The average response rate to cold emails is just 1%. Yup, that’s it. However, not all cold emails are created equal. Email marketing tracking statistics show that companies that use advanced personalization and other targeted cold-emailing techniques can have a reply rate of up to 17%. So how do you ensure your B2B company has a reply rate that’s closer to 17% – rather than 1%? Use the right template. That’s why we’ve outlined seven of the very best B2B cold email templates and strategies of 2021. Keep reading (and copying and pasting, if necessary) to learn more about leading cold emails for sales consultants .

General Tips For Writing Better Cold Emails

Before diving into the best cold email templates for sales consultants, let’s review some basic strategies you should use in all of your cold emails, regardless of the template you choose. Here’s a quick list that summarizes the best practices in the space:

  • Focus on writing catchy subject lines
  • Keep your emails as concise as possible
  • Use content personalization strategies whenever you can
  • Break up your paragraphs with breaks often
  • Keep your call to action simple and the point
  • Always follow up

7 Best B2B Cold Email Templates of 2021

1. The Compliment/Benefit/Time/Help Approach

Below is a classic approach to the cold email that has stood the test of time. It’s a pretty basic formula. You begin with a quick compliment to get the reader on your good side. Then sum up the benefit that your product offers in a few sentences. This needs to be direct and to the point to avoid losing the prospect’s attention and negatively impacting your B2B sales.

Next, this approach sets an expectation for the amount of time it would take for the reader to enjoy the benefits offered. This setup ends with an offer to help the reader unlock new benefits for their company.

2. The AIDA Formula

AIDA stands for Attention, Interest, Desire, and Action. It’s an acronym that you should keep in mind if you want to start seeing better results with your email marketing tracking.

Cold emails that follow the AIDA template begin by grasping the reader’s attention. There are many ways to do this, and the right approach will vary based on your company’s brand image. For example, you could grab a reader’s attention with a funny line or two. Or you could pique their interest with a compelling value statement right up front.

Next, you’re going to get the reader’s interest. Quickly sum up why they should care about what you have to say in the email. Then you’ll express which of the reader’s business-related desires you can satisfy and close with a call to action.

In the realm of cold emails for sales consultants, the AIDA formula is a great tool to have in your arsenal.

3. The Two Things You Should Fix

The following is a clever approach to the cold email that will help you stand out from the competition. It could be just what you need to improve your B2B sales results.

This template begins with a few quick sentences to make an introduction and get to the point. You can also throw in a line of humor early on to develop something that’s in good taste.

Once you’ve described who you are and what you do, you’re going to say something along the lines of:

“I love what [Company X] is doing, but we’ve noticed two things that you need to fix.”

Then the email should close by asking the reader to set up a time to review those two things, which of course, you’ll fix with your company’s product or service.

4. The Bribe

The “bribe” isn’t really a bribe in the negative sense of the word. But this cold emailing strategy does involve giving your reader something in the hopes that they’ll return the favor by considering your B2B sales offer.

There are several ways to do this. If you identify a valuable prospect, you might give them premium content that you usually put behind a paywall for free. Doing so could be just what’s necessary to grab their attention and get them to seriously consider doing business with your company.

The “bribe” that you use can also be unrelated to your company. For example, you might send over a link for a $5 Starbucks gift card. You could send it over with a message like:

“I know we’re not in the same city, but I’d still love to have a coffee with you.”

Then you could write a few sentences about what you would discuss with the prospect if you were to have coffee together. This is a pretty uncommon approach, so it will help you stand out from the barrage of emails that most high-value prospects receive on an average day.

5. The GIF Strategy

Some companies using email marketing tracking find that their humorous B2B emails perform better than their straight-faced ones. If that’s the case, or if you think that taking a unique approach might be good for your email marketing strategy, try this template.

First, start with a quick introduction, saying something to the effect of:

“Hi [X],

Did you get a chance to check out [X Company’s] free trial last week? I know what you must be thinking….”

Here, insert an amusing GIF that captures your sentiment and pokes fun at the somewhat awkward nature of cold email introductions – perhaps something like this:

(Team Coco via Giphy)

Of course, taking the humorous route won’t be a good idea for every business. You need to carefully toe the line here. But when done right, the GIF Strategy can help you new clients and boost your B2B sales.

6. The Competitor Satisfaction Method

The idea behind this cold emailing template is to show your reader what makes you a better solution than one of your competitors. This can be a good option for targeting email lists that you know currently work with the competition.

It’s best to be upfront about your intentions. Begin with a quick reference to the fact that you know this prospect uses the competition’s product. Then give a quick summary of what makes your product a better fit for them. Then end with a call to action by setting up a meeting to discuss the improvements you can offer in more detail.

One thing to keep in mind if you decide to try this is tactic: keep it classy. you shouldn’t bad-mouth the competition. Rather, you should go for a neutral tone that highlights your strength while pointing out some weaknesses that may make the competition a worse fit for your prospect.

7. The Short and To the Point

The short-and-to-the-point email is exactly what it sounds like. It’s a cold emailing template that focuses on offering a brief overview of your company, why the reader should care about it, and how to learn more.

You only need three one-line paragraphs for this template. Begin with an introduction in the first line. Then tell the reader what you do in the second. Finally, close with a line that says how you think you can help the reader and what they can do to learn more.

The only downside to this approach is that it can be tough to show any personality in so short an email. For that reason, this template may be best reserved for direct outreach to decision-makers with little bandwidth that you’re confident care only about the cold hard facts.

In some cases, taking a short-and-sweet cold call approach is the way to go.

Get The Most Out Of Your Content Marketing Strategy

Play around with multiple templates and tactics when it comes to cold emails for sales consultants to figure out which performs best according to email marketing standards. But improving the content of your cold emails isn’t the only way to boost your content marketing results.

LeadLander is another tool that you can benefit from using as you work towards your overall B2B sales goals. Our platform arms B2B companies with website visitor information, from initial discovery to how they’re engaging with your site. The data you get from our easy-to-use reporting platform can do wonders for your sales and marketing processes.

But don’t take our word for it. Give LeadLander a chance to experience the difference our tool makes for you. We’re currently offering a free 14-day trial, so you can see what LeadLander can do for you without risking a thing.
Visit our website when you’re ready to sign up. It’s 100% free, and you won’t even have to give us your credit card information to get started.


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