Cold Email Techniques

MASTER THE ART
OF COLD EMAILING
Tactics and templates email outreach experts use
to receive more replies and grow their business.
And how you can do it, too!
Table of contents
04 WHO IS THIS EBOOK FOR? 42 FOLLOW-UP EMAILS
Wondering what kind of templates and cold Follow-ups you can send after meeting with
email tips are waiting for you in this ebook? your prospects, conferences, etc.
This is the place where you’ll find out.
05 JOURNEY TO A HIGH REPLY RATE 53 COLD EMAIL MARKETING

From building your funnel to setting up the If you’re using cold emailing for networking,
best outbound sequence, we go through all collaborations and partnerships, this is the
the basics. perfect chapter for you.
17 SALES TEMPLATES 66 LINK BUILDING TEMPLATES

Cold email examples guaranteed to give your Building links for your website and articles?
revenue and conversation rates a boost. Then check out these cold email templates.
30 OUTBOUND SEQUENCES 75 RECRUITING TEMPLATES

3 great examples of outbound cadences that Email outreach can be a great opportunity to
you can easily adapt for your business. connect with top talent for your business.
22
INTRODUCTION
Who is this ebook for?
When you’re doing cold email outreach, you stumble upon all kinds of We sincerely hope this ebook will become that kind of a resource for you
challenges. Sometimes they are harder to solve, other times you take care and your team. In here, you’ll find years of email outreach experience
of them fast. Once you figure out one, inevitably, another one comes transformed into actionable tips and creme de la creme cold email
knocking. These might include: templates that scored high reply rates.
1) Low reply rates and negative ROI It doesn’t matter if you're a salesperson, work in marketing, are recruiting
2) No access to the world’s top-performing cold email templates to talent, or trying to conquer link building. There’s something for every trade
take inspiration from and every outreach objective.
3) Wondering how many follow-up emails is too much
4) Low open rates and high bounce rates Whenever you feel stuck or when you stumble upon a roadblock, we hope
5) Falling victim to spam filters and experiencing poor deliverability this ebook will be your Thor’s hammer so you can crack on.
6) Wondering whether your 10+ team needs a second domain just
for cold emailing
Much love,
Whether you're just starting out or you already have a solid experience in
the cold email world, having a go-to resource packed with industry secrets,
best tactics and quality templates is something we’d all want to possess.
4
The journey to a high reply rate
Every email outreach hacker is concerned with one thing and one thing Plus, we kept them short and sweet, so it won’t take you ages to read
only - reply rates. them.
A high reply rate later transforms into your business objective. More leads,
booked demos, free trial signups, specific link clicks, generated backlinks,
or job applications.
But how do you get a high reply rate? We’ll present you with steps you
need to take for this journey to end with champagne. 🍾
● Set up your email outreach funnel

● Make sure prospects receive and read your emails
● Invest time in researching your target audience
● Crafting the perfect cold email sequence
Before we share our 27 cold email templates with you, we strongly

suggest you go through these four chapters first. They will give you the
necessary framework on top of which you can build your entire sales,
marketing, or any other funnel.
5
1. Set up your email outreach funnel
Your outreach funnel depends on the type of your business. I’ll give you an However, there are certain rules you ought to follow:
example of how lemlist’s outbound sales strategy looks.
● Sell the next step. For example, in their cold emails, our sales team
Send cold email sequence → Generate a reply → Book a meeting → Free doesn’t bother with selling lemlist. Instead, they are focused on
trial (or move to paid conversion directly) → Paid Conversion booking a meeting first. It’s only at that meeting when they start
selling lemlist.
Whether a prospect goes through a free trial or becomes a customer ● It’s about them. Eliminate “I” or “our company” from your vocabulary.
immediately depends on the type of a prospect and their needs. “You” and “your company” are things your prospects want to hear.
Sometimes, you might have to run multiple meetings before converting They don’t care about you. Your job is to figure out how they can win
them. This is usually the case with bigger clients and enterprises. so that you can too.
● Intrigue, don’t promote. Your product feature is a solution to their
But the main point is, the funnel’s framework remains intact. It just adjusts pain. Meaningless words are replaced with relevant examples.
to the prospect in question. Your mission is to figure out your funnel, Promotion goes away, empathy steps in. It’s through these trade-offs
position cold email sequences in it accordingly, and keep improving it by that you’ll get more replies.
being data-oriented. ● Stop being generic. While automation helps you scale your business,
it can’t replace your understanding of the market. So, first understand
what makes your prospects tick, segment them into buckets (e.g.
across different pain points), and then start automating. Relevant
personalization and automation for repetitive tasks is the ideal match.
6
1. Set up your email outreach funnel
The same rules apply to your follow-up emails. We’ll talk about specific tactics in a bit. But before we do, let’s finish this chapter with some targets you
should keep in mind and some funnels for inspiration.
● Try not to send more than 100 emails per day

● Your open rates should be above 50%
● Your reply rates should be above 20%
● From 100 emails sent, you should hit a 10% conversion rate (e.g. 10 meetings booked)
Don't worry if you're not there yet, that's what this ebook is for.
Here’s a quick visual example of an interesting funnel. Btw, working like fire for our team.
Conversion
Target prospects Cold email
Book a meeting
on LinkedIn outreach
Follow-up
Deliverable: segmented list KPIs: high open, click, and Deliverable: Qualified
sequence
reply rates meetings
KPI: Deals closed
7
2. Make sure prospects read your emails
For a prospect to reply, they first have to receive your email and open it. ● Forget to warm up their email address. Especially if you have a
However, the fact of the matter is that a lot of cold emails end up in spam new one. It needs to be warmed up. Meaning, you have to send and
or promotion folders. Meaning, prospects don’t even get a chance to read receive emails initially so that email providers can see there’s a real
the email in the first place. person behind the address. You can also automatically warm-up
your domain with lemwarm.
This tends to happen more often to bigger sales teams where multiple ● Second domain dilemma. Big sales teams wonder when and how to
people are sending emails without following email deliverability rules. The set up a dedicated email domain just for cold email outreach. Our
result is they ruin the domain’s reputation and suffer from low open rates advice is to go with a dedicated domain that doesn’t look scammy
and high bounce rates. We can illustrate the importance of email because it’s extremely difficult to maintain a high email reputation
deliverability through this image. and efficiently manage a bigger team.
● Track metrics in the wrong way. Everybody wants to track opens
Here some typical and quite painful mistakes people make when sending and clicks. But so many forget to set up their custom tracking
cold emails: domain and are punished for it later.
● Use fake accounts and aliases. For example, when you’re setting up All the answers on how to do an audit of your email reputation and
your Gmail profile, input your correct details. Simply put, using fake maximize email deliverability lie behind this link. And don’t worry, these
info is a bad idea in the long run. are super simple how-to tutorials to follow. Please set this up.
● Sending blasts fast. If you select an email marketing tool to send
your outreach campaigns, you’ll suffer because email providers don’t Your cold email future depends on it.
like to see thousands of emails sent at the same time. Punishments
for this are severe.
8
3. Invest time to research your target audience
To be able to personalize cold emails, you have to know your target ● Communities. Facebook and Slack groups are big deals in today’s
audience. There’s no shortcut or quick automation that will help you do world. Find relevant communities for your business and use the
this. You have to invest time and put the work in. internal search option for your analysis. Also, why not build your own
community and centralize feedback? :)
The better you know the person you’re about to reach out to, the easier it ● LinkedIn. A network we all love nowadays. Not only can you connect
will be to write the actual email. On top of that, the ROI you generate on with any prospect in a heartbeat, but its Search algorithm is vastly
customer research is high reply rates. So it makes complete sense to do it. powerful. Be sure to use it as all the information is already there.
The main objective is to look for patterns. If your product/service solves 3 ● Reddit/Quora/Product Hunt. People ask many intriguing questions
specific pain points, I bet you’ll find three different types of prospects. You and leave interesting comments on things that matter in your
can organize them into these 3 buckets. industry. Pay attention to them!
● Google. Seeing how many people are searching for specific things
For example, lemlist helps people get high reply rates, maximize can help you confirm the demand. Any SEO tool out there will give
deliverability and engage with prospects across multiple channels. As a you even deeper insights into what drives clicks and what type of
result, this means I can organize prospects into 3 different campaigns and content people consume.
pitch them accordingly. And because I know the patterns, I can automate ● Job ads. This is a brilliant hack our sales team uses. For example,
certain things or create templates for a specific bucket. How can you when we see that a certain company is looking for new sales reps to
understand your audience better? Luckily, there is an abundance of join, we know that they are a potential customer to us. Plus, in most
resources available: of the job ads, we can identify what are the objectives they plan to hit
and what this person’s job description would entail.
9
3. Invest time to research your target audience
Don’t underestimate the power of good customer research. The markets are dynamic, competition is fierce and things change rapidly. The only way to stay
ahead of the curve is to be a few steps ahead. And it all starts by understanding your customers and then putting that information to good use.
First Name Last Name Email Intro Line
You’re a big inspiration for me G and the way you

Guillaume Moubeche guillaume@lemlist.com bootstrapped lemlist to where it is today is amazing. So I
thought to myself…I had to send you this email.
I saw your recent LinkedIn post about marketers being more

Vukasin Vukosavljevic vuk@lemlist.com data driven and how you measure things at lemlist. The
before/after image was awesome.
I saw that you joined lemlist’s marketing team recently and

