject:
growth team? (3 words, lowercase, curiosity-driven)

Body:

Hey [First Name],

Noticed [Company Name] has been growing fast — congrats on the momentum. Curious — are you still handling outbound manually?

We’ve been working with a few US-based agencies to help automate outreach using Instantly, while keeping reply rates human and relevant.

Want me to send over a quick teardown of what we’d change in your current flow?

— [Your Name]

Why this works:

  •  Uses first name + company for hyper-personalisation
  •  Starts with a compliment to lower resistance
  •  Addresses a clear pain point (manual outbound)
  •  Offers value first (free teardown, no hard pitch)
  •  Uses a low-risk CTA (“Want me to send over…”)

You can easily adapt this using Instantly email templates with AI-powered personalisation fields for company name, recent news, location, etc.

Alternate Use-Case Example (Niche B2B)

Subject:
low Q2 replies?

Body:

Hey [First Name],

Saw your update about the Q2 slowdown. Are you seeing fewer replies from outbound lately?

I recently helped a US SaaS agency boost cold reply rates by 40% using a few tweaks — all inside Instantly.

Mind if I send over what we changed? Might be helpful.

— [Your Name]

Quick pro tips when using AI cold email templates:

  • Use merge tags like {first_name}, {industry}, {region}
  • Limit each email to 2–3 personalised elements for deliverability
  • Always rotate versions to avoid spam filters

How do you know if your cold emails are working?

Writing cold emails is just the first step. To scale smartly, B2B agencies and freelancers need to measure performance using real engagement metrics, not just opens.

Here’s how to track success like a pro using tools like Instantly and AI-powered outreach systems.

Monitor these 5 cold email metrics first

If you’re using Instantly or any AI cold email platform, these are the non-negotiable metrics you must track:

  1. Open Rate

    • Benchmarks: 40–60%
    • Below 30%? Fix the subject line or deliverability.
    • Tip: Use short, curiosity-based subject lines like “quick question” or “your team?”

  2. Reply Rate

    • Benchmarks: 5–12% for B2B
    • If it’s low, improve personalisation and pain-point relevance.

  3. Bounce Rate

    • Should be <5%.
    • High bounce? Clean your list and check your domain health.

  4. Positive Response Rate

    • Track how many replies turn into interest, not just any reply.

  5. Booked Calls or Conversions

  • This is the real goal. Track how many cold emails turn into meetings or demos.

Run A/B tests inside Instantly email templates

“You can’t just write one cold email and hope it works forever.”

With Instantly, you can test:

  • Subject lines
  • Openers
  • Personalization variables
  • CTAs

 Example Test:
A/B two intros:

  • A: “Noticed [Company] is hiring — growth phase?”
  • B: “Curious — still relying on referrals for leads?”

Track reply rate difference over 200–300 emails.

Watch for signs your offer isn’t landing

As mentioned in the video:

“If people aren’t responding… It’s either your targeting or your offer.”

Common red flags:

  • Open rate is solid, but replies are dead = bad offer
  • Replies say “not interested” or “we’re good” = wrong audience or timing
  • Positive replies, but no follow-up = unclear CTA

Fix your value prop first, then your delivery method.

Use AI to score engagement patterns

Advanced AI cold email platforms (including Instantly with integrations) can:

  • Auto-prioritise hot leads based on language in replies
  • Score positive vs. neutral vs. negative tone
  • Suggest follow-up sequences or reactivation prompts

This turns email data into insight, so you write better with every campaign.

What are the next steps after a cold email reply?

Getting a reply is just the beginning. Once your cold email lands in the inbox and gets a response, your next steps will determine whether it turns into a call, deal, or dead end.

Let’s walk through how to handle cold email replies like a pro, especially when using AI tools like Instantly to scale outreach.

Step 1 — Reply fast, but with relevance

“When you create good email copy and you start to create that engagement… give them a reason to work with you.”

 Respond within 1–4 hours, max. Waiting 1–2 days can cost you the deal.

What to say in your follow-up:

  • Acknowledge their reply
  • Reconfirm their pain point
  • Offer a next step (low risk, easy yes)

Example:

“Appreciate the reply, Sarah! Sounds like [pain point] is top of mind. Want me to send over a short teardown this afternoon?”

Step 2 — Stay conversational, not corporate

Just because they responded doesn’t mean they’re sold. Keep your tone light and personal, not pitch-heavy.

Avoid:

  • Long explanations
  • PDF attachments
  • Pushing your Calendly too early

Do:

  • Ask a quick follow-up question
  • Add value in your reply
  • Let the conversation breathe

Step 3 — Customise your follow-up offer

“Tailor it specifically… because you know their pains, their problems, their goals.”

Use this moment to stand out:

  • Mention something unique from their site/social
  • Offer a micro-demo, audit, or idea relevant to their funnel
  • Link to a client example that fits their niche

Pro Tip

You can pre-write Instantly.ai email templates for reply sequences and personalise them before sending.

