Cold Email Guide for SaaS Founders - Use these Email Templates for Higher Reply Rates

Denis Shatalin
Founder of SaaS Camp
Mastering the art of cold emails for SaaS founders is a blend of strategy and wit.

The goal? Grabbing your prospect's attention the very first moment they see your email.

Moreover, 90% of B2B SaaS startups successfully reach their target audience through cold email, particularly if they offer compelling 'Demand Creation Offers.'

Do you want help achieving that? You can join my SaaS Accelerator Program, which I've designed to teach you the skills needed for success and support you to stay on track.

In this blog, I'll be sharing the top email templates that can consistently boost reply rates.

By the end of this blog, you'll learn which angles to test in your campaigns and how to increase reply rates through effective A/B testing. Let's dive in.

Why is Cold Email Outreach Important for SaaS?

Is cold email outreach a thing of the past? Not really; it has evolved.

Let's dig deeper into why cold email outreach is a key player in lead generation for SaaS companies.

  • B2B's Unique Challenge
In the world of business-to-business (B2B), lead generation isn't as straightforward as it is in business-to-consumer (B2C) interactions.

The traditional tactics that work for B2C often fall short in B2B. This is where cold email outreach comes to the rescue.

  • A Precise Strategy
Cold email outreach allows you to bypass the broad strokes of traditional lead generation and instead focus on a handpicked list of prospects.

These are the individuals and businesses that closely match your Ideal Customer Profile (ICP). They are the ones most likely to benefit from and invest in your SaaS solution.

  • Uncovers Hidden Opportunities
The true strength of cold email outreach is in its ability to discover hidden gems within your potential customer base.

Many of these prospects might not have come across your SaaS product through traditional marketing methods.

Cold emails act as a bridge, connecting your solution with the very people who need it but might not be aware of it yet.

  • Personalization
Cold email outreach stands out for its personalization. Unlike broader marketing methods, cold emails let you tailor your message to address each prospect's unique needs.

This personalized approach captures your prospect's attention and makes them feel valued.

  • Building Lasting Relationships
Beyond lead generation, effective cold email outreach is about nurturing relationships. Even if a prospect doesn't convert immediately, a positive interaction can lay the foundation for a future business relationship.

This long-term perspective is a hallmark of successful B2B lead generation.

  • Cost-Effective Solution
One of the most compelling aspects of cold email outreach is its cost-effectiveness. Compared to many other marketing and lead generation strategies, it requires minimal financial investment.

With a modest budget and your dedication, you can kickstart your lead-generation efforts and begin building valuable relationships within your target market.

Prerequisites for Drafting Compelling Cold Emails

It’s no secret that a well-crafted cold email also needs to be well-timed. If you are not sending them out at the right time, you may as well be a television ad airing late at night when maximum viewers are already asleep.

But apart from this, what else can you do to set yourself apart from the crowd?

First, ensure that you have a quality email list. Curate and cultivate should be your golden rule.

Next, lay down a foundation that will ensure you don’t end up in your prospects’ spam folder. And how do you do that?

Here’s a sneak peek into how ‘we do it’:

We warm up the domain first. Think of this step as the pre-workout stretching session. You gradually increase the intensity.

Here, we set up additional email domains. This is our insurance against getting our main domain in spam.

Pro tip: get domains that end with .com as the deliverability on them is higher.

Then, we put SPF, DKIM, and DMARC records onto the domains. After that we throw them into warmup tools.

Reminder: You must set up redirects and add profile pictures to all the domains after purchase.

Warming up the domain means getting it to exchange emails with a few other domains. Doing this will show Google that this is a human using it and it won’t get spam listed.

6 Key Steps to Draft Your Email Templates for Higher Reply Rates

Now comes the fun part: drafting the emails!

Here’s what to do before you click the “send email” option:

Step 1: Grab Attention From Your Subject Line

Think of your email’s subject line as the cover of a book. It should be enticing enough to make them want to purchase and read the entire thing.

In fact, studies have shown that about 50% of recipients decide to open an email based on the subject. Seems like a make-or-break situation doesn’t it?

