By 2025, there will be 4.6 billion email users worldwide. That’s a lot of inboxes to market to. But as more and more marketers start targetting email, your sales messages have to stand out from the crowd.
Unfortunately, many sales reps miss the mark by sending emails that are too long, too focused on themselves, and not valuable to the recipient. It’s no wonder that only 24% of prospects even open sales emails.
So, how do you get someone to open, read, and respond to your sales email?
In this article, let’s check out how to write a sales email, discuss the best sales emails templates, understand the best times to send sales messages, and go through tips to avoid common mistakes.
How to write a great sales email
We’ve all been there—staring at a blank screen, bursting with ideas but struggling to find the right words or the perfect CTA.
Luckily, AI email generators are of great help if you know how to use them right.
Let’s break down the steps to writing a killer sales email so you can write your own or give AI the perfect prompts.
1. Come up with a compelling subject line
The sales email subject line is your first impression—it must grab attention instantly.
In your sales email subject lines:
- Be clear and specific: Let your recipient immediately know what the email is about and avoid vague or cryptic messages that might confuse them.
- Avoid spam triggers: Steer clear of all-caps, excessive punctuation (such as too many exclamation marks), or words like “free” that might trigger spam traps. Be professional and genuine.
- Keep it concise: Subject lines should ideally be 4-7 words or 40-50 characters. They should be visible on desktop and mobile devices without being cut off.
- A/B test and reiterate: Don’t settle on the first subject line you come up with. Write sales emails with different variations of subject lines to see which one performs best and refine your approach based on the results.
An AI email subject line generator can automatically meet many of these requirements. Give it the right prompt, and it will generate multiple variations of email subject lines that you can test.
2. Customize your opening line
The first few words of your sales email determine if your reader will keep going or hit delete.
Keep your opening sentence concise and to the point. Avoid filler language or overly formal greetings that might feel impersonal. Instead, aim for a natural tone that reflects genuine interest in engaging with the recipient.
If appropriate, consider including a brief compliment or acknowledgment of their achievement to build rapport and set a positive tone for the rest of your email. However, be sincere and avoid generic praise that could come across as insincere.
In addition, using the recipient’s name or referencing something specific about them shows you’ve taken the time to learn about them.
For example, if you know they’re struggling with a particular problem, you could open with a question like, “Are you dealing with [problem]?” Or, if you share a mutual connection, you could mention it: “I saw your comment on [mutual connection]’s post on LinkedIn and found it interesting.”
3. Provide contextual value proposition in the email body
The heart of effective emails for sales is the value proposition. To write a sales email with a compelling value proposition, you need three key elements: the headline, the subheadline, and a visual.
The headline is your main statement and should capture the essence of what you’re offering. For example, “Turn clutter into clarity” in the sales email example below immediately tells the reader what benefit they can expect.
The subheadline provides more detail and supports the headline. It should expand on the headline by explaining how your product or service delivers the promised benefit. This is where you can add context and specifics. The subheadline should still be concise but give enough information to make your value proposition clear and convincing.
MacPaw has done an incredible job with its subheading by introducing the CleanByMac X discount, a clear solution that will help creators affected by disorganization and clutter.
Finally, you need a visual element to illustrate your point and make your sales marketing email more engaging. It could be an image, a graphic, as shown in the example above, a GIF, or a short video. Choose something relevant to your product that will catch the reader’s eye.
4. Conclude with a clear and well-placed CTA
So far, you’ve grabbed the attention of your prospects and shown them how your product or service helps them. You now need to tell them what to do next. A clear call to action (CTA) is your final chance to guide your reader towards the desired action.
A great CTA is clear and direct and creates a sense of urgency. It tells the reader exactly what you want them to do, such as “Book a free demo,” “Start your free trial,” or “Claim your discount.” Avoid vague CTAs like “Learn more” or “Contact us.” These don’t give the reader a clear next step.
What’s more, your CTA should stand out. Use a button or a hyperlink with a contrasting color to draw the recipient’s eye. However, keep the overall design clean and avoid cluttering your email with too many links or buttons. Additionally, reinforce the value proposition near your CTA to remind the recipient why they should take the next step.
Placement is also important for your CTA. Ideally, it should be prominently positioned towards the end of your email but still within easy reach. If your sales email is long, you might want to include several CTAs throughout the email.
