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Ah, cold emails! The dating app of the business world. Swipe right, and you can find your next big client. Swipe left, and well... they might not even remember your name. Yes, B2B cold emailing is tough. You invest all your time finding the perfect prospect, researching their interests, crafting your ideal message, pressing send, and waiting for …no response.
With office workers drowning in 100+ emails daily and millennials rolling their eyes at irrelevant pitches, it might feel like you're shouting into the void. But hang tight because B2B cold emailing is still a heavyweight champ in the ring of outreach. Research shows that 71% of buyers want to hear from sellers when they're looking for a new product or idea.
And guess what? If everyone else is spamming irrelevant emails, that’s your golden opportunity to shine. All you need is a sprinkle of relevance.
When it comes to client outreach, specifically for digital marketing services, your email needs to be as sharp as a brand-new logo. You’re not just offering services; you’re promising to improve their digital presence.
Ready to turn all those no responses into yes? Let’s get into it!
Before you jump into creating your B2B cold email campaign, it’s crucial to nail the basics. Here are my top tips for sending B2B cold emails that convert.
Your subject line is the email's first impression, so make it count. If your lead isn’t intrigued enough to open your email, your message is as good as invisible.
Crafting clickable subject lines without sounding spammy can be tricky, but here are three key steps to get it right:
2: Keep it Short. Under 50 Words is Best
According to Lavender, emails under 50 words see 60% more replies. Brevity is key. People are busy, and their inboxes are flooded. Articulate your value quickly and efficiently. It should be a short message which says everything you want to deliver.
"Dear customer," screams "boring message ahead." Instead, use the lead's first name and tailor your email to their specific interests or recent activities.
4: Use Short Paragraphs and Sentences
Most people scan content rather than read every word. Keep paragraphs to 2-3 sentences and use simple, straightforward language. This makes your email easier to digest and more engaging.
5: Have a Simple, Single CTA
Don’t overwhelm your leads with multiple options. Stick to one clear call to action (CTA) to avoid the "paradox of choice." Too many choices can paralyze decision making. Funnel your message to one main point and guide your lead towards one action.
6: Experiment with GIFs and Emojis
Remember, you're emailing a person, not a robot. Adding a bit of personality with images, GIFs, or emojis can make your email more engaging. For instance, ending with a cheeky GIF can drive your sentiment home with humour.
80% of sales require an average of five follow-ups, yet 44% of salespeople give up after just one attempt. Recent research by Woodpecker found that following up just once can boost reply rates by 22%. Prospects are busy and may forget to respond, so follow-up is crucial.
Finally, make sure your email is error-free. Fact-check names, job roles, and company information. Use tools like Grammarly to avoid spelling mistakes and incorrect details.
| Checklist Section | Key Points |
| Cold Email Strategy | - Define Your Goals - Identify Your Ideal Customer Profile (ICP) - Develop a Clear Value Proposition - Choose the Right Email Tools - Plan the Number of Domains and Email Addresses Needed |
| Prospect List Building | - Identify Target Prospects - Verify Email Addresses - Research Prospects Thoroughly - Segment Your Prospect List |
Technical Setup | - Purchase Additional Domains and Emails - Configure DMARC, MX, DKIM, and SPF Records - Warm Up New Email Addresses - Monitor Email Reputation - Set Up a Custom Tracking Domain - Adjust Sending Delays - Limit the Number of Emails Sent Per Day - Implement a Gradual Ramp-Up Schedule - Schedule Emails Appropriately |
| Copywriting | - Personalize Each Email - Write Engaging Subject Lines - Use Targeted Email Templates - Keep Emails Concise (<120 Words) - Vary Email Content and Subject Lines - Avoid Spam Trigger Words - Limit the Use of Links - Include a Clear Call to Action (CTA) - Add a Professional Email Signature |
Now that you know how to write B2B emails that will generate successful leads, let’s look at the best sales cold email templates for B2B sales.
This is a century-old copywriting framework, yet it is a classic for a reason.
Hi (Client’s name)
If you’re like most (lead’s role), you know how challenging it can be to (deal with the problem your company solves).
Our (product/service) can make a real difference by (one-sentence pitch). Here’s what one of our customers had to say:
“(Customer testimonial about the problem)”
Would you like to experience [the benefit of your product] too? If so, please let me know the best time for a call next week.
