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cold-email

skill · 214 lines · MIT · skills/cold-email/SKILL.md

The facts

Its description

Write and run B2B cold outbound that gets replies, from cold emails and follow-ups to sending setup, LinkedIn, multichannel cadences, and reply handling. Use when the user mentions "cold email," "cold outreach," "outbound," "prospecting email," "SDR emails," "follow-up sequence," "nobody's replying," "email deliverability," "sending domains," "warm up inboxes," "LinkedIn outreach," "connection request message," "multichannel sequence," "cadence," "cold call," "voicemail," "handle replies," "AI SDR," "teardown outreach," or "product-led outbound." Send from secondary domains, verify lists first, turn off open tracking, and stop every channel when a prospect replies. Copy avoids AI tells like 'it's not X, it's Y' reveals. For building the list and account research, see prospecting. For lifecycle email, see emails. For call scripts and sales collateral, see sales-enablement.

The description the agent reads to decide when to use it.

From its settingsline 3

When it starts

The agent picks this skill when the conversation is about B2B cold outbound — writing cold emails or follow-ups, fixing reply rates or deliverability, setting up sending domains, running LinkedIn or multichannel cadences, or handling replies. The description is a long trigger list of phrases like "cold email," "outbound," "nobody's replying," "sending domains," "cadence," and "handle replies."

Things a person might say (the model's guesses)

  • “Write a cold email to heads of sales at mid-market SaaS companies.”
  • “Our outbound reply rate is terrible — nobody's replying to our cold emails.”
  • “Help me build a multichannel cadence with email and LinkedIn for our SDR team.”

A model's summary of when it is used.

A model's reading

Files it mentions

references/personalization.md, references/frameworks.md, references/subject-lines.md, references/follow-up-sequences.md, references/deliverability.md (first 5 of 19 lines)

Files the text names, such as ones to read or write. Found by matching words, so treat them as pointers.

Found by matching wordsline 43 line 85 line 97 line 109 line 121

What it leads to

Other skills this one hands off to, calls, requires or offers instead, as a model read them.

A model's reading

What leads to it

Other skills that hand off to this one, call it, require it or offer it instead, as a model read them.

A model's reading

Licence

MIT, from LICENSE

The terms its author shares it under, which let it be shown here.

From the repositorylicence text

Other settings

metadata: version: 2.2.1

More settings at the top of the file, shown as written.

From its settingsline 4
Other files in this skill (11) Close

The text

Open on GitHub

Most marks come from matching words in the file, so treat them as pointers.

1---
2name: cold-email
3description: Write and run B2B cold outbound that gets replies, from cold emails and follow-ups to sending setup, LinkedIn, multichannel cadences, and reply handling. Use when the user mentions "cold email," "cold outreach," "outbound," "prospecting email," "SDR emails," "follow-up sequence," "nobody's replying," "email deliverability," "sending domains," "warm up inboxes," "LinkedIn outreach," "connection request message," "multichannel sequence," "cadence," "cold call," "voicemail," "handle replies," "AI SDR," "teardown outreach," or "product-led outbound." Send from secondary domains, verify lists first, turn off open tracking, and stop every channel when a prospect replies. Copy avoids AI tells like 'it's not X, it's Y' reveals. For building the list and account research, see prospecting. For lifecycle email, see emails. For call scripts and sales collateral, see sales-enablement.
4metadata:
5 version: 2.2.1
6---
7
8# Cold Email Writing
9
10You are an expert in cold outbound. Your goal is to write emails that sound like they came from a sharp, thoughtful human — not a sales machine following a template — and to make sure they reach the inbox, work alongside the other channels, and turn replies into meetings.

Cold Email Writing

You are an expert in cold outbound. Your goal is to write emails that sound like they came from a sharp, thoughtful human — not a sales machine following a template — and to make sure they reach the inbox, work alongside the other channels, and turn replies into meetings.

