B2B Sales

Sales Email Templates for Common Sales Scenarios

A well-written sales email can book a meeting, close a deal, or begin a relationship. With such power, it pays to learn how to write them. 

And what makes writing them easier and more efficient? Email templates. 

Still, when sending sales emails, customization to the situation is key, and a single template doesn’t fit all sales situations. 

Whether you are sending a cold email or trying to re-ignite the flame with a past client, you need a specific template. We’ve got you covered on that front.

Below you will find 13 sales email templates for the most common sales scenarios. 

What Makes a Successful Sales Email? 

While each sales email is different, there are still best practices you can apply across the board, no matter the sales situation. Here are a few of them. 

Test Subject Lines

First impressions matter. The subject line determines whether or not a busy professional is going to open up and read your email. 

So, you better make it count. 

To do so, follow these tips: 

  • Keep your subject line short —10-30 characters
  • Include their name or their position to let them know it’s specifically written for them. 
  • Remember that sometimes the simplest ones like (Quick Question?) work best. 

The best way to figure out if your email subject lines are any good is by testing them against each other. 

In your email automation software, you can usually run A/B tests on different subject lines. 

Continue to iterate until you land on the golden key to your prospects’ attention. 

Include a Call-to-Action (CTA)

Your goal could be to get them to agree to a meeting, schedule a call, download an e-book, or attend a webinar. 

In a CTA, clearly state what action you want them to take. Ideally, the CTA should come at the end of the sales email. 

Also, make it easy for them to take the desired action. If you want them to schedule a demo, try using software like Calendly that allows them to click a link and schedule time with you. 

Personalize Each Email

Before sending an email, you need to do some research. Your goal is to discover the kind of information that will help you develop a rapport with the prospect more smoothly. 

Learn about the recipient’s hobbies, job responsibilities, experience, etc. — then use that information within your sales email. 

For example, mentioning something you two have in common is a great way to begin the email. It makes them feel connected to you. 

Bringing up something you read about them on their website or LinkedIn is effective as well. For instance, you could lead with: “I saw you volunteered at Boy Scouts of America! I do the same.” 

Write Intriguing Body Copy 

Your body copy is meant to spark interest and desire within the recipient. 

Through your words, you need to make them want to take the action you are promoting. 

Here are some tips for writing effective body copy: 

  • Provide social proof by listing a few well-known brands your company has worked with. 
  • Mention a few pain points of your customers. If the reader is also suffering from those pains, they should continue reading. 
  • Highlight the ROI of your solution with numbers — “We help salespeople increase their sales pipeline velocity by an average of 41%”.

Now that you know the fundamentals, let’s jump into some sales templates you can add to your repertoire — or save in your sales engagement software. 

13 Sales Email Templates

Here are the basic types of emails you’ll be in the position of sending during your sales process.

1. Cold Email Attempting First Connection 

The first scenario is often the trickiest. Rarely will you receive a reply to a cold email that is attempting to initiate initial contact.

Sadly, a sales email to a busy manager isn’t as intriguing as a radio signal from outer space to an astronaut. Rejection is a part of the game.

Nevertheless, with a well-crafted email template and strong personalization, you can win some positive replies.  

In this email, begin with something the prospect will find interesting. That could be a recent event or their promotion. Or it could be something you two have in common. 

Second, mention common pain points and how your business addresses them

Lastly, your CTA should be to get them to say they are interested in learning more

Alternatively, your CTA could be “Are you experiencing any of those common problems we mentioned?” Test it out and see what works best. 

Subject Line: Quick Question, {Name}

Hi {Name}

I couldn’t help but notice on your LinkedIn that you {something you learned in research}. 

Small talk aside, the main reason I’m reaching out is that a lot of companies like {their company name} have been struggling with {pain point A} and fed up with {pain point B}. 

And they’ve been coming to us, {your company name} for help. 

We {1-sentence value proposition that relates to the pain points mentioned above – “help small businesses generate more leads on Facebook with our personalized approach, so they don’t have to watch their ad budgets disappear without the results they wanted}. 

