Trouble With Cold Emails? Here’s 7 Templates That Stand Out 4 months ago

cold email templates that guarantee a response

Trouble With Cold Emails? Here’s 7 Templates That Stand Out


It doesn’t take a seasoned email marketer to figure out that this probably isn’t the best way to write a sales email. No one, and especially no business, is going to conduct any sort of transaction on the basis of such an email.

That said, for all its brazen simplicity, it does fit the basic structure of a cold sales email. It extols the virtues of the product, it speaks of addressing a prospect’s need, and invites the prospect to discuss the potential purchase.

Even the greatest B2B email with the highest response and eventual conversion rates will follow this in some form. The secret sauce of course is found in the way you make a connection with your prospect.

In this article, we’re going to take a quick look at what makes a great cold email for B2B sales. Then, we’ll round up some of the best templates we’ve found on the Web and give our input on what makes them so great.


What Makes A Great Cold Email?

Annoyed by cold calls? Got a stack of unopened cold emails filling up your B2B channels? It almost makes you wonder if it’s even worth it!

However, cold emails definitely work, and many business leaders will tell you the same thing. A great deal of business can be acquired with the right writing and technique. Of course, the operative word here is “right.”

So what makes things “right?” It’s all in the structure.


A Snappy Subject Line

What does it take to get these people to open your email?

The answer is: get to the point!

Create a highly specific subject line that is tailored to your prospect’s business. If you can mention their name in the subject line, that’d be a huge plus.

Then, say in no uncertain terms what you’re offering them. A 3x improvement in conversion rates? 5.794x greater performance than competing microprocessors? Whatever it is, hit them with it.

Alternatively, you can ask a question. Something literally like “Hi <name> quick question” can produce a pretty darn good open rate.

One more idea is the connection reference. You can open with something like “I found you on <social media>” or “<CONTACT> referred me to you” is a great way to get the buzz flowing.


Attention, Interest, Desire, Action (AIDA)

This classic marketing writing structure has been around in one form or another since the dawn of advertising, and it still applies to great cold emails.

Attention – A great cold email starts by drawing the attention of the prospect. This can be done with an excellent subject line that instantly brings all the boys – er, businesses to the yard. You could also keep the attention flowing with a great first line, something like “I know you have a TON of emails in your inbox…so I’m gonna cut straight to the chase.” (Courtesy of The Hustle)

Interest – After capturing attention, a cold email should spark interest by describing exactly why the product is worthy of note. A line that immediately shows you understand their problem – and how you can address it – is a perfect fit to get them to keep reading. “

Desire – If they’ve made it this far, then you want to get right to what you have to offer and showcase exactly why they want your product. Tell them about the benefits of choosing you, or perhaps describe some success stories associated with your product.

Action – The final step is to provide a concrete action to take after reading the email. This often takes the form of an invitation to set up a call or meeting. Lay out your availability in the next couple of days to immediately give them options!

Top Templates

1. Hubspot’s Winning Formula

57% open rate. 21% response rate. 16 new customers. All in a span of a month. Hubspot’s kickass email template is short, sweet – and powerful.

SUBJECT: 10x [prospect’s company’s] traction in 10 minutes

Hello [first 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?



Credit to HubSpot


Right off the bat, this template has a lot going for it. A solid subject line, extremely clear AIDA structure, and highly personalized feel that is authoritative and straight-to-the-point, yet not too stuffy and formal, all contribute to its stunning effect on prospects.


2. Freshsales’ Hyper-Personalized Cold Email

On the other end of the spectrum is this relatively long, formal-ish cold email template by Freshsales, which really gets down to the nitty-gritty of the prospect’s pain points.


Hi {recipient name},

I am reaching out to you because being the {recipient’s current role}, I was certain you would know more about the current process in place at your company for {which department}.

Like we’ve helped {your existing customer}, I felt you might be interested in improving your {the biggest challenge for the prospect}.

I did a fair amount of research on your company’s {current system} and I’m sharing a few of my thoughts here which could help you save {the benefit your product offers}:

<screenshot of their web page>

  1. I noticed that {state the current problem and how it can be better}.
  2. {state the current problem and how it can be better}

I’d love to share a few more ideas with you and spend more time in understanding your current process.

{recipient name}, could we spend 15 mins this week to chat about this?


Credit to Freshsales/Freshworks


What makes this template so exquisite is that it takes every opportunity it can get, and even uses a screenshot, to illustrate the problem at hand and how the sender can be of value. By showing immediately how you can be of interest and value, you become rather difficult to ignore.


3. Close.io’s Simple, Clean, Effective Sale

There’s nothing really explicitly cool or innovative about this template by Close.io, but it’s a great reminder that sometimes, you don’t need a fancy new strategy or a tremendously engaging solution to the cold email problem. You just need to say what you must say, and effectively so.


Hey [first name],

I hope this email finds you well! I wanted to reach out because [explain how we got their contact information and how we relate to them: talked to a colleague, saw your company online, etc.].

[Name of company] has a new platform that will help (your team at) [organization name]. [One sentence pitch of benefits]. We do this by:

Benefit/feature 1

Benefit/feature 2

Benefit/feature 3 (optional)

Let’s explore how [name of your software] can specifically help your business. Are you available for a quick call [time and date]?




