Whether you want to break into a new market or find investors, cold emails deliver the best bang for your time and money. With an average response rate between 1 and 5%, cold emails get your message across where cold calling fails. They give you more reach, greater flexibility, and scale.
However, sending bulk emails week after week can get you flagged for spam, especially if you’re recycling the same content repeatedly.
If you want your audience to respond, you must personalize your message as though you were writing just for one person. This is where cold email templates come in. They help you design and structure your cold email like a pro without breaking into a sweat.
You need to think about strategy and execution for your cold email templates to integrate into your overall marketing. And that’s precisely what we will break down for you in this article. We’ll go over:
- What is cold emailing
- How to write a cold email for sales
- Cold email templates for B2B sales
- Best practices for cold email campaigns
Let’s get started!
Table of Contents
What is Cold Emailing?
A cold email is an unsolicited email sent to a prospect who may not know you or your brand. It is used to reach out to and engage with your target audience.
Over time, cold emails have become personalized at scale. Marketers today use templates for cold emails tailored to specific customers and their pain points.
For example, by researching specific customers online or using Account Based Marketing (ABM) strategies.
Targeted cold emails are very effective for:
Prospecting and lead generation
They set the stage for brand discovery and engage the prospect in a conversation about their needs.
Qualifying leads
Depending on their response to cold emails, you can qualify a prospect as a warm or hot lead and hand it to a sales rep for follow-up.
Identifying key decision makers
In the event the recipient is not the decision maker, they will point you to the right person you should be talking to.
Re-engaging cold leads
If a prospect clicks through to your website or landing page but doesn’t reply, a follow-up reminder can help get things going.
Master Cold Calling: Advanced Strategies & Proven Templates
How Do You Write a Good Cold Email for Sales?
Let’s take a look at how to start a cold email, write compelling body copy and CTA:
Writing subject lines that grab attention
33% of people open emails based on the subject line. To nail the subject line, you need to build urgency without being pushy. For example: by highlighting a deadline.
If the reader senses you’re not genuine, they will likely ignore your message.
Your subject line must address a specific pain point or provide a compelling reason for the reader to open the email. However, avoid exaggerating what your product can do or using all caps or multiple exclamation points.
Personalizing the salutation and introduction
Addressing the reader by name is the first step in personalization. It instantly creates a connection and encourages them to read on.
The introduction sentence should be short and have a clear value proposition. If a mutual connection referred you, mention the source right away.
When writing cold emails, guard against the tendency to be too casual in tone.
Structuring body content
Keep it short. Cold emails between 50-125 words have the best engagement rates. Use headers, sub-headers, and bullet points to improve readability and draw attention to key parts of your email.
Be friendly and conversational, but always back up your claims and assertions with statistics and testimonials.
Remember, a cold email is meant to be a conversation starter, not a sales pitch.
Here’s a free cold email template from EngageBay:
Keeping the CTA simple
When it comes to the call-to-action (CTA), be clear and direct. Don’t make the reader think about what you want them to do. Try and stick to one per email. Research shows that a single CTA increases CTR by 42%.
Moreover, actionable words can be used to influence users to take action.
Creating a great email signature
Some readers will scroll to the bottom of an email immediately to see who it’s from. A professional email signature with your headshot, full name, contact information, and social links can help you make an impression.
However, it’s best to have a minimalist approach when creating your email signature.
A/B testing is key to getting your subject line, body copy, and CTA right. Leverage market research for segmenting your audience, and then use A/B testing to narrow down to the right subject line, body copy, and CTA for each email you send.
Enhance Your Email Marketing
Open doors and spark interest with our beautifully crafted, easy-to-customize cold email templates! Just add your brand’s images, compelling headings, and CTAs, and send persuasive, attention-grabbing cold emails in minutes!
Cold Email Templates for B2B Sales
If you’re a sales rep, coming up with the right subject line and personalizing it to specific people can be challenging. Email templates allow you to adapt your message quickly and effectively.
If you’re wondering how to write a template for cold emails, here are a few examples:
Cold outreach email template
Hi [CLIENT NAME],
How are you? I’m [YOUR NAME] from [YOUR COMPANY].
I have a strategy to help you with [PAIN POINT] and get [BENEFIT]. This same strategy has helped [OTHER CLIENT] get more than [BENEFIT].
I’d love to explain how it works. Would you be available for a quick call this week?
Regards,
[YOUR NAME]
Why this cold email template works
- Sticks to one pain point
- References a client as proof
- Quantifies the value with a statistic
Here’s a free cold outreach template from EngageBay:
Follow-up email template
Let’s say you haven’t heard back from the prospect and want to follow up. Here’s a template you might use:
Hi [CLIENT NAME],
You’re probably having a busy day, so I will make this quick. This is [YOUR NAME] from [YOUR COMPANY], and I’m checking back to see if you’re still interested in solving [CLIENT COMPANY][PROBLEM].
Here’s a quick case study that will walk through how we helped [OTHER COMPANY] get [BENEFIT] with our [VALUE PROPOSITION].
[LINK]
We’d love to answer any questions you might have.
Regards,
[YOUR NAME]
Why this cold email template works
- Shows respect for the prospect’s time while gauging their interest in solving the problem
- Shares a case study to show how the value you can provide
- Invites questions to increase the odds of a response
Third follow-up
If the prospect remains unresponsive after three or more follow-ups, an upfront approach is best. Here’s a template you can use as a final reminder:
Hi [CLIENT NAME],
In my experience, when people don’t respond, it’s either because it’s not the right time or because they are not interested. So I’m going to close your file.
However, if you’re still interested, please let me know, and we’ll schedule a call immediately.
Thanks!
