Cold outreach templates for email and LinkedIn

Good cold outreach templates give the reader a reason you are writing, say something specific about their situation, and end with one easy question. The templates below cover signal-based openers, problem-led emails, referral asks, follow-ups and break-up notes for both email and LinkedIn. Adapt each one; never send it word for word.

A template saves time on structure. The reply comes from the detail you add: a real signal, a real problem and a real question.

The structure behind every template

Most effective cold messages follow the same four parts:

1. Reason: why you are writing to this person now (a signal, a mutual connection, a post).
2. Relevance: a line about a problem people in their role often have.
3. Proof (optional): a short, honest example of how you've helped similar teams.
4. Question: one easy, low-pressure question.

Keep the whole thing short. Leave out the product tour, the calendar link and the attachments until someone shows interest.

Email templates

1. Signal-based opener

Subject: [Company]'s new [team/role]

Hi [Name],

Saw that [signal: you joined as Head of X / Company raised a round / you're hiring Y]. That usually means [related challenge] moves up the list.

We help [type of team] with [outcome]. Is [challenge] something you're working on right now?

[Your name]

2. Problem-led email

Subject: [specific problem] at [Company]

Hi [Name],

Most [role]s I talk to at [company type] say [specific problem] eats more time than it should, especially when [situation].

Is that true for your team too, or have you already solved it?

[Your name]

3. Short case-based email

Only use this with a real, verifiable example.

Subject: how [similar company] handled [problem]

Hi [Name],

[Similar company] had the same challenge with [problem]. They changed [what they changed], and [honest outcome].

Would a short summary of what they did be useful?

[Your name]

4. Referral ask

Subject: right person for [topic]?

Hi [Name],

I'm trying to find who looks after [area] at [Company]. Is that you, or could you point me to the right person?

Thanks either way, [Your name]

5. Follow-up email

Subject: Re: [original subject]

Hi [Name],

One more thought on [topic]: [useful insight or resource link].

Worth a conversation, or should I check back later?

[Your name]

6. Break-up email

Subject: closing the loop

Hi [Name],

I haven't heard back, so I'll assume [topic] isn't a priority right now. No problem at all.

If that changes, just reply to this email and I'll pick it up.

[Your name]

LinkedIn templates

LinkedIn messages should be even shorter than email. Our free LinkedIn message generator writes three openers from the signal you choose.

7. Connection note

Connection request

Hi [Name], saw your post on [topic] and liked the point about [detail]. I work with [role]s on [area]. Would be good to connect.

8. First message after connecting

After connecting

Thanks for connecting, [Name]. Curious: how are you handling [problem] at [Company] at the moment?

9. Competitor follower

Use when someone follows or engages with a competitor. Do not mention that you know this; lead with the problem instead.

Category interest

Hi [Name], looks like you're exploring [category]. What's the main thing you're trying to solve: [option A] or [option B]?

10. Content share

Useful resource

Hi [Name], we just put together [resource] on [topic] for [role]s. Happy to send it over if useful. No pitch attached.

For more LinkedIn sequences, see our LinkedIn follow-up message templates and our guide to LinkedIn cold outreach.

Which template to use when

Situation	Best template	Why
You spotted a clear signal	Signal-based opener (1) or new-role LinkedIn message	The signal is your reason to write
No signal, but strong fit	Problem-led email (2)	Leads with a problem the role often has
You have a strong, similar customer story	Case-based email (3)	Proof does the work, if it is real
You are not sure who owns the area	Referral ask (4)	People like pointing you to the right colleague
No reply after a few days	Follow-up (5)	Adds something new instead of nudging
No reply after several touches	Break-up (6)	Removes pressure and often prompts a reply
Someone engaged with your content	Content share (10)	Builds on interest they already showed

Example: one prospect, two channels

Imagine Priya has just joined a software company as Head of Revenue Operations.

• Day one, LinkedIn: a connection note that mentions her new role and a post she shared.
• After she accepts: a short question about how she is approaching CRM data in her first months.
• A few days later, email: a brief note that refers to the LinkedIn message and shares a useful checklist.
• A week later: a follow-up with a different angle, then a polite close if there is still no reply.

Each touch has a reason, adds something and gives her an easy way to respond or say no. The channels support each other rather than repeating the same text.

How to personalise at scale

Personalising every message by hand does not scale, and generic templates do not get replies. The middle ground:

• Segment by signal. Group people by the reason you're writing (new role, funding, hiring, competitor interest) and write one strong template per segment.
• Segment by role. A founder and a team lead care about different things.
• Add one real detail. A single specific line per person is often enough.

Start every campaign by defining who you're targeting. Our free ideal customer profile template helps you write that down.

Subject lines that work for cold email

Good subject lines are short, specific and look like a normal work email:

• "[Company]'s new [team]"
• "question about [topic]"
• "[mutual connection] suggested I reach out" (only if true)
• "[specific problem] at [Company]"

Avoid all caps, clickbait and fake "Re:" or "Fwd:" prefixes. They damage trust before the email is opened.

Deliverability basics for cold email

Even the best template fails if it lands in spam. Before sending:

• verify every address
• set up authentication on your sending domain
• send at a steady volume rather than in bursts
• avoid heavy images, many links and attachments in first emails
• remove anyone who asks not to be contacted

Our glossary entry on cold email covers the fundamentals.

Mistakes to avoid

• Writing about yourself in the first line.
• Asking for a long call in the first message.
• Fake familiarity or invented mutual connections.
• Claims you cannot back up.
• Sending the same message to every segment.

Where GTM Plays fits

GTM Plays handles the LinkedIn side of cold outreach. It finds people showing intent signals, scores fit against your ICP, and writes and sends messages from your own account, so every message starts from a real reason. Replies arrive in one inbox, where you take the conversation forward. It does not book meetings by itself.

For email, it connects to Instantly, Smartlead and SmartReach, and the full list of integrations is HubSpot, Salesforce, Pipedrive, Zoho CRM, Attio, folk, Breakcold, Instantly, Smartlead, SmartReach, HeyReach, Slack, Clay and Zapier, plus webhooks, a REST API and an MCP server. Pro is $149 a month with a 7-day free trial, and each extra agent is $59 a month. Start your free trial.