Sales Automation: 11 Cold Prospecting Email Templates

A. Quick Question – Cold Emailing Templates

This is an all-purpose template you can use as a conversation starter. It’s an easy opening salvo to initiate a conversation with your prospect. Authenticity and value are the key details of this template. You’ll want to ensure you’re using it to discuss real issues with your prospects.

This should never be a waste of your prospect’s time. Be careful not to do the following:

• Self-serving questions that do not add value
• Rambling or wordy messages 
• Subject lines that begin with “quick question” 
• Messages that move from personalized to creepy
• Questions asking prospects to do your homework for you

Here are two templates you can use as conversation starters with your prospects. 

Cold Emailing Template 1

Hi [Prospect],

Have you seen what customers are saying about [Company]?

[Lead with your question. Format your question as a problem, trigger, or attention grabber]

I’m seeing lots of public and private conversations about your [company]. Here are a few examples.

[list examples, short quotes, and links to the sources]

[Call to action]

[Signature]

Let’s take a look at this template in action.

Hi [James],

Have you seen what customers are saying about [ABC Widgets]?

[Customers are leaving your company and they’re talking about it on X. They’re saying the widgets they buy from your company fail within 6 mo.]

I’m seeing lots of public and private conversations about your [widgets]. Here are a few examples.

• [Customer review: “Their product broke as soon as I opened the box!”
• Customer review: “These guys are the worst. My widget cracked as soon as I used it.”
• Customer on X: “I called customer support to get a replacement and they said no refunds and hung up.”
• Customer on Facebook: “PSA for anyone in the market for a new widget. Don’t get yours from ABC Widgets, their product is garbage!!!! 0/10 would not recommend.” ]

I found 678 of these nasty responses across all platforms. These are all new reviews and feedback in the last 24 hours. 

[We can fix this problem in 7 days. Interested?]

[Signature]

See what I mean? 

This quick question was completely customer-focused. At no point did I ask for a manager’s name and phone number or intel on a key decision-maker. At no time did I make my question about what I wanted.

Here’s another template. 

Cold Emailing Template 2

Hi [Prospect],

Are you still dealing with [problem]?

[Who] are saying that [company] is still dealing with several serious problems. 

[List examples]

[Call to action]

[Signature]

Here’s a look at this template in action. 

Hi [Prospect],

Are you still dealing with [high employee attrition rates]?

[Former employees on Glassdoor] are saying that [Starlabs] is still dealing with several serious problems. 

• [48% of employees cited low pay (well below industry averages)
• 15% stated that the CEO has a Messiah complex and believes he’s the smartest man in every room
• 67% state that there is no work/life balance
• 82% of employees on Glassdoor believe that the company doesn’t care about them]

I realize this is a sensitive topic. If you don’t have the right strategy in place, this is going to get worse. Do you know what you need to address this problem? 

[Take our quiz and find out]

[Signature]

B. Problems and Their Solutions – Cold Emailing Templates

This cold prospecting template can address any problem; however, it’s more important to use it to address specific problems and issues your prospects want to fix, not “need” to fix.

The ideal situation? Your prospect is highly motivated and looking to solve a specific problem in your wheelhouse. 

The best problems meet at least one of the following criteria:

• Prospects are unaware of the problem
• Prospects don’t understand the scope of the problem (e.g., you’re going to lose $$$) 
• Prospects are aware of the problem, but they don’t know how to fix the problem
• Prospects don’t have the ability or time to fix the problem properly on their own

Let’s take a look at two templates you can use. 

Cold Emailing Template 3

[Prospect], 

[Name] with [Company] here. I’ve noticed that you’re dealing with [problem] right now. 

[Consequences of ignoring the problem] 

This [resource] will help you to (a.) immediately fix the problem and (b.) prevent this problem from happening again. 

It’s free. 

[Call to action]

[Signature] 

Now, let’s plug in some sample data to see how this template looks in action. 

[Rick], 

[Andrew] with [Ignite Media] here. I’ve noticed that you’re dealing with [a lot of negative reviews] right now. 

[Google will index these reviews in 48 hours or less. Then, they’re going to start showing up in their search results. Your web traffic will begin to drop in another 24 hrs.] 

