I’ve written over 3,000 cold emails. (Yep, I counted)

For lemlist, past gigs, and the brilliant folks I coach daily.

And guess what?

Even with all the theory in the world, writing the thing is still the hardest part.

The bottom line?

I’ve now got plug-and-play templates that actually get replies.

But here’s the catch: don’t just copy-paste. That’s a fast track to the spam folder.

Instead, dig into the why. What triggers a reply? What sparks curiosity?

I’ve added notes and tips on each one to help you get it right.

Your prospects will thank you later 😉

21 Cold Email Templates you can use for every scenario

More into video?
Check out this condensed version, which breaks down 6 cold email templates.

The personal templates

Email 1: my own template

Hi {{fristName}},

Noticed you [trigger].

You’re likely [current process].

But it’s a pain to [pains].

Normally it’s down to [root causes].

Could I share [resources] that get [dream outcome] for a [similar product]?

Example: 

Hi John, noticed you focus on helping businesses list, sell and scale on the Microsoft marketplace.

You’re likely prospecting {{ICP}} via email and LinkedIn…

But it’s a pain in the ass working out how to improve your campaigns for more than a 2-3% positive reply rate.

Normally, it’s down to weak follow-ups or focusing on more than one problem per email.

Could I share the templates that get 5% positive reply rates for a {{similar product}}?

Why does it land?

✔ There’s a clear reason for the outreach (no fluff, no mystery)
✔ I show I’ve done my homework: here’s what they’re doing today, and why it’s a bit rubbish
✔ Then I dig deeper—what’s really behind the pain? That insight builds trust
✔ I wrap with a dead-easy CTA that leads straight to the fix

Email 2: Jesse Leong’s template

Jesse Leong was the guest of our webinar you can check out the replay here: Steal the Campaigns Top Sales Reps Use to Book Meetings

Hi [First Name],

Just saw [relevant article/post/news], and [specific insight or quote] stood out.

Wondering if your team’s also facing [specific challenge tied to that insight].

Other [industry peers] like [Brand A] and [Brand B] use [Your Product] to [concrete use case tied to their stack or behavior].

This helped them achieve [measurable results].

Curious to learn more?

Example:

Hi Jane,

Just read Jay’s article in Forbes, and their focus on “increasing ROAS and decreasing CAC” in 2025 caught my eye.

Curious if your team is currently struggling to unify customer behavior from any digital touchpoint to build truly personalized campaigns.

Other e-comm brands like Bonobos and Nomasei use Twilio Segment to collect real-time events from your in-store POS, marketing site, app, email/social ads, support, CRM, etc. and AI-generated audiences powered by unified customer profiles

This led to 2x ROAS and 5x CAC reduction.

Curious to learn more?

Why it works?
✔ He kicks off with something familiar—a big-name article or a goal that’s already on their radar (sets the scene fast)
✔ He calls out a likely pain point, so it feels tailor-made
✔ Then comes proof: real results, real numbers. No guesswork. I’ve seen this combo convert like magic

You can check the full multichannel sequence Jesse used to book meetings with AE’s top 5 accounts (6-figure+ deals) right here.

Frameworks

Email 3: the AIDA framework

I’ll show you how to use the AIDA method. It stands for Attention, Interest, Desire, and Action.

Let’s say you had a webinar or an event with a lead.

Hi [first name],

Attention: Thanks again for [event/interaction]. Let me know if you’d like [asset] and I’ll send it over.

Interest: I checked what [company] is doing and it’s clear why [their current strategy] makes sense.

Desire: I recently spoke with a customer in [industry]. When doing [action], what worked best for them was [tactic or insight].

Action: Would be happy to exchange ideas on your strategy. I’m free [day or time] if you’re up for a quick chat.

Example:

Subject: lemlist webinar

Hi {{first name}},

Thanks again for joining the webinar. Let me know if you’d like the recording and I’ll send it over.

I had a look at what Finlytix is doing and it’s clear why cold calling is a smart move for you.

Just last week, I spoke with a customer in fintech. They found that calling prospects right after a LinkedIn connection got the best results when targeting VPs of Finance.

