This article is part of a larger series on Sales Management.
Sales email templates are premade scripts used to introduce you and your business to leads via email. The main benefit of using templates is to save time by reusing effective scripts that require minimal personalization. Templates can also be created and automatically sent through many customer relationship management (CRM) systems, but they work best when personalized and include a desired outcome like a phone call or similar next step.
It’s important to remember that business introduction emails rarely lead to immediate sales, especially for high-ticket products or services, or those requiring a long commitment, such as a year-long contract. Instead, your goal should be to build brand awareness and grow customer relationships to the next level.
Here are seven customizable sales email templates you can use based on common introduction scenarios:
1. Highlighting Point of Difference Sales Email Template
The point of difference sales email template puts the spotlight on your business’ point of differentiation, aka unique value proposition (UVP). This first requires that your business offers something far better or completely different compared to its competitors and alternative solutions, and that the email recipient is a good fit for your products or services.
Subject Line: Giving ABC Tax Company Their Time Back With Writing Services
I saw that your website hosts a blog with articles about complex tax preparation topics. Our writing services can give your team their valuable time back by ghostwriting those articles for you. Each of our writers is experienced in the field of accounting and tax prep, giving them the knowledge to create high-quality content to post on your blog.
I’d love to schedule a call and learn more about some of the pain points you experience in your writing process.
Are you free in the next few days or so for a 10-minute call?
In this example, the sales rep’s introduction email communicates the company’s unique value proposition. Unlike general writing services, they can save ABC Tax Company time because their writers have direct experience in accounting and tax prep. ABC Tax Company is a good lead for these writing services because they are actively and frequently spending time to publish articles like these on their blog.
2. Highlighting a Current Event Sales Email Template
This scenario’s introduction email cites a recent event that may be causing your prospect to prioritize an area of their business they typically wouldn’t give as much attention to. Examples include current events that might be in the news, but may also include events like the release of a new case study or an innovation that disrupts an industry. For this method to work well, the event needs to be directly relevant to the recipient.
Subject Line: Data Breach at ABC Dentistry
Hi Dr. Smith,
By now, I’m sure you are aware of the recent data breach at the local ABC Dentistry firm. This breach will cost them fines, legal costs, and remediation costs, as well as revenue in the form of lost future business.
That being said, we are offering free, non-invasive, cybersecurity audits for local dentist and orthodontics firms to evaluate their program and see where any gaps may be.
If you or anyone in your office would like to take advantage of this offer, the link to schedule an appointment with a consultant is below.
[Link to Schedule Appointment]
In this example, the sales rep is citing a recent, well-known data breach as an opening to introduce their business. Because the incident being referenced is a local firm in the same industry as the email recipient, they will likely be more interested in what the business can offer.
Calendly is a tool contacts can use to easily schedule call or video conference appointments that then sync automatically to your calendar. You send a link to the recipient, and when they click on it, they are taken to the scheduling portal’s landing page to choose the time that works best for them. Available times are predetermined by the user based on their preferences and current availability.
Another example of a sales email highlighting a current event:
Subject Line: Solutions for Work-From-Anywhere Teams
I’m sure that you are trying to adjust to the COVID-19 pandemic and wanted to reach out about how we can help you and your business in this ever-changing landscape. We offer remote work and collaboration software solutions to small businesses just like yours that have been restricted in their in-person capacity by the outbreak.
I’d love to schedule a call and see which areas in the remote workplace environment that you are struggling with the most so we can find the best solution for you.
How’s your schedule looking later this week?
This example uses the COVID-19 pandemic as a relevant current event. Among other concerns, the pandemic caused a widespread issue of workplaces trying to adjust to a remote or remote-hybrid environment. The email uses this workforce shift as a segue to offer potential solutions.
3. Citing a Mutual Connection Sales Introduction Email
Referencing a mutual connection who referred the prospect to your business is a particularly effective way to get a response to an introduction email. This is because the message cites a specific person the lead already knows, paving the way for trust and making it a warmer introduction.
Subject Line: Jane Kelly Told Me to Connect With You
Jane mentioned to me briefly that you were having some issues with your current insurance agent and looking for a switch.
I’d love to schedule a quick call and show you how our access to a multitude of insurance carriers can get you great value for your insurance dollars.
Do you have 15 minutes open this week? Looking forward to hearing back and connecting.
By referring to a mutual connection shared by both parties, the lead is more likely to open, read, and respond. For these types of introductions, make sure that you are honest about what the mutual connection had communicated to you regarding the lead. Also, make sure that you have the referring person’s permission to cite your connection to them in an introduction email.
Referrals are one of best sources of generating leads as it makes a potential customer aware of your business without you having to introduce yourself, usually through a positive review by another customer. For techniques and methods for upping your referral game, take a look at our how-to guide on how to get more referrals.
