Guide to Cold Email Outreach for Public Relations

Apr 2, 2024 | Blog

You cannot rely solely on social media to get the word out about your business. If you want to be successful, you need a plan that also includes cold email outreach. Let’s take a closer look at how to use cold email so that you can build brand awareness, generate leads and create a buzz around your company.

Create a Compelling Subject Line

Your subject line is the first thing that your recipient will see, so you need to make sure that it’s catchy and interesting. You also want to make sure it accurately reflects the content of your email. Remember, you can write the best email in the world but if your subject line is off-putting, the chances are that no-one will ever read it.

You should keep your subject line short and to-the-point.  No one wants to read a whole paragraph of text in the subject line so be sure to get your point across quickly. Be descriptive and avoid using generic phrases.

Include a Personal Greeting

When you’re cold emailing someone, it’s always best to include a personal greeting. This will help to create a connection with the recipient and make them more likely to continue reading, rather than clicking “delete.”

Avoid Spam Words and Phrases

You don’t want to come across as a spammer so you need to avoid using any words or phrases that could make your recipient feel this way. This means avoiding generic greetings like “Dear Sir/Madam” because it makes it seem like you’re sending out mass emails instead of targeting a specific person.

Be Clear About Why You’re Reaching Out to the Recipient

Before you get into your pitch, make sure that you explain why you’re emailing this person. You don’t want to leave them guessing. If you don’t tell the reader what value you’re aiming to provide for them,  there’s a good chance they’ll simply disregard your message and move on. Your recipient should immediately understand why you have reached out to them specifically, so make it clear in the topic sentence.

Don’t Drone On

Make your pitch concise and get to the point quickly. The last thing you want is for your recipient to stop reading after a few sentences so keep it short, simple, and direct.

Include a Clear Call-to-Action

Once you’ve gotten the reader’s attention with an intriguing subject line and compelling email content, make sure that you tell  them what you want them to do. Make the call-to-action clear and specific so that your recipient knows exactly what the next step is.

Use Social Proof

If you can, try to include some social proof in your email. This will show the recipient that you’re an authority on the topic and that they should trust what you have to say. Examples of past successes are the best type of social proof, and reviews and awards also work well.

Avoid Using Too Many Buzzwords and Jargon

You might think that using buzzwords will help your email  to stand out, but it can actually do the opposite. If you use too many buzzwords and jargon then your recipient might think that you’re trying to overwhelm them with fancy language, and this will raise a red flag.

Follow Up  With Them if Necessary

If your recipient hasn’t responded within a reasonable period of time then follow up with them. Don’t be pushy, but do let them know that you’d like to hear back from them so they don’t forget about you and move on. A lack of response doesn’t always mean “no,” it may well be that the recipient is busy and getting back to you simply slipped their mind.


Cold emailing is a great way to reach out and build relationships with potential customers, even if they’re not currently in the market for your product. The key to cold email outreach success  is making sure that you’re targeting the right people who are most likely to be interested in what you have to offer. You also want to make sure that your pitch includes all of these tips: an intriguing subject line, compelling content, social proof like past successes or testimonials, and a clear call-to-action.

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