7 Cold Email Templates to Nail Sales in 2023

Cold email gets a bad rap—and it’s not totally surprising. Professional email inboxes are notoriously and perpetually full, with the average B2B decision maker receiving more than 120 emails every day.

The thing is, people are also really good at sorting through the noise to the content they really want. They can recognize an email message that’s from a trusted source and that contains something valuable. And across age groups in the working world, email is still overwhelmingly the most preferred form of brand communication.

Pie charts showing that email is the most preferred form of communication for baby boomers, Gen Z, millennials, and Gen X.
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In this article, we’ll explore 7 of the most important kinds of cold email messages to send to your B2B prospects, plus customizable cold email templates for each.

Quick Takeaways:

  • Introduction emails and value proposition emails help high-potential clients get to know your business and offerings (and the specific value of both).
  • Case study emails provide social proof using real-world examples from your current and past clients.
  • Personalized follow-up emails and re-engagement emails show prospects you care about earning their business, even if it takes some effort.
  • Referral emails tap into the overwhelming preference B2B buyers have for personal recommendations of new providers.

7 Cold Email Templates to Get Right Nail for Better Sales

The Introduction Email

Introduction emails are typically first-outreach messages to prospects telling them about your business and what you have to offer. They’re meant to be informative—not to hard sell—and set the foundation for additional communications.

They should be concise and compelling, getting right to the point about why your business is relevant to the recipient and the value they’ll get from your future outreach. Here’s a template to help you get started:

Subject: Introduction and How We Can Help

Hi [Prospect’s Name],

My name is [Your Name], and I’m reaching out from [Your Company]. We specialize in [mention your product/service], and I wanted to introduce ourselves as a potential solution to [specific problem or pain point]. I noticed [mention a relevant trigger/event], which led me to believe that our offering could benefit your business.

I would love to schedule a brief call to discuss how we can help you achieve [specific goals]. Are you available for a quick chat next week?

Looking forward to connecting!

Best regards,

[Your Name, Title, and Company]

The Value Proposition Email

Value proposition emails get more in-depth about your offerings and how exactly you can provide value for a particular potential customer. They’re generally sent when you’ve identified a specific high-potential prospect (or group of prospects) you want to engage.

In your value proposition email, be sure to address the specific pain points your offerings can alleviate and emphasize benefits and results your customers experience from your solutions.

Here’s an example:

Subject: Boosting [Prospect’s Company] Performance

Hi [Prospect’s Name],

I recently came across [Prospect’s Company] and was impressed by your [specific achievement or notable aspect]. Congratulations on your success!

At [Your Company], we specialize in helping businesses like yours achieve even greater heights. Our [product/service] has been proven to [mention specific benefits or results] for companies in [relevant industry or market].

I’d be happy to provide you with more details and demonstrate how our solution can benefit [Prospect’s Company]. When would be a good time for a call or a meeting?

Thank you for your time, and I look forward to speaking with you soon!

Best regards,

[Your Name, Title, and Company]

The Case Study Email

Social proof is one of the most compelling motivators for potential customers to engage with and ultimately choose your business. You can share customer success stories in case study emails, which demonstrate how your offerings deliver value using real-world examples from your past and current clients.

In your case study email, be sure to get specific about the client you’re referencing (use their company name if you can, but otherwise share key details like industry, size, and problems they aimed to solve), and highlight exactly how your solutions enhanced business results for them.

Subject: How [Similar Company] Achieved Remarkable Results

Hi [Prospect’s Name],

I wanted to share a recent success story with you that I believe may resonate with [Prospect’s Company]. We recently worked with [Similar Company] in [similar industry/vertical] and helped them achieve [specific results or improvements].

Through our [product/service], we were able to [describe how your solution helped Similar Company overcome challenges and achieve desired outcomes]. I believe that with our expertise and proven track record, we can deliver similar results for [Prospect’s Company].

You can read more about [Similar Company’s] success here: [URL to complete case study].

I’d be happy to discuss this further and explore how we can help you achieve similar success. Can we schedule a call or a meeting next week?

Thank you for your consideration, and I look forward to hearing from you!

Best regards,

[Your Name, Title, and Company]

The Personalized Follow-up Email

Personalization is central to successful B2B communications, and you’ll be hard pressed to get your cold email outreach noticed without it. McKinsey reports that about three-quarters of consumers now say they not only expect personalization but are frustrated when they don’t receive it.

