Most sales reps write every email from scratch. That eats hours every week, and the quality swings wildly from one message to the next.
This guide has 15 B2B sales email templates for cold outreach, follow-ups, meeting requests, demo invitations, proposal follow-ups, objection handling, and re-engagement. Each one is ready to customize and send.
Why email templates matter for B2B sales
Templates give you a starting point that already works. You still personalize every email, but you’re not staring at a blank screen trying to nail the structure each time.
With good templates, you spend less time on composition and more on research. Your team sends emails with the same quality floor. And you can actually test what works, because the structure stays consistent while you swap out details.
The fastest way to put these into practice is with a text expansion tool like TextExpander. Save each template as a Snippet, assign a keyboard shortcut, and you can pull up any template in a few keystrokes instead of digging through a doc.
Cold outreach email templates
Cold outreach fills your pipeline, but only if the email earns a response. With average response rates around 8.5% across millions of outreach emails, these templates lead with research and a clear reason for reaching out.
Template 1: Research-based cold email
Show the prospect you’ve actually looked at their business. That alone puts you ahead of 90% of cold emails they receive.
Subject: [Specific insight about their business]
Hi [Name],
I came across [Company] because [specific reason: new partnership, recent funding, blog post mentioning a challenge]. It caught my attention because [reason relevant to your solution].
I work with [type of company] to [primary benefit]. Given your focus on [specific initiative they're pursuing], I thought there might be a fit worth exploring.
Would you be open to a brief conversation about [specific value]?
[Your name]
[Title]
[Company]Template 2: Value-first cold email
Lead with something useful instead of a pitch. Give them a reason to reply that isn’t just curiosity. This approach works well for improving cold email outreach rates.
Subject: Quick insight for [Company]
Hi [Name],
Most [job title/company type] focus on [common approach], but [Company] seems different. I noticed you're [specific thing from research].
That's actually relevant to something I've been tracking: [industry trend, stat, or observation]. The companies that [action/strategy] have seen [tangible result].
I'm not certain it applies to you, but I thought it was worth flagging.
[Your name]Template 3: Problem-discovery cold email
Ask a real question instead of assuming you know their problems. Opens a conversation rather than delivering a pitch. For more cold email strategy, see our startup outreach guide.
Subject: Question about [specific business area]
Hi [Name],
Quick question: In your role at [Company], what's one [specific challenge related to your solution]?
I ask because we've worked with [similar companies] on [outcome], and I've noticed [pattern or observation]. Would be curious to know if you're navigating something similar.
Happy to share what we've learned if it's relevant to you.
[Your name]Follow-up email templates
Most deals happen in the follow-up, not the first email. Research shows the first follow-up can boost replies by 49%. These templates keep the conversation going without being annoying. (For more examples, see our sales follow-up email templates.)
Template 4: First follow-up (3-5 days after initial)
Reference your original email, add something new, and make it easy for them to respond or redirect you.
Subject: Re: [Your original subject line]
Hi [Name],
I know email inboxes are brutal, so I wanted to follow up on the message I sent earlier about [original topic].
The reason I reached out: [your reason]. I think there's a real opportunity for [Company] to [benefit], especially given [specific detail from your research].
Are you the right person to explore this with, or would you recommend someone else?
[Your name]Template 5: Second follow-up (7-10 days after initial)
By the second follow-up, bring something new. A different angle or new piece of information gives them a reason to respond this time.
Subject: One more thing about [Company] + [topic]
Hi [Name],
I don't want to clog your inbox, but I had a thought after our first conversation.
I mentioned [original point], but what's actually more relevant to [Company] is [new insight]. [Specific stat, case study reference, or observation].
Would a quick 15-minute conversation about [specific outcome] make sense?
[Your name]Template 6: Final follow-up (14-21 days after initial)
Your last follow-up should back off gracefully. Leave the door open without any pressure.
