Cold Email Templates

Cold Email Templates That Actually Get Responses

Stop sending cold emails that get ignored. These battle-tested B2B templates have helped SaaS companies book thousands of meetings.

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Let's be honest: most cold emails go straight to trash. The average B2B professional receives over 120 emails per day, and they've become experts at spotting and deleting generic outreach.

But here's the thing - cold email still works when done right. The top-performing cold emails share a few key traits: they're personalized, value-focused, and respect the recipient's time.

Below you'll find 5 proven cold email templates for B2B SaaS that we've seen generate 20%+ response rates. Each template is designed for a specific situation, complete with subject lines, personalization variables, and tips for maximum impact.

Ready-to-Use Templates

Copy these templates and customize them for your needs. Each includes HTML and plain text versions.

The Value-First IntroThe Problem-Agitation EmailThe Mutual ConnectionThe Research-Heavy ApproachThe Direct Ask
The Value-First Intro
Initial outreach to a prospect you've researched
Founders and sales reps doing personalized B2B outreach to decision-makers
Subject:Quick question about {{companyName}}'s {{painPoint}}
Preview:I noticed something interesting about your approach...
Personalization Variables:
{{firstName}}
{{companyName}}
{{recentActivity}}
{{industry}}
{{painPoint}}
{{socialProof}}
{{calendarLink}}
{{senderName}}
{{senderTitle}}
{{yourCompany}}
Email Preview
Value-First Cold Email

{{yourCompany}}

Hi {{firstName}},

I noticed {{companyName}} recently {{recentActivity}} - congrats on that milestone!

I'm reaching out because we've helped similar companies in {{industry}} reduce their {{painPoint}} by up to 40%. Companies like {{socialProof}} have seen results within the first month.

Would you be open to a quick 15-minute call to see if we might be able to help {{companyName}} achieve similar results?

If not, no worries at all - I know you're busy. Just reply 'not now' and I won't follow up.

Book a 15-min call

Best,
{{senderName}}
{{senderTitle}} at {{yourCompany}}

{{yourCompany}} | {{companyAddress}}

The Problem-Agitation Email
Highlighting a specific pain point the prospect likely has
SaaS companies with a clear problem-solution fit
Subject:{{firstName}}, struggling with {{painPoint}}?
Preview:Here's how {{competitor}} solved it in 2 weeks...
Personalization Variables:
{{firstName}}
{{jobTitle}}
{{painPoint}}
{{productName}}
{{competitor}}
{{demoLink}}
{{senderName}}
{{senderTitle}}
{{yourCompany}}
Email Preview
Problem-Agitation Email

{{yourCompany}}

Hi {{firstName}},

If you're like most {{jobTitle}}s I talk to, you're probably spending way too much time on {{painPoint}}.

The frustrating part? It doesn't have to be this way.

We built {{productName}} specifically for teams dealing with this exact problem. {{competitor}} was spending 10+ hours a week on manual work - now they've automated 80% of it.

I put together a 2-minute video showing exactly how it works. Worth a watch?

Watch the 2-min demo

Best,
{{senderName}}
{{senderTitle}}

{{yourCompany}} | {{companyAddress}}

The Mutual Connection
When you have a shared connection or common ground
Leveraging network connections for warm introductions
Subject:{{mutualConnection}} suggested I reach out
Preview:We've been helping companies like yours with...
Personalization Variables:
{{firstName}}
{{mutualConnection}}
{{targetAudience}}
{{valueProposition}}
{{companyName}}
{{calendarLink}}
{{senderName}}
{{senderTitle}}
{{yourCompany}}
Email Preview
Mutual Connection Email

{{yourCompany}}

Hi {{firstName}},

{{mutualConnection}} mentioned you might be a great person to connect with.

I help {{targetAudience}} with {{valueProposition}}. {{mutualConnection}} thought there might be some synergies between what we do and {{companyName}}'s goals.

Would you be open to a quick intro call this week? I promise to keep it brief and valuable.

Pick a time that works

Best,
{{senderName}}
{{senderTitle}}

{{yourCompany}} | {{companyAddress}}

The Research-Heavy Approach
For high-value prospects that deserve deep personalization
Enterprise sales and high-ticket deals where personalization matters
Subject:Thoughts on {{companyName}}'s {{specificInitiative}}
Preview:I read your recent {{contentType}} and had an idea...
Personalization Variables:
{{firstName}}
{{contentType}}
{{topic}}
{{specificPoint}}
{{relatedChallenge}}
{{companyName}}
{{senderName}}
{{senderTitle}}
{{yourCompany}}
Email Preview
Research-Heavy Cold Email

{{yourCompany}}

Hi {{firstName}},

I just read your {{contentType}} on {{topic}} - really insightful take on {{specificPoint}}.

It got me thinking about how we've been helping similar companies tackle {{relatedChallenge}}. Based on what you shared, I have a few ideas that might be relevant for {{companyName}}.

No pitch, no agenda - just wanted to share some thoughts that might be useful. Would you be open to a quick exchange?

