1. The “quick question”

This is a great template to help you get a quick response from time-strapped decision-makers. Also, if you’re getting lower-than-average response rates, you can use this email to make sure you’re getting in touch with the right person.

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Subject: Quick Question {company}

Good afternoon {first name},

My name is {first name} and I represent {company}.

Could you tell me who handles decisions in the {sales/customer relationship/product buying} department and how I may connect with them?

Thank you in advance,

{insert email signature here}

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Subject: Quick Question {company}

Hey {firstName},

{iceBreaker}.

Just wanted to drop an email and see if you’re doing [X]? We achieved $[number] in [X] days for [Client_Name].

Want to learn more?

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Subject: Quick question

Hey [first name],

At [company], we’ve helped [number] companies like [recipient company] achieve [quick major benefit, numbers or statistics are a major bonus].

Could you point me towards the right member of your team to chat about [insert your biggest pain point here that resonates with your ideal customer; OR insert function like “sales” or “recruiting”]?

Thank you,

[your name]

2. The “third-party connection”

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Subject: Need Help Connecting with the Right Person

Hi {First Name},

I came across your name on {source} and was hoping you could assist me.

I have a solution for {industry problem or pain point} that I believe {Company Name} could greatly benefit from, but I’m having trouble connecting with the right person.

Could you point me in the right direction and let me know how to reach them?

I truly appreciate your time and help.

Best regards,
{Your Name}

3. The “PAS” cold email template

The “PAS” cold email template is a three-part formula:

1. Problem: Identify a problem specific to the customer you’re cold emailing.

2. Agitate: Now that you’ve identified the problem, poke at it a little. Try and evoke an emotional response from the reader by reinforcing why their problem is so frustrating.

3. Solve: Offer a solution to the problem. The goal is to convince the reader that your product/service is a no-brainer solution that makes all their problems go away.

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Subject: Turning Negative Reviews into Loyal Customers

Hi {First Name},

I noticed your company has received some negative reviews about poor customer service.

It’s frustrating to lose customers due to missed tickets, lack of tools, and disorganization within the support department.

{Product Name} can solve that. It centralizes all your customer data in one place, making it easy to track, manage, and measure customer interactions across all channels.

Would you be interested in learning how {Product Name} can help turn those negative reviews into loyal, satisfied customers?

Best regards,
{Your Name}

4. The “AIDA” cold email template

Social proof, data, and intrigue are what make the AIDA (attention, interest, desire, action) formula successful. It’s kind of like being that friend who talks to you after a rough day at work and says, “Hey, I totally get it.”

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Subject: How {Product/Service} Can Help Solve {Problem}

Hi {First Name},

What if {Product/Service} could help you {solve a problem}?

In just one year, we helped {Company Name} achieve a {x%} increase in sales by implementing {Your Product Name}.

Not only did this boost sales, but {Your Product Name} also improved their overall workflow, increased efficiency, reduced response time, and boosted customer satisfaction from {A% to B%}.

I’d love to discuss how {Your Product Name} can help your company achieve similar results. Do you have time to connect this week?

Best regards,
{Your Name}

5. The “straight to business”

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Subject: Customer Support System Costing You Money?

Hi {First Name},

Is your customer support system actually losing you money?

We’ve helped companies like yours reduce support costs by {x%} and increase sales by {xy%} in less than a year.

How? We integrated their entire support system into one efficient, easy-to-manage workflow with {Product/Service Name}.

It’s quick to set up, requires no onboarding, and starts delivering results right away.

Do you have time this week to discuss how {Product/Service Name} could help boost your sales?

Best regards,
{Your Name}

6. The “paint a picture”

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.

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Subject: Say Goodbye to Lost Candidate Info

Hi {First Name},

Few things are more frustrating than losing a great candidate because you can’t find their resume, interview history, or contact details.

Imagine having all of that information in one simple, organized, and easy-to-access place. That’s exactly what {Product/Service Name} provides.

Would you be open to a quick demo this week to see it in action?

Best,
{Your Name}

7. The “something useful”

Everyone loves receiving valuable and useful 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.

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Subject: Loved Your Thoughts on {Topic}!

Hi {First Name},

I came across your post on {Social Media Site} about {Topic/Post}, and I have to say. I completely agree with your points!

{Briefly mention key takeaways from their post and how their insights were valuable to you.}

Have you seen {Article} by {Name} on a similar topic? I’d love to hear your thoughts on it!

Looking forward to connecting.

{Your Email Signature}

8. Tie your B2B sales emails to a recent event

This approach is a winner because it shows you’re not sending out a mass email campaign to every target company that might have a small chance of being interested in your product. Instead, you’ve noticed something that your ideal customer has specifically achieved, and have matched that to your product.

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Subject: Congrats!

