A sales email template, or standardized text designed to be used again and again with minor customization, helps reduce the risk of messages being sent without critical components such as your unique selling position or call to action. In addition, it is also a great tool to implement into your overall sales plan to ensure your team’s messaging is uniform.
Free Sales Email Template
Subject: Question About Your [Something Specific to Your Prospect]
Hi [prospect first name],
I was on your [website, at your location, etc.] yesterday taking a look at [whatever you were looking at] when I noticed [what you noticed].
I am the [your title or position] of [company name] and I’m a huge fan of your [what you admire about their business or products]. Our [your product or service] that does [what your product/service does] would [the value your product/service will bring] for your [prospect’s business or product].
On Tuesday, I’ll be in the area meeting with [prospect or client you’re meeting with] and on Thursday meeting with [another prospect or client you’re meeting with].
Which day would work best for you to [meet/do a product demo, etc.]?
I look forward to connecting with you.
Sincerely [use closing to match your brand and personality here],
Phone: [your phone number]
Website: [your website]
Click here to download Sales Email Template on Google Docs
The above is an example of an effective sales email template that follows the best practices for high-performing sales emails. The key is to understand the principles and then start creating and testing different uses based on the same principles.
The five key elements of a successful sales email template are:
- The subject line: This needs to be personalized and relevant because an email from a complete stranger is easy to overlook.
- The opening line: This needs to be relevant to the prospect.
- The offer: This needs to be either a brief pitch, an offer to help, or a request to meet.
- The close: This should be simple, fit your personality or brand, and not salesy.
- The signature: Keep it simple; just your name, direct phone number, and website URL.
Here’s an example of how you can customize this email:
Customized Sales Email Template Example
Hi Chef Brandon,
I was having lunch at your diner yesterday when I decided to take a look at your dessert menu for a sweet treat. I ordered your homemade vanilla ice cream and after the first bite, I thought it would go great with our blueberry cupcakes.
I am the Account Director of Swirly Cupcakes, a cupcake bakery here in Chicago. I’m also a huge fan of your restaurant, Brandon’s Diner. Our small batch, handcrafted cupcakes that literally melt in your mouth would be the perfect complement to your homemade ice cream as well as a standalone dessert you could offer.
On Tuesday, I’ll be in the area meeting with Michael’s Diner and on Thursday meeting with The Pinnacle Hotel.
Which day would work best for us to have a quick chat about homemade ice cream and cupcakes? I’ll even bring in a few cupcakes to taste how they pair.
I look forward to connecting with you.
Scenario: Baker pitching a restaurant prospect
Click here to download Sales Email Template on Google Docs
Whether you use this email template or any of the iterations below, an alternative to using a CRM to send the emails is using an email provider like Constant Contact to send and track your emails. Constant Contact is great especially if you’re sending bulk emails. Visit Constant Contact to learn more about a free trial.
Sales Email Examples for Different Scenarios
The following six use-cases cover the most powerful ways to make a personal connection using the template above as a starting place. Once you get a feel for them, you can then experiment with your own templates using the step-by-step approach I’ve provided further below.
Use Case #1: Highlight a Priority or Relevant Current Event
If you do your homework and are able to identify a current priority for your prospect, this can be a very effective way to either initiate a new relationship or help one that has started to progress. For instance, if your prospect’s main competitor has been in the news recently for reasons that are relevant to them and their business, highlight this news or current event in our sales introduction email.
Subject Line: Data Breach at Acme Retail
I’m sure you’ve heard by now about the recent breach at Acme Retail. This breach will cost them millions of dollars, and that doesn’t include future business they’ll probably lose as a result.
We’re hosting a webinar next Thursday at 2 p.m. called Cybersecurity in Retail: How to Protect Your Customer’s Data.
For companies that sign up, we’re giving away a free, in-depth cybersecurity assessment that will highlight areas in which you may be vulnerable.
If you’d like to attend, let me know. Also, if anyone on your team is interested, send me their names, and I’ll get them registered.
