Get our free general cold email template plus effective situation-specific templates for any prospecting scenario, which you can use to fit your needs.
Cold email templates are repeatable messages that B2B and B2C sales reps use to craft personalized emails that initiate contact with cold leads. When you use a template that works well with your target audience, you can simply fill in the blanks for each individual cold lead and get many emails out quickly. While there are various types of templates for different prospecting situations, all effective ones follow a similar structure that earns reads and replies.
In this article, we give you the following:
Free General Cold Email Template: Grab our free cold email template that can be easily customized to work for almost any prospecting scenario. Read more below.
Components of a Cold Email Template: Learn about key elements all cold emails share — from line, subject line, opener, pitch, call-to-action, and signature. Read more below.
12 Cold Email Templates for Various Sales Situations: Claim email templates we’ve created that you can use for different situations with cold leads. Read more below.
Best Free General Cold Email Template
Our general cold email template contains the vital elements of a cold email and can be customized to fit almost any cold outreach scenario. Feel free to download it and personalize it to fit your business and your recipient’s probable needs according to their role and industry. For supplemental information on how to customize it, check out our article on how to write a cold email.
All cold email templates contain six essential components that work together to make these emails eye-catching, engaging, and action-inducing. Knowing these components and how they interrelate is important for when you personalize your email templates or create your own cold emails from scratch. It’ll ensure your finished message hits all the main points. We explain each component below and show you an example from our general template.
From Line
Subject Line
Opener
Pitch
Call-to-Action
Signature
This usually appears to the left of the subject line in your lead’s inbox. The default will be your email address, but we recommend changing it in the email settings to something more personal like “{Name} from {Company Name}.” Your from line is a chance to come across as personal and entice the reader to open the email. Try to keep it to fewer than 50 characters and nine words.
The subject line is your first impression. It grabs the reader’s attention and/or summarizes the content of the email. Try to make it stand out in the lead’s inbox by listing their name, mentioning a pain point relevant to their position, or posing a question. It should be no longer than 60 characters and 10 words.
This is the first paragraph where you introduce yourself and your company. You’ll typically state your name, your company’s name, and the reason you’re reaching out to this individual — make the opener more about them than about you. In a cold email, the introduction should be 1–2 short sentences. It’s important to cover it quickly and then jump into the pitch before losing their attention.
The pitch is your second paragraph, where you briefly explain the product or service you’re offering and its value in a short elevator pitch. It’ll typically mention pain points you predict the lead is suffering from based on what you found out about them during your pre-email online research. It’ll then introduce your solution and name a few benefits they’ll enjoy when the issue is solved. Try to keep the pitch under 150 words.
Your call-to-action (CTA) asks the recipient to take specific next steps — typically scheduling a meeting. Because the lead will still be unfamiliar with your business at this point, you might just ask if they’re interested in learning more. Regardless, to make it easy for the recipient to comply, ask a direct question about when they're available or include a hyperlink to your calendar via a meeting scheduler app like Calendly.
This is the “sincerely” portion and the area below it, where you’ll write your contact information, job title, and company name. Sign-offs that are both professional and warm work well — for example, “all the best,” “best,” “thanks,” or “best regards.” To provide other ways for your lead to learn about your business, consider including a link to your portfolio or product page.
Using these six sections can make one strong cold email that gets responses. Download our standard template and customize it how you see fit. But if you’re looking for specific and situational cold email examples, below we have 12 different templates already written out for you.
Top 12 Cold Email Templates for Any Scenario
We’ve separated our cold email templates into four overarching situations: direct outreach, responses to leads who’ve taken an action, first follow-up, and final follow-up. B2B and B2C sellers will find separate templates designed for each of these situations. Let’s dive in.
Cold Email Templates for Direct Outreach
Direct outreach is difficult because you’re competing with other salespeople and companies to grab a stranger’s attention. You therefore have to stand out from the crowd. The key here is to make your cold email the most interesting, typically by mentioning a problem you can solve for them. Also, remember that personalization goes a long way, so tailor your template and your completed email as much as possible.
B2B Product Sales Template
Who Should Use It: People who sell a B2B product, such as software or equipment, and are prospecting for new business leads.
