10 cold email templates for B2B sales: Examples, advice and practical tips

Cold emails help SMBs and startups reach new prospects, start conversations and grow their sales pipelines without relying on large teams or big budgets.

Yet many businesses still face a common challenge – their emails don’t get opened, don’t feel personal and don’t spark replies.

In this article, we’ll share effective cold email templates. You’ll also get practical tips and simple techniques for writing cold emails that feel relevant, add value and encourage potential customers to respond.

Key takeaways about cold email templates for sales

• A cold email is an outreach message you send to someone you haven’t connected with before, designed to introduce your business and spark a new sales conversation.

• Cold emailing gives sales teams a scalable way to reach more prospects with less manual effort, while still allowing space for personalization and meaningful engagement.

• One of the biggest challenges with cold emails is standing out in crowded inboxes, but thoughtful research, tailored messaging and ongoing testing can improve reply rates.

Pipedrive lets you automate personalized emails, track opens and clicks and manage your sales workflows in a central location – sign up for a 14-day trial.

What are cold emails and why are they important?

A cold email introduces your business to someone you haven’t contacted before, initiating a potential sales conversation.

Cold contacting is an integral part of the sales process, allowing sales reps to identify new opportunities, start conversations with potential customers and move qualified prospects into the pipeline.

Cold emails tend to have lower response rates than other forms of communication, such as cold calling. They also require less effort on the salesperson’s side (especially when using sales automation).

The best time to send effective cold emails can be difficult to master because the sales reps sending them typically have no prior relationship with their recipients.

Crafting a cold email outreach campaign that speaks to prospects on a personal level is key. These messages have to be tailored, compelling and clear to stand out in crowded inboxes.

10 highly effective B2B cold email templates for SMBs

Cold email templates help you scale your prospecting, improve deliverability to stay out of spam folders and increase conversion rates.

Use these examples as inspiration for writing a good cold email template or use them as-is.

1. The cold introduction email

A cold intro email presents you and your company to a new decision-maker for a B2B sale.

The email should begin with both you and your prospect’s basic information (your names and companies), showcase your research and then inquire if they’re interested in learning more.

Here’s an example:

A cold introduction email template is a starting point for your discussion and you don’t want to overwhelm your prospect with too much information early on.

Instead, show them something of value. In the above template, it’s the revenue percentage that your product or service can bring to the table. Show the prospect that you want to help them achieve their goals.

The email also isn’t just about your business; it’s also about theirs. Offer a single insight on what your product or service can help the recipient with, like revenue or productivity.

2. The personalized email

A personalized email template lets the reader know that you follow their industry trends and know exactly how your product can help them.

Emails don’t need to be hyper-personalized, but they do need to give enough information to make the reader feel like they aren’t receiving a generic blast. A personalized cold email template for sales should do the heavy lifting of breaking the ice with a prospect by referencing:

• The names of products and people at the company

• What the prospect’s company does and what its goals are

• Any problems, concerns or risks they’re battling (i.e., changes in their industry)

• Specific details you’ve kept on file, like a recent LinkedIn comment or blog post

Here’s a cold email template based on this advice:

A personalized cold email like this works because it shows genuine interest. The email proves you’ve done your homework and makes the conversation feel relevant and worth responding to.

3. The before-after-bridge email

The before-after-bridge email highlights the prospect’s current problem, paints a picture of the improved future and positions your product as the bridge between the two.

This process is done using a tried and tested copywriting technique:

• Before. Outlining where your company stands now and highlighting the lead’s problem.

• After. Explaining what things will look like after solving the problem.

• Bridge. Defining how your product or service will help leads get there.

The key to this email is describing a problem that the prospect is facing and presenting the path beyond it.

This example ticks all the boxes:

Rather than talking about the product, the email flips the problem back onto the prospect. The prospect feels empowered by your outreach and solution rather than agitated by an overly pushy sales pitch.

