Cold emails tend to provide little chance of getting a positive response. In fact, many VCs used to advise against this practice. If you’ve got your heart set on cold emails, you should know that even though they have a low-percentage probability of getting a good response, they do work and in the end its numbers game. Here’s a look at how to do cold emails the right way.

Make Your Pitch 90 Characters or Less

People will read 500-word blog posts. They won’t read 500-word emails. They prefer emails to be as short and succinct as possible, and this is why the pitch in your cold email should be 90 characters or less. And the pitch itself should appear in the subject line. After all, the subject line is the only part of the email that the recipient is almost guaranteed to read. This is why you should focus your attention there. While 90 characters or less is good, ideally, 65 characters is the sweet spot when it comes to email subject lines.

Be Extremely Clear and Unique

Make sure that the email highlights a clear and unique concept/statement about the purpose of the email. Immediately, the recipient should understand what you want from them and why they should follow your call to action. Essentially, you highlight what you want them to do and why they should do it. If you’re going to make some type of wacky proclamation, that’s fine, but make sure to back up your proclamation with a unique selling point.

Drop Names

If you don’t have an established company name or brand, you should definitely use one in the email. When the recipient sees the name of an established brand, this makes the email look more credible. Even if you’re saying something along the lines of “look at our Amazon reviews,” this increases credibility and gets the attention of the recipient.

Use Lots of Numbers

People like numbers and stats. You should aim to use lots of them in the cold email. For every claim you make, try to include at least one stat or number, such as “our company is selling 1,256 products every day.” The more impressive the stats and numbers, the better.

Final Thoughts

An intriguing subject line is paramount to the success of your cold email, but you should also focus your attention on other pertinent components. Instead of asking if you can send over a pitch deck, just go ahead and include it in the cold email. Lastly, make sure you add social proof. You can easily do this by adding links to press releases and popular social media posts or tweets about your brand.