Coaching Connection: Cold E-mails

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There has been a lot of talk in the Healthcare Writer’s Network Facebook group about cold emailing, so I wanted to share what it is for you newbies out there, how to write an effective one, and one important step you need to take in order to be successful at it.


Let’s jump right in!


What is a cold email?

A cold email is termed “cold” because you are reaching out to a company or potential client and they don’t know anything about you, your business, or what you have to offer them.


It can be difficult to write cold emails, but it’s even harder to get a potential client to open and respond to the email, which I hope to help you with today!


Why are cold emails necessary?

Although scary at times, they can be an effective way to build your business. Many freelancers are introverted, so we do not like to reach out in “cold call” form, but it is important to do so.


How to write your next cold email


Writing a cold email may differ from client to client, but you want to address a couple of key points in every one of these emails:


A warm subject line

How will you get your potential client to open your email? You have to start with a compelling and warm subject line. “Janine Kelbach - Freelance Writer” is not the greatest because I am sure the client receives many emails like this, which makes it that much less likely they’ll read it.


A subject like, “Janine Kelbach - Nurse Writer - Samples attached” is a title that makes someone want to open it because

  1. I am a nurse, and if they are a healthcare company, they like that.
  2. I am providing them attachments/links to samples right in the email.

This may sound funny, but I have also experimented with email subject headings with the word: “Hey”. They get opened. Everyone wants to say hello. 🙂


Address their problem

Addressing your client’s problem is step two of writing a cold email. Even before you tell them who you are, you can cut to the chase and address their problem. An example is below:

<Healthcare ABC>,


Hello there! I recently came across your website <attach website name> and see that you have a section called <blog name>. I believe I can help you with some compelling articles and wanted to reach out to you personally.



The next step of a good cold email is that you have proof of your services before you offer your services. After reading the first part, the client may be interested in how you can help.


I write articles for <companies you have written for with hyperlinks i.e. Monthly Gift : note my hyperlink goes straight to my article, not their blog> and more. With my contributions, I have received <X number of likes/shares> and have been able to build them an audience.


Offer Up

Now, you have to address a problem on your potential client’s website. For example:


I notice on your website that you have a variety of authors, but none of them are <whatever you are>. I feel that with my expertise in the subject matter <add in your years of exp> of <what their blog is about> I can give information that is valuable to your customers.


You can also throw in a couple of testimonials here, but try not to make it too lengthy.


Call to Action

This is where you hope the client scrolls to; your call to action. Try to get them to bite a little here to make that next connection.


If you are interested in hearing more about me, my company, or my services, let’s set up a phone call, or just hit reply to this email and we can chat.


Thank you <always thank them - client’s name> for your time today, and I look forward to hearing from you.


<Your signature with website, portfolio, resume attached>


You’re not done

The most important part of this cold emailing is your tracking and follow up. Develop a system to track your cold emails and then respond to them within a week to 10 days. You will be surprised how many people respond to your follow up.


I know you are busy, but try to send as many personalized cold emails as you can in a week to land your next job.


Have you had success with cold emailing?  We want to hear about it over in our private Facebook group!


Need help landing your next client? Let’s set up a FREE introductory call for Coaching. I can help you take your business to the next level.

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Janine Kelbach

Nurse and Writer at WriteRN
Janine Kelbach, RNC-OB, started her nursing career in a community hospital learning the basics of labor and delivery, admitting patients, the normal newborn, and scrubbing into the operating room. She quickly became a breastfeeding resource nurse and certified CPR instructor. In 2007, she took a position in a higher acuity facility in the Cleveland, Ohio area. There she worked postpartum and labor and delivery. She became the assistant manager and educated new nurses, developed educational content, and managed other labor and delivery specifications. She has worked homecare jobs with high risk pregnant women in the inner city of Cleveland, Ohio, obtained her CCW and decided her life was not worth losing over her work. She has 2 young boys, a husband, 2 cats, and a great Dane. Writing has always been a passion of hers, but launched her career while caring for her grandmother in 2012...and never looked back to the streets of Cleveland. She still works in the hospital part time as the charge nurse in labor and delivery.


  1. Victor R Bennett on September 12, 2021 at 10:06 am

    Hello Janine,

    Great article. I recently ran across your article during a research stint for my new business.

    I thought your article was spot on when it comes to the approach one needs to take when approaching “cold prospects”. This has been a real problem for me for some time.

    In my next campaign to attract new and potential clients I will use suggestions and hopefully see better results from my efforts.

    Thanks you for the great advice and best wishes.

    Victor R Bennett

    BTW- My wife, who’s has a DNP and her business partner an RN are in the planning stages of starting a Nurse centered business. I am sure that they will be looking at writers with your background for content. I will continue to follow you and add you to my list of future contacts for my wife.

  2. Janine on September 13, 2021 at 7:25 am

    Thank you so much, Victor 🙂 Follow me on Twitter (@JanineKelbach) and LinkedIn 🙂

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