Have you ever felt the anxiety that comes before sending out a batch of cold emails? You know, the ones that could either get you on the radar of your ideal prospects or land you in the digital trash? That’s the reality of cold prospecting. Many sales reps have a love-hate relationship with this approach to email campaigns: They know it could deliver them qualified meetings with their dream clients, yet they dread the process and all its potential pitfalls. In this article, we’ll explore some helpful strategies for cold prospecting that will boost your confidence, put you on the radar of your ideal prospects, and help you book qualified meetings without sounding salesy or getting ignored. We will also touch upon email closing lines to make a stronger impact.

To achieve that goal, you need a solid email infrastructure. Inframail is a tool that can help you get there.  By optimizing your email deliverability and ensuring your cold emails land in the right place, your prospects’ inboxes, Inframail can help you warm up cold prospecting, allowing you to focus on building rapport and booking meetings. 

Table of Contents

• What is Cold Prospecting? What It Is and Why It Matters for Business Growth

• How To Use Cold Prospecting

• 11 Cold Prospecting Email Templates to Improve Your Outreach Strategy

• Start Buying Domains Now and Set Up Your Email Infrastructure Today

What is Cold Prospecting? What It Is and Why It Matters for Business Growth

Cold prospecting is the process of reaching out to potential customers or clients who have had no prior interaction with your business. It's crucial for startups and small businesses because it allows them to expand their customer base, generate leads, and create new growth opportunities. Cold prospecting enables businesses to proactively seek out potential customers, rather than waiting for them to come to you, allowing you to control your growth trajectory.

Difference Between Cold Prospecting and Warm Prospecting

• Cold prospecting involves reaching out to potential customers who have had no prior interaction with your business.

• Warm prospecting involves contacting prospects who have already demonstrated some level of interest or engagement with your business, such as through website visits, social media interactions, or previous inquiries. 

• Cold emailing typically has an average open rate of around 15%, whereas warm prospecting emails can achieve open rates of up to 50% or more.

Types of Cold Prospecting

Out of all these methods, cold emailing and cold calling are the most common ones. Let’s dive a little deeper into these.

Cold Email Prospecting vs. Cold Call Prospecting

Pros and Cons of Cold Call Prospecting

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How To Use Cold Prospecting

The Lowdown on Cold Prospecting

Cold prospecting is a valuable approach for generating leads without incurring significant ad expenses. For instance, you can conduct cold calling to locate prospects interested in your business or new product ideas. If you have an idea for a new product or service, cold-calling can be the fastest and most effective method for marketing your business. You can generate leads in a matter of hours, and those leads will likely be interested in your product or service! 

3 Ways to Get Cold Prospects to Talk to You

Cold-calling is a great way to generate leads quickly and efficiently. It can be difficult at first if you're new to the process. Here are three ways that will help you improve your cold calling technique. 

1. Get training: One of the most important things when trying to learn how to cold call successfully is learning proper techniques for generating interest in your business or product. You can get this training from books, online courses, and seminars. 

2. Become an expert: If you want people who are interested in what you have on offer as a business, you need to become an expert in the field. This means that you must be well-versed in your industry and stay informed about its current developments at all times. This will help ensure that when people call for information about your product or service, they'll feel comfortable with who they're talking to, even if it's a new person. 

3. Be friendly: If you want people to trust and respect what you have to say, then two things can help: Become one of the most trusted names in your industry; this means doing work that others cannot do or can't do as well. This means that you must be able to offer something unique that others cannot duplicate. Become a person who treats people with respect, even if they are not your customers at the time!

Effective Cold Prospecting Strategies for SaaS Sales

The most important aspect of cold prospecting is to gather sufficient information about the company and its products. This can be done through various sources, including: 

1. Company Website

Verify contact details, including: 

• Phone number

• Email address

• Mailing address

If a site doesn’t have any contact details, it might not be worth investing time in this type of research. Look at what kind of content they publish on their web page (for example, blog posts). If you find interesting articles written by senior people who work there, then that could indicate that the company has a good management team, which will make it easier for you to build a relationship with them. 

2. Salesforce Chatter 

Look at the conversations happening on salesforce and see if any common keywords are being used by people from your target company that might indicate they have recently launched their product or service in this area. 

3. LinkedIn 

Connect with top executives of your target company and ask them about what kind of problems they deal with in terms of lead generation; how many customers they already have, etc. To get more information about the specific job role that is most suitable for you, it would be helpful if you found out what skills they are looking for in a candidate. This will help you determine the necessary qualifications and experience required for direct application to the company. 