Credit to Close.io



4. Yesware’s Competitive Proposal

Your competitors’ customers are always potential leads. Maybe not the satisfied ones, who’ll be difficult to sway if they’re entrenched in a comfortable relationship with them. But you can leverage the frustrations and pain points of those who are complaining and having a hard time! For this exact scenario, Yesware’s got you covered.


Hey {!First Name},

We’ve been hearing from several existing {!Competitor}’s customers that they’ve been experiencing significant application performance issues recently. We can imagine your team would be getting frustrated if that’s also happening at {!Company}!

We’ve developed our solution to support leading enterprises such as {!Customer 1}, {!Customer 2} and {!Customer 3} with stability, security, and reliability in mind so you won’t have these problems with {!Your Company}.

Are you available early next week to discuss why companies like {!Customer 4}, {!Customer 5} and {!Customer 6} moved from {!Competitor} to {!Your Company} this year? If not, please let us know when’s best to reconnect.



Credit to Yesware


There’s nothing like having someone else acknowledge your issues. You’re not quite a knight in shining armor – any decision-maker worth their salt will know that this is a marketing ploy – but you’re offering a quick and effective solution to a pain point that your prospect has been struggling with. Sometimes, timing is all you need.


5. Prospect.io’s Event Interceptor

Trade conventions and networking events are excellent ways of making connections and discovering potential clients. If you’ve gotten a hold of some contacts through such an event, Prospect.io has a not-so-cold email solution to help you capture their interest.


Subject: Hey {{prospect_first_name}}, how was [INSERT EVENT NAME]!

Hi {{prospect_first_name}},

I hope you enjoyed [INSERT EVENT NAME]! Did you get a chance to check out [SPECIFIC PART OF THE EVENT]?

I briefly stopped by your booth and I think that you guys at {{prospect_company_name}} are going to make a difference in the [INSERT THEIR INDUSTRY] industry.

My name is {{user_firstname}} and my job at {{user_company_name}} is to help businesses like [INSERT HAPPY CUSTOMERS LIST] get [BENEFIT OF YOUR PRODUCT] by [INSERT WHAT YOU DO].

Would you be up for a call to discuss the way you handle these things at {{prospect_company_name}}?




Credit to Prospect.io


Keep in mind that, as Prospect.io says, it’s not enough to just acknowledge that both of you were at some event. You should do your research and personalize your email to the kind of work and presence they had at the event, as well as their purpose.


6. Mailshake’s Friendly Follow-Up

Follow up. Follow up. Follow up.

We just wrote that three times, and we hope you’ve gotten it into your head, because following up is one of the most important – and yet, most-overlooked – aspects of the cold email lifecycle. Oftentimes, the lack of a response is because a prospect’s too busy to read your initial email. A reminder that bumps you back up to the top of their inbox is what you need to stay on track.


Hi [First],

I didn’t hear back from you last week when I was looking for the appropriate person managing your [Role]. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person?




Credit to Mailshake

Now it’s important to know some things about following up.

First: Ensure that there’s context for your follow-up. Remind them that you’ve emailed them before, and what the purpose of your email was.

Second, just like in some previous templates, and as dictated by the AIDA structure, provide a concrete action for them to take in response to your follow-up.

Finally, don’t follow up too frequently. Your first follow up should be 2-3 days after your initial cold email, and every subsequent follow up you send should be spaced further and further apart.

And of course, consider stopping after the fourth follow-up. If there’s no response by then, you may well be wasting your time.

That said, between your active cold email sending and the follow-ups you’re going to be doing, it can be pretty tough to track all of your emails.

To make your cold email strategy work better, consider automating it with a tool like Closify. This tool connects with Gmail to ensure a better delivery rate and appearance in prospects’ “Primary” inbox, and allows for automatic follow-ups, natural-looking email sending with randomized delivery intervals, and many other features that make cold email management a breeze.


7. Sumo’s Helping Hand

It can certainly be a chore to have people asking for your time, across so many cold emails every day. Break that “Please listen to what I have to say without making myself immediately helpful” mold by providing value in some way, long before you ask them to listen to your proposal.


Hey [First Name],

I saw on Twitter you’ve been sharing some awesome posts on conversion rate optimization.

Recently I spotted these two super helpful posts and just wanted to share them with you:

[Link 1]

[Link 2]

Would also be happy to share a little about our conversion rates at Sumo if you’re up for it?


[Your Name]

Credit to Sumo


To make this effective, you have to provide content that really is valuable to your prospects, so do your research before you set off to try and lend a helping hand.

And don’t just fill your suggestions with your own articles. You’re not here to promote your content, you’re here to help them out with the most relevant content you can provide.



The art of cold emails is all about perceived value.

Maybe you really are the best possible choice for your prospects, and maybe you really can triple their sales in six months.

But if you can’t convince anyone of that. If you can’t even convince them to open the email– None of it will be worth squat.

Check out these templates, and recall our tips on the structure of a cold email, and you’ll definitely have them calling you right back.

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