Cold Email Templates

Seventy-five to 125 words for first contact. The email is read on a phone between other tasks, and anything requiring a scroll gets deferred and then forgotten. Follow-ups should be shorter still - 50 to 75 words, one reminder and one clear next step. If your offer genuinely needs more explanation, that's what the reply is for.

Three after the initial email, spaced roughly at day three, day seven and day fourteen. Most positive replies arrive on the second or third touch rather than the first, so stopping after one send wastes the work already done. After the fourth message with no response, stop - persistence past that point damages your sender reputation and your brand.

Short, specific, and lowercase - under 50 characters, phrased like something a colleague would send. Anything that sounds like marketing gets filtered by the reader before it gets filtered by the inbox. Avoid question marks stacked with urgency, all caps, and the word 'free' in a B2B context; a plain reference to their company or a recent event outperforms cleverness.

In most jurisdictions B2B cold email is permitted with conditions, which vary considerably by country. Common requirements include identifying yourself and your company honestly, providing a way to opt out, and honouring opt-outs promptly. GDPR in the EU and CAN-SPAM in the US set different standards, and this isn't legal advice - check the rules for the markets you're sending to before running a campaign.

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