Cold Email for Freelance Work: 10 Strategies for 2025

Cold emailing for freelance work involves crafting personalized messages to potential clients to secure new projects. Key strategies include:

• Researching recipients to tailor your message
• Leveraging referrals
• Emphasizing the client's pain points to demonstrate value
• Maintaining a single, clear call-to-action
• Following up persistently
• Highlighting past successes with similar clients to build trust
• Adding urgency to prompt quicker responses
• Ensuring compliance with regulations like GDPR when reaching out

By mastering these techniques, freelancers can increase their client base and achieve greater financial stability in 2025.

According to Upwork’s Freelancing in America 2018 report, “Americans are spending more than 1 billion hours per week freelancing.” Many freelancers enjoy the freedom and flexibility of signing contract templates with who they wish. However, many still struggle to command the rates needed to earn a living.

ClearVoice’s 2018 survey of average freelance writer rates found that some writers who consider themselves “experts” charge between just $1 and $20 per hour. Although freelance rates vary, earning a living at these low rates rarely makes sense once tax requirements and office overhead expenses are considered.

To join the ranks of successful freelancers, invest not only in your professional skills but also in your sales skills. Learn how to write a pitch and get comfortable sending cold emails for jobs. Here are 10 cold email strategies for finding new freelance clients:

Do cold email freelance recipients homework

One of the first mistakes many freelancers make is to spam as many contacts as they can find, hoping that at least some of the proverbial spaghetti will stick to the wall and result in new freelance contracts.

But cold emailing for jobs those who don’t need your services not only wastes your time, it leaves a bad taste in your recipients' mouths (which could affect your reputation and your chances of getting hired in the future). Rather than reaching out to just anyone, send email messages only to those who are genuinely likely to benefit from your services.

If you sell small services priced between $200 and $500 per service, you could build a small Shopify app using free Shopify theme templates and some of the best Shopify apps. Once your store is live, add links to it in your email signature so clients can buy your services directly.

Who should I reach out to?

Identify your ideal client profile

Start by defining your ideal client profile to ensure your cold emails reach the right people. This means understanding the industry, company size, and job roles that benefit most from your freelance services. For example, a freelance graphic designer might target marketing managers at mid-sized tech companies with 50 to 200 employees, as they often need design support but may not have in-house teams.

Use LinkedIn’s advanced search filters or tools like Apollo.io to narrow down prospects based on location, job title, and company size. This targeted approach increases the chances your email resonates because it addresses specific pain points relevant to the recipient. Avoid generic outreach to large, unrelated audiences, which typically results in low response rates.

Once you have a clear client profile, tailor your messaging to their needs. This focus will save time and improve your cold email campaign’s effectiveness. Regularly update your profile based on feedback and campaign results to refine your targeting over time.

Find decision-makers and influencers

Reach out to decision-makers or influencers who have the authority or influence to hire freelancers. In most small businesses, this could be the owner, CEO, or department head. In larger companies, look for project managers, procurement officers, or team leads relevant to your service.

Tools like Hunter.io and Voila Norbert help verify email addresses of these individuals. For example, if you offer freelance content writing, targeting the marketing director or content manager is more effective than reaching out to general HR staff. Personalizing your email to their role shows you understand their challenges and increases your chances of engagement.

Additionally, consider connecting with secondary contacts who can introduce you to decision-makers. Building a network within your target companies can open doors that cold emails alone might not. Use LinkedIn to engage with posts or send connection requests before cold emailing.

Prioritize prospects based on engagement potential

Not all prospects have the same likelihood of responding or converting. Prioritize those who have shown some level of engagement or fit your profile closely. For example, companies recently hiring freelancers or posting relevant job openings are more open to freelance services.

Monitor platforms like Upwork, Fiverr, or even job boards such as Indeed to identify businesses actively seeking freelance help. You can also use Google Alerts to track mentions of your target companies in news or blog posts, signaling growth or new projects that might require your services.

By focusing on high-potential prospects, you increase your return on investment for time spent on outreach. Segment your email list accordingly and customize your follow-ups based on their engagement level to nurture leads effectively.

Leverage referrals for cold email freelance

If you have happy clients on your roster, ask them to make introductions to any other contacts they think you could help. Even if they aren’t willing to make these connections, ask if you can use their name when reaching out. Then, use a template like the one below when you send your cold email for that freelance job.

Hello [name],

‍

My name is [name], and I’m a freelancer specializing in [your service]. I just wrapped up a project with [name of shared contact], and thought it might make sense to reach out to you at this point.

Are you having any trouble with [pain point experienced by shared contact]? If so, let’s hop on a call to see if opportunities exist to work together.

