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An Expert Review of a Cold Email.

Samuel, our co-founder and experienced cold email 'sender', gets a lot of outbound messages in his inbox, too.

So, he decided to pick one of these not-so-good approaches and twist it.

Using LinkedIn when personalising cold outbound emails is always a valuable strategy. But be careful with this mixing - storytelling is crucial in this approach. You’ll need to introduce your solution (smoothly) based on the LinkedIn topic.

The message:


First of all, we need to check the general structure. Based on our experience and successful results, we defined a 3-step framework:

1. Hook

Touch their pain points - or anything valuable to the person you’re reaching out - make sure you’re relevant!

"Hook the person that you’re trying to catch." - Samuel

It's an interesting hook, but they didn’t take specific information out of the post - there’s not enough information for the next step to build a good value proposition. Don’t assume! A like (on Collin Cadmus’s LI post) doesn’t necessarily mean that we're having problems in demand gen or content marketing - for example, for us, that’s not the case.

2. Value Proposition

Simple as building good value on top of what you wrote above.

Way too early to introduce social proof. Firstly, you need to comprehend the prospect’s pain that you’re trying to solve.

Data and information that will be more relevant later on, in the conversation, not for now - keep it simple!

3. Call to Action (CTA)

It has to be (crystal) clear what your prospect is expected to do after reading your email.


So, let’s dig deep and present our version of this cold email.

Subject Line

  • “Thought on Collin Cadmus“
  • “Collin Cadmus’ LinkedIn Post“

We always prepare at least 2 subject lines to be sure we A/B test everything.

1. Hook

Take specific information out of the post and mention it. Leverage the content to hook the prospect’s attention - be extremely relevant!

“I would take something, a couple of words, for the conversation or the video; then I could take leverage here“ - Samuel

Now it is the part where you’ll need to be even more relevant - enters the storytelling mentioned at the beginning. It’s the right time to enhance the pain points, highlighting the problem to which you have the solution.

2. Value Proposition

Simple as asking yourself: “How am I going to solve that?“

It’s important to reinforce the key to the solution, but remember to keep it simple. With too much information and data, prospects could easily lose their attention and focus.

3. Call to Action (CTA)

Keep it open!

Lead them to the next steps.

Postscript (P.S.)

Trigger the prospect with a “small taste“ of your value proposition - personalisation at its finest.

“Show it! (to the prospects)“ - Samuel Verhegge

Our Solution


Keep it shorter

Reading it out loud is an excellent strategy to understand if your email is long or to the point.

A/B Testing

Analyse and try different things to see what works - only then scale it!

Leverage your solution

Present resources that are valuable for prospects and will boost their interest.

How can we boost your cold outbound emails?

  1. Send your email templates to samuel@revenueprecison.com
  2. With the subject line: an expert review of a cold email
  3. We’ll review them
  4. Provide an alternative
  5. Share learnings and tips for the next ones

Written by
Tomás Silva