Why 95% of Cold Emails Fail
They're about the sender, not the recipient. "I am...", "We offer...", "Our product can...". Nobody cares.
The Framework: PAS + Relevance
Problem → Agitation → Solution. But only after you've established relevance.
Step 1: Relevance (the first 2 lines)
Show you've actually done your research:
"I watched your talk at [Event] — your point about [topic] really got me thinking."
Step 2: Name the problem
"Most teams in your industry struggle with [specific problem]."
Step 3: Hint at the solution (don't pitch yet!)
"We built a solution for [similar company] that delivered [concrete result]."
Step 4: Soft CTA
"Would it make sense to talk for 15 minutes?"
The Numbers
- Before: 3% reply rate
- After: 40% reply rate
- Difference: personalisation + problem-first approach
Bonus: Timing
Tuesday and Thursday, 8:00–9:00 AM. Not Monday (inbox chaos), not Friday (weekend mode).