You’ve just uncovered your dream prospect – the kind of brand your creative agency has always wanted to work with, so you may be wondering how to win new business with cold emails because you’ve identified the ideal decision-maker to connect with.
Now it’s time to send that first message. But then the doubts creep in:
“Do cold emails actually work anymore?”
In the world of agency business development, especially across PR, digital, experiential, shopper marketing and advertising, this hesitation is all too common. With so much noise – from LinkedIn pitches to paid outreach – it’s easy to believe the myth that cold emails are outdated or bound for the junk folder.
But here’s the reality: email is still one of the most effective tools for PR new business development and creative agency lead generation. When executed with precision and relevance, cold emails don’t just land — they open doors.
Why Email Still Matters in Agency New Business
Despite the rise of other channels, email continues to deliver strong performance, with average open rates ranging between 30% and 55%, and reply rates around 4%. In agency business development, those numbers can make all the difference in breaking into key accounts.
What makes a cold email work? Personalisation, research, and timing. Cold outreach doesn’t mean impersonal outreach.
9 Proven Ways to Make Cold Emails Work for Agency Business Development
- Do your homework thoroughly
Go beyond their website. Look at their recent media coverage, campaign launches, social posts, and interviews. Understand not just what the brand does, but why they do it. - Tailor each message
Generic outreach doesn’t cut through. Referencing something unique to their brand increases engagement and shows you’re not just spamming a list. - Write like a human, not a marketer
Cut the jargon. Agencies win when they communicate clearly and conversationally. The reader should feel like they’re being spoken to — not pitched at. - Link your agency’s strengths to their goals
Why does your PR, digital or creative agency specifically align with what they’re doing? Draw the line between their ambitions and your expertise. - Start with the brand not the agency
Make the first paragraph about them, not you. This signals empathy and intent to collaborate, not just to sell. - Use subject lines that spark curiosity
Avoid anything salesy. Instead, be specific or raise a compelling question. It should feel like a message from a peer, not a marketing blast. - Keep the tone confident but friendly
Don’t apologise or over-explain. You’re offering value, not asking for a favour. - Suggest a date and time for a chat
Make it easier for them to say yes. Don’t ask them to “let me know when works for you” — offer a specific option. - Follow up — but don’t be a pest
If you don’t hear back, wait a few days and try again. Keep it light and relevant. Many new business wins come from the second or third touch.
When Research Runs Dry
Not every prospect will have an up-to-date LinkedIn or newsworthy press clippings. In these cases, shift the spotlight to why you want to work with them. Is it their mission, their creative voice, their challenger status in the market?
This is where the heart of new business development for creative agencies lives — understanding not just what the brand is, but what it could become with your help.
Make the First Move – and Make It Count
Yes, hitting send can be intimidating. But it’s part of the game in agency growth strategy. Read your message aloud, check for clarity, then send it without overthinking.
Done right, a single well-crafted email can start a relationship, secure a meeting, or even lead to a pitch. And in agency new business development, that’s what it’s all about: connection, creativity and consistency.
