# Cold Email Templates by Vertical > Five tested templates for the verticals that convert best with the lead-gen-agent workflow. Each template includes the full email, a personalization prompt for the AI node, and notes on what makes it work. > > Customize the `[BRACKETS]` for your service. Replace `[YOUR NAME]` and `[YOUR AGENCY]` once. --- ## 1. HVAC Contractors ### Why this template works HVAC owners are usually field-first operators who don't think about marketing until winter or summer creates urgency. Lead with a specific local search observation, not a generic pitch. Reference seasonality. ### Email template **Subject:** Quick question about [BUSINESS NAME] in [CITY] **Body:** > Hey [FIRST NAME], > > I was searching for "[SPECIFIC SERVICE] in [CITY]" yesterday and noticed [BUSINESS NAME] doesn't show up in the top 5. With [SEASON] approaching, that's a lot of weekly leads going to your competitors. > > I help HVAC contractors fix this. Want me to send you a free 5-minute audit showing exactly what's happening and the quickest fixes? > > [YOUR NAME] > [YOUR AGENCY] ### AI personalization prompt ``` For this HVAC contractor lead, write a cold email that: 1. Opens with a specific local search observation (use their service area from the website scrape) 2. References the current season's relevance 3. Offers a free 5-minute audit as the CTA 4. Maximum 4 sentences total Do NOT use: "I hope this email finds you well", "amazing", "game-changing" Lead details: - Business: {{ business_name }} - Service area: {{ from website scrape }} - Current season: {{ current month }} - Rating: {{ rating }} stars ``` ### What to swap - `[SPECIFIC SERVICE]`: AC repair / furnace install / heat pump replacement (match what they specialize in) - `[SEASON]`: summer / winter / shoulder season - `[CITY]`: Their primary service city ### Sending notes - Best send window: Tuesday-Thursday, 9-11am local time - Reply rate baseline: 8-12% with good personalization - Conversion to call: 30-40% of replies become 15-min calls - Average client value: $1,500-3,000/month for ongoing management --- ## 2. Plumbers ### Why this template works Plumbers care about emergency intent. Lead with the specific search that drives their highest-margin work: middle-of-the-night searches. ### Email template **Subject:** Plumbing emergencies after 9pm in [CITY] **Body:** > Hey [FIRST NAME], > > Your average plumbing emergency lead in [CITY] searches Google between 9pm and 2am. I checked your Google Business profile — it's set up well, but you're not appearing for "[EMERGENCY SERVICE] near me" searches at those hours. > > Two-minute fix. Want me to walk you through it on a 10-min call this week? > > [YOUR NAME] > [YOUR AGENCY] ### AI personalization prompt ``` For this plumber lead, write a cold email that: 1. Opens with the after-hours emergency search angle 2. Specifically references their Google Business profile 3. Identifies a specific search query they're missing 4. Offers a 10-min call to walk through the fix 5. Maximum 4 sentences Lead details: - Business: {{ business_name }} - City: {{ city }} - Website services: {{ extracted from scrape }} - Common emergency keyword to reference: burst pipe / clogged drain / no hot water / sewer backup ``` ### What to swap - `[EMERGENCY SERVICE]`: burst pipe / clogged drain / water heater repair - `[CITY]`: Their primary city ### Sending notes - Best send window: Monday-Wednesday, 10am local time (catch them between morning calls) - Reply rate baseline: 12-18% — emergency framing creates urgency - Conversion to call: 40-50% of replies become calls - Average client value: $1,000-2,500/month --- ## 3. Roofing Companies ### Why this template works Roofing is insurance-driven and storm-driven. Lead with insurance-specific search behavior. Reference their geographic exposure to recent weather events. ### Email template **Subject:** [BUSINESS NAME] vs. [LARGER COMPETITOR] on Google **Body:** > Hey [FIRST NAME], > > Quick observation: when someone in [CITY] searches "insurance roof claim help," [LARGER COMPETITOR] shows up first and you don't show at all. After last month's storms, that's a lot of inbound calls going to them instead of you. > > I put together a 3-page audit showing exactly why this is happening and the fastest fix. Want me to send it? > > [YOUR NAME] > [YOUR AGENCY] ### AI personalization prompt ``` For this roofing company lead, write a cold email that: 1. Opens with a specific search comparison vs. a larger competitor 2. References recent weather events in their region 3. Identifies the insurance-claim search angle as the missed opportunity 4. Offers a 3-page audit document as the CTA 5. Maximum 4 sentences Lead details: - Business: {{ business_name }} - City: {{ city }} - Recent weather (research the city's last 30 days): {{ context }} - A larger competitor in the same city to reference: {{ identify from search results }} ``` ### What to swap - `[LARGER COMPETITOR]`: A well-known competing roofing company in their city - `[CITY]`: Their primary city ### Sending notes - Best send window: Tuesday-Thursday, 10am local time - Reply rate baseline: 10-15% - Conversion to call: 35% of replies become calls - Average client value: $2,500-5,000/month (roofing has high margins) --- ## 4. Dentists ### Why this template works Dentists are sophisticated buyers who don't respond to generic pitches. Lead with a specific patient acquisition number that shows you understand their economics. ### Email template **Subject:** [PRACTICE