A good cold email template has five parts: a subject line of two to five words, one opening line about the reader, one line on the problem you solve, one piece of proof, and one easy question. Keep the body under about 125 words. Below are seven B2B cold email templates you can copy, plus the footer US law requires and the Gmail rules every template has to pass.
On this page
- What a good cold email template looks like
- 7 cold email templates for B2B you can copy
- Cold email subject lines that fit each template
- How to personalize a template in two minutes
- What CAN-SPAM requires in a B2B cold email
- The Gmail rules your template must pass
- Worked example: how many emails for 10 meetings
- Cold email example: before and after
- FAQ
What a good cold email template looks like
Every template on this page follows the same five-part build. If you write your own, check it against this table before you send it to anyone.
| Part | Job | Word budget |
|---|---|---|
| Subject line | Look like a normal work email from a person | 2 to 5 words |
| Opening line | Prove you looked at them, not a list | 15 to 25 |
| Problem line | Name one problem people in their role have | 15 to 30 |
| Proof | One true result, customer or fact | 15 to 30 |
| Ask | One question they can answer in a word | 8 to 15 |
| Footer | Your name, company, postal address, opt-out line | Not counted |
The word budgets are our working rule from writing and testing B2B outreach, not an industry statistic. The point is to make the email readable on a phone in one screen. If a part does not earn its place, cut it.
7 cold email templates for B2B you can copy
Replace everything in [brackets]. Do not send a template with a bracket left in it; that is the fastest way to show the reader it was a mail merge.
1. The trigger event template
Use it when something just changed at the company: a funding round, a new hire in your buyer's role, a new location, a product launch.
Subject: [Company]'s [trigger] Hi [First name], Saw that [Company] [trigger, in plain words, e.g. "just hired three SDRs"]. Teams at that stage usually hit [specific problem, e.g. "a list that runs dry by week six"]. We helped [similar company] [result with a number you can prove]. Worth a 15-minute look next week? [Your name]
2. The right person template
Use it when you are not sure who owns the problem. You are asking for a pointer, not a meeting, so the reply cost is low.
Subject: Who owns [area]? Hi [First name], I'm trying to reach whoever looks after [area, e.g. "outbound lists"] at [Company]. Is that you, or would someone else be better placed? Short version of why: [one line on the problem you fix]. Thanks, [Your name]
If you can find the owner yourself first, do. Our guide to finding the decision maker at a company shows how.
3. The PAS (problem, agitate, solve) template
Use it when the problem is well known in the reader's role and has a cost they can feel.
Subject: [Problem in 3 words] Hi [First name], Most [role]s I speak to say [problem] eats [time or money, in their words]. It gets worse when [situation that makes it worse]. We fix that by [one-line method]. [Customer] cut [metric] from [X] to [Y]. Open to seeing how? [Your name]
4. The something useful template
Use it to start a conversation with a senior buyer who ignores pitches. Give first, ask small.
Subject: [Useful thing] for [Company] Hi [First name], I put together [useful thing, e.g. "a list of the 40 retailers that opened stores in Texas this quarter"]. Thought it might help with [their goal]. Happy to send it over. Want it? [Your name]
5. The peer proof template
Use it when you have a real, named customer in the same industry who has agreed to be mentioned.
Subject: How [peer company] [result] Hi [First name], [Peer company] had the same [problem] you likely have at [Company]. In [time period] they [result with a number]. I can show you what they changed in 15 minutes. Does [day] work? [Your name]
Only name a customer you have permission to name, and only quote a number you can show. Invented proof is a fast way to lose a deal once the buyer checks.
6. The short question template
Use it for a second or third touch, or for busy people who skim. It works because it is easy to answer.
Subject: Quick one Hi [First name], Is [problem] on your list for [quarter], or is it handled? Either answer helps. [Your name]
7. The old lead template
Use it for people who spoke to you months ago and went quiet. Bring something new, not "just checking in".
Subject: [New thing] since we spoke Hi [First name], When we spoke in [month] the timing wasn't right for [project]. Since then we've [new thing: feature, price, case study]. Is [problem] back on the table, or should I close the file? [Your name]
Each of these will need follow-ups. Our cold email follow up guide has the timing and five follow-up templates that pair with the ones above.
Cold email subject lines that fit each template
A cold email subject line should look like one a colleague would send: short, lower case is fine, no hype. Match it to the template so the email delivers what the subject promised.
| Template | Subject line pattern | Example |
|---|---|---|
| Trigger event | [Company]'s [trigger] | Acme's new Austin office |
| Right person | Who owns [area]? | Who owns outbound lists? |
| PAS | [Problem in 3 words] | Lists running dry |
| Something useful | [Thing] for [Company] | Texas store list for Acme |
| Peer proof | How [peer] [result] | How Northwind cut bounces |
| Short question | Quick one | Quick one |
| Old lead | [New thing] since we spoke | New pricing since we spoke |
The FTC says a subject line must not mislead people about what is in the message, so avoid "Re:" or "Fwd:" on a first email. Before you send, run the body through our free spam words checker.
How to personalize a cold email template in two minutes
Personalization only needs to touch the opening line and, sometimes, the proof. Spend two minutes per contact, not twenty. Use one source per line:
| Source | What to look for | Opening line pattern |
|---|---|---|
| Company news page | Launch, funding, new office | "Saw [Company] just [news]." |
| Job posts | Roles that signal your problem | "Noticed you're hiring [role]s." |
| Their LinkedIn posts | A view they shared | "Your post on [topic] made a fair point about [x]." |
| Their website | A product, market or gap | "You sell [product] to [market], so [problem] probably shows up as [symptom]." |
If you cannot find anything true and specific in two minutes, use the right person or short question template instead. A generic compliment ("love what you're doing") reads worse than no opening line at all.