That means if your cold email outreach isn’t personalized, you’ll likely be making a negative impression on your potential customer. Here’s one way to personalize a follow-up message to increase the likelihood of engagement and response:

Subject: Hey [Name], A Quick Follow-up and Thought

Hi [Prospect’s Name],

I hope you’re doing well. Last week, I reached out to discuss [mention topic or solution]. I understand that you’re busy, but I wanted to follow up and share an interesting article/resource that I came across related to [topic or industry].

[Include a brief summary or snippet from the article/resource]. I found it to be insightful and thought it might be of interest to you as well.

If you have any questions or would like to discuss this further, please let me know. I’m available for a call at your convenience.

Thank you for your time, and I look forward to hearing from you!

Best regards,

[Your Name, Title, and Company]

The Referral Email

Referrals are a cornerstone of B2B lead generation and business development. Research shows that about 90% of B2B buyers specifically seek out recommendations and are influenced by referrals. Mentioning the name of someone who referred your potential customer is one of the most effective ways to grab their attention.

Here’s an example:

Subject: [Mutual Contact’s Name] Suggested We Connect

Hi [Prospect’s Name],

How are you? [Mutual Contact’s Name] recommended that we should connect, as they thought our companies might be a good fit for collaboration or partnership opportunities.

After researching your company and learning more about your goals and challenges, I believe there could be mutual benefits to explore.

I’d love to schedule a call or a meeting to discuss how we can potentially work together to achieve [shared objective or mutual benefit]. I believe our expertise in [relevant area] and your [complementary strengths or resources] could create a powerful synergy.

Are you available for a brief call next week to explore this further? I’m excited about the possibility of collaborating with [Prospect’s Company].

Thank you for your time, and I look forward to connecting!

Best regards,

[Your Name, Title, and Company]

The Time-Sensitive Email

Incentives are important for getting high-potential and high-intent prospects over the proverbial sales finish line, and creating time urgency is one of the most powerful incentives you can use.

By including a time-sensitive offer in your cold email outreach, you can motivate your prospects to act now vs. putting it off for later (or potentially never). As with most other types of cold email outreach, you want to get right to the point about your offer, the time parameters around it, and how it can benefit the recipient’s organization.

Subject: Exclusive Offer for [Prospect’s Company], Ends [Ending Date]

Hi [Prospect’s Name],

I hope you’re doing well! I wanted to reach out to you with an exclusive offer that I believe could significantly benefit [Prospect’s Company].

For a limited time, we are offering [describe the offer or discount]. This is an excellent opportunity for you to [highlight the value or savings]. We have seen tremendous success with clients who have taken advantage of this offer, and we’d like to extend it to [Prospect’s Company].

I’d be happy to provide you with more details and answer any questions you may have. Let’s schedule a call to discuss how this offer can help [Prospect’s Company]. The offer is available until [Ending Date], so let’s try to connect before then!

Thank you for your consideration, and I look forward to speaking with you soon.

Best regards,

[Your Name, Title, and Company]

The Re-Engagement Email

If you’ve been working in sales for any period of time, you know that it takes multiple touches to engage and convert new leads. Re-engagement emails follow up with leads in your pipeline that may have gone cold for one reason or another but still have potential to convert.

Most B2B prospects appreciate the effort you make to reach out again and will take time to read what you have to say.

Subject: [Prospect’s Name], Let’s Reconnect and Explore New Possibilities

Hi [Prospect’s Name],

It’s been a while since we last connected, and I wanted to reach out to see if there have been any changes or updates in your business. We’ve made some exciting developments at [Your Company] that I believe could be of interest to [Prospect’s Company].

I’d love to catch up and discuss how our latest offerings can address your current challenges or goals. We’ve had great success working with companies in [prospect’s industry or market], and I believe we can bring valuable insights and solutions to [Prospect’s Company].

Let’s schedule a call to reconnect and explore potential opportunities for collaboration. I’m eager to hear about any new initiatives or objectives you have in place.

Thank you for your time, and I look forward to reconnecting soon!

Best regards,

[Your Name, Title, and Company]

Closing Thoughts on Cold Email

Cold email’s bad reputation is mostly thanks to a misunderstanding of when and how these messages should be sent. Mainly, that cold email outreach is equivalent to mindless email blasts that don’t make any effort to engage at an individual level.

By implementing cold email outreach that’s targeted, intentional, and personalized (like in the cold email templates from this article), you can make email an effective driver of lead gen and new sales conversions for your business.

How Televerde Can Help

Televerde offers comprehensive marketing, sales, and customer support solutions that can help you successfully engage your target customers at every stage of their purchase journey. Our solutions are rooted in proven best practices and customized to meet the unique needs of every individual client.

Contact our team to learn more about how we can help your business grow.

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