B2B Lead Generation Email Templates by Use Case (20 examples)
20 Email Templates by Use Case
New Prospect Outreach
Template 1: The Trigger Event Opener
Use Case: When a prospect's company announces funding, hiring, expansion, or other growth signalsHow to Write a Trigger Event Email
The Trigger Event Opener
High-converting outreach for timely moments
Performance Notes
Performance Notes
Trigger event emails achieve 32% higher open rates than generic outreach, with 12-15% reply rates when sent within 48 hours of the trigger event. Funding announcements show the highest response rates at 18%.
Personalization Note
Reference the specific trigger event and connect it to a predictable challenge that companies at their stage typically face.
32%
Higher Opens
12-15%
Reply Rate
48h
Best Window
Email Preview
Subject: Congrats on the [specific event]
Hi [First Name], Saw the news about [specific trigger event]. Timing couldn't be better. Companies scaling as quickly as [Company] typically face [specific challenge related to their growth]. We just helped [similar company] solve exactly this by [specific outcome]. Worth a 15-minute conversation to see if there's a fit? Best, [Your Name]
Understanding Trigger Event Emails
What are trigger event emails? Trigger event emails are personalised outreach messages sent in response to specific company events or milestones—such as funding rounds, executive hires, product launches, or expansion announcements.
Why they work:
- Relevance: The timing creates immediate context for your outreach, making it feel less like a cold email and more like a thoughtful response.
- Urgency: Companies facing rapid change are more open to solutions that address their emerging challenges.
- Personalization: Referencing specific events demonstrates research and genuine interest, increasing trust.
Common trigger events to monitor: Funding announcements, leadership changes, office expansions, product launches, acquisitions, awards, and regulatory changes in their industry.
Best practices: Send within 48 hours of the event, keep the email concise (under 100 words), connect the event to a relevant challenge, and include a low-friction CTA like a 15-minute call.
Template 2: The Competitor Intelligence Approach
Use Case: When you know they're using a competitor or evaluating solutionsHow to Write a Competitor Comparison Email
The Competitor Comparison
Position against known alternatives
Performance Notes
Performance Notes
Competitor comparison emails see 27% open rates when referencing specific competitors by name. Reply rates average 8-11%, with higher performance when mentioning specific switching benefits rather than general superiority claims.
Personalization Note
Research the prospect's current tech stack before sending. Mentioning specific pain points associated with their existing tool dramatically increases response rates.
27%
Open Rate
8-11%
Reply Rate
Research
Key Factor
Email Preview
Subject: Alternative to [Competitor Name]
Hi [First Name], Quick question: How's [Competitor] working out for [specific use case]? Asking because we've been helping companies like [Similar Company 1] and [Similar Company 2] achieve [specific metric improvement] by switching from [Competitor] to our solution. The key difference? [Your unique differentiator]. Worth comparing notes for 10 minutes? [Your Name]
Understanding Competitor Comparison Emails
What are competitor comparison emails? These are targeted outreach messages that acknowledge the prospect is using a competitor's solution and position your offering as a superior alternative for their specific needs.
Why they work:
- Relevance: Mentioning their current tool shows you've done research and aren't sending generic mass emails.
- Curiosity: People naturally wonder if they're missing out on something better, especially if they have frustrations with their current solution.
- Specificity: Concrete switching benefits (metrics, features) are more compelling than vague claims of being "better."
Research requirements: Use tools like BuiltWith, Wappalyzer, or LinkedIn to identify the prospect's current tech stack. Check job postings for tool mentions and look for integration partners on their website.
Best practices: Never disparage the competitor directly—focus on what makes you different. Use social proof from companies who switched. Keep the ask small (10-minute call) to reduce friction.
Template 3: The Research-Heavy Personalized Pitch
Use Case: High-value accounts where deep personalization is worth the investmentHow to Write a Research-Heavy Pitch Email
The Research-Heavy Pitch
Deep personalization for high-value accounts
Performance Notes
Performance Notes
High-research emails require 15+ minutes of preparation but achieve 45-60% higher response rates. Most effective for enterprise accounts ($100K+ deal size) with 20-25% reply rates when research is genuinely relevant.
