Here are some templates you can use to build your emails around. You can just fill in the blanks, but once you get comfortable, you’ll probably have your own ideas for how to build these messages.
- Keep track of which subject lines and messages work for you.
- Experiment to see if you can get a better response.
- Ultimately, the right answer is the one that works for you.
These templates are based on lots of practice, studying the research and just plain trial and error. We’ve seen them work in the past, and they may very well be exactly what you need. Every business is different, so don’t be afraid to mix and match and try new things. Once you find a formula that delivers, stick with it! Even if it doesn’t fit anyone’s pattern, what works is what matters.
Most cold emails fall into one of two categories
- Referral: You’re messaging a manager, or executive in a company, asking them to refer you to the right department or person
- Call to action: Messaging the decision maker directly, asking for a sale, sign up or to schedule an appointment to discuss business.
Referral template subject line top secret!
Here is the single best subject line for any referral email, ever. You can add a name, or your name, but we find sending this on its own is very potent, are you ready?
“Can you please point me in the right direction?”
This single line appeals to the expertise of the recipient and makes them feel like you are asking for their help. You’ve recognized that you need that help to make a connection. It’s subtle, but it works!
Referral email template version one (long form)
(Recipients first name),
I’m (your name) and I work in (your department or function for your company). We recently launched a new (product or service followed by a single sentence sales pitch)
I was looking at your profile and it seemed you might be the right person to connect with on this, if not, maybe you could put me in touch with whoever handles that.
I’m looking to talk with a decision maker from (company) responsible for (something relevant to your product or service)
If you are the one making those decisions, great! Can we talk for about fifteen minutes on (date and time) so I can show you how (your company name) can help your company? If that’s not you, who would I contact there? I don’t want to waste anyone’s time.
Thanks in advance
Referral email template version two (short form)
(greeting and recipient’s first name),
I know this may be catching you at a busy time, so I’ll be brief. I am looking for the person that makes decisions about (something related to your product). Could you tell me how to get in touch with them?
Thanks for taking a minute to read this,
Referral email template version three (offer to help)
Hi (recipient’s first name),I’m (your name) and I work with (company name) serving organizations like yours. We’d like to help (recipient’s company name) with (your one sentence sales pitch).
(add a one sentence statement of the benefit of using your product or service)
I’d like to see if we would be a good fit for (recipient’s company name). Can you tell me who makes decisions about that kind of thing there and the best way to contact them?
Thanks for your help,
Call to action email template version one
Hi (recipient’s first name),
I hope I’m catching you at a good time. (explain how you got their contact information, especially if you have a name to drop) and I just wanted to touch base.
(Name of your company) Has a great tool that I think could help ( your team at name of recipient’s company)with (single sentence sales pitch) it (single sentence benefits statement of product or service)
Here’s what we can offer:
- Unique product benefit 1
- Unique product benefit 2
- Unique product benefit 3
I think this is a great fit for (name of recipient’s company) and I’d like to sit down and find out. Can you do that (day and time) ?
Thanks for your time,
Call to action email template version two
Hey (first name of recipient),
I hope your day is going as great as mine! I’m (your name, position and company) I got your name from (person or place you found their name, explain connection) and I wanted to touch base to get your take on a new tool (your company name) just brought online.
I know (recipient’s company name) does a lot of work in (something related to product or service) and your input would be invaluable. In fact, we’ve got some features I think you’ll like.
- Feature number one
- Feature number two
I’ve got some time (date and time) and I wondered if you would take a look and just give me some honest feedback?
Thanks for your time,