Cold email templates: 5 examples that get replies
Ready-to-use B2B cold email templates and why each one works: subject line, first sentence, offer, follow-up, and the mistakes that get emails ignored.
A good cold email is short, specific and ends with an easy question. Below are five templates you can adapt, why each one works, and the mistakes that get cold emails ignored.
What a cold email is made of
Every cold email that works has five parts:
- Subject line. Two to five words, no caps lock, no exclamation marks. The recipient's company name or a specific question works best.
- A first sentence about them, not you. Something you noticed: their Google Maps rating, reviews, website, a new location.
- The offer in one sentence. What you do and the result it brings to companies like theirs.
- An easy question at the end. Something they can answer "yes" to in two seconds: "Want me to send an example?", not "When are you free for a 30-minute call?".
- Signature. Name and company. No banners, no row of ten links.
Template 1. I noticed something specific
The most versatile one. Works for agencies, web studios and anyone selling services to businesses.
Subject: {company name} and new patients
Hi,
I came across {company name} on Google Maps: 4.8 stars and over a hundred reviews, but the website doesn't load properly on a phone.
We build mobile-first websites for dental clinics in {city} so patients from search can book online.
Want me to send two examples from similar clinics?
{Your name}
Why it works: the first sentence proves the email isn't a mass blast, and the problem is something the owner can see for themselves.
Template 2. A question instead of a pitch
When you're not sure the company needs you, just ask.
Subject: quick question about {company name}
Hi,
Who at {company name} is responsible for bringing in new clients?
We help {niche} businesses in {city} get leads from Google Maps, and I'd like to show you briefly how it works.
{Your name}
Why it works: "who handles this" is easy to answer even for someone who doesn't make the decision. Often they simply forward you to the right person.
Template 3. A short case study
If you have a result with a similar company, lead with the number.
Subject: how {similar company} got more enquiries
Hi,
We set up {what you did} for a {type of company} in {city}, and in the first month they got {result}.
{company name} has a similar audience, so I think it could work for you too.
Want me to share exactly what we did?
{Your name}
Why it works: a number and a similar business answer "why should I care". Only use real results; made-up ones are easy to spot.
Template 4. For agencies: clients for your clients
For marketing agencies that sell leads or ads.
Subject: clients for {company name} in {city}
Hi,
We find companies that need what {niche} businesses offer, and reach out to them on our client's behalf.
For {company name} I can already see around {number} potential clients in {city}.
Should I send you a short list of examples?
{Your name}
Why it works: you offer something concrete and useful before any call.
Template 5. The follow-up
Most replies don't come from the first email. Send the follow-up three to four days later in the same thread, so the person sees your first message.
Hi again,
I know emails get buried. In short: I can send an example for {company name}; it will take you a minute to look at.
Interested?
Make the second follow-up even shorter: "If now isn't the right time, just reply 'no' and I won't bother you again." It often gets a reply, even if it's a no, and a clear no is a result too.
How to personalize without spending all day
A first name alone isn't personalization anymore. Real personalization is one detail you couldn't write without looking at the company:
- their Google Maps rating and number of reviews;
- what's wrong with their website (no mobile version, no online booking, no SSL);
- city or neighbourhood, a new location;
- their niche and a problem typical for it.
Variables like {company name}, {city} and {niche} cover most of this automatically. Spintax ({Hi|Hello}) makes each email slightly different, so mail providers don't see hundreds of identical messages.
Mistakes that get cold emails ignored
- Writing about yourself. "We're a team with 10 years of experience…" Nobody cares until it's clear what's in it for them.
- Long emails. If it doesn't fit on a phone screen, it won't be read.
- Links and attachments in the first email. They raise the chance of landing in spam.
- A hard question at the end. "When are you free for a call?" takes effort. "Want an example?" doesn't.
- Sending from a fresh domain with no setup. A perfect email won't help if it sits in spam. We cover how to avoid that in why emails go to spam.
Templates give you structure, but people reply to details. Take one of the templates above, add one real observation about the company and send 20 to 30 emails before drawing conclusions. To automate finding companies and sending with follow-ups, see how cold email works in Vibe Hunters.
FAQ
How long should a cold email be?
50 to 120 words. The whole email should fit on a phone screen without scrolling: subject, greeting, three or four short sentences and a signature.
Should I put links in the first cold email?
Better not. Links and attachments in a first email from an unknown address raise the chance of landing in spam. Send the link in your reply once the person is interested.
How many follow-ups should I send?
One or two, three to four days apart, in the same email thread. If there is no answer after the second follow-up, stop.
Does cold email work for small businesses?
Yes, when you write to a specific company with a specific reason. Identical mass emails to thousands of addresses work worse and hurt your domain's reputation.