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How to Write B2B Cold Emails That Get Clients

How to Write B2B Cold Emails That Get Clients

Cold emails remain a powerful system for acquiring new clients. A well-crafted cold email can open doors to new business opportunities and help you establish valuable connections. Here’s a proven strategy to write cold emails that get results, specifically tailored for marketing agencies looking to scale their client acquisition.

Cold Email Structure

A successful cold email should be short, to the point, and crafted with a clear structure. Here’s a simple yet effective format:


Start with a concise introduction that immediately tells the recipient why you’re reaching out. The goal is to grab their attention and make it clear that you understand their needs.

Example: “I’m reaching out because we help marketing agencies acquire clients at scale.”


Next, provide a quick success story to build credibility. Mention a specific company you’ve helped, the result you achieved, and the timeframe. This demonstrates your expertise and the tangible benefits of your service.

Example: “We recently helped XYZ Marketing achieve a 20% increase in client acquisition within three months.”

Call to Action (CTA)

End with a straightforward call to action. The CTA should invite the recipient to take the next step, whether it’s scheduling a call or watching a video about your service.

Example: “Would you be open to talking?” or “Can I send you a video that goes over how we did it?”

Email Length: Keep It Short and Sweet

No one has the time to read long emails. Aim for 50-60 words max. The key is to be concise and focus on what you can do for them. Think of it as a pitch rather than a detailed explanation.

Example Email

Here’s a final copy based on the above structure and principles:

Subject: Scale Your Client Acquisition with Our AI-Powered Cold Email Engine

Hi [Recipient’s First Name],

Do you currently have a repeatable strategy to land business month after month without relying on referrals?

We help marketing agencies acquire clients at scale by installing our AI cold email engine in-house. We take care of the data, messaging, and backend work, ultimately getting you 5-10 appointments per week WITHOUT any ongoing monthly retainer.

Would this benefit you?

Best regards,
[Your Name]

Call to Action (CTA)

The effectiveness of your email often hinges on a compelling CTA. The two best CTAs are:

  1. “Can I send you a video that goes over X?”
    • With X being the core benefit of your service. For example, “Can I send you a video that goes over how we increase client acquisition for agencies?”
  2. “Are you open to talking?”
    • This direct approach invites a simple yes or no response, making it easy for the recipient to take the next step.

When it Comes to the Video…

You have two options:

  1. Create one templated video for your niche that you send to everyone.
  2. Make a personalized video after the prospect responds with interest.


Avoid cliched lines that lack authenticity. For instance, “My partner and I were talking about your business, so I thought I’d reach out,” comes across as insincere and is likely to be ignored.

Final Thoughts

By following this simple structure and keeping your emails short and focused, you can significantly improve your cold email campaigns. Remember, the goal is to clearly communicate the value you offer and prompt the recipient to take action. With consistent effort and refinement, cold emails can be a powerful tool in your B2B lead generation strategy, helping you land new business month after month.

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