Cold DM Script Worksheet
A structured worksheet for building cold DM scripts: define your audience, draft your opener, score it against quality criteria, and prepare A/B test variants. Each section includes fill-in blanks and a worked example.
Section 1: Audience Definition
Before you write a single word, know who you are writing to. Fill in each blank below.
Who are you messaging?
Job title, industry, company size, location. Be specific: “Marketing directors at B2B SaaS companies with 20–200 employees.”
What is their pain or goal?
What problem do they want solved? What metric do they care about? Name the specific struggle.
Why you? Why now?
What makes your offer relevant to them today? Be honest about your angle.
Example — Web Designer Targeting SaaS Companies
- Who: Founders and heads of product at B2B SaaS companies with 10–100 employees, based in the US or UK.
- Pain: Their product pages have high traffic but low trial sign-up rates. The design is functional but not persuasive. They are leaving money on the table.
- Why me / why now: I redesigned landing pages for three SaaS companies in the same space and saw an average 23% lift in trial conversions. They are likely running Q3 growth initiatives and need results before the end of the year.
Section 2: Opener Draft
Use this template structure to draft your opener. Keep the first two lines about them, not you.
Line 1 — Personalized reference
Something specific to them: their recent post, a talk they gave, a product update, a mutual connection.
Line 2 — Why you are reaching out
Frame it around their pain or goal, not your offer.
Line 3 — Your (brief) relevance
One short sentence that builds credibility without a sales pitch.
Line 4 — Low-friction ask
A question they can answer in one line. No “hop on a call” as the first ask.
Section 3: Score Your Script
Score your draft using the DM Script Scorecard. Give yourself 1 point for each criterion met. A score of 8+ means you are ready to test on a small batch. Below 8, iterate before you send.
| Criterion | Score (0 or 1) |
|---|---|
| Personalized first line | __ |
| Clear reason for contact | __ |
| About them, not you | __ |
| One idea only | __ |
| Low-friction ask | __ |
| No fake familiarity | __ |
| Credible sender profile | __ |
| Human tone | __ |
| Honest intent | __ |
| Respectful exit path | __ |
Total score: ___ / 10. If it is below 8, rewrite the weak spots. Use the full scorecard guide for detailed explanations of each criterion.
Section 4: Variant Creation for A/B Testing
Create two variants that differ on exactly one variable. Track reply rates to determine which script performs better before scaling.
Variable you are testing
Opener style, CTA type, personalization level, or message length. Pick one.
Variant A
Variant B
Target sends per variant
Minimum 50 per variant. Record exact counts.
See the A/B testing guide for detailed methodology on sample sizes, test duration, and interpretation.
Section 5: Launch Checklist
Before you send at scale, complete every item in this checklist.
- Script scores 8+ on the scorecard
- A/B test variants prepared (one variable changed)
- Target audience defined and list ready (minimum 100 contacts per variant)
- Small batch launch planned: 10–20 sends day one, then scale after review
- Tracking method set up (unique replies per variant, positive replies)
- Platform terms reviewed: your volume falls within safe ranges
- Sender profile is complete and credible (photo, bio, recent activity)
- Follow-up sequence written (max 2–3 touches)
- Capacity check: you have time to handle replies from this batch
- Baseline metrics recorded: send count, reply rate target, expected positive replies
Section 6: Worked Example
The example below shows a completed worksheet for a web designer reaching out to SaaS companies about landing page redesign.
Audience: Heads of product at B2B SaaS companies, 10–100 employees, US/UK.
Pain: High traffic but low trial conversion on product pages.
Why me: +23% conversion lift for similar SaaS clients.
Opener draft:
Hey [name], saw your recent post on PLG playbooks — the section on activation loops was useful. I work with B2B SaaS companies that generate strong traffic but see trial signups stall at the landing page. Curious: is your product page converting at the rate you expected?
Scorecard result: 9/10 (deducted one point for “Hey” opener — borderline familiarity).
A/B test variable: Opener style. Variant A uses the personalized reference (above). Variant B leads with a direct question about their conversion rate.
Batch size: 50 per variant (100 total). Track unique replies per variant over 5 days.
Follow-up plan: If no reply in 4 days, send one follow-up: “Hey [name], just circling back. If conversions are on track, ignore this — if not, happy to share what worked for similar teams.”
Plug your actual reply rates into the Cold DM Calculator to forecast what each script variant is worth at campaign scale.
Frequently asked questions
How many script variants should I test at once?
Start with two — your best draft and one alternative that changes exactly one variable (opener style, personalization approach, or ask). Testing more than two in a small batch (50–100 per variant) splits your sample too thin to produce a clear winner.
When do I have enough data to choose a winner?
Aim for at least 50 sends per variant. If one variant consistently outperforms by 20% or more after 50 sends each, you can call the test. If results are close, send another 50 per variant. Running a test to 100–150 per variant almost always gives you a clear enough signal.
Should I test the whole message or just the opener?
Start with the opener and first sentence only. Those two lines drive reply rate more than anything else in the message. Once you have an opener that performs, test the call to action and the offer framing separately in follow-up rounds.
Turn your script into a forecast.
Model what a better reply rate is worth before you send a thousand copies of a weak opener.
Forecasts are estimates based on user-provided assumptions. Results are not guaranteed.
Related: DM Script Scorecard · Reply Rate Calculator · A/B Testing Guide · Campaign Planning Template