Does this story sound familiar to you?
You send a sales email to a prospect.
They don’t open it.
That’s it. End of story.
Truth is, if a prospect doesn’t open your email, the deal is over before it even begins. They won’t read your value proposition to understand how your company can help them grow, nor will they give you a chance to warm them up to the idea of buying your product or service. Regardless of your sales strategy, in today's digital landscape, a sale begins with a great email.
With only just under 30% of emails getting opened across all industries, it’s important to write a compelling, actionable message that invites a click. It might seem simple, but that opened email can lead to a closed-won deal.
The following templates have 60% or higher open rates, 8% or higher click-through rates, and 30% or higher response rates. I've lightly edited the templates so you can tweak them for your industry, market, product, and prospect.
Tip: You can also check out thesesales prospecting email templates, these templates forboosting end-of-month sales, or thesefunny templates real salespeople use.
Happy selling!
Featured Resource: 25 Proven Sales Email Templates
Download These Templates for Free
Sales Introduction Email Best Practices
- Introduce yourself.
- Keep it simple.
- Focus on your subject line.
- Include a CTA.
- Follow up.
How many sales introduction emails are you planning to send today? Consider your prospects. They are likely receiving multiple sales emails daily or weekly. There are specific tactics you can implement to get noticed.
1. Introduce yourself.
You can’t assume that your prospect knows anything about you or your company. One of the first things you should do is introduce yourself. It does not have to be an extended introduction. Include your name, your title, and the name of your company, and go from there.
2. Keep it simple.
The longer the email, the easier it is to ignore the content. Keep it simple. Don’t overload your prospects with information. Provide them with an idea and guide them to follow up for more information.
3. Focus on your subject line.
How many times have you decided to open an email based on its subject line? Probably too many times to count. 47% of email recipients open emails based on the subject line, and 69% use the same factor to report emails as spam. The subject line is one of the most critical parts of an email because it can drive prospects to open or ignore your content.
4. Include a CTA.
Don’t be vague. After receiving a sales email, your prospect should have a clear idea of what the next step is. Are you asking them to respond to an email? Should they reach out with a phone call? Do you need them to schedule a time to speak on your calendar? Include a clear call-to-action in your email so your prospects aren’t left wondering what to do.
Follow up.
You send an email that gets no response. That is not the end of your correspondence. A nonresponse doesn’t automatically mean disinterest. Follow up with your potential prospect. You have to consider a few things. They didn’t receive the email. They’re not incentivized into action yet. Following up is crucial to forwarding the conversation, and you should aim to do it at least two or three times.
Best Sales Email Templates
1. Sales Introduction Email Template
If the prospect hasn't heard of you before, give them a reason to talk to you. Mentioning their goals and showing you did your homework is often enough to pique a buyer's interest.
Hi [prospect name],
I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.
If you’re unfamiliar with [company], our solution helps businesses in [prospect company's] space with three main goals:
- [Goal #1]
- [Goal #2]
- [Goal #3]
Are you free in the next few days for a call to discuss [prospect company's] strategy for [business area]?
Best,
[Your name]
Why It Works
In a sales introduction email, you are introducing yourself to a stranger. For most, it is easy to brush off or ignore someone they don’t know. This email template puts you in a position where your prospect might not know you, but they think you know them. By focusing on their goals and success, you can draw them in. As you mention how your company can aid in their success, you can move your company out of the stranger category and potentially facilitate a conversation.
2. Website Visitor Email Template
Based on the prospect's browsing behavior, you know they're at least interested in your solution. If you want to capitalize on that interest, position yourself as a trusted advisor who can walk them through the decision-making process and answer questions as they arise.
Hi [prospect name],
I'm sending this note to introduce myself as your resource here at [company]. I work with small businesses in [prospect company's] space, and noticed that your colleagues had stopped by our website in the past.
This inspired me to spend a few minutes on your site to gain a better understanding of how you are [handling strategy for business area]. In doing so, I noticed a few areas of opportunity and felt compelled to reach out to you directly.
[Company] is working with similar companies in your industry, such as [X], helping them [accomplish Y], while providing them with the tools to [manage Z].
When do you have 15 minutes to connect today?
Please also feel free to book time directly onto my calendar here: [Meetings link].
