B2B cold email templates to land high value customers

The key to getting replies? Showing something specific your B2B product can do for each prospect based on their business. Here are 9 unique cold email approaches that go beyond generic benefits and results.

Approach: share useful data they can get from using your product

Even when you follow some copywriting formulas like talk about benefits or mention results like "lowered churn by 3%", prospects are unsure how your product would be able to do this for their business. This cold email outreach shares a few examples of specific value they can get from your product, so they can see exactly what it can do for them.

Subject line: These influencers already follow North Star

Mention something they did recently that is related to your product.

Using your product, pull a few useful data points for the prospect.

Briefly explain how they can leverage these data points and the benefits of using them.

Mention you were able to pull the data points using your product.

Ask them for a brief chat, framed in terms of you wanting to learn more about how you can help them.

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Approach: reach out to the users of a product that's complimentary to yours

You can find users of complimentary products with BuiltWith, which shows you what tech stack they're using on their website. You can also find them on product review websites like Capterra and G2.

For example, if your tool is an email address finder, a complimentary product would be a sales outreach tool.

Subject line: How I found your email address

Mention that you saw they use a product complimentary to yours, which also serves as your reason for connecting with them.

Explain in a non-salesy way the biggest value they would get from using your product.

Show a bit of proof your product works.

After piquing their curiosity, simply ask them to give your product a try.

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Approach: highlight a differentiating feature of your product that your competitors don't have

In your cold email, instead of focusing on core features which your competitors also likely have, highlight a differentiating feature that many of them don't to stand out.

Subject line: About your FB page

Describe the issue they have that your product's differentiating feature helps with.

Sympathize with why they may be having this issue.

Share an idea to help them fix this issue related to what your product helps with and provide a few details of how it would work.

Link to your product.

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Approach: show how your product works within your cold email

Provide an example of how your product works, personalized to your prospect or their business.

Subject line: How I sent you this email

Start with a friendly greeting to open the conversation.

Reference something they do related to your product. This gives them an inkling why you reached out to them.

Ask them if they're doing something that your product helps with and describe the key benefits this offers.

Mention the product that you're using to have this benefit and describe briefly how it works. You don't have to provide too many details here, just enough to pique their curiosity so they check out your product themselves.

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Approach: provide a few examples of what your product can do for them

Subject line: 100+ name ideas for your upcoming beauty brand

Mention what the prospect is doing (that's related to your product). This serves as your reason for connecting with them.

In a non-salesy way, describe the biggest pain point your product addresses and how it solves it.

Provide a few examples of what your product can do for the prospect upfront so they can see your value in a concrete way.

Provide a few more details about what they can get out of using your product and mention an additional benefit you offer.

Ask them what they think to start the conversation.

"What if I offer a B2B service?" We got you covered. Take a look at 6 cold emails for getting new clients. The approach that works for this is totally different.

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Approach: leverage a trigger event to introduce your product

You can use a trigger event, something that happened or is happening with your prospect's industry or company, as a reason to reach out to them. This means their business needs related to your product are top of mind when you mention it to them so they're more likely to take action. This is how Brian Anderson cold emailed Charlie Liang at Engagio, by showing how his product would be useful at an event Charlie was attending soon.

Subject line: The post-Marketo Summit "follow-up dance" (as you put it)

Mention the event the prospect is participating is, has participated in or is affected by. This serves as your highly relevant reason for connecting.

Show that you understand their major goals or needs related to this event.

Briefly describe the pain point that they may face (which your product solves).

Explain in one sentence how your product solves this pain point.

Paint the scenario the prospect (and their team) would face by not using a product like yours to nudge them to learn more.

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Approach: reach out to users who were negatively affected by changes in a competitor's product

Follow the news about your competitors' products. If they make a change that a lot of its customers react negatively to, you can send emails to these users to introduce your product as a better solution. You can find these users by searching for the product on Twitter and by looking through its reviews on websites including G2 Crowd, GetApp and Capterra.

Subject line: Alvo just acquired Trellis...what this means for you

Explain what happened with the product the prospect's using and the impact this change may have on their future use of it.

Mention your product as an alternative and show them that it has the same must-have features as your competitors so it's easier for them to make the switch.

List a few valuable features your product has that your competitors don't to entice them to migrate.