Subject: Last thought
Hi [Name],
I've followed up a couple of times, so I don't want to be a pest. But before I step back, one last thought:
A lot of teams like [Company] run into [specific problem] when they try to [goal]. I've learned from [experience/clients] that [solution principle].
If this lands at the right time down the road, feel free to reach out. Otherwise, best of luck with [their initiative].
[Your name]Meeting request email templates
Once someone’s shown interest, the next step is getting time on their calendar. These templates make it easy for them to say yes. (Need help with the initial outreach? See our sales introduction email templates.)
Template 7: Direct meeting request
Be specific about what you want and what they’ll get out of the call.
Subject: 20 min this week for [specific topic]?
Hi [Name],
Your response about [their insight/question] tells me we're thinking about [topic] similarly.
I'd like to show you how [Company] tackled [specific challenge] and got [result]. I think you'd find the approach relevant to what you're building.
Would either [Day] at [time] or [Day] at [time] work for a 20-minute call? Here's my calendar link if you prefer to pick your own time: [calendar link].
[Your name]Template 8: Scheduling meeting via assistant
When escalating to an executive assistant, keep it professional and specific about timing.
Subject: Scheduling a call between [Your name] and [Executive]
Hi [Assistant name],
I have a follow-up conversation scheduled with [Executive], and I'm working to lock in a time that works.
Could you let me know [Executive's] availability for a 20-minute call sometime this week? I have flexibility on [days/times] and can work around their schedule.
Thank you,
[Your name]
[Title]
[Company]
[Phone]Template 9: Meeting requested but no response yet
If they seemed interested but haven’t responded to meeting requests, try a different angle.
Subject: Different option for connecting
Hi [Name],
I realize back-to-back meetings can be a challenge, and I don't want to add to your calendar crunch.
Instead of a call, would you be open to a quick asynchronous video where I walk through [specific value]? You could watch it on your own time, and we could hop on a call only if it's relevant.
Let me know.
[Your name]Demo request email templates
Getting a prospect to agree to a demo is half the battle. These templates frame the demo as exploration, not a sales pitch. (For a softer approach, see our service offering email templates.)
Template 10: Low-pressure demo invitation
Frame the demo as something useful for them, not a chance for you to pitch.
Subject: 20 min demo of [feature/benefit] for [Company]?
Hi [Name],
I mentioned we help teams like [Company] achieve [outcome]. I think it would be valuable for you to see exactly how that works.
I'd propose a 20-minute call where I show you [specific feature] in action, but more importantly, we talk through how it applies to [their specific situation]. No pitch, just a real conversation about what might make sense.
Does that sound useful?
[Your name]Template 11: Product-specific demo request
When they’ve indicated interest in a specific feature or use case, customize the demo invitation.
Subject: Demo: How [Feature] helps [Company] with [goal]
Hi [Name],
Based on our earlier conversation about [their challenge], I'd like to show you how [Feature] specifically addresses [challenge].
Here's what I'd cover in 15 minutes:
- How [Feature] works with your current [process/tool]
- Real examples from [similar company type]
- Time savings and cost impact for a company like [Company]
You'd get a clear sense of whether it's worth exploring further. Sound good?
Here's my calendar: [link]
[Your name]Template 12: Recorded demo option
Not everyone wants to get on a call. A recorded walkthrough lets them evaluate on their own schedule.
Subject: Quick [5 min] walkthrough of [Feature]
Hi [Name],
I recorded a 5-minute walkthrough of [Feature] showing how it solves [their problem]. Much faster than a live call if that's easier for you.
You can watch here: [link to recording]
If after watching it seems worth exploring further, we can grab 15 minutes to talk through next steps. If not, no worries at all.
[Your name]Proposal follow-up email templates
You sent the proposal. Now you need to keep things moving toward a decision without being overbearing. (For closing-specific language, check our sales closing email templates.)
Template 13: Proposal acknowledgment and next steps
Confirm they got the proposal and set a clear timeline for next steps.
Subject: Your proposal is ready + next steps
Hi [Name],
I sent over a proposal for [project/scope] based on our conversations. You should have received it at [email].