I’d love to exchange ideas on your outreach strategy. I’m free next Tuesday if you’d like to chat.

This one works for two solid reasons.

✔ Even if they’re not ready for a call, they’ll reply just to grab the asset. That opens the door for a warmer follow-up
✔ It links the event directly to them. Broad context → personal relevance. That extra step can boost your reply rate by 30%. That’s big.

Pro tip: This email feels personal and spot-on, but took hardly any time to build.

Even the custom line? Fully AI-powered.
✔ I pulled data from their LinkedIn using the lemlist extension
✔ Then used two AI variables – one to spot their industry, another to sniff out the job titles they’re after

Quick setup. High relevance. Lovely combo.

Email 4: The PAS framework

Hi {{FirstName}},

Everyone’s saying it’s [surface-level issue].

But the real problem? [root cause behind the symptom].

When [key action] doesn’t happen at the right time, [negative consequence].

And [what they’re doing now] just adds [cost/confusion/complexity].

{{YourSolution}} fixes this. [Short, clear 1-line mechanism].

[Result statement] – without [extra effort or typical tradeoff].

Want to see how others are [positive outcome] without [pain point]?

Can I show you what that flow looks like?

Hey {{FirstName}}, 

Everyone’s saying it’s your DMs. But the real problem? Your leads are scattered, and your stack is noisy.  

When messages don’t land at the right time, they get ignored. And stacking more tools only adds confusion and cost.  

lemlist simplifies it. One flow for email, LinkedIn, and calls. Each touch hits when it counts –  so replies go up, not effort.  

Want to see how teams are getting 30% more replies without sending more? Can I show you what that flow looks like?

Why it works?
✔ I start with a real problem they probably deal with
✔ I dig into it a bit more to remind them how annoying it is
✔ Offers a dead-simple fix (something that actually helps)

Email 5: BASHO

Hey {{Prospect Name}},

I just came across your {{article/blog/podcast}} on {{site name}} about {{subject}}, and your thoughts on {{point X}} and {{point Y}} really stood out.

It got me thinking—this is actually something we help solve at {{company name}}, and I’d love to learn more about how you’re approaching it.

Would you be up for a quick call sometime next week?
Thanks,

Example:

Hey Sarah,

I just came across your blog on StartupHustle about your recent cold calling experiments, and your thoughts on the drop in connect rates and prospect resistance really stood out.

It got me thinking—this is actually something we help solve at Dialflow, and I’d love to learn more about how you’re approaching it.

Would you be up for a quick call sometime next week?

Thanks,

Why it works?
✔ I open with a clear nod to Sarah’s blog on StartupHustle (shows I did my homework)
✔ I highlight a challenge she mentioned and link it to how we can help
✔ I end with a simple ask – quick call next week, no pressure, just a way to keep things moving

Observation & Warning

Email 6: The “be careful” email

I recently visited [place] and noticed [observation].

As you may know, [relevant regulation or impact].

Have you already taken steps to address this?

P.S. [short social proof with result or link]

Here is an example:

Subject: store question

Hi Jessica,

I recently visited your Walmart store at Maplewood Plaza and noticed there were no photovoltaic canopies installed in the parking area.

As you may know, since May 1, 2025, the New Jersey law “Climate and Resilience” law requires that parking lots over a certain size (typically more than 80 spaces) be equipped with solar canopies covering at least 50% of their surface.

Have you already partnered with a service provider to ensure compliance and potentially reduce your energy costs?

P.S. Here’s how Trader Joe’s Austin installed 612 solar panels in just 5 weeks: [link]

Why does this email work?
✔ I make it feel like I spotted something real, even if I didn’t
✔ I tie it to a regulation, which adds instant urgency
✔ I end with a soft question and a p.s. that gives real proof and sparks curiosity

Email 7: The realization one

Hey {{firstName}},

Bit random, but I noticed {{trigger or observation related to their problem}}.

Looks like {{short description of the problem and why it matters}}. If you’re experiencing {{symptom or metric}}, that could be why.