Best,
(Your Name)
Add an image of a happy customer testimonial for extra impact.
It’s all about painting a picture of a problem, its solution, and how you can help.
This is an example of how the template can be used. Suppose you are pitching to a web development agency.
Subject: Tired of handling all your projects single-handedly?
Hi, name,
Handling web development projects can be really challenging. Deadlines are tight, and it’s hard to keep everything on track. (Before)
Imagine if your projects ran smoothly, deadlines were met, and your clients were thrilled. That’s exactly what happened for WebDevPros. They saw a 30% improvement in how quickly they finished projects and how happy their clients were after using our project management tool. (After)
We can help [Lead’s Company] achieve the same great results. I’m sure our tool can make a big difference for your team. (Bridge)
Would you have some time next week for a quick demo? I’d love to show you how it works.
Looking forward to hearing from you.
Best,
Your Name
This approach relies on highlighting a problem and offering a solution.
You need first to address the problem, then agitate it, and then provide a solution to it.
Example:
Hi, name,
Does your marketing team at (client’s company) suffer from content chaos? It’s a tough issue to overcome and something most marketing agencies suffer from. And it can cost you up to 30% of productive time every week, according to recent studies.
Our exceptional team will help you avoid this with seamless content scheduling and real-time collaboration. I’d love to show you more. Are you open to a call at 2 PM on Tuesday next week?
Best,
Your name
This formula tells a compelling story with your product/service as the hero.
Example
Hi (First Name),
In the latter part of (year), things were looking uncertain for (X Company). With increasing competition and tighter budgets, they needed to boost their lead generation to stay ahead.
It wasn’t easy, especially with the budget constraints. But how did (X Company) succeed? They implemented a targeted LinkedIn outreach strategy that doubled their qualified leads within just a few months.
At (Your Company), we specialize in LinkedIn lead-generation strategies that deliver real results. We’ve helped companies like (X Company 1) and (X Company 2) achieve similar success. I have a tailored template that can help you boost your lead generation. Would you like me to send it over?
Best regards
A relevant question-based B2B cold email must be specific and relevant to your lead.
Example
Hi (Name),
Want to see how you can instantly boost your lead generation efforts?
I know you’re busy working to improve your sales funnel, so I’ll keep it brief.
I’m the lead (role at your company), and I’ve got a few quick suggestions to help you achieve some immediate wins with your LinkedIn outreach. Here they are:
If time is tight, (your company) is here to help. How about a quick 15-minute session next week where I can walk you through these tips and discuss this further?
P.S. I’ve included an infographic with the tips to catch your eye.
Best regards
Example
Hi (Name),
I know you’re busy, so here’s the deal: I recently helped (insert popular company you helped) achieve (result you helped achieve). It’s one of (your company)’s biggest success stories. We’ve also earned glowing reviews from (company1) and (company2).
I’d love to help (lead’s company) tackle (problem your product helps solve). Would you be open to a quick chat about how (your product/service) can (benefit)?
Let me know if you’re available.
P.S. I’ve included images of the companies we’ve helped as social proof.
Best regards,
| Tip | Details |
| Send Targeted Content | - Send emails only to those who have opted in - Avoid sending unexpected content. - Suppress unengaged contacts and use a sunset policy. - Include a visible unsubscribe link. |
| Use Consistent Sender Information | - Use the same sender name for all emails. - Avoid changing sender names frequently. - Include company name, logo, and social links in the email signature. - Incorporate CTA buttons. |
| Mind Your Email Content | - Include your business’s physical address. - Balance images and text. - Avoid using too many images or just one large image. - Use a mix of images and text for better engagement. |
| Authenticate Your Emails | - Implement DMARC, SPF, and DKIM authentication. - Monitor key metrics regularly: Open Rate, Click-through Rate, Hard Bounce Rate, Unsubscribe Rate, and Spam Complaint Rate. - Address negative impacts and maintain reputation. |
| Avoid Abnormal Practices | - Send to consistent audiences and avoid large volume spikes. - Link only to reputable websites. - Avoid unrealistic promises or claims. |
It’s time to say goodbye to those cold emails that end up in the trash faster than leftover holiday fruitcake. With these tips, your B2B cold emails will go from ignored to adored. So, grab your coffee, hit send, and watch those replies roll in. Here’s to making 2025 the year your emails actually get read!