‍

Thank you for your time,

[signature]

You can easily build and customize proposal emails like these using Bonsai. Start your free trial today.

What should I say in my cold email?

Open with a clear, personalized introduction

Start your cold email by clearly stating who you are and why you’re reaching out. Personalization is key; mention the recipient’s name and reference something specific about their business or recent work. For example, if you’re a graphic designer emailing a startup, you might say, “Hi Sarah, I loved the branding you launched last month for GreenTech.” This shows you’ve done your homework and aren’t sending a generic message.

Keep your introduction concise—aim for 1-2 sentences. Avoid vague phrases like “I’m reaching out to offer my services” without context. Instead, focus on how your skills align with their needs or goals. This approach increases the chances your email will be read rather than deleted.

To make this actionable, research the company’s website, LinkedIn, or recent news before writing. Tools like Hunter.io or LinkedIn Sales Navigator can help find the right contact and relevant details. Personalizing your opener sets a professional tone and builds immediate trust.

Explain your value with specific benefits

After your introduction, explain what you offer and how it benefits the recipient. Focus on outcomes rather than just listing your skills. For example, instead of saying “I’m a freelance writer,” say “I help SaaS companies increase website traffic by creating engaging blog content.” This shows clear value and relevance.

Use numbers or examples to strengthen your message. Mention results like “I helped a client boost their email open rates by 25% in three months” or “I designed a logo that increased brand recognition for a local business.” Concrete achievements make your offer more credible and compelling.

Make this section actionable by tailoring your value proposition to the recipient’s industry or pain points. Look at their website or social media to identify challenges you can solve. This targeted approach helps your email resonate and encourages a positive response.

End with a clear call to action

Conclude your cold email with a simple, direct call to action (CTA). This guides the recipient on what to do next, such as scheduling a call or replying for more information. For example, say, “Would you be open to a 15-minute call next week to discuss how I can support your marketing goals?”

Avoid vague CTAs like “Let me know if you’re interested,” which can lead to no response. Instead, offer specific options or times to make it easy for the recipient to say yes. Including a Calendly link or suggesting two time slots can streamline scheduling.

To increase your chances of a reply, keep your tone polite and professional. Ending with appreciation, such as “Thank you for your time,” also leaves a positive impression. A clear CTA helps convert your cold email into a meaningful conversation.

How to write subject lines that get opened

Use personalization to grab attention

Personalization is the most effective way to increase your cold email open rates. Including the recipient’s first name or company name in the subject line makes the message feel tailored and relevant. For example, a subject like "John, quick question about your marketing strategy" is more engaging than a generic "Marketing help for your business."

Tools like Mailchimp and HubSpot allow you to easily insert personalized fields in your subject lines. In 2024, studies show that emails with personalized subject lines have a 26% higher open rate on average. Even small touches like mentioning a recent company achievement or location can boost interest.

When crafting your subject line, think about what matters most to your prospect and include that detail. This approach signals that you’ve done your homework and aren’t sending a mass email. Start testing different personalization tactics to see what resonates best with your audience.

Keep subject lines clear and concise

Clear and concise subject lines perform better because they quickly communicate the email's purpose. Aim for 5 to 7 words or under 50 characters. This ensures the full subject is visible on mobile devices, where over 60% of emails are opened in 2024.

For example, instead of "Offering expert freelance design services to boost your brand," use "Freelance design help for your brand." This shorter version is easier to scan and sets clear expectations. Avoid jargon or vague phrases that might confuse or bore the reader.

Focus on the key benefit or question your email addresses. This clarity helps recipients decide to open your email quickly. Regularly review your email analytics to identify subject lines with the highest open rates and refine your style accordingly.

Create curiosity without being misleading

Building curiosity in your subject line encourages recipients to open your email to learn more. However, it’s important to avoid clickbait that can damage your reputation. A good curiosity-driven subject line hints at value or insight without giving everything away.

For instance, "How we helped a startup double sales in 3 months" invites the reader to discover the story inside. Using numbers, questions, or intriguing statements can spark interest. Tools like SubjectLine.com can help you test how curiosity impacts your open rates.

Balance curiosity with honesty to maintain trust. If your subject line promises a case study or tip, make sure your email delivers on that promise. Experiment with curiosity elements and monitor engagement to find the sweet spot for your freelance cold emails.

Send cold email freelance recipients directly

As much as possible, avoid sending your cold email messages to generic email addresses. As Ryan Robinson notes:

“When I'm trying to land a new freelance client, I don't want to spend time convincing a gatekeeper on the company's HR or recruiting team that I'd be the best for the job – I'm going straight to the person who's going to be in control of the hiring decision.”

