How To Book Calls And Meetings Through Cold Email: A Step-By-Step Guide

“Cold emailing” has been the most effective and consistent way to book calls and meetings with prospects for a while.

It is truly my favorite way to get in touch with new business prospects and I’ve used it to book meetings with everybody from local business owners, to Fortune 500 CEOs.

But it’s not always as easy as it sounds.

Here’s my step-by-step guide to cold emailing, from crafting the perfect message to following up on your outreach.

1. Research your prospect

The first thing you need to understand about sending cold email is that you want to get away from that “cold” category as soon as possible. The moment your prospect smells that this is an impersonal, bulk or otherwise non-direct email message, they will click “block” quicker than you can blink.

So how do you overcome this? It’s simple really, and it’s the first step of sending a cold email: include a personalized first line in your email that speaks directly to your prospect.

So how do you do that? Simple, you use our good friend Google.

Find one of the following:

  • A Twitter account for that person
  • A recent interview they’ve done
  • A recent blog post they’ve written
  • A video of them on YouTube

99% of prospects you email will have one of these online – so find it, spend no more than 60 seconds digesting that content, and write a first line based on something completely non-work related.

  • If they mentioned their favourite soccer team in a podcast, ask what they thought of their recent player signing
  • If they did an interview where they said they read Dan Brown books in their free time, ask if they preferred The Da Vinci Code or Angels & Demons
  • etc, etc. Break them out their day-to-day with something that speaks to them directly.

2. Captivating subject

Use something as simple as the following:

  • Hey {firstName}

Seriously. I get consistently great open rates with this, don’t reinvent the wheel.

3. Check before sending

Make sure your email passes the following checks:

  • Does it follow this format: {Hey name}, {personalized first line}, {quick into into you/your achievements}, {call to action}
  • Is it less than 8 sentences long? Any longer and you will lose interest
  • Does it explain what you do in a super captivating and interesting way? Avoid long, uninteresting copy and pasted text of your company bio
  • Does it end with one simple call-to-action that your prospect can either say “yes” or “no” to. Something as simple as: “Let’s find some time to chat – how about this Wednesday?”

4. When to send the email

You want your email to ideally not be sent when your recipient is in bed sleeping, wakes up to 100 random emails and quickly swipes them all away as he/she downs their morning coffee.

Look into their timezone (super easy using LinkedIn) and schedule an email to land in their inbox at 10am-12pm their time.

You can use a number of tools, and Gmail now makes it easy to schedule emails natively from within gmail.

Image result for gmail schedule email

5. How to follow up

Now, most Fortune 500 CEOs are busy. You email them when they’re on the golf course, preparing for an investor meeting or just busy. It happens. We’ve all ignored emails and no matter how good your email is, people will not always respond on the first email.

It is imperative that you follow up!

Wait 4 days or so before sending the following, super simple email:

Hey {firstName},

Just pinging this to the top of your inbox – would you be interested in chatting today?

It’s as simple as that, honestly. Don’t send them a bunch of case studies, don’t send them a massive email, just politely remind them that they may have missed your email and if they’d be interested in speaking.


There’s no better feeling than finally finding someone who’s actually interested in having a business meeting with you, and it will happen. Believe me, once you get into the swing of things, you’ll be waking up to meetings with interested prospects every single day.

Here’s my step-by-step guide for booking new meetings with new leads and existing clients. If you can use this approach to find potential clients and customers, you’ll be able to book sales meetings and other meetings like speaking engagements and board appointments with ease.


The #1 Cold Email Personalization Hack That Will Double Your Response Rate

Cold emailing is a great way to reach out to prospects, but it can be hard to know what to say. That’s because your cold email first line is the main impression you make on your prospect. It’s your job to grab their attention and make them want to read the rest of your email. That’s why personalizing your email is so important. But what’s the best way to personalize your email? Find out how to double your response rate with this one cold email hack.

The #1 Cold Email Personalization Hack That Will Double Your Response Rate

If you want to learn how to make your cold emailing click more often and get a response, I’ve got the cold email personalization hack for you. And what makes it even more effective is that it uses a couple of personality hacks to grab people’s attention. It’s almost like this hack came right out of a Leo Burnett playbook. Here’s how you can turn cold emailing into an art form. Take some time to get to know your prospect and get to know what motivates them. Then, follow these guidelines to double your response rate in cold emailing.

1. Twitter

Nearly everybody has a Twitter account, they may not be a regular user, but somebodies Twitter feed provides an intimate glimpse into their interests, desires and dislikes.

Use the following search query hack to quickly find popular tweets by a user:

from:garyvee min_faves:1000

By putting this into the search bar, you will instantly reveal the top tweets by that user – pick one, eg:

We can quickly establish this speaks directly to Gary’s brand – empathy, appreciation and love of the moment. I could quickly spin up the following:

Hey Gary – loved your tweet about a great day being when you wake up and realize everyone you love is healthy – I could not agree more, gratitude is truly everything. I wanted to reach out ….

2. for AI Email Personalization

Now of course we’re bias, but truthfully, we’ve created as the best way to personalize your cold email outreach. This has come from years of sending out emails and understanding the hooks that get people wanting to book a meeting with you.

Simply do the following:

  1. Sign up for an account on
  2. Enter your recipients company website, or even better, their LinkedIn
  3. Press “Generate Personalization”
  4. Wait a few seconds and BOOM! Our AI will research your prospect and generate tons of super personal lines in seconds – crazy powerful!

3. YouTube

When you take time to look into somebody, research their content, then provide a unique take on something they’ve said, you’re winning. This is super easy through YouTube – do the following:

  1. Head to
  2. Search “prospect name” “company name” (in quotes)
  3. Find a video that features them, eg:
  4. Skip half way
  5. Write down a point they make

Eg for this video, I’d skip half way in and hear Gary say “people want a good bottle of wine without the hassle of understanding it” – boom, this is something we can work with.

Why does this work? Well it shows the prospect that they’re not just a random email on a random list – you’ve gone out of your way to understand who they are as an individual, and actually listen to them and their content – I’ve had top CEOs at Fortune 500 companies respond and book meetings from this kind of personalization, put simply – it works.


Every marketer knows that just a small improvement in your top of funnel means a massive chain reaction that ultimately leads to more sales. Personalizaing your cold email outreach using AI is one of the best ways to do this. If you still like doing things the old fashioned way, then definitely explore these tips and tricks that we’ve used to generate millions in pipeline revenue for ourselves and our clients.

Good luck!