Picture this: You've identified a list of potential clients you'd like to reach out to, but when it comes time to write the emails, you're struck with a case of writer's block. You stare at your blank screen, wondering how to write a compelling, cold email that will grab this prospect's attention and get them to respond to you. You're not alone if you've ever found yourself in a similar situation. Cold emailing can be challenging, but using effective cold email templates can help you get over the hump and craft tailored emails that engage your prospects. This blog will introduce you to the best cold email templates B2B so you can successfully engage potential clients and significantly increase cold email deliverability rates through effective and tailored cold email outreach. 

Inframail's email infrastructure can help you achieve your cold emailing goals by ensuring your emails land in the right place. It will also enhance your email deliverability so your cold outreach emails reach their intended targets.

Table of Contents

• What Is a B2B Cold Email Template?

• How to Write a Killer B2B Cold Email

• Best Practices for Writing Cold Emails

• 25 Best Cold Email Templates B2B Teams Trust for Amazing Results

• 20+ Best Cold Email Templates B2B Teams Trust for Amazing Results

• 10 Mistakes to Avoid in Your B2B Cold Email Campaign

• Start Buying Domains Now and Setup Your Email Infrastructure Today

What Is a B2B Cold Email Template?

In 2024, email will remain one of the most effective ways businesses connect with customers. Statistics show that companies make an average of $45 for every dollar spent on email marketing. Email is handy for B2B companies, and research reveals that 81% of them still rely on it as their primary channel for customer acquisition. 

Cold emailing is a great way to engage prospects and discuss their pain points. But you may not know what works in cold email if you're starting. The great news is that there is a shortcut to cold email outreach: using cold email templates.

What are cold sales email templates?

B2B cold email templates are email messages that are about 90% done and ready to use. These are customizable messages where the sender (a sales team or a sales rep) has to change a few key details to make the message more compelling.

Benefits of Using Proven Cold Email Templates

You might wonder: “Can’t I just write my emails from scratch every time?” While that may sound noble and valiant, it’s not the most efficient approach. Why reinvent the wheel when you can leverage the wisdom of seasoned email wizards? Using proven B2B cold email templates and examples brings a treasure trove of benefits.

Saves Time

First and foremost, it saves you precious time. With a template in hand, you don’t have to start from scratch every time you sit down to craft an email. You’ll be able to swiftly adapt and personalize the template to suit your specific sales prospecting and industry.

Proven To Be Effective

Using proven templates increases your chances of success. These templates have been battle-tested and refined over time. They’ve endured countless trials and tribulations, learning from their mistakes and emerging as shining beacons of email excellence. You’re stacking the odds in your favor by following in their footsteps.

Enhanced Professionalism

Experts often craft proven templates and examples based on successful campaigns. By using them, you benefit from the expertise and industry knowledge woven into the templates. This adds professionalism to your emails and increases the likelihood of recipients taking them seriously.

Related Reading

• Automated Lead Generation
• Email Prospecting
• How to Generate B2B Leads
• How to Warm Up Email Domain
• How Many Emails Can You Send Before Considered Spam
• Best Time to Send Cold Emails
• How to Cold Email
• Email Outreach Best Practices
•Email Outreach Strategy

How to Write a Killer B2B Cold Email

Cold emails are tricky. Get them wrong, and your efforts will fall flat. Get them right, and you’ll earn a warm introduction to a new prospect or even a qualified lead. 

What does it take to write a successful cold email? You need to understand the basics. Here are the core principles of an effective cold email.   

3 Elements Every Cold Email Should Include

1. Research

Good luck pulling off any email marketing campaign without research. Research can make or break your cold email efforts. How will you get their attention if you have little insight into your ideal customer? Before sending your first email to a potential prospect, you should know who they are. That’s where buyer personas come into play. 

Crafting specific profiles that give you details about who your ideal customers are is critical. 

• Do they work at a startup? 

• Are they B2B SaaS users? 

• Would they benefit from a case study link or webinar invite? 

The more we uncover our potential prospect in the research phase, the easier it will be to craft a cold email that catches their attention.  

2. Personalization

How often have you gotten the generic “Hey there!” in a mediocre sales email? It just doesn’t work. Personalization can significantly improve your cold email lead generation efforts. The average open rate of a personalized cold email is 10 percent higher than a non-personalized one. The simple addition of a name is that powerful. Think about your cold email subject lines. 

Are they directly addressing an individual? Email automation is great, but not if it can’t be personalized. If not, you’re missing a significant opportunity to put your prospect at ease. Using their name makes it feel like whatever you have in that email message is just for them. You go from simply sending out a super salesy email sequence to building a personal customer relationship.  

3. Value

Adding value might be the most critical information to remember when writing cold emails. A lot of people think a discount code adds value. It might be. But it also might not be at all. It depends on what your prospect is looking for. They may want a phone call to discuss your product/service. They may want to be directed to a landing page that offers more information. 

They may want to see an influencer share their thoughts on your product or service on YouTube. As elementary as it sounds, value is in the eye of the beholder. Marketers and salespeople need to understand that. You must determine what value means to your prospect and offer some variation in your cold email.   

Best Practices for Writing Cold Emails

Before you launch a successful B2B cold email campaign, get the basics right. Below are the best practices for sending B2B cold emails.   

1. Write Catchy Subject Lines

It’s essential to get B2B cold email subject lines right. If you fail to convince the reader to open your email in the first place, your chances of a response plummet down to nil. However, the topic of crafting “clickable” subject lines while avoiding coming across as spammy is frustratingly complex. But for now, here are the three most essential steps for compelling subject lines that earn clicks. 

Lean toward shorter subject lines. Weber’s research of over 1,000 email subject lines found that 82 percent of experts send subject lines with 60 characters or fewer. 

Side note: Shorter email subject lines also prevent them from becoming truncated on mobile devices: tickle interest and tease curiosity. Speaking of mystery, leaving a little to the imagination is good. “Meeting at 10?” is more clickable than baring all with: “Are you willing to meet up at 10 for a demo?”.

2. Keep It Short; Under 50 Words Is Best

According to Lavender, the email intelligence company, emails under 50 words see 60 percent more replies. This shows that brevity is key for successful cold emails. 

Just look at Bryan Harris’s successful pitch to HubSpot’s editorial team. When you're creating B2B sales email templates, this is important to keep in mind. It delivers a ton of value in a way that respects the recipient's time and is short, sweet, and to the point. Leads are busy, and their inboxes are inundated with pitches and offers. Articulating value with fewer words helps you win and keep attention.  

3. Personalize and Lean Towards an Account-Based Marketing Approach

“Dear customer,” Urgh! Does anything scream “boring message ahead” louder than these two words? Avoid addressing leads with generic terms and unedited sales email templates. It drains personality from your email, replacing it with a robotic corporate tone that repels leads. 

Find the person's first name and always use it like the example below from SavvySeller. Even better, write personalized emails, and personalize your email around a lead’s hobbies or recent activity. 

Leveraging Personalization and ABM for Effective B2B Cold Outreach

Like Denis Oakley’s team did to turn a strong but struggling product into a business doing 1 million dollars in sales, they attended exhibitions in the client’s market. They greeted the relevant salespeople manning the booths  while collecting 1200 business cards. They later reached out to them and received a great response. 

Most salespeople recognized the company from the exhibitions and forwarded the “cold” email to the right person. Find a blog comment, a LinkedIn post, or even a hobby they publicly champion, then weave it into your B2B cold email template. You can even take the power of personalization further with account-based marketing (ABM), which is reported to deliver a higher ROI than other marketing activities, according to 76 percent of B2B marketers.   

4. Use Short Paragraphs and Sentences

Did you read every single sentence leading to this question? Your online reading habits are atypical compared to most people, who typically scan content when reading, focusing only on relevant and valuable information. To make your cold email easier to scan and digest, stick to 2-3 sentence paragraphs with short, simple sentences, like this. Or, like how Lemlist keeps their follow-up emails easy-to-read and fun.  

