Cold emailing is still one of the most direct ways to create new B2B opportunities. The problem is that average reply rates hover around 5 percent, which means most messages are ignored. That usually happens because emails are generic, rushed, or not built around a clear value proposition.
There is no magic line that fixes this. What you can do is use proven cold email frameworks that nudge a prospect from curiosity to response, then tailor them to each contact.
Think of these templates as starting points, not scripts. The best results come when you:
- Research each account and person
- Write in a human tone, not “sales email” language
- Focus on their problems, not your product
- Combine email with LinkedIn and calls
- Keep everything aligned with your overall outbound and lead generation strategy
Below are 10 cold email templates and frameworks for B2B founders and sales teams. Use them as building blocks for your own outbound playbook.
How To Use These Cold Email Templates
Before jumping into the frameworks, keep these principles in mind:
- Personalisation beats volume – send fewer, better emails.
- One email rarely wins the deal – you need follow ups.
- Frameworks guide structure – your research and copy make them work.
- Every email must answer “Why you, why now?” for the recipient.
Now, on to the 10 frameworks.
1. AIDA Formula Cold Email
Attention – Interest – Desire – Action
One of the most time-tested frameworks for persuasive outreach is AIDA, which stands for Attention, Interest, Desire, Action. An AIDA-structured cold email guides the prospect through a mini journey from getting their attention to encouraging them to take action. Almost every successful sales email or ad implicitly follows this flow.
How it works in a B2B cold email
- Attention: Start with an opening that hooks the lead’s attention and makes them want to read further. This could be a relevant observation about their business or an intriguing question.
- Interest: Build interest by relating to the prospect’s needs or pain points. Show that you understand their industry or role and introduce a problem you can solve.
- Desire: Explain how your product or service addresses the problem and describe the desirable outcome or improvement it delivers. You might include a quick customer example or statistic.
- Action: Finish with a clear and low friction call to action, such as asking if they would like to hear more or schedule a call. Make it easy to reply with a simple “yes” or a time to talk.
For example, an AIDA email might open with a line that directly targets a pain point:
“If you are like most SaaS founders, keeping your sales pipeline full is a constant challenge…”
Then you briefly introduce your solution and the results it achieves, and finally ask if they are interested in a quick chat or demo.
The strength of AIDA is in its logical flow. You grab attention, pique interest, create desire, then invite action without being pushy.
2. BAB Formula Cold Email
Before – After – Bridge
Another reliable framework is BAB: Before, After, Bridge. This formula paints a picture of the prospect’s world before and after using your solution, then bridges the two by positioning your offering as the link.
How it works
- Before: Describe the current problem or challenge the prospect is facing. This shows you understand their situation.
- After: Paint a vivid picture of the improved future after that problem is removed. Highlight the positive outcomes they could achieve.
- Bridge: Explain how your product or service is the bridge that makes that “after” scenario possible. This is your value proposition at a high level.
Example structure:
Hi [Name],
Before: Many [industry] companies struggle with [X challenge], leading to [unpleasant effect].
After: What if you could [achieve desirable outcome] instead?
Bridge: That is exactly what [Your Solution] delivers – we help businesses like [Client A] and [Client B] go from X to Y in just a few months. I am confident we could do the same for [Prospect Company].
CTA: Would you be open to a quick 15 minute call to explore this?
BAB works because it taps into the prospect’s motivation to move from a problem state to a better state.
3. PAS Formula Cold Email
Problem – Agitate – Solution
PAS is a classic copywriting formula that focuses on the prospect’s pain and how you can resolve it. Instead of highlighting positive gains, PAS stresses the pain of not addressing a problem and then offers relief.
How it works
- Problem: Zero in on a specific problem that the prospect is likely facing. The more acutely you describe this pain point, the better.
- Agitate: Emphasise the repercussions or frustration caused by the issue. Use a fact, statistic, or tangible example to show why this problem is costly or risky to ignore.
- Solution: Present your solution as the way to eliminate that pain. Frame your product or service as the antidote that removes or mitigates the impact.
Example structure:
Hi [Name],
Does your team still struggle with [Problem]? It is a common issue in [industry], and it can lead to [agitate with consequence: lost revenue, wasted time, etc.].
Our clients use [Your Solution] to solve this exact problem – [one sentence of how it fixes the issue] – so they no longer have to worry about [problem impact]. We recently helped [Similar Company] save [X amount] in [related cost].
Would you be interested in a quick chat about how we can do the same for [Prospect Company]?
By highlighting pain first then offering relief, PAS emails often generate strong reply rates.
4. “Quick Question” Cold Email
Short, curiosity driven outreach
Sometimes the most effective cold email is the simplest. The quick question hook is a minimal email that centres on a single, pertinent question for the prospect.
Why it works
- Feels easy to answer
- Looks personal rather than campaign driven
- Uses curiosity to earn a reply
Example structure:
- Subject: “Quick question, [Name]” or “[Name], have you tried improving [X] this way?”
- Body: One or two short lines such as:
“I noticed you are leading the growth team at [Company]. Would you be interested in a quick idea on how to [achieve benefit] without [usual pain]?”
