17 Cold Email Template Examples (And When to Use Them)

With 25% of desk workers and 43% of executives saying they spend too much time on email already, how do you ensure they’ll want to read yours?

Time is precious. The cold email template you use for prospects must be compelling, engaging, and direct in order to grab their attention quickly. And if you want clients to open what you send, your subject line needs to be personalized and on point.

In this article, we’ll explore how to craft a subject line that can’t be ignored, the ins and outs of A/B testing, the secret to an irresistible CTA, and 17 cold email templates that you can adapt for yourself.

What you’ll learn:

What is a cold email template?

A cold email template is a pre-written framework used for sales prospecting when you don’t have a relationship with your recipient. The goal is to grab the recipient’s attention, convince them to open your email, read it — and take action.

In order for this cold email to be effective, you’ll need to craft a compelling CTA that generates a response. And the best case scenario? You’ll get a meeting.

Tailored specifically for your target audience, cold email templates can be one of your go-to sales tools, offering an opportunity to connect with prospects in a way that’s friendly, warm, and personal.

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Best practices for using cold email templates

As is the case with a good set of cold calling tips, there are specific steps that you need to take in order to craft an effective cold email. In my years as an executive sales coach, I’ve learned what works and what doesn’t.

Here are some tried and true ways to improve the open and response rates of your cold emails:

• Get personal: Templates are efficient, but they should be tailored for your audience. Lead with a warm and friendly approach — something that will create an emotional response. Even better? Reference relevant blog posts, mutual connections, or recent achievements. For example, if you note in your email that you know the recipient through an alumni organization, you’ve established a baseline of trust.
• It’s not all about you: Before you hit the “send” button, take a moment to see how many times you used the words “I” and “my.” The ratio of “I” and “my” to “you” and “your” should be 1-to-2. Cold emails should always be about the prospect, their needs, and how you can solve their challenges. Cold emails work best when they address your prospect’s specific pain points. A subject line like, “Have you been ghosted by recruiters?” will capture a targeted prospect’s attention immediately.
• Provide value upfront: Offer case studies, insights, and relevant resources to establish credibility and build interest. Let’s say you have a hotel that offers eco-friendly experiences. In your cold email, you might cite a study that shows a high percentage of travelers have expressed a strong desire to adopt more sustainable travel practices.
• Create an engaging subject line: The best email subject lines for sales are no more than six or seven words, and those with the best open rates elicit emotions, either good or bad. Make it specific and avoid sensationalism — “secure your payloads” is more effective than something nebulous like “the drive of your dreams.”
• Ease up on the emojis: Emojis can sometimes boost open rates. But don’t go overboard — using multiple emojis can trigger spam filters, impacting the deliverability of your cold emails.
• Keep it short: Be considerate of your prospect’s time. Decision-makers are often reading emails on mobile devices between meetings, so direct and concise messages tend to get higher response rates.
• Craft a compelling CTA: Avoid a direct request for a meeting in the first message. Instead, include links to valuable content, such as a smart link to a resource hub, building the case for a follow-up discussion. An effective call-to-action should be short, clear, and value-focused. It should be 1-2 words, in all caps, and in a clickable button.
• Powerful pre-headers: The line of text that follows the subject line should include an industry insight, statistic, or message that will capture the recipient’s attention.
• Conduct A/B testing: With A/B testing, you can measure the effectiveness of subject lines, hooks, and CTAs. This helps you hone in on the best messaging for your campaign. Create two versions of the same email, and send to 20% of your audience to see which one performs better. Apply the more successful email to the remaining 80% of your outreach.
• Write simply: For maximum engagement, write your email at an eighth-grade reading level. Most people (85%) understand information at this level, according to Michigan Technological University. People want to be able to get information quickly, so it’s important to create content that’s easy for readers to understand.
• Avoid freebies: Don’t mention the word “free” in your subject line — not only can it be a turnoff to many people and look unprofessional, it can trigger spam filters.
• Get an assist from AI: Using data from your CRM platform, generative AI can help you draft personalized, contextually relevant emails. And personalization works — open rates jump 29% higher when cold emails are personalized.

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17 cold email templates

Not sure where to start? Here are some effective cold email templates to get you going:

Referral from a mutual connection

Referrals are a great way to gain new leads. If you see someone you’d like to do business with on LinkedIn or another social media site, do a bit of research to see if you have any mutual connections. Then, send a quick email asking that mutual connection for an introduction to your prospect — but don’t ask for the intro right out of the gate.

Instead, thank your mutual connection for something. It can be for their business, if you’ve worked together, or for something they or their company did that made news. This should make them more receptive to your ask.

Subject: Thanks again!

