8 B2B Cold Email

Templates to Boost

Your Selling Powers

CONTENTS

01

 AIDA: Attention, Interest,
Desire, Action

02
BAB: Before, After Bridge

03

PAS: Problem, Agitate,
Solution

04
SAS: Star, Arch, Success

05
Ask a relevent question

06
You visited our website

07
The recent news email

08 "It's up to you!"
01
AIDA: Attention,

Interest, Desire, Action

AIDA: Attention, Interest, Desire,
Action
AIDA is not a new concept — in fact, it dates back to the 1900s!
Here's an example of what an AIDA email looks like from Vimeo,
a video platform:

This format is powerful because it distills the sales process down

to just a few steps.
AIDA: Template
Hi [First Name],

If you're like most [lead's role], you know how hard it can be to
[deal with the problem your company solves], especially when
[recent changes or happenings in the industry.]

Our [product/service] eliminates the stress and improves this

by [one-sentence pitch]. Here's what [customer] has said about
us:

[customer testimonial about the problem]

Would you like to also have [the benefit of your product]? If yes,
please let me know when you are availble for a call next week.

Have an awesome week!

<name>
02
BAB: Before, After,

Bridge
BAB: Before, After, Bridge
What motivates you? Money, success, maybe even a fear of
failure?

The BAB format focuses on harnessing the power of motivation

to create a compelling sales email format that is specifically
designed to trigger a response.

Before: Describe a current problem your contact is or might

be facing

After: Paint a picture of what life will look like after solving
this problem

Bridge: Show how your solution helps them get from before
to after.

Here's an example of what a BAB cold email looks like:

Susan, Your site isn’t optimized!

Hey Susan,

I notice that your blog/site isn’t optimized for mobile! Due to this, you must
be losing quite a few potential customers. Before
What if I told you there was a plugin which optimizes your blogs/site for handheld
devices? A plugin that can easily optimize blogs/sites to enhance the reading
experience of your readers on phones and tablets.
After

Our product, OptiHobbes can help you with that. Brdige

We would love to talk over the phone for few minutes and get this fixed for you.

Best,

Calvin
BAB: Template
Hi [First Name],

What would you [or leads company] do if [the main benefit of

your product/service]?

Does that seem unrealistic right now? It doesn't have to be.

For example, [customer X saw the benefits and great results]

I'm confident that [your company] can get [lead's company]

similar results.

Here's why: [your company's differentiator].

Would you have some free time next week for a personalized
demo?

<Name>
03
PAS: Problem, Agitate,

Solution
PAS: Problem, Agitate, Solution
Every lead has a problem that you are looking to solve.

This format works by highlighting the problem and the

frustration it brings, agitating by explaining the consequences
of that problem, and then provides the solution — likely your
product or service.

Here's an example from Salesfolk:

Hey there,
Agitate Problem

It’s a common and frustrating situation with sales emails: your open rates are
high, your response rates abysmally low. What’s going on?

It doesn’t take exact science to figure that out. Normally, It’s because we labor
over our subject lines and wind up neglecting the call to action. Sometimes
there’s no call to action. Other times it’s boring and forgettable like the overused
“Looking forward to hearing from you” line.

One of our jobs as salespeople in the digital age is to write memorable emails that
stand out from competitors’ messages. To do that, you need to end on as strong a
note as you began with.
When these calls to action (CTAs) are well-written, focused, and offer a clear and
valuable incentive, you make it easy for the recipient to want to respond. In essence,
you’ve made the decision for them by offering value.
So take a look at the CTAs you’ve been sending and give them a makeover, using
Solution

some tried and true tactics I’ve always found helpful.

Here are three ways to improve your CTAs and make your sales emails more
enticing,

Cheers,

Heather

PS: There are even more tips on CTAs in this short video course I created on email
outreach with Hubspot. (Check it out, since it’s totally free.) There are some pretty
useful worksheets on CTAs inside.
And while this one is a little long (over the 50 to 100-word limit

we covered earlier), it does a great job of stating the problem,

agitating the impact, and offering a solution.

PAS: Template

Hi [First Name],

Is your [lead's company] struggling with [painful problem]?

It's a tough issue to overcome, and something most [companies

in your lead's industry] is struggling with right now. And it can

cost [stat or research to agitate painful problems].

Our [product/service] helps you avoid this with [benefit/one-

sentence pitch].

I'd love to show you more. Are you open to a call at [date and

time] next week?

<Name>
04
SAS: Star, Arch,

Success
SAS: Star, Arch, Success
Every great story has a star — and this email format makes the
most of our love of stories. Start by introducing the star — likely
one of your customers, but it could also be your company.