This [checklist] will help you to (a.) immediately fix the problem and (b.) prevent this problem from happening again. 

It’s free. 

[You can get it here.]

[Signature] 

Let’s look at another version of this template. 

Cold Emailing Template 4

Hi [Prospect],

I assume you’ve heard about the [problem]?

[People] at [Company] are talking about it [venue], and it’s getting attention. They’re telling [who] about it. 

[Consequences of ignoring the problem]

My name is [Name]. I’m with [Company]. In 4 minutes and 17 seconds, I can show you how to (a.) Fix the problem (b.) Immediately shift the bad publicity and fallout and (c.) Get [who] to focus their attention on something else. 

Interested? 

[Call to action]

[Signature]

Let’s see this template in action. 

Hi [Rick],

I assume you’ve heard about the [negative reviews].

[Sales reps] at [Competitor Corp.] are talking about it [online], and it’s getting attention. They’re telling [all of their prospects] about it. 

[This is going to hit your win rate hard. If these reps are right, you will have to spend more money to generate leads and offer more incentives on the back end to close them. This is not good.]

My name is [Andrew McDermott]. I’m with [Ignite Media]. In 4 minutes and 17 seconds, I can show you how to (a.) Fix the problem (b.) Immediately shift the bad publicity and fallout, and (c.) Get [these sales reps] to focus their attention on something else. 

Interested? 

[Schedule a 4m 17s chat here]

[Signature]

C. Case Study Interview Request – Cold Emailing Templates

This is a powerful cold prospecting email template. 

This template takes one B2B prospect and turns them into bait to attract more prospects. This template is perfect for sales reps who are either (a.) completely responsible for generating their own leads or (b.) playing an active or influential role in marketing.

Here’s how it works. 

1. You identify an ideal customer or prospect
2. Interview them about their problem and the solution
3. Share the interview as content on your website or with a complementary source
4. Share resources as a content upgrade to generate leads
5. Optional: Use remarketing to target previous visitors to your site. 

Let’s look at the templates you can use to take advantage of this process. This tactic is a bit different as it’s a non-traditional approach that requires nuance. 

Cold Emailing/Social Template 5

If you’re pitching a prospect via social media (DM or updates): 

Hey [@prospect], you’re a legend. You guys faced [problem] head-on, and [time] later, you’re ahead of everyone. Can I interview you on [date/time]? I’d love to hear more about your story. 

Here’s that template with sample data. 

Hey [@abcwidgets], you guys are legends. You guys faced the [negative review avalanche] head on, and [8 weeks] later, your [revenue growth has outperformed market leaders]. Can I interview your [CMO], [@joshkennedy] on [Thursday, Feb 29th]? I’d love to hear more about your story [and I know all of our followers would as well]. 

This next template will help you to set up the meeting. 

Cold Emailing/Social Template 6

Hey [@prospect], I can’t wait to sit down and chat with you. How long would you like our conversation to be? We typically chat for [15, 30, or 45 min.] Here is the list of questions I had in mind for our chat (let me know if you’d like me to change any of these questions). 

[List of questions] 

Talk soon!

[Signature] 

Next, share the content on your website or a partner’s website. 

Hey [@prospect], here’s a transcript of our call and the post we plan to publish. Does this look good to you? Let me know if you’d like us to make any edits, changes, or corrections ahead of time. 

[Signature]

Finally, add content upgrades or resources to the post to convert prospects. Post this content wherever you feel it will gain the most traction. If you think you will get the most value from posting this content on your website, do it, then promote it aggressively. If you’ll get more value from content syndication, do that. 

D. Turning Reviews Into Powerful Pitch

Your customers are incredible pitchmen. 

Most of the time, online reviews are used passively. You request a review from a customer, your customer gives you the review. If you’re lucky, those reviews are picked up by Google and shared via local search. 

Then, these reviews are forgotten.

Your online reviews could be doing more for your business. Using these reviews to cold pitch your prospects is a powerful way to amplify the effectiveness of your cold prospect emails. 

Here’s how you do it. 