5. Have a Simple, Single CTA

The more options you present, the harder it is for a lead to choose. This is known as “The paradox of choice.” 

Not only do excessive links and attachments flag your email as spam, but they also trigger the effects of too much choice, making action more complicated for the recipient. Funnel your message down to one central point and guide your lead to one call to action like a content marketer, Sophia Seltenreich from Yesware, shares below.  

6. Experiment with GIFs and Emojis to Emotionally Engage

We like to buy things from people we like. With B2B email marketing templates, communication often becomes bland because we’re doing ‘business’. But it’s important to remember that another human is on the other end of your cold email. Just like you. Experiment with images, gifs, or emojis to enhance the personality and warmth conveyed in your cold emails. For example, let’s say you’re sending a cold email that ends with: 

“Let me know if there’s anything you need, OK? I’m here to help.” Does it sound supportive? Sure. But what if you finish with a cheeky GIF? It catches the eye and drives the sentiment home with humor.  

7. Internalize the Follow-Up

80 percent of sales require an average of five follow-ups. But the shocking thing? After just one attempt, 44 percent of salespeople fail to follow up. In recent research, the Woodpecker team found the optimum number of follow-ups in a cold email campaign is two to three. 

Following up just once is enough to boost the reply rate of a campaign by 22 percent. Prospects are busy; they may not have the time to respond promptly, and even if they intend to reply later, they may forget to do so. Following up is a must for a successful B2B cold email campaign.  

8. Proofread Your Cold Email

Ensure you have the basics correct. Fact-check the name, job role, and company of your lead. Avoid basic spelling mistakes or incorrect information (use the Grammarly app for extra help).  

9. Use a Custom Domain Email Address

Nothing screams spam more than a cold sales email from a generic email address. Always use the official email address registered with your company’s domain name when sending B2B cold emails. Using a custom domain email address to send cold emails has the following advantages: 

• Creates a good first impression: At first glance, your recipients will be able to tell that the email is from a professional account. It enhances the credibility and professionalism of your B2B messages. 

• Fosters brand recognition: Since the last part of your email address includes your company’s name, your recipients will immediately recognize your brand upon receipt. It also makes it easier for them to search for your emails in their often-clouded inboxes, using your brand’s name as the keyword. 

• Fortified security: Custom domain emails are more secure than regular emails as they’re hosted on a private server. They also have extra encryption and security features such as Secure Sockets Layer (SSL) certificates. 

Cold emailing using a custom domain email address reduces your chances of landing in recipients' spam folders. Besides, most B2B customers expect you to have a custom domain email address by default, so it would be a significant turnoff if you cold-email them using your standard email address.  

10. Comply with Data and Cold-Outreach Laws

While cold emailing is legal, you may breach laws such as the:

• General Data Protection Regulation (GDPR)

• Privacy and Electronic Communications Regulations (PECR)

Depending on how you obtain, process, and store your B2B data. GDPR and PECR apply if your target email recipients are in Europe or your company is based in Europe. 

GDPR requires you to collect data legally and secure it from exploitation or misuse. You must obtain your prospecting data legally, such as by conducting extensive target market research or partnering with a B2B lead generation company like Leadfeeder. Avoid scraping email contacts from websites using random prospecting software. 

PECR also prohibits you from sending unsolicited commercial messages. To comply with PECR, you must ensure your cold B2B outreach isn’t seen as spam. To make this distinction, we must: 

• Personalize our cold emails 

• Send them to a curated email list, not as mass emails 

• Do not write clickbait subject lines 

• Focus our cold emails on the recipients’ pain points, not our product

The GDPR and PECR are the two leading data-compliance and cold-outreach laws we must adhere to. However, we should understand how each European Union member state interprets and legislates these two laws to avoid any legal liability.  

11. Provide Verifiable, Data-Based Proof of Your Claims

We must provide factual and data-based proof for any claim we make about the viability of our product or service. Remember, the B2B buying cycle is longer (about six to 12 months) than the B2C cycle, and decision-makers do more extensive research before purchasing. 

B2B buyers read up on our offering's features throughout the buying process to assess whether it fits their pain points well. We must provide context to help prospective buyers gauge our product’s potential. The best way to do this in a short, cold email is to include a link that directs readers to our product or service page. This makes it easy for our email recipients to do a background check on our claims and evaluate our offering.

25 Best Cold Email Templates B2B Teams Trust for Amazing Results

1. The AIDA Formula Cold Email Template: Hook, Engage, and Seal the Deal

The AIDA cold email template is one of the most classic sales email templates. AIDA stands for Attention, Interest, Desire, and Action. This email template works by: 

• Hooking the reader’s attention. 

• Relating to their interests to keep them engaged. 

• Show how they benefit from your offer to arouse their desire. 

• Asking them to click, reply, or purchase. 

The end goal is to secure a response. 

AIDA is a century-old copywriting framework that dates back to the 1900s. Here is an example of AIDA being used in an email copy from Vimeo. It powerfully distills the sales process, describing the journey of getting someone’s attention to getting them to take action. Almost every cold email, landing page, or ad you view follows the AIDA formula (in some shape or form). 

Template: 

Hi [Prospect Name], 

If you’re like most [lead’s role], you know how hard it can be to [deal with the problem your company solves]. Our [product/service] eliminates the stress and improves this by [one-sentence pitch]. 

Here’s what [customer ] has said about us: [customer testimonial about the problem] Would you like to also have [the benefit of your product]? 

If yes, please email me the best time to give you a call next week.

2. The BAB Formula Cold Email Template: What’s Life Like Before and After Your Product? 

Before-After-Bridge (BAB) is another straightforward cold email template that helps prospects envision a better life after using your product before describing the current issue or problem a lead faces. Afterward, it paints a picture of what having the problem removed or the situation improved looks like. Bridge shows how your offer solves the problem, betters their lives, and presents your value proposition on the highest level. 

What motivates you?:

• Money

• Success

• The fear of failure?

Research has shown that our motivations stem from two primal drives: 

• Seeking pleasure 

• Avoiding pain 

• The before-after-bridge formula harnesses the power of motivation to create compelling B2B cold emails that trigger a response

Here is an example of a cold email using the BAB formula. It highlights your product as the medium to the “pleasure” that is to be “sought”. Here’s our version of that B2B email template. 

Template: 

Hi [First Name], 

What would you [or leads company] do with [the significant benefit of your product/service]? 

Does that seem unrealistic? Well, it’s happened to more than a few of our customers. Including [your customer] who [insert benefit or success stats] when they used [your product/service]. As you might have noticed, both companies are similar in size and industry to [lead company]. I’m confident [your company] can get you similar results. 

Would you have some free time next week for a personalized demo? 

3. The PAS Formula B2B Cold Email Template: Agitate the Pain to Get a Response 

Problem-Agitate-Solve (PAS) is one of the most effective B2B cold email templates for a reason. It works by triggering a prospect’s anxiety about a painful problem, then offering a solution to remove that pain. 

Here’s how it works:

• Problem — Vividly highlight an issue that causes the prospect’s pain/frustration.

• Agitate — Agitate it. Explain the consequences of it happening. 

• Solution — Offer a solution to remove/avoid the pain points caused by the said problem. 

While the BAB formula has a positive approach, the PAS is the opposite. It relies on the “avoidance of pain” to motivate a response. Here is an example of the PAS formula used in cold email outreach from Salesfolk. Here’s a version of that B2B email template. 

Template: 

Hi [First Name], 

Does your [lead’s company] suffer from [painful problem]? It’s a tough issue to overcome, and something most [companies in your lead’s industry] suffer from. And it can cost [stat or research to agitate painful problem]. Our [product/service] helps you avoid this with [benefit /one-sentence pitch]. I’d love to show you more. Are you open to a call at [date and time] next week? 