This only shows just how important those few characters are in an email and why it is worth spending your time and effort on.

The subject line is the first touchpoint that we talked about in the beginning.

Now, let’s check the dos and don’ts of crafting a unique subject line that gets their attention in just four seconds:

✅ Keep it short — no more than 60 characters
✅ Personalize the subject line whenever possible
✅ Ensure a friendly and casual tone
✅ Offer your solution to their pain point
✅ Spark curiosity
✅ Ask a compelling question
✅ Be creative, be humorous
✅ Highlight the value proposition

❌ Ensure your subject line is not too salesy
❌ Avoid too many punctuations
❌ Do not use spammy words
❌ Do not use click baits
❌ Ensure zero typing errors
❌ Include no more than one emoticon
❌ Do not mislead

Here are a few examples of what a catchy subject line should look like:

  • Question - NAME
  • Name, question
  • Question for NAME
  • NAME, thoughts?
  • {company} and {your company}
  • Happy {day of the week}, NAME

Step 2: Utilize the “Greet-then-Meet” Approach

Now that you have crafted a subject line that is sure to get their attention, what’s next?

The first line of your email.

The way you start your email says a lot about your approachability. It's like holding up a sign outside your door that says “come on in, let's have coffee and chat!

So, you have to ensure that you greet them in a pleasant and friendly way, perhaps even use humor to break the ice.

When you start your email with a pleasant greeting, it increases the chances of setting up a Google Meet or an in-person meeting later (hence, the name).

Okay, let’s put things into perspective. Take a look at the following two opening lines and determine which would work best for you:

Line 1:

Hi {Prospect’s Name},

I hope this email finds you well. I am writing to introduce {Your Company Name}. We offer {XYZ Services}. Would you be interested in knowing more about how it helps {Prospect’s Company Name}.

Line 2:

Hey There {Prospect’s Name},

Warning: This email contains the secret to a {Positive Outcome} - open with caution!

Now, out of the two, which email would you open?

Step 4: Add Relevant Information Concisely

As a SaaS founder, you already know just how busy your prospects are. They won’t have the time to go through every detail in your email.

Besides, they will probably skip the entire email if they find that they are going to have to scroll down further to get to your CTA. Result? Lost conversion opportunities.

So, it is important to ensure that your email body only has information that is relevant, to the point and presented in a concise manner.

Everything that you need to say to get them to click on your website link should be summarized within 130 words.

Include facts, data, and insights within the 10-12 lines and stop as soon as you see the ‘scroll bar’. Maybe delete a few words?

Want to get more tips on this topic? You can subscribe to my newsletter and receive marketing SaaS Secrets to boost your SaaS MRR.

Step 5: Close With a Call-to-Action (CTA)

A clear CTA states what you want your recipient to do.

It's like saying, "Hey, here's what's next!" This reduces confusion and makes it easy for them to understand your intentions.

Whether it's signing up for a free trial, scheduling a demo, or exploring your product further, ensure you have provided the link to the landing page.

But remember: Your CTA should be warm and inviting. It should not sound like a command.

Bonus: Try to incorporate an enthusiastic tagline such as:

➡️ "Pumped up to skyrocket your sales? So are we. Book a call now."
➡️ "Watch it live in action. Schedule a demo at your convenience."
➡️ "Explore the possibilities – click here to start your 14-day free trial of [Your Product] today!"
➡️ "Let's make your work life easier. Click here to discover how [Your Product] can help."

Step 6: Your Signature is Your Identity

Your email signature is the finishing touch that leaves a lasting impression.

It gives away your identity. It’s like exchanging your Instagram handle and hoping they will slip into your DM.

So, ensure your signature is clear, professional and has the following information:

→ Your name and title
→ Name of your company
→ Contact information (phone number and email address)
→ Your company’s website address
→ LinkedIn
→ Social media links

Do you want more about the ins and outs of cold email marketing? You can subscribe to my SaaS Secrets newsletter for more tips and tactics on using cold email templates for your business growth.