1. Request online reviews from your customers. It’s a good idea to request reviews from every customer, especially the ones you know are unhappy. 
2. Gather positive and negative reviews. At this stage of the game, you’re focused on volume. 
3. Respond to and address the issues raised by negative reviews. Then, after you’ve fixed the problems outlined in their review, request that customers update their reviews.
4. Save these reviews in a spreadsheet or table. List the customer’s name, the link to their review, the issues or problems mentioned, and what you did to address their concerns.
5. For B2B customers, create a case study from these positive and negative reviews. Generally speaking, your negative reviews will generate better results if you’ve fixed the concerns raised by your customers. 

Now, you’re ready to use these reviews in your pitch. But first, a few things about this approach. 

• First, You’ll want to ensure you have a strong review profile for each platform. If you link to a review on G2, customers will read the review you shared and then look at the other reviews in your profile. 

• Second, using reviews to cold pitch prospects works best after you’ve made contact initially. I’ve found it’s harder to lead with reviews. It’s difficult but not impossible.

All right, let’s take a look at the templates. 

Cold Emailing Template 7

Hi [Prospect],

You mentioned struggling with [problem]. I shared some options and mentioned the results you can expect to achieve. 

You should be skeptical. 

After all, I’m the [title] trying to close the sale. Of course, I’m biased. 🙂

Do you know who’s not biased?

[Reviewer name]

[They] were dealing with the same exact problems you’ve mentioned. Here’s what they had to say after working with us to fix their [Problem].

[Quote]

See it for yourself. 

[Signature]

Here’s that template again with sample data.

Hi [Nathan],

You mentioned that you were struggling with [below average realization, utilization, and productivity rates]. I shared some options and mentioned the results you can expect to achieve. 

You should be skeptical. 

After all, I’m the [Account Executive] trying to close the sale. Of course, I’m biased. 🙂

Do you know who’s not biased?

[Howie H.]

[Howie] struggled with the same exact problems you’ve mentioned. Here’s what they had to say after working with us to fix their [below average realization, utilization, and productivity rates].

[“I can’t even believe it. I thought these guys were all hype, but I was desperate. I needed a solution. The attorneys in our firm were spending 58% of their time on administrative work. Of the 42% of the time spent on client work, we could only collect 15%. 

We were busy but unprofitable, with revenue leaking everywhere. 

We implemented the solution Andrew recommended, and 8 weeks later, our revenue has increased by 527%! Our cash flow has stabilized. Our attorneys are working less earning more, and our team is so much happier. Productivity rates have doubled for the last five weeks! 

I was so wrong about these guys, and I am so glad I gave them a chance!.”]

Read this review on [G2]. 

[Signature]

Here’s another template you can use. 

Cold Emailing Template 8

[Prospect], you’re in a tough spot.

• You have to fix [problem] or [consequence] 
• You’re skeptical about what we’re offering
• You don’t know who to trust, and you don’t know if we can be trusted

I’m the [title] trying to close the sale, so I’m obviously biased. 🙂

Do you know who’s not biased?

[Reviewer name]

[They] were dealing with the same exact problems you’ve mentioned. This is a real [business/person] struggling with the same [problem] you’ve mentioned.

[Quote]

See their review on Capterra. 

[Signature]

Here’s that template again with sample data.

[Nathan], you’re in a tough spot.

• You have to fix [your poor realization, utilization, and productivity rates], or [your law firm won’t survive] 
• You’re skeptical about what we’re offering
• You don’t know who to trust, and you don’t know if we can be trusted

I’m the [Business Development Manager] trying to close the sale, so I’m obviously biased. 🙂

Do you know who’s not biased?

[Patrick C.]

[Patrick’s law firm] struggled with the same exact problems you’ve mentioned. This is a real [law firm] struggling with the very same [realization, utilization, and productivity issues] you’ve mentioned.

[Our attorneys spent 75% of their time on busy work. Most of that did not lead to increased cash flow or revenue for our firm.

The partners in our firm were frustrated. How are junior associates consistently putting in 60-80 hour work weeks but billing for less than 20? Our revenue was not where it should be.

We were skeptical, but we had seen enough to feel hopeful. We decided to move forward with Firmstep.

In three weeks, our revenues stabilized. By six weeks, our situation reversed. Our associates were billing for 75% of their time; as a result, our firm’s revenue tripled by the end of our first year.]

See their review on Capterra. 