4. Google 

Search on the internet using keywords such as “SaaS lead generation” or “salesforce sales.” If there aren’t any results then that might not be an indication that your target market doesn’t exist, but instead because nobody else has researched this area yet; so keep searching until at least 20-30 relevant websites show up which means there is some demand from people who want to find out more about this type of service. 

5. Social Media

Use social media to see if any relevant discussions are happening on the internet in your target market (for example, look at Twitter, Facebook, and LinkedIn) and see if there is any information about the company or product you are interested in. If so, then follow these people and ask them questions to find out more about your target market, what problems they want solved by a potential solution provider, and how much money they would be willing to spend on it. 

Start with Proven Demand: Using Keyword Tools to Validate Your Cold Prospecting Strategy

The most important thing when looking for leads is to start with something that has already been proven effective; this ensures that your results will produce high-quality leads at least 90% of the time. To find out the most searched keywords for your service, you can also use free tools such as: 

• Google Keyword Planner

• SEMRush

• Moz

• Ahrefs 

• SpyFu

Steps Involved in the Cold Prospecting Process

1. The initial step is to determine the target market for your product or service that you intend to sell in the future.

2. After selecting a specific market and determining its size, it’s time to identify who will be buying your products and services in this particular industry/market segment.

Will they be: 

• Individual customers

• Companies

• Organizations

How to Build Your ICP: Key Attributes to Define

In other words, what kind of people are going to buy from you rather than others competing with you on price or quality? You need answers here if not for all three types of buyers! 

Know Your Market Inside Out: Competitive Analysis, Buyer Behaviour & Demand Gaps

This is where research comes into play, but before we get to that, you need to know the answer to these questions: 

1. Who are your competitors? 

How many of them will be in this market segment, and how much competition do they have? This is a vital step, as it will give you an idea of the kind of budget and financial resources required for marketing and selling your product or service. You should also consider if any regulations may affect how you intend to conduct business with customers within this industry/market sector, such as licensing requirements, for example. 

2. What products or services does this market segment currently have available? 

Do they need or want more? Is there a demand for something new, better, and/or cheaper than what is already on the market? 

3. What are their buying habits? 

Like: 

• Where do they shop? 

• How often do they buy things from this particular industry sector (e.g., department stores)?

• When are purchases made, etc.? 

• How much money does it take them to complete such transactions? 

This helps you position your products and services at a competitive, affordable price point compared to others targeting the same market segment.

4. What is the size of this market sector in terms of sales revenue? 

• Is the market worth billions, tens of millions, or just hundreds of thousands, and how many potential customers does it include? 

• Can the entire segment realistically be served by a single provider, or is it fragmented across multiple companies? 

In some cases, you may have the flexibility to choose whom to target, especially if your business model favours a more selective, relationship-driven approach over mass marketing channels like TV ads. This kind of insight helps you evaluate whether it's viable to build a dedicated sales force, such as commission-based independent contractors, who can sell directly to clients, rather than relying solely on broad, one-size-fits-all campaigns.

5. What are the demographics of this market segment? 

For example:

• How old is it? 

• Does it have young or old customers within its target demographic groupings? 

6. How much time does each customer spend per month in comparison with other potential buyers within the same sector? 

For instance, will they be less likely to buy something from you if they do not have time to spend with your product/service over a more extended period, or will they be more receptive to the idea of purchasing from you because it takes them less time than others?

What To Do Once You’ve Hooked A Prospect? 

Once you’ve hooked a prospect, it’s time to get them on your list. But how? How do you create an email sequence that will make sure they stay subscribed and engaged with your brand for the long haul? How to create a sequence of emails that will keep your list engaged? 

High-Response Cold Email Sequence: A Proven 4-Step Template to Start Conversations That Convert

I've been using the following email sequence for years, and it works great! You can use this template as is, or customize it to suit your needs.

Here are the steps: 

1. Kick Off With Clarity: Your First Cold Email Should Open Doors, Not Close Them

First thing in the morning, send out a short email that says something like: “Hey there! I’m sending you this because I want to see if we are on the same page. If so, great! We can move forward with our conversation and get your business moving in the right direction. If not, that’s okay too. I just want to ensure we have a productive conversation so you know what your next steps are. Let me know if there is anything else I can do for you!” Then include one of the following:

• Your best value offer. 

• A quick recap of your offer. 

• Your next best value offer. 

2. Move From Inbox to Interaction: Turning Cold Leads Into Warm Meetings

Then, send out an email that says something like: “Hey there! I wanted to ensure we had a chance to discuss your business. I’ve got some great ideas for you, but we need to talk about them in person. Is there any way that we can get together? Let me know if you want to schedule a time and place! 