Then, you describe the problem they faced, and then — success!
Reveal how the star was able to win/save the day — using your
product or service, of course.

Sound a little cheesy? It can be, but people love stories.

When we hear stories, our brains light up — especially our

frontal cortex, the part of the brain that experiences emotions.
Our imaginations let us feel, smell and empathize with the star
— which helps create a stronger connection.
SAS: Template

Hi [First Name],

In the latter half of last year, the future was looking bleak for

[star person/company].

With [cause of the problem/arch] [star] needed to [get results

related to your product/service].

A tough task, considering [cause of the problem/arch] — and

even tougher in today's world.

So how did [star] win?

[Short sentence on the star's triumph, related to your product/

service].

[Your company] specializes in [product/service that helped star

win], and I realize you might be facing similar challenges right

now.

I'd love to help. I created a personalized template to help you

[benefit]. Can I send it to you?

<Name>
05
Ask a relevant question
Ask a relevant question
Asking a question is a great way to pique interest — but generic
questions won't do the trick.

To be effective, your question needs to be specific and relevant

to your lead. You should imply that your message won't require
a huge time investment and promise an answer.
Ask a relevant question: Template
Hi [First Name],

Want to see how you can instantly [benefit from your product]?

I know you're busy working to [end result that your product/

service helps with], and you might be working from home, so I'll
make this quick.

I'm the lead [role at your company], and I've got a few
suggestions to help you immediately generate some quick wins
with [area your lead is working on]. Here they are:

● [Tip 1] 

● [Tip 2]

You might not have the time, though, and that's where [your
company] can help. Are you available for a quick 15-minute call
next week so I can walk you through the tips and discuss this
further?

<Name>
06
You visited our website
You visited our website
This is a super-simple email technique but effective. If you use a
tool like Leadfeeder, you can see who has visited your website —
including what company they work for in many cases.

That gives you the opportunity to reach out with a super

customized email. You already know they are aware of your
brand, which means they are more likely to respond.

You can use this template to reach out, in a non-creepy way.

You visited our website: Template
Hi [First Name],

You recently visited [your website], and [took this action].

[Custom message based on the action — "I hope you found the
ebook interesting," or "I hope the webinar answered all your
questions.", etc. ]

If you're interested in more info about [content topic/product

page visited], I'd like to recommend these additional resources:
[additional resource 1]

[additional resource 2]
Our company also offers [product/service], which could help
you [achieve this specific result].

Are you free for a call at [date and time] to talk about this? We,
like most people, are working from home, so I am flexible — let
me know if another time works best.

<Name>

07
The recent news email
The recent news email

A recent news email can help break the ice and establish

rapport with a new contact. This could be something related to

their current business, like this example from Chris Bibey, a

content specialist:

Hi [name],

I justt came across your company on the 2019 Inc. 5000 list. Congrats!

Usually, when this happens, marketing becomes a priority. So, I thought you

might be interested in learning how we helped [company name] use a

corporate blog to boost traffic and increase leads by 7x.

I’m available to chat via phone all next week, so please let me know wha

works for you.

Once again, congrats on the award!

[your name]

This template helped Chris book several calls — and close a

deal. Not too shabby.

The recent news email: Template

Hi [First Name],

I noticed [insert link or mention site]. It's clear that your business

is making an impact on the [insert industry/market].

My name is [your name], I work at [your company], and we

[one-pitch sentence]. We'd like to help you [benefit your

company offers] by [offer — free trial, demo, discount, etc.]

If you'd like to talk — or need anything at all, just give me a

shout.

<Name>
08
"It's up to you!"
"It's up to you!"
When most people hear the term "salesperson," what do you
think is the first word they think of? Pushy? Annoying? Fake?

Many salespeople don't know how to sell without annoying their

prospects. Annoying people don't hit sales targets, and
companies with annoying salespeople don't either.

How do you combat this stigma and avoid making marketing

blunders? By putting the ball squarely in their court.

"It's up to you!": Template

Hi [First Name],

I just found you through your [site/social media profile].

I see that you're climbing the ranks on Google [or address

another recent success], and deservedly so. I'm an [expert/job
role] at [your company] and realized you could [benefit you
offer] faster by implementing these 2 tips:

● [Tip 1] 

● [Tip 2]

There's a third tip, but I don't want to overwhelm you, especially

with all that is going on right now. If the first two help, let me
know, and I can send the third.

If not, I understand. No hard feelings :)

Take care. 

<Name>
 Companies 4K+ People 62 All Leads

Apple

Cork, Ireland Consumer Electronics Qualified

Dun and Bradstreed

Qualified
Chatham, NJ, United States Information Ser.

Cadence Design Systems

Disqualified
Waltham, MA, United States Computer Soft

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