4. The useful content email

The useful content email builds trust by leading with value, where you share relevant insights or resources that help the prospect before asking for anything in return.

Instead of pitching your product up front, send email subscribers a helpful resource or relevant new data instead. The only aim is to provide the prospect with information that will be useful to them and their team.

Here’s an example of how this might look:

This kind of email nurtures leads because it shows you’re there to help, not just to sell.

When you share something genuinely useful, you build trust and earn attention, which makes prospects far more willing to keep the conversation going.

You also stay on their radar in a positive way. When they’re ready to explore solutions, you’re the first name they think of.

5. The mutual-connection email

The mutual-connection email builds credibility fast by referencing a shared contact, community or experience.

Think of it as a warm-up outreach email that makes your brand feel familiar and approachable. A mutual connection signals that you’re trustworthy and relevant, which makes prospects more likely to open, read and respond to your message.

Here’s a template you can use for this email format:

By using the shared connection as an opener (then quickly tying the conversation back to their role, priorities and challenges), you create a natural bridge into a meaningful business discussion.

6. The social media email

The social media email shows you’ve taken the time to engage with the prospect’s ideas, not just their inbox.

Referencing social posts can help your email stand out in a crowded inbox. If everybody is emailing your prospect about an offer or a discount, but you mention one of their LinkedIn posts, it can pique their curiosity.

Here’s an example of this format in a cold email template:

In this email, you’re responding to something they’ve shared or care about. When you link your product or insight back to their post in a thoughtful way, prospects are far more likely to reply and keep talking.

7. The competitor email

The competitor email starts a conversation with prospects already using a similar tool by showing them what they could gain from switching.

You’re not trying to tear down the competitor or question the buyer’s decision. Instead, you want to help the prospect recognize that there may be a better fit out there.

Focus on your strengths as they relate to their goals and challenges. If you have a customer who switched from the same competitor and saw great results, use that as a social proof point to spark curiosity.

Here’s how to position your product against a competitor in a respectful, value-led way:

Use the message to spotlight your unique advantages and real customer wins, not to criticize the competition. Keeping the tone positive and respectful helps you come across as helpful and credible, making prospects more willing to hear you out.

8. The results email

The cold results email shows your prospect how well your product or service works in real numbers.

The results you share might include increases in revenue, growth in customer numbers or improvements in key metrics that matter to the prospect. Choose numbers that tell a simple, compelling story about the impact you deliver.

Here’s an example:

This template mixes email copy with results. The content acts as a brief case study, showing how companies similar to your prospects have achieved an outcome using your solution.

9. The demo email

The demo email helps prospects picture your solution in action by giving them a quick, low-effort way to see how it works and what it could do for their team.

For example, the email might explain what your product or service is, exactly what you have to offer and how it can help your prospect. It might also feature a short demo video or a webinar recording.

Here’s an example of this type of email:

This cold email template removes guesswork. The prospect can see the benefits for themselves, making it easier to start a serious buying conversation.

10. The straight-to-the-point email

The straight-to-the-point email cuts through the noise by getting directly to why you’re reaching out and what value you offer.

This type of email works best when a lead has gone cold or when you need to re-engage someone quickly. The content is short and focused and highlights the prospect’s potential gain without any fluff.

By keeping the message concise and relevant, you respect the recipient’s time while still making a compelling case for why they should respond.

Here’s how to write a direct cold email for sales:

This email makes it easy for prospects to see the potential value and decide quickly whether to engage.

Cold calling vs. cold emailing: which is right for my business?

Cold emailing is sending introductory messages to prospects you haven’t contacted before, while cold calling is reaching out to those prospects by phone to start a live conversation.

Cold calling lets sales reps respond in real time, answer questions on the spot and build a personal connection with the prospect.

Cold emailing doesn’t offer the same personal touch that a sales rep can deliver during a phone call, but it does allow your team to send messages to their entire email list in one go.

As a result, reps can reach more prospects and nurture more leads with fewer resources.