Briana Dilworth briana@lemlist.com wanted to congratulate you for it. Since we’re both content
creators, I have an idea to share that I think you’ll love.
This is a basic example of a .CSV file with which you can customize intro lines for every prospect. Something as simple as a Google Sheet can be your faithful
companion during research that you can later use to personalize cold emails. Plus, with this extension, you’re going to enjoy the process even more.
10
4. Crafting the perfect cold email sequence
We have come to probably the most interesting part for anybody looking ● Intro line. This is where you break the ice and incentivize your
to skyrocket their business through cold emails. What does a good cold prospects to lower their guard down. Essentially, you want them to
email sequence look like? More importantly, how do you differentiate from read that intro and be like, “Ok, this is not a boring salesperson, let’s
your competitors and motivate people to reply to you? see what they want''. This is achieved by using genuine
compliments or questions, common ground, and referencing things
Let’s start from the top. A top-performing cold email sequence consists of of their interest.
an opening email and follow-ups. ● Pitch. There are plenty of ways in which you can structure your
pitch. One of the examples is the PAIN - SOLUTION technique, where
First cold email you reference their most important pain and position your
product/service as a solution. Another way to do it is through an
For many outreach hackers, this is usually the best email in the entire
empathetic example. Have you already done what they’re doing
sequence. Its components are:
now? Show them the magic and position your product/service along
the way.
● Subject line. The first thing you want to look out for is not to make it
● Call-to-action. It should come naturally after your pitch. To find out
too long because some people will check it out on their mobile
the one that works best, you have to test. But, don’t confuse
where you have less “real estate”. Up to 5-6 words is usually the
prospects with too many options. Don’t be pushy either. Fight
best. Then, treat it like a newspaper headline. It should intrigue
friction and don’t make them think too much. If what you’re saying
prospects, motivate them to open the email.
resonates with them, they should be able to book a call with you in
approximately 30 seconds.
11
If this seems intimidating, that's what our templates are for, keep reading If your strategy is storytelling, a good idea is to reveal one more gem with
how these tips look in action every subsequent email. For example, in my first email, I can speak about
problems with email deliverability. But, in my follow up I can show you
Follow-ups how to fix them. The second follow-up can showcase a relevant use case
from your industry.
The first thing people ask about follow-up emails is how many to send.
Along with how not to be boring and send those same types of “did you
This strategy is great because it adds value with every additional email in
read my last email” messages.
the sequence. The trick is to connect the dots and position it as a story.
The strategy with follow-ups can be: 1) use well-structured reminders or 2)

How many follow-ups should you send?
storytelling.
A solid framework would look something like this:
When you’re reminding people, you need to understand the quality of
your first email. You do that by analyzing the results. For instance, did
● 2-day delay between email 1 and 2
people not reply because they forgot or because it could be better. If
you’re reminding them and you’re dealing with the latter, that won’t do the
job, would it?
It’s okay to reference the prior message, but try to repeat the most
important information in the follow-up. Make it sharp and write it in a
slightly different way.
12
Here’s an example of a schedule for 8-step cold email cadences. Why should you send follow-ups?
● 2-day delay between email 1 and 2 Because they are guaranteed to bring more replies. And more replies bring
● 2-day delay between email 2 and 3 more opportunities. Think about it, sometimes people forget to reply or
● 3-day delay between email 3 and 4 have just been busy. Other times, their inbox could be filled with emails
● 3-day delay between email 4 and 5 and they haven’t got a chance to read it yet. Just because somebody
● 4-day delay between email 5 and 6 doesn’t reply immediately, it doesn’t mean they aren’t interested.
● 6-day delay between email 6 and 7 Ultimately, this is why we deliver follow-ups in the first place.
Advanced email outreach tactics
But remember, there’s no golden rule or one-delay-fits-all schedules. The
One more thing before we move onto cold email templates. Prepare to
right schedule will be the one that’s working best for you and your
discover 5 high-performing outreach tactics that will ramp up your reply
audience, after you test it.
rates.
So send a few campaigns and analyze the performance.
Capturing prospects’ attention with images
How to make sure all emails in a sequence go under the same thread?
An image in a cold email can mean so many fantastic things. We can be
talking about:
If you’re using lemlist to send your cold email campaigns, what you want
to do is leave the subject lines for follow-ups empty. That way, every email
● Unique video thumbnail customized for every prospect
will be delivered in the same thread.
● Screenshot of their LinkedIn profile
● Screenshot of their website
13
In the example you see above, this custom video thumbnail outperformed
every text link there is. It’s a brilliant way to have prospects click on a link
you want. Why? Because it’s tailored to an individual, like a suit or a dress.
A piece of clothing that’s been specially designed for you always feels
best, right?
This is what personalized images are able to do for your cold email
campaigns. If you fit them into your email and make them relevant to the
prospect, you’ll be amazed.
Plus, you can create them at scale, like this.
Dynamic landing pages
To continue from the previous section, imagine people clicking on your

video thumbnail. Where will you take them once they click?
Imagine that prospects land on a page that’s uniquely customized for

them. Relevant text, their company logo, and your video embedded. Let’s
also say that your goal is to book a meeting. You then also embed your
Calendly below the video to reduce friction and have people book that
meeting with minimum clicks.
14
If you think about it, this is a great outreach funnel to have. You can use it Everything you see in red columns is for internal use only, while the blue
to book meetings, promote events, connect with your network, recruit, labels tell me what’s going into my email.
apply for a job, etc. Oh, and you don’t have to imagine it. lemlist gives you
a no-code way to create these pages in seconds, like this. By doing so, I’m creating unique sentences in my CSV, while doing the
customer research. With custom tags, lemlist will place all the content in
Personalized text the right place.
Tailoring your email with text-only content is also a great way to stand out. Meaning all I have to do in my cold email then is to add {{Tiramisu1}}
With something simple as a well-structured CSV file, you can do wonders. instead of my intro line, and {{Tiramisu2}} instead of my pitch sentence.
Everything else is done on autopilot.
15
A/B testing Things you can A/B test:
Now let’s imagine two different scenarios. 1) Subject lines

2) Intro lines
The first one is you’re in a room with your boss and the rest of the team. 3) Call-to-actions
Together, you’re trying to decide what the best subject line is for an 4) Entire sequences
important outbound campaign you’re about to send. There are two choices 5) Formal vs. informal approach
in the mix. An hour later, the decision is made. 6) More vs. less follow-up emails
7) Personalized images vs. personalized text
Here’s the second option. Instead of debating which subject line is better, 8) Dynamic landing pages vs. personalized text
you let the audience tell you. You split the entire list into two buckets and 9) One-channel vs. multi-channel approach
send it. Instead of an hour, you spend 10 minutes explaining the move to
the team. Opportunities are endless.
Tell me, honestly, which scenario would you rather be in?
This is what A/B testing is for. To save you time and protect your company
from subjective opinions. Whether we’re talking about subject lines, intro
lines, images, image vs. text, two different sequences, you can A/B test
anything.
16
SALES TEMPLATES
Schedule a meeting in style
110 80% 23%
sent open rate reply rate
Subject line: Thanks for the ebook Stephen

If this resonates, let me know. I will be happy to
Research! Nadja’s campaign was full of
Hey Stephen, chat over coffee.
information about each lead to grab their
attention from the start.
The ebook you've shared on building a
marketing plan was spot on. Loved the highlight
She starts out with the intro that is 100%
it puts on the impact of proper messaging and
centered around them and shows the
how easily it gets overlooked.
proof behind her statements.
You wore many hats in your career, from social

Then she asks a question that opens up a
marketing to enterprise sales, so you're surely
aware of the importance personalization and conversation without sounding too pushy
proper messaging has in cold outbound. and ties this in with her CTA to meet for
coffee. And of course she adds a finishing
Hell, you wouldn't be able to lead 4 companies touch of the coffee cup image to seal the
to successful exits without it. deal.
Take care,
I'm curious to know if you have something in Nadja

Centering her email around her leads and
place to help your team practice what you adding a human touch is what led this
preach and ensure they're efficiently leveraging campaign to its success!
personalization in their cold emails?
18
18
How can you use this?
Research tip Coffee cup image

1 It seems like this might require a lot of research when you are doing
it for a large number of leads. But, it doesn’t have to be! Instead of
3 You probably saw that it says Stephen on the coffee cup Nadja
is holding. That’s the {{first name}} tag that dynamically updates
sending 1000 emails a week, send 100-200, and really try to qualify for each prospect in your email list. Plus, it also shows that you
your prospects and research them accordingly. You will be amazed are a real human being, makes the email feel warm, and allows
at how much you can learn from their LinkedIn posts, a blog article you to showcase your personality. That way, you’re building a
they wrote, or a podcast they did somewhere. Your job is not to send relationship with your prospect, which is what sales is
the highest amount of emails, but to close as much as you can. The ultimately all about. If you’re curious how you can create this
better the research is, the higher your conversion rate will be. coffee cup image, take a look at this.
Custom tags
2 Let’s imagine you want to have a custom intro sentence and a
custom call-to-action for every prospect. In your CSV file, add two
columns - “intro line” and “call to action”. Then, for every prospect,
add appropriate content when you’re researching. Finally, go to
your cold email tool (preferably lemlist :P), and create a template. In
the intro section add {{intro line}} and later {{call to action}} tags.
That way, your cold email tool will automatically pull the right
content for you. A simple text personalization that does wonders.
19
19
Take this needle out of my back
60 83% 32%
Subject line: Your emails going to spam? Do this

This cold email starts off with a relevant subject line that the
Hey Jackie, prospects see in a timely fashion. For example, this prospect
expressed spam concerns in the “Cold Email Closers” community
I noticed yesterday's conversation around email deliverability in the Cold Email on Facebook, so Vuk was quick to reach out afterward and the
Closers community. Your comment caught my attention, but don't worry, I subject line helped capture the prospect’s eye. Because it speaks
come in peace. :) to their “urgent” need.
In the past two months, my team went from 3 to 8 people, with everybody The intro line referenced the subject line and that community
sending outbound campaigns. It hit our deliverability hard, so I faced the same post to set the expectation straight and to showcase you’re not
challenge you're facing right now. But, there are a few things you can do to fix
entering someone’s inbox guns blazing.
it and keep your open rates at 50%+. Let me show you…
As the Head of Growth at lemlist, Vuk is obviously selling a cold
email tool that also helps maximize email deliverability. But in
this case, he’s doing it in a credible and empathetic way by
connecting with prospects first. By doing so, he shows his
prospect that he solved that pain in the past.
The gold in this email is in the personalized thumbnail. Instead of

sending an article or using words to explain it, Vuk decided to go
with a video outlining how he fixed the situation. Why? Because
it brings value to people. Plus, every image is unique to the
prospect in question and it grabs their attention right off the bat.
Hit me up, just a chat,
On top of it, it also opens a window for Vuk to showcase his
personality and position lemlist as the go-to solution.
Vuk
2
0
Customer research Personalized video to seal the deal