Best,
{{senderName}}
{{senderTitle}}

{{yourCompany}} | {{companyAddress}}

The Direct Ask
Short, no-nonsense email for busy executives
C-suite executives and time-constrained decision makers
Subject:15 mins - {{valueProposition}}?
Preview:Quick question for you...
Personalization Variables:
{{firstName}}
{{painPoint}}
{{customerExample}}
{{specificResult}}
{{calendarLink}}
{{senderName}}
{{senderTitle}}
{{yourCompany}}
Email Preview
Direct Ask Email

{{yourCompany}}

Hi {{firstName}},

Quick question: Is {{painPoint}} something your team is focused on right now?

If yes - I'd love 15 minutes to show you how we've helped {{customerExample}} achieve {{specificResult}}.

If not - totally understand. Just let me know and I'll check back in a few months.

Grab 15 minutes

Best,
{{senderName}}
{{senderTitle}}

{{yourCompany}} | {{companyAddress}}

Best Practices

Personalize Beyond First Name

Mention something specific about their company, recent news, or content they've published. Generic personalization like 'Hi {{firstName}}' isn't enough anymore.

Lead with Value, Not Your Product

Start by addressing their pain point or sharing something useful. The first sentence should be about them, not you.

Keep It Short (Under 150 Words)

Busy executives skim emails on mobile. If your email requires scrolling, it's too long. Aim for 3-4 short paragraphs maximum.

Use a Clear, Single CTA

Don't ask them to 'check out your website, read your case study, and book a call.' Pick one action and make it easy.

Make It Easy to Say No

Paradoxically, giving people an easy out ('If not, no worries') increases response rates by reducing pressure.

Test Subject Lines Obsessively

Your subject line determines whether your email gets opened. A/B test everything and track what works for your audience.

Common Mistakes

Starting with 'I hope this email finds you well'

This screams 'template.' Jump straight into value or a relevant observation about their business.

Writing a novel about your company

Nobody cares about your founding story or product features in a cold email. Focus on their problem and your solution's outcome.

Using fake urgency ('Limited spots available!')

Sophisticated B2B buyers see through manufactured scarcity. It destroys trust before you've built any.

Sending the same email to everyone

Batch-and-blast is dead. Even if you're using templates, each email should have 2-3 personalized elements.

Following up too aggressively

Following up 5 times in one week makes you look desperate. Space your follow-ups 3-5 days apart, max 3-4 total.

Using spam trigger words

Words like 'FREE!!!', 'Act now', 'Limited time' can land you in spam. Keep it professional and conversational.

Subject Line Examples

Quick question about {{companyName}}'s growth plans

Curiosity-driven, personalized, and implies you've done research

{{mutualConnection}} suggested I reach out

Leverages social proof and warm connection - highest open rates

Idea for {{companyName}} (2 min read)

Promises value and sets time expectation upfront

Congrats on {{recentAchievement}}

Opens with recognition, creates positive first impression

{{firstName}}, struggling with {{painPoint}}?

Direct problem identification - works if you nail the pain point

15 mins - {{specificBenefit}} for {{companyName}}?

Clear ask, specific value proposition, respects their time

Saw your comment on {{platform}} about {{topic}}

Shows genuine engagement, not mass outreach

{{firstName}} - wrong person?

Breakup email subject that often gets responses from correct person

Timing & Performance

Best Days
Tuesday, Wednesday, Thursday
Best Times
8:00-10:00 AM, 1:00-3:00 PM
Open Rate
40-60%
Reply Rate
10-25%

Open Rate
Indicates subject line effectiveness and list quality
40-60%
Reply Rate
The ultimate measure of cold email success
10-25%
Positive Reply Rate
Replies that move toward a meeting, not just 'unsubscribe me'
5-15%
Meeting Booked Rate
End goal - actual meetings from cold outreach
2-10%
Bounce Rate
High bounces hurt deliverability - clean your lists
Under 5%
Unsubscribe Rate
If higher, you're targeting wrong people or being too aggressive
Under 1%

Studies show B2B emails perform best Tuesday through Thursday, avoiding Monday inbox overload and Friday checkout. Early morning catches people before their day fills up, while early afternoon hits after lunch lulls. Space follow-ups 3-5 days apart to stay top-of-mind without being annoying.

Personalization Tips

Reference a specific blog post, podcast appearance, or social media post from the recipient
Mention a recent funding round, product launch, or company news
Connect over shared experiences (same school, previous company, mutual connection)
Comment on something unique about their product or website
Use industry-specific language that shows you understand their world
Mention a competitor's win/loss that might be relevant to them
Reference local events or trends if you're targeting a specific region
Include a relevant case study from their exact industry vertical

Industry-Specific Tips

  • Reference their tech stack or integrations you support
  • Mention specific metrics (ARR, churn, NPS) they likely care about
  • Offer a free trial or self-serve demo as an alternative to calls

  • Reference their average order value or traffic sources
  • Mention seasonal trends or upcoming peak periods
  • Include revenue/conversion improvement numbers in subject lines

  • Mention specific clients from their portfolio
  • Focus on time savings and scalability benefits
  • Offer white-label or partnership opportunities

  • Multi-thread by reaching out to multiple stakeholders
  • Reference their industry's compliance requirements
  • Emphasize security, scalability, and enterprise support

How to Write Cold Emails That Get Responses

Cold email remains one of the most effective B2B sales channels when executed correctly. Unlike social selling or content marketing, cold email gives you direct access to decision-makers without waiting for them to find you.

