12 Cold Email Templates and Samples for Sales

We recommend plain text, about 50 to 90 words before the signature, one problem, one question and a line that lets the reader opt out. Below are 12 cold email templates, each with a subject line, a sample email, why it works and the follow-up that comes next, then six spintax-ready templates by use case with a deliverability note for each.

We make Outreach2day, cold email infrastructure: domains, mailboxes, warmup and campaigns. Run your finished wording through the cold email copy checker after replacing the fields.

The samples use three kinds of placeholders:

• {{firstName}}, {{companyName}}: columns in your lead file, filled by your sending tool

• {{firstLine}}, {{trigger}}: columns you fill per lead after research

• [result], [type of company]: text you write once per campaign

Cold Email Format

The format is the same for every template on this page:

Three of these rules come from mailbox providers. On links, Google's Postmaster Tools help says: "Some types of message content, such as Internet links, increase the possibility of messages being treated as spam" (Gmail Help). A bare domain name in the signature counts as a link, because mail apps make it clickable. On subjects, Google's sender guidelines say not to "send messages with subject lines starting with Re: or Fwd: unless the messages are actual replies or forwards", so a first email never starts with a fake "Re:". On tracking, see open tracking, links and deliverability: the pixel adds an image and a domain to every email and its open numbers are unreliable.

In US commercial email, explain how to opt out and add your valid postal address to the signature. The FTC accepts a reply address as an opt-out method; the FAQ below covers the other requirements.

For more first-email subjects, use cold email subject lines. What is cold email covers the offer, recipient and sending setup before choosing a template.

Anatomy of a Cold Email

Every template below is a variation of five parts:

The signature goes between the question and the opt-out: your name, then your title and company on one line. The title tells the reader who is asking.

Merge variables must match the column names in your lead file exactly. A template using {{firstName}} needs that column; {{first_name}} will not fill it. The merge variable render check skill compares the template with your columns and renders leads before launch.

1. The Problem-Agitate-Solution (PAS) Template

Name a problem the prospect is likely to have, say what it costs them, then offer the fix. It depends on research: if you name the wrong problem, the email fails. A buyer persona for the role tells you which problems are common enough to name.

Subject: [problem] at {{companyName}}

Hi {{firstName}},

Saw that {{companyName}} is hiring [role]. Teams at that stage often run into [problem], which costs them [time, budget or deals].

We [do the specific thing] for [type of company], so [outcome in plain words].

Is [problem] something you're working on this quarter?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: the reader recognises the problem before the offer appears, so the offer reads as the answer.

Use it when you know a costly problem for that role or industry.

Next step: a follow-up on day 2 in the same thread: "One detail I left out: [how the fix works, in one sentence]. Worth a short call?"

Keep it to one problem so the email stays short and relevant. A PAS email only works if it reaches the inbox; see these email deliverability best practices.

2. The Before-After-Bridge (BAB) Template

Describe the prospect's current situation (Before), the better one (After), then your offer as the way from one to the other (Bridge).

Subject: [task] at {{companyName}}

Hi {{firstName}},

Most [role]s we talk to spend [hours a week] on [manual task].

With [your product or service], [the task] takes [shorter time], and those hours go to [work they care about]. Setup for [type of company] takes [time frame].

Would it be worth comparing notes on how your team handles [task] today?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: the reader pictures the outcome before reading anything about features.

Use it when you can describe the change with real numbers.

Next step: a follow-up on day 2: "Here is how the setup works: [two sentences]. Does that fit how your team works?"

3. The Mutual Connection Referral Template

A referral from someone the prospect knows lends you credibility you would otherwise have to earn. Ask the contact for permission before you use their name, and say honestly how well you know them.

Subject: [mutual contact] suggested I write

Hi {{firstName}},

[Mutual contact] and I were talking about [topic], and they mentioned your team is looking at [problem].

We [do the specific thing] for [type of company]. [Mutual contact]'s team uses it for [what they use it for].

Would a short call next week make sense?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: people read a message that names someone they trust with less suspicion.

Use it when you share a real connection. Write these individually.

Next step: a follow-up on day 2: "Happy to send the two-line summary I gave [mutual contact]. Want it?"