The question itself is the call to action. Once they respond positively, follow up immediately with the promised insight or suggestion.
5. Activity Trigger Cold Email
Website or content engagement
If a prospect has already interacted with your company – visiting your site, downloading a resource, joining a webinar – you can use an activity trigger email to follow up.
How it works
- Reference their activity
- “I saw you visited our case studies page…”
- “You downloaded our guide on [topic] last week…”
- Provide value related to that activity
- Share additional resources or a quick tip.
- Transition to your solution
- Show how your product or service helps with the topic they explored.
- Use a soft CTA
- “Are you free for a 15 minute call to see how we could help with this?”
Example:
Hi [Name],
I noticed you joined our webinar on B2B lead generation last week. Hope you found it useful.
If scaling your pipeline is a priority, you might also like this short case study on how we helped a SaaS company double their qualified leads.
Since you are exploring ways to boost lead gen, we at [Your Company] have a platform that automates the top of funnel outreach. It has helped companies like [Client] achieve 30 percent more sales meetings.
Would you be interested in a quick call to see if this could work for [Prospect Company]?
Because it references their behaviour, this template feels far more relevant than a pure cold email.
6. Value First Cold Email
Reciprocity based outreach
The value first email flips the normal script. Instead of asking for a meeting immediately, you give something useful with no strings attached. This builds trust and triggers reciprocity.
How to structure it
- Genuine compliment or connection – reference something specific they have done.
- Offer a useful resource or tip – a guide, article, benchmark, or checklist.
- No hard ask – the implied call to action is simply “let me know if this is useful.”
Example:
Hi [Name],
I came across your recent interview in TechWeekly about [Company]’s growth – really enjoyed it, especially your points on user onboarding.
It reminded me of a guide our team put together on onboarding best practices. I am attaching it here in case it is useful to you or your team.
We have spent a lot of time optimising onboarding flows for B2B SaaS, and thought you might pick up a tip or two from the guide. No action needed on your part – just wanted to share this resource since it aligns with what you discussed.
Enjoy, and have a great day.
Often, the prospect replies with a simple thank you, which opens the door for a follow up conversation.
7. “Are You the Right Person?” Cold Email
Gatekeeper bypass
When you are not sure you have the correct contact, the right person email helps you find a decision maker without sounding like a spammer.
Key elements
- Brief intro and one line value statement
- Polite question about whether they are the right person
- Context showing why you picked them
- Optional reference to colleagues or departments
- Soft invite to a short call or referral
Example:
Hi [Name],
I am [Your Name], [Your Title] at [Company]. We specialise in [one liner value proposition].
I am reaching out to see who manages [relevant function] at [Prospect Company]. From your role as [Title], it seems like this might fall under your oversight – or if not, perhaps you could direct me to the appropriate person.
We recently helped another [industry] client, [Client Name], achieve [result] by [very short description of solution]. I believe we could do something similar for your team.
If you are the right person to discuss this, would a quick 10 minute chat next week make sense? If not, I would really appreciate you pointing me in the right direction.
This approach is respectful, non assumptive, and often earns either a referral or a direct reply.
8. Trigger Event Cold Email
News, promotions, funding and awards
When a company hits a visible milestone, you have a natural reason to reach out. The trigger event email combines congratulations with a light, context aware pitch.
How to use it
- Lead with congratulations on the specific event
- Add a sentence on why that event matters
- Introduce yourself briefly
- Tie your solution to what they are likely thinking about next
- Close with a friendly, optional invitation
Example:
Hi [Name],
Congratulations on your recent round of funding – that is big news. The reviews [Company] has been getting lately say a lot about your team’s momentum.
I am [Your Name], the CEO of [Your Company]. We work with high growth companies in [industry] to [solve key problem] – basically helping teams like yours scale smoothly after milestones like this.
I just wanted to reach out and offer my congratulations. If adding more sales firepower is on the horizon, I have some data on scaling B2B sales teams post funding that might be useful. Happy to share if you are interested.
Either way, best of luck in this exciting time.
Because you have clearly done your homework, these emails often stand out in busy inboxes.
9. Customer Success Story Cold Email
Social proof driven outreach
Prospects trust you more when they see others like them succeeding with your solution. The customer success story template highlights a relevant win to build credibility quickly.
How it works
- Start with a hook that references a client and a result
- Explain why that story is relevant to the prospect
- Summarise what you did and the outcome
- Invite a short call to see if similar results are possible
Example:
Hi [Name],
[Your Company] recently helped [Client Name] [achieve significant result]. In their case, we [brief description of what you did] and cut their churn by 30 percent within six months.
I mention this because [Prospect Company] is in a similar space and may be facing similar challenges around [pain point].
Given our track record with companies like [Client A] and [Client B], I am confident we could help you see similar improvements in [area].
Would you be interested in a 15 minute chat to hear what we did for [Client] and explore if it fits your goals?
Relatable proof reduces perceived risk and makes engagement feel safer.
10. Polite Follow Up Cold Email
Persistence without pushiness
Even great cold emails are often ignored the first time. A polite follow up sequence can double or triple your overall reply rate.
