How To
15 min read

How to Cold Email Your Potential Clients (20+ Templates Included)

Soniya Jain
November 20, 2022

What you'll learn

What you'll need

Cold email. It's the bane of your existence, right? You should be networking and meeting people in person, not sitting at your desk sending out emails to people you don't know. 

You're busy—you have a job, a family, and other things that keep you from attending all the networking events you want to attend.

But what if cold email can be your best friend? What if it could be an asset to your business instead of an annoying chore?

We'll talk today about how cold email can be a great networking tool and help you reach your business goals.

So put down that coffee cup, clear your schedule for the next 15 minutes, and let's get started.

How cold email works for reaching potential clients

There are many reasons ‌cold emailing can be an effective way to reach potential clients. When used correctly, they are likely the most prolific lead generation tool available for B2B, and one of the most cost effective methods to bring in new clients.

Pro-Tip: Create a B2B case study to use in conjunction with cold emails and you magnify the effectiveness of most B2B cold email campaigns.


As you are sending an email directly to potential clients, there is no guesswork involved in your marketing. You aren't running a campaign and hoping that the person on the other end of your ad wants what you are offering. Instead, you target a specific market segment with people who have proven that they want what you have to offer.

For example, if you run a web design company, cold emailing companies in your area with outdated or low-quality websites would be a great way to reach potential clients.


Engagement is one of the most critical aspects of effective marketing, yet it can be challenging to achieve with some methods. With cold emailing, you have a chance to engage potential clients from the very beginning. By personalizing your message and offering value right away, you can encourage potential clients to keep reading and learn more about what you have to say.

For example, you could start your email by complimenting their current website and offering suggestions to improve it. This would give you opportunity to use that case study we mentioned previously.


Cold emailing allows you to personalize emails by including the recipient's name right away. This is one of the most basic but effective ways to make your message stand out and show that you are ‌interested in working with them. 

You can also personalize each message by including a few lines about why you think you would be a good fit for their company. 

This shows that you have done your research and aren't just mass-emailing anyone with a website. Save the bulk email tactics for ongoing email newsletters once they become clients.


One of the best things about cold emailing is that it is inexpensive. All you need is a list of emails and a way to send them (which can often be free). Compare this with other marketing methods like PPC advertising, which can quickly become expensive if you don't know what you're doing.

For example, if you were to run a Facebook ad campaign, you would need to pay for each click that your ad received. With cold emailing, you only need to pay for the cost of sending the emails themselves.


Once you have figured out what works in your offer, landing page, and email copy, cold emailing can be scaled up relatively quickly. You only have to change the recipients' list.

The next step is to create your campaign.

Best practices to write cold emails that get read

Cold email is the preferred outreach tool for many companies because it gets high reach—you can send thousands of emails in a short amount of time. And a well-crafted cold email has the potential to forge a strong relationship with a new client.

Here are some tips for writing an excellent cold email.

Personalize your email by addressing the recipient directly

Avoid using the dreaded "To Whom It May Concern" salutation. Instead, try to find out who will be reading your email through LinkedIn or the company website. Use their name in your greeting and throughout the email to establish a friendly connection.

Create a subject line that makes your email recipients want to know more.

Subject lines are among the first things a recipient sees in an email, so you should make them compelling. Showing that you can solve a problem is a great way to do this.

Here are some good examples of subject illness and how they solve a potential problem: 

  • I just saved 20 hours of your time every week 
  • Ever wondered if you could automate your Excel tasks?
  • How to increase sales by 200% in 2 weeks 
  • Want more customers? Here's how.
  • Let's schedule an interview for Monday at 1 pm EST. 

Tell your prospect why you are sending a cold email 

It is important to be upfront with your prospect and always disclose the reason for reaching out. For example—"I was researching and found your company on the web…" or, "I noticed you need XYZ services." This way, you can avoid coming off as too salesy.

The best cold emails are transparent, truthful, and specific about why the recipient is being contacted. This way, you can be a helpful professional rather than a spammer.

Showcase your relationship with and benefit to that company

Using a mutual connection or previous conversation is the easiest way. How can your product or service help the business? What is their specific need? Personalize this portion of your email by researching their company and industry. 

Mention a data point, recent press coverage, or something interesting you found on their website to show that you've done some homework.

