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14 Customizable Sales Email Examples [TEMPLATES]

Nov 12, '18 / by Beth Carter

14 Customizable Sales Email Examples [TEMPLATES]

How many of you use email for prospecting?

How many of you believe your prospecting emails always (or almost always get opened, clicked, read, and acted upon?

I thought so.

Whether we’re inbound or outbound marketers, for many of us, email is one of our primary sales tools. We spend hours sweating over these sales emails, and yet we still struggle, and our emails still don’t get the results we intended.

It doesn’t have to be this way.

Which is why we’ve created this sales email toolkit!

Email communication should always be personal and actionable. Even when we’re selling, we shouldn’t be selling. We should be helping, sharing, informing, probing, and maybe even challenging our prospects’ status-quo beliefs.

This is a tall order, though, even for experienced writers – and particularly for anyone not 100% comfortable with this type of communication.

So we’ve made it easier for you. Included in this post are a series of sales email examples you can use, reuse, and customize to your heart’s content. Each example provides a template for different scenarios, including:

  • Multiple versions of cold outreach emails to new prospects
  • Follow-up emails to send after an initial meeting
  • Emails for sharing new content or creative ideas
  • And more!

You’re free to use these templates simply for general guidance, or you can copy and paste the entire template into your email server. We’ve added placeholders that show [BRACKETS WITH RED TEXT] to indicate where you’ll need to customize the text. Important: Always proofread your email before hitting “send” to make sure you didn’t miss any placeholders!

However you use these sales email examples, please do NOT put your sales email strategy on auto-pilot! Dig into your own unique expertise and experience to personalize your communications, so you can drive specific responses from your recipient.

Think carefully about the goals and challenges your lead is most concerned about. Instead of making a hard sell, provide value for your lead. You’ll build a stronger, more strategic relationship that’s better for the client and more profitable for your company.

But before you get started with these templates, a few ground rules for seeing better results from your sales emails:

  • Try to keep your subject lines to fewer than 50 characters including spaces. Anything longer than that gets truncated when viewed on a small screen – particularly with mobile devices.
  • Ask questions in your emails. Statistics suggest emails that contain one to three questions are 50% likelier to get replies than emails without any questions.
  • Need creative ideas for killer subject lines? Go to this article – it’s fantastic: https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/
  • Be cautious when including graphics, since many email inboxes by default won’t render the image.
  • Tie your email back to your prospect’s goals and challenges. Never make your email just about yourself.
  • Know exactly what you want the reader to do next and make this very clear.
  • Give your reader a reason to respond.
  • Keep track of which emails work and which don’t, so you can continue to tweak your and improve your results.

Now, on to the good stuff!

Sales Email Examples in This Post

Want to make creating these emails even easier? Download these email templates directly as a ready-to-use Word document!

We’ve created these examples for you to use however you see fit. Click on a link to go directly to a specific template:

  1. Offer a solution to a top challenge
  2. Focus on strategy
  3. Show what it’s like to work with you
  4. Suggest a year-end audit
  5. Highlight individual solutions
  6. Cold outreach - generic
  7. Build rapport around common interests
  8. Follow-up after leaving a voicemail
  9. Follow-up after initial conversation
  10. Next steps after a successful meeting
  11. Share helpful content from an external source
  12. Share helpful content from your website
  13. Seek a meeting when you’re in the same city as the prospect
  14. Last-ditch attempt when a prospect doesn’t respond


Offer a solution to a top challenge

Tip: Share successes from a similar company to get the prospect thinking about their challenge in a different way.

Subject Line

Ready to make your next [PRODUCT] the best ever?

Email Copy

Hi [CONTACT FIRST NAME],

[ACKNOWLEDGE THE PROSPECT’S CHALLENGE] Example: I saw the blog post you just published on LinkedIn, and it was terrific! Do you know what your next blog post will be? In my experience, one of the biggest challenges for content marketers is to consistently come up with amazing topics. After a while, it can feel like your idea well is running dry.

[INTRODUCE YOUR SOLUTION] Example: The right agency partner can help. As one of the top inbound agencies in the Chicago area, we help small marketing teams keep up with the demands of content marketing.

[PROVIDE A PROOF POINT] Example: We’ve recently been working with a small manufacturing company that has only a single marketing manager on staff. By taking over the day-to-day responsibilities of managing their blog, that individual is now freed up to focus on several new strategic initiatives, including expanding the company’s reach into new markets. You can find out more here [LINK TO CASE STUDY].

[PROVIDE AN OFFER] Example: I’d love to talk you through the thought process we use when working with this company. I also have some ideas that might be perfect for your own content strategy.

Let’s schedule 30 minutes to chat next week?

Best,

[YOUR NAME]


Focus on Strategy

Tip: Your goal here is to plant a seed and encourage your prospect to get excited about new possibilities.

Subject Line

How to avoid the biggest mistakes with [PRODUCT]

Email Copy

Hi [CONTACT FIRST NAME],

[ACKNOWLEDGE THE PROSPECT’S CHALLENGE] Example: As the Chief Strategist at Clariant Creative, I see a lot of content. One of the biggest mistakes I see marketers make every year is that they focus on the wrong things. Content should be more than just a big soapbox to stand on and advertise your company.

