Whether you’re prospecting, following up or even sending product spec documentation, you probably have to send dozens of emails every day.
Often, this means reusing a lot of the same text from one email to another while craftily blending in personalized messages – a time-consuming but necessary endeavor.
In this article, we cover why you should use sales email templates in your day-to-day activities and some best practices for customizing them. We also share five free templates for common sales situations.
Why you should use sales email templates
Sales templates do the heavy lifting when it comes to writing emails and let you focus on the parts that will resonate with your prospect. In other words, they give you a solid base for different use cases, so you don’t have to start writing from scratch each time.
Nobody wants to get an email that’s obviously automated and impersonal. It’s fairly simple to populate email templates with unique information your prospect will appreciate (especially with a time-saving customer relationship manager (CRM)).
With proven sales email templates, you can give yourself a head start and focus on the parts of your email that will make the most significant difference to purchasing decisions.
5 best practices for using and customizing email templates
Using email templates saves you time and allows you to increase your number of outreaches. However, choosing or customizing your own email template is no exact science.
Even if you have a unique style for capturing attention, there are some key lessons for how to write sales emails that have the best chance of success.
1. Consider your email subject line
It’s a well-studied phenomenon that people are far more likely to open your email if it contains their name in the subject line, so if it makes sense, include your prospect’s name there.
One Klenty study found that adding a prospect’s name to the subject line increased the average open rate to 39%. This tactic works especially well to pique curiosity with cold emails (when you’re a complete stranger to the person).
Additionally, keeping it concise, specific and personal is key. Here are some examples of popular and effective subject lines:
“[Introduction, e.g., “Hello”] [Name]”
“[Introduction] [Your name/Company name] x [Their name/Company name]”
“[Name of their company]”
“Hey [Name], trying to connect”
“[Name], quick request”
Another tactic for eye-catching subject lines is to use numbers. The same Klenty study found that adding numbers into subject lines increased open rates by 8%.
For example, you could write, “This will only take 2 minutes of your time” or “[Name], I just have 1 question” to help your emails pop in crowded inboxes.
2. Email body: Get to the value quickly
The opening line in the body of your email is even more important than you may realize.
Many email clients will display the first few lines of the main body alongside the subject line, which means the first chunk of text will be visible without even opening the email in the first place.
According to Litmus research, 41.1% of people “skim” emails, only spending between two to eight seconds reading your message. It’s important, therefore, to show you have something worthwhile to say quickly.
With this in mind, considering how to format an email can give you the best chance of getting a response. Different styles and approaches will also work better depending on the goal of your email (e.g., introducing yourself vs. booking a demo call).
Here are three types of format formulas created by salespeople for salespeople.
1. AIDA
AIDA stands for Attention, Interest, Desire, Action.
With this format, you grab the recipient’s attention and then show the usefulness of your product to create interest. Explain how it’ll benefit them in the next portion to create desire and inspire action.
2. BASHO
Sales trainer and entrepreneur Jeff Hoffmann, who worked under the Basho brand, created this hyper-targeted email format.
In this case, you thoroughly research your recipient so you can answer two questions: “Why are you the only sales rep the prospect/company should talk to about their need/problem?” and “Why should they talk to you?”
3. BAB
BAB stands for Before, After, Bridge. Use open-ended questions (e.g., “What would your day look like if you saved three hours of admin?”) and the power of intrigue with this format to help your recipient imagine their lives with the scenario you’re offering.
There are no set rules. However, AIDA is often used to introduce a prospect to a new product, while the research-intensive BASHO can be ideal for scheduling a meeting.
Whichever format you choose, a little empathy will go a long way here – think of what it would take to generate your own interest in the first five seconds of the email.
3. Make it personal
Inboxes these days are too crowded for people to open emails that are irrelevant and don’t apply to their problems. Personalizing your sales emails is critical because it shows prospects you’ve done your research and are likely to have a solution they need.
In the age of AI-generated campaigns, it’s also important to let the recipient know your sales introduction email comes from a human. One easy way to show this is to make sure your own details are included in the email signature (e.g., a professional photo, your job title, sales email address and phone number).
Here are some more ways to add a little heart to your email marketing and sales efforts:
Using names of people, companies and products to build rapport
Validating what potential customers do and their company’s mission
Addressing any concerns, risks or problems they’re currently facing and how you can help them
Referencing any notes you’ve made in your previous discussions
Mentioning something the recipient has created that you’ve enjoyed (e.g., a social media video or blog post)
Learning how to create personalized emails with these tips can help your message stand out and incentivize more people to click.
4. Send emails at the right time
Sending emails at optimum times can help you increase the open rate. However, this isn’t an exact science, as individual recipients’ behaviors vary.
For example, if you email one person when they’ve just arrived at work, they may be too busy and ignore it. Another person may check their emails first thing and read an intriguing sales email over their first cup of coffee.
According to email marketing platform Omnisend, the best day for the highest rate of opens is Tuesday, while the best for clicks and conversions is Friday.
In reality, the success of your email open rate, click-throughs and conversions depends on your email’s goal and your target audience. That’s why it’s good practice to track your own open and click metrics to find the best times for your sales activities.
For mass email campaigns, you’ll end up with a general time that works best for the largest segment of subscribers. For more targeted single emails, say to a busy contact at a large company, you’ll need to work around one person’s schedule and habits to find the optimal time.
5. Get feedback and apply
It’s important to get feedback on how you’re coming across in your emails to improve the success of future campaigns.
Some people will even seek the advice of their own loyal customers and investors to help them gain feedback on their email templates. For example, you could ask:
“Would you open this email?”
“Would you reply to it?”