Hi {{name}},

Just saw the news about {{trigger event}}. Congrats!

Usually when this happens, {{insert value prop}} becomes a priority. So, I thought you might be interested in finding out how we helped {{similar company}} {{benefit}}.

I know things at {{company name}} must be crazy now, but If you’d like to learn more, let’s set up a quick call.

How does {{specific day and time}} look on your calendar? Alternatively, here’s a link to my calendar or feel free to send me yours.

9. Be as direct as you can

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Subject: 10x {{prospect company}} traction in 10 minutes

Hello {{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.

{{Name}}, let’s schedule a quick 10-minute call so I can share the idea with you.

When works best for you?

10. 3-Sentence Format

As the name implies, this template takes a less-is-more approach (to be considerate of busy prospects), and it delivers an excellent reply rate. Plus, shorter emails work well on mobile devices, and they’re obviously getting increasingly popular.

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Subject: Quick Chat?

Hi {{Name}},

I’ll keep this quick. I'm {{Your Name}}, founder of a software tool that helps busy executives like you reclaim up to 10 hours every week.

Would you be open to a quick 10-minute chat next week? I’d love to show you why entrepreneurs like [Name], [Name] and [Name] swear by our product.

Let me know what works for you!

Best,
{{Your Name}}

11. Ask for an introduction

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Subject: Quick Favor Introduction to {{Person’s Name}}

Hi {{Name}},

I noticed you’re connected to {{Person You’re Trying to Connect With}} at {{Their Company}} and was hoping to get an introduction.

I’m not sure how well you know them, but if you have a strong connection, I’d really appreciate an intro to discuss potential ways they could work with {{Your Company}}.

Let me know if you’d be comfortable making the introduction, and I’d be happy to send over a short message you can easily forward.

Thanks in advance!

Best,
{{Your Name}}

13. Mention a competitor’s product

This approach targets prospects who are using a product similar to your own, which means you can safely assume they may be interested in using your product instead. All you need to do is highlight your product’s USP to show why it’s a better choice for the potential prospects than the products they’re currently using.

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Subject: Question About {{Your Competitor’s Product}}

Hi {{Name}},

I just came across your website and noticed you’re using {{Your Competitor’s Product}}. How’s it working for you?

I run {{Your Company}}, a {{Service}} that’s similar to {{Your Competitor’s Product}}, but with {{Key Differentiator}}. I’d love to hop on a quick call to hear your thoughts and see if we could help {{Prospect’s Company}} improve even further.

Would {{Date and Time}} work for you? If not, I’m happy to find a time that suits you. Let me know!

Best,
{{Your Name}}

14. Problem-Agitate-Solve (PAS)

Obstacles and challenges are frustrating, irritating, annoying, and often costly. This template leverages that be throwing a spotlight on your prospect’s pain points. It highlights the problem facing the recipient, agitates and emphasizes the pain, and then offers a solution to eliminate or reduce.

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Subject: Reclaim 10+ Hours a Week

Hi {{Name}},

When was the last time you actually checked off everything on your to-do list?

If you’re like most busy executives, staying on top of everything—while also being an effective leader—is a constant challenge.

Our software helps driven entrepreneurs like [Name], [Name], and [Name] free up as much as 10 hours per week, giving them more time to focus on what truly matters.

I’d love to show you how it works in a quick, personalized demo. When would be a good time next week?

Best,
[Your Name]

15. Unsure whether you’re emailing the right person

You’re just not 100% sure whether the person you’re reaching out to is the best person to deal with. And busy people will appreciate the courtesy. Send something like this…

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Subject: Can you help me?

Hi {{name}},

I’m {{your name}} and I lead the business development efforts at {{your company}}. We have recently launched a new solution that {{one sentence pitch – what your solution does}}.

Based on your online profile {{mention profile link}}, it appears that you might be the right person, or at least point me to the right person to talk about {{problem solved by your product}}.

I’d like to speak to someone from {{company name}} who is responsible for {{key decision required to buy or use your product}}.

If it’s you, would you be open to a 10-minute call on {{time and date}} to discuss how {{solution name}} can help your business? If it’s not you, can you kindly point me to the appropriate person?

Thank you for the help!

16. Praise-Picture-Push (PPP)

A little sincere flattery never hurts, especially if you can use it to reinforce how much recipients could be accomplishing with your solution. Enter PPP. Start with a genuine compliment about a recent achievement or accomplishment, paint a rosy picture of all they could achieve on a regular basis with your product, and then encourage and compel them to take action.

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Subject: Congrats!

Hi {{name}},

Congrats! I just saw that you were chosen as a speaker for the 2024 Inbound Marketing conference next month.