Is this {software or service} something you might be interested in learning more about? 

With this template, you’ll establish a common point of interest and gently nudge them to establish a deeper connection.

2. Following Up After a Cold Email

Follow-up emails are essential for prospecting. Sometimes a prospect didn’t answer your cold email simply because they forgot. 

A follow-up email is meant to jolt them into action on the CTA in your initial cold email. 

Do this by reminding them about your previous email and by sharing some value in the form of an article, case study, or product video. 

What you send depends on their product-awareness status and their interests. 

If unsure of their decision-maker status, you could also ask them to point you in the right direction. 

Subject Line: {Instead of creating a new email chain, click reply on your initial cold email.}

Hi {Name},  

Wanted to follow up and see if {product} would be a good fit to {short value proposition}. 

If you’re not the person in charge of {Decision Maker responsibilities}, would you mind pointing me in the right direction?

Either way, I thought you might like this {article or video} about {one of their job responsibilities}. 

For more instruction on writing good follow-up emails, check out How to Write a Follow-up Email (With Examples).  

3. Getting in Touch Through a Mutual Connection

Sometimes one of your peers will have given you permission to drop their name in your outreach to a prospect whom they know. This will help establish your credibility in the eyes of the prospect.

Subject Line: {mutual connection’s name} said I should reach out 

Hi {Name}

I’m reaching out because {mutual connection} said that you might be interested in hearing about how my company, {your company name}, helps businesses like yours {problem you solve or value you offer}. 

If that’s true, let’s set up a five-minute call to briefly go over the service and see if it’s a good fit for us. 

Do any of these dates/times work for you? {three dates/times}

Usually, it’s best to CC your mutual connection to the email when you send it, so the recipient knows you are telling the truth. 

4. LinkedIn Initial Connection Message

Social selling on LinkedIn often requires you to send connection requests with messages to prospects. 

However, sending an InMail to connect is a little different from sending a cold email. 

You don’t want to be too salesly here. In fact, you don’t even want to talk about your offer. You want to sell them on connecting with you. 

Do that by giving them a real, research-backed reason why you want to connect with them. 

Maybe you two belong to the same LinkedIn group or share a business partner.

Pro Tip: Mention an article of theirs you’ve read or tell them you enjoy their LinkedIn posts and want to see more of them. 

The goal here is to begin a relationship with an industry peer whom you could turn into a customer down the line. 

InMail Connect Message:

Hi {Name}, 

I hope you are well! I’m reaching out because I enjoyed {a specific article, shared content, posts, etc.}.

I wanted to connect to see more of your {postings, insights, best practices} and to learn more about {your shared industry}. 

Hopefully, you’ll enjoy some of my content as well! 

You are more likely to get a connection if the recipient is familiar with you. So, join industry groups, comment on potential customers’ posts and shares, and post your own content. 

5. After in-Depth Research 

Sometimes you are fortunate enough to find a plethora of information about the company or person you are trying to sell. 

In that case, create a hyper-personalized email that shows you did your homework and know exactly how and why your service will add value to their business or life. 

Here is an example.

Subject Line: Noticed your {something about them or their product}

Hi {Name},

During my research of {company name}, I stumbled across your profile — love how devoted you have been the past {number of years they’ve worked at the company – check LinkedIn} years to help grow the {department} team. 

I also noticed that you manage {number of direct reports}. That must be tough, especially when your company is going through {some event or transition happening in the company}. 

I thought maybe we could lighten the load. We help companies like yours, including {well-known brands A and B} with {value prop}. 

Is that something you might be interested in learning more about? Please let me know and we can set up a quick call to see if we are a good fit.

Showing you’re well-acquainted with the potential customer’s pain points will work towards convincing them that you can offer the right solution.

6. Inbound Sales: When They Visited Your Website or Profile

If a lead just visited your website or LinkedIn profile, you should quickly send them a follow-up email to gauge their interest in your offer.

Subject Line: Noticed You Visited {Specific Page}

Hi {Name}, 

Hope your day is going well! I noticed you were on our {specific page} and wanted to see if you needed any help.

