Singapore is a sophisticated, efficient B2B market. Cold emails should be concise, professional and clear about value. This is general information, not legal advice.

Template

Subject: {topic} for {company} Hi {first_name}, {Observation relevant to their business in Singapore}. We help {industry} companies in Singapore and the region {outcome}; {local_client} saw {result}. Would a short call next week be useful? Best regards, {name} {title}, {company} {address} To unsubscribe, reply "unsubscribe".

Tone and timing

  • Professional and direct; avoid hype
  • Mention regional (APAC) experience
  • Send on weekday mornings, SGT
  • Expect slower replies around Chinese New Year and major holidays

Legal basics

  • The Spam Control Act applies to unsolicited commercial electronic messages sent in bulk. Such messages must include a clear unsubscribe facility, accurate sender information and the label <ADV> at the start of the subject line.
  • The PDPA governs personal data. Its Do Not Call provisions cover phone calls and texts to Singapore numbers; B2B messages are treated differently in some cases.
  • Low-volume, individually written B2B emails are less likely to count as bulk, but honour opt-outs regardless.

Related: B2B cold email templates.

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Frequently asked questions

Is cold email legal in Singapore?

Generally yes, but bulk unsolicited commercial emails must follow the Spam Control Act, including an unsubscribe facility and the <ADV> label in the subject line, and personal data handling must follow the PDPA.

What does <ADV> mean in a subject line?

It's the label Singapore's Spam Control Act requires at the start of subject lines of unsolicited commercial electronic messages sent in bulk.