Cold Email Template: B2B Sales Email Builder
A good cold email has five parts: a short subject line, an opening about the reader, the problem you solve, one piece of proof and one easy call to action. Pick a structure such as PAS or AIDA, click the starters, add {first_name} and {company}, and copy the email. A checklist covers length, spam words and opt-out.
Enter your name and, if you have them, the prospect’s first name and company. Choose a structure, then click a starter under each part and edit the words; a blank line starts a new paragraph. The email updates as you type and the draft is kept in this browser until you start over.
Cold email template: the five parts
| Part | Job |
|---|---|
| Subject line, up to 60 characters | Get it opened |
| Opening about the reader | Why now |
| Problem and value | Why care |
| Proof: a customer or a number | Why believe |
| Call to action, then opt-out and address | What next |
Example
Sam, an account executive, writes to Jordan at Northwind Traders with the problem – agitate – solve structure. Subject: “Quick question about Northwind Traders”, 38 characters and 5 words. The email opens with Northwind’s new warehouse, names the problem of deals lost to missed follow-ups, gives one customer result and asks for a 15-minute call. The body is 85 words, spam risk is low and the email ends with an opt-out line and a postal address. Click Load example to see it in full.
Five cold email structures
| Use it when | Structure |
|---|---|
| You know a common, costly problem | PAS |
| You have a strong hook or idea | AIDA |
| The result is easy to picture | Before – after – bridge |
| Someone they know sent you | Referral |
| Funding, hiring or a new role | Trigger event |
Frequently asked questions
What should a cold email include?
A short subject line, an opening about the person you write to, the problem you solve and the result, one piece of proof such as a customer or a number, and one easy call to action. Sign it with your name and company, and add a way to opt out and your postal address.
How long should a cold email be?
Short enough to read on a phone in under a minute: a few short paragraphs. The template counts the words of the email body so you can cut it down. Keep the subject line to 60 characters and 9 words or fewer so it is not cut off in the inbox.
What is the PAS formula for cold emails?
Problem, agitate, solve: name a problem the reader is likely to have, show what it costs them, then offer your product as the way out. AIDA (attention, interest, desire, action) and before–after–bridge work the same way: each moves the reader from their situation to one clear next step.
Is sending cold email legal?
In the United States, CAN-SPAM allows commercial email without prior consent if the subject line is honest, the email gives a working way to opt out, opt-outs are honoured and it includes your postal address. Other countries can be stricter, so check the rules where your recipients are. This template is not legal advice.
How do I personalise a cold email at scale?
Use merge tags. Write {first_name} and {company} in the subject or the email: the template fills them in when you enter a name and company, and leaves them in the text otherwise, so you can paste the email into a mail merge or sales tool that replaces them for each person.
Does this tool write or send the email for me?
No. It is a template: you pick a structure, click the starters and edit the words. The email is built in your browser and kept as a draft there; nothing is sent anywhere and no AI reads it. Copy the text into your email or sales tool to send it.
Related tools: subject line tester, email spam checker, email format finder. More on sales and running a sales team on the SalesBond blog and the home page.
Official sources
- Wikipedia, Cold email — a personalised email to someone you have not contacted before, and how it differs from spam.
- Wikipedia, AIDA (marketing) — attention, interest, desire, action.
- Mailchimp, Best Practices for Email Subject Lines — no more than 9 words and 60 characters.
- Wikipedia, CAN-SPAM Act of 2003 — opt-out by reply or one web page, postal address, honest subject lines.
- Google, Email sender guidelines — what Gmail expects from senders to stay out of spam.
Updated on Nov 6, 2026. This calculator is for information only and is not tax, legal or payroll advice. This is a template and a checklist, not legal advice: the rules for commercial email differ between countries.
