https://blog.hubspot.com/sales/the-cold-email-template-that-won-16-new-b2b-customers
https://www.gmass.co/blog/b2b-cold-email/
https://www.nutshell.com/blog/b2b-cold-email-templates
Avoid adding these common missteps in your sales emails.
Your buyers don’t want to read a mini-ebook in an email if they don’t already know who you are. You first have to provide value and establish trust before you can earn their attention.
Long-form sales emails do have their place. For example, Close.com states that they use a long-form sales email because their subscriber engagement rate is high enough to warrant one.
Instead of talking about yourself, focus on helping the prospect overcome a problem they have.
Avoid writing like a robot. Rely on what you know about your buyer persona and create personalized messaging that asks them questions and speaks directly to their pains.
Hello [Prospect Name],
I have an idea that I can explain in 10 minutes that can get [company] its next 100 best customers.
I recently used this idea to help our client [SaaS company/competitor] almost triple their monthly run rate.
[First name], let’s schedule a quick 10-minute call so I can share the idea with you. When works best for you?
– [Your Name]
B2B Email Template for Finding the Decision-Maker in the Company
Hi [First Name],
Quick question: Who handles your team’s marketing budget at
America Station? They’ll want to look into this marketing tool before the end of the quarter — it could help the team hit those lead KPIs in just a few weeks and save your business (and your customers) a lot of money doing it.
I know you’re busy, so I won’t get into the details of how Voodoo Vox works right now. But I do want to highlight the benefits we see consistently with our clients:
- increased store revenue from text message coupons
- user-friendly dashboard to measure results
- targeted advertisements so you only pay for the people you want to reach
Some of our top clients include Burger King, P&G and Chili’s.
I want America Station to join this list.
If you are the appropriate person to speak with, what does your calendar look like this week? If not, who would benefit most from this conversation?
Thanks,
[Your Name]
B2B Email Template to Build Rapport
Hi [First Name],
Just left a quick message at the office for you. I chuckled a little bit when I got an automated email this morning from your predecessor, [NAME OF PREDECESSOR] who we worked with briefly, and before him, [OTHER FORMER COWORKER NAME], who we worked with as well …
First and foremost, congrats on coming into this new role! I’m sure you’ve got a lot going on – so this conversation might be timely or not. If you’re stressed, this is my go-to.
My role here is working with businesses (in the area) on how they can effectively and efficiently drive more traffic to their website, increase conversions, and nurture leads into customers.
How has your first month kicked off so far?
– [Your Name]
B2B Email Template to Establish Value
Hi [First Name],
I saw you recently downloaded a whitepaper about X. I’ve worked with similar companies in [Y field/industry] and I thought I’d reach out.
[Prospect’s Company] looks like a great fit for [Your Company] and I’d love to understand what your goals are for this year.
We often help companies like yours grow with:
- X solution/result
- Y solution/result
- Z solution/result
If you’d like to learn how [Your Company] can help you reach [X goals], feel free to book time on my calendar here: [Meeting Link]
Thanks,
[Your Name]
B2B Email Template to Introduce Yourself
Hi [First Name],
I’d like to introduce myself as your resource here at [Your Company Name]. I work with businesses in the [software, healthcare, nonprofit, education, etc.] industry, and noticed you visited our website in the past.
This inspired me to spend a few minutes on [Prospect’s Company] website to learn more about how you’re approaching [X strategy for customer service, sales, marketing, etc.]. I noticed some areas of opportunity and decided to reach out to you directly.
[Your Company] is working with similar companies in your industry, such as [X Company Name], to help them accomplish [Y goals], and giving them the [Z tools/solutions] to succeed.
Do you have 15 minutes to discuss [Prospect’s Company] this week?
If so, you can book time directly onto my calendar here: [Meetings Link]
Looking forward to meeting,
[Your Name]
Provide Value to the Prospect With a Free Tool
Hello Dr. [Last Name],
I’m following up on my previous email with a free tool I think you’ll love.
It’s a brand analysis survey I created just for you (literally, your name is on it), that will help you understand how your practice is different from other doctors in [insert city they’re in].
Click here to begin the brand differentiation analysis survey. When we speak, I’ll benchmark your responses against the top physician brands around the country.
I’m sharing my calendar (click here) so we can schedule a convenient time to discuss.
