How to Write a Cold Email? 6 Chinese Templates + 5 English Examples

To write an effective sales prospecting email, first understand the customer’s needs and communication context, then use an appropriate email template. This article covers cold email writing principles, subject line strategies, 6 Chinese sales email templates, and 5 English examples to help you quickly master practical approaches.

The key to a sales prospecting email is helping the recipient quickly understand “What does this email have to do with me?” When contacting a prospect for the first time, start with their needs, industry context, and potential challenges to make the message more relevant and increase the chance that they will continue reading and respond.

Put Yourself in the Customer’s Shoes and Start with Their Needs

Before writing a sales prospecting email, consider why the customer would need your service. Start from their industry and potential challenges to create a clear connection with their needs and reduce the chance that your cold email will be ignored.

Don’t Just Send a Portfolio—Explain Why You’re a Good Fit

A portfolio can demonstrate your capabilities, but simply sending a link leaves the customer to find the relevant information themselves. Instead of listing every project, select cases that are most relevant to the customer’s needs and explain what problems you solved and what results you achieved.

Talk Less About Your Product and More About What the Customer Gets

A sales prospecting email should focus on the customer’s perspective. Instead of simply explaining what your company offers, show how your product or service can solve a specific problem or create value for the customer.

Build a Connection So Your Cold Email Doesn’t Feel Like a Mass Email

The biggest problem with a cold email is making the recipient feel that the message was sent to everyone. Before sending it, research the recipient’s recent articles, products, events, or company updates and find a relevant connection to your service. Even one specific observation can make the email feel more targeted.

Ask More Questions to Reduce the Prospect’s Uncertainty

A good sales email should help the recipient determine whether you truly understand their needs. Include one or two specific questions about their current challenges, existing solutions, or areas they want to improve. This makes it easier for the customer to respond and creates a natural path for further communication.

Use the First Email to Build Interest, Not Close the Deal Immediately

A new prospect usually does not have enough reason to make an immediate purchase after receiving the first email. Set the goal of the first email as getting a response, then use a clear, low-friction CTA to make it easier to start a conversation.

Read more: What Is Cold Email? A Complete B2B Cold Email Guide: Templates, Tools, and Tips

The subject line of a cold email influences whether the recipient opens the message. Here are 5 approaches to consider.

Keep the Subject Line Short and Make the Main Point Clear

Keep your sales email subject line concise and clearly communicate the purpose of the email or the value you can provide. For example, “Helping Improve E-commerce Conversion Rates” is easier to understand than “Hello, We Are XX Company and We’re Happy to Connect with You.”

Include the Customer’s Name or Industry Information

Including the customer’s name, brand, or industry can make the subject line more relevant. For example, “SEO Traffic Optimization Suggestions for XX Brand” immediately shows the recipient that the email relates to their business and makes it feel less like a mass email.

Use Pain Points or Results Instead of a Company Introduction

The subject line can directly highlight a potential customer problem or present a specific result. Pain points and outcomes are more likely to trigger associations with the recipient’s own business needs.

Add Case Studies or Numbers to Increase Credibility

Specific numbers and case studies can make a sales email subject line more informative, such as “How to Increase Organic Traffic by 40% in 3 Months.” Make sure the numbers match the content of the email and avoid exaggerated or unverifiable claims.

Avoid Excessive Promotional Language and Common Spam Terms

Avoid strong promotional phrases such as “Limited-Time Offer,” “Buy Now,” “Free Gift,” and “Last Chance.” They can make a cold email look like an advertisement and may reduce the recipient’s trust.

Below are 6 Chinese sales email templates that you can use as references and adapt to different situations.

Cold Email Example: First Contact with a Customer

Subject: Helping XX Brand Increase Search Visibility

Hello, I’m Mr. Wang from XX Company. I recently noticed that your company is expanding into the XX market. We specialize in SEO and content marketing and have helped similar companies increase their organic search traffic. I’d like to learn whether your company currently has any SEO or content marketing needs. If helpful, I’d be happy to share some relevant case studies.