Was there a specific feature you were looking for or a certain problem you need help solving? 

Hoping to hear from you.

The key is to ask them what they were looking for or if they need any help in their search. If you have data on which pages they hung around, use that information to personalize the email.

7. For Those Using a Free Trial 

Your free trial users are some of the easiest leads to turn into paying customers. 

In your email, it’s best to take a personalized approach. You don’t want to come across as one of those marketing emails checking in on them. 

Subject Line: {Name}, Quick Question

Hey {Name}, 
Thanks again for using our free trial. I hope it’s bringing you success. In fact, that’s actually why I’m reaching out today. 

You’ve been using it for about {time frame since they signed up} and I’m wondering how it’s going. Have you seen the results you were looking for?

Also, after the {time frame since they signed up} customers usually want to check out the upgrades, which help them {value proposition — double the number of SEO keyword searches they can do per month}. 

Would you be open to a 10-minute call to go over your experience so far and also to learn about the upgrade? Either way, thanks again for using the service! 

What you want is to demonstrate that you are genuinely curious about how they feel about the software and if they would like to check out the upgrade. 

8. Email After a Trigger Event

Trigger events are important events that occur at your prospect’s company. It could be a promotion, new funding, a restructuring, an acquisition, or any other announcements. 

You can usually find this information on their social media accounts, their blog, or on an industry publication or journal. Use these events to establish a connection.

Subject Line: Noticed you {trigger event}

Hi {Name}

I saw you were promoted to {new position – Director of Sales}, and I’d like to congratulate you. 

It’s going to be a fun journey. Should you need any help with {problem your business solves}, feel free to contact me.

We, {company name} help companies like {reputable brand A and B} {value prop}. 

Anyway, let me know if this is something you’d like to learn more about! And enjoy the celebrations. 

The best way to find trigger events is by typing the company name into google and then selecting news. 

9. Sharing a Helpful Resource 

No matter where in the pipeline your prospect is stuck, a valuable resource can help nudge them through. 

Perhaps they were struggling to influence a few of their direct reports, so you sent them an article about using personality tests to better manage teams.

Or, if they were unsure of your ability to help their business, send them some case studies. 

The goal of the resource could be to help you land another call with them or to assuage their final concerns and move them past the finish line. 

Most of the time though, it will be to build rapport and grow the relationship. 

Pro Tip: Be sure to illuminate exactly why this resource is being sent to them. This could be based on a past conversation you had with them about some frustrations they were having. 

Regardless of your objective, the resource should be relevant to their tastes and situation. That way, no matter the outcome, they will consider you a valuable and helpful industry peer. 

Subject Line: Thought you might enjoy {article, video, report}. 

Hey {Name}, 

I was reading this {resource link} during my morning period of procrastination before the caffeine hits, and I thought of you. 

I know you are interested in {something they are interested in}. And this article gives some great analysis of the problem as well as unique solutions. 

My big takeaway from it was {the thing you found most interesting}.

Anyway, I hope you enjoy it. Let me know what you think. {or, do you agree with my takeaway?} 

Get to know your prospects and clients on a personal level, and always be on the lookout for resources that they might enjoy, whether it’s a podcast about their business role or an expose on their favorite sports team. 

They will appreciate the thought. 

10. Reconnecting With a Past Client

Sometimes clients leave. Sometimes, feeling aware of their mistake, they consider coming back. 

All it takes is a well-timed email to reignite the relationship. 

Perhaps they left because they were in cost-reduction mode, but maybe they just got a healthy injection of funding. Now they might be interested in returning to your company. 

However, they will rarely initiate the reunion on their own. You have to remind them of the value and ask for their business

Here’s how.

Subject Line: It’s been a while! 

“Hi {Name},
I was going through our portfolio and I smiled when I saw the work we did together. 

I thought about how it’s been a while since we last spoke.

Now, I know you left because {reason for leaving}, but maybe things have changed.
Can we assist in any way? 

I’d be happy to send you some helpful resources on {their function}, make an introduction, or hop on a call. 

Either way, let me know how things are going for {their company name}.

