B2B cold email templates

Most cold emails get deleted because they could have been sent to anyone. The templates below fix that with one line you can only write about that company. Fill in the brackets, keep it under about 150 words, and send it as plain text.

The shape of a good cold email

• Subject: short and about them. "Shipping cases for Riverbend" beats "Quick question".
• First line: one real detail from their website: a product line, a new location, a program they run. Start it with "You" or "Your". No flattery, and no numbers you didn't actually see.
• What you do: one sentence, plain words.
• The offer: something free and specific to them: samples, a plan, a sketch.
• The ask: yes or no. "Reply yes and it's yours."
• The way out: "Reply no and I won't email again," plus your company name and mailing address.

Template 1: The first email

Hi [First name],

[One real detail from their website, starting with "You" or "Your".] [Why that matters for what you sell, in one sentence.]

We [what you do] for [who you do it for]. I'd like to send you [a free, specific thing] for [their product or situation].

Want it? Reply yes and it's yours. Reply no and I won't email again.

Thanks,
[Your name]
[Company]
[Mailing address]

Here's the same template filled in:

Hi Dana,

Congrats on getting Riverbend into 1,200 stores. That's a lot of jars to get to a lot of shelves in one piece.

We make shipping cases for food brands, sized so nothing breaks on the way to the store. I'd like to send you a few samples sized for your jars.

Want them? Reply yes and they're yours. Reply no and I won't email again.

Thanks,
Sam
Acme Packaging
100 Example Ave, Columbus, OH

Template 2: When you don't know who handles it

For a general inbox, ask to be pointed to the right person instead of pitching whoever reads it.

Hi,

I'm trying to reach whoever handles [area] at [Company]. [One real detail from their website.]

We [what you do]. I'd like to send [the free thing] to the right person. Who should that be?

Thanks,
[Your name]
[Company]
[Mailing address]

Template 3: The first follow-up

Send it as a reply in the same thread, about four days later.

Hi [First name], did you get a chance to look at this? The [free thing] for [Company] is still yours if you want it.

Template 4: The last follow-up

Same thread, about eight days after the first email. Then stop.

Last one from me, [First name]. If [Company] wants the [free thing], reply yes and it's yours. If not, no worries. I'll leave you alone.

Rules we follow for every email

• Published addresses only. Never guess an address from someone's name.
• A few dozen new emails a day per inbox. Need more? Add inboxes.
• One recipient per email, plain text, no attachments.
• Two follow-ups, then stop.
• A "no" is final. Thank them once and never email again.
• A mailing address and an easy opt-out in every email. That's the law in the U.S.: here's what CAN-SPAM requires.

Mistakes that get cold email ignored

• Opening with "I hope this email finds you well" or anything else that could go to anyone.
• Talking about yourself before you've said anything about them.
• Asking for a call before you've given them a reason to want one.
• Two or three asks in one email. Pick one.
• A fake "Re:" in the subject line. It's misleading, and under CAN-SPAM, subject lines have to be honest.
• Hype words like "game-changer" or "unlock", and exclamation marks.

Writing one of these is easy. Writing a few hundred, each with a true first line, is the hard part. That's what we do for you: our AI reads each company's website and writes the personal line, and we send the emails and sort the replies.