[Signature]

E. Proposing Irresistible Offers – Cold Emailing Templates

Sometimes, you need to be direct. 

This means you’ll need an offer that immediately conveys value. Value is a nice buzzword and all, but what does it mean? Here’s a definition that I saw recently that captures the point beautifully.

Value is created when a problem is alleviated. 

This process is largely automatic. 

How do you tell customers that you can create value? With a value proposition. 

You’ll need a strong and compelling value proposition to increase the likelihood of success. What does that look like?

A strong value proposition (from the customer perspective) has four elements:

• Clarity. I understand you

• Appeal. You have something I (really) want

• Exclusivity. I can’t get this anywhere else

• Credibility. I believe you. I believe your claims.

This is then used to create an irresistible offer that resonates with the specific prospects you’re trying to reach. 

Here are some templates you can use to create resistible offers.

Cold Emailing Template 9

Hi [Prospect],

You mentioned that you were struggling with [Problem]. If this isn’t addressed [Consequence]. 

[List value proposition items.] 

 [Offer]

[Call to action]

[Signature]

Here’s that template again with sample data. 

Hi [Jaime],

You mentioned that you were struggling with [cost overruns, scope creep, and mismanagement; you stated that 38% of your projects were not profitable]. If this isn’t addressed [your revenue leaks will continue to grow]. 

[Our promise to our customers:

• We guarantee a 30% lift for 3 specific, agreed-upon metrics
• We’ll respond to all customer support requests within 1 business day (and usually under 12 hours) 
• We won’t change the price we’ve quoted you unless you change the scope of the project

A commitment like this is scary for us, but it’s not really fair for you to take on more risk than us.] 

 [Respond to our proposal in the next 7 days, and we’ll provide your team with free access to our productivity apps. These apps are proven to reduce time-to-outcomes by 27%]

[Here’s a link to your proposal]

[Signature]

F. Referral Said I Should Get in Touch – Cold Emailing Templates

This template is versatile. It can be used to open doors, create opportunities, build alliances, and close deals. Using the right name is the key to success. 

But how do you know you have the right name?

You maintain the flow of power. As a general rule, you’ll want to attract names with status. You’re looking for three types of names to use in your referrals. 

1. High-to-low: A powerful person (e.g., executive, director, manager) recommending you to someone with less status.
2. Equals: An influential person recommending you to someone of equal status.
3. Value drivers: A person recognized as a top performer; someone who consistently delivers value (e.g., celebrity endorsements, specialists, subject matter experts) to others.

You can choose any name you want to use as a referral. However, it’s probably a good idea to focus on referrals from one of the three categories listed above. 

Here are two templates you can use. 

Cold Emailing Template 10

Hi [Prospect], 

[Referral] mentioned that you were dealing with [problem] and looking for help. Here’s what I’ve learned about your situation so far. 

[Concise list outlining the prospect’s situation]

Do I have that right? 

[Signature]

Here’s that template in action. 

Hi [Jason], 

[Nancy] mentioned that you were dealing with [skyrocketing manufacturing costs], and you’re looking for help. Here’s what I’ve learned about your situation so far. 

• [Your competitors have newer equipment, and they’re able to produce more products at low cost
• Employee attrition rates have increased by 23% over last year
• But productivity has fallen by 56% in the last six months]

Do I have that right? 

[Signature]

Here’s another referral template you can use. 

Cold Emailing Template 11

Hi [Prospect],

So I was just speaking with [Referral], and they mentioned that I should slide into your DMs. They told me you were looking for [solution] and asked me to reach out.  

How can I help? 

[Signature]

Let’s take a look at this template in action. 

Hi [Jason],

So I was just speaking with [Nancy], and [she] mentioned that I should slide into your DMs. [She] told me you were looking for [a fix to your employee attrition problem] and asked me to reach out.  

How can I help? 

[Signature]

These are just a few cold prospecting email templates to warm up prospects and close sales. 

What are the important takeaways from all of this? 

1. You’ll want to warm your prospects up before or during your cold approach.
2. Always lead with value. Value is automatically created when problems are alleviated. 
3. A strong value proposition tells prospects about the value they can expect from you.
4. Your messages should always be prospect-focused and oriented around value creation. 

Follow these simple guidelines, and customers are more open to a cold approach.