8 Cold Prospecting Email Templates for Your Sales Team

Cold email templates for sales prospecting

The internet killed cold prospecting, they say. We disagree.

But cold emails? Everyone hates them, right?

Yes, and no. People hate reading unsolicited emails that aren’t personalized, come from a company name instead of the salesperson specifically, and never end. Precisely, a good cold email is the one that gets read. Period.

Meanwhile, Scott, an ambitious sales guy, who just sent the same cold email copy to a list of 200 is waiting like –

cold prospecting email templates

We wish you had found this article on cold prospecting email templates before hitting Send, Scott!

Things Scott Should’ve Known Before Writing His Cold Prospecting Emails

Let’s start with talking about what an effective cold email should be like, one part of the email at a time.


Subject lines get your foot in the door. Here’s how your subject lines should be:

  • Direct: They must address the receiver clearly, by their name
  • Emphatic: They must be short enough to appear in their entirety, irrespective of the device. Mailchimp recommends that you use no more than 9 words and 60 characters.
  • Compelling: They must spark interest or curiosity

Fun fact: The average office worker gets over 120 emails a day. And, 59 percent of email recipients say they receive sales emails that are irrelevant. The point is—don’t be that salesperson who dumps more and more cold emails as the days go on, simply adding to the clutter.


After writing your email body, read it and ask yourself—would I sound like this if I was saying these things to the receiver in person? Here’s what your cold prospecting email body should be:

  • Short and succinct: Introduce yourself and get to the point. This is not a place for stories
  • Personalized: Take a genuine interest in their background and address pain points that are unique to the reader. You can also use gifs and emojis to engage emotionally. Check out our guide on how to personalize emails for more tips.
  • Credible: Include trust factors that will make your recipients think that you’re the real deal. Mention some of your big customers, years of industry experience, etc.

Actionable: Make a small, specific ask—Can we connect sometime soon? Would you be interested in a demo?


Include a single, clear CTA. The recipient must know exactly what to do after reading your cold prospecting email. Here are a few things you can try:

  • Ask if they’re even interested in the topic you emailed them about
  • Ask if you can send them a follow-up email
  • Either ask for a date and time that’s convenient to them or provide a calendar link 
  • Avoid adding a button at all costs

And lastly, proofread your entire email once, twice, and then once again.

Sample Cold Prospecting Email Templates to Save Your Time

We put something together to Help you, Scott! 🙂

sales prospecting email templates

1. The AIDA Formula Email

This is a classic copywriting formula—grab their attention, share a point of interest, create desire, and show them the next steps.

Subject: Hey [first_name], have you solved [your challenge] yet?Attention

Hi [first_name],

I’m Scott from [company_name], with # years of experience in the B2B space.

I’m aware of the time and energy that goes into building a healthy lead pipeline, and the stress that comes with it. It’s a relief that we have solutions that make at least this bit of our lives easier.

I’d like to tell you more about this. Would you be available for a quick call on [date] at [time]? Please let me know if you’re comfortable doing this.

Yours sincerely,


2. The BAB (before-after-bridge) Formula Email

Here’s how this formula works:

  • Before: Here’s what your world looks like right now
  • After: Here’s what your world could look if you solved this problem
  • Bridge: Here’s how you can cover the distance between your ‘before’ and ‘after’

Subject: Hey [first_name], are you still struggling with conversions?

Hi [first_name],

I’m Scott from [company_name], and I help sales professionals accelerate their sales cycles.

I have an idea that can get {{company}} its next 100 best customers. I recently helped one of our clients {{SaaS company/competitor}} almost triple their monthly run rate with this.

I promise that I can sum up this idea in 10 minutes. Can you give me 10 minutes of your time on [date]?

Yours sincerely,


3. The PAS (problem-agitate-solution) Formula Email

Here’s how this formula works:

  • Problem: Identify a particular pain point
  • Agitate: Elaborate on that pain point and the threats that it can bring along
  • Solve: Offer a plausible solution

Subject: Hey [first_name], I know a way to tackle slower release cycles

Hi [first_name],

My name is Scott, and I’ll keep this quick.

Longer development cycles can spell disaster for any organization. Shipping out product updates at scale and speed is table stakes. Your target audience has a hundred other alternatives that are ready to give them what they want.

I’ve helped teams from leading companies such as [company name 1], [company name 2], and [company name 3] ship faster, efficiently. I’d love to tell you more about this if I can have 10 mins of your time. Let me know!