5. Include a smartly packaged email signature
An often overlooked but essential part of a great sales email is the email signature. A smartly packaged email signature does more than just provide your contact details—it reinforces your professional image and leaves a lasting impression on your recipient.
Keep your signature clean and professional. Include your name, job title, company name, email address, and phone number. You can also add your company logo and website and link your socials.
A short, professional sign-off or tagline can also add a personal touch to your signature. It could be a company description, as shown in Filmsupply’s example above, a brief value proposition, or a simple “Thank you for your time.”
Keep it concise and relevant to your business and the context of your email.
6. Review your copy before hitting “Send”
A typo or a broken link are among the biggest turn-offs in sales emails. Before you hit send, take the time to review your email copy carefully. Read your sales email carefully, word for word.
Ensure it has a logical flow from the opening line to the closing CTA. Each section should naturally lead into the next.
Also, pay attention to your tone and design. Your email should be conversational and engaging but also professional. Make sure your email design matches your brand and is appropriate for your target audience.
Finally, check that all the links work. There’s nothing worse than clicking a link and getting an error message. Also, double-check names and any specific details you’ve included. You don’t want to mess up someone’s name or send them the wrong information.
4 templates for effective sales emails
Now that you know the exact steps to write a killer sales email, here are some of the best sales email templates that you can customize as per your needs.
1. The first cold email
The first cold email is your initial outreach to a prospect with whom you have no prior relationship. This initial sales email aims to introduce you and your product and spark the recipient’s interest enough to consider further engagement.
Here’s a sample cold sales email template:
Hi [prospect name],
I hope you’re doing well.
My name is [your name], and I’m the [your position] at [your company]. We help businesses like yours [solve a problem].
I noticed that [mention a specific challenge the prospect is facing]. I believe [your company] can help you through [specific solution].
Would you be open to a quick chat to explore this further? I’m available on [list of dates and times].
Thanks for your time,
[Your name]
[Your title]
[Your company]
[Your contact information]
The above email is an excellent example of a cold email done right. It’s concise, to the point, and provides immediate value to the recipient.
The sender points out a broken link on a potential client’s website and offers a solution, which shows that they’ve done their homework and are genuinely interested in helping the client improve their site.
2. The follow-up email
The follow-up email is a critical part of your sales funnel. It’s the message you send after your cold outreach email, whether or not you received a response. This email serves to remind the recipient of your previous contact and reinforces your interest in connecting with them.
Here’s a follow-up email template:
Hi [prospect name],
It was great seeing you at [event name] last week! It was really helpful to learn more about [specific topic discussed].
I wanted to follow up on our conversation about [briefly recap key point]. [Your company name] can help you with [specific solution].
I’ve attached [relevant resources, like a case study or whitepaper] that you might find interesting.
I’d love to continue our dialogue and explore how [your company name] can support [prospect’s company name] in achieving [specific goal or objective]. Are you available for a quick call next week?
Best regards,
[Your name]
[Your title]
[Your company]
[Your contact info]
3. The referral introduction email
In a referral introduction email, you leverage existing customers to initiate new relationships or business opportunities.
The referral introduction sales email has a built-in level of trust and credibility. When it comes through mutual contact, the recipient is more likely to be receptive to your message.
Here’s a sample referral introduction sales email template:
Dear [first name],
I’m reaching out because [mutual connection] suggested we get in touch.
[Mutual connection] mentioned that you [describe their pain points]. You might be interested to know that we’ve recently helped [name two or three similar companies] achieve [highlight a key benefit]. We believe we could assist [recipient’s company name] in a similar way.
If this is something you’re focusing on right now, I’d love to schedule a brief call to discuss how we can help. I’m available [list x, y, and z times]. Do any of these times work for you?
Thank you for your time.
Best regards,
[Your name]
[Your position]
[Your company]
[Your email address]
[Your Phone Number]
Fellow’s referral introduction sales email is a standout example of how to connect with a prospect through a mutual connection effectively. The email starts by explicitly stating that the recipient has been referred by a mutual connection, Smiles Dravis.
Following the intro, they include Davis’s testimonial, which not only describes what Fellow offers but also builds credibility. The email concludes with an attractive 15% discount to further entice the recipient.