4. The SAS Formula Cold Email Template: Tell a Story to Make a Point 

Star-Arch-Success (SAS) is a story-based cold email template that introduces a character who faces a problem, then overcomes it with your product or service. Humans love stories. We thrive on them, use them to teach, caution, and entertain. When we’re involved in a story, the parts of the brain responsible for touch, sight, smell and sound fire up. We feel the words we read and empathize with those who we read about. The SAS formula creates a story that strengthens your cold email template. It works particularly well with case studies, personal experiences, and success stories. 

B2B email template: 

Hi [First Name], 

In the latter half of [year], the future was looking bleak for [star person/company]. With [cause of the problem/arch] [star] needed to [get results related to your product/service]. A challenging task, considering [cause of the problem/arch]. 

So how did [star] win? [Write a short sentence about the star’s triumph (the triumph should relate to your product/service).] [Your company] specializes in [product/service that helped star win]. We’ve helped [company 1] and [company 2] do this. I have a personalized template to help you [benefit]. Can I send it to you? 

5. The Relevant Question B2B Cold Email Template: Ask a Specific, Insightful Question 

Asking a quick question is a great way to deliver a cold email quickly. But generic questions don’t work. A question-based B2B cold email must be specific and relevant to your lead. When done right, it works by: 

• Implying that the message will be low commitment and not excessively time-consuming 

• Piquing curiosity and promising an answer 

• If you know your buyer persona well, you should quickly develop a question that zeros in on their key pain point. 

B2B email template: 

Hi [First Name], 

Want to see how you can instantly [benefit of your product]? I know you’re busy working to [end result that your product/service helps with], so I’ll make this quick. I’m the lead [role at your company], and I have a few suggestions to help you immediately generate quick wins with [area your lead is working on]. 

Here they are: 

[Tip 1] [Tip 2]. You might not have the time to do this, though, and that’s where [your company] can help. Would you like a quick 15-minute session during the next week so I can walk you through the tips and discuss this further? 

6. The “You’ve Been on Our Site” Sales Email Template: Re-engage a Warm Lead 

This is a simple cold email template to a lead who’s visited your site. Most of our users utilize this type of cold email template after signing up for Leadfeeder. Given that they’ve already expressed interest and given you attention, their “warmth” plus this B2B cold email template increases the chances of a response. Here’s how to acknowledge someone’s been on your website without being creepy. 

B2B email template: 

Hi [First Name],

You recently visited [your website] and [took this action]. If you’re interested in [content topic/product page visited], then I can recommend the following additional resources: [additional resource 1] [additional resource 2]. 

Our company also offers [product/service], which could help you [achieve this specific result]. Are you free for a call at [date and time] to talk about this? 

7. The “Better Way To” Cold Email Template: Find a Bottleneck Your Lead Faces 

If someone is looking for a product or service, they want to find a better way to execute a strategy that is causing them problems. The “better way” cold email involves finding this issue or bottleneck your lead faces and then showing how your product/service solves it. Simple, but very powerful. The more relevant and timely this message is, the higher its chances of securing a response. 

B2B email template: 

Hi [First Name], 

With the new Google updates and penalties, it is time-consuming to work around them by [better way to deal with problematic bottleneck or issue]. Our [company app service] has developed a way that lets you [fix bottleneck or issue] without [cost of less-optimal way to fix bottleneck or issue]. We’ve helped companies like [company name] achieve [results of the better way]. Can you lend me your ear for 15-20 minutes this week? 

I would love to see if we can help you, too. 

8. The Competitor Satisfaction B2B Cold Email Template: Use Competitors to Your Advantage 

If your prospects are actively in the buying cycle, they’re also looking at your competitors. Don’t ignore this fact. Use it to your advantage. This sales email template allows you to show leads why you’re different/better than a competitor they’re using or researching. Don’t make the mistake of bad-mouthing competitors. Combine a neutral tone with your USP to explain why you might be a better fit. 

B2B email template: 

Hi [First Name], 

So I was browsing your website and saw that you are using [competitor’s product]. How is it working out for you? I work for [your company]. Our [product] is similar to [your competitor’s product], only our customers report we’re better with [key USP and differentiators]. This might work better for [lead’s company]. I would love to hop on a quick call with you to see if we could improve [lead’s] company. 

How does [date and time] work for you? 

9. The Valuable Resource Cold Email Template: Break the Ice With a Helpful Resource 

Not all of your cold emails will immediately ask for meetings and calls. You’ll often need to break the ice and generate trust first. And that’s what the valuable resource email does. This is especially effective with B2B cold emails because when timed right, you can appear on your lead’s radar while they’re in the “research” phase. Here is an example of a cold email template pitching a resource. 

B2B email template: 

Hi [First Name], 

I enjoyed your post on [site] and found it very useful. It left me with some practical ideas to implement here at [your company name]. I thought I’d return the favor and give you something useful. I found this article on [article topic] that may benefit you. Here’s the link to check it out [link]. I hope it helps you and your team. 

10. The Gatekeeper/Wrong Person Bypass B2B Email Template: Avoid the “Who’s the Right Contact” Trap 

Cold emails that ask for “the right contact” and “appropriate person” are often deleted and ignored. To avoid the same fate, show you’ve done your research and have spoken to other colleagues your lead may know. Why does this have a better chance of working? Because instead of appearing like you’re selfishly searching for a target to pitch, you mention familiar names and provide a valid reason as to why you’re contacting them specifically. 

B2B email template: 

Hi [First Name], 

I’m [your name], and I [state your role] at [your company]. I know you’re busy and probably receive many emails asking for the right person to speak to, but I believe we can help [lead’s company]. We [insert one-sentence pitch on what your solution does]. Based on your profile at [link to, or mention profile], you might be the right person to speak to or point me to the right person about [problem your product solves]. If that’s you, are you open to joining me for a 10-minute call on [time and date] to discuss how we can support your business? If it’s not you, will you kindly direct me to the right person? 

P.S. I’ve also contacted [relevant person 1] and [relevant person 2]. We’ve helped companies like [insert your customers] to [positive result you’ve helped achieve], and I would love to help [lead’s company] do the same. 

11. The Recent News B2B Sales Email Template: Break the Ice With a Relevant News Piece 

The recent news cold email example helps you break the ice and establish first contact. You email a prospect about a recent review, piece of news, or win they’ve had, then let them know who you are and why you’re emailing them. The easiest way to find relevant news is to utilize Trigger Events from a product like Dealfront. Or read more here about 15 Trigger Events that help boost your B2B Sales. Here is an example from Chris Bibey, a content specialist. 

B2B email template: 

Hi [First Name], 

Congratulations on your recent round of funding! Your shining reviews on [insert link or mention site] say much about your team. You’re going to make an impact on the [insert industry/market] soon. I just wanted to say congratulations, and I look forward to more good news about [their company]. My name is [your name], I work at [your company], and we [one-pitch sentence]. If you need anything at all, just give us a shout. 

12. The ‘We Help Famous “X”, We Can Help You’ Sales Email Template: Use Social Proof to Your Advantage 

Social proof reduces friction and makes it easier for leads to take action. If you have high-profile customers that your prospect will relate to, use them as social proof. Jake Jorgovan sent this email that landed him a $4,250 client. 

b2b cold email pitch Show your numbers and how you’ve helped, then translate this into your ability to help your prospect's company. It doesn’t have to be a Fortune 500; it could be a happy customer with whom your prospect is familiar. We know relevance is key to the best B2B cold email examples. 

B2B email template: 

Hi [First Name], 

I know you’re busy, so here’s the deal: I recently helped [insert popular company you helped] to [result you helped achieve]. This is one of [your company's] biggest success stories to date. We’ve also received shining reviews from the likes of [company1] and [company 2]. I’m emailing you because I think we can [insert benefit/pitch] for [lead’s company] too. How do you feel about a 5-minute phone call next week? 

