Cold emailing is one of the very first skills I had to figure out when I became a freelance writer.
I didn’t start with a polished website or a writing niche or a clear “brand.”
I didn’t even know what content marketing really meant.
Back in 2014, I was a stay-at-home mom with toddlers climbing over my lap, Googling things during nap time and hoping I was sending emails that didn’t sound completely awkward.
And honestly? I was terrified of reaching out to strangers.
My early drafts looked stiff, overly formal, and way too long.
I’d rewrite the same sentence 15 times and still wonder if I sounded “professional enough.”
I didn’t have confidence yet. I was just trying things to see what would work.
But it didn’t take long before I realized something important:
Most cold emails fail not because the writer is inexperienced… but because the email doesn’t make it easy for someone to say yes.
Clients are busy. Their inboxes are full. They skim.
If your message is vague, impersonal, confusing, or hard to respond to, it gets deleted — even if you’re talented and capable.
That’s why learning how to write simple, clear, client-focused cold emails changed everything for me.
Once I understood what made someone stop and read, cold emailing stopped feeling scary and just a task to complete.
So in this post, I want to break down the six types of cold emails that typically get ignored — the ones that almost always end up in the trash — and show you how to turn each one into a message that actually gets a response.
Let’s start sending emails clients actually reply to.
1. The “All About Me, Not About You” Email
This is one of the most common mistakes new writers make, and I made it too!
The entire email is focused on your experience, your background, your journey, your services… with barely a sentence connecting it to what the client needs.
What this looks like:
Subject: Freelance Writer Available
Hi there,
I’m an experienced freelance writer who loves writing blog posts, articles, and SEO content. I’ve been writing since high school and I’m passionate about storytelling. Here are all the things I offer…
[five long paragraphs later…]
Let me know if you need anything!
Why it doesn’t work
Clients aren’t evaluating your passion or what degree you graduated with.
Instead, they’re evaluating whether you can solve a current problem.
When your email is mostly about you, they can’t immediately understand your value and they don’t know if your writing can actually help them move the needle.
What works better
Start with the client, not yourself. I always like to think of it as a sandwhich. The top part (bread) is something you noticed about the company. The middle (meat) is who you are and what you do. And the bottom (bread) is how you can help them.
Here’s a Better Approach
Subject: Content idea for your SaaS blog
Hi Sarah,
I saw your recent post on onboarding challenges, and it sparked a content idea that could extend the conversation for your audience.
I’ve helped SaaS companies write BOFU and product-led content that improves sign-ups, and I’d love to help your audience achieve the same outcomes.
Are you open to chatting for a few minutes this week?
Notice how you only show up after you’ve shown value. This helps potential clients think of you as helping them with what they need.
2. The Vague, One-Sentence “Hire Me?” Email
This is incredibly common because new freelancers feel nervous, so they send the shortest possible email “just to get it out there.”
What this looks like:
Hi,
Are you hiring writers?
— Alex
Why it doesn’t work
There’s no context, no reason to reply, and no indication you know anything about the business. It feels like effort was set to minimum.
And, what’s worse is that it looks cookie cutter. This is a template response that you would send to dozens of potential clients…and guess what?
The clients know this when they see this cold pitch in their DM’s or inbox.
So, stop sending these impersonal one liners just to see who will bite.
What works better
When cold emailing add context, specificity, and a reason for them to keep talking. This means adding some personalization to each cold email you send.
Better Email Pitch to Send
Hi Jenna,
I noticed your company is publishing long-form content and thought I’d reach out. I specialize in writing educational posts for B2B companies and have a couple ideas that would fit your recent topics.Here are speicific articles that your audience would also enjoy. (X,X,X)
Let’s schedule a call!
This is still short, but purposeful because it shows your experience in your writing niche when you supply samples of your writing.
3. The Guest Post Pitch With Zero Topics
I get these types of cold emails ALL.THE.TIME.
And you know what, sometimes I get fooled by these. Last summer, someone slid into my DM’s needing a writer. I was pumped and excited to jump on a Zoom call with them.
Well about 20 minutes into our call the person told me exactly what my role was: to guest post for them. Yes, I know this is about guest post pitches to ME but I still hate it when clients want ME to guest post for THEM.
Either way, getting cold guest pitches for your blog that doesn’t do guest posting, is odd and impersonal.
You know right away that this person didn’t even look at your blog to see if you accept guest posts.
Here’s what this looks like:
Hi!
Can I guest post for your blog?
Here’s my bio and links.
— Sam
Why it doesn’t work
The blog owner has to do extra work to figure out if you’re a fit. No one wants homework.
What works better
When you do cold pitching for potential writng jobs, make sure to offer 2–4 topics that clearly match the blog’s style, audience, or recent posts.
This also works if you want to do some guest posting too.
Better Approach When Cold Emailing:
Hi Melissa,
I’m a freelance writer who focuses on helping small business owners with marketing and content. I’d love to contribute a guest post to your blog.
Here are a few topics I think would fit your audience:
• 5 Ways to Refresh Old Blog Content Without Rewriting
• How Small Businesses Can Create Content With Limited Time
• The Simplest Email Funnel for Service Providers
If any of these stand out, I’d be happy to send a full outline.
Now the blog owner can make an instant decision if they want you to guest post of even pay you to write for their blog (this happened to me).
4. The “Dear Business Owner” Template Blast
Just like one liners scream templates so does how you start your email cold email.
This instantly signals you sent this to dozens of people without personalization.
What this looks like:
Subject: Writing services for your website
Dear Business Owner,
I would like to offer you my services…
Why it doesn’t work
People delete these in under two seconds. The personalization is the bare minimum and even I feel it’s below that a bit.
