Modern lead generation efforts are not complete without cold emailing mixed into it in one form or another, especially for B2B businesses. But cold emailing is not an easy task—not only are you reaching out to potential prospects for the first time, but you also need to dodge all the spam filters in the process.
In this article, we will break down the core structure of a cold email and then dive deeper as we present 11 cold email templates that you can employ in your email campaigns.
Best Practices for Writing a Cold Email
Most decently written cold emails follow a similar structure. We have broken this down into the following key pieces which you should focus on when drafting your own cold emails:
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Personalization: Your emails need to be tailored to your recipients. Use their name, reference their company, and mention specific details which show that you have done your homework. This will help make the email look less like a mass outreach campaign.
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Compelling Subject Line: Your cold email subject line is your first impression. Keep it concise, intriguing, and relevant. Doing so will improve the odds of your recipients opening your email. Avoid clickbait and keep it professional!
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Clear Messaging: Be straightforward and concise in your message. Introduce yourself and your purpose within the first few lines, preferably right after the initial greeting. Aim for clarity and avoid overcomplicated jargon by keeping your sentences short.
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Simple Call to Action (CTA): End your email with a clear CTA that guides the recipient on what they should do next (e.g., schedule a call, reply for more information, visit a website). Keep this process as simple as possible; you do not want the other party to give up due to an overcomplicated contact form.
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Always Follow-Up: Many prospects do not respond to your initial outreach. Schedule follow-up emails to gently remind them of your offer, reiterate the value, and try different tactics if needed. Make sure your follow-up emails automatically halt if the prospect replies.
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Test and Optimize: Cold emailing takes a lot of trial and error. You need to run A/B tests with different subject lines, email content, and CTAs to see what resonates best with your audience.
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Respect Boundaries: Be aware of how often you send emails. Bombarding prospects with tons of emails will simply hurt your reputation as a sender while also damaging any potential relationships that could be built.
Cold Email Templates
Marketing strategies vary between different businesses. You might need to employ multiple techniques simultaneously depending on your target audience. Use the following templates as a starting point, customize them for your own cold emailing campaigns, and always keep improving your copy!
1. Quick Introductions
This template serves to introduce yourself and express an interest in connecting based on a specific detail about the recipient’s company.
Hi [Prospect’s Name],
I’m [Your Name] from [Your Company]. I noticed [something specific about their company or an achievement]. I’d love to connect and explore how we can help [specific benefit related to their needs].
Looking forward to your thoughts!
[Signature]
Since this template focuses on immediately establishing a connection with the recipient through a personalized introduction, it captures their attention with relevant and specific information about their company, making them more likely to engage further in a conversation.
2. Value Proposition
Perhaps the best way to capture a businessman’s interest, this email emphasizes the benefits of your product or service to address the recipient’s goals or challenges directly.
Hi [Prospect’s Name],
I see that [Prospect's Company] is focused on [specific goal]. At [Your Company], we help businesses like yours [specific value proposition or solution].
Want to jump on a quick call to discuss? I promise it’ll be worth your time.
[Signature]
This email template communicates the core benefits of your product or service by directly relating them to the recipient’s goals. This focused approach not only grabs their attention but also positions you as a potential solution to their challenges.
3. Problem-Solution
This template highlights a common issue faced by the recipient’s industry and presents your solution as a potential option to address that problem.
Hi [Prospect’s Name],
Many [industry] companies face challenges with [specific problem]. At [Your Company], we specialize in [solution] that helps you tackle this.
Let’s chat about how we can help [Prospect's Company].
[Signature]
Leveraging common pain points in the industry, this template feels more relatable to the recipient and articulates a clear understanding of their needs. By stating the problems they might face and presenting your solution as a remedy, it encourages them to consider your offering as a step towards overcoming these pain points.
4. Social Proof
It’s perfectly okay to use the success story of a well-known client to build credibility and suggest that the prospect could achieve similar results.
Hi [Prospect’s Name],
I wanted to share how we recently helped [Well-Known Client] achieve [specific result] using our [your product/service].
I believe [Prospect's Company] could see similar results. Can we schedule a brief call to discuss?
[Signature]
By showcasing a successful case study of a client, this email builds credibility and trust with the recipient. People are more likely to engage with a service that has proven results. This cold email template highlights your proficiency and uses your past experience as leverage to maximize your credibility.
5. Follow-Up Email
There is no need to get heartbroken if your initial outreach campaign did not get the traction you expected. Plenty of people forget to reply for any number of reasons, which is precisely why follow-up emails exist. These act as a brief reminder to the prospect about your previous email, reiterating your interest while acknowledging their possible busyness.
Hi [Prospect’s Name],
I hope this finds you well. I wanted to follow up on my previous email regarding [value proposition or topic]. I understand you might be busy, but I’d love a chance to chat if this is of interest to you.
