Roll It Right: How to Craft Cold Emails Like Sushi

Read time: 4 minutes

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Jess here!

I joined Succession a couple of weeks ago, and what a ride it’s been! I’ve already been on a journey of challenging my own misconceptions around AI/automation tools, messaging, and campaign list building - but more on that in our upcoming podcast episode. 

Last week I was down in London to work F2F with the team, and being a northerner living in a tiny village with only classic English pubs, I took the opportunity to eat as much interesting food as I could. What this actually meant is I ate sushi 3 times in the space of 24 hours. 

Now I’m back home and pining for more. If there’s one thing I’ve learnt so far (other than that there’s always room for one more salmon roll) it’s that you can get everything else right, but if your messaging doesn’t land, you’re not going to get anywhere with prospects. So I thought I’d combine my love of sushi with some messaging tips for you. 

A great cold email is just like a great sushi roll:

• Balanced

• Punchy

• Easy to consume in one bite

And just like sushi, if you mess up the layers people won’t finish it let alone come back for more.

So, here’s how to build a cold email like a pro sushi chef:

1. The rice (foundation) = Your research

The rice binds everything together. If it’s dry or bland, it doesn’t matter what you wrap it around.

What this means in your email:
Open with something specific to them. Not you. Not your offering.

“Saw your team just opened up a new immuno-oncology role, guessing your pipeline’s heating up?”

Skip the generic “Hope you’re well.” That’s the soggy white rice of outreach. Make it personalised so they don’t immediately think it’s spam, and they want to read on.

2. The fish (substance) = The problem you solve

This is the reason they’re reading, the source of protein. Everyone’s got a different preference, salmon, tuna, tofu, eel (ew), but if you’ve done your research and picked the right problem, they’ll want to know (eat) more.

Try this:

“Teams scaling I/O screening usually hits a data bottleneck around {specific issue}, which can lead to {negative outcome}

Keep it raw, real, and relevant.

3. The cucumber (crunch) = Social proof

You need a little texture. Something that says “others trust us,” without screaming it.

Light touch is key:

“We’re helping [Client Company] cut post-screen analysis time by 40%.”

There’s no need for pages of collateral at this point. Just one crisp line that demonstrates a clear and measurable impact.

4. The wasabi (spice) = Your personality

A little heat goes a long way. The right tone can make a message stand out. But too much spice and you risk sounding unprofessional, find a balance that works for you and your company. 

What this means in practice:
Inject your voice, be human, maybe even add some humour.

“If this is on your team's radar right now, would it be useful to share some data? If it’s not relevant, I’ll stop infiltrating your inbox like a rogue T cell.”

Nobody remembers the bland “Let me know if you’d be open to a quick call.” They remember the one with the unexpected kick.

5. The pickled ginger (clean, sharp, palate reset) = The follow-up

After the main bite, a follow-up should refresh, not repeat.

What this looks like:

• Different subject line
  

• One-liner callout: “If solving I/O data processing bottlenecks isn’t a priority right now, are there internal discussions around {new paint point}?”
  
  

• New insight, new value. You could try linking them to some data/content around your offering that solves the original problem you mentioned

It’s a subtle reset, just enough to reopen the loop without overwhelming.

Once you’ve crafted your perfect roll, if you want help turning inbox spam into sashimi-grade replies,
try our new cold email grader tool: https://emailgrader.succession.bio/

Apple Podcast | Spotify | YouTube 

• The fastest and easiest way to get more pipeline is through referrals! But most reps miss this opportunity or aren't sure how and when to ask.

  This episode covers all of that!

1. Lead Generation: We’ll build target lists, write scientifically relevant messaging, and send messages on your behalf to book qualified sales meetings with biotech and pharma companies.

2. Training for Reps: A skill development platform for life science sales reps who want to improve their sales skills, exceed their quota, and take the next step in their career.

3. Training for Teams: If you want to upskill your team around prospecting, driving to close, key account management, AI, or any other topic, we can put together a training plan specific to your organization’s needs.

4. Strategy Call: Need more than training? Want help implementing and executing your sales strategy? In a 30-minute call, we will assess your company’s current situation and identify growth opportunities.