Thanks,
[Your name]
Why It Works
Without an explicit answer, it is virtually impossible to know why a prospect clicked out of your website. The website visitor email template opens a door to discover where the interest in your products or services ended. It allows you to draw interest back into your company while enticing prospects with the notion that their competitors are using similar methods. It provides them with a direct line of communication into exploring new opportunities with your products or services.
3. New Prospect Email Template
The first touch email is the most important one you'll send. Like the first template in this list, this email will give your prospect an overview of your company while showing off your knowledge of their organization.
Hi [prospect name],
I'll keep this short and sweet to make the 26 seconds it takes to read this worth your time (yes, I timed it.)
As a [job title] at [company], I get to speak with people like you about [achieving X]. [Prospect company] is on my radar because we've helped a lot of companies in [X space] with [business area].
Could we schedule a 15- to 20-minute call to discuss your strategy for [Y] — what excites you, which challenges you see, and how you envision your plan changing down the road? Even if you decide not to continue the conversation after our call, you'll leave with some advice for [business area] that will make an immediate impact.
Best,
[Your name]
Why It Works
Cold emails are challenging because you’re looking to establish a relationship with someone potentially unaware of both you and your company. The new prospect email template works because it’s not pushing for immediate action, which can cause quick disinterest. Instead, the request is for a conversation to which potential clients will be more open.
4. Recent Voicemail Email Template
Use the following quick email to reinforce the voicemail you just left. Voicemails are all too easily deleted or forgotten, so following up is critical to ensure you get a response.
[Name],
I saw that you were checking out [product], and wanted to give you a quick shout after checking out the [prospect company] site. The last thing I want to do is waste your time or mine, but I thought it would be helpful to quickly speak and learn a bit more about what you hope to get from [product], and share some best practices.
Most of our successful users will have a quick set up like this to get things started in the right direction.
Is there a good time for you today or the next few days? You can book some time directly on my calendar here: [Meetings link].
Best,
[Your name]
P.S. Thought you might like this as well while getting started:
- [Helpful link #1]
- [Helpful link #2]
Why It Works
It is easy to skip over a voicemail especially when it’s coming from an unknown caller. Prospects are likely to ignore unsolicited messages. The recent voicemail email template is one way to establish the credibility of you and your company. Additionally, some people shy from phone use with a stranger. This email strategy helps your prospect familiarize themselves with you before agreeing to a phone call.
5. Trigger Event Email Template
Strike while the iron is hot. A trigger event gives you a compelling reason to reach out, boosts your credibility by demonstrating you clearly pay attention to what's happening in their space, and establishes urgency.
Hi [prospect name],
Your [LinkedIn description, company’s recognition in the Inc. 500, connection with XYZ colleague] inspired me to reach out. Other staffing firms like A, B, and C leverage [product] to [accomplish X and Y].
Within six months of working with [company], client [saw X results]. I’d be happy to share a few ideas about how [prospect company] could accomplish the same.
If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?
[Your name]
Why It Works
Corresponding with a stranger can seem so unexpected that you’re put off by the initial interaction. The trigger event email template allows prospects to bypass this discomfort because you’re reaching out for a reason. This trigger event makes your email seem more valid and less like spam.
6. Requested Demo Email Template
This email helps you establish a relationship with the prospect and set the right expectations for the process. If they're not prepared for a discussion of their company and objectives before the nuts-and-bolts product talk, they might become impatient.
Hi [prospect name],
I noticed you requested a demo of [product]. I work with companies in your area, and my goal is to be helpful during your evaluation process.
Our demos are two parts. The first is a conversation focused around helping me to understand what you're hoping [company] can help with, as well as your strategy and goals in general, so then I can customize your demo accordingly.
To get started, you can book time on my calendar here: [Meetings link].
Looking forward to connecting,
[Your name]
Why It Works
We live in a world of instant gratification. When a prospect requests a demo, they create an idea of when they can expect to receive the information. It is often sooner rather than later. The requested demo email template is necessary for managing expectations. It establishes a timeline and helps form a relationship with your prospect instead of instantly opening and closing the door with the requested demo.
7. Free Tool Or Trial Email Template
Help your prospect get as much out of their free sign-up or trial as possible. Not only will this help them see the value of your product, it also lets you influence their purchasing criteria.