Looking forward to your reply!
[Signature]
It is important to be gentle and kind with your follow-up emails. This template prompts the recipient to revisit a previous conversation, acknowledges their busy schedule while reiterating the potential value of a meeting. Keeping it gentle helps maintain the dialogue and shows persistence without being overly aggressive, making it more likely that the other party will engage.
6. Upsell Approach
This template targets prospects who are already using a product or service that you offer and suggests an upgrade that could provide additional benefits.
Hi [Prospect’s Name],
I came across [prospect's ongoing product/service] and thought you might benefit from [your related solution]. Our clients have seen [specific benefits/responses] after integrating it.
Interested in learning more? I would love to hop on a quick call to discuss your needs.
[Signature]
Targeting existing customers, this template identifies opportunities for your clients to get more value from your products or services. By indicating that you have additional opportunities for them to take advantage of, you engage them in a conversation about growth and improvement, making them feel valued.
7. Special Limited-Time Offers
Creating a sense of urgency by presenting a limited-time offer will prompt the recipient to act quickly.
Hi [Prospect’s Name],
I wanted to reach out because we are offering [special promotion] for [specific duration]. It could significantly benefit [Prospect’s Company] in terms of [specific benefits].
Would you be interested in discussing it further?
[Signature]
By emphasizing a limited-time offer, this cold email aims to create a sense of urgency in order to motivate the recipient to act quickly. This strategic use of time pressure can effectively prompt a response, as it capitalizes on FOMO (Fear Of Missing Out), leveraging the idea that they are getting a special one-time opportunity.
8. Mentioning Referrals
If you need to build some rapport, mentioning a mutual connection is perhaps the most impactful thing you can do in a cold email.
Hi [Prospect’s Name],
[Common Connection] mentioned you might be interested in [specific benefit or service]. At [Your Company], we’ve helped many like you achieve [specific outcomes].
Can we set up a time to chat?
[Signature]
Mentioning a mutual connection fosters an instant sense of credibility and trust, which is crucial in establishing rapport with a prospect. Such cold emails are probably a lot warmer than most traditional sales emails.
9. Who Should I Speak To?
Reaching out for the purpose of finding the appropriate decision-maker within a company for a specific product or service is a fairly common tactic, often employed by more seasoned marketers.
Hi [Prospect’s Name],
I hope this message finds you well! I’m reaching out because I believe our [product/service] could really benefit [Prospect's Company]. However, I’m not sure who the best person to discuss this with would be.
Could you please direct me to the appropriate contact? I appreciate your help.
[Signature]
By asking for a referral to the right person, this email shows that you respect the recipient’s time while still pursuing your objective. It fuels your email with confidence and if successful, lets you navigate through the organizational structure and potentially open doors to discussions with the decision-makers who have the authority to consider your proposal.
10. Asking Questions
Thought-provoking questions about the recipient’s current strategies or challenges will push you forward as a party that cares about their business and understands the industry itself.
Hi [Prospect’s Name],
I hope this message finds you well. I've been following [Prospect's Company] and noticed [specific detail related to their business].
Quick question: How are you currently handling [specific challenge or situation related to your industry]?
I’d love to share some insights and strategies that have helped other companies like yours achieve [specific goal]. If you’re open to it, would you like to set up a quick call this week?
[Signature]
Keep the questions insightful, hopefully not something that can be answered by a quick search. Doing so encourages engagement and can reveal pain points or opportunities that your product or service can address. It opens the door for dialogue, making the recipient feel heard and prompting them to consider your services as a possible solution.
11. Scarcity Offer
This template creates a sense of scarcity regarding your product or service to encourage immediate action.
Hi [Prospect’s Name],
I wanted to let you know that we currently have a limited number of spots available for our [product/service], which has helped companies like [Prospect's Company] achieve [specific benefit/result].
This opportunity is available only until [deadline], and I’d love for you to take advantage of this before it’s gone.
Would you be open to a quick call to discuss how this could benefit [Company Name]?
Looking forward to your response!
[Signature]
By emphasizing that there are limited spots or supplies for your offer, this email aims to spur potential prospects into action. Scarcity is psychological in nature, as it creates a sense of urgency in the recipient, making it more likely that they will respond to secure a spot or to take advantage of your offering before it runs out.
What Should Your Approach Be?
Writing an effective cold email requires a mix of personalization, clarity, and respect for the recipient’s time. Your approach should incorporate a deep understanding of your target audience, highlighting their pain points while demonstrating how your product or service can provide genuine value.
- Remember to start with a personalized touch, whether through shared connections or specific insights about the recipient’s business.
- Keep your message clear and concise, leading with a compelling value proposition.
- Establish a simple call to action and be prepared to follow up without being overly persistent.
- Customize and improve your templates as you run tests and analyze the results, making data-driven decisions to maximize your conversion rates.