1 You can see that even the subject line mentions the problem the lead
is facing and how it can be fixed. This sets the expectation perfectly
3 Now it’s time for the cherry on top, the video. In this video, you’ll
want to showcase one of the suggestions you have to solve
on top which you can elaborate and build a story in the email. Plus, their problem and give a link to your product. You can use Loom
these are all qualified leads for your business. How do you find or Vidyard (or anything else really) to do a quick screen share
them? By looking at groups on Facebook, Slack, LinkedIn, or even video and walk people through a deck or live example. It doesn’t
things like Clubhouse, Quora, or Reddit. You can also leverage have to be perfectly edited, but it should be valuable and
LinkedIn and its robust search engine to check out their latest activity actionable. And the personalized thumbnail in the email helps
to see if they have mentioned anything in their posts or comments. you boost clicks and get them to open the video. This is how you
Find out where your audience is spending time online and go to the can create it at scale, so it dynamically updates for every
source. prospect in your list.
Connect with their problems

2 You can either establish how you’ve fixed the problem in the past
or just state the challenge and walk them through the solution. In
either case, be sure to add real proof! Using both of these
methods you still want to position yourself as helping them solve
their problem, but not about selling your specific solution. Your
objective is to create a story of some sort and help them connect
with it. The more they connect, the better.
21
21
Job ads outreach tactic
150 71% 50%
This cold email campaign is super special and it

Subject line: Your hunt for an SDR at Pipedrive performs like crazy for lemlist’s Head of Business
Development, Nadja.
Hey Jack,
What’s special about it is the method she uses to

I saw on ReveGenius that you're looking for new SDRs for Pipedrive to help you
out with ABM campaigns and support you in this exciting stage of your growth
qualify prospects. Nadja goes to websites like Indeed to
after a new round of funding. see which companies are hiring Sales VPs or SDRs,
because it’s highly likely these prospects need a good
Given you rank top 25 for the workplace environment, I am sure you'll find a outbound sales solution like lemlist.
candidate in no time! I'm curious - given your aim to stay away from the spray
and pray approach and put emphasis on quality over quantity in your outreach,
do you have a tool in place to help new hires cut some time and automate She uses the intro line of her email to get straight to the
cross-channel prospecting whilst still maintaining that much-needed personal point, be relevant, and show that she’s paying
touch.
attention. Then, before jumping into sales, she aims to
I'd love to run an idea by you on how your hires can conduct personalized establish a real rapport first by paying them a genuine
outreach to enterprize employers across emails + LinkedIn + calls in an
automated way and get them to drive down the cost of business-critical training
compliment.
with Pipedrive.
It’s only after all that the conversation moves to
Would you be open to hearing more about it?
identifying the challenge and talking outbound. What’s
Nadja interesting about the call-to-action here is that Nadja
positioned it to sound exciting to the prospect, thus
boosting her reply rate.
2222
Go to the source Conversational call-to-actions

1 Qualifying prospects can be time-consuming and sometimes
hard. But if you figure out where some extent of information
3 Sometimes, the best CTA doesn’t have to be your
Calendly URL or a dedicated landing page. A simple
is already stored online, you will identify a useful shortcut, invitation to a quality chat and exchange of tactics can do
without sacrificing quality. For Nadja’s team, this shortcut is the trick. Especially if you have a strong personal brand
a job ad, but for your business it can be many other things behind your LinkedIn profile or your company’s logo.
like their LinkedIn profile, website, or other social media
activity.
Genuine compliments
2 If you decide to extend someone a compliment, make sure
you mean it. Saying something generic or insincere will do
your more harm than good. Compliments that you can back
up represent a beautiful way to start a business
relationship.
23
23
Identifying decision-makers
Subject line: Ron recommended I get in touch with you

250 76% 29%
Hi Jeremy,
Hope nothing but the finest things are happening at Spendesk.

This template was so successful because of its
I'm looking to get in touch with the person who handles Spendesk's outreach personalization, and because you are asking them to
campaigns. As a fellow Head of Growth, I'm guessing you are the right person verify they are the right person to be in contact with.
to talk to. Here's why I'm asking.
In this case, Vuk used custom variables to add

I watched your interview on The Family podcast and it was quite interesting information about the company and verify that this
when you guys started talking about the dynamics of your events, community
and how you're planning to transform CFO Connect champions into Spendesk
lead is in fact the right person to reach out to. Then he
users. drops some well-researched information about this
specific lead.
It got me thinking and researching your cold email work.
Finally, he finished with a simple yes/no question that
I'd love to hop on a call with you (or someone else) to talk more about this (link). is sure to boost response rates!
Trust me, as one outreach player to another, you're gonna love it once you click.
You interested?
Vuk
24
24
Transition and pitch When to use this template

1 In this example, Vuk decided to intrigue prospects and hook
them to open his link, where he would later go in-depth on a
3 You can use the “decision maker” template either as the
first email to verify you are talking to the right person or
specific tactic. But, in the bigger picture, once you reference as a follow-up to people who haven’t responded.
your research in the previous section, it becomes easier to
make the transition. Reference is how you set the stage,
pitch is where you offer something exciting.
Reference your research

2 If you discover something interesting online, make sure to
reference this research point in your cold email. The
prospect needs to connect the dots about what you’re
saying, plus it shows that you are the type of person that
does their homework.
25
25
Show them the promised land 380 81% 37%
This email starts out with an icebreaker

Subject line: Caffeine Atlanta, the king of I want to be the person that will help you take that is personalized for every lead’s
Atlanta over the throne, while also ramping up your business. It helps tone down your sales
sales.
intentions and focus on starting a
Hi Sarah,
conversation on a topic that’s relevant to
Here’s a quick plan overview (link) I suggest your prospect.
I'm a caffeine addict, sipping my second so you know I mean business.
double espresso today and it's only 11 am.
When transitioning to the sales pitch, this
I’d love to hop on a call with you and talk email captures interest by mentioning
I recently googled “best coffee shops in about everything in more detail.
how the lead compares to their
Atlanta” and noticed your competitors are
ranking higher than Caffeine Atlanta.
competitors on Google, complete with a
Let me know if you're interested. personalized image.
Have a good one, Then it shows them the promised land by

explaining how they can put their coffee
Ilya shop on top and even links a plan so they
know he is serious.
It finishes with a CTA that clearly states

the next steps, a call, and asks if they are
interested with a Yes/No, which can boost
response rates!
26
26
Help prospects visualize success Conversational intro lines

1 In this example, we can see that the email is playing on the
competitive nature of prospects and something that’s really
3 When starting an email, you can use an icebreaker that
connects to the lead’s work and at the same time shows
relevant for their business. If somebody searches for “best why you are a good fit to work with them. Then explain
coffee in Atlanta” their business needs to be there with great where you got the info from above, mention one of their
reviews to show. What’s the moral of the story here? Figure competitors, and of course top it off with the customized
out what the main factors are influencing purchasing image. Thankfully you can input all of this info into a CSV
decisions in a market and then visualize what you can for and lemlist will take care of the rest! A good intro line can
prospects to help them succeed. be a genuine compliment, a common ground, or a
reference to something they did in the past. Even humor,
if the situation allows for it.
Polite call-to-actions
2 A gentle(wo)man’s code suggests that you shouldn’t go
all-in on sales before your prospect expresses interest.
Once you qualify them and there’s a fit, go all-in by all
means.
27
27
Network your way to sales
23 91% 35%
Subject line: Coffee or tea? Hello Eva!

Clémence starts right off the bat with a personalization tag
I saw your growthmaker podcast on how you onboard your SDRs, super
that shows she did her research before reaching out to
interesting! I just started working at lemlist and I’d be delighted to talk to you this lead. This will immediately grab their attention
about your vision of the outbound & automation sector. because let’s face it, who doesn’t like reading compliments
about their work?
There are so many topics to cover, so all the tips are good to take in my opinion.
😅
Then she establishes who she is, and why this is
I have worked in several startups and different teams, so I too have a lot to interesting for her lead. In networking emails, it’s always
share with you! important to establish your credibility without making it
seem like you are bragging. Clémence did this beautifully
Would you like a 15-minute call on Zoom? by simply mentioning her previous experience, and how
this can help the lead.
-> Here for the ☕
-> Here for the 🍵 She goes in with an easy yes/no question with a link to
her calendar so they don’t even have to respond, and adds
P.S. - Yes, I'm doing a little study on the subject "Are you more into tea or a funny twist to this by putting options for a coffee and
coffee?" for my next Linkedin post. 😁
tea meet-up. This adds a human touch to her email that
Clémence F.
sets it apart from all the other automated emails in her
B2B Outbound Sales Automation Expert @lemlist lead’s inbox. This is sure to boost her click and response
rates!
28
28
Add humor Grow your network

1 “Coffee or tea” dilemma is such a nice touch that makes
the conversation feel human and pleasant. Plus, it lowers
3 After adding a personalized intro sentence for every
prospect, the rest of Clémence’s template focuses on
the prospect’s guard and tones down the sales side of the establishing a connection. If your email copy delivers on a
email. Always be on the lookout for how you can make promise to have a quality conversation when you meet,
your email outreach feel more like a conversation, so that not only can you smoothly position your product/service,
replying comes naturally. but you can also have a valuable exchange and
potentially develop great professional connections along
the way.
Establish credibility smoothly

2 You don’t need to name drop, mention all the awards
you’ve gotten, or publications you’ve been cited in. Keep it
simple and human by just adding a short credibility
statement so they know you are serious.
29
29
OUTBOUND SEQUENCES
Multichannel outbound cadence
The first cold email sequence we’re going to analyze is from one of lemlist’s
B2B sales experts, Simon. It’s very interesting because it leverages a
multichannel approach. Here’s what it looks like:
1. Establish a connection on LinkedIn

