In chapter #1, we began talking about the importance of grabbing your prospects attention. If you are going to have any success in writing cold emails, the first thing you need to do is grab their attention via the subject & opening line, this sets up your entire email, gets the prospect engaged, and ready for what you’re asking of them.

When writing subject and opening lines, you want to (somewhat) keep Pareto’s Law in mind (the 80/20 rule). Most cold email “experts” suggest that you spend 80% of your time focused on the subject and opening lines… but we don’t follow this rule completely. We’re more on the side of a 60/40 rule, with 60% of your time going towards subject & opening lines, and 40% of your time going into the body and call to action. The same principle holds true for both the 80/20 and the 60/40… without great subject and opening lines, you’re not going to have much success.