Enjoy your weekend,
[Your Name]
Sorry I Missed You
Hi [First Name],
Sorry I missed you on the phone today, I was calling because…. (leave a one sentence reason for your call, or the name of the referral / event that introduced you)
In my voice mail, I mentioned that I will call you back on [DATE] at [TIME] and of course you can always reach me before then at [YOUR PHONE NUMBER].
I look forward to connecting.
Cheers,
[Your name]
Are you still interested?
[First Name],
Hope all is well. I had put a reminder in to check-in with you to see how things were going with the [NAME OF CAMPAIGN] initiatives. We had discussed a potential partnership a few months ago, but hadn’t been able to formalize our recommended engagement.
We would love to catch up and see if there are any opportunities to engage with you and help with your [DEPARTMENT (eCommerce, marketing, etc.) ] strategy. Let me know if you have some time to reconnect this week and catch up business owner to business owner on where you see things and I can provide some ideas on where we can help.
Look forward to hearing from you.
[Your name]
https://hubsell.com/insights/cold-email-templates-b2b-sales/
The AIDA formula email
Attention — Hook the lead’s attention. Interest — Relate to their interests to keep them engaged. Desire — Show how they benefit from your offer to arouse desire. Action — Ask them to click, reply, or purchase. The end goal is to secure a response.
AIDA is a century-old copywriting framework that dates back to the 1900s.
Hi [Prospect Name],
If you’re like most [lead’s role], you know how hard it can be to [deal with the problem your company solves].
Our [product/service] eliminates the stress and improves this by [one-sentence pitch]. Here’s what [customer ] has said about us:
[customer testimonial about the problem]
Would you like to also have [the benefit of your product]? If yes, will you email me the best time to give you a call next week?
[Name]
Email subject: {{first Name}}, Save time with automated lead generation
Hi {{First name}},
Won’t your life as a marketer be much easier if you could just find the right leads and reach out to them seamlessly through targeted outreach?
Staying ahead of the curve, especially in the pharmaceutical space with so much competition isn’t easy. This is why, we are focused on saving time for {{title}} like yourself by doing the brass tasks like data acquisition, cold outreach and iterating on the results, for you.
Just ask experts like {{client names}}, who we’re happy to count as satisfied customers.
I’d love to set up a time to walk you through a personalised demo to help you stay on top of your competition. What does your calendar look like next week?
{{signature}}
The BAB formula email
Before — Describe the current issue or problem a lead is facing. After — Paint a picture of what having the problem removed or the situation improved looks like. Bridge — Show how your offer solves the problem and betters their lives, and present your value proposition on the highest level.
What motivates you?
Money, success, or maybe the fear of failure?
Hi [First Name],
What would you [or leads company] do with [the big benefit of your product/service]?
Does that seem unrealistic, well it happened to more than a few of our customers?
Including [your customer] who [insert benefit or success stats] when they used [your product/service].
As you might have noticed, both companies are similar in size and industry to [lead’s company].
I’m confident [your company] can get you similar results.
Would you have some free time next week for a personalized demo?
Email subject: ((first Name}}, your marketing efforts are getting wasted!
Hello {{firstName}},
If you are one of the 61% marketers who think lead generation is their number one challenge, you are likely not using a sales automation tool to help scale your business.
What if I told you our sales automation tool is the solution to all your lead generation woes? As per a recent survey, 80% of marketers that use automation software drive increased leads (as much as 451% more), and 77% of them convert more leads than those that don’t use automation.
hubsell’s B2B sales automation platform can help provide you on-demand generated contacts which can help you achieve success in your marketing efforts.
I would love to discuss this further with you over a quick call. Please feel free to set up a call by clicking on the link to my calendar below.
Best,
{{signature}}
The PAS formula email
Problem — Vividly highlight a problem that causes prospect’s pain/frustration. Agitate — Agitate it. Explain the consequences of it happening. Solution — Offer a solution to remove/avoid the pain points caused by said problem.
Hi [First Name],
Does your [lead’s company] suffer from [painful problem]?
It’s a tough issue to overcome, and something most [companies in your lead’s industry] suffer from. And it can cost [stat or research to agitate painful problem].
Our [product/service] helps you avoid this with [benefit /one-sentence pitch].
I’d love to show you more. Are you open to a call at [date and time] next week?
Email subject: {{first name}}, we can help you save 550 hours a month
Hello {{firstName}},
Isn’t it extremely frustrating to lose approximately 550 hours and as much as $32,000 per sales rep from using bad data?
