## Templates That Don't Sound Like Templates The best cold emails don't look like templates. But they're built on frameworks that work. Here are templates you can customize - with the thinking behind each one. ### Template 1: The Mutual Connection **When to use:** When you share a LinkedIn connection with the prospect. **Why it works:** Creates instant credibility. Feels like a warm email. ``` Subject: [Mutual Connection] / quick question Hi [First Name], I noticed we're both connected to [Mutual Connection Name] - [brief context: "we worked together at Stripe" or "from the SaaS founders community"]. Given what you're building at [Company], I thought it might be worth connecting. [One sentence on relevance to them.] Worth a quick conversation? [Your Name] ``` **Example:** ``` Subject: Sarah Chen / quick question Hi Mike, I noticed we're both connected to Sarah Chen - we worked together at Stripe a few years back. Given that Acme just raised a Series B, I figured scaling the sales team is probably a priority. We've been helping similar companies ramp new reps faster. Worth a quick conversation? James ``` - Subject line with mutual connection name - Context on how you know the mutual - Brief relevance to their situation - Simple ask --- ### Template 2: The Shared History **When to use:** When you (or a teammate) worked at the same company as the prospect. **Why it works:** Creates an in-group connection without needing a direct introduction. ``` Subject: Fellow [Company] alum Hi [First Name], I saw you were at [Shared Company] - [Teammate Name] on my team was on the [team/department] there around [timeframe]. We've been working with a bunch of former [Company] folks on [problem you solve]. Figured it might resonate given your background. Open to a quick chat? [Your Name] ``` **Example:** ``` Subject: Fellow Stripe alum Hi Lisa, I saw you were at Stripe - my co-founder Alex was on the growth team there around 2019-2021. We've been working with a bunch of former Stripe folks on solving the "warm intro at scale" problem. Figured it might resonate given your background in sales. Open to a quick chat? James ``` --- ### Template 3: The Trigger Event **When to use:** When there's a recent, relevant event at their company. **Why it works:** Shows you did research; timing is relevant. ``` Subject: Congrats on [trigger] Hi [First Name], Saw that [Company] just [trigger event - raised, hired, launched, announced]. As you're [likely priority based on trigger], [problem you solve] often becomes a bigger focus. We've been helping [similar companies] with [specific approach]. Worth a quick conversation about what you're seeing? [Your Name] ``` **Example:** ``` Subject: Congrats on the Series B Hi Mike, Saw that Acme just closed a $30M Series B - congrats. As you're scaling the sales team, getting reps productive faster usually becomes a priority. We've been helping similar B2B companies cut ramp time by 40%. Worth a quick conversation about what you're planning? James ``` --- ### Template 4: The Second-Degree Path **When to use:** When someone you know is connected to the prospect (but you're not directly). **Why it works:** Leverages your network's network. ``` Subject: [Connector's Name] suggested I reach out Hi [First Name], I was talking to [Connector's Name] about [topic], and they mentioned you're doing interesting work at [Company]. [One sentence on why you're reaching out - relevant to them, not you.] Would you be open to a quick call? [Your Name] ``` **Note:** Only use this if you've actually talked to the connector. Don't fabricate. --- ### Template 5: The Value-First Approach **When to use:** When you have something genuinely useful to share. **Why it works:** Leads with value, not ask. ``` Subject: [Relevant insight/resource] Hi [First Name], I came across [insight/data/resource] that seemed relevant to what you're doing with [their initiative]. [One or two sentences explaining why it's relevant.] Thought you might find it useful. Happy to share more context if helpful. [Your Name] ``` **Example:** ``` Subject: Outbound reply rate data Hi Lisa, I came across some interesting data on how B2B reply rates have changed over the past year - particularly the gap between cold vs. warm outreach. Given that you're scaling Acme's sales team, figured the benchmarks might be useful for planning. Happy to share if interesting. James ``` --- ### Template 6: The Peer Insight **When to use:** When you have relevant perspective from talking to similar people. **Why it works:** Shows you understand their world. ``` Subject: [Title] perspective on [topic] Hi [First Name], I've been talking to a lot of [their title]s at [their company type] about [relevant challenge]. The #1 thing that keeps coming up is [specific insight]. Curious if you're seeing the same thing at [Company]? [Your Name] ``` **Example:** ``` Subject: VP Sales perspective on outbound Hi Mike, I've been talking to a lot of VP Sales at Series B SaaS companies about what's working in outbound right now. The #1 thing that keeps coming up is the shift toward relationship-based prospecting. Curious if you're seeing the same thing at Acme? James ``` --- ### Template 7: The Breakup Email **When to use:** Final email in a sequence when you haven't gotten a response. **Why it works:** Creates closure; sometimes triggers a response. ``` Subject: Should I close the loop? Hi [First Name], I've reached out a few times and haven't heard back - totally understand you're busy. I don't want to keep bothering you, so I'll assume the timing isn't right. If things change, feel free to reach out. [Your Name] P.S. If there's someone else at [Company] I should be talking to about [topic], happy to take an intro. ``` --- ### Framework: Building Your Own Every good cold email has four elements: - Mutual connection - Relevant trigger - Shared history - Compelling insight - Their role - Their company - Their current priorities - Something you can help with - Mutual connection (most powerful) - Relevant customers - Specific expertise - Understanding of their world - "Worth a quick conversation?" - "Open to chatting?" - "Would this be helpful?" --- ### Common Mistakes **Too long:** Keep it under 100 words. If you can't, you're not being focused enough. **Too much about you:** Flip the ratio. 80% about them, 20% about you. **Fake personalization:** "I see you work at \[Company\]" isn't personalization. **Overstating connections:** If you don't actually know the mutual connection, don't pretend you do. **Generic ask:** "I'd love to pick your brain" means nothing. Be specific. --- ### Conclusion The best cold emails don't feel cold. They feel like a relevant person with a good reason reached out at the right time. Use these templates as starting points, but always customize to the specific person and situation.