Product Development June 11, 2020

Cold emailing new customers to start a conversation.

Mick @Primer

Something I've always had a fair bit of success with is just reaching out to people by email and getting a conversation started. I've heard others asking the question "How do you do that? what do you say?"

So I thought I'd take a minute to just copy and paste some recent emails I sent to new signups that turned into good conversations.

Email 1

Hi there, my name is Mick and I’m the creator of SongBox. This isn’t an automated email I swear!

I’m doing my reports and stuff tonight and saw that you took out a hobby membership. I’m pretty much just emailing to say thanks very much for that and also to ask you to please get in touch if you have any feedback that can help me make the platform better. I’m building SongBox on my own and I’m really passionate about it. I need to hear from people like yourself (people who are seriously using the platform) so that I can keep improving it.

So I’ll stop rattling on. I’d love to hear from you. Hope you’re good!


Email 2

Hi there my name is Mick and I’m the creator of SongBox.

Firstly, this ISN’T an automated email. Promise.

I’m going through my reports and I see that you signed up a few days ago. I try to reach out to everyone who signs up just now. I just would like to say hello and to ask you to please let me know if there is any feedback you have, particularly if there’s something you hate about SongBox.

I’m building songbox on my own, no funding and no help (which is the way I like it), but I do really need feedback if I’m to keep improving the platform.

Anyway I’d love to hear from you! Hope you’re good!


Email 3

Hi, my name is Mick and I’m the creator of SongBox. This isn’t an automated email!

I’m going through my reports and saw you signed up earlier today and I try to reach out to everyone personally to say hello. I also saw in your bio that you’re London based. I’m in Scotland so it’s nice to get some UK people signing up. The vast majority of my users are in the USA.

Anyway… I’m just emailing to say hello and to ask that if you have any ideas, or feedback then PLEASE let me know. I’m building SongBox myself and I really need feedback - particularly, in fact especially when you hate something. It’s the only way I can keep making the platform better.

So, I hope you’re good and I’d love to hear from you.


For me I think the key is to be real. I NEVER copy and paste repeat emails. Even if I'm saying roughly the same thing I just think it's wrong to copy and paste the same message to multiple people, and I think people can tell too.

All of the above emails are emails I sent out recently and they led to good responses and good conversations.

Hope this helps someone.

  1. 2

    cool! thanks for sharing these! where do you get your emails to send these to? how do yo u prospect?

    1. 4

      some recent emails I sent to new signups

      I interpreted this as: emails to new SongBox users. So not quite "cold" emails. But still starting a new conversation. I could be wrong.

      1. 3

        Yeah this is correct. Not, I guess, "cold" in the usual meaning but I still consider them cold emails as in, unsolicited emails.

        CC @8bit

        1. 1

          still... very interested in where you got them?

          1. 1

            They signed up to my app, either organically or via an ad campaign.

            1. 1

              how much do you spend? how much time per week (hours)?

                1. 2

                  cool. i'll take a look.

      2. 1

        ah. yes. decent clarification.

  2. 1

    @Primer I am working on this - and I would love to explore if I can include some templates that have worked well for you on this.

    1. 1

      Happy to help if I can but my entire philosophy is based around not using templates and treating people like human beings. Not sure if that fits with a template engine?

      1. 1

        Absolutely, it does. The whole idea of templates is just to provide a starting point for building some customized email for a given context. Thanks again for letting me use this.

  3. 1

    Hey Mick! I'm curious why are you mention the first thing in the email 'This isn't an automated email!'? I ALWAYS avoid 'NOT' in the cold emails. I never write, don't know, don't have, isn't, ... I always think about how I can turn negative into positive even sometimes I have to make up things. :) I'm quite proud of my shit whether it's automated or not. I know I did my best work.
    How many people would reply to you out of 100 emails?
    Anyways. I understand there are different tactics of how and what to write in a cold email. And it is impossible to use other people templates because people approach things differently. Cold emails are some form of art. It is difficult to write short and straight to the point emails. It takes time.
    Thank you for sharing.

    1. 2

      Good points man! I tend to think things like that (don't write negative words) really is some kind of pseudo psychology.

      For example, when you speak to someone on the street, or in a shop etc do you think about what you're saying and what words to exclude? Nope.

      I find that I get buy pretty well in life because I speak to everyone the same. The CEO of my company (huge enterprise company, not a startup) gets the same "me" as the guy who serves the soup in the canteen. It's something I don't try to do, I've just always been like that. This carries through to these emails.

      They're not automated emails, so I just say that. Why wouldn't I? I think it's a salient point because a lot of times just after you sign up to something you get hit with a lot of crap onboarding / marketing emails and the WORST ones as far as I'm concerned are the ones that try to act all cool like its really the founder emailing you.

      I just like to be real, is the short answer. and my reply rate is really good. In fact it's unusual not to get a reply of some sort.

  4. 1

    Cool stuff, Mick!

    Some feedback on your cold emails (I teach workshops on this):

    Consider ending your email with a clear yes/no question. After a very quick skim, it isn't clear what your question is. It's buried in the "justificatory" paragraph in the middle in most cases.

    Consider questions like:

    • Would you be open to chatting?
    • Do you like [x idea]?
    • Can I send you some follow-up questions? They will take [X minutes] to answer.

    Things like that are much easier to answer for somebody who is moving quickly and asking themselves, "what does this person want?"

    Happy to dig deeper if you want!

    1. 2

      I appreciate the pointers man but really, I don't have any problems. Almost everyone I email replies to me. I really hate the idea of sticking to a structure or thinking about it too much. See my reply above.

      I've always done well with this kind of thing and I think the key is just to be a human being and treat the person you're emailing the same.

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