James MeinckeBeing in the trenches of cold emailing is tough. Many sales representatives send off hundreds of cold emails every week without getting the results they want. If you feel like you’re in a rut when it comes to cold emailing, consider using cold email templates to guide your process.
But before using a template, remember that sales emails are most effective when they are personalized to recipients. Templates are useful for getting you started, but don’t just copy and paste them. When you take the time to learn about your prospects and personalize your emails, you will see better results.
The following cold email templates can help you get started:
1. Ask for information.
Early on in the sales process, you may not have all of the information you need to craft an effective pitch. Don’t try to sell before you know all of the facts. Use this template to ask prospects for relevant information, such as the names of decision makers:
Dear [NAME]
Hello. I’m [YOUR NAME] from [COMPANY] and am looking for help finding some contact information. I would like to know who is in charge of [DEPARTMENT/ACTIVITY]. Could you pass on their contact information?
Thanks so much for your help.
Sincerely,
[YOUR NAME]
This template can be adapted to ask for other kinds of information. When sending this type of email, keep it short and sweet.
2. Make a pitch relevant to the prospect’s news.
You should be researching your prospects before reaching out to them. If the target company recently made an announcement or is involved with industry news, lead off your pitch with that. This will let the prospect know that you are genuinely interested in the success of their company.
Hello [NAME],
I heard that [PROSPECT COMPANY] recently [NEWS]. How exciting for you! I’d like to offer you my congratulations.
When companies go through [SITUATION], they often experience [PROSPECT PAIN POINT]. Here at [YOUR COMPANY] we’ve helped many businesses navigate similar situations by helping them to [ACHIEVE GOAL].
I’d love to set up a time to speak with you about this in more detail. Are you interested in a brief phone call? I am available [DATE AND TIME].
Best wishes,
[YOUR NAME]
While you want to be careful about adding too many words to a cold email, there are several ways this template can be personalized. If, for example, your company helped another customer with a similar situation, that information is relevant to include.
When using this template, make sure that the news you are referencing is truly relevant to the pitch. Be specific, helpful, and relevant.
3. Share a resource or piece of content.
Before asking someone to help you, it’s a good idea to provide them with something in return. In order to warm up a cold prospect, provide them with a useful resource to demonstrate your value.
Hi [NAME]!
I’m [YOUR NAME] from [YOUR COMPANY] and I wanted to share an article about [TOPIC OF CONTENT]. Reading this article can help you to learn [SPECIFIC KNOWLEDGE]. I thought you might be interested because [REASON SPECIFIC TO PROSPECT].
Here’s the link: [PROVIDE URL]
I hope you find this helpful. And if you’re looking to [IMPROVE PAIN POINT], I’d be happy to jump on a quick call to see if we can be of service.
Best,
[YOUR NAME]
This template can be used to share any form of content, including articles, videos, infographics, and other informative content. Make sure that you’re linking to a helpful, relevant piece of content. For initial cold emails, make sure that the content is easily digestible. Prospects are unlikely to read a 50-page paper or watch an hour-long video.
4. Describe how the prospect can benefit from your product or service.
Sometimes sales representatives need to make a more direct sales pitch. It is fine to do this through a cold email, so long as you keep the email focused on prospects and their needs. Craft an email that directly addresses your prospect’s pain points and positions your product as the solution.
Dear [NAME],
Do you struggle with [PROBLEM]? [DESCRIBE PROBLEM IN GREATER DETAIL, 1-2 SENTENCES.]
Here at [YOUR COMPANY], we’ve helped many other businesses deal with this problem by [SHORT EXPLANATION OF YOUR PRODUCT]. Businesses we’ve worked with have seen [EVIDENCE OF TANGIBLE IMPROVEMENT] as the result of [PRODUCT].
Would you like to speak to me and learn more about how we can help? Let’s set up a phone call soon.
Warm regards,
[YOUR NAME]
When using this type of email, do your research to make sure that the target company is in fact likely to experience the problem you’re describing. To learn more about the pain points that drive purchases of your product or service, talk with your existing customers.
5. Ask the prospect if they’re satisfied with their existing products.
Many businesses are dissatisfied with the solutions they’re currently utilizing. If you are able to come in at the right time and offer an alternative, you have an opportunity for a big sale. The trick is to do this the right way without appearing to badmouth a competitor.
Hello [NAME],
From my understanding, you utilize [COMPETITOR] at [PROSPECT COMPANY]. I’m a representative of [YOUR COMPANY] and I was wondering if you’re fully satisfied with the service you’re currently receiving.
Here at [YOUR COMPANY], we’ve helped many businesses address [PROBLEM] through our unique [PRODUCT FEATURE]. Many customers prefer our solution because [REASON].
Are you available [DATE AND TIME SUGGESTIONS] for a quick call?
Thanks,
[YOUR NAME]
When sending this type of email, it’s critical to understand your company’s Unique Value Proposition. Nobody wants to go through the trouble of switching to a near-identical product. If you’re going to target a competitor’s’ customer, clearly communicate why you are a better choice.
Use these cold email templates as a tool. Learn what works best for you by keeping track of open rates and response rates. If you’re using the templates well, more qualified prospects will come your way.
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