B2B cold email templates
A good B2B cold email runs 60 to 120 words: an opening line that proves you know the company, one specific problem you solve, a concrete proof point and a single easy question to close. In the US, CAN-SPAM applies to business-to-business email too, so every message needs accurate headers, a non-deceptive subject line, your physical postal address and a working way to opt out.
By Alvyn Detavernier, founder · published
When to use it
- A trigger event makes your offer relevant: a new location, a hiring spree, a funding round, a new executive.
- You're targeting a specific role (controller, facilities manager) with an offer tied directly to their job.
- A mutual client or partner suggested you reach out.
- You have something genuinely useful to share: industry data, a free audit, a case study with numbers.
- You're testing a new vertical or region on a small sample before scaling.
The templates, ready to copy.
Replace the parts in brackets with your details, proofread, send.
Template 1
Trigger-based opener
Subject: Your new [city] location
Hi [First name], Saw that [Company name] is opening a [location / office] in [city] this [month]. Congrats. When companies your size add a location, [specific problem, for example: quote requests start coming in through three channels and some sit unanswered for days]. At [Your company], we [one-sentence solution]. For [similar client], that meant [concrete result]. Open to a 15-minute call next week? [Full name] [Title], [Your company], [phone] [Your company's mailing address] If this isn't relevant, just reply "no" and I won't reach out again.Template 2
Problem, solution, proof
Subject: [Problem] at [type of company]
Hi [First name], Most [type of company] we work with were losing [amount, for example: 4 to 6 hours a week] to [painful task]. We set up [solution] for [client 1] and [client 2]. The result: [measurable outcome]. Is this on your radar at [Company name] right now? Best, [Full name] [Your company], [website] [Mailing address] Not the right fit? Reply "unsubscribe" and we'll remove you from future emails.Template 3
Referral from a mutual contact
Subject: [Mutual contact's name] suggested I reach out
Hi [First name], [Full name] at [their company] suggested I get in touch. We worked with them on [project], and they thought [topic] might be relevant for you too. In short: [what you do and for whom]. Would you be up for a 20-minute call to see if it makes sense? I'm free [time option 1] or [time option 2] [time zone]. Best, [Full name] [Title], [Your company] [Mailing address] If you'd rather not hear from me again, just reply "no."Template 4
One-line question
Subject: Quick question about [topic]
Hi [First name], Who handles [specific topic, for example: estimate follow-ups] at [Company name]? We help [type of company] like [reference client] [result]. If that's you, I'll explain how in three lines. Thanks, [Full name], [Your company] [Mailing address] Not you? Reply "no" and I'll take you off my list.Template 5
Useful resource, no ask
Subject: [Resource] for [role] in [industry]
Hi [First name], We just published [resource, for example: 2026 average payment terms for construction subcontractors], built from [data source]. You can read it here, no form required: [link] If anything stands out, I'm happy to talk it through. If not, I hope it's useful. Best, [Full name] [Title], [Your company] [Mailing address] To stop receiving emails like this, reply "unsubscribe."
Tips to make it work.
- Include a valid physical postal address in every message: a street address, a registered PO box or a registered private mailbox all satisfy CAN-SPAM.
- Honor opt-outs within 10 business days, and keep your opt-out method working for at least 30 days after each send, as the FTC requires.
- Write in plain text with no images or attachments and one link at most. It helps deliverability and reads well on a phone.
- Send from an authenticated domain (SPF, DKIM, DMARC) at low volume. Gmail asks senders to keep spam complaint rates below 0.3% and recommends staying under 0.1%.
- Keep one suppression list across every sending tool, and check it before each campaign.
- Sign with a real name, title, phone number and website so the recipient can verify who you are in seconds.
Mistakes to avoid.
- Opening with your company history ("Founded in 2012, we...") instead of the prospect's situation.
- Faking a thread with "Re:" or "Following up on our conversation" when no conversation happened. CAN-SPAM bans deceptive subject lines.
- Assuming B2B is exempt. The FTC is explicit that CAN-SPAM makes no exception for business-to-business email, with penalties of up to $53,088 per violating email.
- Buying a list with no idea where the contacts came from, then blasting it from your main domain.
- Leaving out the opt-out line because it "looks salesy." It's required, and it protects your sender reputation.
Frequently asked questions.
Is B2B cold email legal in the US?
Does a cold email have to say it's an advertisement?
How long should a B2B cold email be?
How many follow-ups should I send after a cold email?
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