Cold Email Templates That Can Help You Generate Leads Two Times Better
March 9th 2022
Outbound Sales
cold email templates
It's no secret that emails have been an evergreen lead generation source. With social media, the channels of communication continue increasing. But does that mean email is past its prime? 89% of sales reps and marketers still consider email their primary lead generation channel. Since the customer or prospect preference is towards emails, it is considered the most effective communication channel. Moreover, like a weapon, every tool depends on wielding it.

Applying the fundamental principle of emails — sending relevant messages to the concerned person at the right time — determine the performance of your cold email campaigns. You need to edit, trim them short and personalize messages based on your prospects. Let's learn how you can use emails effectively to generate more leads.

Table of Contents

  • How to Write Cold Sales Email?
  • How to Use Cold Email Templates?
  • 15 Cold Emails to Generate 2X More Leads
  • Cold Email Template Best Practices

How to Write Cold Sales Email?

Every email has a specific structure. The content within each aspect must be unique to the organization. Here are the different elements of any sales email:

Subject Line

The email subject line should be short and encouraging. Your goal is to attract the attention of your recipient.

Pro Tip: Avoid "spam" words like "complementary," "free," "sale," "Don't," etc. Also, A/B test your subject lines to identify the best option.

Opening Line

When it comes to a sales email, the opening line decides whether the prospect will read further or close the email to forget forever. Personalizing the copy can help in keeping your prospects engaged. A few examples of clear opening lines are below:

  • "I noticed you …"
  • "(Mutual connection) mentioned about you/your company …"
  • "We both are …"
  • "I came across your post on [social media channel] & found it extremely helpful …"
  • “Congratulations for [accomplishment] …”

Body Copy

The body of the email should bring out the value of your product or service to the prospect. You can personalize this by addressing the prospect's challenges through your product or service. Instead of a generic value proposition like "We help companies increase sales by 4X with more engagement …" you can ask specific questions like "Is [challenge to them] a priority for you?", "Do you have unanswered questions about [challenges]?" etc.

Pro tip: Limit the length of the email to 50-125 words.


Adding a clear path to action helps in building rapport with prospects. They can promptly engage with you. Few examples include:

  • "Let's catch up tomorrow for 10 minutes?"
  • "Please let me know how you would like to proceed."
  • "Do you have time on your calendar this week?"


A sale email should adopt the following guidelines:

  • Avoid images and quotes
  • Short, simple, and professional with company branding
  • Include contact information like a phone number
  • Include a link to your social profile to stay connected — LinkedIn, Facebook

The email signature should not be distracting but more helpful with relevant contact information.

How to Use Cold Email Templates?

Email templates are like handbooks to create engaging copies. They help in structuring the communication to persuade prospective customers. You can also bring consistency to your team with email templates. But just copy-pasting a template is not enough to drive results. Prospects can easily differentiate between genuinely personalized emails and templates. Then how should you use cold email templates?

Templates are Recommended for Repetitive Tasks

Templates are highly recommended for repetitive messages like meeting follow-ups, reminder emails, etc. Using a template saves time and effort when you have the same goal and repeated information. In comparison, you need to personalize the template for complex scenarios like cold outreach. You need to put more effort to make the email reach your prospect, encourage them to read, and finally engage.

Templates are a Source of Creative Inspiration, not Rip Off

There are plenty of sources to find effective examples of cold email templates. But they should be your source of inspiration and not copying. You need to do your research when personalizing.

Templates can be Segmented based on the Target Group

Instead of individual personalization, you can personalize based on segments or categories. You can add an element for personalizing based on the prospect segment. For example, CEOs of SaaS startups will have similar challenges that you can address through your product or service. The focus of sending cold emails is to make them compelling enough that your prospects respond.

10 Cold Emails to Generate 2X More Leads

Personalize based on recent events

Such an approach makes prospects feel you're not sending a mass email campaign. With minimal effort, you can personalize the email. Here's an example:

Hi {{firstName}}

I recently came across the news about {{trigger event}}. Congratulations!

Usually after {{trigger event}}, {{insert value prop}} becomes a priority. Here’s how we helped {{similar company}} {{benefit}}.

We could catch on a quick call, and I can help you learn more about how {{company name}} can solve {{challenges addressed}}.

How does {{mention day & time}} look on your calendar? Here's the link to my calendar, or feel free to send me yours.

AIDA campaigns

AIDA or Attention Interest Desire Action outlines the structure of your email body. It can be divided into four parts:

  • Getting their attention with personalization
  • Reasoning the interest with the value proposition
  • Building the desire to make a purchase
  • Conveying a prompt action to complete the purchase

For example,

Hi {{firstName}},

How would you spend the 10 hours saved each week?

I am asking this because clients in a similar domain have observed such savings — if not more — after adding our product/service to their tech stack.

It would be great to set up a time for your custom demo. Would you be free sometime next week to connect?

