Cold email templates: How to write cold outreach that gets replies

Cold outreach is always evolving. With Microsoft and Google tightening email rules to crack down on spam, sending cold emails is more complex than ever. Gone are the days you could purchase thousands of emails and hit send. Today, success depends on high-quality data, personalisation that goes beyond a name and title, and smart tools like Firmable and Smartlead for optimised sending and deliverability.

You also need to adjust your expectations. Cold email is a volume game, but not a spray-and-pray strategy. The average reply rate for B2B cold emails? Less than 5.1% open rates used to offer some insight, but thanks to Apple Mail Privacy Protection and other changes in email tracking, open rates are no longer reliable marketing metrics. So what works now? Let’s break it down.

Why cold email still matters (even in 2025)

Cold email remains one of the most scalable and effective ways to start B2B conversations – and combining it with a multi-channel outreach approach will make it more impactful. In Australia and New Zealand, it still works particularly well, at least compared to other parts of the world. Our region sees the highest open rates globally (over 46%) and click-through rates of 2.35% but reply rates are dropping and success hinges on smart outreach.  

That means: 

• Targeting the right people with tools like Firmable to ensure high relevance 
• Writing emails that feel helpful, are solving a pain point, and not pushy 
• Incorporating a multi-channel approach (calls, LinkedIn, etc) 
• Sending more niche and targeted campaigns for each segment you’re targeting, ideally at a time triggered by a signal that indicates it’s a good time to reach out e.g. new job posting, c-level placement announcement, etc.,
• Following up with purpose 

Let’s look at how to write better cold emails, then we’ll share five high-performing templates you can customise for your industry.

The cold email format that works

A great cold email is:

• Personalised: Mention insights they don’t know about their own business. Everyone personalises name and company – go deeper.
• Brief and scannable: Keep it under 150 words. Use short paragraphs or bullets.
• Value-led: Focus on the benefit to them, not your features.
• Actionable: Include a clear, low-pressure call-to-action.
• Human: Write like a helpful expert. Friendly, not fake.

Modern personalisation tips

In 2025, first name and company personalisation are table stakes. Go further by:

• Referencing recent company news, LinkedIn activity, or content they published.
• Calling out a gap you noticed (e.g. slow site speed, missing integrations).
• Benchmarking them against competitors or peers.
• Highlighting something they may not know about their own market or audience.

Best practices for B2B cold emails

• Subject lines: Use sentence case and keep it specific. Try questions or benefits.
• Send mid-week, mid-morning: Tuesdays to Thursdays around 10am perform best.
• Always follow up: A 3-email sequence can increase replies by 50%.
• Avoid links and attachments in the first email: These trigger spam filters.

Where cold calling still fits 

Cold calling hasn’t disappeared – far from it. Many sales teams still rely on phone outreach as a follow-up to cold emails or as a touchpoint in multi-channel sequences. Success rates for cold calls are modest (around 2–5%), but when paired with a smart cold email, they can boost your odds of landing a meeting.

For example, when a prospect sees your name in their inbox and then hears from you by phone, you’re no longer a stranger – you’re a persistent professional making a genuine effort to help. Used well, cold calling complements email by adding a human touch and increasing credibility.

Here at Firmable, we’ve been able to consistently see 22% connect rates from our SDR (Sales Development Representative) team, compared to the industry average of just 5%. Learn more about how we measure SDR success and maximise cold call effectiveness.

Top 5 cold email templates for Australia and New Zealand

These are real-world examples tailored for ANZ industries. Swap in your details and adjust for your product or service.

1. The results-driven email

Subject: Helping [Company] grow faster in [2025]

Hi [First Name],

We recently helped a [industry] business in [city] grow sales by 28% in just 90 days. Based on what I’ve seen at [Company], I think we could do something similar.

Would you be open to a quick chat next week to explore it?

Cheers,
[Your Name]

Why it works: Leads with a result and offers value quickly.

2. The problem-solver

Subject: Quick win for [Company]?

Hi [First Name],

A lot of [role]s I speak with say [common problem] is slowing them down. It also creates [impact].

We helped [similar company] cut that by 40% using a lightweight [solution]. Worth a look?

Best,
[Your Name]

Why it works: Frames the pain point and shows a solution with proof.

3. The useful insight

Subject: Noticed this about [Company]

Hi [First Name],

I spotted [relevant observation] about your [site, hiring, tech stack etc]. Most teams don’t realise it’s costing them [impact].

If it helps, I’ve got a quick guide on how to fix it. Happy to send it over.

Cheers,
[Your Name]

Why it works: Offers value without asking for anything up front.

4. The find-the-right-person email

Subject: Quick question about [Company]

Hi [First Name],

I’m trying to find the right person to speak with about [topic]. Would that be you, or could you point me in the right direction?

Thanks in advance – appreciate the help either way.

Cheers,
[Your Name]

Why it works: Low-pressure and respectful. Opens doors in large orgs.

5. The polite follow-up

Subject: Re: [original subject]

Hi [First Name],

Just following up in case my note last week got buried. Totally understand if it’s not a priority now – let me know either way.

Thanks again,
[Your Name]

Why it works: Friendly persistence gets replies. Keeps it professional.

The tools that make cold outreach work

Cold emails only work when your list is clean, accurate and relevant. Firmable’s B2B data platform gives you verified business contacts, company insights and real-time firmographic data for Australian and New Zealand businesses. That means better targeting, more replies, and less time wasted.

Pair Firmable with a deliverability-focused sending tool like Smartlead, and you’ve got a winning setup for modern cold outreach.

Final word: Better emails, not more emails

Cold outreach isn’t about sending more. It’s about sending better.

Write like a human. Focus on what your prospect doesn’t know. Use the right data. And keep improving your approach.

With the templates and tactics above, plus Firmable in your corner, you’re well on your way to cold outreach that gets real replies.