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← Cold email templates

Templates

SaaS cold email templates that get replies

Three short cold emails for selling software to busy buyers, built around a reason to write today.

When to use these

  • You sell a B2B software product and are writing to someone who has never heard of you.
  • You have a reason to write now: a hire, a launch, funding, a new tool in their stack.
  • You want a reply or a short call, not a demo booked from the first email.

The trigger event

Email

Subject: {{company}}’s new {{role}} hires

Hi {{firstName}}, Saw {{company}} is hiring {{number}} {{role}}s. Teams usually do that when {{problem}} starts eating the week. {{product}} handles {{job}} automatically, so new hires spend their first month on {{outcome}} instead. {{customer}} cut onboarding from {{before}} to {{after}} with it. Worth a 15-minute look before the new team starts? {{senderName}}

Why it works: It opens with something true and recent about their company, links it to a problem in one sentence, and asks a small question.

The problem first

Email

Subject: {{problem}} at {{company}}

Hi {{firstName}}, Most {{jobTitle}}s I talk to lose a few hours a week to {{problem}}: {{specificSymptom}}. We built {{product}} to fix exactly that. It {{oneLineHowItWorks}}. Is this on your list this quarter, or am I off base? {{senderName}}

Why it works: It names a problem their role recognises, explains the fix in one line, and makes it easy to reply even with a "no".

The peer proof

Email

Subject: How {{peerCompany}} handles {{problem}}

Hi {{firstName}}, {{peerCompany}} had the same {{problem}} {{company}} probably has: {{specificSymptom}}. After switching to {{product}}, they {{resultWithNumber}} in {{timeframe}}. Happy to send the two-minute version of how they set it up. Interested? {{senderName}}

Why it works: A company like theirs is more convincing than any claim about your product, and offering a short write-up is a lighter ask than a call.

Tips before you send

  • Keep it under 100 words. Most cold emails are read on a phone.
  • Use one call to action, and make it a question that is easy to answer.
  • Leave out links and images in the first email; they can hurt deliverability and add nothing yet.
  • Swap every {{placeholder}} for something specific. A template with only the name filled in reads like a template.
  • Send from a warmed-up mailbox with SPF, DKIM and DMARC set, or the best copy still lands in spam.

Before you send, check your draft for words and formatting that read like a promotion. Spam word checker →

Questions

  • How long should a SaaS cold email be?

    Under 100 words, in three short paragraphs: why you are writing to them, what you do about it, and one question. Longer emails get skimmed or skipped.

  • Should I ask for a demo in the first email?

    Usually not. A demo is a big ask from a stranger. Ask whether the problem is a priority, or offer something small like a short write-up, and suggest a call once they reply.

  • What is a good reply rate for SaaS cold email?

    It varies a lot by market and list quality. Specific, well-targeted emails to a verified list do much better than generic blasts, so test two versions on a small batch before you scale.