Hi [FIRST NAME],

Thanks again for your business. It’s been great working with you and the [MUTUAL CONNECTION’S COMPANY] team.

I have a favor to ask of you: I’d like to start a conversation with [PROSPECT COMPANY] and I see you’re connected with [NAME, TITLE].

Do you know [HIM, HER, THEM] well enough to introduce us via email? If so, I’d really appreciate the referral.

Thanks so much,

[EMAIL SIGNATURE]

Asking for an introduction without a connection

If you don’t have any mutual connections in common, this approach can work if your prospect has been mentioned in the news or industry trades.

Subject: Would love an introduction to [NAME OF PROSPECT]

Hi [FIRST NAME],

My name is [YOUR NAME], and I came across [NAME OF PROSPECT] through [BRIEF CONTEXT]. I was hoping that you could help me with an introduction.

I’m currently [BRIEFLY EXPLAIN WHO YOU ARE, WHAT YOU DO, AND WHY YOU WANT THE INTRODUCTION]. I believe a conversation with [NAME OF PROSPECT] could be mutually beneficial because [BRIEF REASON WHY IT WOULD BE A GOOD CONNECTION].

If it’s not too much trouble, I’d appreciate your help in making this connection. If you think it’s not a fit, or you’re unable to assist, no problem — I completely understand.

Thanks for your consideration. I’m happy to provide additional details if needed.

All the best,

[EMAIL SIGNATURE]

Not sure who to contact

Nothing’s worse than sending a pitch to the wrong person. This email will help you track down who you need to reach.

Subject: [FIRST NAME], can you help?

Hi [FIRST NAME],

We recently launched [PRODUCT OR SERVICE] at [SELLER COMPANY]. [INCLUDE ONE-SENTENCE PITCH.]

We’re seeing [SPECIFIC AND MEASURABLE RESULTS] for [YOUR TARGET CUSTOMERS].

Do you handle [THE THING THAT YOUR PRODUCT OR SERVICE DOES]? If not, would you be willing to point me in the right direction?

Thanks so much,

[EMAIL SIGNATURE]

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Prospecting

Sending a meeting request to a prospect should be brief and direct. Whatever you do, don’t open your email with, “I hope this email finds you well.” At this point, it is an overworn cliché to the point of being a joke. Get right to the point.

Subject: Quick chat to see how we can help [PROSPECT COMPANY]

Hi [FIRST NAME],

I’m reaching out because I believe [SELLER COMPANY] can offer valuable solutions to help [PROSPECT COMPANY] achieve [SPECIFIC GOAL OR ACHIEVEMENT]. I’d love to schedule a brief call to learn more about your needs and discuss how we can support your objectives.

Would [PROPOSE TWO TIME OPTIONS] work for you? If not, please just let me know what time is most convenient.

Looking forward to connecting,

[EMAIL SIGNATURE]

Prospecting follow-up

If you don’t hear back from your prospect, send them a follow-up email a few days afterwards.

Subject: Following up on my request for a meeting with [PROSPECT COMPANY]

Hi [FIRST NAME],

I wanted to follow up on my last email regarding a quick chat about how [SELLER COMPANY] could support [PROSPECT COMPANY] in achieving [SPECIFIC GOAL OR ACHIEVEMENT].

If you’re available, I’d love to connect. Please let me know if one of the times I suggested works for you — or, feel free to propose a time that’s a better fit for your schedule.

Thanks, and I look forward to hearing from you!

[EMAIL SIGNATURE]

Pre-meeting

You’ve scored a meeting with a prospect. Congratulations! Now you want to set the tone for that meeting with an email. Here’s one that serves as a friendly reminder while offering social proof of your company’s products or services. Send it the day before your meeting.

Subject: [POSITIVE OUTCOME] with [PROSPECT COMPANY]

Hi [FIRST NAME],

Thank you again for scheduling tomorrow’s meeting. During the call, we’ll explore how [SELLER COMPANY] will impact your team at [PROSPECT COMPANY] in achieving [SPECIFIC GOAL].

I also wanted to share [EXAMPLE OF HOW SELLER COMPANY SOLVED A SIMILAR PROBLEM FOR ANOTHER COMPANY].

[TEAMMATE NAME], who is the [TEAMMATE JOB TITLE] at [SELLER COMPANY], will also be on the call. We both look forward to speaking with you tomorrow at [TIME].

Here’s the link to the call:

[LINK TO CALL]

Talk soon,

[EMAIL SIGNATURE]

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Post-meeting

After any meeting, it is essential to write a brief email to acknowledge the participant’s time, recap the content of your call, and outline next steps.

