How to Write Cold Emails That Get Forwarded to the Decision-Maker

Sometimes the person you email is not the decision-maker, but they can forward your email to the right person. Writing emails that are easy and compelling to forward is a strategy that multiplies your reach.

Why forwarding matters

When a prospect forwards your email internally, it comes with an implicit endorsement: "I received this and thought it was relevant for you." A forwarded cold email converts at a dramatically higher rate than a direct cold email because it carries social proof from a colleague.

How to write forwardable emails

Keep it short. A long email will not get forwarded because the forwarding person does not want to burden their colleague with a wall of text. Make the value proposition crystal clear. The forwarding person needs to immediately understand what you do and why it is relevant, so they can add a quick note like "Hey Sarah, this might be relevant for your project." Be specific about who you are trying to reach. "I'm looking to connect with whoever handles {{specific_area}} at {{company}}" makes it easy for the recipient to think of the right person and forward. Make it easy to say yes. A forwarded email with a simple CTA ("worth a quick chat?") is more likely to result in a reply than one with a complex ask.

The referral template

Subject: who handles {{area}} at {{company}}? {{firstName}}, I'm trying to connect with the right person at {{company}} who manages {{specific_area}}. We helped {{similar_company}} achieve {{result}} in this space. Would you be the right person, or could you point me in the right direction? Either way, appreciate your time. This template is explicitly designed to be forwarded. It is short, clear, and makes forwarding the easiest possible response.