Personalization Note
Focus on publicly available information: press releases, blog posts, podcast appearances, LinkedIn activity, and job postings that signal strategic priorities.
45-60%
Higher Response
20-25%
Reply Rate
15+ min
Prep Time
Email Preview
Subject: [Their initiative/project] + [your solution area]
Hi [First Name], Been following [Company]'s work on [specific initiative you researched]. Impressive approach to [specific aspect]. One challenge companies often hit at this stage is [predictable bottleneck]. We recently helped [similar company] navigate this exact issue, resulting in [specific outcome]. Here's how: [2-3 bullet points of specific tactics/results] Would you be open to a brief conversation about your experience with [initiative]? I have some additional insights that might be relevant. [Your Name]
Understanding Research-Heavy Personalization
When to use: Reserve this approach for enterprise accounts where deal sizes justify the 15+ minute research investment per prospect.
Research sources: Company blog, press releases, podcast appearances, LinkedIn posts, job openings, investor updates, and industry publications.
Key principle: Your research should surface a genuine insight about their challenges, not just prove you visited their website.
Follow-Up Templates
Template 4: The Value-Add Follow-Up
Use Case: Second touch that provides additional valueHow to Write a Value-Add Follow-Up Email
The Value-Add Follow-Up
Second touch with additional value
Performance Notes
Value-add follow-ups outperform basic follow-ups by 34%, achieving 6-9% reply rates. Including relevant third-party resources increases credibility and response quality.
Personalization Note
The resource should be genuinely useful, not a thinly-veiled sales pitch. Industry reports, benchmark studies, and thought leadership pieces work best.
34%
Better Perf.
6-9%
Reply Rate
2nd
Touch
Subject: One more thing for [Company]
Hi [First Name], Following up on my note from last week about [original topic]. In the meantime, I came across this report: [relevant resource] that shows exactly what we discussed about [specific challenge]. The key finding: [specific stat or insight from resource]. This mirrors what we're seeing with our clients in [their industry]. Happy to share how [similar client] addressed this if you're interested. [Your Name]
Understanding Value-Add Follow-Ups
Why it works: Instead of asking for something, you're giving something valuable. This builds reciprocity and positions you as a helpful resource.
Resource types that work: Industry reports, benchmark studies, relevant case studies, podcast episodes, or articles that directly relate to their challenge.
Template 5: The Assumptive Follow-Up
Use Case: Third follow-up when you haven't heard backHow to Write an Assumptive Follow-Up Email
The Assumptive Follow-Up
Third touch when you haven't heard back
Performance Notes
Assumptive close emails generate 22% response rates, with many prospects providing alternative contact information or future timing. Most effective as the 3rd-5th touch in a sequence.
Personalization Note
The P.S. asking for a referral often generates responses even from prospects who aren't the right fit, expanding your network within the account.
22%
Response Rate
3rd-5th
Touch
Referral
P.S. Strategy
Subject: Should I close your file?
Hi [First Name], Haven't heard back, so I'm assuming [solving specific problem] isn't a priority right now. I'll close your file unless you'd like to keep the conversation open. If timing changes, here's the quick recap of what we discussed: - [Specific challenge] - [How you solve it] - [Relevant proof point] [Your Name] P.S. If you're not the right person for this, who should I connect with?
Understanding Assumptive Follow-Ups
Psychology: The "closing your file" framing triggers loss aversion—people don't like losing options, even ones they weren't actively pursuing.
Best practice: Keep the recap bullets genuinely valuable. This reminds them why the conversation was worth having.
Event and Content Follow-Up
Template 6: The Webinar Follow-Up
Use Case: Following up with webinar attendeesHow to Write a Webinar Follow-Up Email
The Webinar Follow-Up
Engage attendees with personalized responses
Performance Notes
Personalized webinar follow-ups referencing specific attendee questions achieve 35% higher response rates than generic post-event emails. Best sent within 24 hours of the event.
Personalization Note
Monitor the chat during webinars for specific questions. Even if you didn't answer live, following up personally creates a powerful 1:1 connection.
