The short version
- The first email asks a question. It doesn't pitch.
- Send three emails in the same thread, then stop.
- Lead with something free and specific to them.
The first message is a question, not a pitch
A stranger owes you nothing. A pitch asks for their time. A question only asks for one word. Keep the first email short and about them. Don't add a price, a link or an attachment.
Here is the shape I use:
Subject: Quick question about [Business Name]
Hi [First name],
I came across [Business Name] while looking at [type of business] in [town].
[One true, specific thing you noticed, like their reviews or years in business.]
I make free website audits for local businesses. It's a short video and a
written list of fixes. Want me to send you one?
A yes or no is all I need.
[Your name]Three touches, then stop
| Day | What to send |
|---|---|
| Day 0 | The first message above. |
| Day 3 | A short reply in the same thread. Add one more detail or a simple offer. |
| Day 7 | A last short note in the same thread. Close the loop with a kind note. |
Stop after the third email. Anyone who replies or asks you to stop leaves the list right away.
Offer something free and specific
"Let me know if you need anything" gets ignored. "I made a free audit of your homepage" gets opened. The free thing should be about their business and cost them nothing to say yes to.
Protect your inbox
- A new Gmail account can send about 10 cold emails a day. Raise it a little each week.
- Keep links and attachments out of the first email. They trip spam filters.
- Add your business address at the bottom of every email. The CAN-SPAM law requires it.
- Want to send 100 a day? Use a separate domain with warmed-up inboxes. Never use your main email for that.
From my work
Before I built websites I sold insurance. Life, auto, health and fire. I made over 27,000 direct sales calls. This email plan is how I run my own outreach today.