Writing effective sales email templates takes serious practice. You’ve got to be interesting enough to get recipients’ attention, convincing enough to hold that attention long enough to get them to read your entire pitch, and thoughtful enough to come across like you have their best interests in mind. And you’ve got to do all that in a handful of sentences.
Sounds tough, right? The truth is, it doesn’t have to be.
Most salespeople go wrong by writing emails that are too long, too self-centered, and that provide little or no value to the recipient. Naturally, the majority of those emails get dismissed or marked as spam the moment they arrive in the inbox.
Seasoned salespeople, on the other hand, know that getting someone to open and read their email is half the battle. The other half boils down to making the email brief and to the point, jam-packing it with value, and ending it in a way that provokes action.
Here’s a simple four-line structure you can follow for your sales emails, and seven sales email templates you can steal and make your own.
1. Opening Line
Address recipients by their name, state the reason for the email, and above all else, make it more about them than about you.
2. Offer Line
Highlight a pain point and do your best to personalize it to their situation simultaneously. The offer line can also be a great place to provide evidence and social proof in the form of statistics, case studies, and exclusive content.
3. Closing Line
End with a short and clear call-to-action that can be answered with a simple “yes” or “no.” That no-friction ask makes it more likely you’ll get a response.
4. Signature Line
Reframe your mindset by thinking of your email signature as a personal landing page. It should contain the basics, like name, company, and contact info, of course, but think about what else you can add, such as social proof, rewards, links to relevant content, and anything else that shows credibility and builds rapport.
Sales Email Templates
1. The “Permission Wanted”
I’m reaching out because I have several ideas for how you can bring in more leads and ultimately close more deals every month.
Would it be okay for me to reach out next week to share those ideas with you?
Why It Works: Getting permission is intriguing because nobody else does it. Doing so shows respect, build trusts, and, if done correctly, can leave someone in suspense. For instance, the email above doesn’t jump right into the product or service the salesperson is trying to pitch. Nor does it ask for a demo or a meeting. Instead, it piques interest, suggests future value, speaks to the prospect’s goals, and ends with an easy ask they can respond to with a simple “yes” or “no.”
2. The “Help Me, I’m Lost”
I’m trying to find out who the best possible person would be to discuss [pain point, common industry problem] at your company.
Would you mind pointing me toward the right person and the best way to reach them?
Thank you in advance for your help.
Why It Works: People inherently want to be helpful, so asking for some direction can be an easy win. When this template works as it should, you’ll also have somewhat of an internal referral when you do send that second email. You can start the next email with “Jesse in Marketing mentioned I should reach out to you to discuss [pain point].” Doing so will add credibility and increase the chances of getting a response.
3. The “Rapport Builder”
I noticed you and I are both members of the Green Movement on LinkedIn, and that you just opened a new office in Austin. Since you’re an Austin local now and share similar ideologies on clean technology and sustainability, I was curious if you’d be interested in attending our Growth Marketing Conference in December.
One of the keynote speakers is a world-renowned B2B marketer and fellow green energy philanthropist. The conference starts on December 11th in San Francisco. Should I send you a registration form?
Why It Works: Pre-call discovery can work wonders for building rapport. Use websites like LinkedIn Sales Navigator to find common connections, shared experiences, or similar interests. Most people are also active on some form of social media, which can be an excellent place to find out what they’re into and what you can use to break the ice and start a conversation, like this sales email template does.
4. The “Problem Solver”
I’m almost certain your roof got slammed by that hail storm over the weekend. [Situation/Problem]
Dan, our roofing specialist, recently finished preparing a repair estimate for Murphy’s Hardware next door and found a way to reduce repair costs by 50%. [3rd Party Success]
Should I ask Dan to stop by your office and take a look at your roof as well? [Offer]
Why It Works:
Showcasing a relevant problem, sharing a relevant success story, and making a simple offer cuts right to the chase, which can be a refreshing change of pace from all the awkward attempts to establish mutual connections and interests.
5. The “Friend Of A Friend”
During lunch yesterday with [mutual connection’s name], he mentioned you were looking to [accomplish specific goal] – and it just so happens my company specializes in [achieving specific goal].
He thought it might be mutually beneficial for us to connect since I recently helped [happy customer] improve their [goal related metric] by implementing our [service, software, etc.].
If you’re interested in discussing this more, would you be open to a short call on Wednesday at 10 AM?
Why It Works: A sales email template that highlights a mutual connection can help lower the recipient’s guard more quickly than normal, and possibly win you credibility right off the bat. It’s worth noting that the first sentence about sharing a meal really packs a punch because it shows you aren’t just a random acquaintance leveraging their name. Instead, you’ve provided proof of said relationship, and the email itself comes off more like a partnership than a sales pitch.
6. The “Classic AIDA”
Could your team handle an extra 20 leads a week?
I’m asking because after just two sessions with my consulting team, we’ve had other clients in [their industry] see results that dramatic.
We’ve recently begun consulting for [notable person or company in their industry] and are already seeing big results.
It might sound too good to be true, but why not see for yourself? I’m available for a 10-minute chat next Tuesday at 4 PM. Can you make that time work for you?
Why It Works: AIDA works because it follows an effective structure borrowed from the popular sales technique:
Attention: Seize their attention
Interest: Explain clearly why the product or service is of value to the prospect
Desire: Build up a desire for your product or service
Action: End strong by outlining how they can take full advantage of the offer
Each line builds upon the last and compounds interest until prompting action. AIDA is a classic technique that works, and should be part of every salesperson’s arsenal.
7. The “Giver”
I’m doing research on [their industry or profession] and discovered that [relevant pain point] is a major challenge in the market. Is that the case for you also?
If so, I stumbled upon this [piece of content] that you might find useful. It explains how the [pain point] originated and how the top performers in [their industry or profession] have overcome it.
I’m finding a lot of useful content and industry insights in my research lately. Would you be interested in chatting about them over coffee next week?
Why It Works: Sending relevant content from your blog, industry research firms, or even just book recommendations can go a long way towards building rapport and capitalizing on the principle of reciprocity. This sales email template works best if you pair it with high-quality relevant content that is either interesting, teaches them something useful, or both. Sharing content also makes the follow-up easy since you can ask for their thoughts on the content previously shared.
The anatomy of your sales email templates boils down to making them easy to read, providing value, and ending on an action-provoking question or request that’s easy to say yes to.
Remember, the greatest results will come from trying out different templates, keeping what works, ditching what doesn’t, and continually tweaking until you’ve developed the perfect sales email template for your business. Sending sales emails is a game of persistence. You won’t find success overnight, but with the right template, you can deliver substantial benefits to your business in no time.
What’s your go-to sales email template? Share it in the comments below: