What should a cold email include?

A short subject line, one line that shows the email is about the reader, one line on what you do for businesses like theirs, and a single clear ask. Four or five sentences is enough.

How long should a cold email be?

Short. Fifty to ninety words works for most first emails, because a busy reader scans it in seconds and decides whether to reply.

Do cold email templates still work?

A template works when you change the opener for each reader so it names something true about their business. Sent word for word to everyone, the same template reads as bulk mail and gets ignored.

Is it legal to send a cold email to a business?

In the US the FTC says the CAN-SPAM Act makes no exception for business-to-business email, so a cold email needs an honest subject line, a valid postal address and a clear way to opt out. Rules in other countries are stricter, so check them before you send abroad.

What is the best opener for a cold email?

A specific, true observation about the reader's business. It shows the email is meant for them, and it earns the few seconds of attention the rest of the email needs.

Cold email templates and format, with examples

A cold email template is a starting structure that you adapt before sending. Keep the format short and make one clear ask, and change the opener so it names something true about each reader. The five templates below cover the common cases.

A cold email template has four parts

The template is this format with the blanks ready to fill, and the four parts are below.

The subject line is two to six words and reads like a note from a person.
The opener is one line that shows the email is about the reader, usually a specific and true observation about their business.
The middle is one line on what you do for businesses like theirs, in plain words.
The ask is one line, a single question the reader can answer in a few words.

Keep the whole thing to four or five sentences. A reader decides in seconds, so a short email that is clearly about them does better than a long one that could have gone to anyone.

Template 1: the specific opener

This is the one to reach for first, because the opener does the work. Change the bracketed parts so the observation is true.

Subject: Quick question about [Company]

Hi [first name], I came across [Company] while looking at [sector] firms around [area], and saw that [one specific, true thing about them]. We help [type of business] with [the outcome you deliver], usually without much work on your side. Would a short call next week be useful? Thanks, [Your name]

Template 2: the problem opener

Use this when you solve a problem the reader is likely to know well. Name the problem itself, and leave your product out of the opener.

Subject: [Their likely problem] at [Company]

Hi [first name], A lot of the [type of business] we work with were losing [time, jobs or money] to [the problem] before we stepped in. We fix that by [the first, concrete thing you do], which takes about [time]. Is that something you are looking at this quarter? Thanks, [Your name]

Template 3: the referral intro

A shared name earns attention fast, so use this whenever you have a real connection. Only name someone who is happy to be named.

Subject: [Mutual name] suggested I get in touch

Hi [first name], [Mutual name] at [their company] mentioned you might be the right person to speak to about [the area]. We help [type of business] with [the outcome], and it sounded close to what you are working on. Would Thursday or Friday suit for a quick call? Thanks, [Your name]

Template 4: the soft offer

This leads with something useful the reader can say yes to. Make the offer small and free to accept.

Subject: A quick [review or idea] for [Company]

Hi [first name], We put together a short [review, plan or checklist] for [type of business] like [Company], covering [what it looks at]. It takes us about [time] and needs nothing from your team. Want me to send yours over? Thanks, [Your name]

Template 5: the follow-up

Send this as a reply in the same thread about three working days after the first email. The follow-up guide has the full sequence and its timing.

Subject: Re: [your first subject]

Hi [first name], Just making sure this reached you. Would [the thing you offered] be useful for [Company]? Thanks, [Your name]

What to change in every template

The templates are illustrative examples, and the parts in brackets are where a reusable email becomes a real one.

The opener has to be true for that reader, so a glance at their website usually gives you the one specific line.
The outcome should be in the reader's words, such as more booked jobs or fewer missed calls.
The ask should be a single question, and offering one specific time gets a quicker answer than "let me know when you are free".

Keep the template on the right side of the law

The FTC's CAN-SPAM compliance guide says the law makes no exception for business-to-business email. Whichever template you use, the subject line has to reflect the content, the email needs a valid postal address and a clear way to opt out, and you have to honor an opt-out within 10 business days.

Before you send, the subject line checker and the spam checker catch the wording that gets a good template filtered. If you would rather have the writing, sending and replies handled for you, that is what Buyerful does.

Questions

What should a cold email include?: A short subject line, one line that shows the email is about the reader, one line on what you do for businesses like theirs, and a single clear ask. Four or five sentences is enough.
How long should a cold email be?: Short. Fifty to ninety words works for most first emails, because a busy reader scans it in seconds and decides whether to reply.
Do cold email templates still work?: A template works when you change the opener for each reader so it names something true about their business. Sent word for word to everyone, the same template reads as bulk mail and gets ignored.
Is it legal to send a cold email to a business?: In the US the FTC says the CAN-SPAM Act makes no exception for business-to-business email, so a cold email needs an honest subject line, a valid postal address and a clear way to opt out. Rules in other countries are stricter, so check them before you send abroad.
What is the best opener for a cold email?: A specific, true observation about the reader's business. It shows the email is meant for them, and it earns the few seconds of attention the rest of the email needs.