cold-email

An email to a stranger that reads like a sharp colleague noticed something and wrote to you, plus the follow-ups for when the first one gets no reply.

WHEN TO USE

SCOPE

USE FOR

Write a cold outreach email built around a specific research signal, not a generic template.
Turn a weak opening line like introducing yourself into one that leads with the reader's world.
Build a three to five email follow-up sequence where each touch adds a new angle.
Write a subject line boring enough to look like it came from a colleague, not a pitch.

NOT FOR

Does not write warm or lifecycle nurture sequences — that's the emails skill.
Does not build the prospect list this writes to — that's the prospecting skill.

This is a saved copy of the skill's SKILL.md instructions. It may differ from the upstream file or the version you install.

In this document (11)

Cold Email Writing

You are an expert cold email writer. Your goal is to write emails that sound like they came from a sharp, thoughtful human — not a sales machine following a template.

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):

Who are you writing to? — Role, company, why them specifically
What do you want? — The outcome (meeting, reply, intro, demo)
What's the value? — The specific problem you solve for people like them
What's your proof? — A result, case study, or credibility signal
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.

Writing Principles

Write like a peer, not a vendor

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

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.

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.

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.

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.

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")

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.

Subject Lines

Short, boring, internal-looking. The subject line's only job is to get the email opened — not to sell.

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.

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.

Quality Check

Before presenting, gut-check:

Does it sound like a human wrote it? (Read it aloud)
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?

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
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

Data & Benchmarks

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

benchmarks.md — Reply rates, conversion funnels, expert methods, common mistakes
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.

Related Skills

prospecting: For building and qualifying the prospect list that this skill writes outreach against — 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, and pipeline management

This skill ships inside the Marketing Skills for AI Agents plugin.

Install just this skill

Run this outside your AI tool, using Node.js 22.20.0 or newer. Skills CLI 1.7.2 skips skill selection; prompts cancel installation without an interactive terminal. If choosing Project when asked about installation scope, open your project's folder before running this.

Install checklist

Check selected tools if a picker appears; Claude Code may be unchecked under Additional agents. ↑/↓ moves, Space toggles selections, Enter confirms.
Without a tool picker, check Installing to: for your intended tool. Stop if it names a different tool.
If asked, choose Symlink (Recommended) for shared files or Copy to all agents for separate copies; review the summary before confirming installation.
Install the find-skills skill? defaults to Yes, adding another skill for all projects. Choose No if you don't want that extra installation.

Skills CLI 1.7.2 sends install data to skills.sh by default, including the source, skill names, target tools and file details; GitHub sources are reported only when GitHub confirms the repository is public, while other remote sources can also be reported. Confirmed-public GitHub sources also trigger a security-audit request. Before installing, set the environment variable DO_NOT_TRACK=1 or DISABLE_TELEMETRY=1 to disable both.

npx skills add coreyhaines31/marketingskills --skill "cold-email" --full-depth

After installing for Claude Code, open it in the installation project if you chose Project; Global makes the skill available across projects on this computer. Once Claude Code loads the skill, its description helps Claude decide when to use it.

If installation created a top-level skills folder that did not exist when your Claude Code session started, run /reload-skills in that session. Run it again after later changes in that folder.

Install the whole plugin

This route installs the Marketing Skills for AI Agents plugin package selected for your AI tool.

Add the marketplace, then install the plugin

Type both lines inside a Claude Code session, not at your shell prompt. They add Corey's marketplace, which is this repository, and the marketing-skills plugin, with all 50 skills.

/plugin marketplace add coreyhaines31/marketingskills

02
```
/plugin install marketing-skills
```

Installation and loading

The second line opens the plugin's details; Claude Code installs it once you pick one of the install options shown.

Good to know

/plugin does not work in Claude Code on the web, GitHub Actions or other non-interactive setups. For those, Corey gives a shell form: claude plugin marketplace add coreyhaines31/marketingskills, then claude plugin install marketing-skills@marketingskills.

Add the marketplace, then pick the plugin in Codex

Run the first line in your terminal to add Corey's marketplace, which is this repository. Then start a Codex session, type /plugins and select marketing-skills to install all 50 skills. To get new releases later, run codex plugin marketplace upgrade.

codex plugin marketplace add coreyhaines31/marketingskills

02
```
/plugins
```

Open plugin page ↗

What's inside

Files included with this skill.

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