Why It Works: A cold email interests a company’s decision maker by mentioning a pain point that resonates with them. This template gives you two spaces to include pain points, and one to include a negative consequence. The introduction section also signals that this email is meant specifically for them by including something you found in your lead research.
From Line:{Your First Name} the {Product Type} Expert
Subject:{Lead’s First Name}, say goodbye to {Pain Point}
Hi {First Name},
Hope all is well! I’m {First Name} from {Company Name}. I’m reaching out because I read on {Company Website/LinkedIn} that you’re in charge of {Job Responsibility Relevant to Paint Points Your Solve- e.g. managing a team of 10 sales reps}, and I think I have an idea that can help you improve your department’s {Bottom Line/Efficiency/Other Business Metric}.
In short, a lot of {Lead’s Job Title/Department/Company Type}s have been coming to us lately because they’re struggling with {Pain Point 1} and downright sick of {Pain Point 2}, which almost always leads to {Negative Consequence}.
{Product’s Name}, {One-Line Product Description — e.g., a property management software platform}, eliminates these issues and enables you to {Benefit 1} and {Benefit 2}.
If you want to learn more about how to solve these problems over a quick phone call, please put five minutes on my {Meeting Scheduler Name and Hyperlink}. Looking forward to chatting!
Who Should Use It: Sellers emailing a decision maker to get them interested in a B2B service such as content writing, accounting, construction, or consulting.
Why It Works: Your targets, company decision makers, are busy people. The best way to grab their attention is by leading with something about them and relevant pain points that you solve. This email does just that while also giving you space to explain what makes your service better than your competition’s.
From Line:{Your First Name} from {Company Name}
Subject:{Lead’s First Name}, tired of {Pain Point}?
Hi {First Name},
{Your Name} here from {Company Name} — I’m reaching out because I noticed in my research that you head up the {Department} over there at {Lead’s Company Name}, and I thought I might be able to solve a pertinent problem.
You see, a lot of {Lead’s Title}s have mentioned they’re struggling with {Pain Point — e.g., ranking their blog posts in Google, finding the time to train their salespeople}. But, whenever they look for help, the vendors often {Problem With Current Vendors — e.g., fail to capture the brand;s idea in words, use outdated methods, have poor communication, etc.}.
At {Company Name}, we pride ourselves on delivering top-notch {Description of Service} that helps you {Benefit Related to Pain Point} thanks to our {Differentiator — e.g., use of the latest AI-backed SEO tools}. It’s what keeps companies like {Two Recognizable Brand Names} with us year after year.
That said, are you interested in learning about how we can help? If so, please schedule five minutes for a call on my {Meeting Scheduler Name and Hyperlink}, and then I can give you a high-level overview of our service. Hoping to hear from you!
Who Should Use It: Sales reps who are trying to start a sales conversation with a B2B decision maker on LinkedIn as a part of their social selling strategy. This should be used for someone you’ve already lightly engaged with, such as by liking or commenting on their posts.
Why It Works: It begins by showing the recipient that you're familiar with them, their work, and their recent posts on the platform, thereby creating rapport. It also pitches an idea that the decision maker might want to learn more about, especially since it's in regards to a new trend you’re sharing with them. Speaking like an executive wins interest from other executives.
Hi {Lead’s Name} — First, I wanted to say how much I enjoy your posts about {Your Industry}, especially the one about {Topic of Latest Post or Share}. They always give me trends to think about. In the name of reciprocity, I thought it’s about time I returned the favor.
I’m reaching out because my company, {Company Name}, has found that the recent {Industry Shift} has opened an opportunity to {Opportunity to Seize — e.g., capture new market share among Gen Zers}. I think we can help {Lead’s Company} seize this chance with {Product/Service}. Would you like to set up a quick five-minute call to go over the specifics of my idea, maybe {Suggested Date} and {Suggested Time}?
Who Should Use It: B2C salespeople trying to get new potential customers interested in their product. They could be selling supplements, books, clothes, cars, or any other consumer product.
Why It Works: The tone of this cold email template is a bit playful and casual, which is effective when communicating with individual product buyers. It helps them know there’s a human behind the email. Also, it does a good job of honing in on a nagging problem and articulating why your product is the best option out there to fix it. It also overcomes any suspicion of inauthenticity or spam by including a credibility builder field to demonstrate real success.