Raw lines 1 to 11
12## Before Writing
14**Check for product marketing context first:**
15If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
17Understand the situation (ask if not provided):
191. **Who are you writing to?** — Role, company, why them specifically
202. **What do you want?** — The outcome (meeting, reply, intro, demo)
213. **What's the value?** — The specific problem you solve for people like them
224. **What's your proof?** — A result, case study, or credibility signal
235. **Any research signals?** — Funding, hiring, LinkedIn posts, company news, tech stack changes
25Work with whatever the user gives you. If they have a strong signal and a clear value prop, that's enough to write. Don't block on missing inputs — use what you have and note what would make it stronger.
27---

Before Writing

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Understand the situation (ask if not provided):

  1. Who are you writing to? — Role, company, why them specifically
  2. What do you want? — The outcome (meeting, reply, intro, demo)
  3. What's the value? — The specific problem you solve for people like them
  4. What's your proof? — A result, case study, or credibility signal
  5. Any research signals? — Funding, hiring, LinkedIn posts, company news, tech stack changes

Work with whatever the user gives you. If they have a strong signal and a clear value prop, that's enough to write. Don't block on missing inputs — use what you have and note what would make it stronger.

Raw lines 12 to 28
29## Writing Principles

Writing Principles

Raw lines 29 to 30
31### Write like a peer, not a vendor
33The email should read like it came from someone who understands their world and isn't trying to sell them something. Use contractions. Read it aloud. If it sounds like marketing copy, rewrite it.

Write like a peer, not a vendor

The email should read like it came from someone who understands their world and isn't trying to sell them something. Use contractions. Read it aloud. If it sounds like marketing copy, rewrite it.

Raw lines 31 to 34
35### Every sentence must earn its place
37Cold email is ruthlessly short. If a sentence doesn't move the reader toward replying, cut it. The best cold emails feel like they could have been shorter, not longer.

Every sentence must earn its place

Cold email is ruthlessly short. If a sentence doesn't move the reader toward replying, cut it. The best cold emails feel like they could have been shorter, not longer.

Raw lines 35 to 38
39### Personalization must connect to the problem
41If you remove the personalized opening and the email still makes sense, the personalization isn't working. The observation should naturally lead into why you're reaching out.
43See [personalization.md](references/personalization.md) for the 4-level system and research signals.

Personalization must connect to the problem

If you remove the personalized opening and the email still makes sense, the personalization isn't working. The observation should naturally lead into why you're reaching out.

See personalization.md for the 4-level system and research signals.

Raw lines 39 to 44
Reads a file references/personalization.md :43
45### Lead with their world, not yours
47The reader should see their own situation reflected back. "You/your" should dominate over "I/we." Don't open with who you are or what your company does.

Lead with their world, not yours

The reader should see their own situation reflected back. "You/your" should dominate over "I/we." Don't open with who you are or what your company does.

Raw lines 45 to 48
49### One ask, low friction
51Interest-based CTAs ("Worth exploring?" / "Would this be useful?") beat meeting requests. One CTA per email. Make it easy to say yes with a one-line reply.
53---

One ask, low friction

Interest-based CTAs ("Worth exploring?" / "Would this be useful?") beat meeting requests. One CTA per email. Make it easy to say yes with a one-line reply.

Raw lines 49 to 54
55## Voice & Tone
57**The target voice:** A smart colleague who noticed something relevant and is sharing it. Conversational but not sloppy. Confident but not pushy.
59**Calibrate to the audience:**
61- C-suite: ultra-brief, peer-level, understated
62- Mid-level: more specific value, slightly more detail
63- Technical: precise, no fluff, respect their intelligence
65**What it should NOT sound like:**
67- A template with fields swapped in
68- A pitch deck compressed into paragraph form
69- A LinkedIn DM from someone you've never met
70- An AI-generated email (avoid the telltale patterns: "I hope this email finds you well," "I came across your profile," "leverage," "synergy," "best-in-class")
72---

Voice & Tone

The target voice: A smart colleague who noticed something relevant and is sharing it. Conversational but not sloppy. Confident but not pushy.

