Both cold calling and email play such a big role in sales prospecting so having a cold email strategy is important.  You greatly improve your probability of connecting with the prospect when you combine the two communications methods together into one strategy.

Creating and Using Cold Call Email Templates

The first thing we want to discuss in building a cold email strategy here is to create and use email templates. The templates outline the standard email messages that you might send.

It is important to have email templates to save a significant amount of time.  Your messages can be similar so spending a small amount of time composing good messages and tweaking those on an as-needed basis can greatly improve your productivity and efficiency.

Email First Strategy

You will want to figure out whether you are going to cold call first or if you are going to email the prospect first as you build your strategy. Of course, to email prospects first as an option to consider, you will need to already have the prospect’s email address.

Emailing first can help to warm up the cold call. If the prospect has read your email when you end up connecting with them over the phone, they’ll have some knowledge about who you are and why you are calling.

This could possibly go against this approach as the prospect may read your email and formulate a negative impression or position before receiving your call. Also, this could mean that once they receive your call, they could have a preconceived position on what you’re calling them about and already have objections established for you.

Cold Call First Strategy

Another cold call email approach is to call first and then send emails. This is also considered a more common approach due to this is the better option if you don’t have the prospect’s email address.

The upside to this approach is that you begin with a clean slate in terms of what the prospect already knows about you and the purpose of your call. By doing this, you are using verbal words in place of written words to trigger interest.

You might have more success generating leads when talking to the prospect first in lieu of trying to build that interest through an email depending on your level of cold calling skills.


Figuring out the cadence you are going to use in terms of how many calls to make and emails to send is one key component to your cold calling and email strategy.

If and when voicemails are being left is one strategy to look at.  You should follow up right after every voicemail with an email. An effective voicemail strategy is leaving a voicemail every 5 to 10 cold call attempts.

SalesScripter provides a sales script tool to help with a cold email strategy.