Did you know? 93% of consumers say that personal referrals from friends and family are the most trusted source of information about brands and services.
4. Meeting Follow-up Sales Email Template
There may be a scenario where you have actually met the contact in person or at a virtual event and are reintroducing yourself to them through an email. The event could have been a trade show, conference, workshop, or even a networking event hosted by a local Chamber of Commerce or some other association.
Subject Line: Great to Meet You at the Ecommerce Workshop
It was a pleasure to meet you at the ecommerce workshop last week. I hope you enjoyed the presentations as much as I did.
You mentioned you were looking for quotes for a new online payment processing system. Our fees are very competitive and the system is easy to use.
Let me know if you are interested and I will arrange a brief meeting to discuss.
This email introduction cites a previous event to remind the lead where they met the sales rep. It’s more of a relationship-builder than a relationship-starter compared to cold email outreach and provides a good jumping off point for continuing the conversation.
5. Noting a Similarity Sales Email Template
In this scenario, your email references something you have in common as a way to connect and build rapport. This could be anything from being in the same networking group or belonging to the same association to something more personal such as having gone to the same college. You may also cite similarities such as being business owners, being in the same industry, or even having the same job title.
Subject Line: Fellow JMU Duke
I saw on LinkedIn that you are a fellow graduate from James Madison University and a fellow business owner.
I’m in the process of putting together a local lead share/networking group to pass business opportunities to one another and would like to invite you as a potential member.
Are you interested in learning more about it? I’d love to set up a few minutes for us to talk.
In this example, the person is using two similar traits they share with the lead to create rapport (where they went to college and both being business owners). Notice also that this example isn’t necessarily for selling directly, but for creating opportunities to generate mutual referrals, thereby building a system of reciprocity. In sales, reciprocity often helps all parties involved with more leads and higher sales conversions.
6. Complimenting the Contact Sales Email Template
Complimenting or congratulating a lead in an introduction email shows you care about what that lead is up to and their accomplishments. Referencing these types of things in an introduction email can push the business relationship to the next level since it shows you follow the industry and keep up to date with the lead’s business and professional endeavors.
Subject Line: Terrific CRM Sales Seminar
I absolutely loved your sales seminar last week. It shed valuable insight on where CRMs are heading for the next few years.
I’m currently developing a niche-market CRM system and would love to speak with you about methods for developing partnerships with third-party software vendors as well as discuss product review opportunities.
Be sure to let me know when we can get a call scheduled on the calendar.
In this sales email example, the sender complimented the lead’s recent seminar. Positively acknowledging a lead’s previous work or accolades can be one way to entice them to read the other contents of your email, especially when your business’ products or services relate to the contact’s accomplishment.
7. Customizable Sales Email Template Example
Regardless of the scenario in which an email introduction is being sent, it needs to be personalized to avoid being perceived as spam and sent directly to the trash folder. An excellent way to personalize your introduction email is by using a customizable sales email template with fields where you can add information specific to the intended recipient.
Here is an example of a customizable sales email template:
Hi [contact first name],
I was on your [website, at your location, and so on] yesterday taking a look at [whatever you were looking at] when I noticed [what you noticed].
I am the [your position] of [organization 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, and so forth]?
I look forward to connecting with you.
Sincerely [use closing to match your brand and personality here],
Phone: [Phone number]
For this sales email template to succeed, you need to spend time researching the prospect so that the information you add is meaningful to them and shows thoughtfulness on your part. Taking time to research leads can not only improve response rates, it also saves you time by helping you eliminate prospects who aren’t likely to be qualified leads.
Using various email templates based on different scenarios to introduce your company’s offerings to leads as part of your overall sales plan can be a huge time saver. You might also be interested in our step-by-step guide to creating a sales plan, which has free sales plan templates to get you started.
How to Design Your Own Sales Email Templates
Creating the perfect template for your business requires trial and testing, including evaluating email metrics like open rates, click rates, and conversion rates (i.e., how often did a lead take an action you wanted them to take?) Additionally, various scenarios and goals will affect the content of each template.
Once you’ve written scripts for your sales email templates, you also have options for designing, storing, and even automatically sending them. You can either create templates from scratch or use premade templates available in many CRM software solutions and email marketing platforms.
HubSpot, for example, offers templates users can access to send personalized, effective sales emails to contacts. Based on contact behavior like opening previous emails or clicking on a link of an email, users can even configure the system to automatically send personalized marketing emails using specific email templates depending on the behavior trigger.
