It’s no secret we’re all inundated with emails (seriously, it’s a lot). Standing out in a crowded inbox is no small task, and if writing isn’t a core competency of yours, crafting an open-worthy cold email may sound like quite the uphill battle.
Even if you’re a strong writer, it’s all too common to have your messages sent straight to trash or be — as the young people say — “left on read.” With that in mind, in this article, we offer a few tips you can use to create more compelling cold emails, as well as share 11 cold email templates you can use to get started and connect with more prospects.
Best practices for crafting a compelling cold email template
Just like there are many ways to create a delicious plate of food, there are also many different ways to make a strong cold email template. However, just like with food, there are recipes you can follow to help improve your chances of success.
Understand your audience
You could have the most compelling email copy for your new burger restaurant, but if you send it to a vegetarian, it’s not going to land. The same kind of thing can happen if you don’t take the time to understand who you’re talking to.
Take time to learn about the job the person you’re contacting does, the types of responsibilities they have, and the metrics they care about. The more familiar you are, the more able you’ll be to craft messages that resonate.
Make room for personalization
By virtue of what they are, cold emails tend to be a bit more broad in nature. This is especially true if you’re sending to a list of prospects enrolled in an email sequence. That said, you should still do the things you can to make your message as relevant as possible.
Including people’s names is a small thing that can go a long way. Depending on who you’re sending to, you can also make sure to switch out any content you share to include examples relevant to their use case or industry. They’re small things, but when you’re trying to stand out, details matter.
Optimize the subject line
The subject line of an email is the first thing someone sees, and it can be what determines if they’ll open the email or not. Optimizing a subject line is part science and part art. That said, doing things like A/B testing is a great way to start optimizing subject lines.
There are also a number of free online tools that are meant to help test and grade your subject line. Other than that, some general guidelines are:
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Keep it short: Many suggest no more than nine words or 60 characters.
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Be descriptive: Let people know what to expect when they open your email.
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Use emojis sparingly: Sometimes they work, but they can also be off-putting to some.
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Test: As mentioned above, A/B testing is a great way to know what’s working.
Use social proof
We like things that other people like, which is why we read reviews and seek out recommendations. All of those things fall into the category of social proof. Basically, when people who aren’t you say how great you are, prospects are more likely to believe it than if you say those same things about yourself.
Case studies are great to use for social proof. You could also share comments or reviews left by others about their experience with your product or brand. Each piece of social proof helps further validate your claims and can intrigue a prospect to learn more about your offering.
Include a strategic CTA
Every cold email should have some sort of call to action (CTA) for the reader. It could be to download a guide, set up a call, or something else. Your goal is to encourage the reader to engage with you further in some way.
Make sure your CTA matches the rest of your email. You could also consider placing the CTA at multiple points throughout the message — giving the reader more opportunities to act could improve the chances that they do.
11 cold email templates to improve your outreach
Sometimes the hardest part is getting started. With that in mind, we developed some templates you can use to kickstart your cold outreach campaigns and attract more leads.
1. Elevator pitch email
Most people are familiar with the idea of an elevator pitch. It’s essentially a quick explanation of what you do and why your product is useful. People have limited time and attention, so these types of emails can be quite attractive and tend to work best when trying to make initial contact with a prospect.
These emails tend to be a little more generic, but you can personalize them in a few ways. For example, when you mention other customers, you could use ones from the same industry. You could also highlight a specific feature or service you think would be particularly well-suited to the person you’re messaging (though that’s dependent on your offering to some degree).
Subject line:
I’d love 30 seconds of your time…
Body:
Hi [prospect’s name],
I just wanted to reach out to say hello and give you a little information about [your company/product name]. We make [give a brief explanation of your products/services]. Since starting in [year founded], we’ve had the pleasure of working with companies like [list some of your top/most well-known customers], and we think we’d be a great fit for your company/team.
Specifically, I think our [insert relevant product or service] could be a real game-changer. In fact, [current customer] saw [success metric] using our product, and I think you could achieve the same.
If you have time for a quick chat, I’d love to hop on a call sometime this week [include scheduling link]. I’ve also included some additional resources if you’d like to learn more about our offering.
Thanks for your time,
[your name]
2. Opening the door/building rapport email
When you’re trying to start building a relationship, it’s best to keep the focus on the person you’re contacting, not on you. That’s what this next type of email is for. One approach is to reach out about something good they’ve accomplished or something they’ve posted on a social channel like LinkedIn.
