September 28, 2021

Five Cold Email Templates to Win New Business

Five Cold Email Templates to Win New Business

There will be over four billion email users across the world in 2021, which is over half of the world’s population! That’s why, despite the surge in popularity of social media and other websites, cold email is still widely used by all businesses, big or small.

If you are looking for a way to generate business, it’s important that you use cold email templates that work and can get you more clicks.

The best cold email templates should get your leads’ attention and keep it all the way until conversion. Let’s look at some cold email templates you can use to generate new business. 

1. A cold email tied to a recent event

Most cold emails are rejected because readers know that the email was sent to everybody on a long mailing list.

What you can do is to match your cold email to a recent event or achievement in your readers’ lives. Maybe they got a new promotion, or maybe they finally moved into a new location.

Match that event with what your product can offer, and make sure to highlight it in your cold email. Here’s a quick example:


Hi, Susan!

Just saw your post about getting that promotion you’ve always wanted. Congratulations!

At this point in life, things like [insert value proposition] become a higher priority. I was wondering if you might be interested in hearing how we helped [another client]in that regard.

I understand that things are quite hectic right now, but if you’re interested, I’d like to set up a quick call.

It won’t take more than a few minutes.

Does [date and time] sound good for you? Let me know.


By using this cold email template, you are likely to capture your readers’ attention because it shows that the email was sent specifically for them. 

2. Use the three-sentence format

The three-sentence format is a classic in cold email templates, and what makes it so good is its simplicity.

It does away with all the marketing gimmicks and goes straight to the point. The sentences are arranged like this: Introduction— Description — Ask.

Here’s a quick example:

Hi Joe,

I’m [your name], and don’t worry, this won’t take too long.

My company is offering a product that can increase the productivity of high-level executives like you so you can save time in the office for more important things.

If you’re interested, would you like to meet up sometime next week for a free personalized demo?

The specifics vary, but that is pretty much the gist of it. You don’t have to literally stick to three sentences, but as long as you follow that outline, you’re set. 


The AIDA format is another classic cold email template, and it stands for: attention – interest — desire – action. It’s been widely used by most marketers for years because it works.

First, you grab the readers’ attention with a compelling headline. Then, you explain why the product should interest them. From there, you build desire and place a call to action for them to get the benefit you described.

It works on a similar premise to the three-sentence format by keeping things short and straight to the point. The longer your email is, the less likely readers will pay enough attention to read all the way to the end. 

4. Before-After Bridge

Humans like seeing comparisons. It makes things easier to understand.

It’s much easier to see how much weight a person lost if they post a before/after pic, compared to when they just say they’ve lost 50 pounds.

It works the same way for cold email.

The before-after bridge emphasizes the lead's current situation and paints a picture of what could change after using your product or service.

It’s simple but effective. After showing them the before/after, write a quick note on what they can do to achieve the “after” that they’ll want to have.

By painting a picture in your leads’ minds, you make it easier for them to see how they can benefit from your product. This can bring better results than vague lines like “increasing efficiency” or “saving time.” 

5. Praise-Picture-Push (PPP)

A little flattery never hurts, and if used right, it can be a powerful tool to grab someone’s attention and interest.

The PPP cold email template is best used for someone who just achieved something, and your product can help them take the next steps in their career a little easier.

Of course, this approach should be genuine at its core, so don’t go flattering your leads just for every little thing.

Instead, reserve this cold email template for leads with a recent achievement or accomplishment. Praise them for it, and then paint a picture of what more they can achieve with your product or service.

After that, it’s just a matter of pushing them to buy or subscribe.

This works similarly to the congratulatory cold email template above but takes it a notch further. Here’s an example:


Hi Jim,

I saw that you just got accepted for that Ph.D. program you’ve always wanted to take. Congrats! You deserve it, and I always knew that it was a matter of time before you got it.

I know it’s hard to balance both work and studies, especially on that level. If you’re wondering how you can keep up with everything, I’d love to show you how [product] can help you stay on top of everything without missing a beat.

Can I have a few minutes of your time to give you a free, personalized demo? 


The cold email has gotten a bad rep over the past years because everyone is using the same cookie-cutter approach to contacting leads. Cold emailing does not have to be generic, and we hope that our cold email templates have given you an idea of what works.

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