Cold emailing potential clients as a freelancer: 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.
As a freelancer you have little time. So every cold email has to count.
Is cold emailing legal in the US?
Yes, if you follow the CAN-SPAM Act. It applies to commercial email, and the FTC says it makes no exception for business-to-business email (FTC, CAN-SPAM Act: A Compliance Guide for Business). The FTC lists, among other things:
- accurate sender details and a subject line that matches the message
- a clear sign that the message is an ad
- a valid postal address (a registered P.O. box is fine)
- a way to opt out, honored within 10 business days
This guide is not legal advice. When in doubt, check the FTC page or ask a lawyer.
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 job opening, a new location, 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 fine with it.
- Ask one small question. One that can be answered with yes or no, instead of asking for an hour of their time.
Example: a cold email template without and with context
Marcus Reed is a freelance bookkeeper in Columbus, Ohio (made-up example). He works mostly for dental practices with two to six dentists. He sees that a practice in nearby Dublin, Ohio, is opening a second office.
Both emails were written for this guide as an illustration. They are not saved AI answers.
Without context. Marcus asks his AI for a cold email about his bookkeeping services. An email without context could look like this:
Hi [name],
My name is Marcus Reed and I am a passionate, detail-oriented bookkeeper. I help businesses of all sizes with everything from payroll to tax prep. Would you have time for a 60-minute discovery call next week?
Best regards, Marcus
With context. Same request, but the AI knows Marcus's services, his clients as role and sector, his way of working and his voice. Marcus only adds the reason:
Subject: books for your second office
Hi [name],
I saw you're opening a second office this spring. Last year I set up separate books per location for a dental practice of a similar size, so the owners could see each office's numbers every month. Is that something you're working on right now?
Marcus Reed, bookkeeping for dental practices, [postal address]
This is a one-time sales email. Not interested? Reply "stop" and I won't write again.
What's different:
- The reason comes first. Marcus doesn't open by introducing himself.
- 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 Marcus's, not a brochure's.
- Sender, address, an ad notice and an 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. Or you get an email like the first one above.
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 confidential?
The second brain works in ChatGPT, Claude, Gemini and Copilot. See an example second brain
One-time, no subscription. Full refund until your interview starts.
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.
- Pick a small number of businesses that fit, each month.
- Find one reason per business.
- Write one email per business with the five steps above.
- Put your name, a postal address, a line saying it's a sales email and 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 business day after your interview.
Start for $295One-time, no subscription. Full refund until your interview starts.