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Let me see if this story sounds familiar to you: you send a sales email to a prospect.
They don’t open it.
That’s it. End of story.
If a prospect doesn’t open the email, the deal is, well, dead before it even began. They won’t read your value proposition, understand how your company can help them grow, or give you a chance to warm them up to the idea of buying your product or service. Regardless of your sales strategy, a sale begins with an email.
With only 17% 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 these sales prospecting email templates, these templates for boosting end-of-month sales, or these funny templates real salespeople use.
Happy selling!
Featured Resource: 25 Proven Sales Email Templates
Download These Templates for Free
Best Sales Email Templates
1. If You Want to Make a Sales Introduction
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]
2. If They Visited Your Site
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]
3. If You’re a Stranger to Them
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]
4. If You Just Called Them
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 , 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 , 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]
5. If There’s Been a Trigger Event
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 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]
6. If They Requested a Demo
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 . 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]
7. If They’re Using Your Free Tool or a Trial Version of Your Product
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 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]
8. If They Opened Your Email But Never Replied
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]
9. If They Still Don’t Respond
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]
10. If They Went Dark
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]
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. If You Want to Build Rapport
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.
12. If You Need Them to Take Action
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]
13. If You’re Responding to Content They’ve Published
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]
14. If You Want to Congratulate Them on a Recent Achievement
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]
15. If You Want to Reference a Mutual Contact
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]
16. If They Went Dark (More Formal)
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.
This email is included in our sales email template kit. Download it for free.
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]
17. If You’ve Connected on LinkedIn
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 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]
18. If You Attended the Same College
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]
19. If They Went on Vacation or Parental Leave
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
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]
20. If They Commented on Your Social Posts
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]
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.