7 Email Templates for SaaS Founders to Boost Email Open Rate

Now addressing the star of the show: 7 email templates that will boost your email open rate. Check them out:

1. The Authoritative One

The authoritative hook is all about showcasing your authority on solving your prospect’s pain points with your SaaS solution. It exerts confidence. Use one of your biggest achievements to achieve this angle.

For example:

Hi [Recipient’s Name],

I have been a CFO at two companies, getting them from 6 figures to a 12M exit. I have been following your work for some time now and I believe I can get you similar results. Want me to have a look at your finances?


Hey [Recipient’s Name],

I have grown an agency from 0 to 10M in revenue in [niche] and we built an internal tool to solve [challenge]. Interested in seeing a demo?

Remember: Only share genuine results that can be backed up by your clients. Adding incorrect data may get you a response but won’t aid in creating lasting relationships with the prospect.

2. The Value-added Email

In this template, you will aim to provide value to the recipient. This value can be anything from an insight into their company’s performance or productivity to an exclusive resource that will help them understand your product or service better.

In a value-added email, the focus should be on what pain points your SaaS product addresses and tailor it to your recipient’s needs.

For example:

Hi [Recipient’s Name]

Did the recent [recent market event] affect your business growth too? Are you also feeling the brunt of [pain point]. We understand the setback. That’s why we have developed [Your SaaS Product] to bring back the popularity of [Recipient’s company name].

Here's a 45-second snippet that will prove why our solution is fit for your organization: [Include video/video link]. Spare us a minute, would you?

3. The Fuelled-With-Industry-Insight Email

This template is particularly effective for reaching out to growing companies. It leverages the market data, reports and analytics in a particular industry, say technology or e-commerce or telecommunications.

You can use the relevant industry insights such as trends and challenges to align with your SaaS solution. Then, put this data to good use and reach out to your ideal prospects.

For example:

Hi [Recipient's Name],

I recently attended a webinar on the future of [X Industry] where they discussed the critical need for [specific solution]. It struck me that our SaaS platform at [Your Company Name] aligns perfectly with these industry trends.

What's particularly exciting is how our recent [product feature/update] has [specific industry benefit, e.g., reduced costs, increased productivity] for companies just like yours. The results speak for themselves with [Customer Success Story] achieving [impressive result] in just [timeframe].

If I have your attention, can we connect for a brief chat? I promise not to bore you with my company’s achievements. If yes, kindly revert to this mail with a suitable time and date.

4. The “Solution to Their Problem” Email

Reach out to your prospective client by telling them exactly how your SaaS product solves their specific problems.

When you show them that you have identified their pain point and you have a solution for it, they are more likely to book a call or set up a meeting with you.

And once that happens, all you have to do is be charming enough to sign a deal.

For example:

Hello [Recipient’s Name]

I noticed that recently [Recipient’s company name] Twitter handle lost [X number of followers] and LinkedIn reach dropped by [Y%]. I have helped three agencies in the past year increase their digital presence by [Z%] and get organic traffic growth of minimum [xyz%].

If you are interested in discovering how we can accelerate your online presence by 3x, feel free to book a meeting on my calendar here: [Include link].

5. The Free Demo/Special Offer Email

The free demo or special offer is like a sneak peek into your SaaS product’s ability to help out your prospective clients.

You are not just promoting your product here but also solving problems that they might not even be aware of.

For example:

Hello [Recipient’s Name],

I wanted to introduce you to [SaaS Product], a game-changing software that [key value proposition]. We're confident it will help [Recipient’s company name] [achieve a specific goal].

To help you experience the benefits firsthand, we're offering a no-obligation, 14-day free trial of [SaaS Product]. The best part? No credit card required. You can explore the features, see the results, and decide for yourself.

Would you like to take advantage of this offer? Simply click on the link below to get started: [Trial Signup Link]

Or you can also create an urgency by saying something like:

At [Your Company], we're excited to offer you a special deal. As a new subscriber to [SaaS Product], we'd like to give you an exclusive 20% discount on your first month.