Yours sincerely,


4. The SAS (star-arch-success) Formula Email

Here’s how this formula works:

  • Star: The hero of your email. It could be you, your prospect, or your team
  • Arch: How the hero is dealing with the same problem as your industry 
  • Success: How the hero eventually wins

Subject: Hey [first_name], I had a quick question regarding [the problem]

Hi [first_name],

I’m Scott, [designation] at [company]. 

Over the course of my career, I have seen numerous teams struggle with finding the right approach to sales prospecting.

People’s preferences are changing as we speak, and what worked in the past is falling flat today. But salespeople are an exceptional breed. I’ve compiled a list of ways that have been keeping me and my team on the right track with their prospecting efforts.

Is this something that interests you? I’d be glad to have a 10-minute no-obligation call with you at any time that’s convenient for you.

Yours sincerely,


5. Competitor-Focused Sales Prospecting Email Template

Be prudent with this one. There’s a thin line between being unreasonably aggressive and presenting your offering as a reliable alternative. Respect that line.

Hi [first_name],

My name is Scott and I head Business Development at [company]. We recently launched a new product that [one sentence pitch].

Here’s a quick <one-pager document> to help you understand why the majority of teams, including leading teams at [company_name_1] and [company_name_2] prefer us over other alternatives.

I am taking an educated stab in the dark here based on what I’ve learned by looking at your LinkedIn, you appear to be the right person to connect with. If that’s you, are you open to a 10-minute call on [time and date] to discuss this further?

If not you, it’d be great if you could put me in touch with the right person. 

Yours sincerely,


6. Sharing A Valuable Resource

If you share a useful piece of content that adds value to your prospect, they are going to remember you for that. So, the next time you come across an interesting article, or if you write one yourself, let your prospects enjoy it.

Hi [first_name],

I hope you’re doing great. It’s been a while since we connected :)

I found< this article> on LinkedIn which highlighted sales prospecting mistakes. I immediately remembered our last conversation where you mentioned how you’ve been training your new team to prospect effectively. 

I couldn’t help but share this with you. I hope you find this useful!

Yours sincerely,


7. Proof of Success Cold Prospecting Email Template

The tone of these emails goes like this—We’ve helped ABC achieve 10x their desired targets, we can help you too!

Hi [first_name],

One of our customers was able to achieve a 10x growth in customers while cutting their cost of customer acquisition by half.

Is this something that might interest you right now?

In case I’ve reached out to the wrong person, can you point me in the direction of the one that handles this?

Yours sincerely,


8. Follow-up Sales Prospecting Email Template

These are crucial. Leads won’t convert themselves overnight. Hence, follow up, you must!

Hi [first_name],

I was wondering if you found my last email, so I thought I’d drop by to check with you again. 

If you’ve got some time this week, we could quickly discuss how you can leverage [company_name] to better your release cycles. Please let me know.

BTW, I just read your post on LinkedIn. I found it extremely helpful and I’ve shared it with my team already. Great stuff! :)

Yours sincerely,


Still feel a bit chilly about sending cold prospecting emails?

Don’t give up!

Sure, inbound marketing will get you all the good leads. But, cold prospecting emailing cannot be forgotten yet. It has evolved, and (thankfully) it no longer relies on travel, face-time, and budgets. We recently covered some of this in one of our recent webinars about the dos and don’ts of cold emailing.

And if you’re looking for more cold prospecting email templates, check this out:

Better Outreach cold prospecting email templates

Besides, the power of engaging selectively and personally increases your likelihood of getting a seat at the table. So, let us know which one of these sales prospecting email templates worked for you. Feel free to share some useful tips that have worked for you in the past, and help a Scott out! 😉

P.S. Before we say sayonara, we’d like to introduce you to a cool Chrome extension. It not only helps you find and qualify prospects in 30 seconds but also shares crucial intel such as buying intent score, psychographics, and technographics of any prospect’s company.

sales prospecting email templates tool

All this information can help you draft relatable and meaningful sales outreach messages. Awe-freaking-some, isn’t it? You can learn more about the extension here.

Neha Mestry

Neha Mestry

Neha is a Content Marketer by day and an illustrator at night. With a profound interest in art and all things creative, Neha often indulges in creating content in various forms—blog posts, watercolor paintings, digital illustrations, and quick doodles. Oh, and she can survive an eternity on a deserted island as long as she has a good book (read: fiction only) by her side.

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