9 B2B Cold Email Templates to Get Your Leads’ Attention

Sam Brodie

March 29th

Are you having a challenging time getting responses from your leads?

True — cold email marketing can be challenging. It connects you with someone who may not be expecting your email. 

Cold email marketing can be a very effective way to reach new leads and generate interest in your product or service.

If you’re having a hard time getting through to people, it’s okay. Most Business-to-Business (B2B) marketers share your problem.

You need a little help.

This article features nine B2B cold email templates. Personalize them, add relevant information, and you’re ready to use them!

The AIDA Email Template

AIDA cold email template

The template:

Hi [Prospect Name],

Thanks for considering our [product/service] as a solution to [the problem your company solves]. 

We understand the challenges that [lead’s role] often faces in this area, and we believe our product can help eliminate the stress and improve the [specific problem] by [one-sentence pitch].

We have received positive feedback from customers like [customer] who have experienced the benefits of our product firsthand. [customer testimonial about the problem]

If you’re interested in learning more about how our product can help you achieve [the benefit of your product], we would be happy to schedule a call with you to discuss this further. 

Please let me know the best time for you next week, and I will make sure to send you a calendar invite with the details.

Best regards,

[Your name]

Why is this template effective?

Attention, Interest, Desire, Action (AIDA) is a proven method for crafting effective sales and marketing copy. 

AIDA involves creating an attention-grabbing message. It establishes relevance, creates a desire for the product or service, and attracts interest in your offer. Finally, it motivates the reader to take a specific action.

The “Human” Email Template

Human cold email template

The template:

Hello [Prospect Name],

I wanted to reach out because I believe I have an idea that could potentially bring significant value to [company]. 

I want to help you acquire your next 100 best customers.

This idea has already proven successful for one of our clients, [SaaS company/competitor], and resulted in almost tripling their monthly run rate. 

I would be happy to share the details with you during a quick 10-minute call.

Could you please let me know a time that works best for you to schedule this call?

Thank you for considering this request.

Best regards,

[Your Name]

Why is this template effective?

Making your emails as human as possible personalizes your approach. As a result, they become high-converting, nurturing emails

The offer in the email is intriguing but not pushy; the tone and format of the copy are similar to an email you would send to a close friend or family member. 

The Building Rapport Email Template

Building rapport cold email template

The template:

Hi [First Name],

I wanted to first and foremost congratulate you on your new role! I’m sure you have a lot going on, so this conversation may or may not reach at the right time to you. If you’re feeling stressed, I have a tip that always helps me.

How has your first month in the new role been going so far?

By the way, I left a quick message for you. I got a bit of a chuckle this morning when I received an automated email from your predecessor, [NAME OF PREDECESSOR], whom we worked with briefly, as well as [OTHER FORMER COWORKER NAME] before them.

I work with businesses in the area to help them drive more traffic to their website, increase conversions, and turn leads into customers in an effective and efficient way.

Best regards,

[Your Name]

Why is this template effective?

Forming actual bonds with recipients is a great way to break the ice and increase responses to your cold emails

In the template, the salesperson mentioned the prospect’s new job and offered congratulations. They also brought up co-workers’ names and past attempts to help their company.

The BAB Email Template

bab cold email template

The template:

Hello, [First Name]

What would you [or the lead’s firm] do with [the major advantage of your product/service]?

Does that sound improbable? Well, it has occurred to a number of our customers.

Including [your customer] who used [your product/service] and [insert benefit or success numbers].

You may have noted that both businesses are comparable to [the lead’s company] in terms of size and sector.

I’m sure [your business] can deliver comparable outcomes for you.

Would you be available for a customized demo next week?

Kind regards,

[Your Name]

Why is this template effective?

This template works because it taps into people’s need to make their problem go away. It’s based on an old and effective copywriting technique called Before-After-Bridge (BAB). 

It also works as a sales email template. The fact you mention your product or service that solves problems piques people’s interest to try out your brand.

The Valuebomb Email Template

value bomb cold email template

The template:

Hello [First Name],

I noticed that you recently downloaded a whitepaper on X, and as someone who has experience working with similar companies in the [Y field/industry], I wanted to reach out and introduce myself.

Based on my research, it seems that [Prospect’s Company] would be a great fit for the solutions and services offered by [Your Company]. 

At [Your Company], we have had success helping companies like yours grow through our X, Y, and Z solutions. 

If you would like to explore how we could potentially support your objectives, I would be happy to schedule a meeting to discuss this further. You can book time on my calendar using this link: [Meeting Link]

Thank you,

[Your Name]

Why is this template effective?