Hi [prospect name],
I saw that [prospect company] is using [tool], and your team currently has [X number of] people accomplishing [Y]. I'm happy to share some best practices related to our products with you and the team. There are also a number of features we use with [product] that might be helpful for you or some colleagues. I also noticed [unique aspect of business].
Please pick a time on my calendar that works best for you and I'll follow up: [Meetings link].
[Your name]
Why It Works
A free trial experience is pivotal. During this time, prospects expect to be wowed by your products or services — wowed enough to commit to paying for them. The free tool or trial email template works because it shows potential clients or customers that you’re on their side. You want them to get the biggest bang for their buck. You want them to succeed. When prospects think your company is willing and able to help them, they are more likely to engage.
8. No Response When Opened Email Template
The prospect is interested in learning more — after all, they read your message — but they're either too busy to respond or not interested enough. Get the conversation going again with an explanation of your company's solution and an offer to give them a demo.
Following up on my last email, I wanted to see if [increasing X, decreasing Y] was something you'd be interested in discussing.
[Company] offers tools for [business area] that include the following:
- [Feature #1 and why it's helpful]
- [Feature #2 and why it's helpful]
- [Feature #3 and why it's helpful]
I'd be happy to give you a brief walk-through of the tools so you can evaluate whether there might be a broader application to leverage these tools at your company.
What do you think?
[Your name]
Why It Works
Sometimes a prospect needs a push in the direction of your company. After the initial email, there’s a chance they forgot about your offer. They might not be sure how your company can help them. Remind them. Inform them. A nonresponse doesn’t always mean they’re not interested. The “no response when opened” email template can help your company return to the minds of those who are.
9. Continued Nonresponse Email Template
Heard nothing? Before you give up on this prospect, send a few more resources their way. You'll add value while simultaneously reminding them your tool might be able to solve a pressing pain point — as it has for their competitors.
Hi [prospect name],
Following up on my previous email, as they have a tendency to slip through the cracks. At the very least, I wanted to provide you with the top resources that your peers at other [prospect's industry] companies found helpful:
- [Helpful link]
- [Case study]
Would it be helpful if we scheduled 15-20 minutes to discuss how some of these topics may align with [prospect company's] strategy? Just book some time on my calendar here:
[Meetings link]
[Your name]
Why It Works
After a few tries, you have to consider that your prospect isn’t interested. The continued nonresponse email template works for two reasons. One, it puts your company back into the mind of your prospect. Two, it helps draw them in with resources they can use to propel their goals.
10. Re-engaging A Non-Responder Email Template
This lighthearted email gives the buyer a chance to change their mind. It's a great way to re-engage them without guilt-tripping them.
Hi [prospect name],
Looks like we might not be meant for each other. But I still wanted to reach out to you one last time. I have a few suggestions on how [prospect company] can [accomplish X and Y]. If I don't hear back, I'll assume that the timing isn't right.
In the meantime, here are two resources I thought you might find valuable because [reason why they're relevant]:
- [Link #1]
- [Link #2]
Best,
[Your name]
Why It Works
People think there is always time. The door is always open, so there is no haste in action or a decision. The “re-engaging of a non-responder” email works because it forces potential buyers to realize that they are about to miss an opportunity. When it looks like the door is finally closing, they could be motivated into action.
These templates are proven to get results, so what are you waiting for? Incorporate them into your prospecting strategy.
And if you’re still looking for more, you’re in luck. Below, I’ve included bonus email templates for a wider variety of scenarios.
More Email Templates
These don't have the impressive open rates of the ones above, but they're still helpful templates to turn to when you need help.
11.Building Rapport Email Template
Let's say your conversation has stalled a bit and you want to keep the momentum going without being too pushy. Try a rapport-building approach.
It requires you to know a little about the person you're sending an email to — just another reason why it's important to get to know your prospect in your initial outreach and discovery calls.
Hi [prospect name],
In our last call, you mentioned your interest in [insert interest area]. I was curious what advice you'd have for someone just getting started in [interest area]?
Thanks,
[Your name]
Don't include a business-related ask in this email. Once you get a response, your reply can include an ask that steers the conversation back to the deal in question.