2. Send a cold email
3. Hop on a cold call
4. Follow-up email
In the first step, Simon’s goal is to do simple things. Connect on LinkedIn

and send them a light intro message. Don’t be sales-y, but focus on
starting a conversation on a topic that interests you both. Also, don't send
all connection requests or emails on the same day. Spread it across a
specific period of time and respect LinkedIn limits.
31
2nd email in the cadence
If a prospect doesn’t reply, that’s when a cold email is fired
off. As you can see, this message is a pretty
straightforward email. However, the second paragraph
contains a unique sentence for the prospect that’s pulled
Subject line: Outreach question, Nadja through the CSV file Simon previously prepared.
Hey Nadja,
Also, the call-to-action is structured as an invitation to talk
I tried to reach you on LinkedIn the day before yesterday without about sales and ambitious objectives, rather than directly
success! (I suspect your agenda is full so I’m trying my luck here) asking for a meeting to be booked. He is patiently moving
As I told you, I recently found out about what you’ve accomplished
prospects through different stages of interest without
with the Miro team, your fundraising in particular. Bravo to you 🙌 making it obvious.
I’m very curious to know what you have in place in terms of The third step is the cold call. Thanks to good research
outreach to get there? Is there an axis that you’re exploring at
Miro? before reaching out, Simon came prepared. He went to the
Welcome To The Jungle job board and assessed whether
Talk soon, prospects are expanding their sales teams and determined
Simon
the objectives they wanted to hit. By knowing what his
prospects are aiming to do, Simon can navigate the
conversation accordingly.
32
Multichannel outbound cadence
But, going back to different stages of the prospect’s interest, the But to do a quick recap of this image one more time, it consists of:
goal of a call is to book a Zoom meeting. So these calls are short a) Simon's image so people can see the real person, b) dynamic
and sweet. As a matter of fact, Simon starts the call using this text with {{firstName}} tag, c) LinkedIn profile pic of the person, d)
sentence "I totally understand you're busy, all I need is 24 seconds company logo in the bottom left corner and e) play button. This
to explain my point. Do you have 24 seconds?". That way, not only way, your click rate is maximized, while people are moved to a
does he capture the prospect's attention but he also plays on the dynamic landing page. What’s special about that?
prospect’s biggest needs. Most importantly, he sells the meeting,
not the product. It’s a custom page that's tailored for every lead individually, while
the most important things are embedded on it - dynamic text,
The final step is the follow-up email that gets delivered if the video, and your Calendly URL to decrease friction. This is one of the
person doesn’t respond to the cold call. The goal is to squeeze in finest ways to book meetings and be different in a very noisy world
additional replies from people who were just too busy and weren’t of cold email outreach. Here’s a quick tutorial on how you can
able to reply before. The email begins with a unique intro line for create one for your business without writing a single line of code.
every lead and then leverages the personalized video thumbnail
tactic we talked about earlier in this ebook.
33
Multichannel outbound cadence 220 88% 40%
Subject line: *same as the previous email
I tried to reach you yesterday by phone without

success
I also just realized that I asked you a few

questions, but I didn't take the time to introduce
myself...Rather than writing you a long block, I
shot a little video for you that you can watch by
clicking on the thumbnail.
Learn how to use this strategy to increase your conversion rate.
34
Reference the last step in a smart way Call with one click
1 Simon always makes a reference to the previous step - "I
emailed you two days ago..." and never lets too much time
3 Thanks to the integration between Aircall and lemlist,
Simon is able to have all prospects in one clean list and
pass between steps. Two-days in between is the maximum. call them in seconds right from the lemlist app.
Multichannel sequences all without leaving lemlist.
Cold call tips

2 The call always goes in the middle of the sequence for
maximum impact. Prior to calling, list all the numbers
before. That way, you’ll stay sharp and manage to average
20 calls an hour.
35
Convert inbound leads to clients (email 1)
Why did this template work?

Subject line: Hi Helen, I've saved your video! 🤗 - They want to absorb knowledge and gain experience
- They strive for a job that will This
fulfillemail
them,starts
but not
outtake
withaway
an icebreaker
Hi, Helen 👋 all their time
that is personalized for every lead’s
- They love everything that contains a "tech" moment
I want to thank you for signing up, and I hope you attended our Tech We would offer you: business. It helps tune down your sales
Recruitment course. - Training videos intentions and focus on starting a
- Tips on recruiting practices (from writing ads,
conversation on atotopic
folk that’s relevant
I believe you now know Recrooit (and the team behind it) a little better.
remedies for headaches from LinkedIn)
to your prospect.
The time has come for us to get to know you better and to push your
- Bonuses (fees, bounties, call them whatever you want, but
career forward together.
$$$) + list of interesting clients
When transitioning to the sales pitch,
- Opportunity to break through and (hear) about your abilities
I have prepared a short video for you: thisare
email captures interest
- Access to the huge network we building in Serbia andbyfar
beyond mentioning how the lead compares to
their competitors on Google, complete
Now, perhaps the best part of withthe package - there are
a personalized no
image.
restrictions or classic deadlines. Apply and recommend
someone for a job whenever you Thenwant, and earn
it shows themcashthe benefits
promised land
and most importantly - experience.
by explaining how they can put their
Let me know how you feel about coffee
the shop
videoonandtop and
I'm even for
waiting links a
or click here. plan so they know he is serious.
you on Recrooit 👉 https://recrooit.com/signup
Our mission is to connect with talent hunters who:
the next steps, a call, and asks if they
are interested with a Yes/No, which can
36
boost response rates!
Convert inbound leads to clients (email 2)
274 89% 19%
There’s nothing better when marketing and sales teams work together
Subject line: *same as the previous email to build a funnel that converts great leads for your business. One such
example comes from Nevena, Founder of Recrooit, who managed to
convert 13% of her webinar attendees.
Hi Helen,
It all started with an educational webinar marketed to the relevant
I believe you are in a hurry, so I wanted to check my impressions audience. This is great top-of-the-funnel content that brings value to the
once again. audience. The majority of their webinar was also about providing value,
but a piece of it was also positioning Recrooit in that narrative.
I hope that the video answers the questions, and that it is clearer
The beauty of the follow-up email they’ve sent was that it’s closely
to you how our platform works. I would definitely like to hear
related to what they were saying during the webinar. There, they’ve
feedback about the course, and I'm looking forward to your
shown them the value behind the product and actionable tactics to
answer.
succeed in recruiting. It wasn’t sales-y, it was how they can use it to
make wins in their job. This email is a simple recap of that message and
In the next two weeks, we will occasionally send additional it comes with a unique video for them too. When you connect inbound
materials, so keep an eye on the inbox. and sales in a meaningful way, magic happens.
The follow-up that comes if they don’t sign up is a simple reminder to

boost replies. Sometimes your leads are busy at the moment they
receive an email or simply forget and this is why follow-up emails are so
important, to help you increase the reply rate.
44
37
Top of the funnel content Videos in cold emails

1 It’s always topically related, but there’s never purchase intent.
You’re in the business of grabbing your target audience’s
3 Doing a video for every prospect individually is hard. But,
there’s a way to accomplish the same effect and have
attention and delivering them something of value. If you do scalability by your side as well. Divide your prospects into
that, you open this amazing marketing flywheel that results segments. Pain points are a great example of how you
in amazing virality and word-of-mouth. can segment. Imagine having 3 pain points that your
product/service is solving. Each prospect will be assigned
to the right “pain point” bucket and get the right video in
the email. And you record 3 videos in total. Scale + smarts
+ personalization = win-win!
More follow-up email ideas
2 Besides sending reminders, you can create your sequence in
a way for every subsequent email to bring more value. If you
decide to take this route, make sure your entire sequence
tells the same story so that prospects can connect the dots
easily.
38
A simple 3-step sequence 249
sent
53%
open rate
17%
reply rate
Step one email Step two email

When you understand the challenges your
prospects are facing, not only does this help
you write a great cold email sequence, but it
Subject line: Is Apple company in Subject line: *same as previous email
sets you miles apart from your competition
need for Financial Managers?
Hi again Tim, and helps you stand out in any inbox.
Hello Tim,
I hope my mail finds you in good health. Robert’s campaign is a great example of how
I saw on Glassdoor that Apple is
each email in the sequence builds on another.
looking to increase their team. I am I am managing teams of Financial In the initial step, the objective is to start a
super interested in projects that Managers in different industries, and my conversation based on a simple Glassdoor ad.
require Financial Managers. Could experience taught me that it’s less risky There’s not much content in it and Robert
you please elaborate a bit more for an enterprise to outsource the doesn’t go into details yet, which is a good
project to a pre-validated team. I could
about the project itself? idea if you’re looking to open up a
offer you a call with pre-validated
conversation.
groups of Financial Managers. Would
Robert
you like to have a call about it?
In the first follow-up, things change. Because
Robert these prospects haven’t replied, Robert
decides to reveal more details and show his
cards. He speaks directly to prospects’ needs
and offers them another solution.
39
A simple 3-step sequence
Finally, in the last email in his sequence, there are even
Step three email more insights and options for the prospect. But if we go
back to the first sentence in this section, the key asset
here is intel and your understanding of the market. If
Subject line: *same as in the previous email you know that the solutions you offer bring results to
your clients and you present them at the right moment,
Hi Tim,
you will win.
I have some teams of Financial Managers that are on hold right now. Will
you be interested to hear how you can outsource Apple's project to a On top of that, people in big companies have packed
pre-validated team of Financial Managers? calendars. Precisely why you want to have multiple
follow-ups in your sequence. But don’t just repeat
112Hub is assuring matchmaking of pre-validated teams with ambitious yourself or ask things like “Did you see my previous
projects for enterprises from all over the world. We do this in 3 ways: email?”
By outsourcing the project to one of our suppliers (out of a list of