Hope you can make it!
Cybersecurity IT Solutions, Account Manager
ACME IT Solutions
Use Case #2: Highlight a Mutual Contact
Connecting via a mutual contact is a great way to make a personal connection because it is a warmer introduction. If Dave holds Gary in good regard, he’s more likely to respond.
A mutual contact introduction email might look like this:
Subject Line: Gary Newman suggested I get in touch
Gary mentioned that you’re focusing on finding more customers online.
My business provides SEO services to help customers find you easily.
Would you be interested in a 15-minute demo?
Use Case #3: Following a Conference
If you’ve had a brief meeting, or even if you had wanted to meet someone at a conference and were unable to, you can breathe life into a fledgling new relationship with a sales introduction follow-up email.
An example of the email you might send in this situation could look like this:
Subject Line: Great to meet you in Chicago
It was a real pleasure meeting you on the Retail Tour at Navy Pier. I am glad you enjoyed the tour as much as I did.
You mentioned that you’re about to upgrade your POS, and I’m getting back in touch because we provide the kind of merchant services I think you are looking for. Our fees are very competitive, starting from 1.75% per card transaction.
If you’re interested, let me know and I’ll send you a one-page overview.
Use Case #4: Create Rapport
Using sales intelligence tools like LinkedIn Sales Navigator will help you to find a wide range of ways to find things in common and build rapport with your prospect. An easy starting point is to find something that you have in common and even inject a little humor.
An example of a sales introduction email designed to build rapport might look like this:
Subject Line: Question about your growth experiences
I noticed we’re both members of the Royal County Chamber of Commerce and that your business was established in 1956. I’ve only been running ABC Research since 1984, so I take my hat off to you!
I’m putting together a round-table of business leaders to share business growth experiences—good and bad. Would you be interested in joining in?
Use Case #5: Compliment the Lead
Let’s be honest, would you stop reading an email that opened by paying you a genuine compliment? An email that starts with praise is great for connecting with influential industry experts and bloggers.
This type of email would look like the following:
Subject Line: Organic Puppy Chow or DIY Puppy Food?
I loved your post on organic puppy chow last week. More people need to know about the benefits of feeding our pets organic food.
I’m dying to know your opinion on DIY puppy food. I am the CEO of a company that offers courses on DIY organic puppy and dog food. I also make and ship organic dog food for several cities.
Would you be interested in having me make a batch of puppy food for your dog, Zoe? If Zoe likes it, and you think you’d feel good about promoting my product and courses to your followers, maybe we can discuss sponsorship opportunities.
Email me back to let me know. Also, I’d love to know what you think about DIY dog food as an option in general. Thanks for all you do to make our pets healthier.
CEO DIY Dog Food
Use Case #6: Congratulate the Lead
We all like to be praised. And chances are, what you praise a prospect for is something that triggers buying opportunities, such as landing a new client, adding additional locations, or getting a job promotion. This email template is great for congratulating your prospect and opening the door for deeper conversations.
An example of this sort of email put into practice looks like this:
Subject Line: Question about Fratello’s maintenance
Congratulations on opening the new Oak Street location!
I was wondering if you’re in need of any lawn care maintenance, as we’re located just a few blocks away and serve many of the Oak Street businesses with competitively priced services.
Do you have five minutes tomorrow to discuss?
How to Write a Sales Email in 7 Steps
A sales email template is a great way to get started. However, you can write specific sales emails like an introduction from scratch following a simple process. This process ensures each sales email you send, in this case an introduction email, is effective at opening up new relationships while also encouraging you to use email best practices.
These seven steps will help you to create consistently high-performing sales emails:
Step 1: Research Your Prospect
Personalized sales introduction emails relevant to your prospect are far more effective than canned emails. It makes a lot of sense to use intelligence tools like LinkedIn Sales Navigator to really know your prospect and select the best way to personalize your email. Genuine personalization is crucial to your success.