To fix it, you could {{general solution or action step}}. It helps {{benefit or result}}.

If you want to double-check, here’s a {{tool, resource, or test}}: {{link}}

I also have a {{bonus resource like an ebook, checklist, or guide}}. Happy to send it over if you’re interested.

Let me know,

Example:

Hey {{firstName}},

Bit random – your email landed in my spam.

Looks like your domain’s reputation might be burnt. If your open rate is below 50%, that’s likely why.

To fix it, throw your emails into a warmup tool for a couple of weeks. It’ll help rebuild trust and land you back in the inbox.

If you don’t trust me you can use this email deliverabilty test here.

I’ve also got an ebook on deliverability best practices – happy to share if you’re interested.

Why it works?
✔ I start with a strong hook that points to a problem they probably don’t know about
✔ I explain what’s causing it and give a benchmark so they can see it clearly
✔ I offer a simple fix and end with a soft ask that’s easy to say yes to

Opportunity & Peer Benchmarking

Email 8: The “missing opportunity” email

Just checked your [page/website] and noticed [visible observation].

[business] might have an untapped goldmine.

When [similar customer] did the same with [your solution], they [benefit 1].

They also [benefit 2].

Want me to share how you could do the same before [event coming]?

Example: 

Subject: luggage storage

Hi Daniel,

Just checked your Palmview Inn booking page and it seems the luggage storage is free. Your hotel might have an untapped goldmine.

Once Seaside Lodge in San Diego partnered with Luggage+ and started charging for luggage storage, they earned an additional 3000€/month. Plus, they stopped stressing about missing bags; we took care of it for them.

Not to mention that the visibility in the Luggage+ app boosted their bookings by 13%. Tourists who were looking for a place to store their luggage in San Diego discovered a new place where to stay.

Can I share more information on how you can start doing the same before the peak season?

Why does this email work?

✔ It spots a clear missed opportunity they’ve actually mentioned
✔ The tone stays friendly, not pushy
✔ The urgency feels natural, tied to peak season rather than sales pressure
✔ It name-drops a similar customer, not some random brand they can’t relate to

Email 9: your customer’s competitors

Hey [Name], saw you’re connected with [Client]. 

We helped them [specific transformation] from [before state] to [after state].
Currently getting [key metric]. 

Would love to share [specific resource] we used to get these results.

Example: 

Hey {{Name}},

Saw you’re connected with Gorgias. We helped them go from scattered outreach and low reply rates to booking around 55 meetings a month.

They’re now adding an extra $300k to their pipeline using AI variables in lemlist, with a solid 6% positive reply rate on cold leads.

Happy to share the exact playbook they used to get there – want me to send it over?

Why it works?
✔ I open with a personal connection, so it feels familiar and relevant
✔ I show real impact with a clear before-and-after story, backed by numbers
✔ I offer something useful straight away, making it easy for them to say yes


Gift & Resource Offering

Email 10: the free list or ideas

Subject: list?/ ideas?

Hi [first name],

I came across [your current need] and thought I could help.

I have [specific asset: a shortlist / contact list / ideas] ready to share.

Want me to send it over?

Example: 

Hi Mark,

I have direct contact info for 100 qualified decision-makers in {{Industry}} ready to go.

Can I share the list with you?

P.S. Our platform reference the best {{jobTitle}}, with valid email and phone number thanks to a waterfall enrichment

Why this email works?
✔ I lead with value before asking for anything
✔ I tap into what they actually care about – SDRs want leads, HR wants candidates, product marketers want feedback
✔ Once they see what I can deliver, booking a meeting feels like the next logical step

Email 11: the gift resource

Hi [first name], [insert name of content] [how it helps].
Can I send it over to you?
[first name]
PS – Thought this was relevant because ________

Example: 

Hey Jason – we’ve compiled a cheat sheet on how folks like [social proof] are getting their AE’s self-sourcing more than 30% of their own pipeline.

Can I send it over to you?

Ethan

PS – Thought this was relevant because I saw you recently decreased your SDR headcount and are hiring 3 more AEs right now.

