If you send B2B emails for sales, partnerships, or recruiting, you already know most cold emails get ignored. The good news? You don’t need to be a copywriting genius or run endless A/B tests to improve your response rates. With a few smart tweaks—and the right tools—you can stand out in crowded inboxes. This article is for anyone who wants to use BetterContact’s email templates to actually get replies, not just send more noise.
Why Most B2B Emails Fail (and What to Do Instead)
Let’s be honest: most B2B cold emails are terrible. They’re either way too long, too generic, or just plain confusing. People scan their inboxes fast. If your message isn’t easy to read and clearly about them, it’s headed for the trash.
Here’s what usually kills your response rate: - Talking about yourself too much (“We’re a leading provider of…”—nobody cares yet) - Generic intros and subject lines (If it looks like a mass email, it gets treated like one) - No clear ask (Don’t make the reader guess what you want) - Overly formal or “salesy” language (People reply to people, not robots)
Here’s what actually works: - Quickly show you know who they are or what they do. - Get to the point—fast. - Be specific about why you’re reaching out. - Make the next step obvious and low-pressure.
The right template can help. But don’t expect magic from any tool if you’re still writing like a spammer.
Step 1: Start with the Right Template in BetterContact
First, if you haven’t already, check out BetterContact. It’s an email tool with a library of B2B templates that are actually worth using. The real trick, though, is picking the right one for your goal.
What to look for in a template: - Short and to the point (3-5 sentences is plenty) - Personalization prompts (places to add their name, company, or something specific) - Clear call-to-action (not just “Let me know if you’re interested”) - Plain language (skip the buzzwords)
What to ignore: Templates that sound like marketing blasts, or ones that need a lot of editing just to sound human.
Pro tip: Don’t just pick the most popular template. Read through a few and pick one that matches your voice and feels natural for your industry.
Step 2: Personalize, But Don’t Overthink It
You’ve heard it a million times, but it matters: personalization is your ticket out of the spam folder. That doesn’t mean you need to research for hours or write a novel. Just show you’re not blasting the same email to a thousand people.
Here’s what real personalization looks like:
- Name and company: Obvious, but double-check for typos. “Hi {{First Name}} at {{Company}}” is a bare minimum.
- One sentence about them: Did they launch a new feature? Just raised funding? Reference something recent and relevant.
- A reason you’re reaching out: Connect it directly to the detail above (“Saw your team’s hiring—curious if you’re open to…?”).
What to skip: Fake flattery (“I admire your impressive career!”) or generic lines you could send to anyone.
Pro tip: If you can’t find something real to say about them, you probably shouldn’t email them.
Step 3: Nail Your Subject Line
This is where most people get lazy. Don’t just use “Quick question” or “Introduction”—those scream “mass email.” You don’t need to be clever, but you do need to be specific.
What works: - Mention something about them, not you (“Question about {{Company}}’s new product”) - Keep it under 50 characters (shows up better on mobile) - Avoid all-caps, exclamation points, or “Re:” when it’s not a reply
What to avoid: - Gimmicks (“🔥 Hot offer inside!”) - Overly vague (“Networking opportunity”) - Anything that looks like it came from a template
Pro tip: If you wouldn’t open it, they won’t either.
Step 4: Make Your Ask Crystal Clear
The whole point of your email is to get a response, not to impress with your background. BetterContact templates usually put the call-to-action right at the end—just don’t bury it.
Examples of clear asks: - “Are you the right person to discuss this?” - “Do you have 15 minutes for a quick call next week?” - “Is this a priority for your team right now?”
What not to do: - Don’t ask for too much up front (Nobody wants to read your 8-slide deck before replying) - Don’t be vague (“Would love to connect sometime” is code for “ignore me”)
Pro tip: One ask per email. If you need to follow up with more detail, do it after they reply.
Step 5: Edit for Plain English (and Humanity)
This is probably the most overlooked step. Even the best template can sound stiff or confusing if you don’t read it out loud.
Checklist before you hit send: - Does it sound like something you’d actually say? - Are there any long or complicated sentences? - Did you accidentally paste in the wrong name or company? (It happens to everyone.) - Are you using any jargon you wouldn’t say to a friend?
Pro tip: If you’re not sure, send it to yourself first. If it makes you cringe, rewrite it.
Step 6: Test, Track, and Don’t Obsess
BetterContact lets you track open and response rates. This is useful—but don’t fall into the trap of chasing tiny percentage increases or running endless A/B tests on subject lines. Most wins come from just being clear, relevant, and human.
What’s worth testing: - Different versions of your ask (meeting vs. intro vs. info request) - Personalization details (does referencing a recent blog post get more replies?) - Timing (morning vs. afternoon)
What’s not worth your time: - Micromanaging every word in your sign-off - Fancy HTML templates (plain text works best for B2B) - Sending the same message to everyone in a huge list
Pro tip: Keep a simple spreadsheet or note with what’s working. Over time, you’ll see patterns—and get better at spotting what to tweak.
Common Mistakes to Avoid
- Over-automation: Tools are great, but if your emails all feel the same, people notice.
- Too much follow-up: One or two polite bumps are fine. Beyond that, you’re just annoying people.
- Ignoring replies: Always reply quickly—even if it’s a “not interested.” You’ll build a better reputation that way.
- Focusing on volume over quality: Ten thoughtful emails get more replies than a hundred generic ones.
Wrapping Up: Keep It Simple, Iterate, and Stay Human
You don’t need a PhD in psychology or a $10,000-a-month tool to get better B2B email responses. Pick a template in BetterContact that fits your style, personalize it with a real detail, be clear about your ask, and don’t overthink every word. Track what works, make tweaks, and above all—sound like a real person. That’s how you get replies (and maybe even some respect in the process).