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Cold email templates for B2B sales

Cold emails can be very useful for B2B sales and lead generation if you write them properly. However, writing a new email from scratch for each new lead will be overwhelming. That’s why most salespeople use email templates for quickly writing their B2B sales emails for different scenarios.

Here we put together a list of a few effective cold email templates for different B2B sales cases. Use these templates along with our recommended cold email best practices to boost your email deliverability as well as lead generation.

Table Of Contents
1. Cold email templates for B2B sales
1.1 Start conversation over recent events
1.2 A clear and direct cold email template
1.3 Reach out to website visitors
1.4 Follow up email template
1.5 Add value by educating customers
1.6 Customer success story / case study
2. Conclusion
3. FAQs

Cold email templates for B2B sales

We compiled this list of cold email templates to be used as pointers in different B2B sales scenarios. Feel free to copy them and edit them as per your own situation.

1. Start conversation over recent events

A good way to approach strangers over email is to initiate conversation about their industry or work. So keep an eye on your target industry or company. Keep monitoring the latest events. You can use some of these recent events as ice breakers to start a conversation with your prospects.

Here’s a cold email template round recent events or achievements by your prospects.

Subject: Congrats on {{Event}}! Have you thought of {{business value}}?
Hey {{FirstName}},

Since I work so much with {{your targeted industry}}, I constantly follow industry news. I’ve noticed that you recently {{company achievement}}. Congrats!

Usually when that happens, {{business value}} becomes a priority. That’s why I thought you might be interested in finding out how we helped {{similar company}} get going quickly in their new direction – without any of the typical glitches.

If you’d like to learn more, let’s set up a quick call. How does {{specific day and time}} look on your calendar?


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

    2. A clear and direct cold email template

    This is a simple yet very effective approach. You are clear and direct about wanting to know more about the company and if possible getting a chance to work together. You are emailing them for the first time and you don’t want to beat around the bush. So be as direct as you can.

    Subject: {{Company Name}} <> {{Your Company}}
    Hi {{FirstName}},

    My name is {{Your Name}} with {{Your Company}}. We help {{specific company type}} with {{one liner}}.

    I wanted to learn how you handle {{thing your company handles}} at {{Company Name}} and show you what we’re working on. Are you available for a brief call on {{time options}}?

    {{Your Name}}

    This approach shows that you are interested enough for a collaboration and don’t mind being direct about it. The subject line makes the intent clear, but leaves enough to the imagination to make the recipient want to open the email and learn more.

    3. Reach out to website visitors

    Another good way to reach new prospects is to track your website visitors. Monitor their actions when they visit your site and whenever they show any meaningful engagement, reach out to them with a cold email. Here’s a template that you can use.

    Subject: Want to talk more about {{topic}}?
    Hi {{First Name}},

    I noticed that your colleagues at {{their company}} visited our website and downloaded the case study on {{topic}}.

    I was wondering whether you were trying to learn more about how you might improve {{business process}}. So, I would be happy to setup a quick 10 minute consultation with our in-house {{topic}} experts.

    Let me when you would like to set it up. Looking forward to hear from you.

    {{Your Name}}

    Send your website visitors a personalized email that acknowledges the actions they’ve taken on your site. Their recent visit to your website is a good indicator of their interest. So keep pulling on that thread to build up a conversation.

    4. Follow up email template

    It’s very important to follow up with your customers. In fact, it’s become so important that poor follow up is now cited as the biggest consumer complaint! A study by Harvard Business Review found that 56% of customers complain about poor follow-up. So don’t be afraid or anxious to send out that follow up email. Because chances are that it would lead to sales.

    Subject: RE: {{same subject used in first touch}}
    Hi {{First Name}},

    It’s {{Your name}} again. Just touching base from few weeks ago.

    Would love to have a quick conversation to see if I could help you with your {{give a solution to their problem}}.

    Are you available {{timing options}} for a quick 10 minute call?


    Follow up emails have the power to convert leads, bring in new business, build strong relationships, and close deals. Most people are busy and lose track of the things they have to do. That’s why they create to-do lists and reminders. So why shouldn’t you remind them about your email?

    5. Add value by educating customers

    Your target audience will only be in interested in reading your emails if you add any value to them. So when your email has something to offer, they are more likely to open and read it.

    This cold email outreach template works best for sales if you pair it with high-quality relevant content that is either interesting, teaches them something useful, or both.

    Sharing information also makes the follow-up easy since you can ask for their thoughts on the content previously shared.

    Subject: All you need to know about solving {{challenge}} – see attachment
    Hi {{First Name}},

    This week, we published a FREE guide that shares our insights into how you can {{what it includes}}.

    Based upon our experience working in the {{Sector}} industry, we’ve seen many businesses struggle with {{Challenge}}.

    If you also had problems with that, you’re not alone. In fact, it is something that we have been working with other clients for the past {{X}} years. 

    And now we have documented all our learnings in this guide: {{Link}}

    Please let me know what you think, or if you’d like to arrange a call to chat further.


    You want your prospects to see value in your relationship with them. You want to provide them something valuable every time they chose to open one of your emails. A good way to do that is to share your industry knowledge and relevant resources with them.

    6. Customer success story / case study

    There’s only a short window in which you have a prospect’s attention and faith. In this limited time window, you want them to become interested and invested in your solution.

    It can only happen when your prospects trust you. You can use a case study or success story from past customers to built trust and credibility.

    Subject: How we helped {{Customer Name}} improve {{Metric}}
    Hi {{First Name}},

    One of our clients – {{Customer Name}} was able to improve {{metric}} by {{improvement number}} percent. Is this something that interests you?

    Then you may also be interested to take a look at a few of our recent case studies about how we helped businesses just like yours to achieve {{goal}}.

    Please let me know what you think, or if you’d like to arrange a call to chat further.


    Most importantly, customer success is about fulfilling the promises that were made during the sales process. A case study will help you to establish the trust with the new prospects that you are capable of delivering your promises.


    Use these templates as a starting point to write your own email copy. But before you actually use that copy in a campaign, be sure to test the deliverability of that email following these steps.

    Remember, the best results will come from trying out different templates, keeping what works, ditching what doesn’t, and continually tweaking until you’ve developed the perfect sales email template for your business.

    Optimize your cold email templates for B2B sales and lead generation. Improve your overall outreach strategy by AB testing different subject lines, body copy, and full campaign sequences.

    You can also use these sales email templates for B2B as your first message in a cold email sequence for sales. For subsequence follow up emails in your sequence, use these follow up email templates.


    Q. Can I use emojis in B2B cold emails?

    A: While it’s essential to maintain professionalism, judicious use of emojis can add a touch of personality to your B2B cold emails. However, it’s crucial to gauge your audience and industry norms before incorporating emojis.

    Q. How can I avoid my cold emails being marked as spam?

    A: To avoid being marked as spam, ensure your emails are personalized, relevant, and provide value. Use a recognizable sender name, avoid using all caps or excessive punctuation, and include an option for recipients to unsubscribe.

    Q. Is it necessary to follow up on cold emails, and how should I do it?

    A: Yes, following up is crucial for B2B sales success. Craft polite and concise follow-up emails, emphasizing the value proposition. Automated follow-up sequences in cold email software can help you stay persistent without being intrusive.

    Q. How can I measure the success of my B2B cold email campaigns?

    A: Key performance indicators (KPIs) like open rates, click-through rates, and conversion rates are essential metrics to measure the success of your B2B cold email campaigns. Most cold email software provides analytics tools to track these metrics.

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