Why it works?
✔ I offer something useful straight away, like a cheat sheet
✔ I personalise it based on what’s actually happening at their company
✔ I drop a relevant reason in the p.s. to make the timing and offer feel spot on

Channel-Based Warm Outreach

Email 12: Pitch from linkedin

Hi {{first name}},

Reaching out from {{channel/context}} – I had a few questions about [company name].To keep it short, we help {{type of business}} achieve {{key result}} per year using a {{solution or system}} we’ve developed.

In practice, we implement the same methods that helped us {{credible proof or milestone}}Would love to connect – open to a quick chat?

[signature]
P.S. A few results we’ve seen with clients: [client or case study 1] ([result]), [client 2] ([result]), [client 3] ([result]) 🙂

Example: 

Hi Taylor,

Reaching out from LinkedIn – I had a few questions about BrightPath Media.

To keep it short, we help agencies grow their revenue by 30%+ per year using a client acquisition system we developed.

In practice, we implement the same methods that helped us reach €2M in annual revenue in 3 years.

Would love to chat – can we connect?

Why does this email work?
✔ It uses a weak reason that sounds strong – like “saw you on another channel”
✔ Since it’s warm, you can jump straight into a results-focused pitch

How to make it flow in practice?
Start with a connection request step, then move them into a multichannel flow where you drop in an email like this one

Email 13: engaged with your post

Hey [Name], 

Noticed you [commented/liked] my post about [specific topic]. 

Saw you’re [something specific about their business] – would love to connect and share more insights about [relevant topic] in our space.

I think you’d find a lot of value in some results we’re getting right now.

Example: 

Hey {{Name}}, noticed you commented on my post about cold calling openings.

Saw you’re already using lemlist but not running calls yet – would love to connect and share more insights about warm calling strategies in our space.

I think you’d find a lot of value in some results we’re getting right now.

Why it works?
✔ It references self-authored content, which is top-tier personalisation
✔ It links what the prospect’s doing to a real, specific fact
✔ It invites them to connect in a way that feels friendly and helpful

Creative Hooks & Analogies

Email 14: the tricky email

Subject: [Optional hook related to their role or company]

Hi [First Name],It’s always fun to prospect the [Job Title] of a company that [does something relevant or ironic] 😉

In any case, I imagine that you are keen to [main challenge or goal they care about].

The problem is that [existing tools or methods] don’t really allow you to [solve that challenge effectively].

With [product], our customers are able to [main benefit / unique solution].

Is this also something you’d like to explore?
Looking forward to chatting,

Example:

Subject: question Charles

Hello Charles,

It’s always fun to prospect the COO of a company that sells a prospecting tool 😉

In any case, I imagine that you are keen to identify customers who are at risk of churn in order to act proactively and try to retain them.

The problem is that neither Intercom nor Pipedrive allow you to identify at-risk customers.

With Skalin, our customers are able to detect possible alerts.

Is this also a topic you would like to address?

Looking forward to chatting,

Why it works?

✔ I lead with a fun, personal hook that makes them pause mid-scroll
✔ I tap into what they want or what they’re struggling with.
✔ I show what’s missing in their tools without sounding harsh.
✔ I position my product as the easy fix
✔ I wrap with a light question that feels more like a chat than a pitch

Email 15: you do X, we do Y

Hey [First Name],

In the same way that you [do something valuable in your role], we [do parallel valuable thing for our audience], so they can [achieve a key result].

Saw you [recent trigger action] – curious to know the reason?
Best,

Example: 

Hey [First Name],

In the same way that you match job openings with trusted recruiters, we match sales teams with the best outreach campaigns so they can book more SQLs.

Saw you signed up to lemlist – curious to know the reason?

Best,

Why it works?

✔ I use a clear analogy so the value clicks instantly
✔ I personalise it based on their industry or role
✔ I reference a strong trigger, like signing up to lemlist, to keep it relevant
✔ I ask a simple question that sparks curiosity without piling on pressure


Low-Friction Asks & Invitations

Email 16: short and straight to the point

If the person connected with you on linkedIn

Hi {{firstName}}, thanks for connecting.