Here’s a breakdown of when to use each type of cold communication:

Heather R. Morgan, CEO of cold email company SalesFolk, believes there’s no downside to being good on the phone. Most reps will have to get on the phone with their customers at some point. Still, as people become more reluctant to pick up unfamiliar numbers, many reps are less interested in cold calling to drum up new business.

On email vs. cold calls, Morgan says:

Ultimately, the right approach depends on your resources and audience. Mastering cold emailing lets you reach more prospects efficiently, while cold calling helps you build personal connections and address questions in real time.

How to write the perfect cold email

The best cold email templates for B2B sales grab attention, show you understand your prospect and make it easy for them to take the next step.

Each sentence should have a purpose and draw the reader in. Without making the email too lengthy, the best cold sales email templates should include these crucial elements:

Your cold emails should also share these characteristics:

• Personalization. Show that you understand and can relate to what interests recipients by referencing it conversationally.

• Validation. Explain who you are and why the recipient should give you their time. Cite relevant or impressive results to justify why they should read the rest of your email and follow your CTA.

• Pain points. Show you understand and can address the prospect’s pain points to give yourself a better chance of making a connection.

• Appreciation. Thank your prospect for reading your email, which will help establish a strong foundation for your relationship.

A well-crafted cold email balances relevance, clarity and value, giving your prospect a reason to engage while making it easy for them to take the next step.

Write effective cold emails with Pipedrive’s AI email writer

Pipedrive’s AI email writer helps you craft personalized, high-quality cold emails in seconds.

By analyzing your prospect’s details and your intended message, the software suggests subject lines, opening lines and value props that feel natural and relevant.

Here’s an example of an AI-generated email in Pipedrive:

Whether you’re sending a first introduction or a follow-up, the tool saves time and reduces writer’s block while keeping your emails tailored to each recipient.

Combined with Pipedrive’s tracking and automation features, the AI email writer ensures every message hits the inbox with maximum impact. As a result, sales teams engage more prospects and generate better results without extra effort.

Whether you’re sending a first introduction or a follow-up, the tool saves time and reduces writer’s block while keeping your emails tailored to each recipient.

Combined with Pipedrive’s tracking and automation features, the AI email writer ensures every message hits the inbox with maximum impact. As a result, sales teams engage more prospects and generate better results without extra effort.

Improve B2B sales team performance by following a cold email process

Following a structured cold email process helps your sales team send smarter emails, get positive responses and close more deals.

Here are some ways to develop a cold email process:

• Have someone create versions of emails and include the subject line, email body and CTA (perhaps someone from your content marketing team).

• Provide context as to why the sales team should adopt these emails (a winning cold email strategy will help them get more deals). Their commitment is essential to getting data and improving performance.

• Ensure everyone has a tracking tool that monitors whether an email gets opened and what links were clicked and traces the call to action.

• Depending on the size of your team, set a clear goal and test until you reach that statistical significance.

• Analyze engagement metrics (e.g., open rates and response rates) and plan your optimization for the next cold email campaign. If possible, A/B test your emails by changing up just one element to see if metrics improve.

Another useful tactic for developing email processes is to use technology.

With a CRM tool like Pipedrive, for example, sales reps can automatically send emails to prospects when they enter their sales funnel.

Take a look at this example of email automation in Pipedrive:

Using pre-made cold templates, the emails will already be personalized using merge fields, so prospect details like their company name and industry will fill in the gaps.

Automating cold emails helps you work more efficiently, reaching out to prospects without having to write every line from scratch.

6 expert tips for cold emails that convert

Cold emails are both a science and an art. Many businesses have been successful with cold emails, but many have failed.

Here’s some cold emailing advice from industry experts who have perfected their craft.

1. Be succinct

Keep your emails short and focused so prospects read every word and act on your message.

Every sentence should have a purpose, keeping your email clear and focused so the prospect can quickly understand your message.