For example, if they just got promoted or if their team crossed a milestone, you could send your congratulations. If they simply posted about a topic you’re interested in or passionate about, you could reach out to share your point of view. Both options keep the focus on them and give an opportunity for someone to get to know you without any selling involved. It’s a long play, but it can be a good way to get in touch with someone.
Subject line:
Loved your recent post…/Congrats on [insert recent accomplishment/promotion]
Body:
Hi [prospect’s name],
I’m sending a quick note to say I was really impressed by [talk about content piece, accomplishment, etc.] I really appreciated how you [include a specific compliment here to show you actually did your homework].
Hope you and your team are well!
All the best,
[your name]
OR
I just saw your [promotion/personal or team achievement] and wanted to send my congratulations! It’s a great accomplishment and one to be very proud of.
Wishing you continued success,
[your name]
3. Finding the decision-maker email
Sometimes one of the toughest things in sales is knowing who you need to talk to. Looking at someone’s title can tip you off, but it’s not a surefire indicator of exactly what they do. And, if you work across multiple industries, it’s possible that titles vary, making the task more difficult.
Often the best way to find the decision-maker is simply to ask. However, as we’ve established, people get a lot of emails and may be hesitant to give information out or simply may not know. So, you have to be careful with how you word an email when looking for that information.
Subject line:
Could you point me in the right direction?
Body:
Hi [contact’s name],
I’d love your help if possible! Do you know who’s in charge of the budget for [prospect’s team]? I think our tool could really help them [achieve a certain goal]. I’m sure you all get a bunch of messages from sales folks, so I understand if you’re hesitant.
With that in mind, here are a few folks in your industry already having success with our product:
Thanks so much for your time, and I hope to hear from you soon.
Sincerely,
[your name]
4. Introducing yourself email
If someone’s in a decision-making position (or even if they’re not), chances are they get a good amount of sales emails sent their way. Showing up in someone’s inbox from out of left field can be jarring for some, which is why an introduction email can be powerful.
It’s a way to let the prospect know who you are and what you do. The idea behind the email isn’t necessarily to sell something right away, but rather to get the person acquainted with you on some level. These should be a little more informal and not too sales-y (but it can’t hurt to include a calendar link).
Subject line:
Sending a warm hello
Body:
Hi [prospect’s name],
I know you’re busy, so I’ll be brief. My name is [your name] and I work at [your company]. I wanted to introduce myself because I think our product could be a really great fit for your company/team.
A few folks in your industry are already having success with our product (you can learn more about that here [include link to customer case study], and I think you could achieve a similar result.
If you have a few minutes to chat this week, I’d love to hop on a call. Let me know if there’s a day and time that works best, and I’ll set it up.
All the best,
[your name]
5. Pulse check email
Since people get so many sales emails and often have less-than-positive feelings about them, an interesting way to stand out is to send what we call a “pulse check” email. Basically, you’re asking if they’re looking for a solution like the one you offer and you are looking for permission to send additional information.
It’s a little bit of a different approach, but it could be refreshing. It also shows a level of consideration that could land you in someone’s good graces, and that could pay dividends down the line even if they’re not looking to purchase right now.
Subject line:
Quick question for you, [prospect’s name]…
Body:
Hi [prospect’s name],
I’m reaching out because I sincerely think our product [give a brief description] could work well for you and your team. That said, I don’t want to clutter up your inbox with materials if it’s not something you’re interested in.
Would it be all right for me to share a couple of things with you? If not, I completely understand.
I look forward to hearing from you,
[your name]
6. The social proof email
The basic idea of the social proof email is to let others do the talking for you. It’s a way to show a potential prospect that you really are worth paying attention to. That could come in the form of a customer success stat, or maybe it could be a high rating on a review site like G2. When others sing your praises, people are much more likely to listen.
Subject line:
Take a look at what others are saying…
Body:
Hi [prospect’s name]
I was looking through your website today and think that [your product] could be a great fit to help with [something they’re trying to achieve]. I know I’m probably a little biased, but these folks aren’t:
If you’d like more information, I’d love to hop on a call sometime this week or next. What’s your availability like?
All the best,
[your name]
7. Asking for an introduction email
Cold emails certainly have their place in the world, but they often aren’t quite as effective as a warm introduction. And the best way to get an intro is to ask for one! For these messages, it’s good to be brief and let the person you’re asking know exactly why you want the introduction.