35%
Higher Response
24h
Send Window
Chat
Data Source
Subject: Your question about [webinar topic]
Hi [First Name], Thanks for attending our webinar on [topic] yesterday. Noticed your question about [specific question they asked] in the chat. Here's a more detailed answer: [2-3 lines addressing their specific question] We actually covered this exact scenario with [relevant client example]. Would you like to see how they approached it? [Your Name]
Understanding Webinar Follow-Ups
Why it works: Attendees already showed interest by joining. Referencing their specific question proves you were paying attention and creates a personalized connection.
Pro tip: Export the chat log immediately after the webinar and assign specific questions to sales reps for personalized follow-up.
Template 7: The Content Engagement Follow-Up
Use Case: Someone downloaded content or engaged with your materialHow to Write a Content Engagement Email
The Content Engagement
Follow up on content downloads
Performance Notes
Content follow-ups achieve 25-30% higher response rates when referencing specific sections rather than generic content mentions. Best performance occurs within 72 hours of download.
Personalization Note
Reference a specific section of the content to show you understand what they're researching. The open-ended question invites dialogue without pressure.
25-30%
Higher Response
72h
Best Window
Open Q
Strategy
Subject: Questions about [content topic]?
Hi [First Name], Saw you downloaded our guide on [content topic]. Hope you found the section on [specific section] useful. Quick question: What prompted you to look into [topic area] right now? Asking because we're seeing more [their company type] companies tackle this challenge, especially around [specific aspect]. Happy to share what we're seeing in the market if it's helpful. [Your Name]
Understanding Content Engagement Follow-Ups
Intent signal: Content downloads indicate active research. This is one of the highest-intent behaviors you can act on.
Best practice: Know your content well enough to reference specific sections. Generic mentions feel automated.
Referral and Connection Templates
Template 8: The Warm Introduction
Use Case: When you have a mutual connection
How to Write a Warm Introduction Email
The Warm Introduction
Leverage mutual connections
Performance Notes
Referral emails achieve 65-70% open rates and 35-40% reply rates. Performance drops significantly if the mutual connection isn't genuinely relevant to both parties.
Personalization Note
Always confirm with your mutual connection before name-dropping. A genuine warm intro will often CC or forward the email for you.
65-70%
Open Rate
35-40%
Reply Rate
Verify
First
Subject: [Mutual connection] suggested we connect
Hi [First Name], [Mutual connection] mentioned you're working on [specific project/challenge] at [Company]. We just wrapped up a similar project with [relevant client] where we [specific outcome]. [Mutual connection] thought there might be some overlap. Worth a brief conversation to compare notes? [Your Name]
Understanding Warm Introductions
Why it works: Social proof from a trusted connection bypasses the normal skepticism of cold outreach.
Critical rule: Never fake or exaggerate the connection. It destroys trust and can damage your reputation.
Template 9: The LinkedIn Connection Follow-Up
Use Case: Following up after connecting on LinkedIn
How to Write a LinkedIn Follow-Up Email
The LinkedIn Follow-Up
Follow up after connecting on LinkedIn
Performance Notes
LinkedIn connection follow-ups perform best when sent 3-7 days after connection acceptance, achieving 15-18% response rates when referencing specific profile information.
Personalization Note
Reference something specific from their profile or recent activity—not just their job title. This shows genuine interest vs. automated outreach.
15-18%
Response Rate
3-7 days
Best Timing
Profile
Research
Subject: Following up from LinkedIn
Hi [First Name], Thanks for connecting on LinkedIn. Noticed you're [specific observation from their profile/recent posts]. We work with a lot of [their title/industry] leaders facing similar challenges around [relevant challenge area]. Recently helped [similar company] with [specific problem] – resulted in [specific outcome]. Curious about your experience with [challenge area]. Worth a quick call? [Your Name]
Understanding LinkedIn Follow-Ups
Timing matters: Too soon feels aggressive, too late loses the connection momentum. 3-7 days is the sweet spot.
Pro tip: Engage with their content before sending the email. A genuine comment creates familiarity.
Template 10: The Competitive Displacement
Use Case: When you know they're using a competitor solution
How to Write a Competitive Displacement Email
The Competitive Displacement
Target existing competitor users
Performance Notes
Competitor displacement emails achieve 9-12% response rates when focusing on specific capability gaps rather than general dissatisfaction. Most effective 6+ months after competitor implementation.