Your name: _____________ 

Date of meeting/meeting: __________ 

Time of meeting: _______ 

3. Reinforce Momentum: Follow Up to Clarify Next Steps and Keep the Conversation Alive

Then, send out an email that says something like: “Hey there! We had a great time talking about your business. I wanted to ensure we reconnect so you're aware of the next steps for us moving forward. Let me know if there is anything else I can do for you!” 

4. Stay Top of Mind: Light Follow-Ups That Build Trust Without Pressure

Next thing in the morning, send out another short email saying something like: “I just wanted to follow up with you and see how things are going on your end. It was nice catching up with you yesterday, and I hope everything goes well today too :) 

Your name: _____________ 

Date of meeting/meeting: __________ 

Time of meeting: _______

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11 Cold Prospecting Email Templates to Improve Your Outreach Strategy

Using tried-and-true templates can reduce the time it takes to write cold emails and improve your response rates. The templates below cover varied use cases for cold emails that can help you connect with prospects, even when they don't respond to your initial outreach. Each template includes a sample copy you can personalize for your business and the recipient. 

1. Ask for an Introduction Cold Email Template

Hi [first name],

My name is [your name] and I’m with [your company name].

[One sentence pitch].

Please direct me to the right person to discuss this further at [company name].

Thank you,

[Your name]

This is the ideal template for when you can’t find the best point of contact at a company. This template has no fluff and is designed to help direct you to the right person.

Why it’s effective: 

It provides a direct route to the right point of contact

When to use it: 

When you can’t reach the ideal point of contact  

2. Quick Question Cold Email Template

Hey [first name],

My name is [your name] and I’m with [your company name].

I have a quick request - could you direct me to who handles decisions in the [department]?

Thank you,

[Your name]

This is a similar template to the first one and can be used to navigate to the right point of contact. The goal here isn’t to sell your product, but rather to ask for contact information. This template is a winner because it doesn’t require much effort from the recipient.

This template can also be adjusted to serve as a sales pitch if you’re requesting a quick phone call consultation.

Why it’s effective: 

It requires little effort from the recipient.

When to use it: 

When you can’t reach the ideal point of contact.  

3. Genuine Referral Cold Email Template

Hi [first name],

My name is [your name] and I’m with [your company name].

[One sentence pitch].

I’d like to speak with someone responsible for [add]. Based on your online profile, it appears that you may be the right person to connect with or know someone I should connect with.

If you are, are you open to a fifteen-minute call on [time and date] to discuss [your product]? If not, please direct me to the right person to discuss this further at [company name].

Thank you,

[Your name]

Compared to the previous two email templates, this referral template requires a bit more detail, and for good reason. The goal of this template is to build a genuine connection with the recipient, even if they turn out not to be the right person.

Add personal anecdotes and details within the template: 

• Did you find them via LinkedIn or Twitter? 

• Did you find them in an article where they were interviewed? 

These small tailors will help make your email feel less robotic and more natural.

Why it’s effective: 

It builds a genuine connection with the cold contact.

When to use it: 

When you’re looking to connect with the point of contact.  

4. AIDA Cold Email Template

Hi [first name],

What if [your service] could solve [problem] for you?

In a 12-month period, we helped [competitor company] achieve a X% increase in sales after implementing [your service].

In addition to the sales, they saw a X% increase in [area] and a X% increase in [area].

Are you open to a fifteen-minute call on [time and date] to discuss [your product] to help your company?

Let me know,

[Your name]

The AIDA (attention, interest, desire, action) formula is a useful copywriting technique that can transform your cold email campaign. You first need to: 

• Grab the recipient’s attention

• Explain why they should be interested in your offerings

• Grow the desire

• Outline what actions to take next

Why it’s effective: 

The use of data and social proof is relevant to the recipient.

When to use it: 

When the recipient represents a driven brand.  

5. Three-Sentence Cold Email Template

Hi [first name],

My name is [your name] and I’m with [your company name].

[One sentence pitch].

Are you free for a fifteen-minute call on [time and date] to discuss [your product]?

Let me know!

[Your name]

Sometimes with cold prospecting emails, less is more. Your email doesn’t necessarily need to stick to the three-sentence rule, but you should try to keep it close. Most of the people you’ll be reaching out to have busy schedules, so it’s important to keep your message concise and to the point.

Why it’s effective: 

Shorter emails can work better on mobile.

When to use it: 

When you’re looking to connect with the point of contact.

6. Referring to Competitor’s Product Cold Email Template

Hi [first name],

My name is [your name] and I’m with [your company name].

[One sentence pitch].

[Recognizable competitor] is looking to fix [problem]. Since using [your product], they’ve seen a [benefit] and [benefit].

Would you be interested in exploring ways you can benefit from [your product]?