Subject: [SELLER COMPANY] call recap

Hi [FIRST NAME],

It was great talking with you and [PROSPECT COMPANY TEAM MEMBERS PRESENT ON CALL] yesterday. Here are the main points we discussed:

• [BENEFIT 1]: Improve [PAIN POINT] by [SOLUTION].
• [BENEFIT 2]: Identify [IMPROVEMENT AREA] by [SOLUTION]. I know you had a question about this, so I added resources below.
• [BENEFIT 3]: Scale [PROCESS] with [SOLUTION].

Next steps:

I’ll [NEXT STEP] so that we can [SHARED GOAL].

[TEAM MEMBER’S FIRST NAME], you mentioned that you needed to check [ITEM]; would it be possible for you to review before [NEXT STEP] so that I can show you [BENEFIT]?

Resources:

Here’s an example of how [COMPANY NAME] was able to improve [PAIN POINT] by [STAT]:
[LINK]

Here’s another example of how [COMPANY NAME] was able to improve [PAIN POINT] by [STAT]:
[LINK]

If you have any questions or concerns, please reach out.

Talk soon,

[EMAIL SIGNATURE]

Recent event outreach

Events such as conferences or industry awards are a great reason to reach out to a prospect. This email can help get your message across right when your prospect is already riding high.

Subject: Congrats on [ACHIEVEMENT OR EVENT]!

Hi [FIRST NAME],

I saw [PROSPECT COMPANY] recently [ACHIEVEMENT OR EVENT]. Congrats! [INCLUDE 1-2 SENTENCES ON SPECIFIC PRESS COVERAGE; OFFER SINCERE CONGRATULATIONS AND HOW IT MADE YOU FEEL.]

After [ACHIEVEMENT OR EVENT], many companies find that they need to focus on [YOUR PRODUCT OR SERVICE]. Things are probably busy right now at [PROSPECT COMPANY], but I’d love to share how we can help [MAIN BENEFIT OF YOUR PRODUCT OR SERVICE].

Do you have time to chat next week? Would [PROPOSE TWO TIME OPTIONS] work for you? If not, please just let me know what time is most convenient.

Congrats again,

[EMAIL SIGNATURE]

Address pain points after an event

This template tackles a prospect’s pain points directly and effectively.

Subject: [PROSPECT COMPANY] + [SELLER COMPANY]: A winning pair

Hi [FIRST NAME],

I saw that [PROSPECT COMPANY] recently [ACHIEVEMENT OR EVENT] — congratulations!

[SELLER COMPANY] specializes in helping teams like yours [BRIEF SENTENCES OUTLINING SELLER COMPANY’S BENEFIT WITH SPECIFIC, SUPPORTING METRIC], especially during times of change.

What are some of the biggest challenges you face at [PROSPECT COMPANY]? We’ve helped companies such as [2-3 RELEVANT COMPANIES], and I’d love to share some insights with you.

Do you have time to chat next week? Would [PROPOSE TWO TIME OPTIONS] work for you? If not, please just let me know what time is most convenient.

Congrats again,

[EMAIL SIGNATURE]

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B2B outreach

This template works when you want to quickly share your value proposition and let your prospects know what they stand to gain.

Subject: It worked for [PROSPECT COMPANY’S COMPETITION] — and it can work for you

Hi [FIRST NAME],

I have an idea I can explain in 10 minutes that can get [PROSPECT COMPANY] its next 100 customers.

I recently used this idea to help our client [PROSPECT COMPANY’S COMPETITION] [SPECIFIC AND IMPRESSIVE STAT].

[FIRST NAME], let’s schedule a quick 10-minute call so I can share the idea. Would [PROPOSE TWO TIME OPTIONS] work for you? If not, please just let me know what time is most convenient.

Thanks,

[EMAIL SIGNATURE]

No-ask outreach

Use this template when you haven’t established any kind of relationship with your prospect. It provides value without asking for more than a simple response.

Subject: Your [PRODUCT OR SERVICE] on [SELLER COMPANY]’s blog

Hi [FIRST NAME],

My content team at [SELLER COMPANY] recently published an article featuring [PROSPECT COMPANY]. Here’s the link: [TITLE OF ARTICLE WITH HYPERLINK]

We’re big fans of [WHAT PROSPECT COMPANY IS DOING] in the [INDUSTRY] space, and we included you [1-2 SPECIFIC SENTENCES ON WHY PROSPECT COMPANY WAS FEATURED IN ARTICLE].

I’d love to hear your thoughts. Or, if you have anything you’d like to add, I’m happy to update the article.

Cheers,

[EMAIL SIGNATURE]

Making connections

Use this template to open doors with new leads and prospects without the hard sell.