Why It Works
No one wants a ton of offers shoved in their face. If your prospect has lost a bit of interest, the building rapport email template helps slowly draw them back in. Instead of meeting them with an offer for your products or services, asking a question about their business or seeking advice can jump-start the conversation. It also shows your prospect that you’ve paid attention.
12. Taking Action Email Template
Sometimes you've spent so much time on a deal that you simply need to know if the prospect is interested in moving forward. If they keep rescheduling meetings, missing calls, or pushing for a longer discovery period, it might be time to cut to the chase.
Hello [prospect name],
We've been unable to connect for a few weeks now, and that usually means one of two things:
- 1. This isn't a priority for you and your company at the moment.
- 2. You've been busy and we should keep trying to connect.
If the answer is option one, I won't take up any more of your time. If the answer is option two, do you have time to connect tomorrow?
Thanks,
[Your name]
Why It Works
While connecting with a prospect isn’t a waste of time, it could be a waste if they’re dragging their feet and uninterested in your company. The taking action email template works because it compels them to make a decision. If they are disinterested, you can save your resources and end the correspondence or regroup for a different approach. If they are interested and still hope to connect, it confirms that you can go to greater lengths to secure this client.
13. Responding To Content Email Template
Prospects like to know you've taken a sincere interest in their business. One of the better ways to demonstrate that interest is to take the time to read, understand, and offer constructive guidance based on the content they publish.
Hey [prospect name],
I saw the [content medium] your company published about [subject].
I was impressed by how you managed to make such complex subject matter accessible without sacrificing thoroughness. [Reference to what they do].
I have experience at [helping companies with relevant assistance]. Would you be interested in chatting for twenty minutes this week?
Thanks,
[Your name]
Why It Works
As shallow as it sounds, people are driven by compliments. Additionally, we always strive to do better. The “responding to content” email template appeals to both. This email will initially catch the eye of your prospect because of its reference to their content. After stroking their ego, you can drive a conversation with the idea of helping them do even better.
14. Congratulating Prospects Email Template
Congratulating prospects on their recent achievements is another way to show them that you'll value them, should your relationship progress. It demonstrates that you see them as more than another brick-in-the-wall potential customer.
Do your research and stay abreast of any milestones they reach. Then, reach out and reference those big-time wins — all with an air of tasteful flattery around your message.
Hey [prospect name],
Congratulations on [recent achievement]!
What you're doing is going to do a lot for [their industry].
I'm looking forward to seeing where you go from here.
Regards,
[Your Name]
Why It Works
Sales emails typically request something from the prospect — a response or phone call. This email template works because it makes no request. Congratulating your potential clients on achievements puts you in favor with them and keeps a positive relationship open for future pitches.
15. Mutual Contact Reference Email Template
In a lot of ways, sales is the art of cultivating trust with potential customers. One of the better ways to do so is by finding some common ground via mutual connections, peers, or former colleagues.
Taking this angle can add some degree of familiarity with your prospects, put them at ease, and give you a leg up in the trust-building process.
Hey [Prospect],
A mutual contact of ours, [Referral partner], and I were recently discussing experts in [their field] whom I could reach out to for some insight about [topic].
You were the person who came to their mind immediately.
I'm writing an article about [topic].
Would you be willing to review it?
Best,
[Your name]
Why It Works
“It’s not what you know, it’s about who you know.” Connections play a substantial role in the business world, and this perception is what makes this email template successful. A mutual contact instantly establishes a level of trust and credibility with a potential client. If there is a perceived connection between you and your prospect, they will be more willing to transform that connection into a relationship.
16. Re-establishing A Connection Email Template
Sometimes, when prospects go completely dark, you don’t want to go the casual route like in the tenth template in this list. In that case, use the email below to re-establish a connection.
Hi [prospect],
Hope all is well. I had put a reminder in to check-in with you to see how things were going with the [name of campaign] initiatives. We had discussed a potential partnership a few months ago, but hadn't been able to formalize our recommended engagement.
We would love to catch up and see if there are any opportunities to engage with you and help with your [department (eCommerce, marketing, etc.) ] strategy. Let me know if you have some time to reconnect this week and catch up business-owner-to-business-owner on where you see things and I can provide some ideas on where we can help.
Look forward to hearing from you.