For businesses that prefer to create templates from scratch, here is our step-by-step process for creating an email template to generate more leads and conversions:
1. Research the Contact
Researching the contact gives you information that can be used to determine which email introduction scenario(s) you can pursue, as well as ways to further personalize your email message. Below are examples of the types of information you can use to personalize an email and determine your sales email introduction scenario:
- Job title
- Alma mater
- Membership of a specific organization
- Mutual connection
- Common interests
- Recent accomplishments
- Current vendor
- Pain points or wish list
Use the intel you gathered about the prospect to update the appropriate sales email template. For instance, if you share the same alma mater or job title as a lead, you would update the template for noting a similarity. If your business has a unique value proposition that aligns with a lead’s pain points or wish list, you would update the template for highlighting your company’s point of difference.
2. Write Your Subject Line
The subject line is one of the most important factors in generating high email open rates. It also directly impacts whether or not your email goes straight to the recipient’s spam folder. Sixty-nine percent of email recipients who report emails as spam do so after just reading the subject line.
Most importantly, your subject line should entice the recipient to open and read your email. To pique their interest, use subject lines that make them feel special or mention someone familiar or something relevant to them. Below are some subject line template examples:
- [Mutual friend] Told Me to Reach Out to You
- What Are Your Thoughts on [specific article, video, or product]?
- Seeking Ideas for [article topic] Blog Post
3. Personalize the Opening Line
Since many email systems show a preview of the unopened message’s content, the opening line of an email message can also impact open rates. Your email’s opening line should be personalized and relevant to the contact.
Research shows that 62% of effective emails contain personalized messaging, making it the top factor of effectiveness. The specific scenario may also determine the opening line of your introduction email. Below are examples of scenarios and potential opening lines:
- Highlighting a current event: Did you catch the newest report on [an industry, innovation, survey, guide, and so on]?
- Citing mutual connection: Stacy Rodgers told me to connect with you about [purpose of connection].
- Complimenting the contact: I loved your instructional video on [topic].
4. Communicate Value
Once the recipient decides to open and read your email, you have the opportunity to pitch your value proposition or offer to them. While it’s a big opportunity, your pitch should be brief, simple, and clear. Additionally, phrasing your pitch with questions helps the reader understand how and why your pitch is relevant to them and their business. Here are some examples:
- Are you interested in increasing your quarterly revenue by 25% by automating some of your sales processes?
- Are you looking to reduce your costs for business insurance?
- Would you be interested in seeing how our personalized service approach can help you manage your finances with ease?
5. Add a Call to Action
Your call to action should make it obvious what the next step is for the email recipient. This could mean asking the recipient to respond directly to the email, inviting them to call you, or including a link to schedule an appointment, sign up for a free trial, or visit your website for more information. Below are some call-to-action examples:
- Reply by email or call me at (123) 456-7890 if you have any questions or want to discuss this further.
- If you’d like to arrange a demo, feel free to use the “Schedule Appointment” button in my signature to get something on the calendar.
- Do you want to try our product out before buying? Click the “Free Trial” button below and test it out for the next 14 days.
One way to make responding to your call to action even easier is by adding a button in your email signature for actions like scheduling appointments, signing up for a free trial, or finding more information online. That way, simply clicking a button can be referenced in your email message as an action the recipient can take.
The scheduling tool Calendly can link your schedule portal’s landing page to a button in your email. This way, you can just tell the recipient “click on the calendar button in my email signature to find a time that’s best for you.”
Pro tip: Using proven sales email templates is just one way to streamline sales operations. For more tips for improving your sales operation and insights on managing sales teams, check out our ultimate guide to sales management.
6. Follow Up & Template Adjustments
For a variety of reasons, an introduction email may not be immediately opened by or delivered to the recipient, so make sure you plan to follow up. Since the average email open rate is 18%, it may take two, three, or even several attempts to connect with a contact. If email isn’t working, you can also try following up using other channels like a phone call or LinkedIn message to see if they had a chance to read your email.
On the other hand, if emails are getting opened but you aren’t getting the outcomes you desire, it could indicate there is an issue with your subject line, opening line, value proposition, or call to action. If your email isn’t producing the results you hoped for, testing and adjusting your sales email templates may be required.
It’s also possible that your research wasn’t adequate; for instance, your email might not have been sent to the decision-maker. In this case, you may need to seek out more information about your contact or even find a new contact in the organization.
To be effective, your sales email templates must be personalized based on research and employ the proper introduction based on your email scenario. The success of your sales email campaigns may additionally require template testing and adjustments as well as multiple follow-ups to get a connection.
In addition to creating sales email templates for your business, you should also consider purchasing CRM software that includes robust email marketing functionality for mass email deployment and automated campaigns. Our buyers guide for the best email marketing CRMs can help you pick the best software based on your preferences and email feature needs.