From Line:{Your First Name}, the {Clever Title Related to Product — e..g., back pain wizard, guy with fresh shirts}
Subject: Sick of {Pain Point — e.g., wrinkled shirts, failing to gain muscle, brain fog}?
Hey {First Name},
I’m {First Name}, the {Product Type — brain supplement, sports car, etc.} know-it-all, and I’m aware that {Pain Point} can be a real pain in the rear.
At {Your Company},we specialize in making lives easier with our {Product Name}, {Short Description — e.g., a cutting-edge nootropic} that, unlike others, {Differentiator — e.g., is all natural}. It’s helped over {Number of Customers}{Benefit 1 — e.g., zap away brain fog} and {Benefit 2}. Just look at what {Credibility Builder Name and Hyperlink — e.g., this scientific study, our testimonial age, this customer} said about its effects.
I’d love to tell you more about how this can drastically improve your life. Is there a day or time that works for a quick phone call? Of course, also feel free to reach out to me directly at {Phone Number} and let me know what I can do for you.
Who Should Use It: People selling a B2C service to potential customers. The sender could be an insurance agent, a massage therapist, a financial advisor, a painter, or any other service provider.
Why It Works: The template is short and sweet. It focuses on the benefits rather than on the technicalities of the service. It also uses the before-after-bridge method, where you state what their life is like now, show them a better life, and tell them how to get there (your service).
From Line:{Your First Name} @ {Company Name}
Subject:{Lead’s First Name}, quick question!
Hey {First Name},
I’m {Your Name} with {Your Company Name}, a {Company Description — e.g., family-owned financial advisory firm}, and I was wondering if you might need help with {Thing You Help With}?
A lot of our clients were struggling with {Pain Point — e.g., saving for their retirement}. They just couldn’t {Reason They Had the Pain Point — e.g., figure out where to consistently put their hard-earned money}.
After working with us, most are now {Positive Afterworld — e.g., on a five-year track to retirement}, and finally feeling {Positive Feeling}. We’re able to do this by {Bridge — Brief Description of How Your Service Works}.
If interested, please give me a call at {Phone Number} and allow me to give you a brief overview of the service, or schedule 10 minutes on my {Meeting Scheduler Name and Hyperlink}. Hoping to hear from you!
Sometimes you’ll want to send emails to leads who are interacting with your brand to start building a relationship. These leads might have signed up for your subscription, downloaded a lead magnet, or simply checked out your website. While they aren’t exactly frigid, they’re still cold leads because they have yet to communicate with a salesperson directly. These templates can be used as autoresponders, in drip campaigns, or for sales prospecting.
Lead Magnet Download Cold Email Template
Who Should Use It: Marketers or salespeople who want to reach out to a lead who just downloaded a lead magnet by submitting their contact information into a web form. The goal is to initiate the nurturing phase of the sale.
Why It Works: This email first builds a connection with the recipient by reminding them of the content they downloaded. It then offers free help, which makes the lead trust you and view you as a value provider. Finally, the template relates your product or service to the lead magnet they just downloaded and explains its benefits.
From Line:{Your First Name} from {Company Name}
Subject:{Lead’s First Name}, thanks for {Action the Lead Took}
Hi {First Name},
{First Name} here from {Company Name}, the leader in {Your Company’s Core Competency}. I was glad to see that you recently downloaded {Lead Magnet — e.g., our ebook on managing salespeople}, and I hope it provides you with the answer you’re looking for.
If you have any questions along the way, please feel free to reach out to me. Consider me your point of contact here at {Company Name}.
Also, since you're interested in {Subject of Lead Magnet — e.g., sales management}. I’d feel negligent if I failed to mention our {Product/Service Related to Lead Magnet — e.g., sales training course}. With it, {Number of Clients}{People/Businesses} like you have been able to {Benefit 1} and {Benefit 2}.
If you’d like to learn more about it, please reply to this email with a “yes” and I’ll send over some more information. Or, simply give me a call at {Phone Number} and we can get the ball rolling!