Here are some examples:

  • We spoke about your last project at the conference.
  • Peter told me to reach out after the conference. He said you were looking for someone like me.
  • Your team member referred you to me. She said you could use my help.

Include unique benefits of your product/service instead of basic features

You don't want to fluff your copy by talking about things that aren't relevant or important. Instead, explain the benefits of your company and product/service.

Here are some examples:

  • Our clients see an average of a 25% increase in sales within 3 months.
  • Our clients have increased their contact database by 20% each month for the past three months.
  • We offer a free trial for those who sign up before 7/9/17.

Proofread your email

You don't want to share your email with others before it's ready. It is crucial to proofread an email and check for common errors, such as typos and grammar mistakes. You could also ask a friend or coworker to proofread your email.

Here is the step-by-step process for sending a cold email:


It's important to send a cold email correctly, so you don't appear unprofessional or spammy. By following a few simple steps, you can ensure your cold email is well-received and has the best chance of getting a response.

Identify the right clients.

Before sending a cold email, you need to identify your target audience. To do this, start by creating a list of potential clients that fit your ideal customer profile.

The best way to identify the right clients is to read industry publications or research online, use a social selling platform such as LinkedIn Sales Navigator, or attend networking events.

Once you have your list, research each company to learn more about their needs and pain points. This will help you customize your cold email to resonate with clients and address their specific challenges.

Find the decision-maker in the company.

The next step is to find the decision-maker in each company. You can research the company's organizational structure or reach out to your network for introductions. 

To achieve your goal, contact the person with the authority to hire you or give you a project. Once you have made contact, focus on building a relationship with this decision-maker. 

It is essential to provide valuable information, stay in touch, and be helpful so that you become a trusted resource for decision-makers when they need your field.

Get the decision maker's email address.

When you know the decision-maker, you need to find their email address. The easiest way is to search on Google with the person's name and company. Often, a LinkedIn profile will pop up in the search results, as well as other information that may include an email address. 

Another method to find an email address is to use a tool like  or Voila Norbert. You can also check the company website and find the contact information there. If none of those methods work, you can always reach out on social media or give them a call (if it isn't too salesy).

Formulate your cold email outreach strategy & send your email.

Don't send the same message to all the people on your list. Segment them into groups or personas, and craft separate messages for each group. Try to think about what each persona needs and how your product or service could be a solution. 

Make personas by thinking about real people's pain points, then create personalized emails that speak directly to those segments. Toss the generic emails!

Follow up

Now that you know how to formulate your cold email outreach strategy and craft personalized messages, you can start sending them out. But don't forget to follow up! Check in with your recipients a few days after sending your initial message to see if they have any questions or need more information.

Introducing yourself to the potential client - templates

Template 1

Hi [name],

My name is [your name], and I'm a copywriter. I noticed you're looking for someone to write content for your website, and I thought we should talk.

I know you're probably looking for someone who has done some work similar to yours before, so let me tell you about the projects I've worked on: [project 1], [project 2], and [project 3].

I would like to hear from you if any of those sound interesting or relevant to what you're looking for. If not, let me know if there's anything else you'd like to know about my experience or skill set.

Thanks again for taking the time to read this email; I look forward to hearing from you soon!

Template 2

Hi there,

I'm [name], and I'd like to introduce myself. I've been in the [business] industry for about [years/months], and I have a lot of experience in [types of work]. If you're looking for someone with [specific skills] skills, I'd love to chat more about how I could help you.

I've attached my resume below. Let me know if you'd like me to send over any other information or if there's anything else I can do to help you. 

Thanks so much!

Template 3

Hi [name],

I'm writing to you because you might be the best fit for [company name] 's services. We specialize in [service description]. We're a small company, but we've been around for a while, and we're good at what we do.

We think your business could benefit from working with us in a few ways:


If you're open to it, let me know when would be a convenient time to call, and we can talk 

about what we can do together!

Template 4

Hi [name],

I'm writing to introduce myself and my company. I saw ‌you were looking for [service], and I thought we might be a good fit. Here are some reasons why:

  • We've worked with clients in your industry before
  • We're incredibly passionate about our work, and it shows in the quality of our product
  • You'll get to see how awesome we are right away!

We'll be able to show you our portfolio in person if you want to meet up at the office or over coffee. We'd love to hear what you have in mind and how we can help make it happen.

