Six Principles Drive Higher Cold Email Response Rates, Says Entrepreneur Ben Lang

Ben Lang, a prominent entrepreneur and early employee at Notion, recently shared his distilled wisdom on crafting effective cold emails, asserting that mastering this skill is a "superpower." His advice, disseminated via social media, emphasizes brevity, clarity, and genuine personalization to cut through digital clutter and secure engagement. These principles align with contemporary digital communication strategies aimed at busy professionals.

Lang's core tenets for successful cold outreach begin with conciseness. He advocates for emails that are "2-3 sentences max," designed to read "like a text" and maintain a "casual" tone. This approach resonates with findings from recent studies, which indicate that emails between 50 and 125 words often yield the best response rates, respecting the recipient's limited attention span and mobile-first consumption habits.

A clear and specific "ask" is crucial, according to Lang, who advises against "vague requests like 'pick your brain.'" This is reinforced by industry experts who stress that effective cold emails clearly state their value proposition and desired next steps, often suggesting low-commitment calls to action to improve response rates. Personalization is also paramount, with Lang noting that emails must "feel personalized" to avoid appearing generic.

The subject line plays a critical role in initial engagement. Lang recommends a "punchy subject line" to capture immediate attention, a point supported by data showing personalized subject lines can increase open rates by over 26%. Finally, he suggests omitting a traditional signature, contributing to the casual and concise feel, ensuring the message remains focused and direct.

These guidelines from a seasoned builder and investor underscore a shift towards more human-centric and efficient digital communication. By adhering to these principles, individuals and businesses can significantly enhance their cold email effectiveness, transforming initial outreach into meaningful connections.