Calibrate to the audience:

  • C-suite: ultra-brief, peer-level, understated
  • Mid-level: more specific value, slightly more detail
  • Technical: precise, no fluff, respect their intelligence

What it should NOT sound like:

  • A template with fields swapped in
  • A pitch deck compressed into paragraph form
  • A LinkedIn DM from someone you've never met
  • An AI-generated email (avoid the telltale patterns: "I hope this email finds you well," "I came across your profile," "leverage," "synergy," "best-in-class")
Raw lines 55 to 73
74## Structure
76There's no single right structure. Choose a framework that fits the situation, or write freeform if the email flows naturally without one.
78**Common shapes that work:**
80- **Observation → Problem → Proof → Ask** — You noticed X, which usually means Y challenge. We helped Z with that. Interested?
81- **Question → Value → Ask** — Struggling with X? We do Y. Company Z saw [result]. Worth a look?
82- **Trigger → Insight → Ask** — Congrats on X. That usually creates Y challenge. We've helped similar companies with that. Curious?
83- **Story → Bridge → Ask** — [Similar company] had [problem]. They [solved it this way]. Relevant to you?
85For the full catalog of frameworks with examples, see [frameworks.md](references/frameworks.md).
87---

Structure

There's no single right structure. Choose a framework that fits the situation, or write freeform if the email flows naturally without one.

Common shapes that work:

  • Observation → Problem → Proof → Ask — You noticed X, which usually means Y challenge. We helped Z with that. Interested?
  • Question → Value → Ask — Struggling with X? We do Y. Company Z saw [result]. Worth a look?
  • Trigger → Insight → Ask — Congrats on X. That usually creates Y challenge. We've helped similar companies with that. Curious?
  • Story → Bridge → Ask — [Similar company] had [problem]. They [solved it this way]. Relevant to you?

For the full catalog of frameworks with examples, see frameworks.md.

Raw lines 74 to 88
Reads a file references/frameworks.md :85
89## Subject Lines
91Short, boring, internal-looking. The subject line's only job is to get the email opened.
93- 2-4 words, lowercase, no punctuation tricks
94- Should look like it came from a colleague ("reply rates," "hiring ops," "Q2 forecast")
95- No product pitches, no urgency, no emojis, no prospect's first name
97See [subject-lines.md](references/subject-lines.md) for the full data.
99---

Subject Lines

Short, boring, internal-looking. The subject line's only job is to get the email opened.

  • 2-4 words, lowercase, no punctuation tricks
  • Should look like it came from a colleague ("reply rates," "hiring ops," "Q2 forecast")
  • No product pitches, no urgency, no emojis, no prospect's first name

See subject-lines.md for the full data.

Raw lines 89 to 100
Reads a file references/subject-lines.md :97
101## Follow-Up Sequences
103Each follow-up should add something new — a different angle, fresh proof, a useful resource. "Just checking in" gives the reader no reason to respond.
105- 3-5 total emails, increasing gaps between them
106- Each email should stand alone (they may not have read the previous ones)
107- The breakup email is your last touch — honor it
109See [follow-up-sequences.md](references/follow-up-sequences.md) for cadence, angle rotation, and breakup email templates.
111---

Follow-Up Sequences

Each follow-up should add something new — a different angle, fresh proof, a useful resource. "Just checking in" gives the reader no reason to respond.

  • 3-5 total emails, increasing gaps between them
  • Each email should stand alone (they may not have read the previous ones)
  • The breakup email is your last touch — honor it

See follow-up-sequences.md for cadence, angle rotation, and breakup email templates.

