How to Send a Cold Email to a CEO That Won't Get Deleted

Keep it brief and make it highly relevant.

By Jason M. Lemkin, Partner at SaaStr Ventures, and Auren Hoffman, CEO of SafeGraph

Have you ever cold emailed the CEO of a big company? originally appeared on Quora - the place to gain and share knowledge, empowering people to learn from others and better understand the world.

Answer by Jason M. Lemkin:

This is how I made my first start-up worth a $50,000,000 exit in 12.5 months.

I had no money to make the next payroll. The VCs had all pulled out. I had one Big Elephant Customer, but I needed another. I had signed a $750,000 full-recourse promissory note to the VCs that pulled out and pledged my (ok, our) house and all my savings and it was all going to go down the tubes.

I cold emailed and called the CEO of a Huge Fortune 100 Company.

I told him crisply and cleanly why I could completely change the trajectory of his largest business segment -- and exactly why.

We got the meeting.

We closed them, at least for a small first deal. The VCs came back.

We closed the VC money in 2 weeks.

I did not believe it was possible.

But I was desperate. I had one payroll cycle to make it happen. My life savings were pledged away. And our house.

12.5 months later, we were acquired for $50,000,000.

. . .

Answer by Auren Hoffman:

CEOs are remarkably accessible and very easy to reach. Most CEOs read every email they get personally ... even cold emails (though they usually don't reply). And it is easy to guess the email address of 90% of company CEOs (it usually follows the company convention for email addresses).

Of course, just because a CEO will read your email does not mean your email is worth sending. You should try to only send emails to people (whether it be big-time CEO or an entry-level person) that they will benefit from. You want to remain relevant.

Personally, I have met some amazing people by sending them a cold email. Here are some heuristics of how to send a cold email to someone:

1) Make it SUPER relevant. Send them an email they want to receive. Make sure it is relevant to them and, if you were in their shoes, you'd want to receive the email. The email should benefit the CEO more than it benefits you.

2) Keep it SUPER short. CEOs have very little time. Try to get all the relevant information to the person very quickly and digestibly. The CEO might take a peek at the email while she is at a meeting or on a conference call ... so make sure you easily convey information.

That's it. If your email fits the two rules above, then send it. If it doesn't, then don't send.

P.S. Here is a fictional example of an email any CEO would love to receive from you:

Tom --

President Obama is in town next week and he asked me to put together 6 people to learn more about the economy. I thought you would be great to add to the discussion. We'll be doing it at my house in SF on Wednesday at 7:30a -- can you make it? (I need to know by tomorrow.)

(there will just be seven of us)

- Your name