Sales Prospecting Email Example: Introducing a Product or Service to a Business

Subject: Customer Management Solution for XX Company

Hello, I’m Mr. Wang from XX Company. We provide customer management tools for businesses, helping teams centralize customer data, track sales progress, and reduce manual administrative work. Several companies are already using our solution. If your company is looking for a similar tool, I’d be happy to share more information and relevant case studies.

Read more: How to Write a Real Estate Prospecting Email? 5 Templates + AI Copywriting Guide

Partnership Prospecting Email Example: Inviting a Brand or Business to Collaborate

Subject: Partnership Proposal for XX Brand

Hello, I’m Mr. Wang from XX Platform. We regularly explore brand partnerships in the XX industry, and we recently came across your XX product. We believe it aligns well with our current audience. We’d love to discuss content partnerships, co-branded campaigns, or other collaboration opportunities. If you’re interested, I’d be happy to send over a proposal for your review.

Customer Prospecting Email Example: Start with a Pain Point

Subject: Helping Solve Customer Acquisition Challenges in the XX Industry

Hello, many companies in the XX industry face challenges such as insufficient leads and low response rates from prospects. We provide an XX solution designed to help businesses improve their customer acquisition process. May I ask whether your company is facing similar challenges? If so, I’d be happy to share a few relevant case studies.

Insurance Prospecting Email Example: Start with Customer Needs

Subject: Family Insurance Coverage Review

Hello, I’m Mr. Wang from XX Insurance Company. When people experience changes in their careers, families, or income, their existing insurance coverage may no longer match their current needs. If you are currently planning family protection, medical coverage, or retirement preparation, I can review your existing policies based on your needs and provide a simple coverage analysis.

Second Sales Email Example: How to Follow Up When a Customer Doesn’t Reply?

Subject: Re: XX Service Partnership Proposal

Hello, I sent you an email last week about our XX service and wanted to check whether you had a chance to review it. Since your company is currently developing XX, I’d also like to share one additional case study related to your industry. If this is not a current priority, no problem at all. If you have a suitable time, I’d be happy to have a brief conversation.

Here are 5 common English cold email examples that you can adapt to different situations.

English Cold Email Example 1: First Contact with a Prospect

Subject: Helping [Company Name] improve [specific goal]

Hi [Name],

I’m [Your Name] from [Company Name]. I came across [Company Name] while researching [industry/market] and noticed that you’re working on [specific area].

We help companies like yours [specific benefit]. I’d be happy to share a few relevant case studies if this is something you’re currently exploring.

Would you be open to a quick conversation next week?

Best,[Your Name]

English Cold Email Example 2: Developing Overseas Customers for an OEM/Foreign Trade Supplier

Subject: OEM manufacturing support for [Product]

Hi [Name],

I’m [Your Name] from [Company Name], a manufacturer specializing in [product/category]. We provide OEM/ODM services for businesses in [market/industry], including [key capability].

I noticed that [Company Name] offers [related product], so I wanted to see if you are currently looking for a reliable manufacturing partner.

I can send you our product catalog, specifications, and sample information for your review.

Best regards,[Your Name]

English Cold Email Example 3: Offering Free Samples to a Potential Customer

Subject: Free sample for [Product Name]

Hi [Name],

I’m [Your Name] from [Company Name]. We specialize in [product] and currently work with businesses in [industry/market].

Based on your product range, I believe our [product name] may be a good fit for your business. We’d be happy to provide a free sample so you can evaluate the quality and specifications before making a decision.

Would you be interested in receiving a sample?

Best,[Your Name]

English Cold Email Example 4: Following Up with a Customer After a Trade Show

Subject: Great meeting you at [Exhibition Name]

Hi [Name],

It was great meeting you at [Exhibition Name]. We discussed [specific topic/product] and your interest in [specific need].

As promised, I’m sending you some additional information about [product/service]. I’ve also attached [catalog/specification/case study] for your reference.

Please let me know if you have any questions or would like to discuss the next steps.

Best regards,[Your Name]

English Cold Email Example 5: Follow-Up When a Prospect Doesn’t Reply

Subject: Following up on [previous topic]

Hi [Name],

I wanted to follow up on my previous email regarding [product/service]. I know you may be busy, so I’ll keep this brief.