To-the-point messaging

Keeping your copy short and to the point in an email helps prospects react promptly. Make your subject line highlight the proposition but leave scope for curiosity to make the recipient want to open the email. The body should quickly describe the offerings and the call to action. Include social proof to support the use cases of the proposition. Here's an example:

Subject Line: 10x more prospects in 10 months

Hi {{firstName}},

I have an idea that I can explain in 10 minutes, but it can attract 10x more prospects in 10 months.

I've tried this with our clients {{SaaS companies/competitors}}, and they almost triple their monthly engagement rate.

{{FirstName}}, let's get on on a quick 10-minute call? I can share more details with you. What day/time works best for you?

3-sentence format

As the name suggests, the template requires a "less-is-more" approach. With the rise in mobile phone usage, shorter emails work best. You need to keep the email as close to three parts — introduction, description, your ask. Let's understand with an example:

Hi {{firstName}},

My name is {{yourName}}, and I will keep this short.

I’m the {{your designation}} of {{your company}}, a product/service that {{value proposition}}.

Could we talk over a 10-minute call sometime next week? I can give you a custom demo to explain everything better.

Request an introduction

In theory, this may seem like a complicated step, but it's essential. You know that a positive response from a prospect is more likely to occur if you have a mutual connection introducing you. The same approach asks a stranger to initiate the introduction instead of a direct common connection. It may not always work, but you may not know unless you ask.

Hi {{firstName}},

I was hoping you could introduce me to {{name of the person you want to connect with}} from {{the person's company name}} since you were a mutual connect. I'd appreciate it if you could initiate an introduction chat about how they can overcome {{existing challenges}} with {{your company name}}.

If you are comfortable doing this, I'll share a formal request for the introduction that you can share with {{name of the person you want to connect with}}.

Before-After-Bridge (BAB)

The structure focuses on giving cold prospects a sneak peek into their lives after using your product or service. It is a simple but effective approach. The concept relies on painting a picture of processes before and after. Here's an example:

Hi {{firstName}},

Like most executives, you must be aware of the frustrations of wasting time.

{{your company name}} changes that by saving at least 10 hours each week for clients like {{list of your top clients}}.

If you can give me 10 minutes of your time, I can show you how you can also achieve it with simple integration. What would be the best time to connect next week for a custom demo?

Competitor comparison

Here you will target prospects who are using a similar product or service. It is convenient to assume they need your product or service. You simply need to highlight that your product/service is a better choice than the existing competitor's solution.

Hi {{firstName}},

I noticed that you were using {{competitor product/service}} on your website. Do you like it? I’m representing {{your company}}, {{product/service}}.

{{your company}} is similar to {{competitor product/service}}, only {{key differentiating factor}}. If you'd like to get a second option on how to {{address the challenge}} better, we could connect on a call. You can even understand if it would be helpful for us to work together.

Would {{date and time}} be convenient for you? (If not, I'm flexible. You can let me know a more convenient time for you).

Problem-Agitate-Solve (PAS)

Obstacles and challenges continue increasing the cost. The PAS approach leverages the spotlight on the prospect's existing pain points. It highlights the recipient's challenges, emphasizes the pain points, and offers a solution to eliminate or reduce them.

Hi {{firstName}},

When was the last time you completed your daily to-do list?

Like most busy executives, is your constant challenge to stay on top of everything — let alone be an effective leader?

{{your company}} has helped {{similar client names}} save at least 10 hours per week. We could discuss the possibility of addressing {{challenges}} with a customized demo.

When would you be free next week?

Praise-Picture-Push (PPP)

Since flattery never hurts, especially when approaching a recipient to use your product or service. You can start with a genuine compliment, paint a picture of how they can continue achieving regularly, and then encourage or push them to take action.

Hi {{firstName}},

Congratulations! I heard you were {{achievement}}.

With such achievements, the expectations and responsibilities also increase. If you're looking for consistent growth, I'd love to show how you can save at least 10 hours per week with {{your company}}.

Can we connect next week for a 10-minute customized demo?

Prospects from website

Prospects sourced from your website may not be cold. However, since their motive or intention to interact is unknown, they can be considered a cold prospect. You can leverage the website interaction when an opportunity arises. Instead of a generic email, you can personalize the email, acknowledging their interaction.

Hi {{firstName}},

You recently visited {{website}} and {{action taken}}.

If you're interested in {{topic}} here are some additional recommendations to read:

{{list of relevant resources}}

{{your company}} also offers {{solution}} to help you with {{address the challenges}}.

Will you be free for a 10-minute call tomorrow between {{time range}} to discuss this better?

Final Tips on Cold Email Templates

An email template is only the starting point or reference point but never the finished product. It provides you with a structure that needs to be supercharged with a personalized approach. Also, adding a multi-channel approach to your outreach cadence can open more doors to opportunities. You may not have to hyper-personalized every interaction, but here's a simple way to know how to personalize:

  • Different messages for different target groups
  • Research individuals to personalize the opening line
  • Optimize the copy and overall cold outreach with A/B testing different aspects. An essential point in cold email best practices is to ensure you're available where your prospects are most active.
    Richa Sharma
    Content Marketer
    Richa Sharma
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