11 awesome cold email templates and why they work

In my first ever article on this blog, I covered cold email tips. From start to finish, I dived into the various parts of a good cold email, showing you what sets it apart from a bad one.

The reason why I chose this topic was due to the controversy surrounding cold emails. This method of outreach has a mixed band of critics and die-hard fans.

The problem isn’t the concept of cold emails. It's what’s inside turns people off whenever one pops up in their inbox. And that's what I set out to prove in that post.

Due to the awesome response that post received on social media, I knew people wanted more. So, I am back again with this topic. But today, it's all about cold email templates.

As someone who sends out a lot of emails every day, I know the pain. I know how hard it is to try and come up with the perfect intro, hook and call to action.

When I started out with cold outreach, I had a bad case of "what ifs". What if the email is too long? Or what if the words I’m using aren’t right? Instead of pulling my hair out, I set out to look for answers to these questions.

Armed with a boatload of cold email templates after a quick Google search, I was all set. Whipping up emails became a much easier affair. No guessing which CTA to use, how many words to aim for, etc.

Granted, templates are generic but who says you have to use them as they are? With some tweaking and personalization, you can get past the generic issue.

In fact, here’s a piece of advice: always rework email templates so that you can give them your own personal stamp. Make them your own. By all means use them as a guide, but don’t copy/ paste them.

Before I share my goldmine of templates, let's take a look at what makes up a good email. Consider this a 10-seconds refresher course.

Anatomy of a good cold email

So, what ingredients do all juicy cold emails have in common? Let’s find out.

Subject line: Something compelling that lures readers in and makes them open the email.

Introduction: Brief and to the point but powerful.

Main Statement: Provide details of benefits and value offered.

Call to Action: A clear call to action.

Extra Components: Social proof, relative experience.

Time to bring out the cold email templates. Excited? Me too!

Cold email templates for introducing your business

First up are the company sales introduction email templates. There are 101 ways to introduce your product or service through a cold email. But I won’t be talking about all those ways. Instead, I picked out the ones that I think are truly kickass.

A little tweaking here and there is all it takes to turn these generic templates into personalized powerhouses. So, let’s dive in.

1. Offering business value

  (Hubspot)

Why this works:

This template (by Jill Konrath) is a perfect example of a short yet powerful email.

And why is that? Because it strikes the perfect balance.

When you approach introductory emails this way, you are able to put your offer on the table. Plus, your prospects can see what's in it for them, all in less than a hundred words.

And why does the word count matter? Because people don’t have time to read longer emails.

In the chart below, you will see that shorter cold emails have a better response rate.

2. Asking the right questions

(Attach)

Why this works:

If you are looking for a way to challenge the current state of a prospect's company, this is the template to snag.

Short yet detailed, I think this template is a keeper.

Plus the no-frills CTA is brief and to the point, which is something I love. By offering different time options, you make the email much more targeted.

Since smart CTAs have a better conversion rate, spend time thinking of what to write in that area.

(Hubspot)

3. Providing advice

(Hubspot)

Why this works:

This email starts off with praise for a prospect's website. This acts as a hook that grabs the attention of the reader.

Right after that, you point out any mistakes that you’ve come across. But you don't end it there. Instead, you follow up with a solution. This could be a suggestion or a direct offer to help the reader out. Don’t you love it when someone offers you a helping hand? Sure you do.

When using this template, don't jump right into the problem. Make sure to point out the positive aspects first. This way you will have some nice things to say instead of sounding downright critical.

Also, since you are talking about specific things, the email looks more personalized. Failing to personalize emails can reduce response rates by a huge margin.

(Canopy Labs)

4. Showing a connection

(Attach)

Why this works:

Right from the subject line, it is clear that there’s a possible connection between both businesses. Using the "+" sign is a creative way to point this out. Plus it arouses curiosity which has the highest open rate when it comes to different subject line elements.

(Experian)

In the email body itself, the sender introduces himself and what he does. Without skipping a beat, he proceeds to mention all the companies he and his company have helped so far.

In the next line, he throws the ball over to the recipient's side of the court. Instead of bragging about how his company does things, he allows the prospect to take the lead.

With a crisp CTA, this email delivers from all angles. If you noticed, all the best cold email templates I’ve shared with you so far contain 5 to 6 lines. That should be your goal, to keep all emails short yet powerful and under a hundred words, if possible.

5. Referred outreach

(Attach)

Why this works:

Alrighty then! It’s time to switch over to getting referral customers through cold emails. In one of my articles, I mentioned how important referrals were for any business. And the fact that only 10% of sales people actually ask for referrals from existing customers is shocking!

The biggest reason for this could be fear. Most sales reps don't want to come across as pushy and annoying. And that's why they skip sending out referral emails to potential customers.

However, with this template, you won't look like a desperate salesperson. And the best part? You might land some new customers.

Quick tip- Don’t forget to mention the company/ person who referred you to this prospect. By including a mutual connection, your recipient is more likely to take the time to explore your offer.

Cold email templates that are great at finding leads

When you are on the hunt for leads, there’s a thin line between doing it right or completely turning the other person off.