I thought you might be interested in [specific benefit/case study] based on your work in [industry]. Would this be something worth discussing?

If someone else handles this area, I’d also appreciate it if you could point me in the right direction.

Best,[Your Name]

English sales emails can follow the structure “Subject → Opening → Need or Pain Point → Value → CTA.”

• English sales email subject line phrases: Keep the subject focused on the purpose of the message or something the customer may care about, such as “A quick idea for [Company Name],” “Helping [Company Name] improve [specific goal],” or “Regarding [specific topic].” Keep it concise so the recipient can quickly understand the relevance to their business.

• English sales email opening phrases: Start with the recipient’s company, product, industry, or recent activity, such as “I came across [Company Name] while researching [industry].” or “I noticed that your company is currently focusing on [specific area].” Clearly explaining why you are reaching out makes it easier to establish relevance.

• Phrases for describing customer needs or pain points: You can use “Many companies in [industry] struggle with [problem].” or “You may be facing challenges with [specific problem].” If you understand the customer’s situation, directly pointing out a relevant challenge can create stronger resonance.

• Phrases for introducing product or service value: Focus on the outcomes the customer can achieve, such as “We help companies like yours [benefit].” or “Our solution helps [target customers] reduce [cost/time] and improve [result].” Specific results or case studies can make the value proposition clearer.

• English sales email CTA phrases: Set a low-friction next step, such as “Would you be open to a quick call next week?”, “Would you like me to send you some more information?”, or “Is this something you’d be interested in discussing?” A simple response can naturally open the door to the next stage of communication.

First identify the right contact, research the company, and decide what you want the recipient to do next.

Find the Right Customer and Decision-Maker

First confirm that the prospect matches your target audience, then identify the decision-maker or relevant contact responsible for the area. Reaching the right person reduces the chance that your email will be forwarded or ignored.

Research the Company Before Deciding How to Open

Before sending the email, review the company website, product pages, news, social media, and recent updates to find relevant information that can be used as an opening.

Choose One CTA for the Email

Set one primary CTA for each sales email. The clearer it is, the easier it is for the recipient to understand the next step and for you to follow up effectively.

Here are 3 things to keep in mind: short paragraphs, links instead of attachments, and limited promotional language.

Keep the First Sales Email in Plain Text with Short Paragraphs

When contacting a customer for the first time, use plain text and short paragraphs so the recipient can quickly understand why you are reaching out, what value you offer, and what the next step is.

Use a Link Instead of Attaching a Product Catalog

Attaching a large file directly to a cold email may raise concerns and make the message feel heavier. Explain the content briefly in the email first, then provide a link so the recipient can review it at their convenience.

Avoid Too Many Images and Promotional Phrases

Prioritize the customer’s needs and the value of the potential collaboration. Promotional phrases should also be used sparingly. Strong phrases such as “Limited-Time Offer” and “Buy Now” are not suitable for heavy use in a first email.

Here are 5 common questions.

How Can I Write a Sales Email Without It Going to Spam?

Avoid excessive promotional phrases such as “Free,” “Buy Now,” and “Limited-Time Offer,” and avoid including too many images, links, or large attachments.

What Should I Do If No One Replies to My Cold Email?

No reply does not necessarily mean the customer is not interested. Send a follow-up after a few days and briefly remind them about the previous email.

How Long Should an English Cold Email Be?

An English cold email should be easy to read quickly. A first email can generally be kept to around 50–150 English words.

What Mistakes Should I Avoid When Writing My First Email to an Overseas Customer?

Avoid sending the exact same English cold email to large numbers of recipients, and avoid spending too much space introducing your company history and product features.

How Should I Start an English Cold Email If I Don’t Know the Customer’s Name?

If you don’t know the recipient’s name, you can use greetings such as Hi [Team Name] Team or Hello [Company Name] Team.

When writing a cold email, you can use GenApe AI tools to help organize the content. Enter the relevant information to quickly generate a first draft and reduce the time spent writing from scratch.