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5 Cold Sales Email Templates That Drive Business Leads

Ryan MattockRyan Mattock

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5 Cold Sales Email Templates That Drive Leads


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Today we'll be sharing with you 5 Cold Sales Email Templates That Drive Leads.

Writing cold emails is an art. It’s a piece of text that a person receives from a nearly random person that has to convey interest and possibly entice a potential customer to use a service or share some information.

Sounds like quite an improbable event, right? Fear not! The truth is — when done right, cold emails can be an incredibly effective medium for attracting new customers and establishing new business connections.

One of the crucial secrets behind cold emails that convert well is the right degree of personalization. It has to reflect the person reaching out has done their research on the recipient’s business to the degree that allows them to point out the obvious benefits to their collaboration.

Even “light” personalization can act as an indicator that the salesperson actually looks forward to a fruitful collaboration and this isn’t just a lazy attempt to make some quick money off a lousy service.

Upon reading this post, not only will you be able to sell a pen to anyone in person, but also get your company leads through cold emails.

Template Type 1 — Leveraging Info Triggers

Info triggers are relevant pieces of information that you can reference in a cold sales email. So when you’re scanning the field for potential customers, always include an article, press release, any published material that is relevant to the company and can substantiate the importance of you reaching out to them.

Let’s say you’re a company that provides services in the field of Machine Learning. You have a useful tool that can accelerate research, data processing, create a behavior model, and many other useful applications.

“Info triggers are designed to bridge and personalize the conversation, they’re your way into a person's inbox and attention span. Choose it wisely.” — Emma Watts, Email Marketing Specialist.

Here's an example of using triggers in a cold email...

Hi [first name],

Really wanted to briefly introduce myself and the company I work with — [company name] after reading the [publication name] article about how [recipient’s company] leverages big data and machine learning to improve [provided service].

*Offer some more details about your business

Curious if you would be open to a quick call sometime next week? I would love to get your feedback.

Best,
[senders name]

Template Type 2 — Aiming For The Up-Sell

Let’s say you’re providing a service that has a free trial or a free version. Naturally, you’ll be looking to convert as many free trial users to Premium members, and cold emails are a great way to do it.

This situation, in particular, is different from the first scenario. First off, you’re already somewhat formally acquainted — they’re your customers already, so you’re not a total stranger to them. However, this case may seem slightly trickier, due to the fact that you’re looking to compel them to pay for your services.

Here's an example of a cold email template aiming for an upsell...

Hello, [first name]

I noticed that [recipient’s company] is using [your product/service]. We wanted to check in and thank you for choosing our product. I’m delighted to see that [product name] can make your team’s work more efficient [or whatever benefit your service delivers].

I’ve read about your company and thought I’d let you know that we have a set of additional Premium features that would be very helpful to your business, given the nature of your product.

Please check out my calendar [link to calendar], I’d be delighted to provide you with some useful information about how [recipient’s company] could benefit from [product/service] even more!

Kind Regards,
[sender details]

Template Type 1 - Mnemonic Templates

There are a few types of cold email templates that can be regularly repurposed based on the situation, the client, and the service you’re trying to offer. Here are three models that are incredibly effective at generating leads:

AIDA - Attention, Interest, Desire, Action
PAS - Problem, Agitate, Solve
BAB - Before, After, Bridge

Now that we’ve decoded these acronyms, let’s briefly look into the principles they work on and how to properly apply them in your cold email templates.

AIDA is an age-old principle used in content writing, advertising, and many other crafts related to the text. AIDA stands for attention, interest, desire, action, which is a very straightforward description of the emotions you need to stimulate.

“First you captivate them with a relevant proposition, then you continue to substantiate why what you’re offering should be of interest to them, build desire, and then describe the set of actions they need to perform to achieve their object of desire.” — James Doherty, Senior Copywriter.

Here’s an example of the AIDA cold email template...

Hello, [first_name]

I’ve recently read a fantastic interview you gave for [publication], where you spoke about the issues you have to deal with because of [issue].

Our product — [product name] is designed to help companies who face this exact type of issue. We’re working with a host of businesses and successful entrepreneurs that have sorted out their issues regarding [nature of issue] and i'd love to show you how we can help.

Please check out my calendar [link to calendar], I’d be delighted to provide you with some useful information about how [recipient’s company] will benefit from [product].

Kind Regards,
[senders details]

PAS stands for problem, agitate, solve. It’s a fairly simple way of creating a hook, in order to create interest in the services you provide or the product that you have to offer.

Here’s an example of a cold email template built on the PAS model...

Hello, [first_name]

I recently read an article you published in [publication], where you spoke about the problems companies in your niches are facing due to [reason]. I’m certain that our service can easily help your company alleviate these issues.

We’ve designed our product specifically for companies that have to deal with [nature of issue].

Please check out my calendar [link to calendar], I’d be delighted to provide you with some useful information about how [recipient’s company] could benefit from [product].

Kind regards,
[sender's details]

BAB stands for before, after, bridge. The essence of this cold email template is to focus on a common problem that companies in a certain niche are facing. Then, in the next paragraph, you describe what would constitute an ideal solution. The last paragraph is there to “bridge” the two together and show how by getting in touch with you, they can solve this problem very easily.

Here’s an example of a cold email template built on the BAB model...

Hello, [first_name]

It’s pretty common that businesses have to deal with [this issue] on a regular basis.

Our company has found the best solution to [this issue], which will help [recipient’s company] solve this issue once and for all. We’ve designed our product specifically for companies that have to deal with [nature of issue].

If you have the time for a brief 15-minute call, I’d be able to elaborate on the solutions [your company] can provide.

Looking forward to hearing from you.

Kind Regards,
[Sender's details]

In Conclusion

While the cold email templates you’ve read here are but rough depictions of the pain points you have to touch on — by applying these principles in your cold email, you’ll be able to increase your conversions and grow your lead base considerably.

Good luck!


This article was written by Bridgette Hernandez, a content editor at SupremeDissertations and HotEssayService. She has a Master’s degree in Anthropology and is getting her MBA degree from Golden Gate University.


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