How to use these templates#
- Pick the sector and open the business's website.
- Find one of the signs listed for that sector and note the page it is on.
- Replace the bracketed observation with what you saw, in their words where possible.
- Keep your offer sentence modest and true; delete any claim you can't support.
- Check the recipient may lawfully be emailed, then send from your own mailbox.
1. Dental clinic#
Look for: phone-only booking, no evening hours, no way to request a recall online, a price list missing for common treatments.
Subject: Bookings after 6pm Hello, The Example Dental Clinic website says appointments are booked by phone, and the line closes at 6pm. Patients searching in the evening tend to book wherever they can do it online. We set up online booking with text reminders for practices, so evening requests land in your diary. Shall I send you a two-minute example? [Your name] [Your role], [Your company] · [Phone] Reply “no” and I won't write again.
2. Restaurant or café#
Look for: a menu only as a PDF or photo, no table booking, no way to order for collection, opening hours that differ between the site and the map listing.
Subject: Your menu is a PDF Hello, Your menu at Example Bistro is a PDF, which is hard to read on a phone and doesn't show up when people search for dishes nearby. We turn menus into simple mobile pages that search engines can read, and the kitchen can update them in a minute. Would a quick mock-up of your lunch menu be useful? [Your name] [Your company] · [Phone] Not for you? Just reply “no”.
3. Hair or beauty salon#
Look for: booking by direct message only, no prices, a gallery that hasn't changed in years, no deposit policy for no-shows.
Legal note: many salons are run by sole traders. In the UK they count as individual subscribers, so you need their consent before sending a marketing email.
Subject: Booking by message only Hello, Example Hair Studio takes bookings by direct message only. Clients who want a slot late in the evening have to wait for a reply, and some book elsewhere in the meantime. We set up booking pages for salons with deposits for no-shows. Would it help if I showed you one for a salon of your size? [Your name] [Your company] · [Phone] Reply “no” and I won't write again.
4. Garage or car repair#
Look for: “call for a quote” with no form, no MOT or inspection booking online, no reminder service, a site not usable on a phone.
Subject: Booking an inspection online Hello, On the Example Motors website, inspections and services can only be booked by phone during opening hours. We add a simple booking form with reminder texts for garages, so customers can book after work and get reminded when the next inspection is due. Worth a 15-minute call next week? [Your name] [Your company] · [Phone] Not relevant? Reply “no”.
5. Estate agent#
Look for: valuation requests only by phone, listings without floor plans, slow-loading listing pages, no area guides.
Subject: Valuation requests at weekends Hello, Example Estates offers free valuations, but the only way to ask for one is to call the office, which is closed on Sundays. We build valuation request forms that send you the address and timing straight away, so weekend enquiries reach you on Monday morning. Shall I send you an example? [Your name] [Your company] · [Phone] Reply “no” and I won't write again.
6. Hotel or guest house#
Look for: booking only through third-party platforms, no direct booking button, room pages without prices, an outdated events page.
Subject: Direct bookings for your rooms Hello, Every “Book now” button on the Example Guest House website goes to a booking platform, so each reservation made from your own site still carries a commission. We set up direct booking engines for small hotels. Would a short comparison for a 12-room property be useful? [Your name] [Your company] · [Phone] Not a priority? Reply “no”.
7. Accountancy firm#
Look for: a contact form as the only way in, no list of services by business type, no way to upload documents, deadlines not mentioned anywhere.
Subject: New client enquiries Hello, The Example Accounting website lists your services, but the only next step is a general contact form with no indication of when someone will reply. We help small firms turn that form into a short intake that asks the right questions, so the first call is about the client's numbers, not their details. Would you like to see one? [Your name] [Your company] · [Phone] Reply “no” and I won't write again.
8. Gym or fitness studio#
Look for: a class timetable as an image, trial sessions booked by phone, no membership prices, a timetable for last season.
Subject: Your class timetable Hello, The class timetable on the Example Fitness website is an image, so it can't be searched and is hard to read on a phone. We set up timetables that members can book from directly, with a free-trial request for new visitors. Shall I send you a mock-up using this week's classes? [Your name] [Your company] · [Phone] Not relevant? Reply “no”.
Before you send any template#
- The bracketed observation is replaced with something you saw, and you know the page
- The business name and sector are right
- The recipient's country and legal form allow the email
- Under 120 words, one question, no attachment, at most one link
- Sender details and an opt-out are in the signature
FAQ
Do cold email templates still work?
The structure does. A template sent unchanged to hundreds of businesses doesn't, because readers and spam filters both recognise it. Fill the first line with a real detail every time.
What should a cold email to a restaurant say?
Open with something you saw on their site, such as a menu that is only a PDF or no table booking, say what that costs them in one sentence, and ask one small question.
Can I email salons and tradespeople in the UK?
Only with consent if they are sole traders or certain partnerships, because PECR treats them as individuals. Limited companies can be emailed without prior consent if you identify yourself and offer an opt-out.
How many templates should I use in one campaign?
One per sector is enough. What changes from email to email is the observation in the first line.
Sources
- Business-to-business marketing · Information Commissioner's Office (ICO)
- 15 U.S. Code § 7704: Other protections for users of commercial electronic mail · U.S. Government Publishing Office
The templates are examples for businesses you may lawfully email. Check the rules for the recipient's country and legal form before you send. All businesses named are fictional.