Great sales email templates have power. They convince prospects to take action, and they save you lots of time. No need to reinvent the wheel, right?
According to EmailAnalytics, it takes five emails to hear back from a prospect. Yet, Invesp reports that 70% of salespeople don’t send more than one.
To get people to respond, you need to:
- Be persistent
- Send better emails
In this post, you’ll find sales email templates for different scenarios. These are some of the best sales email templates we’ve seen that not only help increase replies but also close deals.
Sales Email Best Practices
Before we jump into specific templates, let’s cover some best practices.
Start with a compelling subject line
Marketing legend David Ogilvy once said…
“When you have written your headline, you have spent eighty cents out of your dollar.“
In other words, your headline does most of the heavily lifting when it comes to getting attention.
The same idea applies to subject lines. If they stink, people won’t open your emails.
Your subject lines should spark curiosity and / or look like they were written by a close acquaintance.
Also:
- Shorter is better
- No emojis, numbers or questions
- Leave out names
Check out this article from Lavendar.ai for the full read on great email subject lines.
Get to the Point
No one wants to read a novel. Quickly explain why you’re reaching out and what you are offering. This is especially important given that many people open emails on mobile devices today.
Shorter emails are more inviting and less intimidating. The less effort it takes to read your email, the more likely people will take the time.
Keep Your Message Personal
In an ideal world, your emails should be tailored to one prospect or client. The templates provided in this article leave room for personalization so that your messages land with people.
And one of the best ways to personalize an email is to send it with a video message. A video message is a great way to show your prospect you’ve taken time to craft a dedicated message, and it makes people feel more connected to you.
(btw, here’s an in-depth article on the topic of video prospecting in sales)
Provide Helpful Content
Your emails are worth reading if they provide value to the reader. That’s how you build trust in the inbox. If you send noise, your prospect will stop giving you their time.
In addition to moving the sales process forward, share helpful information or resources that address your prospect’s needs. Every time you send a useful email, you increase the chances your prospect will open the next one.
It’s easier to send helpful content when you truly understand your prospect’s needs. A great discovery call can give you the insight you need to position your offering as the best solution available.
(btw, here’s an article on 25 open-ended sales questions that lead to better discovery calls)
11 Sales Email Examples
With these best practices in mind, here are eleven templates you can start using today in your sales process.
1. Reaching Out to a Super Cold Lead
Cold outreach is challenging, but if you hit your prospect on the right day with the right message, you can spark a connection. The key is to demonstrate value and show you’ve done your homework.
Subject Line: “[Industry] Insight”
Hi [Name],
I came across an interesting trend in the [industry] space recently: [brief insight or statistic relevant to prospect’s role]. This made me think about the work [Company] has been doing with [specific initiative or project you’ve researched].
Many of the [job title/role] leaders I speak with are looking to [achieve specific goal] while avoiding [common challenge]. We’ve developed an approach that’s helped companies like [reference similar company] improve their [relevant metric] by [percentage/amount].
I’d love to share a quick 3-minute overview of how this might apply to you. Would you be open to a brief conversation next Thursday or Friday?
[Signature]
2. After Attempting to Reach a Prospect by Phone
Most cold calls today lead to voicemails. People rarely answer calls from unknown numbers, and your chances of getting a call back are slim unless you give them a compelling reason to reach out.
We recommend you send an email after trying to connect over the phone. Your email should introduce you, explain why you called and describe next steps.
(this article goes even deeper into how to cold call effectively)
Subject Line: “Just missed you…”
Hi [name],
My name is [Your name] from [Your company]. I just left you a voicemail regarding [briefly explain the reason you called].
I’d love to chat with you more about how [Your service] can improve [What it can improve]. I will try to call you back on [Day].
If this time is inconvenient for you, please email or call me back and we can schedule another time to speak.
I look forward to talking with you soon.
[Signature]
Check out what this looks like in a video message…
3. After Sending an Initial Email with No Response
When people don’t respond to an initial email, you have two options on the email front:
- Send them another email
- Reply to the existing thread
The advantage of option 1 is that you get another chance at a compelling subject line. The advantage of option 2 is that you remind your prospect you’ve already reached out once.
Subject Line: “Let’s try again” (if using)
Hi [Name],
I sent you an email a few days ago about [Email topic] and noticed you haven’t had a chance to respond. you may be busy and forgot about it – that’s understandable.
For your convenience, I’ve included the original message below.
Thanks,
[Signature]
And if you’re sending a video message, try something like this…
4. After an Event
Local and virtual events like conferences and networking sessions are excellent opportunities to meet new prospects. It’s important to follow up with promising leads and reference something you spoke about in-person to help them remember you. They’ll be more inclined to respond if they don’t view you as a stranger.
Subject Line: “Great meeting you!”
Hi [Name],
I enjoyed speaking with you at [Event] last week. I noticed on your LinkedIn profile that you [what they do]. My company actually helps people like you with [Services].
If you have a few minutes, I’d love to meet up for coffee and chat.
I’m available [Date/Time], does that work for you?