Provide them a link to a demo account with pre-populated data so they can play around with its features. Place prominent 'Create account' calls to action through this demo.

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Approach: reach out to a potential customer by asking them for feedback

You can also put your product in front of a potential customer by simply asking them for feedback about it. They are more likely to reply since you aren't selling them anything and valuing their expertise.

Subject line: Your brutally honest feedback?

In one time, provide a meaningful comment about why you value their work and expertise.

Briefly describe what you built and say you're interested in getting their feedback.

Mention the biggest difference between your product and what's already available and provide 2-3 examples.

Ask them for their feedback and reinforce how helpful it would be for you.

Like this approach? Here's another example of 'ask for feedback' email from Marketing Examples.

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This is how Ilya, the CEO of Datanyze, cold emailed Ben Sardella, then the vice president of sales at KISSmetrics, when he first built Datanyze. Ilya asked Ben for feedback and Ben not only became Datanyze's first customer, he later joined as a co-founder.

Looking for advice
Kyle from GrowthBadger's link building emailIlya  <ilya@email.com>
to Ben
Hey Ben,

I'm a first time entrepreneur and I just started to build my product. I'm looking for experts in this space and several of my friends pointed in your direction. So I was hoping you could give me your feedback before I spent too much time building something that nobody wants :)

Here's my idea I have a crawler that crawls millions of websites daily and can see who started a free trial with Mixpanel Instantly. Do you think Information like that would be valuable for somebody like KISSmetrics or I just wasting my time here?

Thanks in advance!
- ilya

Approach: ask your prospect's colleague for a referral

Before cold emailing a prospect, you can ask their colleague for a referral to boost your credibility.

Subject line: Best person to connect about this?

Simply ask them to refer you to their colleague who manages the business department related to your product or service.

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Open the conversation by leveraging the referral from your prospect's colleague

Subject line: [Name of colleague who referred you] recommended I speak to you about your advertising

Show them a few examples of what their existing setup related to your product or service looks like.

Show examples of how your product improves their existing setup or fixes a problem related to it.

Ask for an initial chat and entice them with something valuable or interesting they'll learn.

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Frequently asked questions about cold emails

What is a cold email?

A cold email is an email sent to someone you haven't had prior contact with.

Is cold email legal?

Yes, as long as you follow the rules of the country your contact is based in.

United States

The CAN-SPAM Act lays out requirements for commercial messages, defined as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service". If your cold email isn't primarily promoting a product or service that is sold or traded, CAN-SPAM does not apply. If it is, you can cold email someone in the United States by following these rules:

1. Provide an opt out method

You must clearly show people how they can opt out of future emails from you, for example by clicking on an unsubscribe link or by replying to your email with the word 'unsubscribe'. Your opt out method must work for at least 30 days after you've sent the email.

2. You must stop emailing people who opt out in 10 business days

If someone opts out, you have to stop emailing them in 10 business days.

3. Include your location

This can be your street address, a post office box or a private mailbox you've registered.

4. Don't use misleading subject lines

The subject line must reflect the content of your message. It doesn't necessarily have to summarize your email, but it cannot be about something completely different.

5. Accurately identify who sent the email

Your 'From', 'To', 'Reply-To', domain name and email address must accurately show the message came from you or your business.

European Union

GDPR (General Data Protection Regulation) isn't specifically about emails or commercial messages but governs how companies process personal data. When you sent a cold email to someone, you are processing their personal data (email address).

Under GDPR, you can still cold email if you have a legitimate interest to make contact. This includes:

Use of client or employee data
Fraud prevention
Intra-group transfers
IT security

To use legitimate interest as the legal basis for your cold email, you have to include:

1. How you've processed their personal data

Mention where or how you found their personal information (email address).

2. How your contact can update or remove their data

You can include an unsubscribe link so they can opt out of future emails. If they unsubscribe, you have to delete information from your contact list and/or CRM.

3. Your legitimate reason for processing their personal data

You must include the reason why you're emailing them, which can be covered by the content of your email.

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"How do I get new clients?" No you don't have to create content, get active on social media or complete on job boards. Yes all of these help, but you're forced to play the waiting game. While your bills stack up... Instead you can proactively reach out to clients you want to work with. Here's how (and no, talking about your benefits is not enough). Yes, let's get proactive
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