Templates
Cold Email Templates for B2B That Actually Get Replies
Six templates we use across industrial, OEM and procurement outreach — with the subject lines, openers and CTAs that hit 8–12% reply rates in 2026.
Published June 24, 2026 · 7 min read
The four rules every cold email must follow
- 1. One reason this person, today. A trigger event, a peer they know, a number from their world.
- 2. Under 90 words. Anything longer gets archived on mobile.
- 3. No attachments, no images, no tracking pixels. Modern spam filters punish all three.
- 4. One CTA. A specific 15–20 minute slot, not "let me know if interested".
Template 1 — Trigger event (job posting)
Subject: new sourcing role at {{Company}}
Hi {{FirstName}},
Saw {{Company}} just posted for a Senior Strategic Buyer covering EMEA — usually that means the supplier base is being re-evaluated.
We helped {{PeerCompany}} consolidate 14 machining suppliers down to 4 in a similar push, cutting landed cost ~18%.
Worth a 20-min call next Tue or Wed to see if there's a fit?
— {{Sender}}Template 2 — Peer reference
Subject: {{PeerCompany}} comparison
Hi {{FirstName}},
We work with {{PeerCompany}} on their EU-sourced aluminium components — last quarter we shortened their RFQ-to-PO cycle from 9 weeks to 4.
If lead time on cast or machined parts is a topic at {{Company}} this quarter, would a 15-min call be useful?
— {{Sender}}Template 3 — Tariff / supply shock
Subject: tariff exposure on {{Material}}?
Hi {{FirstName}},
The new tariffs on {{Material}} from {{Country}} push landed cost up ~12% for most importers we talk to. A few of {{Company}}'s peers have already started qualifying EU alternates.
We've onboarded 6 of them in the last 90 days. Open to a 20-min call to share the playbook?
— {{Sender}}Template 4 — Procurement, value-led
Subject: cutting {{Spend}} on {{Category}}
Hi {{FirstName}},
Quick one — {{PeerCompany1}} and {{PeerCompany2}} both cut their {{Category}} spend by 15–22% in the last 12 months by qualifying us as a second source.
Same pattern likely fits {{Company}}. 15 minutes next week to walk you through it?
— {{Sender}}Template 5 — Founder-to-founder
Subject: quick idea for {{Company}}
{{FirstName}},
I run {{OurCompany}} — we help mid-size manufacturers like {{Company}} break into Nordic and DACH accounts.
One concrete idea I'd share on a call: a 6-week pilot targeting 50 named accounts in your sweet spot. No retainer.
Worth 20 min next week?
— {{Sender}}Template 6 — Soft bump (day 4)
Subject: re: {{previous subject}}
{{FirstName}} — bumping this in case it got buried.
If now isn't the right time, who on your team owns supplier development for {{Category}}?
— {{Sender}}Subject line patterns that work
- •
{{Company}} + {{Trigger}}— "Acme + new plant in Poznań" - •
question about {{their product}}— drives 30%+ open rates - •
{{PeerCompany}} comparison— works when the peer is recognisable - • All lowercase. No emojis. Under 6 words.
What kills cold emails in 2026
- • Sending from your primary domain (use lookalike domains)
- • Over 60 sends per inbox per day
- • Calendar links in the first email
- • Personalisation that's obviously AI-generated (compliments about the LinkedIn banner)
- • Three paragraphs of "we are a leading provider of…"
Related reading
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