If you aren’t able to find a prospect’s email address by looking at their social profiles, email enrichment tools can help.

Make cold email freelance relevant, not just personalized

According to some sources, personalizing your emails can increase open rates by up to 50%. But for best results, go beyond basic personalization, such as addressing the message to the recipient’s first name – and aim for true relevancy.

Freelance copywriter Laura Lopuch suggests that:

“Relevance shows your reader that you GET them. And by getting them, you’re a partner aligned toward success. You just might make their lives easier. And you just might make them more money.”

Emphasize pain points in cold email freelance

One way to establish relevancy is to use your clients’ language in when you send cold emails for freelance jobs to demonstrate that you understand their pain points.

As you talk to clients, make a note of the specific words and phrases they use to describe the issues they’re facing. Use this when building your cold email templates in order to prove your understanding of their challenges.

Prove past success with cold email freelance clients

Show, don’t tell: If you have evidence of how you’ve helped similar clients in previous engagements or social proof in the form of testimonials or reviews, build that content into your cold email templates.

Nielsen data tells us that “92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.” Take full advantage of these benefits by sharing them early on with new prospects.

If you don't have this evidence or social proof yet, earning it is likely a high priority. However, if you spend more time than you'd like on routine business tasks, consider using an all-in-one freelancing platform like Bonsai. You can sign up for your free trial right now.

Following up on cold emails effectively

When to send your first follow-up

The best time to send your first follow-up after a cold email is typically 3 to 5 business days later. This timing allows the recipient enough time to review your initial message without feeling pressured. Waiting too long can cause your email to be forgotten, while following up too soon might seem intrusive.

For example, if you send a cold email on Monday, plan to follow up by Thursday or Friday. Tools like Mailshake and Yesware can automate this process. These platforms also track opens and clicks, so you can adjust your timing based on engagement.

To stay organized, set reminders or use CRM software such as HubSpot or Pipedrive to manage your follow-up schedule. Starting with a well-timed first follow-up increases your chances of getting a response and moving the conversation forward.

How to craft a compelling follow-up message

A compelling follow-up message should be concise, polite, and add value beyond your initial email. Begin by referencing your first email briefly, then introduce new information or a benefit that addresses the recipient’s needs. Avoid sounding repetitive or pushy.

For instance, you might say, "I wanted to follow up on my previous email and share a recent case study where I helped a client increase their sales by 30% in three months." This approach provides social proof and encourages engagement. Include a clear call to action, like scheduling a quick call, to guide the recipient toward the next step.

Using templates from tools like Grammarly or HubSpot’s email templates can help you maintain professionalism and clarity. Always personalize your message by mentioning the recipient’s company or specific challenges to make your follow-up more relevant.

How many follow-ups to send and when to stop

Generally, sending two to three follow-up emails after your initial cold email is effective without overwhelming the recipient. Space these follow-ups 4 to 7 days apart to maintain contact without being intrusive. If you receive no response after three attempts, it’s usually best to pause outreach to avoid damaging your reputation.

For example, a freelancer might send an initial cold email, follow up after 4 days, then again after a week, and a final message a week later. If there’s still no reply, consider revising your approach or targeting a different contact within the company. Persistence is important, but respect for the prospect’s time is crucial.

Tracking responses with tools like Streak CRM or Boomerang can help you monitor your follow-up effectiveness. Knowing when to stop allows you to focus your efforts on warmer leads, maximizing your productivity and success rate.

Use one call to action in cold email freelance

Don’t ask prospects to visit your website … and view your freelance portfolio … and book an exploratory call with you.

Instead, keep it simple. One clear, easily-achievable call to action increases your odds of getting a response.

Add urgency to cold email freelance when appropriate

Urgency drives action. So, if you can, make recipients a time-sensitive offer through when you send your cold email for the job. For instance, if you’re a freelance marketing consultant, you could include a statement like the following in your messages:

“I’ve had an unexpected cancellation which has opened up some time on my calendar this month. But their loss is your gain! I’m offering a 10% discount to any new clients who book projects to be completed by [date].”

Don’t force something through if you won’t follow through on the limitation you describe (for instance, if you’ll offer that discount to new clients who book at any point). Faking urgency diminishes client trust and can backfire if they catch on.

Schedule multiple follow-up cold email freelance messages

Too many freelancers send just one single cold email for jobs… and then never follow up. That’s a huge mistake, given that follow-up emails often get a better response rate than the initial email.