13. The “Love Your X” Cold Email Template: Compliment Your Prospect Genuinely 

Doing flattery wrong will get you nowhere— usually because it is an exaggerated and insincere style of flattery that signals an incoming sneaky sales pitch. But an honest credible compliment on something your lead created should definitely be part of your sales email template. This is where good prospect research and real personalization will build rapport. 

B2B email template: 

Hi [First Name], 

I saw your content on [platform]. I loved it so much I shared it with my [team, boss, friend]. You guys are doing great things. I like how you [ specific compliment on something lead or lead’s company published or did]. And I know you’re busy, so I’ll make this quick: We’ve spent over two hours creating a personalized demo for [company] on how to [achieve result]. I would love for you to look and let us know if you find it useful. 

14. The “Up to You” Cold Email Template: Relinquish Control to Build Trust 

Do you know the number one turn-off for prospects? Being pushy. By relinquishing control completely to your prospect, this B2B sales email template encourages a response by silencing the “salesy” edge in your cold email outreach. 

B2B email template: 

Hi [First Name], 

I just found you through your [site/social media profile]. I see that you’re climbing the ranks on Google, and deservedly so. :). I’m an [expert/job role] at [your company] and realized you could reach page 1 faster by implementing these two tips: [Tip 1] [Tip 2]. There’s a third tip, but I don’t want to overwhelm you. If the first two help, do you want me to send you the third? If not, I understand. No hard feelings. :) 

15. The “Third-Party Connection” Cold Email Template: Gain Access to Hard-to-Reach Prospects 

Let’s say you know the right point of contact, but you’re having trouble reaching them directly or getting a response. LinkedIn and Twitter are great resources for finding employees who aren’t quite company decision-makers. You can use their contact information and this third-party cold email template to access your prospect indirectly. 

Template: 

Hi {first name}, 

I came across your name on {source} and was wondering if you could help me out. I have a solution for {industry problem or pain point} that I think {company name} could benefit from, but I’m having trouble connecting. Who is the right person to discuss this opportunity with, and how may I reach them? I appreciate your time. {insert email signature here} When to use it The third-party template is a cold email strategy used to access hard-to-reach prospects via lower-level employees. 

Use this template when you’re struggling to reach or get a response from your prospect directly. 

16. The “Straight to Business” Cold Email Template: Get Right to the Point 

Sometimes, the direct approach is the best. This is especially true for busy executives and no-nonsense brands. Get to the point by identifying a scenario or problem common to your prospect. Without any added fluff, present the reader with concrete data that proves your product or service is the logical solution. While the template below is specific to a CRM solution, it can be tweaked for any organization. 

Template: 

Hi {first name}, 

Is your customer support system losing you money? We’ve helped large companies like yours lower support costs by {x%} and improve overall sales by {xy%} in less than a year. All we did was integrate their entire company-wide support system into one efficient, easy-to-manage workflow called {product/service name}. It’s quick and easy to set up and requires no onboarding at all. Do you have time this week to discuss how {product/service name} could boost your sales? {insert email signature here} 

When to use it:

This approach effectively elicits responses from busy professionals with flooded inboxes. It quickly answers the question, “What’s in it for me?” and provides proof to back it up. 

17. The “Paint a Picture” Cold Email Template: Help Your Prospect Visualize Success 

This cold email is all about getting your potential prospect to visualize how sweet life could be with your product or service. Convince a prospect that your product or service will directly improve their world by showing them what their life currently looks like without it. 

Make sure whatever scenario you present is realistic to your prospect. Paint a picture of that same scenario, only this time with your product or service. What’s changed? How has your solution made their life so much better? 

Template:

Hi {first name}, 

Nothing is more frustrating than losing a great candidate because you can’t find their resume, interview history, or contact information. Imagine a world where all of that information is organized in one simple, easy-to-find place. {Product/service name} is that place. Do you have time this week for a quick demo to see how it works? {insert email signature here} 

18. The “Something Useful” Cold Email Template: Offer Value First Before a Pitch 

Everyone loves receiving valuable and practical resources for free. Cold emailing is the perfect platform to start building a relationship with prospects by giving them something valuable without asking for anything in return. 

A good place to start is doing some initial research on your prospect. What are they sharing on social media? What are they interested in learning about? Use that information in your message to hook the reader. 

Template: 

Hi {first name}, 

I stumbled upon your post on {social media site} about {topic or post}. Your points were spot on! {Insert main takeaways from the piece and how the points the recipient made about the piece were helpful.} Did you see {article} by {name} on a similar topic? {insert email signature here} 

19. The Competitor Name-Drop Email: Name-Drop a Competitor to Spark Interest 

All it takes is a name-drop to get cold prospects interested. Whether it’s a fantastic client or a competitor depends on your cold email strategy. If you know a prospect is using or demoing a competitor’s product, they might also be interested in trying yours. All it takes is cold prospecting email templates that highlight a product’s main selling points done in a way that showcases why yours is better. 

Here’s an example of a cold prospect email template: 

Hi (FIRST NAME), 

YOUR NAME) from (YOUR COMPANY NAME) here. I hope you don't mind me reaching out, but I came across your website and noticed you were using (COMPETITOR). How are you finding it? I ask because (YOUR COMPANY NAME) has helped companies like yours increase (INSERT MAIN OUTCOME) by X%. Here's a link to a case study explaining how. I'd love to jump on a quick call with you and get your opinion on how we could do the same for (COMPANY NAME). 

Let me know what time works best for you, and we can arrange it. Thanks in advance, 

20. B2B Email Template for Finding the Decision-Maker in the Company: Ask About the Right Contact 

Template:

Hi [First Name], Quick question: Who handles your team's marketing budget at [Prospect's Company]? They'll want to look into this marketing tool before the end of the quarter it could help the team hit those lead KPIs in just a few weeks and save your business (and your customers) a lot of money doing it. You're busy, so I won't understand how [product]works. But I do want to highlight the benefits we see consistently with our clients: 

• X solution/result

• Y solution/result 

• Z solution/result 

Some of our top clients include [X client, Y client, and Z client]. I want [Prospect's Company] to join this list. If you are the appropriate person to speak with, what does your schedule look like this week? If not, who would benefit most from this conversation? Thanks, [Your Name] When to Use This Cold Email Template: Use this cold email template when you can’t find a clear point of contact for your request. 

Why This Cold Email Template Works

This email template works because it clearly states the purpose of your outreach and includes information about previous clients to demonstrate your credibility. 

You’re requesting contact information for the person best suited to handle your request, and you’re giving just enough information for the recipient to figure out exactly who to put you in contact with if not them. 

21. B2B Email Template for Free Offers: Provide a Gated Offer Follow Up 

Template:

Hello Dr. [Last Name], I'm following up on my previous email with a free tool I think you'll love. I created a brand analysis survey just for you (literally, your name is on it) that will help you understand how your practice differs from other doctors in [insert city they're in]. Click here to begin the brand differentiation analysis survey. I'll benchmark your responses against the top physician brands nationwide when we speak. I'm sharing my calendar (click here) so we can schedule a convenient time to discuss this. Enjoy your weekend, [Your Name] 

When to Use This Cold Email Template: 

Use this template to nurture leads with a relevant and valuable offer to pique their interest. Why This Cold Email Template Works: This email tests the tried and true reciprocity principle you’re giving your prospect something helpful and valuable to them to have the favor returned. The convenient CTA at the end of the email makes it easy for the prospect to take action as soon as they can access the free tool. 

22. B2B Email Template to See if the Prospect is Still Interested: Gently Re-Engage a Lead 

Template:

[First Name], I hope all is well. I had reminded you to check in to see how things were going with the [NAME OF CAMPAIGN] initiatives. We had discussed a potential partnership a few months ago but couldn't formalize our recommended engagement. We would love to catch up and see if there are any opportunities to engage with you and help with your [DEPARTMENT (eCommerce, marketing, etc.) ] strategy. Let me know if you have some time to reconnect this week and catch up with business owners on where you see things, and I can provide some ideas on where we can help.

