
- It’s a very human email. You can tell this is a real email written by a person to another person. It’s short not because it was hyper-optimized to be short, but because there was only so much to say. It speaks to Gates as a normal human, not a prospect to be pitched.
- It’s direct and relevant. It opens with a line that immediately demonstrates why the email is relevant. There is a clear next step. There is no filler, no case study, no conversion copy. It’s just some words and a question.
- It works because it’s authentic. This email to Bill Gates is, strangely enough, a better cold email than most outbound out there.