I realise sending 'cold' emails is not something many do in professional services however in our new digital world it could be handy to be armed with a few tips. Do note, a cold email can also be applied to an existing but new area of an account you sell to. You might want to arm your internal champion with it to use on your behalf. 

Below is my template that I use with frequent success. I have written this down after a few recipients asked about the structure. Please feel free to contact me and I am happy to chat through further! 

Subject Line:

TARGET ACCOUNT NAME YOUR COMPANY NAME (How SIMILAR ACCOUNT NAME are (INSERT VALUE PROPOSITION) THIS IS OURS: "keeping connected to clients")

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Email Body:

Good morning FIRST NAME,

I hope you are well and that your week has been going well so far! We have recently launched YOUR SERVICE to solve a challenge (EMPHASISE THE NEED HERE I.E. "increased further in the new way of remote business development") for a number of NAME OF INDUSTRY such as INSERT EXAMPLE NAMES to INSERT THE ELEVATOR 

THIS IS OURS: "easily get their busy experts (e.g Attorneys) to create and communicate insights with their market and clients with ease as well at speed to help position themselves as the “go-to” experts in their fields of expertise and "stay virtually close to their clients" (in the words of Deloitte!)."

As RELEVANT PERSON at RELEVANT ACCOUNT TO YOUR TARGET ACCOUNT said INSERT QUOTE THAT CREATES TRUST AND SOCIAL PROOF.

THIS IS OURS: "In this way, our lawyers are able to lead, differentiate and stay close to their clients through their expertise, giving our firm an advantage in this new way of working."

I have been looking into other firms and realised we have not spoken to TARGET ACCOUNT NAME.

We currently work with over XX RELEVANT INDUSTRY FIRMS, from small regional operations to large international firms to INSERT VALUE PROPOSITION 

THIS IS OURS: "get their busy fee earners creating content to demonstrate their expertise as this is often a challenge". 

An example of RELEVANT COMPANY NAME success below.

It would be great to get 20 mins in the diary to bring YOUR SERVICE to life, and I can show you how other firms like TARGET ACCOUNT NAME are using it to INSERT VALUE PROPOSITION

THIS IS OURS"demonstrate their expertise and ultimately drive business by positioning themselves as the 'go-to' expert."

Have a fantastic INSERT DAY!

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I look forward to hearing from you.

Best wishes,

YOUR NAME

p.s. a client example....

INSERT RELEVANT EXAMPLE HERE

THIS IS OURSIn the first 2 months of using Passle, a team of 30 attorneys at Baker McKenzie have already created 111 digestible, client-centric insights (https://viewpoints.bakermckenzie.com/). None of this is ghostwritten. Every piece comes from the heads of their experts. It is driving huge efficiencies as a Passle insight takes, on average, under 20 minutes to write (compared with the traditional process which can take hours and even days to create and publish)."

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