Avoid cold emails with really bad introductions

Most cold emails bomb because they scream “sales pitch” from the first line. The image above nails the difference: one email feels spammy and desperate, the other feels natural and valuable.

What’s happening here

The “Great” email works because it opens with relevance (“saw your profile on LinkedIn”) and a clear offer of value (“help Shopify stores double their sales”). It reads like a friend reaching out, not a salesperson attacking.

Why it works

• Starts with context, not a pitch
• Establishes quick credibility
• Offers a benefit, not a buy-now link
• Uses conversational language
• Ends with a soft, easy CTA

Real-world examples

• Lavender increased reply rates by 3x by personalizing intros
• HubSpot’s outreach emails use mutual connections for instant trust
• Gong’s sales team tested soft CTAs and saw a 26% lift in call replies
• Copy.ai cut their first lines by 50% and doubled response rates