What Is a Cold Email?
In email marketing, a cold email is an email sent to someone you don’t have an existing relationship with.
Cold emails are typically used for sales prospecting, lead generation, partnership outreach, recruitment, or business development. Unlike email marketing campaigns sent to subscribers who opted in, cold emails are sent to individuals who haven’t subscribed to receive messages from you.
For example, a sales rep might send a cold email to a company they found on LinkedIn to introduce their solution and request a meeting.
Cold emails are usually sent one-to-one or in small targeted batches, and the goal is to start a conversation—not to broadcast a promotion.
Cold Email vs Email Marketing
Cold email and email marketing both use email, but they follow different rules and expectations.
Email marketing is sent to a list of subscribers who gave consent (opt-in). It’s often promotional, educational, or transactional.
Cold email is sent to people who haven’t opted in. It’s more personal, direct, and often focused on initiating a relationship.
Because cold emails are unsolicited, they carry higher legal and reputational risk if done poorly.
Why Cold Email Is Used
Cold email is popular because it allows businesses to reach decision-makers directly.
Common goals include:
- Booking sales calls or demos
- Generating qualified leads
- Starting partnership conversations
- Reaching potential clients
- Recruiting candidates
When done well, cold email can be effective, especially in B2B contexts.
Cold Email and CASL Compliance (Canada)
In Canada, cold emails are regulated under CASL (Canada’s Anti-Spam Legislation).
CASL generally requires consent before sending commercial electronic messages. However, there are limited cases where implied consent may apply, such as:
- An existing business relationship
- The recipient publicly published their email address (and your message is relevant to their role)
- A referral from someone with an existing relationship
Even when implied consent applies, cold emails must still follow CASL requirements, including:
- Identifying your business clearly
- Including contact information
- Providing an easy unsubscribe mechanism
- Respecting opt-outs immediately
Because CASL is strict, businesses should be cautious and ensure they understand the rules before sending cold emails at scale.
Best Practices for Cold Emails
Cold emails work best when they feel human, relevant, and respectful.
Personalize the Message
Reference something specific about the recipient, such as their company, role, or recent work. Generic messages get ignored.
Keep It Short
Most cold emails should be 3–6 sentences. Make your purpose clear quickly.
Lead With Value
Don’t start with what you want. Start with why the recipient should care.
Use a Clear Call to Action
Ask for one simple next step, such as a quick call or a reply.
Follow Up Respectfully
One follow-up is often appropriate. Avoid aggressive or repeated messaging.
Common Cold Email Mistakes
- Sending generic copy-paste emails
- Being overly salesy or pushy
- Writing long emails that feel like pitches
- Targeting the wrong people
- Ignoring CASL compliance
- Not providing an unsubscribe option
Key Takeaway
A cold email is an email sent to someone who hasn’t opted in and with whom you don’t have an existing relationship. It’s commonly used for prospecting, lead generation, and partnerships.
In Canada, cold email must comply with CASL, and it should always be done thoughtfully, with relevance, personalization, and respect for the recipient.