●
Instead, make sure that every email on its own can tell
52 companies from East Europe)
the prospect everything they need to know to decide
● By building a team of developers here in Romania for our client
whether they want to respond or not, but position them
● By helping the client to merge or buy a software company in East
Europe in a different way. In his example, Robert opted to be
more concrete with every additional message.
I can present to you those alternatives and see exactly which one fits your
needs. Please let me know when you would be available for a video call.
40
Have all emails land in the same thread More outreach content ideas
1 If you’re sending cold email campaigns with lemlist, keep
your subject lines in the follow-up emails empty. That way,
3 For example, you can start by connecting based on a
common interest, like how your prospect uses LinkedIn. Of
all your emails are delivered in one thread and your subject course, pick a topic connected with your product/service.
line stays the same from the first email to the last one. Then, if you get no response, tell them a story about how
you have already faced the pain/challenge they are
experiencing now. Finally, add relevant and actionable
examples in the third email, walk them through the tactics,
and position yourself as an expert on the subject.
Simple text personalization
2 Straightforward custom tags in your CSV file can help you
be more efficient in your email outreach. For instance,
Robert was switching “job positions” through his custom
tags since he had prospects hiring for different positions.
41
FOLLOW-UP TEMPLATES
Follow up after a meeting
30 93% 73%
Subject line: As promised Frank CHALLENGES: In this case, the follow-up was directly
following a meeting, and talked about the
● Qualifying leads prior to next steps, the most important topics that
Hey again Frank, reaching out to them were discussed, and ended with a game plan
● Reporting across multiple for how to proceed.
Great talking to you today. As channels
This is a template inspired by the one we
promised, I'm sending you a quick
GAME PLAN: received from Richard Harris, a world-famous
summary of our conversation.
sales expert. As you can see in the bullet
● Set up lemlist account and test points, they are organized across three
Let me if it's all good or I forgot sequence categories to make sure both parties are on
something? ● Address lead qualification & the same page when it comes to what
share best practices happens next.
NEXT STEPS:
Take care, The key to success when it comes to
● We’re going to organize one more follow-ups after meetings is to processize it
meeting with John and Sarah Simon and ensure it gets delivered in a timely
● Next Tuesday at 5pm, we’ll focus fashion.
on multi-channel sequence setup
The rest is up to you to sell in the meeting!
43
43
Mention key points of the meeting Be efficient

1 If you want to summarize your meeting, you don’t only
have to use the same headings. For instance, if you were
3 Sending notes after a meeting doesn’t need to be time
consuming! What you can do is connect your lemlist
following up after a qualifying call you could replace these account with a Google Sheet. Create a template in lemlist
with “your pain points” and “features that will help you the and set it up so every bullet point is a custom tag. Then,
most”, and then end with the next steps. Adjust the as soon as you finish a meeting, go to your CSV file and
template to your and your audience’s needs. add that lead in the Sheet. Once done, it will
automatically go to your lemlist campaign.
Send a meeting summary

2 In this case, it was a summary of the meeting, but you can
also send a simple follow-up that says you were happy to
chat and mentions the next step. This will depend on your
goal for the email and what your next steps are!
44
44
Follow up after a conference
250 91% 43%
Subject line: Following up on our discussion at Growth Marketing
Conference
Hey Denis, This follow-up worked wonders for Briana after

attending a conference because it reminds the lead of
I’m so happy we got a chance to connect at the Growth Marketing shared experiences, and delivers on something they
Conference. I got a lot from our conversation about what’s wrong with previously discussed.
content in 2020, specifically the problems you were facing with creating
top-of-the-funnel content that hooks the lead without a hard sell.
By using specific stories in the custom variables for her
As promised, I wanted to share some of my best tactics with you that helped lead she was able to make this automated email seem
me generate amazing organic growth. like it was 100% handwritten.
Here is the link, go to town!
She had already planted the seed at the conference,
I haven’t sent this around yet so let me know what you think, I hope it helps mentioning the topic. Then she goes in with the follow
with your content game
up delivering what she promised, and even ties in this
information with her company.
Let me know when you have 15 minutes for a coffee break so we can catch
up.
The casual tone and personalization are what really set
Nothing but the best, this email apart and led Briana to the responses she
got!
Briana
45
45
Make the most out of relationships Modify custom variables to your audience
1 You can use this follow-up how Briana did after a conference,
or it can also be following a networking event, alumni event, 3 You can keep the info in your custom variables
professional like Briana does, or add something a bit
etc. These all work because you will have already built a more personal. Especially during conferences, you tend to
relationship with your lead and can use that to personalize get to know people outside of their work environment.
your messages and connect with leads. Don’t hesitate to mention that. For example, if you did a
little shop talk during the conference and found out some
of their pain points, don’t be afraid to mention that and
give them your solution! The key is to match your lead
with the right information and you’ll be sure to get
replies.
Deliver your message with a custom video
2 These are always crowd-pleasers and will increase your click
rates. Especially in cases where you already have met your
lead, it might be nice to say hello and ask how they are and
then go in and explain the content you are sending them.
46
46
Follow up after no response 45 100% 60%
Subject line: *same as previous email

It looks like we have a lot of similar This variation of the coffee template is
Hey Roxana, marketing experiences! always a winner! Why? It combines the
two best things: personalization, and
I sent you an email a few days ago but I'm I'd love to pick your brain about how humor.
not sure if you have received it. you’ve managed a team distantly and I'd
be happy to also share my experience This follow-up references the first step of
In any case, I would love to chat and hear working with an international team. the sequence where Iryna sent an invite
about your experiences as a remote growth for coffee with the same picture, but with
team leader. Does Thursday afternoon work for you? “Coffee {{firstName}}?” and the cup facing
up.
Are you free for a coffee? Just let me know or see my calendar here
:) Reversing the image adds a bit of humor
to the email, while also kindly reminding
Chat soon, the lead of the first email she sent.
Iryna Then she continues by re-inviting them to

the meeting and giving a specific time
frame so the lead can determine if that
works for them. Then she even adds the
link to his calendar so all they have to do
is book it.
47
47
Don’t forget, there is money in follow-ups Use personalized images or videos

1 Especially when you are using templates like this one. Like
we said, this template is always a winner, just look at that
3 To play off what you talked about in the first email you
can use a reverse image like in this template, or you can
response rate! This email got 60% more responses than if even take advantage of the follow-up to add a video
they had only sent the first email. You can duplicate these that sells the value to your lead! If you do this be sure
results with your own sequences by following up with a to keep it light and you can even use a funny thumbnail
related and funny theme. image to hook the lead. To make these you can involve
your pets, make use of gifs, and much more! The point
of this email is just to send them a gentle reminder and
add a little touch of humor. With lemlist, it will only take
you a couple of minutes to add these to your
Include the key point of the previous email
2 When writing a follow up you want to make it as easy as
possible for your lead to get through without having to go
campaigns!
back and read previous emails. That’s why in this case they
reminded them of the previous email but summarized the
main point, to meet for coffee, so that the lead could
immediately respond without sifting through emails.
48
48
Networking email after no reply
14 86% 71%
Subject line: *keep the same as the first email

This email template shows how you can send custom
Hi Ilya, messages and respect their busy schedules at the
same time. The most impressive part of this is that it’s a
Not sure if you've seen my last email, but I'm going to make this one super follow-up, which usually has fewer replies than your
quick in order not to waste your time. initial email.
I'm 100% confident that the collaboration between Aircall and lemlist is a
To be able to use this strategy, you ought to
match made in heaven. Here's why...
understand your prospects’ challenges and business
We both obsessed with producing ACTIONABLE content and have strong ambitions. Remember, personalization without
distribution networks that perfectly compliment each other. relevancy doesn’t mean a thing.
Plus, all indicators suggest that once we release it, it's going to be a major hit, On top of that, it’s also important to connect all the
and it will bring us a lot of attention. emails in your sequence so they don’t feel boring or
repetitive. Even if you’re not adding anything new,
Let me know Ilya as I'm super interested to hear your thoughts.
which you could btw, use power words and focus on
Stay safe, the language your prospects use. It should be simple
and easy to understand.
Lucille
49
49
Be genuine Rephrasing your previous email

1 Creating unique follow-ups for all leads doesn’t have to be
too complex. Use your CSV file to add custom tags for the
3 It's not always necessary to ask your prospect to go back
and read the first email. Sometimes, you can give them a
second email before you even send a campaign. This can be quick summary that’s written in a different way. Plus, you
a summary of the pitch in the first email or you can respect your prospect’s time and make their life easier as
reference their recent activity on Social Media to make the a result.
follow-up even more unique.
Add facts
2 In this case, Lucille highlighted why the collaboration would
be good for both parties, but you can even personalize this
to each lead by stating how specifically it could help. This
will really make your pitch gold!
50
50
The last follow-up email
84 52% 8%
Subject line: *keep the same as the first email

There are many reasons why someone might not respond
Hey Laura, to your emails. They could be on vacation, haven’t had
time, or their inbox was too crowded at the time. Another
Apologies for bombarding your inbox like this. It seems like possibility is that this prospect might not be the right
you're not the right person to talk to about content marketing. person to talk to.
Is there any chance you can tell me who's in charge of A solid tactic to use for your last follow-up email is to ask if
distributing content and making sure it reaches your target they are the right person to contact! This will either invoke
audience? the person to respond with the right person to contact, or
just to confirm that they are in fact the right person but
Oh, whatever happens, I won't be sending you any more emails... they were too busy before.
don't worry.
Another nice thing to add to your last follow-up email is
the “I won’t be sending any more emails” line. This is
Thanks a lot!
helpful so it doesn’t seem like you are trying to pester
them, and also because if they had any intention of
Anaelle
responding but haven’t been able to, they will do so now.
51
51
If you are reaching out to decision makers Approach the subject with the right tone
1 It can be hard to find exactly who you need to contact, so
using this template can come in handy when you want to 3 There is a huge difference between asking to “speak to
the manager” and verifying that someone is the right
verify that you have reached the right person. Also, if person to talk to. To give you a better idea of how to reach
someone does respond with someone else to contact, be this tone, imagine you are writing a message to one of
sure to thank them and also mention this person to the your colleagues asking if they handle a certain project or
decision maker you need to contact. if it’s someone else on the team.
Add some humor

