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Email Template

PAS Format Cold Email Template

The Problem-Agitation-Solution (PAS) framework is one of the most effective copywriting formulas for cold emails. It taps into the psychological principle that people are more motivated to avoid pain than to seek pleasure, making it particularly effective for problem-solving products and services.

4.5%
Conversion rate
20-25%
Response rate
Tuesday/Thursday 9AM-11AM
Best Time to Send
3-4% (average), 4-6% (good), 6%+ (excellent) Conversion Rate
Tuesday/Thursday 9AM-11AM
100-150 words
20-25% Response Rate

Psychology Behind the Framework

People are more motivated to avoid losses than to achieve equivalent gains. The PAS framework leverages this by highlighting problems and their consequences before offering relief.

Source: Kahneman & Tversky’s Loss Aversion Theory

Problem

Identify a specific, relevant problem

Tips:


  • Use data to quantify the problem

  • Make it personally relevant

  • Be specific and concrete
Example Phrases
Most [industry] companies waste X hours on…
X% of businesses struggle with…
Your team is likely spending Y% of time on…

Agitation

Amplify the problem’s impact

Tips:


  • Show ripple effects

  • Project future consequences

  • Use emotional triggers
Example Phrases
This means you’re losing $X annually…
Every month this continues…
The long-term impact on your business…

Solution

Present your solution clearly

Tips:


  • Be specific about benefits

  • Use proof points

  • Make it actionable
Example Phrases
We’ve helped X companies solve this by…
Here’s how we can fix this in Y days…
The solution is a simple 3-step process…

Performance Metrics

40%+
Open Rate
25-30%
Average
30-40%
Good
27%
Industry Benchmark

Improvement Tips:


  • Focus on the problem in subject line

  • Use numbers to quantify issues

  • Test different problem statements
30%+
Response Rate
15-20%
Average
20-30%
Good
17%
Industry Benchmark

Improvement Tips:


  • Strengthen the agitation section

  • Make solution more compelling

  • Improve call to action
6%+
Conversion Rate
3-4%
Average
4-6%
Good
3.5%
Industry Benchmark

Improvement Tips:


  • Better problem-solution fit

  • Improve targeting

  • Test different CTAs
35%+
Meeting Booking Rate
20-25%
Average
25-35%
Good
22%
Industry Benchmark

Improvement Tips:


  • Clear value proposition

  • Multiple time options

  • Easy booking process

Email Examples

HR Software Example

Subject Line Options

Losing top candidates to slow hiring?
Cut your time-to-hire by 60%
Your recruitment process is costing you $X/month

Email Body

Hi [Name],

[Problem]
I noticed [Company] has X open positions that have been posted for over 30 days. In today's market, the best candidates are typically hired within 10 days.

[Agitation]
Every week these positions remain open costs roughly $Y in lost productivity, and the best candidates are accepting offers from competitors. Based on industry averages, this could be costing you upwards of $Z annually in recruitment and productivity losses.

[Solution]
We've helped companies like [Reference] reduce their time-to-hire by 60% using our AI-powered recruitment platform. They're now closing top candidates in under 8 days.

Would you be open to a 15-minute call to explore how we could implement a similar solution for [Company]?

Best,
[Your name]

Why This Works


  • Specific metrics

  • Clear cost impact

  • Industry benchmarks

  • Proven solution

  • Simple next step

Personalization Opportunities


  • Open positions

  • Recent hiring posts

  • Company growth

  • Industry hiring trends

Industry Variations

Startup

Focus on speed and cost

Enterprise

Emphasize quality and compliance

Agency

Highlight candidate experience

Cybersecurity Example

Subject Line Options

83% of companies in [industry] are vulnerable to this
Your competitors’ security gap = your opportunity
Prevent data breaches before they happen

Email Body

Hi [Name],

[Problem]
Our recent security audit of [industry] companies revealed that 83% are vulnerable to [specific threat], including several using the same tech stack as [Company].

[Agitation]
With average breach costs hitting $4.2M in 2024 and new regulations requiring 72-hour breach reporting, this vulnerability puts your company at significant risk. The reputational damage alone could impact your upcoming [specific initiative].

[Solution]
We've developed a proprietary solution that has helped X companies in your industry close this security gap within 48 hours. [Similar Company] implemented it last month and their security rating improved by 85%.

Do you have 15 minutes this week to discuss how we can protect [Company] from these threats?

Regards,
[Your name]

Why This Works


  • Industry-specific data

  • Clear risk factors

  • Regulatory context

  • Quick implementation

  • Strong social proof

Personalization Opportunities


  • Tech stack

  • Security incidents

  • Compliance requirements

  • Industry threats

Industry Variations

Financial

Focus on compliance

Healthcare

Emphasize patient data

Retail

Highlight customer trust

Best Practices

Research


  • Identify real problems

  • Gather industry data

  • Study competition

Writing


  • Use data effectively

  • Build emotional connection

  • Keep solution clear

Testing


  • Test problem framing

  • Vary agitation levels

  • Try different solutions

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