Direct answer: A strong cold email follow-up is mobile-friendly, states a clear objective in under two sentences, and ends with a specific call-to-action. Build it on the same foundation as the call itself: compelling, simple, brief, and honest.
It often takes more than one form of communication to reach a decision-maker. One of the most reliable ways to make contact is following a cold call with a cold email. That email should be built on the same foundation as the call: compelling, simple, brief, and honest. On top of those fundamentals, the email needs a format that actually drives action: mobile-friendly, a clear objective, and a specific call-to-action.
Make It Mobile-Friendly, or It Won't Get Read
More than 60 percent of emails get opened on a phone, so a cold email needs to pass the one-swipe test: the recipient should be able to read the whole thing with no more than one swipe up. If it looks longer than that, it probably is, and it should get cut by about a third.
State a Clear Objective in Under Two Sentences
The prospect should know exactly why, on that day, out of every executive you could have reached out to, you contacted them specifically. If you can't explain why you're emailing someone in fewer than two sentences, you probably shouldn't be reaching out to them yet. A longer introduction usually means the target isn't actually a great fit.
End With a Specific Call-to-Action
Close every email with a clear call-to-action or an open-ended question that requires a response. Without one, the prospect has no idea what you want or how to give it to you. Too many SDRs ask for time on a calendar without earning it first. A clean call-to-action, on top of the right foundation, gets you closer, even if it doesn't seal the deal on its own.
There's no need to overcomplicate a cold email. Before sending, ask yourself three questions: would I respond to this? Is it easy to read? Is there a clear call-to-action? Answer yes to all three, and the email is far more likely to get a real response.
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See Sales TrainingFrequently Asked Questions
Why does a cold call still need a follow-up email?
It usually takes more than one channel to reach a decision-maker. Following a cold call with a cold email built on the same fundamentals, compelling, simple, brief, honest, doubles your chance of getting a response.
What does it mean for a cold email to pass the "one-swipe test"?
The recipient should be able to read the entire email with no more than one swipe up on a phone. If it looks longer than that, cut it by about a third.
What should every cold email end with?
A specific call-to-action or an open-ended question that requires a response. Without one, the prospect has no idea what you actually want or how to give it to you.