11 Cold Email Templates to Skyrocket Your Sales

11 Cold Email Templates to Skyrocket Your Sales
16 December, 2021 • ... • 2832 views
Valeria Shulga
by Valeria Shulga

Generating leads through cold emailing can be challenging. Nevertheless, it’s an effective marketing tool if used properly. Since the pandemic caused more people to work from home, people pay even more attention to their email inboxes. So, reaching someone with an email can be even easier than making a call –– according to Hubspot, cold messages have two times higher conversion.

Let’s figure out how to use cold email templates correctly, and check the best templates and writing approaches to grab the readers’ attention and make them read till the end.

Best cold email templates to try out today

So, let’s check out the most effective cold email templates and outreach strategies, and see how to use them properly.

Tying your email to the recent events

When sending a cold email to your prospects, try to find a proper occasion for it. For example, show that this is not a mass email campaign by mentioning an event they recently participated in. Thus, your prospects see that you are interested in contacting them personally, and, at least, have done some research before sending a message. That’s a great point to start a conversation.

Cold Email Template
In this template, we highlight that we keep an eye on the latest news about our prospect, and show that the offer is relevant to their needs

The AIDA formula

That’s the name of a famous marketing formula which stands for Attention –– Interest –– Desire –– Action. It outlines the steps you’ll need to take:

  • Grab reader’s attention
  • Make them interested
  • Build desire
  • Show how to take action

AIDA cold email template:

Cold Email Template AIDA

The AIDA approach follows a logical pattern –– that’s the secret of why it almost always works. It’s impossible to make someone take action until they understand why they should be interested. And you can’t have their interest without grabbing attention. So, the successful AIDA cold email needs to contain all those components.

The 3-sentence format

This template fits most when you are not sure if you have the right point of contact. Like, you’ve found a company that may be interested in your product, but you can’t identify the right person to outreach. So, keep your message as short as possible –– literally no more than three sentences, and quickly get to the point.

Cold Email Template 3 Sentence Format
A brief email template for cases when we don’t know if we are emailing the right person

The more-is-less approach delivers excellent results in other cases, too. The 3-sentence model is great when you are outreaching to senior-level professionals, who are always busy and don’t have time to closely read every email.

Cold Email Template Example
A template of a brief pitch. It’s enough to capture the essence of the message and doesn’t take too much time to catch up on it

The before-after-bridge or BAB

As it is quite obvious from the name, using this template we offer the prospects to imagine their lives after using your product or service. That’s a simple, but very effective formula.

To do that, paint a picture of them without your solution, then show the life after it and how they differ from each other. Your product becomes a kind of a bridge between these two worlds, alleviating the prospect’s problems.

Cold Email Template BAB
You can add more facts and details to strengthen your bridge or combine it with a CTA, as in the example above

BAB technique is great for cold email outreach because rather than blindly praising a product, such a message stays focused on the prospect’s needs.

Mentioning the competitor

This template is relevant for cases when you address someone who already uses a product similar to yours. Then, highlight your product’s USP in a few sentences, and show why it’s better than the one your prospects are currently using.

Cold Email Template Mentioning Competitor
Be gentle, and don’t make any offensive remarks about the competitor’s product. Just highlight your key advantages and show how your prospect can benefit from them

Problem-agitate-solve (PAS)

That’s the pessimistic opposite to the BAB model. You throw a spotlight on your prospect’s pain points and highlight existing problems. Then you emphasize the pain, and only after that offer a solution to eliminate or reduce the prospect’s issue.

Cold Email Template PAS

Using this technique, you don’t give your prospects relief from resolved problems. Instead, you make them face the pain, allowing for a brief glimpse of optimism at the thought that you might be able to take it away.

Praise-picture-push (PPP)

Three components of PPP:

  • Praise –– begin with a sincere compliment to your prospect.
  • Picture –– paint an attractive picture of what they could achieve with your product/service.
  • Push –– or CTA (Call to Action). Ask your reader to commit.

This formula is rooted in human psychology, that’s why it almost always works.

Cold Email Template PPP

Sharing a valuable resource

One of the quickest and easiest ways to grab your readers’ attention is to share some valuable and relevant information with them, like articles, videos, scientific researches, statistics, etc.

Cold Email Template Valuable Resource
Check whether the information you’d like to share is helpful, relevant, and up-to-date

The “two things you should fix” email

Use this cold email template when you need to reach out to the customer that visited your website a few weeks or months ago.

Cold Email Template 2 Things to Fix
These intriguing “two things” will make the prospect reply to your email, which is the ultimate goal of this cold message

The upcoming event + the discount

That’s a kind of “sharing a valuable resource” technique. As it is clear from its name, you announce an upcoming event to the potential customer and offer an attractive discount to make them interested.

Cold Email Template Discount

Offering a free trial/free premium content or service

The best way to make your potential customers interested in your products or services is to offer to try them for free. Or, it is possible to give some premium content or service for free.

After the prospect tries your free services, it is appropriate to send a follow-up for feedback.