Following up with the client regarding the meeting request - templates

Template 5

Hi [name],

It was great to meet you at [event]. I'm so glad we got to chat about your project and what I can do for you.

I've put together some recommendations for how we can move forward with this project and am eager to discuss them further.

Please let me know when you have time to chat. Thanks!

Template 6

Hi [name]!

Thanks so much for reaching out. I'm happy that you're interested in learning more about [company name]. We'd love to get together and chat, but first, I want to make sure that we're a good fit for each other.

What do you think are the three most important factors for hiring a company like ours?

Thanks again, and I can't wait to hear from you!

Template 7

Hi [name],

I hope you're having a great day!

I was just wondering if you had a chance to look at the proposal I sent you? It would mean so much to me if we could connect in person. I think we have a lot in common, and it would be great to learn more about what you're working on.

If not, no worries—just let me know when works best for you, and I'll follow up soon. Thanks again for your time!

Template 8

Dear [name],

Today, I'm reaching out to you to confirm your availability for [date] at [time]. We would love to meet with you and discuss the possibility of working together.

We are a [company description], and we specialize in [insert what you do] for [insert target audience]. We've been doing this for about 10 years and have worked with over [number] clients in that time. 

Our services would be an excellent fit for your company because we specialize in [insert what you do] for [insert target audience]. You can learn more about us here: [company website URL].

Please let me know if this date works for you! I look forward to meeting with you soon!

Sending Sales Proposal cold Email to Client - templates

Template 9

Hi [name]! 

I hope you're having a great day.

I'm writing to you because I've noticed your interest in [product name], and I'd love to help you get started!

Having done some research, I have put together what I believe to be a very fair deal for you. However, if you have any questions, please contact me immediately.

Here's what we can do:

[list product features and benefits]

[enter pricing information]

[enter contact information]

Template 10

Hey [name],

I realize how busy you are, so I'll get right to it.

I'm writing to you because I wanted to let you know that I've put together a sales proposal for [company name] and would love to show it to you.

If your schedule is open, would it be possible to meet with me at [time and place]? I'll bring the proposal with me, and we can discuss it.

Thanks in advance for your time!

Template 11

Hi [name],

I'm writing to you because I've been working on a proposal for [client] that I think you'd be interested in. It's called "[name of the proposal]," and it’s about how we can help your company grow.

I know you're busy, so here's the gist:

[briefly describe what the proposal is about]

We've put together a very detailed outline of this proposal and will be happy to send it over if you have any questions or want to check it out. 

If you're interested, let me know!

Thanks in advance for your time!

Template 12

Hi [name]!

I'm writing to you because I had a great experience working with your company on a recent project, and I wanted to see if there are any other opportunities we could work together on.

I know you're probably busy, but I just wanted to share some ideas that might spark some interest in the future.

Do you have any projects coming up similar to the last one we worked on? If so, I'd love to discuss how we could work together again. 

If not, here are some other ideas for projects/services/products that might be of interest: 

[list of ideas, attached in more detail]

I know you're busy, so I'll leave these ideas here. Let me know if you have any questions or comments.


[your name]

When somebody else referred them to you - templates.

Template 13

Dear [name],

I'm reaching out because [name] referred you to me. They told me we'd be a good fit, and they were right!

I've been working with companies similar to yours for [length of time], and I think I could be a valuable asset.

Here's what I can do for you:

[insert value proposition]

If that sounds good to you, let me know when would be an ideal time to come by your office for a chat.

Thank you for your time!

Template 14

Hey [name],

I was referred to you by [person who referred you]. They told me you were looking for somebody like me and that I'd be an excellent fit for your team.

I'm a [position title] at [your company], and I've been working there for the past [duration] years. I have a lot of experience in [what makes you different from other applicants], and I think my skills would be a real asset to any team.

I'm also a big fan of [company culture values], and I think I would fit in nicely with your team. Let me know if you're interested in connecting, and I'll be happy to share more about my experience working with similar companies.

Thank you for considering me!

Template 15

Hi [name],

I'm reaching out to you because [referrer's name] mentioned that you might be interested in my product. What do you think?

[Product details]

[Benefits of product]

[Why this product is the best solution for them]

I'd love your feedback on whether this would be a good fit for your business/budget. Let me know if you have any questions!