With [SaaS Product], you can [highlight a key benefit], and our clients have seen [mention a specific improvement]. We believe it's the perfect solution for your [specific use case].

To claim your 20% discount, simply use the promo code [Include Promo Code] during your sign-up process. This offer is valid until [expiration date].

If you have any questions or need assistance, don't hesitate to reach out. We're here to ensure you have a smooth and successful start with [SaaS Product].

6. The Case Study Email

Including a case study to showcase your SaaS solution’s potential is one of the best ways to get a prospect’s attention.

You can include the name of your existing clients, the results you have achieved and a direct link to your testimonials page.

Case studies are like proofs highlighted in bold that your solution works and you can be as transparent as you wish.

For example:

Hi [Recipient’s name],

My [Your SaaS Product Name] has helped [Existing Client Name] gather 45% more sales in the first quarter of 2023 by [Include the USP]. This startup is now looking at a chance to be included in the Fortune 500 companies.

I have done it for them; I can do it for you. How about a 15-minute chat over lunch? Here's my calendar [Add Link]. Feel free to book a slot, and we can discuss further.

Similarly, you can include multiple client names and share success stories. Ensure that whatever data you want to include is provided in the first two lines so that it is captured in the email snippet.

This way, the open rate and response rate will be higher and you will have more chances of conversion.

7. The Social Proof Email

Adding a social proof to your email can mean the difference between pitching and conversion.

Every prospect needs proof that it isn't just words or a bunch of numbers.

When you add social proof, such as a link to your existing client websites, testimonials, or industry recognition of your achievement, it builds instant trust.

For example:

Hi [Recipient’s Name],

Did you see how [Your Company Name] accelerated the sales volume of [Client Company] when they were struggling with [Include Client’s Specific Problem]? Now, they are being recognized as [industry] leaders.

I wanted to share with you the success story as I believe your company will benefit from our [Include Pitch]. Here’s what they are saying about us [Include Link to Client Website or Testimonials].

I'd be delighted to discuss how [Your SaaS Solution] can bring similar success to your company. Would you be interested in a brief call next week?

So, customizing your email to include the most relevant form of social proof for your target audience can significantly increase the effectiveness of your cold email outreach.

Situation-Based Cold Email Templates

Now you have come past the initial touch point. What’s next? Following up!

There are certain situations where you can still make a difference if you recognize the opportunity and act on time.

Let’s check some situation-based email templates that often leave SaaS founders in a fix.

1. When You Want to Follow-up But Can’t Be Pushy

If your prospect has not reverted to your email, you wait. After a few days, you catch up with them again. Maybe they saw your email and forgot to respond.

Or maybe, they are meaning to get in touch with you after a certain period of time. It can be anything.

In such cases, it is best to send them a reminder without sounding pushy. You want to show that you understand they are busy and that your offer still stands.

You can do so by writing similar emails:

Hi [Prospect’s Name],

Is work keeping you busy? I understand, believe me. I am just following up on my last email, where I identified [Include their pain points]. You can reach out to me to discover how [Your SaaS Product] can streamline your organization's operations and drive growth.

Our clients have experienced significant improvements in [Benefit] and [Benefit] after implementing our solution. I'd love to discuss how these results can be tailored to benefit [Prospect’s Company].

If you're open to exploring this opportunity further, please let me know your availability for a quick call or demo.

Or, you can also use a humorous touch:

Hi [Prospect’s Name],

I hope my last email didn't get lost in the email jungle! I know you're a busy bee, so I would just take a few minutes here. I am following up on my last email on how [Your SaaS solution] can [Include Benefit].

So, what do you say? Shall we schedule a time to chat about [Benefit] and [Benefit]?

2. When You Are Reaching Out to Prospects Who Interacted With Your Product

Wondering how to reach out to prospects who you saw sneaking around your product? Well, here’s a template to reach out to potential clients and show them that you noticed.

You can use the following template:

Hey There [Recipient’s Name],

Didn’t I see you on [Include Your Website/Newsletter/Landing Page]? Well, I am thrilled that you explored our solution.