I’m reaching out from [Your Company], a [what your company does].

We help [type of companies] achieve [specific result] through [brief method].

Though you might have a solution in place, would you like to compare?

Example:

Hi {{firstName}}, thanks for connecting.

I’m reaching out from SalesCaptain, a B2B outbound sales agency.

We help companies book 15+ sales calls every month, via cold email and intent signal analysis.

Though you might have a solution in place, would you like to compare?

Why it works?
✔ He opens with a polite nod to shared connections to break the ice
✔ He explains who he is and what he does in one clean line
✔ He drops real numbers to show value straight away
✔ In the CTA, he acknowledges they’ve already got a solution and offers a no-risk comparison

Email 17: make them join a community

Hey, saw your [activity trigger] on [platform]. Love the fact you’re [positive comment about action].

We’re building a [community/tool/project] for [audience type] (we’ve got [social proof or traction]) where we focus on [topic or value].

What you’re doing is great – but doing it [alternative way or enhancement] gives a different kind of result. Thought you might find it relevant.

Let me know if you want to join and I’ll send over [resource or link].

Example: 

Hey, saw your milestone on Indie Hackers. Love the fact you’re sharing your progress.

We’re building a Slack group for founders (so far we have over 10,600 members and most of them are bootstrapped) where we talk about growth and user acquisition – something I personally found to be the hardest part of being an indie hacker.

Sharing your progress is cool, but sharing your progress in real-time and getting real-time feedback feels different. That’s why I thought you might find this relevant. Anyway, let me know if you wanna join and I’ll shoot you an invite link.

Why it works?
✔ I use a personalised trigger, like an Indie Hackers milestone, to show I’m paying attention
✔ I build credibility with social proof and a pain they’ll recognise
✔ I offer something valuable with a simple invite that’s easy to say yes to

The follow-ups

Email 18: the tricky email

The trick is this: don’t include a link in your first email – it helps your deliverability anyway.

Then, send a second email, maximum 24 hours after the 1st one. I think it’s better if you can do it 2-3 hours after, and in the same thread:

{{firstName}}, just forgot to drop the link,

here it is: [link]

Sent from my iPhone

Why would you do this?

It makes it feel like you’re on your phone and forgot to send the link.

You come across as a real person, not a robot sending automated messages.

It’s smart, a bit sneaky, but it works.

Email 19: The gentle nudge

Hey {{firstName}},

Saw you’re using {{tool}} – figured this might be worth a quick chat.

Any thoughts on my last message?

Example: 

Hey George,

Saw you’re using HubSpot CRM – figured this might be worth a quick chat.

Any thoughts on my last message?

Why it works?

✔ I show I’ve done my homework by referencing something relevant, like team growth
✔ I keep the tone casual and human, so it’s easy to reply
✔ I respect their time by keeping it short and focused, while still opening the door to chat

Email 20: the case study

Hi {{FirstName}},

Wanted to share a story that reminded me of where you’re at with {{CompanyName}}.

{{ClientName}} was dealing with {{pain/situation}} – then switched to {{solution or method}} and saw {{clear result}}.

Here’s the full breakdown: {{caseStudyLink}}

Let me know if you want to unpack how they did it.{{YourName}}

Hey Jake,

Wanted to share a story that reminded me of where you’re at with CactusCRM.

PlutoHR was scaling fast but hitting a wall – lots of outbound, not a lot of meetings.
After switching to multichannel with lemlist, replies tripled in 4 weeks.

Here’s the full breakdown: [plutohr-casestudy.link]

Let me know if you want to unpack how they did it.

Talk soon,

Why it works?
✔ I open with a story that feels relevant to Jake’s situation, so it grabs attention fast
✔ I back it up with clear results (tripled replies in 4 weeks) which builds trust
✔ I keep the ask light and open, so it feels more like a chat than a sales pitch

Email 21: share educational resources

Hi {{FirstName}},

Since you’re working on {{activity/role}}, figured these might help.• {{Title 1}}

{{One-line value of content 1}}: {{link1}}• {{Title 2}}

{{One-line value of content 2}}: {{link2}}Both take ~{{reading time}} to read.

