At the end of the 2000s, when instant messaging began to take root in our daily lives, many ‘experts’ predicted the imminent disappearance of email, a communication channel considered too formal, too rigid.
Today, email not only resists; it asserts itself as an INDISPENSABLE channel for prospecting, lead nurturing, sharing content, networking and ultimately, doing business.
By the end of the year, the number of professional emails exchanged daily is expected to exceed the 347 billion mark. In short, your B2B prospecting emails must stand out from the competition if you wish to ‘surface’ in this chaos, especially if you’re targeting strategically high-potential accounts with highly solicited contacts.
So yes, cold emails don’t necessarily shine through high open and/or response rates. However, they require less time and effort than phone calls and Inbound Marketing, especially if you automate the process with LeadIn, the first intelligent unlimited cloud-based LinkedIn and email automation software.
To help you find inspiration, the editorial team has compiled 13 B2B prospecting email templates for 13 different scenarios. Goal: to take your prospecting efforts to the next level and convert in droves!
A quick note before reviewing our B2B prospecting email examples. This top 13 follows our last week’s article on our 7 ULTIMATE tips for crafting the perfect B2B prospecting email. We recommend reading this guide, if only to master the art of the email subject line. Let’s go!
This is an unbeatable technique that can do wonders for your sales performance, including in an automated prospecting campaign. It involves complimenting your contact, for example, on their startup’s performance, then following up with a very direct message to avoid wasting their time. Here is an example from our article on the 7 ULTIMATE tips for crafting the perfect B2B prospecting email.
#1 – The (sincerely) flattering B2B lead generation email
Hello [First name],
You're running a fast-growing startup: congratulations, your journey is very inspiring! I'll be brief and to the point.
At [company], we have a solid team of developers that we can quickly mobilize to accelerate your product roadmap. From web to mobile, we work on the whole cycle, backend and frontend.
Are you available this week for a 15-minute call? I'm convinced we can eliminate several pain points so you can stay focused on your core business.
Have a nice day!
One of your prospects has just liked, commented on or shared one of your posts on LinkedIn? It might be time to send them a prospecting email. Here is an example.
#2 - The LinkedIn post-commitment email
Hello [First name],
You recently reacted to one of my LinkedIn posts on [theme].
If, like me, you're passionate about this topic, here are two articles we've just published: [Link 1] and [Link 2].
We also offer [product], which could help you solve [issue].
If you have 5 minutes, I can give you a short demo this week.
Have a nice day!
The case study, or Business Case, is a powerful format that confronts the product’s promise with real-world scenarios. Instead of offering a document as an attachment, we will ’embed’ the case study in the prospecting email and take the opportunity to do some storytelling.
#3 - The case study in B2B lead generation email format
Hello [First name],
I met [customer first name] from [customer company] at [event]. After explaining his problem, I suggested we put our know-how to the test.
The future looked complicated for [client studied] in 2021.
With a small marketing team and a small budget for lead generation, [client studied] needed a performance catalyst that was fast, easy to learn and had a high ROI - a real challenge in the post-Covid economy.
Result: x qualified leads at 25% of the average acquisition cost in his sector.
We've also helped [client 2] and [client 3] with the same problem, and I'm convinced we can replicate this performance with you.
Feel free to take a slot on my calendar here :
[link].
Have a nice day!
Here, you should rely on your experience with clients in the same industry as the prospect. What are the common issues for this type of company? What solutions have failed to address these issues? How have these problems impacted their business? Here is an example.
#4 - The email that makes your experience speak
Hello [First name],
With [x years] of experience, I see that [issue] is holding back your potential and preventing you from achieving certain goals. I know you're busy, so I'll make this brief.
I'm [position] at [your company] and I have a few ideas for generating quick wins on this issue. Here are two of them, tried and tested with our customers X and Y: [Tip 1] and [Tip 2].
I can present two case studies and detail our value proposition next Friday at 11am during a ten-minute exchange.
What do you think?
Have a nice day!
This type of B2B prospecting email will be very useful if you are targeting a large company with a complex organizational chart, or simply if you can’t identify the person authorized to make purchasing decisions. Generally, the recipient won’t want to risk withholding information. Here is an example.
#5 - Find the right person to make purchasing decisions
Hello [First name],
I have a quick question: who takes care of [specific task] at [company name]? I think our tool could save them time, energy and money while improving marketing performance.
I know you're busy, so I'll skip the technical details. However, here are three key benefits that our customers report: advantage A, advantage B, advantage C.
Our references include X, Y and Z. We're confident we can replicate these success stories with you.
If you're the right person, what would be your availability next week? If not, could you direct me to the right person?
Thank you
‘AIDA’ is an acronym that stands for Attention, Interest, Desire, Action. It’s a framework particularly popular among copywriters who need to draft landing page texts, marketing content, prospecting emails, SMS, etc. Here is a simple email using this approach. Feel free to personalize it based on your target and your company’s positioning.
#6 - The B2B lead generation email
Hello [First name],
As [prospect's position], you are well placed to measure the difficulty of meeting the following challenge: [problem your product solves]. This problem can be frustrating and impact the competitiveness of the company, particularly through [consequences of the problem].
After several years of R&D, we have developed [product name], a solution designed to eliminate this problem. Here's what [satisfied customer] has to say about it: [customer testimonial on your collaboration.
