Sent and forgotten. Received and unread. Opened and deleted.
This is the usual journey of a cold email, unless a stray, really good email manages to get your attention and keep it till the end.
Average cold email response rate is around 3-5%, which makes the whole exercise frustrating, time-consuming, and frankly, bad for business.
But why does this happen?
- Lack of personalization leads to instant deletion
- Lackluster subject lines and poor email formatting
- Prospects are inundated with emails daily
So, how to make it not boring?
By leveraging the psychological triggers that drive human behavior.
Broadly: Authority, Fear, Personality and Trust.
- What makes them click? Leverage Authority
- What’s making them look for solutions? Alleviate Fear
- Make the email for them and about them - Express Personality
- Talking to them like you know them with the intent to know better - Establish Trust
5 ways to use psychology to encourage a response:
- Give First, Receive Later
Instead of a standard cold email, be a rebel and send them something of immediate value — maybe an informative guide or a free resource.
Provide value upfront.
Email content: “I noticed you oversee 15 SDRs. New hire ramp-up can be a challenge. Here’s a guide on how [Customer X] cut ramp-up time by 30% using our tool.”
- Leverage the like factor
Express your product in a way that triggers association, familiarity, or similarity. Prospects acknowledge your brand when you share a common feeling or trigger an association.
Spark intrigue.
Email content: “Loved your recent post on LinkedIn about how AI tools are redefining Sales”
- Social Proof
Express your credibility and make it easy for them to make a decision. Use case studies and testimonials from well known clients.
Here, leverage the power of numbers.
Email content: “We recently helped [Customer X], improve SDR performance by 30% in just three months. Would you be open to learning how we can do the same for you?”
- Urgency
Different pain points have different levels of urgency. Analyzing and highlighting the more urgent needs will trigger better responses.
Slide in the FOMO.
Email content: “With [tool], we enabled Company X to cut down their sales cycle by 20%, and their SDRs are now fully productive in half the time.”
- Aspiration
Trigger their sense of aspiration. Everyone wants something better or to be devoid of things that hold them back.
Show them ways to aspire for a better situation — to be problem-free, to be an industry expert, to boost their pipeline.
Email content: “Without the right onboarding process, your SDR team could be losing valuable time and revenue. Our tool has helped companies like [Customer Y] save $4,000 on monthly training overheads.”
Quick tips to write cold emails that get a response
Personalize your subject line - trigger association and spark curiosity
Hook them with a relevant first line - address a key pain point/provide immediate value
Offer social proof - Name drop well-known, satisfied clients
Make it visually readable - Make it short and easy to read (not more than 10 words in a line)
Focus on one clear CTA - Make it easy and low-commitment.
The more human and relatable your email feels, the better it will perform.
Bonus: Your entire sales process should focus on reducing friction for your customer, not for you.