You could also include the previous steps you’ve taken trying to get in touch with the person you’re asking for an introduction to. It shows you’ve turned over stones and really are genuine in your desire to connect.
Subject line:
Asking for a favor
Body:
Hi [contact’s name],
I’m sending you a note to see if you could introduce me to [prospect’s name]? I’ve done some legwork already but haven’t been able to get in contact yet. I’m asking because [give reason for why you want to connect with the prospect].
If you could get me in touch, I’d really appreciate it. Also, if there’s anyone in my network I can introduce you to, I’d be more than happy to return the favor.
Thanks,
[your name]
8. Constructive criticism email
It’s a bold play to offer constructive criticism to someone you don’t know, but it can catch someone’s attention if done correctly. The basic idea of this type of email is to offer your prospect some type of constructive criticism on something that relates to your product.
The real trick is to not be too aggressive in your email. If you come in too hot you might offend the person reading the email. So, it’s generally best to err on the side of caution and be lighter in your critique, but you should still make a valid point. If it’s just fluff, it will fall flat, too.
Subject line:
Can I give some feedback?
Body:
Hi [prospect’s name]
I was just on your site, and I really love how you [give two examples]. I did notice [thing you found issue with]. It’s actually something I’ve noticed with a few different companies in the [their industry] space. I don’t want to step on any toes, but I think [your product] could really help improve [thing you think isn’t working].
If you have some time to chat through some possible solutions this week or next, I’d love to connect. Is there a day that works for you?
Sincerely,
[your name]
9. Looking to learn
Instead of offering advice, another cold email tactic you could use is asking for advice. Prospects are probably going to be a bit more guarded if you’re sending a message trying to sell them something, but they might be more receptive to meeting if you frame it as an informational session for you to learn.
In these emails, it’s important to have a clear ask and to give context for why you want to talk. Without those things, it might seem like a thinly veiled attempt to get them on a call to try and sell to them.
Subject line:
Could I have a few minutes of your time?
Body:
Hi [prospect’s name],
My name is [your name] and I work for [your company]. I’m fairly new to the industry and am trying to learn as much as I can. I see that you have a lot of expertise, and I was wondering if I could ask you some questions about [specific topic/role, etc].
If you have 15-30 minutes free to talk this week or next, I’d really appreciate it. My availability is fairly open, but [enter one or two days] are most open for me. Do either of those work for you?
Hope to chat more soon,
[your name]
10. Content download follow-up email
When someone takes an action like downloading a piece of content, it shows that they have some interest in what you’re doing. By sending a follow-up email to a download, it gives you the opportunity to engage the prospect further and also provide them even more value.
These emails don’t need to be particularly long and should be a little more informal. Basically, the idea is to come across as a friend following up to see if there’s any other way you can be of service.
Subject line:
Checking in to make sure you got everything
Body:
Hi [prospect’s name],
I’m [your name] from [your company]. I saw that you recently downloaded our [piece of content], https://www.helpscout.com/blog/cold-email-template/, and wanted to make sure it landed in your inbox.
If you have any questions about [downloaded content], I’m happy to chat. I know it covers a lot of ground, and it might bring up some more questions you want answered.
If you do, let me know and we can schedule a time to talk.
Cheers,
[your name]
11. Content share email
A good way to get in front of someone and leave a positive first impression is through sharing something of value. Sending a relevant piece of content to a prospect is a great way to do just that.
Similar to following up after a download, these emails shouldn’t be particularly lengthy or formal. However, they do need to be personalized and thoughtful. Make sure you’re sending a content piece that could really be valuable, and include why you chose the piece you did. It shows you’ve done your homework and are really doing your best to lend a helping hand.
Subject line:
Something you might like
Body:
Hi [prospect’s name],
I’ve been learning more about your company and industry, and I remembered an article I read recently [include link to content piece]. There are a lot of valuable insights in this article, and I think the section on [mention a specific section] could be particularly interesting to you.
Hope the article is useful and that you’re having a good week!
Cheers,
[your name]
Moving forward
Creating a cold email that actually gets engagement might seem like a steep hill, but it doesn’t have to be. As long as you make sure to follow the guidelines mentioned above and always keep your prospect in mind, you’ll be well on your way. If you ever need some inspiration, we hope you’ll revisit this list of templates to get you going.
