B2B sales is a complicated game. If you want to hit your sales goals, you need to consistently replenish your warm leads. Sending out cold emails is a great way to do that.

But not all cold emails are equal. You need to craft compelling messages that entice your prospects to respond to you to get returns on an email marketing strategy.

So what better resource to tap into than professionals that do it best? Keep reading to find examples of prospecting emails the pros use to generate leads.

The value of email marketing

Email marketing campaigns have an excellent ROI. Research shows that, on average, a company will get back $38 for every $1 it spends on email marketing. Additionally, 72% of customers prefer emails as their main method of business communication.

Statistics like these suggest that email marketing should be a key part of your lead development strategy – and writing compelling cold emails is essential to nailing this marketing channel.

An effective email marketing strategy can have a great ROI.

Prospecting email examples from the pros

Coming up with a good idea for a new cold email can be tough, so here are some ideas to get you inspired.

Approach lower-level employees for fact-finding

B2B sales are competitive. Your prospects are likely bombarded with emails from salespeople like yourself. One way to stand out from the rest is to do a little fact-finding before you reach out. You can do that by sending an informal survey to lower-level employees.

This can be especially helpful if you sell business software. For example, you could reach out to salespeople within a company and see how they feel about their current CRM solution. Pool their responses to identify trends and present those trends to a higher-level employee in the organization. Very few (if any) salespeople are armed with similar data. So your cold email will stand out to the prospect right away.

Talk to your prospect’s customers and vendors

A prospect’s customers and vendors are two additional sources of information that you can leverage to write a better email. You either research what customers are saying about a company or get in touch with vendors to see how they feel about it.

Then, you use that information to craft a personalized email that stands out to your prospect. It can be effective to highlight a potential pain point and make a case for how you can resolve it.

Reply to content that a prospect has published

Another good strategy is to look through your prospect’s blog, find an insightful post, and reference it in your opening email.

There are multiple angles you can take here. The right one for you will depend on the type of content you’re referencing.

If you’re familiar with the topic of a blog post, you could respond to it with additional information the prospect may find valuable.

Bryan Harris, the founder of VideoFruit, used this strategy to great success. He managed to get HubSpot to partner with his company to create a video series for their blog with a cold email.

According to HubSpot, one of the biggest reasons Harris’ email was successful was that the blog operators already knew his name. That’s because he had been commenting, replying, and sending emails about various HubSpot blog posts for the past two years.

Share your relevant content

It can also be effective to send a prospect content you’ve already created, which you think they might find valuable like:

  • A blog post
  • A podcast episode
  • A case study
  • A webinar link
  • Market research
  • Or anything else that you think might help them do their job more effectively

This email is great because it immediately establishes you as a source of value in your prospect’s mind. When you build that kind of relationship with a potential buyer, it can significantly increase your chances of eventually selling them something.

Jake Jorgovan, a creative strategist, used content to generate over $12,000 through cold emails alone. 

His strategy was to create a case study that highlighted a success for a recent client. He then sent that case study to prospects with similar profiles and talked about what he achieved.

Jorgovan generated this much business through cold emails alone because he shared relevant content with his target audience.

Ask for advice

People love to give advice. Some research suggests that giving advice increases an individual’s feelings of power. But regardless of the psychological underpinnings of the drive to offer advice, you can leverage the behavior to your advantage with the correct email.

That’s why another good idea could be to reach out to a prospect with an appeal for advice. Ask them about something they’re an expert on that’s also relevant to what you do.

Like many other email examples on this list, this one is designed to help you connect with your target. And once you establish rapport, it becomes much easier to add them to your sales pipeline.

Shane Snow, author of a best-selling marketing book, used this strategy to great success. He reached out to C-level executives and asked which type of cold email they preferred to receive. He managed to cut through the noise by asking for advice and earned an impressive 45.5% open rate (the average is just over 20%).

Offer to facilitate an introduction

You could also reach out to a B2B sales prospect and offer an introduction on their behalf.

For instance, you might notice a prospect’s post on LinkedIn saying they’re looking for salespeople with a particular area of expertise. If you know people who fit that description, reaching out and offering to connect the prospect could be all you need to get them into your sales funnel.

Refer to a standard connection

Using this strategy is an excellent way to ensure a prospect doesn’t automatically filter your email with the others they ignore on an average day.

The idea is pretty straightforward: Send them an email that references someone you both know and then suggest a topic for continued conversation.

Keep in mind; you don’t have to make your pitch to the prospect immediately. It can often be easier to hit your sales goals when you focus on building a relationship first.

Offer to send over something valuable

Sales are more of a two-way street than most people recognize. Of course, you want something from your prospect, but you also want them to want something from you. When that occurs, sales follow naturally.

Offer to send the prospect something that you think they’ll find valuable. This could be multiple things, including a free trial of your service.

Lead Genius recently helped a client increase their response rate from 0% to 28% with a cold email that used this strategy.

The company’s email template offered to set up a phone call with the prospects to discuss how they increased sign-ups for a similar prospect by 48%. 

The lesson is that people are much more interested in what you have to say when you offer them something valuable alongside your message.

Send the results of an analysis you ran

If you can do it, run an analysis of the industry your prospect is in and send them the results. You might compare the prospect’s company to its competitors and offer to send the results to the person.

This email is another excellent way to establish yourself as someone who provides value. And that can often be the first step in closing a deal.

Take it from the professionals: Prospecting email examples can provide valuable insight into your next email marketing campaign.

Get the data that you need to write better emails from LeadLander

If you want to write more effective emails, you need consistent access to high-quality data. Your website is one of the best sources for this. That’s why you should consider trying LeadLander.


Our website visitor tracking software tells you everything you need to know about who’s visiting your website, the type of content they’re interacting with, and how they’re getting to you. Using this data can help you create effective cold emails.

You can try a free 14-day trial of LeadLander today.

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