How To Write Cold Emails When You Have No Case Studies

Most cold email templates lean on a line like “we helped a company just like yours get this result”. That’s not much use when you haven’t had a client yet.

The answer is not to make something up. Replace the proof you don’t have with proof you can stand behind, and write about the outcome the prospect wants.

The hierarchy of proof

Proof comes in levels. From strongest to weakest:

1. A recognisable brand in the same industry as your prospect. The best there is.
2. A result from a different industry, solving the same problem. Still strong.
3. Credible third-party data. Industry reports, published statistics.

If you have neither of the first two, use the third.

For example, if you sell to sales leaders, a line like “60 to 70% of reps’ time goes on non-selling activities” isn’t social proof. It still adds credibility, because it comes from a source the reader trusts and it’s about the problem you solve.

The same works in any market. An agency selling to ecommerce brands could use a published figure on abandoned baskets. One selling to HR teams could use a figure on how long roles take to fill. One selling to finance teams could use a figure on how long month-end close takes.

So the question to ask yourself is: what data would my prospect already believe?

Lead with the outcome

When you can’t lean on results, the way you describe the offer does more of the work.

• Sell the transformation. Don’t name the service. Frame the email around what the person is under pressure to deliver.
• Put an outcome on everything. Don’t say “automated reporting”. Say “an automated report that saves your finance team about two hours each time”.
• Match the language to the company. For a small company, speak to the overwhelm of keeping up. For a larger one, switch from “you” to “your team”.
• Drop the jargon. Not every prospect knows your ecosystem’s terms.

How to phrase the proof you do have

A few rules that make thin proof go further:

• Put it in a sentence. Weave the outcome into the email rather than linking to a case study.
• Be directional if you have to. “Cut the time spent on reporting” is fine for now. Add the number when you have it.
• Estimate conservatively. If you don’t have an exact figure, research an average and use a cautious, credible version of it.
• Name the biggest names. If you have a recognisable name or an official partnership, use that. Leave the smaller ones out.

Try the tease

Shorter is better in cold email, unless what you’re sharing is useful in its own right. So test two versions:

• Inline: give three concrete suggestions for their business in the email.
• Tease: “I’ve put together three ideas for you. Want me to send them?”

The tease works like a lead magnet with no form and no link. It also earns you a reply, which is what you were after in the first place.

What to do next

1. Find one or two published statistics about the problem you solve.
2. Rewrite your offer as the outcome the buyer is judged on.
3. Send the inline version and the tease version to similar lists and compare replies.

Once you have your first result, swap it in at the top of the hierarchy. If the campaign still isn’t landing, here’s how to diagnose a cold email campaign.

One thing not to do while you’re short on proof: work for free more than once or twice to get it.

Frequently asked questions

How do I write cold emails with no social proof?

Replace it with credible third-party data, such as a published industry statistic about the problem you solve, and lead with the outcome the prospect wants. Never invent results.

What counts as the strongest proof in a cold email?

A recognisable brand in the same industry as your prospect. Next best is a result from a different industry where you solved the same problem. If you have neither, use credible published data.

Should I link to case studies in a cold email?

No. Weave the outcome into a sentence in the email. A sentence gets read and a link mostly doesn't.

What if I don't have exact numbers for my results?

Use directional language now, such as 'cut the time spent on reporting', and add the numbers once you have them. If you estimate, research an average and stay conservative.