Could help you avoid {{common issue}}.Let me know what you think,

{{YourName}}

Hey Jake,

Since you’re sending cold email for CactusCRM, figured these might help.

Spam triggers that kill your outreach
Why most campaigns miss inboxes—and how to fix that: [link1]

Inbox warm-up that actually works
Simple steps to get out of the cold sender zone: [link2]

Both take ~4 min to read. Could fix a lot of deliverability headaches.

Let me know what you think,

This one works because it’s a resource drop.

You don’t know what will catch their interest, so you create a condensed format with a few different options.

Be careful though, don’t send too many links too soon or you’re doomed to go to spam.

My go-to email structure for a high-converting cold email

Create a concise, boring, 2-word subject line in lowercase

The subject line is the first thing your prospect notices in their inbox. It decides if they’ll open your email or ignore it.

When writing subject lines, I’m always wondering how I make them stand out.

To do so, I respect 3 rules:

  1. I keep it short: Craft your subject line to feel like it’s from a colleague – skip the salesy language, make it boring.

For instance, I would never say something like “How {{competitorName}} achieved a 20% MRR increase”.

It feels like marketing, and it screams sales pitch. I would keep it easy with something like: “partnership request”.

  1. I try to make it pain-oriented: Highlight a pain point or negative issue that annoys them.

If I say something like “Insights about your Google presence”, it’s neutral. You’re not compelled to open it.

But if I say: “Negative reviews on Google for {{company}}”, now I want to know what it’s talking about.

  1. I got some great results with questions, so feel free to test them.

By default, they trigger curiosity, but if you use them, make sure you’re actually asking a question in your email.

For instance: “Charging stations {{supermarket}}?” worked well. But please, don’t use fake questions like “question for {{firstName}}?”.

When I see this, it’s always coming from inexperienced reps.

Check out this video that recaps good practices for email subject lines:


Get prospects hooked with the intro line

The intro line, or icebreaker, is your first 1 to 3 sentences. It’s what grabs your prospect’s attention and gets them to keep reading. I won’t lie, this is, in my opinion, the most important part of your email.

Because if they decide to open your email and you don’t justify why you’re reaching out or give them a solid reason to care now, they’ll hit delete.

The secret? Share an observation that makes them feel it was written just for them.

Make it about them. Mention something they’ve said or done recently that connects to your business.

Let’s say you saw a post on LinkedIn where they talked about a challenge you can help with.

That’s your shot: “Noticed in your latest post that your team exceeded demo requests by 240%, but you’re facing bandwidth challenges for conversions.”

If they don’t post, I try to find at least some common ground. It could be a shared connection, interest, or experience tied to your business.

For example:

“I saw we both know {{Shared Connection’s Name}} from {{Company}}. They mentioned your expertise in {{Industry}}, so I thought I’d reach out about {{expertise}}!”

When you can’t find any trigger about them, go one step broader. What I mean is, check for any mention of big moves their company’s making.

A genuine compliment can work too:

Saw you recently released new AI features at {{company}}. Good job on the {{feature}}, it really helps me with {{useCase}}.

Pro tip: When it comes to identifying buying intent at scale, my go-to resource is the lemlist’s B2B database filters to pinpoint when your prospects are most likely ready to buy.

State the problem, focus on current processes, and identify root causes

There are different ways to bring up the problem in the emails.

Introduce the problem with the trigger. What I mean by that is connecting the observation to the apparent problem and explaining why it’s an issue.

For example, let’s say the observation is: “I saw your pricing page uses 3 different currencies.” 

Based on that, I deduce the problem:

Since your HQ is in {{location}}, your costs are likely in €. Fluctuations in currency exchange rates could be eating into your profit margins without you realizing it.

When I don’t have a direct observation, I introduce the problem with the current process.

Let’s say the current process is: “I imagine that you are keen to identify customers who are at risk of churn in order to act proactively and try to retain them.

I’d introduce the problem like this: “The problem is that neither {{CS_tool}} nor {{CRM_tool}} provides a way to spot them in time.