The key is treating cold email as the start of a conversation, not a pitch. Your goal isn't to sell in the first email - it's to earn a response and begin building a relationship.

The Anatomy of a High-Converting Cold Email

Every successful cold email shares these elements:

  • Relevant subject line - Personalized, curiosity-inducing, under 50 characters
  • Strong opening line - Shows you've done research, not mass outreach
  • Value proposition - What's in it for them, not your feature list
  • Social proof - Brief mention of similar companies you've helped
  • Clear CTA - One specific action, easy to take
  • Professional signature - Name, title, company, LinkedIn optional

Cold Email Templates for Different Situations

Not every cold email situation is the same. The template you use should match your context:

  • Cold outreach to unknown prospect - Lead with research and value
  • Referral or mutual connection - Lead with the connection
  • Following up on content engagement - Reference their specific action
  • Re-engaging a cold lead - Acknowledge the gap, provide new value

Cold Email Follow-Up Best Practices

Most responses come from follow-up emails, not the initial send. Here's how to follow up without being annoying:

  1. Wait 3-5 days between each follow-up
  2. Add new value in each follow-up (case study, insight, resource)
  3. Keep it shorter than the original email
  4. Change your approach after 2-3 follow-ups
  5. Send a breakup email as your final touch

Using AI to Scale Personalized Cold Email

Modern email tools like Sequenzy use AI to personalize cold emails at scale. Instead of manually researching each prospect, AI can analyze their LinkedIn, company website, and recent news to generate relevant opening lines automatically.

This lets you send highly personalized emails to hundreds of prospects without sacrificing quality - the holy grail of cold outreach.

Build Beautiful Email Sequences for Your SaaS

Sequenzy helps SaaS founders create automated email sequences that convert. From onboarding to retention - all in one platform.

AI email generation
Sequence builder
Stripe integration
Detailed analytics
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Frequently Asked Questions

The best B2B cold email template is one that's personalized to your specific prospect and situation. That said, the 'Value-First Intro' template (leading with a relevant observation about their company and a specific benefit) consistently performs well across industries.

Keep cold emails under 150 words. Busy executives read email on mobile and won't scroll. Aim for 3-4 short paragraphs with plenty of white space. If you can't get your point across in 150 words, you haven't refined your value proposition enough.

A good cold email response rate is 10-25% for well-targeted, personalized outreach. Top performers can hit 30%+. If you're below 10%, your targeting, messaging, or personalization needs work. Generic mass emails typically see 1-3% response rates.

Send 2-3 follow-up emails, spaced 3-5 days apart. After 3-4 total touches without response, send a 'breakup email' acknowledging you'll stop reaching out. Some people respond to this final email. Don't follow up more than 5 times total.

The best cold email subject lines are personalized, create curiosity, and are under 50 characters. Examples: 'Quick question about [Company]' or '[Mutual Connection] suggested I reach out.' Avoid spam triggers like 'FREE' or excessive punctuation.

Tuesday through Thursday between 8-10 AM or 1-3 PM in the recipient's timezone typically works best. Avoid Monday mornings (inbox overload) and Friday afternoons (people are checked out). Test different times for your specific audience.

Use tools like Sequenzy that integrate AI-powered personalization. Feed in prospect data (company, role, recent news) and the AI generates personalized opening lines automatically. This lets you send hundreds of personalized emails without manual research.

To avoid spam: warm up your email domain before sending, keep your sending volume under 50-100 emails per day per address, avoid spam trigger words, include a plain text version, and maintain a clean list with verified emails. High bounce rates hurt deliverability.

Use both. Start with a LinkedIn connection request for visibility, then follow up via email. Or send a cold email and follow up on LinkedIn if no response. Multi-channel outreach typically outperforms single-channel by 2-3x.

Yes. Sequenzy lets you create automated cold email sequences with multiple follow-ups, conditional logic (stop if they reply), A/B testing, and detailed analytics. The AI can personalize each email in the sequence based on prospect data.

Cold email is targeted, personalized outreach to relevant prospects who might benefit from your product. Spam is mass, untargeted messaging to purchased lists. Cold email provides value and offers an easy opt-out; spam is purely self-serving.

For research cold emails, lead with your academic affiliation, be specific about why you're contacting them specifically, explain exactly what you need (30-min interview, survey, etc.), and offer to share your findings. Academics respond well to genuine intellectual curiosity.

Include your full name, job title, company name, and one contact method (phone or LinkedIn). Keep it simple - elaborate signatures with quotes, multiple logos, and social icons look unprofessional. Optional: a brief tagline about what your company does.

To increase replies: personalize beyond just their name, lead with their pain point not your product, keep it under 150 words, use a single clear CTA, follow up 2-3 times, and A/B test constantly. Most importantly, target the right people who actually need your solution.

Related Templates

Follow-up Email Templates

Professional follow-up emails that get responses without being pushy

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