Hit them when they are missing you, and you have a good chance. 

11. After a Cold Call

If you spoke with someone on the phone during a cold call and they didn’t want to take a sales meeting, you still have a shot. 

Here you can demonstrate persistence and confidence with a follow-up email that includes some information they might be interested in reviewing on their own. 

Subject Line: Thanks for taking my call 

Hi {Name}, 

Thank you for taking my call today. I enjoyed speaking with you about {something you discussed}. I understand you weren’t ready to look at our solution because {their reason}. 

But a lot of our clients didn’t agree to a meeting at first. It wasn’t until they did some research on their own that they reached back out for a demo. <

So, I wanted to share these with you: 

  • One-sheeter on solution
  • Case study 

    If you like what you read, give me a call or shoot me an email. Hope you have a great day!

If you need help making effective cold calls, check out these 12 Cold Calling Best Practices.  

12. If They Requested a Demo

If your prospect filled out a form asking for a demo or emailed you directly, you should respond as quickly as possible before their interest fades. 

In the email, you don’t have to do much selling at all. At this point, you know they are interested in seeing your product.

However, the situation is slightly different if you’re still unsure if they’re qualified.

Each of these situations will require custom emails. We will go over both types below.

You Know They Are Qualified 

This email is the crown of your efforts. You are basically just scheduling time with them at this point. 

Subject Line: Following-up on your demo request

Hi {Name}, 

I saw that you filled out a form requesting a demo of {the feature or solution}, and I’d be happy to set that up for you. 

Are you available at any of these times? {List three times and dates}

Hopefully, after this stage, you will have a new customer.

You Still Need To Qualify Them

Sometimes, the prospect will have heard enough about your solution to be impressed with it right off the bat and request a demo before you have a chance to learn enough about them to figure out how best to serve them.

If you are unsure about their qualification status, you should try to set up a short discovery call before the demo. 

Subject Line: Following-up on your demo request

Hi {Name}, 

I saw that you filled out a form requesting a demo of {the feature or solution}, and I’d be happy to set that up for you. 

Before we jump into a 30-minute demo, I think it’d be best if we had a quick call where I can learn more about your business and needs. That way, we can figure out if it’s a good fit before you spend a lot of time in a demo. 

Plus, after I’ve learned a bit about your business, I can walk you through a demo customized to you and your specific needs. 

Do any of these times work for the call? {List three times and dates}

That way, you won’t waste time preparing for and demoing an unqualified prospect. 

13. Your Last Ditch Effort

A break-up email is the final email you send in your cold outreach sequence. This could be the fifth or sixth email. 

You send it when you have no traction and received no responses from the prospect. 

It should portray you as a helpful professional whom they might consider working with in the future. 

Essentially, you are trying to stick in their memory so that when you reach out again in three months they are already familiar with you. 

Subject Line: Sharing a few case studies.

Hi {Name}

Seems like now’s not the best timing for you. But, I’m still convinced that {your solution} is something that will help you achieve {value prop}.

That’s why I’ve included a couple of case studies from {happy customers A and B} that you can check out whenever you have the time. 

  • {Case study 1}
  • {Case study 2}

This will be the last email from me. It’s been real. Hope to hear from you in the future! 

If you are lucky, they might realize that this is their last chance to connect and reply. 

Have a Sense of Humor 

Having a sense of humor about the sales emailing process will not only help you overcome the failure that comes with cold emailing. It will also give life to your emails. 

When you crack a couple of jokes in your copy, the prospect sees you as a human — and if you can make them smile, you have a much better chance of winning a response. 

So, next time some weird, potentially bad, joke pops into your mind, throw it in the copy and see what happens. As long as you keep it in good taste, it can’t hurt. 

To Sum Up

In sales today, emails are your bread and butter, from the initial contact with the prospect to closing the deal. 

To be effective, the emails you send have to be customized for every situation and serve to establish a personal relationship with each individual client. 

However, when you want to speed up the process, templates are the way to go.

That’s why we’ve provided the thirteen templates above, which cover some of the most common scenarios you will encounter in sales. Use them to your advantage.