Subject: [INDUSTRY] trends and [PROSPECT COMPANY]

Hi [FIRST NAME],

Have you seen much about the [SPECIFIC INDUSTRY SHIFT OR CHANGE] in our space? Specifically, [TREND 1], [TREND 2], and [TREND 3].

My team at [SELLER COMPANY] has been on top of these changes with our [PRODUCT OR SERVICE BENEFIT]. Our customers, such as [2-3 RELEVANT COMPANIES], are seeing some impressive results: [SPECIFIC AND IMPRESSIVE STAT].

Let’s talk about how we could help your team see similar benefits. Would [PROPOSE TWO TIME OPTIONS] work for you? If not, please just let me know what time is most convenient.

[EMAIL SIGNATURE]

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PAS

PAS stands for problem, agitate, solution. By outlining the problem, the frustration it causes, and your solution, you can help prospects who are considering your offerings but need to see how their competitors benefited from it in order to pull the trigger.

Subject: Turn negative reviews into happy customers

Hi [FIRST NAME],

I noticed that your company has some negative reviews about poor customer service.

It’s incredibly frustrating to lose customers because of things such as lost tickets due to challenges in the support department.

[SELLER SERVICE] integrates all of your customer data into one centralized place, allowing you to easily track, manage, and measure customer interactions — no matter the channel.

Would you like to hear more about how [SELLER SERVICE] can turn those negative reviews into loyal, happy customers?

Thanks,

[EMAIL SIGNATURE]

AIDA

AIDA stands for awareness, interest, desire, and action. Because of its specificity, this template works best with leads that closely match your ideal customer profile.

Subject: Tired of [PAIN POINT]?

Hi [FIRST NAME],

I [BRIEFLY EXPLAIN HOW YOU GOT THEIR INFORMATION.] and wanted to gauge your interest in [BENEFIT] and [SPECIFIC AND IMPRESSIVE STAT].

Over here at [SELLER COMPANY], we have a new platform that’ll help [DEPARTMENT] at [PROSPECT COMPANY] with [BRIEF PITCH OF BENEFITS]. We do this by:

• [BENEFIT 1]
• [BENEFIT 2]
• [BENEFIT 3]

Are you available for a quick call [PROPOSE TWO TIME OPTIONS] to explore this further?

Cheers,

[EMAIL SIGNATURE]

Negotiation

When you’re at the evaluation stage of the sales funnel, make it as easy as possible for your prospect to offer a clear and decisive “yes” by offering specific times to connect.

Subject: Quick call to align on pricing — what’s your availability, [FIRST NAME]?

Hi [FIRST NAME],

I totally get where you’re coming from.

Let’s jump on a quick call to align pricing with your budget. I’ll also be happy to answer any questions. I’m sure that we can knock this out in no more than seven minutes.

Would [PROPOSE TWO TIME OPTIONS] work for you?

Thanks,

[EMAIL SIGNATURE]

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Exclusive offer

Special, limited-time offers can be the bait that gets prospects to bite — and open your email.

Subject: Exclusive offer just for you, [FIRST NAME]

Hi [FIRST NAME],

I’m reaching out because I believe you’d be a great fit for an exclusive offer I’d like to extend to you.

For a limited time, we’re offering [PRODUCT OR SERVICE] at a special price just for [GROUP, ROLE, OR INDUSTRY]. I wanted to personally reach out and make sure you don’t miss out on this opportunity.

Here’s what’s included in this exclusive offer:

• [BRIEF DESCRIPTION OF PRODUCT OR SERVICE]

I’m confident that [PRODUCT OR SERVICE] can help you [BRIEF DESCRIPTION OF SOLUTION].

I’d love to schedule a quick call or demo to walk you through how it works and answer any questions you may have.

This offer is available until [EXPIRATION DATE], so please let me know if you’d like to take advantage of it!

Looking forward to hearing from you,

[EMAIL SIGNATURE]

Closing

You’ve won the business, and you need to keep moving the ball forward. This template sets up the call to sign the contract. It also provides an opportunity for the buyer to reach out to you with any questions.

Subject: Great speaking today — proposal and next steps inside

Hi [FIRST NAME],

Great catching up! I’m sending you a quick note to share [SELLER 

COMPANY]’s proposal that we reviewed today:

[LINK TO PROPOSAL]

Also, I just sent an invite for us to connect on [DATE AND TIME] to go over the contract and answer any final questions that you may have.

Looking forward to it,

[EMAIL SIGNATURE]

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Create a connection with your cold emails

Using a cold email template needn’t be chilly and impersonal. Create a connection by personalizing your message to identify with your prospect. (See our sales email templates for effective outreach for even more help in sending email that wows.) Keep the body of the email short and sweet, create an engaging subject line, and add a compelling CTA.

A simple message is effective. But the right template can help turn it into a new relationship.