2 There are dozens of gifs and memes out there that you
can add to increase your response rate to this one. Of
course, you can also create your own funny image with
lemlist too. Remember, outreach doesn’t need to be
boring!
52
52
COLD EMAIL MARKETING
Grow your community
1000+ 55% 26%
So, I thought you might be interested in Ilya killed this campaign with a combo of outreach
Heyo {FirstName},
joining the fastest growing sales & automation and personalization!
growth oriented community.
Ahaha, I’m just kidding Ted. 😂 Similar to the last example, Ilya tried to create a
touchpoint before sending out his cold email
It’s called The Sales Automation Family
I bumped into your LinkedIn profile campaign. He created a target persona, used
(14,000+ members).
recently (thanks for accepting my LinkedIn search filters to create a list of prospects
connection request, btw) and was who matched this persona, and then used a
It’s a place to:
quite impressed with what you and multichannel sequence to send them an invitation
Weglot have been up to. to connect. Then he went in with this email to
1. Share & find cool growth tactics invite them to his group. Because of the work he
2. Discuss new trends already did to target the recipients he didn’t need
3. Have fun 🤙 to add too many benefits since they were people
he already knew would be interested in the group.
Hope to see you there!
He added to this by personalizing his message! He
Ilya (it’s like William but shorter, I know I added the first name, company logo, and website
have a weird name) screenshot of the lead. The image itself is
positioned higher in the email to capture
prospects’ attention and motivate them to read the
entire email.
54
54
Boost your networking results Target your image based the lead type
1 The tactics and research used in this campaign would fit
perfectly with a networking campaign. For example, if
2 This kind of campaign works like magic for all types of
companies, but because of the website screenshot, it can
you want to network with other growth/marketing/sales be even better for startups or entrepreneurs. If you want
managers, all you need to do is determine your specific to reach out to people from larger companies you might
target, use the LinkedIn search tool to find a list of consider replacing the website screenshot with a
prospects, and import this list to lemlist to automate screenshot of their LinkedIn profile. This way you are
viewing their profile, sending an invite, and starting an making more of a personal connection with them and
email sequence to invite them for a coffee chat. Could it help you to start building your relationship, which will
be any easier? later lead you to sales.
55
55
Invite guests to your podcast
Subject line: Interview invite

● Hosted in the biggest sales automation community (6K+
members)
Hi John, This email starts out with an icebreaker
● The episode will be distributed across our Social Media
profiles (30K+ followers, 1M views on avg)
While interviewing Morgan Ingram, he told me I absolutely have to get in ● business.
Access to our 20K newsletter It helps tune down your sales
subscribers
touch with you and bring you as one of my next guests. Plus, I just finished ● intentions
Our audience mostly operates andMarketing
in Sales, focus onand
starting a
watching your recent video on prospecting in the time of a global pandemic, Growth conversation on a topic that’s relevant
and it just adds to all of that. to your prospect.
For credibility and references…
Two months ago, I've started this live webinar series to provide super When transitioning to the sales pitch,
● Just so you know I'm no blog reader, but a result-oriented
actionable sales and growth advice to the viewers. So far we've interviewed this email captures interest by
entrepreneur 😎
some great guests like Aaron Ross, Morgan Ingram, Anthony Iannarino, Jill mentioning how the lead compares to
● My LinkedIn profile (link), the company I founded (link) and
Rowley, etc. I’d be honored to add you to the list.
2020 scoreboard (link) their competitors on Google, complete
with a personalized image.
I think it would be cool to focus this episode on mid- and bottom-funnel If you're interested, we can jump on a quick call where I'll share the
stages and boil down through all the details there. Leave the audience with entire interview plan with you. Then it shows them the promised land
super actionable advice. by explaining how they can put their
You game? coffee shop on top and even links a
Here's why it can be fun for you John: plan so they know he is serious.
Take care,
Guillaume
56
12 100% 91%
Introducing our famous Tiramisu cold email tactic, because it’s cold, but sweet just like delicious Tiramisu.
It relies upon a high level of text personalization, and Guillaume added even more value by stating what was in it for them, and
then showed his credibility so they knew he meant business. In essence, it’s more than just a webinar or podcast invitation. This
worked like magic for high-profile guests like Rand Fishkin, Aaron Ross, Tim Soulo, Becc Holland, John Barrows, Jill Rowley, etc.
The two tiramisu tags have very important missions. One to captivate the lead with a hyper-personalized intro, and the next to add
an idea he has for the webinar featuring this specific lead. Once the lead was hooked, the template also lists all the benefits they
would get. As the cherry on the top, the final paragraph was for building credibility and outlining the next steps. No wonder the
reply rate was so high!
57
Use it for sales prospecting Target the topics to their needs

1 This is a networking campaign, but it has many other uses!
For instance, the tiramisu tactic always kills in sales
3 Like with anything, you can add some more
personalization. For example, in the section where he lists
campaigns because of its level of personalization. If you do the potential topics they can discuss, you can personalize
this, you might want to take out the bulleted list of benefits this to include what you can talk about in relation to some
and simply add a short value statement to get them hooked of their other work. To get even more specific, you can
and you can even tailor this to them. Of course, another look at their posting trends and make suggestions to help
route to take for hyper-personalization is to add a custom them with a specific post.
picture or video as well to boost those click rates!
Podcast research trick

2 To come up with the intro sentences, what our team did is
they listened to a segment of a podcast our potential guest
did before and then identified a topic they cared about. Each
guest had a truly unique sentence.
58
Get featured on other people’s podcasts
Subject line: I’ve Got a Story for You Why did this template work?
Of course, there's a lot of other topics we could be talking about too:
Hi Sarah, This email starts out with an icebreaker
1) How to make personalization and automation work together
My name is Guillaume and I’m the CEO and Co-Founder of lemlist. 2) Building a 2.5K community on Facebook and It
why thattune
matters so your sales
business. helps down
I’ve listened to a few episodes on your podcast and I think you guys are much intentions and focus on starting a
doing some fantastic work. 3) Leveraging LinkedIn for greater engagement and business growth
conversation on a topic that’s relevant
4) Bootstrapping your SaaS towards profit by focusing on Product and
I listened to an episode you did with XY. I loved the part where you talked Brand
to your prospect.
about Facebook Ads, shared some cool A/B test experiments and tear
down few example. When
For references and credibility, you can checktransitioning to the(link)
my LinkedIn profile sales pitch,
this(link).
and an episode I did with Nathan Latka email captures interest by
I’d love to be your guest on the show. mentioning how the lead compares to
Anyways, would love to hear your ideas
theirand would be thrilled
competitors to join complete
on Google,
For the past 1.5 years, I've been building lemlist, an email outreach tool The Sales Guru Podcast. If you’re upwith
for it,alemme know
personalized image.
based on dynamic personalization (text, images, videos, landing pages).
Our tool helps businesses get more replies to cold emails, and makes their Much love,
Then it shows them the promised land
sales process far more contextual and human.
Guillaume by explaining how they can put their
After listening to your work, I believe your audience might enjoy hearing coffee shop on top and even links a
about my journey. My promise to you is that I'll share an honest and plan so they know he is serious.
practical story - signing 10k customers and growing 30% MoM in a vastly
competitive market. It finishes with a CTA that clearly states
59
47 84% 38%
On the other hand, we have the reverse technique too, how you can get featured on podcasts. This template is essentially a
reverse-engineered version of the last one, but with a little less personalization.
Guillaume starts out by introducing himself, which is also a bit of a statement of credibility, and immediately follows with
compliments about their podcast and a personalized statement about one of their episodes that he really listened to. Once he gets
their interest, he goes in with the sale. He adds even more credibility and mentions the multiple topics they can discuss in the
lead’s podcast. In this case interest + credibility is what led G to success!
This is a great strategy Guillaume and Vuk leveraged to build awareness in the early growth stages of lemlist. Connecting with
podcast hosts and delivering value to their audience is a tactic you can scale, measure, and create win-win scenarios by creating
content that inspires.
60
Connect your pitch to their audience Offering services
1 The key to reaching out to creators like journalists,

bloggers, and artists is to mention their work with real
examples and then go in with exactly how your proposal
3 More specifically, this template would work really well
with services like personal branding. In this case, you
have two options with your tiramisu. You can either use
fits for them and their audience. It does take a bit more flattery, show your interest, and explain how you can
time, but your effort will pay off! There are too many help, or with the problem/solution method. For the latter,
content creators out there, and the best ones make an you would simply introduce how you know them, provide
effort where it counts. examples of real problems they are facing, and show
them the golden bridge of how you can help solve their
problems.
Reaching out to content creators

2 You can use this template whenever reaching out to
someone to ask to be featured! Whether it’s in an article,
YouTube video, podcast, newsletter, etc. this template
works great because of its structure.
61
Business collaboration email
60 90% 50%
Subject line: Collaborate? 👊
When creating a partnership, trust needs to exist. And what

Hi Jose,
better way to establish trust than with a genuine email from
Let me just say I’m a big fan of Dropcontact. Just so you know I genuinely think the start. Plus, you want to identify your partners
that, I talked about how much I like your tool for good 15 minutes in this podcast strategically and keep the communication efficient. To quote
(link). one famous book author, don’t make people think about
these things.
My name is Daria btw, Growth Marketer at lemlist. We’re a cold email tool that
helps you get more replies with dynamic personalization. Daria started out strong by writing a statement that was
hyper-targeted to her lead and their work so they know she’s
I'm writing this email to discuss a Dropcontact and lemlist potential integration. serious about the offer.
We are seeing a huuuge market demand in our data and I have no doubt this
will end up being a major success if we make it happen.
Then she keeps it short and sweet by introducing lemlist, her
I’d love it if we could get on a call and talk about establishing a win-win proposal for an integration, explains why they had this idea,
partnership between our two companies. You game? and a simple CTA to test the water on how they feel.
Let me know, She doesn’t go into detail about what it would entail or the
benefits because she really just wants to test how they feel
Daria about this idea. Straight, simple, and to the point.
62
Get straight to the point Add proof to your argument

1 In this case, the template was used specifically to reach out to
people for integrations, but you can use it for any type of
3 Speaking of facts, you can add them to this email! Daria
stated that there was a need for this integration, but you
collaboration you want. For example, you could also use this can add to this by showing real examples of users asking
template when contacting people for joint campaigns on for an integration like this one, or better yet, this one by
social media or for targeted content collaboration too. name. It’s always best to show that you aren’t just
coming with empty promises, but have the cold hard facts
ready to show them.
Content centered around your lead

