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How to write a cold email (2020) (sriramk.com)
130 points by simonebrunozzi 11 months ago | hide | past | favorite | 55 comments



I’d be hard pressed to open a cold emailed PDF. Out of curiosity does anyone have a good way to inspect them prior to downloading?


Sending a PDF is similar to, "asking to ask"

A giant infographic image of screenshots can convey the same information with less friction.


Would opening them in the browser be "more" secure than opening then in a regular PDF viewer program?


I'd think opening a PDF in your browser would be at the same risk-level you associate with going to any random URL. On Firefox at least, I'm pretty sure the built-in PDF viewer is simply JS parsing and rendering the PDF anyway -- nothing with elevated permissions:

https://mozilla.github.io/pdf.js/


> I'd think opening a PDF in your browser would be at the same risk-level you associate with going to any random URL.

Probably pdf.js is more secure, as it is more modern than the HTML/js engine, it contains less legacy code, it is written in a higher level language, and they could implement a safer subset of the pdf standard, than they could do with the HTML/js standards.


I have been cold emailing resumes in PDF format all the time. Do recruiters not even open it ?


They do, opening untrusted pdf from unknown senders is part of their job. It’s also one of the many reasons why cybersecurity is so hard!


If you're sending to recruiters, they do. That's an expected part of their job.

If you're sending to people who currently aren't hiring, or are never part of the hiring process, and didn't ask for your resume -- I hope they don't open it, but they probably will.


I have a Powerautomate workflow setup that downloads all email attachments I receive to Onedrive. The onedrive folder later gets cleared every month to keep it clean.


I don’t mind cold emails. I tend to read them and sometimes find interesting products and opportunities. I know that many of these emails are automated; it’s too bad that they’re not more personalized on average but I understand the need to scale a BD team.

But sometimes I come across a company that has set up an automation flow where you get a dozen emails over the span of a couple of weeks. This needs to stop. The only thing incessant spam will do is guarantee you get on my auto-delete list. A couple times a year is one thing. A couple times a week is unacceptable.


To me, a couple times ever is unacceptable.

Especially when there's an unsubscribe link, which I assume is a just there to confirm my email address is active.


“follow me on Twitter”

“here’s a live demo account you can click into to see what I’ve built”

“a PDF of screenshots”

Bruh, there is an entire department dedicated to telling the executive you just emailed not to do any of those things.


The people right at the top have the luxury of being able ignore that department.


And that's why we get to see texts like

> 'I love you alive girl…I will show you with my body.' 'I want to smell you, I want to breathe you in.'


Well I mean, I'm also a pretty big fan of me being alive so at least we got that going.


> there is an entire department dedicated to telling the executive you just emailed not to do* any of those things*

But do people listen to us? Do they buggery…



You don't :) Pretty please!

(Unless you are in a really deep emergency and need something very important, like stashing millions).

> I’m a big believer in cold emails. They’ve personally opened many doors for me

Yeah, because some people still respect above - you could also find better ways.


What do you recommend?

For example, I run a software co-op and I'd like to get some new gigs for me and my engineers. I already have contacted my entire warm network (coworkers, former bosses, people I met at hackathons and meetups), and that did turn up a couple gigs that we've now finished (and followup work is many months out), so at this point we're considering cold emailing. Sounds like that's not the move by your book, so what would you do in my shoes?


I "report spam" on almost all emails formulated along these lines, both for my own sanity and in the hope of reducing the burden for future targets. The senders often don't realise that their emails constitute spam and will send it from their regular addresses at their company domains and probably will later ask their IT teams why their important emails to clients aren't being received.

This advice might work against an executive who is used to wheeling and dealing to get ahead but if your target is developers you might want a more nuanced strategy.


I agree with the sentiment since I block unsolicited emails but..you and I are not the intended subjects of the OP's post. They are talking about sending a topic or idea or suggestion to someone rich and/or powerful and/or otherwise impacting or leading many people perhaps.

In that sense, I do not believe it violates the CAN-SPAM Act: https://www.ftc.gov/business-guidance/resources/can-spam-act...

"If it contains only transactional or relationship content, its primary purpose is transactional or relationship. In that case, it may not contain false or misleading routing information, but is otherwise exempt from most provisions of the CAN-SPAM Act."


But are they really spam? Reporting legit emails as spam is like sending in false positives, right?

Because to me, spam are those fake invoices by someone pretending to be Shein / Temu / Amazon.


Spam is unsolicited emails, period.

GDPR requires consent before using personal information, email addresses being categorised as such.


Yes they are. These are not legit emails.


This comment doesn’t really explain why you would consider this a burden, or what a more nuanced strategy would be


> Super clear on who you are. Why are you worth paying attention to?

