Workbook · PDF
Cold Email Marketing
Work through exercises on target audiences, subject lines, personalised outreach, follow-ups and campaign metrics. Use the sequence table to plan when to send each message.
Look inside the workbookChoose a learning goal
More goals to preview
Start Here · Find more customers
Write your first cold email sequence
Build a sequence you can review and adapt for your business. You’ll finish with one opening email, two follow-ups and a plan for measuring replies.
Academy members can download the workbook and save their progress as they work through the path.
Try the free exercise and preview a workbook page
Learn with these resources
Your four steps
-
Pick your audience
Decide who you want to reach and what problem you can help them solve.
Read and do · Use Exercise 1.2, Creating Buyer Personas, to describe one customer type. List the problem they face and one clue that would help you recognise a good fit.
Finish with · A short profile of your ideal recipient.
-
Draft your first email
Write an opening email with a clear reason to reply.
Read and do · Use Exercises 2.2–2.4 to write a subject line, add one relevant detail about the recipient and end with a simple call to action.
Finish with · An opening email you’d be comfortable sending.
-
Write two follow-ups
Decide when to follow up and what useful information to add.
Read and do · Fill in the table in Exercise 3.1 and use Exercise 3.3 to give each follow-up a different purpose. For example, one might share a relevant example and the other might ask whether the timing is right.
Finish with · Two follow-up drafts and a suggested send schedule.
-
Review your sequence
Review all three messages together and decide how you’ll measure replies.
Read and do · Work through the delivery and compliance topics in Section 4 and the metrics exercise in Section 5. Check that each message has a clear purpose and record the reply metric you’ll track.
Finish with · A reviewed sequence and a simple measurement plan.