What CAN-SPAM requires in a B2B cold email
This is the part most cold email template lists leave out. In the US, the FTC's CAN-SPAM compliance guide says the law "makes no exception for business-to-business email". A commercial cold email has to meet these rules:
- [ ] Header information (From, To, Reply-To) is accurate and names the real sender.
- [ ] The subject line is not deceptive about the content.
- [ ] The message is identifiable as an ad if it is one.
- [ ] It includes your valid physical postal address.
- [ ] It tells the reader how to opt out, clearly.
- [ ] You honor opt-out requests within 10 business days.
- [ ] If an agency or tool sends for you, you still check they comply.
The FTC guide lists penalties of up to $53,088 for each email that breaks the law. A simple footer covers the address and opt-out lines:
[Your name], [Company] [Street address], [City], [State] [ZIP] Not the right fit? Reply "no thanks" and I won't email again.
A reply-based opt-out is a common choice for one-to-one cold email. If you send through a platform at volume, add a working unsubscribe link as well. This is a summary of what the FTC guide says, not legal advice; check with a lawyer if you are unsure how it applies to you.
Emailing the UK? The ICO's guidance on email marketing under PECR says you can email corporate bodies without prior consent, but you must not hide who you are and must give a valid address to opt out. Sole traders and some partnerships count as individuals and need consent.
The Gmail rules your cold email template must pass
A great template does nothing if it lands in spam. Google's email sender guidelines set these rules for anyone sending to Gmail accounts:
- Set up SPF or DKIM on your sending domain.
- Keep the spam rate shown in Postmaster Tools below 0.3%. Google advises staying below 0.10%.
- If you send more than 5,000 messages a day to Gmail, you need SPF, DKIM and DMARC, with the From domain aligned, and marketing messages need one-click unsubscribe.
Templates affect your spam rate more than people expect. Every email that feels mass-produced gets more "report spam" clicks. The fixes are in our guide to why cold emails go to spam.
Worked example: how many emails to book 10 meetings
Before you pick a template, know how many sends you need. Here is an example with assumed rates. Use your own numbers.
| Step | Assumed rate (example) | Result |
|---|---|---|
| Emails sent | 834 | |
| Replies | 4% of sent | 834 × 0.04 = 33.4 |
| Positive replies | 50% of replies | 33.4 × 0.5 = 16.7 |
| Meetings booked | 60% of positive | 16.7 × 0.6 = 10.0 |
Working backwards: 0.04 × 0.5 × 0.6 = 0.012 meetings per email, and 10 ÷ 0.012 = 833.3, so you need about 834 sends. If a better template lifts replies from 4% to 6%, the same 10 meetings take 10 ÷ (0.06 × 0.5 × 0.6) = 556 sends. That is 278 fewer contacts to find and verify. Plug your own rates into our cold email reply rate calculator.
Cold email example: before and after
Before (108 words, no clear ask):
Subject: Partnership opportunity!! Hi there, I hope this email finds you well. My name is Sam and I'm the founder of LeadCo, a leading provider of innovative data solutions trusted by hundreds of companies worldwide. We offer a wide range of services including list building, enrichment, verification and more. Our cutting-edge platform helps businesses of all sizes grow faster and close more deals. I'd love to set up a 30-minute call to walk you through our offering and see how we might be able to work together to help you achieve your goals this year. Let me know what time works best for you. Looking forward to hearing from you soon!
After (46 words, trigger event template):
Subject: Acme's three new SDRs Hi Dana, Saw Acme just hired three SDRs. Teams that grow that fast usually run out of good accounts by week six. We built Northwind a list of 2,400 checked contacts in their segment before their new reps started. Worth a 15-minute look next week? Sam
The names and numbers in this example are made up to show the format. What changed: the subject is about them, the first line proves research, there is one proof point and one ask, and the filler is gone.
Need the list before the template? Our Find customers range gives you six ways to get the right people into a spreadsheet, each with a checked work email. Every one starts free, so you see real rows first.
FAQ
How long should a cold email be?
Aim for a body under about 125 words, which fits on one phone screen. That is our working rule, not a law. Most of the length should go to one line about the reader and one line of proof. If you need more than that to explain your offer, the offer is not clear yet, and a longer email will not fix it.
Is cold emailing legal in the US?
Yes, if the email follows CAN-SPAM. The FTC says the law covers business-to-business email too. You need accurate sender details, an honest subject line, your physical postal address, a clear way to opt out, and you must honor opt-outs within 10 business days. The FTC guide lists penalties of up to $53,088 per email that breaks the rules.
Do I need an unsubscribe link in a B2B cold email?
CAN-SPAM requires a clear way to opt out, which can be a reply-based line for one-to-one email. Google's sender guidelines add that if you send more than 5,000 messages a day to Gmail, marketing messages need one-click unsubscribe and a visible unsubscribe link. If you use a sending platform at volume, include a link either way.
How many follow-ups should a cold email get?
There is no official number. We suggest two to four follow-ups, spaced a few days apart, with each one adding something new rather than repeating the first email. Stop when someone says no or asks to be removed, and record the opt-out so no teammate emails them again. Our cold email follow up guide covers timing and stop rules.
Can I use the same cold email template for everyone?
You can use the same structure, but not the same opening line. Keep the problem, proof and ask fixed for a segment, and write a fresh first line for each person from one real source such as a job post or company news. Identical emails to hundreds of people tend to get more spam complaints, which hurts delivery for every email you send.
Can I cold email businesses in the UK?
The ICO says PECR lets you email corporate bodies, such as limited companies and LLPs, without prior consent. You must still say who you are and give a valid address to opt out. Sole traders and some partnerships are treated as individuals, so you need their consent first. UK GDPR rules on handling personal data still apply.
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