Cold email templates for B2B
A cold email works when the reader can tell, in the first line, that it was written for them. Everything else (the offer, the proof, the ask) only matters if that first line lands.
These 12 templates cover the cold email styles that consistently get replies in B2B. Each one is short enough to read on a phone.
Email template builder
Cold email templates for B2B: 12 to copy
1. Problem first
Subject: [Problem] at [Company]
Hi [Name], Most [role]s I talk to at [type of company] spend [time/money] on [problem] every [week/month]. We help them cut that by [result]. [Customer] went from [before] to [after] in [timeframe]. Would it be worth a quick chat to see if we could do the same for [Company]? [Your name]
2. Trigger event
Subject: Congrats on [event]
Hi [Name], Congrats on [funding / new office / product launch]. Teams that [event] usually run into [problem] soon after. We help with exactly that. Open to a 15-minute call next week? [Your name]
3. Referral inside the company
Subject: Who handles [area] at [Company]?
Hi [Name], I'm trying to find the person who looks after [area] at [Company]. Would that be you, or could you point me in the right direction? Thanks, [Your name]
4. Competitor customer
Subject: How [competitor/peer] handles [problem]
Hi [Name], We work with [peer company] on [problem], and they've seen [result]. I had a couple of ideas for how this could apply to [Company]. Worth sharing? [Your name]
5. Short question
Subject: Quick question
Hi [Name], Are you the right person to talk to about [topic] at [Company]? [Your name]
6. Compliment + offer
Subject: Loved your [post/talk/article]
Hi [Name], Your [post/talk] on [topic] was spot on, especially [specific point]. It made me think you might be dealing with [related problem]. We help with that by [how]. Would a short call be useful? [Your name]
7. Free value first
Subject: Made this for [Company]
Hi [Name], I put together a quick [audit / teardown / list of ideas] for [Company]: [link]. The biggest opportunity I spotted is [one insight]. Happy to walk you through the rest if it's useful. [Your name]
8. Before–after–bridge
Subject: [Result] in [timeframe]
Hi [Name], Right now, [their likely situation]. Imagine [better situation]. That's what we did for [customer]: [how, in one line]. Want to see how? [Your name]
9. Asking for advice (Tim Ferriss style)
Subject: Quick question (2 minutes)
Hi [Name], I know you're busy and get lots of email, so this will take 60 seconds to read. I'm [one line about you]. I have one specific question about [topic]: [question]? Even a one-line answer would mean a lot. Thanks for considering it. [Your name]
10. Agency / services
Subject: [Service] for [Company]
Hi [Name], I had a look at [their website / ads / social] and noticed [specific issue or opportunity]. We fixed the same thing for [client], which led to [result]. Want me to send a short plan for [Company]? [Your name]
11. Recruiting / hiring
Subject: Your work on [project]
Hi [Name], I came across your work on [project] and was impressed by [specific thing]. We're hiring a [role] at [Company] to work on [interesting problem]. Would you be open to a quick chat, even just to hear more? [Your name]
12. Event invite
Subject: Invite: [event] on [date]
Hi [Name], We're hosting [event] for [audience] on [date] in [place / online]. [Speaker or topic hook]. Would you like me to save you a seat? [Your name]
Subject lines
- Quick question
- Idea for [Company]
- [Problem] at [Company]
- Congrats on [event]
- Who handles [area] at [Company]?
- Made this for [Company]
- [Mutual connection] suggested I reach out
Rules that keep cold email out of spam
- Send from a separate domain or subdomain, warmed up first, and set up SPF, DKIM and DMARC.
- Keep volume per inbox low. Mailbox providers watch for sudden spikes.
- Plain text, one link at most, no attachments on the first email.
- Make opting out easy and honor it right away.
- Clean your list. Bounces above 2–3% hurt deliverability fast.
- Follow the law where your prospects are (CAN-SPAM in the US, GDPR/PECR in the EU and UK).
Follow up
Most replies come from follow-ups. Use the 4-step sequence on our cold email follow-up page, and pick a subject from cold email subject lines.
Frequently asked questions
What is a good cold email template?
A good one opens with something specific about the recipient, names a problem they likely have, gives one proof point, and ends with a small ask. Under 125 words.
How long should a cold email be?
50 to 125 words. If it needs scrolling on a phone, it's too long.
Are cold emails legal?
B2B cold email is legal in the US if you follow CAN-SPAM. In the EU and UK, rules are stricter, so check GDPR and PECR or get legal advice for your situation.