Marketing agencies excel at selling other people's products. They set up funnels, write texts, and drive traffic. But when it comes to themselves, they often hit a wall. Who to write to? What to write? How to not come across as pushy?
If this sounds familiar — you are not alone.
That’s why chains of cold emails are an essential part of B2B marketing for agencies. This is not spam or a "mailout to everyone". It is a way to reach decision-makers, showcase your expertise, and gently offer value. Not selling outright. But approaching in a human way.
In this article, we will cover:
which formats work specifically for agencies,
how to write so as not to annoy but to engage,
and what to do if there are no responses.
Structure of a cold email chain for an agency
For the chain to work, it must be not only "polite" but also logical. Each email is a step: a little reminder, a bit of added information, increased value, and a gentle close. No pressure, no repetitions.
Here's a basic working structure, adapted for B2B services in marketing:
Email 1 — Introduction and first approach
Objective: establish contact. Without pressure. To the point. Hinting at value.
Example:
Hello, [Name]!
I came across your website — great expertise in [industry]. We at [agency name] are engaged in lead generation for B2B. I have an idea of how this could work for you as well. If interested, I can send a couple of examples.
Briefly. Personally. Without a "commercial offer".
Email 2 — Follow-up in 2–3 days
Objective: remind them, but not pushily. Show that the email wasn’t mass mail.
Example:
[Name], I'm resending the email — perhaps you didn’t notice it.
I wrote regarding partnership / cases. I think our approach could be interesting for your format.
Should I send a couple of examples?
Email 3 — Enhancing value
Objective: add a case, numbers, results. Show: “we can do it”.
Example:
We helped an agency from a similar niche increase leads by 2.4 times in 3 months. The main focus was email outreach and Telegram together.
I can send screenshots/numbers if you’re interested.
Email 4 — Soft closing
Objective: close the dialogue correctly. No hard feelings. With the possibility to return.
Example:
[Name], I will write one last time — if the topic is not relevant now, it's all good, I won’t distract you anymore.
If it turns out to be interesting — just let me know, I’d be happy to send over a couple of examples.
This kind of email doesn’t annoy. And often it’s the one that… gets responses.
Email 5 (optional) — Humor or check-in
Example:
[Name], maybe my emails ended up in spam or just at the wrong time. If you’re not interested — let me know, and I won’t bother you :)
If it is relevant — I’m here, available!
💡 This structure is a working base. Afterwards, you can adapt it for:
niche (eCom, fintech, services),
offer format (audit, consultation, partnership),
and style (formal / conversational).
Examples of cold email chains for agencies
Example 1. Contextual Advertising Agency
Email 1:
Hello, {Name}!
I saw your landing page — cool case with a logistics company. We specialize in performance advertising, and I think we can help with a more stable flow of leads.
Should I send over a couple of approaches that are currently working?
Email 2:
I’m resending the email — perhaps it didn’t go through.
We had a case with a similar task: we grew from 14 to 46 leads per week in 2 months.
I can send you screenshots and show the scheme if the topic is relevant.
Email 3:
Just to clarify one last time. If it’s not a focus right now — no problem. Just let me know, and I won’t disturb you.
If you’re interested — I can send a short PDF with the approach.
Example 2. SEO Agency
Email 1:
{Name}, good day.
I noticed that your site ranks well for brand queries, but there's a drop for commercial ones.
We at SEO agency “X” specialize in such cases — no fluff, just ROI.
I’m ready to show a couple of micro-cases where we managed to pull traffic in 3 months.
Email 2:
I’m resending — maybe I caught you at the wrong moment. We found a couple of technical bottlenecks and growth points for you.
If interested — I can briefly discuss it over Zoom or send you a PDF.
Example 3. Ecommerce Agency
Email 1:
Hello, {Name}!
I looked at your catalog — nice layout, but I see a growth point in retargeting. At {agency name}, we focus on paid traffic + email for eCom.
I have an idea on how to increase repeat purchases — should I send it?
Email 2:
Resending the email — we worked with a similar segment (home goods), achieving +27% to LTV through the email + Telegram connection.
I can show you the screenshots and mechanics.
Example 4. Content Marketing / PR Agency
Email 1:
Hello, {Name}.
I saw that you actively write on Telegram and conduct webinars.
We at {agency name} specialize in case packaging and distribution: articles, media, newsletters.
I have an idea on how to enhance your content through external platforms. If interested — I can send you a plan.
Email 2:
I’m resending — did you perhaps miss it last time?
We recently pulled a client case into vc.ru and made an article that got 1300 visits in 2 days.
I’m ready to show how it works.
All chains are built on context, utility, and respect. No aggression. It’s all — like from a normal person, not a robot.
We will help you write a chain that works
Cold emails are not about "pushing". This is about building contact, respect for the recipient, and the ability to be timely with a valuable offer.
If you are a marketing agency that wants:
to attract clients without advertising,
to launch a separate outreach direction,
we at Coldy will help you collect and launch your first chain.
Sign up — and launch a mailing that doesn’t irritate but gets a response.