As you’re preparing for your presentation, it’s natural to fall behind on other tasks. If you’re struggling to keep up, I’d love to show you how our software can help you reclaim ten hours or more per week.

Can I have ten minutes of your time next week to give you a personalized demo?

17. Share a Valuable Resource

Above all else, you want to be seen as an asset to your recipients. You want to provide value to them every time they chose to open one of your emails. One of the quickest ways to do that is to share valuable and highly relevant resources with them.

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Subject: Thought you might like this article

Hi {{name}},

Your latest article on {{subject}} got me thinking.

I found this article on {{article title}} that may be beneficial to you and your team.

Here’s the link to check it out – {{link}}

Hope you find it helpful. Keep up the great work.

18. Rock the Boat

A well-timed challenge to the status quo can produce big results. No one has the time to stay on top of all the trends, developments, tools, and tricks in their industry. So do that for them. Find a new tool or product they may not have heard about yet, and share it with them.

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Subject: Tips for {company name}

Hi {{name}},

My name is {{your name}} with {{company name}}.

We help busy executives free up time for higher priorities.

I wanted to learn what productivity tools you’re currently using and show you what we’re working on.

Are you available for a brief call next week?

19. Notice Something Curious

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Subject: I noticed something on {{company}}

Hey {{first_name}},

{{icebreaker}}

I noticed that you're not using any [[Service/Product]] solution on {{company}} and was wondering why?

I'm running [[Your_Company]] and I'm always curious to learn the choices of other companies for their [[solution/pain point]].

Looking forward to chat together {{first_name}},

Best,[[Your_Name]]

20. Break the Ice

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Subject: Growth Strategy

Hey {firstname}, just joking {{firstname}}! Let's break the ice:

Do you like [[X]]? We can turn your [[Y]] into a [[Z]].

We're talking about growing from [[Number]] to [[Number]], [[results from numbers]]

Worth a chat?

21. Start with a Compliment

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Subject: Your Content Strategy to the Next Level

Hi {First Name},

I’ve been following your journey as a founder and solopreneur, and I have to say, your passion is truly inspiring!

I’m [Your Name] from [Your Company], and we specialize in SEO and content services designed to make your brand shine. Let’s talk about updating your existing content to keep it fresh, engaging, and shareable.

And, of course, link building—because what’s a great piece of content without a few solid links to support it?

I can also help repurpose that fantastic content for social media, turning it into a content powerhouse.

What do you think?

Would you be open to scheduling a quick chat to discuss how we can elevate your content strategy?

Best,
[Your Name]

22. Lead using a competitor’s product or service

It’s okay to show potential prospects that you’re different, potentially better, than your competitors. However, you need to explain why without badmouthing your competitors or directly sending a sales pitch.

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Subject: How is [competitor product or service] working out for you?

Hi [Name],

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], which might work better for [lead’s company].

I would love to hop on a quick call with you and see if we could make [lead’s company] better.

Worth a conversation?

Kind regards,

{your name}

23. Solve a problem

When offering to solve a problem via a cold email, you can do this by painting a picture of the current situation, motivating the reader to avoid “pain, “ and inspiring them to respond.

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Subject: How to avoid [name client’s problem] and achieve [name your solution]

Hi [Name],

[Your name] from [your company] here. Does your [lead’s company name] suffer from [specific problem]?

It’s a tough issue to overcome, and something most [companies in your lead’s industry] companies suffer from. And it can cost [stat or research]. Our [product/service] helps you avoid this by [benefit in one sentence or less].

I’d love to tell you more. Worth a chat?

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Subject: Solve [problem]

Good Afternoon {first_name},

Do you struggle with [problem]?

[describe problem in greater detail]

Here at }your company}, we’ve helped many other businesses deal with this problem by [short explanation of your product]. Businesses we’ve worked with have seen [evidence of tangible improvement] as the result of [product].

Want to learn more?

24. Leading with a question

Asking a question is a powerful way to pique a reader’s interest and deliver your message. However, generic, non-tailored questions don’t work. A question-based cold email must be specific and relevant to your reader.

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Subject line: How [your company] can help you further [goal]

Hi [Name], [Your name] from [your company] here, want to see how you can instantly [benefit of your product/service]?

I know you’re busy working on [specific result that your product/service can help with], so I’ll make this quick. I’m the [your role], and I’ve got a few suggestions to help you immediately generate some quick wins within [area your lead is working on].

Here they are:

• [Win 1]

• [Win 2]

• [Win 3]

You might not have the time to do this, though, and that’s where [your company] can help.

Would you be available for a quick 15-minute chat during the next week so I can walk you through the tips and discuss this further?

25. Find the appropriate decision-maker

The below cold email demonstrates that you’ve done your research and matched your product or service to your reader’s business model—you’re just uncertain about who to best chat with to further pursue this opportunity.