Who Should Use It: Marketing people creating autoresponder emails or salespeople who want to reach out to a website visitor. The goal is to initiate the nurturing phase of the sale.
Why It Works: This email is short, friendly, and helpful, while avoiding falling into creepy surveillance state territory. It politely reminds the visitor about your website, and then introduces your offer to them, being sure to focus on the value of your offer.
From Line:{Your First Name} from {Company Name}
Subject: Thanks for visiting {Website Name}!
Hi {First Name},
{Your Name} with {Your Company Name} here. Nice to virtually meet you. I saw that you were checking out details on our {Page the Lead Visited — typically a Pricing or Product Page, or a Page That Signals Buying Intent}, and thought I might be of service to answer any of your questions. Some visitors need some guidance when it comes to finding the right package for them.
And I wouldn’t want you to miss out on {Value Proposition}.
That said, perhaps you’d be open to a short call to learn more about {Product/Service Name}? That way I can also learn a bit more about you and your needs so that I can recommend the right solution.
I’m pretty flexible, so let me know what time works best for you, or feel free to book 10 minutes on my {Meeting Scheduler Name and Hyperlink}.
When a customer doesn’t respond, don’t just leave it alone. You also don’t want to just resend the same email or one that’s too similar to the first; it comes off as lazy and robotic. Instead, send a new email that adds something to the conversation, like more in-depth product information, an article recommendation, or a bit of humor.
Unanswered Cold Call Email Template
Who Should Use It: Reps who just made a cold call to a lead but couldn’t reach them and now want to follow up with an email.
Why It Works: This email works because it displays the positive results of the product or service in three bullet points so the reader can easily scan the message. It also makes it clear that you’ve already called, showing you’re eager to connect and therefore confident in your offer’s value.
From Line:{Your First Name} @ {Company Name}
Subject:{Lead’s First Name}, just called!
Hi {Name},
I just gave you a ring, but seem to have missed you. I called because I saw on your website that you’re currently in charge of {Responsibility}, and I thought my company could help in that area.
You see, a lot of {Job Title}s have been coming to us for help getting rid of their {Common Pain Point}, which is giving them {Negative Consequence}. Our solution, {Product/Service Name}, remedies this by {How It Works}. It’s left our {Number of Customers} customers with these three amazing results:
{Benefit 1}
{Benefit 2}
{Benefit 3}
If these sound at all desirable to you, please give me a call back at {Phone Number} at your earliest convenience. I’d love to share more about how I envision it working for {Lead’s Company}. Hope to hear from you!
Who Should Use It: B2B sales professionals who are following up on their first cold email.
Why It Works: This email gives a little more product information. In this template, you’ll fill in your lead marketing statistic. It also adds a personal touch in the form of an article recommendation, creating a bit of goodwill at the end of the email.
From Line:{Your First Name} from {Company Name}
Subject:{Lead’s First Name}, a better way to {Process — e.g., write pitchbooks}
Hi {First Name},
I missed you the first time around, but I really think we could help {Their Business Name} improve {Process Your Product/Service Improves}. With {Product/Service Name}, customers often see {Lead Marketing Statistic — e.g., an increase of 34% leads per month}.
If that sounds beneficial to your company, is there a good time for you to connect over the phone? Otherwise, please give me a call at {Phone Number} to see if we’re a good fit.
One last thing — I came across this article about {Subject Relevant to Their Job} that you might find interesting. Hope I was right!
Who Should Use It: B2C salespeople who are following up on their initial email to a cold lead.
Why It Works: This email reinforces what is said in the first email, but it also throws in another piece of value like a blog post recommendation that adds a nice personal touch, thereby making it clear that there's a real human being on the other side of the email.
From Line:{Your First Name} from {Company Name}
Subject:{Lead’s First Name}, follow up!
Hey {First Name},
Reaching out again to see if I can be of service. I know you’re getting a bunch of robo-emails a day, and wanted to confirm that this is not one of them!
On the contrary, I really think {Product/Service} could help you {Main Value Proposition}. I’m available for any questions you might have, and I’d love to let you know what we’ve got for you.
If interested, feel free to schedule 10 minutes on my {Meeting Scheduler Name and Hyperlink} for us to chat. Or give me a call at {Phone Number} for a little more info.