4. The Value-First Content Template

Lead with something useful, such as a report, a checklist or a short audit, and ask only whether they want it. Keep the resource out of the first email: offer to send it, and send it after they reply.

Subject: [resource] for {{companyName}}

Hi {{firstName}},

We put together [a benchmark, a checklist or a short audit] on [topic] for [type of company].

Since your team is [what you noticed: expanding into a new market, launching a product line], the part on [section] is probably the most useful.

Want me to send it over?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: the only ask is a "yes", and the reply starts a thread where a link is expected.

Use it when you have a useful resource for the buyer.

Next step: a follow-up on day 2: "The section on [topic] covers [one finding in a sentence]. Want the rest?"

5. The Personalized Compliment + Insight Template

Open with a specific, recent achievement of the prospect or their company, then move to a related challenge and your offer. The {{firstLine}} column holds one sentence you write per lead.

Subject: Your [post, talk or launch] on [topic]

Hi {{firstName}},

{{firstLine}}

After [that kind of achievement], the next problem is usually [related challenge]. We help [type of company] with it by [how, in one line].

Is that on your radar yet?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: the first line proves the email was written for this reader, so the rest gets read.

Use it when a recent public event relates to your offer. Skip generic praise.

Next step: a follow-up on day 2: "One thing we see at that stage: [specific observation]. Useful to compare notes?"

6. The Short and Direct Question Template

A few sentences around one question about the reader's work. The question is the call to action.

Subject: [process] at {{companyName}}

Hi {{firstName}},

How is your team handling [process] now that [change: a new market, a larger team, a new rule]?

We work on [process] with [type of company], and I'd like to know whether it is on your list this year.

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: a question about their own situation reads like a note from a peer, and answering takes one line.

Use it when the question matches the reader's role and current priorities.

Next step: a follow-up on day 2: "The reason I ask: [what you do about it, in one sentence]. Relevant for you?"

7. The Case Study Story Template

Tell a short story about a client similar to the prospect: their problem, what you did, the measurable result. Use real results only, and get permission before you name a client; a description such as "a fashion e-commerce brand" works without one.

Subject: How [type of company] fixed [problem]

Hi {{firstName}},

[Client described by industry and size] had the same problem with [problem] that teams like yours often mention.

We [what you did, in one line]. After [time], [specific result with a number from the real project].

Would it help to see what they changed?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: a story with a number is easier to believe than a claim, and the reader sees their own situation in it.

Use it when a relevant client has measurable results you can describe.

Next step: a follow-up on day 2: "The change that mattered most was [one step]. Want the short version of how they did it?"

8. The Pattern Interrupt / Creative Approach Template

Break the usual format with an honest, unexpected opening. The hook has to lead straight into your reason for writing.

Subject: This is a cold email

Hi {{firstName}},

This is a cold email, so I'll keep it to three lines.

We [do the specific thing] for [type of company]. [One fact that makes it relevant to them.]

If [problem] is on your list, would a short call make sense?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: an unexpected first line buys a few seconds of attention, enough to deliver one point.

Use it when you know the audience prefers a direct opening.

Next step: a follow-up on day 2: "Three lines was a promise, so here is one more: [the detail]. Worth a look?"

9. The Short Email With One Metric

A short template: one result in numbers and one question. Use a number from your own projects that you can explain if asked.

Subject: [metric] for [type of company]

Hi {{firstName}},

We helped a [type of company] reach [one result in numbers] in [time frame].

If [that result] matters to {{companyName}} this quarter, would a short call be worth it?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

What a good metric looks like:

• One number with a unit and a time frame: [hours] a week saved, [days] to [milestone], [count] per month

• From a real project, so you can say where it came from

• Written into the email as text: a merge variable that is empty for some leads breaks the sentence

Why it works: the reader can judge the offer in one line, and the question asks only whether the result matters to them.

Use it when you have one result that speaks for itself. Without a number, use template 6.

Next step: a follow-up on day 2: "How we got to [the number]: [two sentences]. Worth comparing with how you do it now?"

10. The Trigger Event Template

Write when something changes at the prospect's company: a role they are hiring for, a new office, a funding round they announced, a product launch. The {{trigger}} column holds one full sentence per lead; suppress leads with no trigger.