“What is clear and what is unclear?”
“How did this email make you feel?”
Asking for feedback consistently ensures your emails become more optimized and targeted over time, so you’re more likely to increase your open rates, clicks and conversion rates.
Pairing this qualitative research (insights into people’s thoughts and emotions) with quantitative data (tracking hard numbers like sales metrics) will give you the most detailed overview of your current email efficiency level.
5 best sales email templates written by the pros
Now that we’ve talked about some best practices, let’s look at these standard email templates your sales team can use again and again.
Refer to these time-saving email examples whenever you want to focus your efforts on the personalization elements.
1. Template name: Cold email template
The success of sales prospecting often relies on a mixture of mediums, pairing the convenience of cold emailing with the control of cold calling. While the format from phone call to email differs, the foundational principles remain the same.
Your first email should be short, snappy and show you have something the prospect needs. However, the start of this conversation should also be friendly and well-researched.
Use this cold email template to refine your initial email outreach and get more leads.
MAIL SUBJECT: quick request
Hi [prospect name],
People like you are super busy, so I’ll keep this short.
I work with companies like [business name] to help them [insert the main benefit, e.g., get more signups]. What our clients most like about us is this: [main selling point e.g., all leads on our platform have been qualified during the last 6 months, so the response rates are 2–3x the industry average].
I’d love to give you or a colleague a 20-minute demo. Would next Tuesday or Wednesday work for a quick call?
Warm regards,
[Name]
2. Template name: Follow-up email template
After talking a prospect through your sales pitch, you may be wondering why you haven’t heard from them several days later or even the next week.
Your follow-up email acts like a gentle reminder while specifying exactly how you’ll help and the impact it’ll have, to move the conversation forward. You can also include links to helpful resources and contacts (e.g., LinkedIn profiles, webinars or articles) to offer even more value.
Use this sales follow-up email template to move prospects through your pipeline and close more deals.
MAIL SUBJECT: Follow up to our meeting
Hi [prospect name],
Thank you for taking the time to explore a potential partnership today! It felt like our product could help solve some of your company’s issues, especially in these areas:
- [Feature #1] Will allow you to [accomplish X goal]
- [Feature #2] Will help you [with Y challenge]
- [Feature #3] Will mitigate [Z issue]
I’m also attaching a few resources for you to gain a better understanding of how we can help you.
I understand that now you will discuss and agree internally on the next steps. Please let me know if you have any questions or if there is any way that I can help. If not, I’ll talk to you on [date and time].
Best,
[Name]
3. Template name: Materials after contact email template
During your sales process or pitch, you may mention resources (e.g., customer stories or case studies) that can explain a certain feature or outcome in more detail. Saving these for a follow-up email is also a handy way of retaining momentum between you and your prospect’s company.
Use this prospecting email template to double down on the value you can provide and keep the conversation going.
MAIL SUBJECT: Resources as promised
Hi [prospect name],
I really enjoyed our conversation earlier today and especially liked learning about your unique role. I understand you are facing challenges with [issues discussed] and their impact.
As promised, I have attached the resources and materials that can help you better understand how we can tackle these issues and create the change you are looking for.
Please let me know if you have any questions. Otherwise, I look forward to talking with you again on [date and time].
Best,
[Name]
4. Template name: Re-opening channels email template
It can be tricky to know when to label a lead “cold” and give up or to keep trying.
For example, your SaaS company may have recently developed a new feature that now makes your service a good fit for a prospect.
In times like these, reaching out with a good sample sales email template you’ve adjusted and a little personalization can warm up these leads and potentially turn them into customers.
Use this template when you want to restart a conversation and give new business one last shot.
MAIL SUBJECT: Remember us?
Hi [prospect name],
How have things been with you? Hope it’s going well on your end.
I remember last time we spoke, you were interested in [Feature X]. Since that last email, we have made significant progress regarding this, and many of our clients greatly appreciate the new solution.
I would love to share these key updates with you at your earliest convenience. Please let me know if [date and time] fits into your calendar. If not, feel free to suggest a better time.
Please let me know if you have any questions so I can have those answers lined up.
Best,
[Name]
5. Template name: Introduction email template
According to our State of Sales Report 2020-2021, 51% of sales professionals struggle with lead generation. One under-used method of meeting new contacts is to ask the people you’ve already helped.
Why not ask your current customers to connect you with potential leads in an introduction email?
It’s good practice to make the referral process as painless as you can so customers feel more inclined to do it. Learning how to send an introductory email that’s frictionless should be high on your list of sales referrals techniques.
Use this template to encourage new introductions and customer referrals to high-quality leads.
MAIL SUBJECT: Help us to help them
Hi [prospect name],
It’s been a while since we last spoke. I hope you’re well!
First of all, I think we should catch up – I’d like to hear how you and your business are doing and see if there’s maybe a chance to help you further along with what we do.
Second, I have a request which I hope you won’t turn down. In short – out of all the people you know, who should I contact to find out if I could help them the same way I was able to help you?
If you wouldn’t mind making a short intro to someone you think I could meet to explore a potential need with, I would be really grateful! I promise to treat them well.
You can also reply, “I can’t think of anyone right now”. I’m fine either way and thankful that you gave it some thought.
Warm regards,
[Name]
Final thoughts
With the rise of marketing automation and AI, recipients can spot generic sales email examples a mile away. To stand out, it’s important to pair time-saving tools with research, personalization and genuine human interaction.
Every person you email has unique behaviors and patterns, so consider these when drafting your outreach. Spending a little more time in the customizing stage of your email templates for sales can lead to far more successful outcomes when your sales professionals finally hit “Send”.