Personalization Note
Know the competitor's actual weaknesses. Vague criticism feels salesy; specific capability gaps that you genuinely solve create real interest.
9-12%
Response Rate
6+ mo
Best Timing
Specific
Gaps
Subject: Quick question about [Competitor]
Hi [First Name], Quick question: Are you getting the [specific outcome] you expected from [Competitor]? Only asking because we recently helped three companies (including [Similar Company]) transition from [Competitor] to achieve [improved outcome]. The common thread? They all needed [specific capability] that [Competitor] couldn't deliver. Worth 15 minutes to compare your experience? [Your Name]
Understanding Competitive Displacement
Timing: Don't target recent implementations—they're in "honeymoon phase." Wait until they've hit real limitations.
Focus: Lead with outcomes they're not getting, not features you have. Pain resonates more than capability lists.
Breakup Templates
Template 11: The Final Follow-Up
Use Case: Last attempt before removing them from your sequence
How to Write a Final Follow-Up Email
The Final Follow-Up
Last attempt before sequence end
Performance Notes
Final follow-up emails generate 12-18% response rates, with many prospects requesting future follow-up timing or alternative contact information. Most effective as the 5th-7th touch in a sequence.
Personalization Note
The finality creates urgency without pressure. Including a calendar link makes it easy if they're suddenly ready to talk.
12-18%
Response Rate
5th-7th
Touch
Cal Link
Include
Subject: One last try
Hi [First Name], This is my last note before I stop bothering you about [solution area]. I know [specific challenge] is tough for companies like [Company]. We've helped [number] similar companies solve this exact problem. If it ever becomes a priority, here's my calendar link: [link] If not, no worries – I'll stop the outreach. [Your Name]
Understanding Final Follow-Ups
Psychology: The finality triggers a response from prospects who were meaning to reply but kept putting it off.
Key element: The calendar link removes friction for those who are interested but busy.
Template 12: The Permission-Based Breakup
Use Case: Respectful way to end outreach while leaving door open
How to Write a Permission-Based Breakup Email
The Permission-Based Breakup
End outreach while keeping door open
Performance Notes
Permission-based breakup emails typically see 15-20% reply rates, with 60% of respondents providing a specific follow-up timeline. This approach maintains relationship quality for future opportunities.
Personalization Note
Giving them an easy out ("or would you prefer I not follow up?") paradoxically increases responses. It removes the guilt of ignoring you.
15-20%
Reply Rate
60%
Give Timeline
Respect
Key Tone
Subject: Permission to follow up in [timeframe]?
Hi [First Name], I know timing isn't right for addressing [specific challenge] right now. Can I check back in [3-6 months] to see if anything's changed? Or would you prefer I not follow up? Either way is fine – just let me know. [Your Name]
Understanding Permission-Based Breakups
Psychology: Offering an easy exit paradoxically increases engagement. It shows respect and removes the guilt of ignoring you.
Long game: This approach preserves the relationship for future outreach when timing improves.
Social Proof and Case Study Templates
Template 13: The Third-Party Validation
Use Case: When you have strong case studies or testimonials
How to Write a Third-Party Validation Email
The Third-Party Validation
Leverage case studies and testimonials
Performance Notes
Case study-driven emails achieve 28% higher open rates and 35% higher reply rates when the referenced company is in the same industry or similar size as the prospect.
Personalization Note
Reference something specific they've publicly shared to show you've done research. This creates an immediate connection to their actual challenges.
28%
Higher Open
35%
Higher Reply
Match
Industry
Subject: How [Similar Company] achieved [specific result]
Hi [First Name], [Similar Company] was facing the same challenge you mentioned in your recent [blog post/interview/LinkedIn update] about [specific challenge]. Here's how they solved it: - [Specific tactic 1] - [Specific tactic 2] - [Specific outcome with metrics] The entire process took [timeframe] and resulted in [specific ROI/improvement]. Worth a conversation about how this might apply to [Company]? [Your Name]
Understanding Third-Party Validation
Why it works: Social proof from a similar company removes perceived risk and makes the outcome feel achievable.
Best practice: Match the case study to the prospect's industry, company size, or specific challenge for maximum relevance.
