Would you reply
to your emails?
We write three emails over a week, one idea in each, and ask about interest before anyone’s calendar. Here’s how we do it, the templates built on it, and every cold email article in the Workshop.
Cold email templates
All templates
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B2B cold email sequence template
The three-step sequence we start every cold campaign from, with two variations per step and the reasoning behind each line.
Three steps, six emails
Cold email to a founder
Founders read their own inbox and have no patience for a pitch. A three-step sequence in plain language, written to their week, not their title.
Three steps, six emails
Cold email follow-up
A follow-up that brings something new instead of "just checking in", in three variations: proof, a different angle, and a smaller question.
One email, three variations
Sales breakup email
The last email asks who owns the problem instead of making them feel guilty. Three variations, the breakups we skip, and what to do with the replies.
One email, three variations
B2B re-engagement emails
Old leads are an asset, not a list to suppress. When to come back, why you never mention the silence, and a fresh three-step sequence.
Three steps, six emails
Follow-up email after a demo
They took the meeting, so the problem is real. A follow-up that brings a plan, a resource, or one honest question, and never a recap of the call.
One email, three variations
How we write cold email sequences
This is how we write the sequences we send for our clients and for ourselves, with the reasoning behind each choice. They’re defaults that work for us, not laws.
Read the full method
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Start with the list, not the copy
We don’t write a word until the list is built and every address on it is verified.
Get the offer into one sentence
A clear offer in plain words beats a clever email about a vague one every time.
One email, one idea
One email, one question. Two questions give them two things to think about, and the easiest response to two things is neither.
Write to what the reader is living, not to the signal that found them
The signal picks the list, and the email is written to the consequence: what the reader is dealing with because of it.
Three steps and what each one is for
Step 1 starts a conversation, step 2 brings something step 1 didn’t have, and step 3 routes or closes.
Subject lines: short, lowercase, one thread
We use the same subject on every step, so the whole sequence sits in one thread in their inbox and reads as one conversation.
Follow-ups that read like a person wrote them
The harder part is the line-level detail that makes a follow-up read as written rather than sent.
Two variations, one idea per pair
When a pair differs in one way, the result tells you something. When it differs in five, you’ve learned which email did better, not why.
These are defaults, not rules
The point of knowing why a default exists is that you can tell when it doesn’t apply.
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