4. The reviving email with new updates or promotion
A reviving email is a great way to re-engage with prospects who may have lost interest or not interacted with your previous emails. It informs them about recent updates or special promotions that could reignite their interest in your product or service.
It’s a friendly reminder that you’re still around and have something valuable to offer.
You can use the following sales email template to re-engage with your customers:
Hi [recipient name],
I hope you’re doing great. We’ve been busy here at [your company] and wanted to share some exciting news with you.
We’ve recently launched [mention the new feature, update, or promotion]. This new addition helps [briefly describe the benefit or what it does]. We believe it can make a significant difference for you, especially in [mention specific pain point].
To celebrate this launch, we’re offering [mention any special promotion or discount, if applicable]. This is our way of saying thank you for being a valued part of our community. Click here to claim your discount!
Best regards,
[Your full name]
[Your job title]
[Your company]
[Contact information]
[Website URL]
(Source)
In the example above, Surreal sent its subscribers a great reviving email to introduce the Surreal x Candy Kittens strawberry cereal and invite them back to the website to complete the order.
The best time to send a sales and marketing email
We analyzed over 4.4 billion emails sent by GetResponse customers in 2023 and found two key time slots to consider: early morning (4-6 AM) and late afternoon (5-7 PM).
Sending emails just before recipients wake up or as they finish work tends to yield better open and response rates.
The day of the week you send your email isn’t as important—Tuesdays have the highest average open rates, but all weekdays are fairly similar.
Mistakes to avoid in your sales email
When writing a sales email, several common errors can damage your credibility. Identify and eliminate these mistakes to create an effective email that boosts your sales:
1. Pitching yourself too hard
One of the most common pitfalls sales professionals face is coming across as too aggressive or overly promotional. It’s natural to be excited about what you have to offer, but bombarding your prospect with a hard sell can backfire.
If you spend your whole email talking about how great you and your company are, you’re going to lose your reader. People want to know how you can help them.
It’s about them, not you.
So, when you write sales emails, try to start a conversation. Your initial email should aim to establish a connection and build trust. Show genuine interest in your prospect’s challenges, and then present your offer as the solution to their needs.
Keep your tone friendly and respectful, and let the value of your offer speak for itself.
2. Not considering your target audience
Sending out a generic email that doesn’t resonate with your target audience is a surefire way to get ignored.
You need to understand your audience like the back of your hand. Who are they? What do they care about? What problems do they have? If you don’t know the answers to these questions, your email is going to fall flat.
Remember, most successful sales emails are directed at a particular group of people. Your sales process should include multiple different sales emails targeted at different customer segments.
3. Going overboard with links and attachments
Too many links and attachments make your email look cluttered and unprofessional. They are also annoying for the reader. People are busy. They don’t have time to click through a bunch of links or download a ton of files.
When you go overboard with links and attachments, you risk diluting the main message of the sales email. Instead of focusing on the core value or call to action, your recipient may get lost trying to make sense of all the information you’ve provided.
Sales emails should engage your prospects and prompt them to take action, not overwhelm them with information. Choose quality over quantity—make sure each link or attachment serves a clear purpose and adds value to your recipient.
4. Forgetting to include an “unsubscribe” option
People have the right to choose what emails they want to receive. If you don’t give them an easy way to unsubscribe, you’re not only being rude but could also get into legal trouble.
Legal rules, such as GDPR and Canada’s Anti-Spam Act, require businesses to provide recipients with the option to unsubscribe.
Respecting your recipients’ preferences is key to building trust and credibility. By providing a clear and easy way for people to opt-out, you show that you value their privacy and preferences.
Plus, it’s good for your business.
People who unsubscribe were probably never going to buy from you anyway. By letting them go, you clean up your list and focus on people who are actually interested in what you have to offer.
The above is one of the sales email examples without an unsubscribe button. These emails can get flagged pretty fast.
In closing
Landing a sale isn’t a quick win. It takes consistent adherence to the best practices we’ve discussed above.
We understand—there are lots of best practices to follow. And it might be overwhelming if you’ve just started writing sales emails. To avoid getting overwhelmed, understand and implement these tips in batches of two or three.
By the time you master the entire list, you’ll be writing the best emails for sales and getting more replies, sales, and revenue for your business. We’ve also shared some proven sales email templates to inspire you. Good luck.