Ah, there's my problem. I am definitely not worth paying attention to.


I read the whole article but still don't understand exactly what a "cold email" is and why it's cold.


A cold email is unsolicited mail, akin to "cold calling" or what Jehovas witnesses attempt at your doorstep. It's called cold because it's done without any prior warming up, similar to the experience of jumping into cold water without getting your feet wet first.


Fancy word for Spam.


Would you pay someone to reply to your email?

Would you be open to getting paid to reply to someone's email?


Wondering how this will change with the use of GPT.


With the current state of LLMs, not so much. I've tried building cold e-mails with various language models and they all suck. They give you the typical marketing BS that is too generic to be of any interest. Probably there's not so much data on this to go on, or the models are intentionally hampered down to avoid facilitating spam.


use of GPT for sending? or responding? or both?


Whole conversation chains automated with chat gpt on both ends.


“Hi,

I am a Nigerian prince and need to stash my millions of dollars. I would like you to give me access to your bank account so I can deposit the money.

With kind regards,

The Nigerian prince”


Checks all boxes:

  - Short and grabs attention: Single paragraph - good.
  - Super clear on who you are: A Nigerian prince obviously
  - Value prop for the receiver: Millions of dollars!
  - Has a specific ask: Access to your bank account, easy


The key point here is the credibility part. The Nigerian prince has no credibility. If you are approaching someone looking to solve a problem and you demonstrate competance via an extensive Github profile / blog your chances of a response are enormously increased I'd have thought.


I've read (in Freakonomics I think) scam emails often have deliberately low credibility to "improve" the quality of warm leads.

High credibility emails that deceive digitally savvy people can create a lot of warm leads who take expensive resources in phone calls and human interaction, but often fail to convert to paying victims. At some point down they funnel they realise it's a scam.

Low credibility emails generate replies from less digitally literate people who're easier to convert into a paying victim when they reply. The response rate is lower of course, but sending another email is free.


I wonder if tech savvy people are more likely to bait them to waste their time if the email is laughably bad


The Nigerian Prince has millions of dollars, though. That is his credibility. After all, no one gets rich by accident.


ironically that's exactly how princes get rich


Some do, others ruthlessly murder their rivals to get to be prince (in the sense of ruler, not 'son of the king'). Others have to win a power struggle to maintain the accident of birth that put them there.


They're a prince. Of course they have credibility. Of a country as populous and gifted in natural resources as Nigeria, even!

But I get your point, and eagerly await my spam with deposed princes' githubs profiles not stolen from MIT licenced projects, and blog photos not written by GPT and illustrated by DALL-E.

Perhaps what we need is a credibility coin, based on blockchain. Or a national ID card system. To prove I am who I am. As without it, I am not.


It must really be frustrating to be a real Nigerian Prince who needs to launder a lot of money.


You suppose to start with Dear Friend and need to fit congratulations inthere some place in all caps, preferably early in the first sentence.


You also need to end with "God Bless" or similar - it wastes less time on the scammers part because people who fall for that line are more gullible[1].

[1] Can't remember where I read it; was a short study on how skepticism is inversely correlated to getting scammed. A different reading some years later showed that religious believers have lower skepticism when dealing with other believers of the same faith.

You just have to pretend to be of the same belief as the mark.


DEAR RESPECTED SIR


sounds good but who do you email?


People who are good at something you want to be good at. People who invented or popularised techniques you like. Many of them I've come across have published their emails, if nothing else as a "if you have feedback on this book, reach out to name@example.com".


You can build your own list (capture emails on a subscription form on your website like I do), some people buy them from people who sell such things (although Im certainly not advocating for this, just answering your question), or use tools like LinkedIn sales navigator, etc.


Buying and using contact lists is a quick way to ruin any reputation you may have.


I'm not advocating, or not advocating for any of these approaches. I'm just answering the commenter question.

Also, due to the downvote I suspect at least one person is focusing on the fact that yes, in some circumstances buying contact lists can be annoying and frowned upon.

In other cases, it's how business is done. I'll give a real world example from a guy I actually met. Say you're the head of sales for the largest independent lolly pop manufacturer in the US. How do you let all the corner stores in the US that they should sell your lollies? Buy a list, send them letters/email, whatever. People can be annoyed by it, but it's what keeps the post office in business and is half of what all marketing and sales folks do half the time.

Another example is in the insurance industry, it's common practice to sell your client list when you retire in many of those spaces.

Again, I'm not Advocating or not advocating for any of this, just answering someone's question.


It is also directly illegal in the EU


Also you can ask.


How do you know who to ask? How do you ask them? In person?




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