Most cold emails fail for the same few reasons: they're about the sender, they're too long, and the subject line looks like an advert. The fix isn't a clever template. It's a format that puts the reader's problem first, says one thing, and asks for very little. Here's that format, the subject lines that fit it, and five B2B templates, including a sample for writing to a potential client.
- Four parts: an opener about them, their problem, one line of proof, one small ask.
- Plain text, under about 120 words, no images or attachments.
- A short, honest subject line that a colleague might have written.
- Your name, company, postal address and a way to opt out, which US law requires even for business email.
- Send it from a properly set up domain, and follow up two or three times.
The cold email format
| Part | What it does | Example |
|---|---|---|
| Opener | Shows you looked at them, not a list | Noticed you opened a second warehouse in Leeds this month. |
| Problem | Names a cost they'd recognize | That's usually when picking errors start eating margin. |
| Proof | One line, specific | We cut them by half for a similar distributor last year. |
| Ask | Small and easy to answer | Worth a 15-minute look? |
| Sign-off | Name, company, address, opt-out | Reply "no thanks" and I won't email again. |
The Example column is illustrative. Proof lines must be true and shareable, or leave them out.
That's the whole email. Anything else, such as your company history, a feature list or a calendar link in the first line, belongs on the call you're asking for.
Cold email subject lines
- Their company and the topic. "Acme and onboarding time"
- A question. "Who handles payroll at Acme?"
- The event. "Your Leeds expansion"
- A mutual connection. "Sam Lee suggested I get in touch", only if Sam really did.
- The idea. "An idea for Acme's checkout"
Avoid capitals, exclamation marks, urgency and anything that pretends to be a reply. The FTC's CAN-SPAM guide says subject lines can't be deceptive and must reflect the content, and it makes no exception for business-to-business email. A subject line that tricks the open usually loses the reply anyway.
Five B2B cold email templates
- Problem first. Subject: [company] and [the problem]
Hi [first name], [specific observation about their company]. Teams in that spot usually lose [what it costs them]. We help [type of company] [outcome] without [the usual downside]. Worth a quick call to see if it applies to you?
[Your name], [company] - Trigger event. Subject: [the event they announced]
Hi [first name], congratulations on [new office, funding, hire or launch]. That's usually when [the problem] starts to bite. We've helped [similar company] get ahead of it. Open to comparing notes for 15 minutes?
[Your name] - Right person? Subject: who handles [the area]?
Hi [first name], I'm trying to reach whoever looks after [the area] at [company]. Is that you, or could you point me the right way? It's about [one-line reason].
[Your name] - Peer proof. Subject: how [similar company] fixed [the problem]
Hi [first name], [similar company] had the same [problem] you're likely seeing. We [what changed], and [result they're happy to share]. Would the same approach work for [company]?
[Your name] - To a potential client (services). Subject: idea for [company]'s [area]
Hi [first name], I had a look at [their website, store or listings] and noticed [specific, fixable issue]. We do [your service] for [type of business], and that's usually one of the first things we change. If it's useful, I can send three quick fixes, no call needed.
[Your name], [company], [city]
Every bracket must become something true about the person you're writing to. A template sent with generic brackets filled is still a template, and it reads like one.
Personalization that counts
Putting someone's first name and company in the right places isn't personalization; every tool does it. What earns a reply is one sentence that could only have been written to that person: a hire they made, a page on their site, a product they launched, a problem their industry has this year. If you can't find that sentence, the person may not be a good prospect.
Before you send
- Verified addresses. Bounces hurt the domain for everyone else on the list.
- A separate sending domain. Never your main business domain, with SPF and DKIM set up. Google's sender guidelines require one of them for every sender, and all three, with DMARC, for bulk senders.
- Who you are. Your real name and company. The UK's ICO says you must not disguise or conceal your identity.
- Address and opt-out. A valid postal address and a clear way to stop, which CAN-SPAM requires.
- A follow-up plan. How to follow up on a cold email has the timing and templates.
The rules differ by country, and some are stricter than people expect. Is cold email legal? covers the US, the UK and the EU.
Want it written for you?
A senior writes every sequence in our cold email agency service, from the prospect list to the booked meeting, at $500-$2,000 a month, month-to-month. For software companies, see cold email for SaaS.
Questions people ask
What is the best format for a cold email?
Four short parts: an opening line about them, the problem you solve in their words, one line of proof, and one easy ask. Plain text, no images, no attachments, and a sign-off with your name, company and a way to opt out.
How long should a cold email be?
Short enough to read on a phone without scrolling. We aim for under 120 words in a first email, and less in each follow-up. If it needs more, it's trying to do the sales call's job.
What is a good subject line for a cold email?
A few plain words that say what the email is about, the way a colleague would write it: their company and the topic, a question, or a mutual connection. Avoid hype, capitals and fake RE: or FWD: prefixes, which in the US can count as a deceptive subject line under CAN-SPAM.
How do you write a cold email to a potential client?
Lead with something specific about their business, name one problem you can solve for them, add one line of proof from similar work, and ask a small question rather than for an hour of their time. The sample in this guide follows that structure.
Should a cold email include links or attachments?
Not in the first email. Attachments and several tracked links make a message look like bulk mail. One plain link at most, or none, and send material once they've replied.
Do cold emails need an unsubscribe link?
They need a way to opt out. In the US, CAN-SPAM requires a clear opt-out and a valid postal address, even for business email. In the UK, PECR requires a valid address to opt out. A plain line such as "reply 'no thanks' and I won't email again" works, as long as you honour it.
Want feedback on a cold email before it goes out? Book a strategy call and bring the draft.
