B2B cold emails are the starting point of many sales interactions. It’s a way for a company to introduce itself and its offering to a potential customer, make a first impression, and build relationships.

However, they can be intimidating and difficult to write. But you don’t have to figure it out on your own. Our sales experts have compiled eight B2B cold email templates based on different occasions, which you can use as a starting point. For the best results, edit our templates to better address your target audience while ensuring the content reflects your brand and tone of voice.

Want to know more about how to write a winning cold email? Check out our 4 step tutorial.

1. B2B cold email template for when a user browsed your blog

If you noticed someone browsing your blog and clicking through a specific category or topic, follow up by providing them with resources to learn more. From offering an ebook about a similar topic to inviting them to a webinar, this is a great way to start a conversation without selling.

2. B2B cold email template for a lead using a competitor’s product or service

It’s okay to show potential prospects that you’re different, potentially better, than your competitors. However, you need to explain why without badmouthing your competitors or directly sending a sales pitch.

So the best way to go about this is to combine a neutral tone, your USP’s and explain why you might be a better fit.

3. B2B cold email template offering to solve a problem

When offering to solve a problem via a cold email, you can do this by painting a picture of the current situation, motivating the reader to avoid “pain, “ and inspiring them to respond.

To achieve this in your writing, simply highlight a problem or frustration that is highly relevant to your client. Paint a picture of the consequences before offering a solution which can ensure this result doesn’t happen.

4. B2B cold email template leading with a question

Asking a question is a powerful way to pique a reader’s interest and deliver your message. However, generic, non-tailored questions don’t work. A question-based cold email must be specific and relevant to your reader.

By recognising their pain point, offering a quick fix and respecting their time, you ensure that your email will stand out from the crowd.

5. B2B cold email template based on a company’s recent news

There’s no need to always ask your reader to do something or get in touch with you. Sometimes, simply supporting or celebrating with a potential lead can lead to rewards further down the line.

So if you hear about developments or achievements of one of your target companies, use this opportunity to break the ice and establish contact.

6. B2B cold email template to find the appropriate decision-maker

After doing a bit of research, you may still feel uncertain as to who to reach out to to talk about your product or service. It’s okay to ask for guidance.

The below cold email demonstrates that you’ve done your research and matched your product or service to your reader’s business model—you’re just uncertain about who to best chat with to further pursue this opportunity.

7. B2B cold email template for referrals

Mutual connections or referrals are powerful elements which you should use when emailing a cold lead.

Therefore, whether you’re following up with someone after a phone call or email exchange with a colleague of theirs, be sure to mention that in an email. The personal connection will motivate the recipient to respond.

8. B2B cold email template for website visitors

Using Leadinfo, you’ll be able to see which companies visit your website. You can leverage this opportunity and reach out to cold leads and nurture them by sending a personalised cold email rather than adding them to a mass email list.

To do this, acknowledge the action a lead has taken and offer a personalised solution based on their pain point and browsing patterns.

However, do note that this doesn’t work for every industry and can come off as very forward. So don’t use this template for every single cold lead that visits your werbsite.

B2B Cold email templates to help you win

Writing successful B2B cold emails can be tricky, but the above eight templates are a strong way to start. To fill them in and guarantee next-level results, you’ll need to conduct research. This will dictate which template you should use and what content will best resonate with your recipient.

By reaching out to cold leads, such as website visitors who browsed your blog or service pages, or target companies who’ve experienced recent developments, you can initiate new business relationships and further fill your sales pipeline.