Look forward to hearing from you. [Your name]

When to Use This Cold Email Template: 

When you gauge if a prospect is still interested in an offer. 

Why This Cold Email Template Works: 

As a salesperson, you want your clients to know that your attention is focused on them and their needs, and this template works because it lets you do that with personalization. You’re telling the recipient that you’re thinking about them, remembering their needs, and giving them a renewed opportunity to move forward. 

23. The Thank You Email: Follow Up With a Grateful Note 

This one is more of a lead generation email template to say thank you to a prospect lead after they download gated content or attend a webinar. The goal is to nurture the leads as they progress down your sales funnel. You don’t want to annoy them with an essay listing all the features that make your B2B company the best. Get straight to the point - say thank you and offer them another piece of content they might find valuable. End this sales email template by asking if they’d like more insights like the ones you sent. 

Template:

Hi (FIRST NAME), thanks for downloading our B2B Cold Calling Handbook. I hope you find it a valuable outbound resource! If you're looking for more tips on cold calling, why not look at our blog on 10 rules for success? Would you like me to send you some more insights? Thanks, 

24. The Break-Up Email: End on a Good Note No Matter What 

All your hard work hasn’t been for nothing. You can still end off on a good note while asking for a small favour, like them subscribing to your B2B sales podcast or giving you a follow on social media. In this cold call email template, we used humor and emojis to close off a cold email campaign without a conversion. 

Template:

Hi (FIRST NAME), It's been a while since I heard from you, and I've had time to think… Maybe now isn't the right time to connect, and that's okay. All this thinking has given me more thoughts to add to our podcast, Revenue Champions. I think you might enjoy it, (FIRST NAME). It includes many ideas and strategies to help you take your business to the next level. Plus, we've had some great guests with even more lined up. So, we'd love it if you'd subscribe, for old-time's sake. Yours always, P.S. It's probably best if you skip “EP 4: (COMPANY NAME), a tale of heartbreak💔 

25. The Gated Content Cold Email: Offer Valuable Content Up Front 

Subject: Unlock Insider Insights: [Industry] Whitepaper Reveals Strategies for Success Hi [Prospect’s Name], ever wondered how top-performing companies in [Your Prospect’s Industry] stay ahead? Our latest whitepaper, “[Title of Whitepaper],” holds the answers. 🚀 Gain exclusive insights into industry trends 🔍 Learn strategies to outpace competitors 💡 Implement proven tactics for success Ready to elevate your game? 

20+ Best Cold Email Templates B2B Teams Trust for Amazing Results

1. Best B2B Cold Email Template

Goal: Get the recipient to reply and book a meeting.

Hello [Prospect Name], 

I have an idea that I can explain in 10 minutes that can get [company] its next 100 best customers. I recently used this idea to help our client [SaaS company/competitor] almost triple their monthly run rate. 

[First name], let's schedule a quick 10-minute call so I can share the idea with you. When works best for you? 

- [Your Name] 

The results of this email template speak for themselves: 

• 57% open rate 

• 21% response rate 

• 16 new customers

When to Use This Cold Email Template: 

Use this template to quickly share your value proposition and let prospects know what’s in it for them. 

Why This Cold Email Template Works: 

Why does this sales email template work well when others don't? It feels human. The offer is intriguing without being pushy. The copy has the basic format and tone of an email you could send to your mom or best friend. The salesperson’s idea makes the email less aggressive and aligns with where the recipient begins their buyer's journey. You’re also backing up your claims with evidence from other clients. 

2. B2B Email Template for Finding the Decision-Maker in the Company 

Goal: Identify and contact the right decision-maker 

Hi [First Name], 

Quick question: Who handles your team's marketing budget at [Prospect's Company]? They'll want to look into this marketing tool before the end of the quarter. It could help the team hit those lead KPIs in just a few weeks and save your business (and your customers) a lot of money doing it. I know you're busy, so I won't get into the details of how [product]works right now. 

But I do want to highlight the benefits we see consistently with our clients: X solution/result Y solution/result Z solution/result Some of our top clients include [X client, Y client, and Z client]. I want [Prospect's Company] to join this list. If you are the appropriate person to speak with, what does your calendar look like this week? If not, who would benefit most from this conversation? Thanks, 

[Your Name] 

When to Use This Cold Email Template: 

Use this cold email template when you can’t find a clear point of contact for your request. 

Why This Cold Email Template Works: 

This email template works because it clearly states the purpose of your outreach and includes information about previous clients to demonstrate your credibility. Most importantly, you’re requesting contact information for the person best suited to handle your request, and you’re giving just enough information for the recipient to figure out exactly who to put you in contact with, if not them. 

3. B2B Email Template to Build Rapport 

Goal: Build a relationship with the prospect 

Hi [First Name], 

Just left a quick message at the office for you. I chuckled a little bit when I got an automated email this morning from your predecessor, [NAME OF PREDECESSOR] who we worked with briefly, and before him, [OTHER FORMER COWORKER NAME], who we worked with as well... First and foremost, congrats on coming into this new role! I'm sure you've got a lot going on - so this conversation might be timely or not. If you're stressed, this is my go-to. 

My role here is working with businesses (in the area) on how they can effectively and efficiently drive more traffic to their website, increase conversions, and nurture leads into customers. How has your first month kicked off so far? 

- [Your Name] 

When to Use This Cold Email Template: 

Use this template to establish rapport with a new point of contact at a company you’ve already done business with. 

Why This Cold Email Template Works: 

Caroline Ostrander, a HubSpot Senior Customer Onboarding Manager, used this template after researching the prospect and finding a rapport-building opportunity. Not only was she able to relate to the prospect regarding the new job, but she also mentioned their co-worker's names and referenced her other attempts to help their company. 

4. B2B Email Template to Establish Value 

Goal: Show the prospect what you can do for them. 

Hi [First Name], 

I saw you recently downloaded a whitepaper about X. I've worked with similar companies in [Y field/industry] and I thought I'd reach out. [Prospect's Company] looks like a great fit for [Your Company] and I'd love to understand what your goals are for this year. 

We often help companies like yours grow with: X solution/result Y solution/result Z solution/result. If you'd like to learn how [Your Company] can help you reach [X goals], feel free to book time on my calendar here: [Meeting Link] 

Thanks, 

[Your Name] 

When to Use This Cold Email Template: 

Use this cold template to nail down the value you’ll provide the recipient. 

Why This Cold Email Template Works: What do you have to offer the prospect? I like that this template lets you show exactly what you offer by briefly explaining benefits. This B2B email template also helps you engage and suggest a time to connect in an inviting way. 

5. B2B Email Template for Free Offers 

Goal: Offer a valuable free resource to an email subscriber. 

Hello Dr. [Last Name], 

I'm following up on my previous email with a free tool I think you'll love. It's a brand analysis survey I created just for you (literally, your name is on it), that will help you understand how your practice is different from other doctors in [insert city they're in]. Click here to begin the brand differentiation analysis survey. 

When we speak, I'll benchmark your responses against the top physician brands around the country. I'm sharing my calendar (click here) so we can schedule a convenient time to discuss. 

Enjoy your weekend, 

[Your Name] 

When to Use This Cold Email Template: 

Use this template to nurture leads with a relevant and valuable offer to pique their interest. 

Why This Cold Email Template Works: This email tests the tried-and-true reciprocity principle. You’re giving your prospect something helpful and useful with the goal of having the favor returned. The convenient CTA at the end of the email makes it easy for the prospect to take action as soon as they can access the free tool. 

6. B2B Email Template to Introduce Yourself 

Goal: Introduce yourself to a new lead. 