• One study saw an 18% response rate to the first email, 13% to the 4th, and 27% to the 6th (https://www.iko-system.com/blog/sales-emails/sales-email-stats-what-are-the-response-rates-in-the-uk/)
• You have a 21% chance of getting a reply to your second email if the first goes unanswered.
• Another saw a 30% response rate to the first email and 14% to the 4th – even the 10th email in the sequence got a 7% response rate.

Rather than trying to remember to send each follow-up message manually, look for tools that allow you to automate the process by scheduling emails in advance.

Follow-up emails also come into play when chasing down payments for past-due invoices. Minimize extra effort by automating your reminders with Bonsai.

Stay GDPR compliant in cold email freelance

The European Union’s GDPR statutes went into effect in May 2018 – and even if you don’t think you’re sending emails to EU citizens, it’s still smart to stay in compliance with the regulations.

There are three things you need to keep in mind when sending cold emails as a freelancer:

• Compliance with email regulations like GDPR
• Timing and frequency of follow-ups
• Crafting clear and concise calls to action

1. You need to prove a legitimate reason for your contact – in this case, by describing exactly how your freelance services can support your recipients’ business goals.
2. It’s a good idea to state exactly how you found their personal info and what information you’re using. If you’ve found their name and email address on LinkedIn, work that into your cold sales email.
3. Delete their info if you don’t hear back within 30 days. Schedule any follow-ups to fall within this window. If you haven’t made any progress at that point, deleting their information will prevent you from holding personal info longer than necessary.
   

What other tips do you have for sending cold email as a freelancer? Share your experiences by leaving a note below, and sign up to try Bonsai for free.

What tools should I use for cold email outreach

Email automation platforms

Email automation platforms are essential for managing cold email campaigns efficiently. These tools allow freelancers to schedule emails, personalize messages at scale, and track open and response rates automatically. For example, platforms like Mailshake and Woodpecker are popular in 2024 for their user-friendly interfaces and integration capabilities with CRMs like HubSpot.

Mailshake offers features such as A/B testing and follow-up sequences that can increase reply rates by up to 30%. Woodpecker provides advanced personalization options, helping freelancers tailor messages to specific industries or client personas. Both tools support compliance with CAN-SPAM and GDPR regulations. Compliance is crucial to avoid legal issues during outreach.

Choose a platform that fits your budget and integrates with your existing tools. Set up your email sequences with clear calls to action. Use the analytics dashboards to refine your approach based on open and reply rates. This approach saves time and improves your chances of landing clients through cold emails.

Lead generation and list building tools

Successful cold email outreach depends on accurate and targeted contact lists. Lead generation tools help freelancers find verified email addresses and build segmented lists. Segmentation is usually based on industry, company size, or job title. In 2024, tools like Hunter.io and Apollo.io are widely used for their extensive databases and email verification features.

Hunter.io allows users to find email addresses by domain and verify their deliverability, reducing bounce rates. Apollo.io combines lead generation with a built-in dialer and email sequencing, which can streamline outreach efforts. Using these tools ensures your emails reach real prospects, improving campaign effectiveness and protecting your sender reputation.

Start by defining your ideal client profile, then use these tools to gather contacts that match your criteria. Regularly clean your lists to remove invalid emails and avoid spam filters. This proactive list management will maximize your cold email success and help maintain high deliverability rates.

Email tracking and analytics tools

Email tracking tools provide insights into how recipients interact with your cold emails, which is vital for optimizing outreach strategies. Tools like Yesware and Mixmax offer real-time notifications when emails are opened or links are clicked, enabling freelancers to follow up at the right moment.

Yesware integrates with Gmail and Outlook, offering detailed reports on email performance and templates that can be reused for consistent messaging. Mixmax adds scheduling and automation features alongside tracking, making it easier to manage multiple campaigns simultaneously. These tools help freelancers understand what messaging resonates and when to engage prospects further.

To leverage these tools effectively, monitor your open and click-through rates regularly. Use the data to tweak subject lines, email copy, and sending times. Timely follow-ups based on tracking insights can increase response rates and convert more cold leads into paying clients.

Compliance and deliverability tools

Maintaining compliance and high deliverability is critical for cold email freelancers to avoid spam filters and legal penalties. In 2024, tools like GlockApps and Postmark help test your emails before sending and monitor your sender reputation.

GlockApps analyzes your email content and sending domain to identify spam triggers. It also provides suggestions to improve inbox placement. Postmark focuses on transactional email deliverability but also offers insights relevant to cold outreach campaigns. Using these tools ensures your emails reach the inbox rather than the spam folder.

Before launching a campaign, run your emails through these platforms to catch issues early. Regularly check your domain’s reputation and authenticate your emails with SPF, DKIM, and DMARC records. These steps protect your outreach efforts and increase the likelihood that prospects will see and engage with your messages.