We've analysed reply data from over 10,000 cold emails sent by ClientSniper users. These are the 5 templates that consistently outperform everything else.
The best cold email is short, specific, and makes one ask. Every template below follows this formula.
Template 1: The Direct Observation
Hi [Name], I came across [Business] while looking for [niche] in [city] and noticed you don't have a website. A simple site could help you show up on Google and take bookings online. I build sites for local businesses — would you be open to a quick call? Best, [Your name]
Why it works: No waffle. Immediate value statement. One clear ask.
Template 2: The Competitor Angle
Hi [Name], I noticed [Business Name] doesn't have a website, while a few competitors in [city] do. A clean, fast website would help you stand out and capture customers searching online. I specialise in building sites for [niche] businesses — happy to show you some examples. Worth a 10-minute chat? [Your name]
Why it works: Creates mild urgency without being pushy. The competitor reference is specific and credible.
Template 3: The Review Compliment
Hi [Name], your reviews on Google are brilliant — clearly customers love [Business]. I noticed you don't have a website though, which means you're probably missing customers who search online first. I'd love to help you capture that traffic. Quick call this week? [Your name]
Why it works: Opens with genuine praise (works if they genuinely have good reviews — don't fake this). Makes the "no website" feel like a missed opportunity, not a flaw.
Template 4: The Problem-First
Hi [Name], I build websites for [niche] businesses in [city]. Most of my clients come to me after losing customers to competitors who are easier to find online. If that's something you're experiencing, I'd love to help. Happy to send over a few examples of recent work if you're curious. [Your name]
Why it works: Addresses a pain point they already feel. Doesn't require them to admit they have no website — just acknowledges a shared problem.
Template 5: The One-Liner Follow-Up
Hi [Name], just following up on my email from last week — did you get a chance to see it? Happy to answer any questions. [Your name]
Why it works: Short. Doesn't re-pitch. Gives them an easy path to respond. Our data shows 35% of all replies come from this follow-up, not the original email.
General Rules
- Keep emails under 80 words where possible
- Always personalise the business name and city
- Send from a real email account, not a marketing tool
- Follow up once at day 6, once at day 14
- Never attach anything to a cold email
Find the leads to send these to with a ClientSniper.