Sending Effective B2B cold Emails

1. Making the list

This step is as important as creating the template to send out. You need to gather emails based on how you can reach out to your personas. Personas are customer that are ideal to sell to, they perfectly fit the profile of your target market, which is based on criterias such as Industry, designation, etc.

So first find out who your persona’s really are, and then go ahead and use search tools to find companies and their staff that fit your persona’s. Although this step will require the most amount of time, it’s really important that you get your target audience right if you wish to see some replies and engagement.

Even if you do have a list of just 200 or so, it’s still going to be worth it, as this list is now tailor made to your requirements and you know more about the people you’re sending your mails to, which makes the templates we’re about to create even more personal.


Making a list of Emails

2. Setting up the drip campaign

Now that we’ve made the list, it’s time to make those cold emails personal and sticky. What do I mean by sticky? Well, here’s an example of a cold email I got that really caught my attention :

Sounds quite catchy doesn’t it? The most efficient way of B2B cold email marketing is to use a Drip-campaign. The drip- campaign is essentially sending out 2-3 emails spaced out in a time line of say 2 weeks.

Each one of these emails is designed with a specific purpose. I recommend using only text emails so that you can increase the chances of landing up right in the person’s inbox!

Preparing the drip campaign

Here’re the 3 types of emails that you should create for your drip campaign.



Introduce yourself politely, and give the person a small hint as to why you’re emailing them.

Usually, you can ask the person to ‘Point you in the right direction’ in the hope that they will forward your email to the concerned department.

End EVERY email with a ‘Call to Action’, so in this case you either get the person to respond or you can frame your 2nd mail with reference to this one.



In the second mail, you can dive a little more into your product details. Address the problem (in general) and throw in your solution.

Link back to your website, and a simple call to action. Keep this mail engaging, and throw in a little humour if you like. Try not to make this mail too large, that the reader might turn away! You can make it more engaging by displaying an image in the mail.


EMAIL 3: I’m sorry, this will be my last mail.

Now, assuming you still haven’t got any leads or replies. It’s time we look at the last mail in your drip campaign. Explain that you’re sorry if you caught the person at the wrong time, and would like to know if there’s time in the near future where you could talk.

And also inform them that this will be your last email (and it should be).
3. Finding a service

It could be really tedious and time consuming to send out these emails individually. So go ahead and search for a service which will allow you to dish out these emails. There’re are many services out there that will allow you to dish out these emails to your list while giving your email address as the ‘To’ and ‘From’ destinations. They go by the names ‘sales automation tool’ , ‘sales engagement platform’ etc.


Finding a service

Finding a service

If you’d like to make more of your inbound traffic and increase your conversions from your website, try 1CLICK. A simple, and very effective tool to engage with your visitors through video, voice or text. You can also collaborate with your customers through 1CLICK’s collaboration tools like screen sharing and co-browsing. Customer’s love great service, and this tool was built to help you deliver just that