2 When doing a collaboration you need to not only show you
know the lead, but also spell out the win-win relationship
you are creating. There shouldn’t be any confusion!
63
Influencer outreach
12 67% 67%
Subject line: Dnevnik Vina wants Marija Hyper-targeting! This campaign was created by Vuk
when he was reaching out to influencers to promote a
Hey Marija, giveaway for his local vlog.
We hope you’re well in these crazy times. ❤ If you look at the stats you can see the campaign was
only sent to 12 influencers. That’s because instead of
Quick question for you. We’re throwing away what we think is going to adding a lot of custom tags and icebreakers, he relies
be the coolest wine giveaway in our country. on the rapport that he previously built by connecting
with them on Instagram.
Therefore, we wanna connect and collaborate with true and cool wine
fans. He had already been following and interacting with
their posts before even reaching out to them, so when
Don’t want to bother you with a long email. If this sounds interesting, they saw the message they knew it was made for
let us know. them.
Your true Insta fans, To back this up even more, Vuk only reached out to
influencers that he knew would be interested in his
Vuk offer. As you can see, this paid off. Every lead that
opened the email responded!
6464
Reach out to people you’re connected with Add personalization as needed

1 This template works its magic when reaching out to people
with whom you have already established a relationship with.
3 If you haven’t built that strong of a relationship with
them, you will need to add a bit more personalization. In
Of course, you can use it for cold outreach as well, but keep in this case, you want to group your journalists into different
mind the former. It doesn’t need to be a lot of interactions or campaigns based on subjects they write about or use
the best quality ones, but just so long as they can recognize additional customized tags to mention this. Either way,
your name or at least be able to go back and see your you need to make sure they know why you are reaching
previous interactions. out to them in particular and how this can help their
audience.
Share your content

2 This one would be great to use when reaching out to
journalists to share a story. If you have spoken to the
journalist or shared other stories in the past, you can write
an email very similar to Vuk’s. No need to be more specific
because they know you well enough. In this case, you can
either share your story directly in the email or ask them if
they are interested first, this will depend on your
relationship and the context!
65
65
LINK BUILDING TEMPLATES
Human approach to blogger outreach 20 100% 45%
The link building market is extremely challenging,

Subject line: Quick question about your article I was wondering if you would be interested in a especially when using cold emails. The only way
on G2 ✍ little content collaboration. to succeed is by building a meaningful network
and allowing for both sides to win. And to
Hi Kevin 👋 - this is Daria, I'm Head of content at accomplish that, your best bet is human and
For example, this relevant page on our recently
lemlist. original email outreach.
launched Cold Email Hub (link) can be a great
source for your audience. Don't you think? In
Daria also used a personalized image with her dog
Although this is just going to be asking for a return, I’m happy to offer you anything from
to add a human touch and evoke emotion in her
backlink exchange on G2's blog, I’m gonna do the following:
outreach. This always works well, because I mean
that with a little twist ;)
who can resist a cute puppy?
- 100,000 more views on LinkedIn
Together with my dog, we saw your post and - backlink in return The next great thing about this email is how she
thought to reach-out. - feature your cold email template in our hub phrases the backlink exchange as a collaboration.
- my eternal gratitude Sometimes it’s hard to see a win-win situation,
- picture of happy Lara smiling (I think this is and Daria pointed this out very clearly for her lead.
the best option) 😅
Then she goes in with a list of benefits for the lead
Cheers and hope we talk soon, that adds personalization and humor, is there a
better combination out there? The reason why this
works is because you're positioning an email
Daria
exchange as a conversation, rather than you
asking. When you just ask, you lose all the
leverage.
67
67
Show them the value Add personalization

1 Another level of personalization you can add is with the
win-win situation. In some cases you might want to
3 This template requires very little extra personalization.
There is a ton of room for you to add to this and
hyper-personalize these for each of your leads! To do this personalize it according to your needs. For example, in
you can explain in depth why the article you want to link the intro, you can also talk a bit about the lead and
fits perfectly with their article. Then, you can go in with mention how you are a fan of their previous work and cite
personalized info about how it can help this specific lead. several articles they have written. Or you can even add a
custom image that is personalized to your lead using their
name, LinkedIn profile picture, a screenshot of their
website, and more. Check out our tutorial to see how it
works.
Use for your networking campaigns
2 Don’t think this template can only be used for backlinks!
You can modify it any way you want. For example, if you
are networking and want to reach out to someone for a
coffee call, why not use these tactics?
68
68
Sharing content with journalists 67 85% 27%
Subject line: David, I have a story for you!

Personalization! Briana started out with a
Hi David, subject line that would grab the lead’s attention
while also giving them a relevant picture of
I love the articles you share on Crunchbase about funding and startups, specifically what the email contains. No clickbait here.
the "Startups To Watch" column. It helps us learn from their example and keeps us
motivated here at lemlist!
Then she goes in with the tiramisu tags to
personalize the message to each of her leads.
Anyways, based on your previous work I'd say you're a person who loves a good
The first one is all about flattering the lead to
story. I've got one for you.
hook them to keep reading on.
We are looking to share our story about why we said NO to a $30M investment offer,
half of which was in cash out for our 3 co-founders. Then she explains the point of her email in a
light way, to share an article, and sandwiches
I think this story would be a great fit for Crunchbase considering your recent posts that with another tiramisu tag that mentions the
about where VCs are putting their money and the latest funding news! idea behind the article and why it’s a perfect fit
for this specific author.
This is where we need your help. Our founder, Guillaume Moubeche, wants to share
our story with your audience so that we can inspire and help more entrepreneurs
To top this email off she ends with a PS that
succeed.
establishes credibility with links to the
backstory and info about the company. In this
What do you think...can I send it over to you? Let me know your thoughts.
case flattery + value for lead + credibility =
PS: If you want to see the main takeaways from the process, feel free to look at the articles being published.
deck + a short overview of who we are.
69
69
Personalization hack Keep it concise but interesting

1 Speaking of changing it up, you can also test out adding a
personalized video instead of all of this text. Publications are
3 In this case, you can definitely make it shorter. Instead of
working so much to flatter them, go straight to the point.
used to getting requests for guest posts, and a video will set For example, something along the lines of “Hey
you apart! Using lemlist you can even create a personalized {{firstName}}, how are things going at
landing page that is connected with slack so they can just {{publicationName}}? {{tiramisu}}, anyways, I have
respond through a chat bot on your landing page and you’ll another article for you, this time about {{articleTopic}}, let
be instantly notified. Talk about ease 😎 me know if it works for you to publish or if you’d like me
to change a few things up.” and your tiramisu can be
about the latest happenings with the publication or even
with your contact in particular.
Modify it according to your relationship
2 This template goes over like gangbusters with publishers!
They love it when you are very specific and target them
based on the type of content they normally produce. But if
you have already established relationships with several
publications and just need to send out feelers, you might
want to change the template up a bit.
70
70
Broken link building
24 83% 58%
Subject line: Small issue on your blog Josh

A broken link building strategy is far from new. If you are in the
Hi Josh, backlink business, every blog recommends using this strategy.
However, what we’ve discovered is that it tends to work even
I was doing research that led me to your "XYZ article" page, where I noticed a
better if you have somewhat of a solid reputation as a writer or
dead link. you’re already connected to the people you’re reaching out to.
As for the template itself, it’s super simple! For this specific
Specifically:
campaign, Ilya spent a good amount of time targeting his leads
so he knew they were more likely to be interested in his offer.
URL: www.example.com/blog
Anchor: Example anchor
Dead URL: www.deadlink.com We all get those emails asking for a backlink to something that
doesn’t even remotely fit our work, don’t fall prey to sending
backlink requests to anyone and everyone!
Fixing these things is far from an exciting task, but I assume you want this taken
care of. If so, may I throw in a solid replacement link for consideration...
The first step was targeting his leads, so he used SEO tools like
Ahrefs to find targeted broken links in the lead’s content. The
URL: https://blog.lemlist.com/how-to-send-cold-emails/
Title: How to send a cold email?
rest came easily, he simply stated the error, and then suggested
one of his blog articles that fit the best as a replacement for the
dead URL. All the lead had to do is simply copy the backlink into
Stay golden,
Ilya
the article, how much easier can it get?
71
71
Target your leads Use tools to your advantage

1 Like we said, you shouldn’t be sending out these requests
to anyone. You can, but you won’t get near the same
3 If you’re already using tools like Ahrefs and
SEMrush, take advantage of their full
results. The secret behind Ilya’s success was targeting his capabilities! There is so much you can use these
leads to people he know would be interested in changing tools for that will help you target your leads and
the link and that the proposed link fits with. Then he provide quality cold email personalization. Next
makes it easy by giving them the switch. time you’re logged in, take another look at all of
its capabilities.
Make it easy for your lead

2 Maintaining the idea of simplicity, consider pointing out
the exact part of the article that would be a good place to
add your backlink! This can work wonders when paired
with the win-win sell because you are essentially just
providing pure benefits and doing the dirty work for them.
What is better?
72
72
Claiming unlinked mentions
13 100% 85%
Subject line: Thanks for mentioning lemlist
Hi Phantombuster team, Another well-known strategy in the link building world.