Best,

[Your name]

The primary focus of this template is to highlight the recipient’s competitor’s product or service. This will require a bit more time on your side to research the company offerings and customize the template.

If you currently work with competitors of prospective companies, mention the benefits they’ve received while using your product. Knowing that competitors may be getting ahead may pique the recipient’s interest.

Why it’s effective: 

It requires in-depth research of the company’s products and/or services to show the recipient you’re invested in their offerings.

When to use it: 

To showcase past case studies with direct or close competitors.  

7. Benefit-Focused Cold Email Template

Hi [first name],

I wanted to reach out because I saw you were [explain how you found them].

[Your company name] has a [product] that will help your [company]. We can do this by:

Benefit #1

Benefit #2

Benefit #3

Would you be interested in exploring ways you can benefit from [your product]?

Best,

[Your name]

With this template, you’ll outline the top benefits of using your product or service. Use bullet points to make it easy to read and explain why the recipient would benefit from your offerings.

Why it’s effective: 

It highlights the top benefits of your product line.

When to use it: 

When cold contacts don’t have much time to read through an email.  

8. PAS Cold Email Template

Hi [first name],

We noticed that you may be experiencing [issue].

Our [product] can help to relieve those [issues].

I would be delighted to provide you with a personalised demo of our [product]. When are you free next week?

Best,

[Your name]

The PAS (problem, agitate, solve) formula focuses on highlighting the cold contact’s main issues or pain points. Outline issues the recipient may be dealing with and offer solutions to resolve them.

Why it’s effective: 

It highlights the recipient’s primary concerns and issues.

When to use it: 

When a cold contact is dealing with common streamlining issues.  

9. PPP Cold Email Template

Hi [first name],

Congrats on the [event, accolade, or achievement]!

Since you work with [department], I’m sure you probably deal with [issue].

I would be delighted to provide a personalised demo of our [product] that can help address your [issue]. When are you free next week?

Best,

[Your name]

The PPP (praise, picture, push) technique is perfect if you’re looking to use a bit of flattery to make a connection. Begin with a sincere compliment about a recent new product, accolade, or event. Describe a picture of what the cold contact could do with your product and push them to move forward with you.

Why it’s effective: 

It uses compliments to build a genuine connection.

When to use it: 

It highlights the recipient’s recent event or achievement.  

10. Valuable Resource Cold Email Template

Hi [first name],

I found this article on [topic] and thought you would be interested in its findings.

[One sentence discussing the article findings].

Here’s the link to check it out: [link]

Hope you find it helpful!

Have a great week,

[Your name]

With valuable resource cold email prospecting, you’ll typically offer something for the recipient to check out, whether it’s a video, an article, or an informational guide. You can either share a resource from your own company’s blog or social pages or share a highly relevant article from LinkedIn or another blog space.

It’s essential to establish a connection before sharing the resource, however, to avoid your email being sent to the spam folder.

Why it’s effective:

It shares a valuable resource to the recipient that doesn’t directly have to do with selling your product or service first.

When to use it: 

After you’ve established a genuine connection with the contact  

11. Recent Event Cold Email Template

Hi [first name],

Congrats on the [event]! [One-sentence salutation on their achievements].

After the event, I’m sure things are super exciting at [company name]. If you have time available, I would love to discuss the benefits of [your product] with you further.

Is there a time that works for you next week?

Best,

[Your name]

Unsure how to begin your cold email? Make use of a company’s recent event to begin a genuine dialogue. Search for news on new products or services, recent accolades, or accomplishments that you could highlight in the email. It’s best to start with a thorough congratulations to the recipient, rather than a one-sentence bait-and-switch. Always end your cold sales email template with a clear call to action that makes it obvious what you want the recipient to do next.  

Why it’s effective: 

It builds a genuine connection with the recipient 

When to use it: 

It highlights the recipient’s recent event or achievement  

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Start Buying Domains Now and Set Up Your Email Infrastructure Today

Inframail revolutionizes cold email infrastructure for: 

• Agencies

• Recruiters

• Sales development representatives

With unlimited inboxes for a single flat rate, we simplify cold prospecting to help you reach more prospects faster. 

Stop Wasting Time and Money on Outdated Cold Email Software

Traditional cold email providers charge per inbox. They also saddle users with tedious technical configurations that: 

• Waste time

• Money

• Morale

Inframail eliminates these problems with: 

• Automated setup

• Dedicated email servers

• Microsoft-backed deliverability

Take the Technical Headaches out of Cold Emailing

Inframail automates SPF, DKIM, and DMARC setup to help you start cold emailing quickly and reliably. 16-hour priority support ensures you get help when you need it most. With Inframail, you can focus on reaching your cold email targets, not wrestling with technical configurations.