Template 14: The Industry Benchmark
Use Case: When you have compelling industry data or benchmarks
How to Write an Industry Benchmark Email
The Industry Benchmark
Lead with compelling data
Performance Notes
Data-driven emails with industry benchmarks see 22% higher engagement rates, as they provide immediate value and context for decision-making.
Personalization Note
Use credible, recent sources for benchmarks. Outdated or vague data undermines the entire approach. Name the source explicitly.
22%
Higher Engage
Credible
Source
Top 20%
Aspirational
Subject: [Industry] benchmark question
Hi [First Name], Quick benchmark question: How does [Company] compare to the industry average of [specific metric]? According to [credible source]'s latest report, companies your size typically achieve [benchmark metric]. The top 20% see [higher benchmark]. We recently helped [Similar Company] move from below average to top quartile in [timeframe]. The key was [specific approach]. Curious where [Company] sits on this benchmark? [Your Name]
Understanding Industry Benchmarks
Why it works: Benchmarks create natural curiosity about where they stand. Nobody wants to be below average.
Data sources: Forrester, Gartner, industry associations, and your own aggregated (anonymized) client data work well.
Partnership and Alliance Template
Template 15: The Ecosystem Play
Use Case: When you integrate with tools they already use
How to Write an Ecosystem Play Email
The Ecosystem Play
Integrate with their existing tools
Performance Notes
Integration-focused emails perform 40% better with companies already using complementary technologies, with average reply rates of 7.2%.
Personalization Note
Research their tech stack using tools like BuiltWith or LinkedIn job postings. Mentioning specific tools they use shows you've done homework.
40%
Better Perf.
7.2%
Reply Rate
Stack
Research
Subject: Your [existing tool] + [your solution]
Hi [First Name], Noticed [Company] uses [specific tool they use]. Smart choice for [specific use case]. Quick question: Are you getting all the [specific functionality] you need from the integration, or are there gaps? We've built a seamless integration that helps [Similar Company] get [specific additional value] from their existing [tool] investment. Result: [specific improvement metric] without changing their current workflow. Worth a 10-minute demo of how this works? [Your Name]
Understanding Ecosystem Plays
Why it works: Complementing existing investments feels less risky than replacing them. You're enhancing, not disrupting.
Key message: "No workflow changes required" removes a major objection before they raise it.
Problem Agitation Templates
Template 16: The Cost of Inaction
Use Case: When the status quo has quantifiable negative impact
How to Write a Cost of Inaction Email
The Cost of Inaction
Quantify the status quo problem
Performance Notes
Cost-focused emails achieve 31% higher response rates from finance and operations personas, particularly effective for CFO and COO outreach.
Personalization Note
Use industry-specific cost benchmarks and adjust for company size. The numbers should feel plausible, not exaggerated.
31%
Higher Response
CFO
Target
$$$
Quantify
Subject: Cost of [specific problem] at [Company]
Hi [First Name], Quick calculation: What's [specific problem] costing [Company] annually? Based on industry benchmarks for companies your size: - [Specific cost factor 1]: ~$[amount] - [Specific cost factor 2]: ~$[amount] - [Opportunity cost]: ~$[amount] Total estimated annual impact: $[total amount] We helped [Similar Company] eliminate 80% of these costs in [timeframe]. Worth understanding if your numbers look similar? [Your Name]
Understanding Cost of Inaction
Psychology: Loss aversion makes cost-focused messaging powerful. People work harder to avoid losses than achieve gains.
Credibility: "Industry benchmarks" gives the numbers authority without claiming to know their exact situation.
Template 17: The Risk Mitigation Play
Use Case: When there are significant risks to maintaining status quo
How to Write a Risk Mitigation Email
The Risk Mitigation Play
Address risks of status quo
Performance Notes
Risk-based messaging resonates particularly well with IT and security buyers, seeing 25% higher engagement than feature-focused emails.
Personalization Note
Frame risk around their growth stage or recent changes. Fast-growing companies are more vulnerable to infrastructure gaps.