Mention non-BS social proof or don’t do it

I see so many people adding social proof to their emails the wrong way.

Let me be crystal clear. Even if you’re proud to be working with a Fortune 500 company, a 50-person team doesn’t care.

Worse, it could push them away because it feels too far from their daily problems.

To make it smooth, I usually add my social proof in the CTA.

Keep reading, that’s the next section.

Use a value-based CTA

The closing line tells your prospects what the next step is to get the value I’m bragging about delivering.

Without a closing line, your prospects won’t know what action to take after reading your email, so you might lose your chance to get a reply.

My favorite CTAs by far are value-based. That means you offer to share a resource.

It’s lower friction because your prospect just has to say “yes” or “no,” and it’s a great way to start a conversation.

Here’s one:
Can I share the outbound campaigns Zendesk used to scale their sales team from $2M to $5M ARR in a year?

You’ll notice I mentioned a current customer, Zendesk. That’s my social proof.

I’m not saying, “I’m working with Zendesk, so you should work with me.”

I’m saying, “I helped Zendesk and now I’m ready to share what worked for them so you can do the same.”

Much smoother, much better.

The ONLY Cold Email Best Practices you need

Keep 50–100 words long.

My emails are short. Why? Because I’m not here to sell a product. I’m here to sell the next step—a meeting with me that could genuinely help them.

I like this analogy. An Account Executive or a KAM is like a doctor. They diagnose and uncover problems the lead might not even know they have. Then, and only then, they prescribe a solution: their product. They need time to get the diagnosis right.

An SDR, on the other hand, is more like a dredger. Their job is to spark curiosity. Just enough to make the prospect wonder if they might have a problem that’s worth solving.

Because if the prospect already knew they had the problem you solve, they’d be looking for a solution.

If you’re too long, you won’t catch anyone’s interest.

Keep it short. Keep it clean. Like your best seduction moves.
And most of all, make it about them:

Use simple language that a 3rd to 5th grader can easily understand.

I see thousands of emails where unclear, misplaced words make everything boring and hard to understand.

If someone came up to you in the street and said something in a super posh and weird way, you’d just think, “what a weirdo.”
So don’t do that in your emails.

Careful though. Keeping it simple doesn’t mean removing all the technical terms.
If you know your prospect speaks the same language because it’s their job, go for it. But don’t overcomplicate the rest.


Follow-Up

There’s a rule in outreach calls: the 30/30/50.
It stands for:

  • 30% of success comes from your subject line
  • 30% from email deliverability
  • 50% from follow-ups

The reply is in the follow-ups.
When we analyzed lemlister campaigns, we saw that the people getting the most replies were the ones sending 4 to 12 touches.

My favorite is 3 emails. I keep the other touches for multichannel – LinkedIn and phone.
That’s enough to make sure my prospects see my message, but not too much to overwhelm them.

PS: the rule for follow-ups, as you may have seen in the templates above, is always the same. Add value.

Either by pointing to another problem or by offering another format.


A/B test your emails and make a decision.

This is by far one of the most neglected and simple things you can do to improve your emails. A/B test them.

In lemlist, you can A/B test both your messages and your sequences.

To run a good A/B test, don’t change everything. Just change one sentence you’re unsure about.
I usually test the CTA.
Sometimes it’s wild how one small change can make a huge difference in your reply rate.


Use AI for Research

You know how to write, great. But what I’ve found with most of the people I help is they don’t know what to write.
To help them, I developed a quick methodology and an AI agent you can use. Let me walk you through it.


Step 1: List all the problems your business can solve
Remember, a problem is only a problem if it’s tied to a metric.
That’s why finding the KPI (Key Performance Indicators) affected by each challenge is the key.


Step 2: Identify triggers for each problem
It’s something you can notice from the outside that proves your leads are facing this problem.
The thing is, you won’t be able to get all the triggers.
That’s why, in the next steps, we’re only keeping the ones we can actually find and that are relevant to our leads.