All the best,
{Full Name}
{Job Title}
{Company Name}
{Phone Number}
{Email Address}
P.S. I thought you would find {Article Name} interesting since it’s all about {Topic Relevant to Your Target Audience’s Interests}. Enjoy!
The final follow-up is a delicate maneuver. You don’t want to come off desperate, but you do want to drive home the point that this is your last attempt, creating a sense of urgency. Since it’s your last chance to win them over, feel free to take some risks in this email.
B2B Final Follow-Up Template
Who Should Use It: B2B sales professionals making their final follow-up.
Why It Works: This template tries to win the decision maker over with the benefit one last time, while also creating a bit of urgency. The slightly humorous tone might also play to their sympathy and engender a reply.
From Line:{Your First Name} @ {Company Name}
Subject: Still interested in a boost in {X}?
Hi {First Name},
Trying you one more time to see if an improvement in {Process You Help Improve — e.g., your compliance monitoring approach} would benefit your company.
I would hate to leave you hanging without getting on the phone with you to go over the details of {Product/Service Name}. With the {Benefit} we’ve accomplished for other customers, it almost seems downright rude to not reach out one last time for a five-minute phone call.
If interested in my final attempt, let’s set up a time to chat. Please find time on my {Meeting Scheduler Name and Hyperlink}.
Who Should Use It: B2C sales professionals who are sending their final follow-up email.
Why It Works: Consumers tend to respond well to its conversational language and humor. We are switching up the style entirely since the last ones were ineffective. If the recipient thought you were a robo-responder or cold-hearted salesperson up to this point, after reading this they’ll perceive you as a friendly, real person and might just answer.
From Line:{Your First Name} from {Company Name}
Subject: Anybody home?
Hey {First Name},
Shouting out into the void one more time before I pack my bags and go home. I just don’t want you to miss out on the overwhelming joy that our {Product} has to offer.
Seriously, though, I really do think that we at {Your Company} have something special. I’m certain that with a few minutes of your time, I could show you how it can {Benefit — e.g., help you learn to play guitar like John Mayer in three months}.
If you haven’t spam filtered me yet, let’s set up a time to chat. Is there a good day and time for you? As always, also feel free to give me a call at {Phone Number} so that my weary fingers can take a break.
These 12 template examples cover almost any scenario you'll find yourself sending cold emails in. Consider taking any one of these templates and personalizing it however you see fit. As you create or modify your own template, keep reading for some best practices in doing so.
Top 5 Tips for Crafting a Cold Email Template
Below are some tips that will help you craft the perfect email template that you can use over and over again to successfully generate leads. They consist of creating and testing personalized templates, using conversational tones to bring up potential pain points, and including tools like client testimonials for building credibility. Keep all of these in mind as you create your own templates or modify the ones we’ve provided in this article.
A/B Test Your Templates
Test different templates against each other to find the one with the highest conversion rate. Tweak and test components like from lines, subject lines, pitches, and CTAs.
Mention a Common Pain Point
Reference your buyer persona and find the most pertinent issue that your audience needs help with, then list it in the email copy. This increases the odds that people respond.
Use a Conversational Tone
Skip the overly formal language and instead write with some personality to show the recipient that you’re not a robot.
Include Trust Signals
Consider including a testimonial in your signature or a list of recognizable brands in your email copy. This makes your offer more credible.
Personalize Each Template
Make sure each template you use speaks to the industry or job title of the individual receiving it. This increases the odds the messaging resonates, especially when you fill it out and personalize it further.
Crafting an email template that is irresistible to the recipient takes time and practice. As long as you’re consistently testing different templates and phrasing, you’ll advance toward optimization a little at a time. For more cold emailing best practices, check out our article on cold email tips that will help you win more conversions.
Bottom Line: Cold Email Template
Cold emails are a great way to get the attention of potential customers and generate sales leads. However, their average success rate hovers around 1%. No matter the quality, you’re likely going to have to send out a lot of them. To streamline that process without sacrificing personalization, create and save cold email templates, which you can quickly customize to fit each new lead. So, go ahead and create your master template, and consider using our free one as a starting point.
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