There’s no doubt cold emails remain one of the most effective ways to get leads and generate sales– I mean, even if you still want to hop on a call, a cold email is the best way to get your foot in the door.

But here's the thing: not all cold emails are created equal.

Certain situations require different types of cold emails, and figuring out what style or template to use can be tricky.

That's why I've done the legwork for you to bring you a comprehensive list of the top 20+ best B2B cold email templates for different use cases.

From the standard cold email to ones with a bit more flavor and pizzazz, I've got you covered. So, without further ado, let's take a look at the templates built with cold email best practices in mind.

1) Standard Personalized B2B Cold Email Template

If you want someone to give you the time of day, you need to make sure your cold email is tailored to them– and don’t just copy and paste a template from a “cold email template” search on Google.

This doesn’t mean you shouldn’t “steal” my templates – by all means, use them to get a headstart. But make sure you tailor the copy to what matters to your prospect, even using some industry inside jokes or witty (subject) lines.

Do some research (like perusing their LinkedIn or company website) and find a way to truly connect.

Hi [First Name],

I noticed that [Their Company] recently achieved [Achievement]. Congratulations on hitting this milestone!

Now that you're looking to improve at [Specific Goal], our [Product/Service] can help like we've done with similar businesses like yours in the past.

We've helped companies like [Similar Business 1] and [Similar Business 2] to achieve their [Similar Goal 1] and [Similar Goal 2]. We can do the same for you as well.

Is this relevant to you? If so, let's grab virtual coffee this week!

2) Pain Point/Challenge Template

Another effective cold email method is presenting a solution for a pain point or challenge you discovered the prospect is facing. I like this because it’s a “two birds with one stone” approach– you get to be personal while also providing an answer to their problem.

Hey [First Name],

I know [Main Pain Point] is difficult to deal with. Then, if you add in [Additional Pain Points], it's even more challenging.

Look, I get it– and I think I have a solution.

[Your Company Name] helps [Target Clients] [Benefits You Deliver]. We've helped [Similar Company] reach [Specific Metrics].

I'd be happy to connect with you and share how [Product/Service] can help you get similar results.

Do you have a few minutes to speak tomorrow? If not, go to [Link to Schedule Meeting] to pick a time that works for you.

3) Goal-Focused B2B Cold Email Template

On the opposite end, you can craft a goal-oriented cold email. Make sure you start off on the right note in the email’s greeting.

Hi [First Name],

I saw a post on the [Prospect's Company] website that you're focusing on reaching [Specific Goal] by the end of the year.

As someone passionate about helping businesses achieve their goals, I wanted to see if there’s an opportunity for us to help you get there.

Our [Product/Service] has helped other companies in [Industry/Topic] achieve similar metrics by [Solution/Benefit]. It could be a valuable asset for your team as well.

Would you like to explore this solution? If yes, let’s schedule a time to speak later this week.

4) Relevant Question Email Template

One of the easiest ways to get a response is to ask a relevant question the prospect will be compelled to answer. Complement it with a compelling subject line.

Hey [First Name],

Yesterday, I was struck by the impressive work [Their Company] is doing in [Industry/Topic]. I have a quick question I think you could help me with.

As a [Your Role] who's been around the block a few times, I know that [Specific Challenge/Topic] is a constant thorn in the side of businesses in our industry.

So, I have to ask – how is your team tackling it? Are you seeing the results you were hoping for?

I ask because I have a solution that might be just what you need.

Our [Product/Service] has helped other companies in [Industry/Topic] overcome similar challenges by [Solution/Benefit] – it could be a game-changer for your team as well. We’re also open to learning how we can best tailor it to your existing approach!

Give me 15 minutes on a call so you can learn how. What time this week works for you?

5) Funny Cold Email Template

Don’t be afraid to put a little of your humor and personality in your cold email to stand out from the crowd. This is a great “side dish” to a subject line where you may use emojis.

Lord/Lady [Last Name],

I hope this raven finds you in good health and not at war with any other Houses. As a loyal member of House [Your Company], I come bearing a proposition that may interest you.

Word has reached us that your House [Their Company] is facing formidable competition in the [Prospect's Industry] realm. But fear not, for House [Your Company] has a weapon that can vanquish any foe: our [Product/Service].

With our [Product/Service], you will have the power to defeat your rivals and claim the Iron Throne [or dominate your industry].