Not only does bad data cost you precious time of sales reps, lost deals and customer churn are also some common side effects of low-quality data. Moreover, research shows sales reps’ morale dips and frustration peaks with bad data.
hubsell’s Data Processing as a Service (DPaaS) provides you on-demand generated data which means the B2B data you get is accurate, relevant, freshly sourced and with a vast breadth of data fields available on each prospect.
Are you ready to hear more about how quality B2B data can turn around your marketing frustrations into easy success?
I’d love to set up a call and discuss this further with you. When are you free next week?
{{signature}}
The SAS formula email
(also PPP: Praise-Picture-Push)
Star — Introduce the star of your story (remember, a good intro is 80% of success). This could be you, a customer, or another business or person.
Arch — Describe the star’s journey, who is —or should—be facing a similar problem to your lead.
Success — Reveal how the star wins in the end or is better off (linking back to your cold product/service of course).
Humans love stories. We thrive on them, use them to teach, caution, and entertain.
Hi [First Name],
In the latter half of 2018, the future was looking bleak for [star person/company].
With [cause of the problem/arch] [star] needed to [get result related to your product/service].
A tough task, considering [cause of the problem/arch]. So how did [star] win?
[Short sentence on the star’s triumph, (the triumph should relate to your product/service)].
[Your company] specializes in [product/service that helped star win].
We’ve helped [company 1] and [company 2] do this.
I have a personalized template to help you [benefit]. Can I send it to you?
mail subject: {{firstName}}, want to make your cold outreach more effective?
Hello {{firstName}},
In the latter half of 2018, the future was looking bleak for <<star person/company>>.
With a small marketing team and small budget for customer acquisition <<star person/company>> needed to expand their multi-channel cold outreach.
A tough task, considering the huge cost data acquisition usually has. So how did <<star>> win?
Thanks to hubsell’s advanced tool, <<star>> was able to get hot leads at 25% of the customer acquisition cost compared to channels such as paid social media marketing or search engine optimisation.
We’ve also helped <<company 1>> and <<company 2>> do this.
If you have a similar problem and are looking for a scalable way to do cold acquisition, I have 50 on-demand generated B2B contacts to offer, on the house. Please reply to this to set up a call to discuss your needs further so we can get started on those contacts for you.
{{signature}}
Email subject: {{first name}}, let us check-off one thing on your to-do list
Hello {{firstName}},
I hope you are doing well. Congratulations on being promoted to {{title}} at {{companyId.shortName}}.
As you settle into the new role, let us handle data acquisition for you so that you can focus your attention further down the funnel. One less thing to worry about!
Each and every contact provided to you by hubsell is curated, enriched and validated only for your needs so you can rest assured that you are working with the best data. Quality data can set you up for easy success in sales.
If you are interested to know more, can I set up a quick call with you next week to give you a personalised demo?
{{signature}}
The relevant question email
Hi [First Name],
Want to see how you can instantly [benefit of your product]?
I know you’re busy working to [end result that your product/service helps with], so I’ll make this quick.
I’m the lead [role at your company], and I’ve got a few suggestions to help you immediately generate some quick wins with [area your lead is working on]. Here they are:
- [Tip 1]
- [Tip 2]
You might not have the time to this though, and that’s were [your company] can help. Would you like a quick 15-minute session during the next week so I can walk you through the tips and discuss this further?
The “you’ve been on our site” email
Hi [First Name],
You recently visited [your website] and [took this action].
If you’re interested in [content topic/product page visited] then I can recommend the following additional resources:
- [additional resource 1]
- [additional resource 2]
Our company also offers [product/service] which could help you [achieve this specific result].
Are you free for a call at [date and time] to talk about this?
The “better way to” email
Hi [First Name],
With the new Google updates and penalties, working around them by [better way to deal with problematic bottleneck or issue] is time-consuming.
Our [company app service] has developed a way that lets you [fix bottleneck or issue] without [cost of less-optimal way to fix bottleneck or issue].
We’ve helped companies like [company name] achieve [results of the better way].
Are you able to lend me your ear for 15-20 mins this week? I would love to see if we can help you too.
Email subject: {{firstName}}, how is outbound prospecting working out for you?
Hello {{firstName}},
I am {{senderId.name}} from <your company name>
We help busy executives like yourself automate repetitive tasks of cold outreach like data acquisition, multi-channel and multi-track outbound prospecting and reiterate on the results.
I wanted to reach out to learn what productivity tools you are currently using for outbound sales and show you what we are working with.