[Signature]
And here’s a video message example…
5. Asking a Customer for a Referral
Happy customers are your best advocates — and the time to ask for referrals is right after you’ve delivered great results. Make it easy for them while being specific about who you’re looking to meet.
Subject Line: “Who else might benefit from [specific result]?”
Hi [Name],
I hope all is well with you! I’m reaching out because I’m thrilled that [Your Company] has helped you achieve [specific results].
I was wondering if you know other [specific role, e.g., “marketing directors” or “operations managers”] who might benefit from [product or service]?
If anyone comes to mind, would you be comfortable introducing us via email?
Thank you for considering this, and please let me know if there’s anything else we can do to help you keep up the momentum.
Best,
[Signature]
6. Thanking a Customer for a Referral
When a customer takes the time to refer you to someone, it’s huge. Saying “thank you” not only acknowledges their help but also encourages future referrals.
Subject Line: “Thank You!”
Hi [Name],
Thank you so much for introducing me to [Referred Contact].
We had a great initial conversation yesterday, and I’m excited about the possibility of helping [Referred Contact’s Company] with [specific challenge/goal].
Referrals like yours are the highest compliment we can receive. I’ll be sure to keep you updated on how things progress — and please let me know if there’s anything I can do to support you and your team on your current projects.
Thanks again,
[Signature]
7. Reaching out to a Referred Lead
A referred lead instantly puts you ten steps ahead. When someone has connected you with a prospect, your chances of getting a response increase dramatically. Use it!
Subject Line: “[Mutual Connection] suggested we connect”
Hi [Name],
[Mutual Connection] and I were talking last week about [relevant topic/challenge], and they recommended I reach out to you.
[Mutual Connection] mentioned you’ve been working on [specific initiative] at [Company] and thought our [product/service] might be valuable to your team, especially with [specific benefit relevant to their initiative].
We’ve helped organizations like [similar company] achieve [specific result]. I’d love to share how we might be able to do the same for [Company].
Do you have 15 minutes next week for a quick conversation?
Best regards,
[Signature]
8. After a Successful First Meeting or Demo
The follow-up after an initial meeting is crucial to maintain momentum in the sales process. Your email should summarize key points discussed, address any questions that came up and outline next steps. Timing matters — try to send this follow-up the same day, if possible!
Subject Line: “Next Steps”
Hi [Name],
Thank you for taking the time to meet with me today to discuss how [Your Company] can help [Their Company] with [specific challenge/goal].
I enjoyed learning more about your [specific insight from the conversation] and how you’re currently handling [relevant process].
Based on our discussion, I believe we can help you [specific benefit 1] and [specific benefit 2], which would address the [pain point] you mentioned.
As promised, I’ve attached [relevant resources discussed] and here’s a link to [additional information].
Our next step would be to [specific action, e.g., “schedule a follow-up demo with your team” or “prepare a custom proposal”]. Here’s my calendar link [link to online calendar booker].
Looking forward to our next conversation,
[Signature]
9. After Closing a Deal
The conversation doesn’t end after your client signs on the dotted line. How you manage the relationship going forward has a significant impact on whether they refer you to other prospects.
Stay in touch, and keep delivering value, especially in your first note after the sale.
(and here’s a blog post on how to ask for referrals when the time is right)
Subject Line: “Welcome!”
Hi [Name],
I wanted to send a quick note to thank you for [recent order / partnership]. I know you’ll be thrilled with the service and quality [Your company] will provide to help you address your business needs.
If you have any questions or concerns, please do not hesitate to contact me at any time.
I look forward to our professional relationship.
[Signature]
And here’s the video example…
10. After a Contract Ends
Great communication still matters, even when ending a business relationship.
It’s still valuable to send an email thanking your contact for being a loyal customer. They may come back one day, and leaving things on a positive note also keeps the door open for a future referral.
Subject Line: “Thank you”
Hi [Name],
I’m sorry to see our partnership come to an end. Thank you for being such a loyal customer over the past [Length of contract]. Please keep me in mind if you need additional [Type of service] in the future.
Thank you,
[Signature]
Here’s what this looks like in a video message…
11. After a Prospect Stops Responding
It can be confusing when a prospect stops responding to you after they were engaging initially. Before cutting your losses, try one more email to see if they’ll reengage.
At the very least, they may confirm they’re not interested.
This is your opportunity to show a little creativity, humor and personality. And why not? This is a Hail Mary.
Subject Line: “Is this on?”
Hi [Name],
I’ve tried to get in touch with you over the past few months, and it appears I’ve been unsuccessful.
I understand the timing might not be right, you’re just plain not interested or you’ve cut the cord and are now living a new life off the grid. It’s OK, I won’t take it personally.
I’ll stop emailing you, but please keep me in mind should you ever need [Type of service].
I hope this isn’t goodbye.
[Signature]
Here’s a great video message to go along with it…
You Can Do This
Prospecting is hard. You need sharp messaging and great timing to cut through the noise. The right sales email templates can open many doors and help you grow your business.
And as we’ve mentioned throughout the article, incorporating personalized video messages can help increase open rates and responses, especially when coupled with strong email copy.
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