Start by introducing yourself and your purpose upfront. Avoid fluff, repetition or filler. Focus on clarity and lead the reader naturally toward your call-to-action so they understand the benefit of engaging without feeling overwhelmed.

Even if your email needs to be longer to explain value or context, make every sentence count

Here’s some practical advice from industry leaders:

James Davies, former Sales Manager at Stylo

Sarah Brazier, former Account Executive at Gong

Succinct emails don’t have to be tiny; they just need to communicate value clearly, respect the prospect’s time and lead naturally to your CTA.

2. Get personal

Personalizing your emails shows prospects you’ve done your homework, making them far more likely to read and respond.

Start with an engaging hook or show you have a connection in common right away. Research your prospects online to identify who the decision-maker is, then use the appropriate person’s name in your opener.

Here’s what the experts say:

Barry Moroney, CEO at Leadable

Gaurav Patel, Founder at Pipe Bagger

A personal touch separates your email from the hundreds of others in a prospect’s inbox, builds trust quickly and increases the chance of a meaningful response.

3. Use clean email lists

Sending emails to the right people is just as important as the email itself – poor data wastes time and hurts your results.

Effective cold emails start with quality data on who you’re trying to target. Avoid buying lists to maintain the quality and integrity of your data. If you do buy or rent lists, take the time to clean them up before reaching out to your target audience.

Here’s an expert insight:

Ahmed GabAllah, former Business Development Executive at Athena Capital

Starting with a clean, targeted email list increases your chances of engagement and ensures your outreach email efforts reach the right audience.

4. Make your emails engaging

Engaging emails capture attention, spark curiosity and make prospects more likely to respond.

Make your cold emails memorable by using your own style, humor or brand personality. Go beyond safe, generic messages. This is your chance to create a positive first impression that invites a response.

Small touches (like a clever P.S. or a relatable reference) can make your email feel human and approachable.

Here’s what the experts have to say:

Dale Dupree, Founder of The Sales Rebellion

Ahmed GabAllah, former Business Development Executive at Athena Capital

Engaging emails grab attention, build rapport and give prospects a reason to read and respond to your message.

5. Hook readers with a compelling subject line

A strong cold email subject line grabs attention, encourages opens and sets the stage for your message to be read.

Use research (like previous open rates or competitor performance) to tailor the subject line to the recipient. Look for timely news or a surprising statistic to incorporate.

Here’s what the experts say:

Dipak Vadera, former Sales Manager at Leadfeeder

Your subject line is your first impression. Craft it thoughtfully to ensure your email gets read and your message has a chance to resonate.

6. Bookend your email with strong opening lines and clear CTAs

Strong openings grab attention and clear calls-to-action guide your prospect to the next step without confusion.

Your opening line should hook the reader immediately, showing that your email is tailored to them. When readers reach the end, your call-to-action should leave no doubt about what you want them to do next, whether it’s replying, booking a call or reviewing a resource.

Take a look at what the experts say:

Kyle Racki, CEO at Proposify

Here are a few examples:

• I saw you…

• Read your post about…

• Noticed you had talked to [shared connection] a few months ago…

• I heard you…

• [Specific name] told me X about you…

When writing the CTA, keep it simple, actionable and low-commitment. Ask for a specific next step, like, “Would you be open to a 10-minute call next week?” or “Can I share a quick demo video with you?” The goal is to make it easy for the prospect to respond.

Cold email templates FAQs

Final thoughts

Cold emails should show that you understand your prospect, highlight their pain points and make it easy for them to take the next step. Testing different approaches, refining your messaging and tracking results ensures your outreach becomes smarter over time.

With Pipedrive, you can automate personalized emails and monitor opens and clicks in one place. Pre-built templates help you send messages that feel personal without writing each email from scratch, letting your sales team focus on closing more deals.

Try Pipedrive for free to take the guesswork out of cold emailing and start connecting with prospects more effectively.