But enough with the lofty talk. Would you be interested in a private parley to discuss how we can assist you in your conquests?

If so, send a raven [or email], and we shall arrange a meeting for [Specific Time & Date] or when thy hath the time.

Winter is coming, but you shall emerge victorious with House [Your Company Name] by your side.

Of course, I took the Game of Thrones approach because I love the show (except for season 8). But you can use a similar tactic if you figure out the prospect is a fan of something!

6) Follow-Up Email Template

I always say, “Don’t give up; Follow up!” Even a single follow-up email can boost your response rate by 40% or more.

No Response

Hello again, [First Name],

I hope you’re doing well today! I wanted to check if you’ve had time to consider my last email. I genuinely believe that [Reiterate Points From Last E-mail].

If there’s something preventing you from making a final decision, let me know if there’s anything I can do to help!

Initial Response but No Follow-Through B2B Cold Email Template

If the prospect engaged with the first email in your sequence or opened the email, re-spark the convo. Keep the follow-up email polite but encouraging!

Hi [First Name],

It’s me again. I’m sorry we haven’t been able to get on a call. Last time we spoke, it appeared you were thrilled about the idea of [Product/Service] and how it can help [Their Company] reach [X Goal].

I’m sure you’re extremely busy, and sometimes things slip through the cracks. However, I’m happy to open my schedule to you, even if it’s after hours or on the weekend.

I look forward to hearing from you!

7) Warm Lead Template

Sometimes, you’ll get a lead that has visited your website or engaged with your team already, especially if you use a data enrichment service that tracks it for you. Now, you just need to guide them to the finish line.

Hi [First Name],

Thank you for showing interest in [Product/Service] by [Action They Took].

I’d love to share more info about how [Product/Service] can help you and your team reach your goals.

Are you up for chatting with us? I’d love to ask you a few questions. Feel free to reach me at [Email Address] or [Phone Number].

Here’s another:

Hey [First Name],

I’m [Your Name] from [Your Company] – a pleasure to e-meet you! I saw that you were checking out [Page/Action] the other day, and I’d love to answer any questions you might have.

Are you free later this week for a brief chat? My schedule is flexible, so let me know when is a good time for you.

8) Recent Event Template

If you come across any news about your lead’s company, referencing it is a great way to break the ice and get your foot in the door.

Hey [First Name],

I read your post on LinkedIn about [Recent Company Achievement]. Congrats!

After this milestone, typically [Value Prop] becomes the primary focus for companies. You might find it helpful to hear how [Similar Client] reached [Specific Goal] and how we could do the same for you.

I know things are a bit wild at [Company Name] right now, but if you’re interested in learning more– and getting a head start– how about a quick chat?

Would you like to run this by your team and get back to me later in the week?

Again, congratulations to you and your team, and I look forward to hearing back from you soon.

9) PAS Cold Email Template

The Problem-Agitate-Solve (PAS) cold email tactic speaks directly to your target audience's pain points and shows that you understand their challenges.

Hi [First Name],

I know how it feels to be constantly dealing with [Pain Point]. It can be overwhelming, to say the least.

It’s incredibly frustrating to [List of Negative Consequences– e.g., lose customers].

That's why I wanted to reach out to you about [Product/Service]. We've helped busy [Job Title]  just like you to eliminate the stress and frustration stemming from [Pain Point].

Imagine how much more you could accomplish if you had [Benefit/Solution]. [Product/Service] that can help you get there.

I'm open to giving you a personalized demo and answering any questions. Are you available for a quick call next week?

10) AIDA Cold Email Template

AIDA is a classic copywriting technique that's been around for ages. It stands for Attention, Interest, Desire, and Action, and it's a simple yet effective way to structure your marketing messages to persuade your audience to take action.

Hey [First Name],

Do you ever feel like you're spinning your wheels trying to [Specific Goal(s)]? It can be frustrating, especially when [Pain Point] keeps getting in the way.

But what if I told you there's a better way?

[Product/Service] has helped businesses like [Similar Company 1] and [Similar Company 2] achieve [Specific Goal] without any of the hassles that come with [Pain Point].

And now, I want to show you how it can work for you!

Imagine how incredible [Specific Benefit] would be, knowing that [Pain Point] is no longer holding you back.

If this sounds like something you’d like to learn more about, let’s hop on a call this week. Reply to this message or follow this link to book your demo: [Insert Link].