Hi [First Name], 

I'd like to introduce myself as your resource here at [Your Company Name]. I work with businesses in the [software, healthcare, nonprofit, education, etc.] industry, and noticed you visited our website in the past. This inspired me to spend a few minutes on [Prospect's Company] website to learn more about how you're approaching [X strategy for customer service, sales, marketing, etc.]. 

I noticed some areas of opportunity and decided to reach out to you directly. [Your Company] is working with similar companies in your industry, such as [X Company Name], to help them accomplish [Y goals], and giving them the [Z tools/solutions] to succeed. Do you have 15 minutes to discuss [Prospect's Company] this week? If so, you can book time directly onto my calendar here: [Meetings Link] 

Looking forward to meeting, 

[Your Name] 

When to Use This Cold Email Template: 

Use this email template when you’re looking to book an initial introductory meeting with a lead. 

Why This Cold Email Template Works: This template works, because it helps you stand out with the strategic yet subtle, name-drop that lends social proof to you and the company you represent. 

7. B2B Email Template That Gets an 80% Response Rate in 24 Hours 

Goal: Follow up on a voicemail. 

Hi [First Name], 

Sorry I missed you on the phone today. I was calling because… (leave a one-sentence reason for your call or the name of the referral/event that introduced you). In my voicemail, I mentioned that I would call you back on [DATE] at [TIME] and, of course, you can always reach me before then at [YOUR PHONE NUMBER]. I look forward to connecting. 

Cheers, 

[Your Name] 

When to Use This Cold Email Template: 

Use this cold email to supplement a voicemail you’ve already left. 

Why This Cold Email Template Works: 

An email and phone call combo can yield significant results in moving a prospect through your pipeline. This email template works because it’s a brief and friendly follow-up to let the prospect know you're actively attempting to get in touch with them and that your emails aren't just coming from an automated system without consideration for the person on the receiving end. 

Also, not everyone listens to their voicemails, so you’re giving non-listeners the same information over email. 

8. B2B Email Template to See if the Prospect is Still Interested 

Goal: Check in with a prospect that has gone quiet. 

[First Name], 

Hope all is well. I had put a reminder in to check in with you to see how things were going with the [NAME OF CAMPAIGN] initiatives. We had discussed a potential partnership a few months ago but couldn't formalize our recommended engagement. We would love to catch up and see if there are any opportunities to engage with you and help with your [DEPARTMENT (eCommerce, marketing, etc.) ] strategy. 

Let me know if you have some time to reconnect this week and catch up from business owner to business owner on where you see things, and I can provide some ideas on where we can help. 

I look forward to hearing from you. 

[Your name] 

When to Use This Cold Email Template: 

When you’re trying to gauge if a prospect is still interested in an offer. 

Why This Cold Email Template Works: 

As a salesperson, you want your clients to know that your attention is focused on them and their needs, and this template works because it lets you do that with personalization. You’re telling the recipient that you’re: 

• Thinking about them

• Remembering their needs

• Giving them a renewed opportunity to move forward

Example of B2B email to see if the prospect is still interested

9. B2B Email Template That Understands the Prospect is Busy 

Goal: Show empathy when following up with a busy prospect. 

Hi [First Name], 

I'm sorry we haven't been able to connect. Again, I know how hectic things can get at work and with family. I would be available for a call during [YOUR AVAILABILITY OPTION 1] or [YOUR AVAILABILITY OPTION 2] if that's easier for you. I don't mean to bug you, but I want to help you manage your team so you can exceed your goals of [GOAL]. To schedule a time on my calendar, click here: [CALENDAR LINK] 

Best, 

[Your Name] 

When to Use This Cold Email Template: 

To follow up with a prospect you know has a busy schedule. 

Why This Cold Email Template Works: 

This follow-up email reassures the prospect that you're not trying to be pushy. Instead, it shows that you're willing to meet them where they're at, even if it means scheduling a call outside your availability.

10. B2B Email Template That Opens Up the Conversation 

Goal: Start a conversation with a prospect. 

Hi [First Name], 

I constantly follow industry news Because I work so much within the [Industry Name] industry. Recently, I noticed that you've [company accomplishment]. Congratulations! Usually, when that happens, [business issue] becomes a priority. That's why I thought you might be interested in finding out how we helped [well-known company or competitor] get going quickly in their new direction, without any of the typical cookie-cutter approaches to marketing. 

Check out our previous campaigns here [LINK TO RELEVANT CASE STUDY]. Let's set up a quick call if you'd like to learn more. Schedule 15 minutes here on my calendar: [CALENDAR LINK]. 

Regards, 

[Your Name] 

P.S. If you're not the right person to speak with, who do you recommend I talk to? 

When to Use This Cold Email Template: 

When you want to initiate a conversation and flex your skills. 

Why This Cold Email Template Works: 

This email effectively shows that you have a pulse on what's happening in your industry and are genuinely interested in your prospect's success. You also establish credibility with your prospect by showcasing your knowledge, and how it has helped other clients with the same problem.

11. B2B Email Template to Land a Meeting with Anyone 

Goal: Find the right person to speak with at a target company. 

Hi [Name], 

I am writing to find the appropriate person to handle [Department (i.e., media)]. In that pursuit, I also wrote to [Person X, Person Y, AND Person Z]. Let me know how your calendar looks and if talking makes sense. What does your calendar look like if you are the appropriate person to speak with? If not, who do you recommend I talk to? 

Thanks, 

[Your Name] 

When to Use This Cold Email Template: 

Use this template to land a meeting with an ideal prospect. 

Why This Cold Email Template Works: 

Keeping it short and sweet, this email template immediately states the purpose and details what you want the prospect to do. It also allows them to pass the information along to the correct person. Example of B2B email to land a meeting with anyone.

12. B2B Email Template for When You Keep Getting Ignored 

Goal: Inject humor into an email to restart contact with an unresponsive prospect. 

Hi [First Name], 

I've tried to reach you a few times to go over suggestions on improving [Business Needs] but haven't heard back, which tells me one of three things: You're all set with [Business Need], and I should stop bothering you. 

You're still interested but have yet to have the time to get back to me. If you've fallen and can't get up, let me know, and I'll call someone to help you. Please let me know which one, as I'm starting to worry! 

[Your Name] 

When to Use This Cold Email Template: 

Re-start contact with an unresponsive prospect. 

Why This Cold Email Template Works: 

Let’s face it: being left on read comes with the territory of sales. This email template helps you navigate being ignored by a prospect by reminding them of your intentions with a humorous, low-stakes sign-off.

13. B2B Email Template That Appeals to Pain Points 

Goal: Show the prospect you understand their business needs. 

Hi [First Name], 

Many of our enterprise customers, like [Competitor], have huge sites and multiple domains, making it challenging for them to manage their [Business Need] effectively. After they started working with [Your Company], [Competitor] was able to use [Your Product] to improve [pain point]. The [X results] they achieved through their work with [Your Company] also drove over Y% growth in [clicks, followers, sales, etc.]. 

Want to dig in further to see how our [Your Product] can benefit your organization? I'd love to chat over a 15-minute call to share more. You can reply to this email, and I'll schedule a time to talk! 

Chat soon, 

[Your Name] 

When to Use This Cold Email Template: 

When you want to let a prospect know you understand their needs. 

Why This Cold Email Template Works: 

This email is appealing because it provides an example of how the product helped solve a problem for another customer, establishing credibility with the prospect. Then, it allows them to reply and learn more about how the product could benefit them.

14. B2B Email Template for Connecting With People Who Downloaded From Your Website 

Goal: Engage with a prospect who has recently interacted with your content. 

Hi [First Name], 

This is [Your Name] from [Company]. I noticed that you [downloaded/watched/listened to] our [piece of content], [link]. I wanted to ensure you got the [piece of content] and to see if you had any questions. There is a lot of information in there, and I hope to help you find the answers you seek. Let me know if you would like to schedule some time to chat. 

Thanks, 

[Your Name] 

When to Use This Cold Email Template: 

To engage with a prospect you know is interested and engaged with your website content. 