Follow up structure
- Gentle reminder that references the earlier email
- One or two lines that restate the value proposition
- Optional new insight, resource, or statistic
- Courteous close that allows them to say “no” or “not now”
Example:
Subject: Re: [original subject] (quick follow up)
Hi [Name],
Just circling back on my email from last week about [Your Company] helping [Prospect Company] with [Problem]. I know your inbox is hectic, so I completely understand if this slipped by.
In short, we specialise in [solution] and have done so for [industry] firms like [Client A], which is why I reached out. I also came across a new insight on [topic] yesterday: [insert relevant stat or fact].
If you are open to it, I would still love to connect for 10 minutes this week or next to see if we can help. If it is not a priority or timing is off, just let me know and I will not clutter your inbox.
Thanks for your time.
Plan on at least two or three follow ups. Many deals are won by the teams who keep following up politely when others give up.
Integrating Cold Email Into Your B2B Sales System
Cold email works best when it is part of a larger outbound engine, not a standalone tactic.
Make sure you:
- Tie outreach into your overall outbound lead generation strategy
Use LinkedIn and calls to support email outreach
Have a clear process for what happens after a positive reply
Track every conversation in your CRM so nothing falls through the cracks
Map responses into a structured lead generation funnel
If you start getting more replies but do not have a robust sales process, you will simply move the bottleneck further down the funnel.
For founders wanting to build a repeatable outbound engine or sales leaders looking to scale, it can be worth getting outside help. Business development consulting can help you design targeting, refine messaging, set up sequences, and optimise conversion rates across the whole pipeline. You can read more about that here:
How Business Development Consulting Can Transform Your Sales
Final Thoughts
Cold emailing for B2B is hard. Most messages never earn a reply. But when you combine:
- Proven frameworks like AIDA, BAB and PAS
- Research driven personalisation
- Multi channel follow up
- A clear, disciplined sales process
you give yourself a genuine advantage over the noise in your prospects’ inboxes.
Use these 10 templates as your base, test them, measure what works, and keep iterating. Above all, write from the recipient’s perspective. If every email answers “What is in this for them?” clearly and respectfully, you are already ahead of most of your competition.
If you later want help turning these frameworks into a full outbound playbook for your team, you can always get in touch and we can walk through your current approach together. 1000Steps is a full-service B2B lead generation agency, ready to increase your sales.
FAQ about B2B Cold Email
How many cold emails and follow ups should I send in a B2B sequence?
A good B2B cold email sequence usually has 4 to 7 touches over 10 to 21 days, mixing first email, follow ups, and possibly LinkedIn or calls. The first two or three touches do most of the work, but later follow ups often catch people when timing finally aligns. If you send only one or two emails, you are optimising for comfort, not results. Just make sure every follow up adds something new, such as a different angle, example, or resource, rather than repeating the same message.
What is a realistic reply rate for B2B cold outreach?
In most markets, a 5 to 10 percent reply rate on well targeted, personalised outreach is healthy. For highly niche or high intent lists you might see 15 percent or more. If you are getting below 3 percent, you likely have a combination of targeting problems, weak subject lines, and messages that feel generic. Focus first on the list and the offer, not the wording of individual sentences. A sharp lead generation strategy will do more for your reply rate than another round of copy tweaks.
How personalised should B2B cold emails be without killing scale?
You do not need a fully bespoke essay for each prospect, but you should aim for two layers of personalisation:
- Segment level: role, industry, and problem specific language that is shared across a small group.
- Individual level: one specific reference that proves this email could not have gone to anyone else, for example a quote from a podcast, a product announcement, or a metric from their website.
A good test: if you removed the prospect’s name and company, would the email still make sense for dozens of other contacts? If the answer is yes, it is under personalised.
Should founders send cold emails themselves or outsource it to SDRs?
In early stages, founders should absolutely send cold emails themselves. You learn the language, objections, and patterns that shape your product and go to market. Once you have a repeatable message and a clear lead generation funnel, you can document what works and hand it to SDRs or an external team. Outsourcing too early means you are asking other people to run experiments with a message you have not proven yet.
How do I keep cold emails compliant and non-spammy in B2B?
The safest approach is to:
- Email only business addresses on clearly relevant, targeted lists
- Provide immediate value in the first message rather than a hard sell
- Make it obvious why you are reaching out and how you found them
- Include a simple way to opt out or say “not interested”
- Respect local regulations and your ESP’s deliverability guidelines
If your emails read like helpful, one to one business outreach and not mass campaigns, you are usually on the right track. A clean CRM and disciplined CRM process also help you avoid hammering the same contacts repeatedly.
How do I decide which cold email framework to use for a given prospect?
Start by asking yourself what you know about the lead and where they are in their thinking:
- If they are problem aware but not solution focused, PAS or BAB works well.
- If you are introducing a new idea or angle, AIDA helps you guide them from interest to action.
- If they recently did something specific, like raising a round or downloading a resource, use a trigger event or activity based template.
- If you have a strong story from a similar client, lead with a customer success email.
The framework should match the context, not the other way round. Treat these structures as tools in a toolbox rather than one universal template.