Subject: {{companyName}} and [trigger topic]

Hi {{firstName}},

{{trigger}} When [type of company] reach that stage, [problem] usually follows within a few months.

We [do the specific thing] for teams at that stage, in [time frame] from start to [outcome].

Is [problem] already on your list, or is it too early?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: the email arrives when the problem is new, and the trigger explains why you are writing now.

Use it when you can find triggers at scale in job posts and company news. Send within a few weeks of the event.

Next step: a follow-up on day 2: "For teams at your stage we usually start with [small first step]. Would that help?"

11. The Yes/No Fit Question Template

State one concrete offer as a condition and ask whether the company is the right fit for it. The reader answers yes or no, and both answers are useful. This is the shape our cold email opener writer skill drafts.

Subject: {{firstName}}, right fit?

Hi {{firstName}},

If we could [deliver one concrete result with a number], would {{companyName}} be the right fit to talk about it this quarter?

Thanks,
[Your name]
[Title], [Your company]

P.S. If this isn't relevant, reply "no" and I won't follow up.

Why it works: a yes or a no costs the reader one word, and the condition tells them exactly what is on offer.

Use it when you can state the offer with a number. Leave features and process for follow-up 1 and proof for follow-up 2.

Next step: a follow-up on day 2: "Here is how it works: [two sentences on process or terms]. Does that change the answer?"

12. The Partner or Agency Offer Template

Write to a company that serves the same customers you do and propose a referral arrangement. An agency selling a service can use the same structure: replace the second paragraph with the result you deliver and the time frame.

Subject: [their service] for our customers

Hi {{firstName}},

{{companyName}} works with [type of customer], and so do we: we [what you do for them].

Our customers ask us about [what they do], and we would like to send them to a team that does it well. In return, [what you offer: referrals back, a revenue share].

Are you the right person to talk to about a referral arrangement?

Thanks,
[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Why it works: the email offers the reader new customers before it asks for anything.

Use it when your offer and theirs fit the same buyer and neither of you sells what the other does.

Next step: a follow-up on day 2: "How the referrals would work: [two sentences]. Worth a short call?"

Cold Email Templates by Use Case

The 12 templates above are structures. The six below are filled in for common senders, with spintax so that each recipient gets one of several wordings. Spintax is written {option one|option two}; the sending tool picks one option per email. Check every block with the spintax validator before launch: a missing brace sends the raw text. In Outreach2day's sequencer the lead columns are written {{first_name}} and {{company}}, with a fallback after a bar ({{first_name|there}}); rename the variables below to your tool's names.

Each template ends with a deliverability note: what in that kind of email most often trips filters.

SaaS: a tool for one role

Subject: {[problem] at {{companyName}}|question about [problem]}

{Hi|Hey} {{firstName}},

{Most|Many} [role]s at [type of company] spend [time] a week on [task]. [Product] {cuts that to|brings that down to} [result] by [how, in six words].

{Is that a problem at {{companyName}} too|Does that sound like your team}?

[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Deliverability note: leave out "free trial", "sign up" and the product link in the first email. Those belong in the reply to someone who asked.

Marketing or lead generation agency

Subject: {[result] for [type of company]|[type of company] and [channel]}

Hi {{firstName}},

{We help|We work with} [type of company] get [result] from [channel]. For [similar client], that was [number] in [time].

{Open to a short call to see if it fits {{companyName}}|Worth a 15-minute look}?

[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Deliverability note: no portfolio link or case study PDF yet; offer to send it. Keep claims to numbers you can show.

Recruiting and staffing

Subject: {[role] hiring at {{companyName}}|your [role] opening}

Hi {{firstName}},

Saw {{companyName}} is hiring [role] in [city]. We {place|recruit} [role]s for [type of company]; our last [number] placements took [time] on average.

{Would it help to see two or three profiles|Should I send a short list of candidates}?

[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Deliverability note: never attach CVs to a first email. Attachments from a sender the recipient doesn't know are a common reason for filtering.

IT services and MSPs

Subject: {IT support for {{companyName}}|[service] at {{companyName}}}

Hi {{firstName}},

{We look after|We run} [service] for [number] [type of company] in [region], {usually for less than|often for less than} one in-house hire.

{Who handles [service] at {{companyName}} today|Is [service] covered on your side}?

