what's inside the script package
DOCX with six blocks: general rules, five scripts for different niches, followup template. Each script has a subject line, a body of 90-130 words and an explanation of who the letter is for. No “I hope this email finds you well”, no long paragraphs about the sender’s company, no emoji
- General rules. 6 points, read before rule for yourself. Subject, first line, length, CTA, caption, followup frequency.
- Script 1. B2B SaaS — for CMO / Head of Marketing with a specific hypothesis about the MQL → SQL gap.
- Script 2. B2B services — for the agency founder, which rested on the ceiling of the sundress model.
- Script 3. Marketing agencies - whitelabel-sentence performance contractor, client brand.
- Script 4. Freelancer / colleague - networking, exchange leads in related niches.
- Script 5. MedTech / clinics - for the clinical director with a specific CPA estimate and three decline hypotheses.
- Followup template. Universal followup in 4-6 days. Short, no pressure.
why is it structured this way?
All 5 scripts are built according to the same formula: fact about recipient → pain hypothesis → social proof → one CTA. This structure works in the Russian Federation because it covers four objections reader in 90-130 words: “why should I read this”, “does he understand sender my situation”, “does he have experience”, “what should I do right now."
Different niches require different density of “useful information” in the letter. B2B SaaS reads CMO with a short attention span - I give one specific hypothesis (MQL → SQL gap). MedTech reads the medical markdir background - I give three hypotheses and mention Yandex Direct as a context. Under agencies - I give the whitelabel format right away, without a long explanation.
A followup template without pressure is a principled position. "I raise to top" every two days, "last reminder before deletion" - These are techniques from 2017 that are killing open rates in 2026 future letters. Short followup “whether the topic is relevant or not, I will answer in one line" gets an answer in 30-40% of cases from my practice.
how to use scripts
- Step 1. Select a script for the recipient’s niche. Don't mix formulas from different scripts in one letter - you will get a logically torn text.
- Step 2. Find a public fact about the recipient. Telegram channel, conference, article on VC, case on the website. Without specific fact in the first line the letter turns into mass mailing.
- Step 3. Rewrite the pain hypothesis to suit the addressee. "MQL → SQL gap" works for B2B SaaS. There will be another one under e-com hypothesis (“ROAS growth decreases with the connection of new channels”). Under pharma is the third. The hypothesis must be specific and testable.
- Step 4: Keep your caption short. Name + one URL. No “Sincerely, marketing facilitator with 10 years of experience.”
- Step 5. Followup in 4-6 days, then another one after 10-14. Then you let go. 3 touches are enough to understand if there is interest. Any longer and you spoil the sender’s reputation.
what is NOT in these scripts
- Scripts in English. These are templates for Russian language B2B market. English outreach has its own nuances (CC vs BCC, format signatures, legal footnotes), this is a different genre.
- Scripts for B2C. Cold emails in B2C are rare work - usually better advertising. If you need B2C outreach, look at side of SMS mailings and Telegram bots, and not email.
- Legal disclaimer block. Lawyers under 152-FZ will add a footnote about PD processing. I focus on the text of the letter, and not on legal formalities.
- Ready-made contact databases. Bases are a separate layer (LinkedIn, Snov, Apollo, manual parsing). Templates work on any database, as long as the contacts are relevant.
what cold-email templates do I consider bad in RuNet?
- "Hello, my name is X, I represent company Y...". The first line to yourself is guaranteed delete. That's right - the first line is about the addressee.
- Letters of 250+ words. CMO with a flow of 80 emails per day doesn't finish reading until the middle. The norm for cold is 90-130 words, the ceiling - 150.
- Multiple CTAs in one email. “Let’s make an appointment or call or answer a letter or look at the portfolio" - choice paralysis, conversion drops by 2-3 times. One CTA, one action.
- “Cold email templates” from English blogs in translation. “I hope this email finds you well” translated into Russian sounds like alien clerical language. The Russian audience reads differently: specifically, without introductory formalities.
- Followup with accusations. "You didn't answer my previous letter”, “I’m taking you upstairs for the third time” - annoying and increases unsubscribe rate. Short followup with an obvious exit (“I’ll leave you behind in one line”) works many times better.
A cold email is not “text advertising.” It's short conversation with a specific person about his specific pain. If you don't was able to formulate the addressee’s pain in 1-2 sentences, the letter has not yet ready to ship.
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