25%
Higher Engage
IT/Sec
Best Fit
Growth
Trigger
Subject: Risk assessment question
Hi [First Name], Given [Company]'s rapid growth, how are you managing [specific risk area]? [Industry research source] shows that [percentage]% of companies your size experience [specific negative outcome] within [timeframe] when [risk factor] isn't addressed. The typical cost: [specific impact]. We recently conducted a risk assessment for [Similar Company] and found [specific finding]. Helped them address it before any issues occurred. Worth a conversation about your current risk mitigation approach? [Your Name]
Understanding Risk Mitigation
Trigger events: Rapid growth, recent funding, leadership changes, or regulatory shifts create vulnerability awareness.
Tone: Be helpful, not fear-mongering. Position as proactive protection, not doom prediction.
Educational and Thought Leadership Templates
Template 18: The Industry Insight Share
Use Case: When you have unique market intelligence or trends
How to Write an Industry Insight Email
The Industry Insight Share
Share unique market intelligence
Performance Notes
Trend-based emails perform best with senior executives, achieving 24% higher open rates when sent to VP+ titles during industry transition periods.
Personalization Note
Position yourself as an industry observer sharing intelligence, not a salesperson pushing a product. The insight should be genuinely valuable on its own.
24%
Higher Open
VP+
Best Audience
Trends
Timing
Subject: Trend alert: [specific trend] impact on [industry]
Hi [First Name], Seeing an interesting trend in [industry] that's affecting companies like [Company]. [Specific trend] is causing [specific impact] for [percentage]% of [company type] companies. The companies adapting successfully are doing three things: 1. [Specific adaptation strategy] 2. [Specific adaptation strategy] 3. [Specific adaptation strategy] We've helped [number] companies navigate this transition. Happy to share what we're seeing if it's relevant. [Your Name]
Understanding Industry Insights
Positioning: You're a trusted advisor sharing intelligence, not a vendor pushing products. The insight should stand alone as valuable.
Timing: Major industry shifts, regulatory changes, and economic trends create perfect windows for this approach.
Template 19: The Research Preview
Use Case: When you have proprietary research or data
How to Write a Research Preview Email
The Research Preview
Share proprietary research early
Performance Notes
Research preview emails achieve 33% higher response rates when the topic directly relates to the recipient's current initiatives or challenges.
Personalization Note
Counterintuitive findings create curiosity. Lead with the most surprising insight to hook attention immediately.
33%
Higher Response
Early
Access
Surprise
Lead With
Subject: Early research findings: [topic]
Hi [First Name], We're finishing research on [specific topic] and the early findings are surprising. Preview of what we're seeing: - [Counterintuitive finding 1] - [Counterintuitive finding 2] - [Actionable insight] The full report publishes next month, but I can share the key findings now if [topic] is relevant to [Company]'s strategy. [Your Name]
Understanding Research Previews
Exclusivity: Early access to unreleased research creates a sense of insider privilege and urgency.
Credibility: Original research positions you as a thought leader, not just another vendor.
Seasonal and Timing-Based Templates
Template 20: The End-of-Quarter Push
Use Case: Near quarter-end when urgency is natural
How to Write an End-of-Quarter Email
The End-of-Quarter Push
Natural urgency near quarter-end
Performance Notes
Quarter-based timing emails see 18% higher response rates in the final 3 weeks of each quarter, particularly effective with revenue and operations leaders.
Personalization Note
Reference the specific quarter and next quarter's planning cycle. This creates natural urgency without artificial pressure.
18%
Higher Response
3 wks
Best Window
Rev Ops
Best Fit
Subject: Q[X] planning question
Hi [First Name], With Q[X] wrapping up, how did [specific metric/initiative] perform against targets? If you're planning improvements for Q[X+1], we might be able to help accelerate results. [Similar Company] implemented our solution mid-quarter and still achieved [specific improvement] by quarter-end. Worth a conversation about Q[X+1] planning? [Your Name]
Understanding End-of-Quarter Timing
Psychology: Quarter-end creates natural reflection on performance and planning for improvement. Your timing feels helpful, not pushy.
Pro tip: Reference specific quarter numbers (Q4, Q1) rather than generic "end of quarter" for more urgency.
Written by
Dragos MaricaFounder & Growth Strategist
Based in London, and rooted in performance, Dragos blends sharp strategy with hands-on execution to help B2B, SaaS, and tech brands turn paid media into real pipeline. His work sits at the intersection of data, creativity, and commercial impact.