With the cold email templates below, you don’t need to worry about crossing the line to Spamland. We’ve all been there and it’s rather chilly this time of year. Each email is carefully crafted so that your quest for leads doesn’t go in vain. Let’s dig in.

6. Full transparency + social proof

(Pipetop)

Why this works:

This is a “bare-all” kind of email. In here, you talk about some behind the scenes stuff; like who your investors are, how much funding you have so far, etc.. Don't shy away from mentioning popular folks who buy from you. This will help you build up social proof. So, the meatier, the better.

Adding 1-on-1 customer services is an excellent idea. Most people buy from a business due to their customer service. Highlighting the fact that your prospects will have the chance to talk with a customer service representative is a great incentive.

(ClaraBridge)

Even though this template is a bit longer than most on this list, it still works. That’s because it covers a lot of ground which makes it perfect for the hard-to-convince type of prospects. Especially the ones who want proof of everything before they pull out their wallets.

7. Striking whilst the iron is hot

(Pipetop)

Why this works:

Whenever a potential lead downloads a resource from your site, that's a good time to email them. You can use this opportunity to begin lead nurturing. Nurtured leads are more likely to buy since they receive relevant information at the right time.

(Visually)

By reaching out and asking the right questions, you’re able to stand out among a sea of sales emails.

Adding a couple of helpful tips helps to strengthen this email further. Not only is this refreshing but also polite. People don't mind when such an email lands in their inbox. They can sense that your sole purpose isn't to make a quick sale. Rather, it's about providing value in a non-spammy way.

Cold email templates for making a sale

If you have a qualified lead, chances are you want to put down the foundations for a sale early on. Not to worry, there are templates for that too. Most people argue that you shouldn’t try to sell right away. I agree. But when your product is perfect for that prospect, there is no harm in pitching right from the first email.

However, this doesn’t mean you shove your product down your prospect’s throat. Instead, use any of the smart selling techniques in the cold email templates below.

8. Adding bullet points

(Close)

Why this works:

Using blocks of text to talk about features and benefits isn’t a good strategy. Not only does it look messy but you stand to lose the attention of your prospects. And with decreasing attention spans, you need to change the way you write emails.

(NBC)

This template is super effective for this purpose. The addition of bullet points help the features/ benefits part stand out even more. Even if a person skims through the email (God knows we all skim nowadays...), it's hard to miss out on these core points.

9. Picking on pain points

(Attach)

Why this works:

This cold email template is all about identifying a pain point and providing a solution. Usually, sales reps push the benefits of their product. It's easy to go on and on about why XYZ is the best fit for a prospect's company.

But this email takes a different approach. It touches on how the prospect has a business to run but how a time-consuming task can get in the way of success. By riding on the "time is precious, so spend it wisely" wave, the sender makes it obvious that they have a solution.

Keep the core points in mind when tailoring this template to match your product and prospect. Remember, it's all about showing them how much time (or money) you can help them save.

Also, the subject line is the perfect length (36 characters). Look at the chart below and you will notice that character count matters when it comes to subject lines.

(Unbounce)

10. The power of ten

(Attach)

Why this works:

If you want to make a statement with numbers, then this email template is for you. Short, concise and yet terribly effective, it points out that ten minutes is all you need to talk about 10x results. Since people usually avoid calls due to talkative sales reps, differentiating yourself is key.

Next, you immediately point out the value of that ten minutes call. After all, they still need to give you their time. So, give them a reason why they should listen to you.

(Exceed Sales)

Finally, tossing in the name of the prospect's competitor gives the email an air of suspense. They can't help but wonder what advice you gave their competitor.

11. Quick follow up

(Hubspot)

Why this works:

Ah, the dreaded follow-up email. Wouldn’t you agree that it’s surprising there are no follow-ups to 70% of unanswered emails? Yes, but it's perfectly understandable. The same old fear that salespeople have of sounding "pushy" creeps in. They imagine the recipients rolling their eyes when they see another email. At least, that's what I used to imagine.

But consider this - People receive tons of emails a day. Most of the time, they forget your offer or are too busy to take action. Sometimes, being persistent is good since it can take more than five follow-ups before a prospect buys. This makes it perfectly okay to follow up multiple times.

(Plan B)

By following-up with this template from the folks at Breakthrough Email, you are able to assess their interest levels. Plus, you also give them an option to forward your offer to someone else who might take action. This way, you won't miss potential opportunities that are just an email away.

And there you have it! 11 of the best cold email templates that you can start using today. I enjoyed putting together this list with the hope that it will help people send out better cold emails. Before you get started, check out this list of email finders that you can use to find the email addresses of your prospects.

One more thing- To make it super easy to use these templates, I compiled them into a handy PDF. You can copy/ paste these emails and edit away. So, go ahead and enter your email below and I will send the PDF to you.

 

Have a question about something I wrote?

If you have something to add that may improve the helpfulness of this information, I’d love to hear from you.

Whatever the case, leave your thoughts in the comment box below and I will get back to you.