In this email, we were reaching out to people that had
I wanted to reach out and say I'm super grateful about you already mentioned lemlist on their website and were
mentioning lemlist in the "5 LinkedIn Flows You Have To Try". just asking them to link the mention back to our
website. His key to success was the timing of this
As you know, we're hustling hard to grow our business and it email!
would mean a world to us if you could add a link back to our site.
Instead of waiting until it is convenient to draft an
Thanks again for the shout out and wish you nothing but the email, you can prep your template beforehand and
best! then set it up as soon as you’re notified that your
company was mentioned in an article.
See you down the road,
Google Alerts is a free option, but you have paid tools
Lucille that are more robust to leverage here.
73
73
Timing is everything Create a win-win relationship

1 When crafting an email like this, whether it be for working
on a backlink or sharing a story, you need to make sure that
2 The last thing you can add is what you are willing to offer
in return. Whether it be a backlink to their site, help with
you are reaching out at the right moment for your lead. All their LinkedIn strategy, organizing an interview for them,
you have to do is set up google alerts any time your etc. This secures that win-win relationship we mentioned
company name is mentioned, and immediately reach out to before. Imagine sharing this article on one of your
your lead. channels and sending some traffic their way prior to
reaching out. This type of cold email usually ends in little
negotiation.
Keep track of your leads

2 If you have a campaign already set up for these
circumstances then all you’ll have to do is add the name
of your lead or company in your CSV file along with the
article that was mentioned and import into lemlist and
you are ready to roll. A backlink hack in less than a
minute!
74
74
RECRUITING TEMPLATES
Initial recruiting email 120 78% 38%
This one is very similar to the last template, but with a bit of a
Subject line: lemlist looking to bring Lucille 📰 twist.
Hi Lucille,
The key in this template is the level of personalization. It started
out with a clear subject line and intro so the prospect knows
My name is Guillaume and I'm looking for the new Creative Marketing Manager exactly why they are contacting them. This tactic should be used
at lemlist. not for cold targeting, but for when you have a specific person in
mind that you really want. Hence why more research is needed
Your work on X project looks really impressive and as such it drew our and why the email goes deeper into the challenges of the role.
attention. As a matter of fact, we're currently working on a similar project at our
company where the challenge is rank our French content high and generate You already kind of qualified the candidate, you just want to
organic leads in the long run. confirm your expectations and see if they are interested in a
respectful and efficient way.
We feel that you're the perfect person to join our team and help us achieve
this. The template uses custom tags to specifically identify projects
they are working on, and highlight how they could help the new
If you're interested, I could send over the details of the job? company, should they decide to switch.
The real seller of this email is that he simply asks if they want to
Let me know,
find out more info about the job, no pressure. This can also lead
Guillaume
to building relationships, even if they aren’t interested in working
for him.
76
76
Put your lead on a pedestal Stand out from the crowd

1 Again, the key to this email is highlighting the lead and how
interested you are in them. They have the opportunity to
3 You can also take advantage of lemlist’s features to add a
personalized video to your recruiting template. Instead of
work with other companies, start their own projects, or even just sending a link to the job application you can add the
grow at their current company, so why should they want to link along with a thumbnail leading to a personalized
come work for you instead? You need to make them feel landing page for each prospect, complete with a video
wanted in your approach so they know you are serious. introducing yourself and the company, and then a
calendar link so the prospect can directly book an
interview with you.
Modify the template to fit your needs

2 This is a basic interview invite template that you can use as
a starting point and build from there. For example, you can
use the ideas from this one to create a recommendation
template. Now and then you get current employees to
recommend other rock stars, so you should bring this up in
your email. You can use custom variables to say who
mentioned them and why you are interested in their work.
77
77
Interview invitation email
160 84% 31%
When recruiting it’s always important to show the candidate

Subject line: We want you at Apple
you really want them! The time has come to change those
Hey Denis,
generic messages we receive on LinkedIn in which they tell us
we should click on a link and apply.
Apple is looking to hire a UX Designer and we've set our eyes on you.
This example starts out with a great subject line that will for
sure boost your open rate. It also highlights info about the
Your LinkedIn profile shows an impressive track record in creating loveable and
prospect and uses custom variables to show they’ve done
seamless experiences in the app world. All the reasons why we would want
someone like you to join our team. their research on the candidate.
They back this up with info about the job role so the
If interested, you can see all the details about the role here.
candidate can do their own research if they are interested.
Finally, they seal the deal with an invitation for a no-pressure
We'd definitely like to get to know you, no strings attached.
interview which is guaranteed to boost response rates.
Let me know if you're up for it?

At the end of the day, it’s how “cold recruiting” should feel.
Like a conversation, matching prospect’s interests with the
Take care, right role, and not treating them in a generic way when they
Tim
reply. You can be efficient and kind at the same time while
ramping up your reply rate in the process.
78
78
Genuine compliments lemlist chrome extension

1 This is the key to making your email seem like it was
written specifically for a target and not just an email that
3 If this sounds like a lot of work, don’t worry, we’ve got you
covered. Finding information about your lead and
you can send to hundreds of candidates. Tim leveraged uploading it to your campaign has never been easier!
the information on his candidate’s LinkedIn profile to show With the lemlist chrome extension, all you have to do is
them that he has seen their work and prove that is activate it, and your lead’s information will be uploaded.
genuinely interested in them. You can even add to it by writing out your icebreaker as
you are viewing their profile. Then all you have to do is
press create and it imports to the campaign of your
choice. If you want to save time creating your custom
Use social media
2 Sites like LinkedIn are a gold mine for creating
recruitment emails! Of course, you can look at a
values check out our video that walks you through it!
candidate’s profile, which is essentially a resume, but you

can even check out their activity to get more information
about their daily activities or topics they are interested in.
79
79
Hiring VPs and department heads 249 53% 17%
The right balance of an easy-going tone with

professional content.
Subject line: Daniel at Tesla?
They started right off the bat with a subject line
that is sure to grab attention, and an intro line to
Hi Daniel,
explain what they are looking for. This ensures the
prospect will keep reading if this matches with
I am currently on the hunt for a new Director of Marketing and Communications
what they are searching for. Then they go in with a
and I think you’d be a great fit!
custom tag to express their interest in the
potential candidate and exactly why they want to
I saw your work on the brand positioning for Toyota and watched the execution
work with them.
of your commercial plan at AB InBev. Great job increasing the revenue by 34%,
quite impressive!
They add a bit of info about the job but not too
much because the point is to see if the lead is
Anyways, this job would be right up your alley. You would be focused on X, Y,
interested in learning more. The CTA makes it easy
and Z, with competitive pay and attractive benefits. Are you interested in
for the prospect to respond with a simple yes or
learning more about the position?
no.
I’d love to set up a quick call. Have a great day!
They did all of this in a casual tone that makes this
message sound like reaching out to a colleague
Briana
and then finish it off with a fun picture to lighten
the mood.
80
80
Matching the tone to your company Share the best info for your lead
1 This template is a great one to use for general talent
searches because of how it maintains a professional feel
3 Another way you can modify this template is by changing
the job info that you give. You can leave out the job
with a casual tone, but you can change this depending on information altogether or maybe include more details
what is best for both your company and audience. For about the role/company. This can even be personalized
instance, you can also make it more casual by adding depending on each candidate, i.e. mentioning the part of
things like a P.S. and picture of the team. the role or benefits that will appeal to each of your leads.
You might also want to consider adding a link to the
company careers page so they can check out your
company for themselves.
Make your pitch different
2 You could also make a personalized video for your top
candidates! This option works so well because it sets your
company apart from the crowd, and gives them a chance
to book a meeting on your lemlist customized landing
page with your calendy integration. Easy to set up and
perfect for your potential candidates.
8181
One more thing...
All good things must come to an end. So has this ebook! We hope you Below you’ll find some additional resources to use, should you need them:
enjoyed reading it and that it brought an enormous amount of value to
your world. ● Cold email guide for beginners
● 100+ cold email templates
You know what would be insanely cool to happen next? ● How to do an audit of your email reputation
● How to automatically warm up your domain
When you crush your next cold email campaign and see that reply rate go ● Why it’s critical to verify email addresses
sky high, send an email to vuk@lemlist.com. Share your success, because ● How to find anyone’s email address
we’d REALLY like to see you shine. :) ● Best cold email subject lines
● Best cold email intro lines
Hopefully we’ll need to put our shades and hats on because you'll be ● 7 LinkedIn tips to target prospects like a pro
shining so bright. :)
Oh, and you want all this taken care of by the world’s coolest cold email
Release the Kraken! and sales automation platform, you can start for free here.
Experience the lemlist magic for yourself.
82
82
Much love 💙
Have any questions?
Need a specific cold email template?
Drop a line at vuk@lemlist.com
lemlist.com

Cold Email Techniques

Uploaded by

Copyright:

Available Formats

Cold Email Techniques

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Cold Email Techniques

Uploaded by

Copyright:

Available Formats

MASTER THE ART

05 JOURNEY TO A HIGH REPLY RATE 53 COLD EMAIL MARKETING

17 SALES TEMPLATES 66 LINK BUILDING TEMPLATES

30 OUTBOUND SEQUENCES 75 RECRUITING TEMPLATES

● Set up your email outreach funnel

Before we share our 27 cold email templates with you, we strongly

● Try not to send more than 100 emails per day

First Name Last Name Email Intro Line

You’re a big inspiration for me G and the way you

I saw your recent LinkedIn post about marketers being more

I saw that you joined lemlist’s marketing team recently and

The strategy with follow-ups can be: 1) use well-structured reminders or 2)

Plus, you can create them at scale, like this.

Dynamic landing pages

To continue from the previous section, imagine people clicking on your

Imagine that prospects land on a page that’s uniquely customized for

Now let’s imagine two different scenarios. 1) Subject lines

Tell me, honestly, which scenario would you rather be in?

Subject line: Thanks for the ebook Stephen

You wore many hats in your career, from social

I'm curious to know if you have something in Nadja

Research tip Coffee cup image

Subject line: Your emails going to spam? Do this

The gold in this email is in the personalized thumbnail. Instead of

Customer research Personalized video to seal the deal

Connect with their problems

This cold email campaign is super special and it

What’s special about it is the method she uses to

Go to the source Conversational call-to-actions

Subject line: Ron recommended I get in touch with you

Hope nothing but the ﬁnest things are happening at Spendesk.

In this case, Vuk used custom variables to add

Transition and pitch When to use this template

Reference your research

This email starts out with an icebreaker

Have a good one, Then it shows them the promised land by

It ﬁnishes with a CTA that clearly states

Help prospects visualize success Conversational intro lines

Subject line: Coffee or tea? Hello Eva!

Add humor Grow your network

Establish credibility smoothly

1. Establish a connection on LinkedIn

In the ﬁrst step, Simon’s goal is to do simple things. Connect on LinkedIn

Subject line: *same as the previous email

I tried to reach you yesterday by phone without

I also just realized that I asked you a few

Learn how to use this strategy to increase your conversion rate.

Cold call tips

Why did this template work?

The follow-up that comes if they don’t sign up is a simple reminder to

Top of the funnel content Videos in cold emails

Step one email Step two email

By outsourcing the project to one of our suppliers (out of a list of

Mention key points of the meeting Be efficient

Send a meeting summary

Hey Denis, This follow-up worked wonders for Briana after

Subject line: *same as previous email

Iryna Then she continues by re-inviting them to