Are you available for a brief call next week?
{{signature}}
The competitor satisfaction email
Hi [First Name],
So I was browsing your website and saw that you are using [competitor’s product]. How is it working out for you? I work for [your company].
Our [product] is similar to [your competitor’s product], only our customers’ report we’re better with [key USP and differentiators]. Which might work better for [lead’s company].
I would love to hop on a quick call with you and see if we could make [lead’s] company] better.
How does [date and time] work for you?
Email subject: Hey {{first name}}, I had a quick question about {{competitor’s product}}
Hello {{firstName}},
I noticed on your website that you are using <<competitor’s product>>. How is it working out for you? I work for <<your company>>.
Our product is similar to <<your competitor’s product>>, only our customers’ report we’re better with <<key USP and differentiators>> which might work better for {{companyId.shortName}}.
I would love to hop on a quick call with you and see if we could make {{companyId.shortName}}’s marketing teams better.
How does <<date and time>> work for you?
{{signature}}
The valuable resource email
Hi [First Name],
I enjoyed your post on [site] and I found it very useful, it left me with some practical ideas to implement here at [your company name].
I thought I’d return the favor and give you something useful too. I found this article on [article topic] that may be beneficial to you.
Here’s the link to check it out [link].
I hope it helps you and your team.
Email subject: {{firstName}}, thought you might like this blog post
Hello {{firstName}},
I learned from your LinkedIn profile that you are interested in the topic of social selling.
Our content team just published a blog on the same topic, where you could learn all about how to get started with social selling. I thought it could be interesting for you to go through.
Here is the link to check it out <link>
I hope you find it helpful. Wishing you great success in your social selling journey.
{{signature}}
The gatekeeper/wrong person bypass email
Cold emails that ask for “the right contact” and “appropriate person” are often deleted and ignored.
To avoid the same fate, show you’ve done your research and have spoken to other colleagues your lead may know.
Why does this have a better chance of working?
Because instead of appearing like you’re selfishly searching for a target to pitch, you mention familiar names and are providing a valid reason as to why you’re contacting them specifically.
Hi [First Name],
I’m [your name] and I [state your role] at [your company].
I know you’re busy, and you probably receive plenty of emails asking for the right person to speak to, but I really believe we can help [lead’s company]. We [insert one-sentence pitch – what your solution does].
Based on your profile at [link to, or mention profile], it seems that you might be the right person to speak to—or at least point me to the right person about [problem your product solves].
If that’s you, are you open to joining me for a quick 10-minute call on [time and date] to discuss how we can support your business? If it’s not you, will you kindly direct me to the right person?
P.S. I’ve also reached out to [relevant person 1] and [relevant person 2]. We’ve helped companies like [insert your customers] to [positive result you’ve helped achieve] and I would love to help [lead’s company] do the same.
The recent news email
Hi [First Name],
Congratulations on your recent round of funding!
Your shining reviews on [insert link or mention site] say a lot about your team. It’s clear that you’re going to make an impact on the [insert industry/market] soon.
I just wanted to say congratulations, I look forward to more good news about [their company].
My name is [your name], I work at [your company], and we [one-pitch sentence]. If you need anything at all, just give us a shout.
The we help famous “x” we can help you email
Hi [First Name],
I know you’re busy, so here’s the deal:
I recently helped [insert popular company you helped] to [result you helped achieved].
This is one of [your company] biggest success stories to date.
We’ve also received shining reviews from the likes of [company1] and [company 2]. I’m emailing you because I think we can [insert benefit/pitch] for [lead’s company] too. How do you feel about a 5-minute phone call next week?
The “love your X” email
Hi [First Name],
I saw your content on [platform]. I loved it so much I shared it with my [team, boss, friend].
You guys are doing great things. I like how you [ specific compliment on something lead or lead’s company published or did]. And I know you’re busy, so I’ll make this quick:
We’ve spent over 2 hours to create a personalized demo for [company] on how to [achieve result]. I would love for you to have a look and let us know if you find it useful at all?
The “up to you” email
Hi [First Name],
I just found you through your [site/social media profile].
I see that you’re climbing the ranks on Google, and deservedly so :). I’m an [expert/job role] at [your company] and realized you could reach page 1 faster by implementing these 2 tips:
- [Tip 1]
- [Tip 2]
There’s a third tip, but I don’t want to overwhelm you. If the first two help, do you want me to send you the third?
If not, I understand. No hard feelings 🙂
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