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Prospecting for Leads

How To Cold Email B2B Prospects - Best Cold Email Template

14 min
Average Score

Will Barron

Managing Director at

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To win more business in modern B2B sales, it's essential to book more meetings. To achieve this, you must generate more conversations, which starts with mastering cold outreach. In this guide, we'll cover the effective framework for cold emails, as shared by over 2,000 salespeople and small business owners in the Academy.

The Proven Framework for Cold Emails

This framework has been tested with over 14,000 participants in our sales code assessment. The overwhelming evidence shows that this approach is effective in the modern B2B marketplace. Here's the breakdown:

1. Attention

Example: “You just hired 22 new sales reps. That’s super exciting! But I know that onboarding them can be difficult.”

Personalization is key. A well-crafted first line that directly references the prospect's recent activities or achievements shows that you’ve done your homework and aren’t just sending a generic email. This approach has consistently outperformed other strategies in terms of response rates.

2. Need
  • Identify the Prospect's Need: Clearly state the prospect's problem and how you can solve it.
  • Guarantee: Offer a guarantee to reduce the risk for the prospect.

Example: “We guarantee your sales team will find and close more business in the next 30 days or your money back.”

Highlighting the prospect's need ensures that your email is relevant. By identifying a specific problem they are likely facing and presenting a solution, you immediately make your email valuable. Adding a guarantee, such as "your money back," further reduces any perceived risk and shows confidence in your offering.

3. Proof
  • Case Studies and Testimonials: Provide proof that your solution works.
  • Specific Examples: Use specific numbers and recognizable brands to build credibility.

Example: “We worked with Salesforce to increase revenue by 14% with 32 reps. Here’s what their sales manager had to say.”

Providing proof through case studies and testimonials is crucial. Specific numbers, such as "increased revenue by 14%", and references to well-known brands like Salesforce, add significant credibility. Including links to testimonials or videos further strengthens your case.

4. Call to Action
  • Strong Call to Action: Start with direct calls to action to capture immediate interest.
  • Weaker Call to Action Later: Use softer calls to action in follow-up emails.

Example: “Does it make sense to jump on a quick call to explain how we did this?”

strong call to action in the initial emails captures prospects who are ready to move quickly. As your email sequence progresses, softer calls to action can engage those who need more time to make a decision. Both strategies aim to prompt a response and start a conversation.

Quick Tips to Improve Your Cold Emails

  • Emails Belong in a Cadence: One email is not enough. Create a series of emails to follow up. Prospects may not respond to the first email, but a well-structured cadence increases the chances of engagement over time.
  • Focus on 'You' Instead of 'We': Prospects care about how you can solve their problems, not about your company. This approach makes the email more relevant and appealing to them.
  • Delete Unnecessary Content: Keep your emails concise and to the point. Every sentence should add value and drive the prospect towards responding.
  • Read Out Loud: Ensure your email sounds conversational and natural. This practice helps avoid overly formal or corporate language that can be off-putting.
  • Mobile-Friendly: Email the message to yourself to check how it appears on a mobile device. Most prospects read emails on their phones, so it's crucial that your email is easy to read and act upon on a smaller screen.
  • Open a Curiosity Loop: Create curiosity to prompt responses without giving away all details. Mention a benefit but leave out enough detail to encourage the prospect to reply for more information.

Making Your Emails Stand Out

In addition to following the framework, here are some advanced tips to make your emails even more effective:

Personalization Techniques
  • Research: Spend a few minutes researching your prospect on LinkedIn or their company website. Mention recent achievements or specific challenges they might be facing.
  • Custom Variables: Use custom variables in your email platform to automatically insert personalized details.
Subject Line Strategies
  • Curiosity: Use subject lines that pique curiosity but remain relevant. For example, "Quick question about your new sales reps."
  • Relevance: Ensure your subject line is relevant to the prospect's current situation or challenges.
Proof Enhancement
  • Video Testimonials: Including a link to a video testimonial can be more compelling than text alone. Videos are more engaging and can convey authenticity.
  • Numbers and Metrics: Specific metrics related to the prospect's industry can make your proof more compelling. For instance, mentioning a 14% revenue increase can resonate strongly with a sales manager.

Common Mistakes to Avoid

While crafting your cold emails, be mindful of these common pitfalls:

  • Overloading Information: Avoid including too much information about your product or service. Keep it concise and focused on the prospect's needs.
  • Generic Language: Steer clear of generic phrases and jargon. Personalized and specific language is more effective.
  • Lack of Clarity: Ensure your call to action is clear and direct. Ambiguous requests are less likely to result in a response.

By following this proven framework, you can write effective cold emails that capture attention, identify needs, provide proof, and include strong calls to action. Personalization and conciseness are key to increasing your response rates and booking more meetings.

Remember, effective cold emailing is not about luck but about a strategic approach that focuses on the prospect's needs and interests. Stay tuned for our next session on creating effective sales cadences.

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