Best,
[your name]
This email is included in our sales email template kit. Download it for free.
Why It Works
Things change. Your prospect might have been uninterested or unprepared to take advantage of your product or services before, but they could be open to hearing about them now. This template reminds them of how your business can benefit them and reopens an avenue for communication.
17. LinkedIn Connection Email Template
If you’ve connected with your prospect on LinkedIn but haven’t yet emailed them, use the below template to begin a conversation. It’s vague, which gives you more space to add details from their LinkedIn profile. Don’t be afraid to point out if you’ve been in their position or role before. That can help you generate empathy.
Hey [Prospect],
Thanks so much for accepting my request on LinkedIn. Quite excited to follow your professional growth in the next few years!
I’d love to hear more about what you do in your role. I’m in [industry], and I think [product] can help you achieve [X, Y, and Z] in your company. I was once a [their current role], and I know how hard it is to [achieve a goal related to your product]. Do you have ten minutes this week to chat?
Best,
[your name]
Why It Works
LinkedIn is a platform for making professional connections. If someone accepts your request, you can assume that they’d be open to hearing from you. The LinkedIn connection email template works because it takes that initial introduction and helps you build from it. Starting the relationship on the networking platform and shifting it into a sales email creates a segue for introducing your company and its benefits.
18. Mutual Alma Mater Email Template
Another way you can get your email opened is by referencing your alma mater, if you share one. Most people feel pride in the college they attended, and even if you graduated in different years, you can easily find some common ground.
Hey [prospect],
Did you go to [college]? I graduated in [year]. It’s so great to connect with a [college] grad! Do you remember [interesting / unique feature of your university]?
I see that you’re in [field/industry/role] now. How did you get to this role? What would you say is your biggest challenge?
Best,
[your name]
Why It Works
Many consider graduating from college a significant achievement, and it’s easy to find someone who will boast their institution and graduating year. Knowing that someone attended your alma mater quickly creates a camaraderie. It sets up a bond of shared experiences and pride. This makes the mutual alma mater email template successful. It forms a connection and enables you to begin an exchange that will ultimately lead to your sales proposition.
19. Out Of Office Reply Email Template
If your prospect went on vacation and you’ve received autoresponder emails, follow up once they’ve returned to the office. When you do, reference their vacation in your email, or congratulate them on parenthood if they went on parental leave.
It’d be helpful if you could link to a resource in case they forgot the details and don’t want to look through your email thread or read a long email with all of this information.
Hi [prospect],
I hope you’re well and that you enjoyed your vacation!
If you remember, we had a conversation a few weeks ago about [product or service]. You’d told me you’d need a few weeks to get the go-ahead from your manager.
Would you have some time next week to catch up?
Best,
[Your name]
P.S. Check out this resource I put together for your team. [link]
Why It Works
When someone returns to the office from a temporary leave, their email inbox is typically overflowing. Urgent matters get handled first. Depending on how your prospect views your correspondence, your email might fall to the end of the list. Instead of anticipating their response, follow up with the out of office reply email template.
20. Social Post Comment Email Template
Sometimes, prospects may comment on your posts and seem fairly interested in your solutions, but they don’t engage with you otherwise. Most of the time, you shouldn't engage with them too early, but if they keep showing up in your social pages, it’s worth reaching out.
If the comment is related to your product, DM them first and ask if you can follow up over email. If they say yes, send them the following template.
Hi [prospect],
You and I briefly chatted on [social platform]. It’s so great to connect with you!
I really liked your comment about [specifics about their comment]. You seem like you’d be a great fit for our product, and I’d love to give you a quick walkthrough.
Are you available for twenty minutes this week?
Best,
[your name]
Why It Works
You’re already off to a great start if you need the social post comment email template. It means you already have confirmed interest in your company. This email works because you’re able to remind your prospect of their demonstrated interest in your company and quickly transition your email correspondence to a phone call.
Use Email Templates to Nurture More Leads
Email templates can make your life much easier, allowing you to reach more prospects in less time and close more deals. With the templates I’ve shared, you’ll be sure to increase open rates and efficiently meet your sales quota. Use these templates for any scenario — and don’t forget to tailor them to your prospect’s needs.
Editor's note: This post was originally published in June 2017 and has been updated for comprehensiveness.