Why This Cold Email Template Works: 

This template builds on the recipient's interest in their engagement with your website. It offers a segue into establishing rapport and helps you flex your expertise in offering to help them get the most out of your content.

15. The BAB formula cold email template 

Goal: Use the BAB email formula to create a compelling cold email. 

• Before: Describe the current issue or problem a lead is facing. 

• After: Paint a picture of what having the problem removed or improved situation looks like. 

• Bridge: Show how your offer solves the problem, betters their lives, and present your value proposition on the highest level. 

Questions to be asked:

• What motivates you? 

• Money, success, or maybe the fear of failure? 

• Research has shown that our motivations stem from two primal drives: 

1. Seeking pleasure

2. Avoiding pain

The before-after-bridge formula harnesses the power of motivation to create compelling B2B cold emails that trigger a response. 

Here’s our version of that B2B email template. 

Hi [First Name], 

What would you [or leads company] do with [the significant benefit of your product/service]? Does that seem unrealistic? Well, it’s happened to more than a few of our customers. You are including [your customer] who [insert benefit or success stats] when they used [your product/service]. 

As you might have noticed, both companies are similar in size and industry to [lead’s company]. I’m confident [your company] can get you similar results. Would you have some free time next week for a personalized demo?

16. The PAS Formula B2B Cold Email Template 

Goal: Use the PAS email formula to create a compelling cold email. 

• Problem: Vividly highlight an issue that causes the prospect’s pain/frustration. 

• Agitate: Agitate it. Explain the consequences of it happening. 

• Solution: Offer a solution to remove/avoid the pain points caused by said problem. 

While the BAB formula has a positive approach, the PAS is the opposite. It relies on the “avoidance of pain” to motivate a response. 

Template: 

Hi [First Name], 

Does your [lead’s company] suffer from [painful problem]? It’s a tough issue to overcome, something most [companies in your lead’s industry] suffer from. And it can cost [stat or research to agitate painful problem]. Our [product/service] helps you avoid this with [benefit /one-sentence pitch]. I’d love to show you more. 

Are you open to a call at [date and time] next week?

17. The “Better Way To” Cold Email Template 

Goal: Show prospects how to improve a process they’re likely unhappy with. 

If someone is looking for a product or service, they want to find a better way to execute a strategy that is causing them problems. The “better way” cold email involves finding this issue or bottleneck your lead faces and then showing how your product/service solves it. Simple, but very powerful. The more relevant and timely this message is, the higher its chances of securing a response. 

B2B email template: 

Hi [First Name], 

With the new Google updates and penalties, working around them by [better way to deal with problematic bottleneck or issue] is time-consuming. Our [company app service] has developed a way that lets you [fix bottleneck or issue] without [cost of less-optimal way to fix bottleneck or issue]. We’ve helped companies like [company name] achieve [results of the better way]. 

Can you lend me your ear for 15-20 mins this week? I would love to see if we can help you, too.

18. The Competitor Satisfaction B2B Cold Email Template 

Goal: Use a competitor's product to establish rapport with a prospect. 

If your prospect is actively in the buying cycle, they’re also looking at your competitors. Don’t ignore this fact. Use it to your advantage. This sales email template allows you to show leads why you’re different/better than a competitor they’re using or researching. Don’t make the mistake of bad-mouthing competitors. Combine a neutral tone with your USP to explain why you might be a better fit. 

B2B email template: 

Hi [First Name], 

I was browsing your website and saw you are using [competitor’s product]. How is it working out for you? I work for [your company]. Our [product] is similar to [your competitor’s product]. Only our customers report we’re better with [essential USP and differentiators]. This might work better for [lead’s company]. 

I would love to hop on a quick call with you to see if we could improve [lead’s] company] better. How does [date and time] work for you?

19. The Recent News B2B Sales Email Template 

Goal: Leverage recent news to establish first contact with a prospect. 

The recent news cold email example helps you break the ice and establish first contact. Let them know who you are and why you’re emailing them. You email a prospect about a recent: 

• Review

• Piece of news

• Win they’ve had 

B2B email template: 

Hi [First Name], 

Congratulations on your recent round of funding! Your shining reviews on [insert link or mention site] say much about your team. You’re going to make an impact on the [insert industry/market] soon. I just wanted to say congratulations, and I look forward to more good news about [their company]. 

My name is [your name], I work at [your company], and we [one-pitch sentence]. If you need anything at all, give us a shout.

20. The ‘We Help Famous “X”, We Can Help You’ Sales Email Template 

Goal: Use social proof to establish credibility and encourage a response. 

Social proof reduces friction and makes it easier for leads to take action. If you have high-profile customers that your prospect will relate to, use them as social proof. Show your numbers and how you’ve helped, then translate this into your ability to help your prospect's company. 

It doesn’t have to be a Fortune 500; it could be a happy customer with whom your prospect is familiar. We know relevance is critical to the best B2B cold email examples. 

B2B email template: 

Hi [First Name], 

I know you’re busy, so here’s the deal: I recently helped [insert famous company you helped] to [result you helped achieve]. This is one of [your company] biggest success stories to date. We’ve also received shining reviews from the likes of [company1] and [company 2]. I’m emailing you because I think we can [insert benefit/pitch] for [lead’s company], too. 

How do you feel about a 5-minute phone call next week?

21. The “Up To You” Cold Email Template 

Goal: Give the prospect control to reduce anxiety and encourage a response. 

Do you know the number one turn-off for prospects? Being pushy. By relinquishing control completely to your prospect, this B2B sales email template encourages a response by silencing the “salesy” edge in your cold email outreach. 

B2B email template: 

Hi [First Name], 

I found you through your [site/social media profile]. I see you’re climbing the ranks on Google, deservedly so :). I’m an [expert/job role] at [your company] and realized you could reach page 1 faster by implementing these two tips: 

[Tip 1] 

[Tip 2] 

There’s a third tip, but I don’t want to overwhelm you. 

If the first two help, do you want me to send you the third? If not, I understand. No hard feelings :) 

22. The Press Mention 

Unleash the power of social proof with the impactful press mention email template! This template showcases any positive press coverage or media mentions your company has received. A benefit of highlighting your company’s recognition in reputable publications is that you build credibility and generate interest from your recipients. 

Introduction and Context​

“We are thrilled to share the exciting news! Our company has recently been featured in [name of publication] for our [mention the specific accomplishment, achievement, or innovation].” 

Emphasize the Credibility of the Publication

“[Name of publication] is a highly respected and influential platform in our industry, known for its accurate and insightful coverage.” 

Quote or Highlight the Press Mention

“In the article, [quote a snippet or highlight the key points mentioned about your company].” 

Express Gratitude and Pride 

“We are incredibly honored to have our work recognized by such a reputable publication, and it is a testament to the dedication and expertise of our team.”

Connect the Press Mention to Your Recipient’s Interests. 

“We thought you would be particularly interested in this news, as it aligns with your work in [specific area, industry, or expertise].”

Call-to-action and Next Steps

“If you want to read the full article or have any questions about our company or the mentioned accomplishment, please feel free to reach out. We would be delighted to share more information with you.” 

Don’t unthinkingly send emails without considering these tips: 

• Choose notable and relevant press coverage. 

• Showcase key achievements or innovations. 

• Share the press mention through multiple channels. 

• Press mentions are potent tools for establishing your brand’s authority and generating interest in your offerings. 

By utilizing the press mention email template, you can use the credibility and social proof provided by reputable publications.

23. B2B Cold Email Template for Referral 

Here is a tried and tested referral email sample you can use. Moreover, write about what you learned about them; adding a touch of humor always stays in style. 