But [Your SaaS Product] has so much more to offer. Our users have discovered significant value in [Specific Benefit] and [Specific Benefit]. We'd love to show you how these advantages can be tailored to fit [Prospect's Company].

Is there a convenient time for a deeper dive or a personalized demonstration this week? Here’s my calendar link [Include Link]. Just book a slot and I will be seeing you then.

3. When You Connected Over Call But Couldn't Get Through

Have you ever been in a situation where you rang up a potential client, had a great conversation, and were sure of a conversion, but they never rang back?

This is where cold emailing can work wonders for you. Think of them as a gentle reminder to your conversation and continue on the same path.

Here’s an email template for that:

Hi [Prospect’s Name],

It was great talking to you yesterday. I feel we are going to build something truly remarkable together.

So, I wanted to touch base regarding our conversation where we discussed [Specific Question/Topic]. Your insights were invaluable, and I'd like to ensure that all your questions are addressed.

Based on our conversation, here are a few additional insights I'd like to share:

[Additional Insight 1]
[Additional Insight 2]
[Additional Insight 3]

I'm keen on your feedback and thoughts. If there's an ideal time for you, I'm available for a follow-up call or meeting at your convenience.

How to Measure Success for Your Cold Email Outreach Campaign

Before I share the secret behind a successful cold email campaign, let’s quickly take a look at how you can measure this success.

Think of them as the KPIs that will determine whether you need to upgrade your cold emailing game. Here, have a look:

  • Open Rate: The open rate measures how many times or how many recipients opened your cold email. It is typically indicated in percentage with the formula:

Open rate = (Total number of opened emails ÷ Total number of delivered emails) X 100

A high open rate indicates that your subject lines (and possibly email snippets) are catching the recipient’s attention.

  • Response Rate: This one’s pretty self explanatory - it indicates the percentage of your cold emails that got a direct response or reply from the recipient.

This percentage mainly measures how well your cold emails are engaging with the recipient, even if it is just a “thank you, however, we do not require your services as of now.”

It demonstrates the engagement capacity of your cold emails. The formula used to determine this percentage is:

Response rate = (Total number of responses ÷ Total number of delivered emails) X 100

A higher response rate indicates that your SaaS cold email outreach campaign is resonating with your target audience. It triggers further conversations and increases the chances of conversion.

  • Click-through-rate (CTR): The CTR determines the number of recipients who read your email and clicked on the link or call-to-action (CTA) you have provided in your email.

It reflects how well-crafted your email was. If the CTR is high, then it means that everything in your email was on point — the subject, the body, the CTA and your signature.

It reflects how well-crafted your email was. If the CTR is high, then it means that everything in your email was on point — the subject, the body, the CTA, and your signature.

Here's how you can measure it:

CTR = (Total number of clicks ÷ Total number of delivered emails) X 100

On average, a CTR of 3-4% is considered good. Of course, the higher, the better. However, anything less than 3% may indicate that your cold emails need a revamp.

  • Conversion Rate: The conversion rate is the ultimate measurement of the success of your cold email outreach campaign. It determines the percentage of people who took a desired action from your email, such as booking a call, signing up or registering, requesting a demo, etc.

To measure the conversion rate, use the following formula:

Conversion rate = (Total number of conversions ÷ Total delivered emails) X 100

Wrapping Up!

Cold emailing is not just about sending messages; it is about recognizing the needs of your prospective clients and showing them how your product will fulfill those needs.

It is about fostering genuine interest in your SaaS product.

Ensure you understand their pain points and deliver personalized emails that pinpoint the exact solution.
Sure, it will take some time to master the art of cold emailing, but I am here to help.

For more guidance on outbound cold email campaigns, you can join my Performance-based Accelerator SaaS Camp. Also, you can reach me on LinkedIn or Twitter if you need guidance.
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✋ Hey, it's Denis! Thanks for reading :) If you want my help with your startup, the quickest way to reach me is at I upload my best content on YouTube. Let's connect on Twitter, LinkedIn, and Instagram.