The Perfect Freight Broker Cold Email Template: 10 Sentences That Convert

Here's a high-converting freight broker cold email template that just works. It's only 2 paragraphs (under 10 sentences) with a professional footer. I've personally used variations of this template to secure over $2M in freight during my 30 years in the industry, and it consistently outperforms lengthier alternatives:

Subject: [Company Name]'s [product/commodity] shipments to [destination city/region]

Hi [First Name],

I noticed [Company Name] ships [product/commodity] to [destination region] and wanted to reach out. We're a freight brokerage specializing in [relevant lane/equipment type] with consistent capacity in [their shipping area] and a 98.6% on-time delivery rate.

Would you have 10 minutes this week to discuss how we might provide backup capacity or competitive rates on your [specific lane] shipments? I'm available [specific times] or can work around your schedule.

Best regards,
> [Your Name]
> [Your Company]
> [Phone Number]
> [MC #]
> [Brief credential/specialization]

Why This Subject Line Works

The subject line is the most critical element of your email – without an open, nothing else matters. This formula works because it's specific to their business, mentions their product, and indicates you've done research. It's not generic ("Looking for a freight broker?") or salesy ("SAVE 15% ON FREIGHT NOW!").

Alternative subject lines that also perform well:

• "Question about [Company]'s transportation for [product type]"
• "Capacity available for [Company]'s [origin] to [destination] lanes"
• "Quick question"
• "[Company]"
• "[Their name]"

First Paragraph Breakdown

The opening paragraph establishes three crucial elements in just 2 sentences:

1. Research-based personalization: "I noticed [Company Name] ships [product]..." shows you've done homework rather than mass-blasting. Always reference something specific that proves you know their business.

2. Relevance establishment: Mentioning your specialization in their specific lane/equipment demonstrates you're not wasting their time with irrelevant services.

3. Value proposition: The 98.6% on-time delivery statistic (use your actual number) immediately communicates reliability. Shippers care about capacity and service consistency more than minor rate differences.

What makes this paragraph effective is what it doesn't include: no company history, no generic claims about "great service," and no wasted words.

Second Paragraph Breakdown

The second paragraph creates action with just 2 components:

1. Clear, specific ask: Requesting 10 minutes is reasonable and non-threatening. Mentioning "backup capacity" acknowledges they probably have existing providers but might need alternatives.

2. Easy response path: Offering specific times while remaining flexible makes responding simple. The shipper can simply say "Thursday at 2pm works" without having to think.

This paragraph avoids common mistakes like asking open-ended questions ("Let me know if you're interested") or being too pushy ("When can we set up a meeting to discuss your freight needs?").

The Power of a Professional Footer

Your email footer isn't just a formality – it's crucial credibility real estate:

1. Full contact information: Name, company, and direct phone number show you're accessible.

2. MC number: Including your MC number displays legitimacy and saves them time checking your authority.

3. Brief credential: One specific credential ("Specialized in refrigerated produce since 2018" or "99.1% claim-free operations") reinforces your value proposition.

Avoid cluttering your footer with multiple phone numbers, long company descriptions, or unnecessary legal disclaimers that make your email look like a template.

What Not to Include in Your Cold Email

Equally important is what to leave out of your freight broker cold emails:

• Rate promises: Never mention specific rate savings without knowing their current pricing.
• Industry jargon: Terms like "transactional support" or "dynamic logistics solutions" are meaningless.
• Desperation signals: Phrases like "I'd really appreciate the opportunity" signal weakness.
• Long carrier lists: Nobody reads your list of carrier partnerships.
• Attachments: They trigger spam filters and won't be opened by strangers.

How to Customize This Template

This template works because it's specific to the recipient's business. To customize effectively:

1. Research the company: Check their website and LinkedIn to understand what they ship and where.
2. Find the right contact: Target logistics managers, transportation directors, or supply chain managers.
3. Identify specific lanes: Reference actual locations they ship to/from.
4. Highlight relevant experience: If you excel in their industry or lane, make that your focus.

Follow-Up Strategy

A single email rarely gets a response. Use this three-email sequence:

1. Initial outreach (template above)
2. Value-add follow-up after 3 business days (share relevant industry insight or a case study)
3. Final "break-up" email after 5 more business days

Each follow-up should be equally brief and include the original email thread.

Automating Without Losing Personalization

While personalization is critical, you can scale your outreach effectively:

1. Research in batches: Research 10-20 similar companies at once to identify patterns.
2. Create industry-specific templates: Develop variations for different verticals.
3. Use technology: Foreigh's AI Email Assistant can help customize templates while maintaining personalization, and even handle follow-ups automatically with human-like responses.

Common Legal Considerations

Ensure your email outreach complies with regulations:

• Include your physical address (CAN-SPAM requirement)
• Provide an unsubscribe option for marketing emails
• Avoid deceptive subject lines that could violate FTC rules

Results You Can Expect

With this template approach, expect:

• 15-25% open rates (compared to 5-10% for generic emails)
• 2-5% response rates (versus <1% for longer, less targeted emails)
• Higher quality conversations since you've pre-qualified your prospects

Remember that cold email is a numbers game, but quality dramatically improves results. Five well-researched, personalized emails will outperform 50 generic ones.

Conclusion

The perfect freight broker cold email isn't about fancy language or overwhelming prospects with information. It's about demonstrating relevance, offering clear value, and making it easy to respond. This 10-sentence template works because it respects the shipper's time while providing exactly the information they need to decide whether a conversation is worthwhile. For best results, combine this template with thorough research and a consistent follow-up strategy.

For a more comprehensive approach to finding shipper customers, see our complete guide to freight broker prospecting and learn about effective carrier sales strategies that complement your email outreach efforts.