Cold emailing as a freelancer in the UK: the first email
You want clients beyond your own network. You ask ChatGPT for a cold email and get one that anybody could have sent.
Short answer
Cold emailing means writing to a potential client who doesn't know you and didn't ask to hear from you. As a freelancer, send one personal email to a well-chosen client rather than a template to hundreds. That email rests on three things: your ideal client, one service that fits and one piece of proof.
Keepstone gives your AI that knowledge up front.
What makes an email "cold"?
The person you write to doesn't know you yet. A warm email goes to someone you already have a link with: a former client, a referral or someone who found your website.
Who can you cold email in the UK?
That depends on who receives it. Under PECR, the ICO makes a distinction (ICO, Business-to-business marketing):
- A company or LLP (a corporate subscriber): no consent needed. Say who you are and give an address to opt out.
- A sole trader or an ordinary partnership (outside Scotland): treated like an individual. You need their consent. The soft opt-in only works after an earlier sale or negotiation.
- Not sure which it is? The ICO advises treating the recipient as an individual.
If the address names a person, such as [email protected], UK GDPR also applies. If that person objects, stop.
The ICO notes that this guidance is under review. This guide is not legal advice. When in doubt, check the ICO page or ask a solicitor.
How do you write the first email?
Five steps. The first happens before you write, the other four go into the email.
- Pick one ideal client. Not "small businesses", but a kind of business you have worked for before.
- Name the reason you're writing. A vacancy, a new site, a post by the owner. Something that shows this email isn't going to a hundred people.
- Offer one service. The one that fits that reason, not your whole list.
- Give one piece of proof. A similar project, described by role and sector. A client name only if that client is happy with it.
- Ask one small question. One that can be answered with yes or no, instead of asking for an hour of their time.
Cold email example: the same email without and with context
Priya Shah is a freelance HR consultant in Leeds (made-up example). She works mostly for engineering firms with 20 to 80 staff, all limited companies. She sees that a firm in the area is hiring four apprentices.
Both emails were written for this guide as an illustration. They are not saved AI answers.
Without context. Priya asks her AI for a cold email about her HR services. An email without context could look like this:
Dear [name],
My name is Priya Shah and I am an experienced HR consultant with a passion for people. I support organisations with all their HR needs, from recruitment to absence management. Would you be free for an hour-long introductory call?
Kind regards, Priya
With context. Same request, but the AI knows Priya's services, her clients as role and sector, her way of working and her voice. Priya only adds the reason:
Subject: four apprentices at once
Hi [name],
I saw you're taking on four apprentices this autumn. Last year I set up a twelve-week induction for apprentices at an engineering firm of a similar size, with a named mentor for each one. Would some help with that be useful at the moment?
Priya Shah, HR for engineering firms
Rather not hear from me again? Reply "stop".
What's different:
- The reason comes first. Priya doesn't open by introducing herself.
- One service that fits the reason, not the whole list.
- The proof is a project by role and sector, without a client name.
- The question is small and can be answered with yes or no.
- The tone is Priya's, not a brochure's.
- Sender and opt-out are in it.
How does an AI that knows your business help with cold emailing?
It writes a first email from your own services, clients and voice. You only add the reason.
Without that knowledge you explain what you do every single time.
Keepstone builds a second brain for your own AI: a short instruction and five files about your business, your clients, your rates, your way of working and your writing style.
Clients appear in the second brain as role and sector by default. So your AI can mention a similar project without a client name. More on client data and AI in the guide Is ChatGPT private?
The second brain works in ChatGPT, Claude, Gemini and Copilot. See an example second brain
One-off, no subscription, excl. VAT. Money back as long as your interview hasn't started.
Does Keepstone find clients for you?
No. Keepstone doesn't look for clients for you. Keepstone contains no mailing lists. Keepstone sends no emails.
The second brain helps you write the email. Choosing who to email and sending it is up to you.
Checklist: your cold email plan on one page
- Describe your ideal client in one sentence: kind of business, size and area.
- Check on Companies House that each business is a limited company or LLP.
- Find one reason per business.
- Write one email per business with the five steps above.
- Say who you are and give an opt-out in every email.
- Note who replied and what worked. Send one short follow-up at most.
Your first email starts with what your AI already knows.
Keepstone makes sure your AI knows your services, your clients as role and sector, and your voice. You fill in a form, upload texts you already have and do an interview. Keepstone aims to deliver within one working day after your interview.
Start for € 295One-off, no subscription, excl. VAT. Money back as long as your interview hasn't started.