Here's what I'd suggest for next steps:
1. Take a look at the scope and pricing
2. Share any questions or areas you want to refine
3. If it looks good, we can schedule a brief call to finalize and get started
I'm targeting [specific date] for feedback so we can hit [deadline/goal]. Does that timeline work for you?
[Your name]Template 14: Proposal follow-up after one week
When a week goes by with no response, check in. They might be reviewing it, or it might have slipped through the cracks.
Subject: Thoughts on the proposal?
Hi [Name],
Just checking in on the proposal I sent last week. No pressure, but I know how it is to have things pile up.
Quick question: Did you get a chance to review it? And are there specific sections or questions I should clarify to move this forward?
Happy to jump on a call if talking through it is easier than email.
[Your name]Template 15: Proposal close with objection handling
When they’ve expressed hesitation or concerns, address them directly in email.
Subject: Addressing your [specific concern] on the proposal
Hi [Name],
Thanks for the feedback on the proposal. I understand your concern about [specific objection].
Here's my take: [Address the objection with logic, case study, or data]. That's why we structured the proposal to [specific solution to concern].
The main benefit for [Company] is [reinforce primary value]. Let me know if this helps clarify things, or if there's a different concern we should address.
I'd love to move forward. What would it take?
[Your name]Objection handling email templates
Objections usually show up over email. The trick is responding without getting defensive. If you’re dealing with existing customers, our cross-selling email templates might also be useful.
Template 16: Overcoming “We’re happy with our current solution”
This is the most common objection you’ll hear. Acknowledge their current setup, then show them what they might be missing.
Subject: Re: We're working with [current solution]
Hi [Name],
I totally get that. If [current solution] is meeting your needs, that makes sense.
The reason I still think a conversation could be valuable: Most teams we work with were happy with their current tool too, but they were missing [specific improvement]. Once they saw [Feature] and how it [specific benefit], they realized they could [achieve outcome] and save [time/cost].
Not saying it's a fit, but it might be worth 15 minutes to explore if there's an opportunity on the table.
[Your name]Template 17: Overcoming “We don’t have budget”
Budget objections are real. Respond by either deferring or reframing the conversation.
Subject: Budget for [goal]?
Hi [Name],
I hear you on the budget front. I'm not here to pressure you into something that doesn't fit your situation.
Quick question though: If [outcome we deliver] could save you [quantified benefit], would budget be easier to find in Q2 or Q3?
If the answer is still no, I understand completely. But if there's a way to make this work, I'm happy to explore options.
[Your name]Template 18: Overcoming “We’re good for now”
This isn’t a no, it’s a timing issue. Keep the door open.
Subject: Let's reconnect in [specific timeframe]
Hi [Name],
Makes sense. You've got priorities on the plate right now, and I don't want to add to them.
Here's what I'd suggest: Let's touch base in [3-6 months] when you're evaluating [relevant initiative] again. At that point, I can show you what we've learned and how [Company] might fit into your plans.
I'll add you to a lightweight check-in email so you don't lose my contact info. And if something changes before then, you know where to find me.
[Your name]Re-engagement email templates
Prospects go quiet. It happens. These templates give you a way to restart the conversation without sounding desperate. (For warmer contacts, see our existing customer email templates.)
Template 19: Soft re-engagement after 30 days
Acknowledge the gap and give a legitimate reason to reconnect.
Subject: [New feature] we launched for [their use case]
Hi [Name],
It's been a minute since we last connected. Wanted to reach out because we just launched [new feature] that directly addresses the [specific challenge] we were discussing.
Thought it might be worth showing you.
Free for a 15-minute call next week?
[Your name]Template 20: Re-engagement with new angle
If they went quiet, come back with something different. A new angle or piece of information can restart a stalled conversation.
Subject: Different way we're helping [industry/role]
Hi [Name],
I've been thinking about our earlier conversations with [Company] and realized I should have brought this up: A lot of [job title] we work with are now using [approach] to [outcome].
