How to write and send cold emails

Emails, emails, emails. Writing and sending a decent message to a new contact can be filled with traps and trip hazards – which is where some helpful guidance can set you on the path to email joy. Whether it’s for a job application, networking, or asking for advice, here we’ll run you through the ins and outs of putting a great cold email together.

Why cold emailing still matters

In a world of LinkedIn messages, Instagram DMs, Discord servers and even TikTok resumes, it can feel like email is old news. But a thoughtful, well-structured message is still one of the most professional ways to introduce yourself. Unlike DMs, it won’t get buried in a “message requests” folder, and unlike AI-generated templates, a personal email shows real effort.

The numbers back it up

Email is still the go-to for professional conversations, with over 4.5 billion people using it in 2025. That’s more than double Instagram’s 2 billion monthly users, and well ahead of LinkedIn’s billion members.

So while social platforms are useful for quick introductions, email is still where most professional conversations begin.

A good cold email can open the door to:

And because you’ll often be contacting people you’ve never met before, making a good first impression counts for a lot. We all know what can happen if we’re too hasty with the send button — half-written messages, missing attachments, spelling someone’s name wrong or emailing the wrong person altogether. These are the kinds of bloopers you’ll want to avoid where possible.

Who to email and how to find them

The email possibilities might be endless, but how do you know who to email in the first place?

🤝 Email people, not places

While this really comes down to what you’re after, The golden rule: always email people, not places. Addressing a message to a specific person lets you tailor what you say and shows you’ve done your research.

Plus, while reaching out can feel scary, you might be surprised by how often people want to help! For every creative superstar who might be too busy to get back, there are countless other industry experts ready and willing to answer your questions or offer their advice.

Here are some places to search for contacts and email addresses:

Studio or company websites
While most studios or agencies have a general ‘[email protected]’ email address, you stand a higher chance of getting a reply if you pinpoint a specific person. You might be better off asking a junior designer for a coffee rather than the CEO, for example, as senior staff tend to be the most busy.

‘Contact’ or ‘About’ pages sometimes include specific emails for team members, or you could even email or call up the studio to ask who the best person to contact might be. Some studios also have an email address specifically for asking about career opportunities.

LinkedIn
Searching by company or brand names on LinkedIn is a great way to see the range of people who work there and the roles they do. For example, typing in ‘Vogue’, and then clicking on ‘People’ will list anyone on the platform who works there, their location and job title.

Some will include their email address as part of their contact details, but if not, you could always request to ‘connect’ with them and start up the conversation there.

Social media
If you’re still out of luck and can’t find someone’s personal email address, you could try asking them for it on other social media accounts, like Twitter or Instagram. Just make sure you explain why you want their email address, and take note of their bio, as some people explicitly ask for no DMs.

Industry communities
Slack groups, Discord servers, alumni networks and even newsletters often share contacts.

Email tips that work

There isn’t really a one-size-fits-all standard or template to follow. However, there are some universal timeless pointers that apply to most emails, and good to keep in mind.

😳 Avoid unprofessional email addresses

Firstly, check the email address that you’re sending your message from. Where possible, keep it professional and use your name or a minor variation, e.g. [email protected] or [email protected]; avoiding anything that has a spammy ring to it, like [email protected].

✍️ Write a clear subject line

A good subject line will get your recipient to click on it. It should spell out exactly what it says inside of your email-shaped tin. This is particularly important if you’re submitting a project to an online publication or magazine for press. Filters and AI assistants now scan them, so be clear and specific (“Portfolio: Illustrator available for freelance support” is better than “Hello”).

👋 Use the right greeting

It’s best to stay away from any generic and impersonal email openers like ‘To whom it may concern’ or ‘Dear Sir or Madam’. But if you have to resort to the general studio email, consider a safe but friendly alternative like ‘Hi there’ or ‘Hi to all at [Studio Name]!’ – emailing an all-female magazine with ‘Dear Sirs’, for example, is not going to get you a response.

🔊 Be clear about what you want

Ask yourself why you’re emailing someone. Knowing what you want out of the exchange will help you decide who to send your email to, how you write it, and what you include.

Are you applying for a job or internship, or asking to meet for a coffee? Are you emailing for press, or looking to show your portfolio? Be clear about this in your email, and try not to ask for too much in one go. It’s always a good idea to ask for something specific in the first instance and then build the relationship from there.

💌 Make it personal

Something that rarely goes amiss is a good old-fashioned bit of flattery. Let the person know why you have chosen to contact them specifically. The trick is to make your message thoughtful and personal.

Give some context as to how you have interacted with their studio, company or platform. Enjoyed something they made? Tell them. Inspired by how a design director has evolved the look of your favourite magazine? Tell them!

🥸 Don’t copy and paste

With all this in mind, do not – and, we repeat – do not copy and paste the same email to everyone. One generic email cannot possibly cater to the various people and reasons you could be emailing. Plus, more often than not, copying and pasting will leave your formatting exposed; swapping out names and pasting your message will leave a trail of different typefaces, spaces, and sizes of text.

Know that sending a few personal, well-considered, well-researched emails is far more likely to get results than a generic email to 50 people.

📑 Write a draft and check your formatting

We’ve all mistakenly sent a half-finished email flying into hyper-space. While Gmail has an ‘Undo Send’ setting that lets you recall a message within a few seconds, you can save yourself the panic by drafting emails in a word processor first. This also clears out any rogue formatting like unwanted spaces, links or random typefaces – making your text look neat when you paste it into your email.