Step 3: List the triggers you’re able to track
Now that you’ve identified leads’ problems and how to recognize them, the next step is asking yourself:

Which triggers can I actually track?
This step helps narrow down the list of lead problems to focus on.

Here are the 3 methods I use:

  • I spot signals and intent in databases like lemlist and Sales Navigator
    (e.g., company is hiring, headcount growth, etc.)
  • I get leads’ details from their LinkedIn profiles. With LinkedIn enrichment, you can retrieve key data points about your leads, like job titles, past experience, education, or even languages they speak.

    Don’t just copy-paste data into your emails. Instead, interpret it to add meaning.

    Don’t say: “Saw you’re a Key Account Manager at lemlist.”
    Do say: “Saw you’re the one responsible for helping lemlist customers stay long-term.”
  • I get relevant data from web pages. No worries, no need for advanced or manual scraping skills. I use the AI variables with Perplexity directly in lemlist.

Here are examples of triggers I’m able to retrieve this way:

  • most recent feature released
  • main competitors
  • number of company locations

I draft my messages with all the knowledge I’ve retrieved, in a clap of a finger.


For more AI use cases in outreach, feel free to check out this guide on the 5 steps to write messages with AI your leads can’t ignore


4 overlooked tips that helped me differentiate from 99% of cold email strategies

  • I’ve got a perfect deliverability setup

I have 5 different domains, 2 sending emails per domain, all fully warmed up, and I don’t send more than 30 emails a day on each sending email.

Deliverability is a whole other topic, but no matter how good your emails are or how clean your list is, if they land in spam, it’s worthless.

You can check out this video right here, where my lovely colleague explains everything you should know about deliverability:

Video deliverability: I Stopped Landing in Spam After Learning This
  • I always add an opt-out link

In Europe, it’s mandatory if you want to stay GDPR compliant.  Fines can be as high as €20 million or 4% of global annual turnover, whichever is greater, so better not to take the risk.

And to be honest, it doesn’t hurt to do it right, wherever you are. My favorite opt-out lines are:

  • “If you don’t want my outreach golden nuggets anymore, click here.”
  • “Feel free to tell me no if you don’t want me to bother you again.”

It keeps things human, compliant, and respectful without killing the vibe.

  • I rarely send emails only campaign 

Why? Because when I go multichannel, my positive reply rate is 3 times higher.

You don’t know your prospect. Some may never check their email. Others are more reactive on LinkedIn, while some prefer picking up the phone.

When I go multichannel, not only do I make sure my prospect sees my message and what I can bring them, but it also helps me avoid reaching out completely cold.

My favorite move at the moment: I send an email, then when my prospect opens it, I give them a call.

That way, when I call, they’re like, “Hey Tal, yeah I know who you are.”

Then I can focus on the objections, rather than pitching from scratch the cold way.

You can do this with advanced conditions on lemlist, check them out here: https://www.lemlist.com/multi-channel-advanced-conditions
  • I only use one tool to keep everything sync and in the same place

I used to be a BDR. Back then, we were using a bunch of different tools: Sales Navigator to find leads, an email finder, an email verifier, a sequencer, an email warmup tool, and of course, a CRM.

Doing multichannel wasn’t possible because it took too much time and manual setup.

Now, with lemlist, I do it all at once.
I make my lead list with the B2B database, push them to a campaign, enrich them with the best providers in a waterfall, warm up my email with lemwarm, and get my sending emails automatically rotated.

That’s a luxury, and a real saving, since I only pay for one subscription instead of five.

And don’t just take my word for it when I say it finds most of my emails. Test it yourself with our free email finder 🙂

My final thoughts

I’ve given you some of my best templates for writing emails, which I hope will help you get replies.

Don’t just copy and paste them. Understand what makes them work by reading my comments, then apply those ideas to your own business.

Test them, tweak them, and trust the process. You’ll end up finding what works for you.

Ultimately, it’s all about time and dedication. But once the wheel starts rolling and meetings land in your calendar while you sleep, you’ll know it was worth it.

Feel free to put all that knowledge to work using the best outbound tool on the market (not paid to say this aha). Link’s here.

Happy outreach,

Tal 😉