Template 16

Hi [name],

Thanks for signing up for my newsletter. I'm a big fan of yours, and I was thrilled to hear that you signed up!

I'm sending this email because one of my subscribers—a guy named [friend]—told me he'd referred you. That's why I wanted to reach out and say hello!

My goal is to help you get more out of email marketing by sharing tips and tricks with you every week. You can unsubscribe if it's not your thing, but I hope it'll be!

If there's anything else I can do for you or if you have any questions about anything at all, please don't hesitate to let me know!

When you are looking to connect with the right person - templates

Template 17

Hi [name],

I'm writing to you because I hope to connect with the right person at [company name] to discuss [topic].

I recently saw your company featured in the news, and it got me thinking about how I could get involved with your team.

What do you think? Is there someone you could connect me with?

Template 18

Hi [name],

I'm a big fan of [company name] and have been following you for a while. I like your style, and I think you're doing great work.

I'm writing because I'm trying to connect with someone in charge of [area of expertise]. I know [company name] has a lot of experience in that area, so I was hoping you could point me in the right direction!

Thanks for your help, and keep up the excellent work!

Template 19

Hi [name]!

I'm writing to you because I've been following your work and think it's terrific. I'd love to connect with the right person at [company] to discuss how we can work together.

I'm not sure if you're the right person, but if you are, here's why:

[relevant information]

Please let me know if this is something that interests you. I'd love to connect with someone at [company] who could help get the ball rolling on this project.

Template 20

Hi [name],

My name is [name], and I'm a marketing professional with [company name]. We've been working on a new product, and we're looking for a way to reach out to businesses that could use it.

I was hoping you could help me out—if you have any suggestions for who I should contact at your company, I'd be grateful for the help!

Thanks for your time!

Share how you've worked with similar companies - templates

Template 21

Dear [name],

I'm writing to you because I have some experience working with companies similar to yours. I believe my experience would be a valuable asset to your team.

I recently worked for [company name] as a full-time employee and was responsible for [task]. 

My responsibilities included:

[responsibility 1]

[responsibility 2]

[responsibility 3]

The result of this work was [result]. I also consulted on several other projects, including:

[project 1]

[project 2]

I'm looking for a company like yours, where I can continue to grow my skills and impact the organization. If you have any questions about my background or qualifications, please contact me at [email address].

Template 22

Hi [name],

I hope you're doing well! I'm reaching out to you because I noticed that [company name] is one of your clients. We have similar businesses, and I thought it might be helpful for us to connect.

Last year, I enjoyed working with [company name] when they needed help with [service]. I'm so glad they could find a solution that worked for them.

I just wanted to let you know about our services and see if there are any opportunities for us to work together in the future. Please let me know how I can be of assistance, or if you'd like me to send over some information about our company. Thanks so much!

Template 23

Hi [name],

I'm reaching out to you because I think we're an excellent fit for each other. We did some work for [company name], a company that shares many similarities with yours.

We've been in business for years and have an excellent track record of delivering high-quality work, so we're confident we can provide you with the same results.

If you'd like to learn more about our services, please don't hesitate to reach out!

Template 24

Hi [Name],

I remember working with you on [project name] and thought I'd reach out. I'm currently working with a company in the same industry as yours, and I wondered if you were interested in a fresh perspective on things.

If so, can we set up a quick call? If not, no worries—just wanted to make sure I didn't miss my chance to help if there was anything else going on!


Cold emailing can be an extremely effective way to generate leads for your business. It is personal, affordable, and scalable - making it perfect for companies of any size.

However, it is essential to remember that cold emailing is not a "set it and forget it" marketing campaign. Like any other marketing initiative, you must invest time and effort to ensure your campaigns are successful. But you'll be rewarded with more leads and customers if you do.

Make cold emailing more effective using to create compelling email campaigns that increase click-through rates and sales!

All you have to do is plug in the information, and will handle the rest.

Here’s a quick list of some of the email tools we have to make emailing less complicated.

Email Subject Line Generator - Free

Cancellation Email Generator

Confirmation Email Generator

Follow Up Emails Generator

Thank You Notes Generator

Welcome Emails Generator

Here’s a complete list of our email tutorials and templates.

Try it out today!

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