“Offering a free trial” cold email template:

Cold Email Template Free Trial
It’s great to mention that your offer is limited in time. It creates a sense of urgency and forces a prospect to make quicker decisions

Follow-up template:

Cold Email Template Follow Up
It is appropriate to send a follow-up right after a trial period expires. In case you’ve offered some relevant premium content, it is possible to ask for feedback within two weeks

How to use a cold email template effectively

In our recent blog post on how to write a cold email, we’ve highlighted the basics of cold emailing and the key principles of an effective message. We’ve also mentioned that it is not recommended to use templates when creating emails, and one should try to make every message personalized. And now we’re writing an article about cold email templates –– quite illogical, huh? Let us explain ourselves.

Templates can become a great starting point for your cold email. But sending 100% templated messages is never a good idea: they look like impersonal mass-mailings and are likely to end up in spam. On the other hand, sending 100% personalized emails can be inefficient and time-prohibitive.

To reach the best results, never copy a template and send it as is. Use a cold email template as a skeleton for a future message. Adapt the message to fit the tone and style of the sender: it will save you from the embarrassing mistake of sending the same email as a competitor. Take the template and flesh it out to create a unique offer for your prospect –– that will help you to stand out from the dozens of other cold emails they receive daily.

There are several rules to follow when using cold email templates –– we observed them in our previous article, so let’s just go through them briefly.

Use templates as an inspiration

What works for other businesses may not work for yours. If you read an article like “This Cold Email Template Has Brought Me $10M Client in Two Days”, you might be tempted to copy this template and start sending it to your prospects. But the results may disappoint you. Sure, the template played a role in this deal, but so did the industry, the product, the price point, the location, and dozens of other factors.

Here comes the most crucial point: templates should become your inspiration, not a rigid rule to follow. Get inspired by a nice template, but don’t forget to adapt it to your needs.

Make it relevant to the recipient

Before sending a cold email template, do some research. Spend several hours reading about your prospects, to make the email relevant and personalized. Using facts about your receivers, you can make dozens of different offers from a single template.

Cold Email Template Inspiration
Source: Gmass.co

The message above is a great example of a cold email for a job search. We see that the sender has studied the information about the company he’s trying to apply to. He doesn’t praise himself –– he just shows the way he can contribute to the company’s development.

Don’t talk about yourself too much

Here we come to one of the most common mistakes. Lots of those who write cold emails think that they should tell a recipient more about them, their skills, and their talents. In their opinion, it attracts the prospect’s attention and shows that collaboration with them will be the best choice. Very often it looks just like nothing more than bragging.

Cold Email Template Selzy
One of the emails we received at Selzy. The person offers a guest blog post but doesn’t even provide us with the topic and the way we’ll benefit from it

So, how to persuade another person to accept your conditions? The only way to do that is to show what’s good about your proposition for the recipient. Highlight its most prominent features and gently connect them with possible benefits for the prospect’s business.

Cold Email Template Example
This email is good because the sender has found one of the key problems of the company, and knows how to solve it. No praising, no big words –– just profit. Source: Pandadoc.com

Your signature matters

As we already know from the previous article about cold emails, signature matters a lot, despite the fact that many people ignore it. Just a gentle reminder about the contents of it:

  • Your name
  • Job position
  • Contact information (phone, website, social media accounts, etc.)
  • Address (if necessary)

That’s it. No quotes of the day and favorite colors.

Cold Email Template Signature
Source: Wisestamp.com

Track your emails and follow-up

If there is no answer within several weeks, it is appropriate to send a follow-up email. The person may be busy and lose your message in the flow of others. Briefly remind them about the previous email and ask whether it was relevant. Be short and sweet.

Cold Email Template Follow Up
Keep your follow-up message no longer than 3-5 sentences. It’s enough to remind of yourself and not to come over too needy

Wrapping things up

Let’s sum up all the techniques from the article in the small table:


Cold email formulas When to use it
The AIDA way Universal formula for any case, especially when trying to sell your product
The 3-sentence format Fits most when you are not sure if you have the right point of contact/when you are trying to pitch senior-level employees
The before-after-bridge or BAB A great formula to sell your products/services.
Mentioning the competitor Use it, when you address someone who already uses a product similar to yours.
Problem-agitate-solve (PAS) Another sales formula –– you throw a spotlight on your prospect’s pain points and highlight existing problems
Praise-picture-push (PPP) Paint an attractive picture of what people could achieve with your product/service, and ask ​​readers to commit.
Sharing a valuable resource One of the quickest and easiest ways to grab your readers’ attention.
The “two things you should fix” email Use it when you need to reach out to the customer that visited your website a few weeks or months ago.
The upcoming event + the discount That’s a kind of “sharing a valuable resource” technique. Another way to make the reader interested.
Offering a free trial/free premium content or service The best way to make your potential customers interested in your products or services is to offer to try them for free.

Learn patience even with emails and you’ll do great. Practice more than one template, personalize and make them relevant, and, when the response comes back, enjoy the new connection.

16 December, 2021
Article by
Valeria Shulga
A writer by nature, study, and trade with more than 7 years of experience. Contributor at Selzy wearing many hats: I create special content projects, write articles, and own Facebook and Reddit communities. My expertise lies in email and content marketing, but I also have experience with the topics of real estate and immigration. Outside of work, I like spending my free time learning foreign languages, seeing plays at our local theaters, and doing yoga.
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