What works better
Use their name, mention something specific on their website, and show you understand who they serve.
Better Cold Pitch Approach:
Hi Alicia,
I came across your homepage while searching for eco-friendly subscription brands. Your messaging is clear, but your blog hasn’t been updated for a few months.
If you’re open to it, I’d love to send a couple of fresh post ideas that could help with traffic or customer education.
Light personalization goes a long way.
5. The “Hard Sell” Cold Email
Sometimes when you are desparate and need a writing job like yesterday, you’re pitches end up selling too hard.
Why?
This happens when freelance writers feel pressured to get clients quickly — so they pitch too aggressively.
What this looks like:
Hi,
I offer blog writing, social media, web copy, landing pages, emails, and more.My packages start at $500.
Let me know what you need.
Why it doesn’t work
Imagine you went into the hair salon to get a haircut and customer service bombards you with all that they do and prices for those servicees.
How would you feel? Put off, right? You came in to get a haircut but they want you to also get these other things.
No one buys services from someone they just met in a cold email.
You need to build trust first.
What works better
Show one simple idea that demonstrates you can help when you cold pitch clients. This keeps your email short and focussed, making it easier for the client to hire you.
Better Approach:
Hi David,
I noticed a few of your high-traffic posts haven’t been updated in over a year. If you’d like, I can look them over and update them with releant links, images and examples.If interested, let’s have a chat!
This opens the door for a discussion and to see if the client is even interested in content refreshening.
6. The Irrelevant Job Application Email
This is when someone applies to a writing role without tailoring anything. This might be to a job you see on LinkedIn or X.
You comment that you see the post and then immediately fire off a pitch.
What this looks like:
Hi,
I’m applying for your financial writer position. Here’s a link to my services.
— Taylor
Why it doesn’t work
The employer gets nothing that helps them decide if they actually need you. Sending a link to your services can seem jarring and overwhelming.
It’s better to send a link to your portfolio and then specific links to your sample writing.
What works better
When pitching to job ads you see on social media, get to understand the company, the niche, and the content style before you send off your pitch.
This makes it personal and it adds an extra step that others may not have done.
Better Approach to Pitching:
Hi Logan,
I saw your listing for a financial content writer. I’ve written similar content for personal finance blogs and platforms like GoDaddy, Wordtune, and OptinMonster.
Here are two samples that match the style you’re looking for:
• Link #1
• Link #2If needed, I can also create a short paid test piece.
This is specific and to the point when someone is needing a writer. There’s no need to add extra details about your services or when you can start or anything like that.
Prospects are busy and they will most likely scan and click your email links.
Best Tips for Writing Your Cold Email
Look –
These better “approaches” are still templatized and not built out. That’s where you come in to add those personal elements.
And to help you write better cold emails, here are my best tips to get you started.
1. Write Like You Speak
When I asked for research help recently, I got 120+ responses — and most of them sounded like robots.
The ones that stood out were simple, human, and natural. I mean, you can’t write your pitch with ums and likes. But you have to write it coherently and casual enough that people know YOU wrote it and not some AI bot wrote it.
So, make sure you:
- Read your pitch out loud (you will hear flow issues better)
- Pretend you’re emailing a friend
- Use words you’d actually say out loud (it’s not the time to flex your writing vocabularly)
If it sounds stiff, rewrite it and keep tweaking it until it sounds good enough to send.
2. Offer Something Small First
Clients want proof you can deliver and typically this is best done with a short type of project.
A small, easy “starter” project builds trust without asking them for a full commitment.
- Offer one blog post a week
- One page of copy like a landing page
- A group of emails or social media posts
Make it easy for them to try you talk about the services you offer.
3. Make the Next Step Ridiculously Clear
Prospects shouldn’t have to guess what to do next. Your pitch should make it crystal clear what the next step is.
I’ll be the first to tell you that I didn’t do this. I used to end my pitches with, “Can’t wait to work with you.”
That’s it!
I mean I still landed gigs but once I changed that to something more concrete, I got more leads.
So try these endings to your pitches:
- What’s a good time to chat? I have (day) (time) available
- Tell me which topic you like and I’ll send over an outline ASAP
- I have (this time and day) available for a Zoom call. Let’s make it happen!
You’ll see when you add this to the end of your pitches, it will help you get responses quicker.
4. Follow Up (Seriously)
Most clients don’t reply because they’re busy — not because they’re rejecting you.fol I had to learn this over time and I’m glad because it got me to follow up.
I have a lesson on this in the Writeto1k course and many students have had success with this method.
Here are some tips for your follow up:
- Track your emails in a simple spreadsheet
- Follow up 2-3 sentences max
- Repeat your CTA
Even if you do this and you don’t hear back, that’s okay…you can wait a few more weeks to send off a final blast or just move on.
5. Make the Pitch about Them, Not You
Just ANOTHER friendly reminder to shine the light on your prospects and not on you.
A pitch packed with “I” statements feels self-focused instead of helpful.
Here are some tips to focus on your prospects:
- Start with their challenges (I see you haven’t updated your LinkedIn activity in 6 months)
- Connect your service to their goals ( I see a bit push on Instagram and growing on LinkedIn can help you reach a larger audience. I can provide monthly LinkedIn posts to a warm audience).
- Rewrite any sentence that centers on you instead of the prospect
The more relevant your pitch feels, the better the reply rate when you send of dozens of pitches.
It’s Time to Send Off Those Cold Pitches
Are you ready to cold pitch?
I know I am. I like to take a time like 2 weeks to focus on cold pitching. This helps me keep my business running after a decade!
If you have any questions, just post them below! I love to help!
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