B2B Cold Email Template for Referral Subject: 

{{First Name}} --  {{Prospect’s Name}} referred me over to you, 

Hi {{firstName}}, 

Our founder, {Founder’s Name}}, couldn't stop talking about {{companyName}} during our weekly meeting and asked me to reach out… he put so much emphasis that I wrote your name on my fridge…. Not sure if you have heard of us, but at {{Your Company’s Name}}, we regularly work with SaaS and professional service companies to help them automate and scale their outbound sales programs. I searched your LinkedIn profile to get a sense of who you have on your team right now, and I agree that you could be a good fit for our program. 

We see that companies of your size, with your team structure, often run into challenges trying to scale without dumping a ton more money into ads that might not work, outsourcing, or adding more salespeople. Would you be open to chatting about what you are currently doing to see if there is a fit and learning about a few lesser-known ideas we developed that could help? 

If so, reply to this email, and we will set it up. 

{{Signature}} 

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10 Mistakes to Avoid in Your B2B Cold Email Campaign

1. Cram Several Ideas, Talking Points, and CTAs into the Email.

You might have a fantastic product, but highlighting too many value props in your emails will confuse readers. After all, a typical sales adage goes, "A confused mind says no." With this in mind, stick to one idea in your email. All of your copy should support that one idea, whether I'm: 

• Piquing their interest

• Adding value

• Making a persuasive claim

• Providing proof to support my claims

Avoid adding these common missteps in my sales emails: 

• Multiple themes in the email

• Claims irrelevant to my main point

• More than one call to action

2. Make It Lengthy.

Generally speaking, your buyers only want to read a mini-ebook in an email if they already know who you are. You must provide value and establish trust before I can earn their attention. With that in mind, structure my cold sales email in a way that clearly and concisely communicates the following: 

• The value I add

• The offer I'm making

• The proof that supports it

• The action I want the prospect to take

If my emails are running too long, here's what to watch out for: 

• Muddying details and irrelevant information

• Boasting or making claims that aren't grounded

• Asking the prospect to do too many things ("A confused mind says no.") 

A caveat: No hard word or character count makes for a successful sales email. An email copy should be sent as long as it needs to be to achieve my desired outcome. With this in mind, sales email length can vary according to your: 

• Buyers' preferences

• Their intent

• How much engagement out of your copy

Long-form sales emails do have their place. For example, Close.com uses one because its subscriber engagement rate is high enough to warrant it. However, in many "cold" emailing situations, I may not have enough engagement to justify it.

3. Talk About and Celebrate Yourself or the Business Instead of the Customer.

Like in real life, too much "me, me, me" can be grating. Keep my email private about why I'm fantastic, especially if I'm reaching out cold. Instead of talking about myself, I focus on helping the prospect overcome a problem they have. Double-check to ensure my email has language around my prospect's pains. Have a copy that focuses on features rather than benefits

4. Make It Fancy.

Overly fancy email templates can make my emails seem impersonal and spammy — even with customization. No one thinks they're getting a personal email if it's too pretty. Keep an eye out for more time spent on visual collateral rather than copying generic language that reads like it could apply to anyone. There is a lack of segmentation in the email list

5. Add Too Much Fluff, Jargon, and Filler Phrases.

I know that sending a sales outreach email can be nerve-wracking. It’s easy to get caught up in concern for what the person on the other end thinks of me. If it’s any consolation, I don’t remember the name of any salesperson who has sent me a cold email or any salesperson who sent repeated emails. If a prospect doesn't know me, then they know I'm probably being sold to. Soft language beats around the bush and undercuts my message, defeating a cold email's purpose. 

Watch out for these email phrases to avoid: 

• "You don't know me, but..." 

• "Whenever you have a second..." 

• "I know your time is valuable, but..." 

• "Would it make sense for us to chat?" 

• "Sorry to bother you..." 

Instead, I use phrases that: 

• Convey value

• Get to the point

• Call the prospect directly to action. 

If they're not interested, they won't do it anyway, and softer language will not change that fact.  

6. Write Like a Robot.

It's a mistake not to include a human element in my emails. Cold, rigid emails that do nothing but harp on generic marketing points are a surefire way to turn prospects off. 

I scan my email before I send it to catch phrases like: 

• "To whom it may concern," 

• "Thanks in advance," 

• "I guarantee that this product will..." 

Instead, I rely on what I know about my buyer persona and create personalized messaging that asks them questions and speaks directly to their pains.

7. Use Too Many Emojis and Other Special Characters.

Avoid typing like this! It can be seen as spammy and unprofessional!!! A well-placed emoji or exclamation mark can add flavor to the copy, but the caveat is "well-placed." Avoid using too many memorable characters, such as: 

• Exclamation points

• Semicolons

• Parenthesis 

• Dashes

Instead, I recommend being as straightforward as possible. Be sparse with your: 

• Emojis

• Bolding

• Italics

8. Make Several Spelling and Grammar Mistakes.

Speaking of spammy, sending messages with too many grammar or spelling mistakes is an excellent way to look sloppy (haha). At worst, it: 

• Erodes trust

• My authority

• Professionalism are questioned

To maintain credibility with prospects, I recommend: 

• Reading my email aloud before sending it

• Running it through a spell checker

• Asking a colleague to proofread

9. Not Authenticating My Emails.

Email authentication is an essential aspect of email deliverability. It involves setting up:

• SPF (Sender Policy Framework)

• DKIM (DomainKeys Identified Mail)

• DMARC (Domain-based Message Authentication, Reporting, and Conformance) records. 

For the uninitiated: 

• SPF validates that the sending server is authorized to send emails on behalf of my domain

• DKIM adds a digital signature to verify my email’s integrity

• DMARC provides an additional layer of authentication and reporting

Implementing these protocols helps to establish credibility with ESPs and lowers the chances of my cold emails being marked as spam.

10. Not Warming Up My Email Account.

Creating a new email account or suddenly increasing my email sending volume increases the likelihood of my emails going to the spam. Increasing my email sending volume suddenly can raise red flags for ESPs and may consider me as potential spam. As a result, my emails may get delivered to the Spam folder instead of the Primary inbox. That’s why it’s essential to warm up my email account by sending a small number of emails daily and gradually increasing the email-sending volume over time. 

I consider sending emails to engaged contacts before initiating my cold email outreach campaign. This approach will signal ESPs that my email account is legitimate and trustworthy, help establish a positive sender reputation, and improve the deliverability of my cold emails.

Start Buying Domains Now and Setup Your Email Infrastructure Today

Cold emailing is like walking a tightrope. One wrong step and your outreach efforts could plummet into the dark abyss of the spam folder.  The key to success is getting your emails into the right inbox. You need a solid email infrastructure to back your cold email campaigns. Inframail is the new standard for cold email infrastructure. With unlimited inboxes at a single flat rate, we provide the technical setup you need to reach more prospects without the usual headaches and costs. 

Microsoft-Backed Deliverability and Dedicated IP Addresses

What makes Inframail different from traditional cold email providers? 

To ensure your emails get delivered, for starters, we offer: 

• Microsoft-backed deliverability

• Dedicated IP addresses 

Traditional cold email services don't provide the deliverability and performance you need to run successful campaigns. With Inframail, you can rest assured that your emails will land where they belong: the targeted recipients' inbox. 

Automated Technical Setup for Cold Emailing

Cold email infrastructure is complicated, and it takes a ton of technical know-how to get everything running smoothly. You don't have to spend hours wrestling with difficult email configurations because Inframail simplifies the process with automated: 

• SPF

• DKIM

• DMARC setup 

Instead, you can hit the ground running and focus on what matters: connecting with more prospects. 

Priority Support for Cold Email Infrastructure

As a cold email sender, you won’t just be starting from scratch. You’ll have been sending emails from your domain before your first outreach campaign. So, when you transition to cold emailing, you want the technical setup to go smoothly. Any hiccup during this process could delay your outreach efforts and cost you valuable time and leads. 

Inframail minimizes this risk by providing 16-hour priority support every day. If you have any questions about your cold email infrastructure, reach out to our expert team, and we’ll help you get back on track.

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