It's fairly new, and I thought you'd find it interesting given your focus on [their goal].
Worth a quick conversation?
[Your name]Template 21: Win-back after competitive loss
If they went with a competitor, keep the door open professionally.
Subject: We'd love to work with [Company] sometime
Hi [Name],
I heard you went with [competitor] for [project]. That makes sense, and I hope it works out great.
I wanted to let you know: If the experience doesn't match expectations, or when you're evaluating solutions again, we'd be interested in another conversation.
We've learned a lot since we talked, and [specific innovation or change] might be relevant to you down the road.
Best of luck,
[Your name]Implementing templates with TextExpander
Having templates in a Google Doc doesn’t help much if you never open it. The better approach is saving them in TextExpander as Snippets so they’re always a few keystrokes away. Here’s how it works:
- Copy each template into TextExpander as a separate Snippet
- Assign a short keyboard shortcut (e.g., ;cold1 for cold outreach template 1)
- Set up fill-in-the-blank prompts for fields like [Name], [Company], and [specific detail]
- Type the shortcut in your email client and the template appears. (Works in Gmail, Outlook, and most CRMs.)
- Personalize the details before hitting send
This keeps your templates within reach without constant copy-pasting, and it means everyone on your sales team is working from the same playbook.
Best practices for customizing these templates
The structure of these templates does a lot of the heavy lifting. But a template with generic details gets deleted just as fast as no template at all. Here’s how to make them work:
Research is non-negotiable
Every template in this guide assumes you’ve done real homework. Mention something specific from their website, LinkedIn, recent news, or shared connections. Generic templates get deleted. According to recent benchmarks, emails with advanced personalization see roughly double the response rate of generic ones. Tools like ChatGPT prompts for sales can speed up the research process.
Keep subject lines short and curiosity-driven
Avoid all-caps, excessive punctuation, and buzzwords. If your subject line could apply to anyone in their industry, it’s too generic. Make it specific to them. (Need inspiration? See our list of 29 email subject lines for sales.)
Use their language
If they talk about “digital transformation” in their content, use that term. If they say “scaling operations,” mirror that. Matching their vocabulary builds rapport.
Show work, don’t make assumptions
Every value claim should be backed by evidence: a case study, a specific stat, or an observation from their business. “We help companies save time” is weak. “Companies like [type] save 8 hours a week on [specific task]” is strong. AI email prompts can help you draft evidence-backed claims faster.
Lead with their world, not yours
Start every email in their business context, not yours. “I noticed you’re growing your team” is better than “We offer staffing solutions.”
FAQ: B2B Sales Email Templates
How often should I follow up?
Three follow-ups is the standard: first at 3-5 days, second at 7-10 days, third at 14-21 days. If you get no response by the third follow-up, move on or shift to a different angle.
Should I personalize every email or use the same template for multiple people?
Use the same template structure for efficiency, but personalize the specific examples, names, and details every single time. Prospects can tell when they’re getting a mass email.
What length should B2B sales emails be?
Cold emails should be 50-125 words. Follow-ups and meeting requests can be 100-200 words. Demo and proposal emails can go longer if each paragraph delivers value. Never make someone scroll to see your ask.
Is it better to email or call?
Email first to establish context, then offer a call. Cold calling without context gets rejected at much higher rates. 61% of B2B decision-makers prefer email as their primary outreach channel, and email allows prospects to engage on their timeline.
How do I measure if these templates are working?
Track open rates, response rates, and meeting booking rates for each template variant. A 15-20% response rate on cold emails is strong. If a template is consistently underperforming, test changing the subject line, opening line, or value proposition.
Key takeaways
Good templates give you a repeatable structure so you can spend your time on the part that actually matters: making each email feel relevant to the person reading it.
Pick one template type from this guide and try it this week. Set up a couple of Snippets in TextExpander. Track your response rates. Once you see what works, add more.
The reps who consistently book meetings aren’t writing every email from a blank page. They have systems that free them up to focus on research and personalization instead of composition.