11) BAB Cold Email Template

BAB is another copywriting framework that stands for Before-After-Bridge. It helps you capture your prospect's attention by showing them where they are now, where they could be, and how your product or service can get them there.

It’s similar to the Sandler pain funnel questioning but done over email.

You can also experiment with different email sign-offs, as well as low-pressure CTAs.

Hi [First Name],

I got one of your emails and noticed some areas of improvement for [Company Name]. Your [Metrics - e.g., open and click-through rates are lower than average]– [Consequence - e.g., meaning you’re missing out on leads]!

What if I told you there was a tool that could help you improve the effectiveness of [Area of interest - e.g., your email campaigns]?

That's precisely what [Product/Service] does. Our software has helped businesses like [Similar Company 1] and [Similar Company 2] increase [Metrics - e.g., their open rates and CTR by up to 50%].

Are you interested in booking [X] more deals? Just reply “Yes,” and I’ll be in touch!

12) SAS Email Template

The Star-Arch-Success (SAS) email method is a clever way to break through that disinterest and engage your audience by telling a story.

It's like hooking them in with a good book or movie – they'll want to know what happens next!

Hey [First Name],

It’s 2021, and [Star Company] was in a real pickle. They wanted to achieve [Specific Goal/Result Related to Your Product/Service] but couldn’t because of [Pain Point/Arch].

So what did [Star Company] do to win? [Provide 1 or 2 Sentences About Star Company’s Triumph Related To Your Product/Service].

At [Your Company], we’ve become experts at [Product/Service]. We’ve worked with [Similar Company 1] and [Similar Company 2], and they’ve won big, just like [Star Company].

Check out our website [Add URL] and learn how you can be like [Star Company] too!

13) Emailing a Competitor’s Customer Template for B2B Cold Email

If you know the customer is using a product/service similar to yours, leverage that knowledge and highlight how you’re different and/or better than the competition.

Hi [First Name],

I noticed that you're using [Competitor's product] while I was on your website. How's it been working for you?

I run [Your Company], a [Product/Service] that's similar to [Competitor's product], but our [Product/Service] offers [List Key Differentiator(s)].

I'd love to chat with you and hear your thoughts on how we could make [Their Company] even better– and see if it makes sense for us to partner.

Are you available [Date and Time]? If not, I'm happy to work around your schedule. Just let me know!

14) Constructive Criticism Email Template

If you visit someone’s website, social media, or anything else where YOU KNOW you can make it better, don’t be afraid to let them know.

Hi [Name],

I came across your website and noticed it could use a little boost to make it more mobile-friendly.

You might not realize it, but a lot of potential customers may be clicking away from your site because it doesn't look great on their phones.

Fortunately, there's an easy solution to this problem– [Product/Service]. Our service specializes in optimizing websites for mobile devices and ensuring that your customers have the best possible experience.

Don’t let this problem linger! Let’s hop on a quick call so I can explain how we can make your [Website/Blog] even better than it already is.

15) Personalized Video Template

With tools like Vidyard, you can add personalized videos to your cold emails to help separate yourself from the pack.

Hi [First Name],

I came across your [Post/Video] on [LinkedIn/Facebook etc.], and I was really impressed by [Highlight a Key Aspect of the Post/Video].

That’s why I made this [Video Length] video for you because I love what you’re doing in [Their Industry], and I’d like to share how we helped [Similar Company] reach [Specific Goal].

Check out the video here:

[Insert Video]

Sounds good? Let’s hop on a call later this week so you can learn how [Product/Service] can take your business to the next level.

16) Personalized Image/Meme Template

Of course, not everyone likes being on camera. But you can still spice up your email with a relatable image or meme.

Hi [First Name],

I know – you're probably thinking, "Another cold email making lofty promises?" But this one is different.

Source: Mememaker

I wanted to reach out because I noticed [Something Specific About Their Company/Website That Relates To Your Product/Service]. Our [Product/Service] could really help you [Specific Benefit].

We've already helped [Company 1] and [Company 2] achieve [Specific Result], and we could do the same for [Their Company].

Source: Mememaker

Would you like to set up a quick call to discuss this further? If so, let me know, and we can find a time that works!

17) Offering More Solutions than Alternatives Template

If your product/service does more than competitors, make that point known. Similarly, if your fair market value exceeds your competitors’, that can be a strong argument for your B2B cold email template.