Raw lines 101 to 112
Reads a file references/follow-up-sequences.md :109
113## Before You Send
115Copy only matters if it reaches the inbox. Before the first send:
116- Send from **secondary domains**, never your primary one, with SPF, DKIM, and DMARC set up and mailboxes warmed for 3–4 weeks.
117- **Verify every list** right before upload and keep bounces under 2%.
118- **Turn off open and click tracking.** Measure replies.
119- Include a plain-text **opt-out line and your postal address** in every email.
121Domain and mailbox math, the Google, Yahoo, and Microsoft rules, monitoring, and stop-loss thresholds are in [deliverability.md](references/deliverability.md).
123---

Before You Send

Copy only matters if it reaches the inbox. Before the first send:

  • Send from secondary domains, never your primary one, with SPF, DKIM, and DMARC set up and mailboxes warmed for 3–4 weeks.
  • Verify every list right before upload and keep bounces under 2%.
  • Turn off open and click tracking. Measure replies.
  • Include a plain-text opt-out line and your postal address in every email.

Domain and mailbox math, the Google, Yahoo, and Microsoft rules, monitoring, and stop-loss thresholds are in deliverability.md.

Raw lines 113 to 124
Reads a file references/deliverability.md :121
125## Beyond Email
127Most outbound that works in 2026 runs on more than one channel:
128- **LinkedIn**: profile, limits, the engage-then-connect sequence, message copy, and the automation decision. See [linkedin-outreach.md](references/linkedin-outreach.md).
129- **Cadence**: how email, LinkedIn, calls, video, and ads fit together by tier, and the rule that a reply on any channel stops all of them. See [multichannel-cadence.md](references/multichannel-cadence.md). Call scripts are in the sales-enablement skill.
130- **Plays**: value-first teardowns for services, product-led outbound for self-serve SaaS, problem-led outbound with a free sample, and founder-led outreach. See [outbound-plays.md](references/outbound-plays.md).

Beyond Email

Most outbound that works in 2026 runs on more than one channel:

  • LinkedIn: profile, limits, the engage-then-connect sequence, message copy, and the automation decision. See linkedin-outreach.md.
  • Cadence: how email, LinkedIn, calls, video, and ads fit together by tier, and the rule that a reply on any channel stops all of them. See multichannel-cadence.md. Call scripts are in the sales-enablement skill.
  • Plays: value-first teardowns for services, product-led outbound for self-serve SaaS, problem-led outbound with a free sample, and founder-led outreach. See outbound-plays.md.
Raw lines 125 to 131
Reads a file references/linkedin-outreach.md :128
Reads a file references/multichannel-cadence.md :129
Names a skill sales-enablement :129
Reads a file references/outbound-plays.md :130
132## When They Reply
134Classify every reply (positive, information request, objection, not now, referral, out of office, unsubscribe), answer positive replies within minutes, and book with two proposed times plus a link. What an agent can handle alone and what needs a human is in [reply-handling.md](references/reply-handling.md).
136---

When They Reply

Classify every reply (positive, information request, objection, not now, referral, out of office, unsubscribe), answer positive replies within minutes, and book with two proposed times plus a link. What an agent can handle alone and what needs a human is in reply-handling.md.

Raw lines 132 to 137
Reads a file references/reply-handling.md :134
138## Quality Check
140Before presenting, gut-check:
142- Does it sound like a human wrote it? (Read it aloud, and check for the AI tells below)
143- Would YOU reply to this if you received it?
144- Does every sentence serve the reader, not the sender?
145- Is the personalization connected to the problem?
146- Is there one clear, low-friction ask?
148---

Quality Check

Before presenting, gut-check:

  • Does it sound like a human wrote it? (Read it aloud, and check for the AI tells below)
  • Would YOU reply to this if you received it?
  • Does every sentence serve the reader, not the sender?
  • Is the personalization connected to the problem?
  • Is there one clear, low-friction ask?
Raw lines 138 to 149
150## What to Avoid
152- Opening with "I hope this email finds you well" or "My name is X and I work at Y"
153- Jargon: "synergy," "leverage," "circle back," "best-in-class," "leading provider"
154- Feature dumps. One proof point beats ten features
155- AI tells, which prospects spot in the first line and delete:
156 - Contrast reveals ("It's not about X, it's about Y") and "no X, no Y, no Z" lists
157 - A claim followed by a comma and more restating clauses
158 - Self-answered questions ("The result? 40% more meetings.") and colon reveals. A real question you want them to answer is fine
159 - Stock phrases: "Here's the thing," "I'll be honest," "Quick question" as an opener, "Say goodbye to," "Unlock," "Take it to the next level"
160 - Em dashes
161 - For the full blacklist, use the **copywriting** skill's AI-tells reference
162- HTML, images, or multiple links
163- Fake "Re:" or "Fwd:" subject lines
164- Identical templates with only {{FirstName}} swapped
165- Asking for 30-minute calls in first touch
166- "Just checking in" follow-ups
168---

What to Avoid

  • Opening with "I hope this email finds you well" or "My name is X and I work at Y"
  • Jargon: "synergy," "leverage," "circle back," "best-in-class," "leading provider"
  • Feature dumps. One proof point beats ten features
  • AI tells, which prospects spot in the first line and delete:
  • Contrast reveals ("It's not about X, it's about Y") and "no X, no Y, no Z" lists
  • A claim followed by a comma and more restating clauses
  • Self-answered questions ("The result? 40% more meetings.") and colon reveals. A real question you want them to answer is fine
  • Stock phrases: "Here's the thing," "I'll be honest," "Quick question" as an opener, "Say goodbye to," "Unlock," "Take it to the next level"
  • Em dashes
  • For the full blacklist, use the copywriting skill's AI-tells reference
  • HTML, images, or multiple links
  • Fake "Re:" or "Fwd:" subject lines
  • Identical templates with only {{FirstName}} swapped
  • Asking for 30-minute calls in first touch
  • "Just checking in" follow-ups
Raw lines 150 to 169
Names a skill copywriting :161
170## Data & Benchmarks
172The references contain performance data if you need to make informed choices:
174- [benchmarks.md](references/benchmarks.md) — Reply rates, conversion funnels, expert methods, common mistakes
175- [deliverability.md](references/deliverability.md) — Sending domains, mailboxes, mailbox-provider rules, warmup, monitoring, stop-loss rules
176- [linkedin-outreach.md](references/linkedin-outreach.md) — LinkedIn profile, limits, sequence, copy, automation risk
177- [multichannel-cadence.md](references/multichannel-cadence.md) — Cadences by tier, cross-channel rules, calls, video, direct mail, ads
178- [outbound-plays.md](references/outbound-plays.md) — Value-first teardown, product-led, problem-led, and founder-led plays
179- [reply-handling.md](references/reply-handling.md) — Reply types, speed, booking, early objections, agent permissions
180- [personalization.md](references/personalization.md) — 4-level personalization system, research signals
181- [subject-lines.md](references/subject-lines.md) — Subject line data and optimization
182- [follow-up-sequences.md](references/follow-up-sequences.md) — Cadence, angles, breakup emails
183- [frameworks.md](references/frameworks.md) — All copywriting frameworks with examples
185Use this data to inform your writing — not as a checklist to satisfy.
187---

Data & Benchmarks

The references contain performance data if you need to make informed choices:

  • benchmarks.md — Reply rates, conversion funnels, expert methods, common mistakes
  • deliverability.md — Sending domains, mailboxes, mailbox-provider rules, warmup, monitoring, stop-loss rules
  • linkedin-outreach.md — LinkedIn profile, limits, sequence, copy, automation risk
  • multichannel-cadence.md — Cadences by tier, cross-channel rules, calls, video, direct mail, ads
  • outbound-plays.md — Value-first teardown, product-led, problem-led, and founder-led plays
  • reply-handling.md — Reply types, speed, booking, early objections, agent permissions
  • personalization.md — 4-level personalization system, research signals
  • subject-lines.md — Subject line data and optimization
  • follow-up-sequences.md — Cadence, angles, breakup emails
  • frameworks.md — All copywriting frameworks with examples

Use this data to inform your writing — not as a checklist to satisfy.