[YOUR NAME]
Why this cold email template works
Most people get more sales emails than they can read. This email creates FOMO while still leaving the door open for the reader to respond.
Meeting request emails
You’ve scored a win when the prospect finally responds. The next step is requesting a meeting. Here’s a template you can use
Hi [CLIENT NAME],
Thanks for your response! Let’s schedule a meeting to answer all your questions regarding [PROBLEM] and how [VALUE PROPOSITION] is a great solution.
Here’s a link to schedule your meeting at a time that suits you best.
[MEETING LINK]
Look forward to talking with you!
[YOUR NAME]
Why this cold email template works
- Explains the ‘why’ by connecting the problem with the solution
- Makes it convenient for the reader to schedule the meeting
Promotional event invitation email template
Sometimes, prospects aren’t sure about the right solution for their needs. Events like exclusive sales or webinars can be a great way to educate them and introduce your product/service contextually.
Here’s an email template you can use to do this:
Hi [PROSPECT NAME],
Get exclusive access to our [EVENT] and grab [OFFER] on select products.
When: [DAY], [DATE] and [TIME].
[CTA Button]
When you register, you get a bunch of benefits:
- [BENEFIT]
- [BENEFIT]
- [BENEFIT]
Flaunt all the latest looks of the season while saving big.
[YOUR NAME]
Why this email works
- Leads with the offer
- Use bullet points to highlight the benefits
- Use a clear CTA
EngageBay offers a range of free email templates for each sales use case.
It provides a drag-and-drop builder to adapt templates and schedule campaigns from one place. Moreover, it allows you to create and optimize sales workflows based on data-backed insights.
Find the Best Time to Cold Call: Optimal Hours & Tips for Success
Best Practices for Cold Email Campaigns
Here are some proven techniques for increasing the ROI from your cold email campaigns.
Segment your audience
The first step is breaking down your list based on demographics, purchase intent, location, etc. Over time, use multiple variables to unlock more sales.
For example, segment by industry, then by job role, and further still by pain point or product requirement.
Clean up your list
With proper maintenance, email lists stay updated over time. This means checking your contacts for accuracy, and duplicates, weeding out personal email IDs.
Leverage bulk email address validation tools to save time and effort. Implement a process to remove inactive subscribers and older email addresses from your list.
Find the right email template
In most cases, a dedicated email template based on campaign type works best. For example, newsletter templates, welcome emails, etc. These pre-built templates offer plenty of customization options and are designed to be responsive.
EngageBay provides industry-specific email templates in a range of formats.
Just paste your content, and you’ll be ready to go! If you need something custom, you can code one from scratch using an HTML editor.
Set up your email sequence
Depending on your campaign goals, the first step is to identify the triggers (for example, no activity in 30 days), map out the number of emails required, and write the content for each sequence.
This includes A/B testing subject lines, CTAs, design, and copy elements.
Choose the best timing and frequency
The average cold email open rate is about 24%. However, figuring out the right time can boost it further. Research shows that 1 pm and 4 pm are best for sending cold emails.
On the average weekday, most people go to or return from lunch during this time. They are more likely to engage with cold emails.
Secondly, open rates and CTR are higher during the week than on Sat and Sun. Following up too frequently can be counterproductive.
Start with around one email per week and optimize over time.
A/B test every element
Make sure you test placements, copy, deliverability, and appearance across devices and email providers. These aspects are critical for your emails to have the desired effect.
Integrate dynamic elements
With dynamic content, you can customize subject lines, hooks, CTAs, images, and body content for different audiences and funnel stages (awareness, consideration, decision, purchase, and retention).
Scale up your email campaign gradually
When sending cold emails, starting small to ‘warm up’ your sending domain is essential. Sending large volumes too soon can lead to high bounce rates, affecting your sender’s reputation and email deliverability.
Ramping up volumes gradually helps establish a pattern and tells spam checkers that you are a legitimate sender. Secondly, it helps you comply with regulations like CAN-SPAM.
Authenticate your emails
Updating SPF, DKIM, and DMARC records builds trust and helps email clients ‘whitelist’ you.
Track the right metrics
Given the recent privacy updates, the open rate is no longer a reliable metric.
In this scenario, the one metric that matters is conversion rate. It tells how many meetings were booked from all the emails you sent. Keep an eye on your unsubscribe and bounce rate as they indicate issues with your content strategy and email deliverability.
12 Cold Email Marketing Tips to Increase Your Conversion Rates
Conclusion
Managing cold email campaigns involves repetitive steps, leaving little time for strategizing. With CRM like EngageBay, you can design attractive cold emails, set up workflows, and manage your sales pipeline more effectively.
What’s more, data-backed performance insights simplify decision-making as you can see how campaign-level metrics impact your overall business objectives.
As an all-in-one CRM, EngageBay is a pocket-friendly, flexible solution that can dramatically improve marketing efficiency and effectiveness for your small business.
Sign up for a free trial today and see for yourself!
FAQ
1. What is a cold email template?
A cold email template is a reusable format that outlines the critical elements like the subject line, introduction, offer, CTAs, signature, etc. It can be adapted to different campaign stages, audiences, and industries.
2. Why are my cold emails going to spam?
Most cold campaigns have poor deliverability because of the following:
- Using new domains: Warm up your sending domain and ramp up sending volumes gradually.
- Sender authentication: Update your SPF, DKIM, and DMARC protocols to eliminate spam reports.
- Avoid trigger words: Keep a list of words that email service providers typically flag for spam.
- Personalize your content: Bulk emails with the same content can trigger spam checkers.
3. What is a good cold email open rate?
While numbers vary depending on the industry, open rates for cold emails vary between 30% and 50%.