This template is perfect for sales coaching. It lets you showcase that you are an authority in your niche. It also allows you to explain the benefits the prospect will receive. Plus, it offers a way to suggest a time to connect and engage with them. 

The SAS Email Template

SAS cold email template

The template:

Hello [First Name],

I wanted to reach out to you to discuss a situation that may be similar to one that [star person/company] faced back in 2018. 

At that time, [star] was facing a difficult challenge due to [cause of the problem/arch] and needed to [get results related to your product/service] in order to overcome it.

Fortunately, [star] was able to find a solution and achieve [short sentence on the star’s triumph, (the triumph should relate to your product/service)]. 

This is where [Your company] comes in – we specialize in [product/service that helped star win] and have helped other companies, such as [Company 1] and [Company 2], achieve similar results.

I have created a personalized template to help you [benefit] and would be happy to send it to you.

Best regards,

[Your Name]

Why is this template effective?

Telling a story in your emails leaves room for personalization. It also lets you showcase your unique voice. And this template — Star-Arch-Success (SAS) — does just that. 

This template introduces the main subject. Then, it describes the subject’s journey. And finally, it reveals how the subject ultimately succeeded and highlights the relevance of your product.

The Right Person Email Template

right person cold email template

The template:

Hello [First Name],

I hope this email finds you well. My name is [your name] and I am the [state your role] at [your company]. 

I understand that you may receive a lot of emails asking for introductions and meetings, but I truly believe that we can offer valuable assistance to [lead’s company] through the solutions we provide. 

Specifically, our product or service [insert one-sentence pitch – what your solution does].

I have also reached out to [relevant person 1] and [relevant person 2] at [lead’s company], as I believe that our product or service could be of great benefit to the company. 

Thank you in advance for considering this request.

Best regards,

[Your Name]

Why is this template effective?

Cold emails that ask for the “right contact” or the “appropriate person” are often ignored or deleted. 

To avoid this, show you did your research and spoke to other colleagues. It demonstrates effort and helps to establish credibility. It’s also an excellent way to identify key decision-makers in an organization.

The Social Proof Email Template

social proof cold email template

The template:

Hello [First Name],

I wanted to let you know about a recent success that I was able to contribute to at [your company]. 

Specifically, I helped [insert popular company you helped] to achieve [result in you helped achieved], which has been one of our biggest accomplishments to date.

We also received positive feedback and reviews from companies such as [Company1] and [Company 2]. 

Based on this track record, I believe that [your company] could potentially offer [insert benefit/pitch] to [lead’s company] as well. Would you be interested in a brief 5-minute phone call next week to discuss this further?

Thank you in advance for considering this request.

Best regards,

[Your Name]

Why is this template effective?

Including social proof in your email can help reduce friction and make it easier for leads to take action. If you have high-profile customers, consider mentioning them as social proof to add credibility to your message. 

It’s a great way to use it in your influencer outreach initiatives. Influencers tend to gravitate toward people who have collaborated with other influencers.

The “Show Some Love” Email Template

show some love cold email template

The template:

Hello [First Name],

I recently came across your content on [platform] and was really impressed by it. In fact, I enjoyed it so much that I shared it with my [team, boss, friend]. 

Your work is truly impressive and I particularly appreciate the way you [specific compliment on something lead or lead’s company published or did].

I understand that you may be busy, so I will get straight to the point. At [your company], we have spent a significant amount of time creating a personalized demo for [company] that demonstrates how they can [achieve result]. 

Thank you for your time and I hope to hear back from you soon.

Best regards,

[Your Name]

Why is this template effective?

This template is effective because it uses flattery. It provides an honest and credible compliment on something your lead has created and can be essential to your sales email template.


Writing a successful cold sales email requires a combination of strategy and attention to detail. These tips and templates can serve as a helpful starting point, but it’s important to remember to keep your message concise and focus on how you can help the recipient. Avoid unnecessary or irrelevant information, and strive to demonstrate your value as a solutions-oriented partner to their business — when you use cold email software, you’ll learn this. 

By taking the time to understand your prospect’s needs and tailoring your approach accordingly, you can stand out in a crowded inbox and effectively communicate the benefits of your product or service.

Christopher Jan Benitez is a freelance writer for hire specializing in digital marketing. His work has been published on SEO and affiliate marketing-specific niches like Monitor Backlinks, Niche Pursuits, Nichehacks, Web Hosting Secret Revealed, and others.

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