If you use AI to help draft, always edit it so it sounds like you – generic lines get ignored. Keep your message scannable, since most people read emails on their phones.

When it comes to sharing work, send links rather than heavy files. PDFs should be under 5MB and highlight only your best projects. Always double-check Google Drive or Dropbox permissions before you hit send.

Finally, time your emails thoughtfully. Most inboxes are busiest early in the week, so tools like Gmail’s Schedule Send can help you land at the right time.

Example emails for inspiration

To help put some of these tips into context, we’ve drafted three of the most common types of emails needed for starting out as a creative: emails for job applications, networking, advice and seeking press.

Again, we do not advise simply copying and pasting these examples, but feel free to use the below as a guide to help you come up with your own!

1. Emails for job applications or internships

If you are enquiring about internship opportunities, let the recipient know why their work or mission inspires you. It can be helpful to include links to your work or a PDF portfolio, so make sure your email points to this, too.

You might also want to add a line at the end to suggest meeting up for a coffee in case there are no current internship opportunities at that time. If they’re not currently hiring, you can also still say you’d love to stay in touch for future opportunities.

Plus, if you’re applying for a job, keep in mind that some applications will request that you use a certain phrase in the subject line to make it easier for them to filter through later. Check the job ad just in case.

2. Emails for advice, networking or coffee

Looking for some advice, a chance to grow your creative network, or just some feedback on your work?

When looking to make a new connection, as with the previous example, let the recipient know why you’re looking for their input or thoughts. What about their work or practice is most inspiring to you?

And if you’re looking to meet virtually or IRL, always try and give them a specific time to aim for – that way it’s easier for them to check their calendar and get back to you. Offer a short slot, e.g. “Would you have 15 minutes for a quick call?” to make it easier for them to agree.

3. Emails for press

Emailing magazines and publications can be a great way to get your work in front of new audiences, especially if there’s a project you’re particularly proud of.

Magazine inboxes can be especially busy, so be sure to put some extra thought into your subject line – it should be specific, but also interesting enough to stand out.

If you’re emailing to show someone a project, think of it like a trailer for a movie: you want to capture their attention, and make them want to see more. Show them the bits they need to see, without you having to explain it in full.

Include a short description of the work or project and include a few screenshots or low-res JPEGs of the project (either within the email or attached) – enough to capture a sense of what it’s about. You can always include a link underneath with the option to ‘read more’ about the project.

Check out our full guide to getting press for your work here.

Before you click ‘send’: A checklist

🧐 Check your spelling

It sounds obvious, but this piece of advice is often neglected in practice. You won’t lose anything from double-checking you’ve spelled someone’s name right, and it can make the world of difference.

🗂 How big are your attachments?

Whoever told you that size doesn’t matter was lying – particularly in this case. Destroying someone’s inbox is rarely a great way to kickstart a professional relationship. If you’re sending across a PDF portfolio, for example, you want to aim to keep it to your very best projects (maybe three to five), at no more than 5MB.

🔚 Sign it off at the end

While an email signature is not always necessary, it can be an easy way for someone to find your details if they need to.

You can add a short descriptor (for example, whether you’re an illustrator, photographer, designer and so on), your mobile number, relevant social media handles or your website. A word of warning: if you include your website, make sure it’s live. For example:

Jane Doe
Freelance designer and art director
+44 (0) 1234 567 890
www.janedoedesign.com

⏰ What time is it?

You may have spent the entire evening or even weekend crafting an email – but that doesn’t mean 3am on a Sunday is the ideal time to send it.

Generally speaking, Tuesday morning is a good time to send emails; by then most people will have fought off the Monday morning wave of messages, and have a little more time to respond. Most inboxes are busiest early in the week; tools like Gmail’s Schedule Send can help you land at the right time.

Following up: When and how often

While it can feel like you’re pestering someone, the reality is that people’s inboxes fill up quickly, and chances are they just haven’t had time to reply yet. Wait about a week before following up, and keep it short and polite.

As a general rule, we recommend following up a maximum of two times before moving on. While you won’t hear back from everyone, do remember that it can sometimes take a good while to hear back. Use email trackers sparingly and never guilt-trip with “I saw you read my message.

🙏 Say thank you!

It might sound a little obvious, but it is also one of the most overlooked rules of thumb out there. If you do get to meet up with a creative you admire, they’ve fed back on your work, or shared some advice or pointers over email, be sure to thank them for their time. It can be the smallest things that give off a much bigger impression of who you are and what you’re like to work with.

💔 Don’t get disheartened

It’s painful when you don’t get a response. Sadly, that’s life: we all have our own stuff going on, and the stars don’t always align when you need them to. But don’t give up after just one email!

Stick to a maximum of two follow-up emails, and if they still don’t reply, put them on a separate contact list and set reminders to get back in touch in six months’ time. Non-responses aren’t personal!

Remember, people are far more likely to respond when they’ve met you, or if you have a contact in common – so keep an eye out for opportunities to get in touch with those nearest first. Some of your most supportive professional contacts are likely to come from close to home; people know people, and being recommended is your best chance of making those all-important connections.

🔔 A reminder

If you do end up sending a few dud emails, remember that even seasoned professionals make slip-ups every now and then. Forgive yourself and learn from the experience – the chances are you won’t make the same mistake again. More often than not, these just make for funny stories later down the line. So go forth, channel those succinct email-writing charms, and gift those lucky inboxes!

Stickers designed by Kate Wu.

This guide was originally published in June 2021 and was updated by the Creative Lives in Progress team in September 2025.