Cold email templates
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Most cold emails fail for dull reasons: they are long, they could have gone to anyone, and they ask for too much. The templates below fix those three things. They are starting points, so rewrite each one in your own voice and delete any line that is not true for you. If you want the setup behind the emails handled as well, see our cold email agency page.
Rules before you copy anything
- One reason for writing. Name something specific about the person or their company: a role, a launch, a hiring post, a market they sell in.
- One ask. A reply, a yes or no, or a 15-minute call. Not three things.
- Short. Aim for under 100 words, written like a message to a colleague.
- Plain subject line. Our guide to cold email subject lines has patterns to test.
- An easy exit. Say they can tell you to stop and you will.
- A real sender. Use a real name, a real signature and a domain you control.
Templates by situation
These are templates, not real campaigns. Replace [brackets] with facts you have checked. We claim no reply rate for any of them.
1. First contact: a specific observation
> Subject: [Company] and [topic] > > Hi [first name], > > I saw that [specific, verifiable observation]. We help [type of company] with [one outcome in plain words]. > > Would it be useful if I sent over [a short example or idea]? If not, tell me and I will not write again. > > [Name], [company]
2. Meeting request
> Subject: 15 minutes about [topic]? > > Hi [first name], > > I work with [type of company] on [problem]. I think [company] may face [specific issue], and I have a short idea on how others handle it. > > Could we talk for 15 minutes on [day] or [day]? If someone else owns this, a name is enough. > > [Name]
3. Referral or right-person request
> Subject: Who handles [area] at [company]? > > Hi [first name], > > I am trying to reach whoever looks after [area]. Is that you? If not, could you point me to the right person? > > Thanks, [name]
4. Trigger event (funding, hiring, launch)
> Subject: Congratulations on [event] > > Hi [first name], > > I saw [event, with source]. Teams in that phase often run into [common challenge]. We help with [offer]. > > Open to a short call this week or next?
5. Sales pitch with a clear offer
> Subject: [Outcome] for [type of company] > > Hi [first name], > > We do [service] for [type of company]. It includes [two concrete items], and it costs [price or range]. > > If that is relevant to you, I can send details. If not, no worries.
6. Content or resource share
> Subject: A [checklist/guide] for [role] > > Hi [first name], > > I wrote a short [guide/checklist] on [topic] for [role] at [type of company]. Want me to send it? No call needed.
7. Partnership or reseller approach
> Subject: Working together on [area] > > Hi [first name], > > Your customers are [type]. Ours are similar, and we offer [complementary service]. I think a simple referral arrangement could suit both sides. > > Would you be open to a 15-minute chat about how that would work?
8. Event or conference follow-up
> Subject: Good to see you at [event] > > Hi [first name], > > I saw you speak or exhibit at [event]. [One specific comment on what they said or showed.] I would like to continue that conversation about [topic]. > > Do you have 15 minutes next week?
9. Introduction through a mutual contact
Only use this with the contact's real permission.
> Subject: [Mutual contact] suggested I write > > Hi [first name], > > [Mutual contact] mentioned you were looking at [topic] and thought we should talk. We help with [offer]. Could I send a short summary?
10. Reactivating an old conversation
> Subject: Picking this back up > > Hi [first name], > > We spoke in [month] about [topic] and the timing was not right. Has anything changed on your side? If not, I will check back in [timeframe].
11. Pricing or quote offer
> Subject: A quote for [project] > > Hi [first name], > > If you send me [two or three facts], I will reply with a written price for [service] within [timeframe]. No call required.
12. Break-up email (last in the sequence)
> Subject: Should I close this? > > Hi [first name], > > I have written a few times about [topic] and have not heard back, which is fine. I will stop here. If this becomes relevant, you can reach me at [email].
A three-step follow-up sequence
Most replies come from follow-ups, not from the first email, so plan a short sequence and stop when it ends. This is a template layout. The day numbers are an example to adjust.
| Step | Day | What it does |
|---|---|---|
| 1 | Day 1 | The first email: observation, offer, one ask |
| 2 | Day 4 | A short reply on the same thread, adding one new piece of value such as an example or a question |
| 3 | Day 9 | A last, polite note, such as template 12 |
> Step 2 template: Hi [first name], following up on my note below. One more idea for [company]: [a one-sentence example]. Worth a quick look?
Stop at once if someone asks you to. Remove them from the list and do not email them again.
Personalisation that is worth the time
- Use facts you can check: a job title, a product line, a public announcement, a market.
- Skip fake flattery. "Love what you are doing" tells the reader you sent the same email to 500 people.
- Personalise one line, not the whole email. The opening observation matters most.
- Match the offer to the segment. A template for restaurant owners should not go to accountants.
- Check merge fields. Send yourself a test with real data before the campaign. An email that starts "Hi [first name]" does more damage than a plain one.
Legal basics
This is general information, not legal advice. Check the rules where your recipients are, and ask a lawyer when you are unsure.
- United States. The FTC's CAN-SPAM guide says the law makes no exception for business-to-business email. It requires accurate header information, no deceptive subject lines, a valid postal address and a clear opt-out that you honour within 10 business days. Penalties can reach $53,088 per email, according to the guide.
- United Kingdom. The ICO's PECR guidance says you can send unsolicited marketing email to corporate subscribers without consent, but you must not hide your identity and must give a valid address for opt-outs. Sole traders and some partnerships count as individuals, who generally need to have consented.
- EU. Unsolicited email is governed by Article 13 of the ePrivacy Directive, applied through each country's own law, so the rules for business addresses differ by country. GDPR also applies when you process personal data, including work emails of named people. Article 21 gives people the right to object to direct marketing at any time.
- Opt-out. Whatever the country, include a plain way to say no, honour it quickly and keep a suppression list.
Our cold email agency page says we do not send cold email to Spain, Germany or Austria, where the rules for unsolicited B2B email are stricter. We work with the US, the UK and the rest of the EU.
FAQ
How long should a cold email be?
Short enough to read on a phone without scrolling much. Under 100 words is a good aim. One reason for writing, one ask.
How many follow-ups should I send?
Two or three after the first email is common. Stop after the last one, or sooner if the person replies or opts out.
Is cold email legal?
In many places it is allowed with conditions, and in some it needs prior consent. US law makes no exception for B2B email. UK rules differ for companies and for individuals. EU countries apply their own rules. This is not legal advice, so check where your recipients are.
Should I include a link or attachment?
Avoid attachments in a first email, and keep links to a minimum. Offer to send the material if they reply.
What makes a cold email land in junk?
Sender setup matters as much as wording: authentication such as SPF, DKIM and DMARC, separate sending domains and gradual volume. You can run our free email check on your own domain.
Can I use these templates as they are?
Use them as a base. Replace the placeholders with checked facts and your own voice, and send a test to yourself first.
How OnePDA can help
If you would rather not build this yourself, we find the people, set up separate sending domains and mailboxes with SPF, DKIM and DMARC, warm them up, write a three-step sequence that you approve, and forward every reply within 24 hours. Setup is €590 and the monthly fee is €690, both excluding VAT where it applies. You keep the accounts. We cannot promise replies or meetings. See the cold email agency page.