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Subject line: Can you point me in the right direction?

Hi {first name},

I’m [your name] and I [your role] at [your company]. We have recently launched a new solution that [one sentence pitch].

I’d like to speak to someone from [lead company name] who is responsible for [key decision required to buy or use your product].

If it’s you, would you be open to a 10-minute call on [time and date] to discuss how [your company or solution name] can help your business?

If it’s not you, can you kindly point me to the appropriate person?

26. Referrals

Whether you’re following up with someone after a phone call or email exchange with a colleague of theirs, be sure to mention that in an email. The personal connection will motivate the recipient to respond.

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Subject line: Reaching out to chat about [reason]

Hi [Name],

Your colleague [colleague name] told me you were [mention reason why unavailable] and asked me to contact you.

I was calling/emailing you to discuss [specific reason or matter].

Are you available on [name time and date] for a 15-minute call?

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Subject: [Name], can you help?

Hey [first name],

We recently launched a new platform at [your company] that [one-sentence pitch], and we’re seeing awesome [get specific] results for [your target customers].

Do you handle [the thing your product/service does]?

If not, who is that person?

Thanks,[your name]

27. Asking for an Introduction

This is a quick email to ask for an introduction. The best time to use this cold email template is when you can’t find the perfect point of contact, and you’re pretty sure this person isn’t it.

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Subject: Can you show me the way?

Hey [first name],

I'm with [company name], we’ve been working with [customer that fits a similar profile] to [insert one-sentence pitch + result].

Can you point me towards the right person on your team to chat with about this?

Cheers,[your name]

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Subject: Can you help me?

Hi {{name}},

I was looking to get introduced to {{person you’re trying to connect with}} from {{that person’s company}}, and saw you were connected to them. I’m not sure how well you’re connected to them, but if the relationship is strong, I’d really appreciate an introduction to chat about ways they can work with {{your company}}.

Please let me know if you feel comfortable doing this and I’ll forward a proper request for the introduction that you can forward to them.

28. Authority-Building Referral Email

Use this template when building trust is the primary objective. For example, are you trying to sell a premium-priced product or land an enterprise customer with a long sales cycle? Then try this template.

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Subject: Want [insert metric from case study]?

Hey [first name],

I’ll get straight to the point: We help [target customer] tackle [main pain point], and [our solution, tool, service, product, team, etc] is extremely effective.

We've already helped companies like [3-4 current relevant customer names] reach [insert specific metrics].

Worth a chat?

Thanks for your time,

[your name]

29. Short and Sweet Sales Pitch

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Subject: Why [your company]?

Hey [first name],

I [explain how you got their contact information: talked to a colleague, saw your company online, etc.] and wanted to gauge your interest in [#1 major benefit of your solution; specific numbers are great here].

Over at [name of your company], we have a new platform that’ll help your [department] team at [organization name] with [one sentence pitch of benefits].

Are you available for a quick call to explore this further?

Kind regards,

[your name]

30. No-Ask Outreach

Use this template when you have a big "ask," but haven’t established a relationship with the prospect yet. It provides value—without asking for more than a response.

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Subject: Your feature on our blog

Hey [first name],

My content team over at [your company] recently published a post featuring [recipient company name] in a post about [title of the post, hyperlinked to the article].

We’re big fans of [what recipient company is uniquely doing] in the [industry] space, and we included you [how you referenced them—link to a blog post, quote, etc.].

I'd love to hear your thoughts, or if you have additional insights to add!

[your name]

31. "Can I Send You Ideas?"

This email works particularly well for service-based companies with deep industry expertise, but it can be adapted to most scenarios.

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Subject: Two ideas for [company]

Hey [first name],

I’m with [your company] where we [service you offer] for [target industry].

We've worked with companies like [name of 2-3 relevant past customers] to achieve [specific results, figures, etc] and I noticed [something related to your offering, ex: “that your team publishes a lot of content.” — if you sell a marketing tool and the prospect publishes a lot of blog content].

Do you have a process for [solution you offer]? If not, I'd love to send over a quick, no-strings-attached video with two simple ways you can [prospect's pain point you solve].

What do you think?

[your name]

32. The "Making Connections"

Use this template with new leads and prospects. The goal is to make connections and build relationships, not hard sell straight out of the gate.

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Subject: [Industry] trends and [prospect company name]

Hey [First Name],

Have you seen much about the [specific recent shift, new trend, industry change] in our space? Specifically, [Trend 1], [Trend 2], and [Trend 3].

My team at [your company] has been diving deep into these changes with our [your solution’s #1 major benefit], and our customers like [2-3 relevant companies] are seeing some solid lift in [meaningful metric].

Are you up for chatting about how we could help your team get similar results?

[Your Name]