Examples of intelligence that you could use to help you personalize your introduction:
- A mutual connection
- Worked for the same company
- Membership of the same society or interest group
- Common interests
Step 2: Customize Your Subject Line
Your subject line will have the biggest impact on whether or not your email gets opened. Make it relevant to them. Examples include addressing the contact by name, their company name, or a mutual connection that will help you to build immediate rapport.
Here are some examples of good sales email subject lines:
- Question about your [product/service]
- Your opinion on [option A] versus [option B]
- Prospect’s name, your thoughts on [topic that matters to prospect]
- [Mutual connection] recommended I get in touch
Make sure your subject line reflects something that matters to your prospect or customer. Also, make it direct and to the point.
Step 3: Make Your Opening Line About Them
The opener is the first line of the email body. Like the subject, they will appear in the recipient’s inbox.
In your first sentence, say something that will spark your prospect’s curiosity. This is important because the first sentence appears next to the subject line in Gmail and other email service providers.
Here are a few examples of openers that have been shown to work:
- Loved your post on [blog post topic]
- I saw that we both [attended an event, are members of a group, etc.]
- I noticed you’re still using [product]
Step 4: Pitch a Simple Offer
Your value proposition, an offer of help to initiate a new relationship, or a request for a meeting or product demo should be at the center of the pitch in your email. It should be direct and relevant to your prospect. One way to do this is to open up with a question, related to your value proposal.
Here are a couple of examples:
- Are you interested in having me make some organic puppy food for your dog Zoe?
- Would you be interested in a demo of our product to show how you can reduce manual data entry by 30%? I have openings tomorrow at 4 p.m. or Thursday at 9 a.m. Which time works best?
Step 5: Include a Call to Action
The next part of the email is the “call to action.” The key is to keep it simple and non-salesy. You do this by asking them to express interest in what you’re offering or asking them to meet with you. During the prospecting phase of a long sales cycle, ask for smaller commitments.
Here’s a couple of examples:
- Let me know if you’re interested
- Let me know if you’d like to discuss this further
- I can arrange a product demo with you on [date and time] or [another date and time]. Which time works best?
Step 6: Add a Professional Signature
The final element of your sales email template is your signature. This will perform better if you keep it simple and easy to read. I recommend providing only your direct phone number, email address, and website address.
Step 7: Analyze, Refine & Improve
Once you have grasped the basic principles of using a sales email template, you’ll soon be creating your own for each stage in your sales funnel. Beyond this, the improvement in your sales email performance will come from analyzing how different elements of your email perform in a split test.
It’s easy to create a sales email template and test two different types of subject lines to see which has the best open rate. When you send emails using a CRM like Pipedrive, or email marketing system like Constant Contact, it’s easy to measure open and click-through rates with simple reports.
Additional Tips for Sales Email Success
Below are additional tips for creating successful sales emails:
- Make responding easy: Make it easy for people to respond without saying or asking for too much. For instance, don’t expect them to open attachments or answer a lot of questions. Just find out if they’re interested.
- Follow up: I recommend cold calling to follow up. Most people don’t realize that it takes seven to eight follow-up calls or emails before you can expect to engage most prospects.
- Measure performance, refine, and improve: Make use of email automation tools like Constant Contact, or better yet, use a powerful small business sales CRM like Pipedrive, which allows you to store email templates or integrate with other email marketing options. This way, you can test different sales email templates to learn and improve. You can also automate follow-up emails.
“We use the email functionality in our CRM to send triggered emails when a client moves from one stage of the pipeline to another. For example, for a lead, if they are moved to a follow-up status, they will get an email with more information relevant to them at that stage. We still write personal emails to leads, but ensuring the connection stays active and automating some of this communication saves time and helps support the sales team.”
– Samantha Avneri, Marketing Director, Regpack
A good sales email template will help you save time from creating emails from scratch for every prospect you are trying to reach out to. Sales email templates can also help you build your own library of tried-and-true sales emails that foster prospect and customer relationships.