Raw lines 170 to 188
Reads a file references/benchmarks.md :174
Reads a file references/deliverability.md :175
Reads a file references/linkedin-outreach.md :176
Reads a file references/multichannel-cadence.md :177
Reads a file references/outbound-plays.md :178
Reads a file references/reply-handling.md :179
Reads a file references/personalization.md :180
Reads a file references/subject-lines.md :181
Reads a file references/follow-up-sequences.md :182
Reads a file references/frameworks.md :183
189## Tool Integrations
191For setup, see the [tools registry](https://github.com/coreyhaines31/marketingskills/blob/main/tools/REGISTRY.md), including its sales outbound quick start. Tools most used with this skill:
193| Job | Tools | Guides |
194|-----|-------|--------|
195| Email sending and sequences | Instantly, lemlist, Outreach | [instantly.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/instantly.md), [lemlist.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/lemlist.md), [outreach.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/outreach.md) |
196| LinkedIn steps | HeyReach, lemlist (both carry LinkedIn terms-of-service risk) | [heyreach.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/heyreach.md) |
197| Verification before send | Truelist, Hunter | [truelist.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/truelist.md), [hunter.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/hunter.md) |
198| CRM and reply logging | HubSpot, Attio, Close | [attio.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/attio.md), [close.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/close.md) |
199| Booking | Calendly, SavvyCal | [calendly.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/calendly.md), [savvycal.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/savvycal.md) |
201Instantly's webhooks (reply received, lead interested, bounced, unsubscribed) are the simplest way to drive the cross-channel stop and reply triage from an agent.
203---

Tool Integrations

For setup, see the tools registry, including its sales outbound quick start. Tools most used with this skill:

JobToolsGuides
Email sending and sequencesInstantly, lemlist, Outreachinstantly.md, lemlist.md, outreach.md
LinkedIn stepsHeyReach, lemlist (both carry LinkedIn terms-of-service risk)heyreach.md
Verification before sendTruelist, Huntertruelist.md, hunter.md
CRM and reply loggingHubSpot, Attio, Closeattio.md, close.md
BookingCalendly, SavvyCalcalendly.md, savvycal.md

Instantly's webhooks (reply received, lead interested, bounced, unsubscribed) are the simplest way to drive the cross-channel stop and reply triage from an agent.

Raw lines 189 to 204
205## Related Skills
207- **prospecting**: For building and qualifying the prospect list, signals, enrichment, verification, and account research — the natural upstream step before cold-email
208- **copywriting**: For landing pages and web copy
209- **emails**: For lifecycle/nurture email sequences (not cold outreach)
210- **social**: For LinkedIn and social posts
211- **product-marketing**: For establishing foundational positioning
212- **revops**: For lead scoring, routing, pipeline management, and the outbound stage model
213- **sales-enablement**: For cold call scripts, voicemails, and deal-stage objections
214- **marketing-loops**: For running outbound on a schedule (signal sweeps, reply triage, domain health, sequence reviews)

Related Skills

  • prospecting: For building and qualifying the prospect list, signals, enrichment, verification, and account research — the natural upstream step before cold-email
  • copywriting: For landing pages and web copy
  • emails: For lifecycle/nurture email sequences (not cold outreach)
  • social: For LinkedIn and social posts
  • product-marketing: For establishing foundational positioning
  • revops: For lead scoring, routing, pipeline management, and the outbound stage model
  • sales-enablement: For cold call scripts, voicemails, and deal-stage objections
  • marketing-loops: For running outbound on a schedule (signal sweeps, reply triage, domain health, sequence reviews)
Raw lines 205 to 214
Names a skill prospecting :207
Names a skill emails :209
Names a skill social :210
Names a skill product-marketing :211

From coreyhaines31/marketingskills at 88c79f6, 2026-10-30. Skills read by DeepSeek V4.1 Flash on 2026-11-04. Summary and techniques by Claude Opus 5.5 on 2026-11-06.