Hi [First Name],

Do you ever feel like you're settling for less than you deserve when it comes to your [industry] solutions? I know I have.

That's why I founded [Your Company], the [industry] solution provider that goes above and beyond for our clients.

We're not like the other guys who promise the world but fall short on delivery.

In fact, we offer [X] solutions that you won't find with our competitors like [Competitor 1], [Competitor 2], or even [Competitor 3]. Here's what we can do for you:

  • [Solution 1]
  • [Solution 2]
  • [Solution 3]
  • [Solution 4]

We're not just here to sell you a product. We're here to be your partner and help you succeed.

Ready to learn more? Visit our website [URL] and sign up for a free trial/demo today.

18) Showing How Easy Your Product/Service is to Use Template

Sometimes, people want to get results fast without needing a Ph.D. to get the product to work. Let your leads know that using your product/service is as easy as 1-2-3.

Hi [First Name],

Are you tired of products/services that seemed like they would make your life easier but became a headache?

That's not the case with [Your Product/Service]. It’s designed to be user-friendly and intuitive, making it a breeze for you to accomplish [Specific Goal Related To Your Product/Service].

But don't just take my word for it. Check out [Video/Article Showing Your Product/Service In Use] to see how easy it is to get results.

We know that your time is valuable, so we've made it our priority to make our product/service as effortless as possible. So why not give it a try and experience the ease for yourself?

Let me know if you have any questions or would like to learn more about how [Product/Service] can benefit you and your business.

19) Getting Multiple Stakeholders on Board with a B2B Cold Email Template

So you got in touch with the CEO, but you also need others like the Head of Sales, Head of Product, and other stakeholders to make the final decision. The key is to use the materials (or persuasive copy) to show that you understand who they have to run the decision by.

Hi [First Name],

I hope you're having a great day so far. I know you're busy, so I'll get straight to the point.

I’d like to invite you and your team to a demo where we can show them exactly how our [product/service] works and answer any questions they may have.

And we’ve developed a brief explainer [Video/White Paper] highlighting the revenue growth potential and productivity benefits our [Product/Service] can provide. You can find it here: [Insert Link].

Would you like to run this by your team? I’d love to set up a call to discuss the demo and how we can move forward with implementing [Product/Service].

20) Bypassing the Gatekeeper Template

Gatekeepers, such as regional managers or executive assistants, hold the key to getting you in front of the right person. That’s why it’s essential to know how to tailor your messaging strategy to get your foot in the door before it’s shut in your face.

Hi [Name],

I noticed that you recently [Insert Relevant Activity or Achievement]. As a [Your Position] at [Company Name], I can appreciate the hard work that goes into [Reference Activity/Achievement].

At [Company Name], we specialize in [Your Unique Selling Proposition] and have a proven track record of success with clients such as [Insert Success Stories].

[Product/Service] could help [Their Company] achieve/solve [Specific Goal/Problem].

Looking at your profile on [LinkedIn or Platform], I think you’re the right person to talk to about [Specific Goal/Problem]– or at least point me in the right direction.

If yes, are you free for a brief 15-minute call on [Specific Time & Date]?

If not, could you forward this email or put me in contact with someone at [Their Company] to explore if [Product/Service] is a good fit?

Thank you in advance!

Best Practices for Writing Cold Emails in B2B

Now that you have a good amount of templates in your toolbelt, here are some extra tips to help you write kickass cold emails every time:

  • Talk to them like a friend, not a robot. Use "you" 10x more than "I" and keep the tone conversational.
  • Focus on their problems and how your solution can solve them. Don't make it all about you.
  • Personalization is the secret sauce. Find something unique about them and connect it to your pitch.
  • Short and sweet gets the job done. No one wants to read a novel in their inbox. Shoot for 125 words or less, and never over 200.
  • Use simple, easy-to-understand language. Don't try to impress them with fancy words.
  • Mind your sales email subject line! Use the right subject lines based on the prospect and the type of email you’re sending.
  • Don't ask for a meeting before they've expressed interest unless the ICP and the pitch are a clear-cut fit. Build rapport first.
  • And most importantly, don't forget to follow up! Persistence pays off.

With these tips and templates, you’re ready to get out there and start cold emailing. Good luck, my fellow sales warriors!