12 Cold Email Templates for B2B Sales

A well-written cold email can open doors that no amount of LinkedIn scrolling will. Here are 12 templates that have been tested across industries — organized by purpose, with subject line options for each.

Initial Outreach Templates

1. The Problem-Agitate-Solve

Subject: [Specific problem] at [Company]?

Hi [Name],

Most [role]s I talk to at [industry] companies say the same thing: [specific problem].

The usual fix is [common but suboptimal approach], but that usually leads to [negative consequence].

We built [your solution] specifically to solve this — [one sentence on how it works]. [Similar company] saw [specific result] in [timeframe].

Worth a quick chat?

2. The Social Proof Lead

Subject: How [similar company] [achieved result]

Hi [Name],

I recently helped [similar company] [achieve specific result] — [one line of context on how].

Given that [Company] is in a similar space, I thought you might find this approach relevant. Would you be open to a 15-minute call to see if it applies?

3. The Trigger Event

Subject: Congrats on [event] — quick thought

Hi [Name],

Saw that [Company] just [trigger event — funding, new hire, product launch, expansion]. That usually means [related need or challenge].

We help [role]s navigate exactly that transition. Would it make sense to connect this week?

4. The Question Hook

Subject: Quick question about [Company]'s [function]

Hi [Name],

How is your team currently handling [specific function]? I ask because I've been working with [role]s in [industry] and keep hearing the same challenges.

We've built something that addresses [specific pain point]. Happy to share what we've learned if you're curious.

Follow-Up Templates

5. The Gentle Bump

Subject: Re: [original subject]

Hi [Name],

Just bumping this up in case it got buried. I know things get busy.

The quick version: I help [role]s at [industry] companies [achieve specific outcome]. Would love to show you how in 15 minutes.

Is this week or next better?

6. The New Angle

Subject: Re: [original subject]

Hi [Name],

Wanted to follow up with a specific example. A [role] at a [industry] company similar to [Company] was spending [X hours] on [task]. After implementing our solution, they [specific improvement].

Happy to walk you through the specifics?

7. The Value Drop

Subject: Thought this might help

Hi [Name],

I put together a quick guide on [topic relevant to their challenge]. No strings attached — thought it might be useful given what [Company] is working on.

[Link]

Happy to discuss if anything resonates.

Breakup Templates

8. The Clean Breakup

Subject: Closing the loop

Hi [Name],

I've reached out a few times and haven't heard back — no worries at all. I'll close the loop on my end.

If [solving specific problem] ever becomes a priority at [Company], feel free to reach out. I'm always here.

All the best.

9. The Curious Breakup

Subject: Not the right time?

Hi [Name],

This is my last note. I'm curious — was [problem area] not a priority, or did my approach miss the mark?

Either way, I appreciate your time. If things change, you know where to find me.

Referral Templates

10. The Warm Referral Ask

Subject: [Mutual connection] suggested I reach out

Hi [Name],

[Mutual connection] mentioned you'd be a great person to talk to about [topic]. I help [role]s in [industry] with [outcome], and they thought there might be a fit.

Would you have 15 minutes this week for a quick chat?

11. The Internal Referral

Subject: Who handles [function] at [Company]?

Hi [Name],

I'm not sure if you're the right person for this, but I help [industry] companies with [outcome]. Could you point me to whoever handles [function] at [Company]? I'd really appreciate it.

12. The Multi-Thread

Subject: Reaching out to a few people at [Company]

Hi [Name],

I've been trying to connect with the right person at [Company] about [topic]. I reached out to [other person] as well, but wanted to make sure I'm not missing the best contact.

Would that be you, or someone else on your team?

Tips for Using These Templates

• Personalize heavily. Templates are starting points, not finished products. Replace every bracket with real, specific details.
• Keep emails under 125 words. Shorter emails get higher response rates.
• Subject lines matter more than anything. Test 2-3 variations for each campaign.
• Send 3-5 follow-ups. Space them 3-5 days apart. Most replies come after the 2nd or 3rd email.
• Automate the sequence. Use cold email software to schedule your entire sequence in advance.