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By Adde · 20+ years in B2B sales

B2B Cold Email Templates That Book Meetings7 examples + a 14-day sequence

Short, plain-text cold emails that get replies from busy B2B buyers. Seven templates, the sequence I use, and the mistakes that quietly kill reply rates.

Free PDF: Objection Cheat Sheet

The rules

What makes a B2B cold email book meetings

Cold emails that book meetings have four things in common: they are short (under 90 words), they are about the reader’s problem rather than your product, they show a sign that you did your homework, and they end with one easy question.

Subject line: 2–5 words, lowercase, looks like an internal email. “quick question, [Company]” beats “Revolutionise your sales”.
First line: about them. A trigger, a post, a hire, a number.
Middle: one problem, one result, one proof point.
End: one low-effort question. “Worth a 15-minute look?”
Send rules: plain text, no attachments, no images, max one link, and send from a warmed-up domain.

Template 1

The trigger email

Subject: [trigger], [Company] Hi [First name], Saw that [trigger: you’re hiring 3 SDRs]. When teams grow that fast, [problem: ramp time] usually becomes the bottleneck. We helped [similar company] cut it from [X] to [Y] weeks. Worth a 15-minute look? [Your name]

Template 2

The problem-first email

Subject: [problem] at [Company] Hi [First name], Most [role]s I talk to say [problem in their words]. Is that true for you too? If yes, I have a short way to fix it that took [customer type] from [before] to [after]. Open to a quick call next week? [Your name]

Template 3

The “I just called you” email

Pair every call with an email. This one goes out within five minutes of a voicemail.

Subject: just called Hi [First name], I just left you a voicemail. Short version: [one-line reason]. If it’s relevant, reply with a time that works. If not, a “no” is fine too. [Your name], [phone]

Template 4

The value follow-up (day 3)

Subject: re: [original subject] Hi [First name], One more thought. [Short insight, stat or 2-line idea specific to their business]. Happy to share how [similar company] did it. 15 minutes? [Your name]

Template 5

The case-study follow-up (day 7)

Subject: how [similar company] did it Hi [First name], [Similar company] had the same issue with [problem]. In [time], they got [result] by [one sentence on how]. Want me to walk you through it? [Your name]

Template 6

The referral ask

Subject: right person? Hi [First name], I might have the wrong person. Who on your team owns [area]? Thanks either way, [Your name]

Template 7

The breakup email (day 14)

Subject: close the loop? Hi [First name], I haven’t heard back, so I’ll assume [problem] isn’t a priority right now. Totally fine. Should I close your file, or check back in [month]? [Your name]

The sequence

A simple 14-day sequence

Day 1: call + Template 1 or 2
Day 3: Template 4 (value)
Day 5: call + Template 3 if voicemail
Day 7: Template 5 (case study)
Day 10: Template 6 (referral) to a second contact
Day 14: Template 7 (breakup)

Expect most replies to come from emails 2–4, not the first one. Measure reply rate per template and replace the weakest one every two weeks.

Mistakes

5 mistakes that kill reply rates

Writing about yourself in the first line.
More than one question or call to action.
HTML templates, images and tracking pixels on a new domain.
Asking for 30–60 minutes in the first email.
Sending 200 emails a day from a fresh domain. Warm up, and keep volume low and personal.

Go further

Use it on your next call

Free: 20 cold call objections
A one-page PDF to keep next to your phone.

Get the free cheat sheet

Book 20 Meetings in 30 Days
7 email templates incl. a full 14-day sequence, 6 call scripts, 20 objections, 18 AI prompts and a 30-day plan. PDF, €23.

Get the toolkit – €23 See what’s inside

Cold Call & Objection Script Bank
Openers, gatekeeper scripts and 90 objection answers for 10 industries. PDF, €39 (team €159).

Buy the Script Bank – €39 See what’s inside

FAQ

Common questions

How long should a B2B cold email be?

Under 90 words. One problem, one result, one question. Short emails get more replies than long ones.

How many follow-ups should you send?

Four to six touches over about 14 days, mixing calls and emails. Most replies come from follow-ups, not the first email.

What is a good subject line for a cold email?

Two to five words, lowercase, specific to the prospect, for example “quick question, [Company]” or “[trigger], [Company]”.

Where can I get a full email sequence?

The Addex guide Book 20 Meetings in 30 Days includes a complete 14-day email sequence, a trigger email, a meeting confirmation and a no-show reminder, plus call scripts and a 30-day plan.

Objection scripts

All objection scripts · Addex home · Book 30 min with Adde