NAME]'s patient acquisition cost **Body:** > Hi Dr. [LAST NAME], > > I noticed [PRACTICE NAME] ranks well for "dentist [CITY]" but doesn't show up in Google AI Overviews when people ask "best dentist for [SPECIFIC PROCEDURE] in [CITY]." That's a 3-5x difference in patient acquisition cost. > > I put together a benchmark comparing your AI visibility to two other practices in your area. Want me to send it over? > > [YOUR NAME] > [YOUR AGENCY] ### AI personalization prompt ``` For this dentist lead, write a professional cold email that: 1. Opens with their existing Google ranking strength as a compliment 2. Identifies the AI Overview gap (this is the 2026 angle dentists don't know about) 3. Cites a specific procedure they offer (from website scrape) 4. References patient acquisition cost (signals you understand their economics) 5. Offers a benchmark comparison document 6. Use professional tone — Dr. [Last Name] not first name 7. Maximum 4 sentences Lead details: - Practice: {{ business_name }} - Doctor's last name (if findable): {{ from website scrape }} - Specific procedures offered: {{ from website scrape }} - City: {{ city }} ``` ### What to swap - `[SPECIFIC PROCEDURE]`: Match their highest-margin specialty (implants, Invisalign, veneers, sedation dentistry) - `[CITY]`: Their city - Use "Dr. [Last Name]" not first name (professional norm) ### Sending notes - Best send window: Tuesday-Thursday, 11am local time - Reply rate baseline: 6-10% (dentists get pitched constantly, but quality outreach stands out) - Conversion to call: 50% of replies become calls (dentists who reply are serious) - Average client value: $2,500-5,000/month --- ## 5. Med Spas ### Why this template works Med spas live and die by visual marketing. Lead with their existing visual content as the bridge to a forward-looking observation. ### Email template **Subject:** Your before/afters and Google AI **Body:** > Hey [FIRST NAME], > > Your before/after gallery for [SPECIFIC TREATMENT] is genuinely good — better than most med spas in [CITY]. The problem: when someone asks ChatGPT or Google AI "best [TREATMENT] med spa in [CITY]," your gallery isn't being seen by the AI models. > > I help med spas fix this so the visual work you've already done starts showing up in AI answers. Want a 5-min audit of your AI visibility? > > [YOUR NAME] > [YOUR AGENCY] ### AI personalization prompt ``` For this med spa lead, write a cold email that: 1. Opens with a genuine compliment about a specific aspect of their visual content 2. Identifies the AI visibility gap (med spas don't know this matters yet) 3. References a specific treatment they offer 4. Offers a 5-min AI visibility audit as CTA 5. Maximum 4 sentences Lead details: - Business: {{ business_name }} - Owner first name (if findable): {{ from website scrape }} - Specific treatments offered: {{ from website scrape }} - City: {{ city }} ``` ### What to swap - `[SPECIFIC TREATMENT]`: Botox / dermal fillers / laser hair removal / CoolSculpting (match their lead service) - `[CITY]`: Their city ### Sending notes - Best send window: Wednesday-Friday, 11am-1pm local time - Reply rate baseline: 10-15% - Conversion to call: 40% of replies become calls - Average client value: $1,500-3,500/month --- ## Universal Rules (Apply to Every Template) ### Subject line discipline - 5-8 words maximum - Include their business name OR a specific reference to their work - Avoid: "Free," all caps words, exclamation points, question marks (often) - The subject should look like a one-to-one human email, not marketing automation ### Body structure 1. **First sentence:** Specific observation about their business (proves you actually looked) 2. **Second sentence:** The specific opportunity or problem 3. **Third sentence:** Brief explanation of what you do 4. **Fourth sentence:** Low-commitment CTA (audit, document, 10-min call) ### Sign-off Always use: - Your real name (not a generic "Marketing Team") - Your agency name - Optional: phone number on the second line for trust Never use: - Long signatures with social links (signals marketing automation) - "Looking forward to hearing from you" (passive, vague) - "Have an amazing day" (banned word, plus saccharine) --- ## The 4-Touch Outreach Cadence These templates are Touch 1 (the cold email). For best results, follow this cadence per lead: **Day 1:** Personalized cold email (this template) **Day 3:** Short follow-up email — "Just bumping this up. Quick yes/no on the audit?" **Day 5:** Phone call referencing both emails ("Hi, this is [name] from [agency]. I sent you a quick email earlier this week about [specific thing]") **Day 10:** Final email — "Last note from me. If timing's not right, no worries. Leaving the audit here in case useful: [link]" Conversion happens between Touch 2 and Touch 4 for most local service businesses. Single-touch campaigns waste 70% of your effort. --- ## Notes - These templates are tested as of mid-2026. They will fatigue over time. After 90 days of use, vary the opening sentence structure to avoid pattern recognition by recipients. - Never send these to more than 50 prospects per day from a single email address. Higher volumes will torch your domain reputation. - For best deliverability, send manually from your real Gmail or use a properly warmed-up cold email tool (Instantly, Smartlead, lemlist) with verified SPF, DKIM, and DMARC. - Track replies in your CRM or in the Google Sheet from Pillar 7's workflow. After 30 days, calculate your reply rate per template and refine.