 

Step 4 — Book the call with no pressure

You’ve earned their interest — now it’s time to make the meeting the logical next step.

Good CTA examples:

  • “Want to hop on a quick 10-minute call this week to show you?”
  • “Can I send over a few times for a short walkthrough?”

Avoid forcing them to schedule immediately. Keep the ask soft.

Step 5 — Update your CRM or pipeline instantly

Once you’ve received a reply:

  • Tag the lead as “engaged” or “hot”
  • Move them into your pipeline (e.g., Discovery → Qualified)
  • Trigger any AI-powered follow-ups inside Instantly or your CRM

This ensures you don’t drop the ball, especially when managing 100s of replies per week.

Conclusion: Mastering the Art of Writing Cold Emails with Instantly

If you’ve made it this far, you’re no longer guessing how to approach cold outreach.

You’re now equipped to:

  • Write cold emails that get opened and replied to
  • Personalise messages without wasting hours
  • Speak directly to the pain points your prospects care about
  • Scale outreach safely using Instantly email templates and AI-powered workflows
  • Know exactly what to test, track, and optimise

Writing cold emails isn’t just about hitting send — it’s about landing conversations that lead to conversions.

With tools like Instantly, smart strategy, and clear messaging, your agency can generate leads faster, without sounding robotic, spammy, or desperate.

Ready to Scale Smarter?

Start using Instantly to send 10x more cold emails — without burning your domain or your time.

FAQs on Writing Cold Emails with Instantly

What are the most effective ways you've found to improve cold email reply rates?

To improve reply rates when writing cold emails:

  • Use a short, curiosity-driven subject line (3–5 words)
  • Personalise the intro with name, company, or recent activity
  • Focus on the prospect’s pain, not your pitch
  • End with a low-pressure, value-based CTA
  • Use Instantly email templates to test variations at scale

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How to write the most effective cold email ever: The ultimate guide?

The ultimate cold email has:

  •  A 3-word subject line
  •  A relevant hook in the first sentence
  •  A pain-focused middle line (based on industry problems)

 A soft CTA like “Want me to send you a teardown?”
Use tools like Instantly and AI cold email generators to personalise this at volume.

What is the 30/30/50 rule for cold emails?

It’s a general rule for cold outreach success:

  • 30% of success = your list quality
  • 30% = your offer and positioning
  • 50% = your copy and timing

Instantly helps you nail all three through smart automation, warm-up, and personalisation templates.

Can AI send cold emails?

Yes — AI cold email tools like Instantly and Smartlead can:

  • Personalise intros based on lead data
  • Insert dynamic fields like {first_name} and {company}
  • Rotate email angles to avoid spam triggers
  • Analyse reply intent and suggest follow-ups

However, the best results still come from human-edited copy with AI assistance.

How do I use AI to help me write an email?

You can use AI to:

  • Generate cold email outlines or scripts
  • Rewrite subject lines for better open rates
  • Suggest industry-specific language
  • Summarise a company’s website into a hook

Instantly offers built-in AI cold email tools and templates to automate this.

Does Instantly AI have email templates?

Yes. Instantly email templates include:

  • High-converting cold outreach sequences
  • Re-engagement emails
  • Follow-up frameworks
  • AI-generated variations based on campaign goals

You can edit, test, and personalise each one using merge tags and conditions.

Would you say Instantly is the gold standard for cold emails?

For agencies and freelancers looking to scale outreach in the USA, Instantly is one of the top tools.
It offers:

  • Email warm-up
  • Inbox rotation
  • Smart sending gaps
  • Built-in AI writing tools
  • Affordable multi-inbox scaling

It’s not the only tool, but it’s among the top AI cold email platforms for 2025.

What are some tips for writing a cold email as a beginner?

Start with these cold email best practices:

  • Use a short subject line
  • Write like you talk — no fluff
  • Personalise with the person’s name or company
  • Keep it under 100 words
  • Offer value, not just your service
  • End with a CTA like “Want to see how it works?”

Tools like Instantly email templates can guide you with proven frameworks.

What is an AI Prompt for Cold Email Generation?

An AI prompt for cold emails is a set of instructions you give to an LLM (like ChatGPT) to generate:

  • Personalized intros
  • Email bodies with specific pain points
  • Industry-specific language
  • Call-to-actions tailored to your audience

Example prompt:

“Write a cold email for a B2B agency offering LinkedIn ads to SaaS startups. Make it short, friendly, and focused on cost per lead improvements.”

How do you use AI for cold email?

You can use AI to:

  • Write the first draft
  • Personalise based on LinkedIn data
  • A/B test angles
  • Automate follow-ups
  • Score replies by intent (e.g., interested, not now, unsubscribe)

Platforms like Instantly bring all these into one dashboard for easy scaling

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