We think we can repeat this success story with you.
Do you have a few minutes to chat? Please feel free to share your availability.
Thank you.
Chances are your target has a blog they regularly update with content relevant to their sector. This communication is an interesting input for your prospecting email. It can indeed give you a valid reason to introduce your message and connect it with your offer.
Let’s take the following example: you are selling a solution for managing the skills of industrial operators, and you are targeting a manufacturer of storage and furniture equipment for the industry. The blog offers an article about an innovative product or technology.
#7 - The email that bounces off target content
Hello [First name],
I've just read your blog post on [topic]... fascinating!
As you operate in a highly competitive sector, I imagine that ongoing training and coaching represent a daily challenge. In fact, you point out in your article: “[short quote related to our added value]”.
At [your company], we've developed an intuitive, easy-to-use solution to manage your operators' skills on the fly and in real time.
I'd be delighted to give you a 5-minute demo next Wednesday. Are you available?
Have a nice day!
The idea here is to provide concrete and immediate value to your prospect, for free, to prove yourself and demonstrate your expertise right from the first email.
In B2B, buyers and decision influencers aren’t easily impressed, and for good reason: they receive dozens, if not hundreds, of prospecting emails weekly. By approaching them with a diagnosis and a partial solution, you show them that the email is personalized, that you know what you’re talking about, and that you truly have something valuable to offer them.
Let’s take the following example: you are a web agency specializing in natural referencing (SEO). You have identified an interesting prospect whose website is poorly positioned on Google despite low competition keywords. You can send them the following B2B prospecting email.
#8 - The email that shows you know what you're talking about
Hello [First name],
[First name], our SEO consultant, has been browsing your website. Excellent work on the content, bravo ! However, we've identified two factors that are holding back your visibility on Google and, consequently, your business performance.
We could show you how to correct these points and consider a collaboration to reach the first position, guaranteeing unprecedented visibility for your business.
Do you have 5 minutes next Monday around 3 pm for a screen share ?
Good day !
The formula ‘BAB’, for Before, After, Bridge, is a shorter and more direct alternative to the ‘AIDA’ approach presented in example #6:
- Before: describe the challenge your prospect faces. List the problems and consequences of this challenge on the overall performance of the target;
- After: give the prospect a glimpse of their daily life after adopting your solution. Support with figures or concrete use cases;
- Bridge: build the logical link between the Before and the After by explaining how your product can help the prospect move from the former to the latter.
Here is an example to adapt to your activity.
#9 - The B2B lead generation email
Hello,
If, like 61% of marketers, you consider lead generation to be your biggest daily challenge, it's probably because you're not using (or not yet) the right Sales Automation tool to develop your business.
According to a recent study, 80% of equipped marketers generate up to 451% more leads; 77% of them convert more than others.
Our B2B sales automation platform has been designed to boost your LeadGen efforts in the very short term.
Give me 5 minutes to present our value proposition. Reserve a time slot on my calendar: [calendar link].
Looking forward to hearing from you,
Here we aim to get straight to the point by approaching a competitor’s client, especially in niche sectors where the pool of potential clients is limited. Of course, this B2B prospecting email only works if you know that your contact is already working with a competitor. Here is an example.
#10 - B2B canvassing email: frontal and bold
Hello,
I know you're very busy, so I'll be brief. I'm [first name] from [company]. According to my information, you're currently using our competitor's product [competitor's name].
It's a good product, but we stand out on [point 1], [point 2] and [point 3], while remaining in the same price range.
If you have 5 minutes, I can give you a quick demonstration to back up these arguments. Would you be available on [date] at [time]?
Thank you!
You have engaged with a prospect at a seminar, conference, or trade show, and you have identified a need and/or purchasing intention. You can adjust the following example based on the circumstances of this first exchange.
#11 - The follow-up email after a B2B event
Hello [First name],
I was delighted to talk to you at [event]! I'd like to come back to your cart abandonment issue, especially on premium products. After a quick diagnosis, we have identified promising avenues to improve the situation.
I'd like to organize a video with you and [name + position of collaborator] to share our recommendations and show you a demo of our solution.
Would you be available on [date] at [time]? 15 minutes will suffice!
Thank you in advance,
Has a prospect reached the end of their free trial? Get ahead and evaluate their level of satisfaction. This will be an opportunity to convert them, but also to gather valuable feedback to improve your offer. Example.
#12 - Prospecting emails after a free trial
Hello [First name],
I'm writing to find out if you enjoyed our product and service. I hope your experience reflects our efforts! If not, please let us know what could be improved.
We are currently offering a promotion of [promotion details] on formulas A and B. This might be of interest to you.
Let me know your availability for a phone chat of a few minutes!
Looking forward,
You can start your B2B prospecting email by referring to (positive) reviews your prospect receives on a platform (Google My Business, Trust Pilot, G2, etc.), before moving on to your value proposition.
#13 - Bouncing back from customer reviews
Hello [name],
I'm [name], [position] at [your company].
I discovered [prospect company] on Capterra and was very impressed by your customer reviews. Congratulations on your work!
We help companies in [prospect's industry] save time and efficiency in prospecting with intelligent automation solutions. On average, our customers save [x hours] per week on this activity.
Would you be interested in a quick presentation of our solutions (10 minutes) next Thursday?
Have a nice day!