[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Deliverability note: avoid alarm wording ("urgent", "your network is at risk", "breach"). Security fear in subject lines reads like phishing to filters and to people.

Supplier or wholesale offer to ecommerce brands

Subject: {[product category] for {{companyName}}|supplier for [product category]}

Hi {{firstName}},

{We make|We supply} [product category] for [type of brand], with [minimum order] minimums and [lead time] lead times.

{Are you happy with your current supplier|Is [product category] something you source outside} at {{companyName}}?

[Your name]
[Title], [Your company]

If this isn't relevant, reply "no" and I won't write again.

Deliverability note: no product images or catalog in the first email; plain text only. Send the catalog when they reply.

Consultant or freelancer

Subject: {quick question about [area]|[area] at {{companyName}}}

Hi {{firstName}},

I'm a [specialty] {consultant|freelancer} and I've helped [type of company] with [specific result]. {Noticed|Saw} that {{companyName}} [trigger: launched, hired, raised].

{Is [area] on your plate this quarter|Would an outside view on [area] help right now}?

[Your name]
[Title or specialty]

If this isn't relevant, reply "no" and I won't write again.

Deliverability note: personal Gmail or Outlook.com accounts are a poor sender for this; use a domain of your own with SPF, DKIM and DMARC.

Sending these templates

Each use-case template is 45 to 70 words before the signature and asks one question. Pair it with three or four follow-ups from the follow-up email templates and space them as in the follow-up sequence. Outreach2day's sequencer sends them from your own warmed mailboxes, resolves spintax per email and stops on a reply; if a step starts bouncing, paste one bounce into the email bounce decoder before the next step.

Cold Email Template Comparison

Before You Send

Run through this list for every first email and follow-up:

For a full review with a rewrite, the cold email copy reviewer skill checks length, one call to action, no pitch in the first email and spam-trigger words.

A well-written email does nothing in the spam folder. Gmail requires SPF or DKIM from all senders (Google sender guidelines). New mailboxes send no cold email before day 14 of warmup and up to 25 cold emails a day from day 14; see the email warmup schedule and email deliverability best practices.

FAQ

What is a good cold email?

One written for a specific reader: it says why you are writing to them, makes one concrete point and asks one question they can answer in a few words. It is plain text, 50 to 90 words before the signature, with no links and an opt-out line.

What is the best cold email format?

Plain text with a 2 to 6 word subject, a one-line opener about the reader, one sentence of value, one question, a signature with your name, title and company, and an opt-out line. Leave links, images and the tracking pixel out of the first email.

Do cold emails still work?

Yes, when three things hold: the list reaches people who have the problem you solve, the mailboxes land in the inbox, and the email is short and about the reader. Reply rates vary by offer and list, so compare your own campaigns by replies per 1,000 emails sent.

Is cold emailing illegal in the US?

The FTC CAN-SPAM guide sets federal requirements for commercial email, including B2B messages: accurate headers and subjects, ad identification, a valid postal address and a clear opt-out method. Keep that method working for 30 days and honor requests within 10 business days. The guide lists penalties up to $53,088 per violating email. Check the laws that apply to your recipients before launch.

How long should a cold email be?

50 to 90 words before the signature: one reason you are writing, one relevant fact and one question. Follow-ups can be shorter, since the first email is quoted below them.

Are there cold email templates for specific industries?

Yes. The use-case section above has filled-in templates for SaaS tools, marketing agencies, recruiting and staffing, IT services and MSPs, suppliers to ecommerce brands, and consultants. For a product sold to one role, such as HR software, start from the SaaS template; for a partner or affiliate offer, start from template 12, the partner or agency offer. Replace the brackets with details you can verify for that industry.

Sources

Checked October 2, 2026:

• Google: Email sender guidelines: SPF or DKIM for all senders; no "Re:" or "Fwd:" subjects unless the message is an actual reply or forward

• Gmail Help: Postmaster Tools dashboards: Internet links increase the possibility of messages being treated as spam

• FTC: CAN-SPAM Act compliance guide for business: coverage of B2B email, opt-out, postal address, 10-business-day rule, penalties

Outreach2day sets up the domains, mailboxes and warmup these templates are sent from, at $2.50 per mailbox a month with campaigns included.