Instead, marketers should focus on helping and engaging with buyers.

[INTRODUCE YOUR SOLUTION/CHOOSE RELEVANT QUESTIONS FROM THE LIST BELOW] Example: That’s where the right agency partner can help. As one of the top inbound agencies in the Chicago area, our content strategists will help you focus on the things that matter:

  • Who do you want to read your content?
  • Why would that person want to read your content?
  • How will you find those readers?
  • How will you provide meaningful value to those readers?
  • What do you want readers to take away from your content?
  • What does a successful content strategy look like for your company?

[PROVIDE A PROOF POINT] Example: These are tough questions to answer, I know! We recently published some resources that provide insights you might find helpful:

  • [LINK TO RESOURCE]
  • [LINK TO RESOURCE]
  • [LINK TO RESOURCE]

[PROVIDE AN OFFER] Example: I’d love to talk you through the thought process we used when developing content strategies for our clients. I also have some ideas that might be perfect for you to borrow.

Could we schedule a 15- to 20-minute call to discuss your content strategy – what excites you, what challenges you see, and how you envision your content evolving down the road?

Best,

[YOUR NAME]


Show what it’s like to work with you

Tip: Make this all about the customer and exude confidence that you can help make their life easier.

Subject Line

How to make [CHALLENGE] easier and more effective

Email Copy

Hi [CONTACT FIRST NAME],

[ACKNOWLEDGE THE PROSPECT’S CHALLENGE] Example: Executing a great content strategy can be overwhelming. There are so many moving pieces to keep track of – from ideating ideas that are spectacular, to ensuring those ideas are executed according to plan, all the way through to measuring your results once it’s all said and done.

[INTRODUCE YOUR SOLUTION] Example: Did you know Clariant Creative makes this all a piece of cake?

As one of the top inbound agencies in the Chicago area, we’re known for making the content experience easy and hassle-free. We are a complete content marketing partner, able to strategize, write, design, publish, promote and measure – and we do it all flawlessly.

You’ll never again have the hassle of managing a multitude of scattered resources and partners, which means your life is going to become a whole lot easier. Imagine how good it’ll feel to know Clariant Creative is handling everything for you, including:

  • Developing your editorial calendar
  • Interviewing subject matter experts to position your unique thought leadership perspectives
  • Creating both search-engine-optimized blog posts and conversion-oriented gated content offers
  • And whatever else you may need to help you reach your business goals!

[PROVIDE A PROOF POINT] Example: I say this with confidence because my team knows inbound marketing, we know your industry, and we know how to attract and engage the buyers you crave. For example, here’s how we helped a company similar to you: [LINK TO CASE STUDY]

[PROVIDE AN OFFER] Example: Could we schedule 30 minutes later this week to discuss what you need and how we can help? Planning for next quarter is already well underway for most marketers, so now is the right time to develop a strategy that delivers on your goals.

Best,

[YOUR NAME]


Suggest a year-end audit

Tip: Leverage what you know about your prospect’s company and industry to articulate their challenge and the most appropriate proof point or solution.

Subject Line

Did you hit your goals for [PRODUCT] this year?

Email Copy

Hi [CONTACT FIRST NAME],

[ACKNOWLEDGE THE PROSPECT’S CHALLENGE] Example: Congratulations on producing such great content this year! If you’re like many marketers, some of the elements in your content this year worked really well – and others made less of an impact. It’s important to understand exactly what happened, so you can start planning now to improve your experience and better engage with your leads next year.

[INTRODUCE YOUR SOLUTION] Example: Conducting a content audit at the close of a year can be a great way for you to digest these lessons learned. As one of the top inbound agencies in the Chicago area, we can help you understand how well the content you created matched the goals you set for your marketing this year, and we can help you brainstorm ideas to be more innovative, engaging, and strategic with your content next year.

[PROVIDE A PROOF POINT] Example: We recently used this technique to help another company in your industry boost their ROI substantially. You can read their success story here: [LINK TO CASE STUDY]

[PROVIDE AN OFFER] Example: Let’s schedule a short phone call later this week to discuss more about your content strategy and see if it makes sense for us partner together to support your goals.

Best,

[YOUR NAME]


Highlight individual solutions

Tip: Leverage your website to pique interest and spur ideas for your prospect.

Subject Line

What will you need for your [PRODUCT] next quarter?

Email Copy

Hi [CONTACT FIRST NAME],

[ACKNOWLEDGE THE PROSPECT’S CHALLENGE] Example: At Clariant Creative, we talk a lot about being a comprehensive agency partner with full-service inbound and content marketing solutions.

But sometimes, marketers know exactly what they need. In these cases, all they’re looking for is a partner who can help faithfully execute this vision.

[INTRODUCE YOUR SOLUTION] Example: We can help. As one of the top inbound agencies in the Chicago area, we have the skills, capabilities, and the bandwidth to deliver any content solution and execute on any inbound marketing strategy you have planned.

And even better, we make it easy and hassle-free. From ideas to execution and results measurement, we have you covered.

[PROVIDE A PROOF POINT, SUCH AS CASE STUDIES, CONTENT RESOURCES, OR RELEVANT IMAGES] Example: You can explore our website to learn more about the solutions we offer, including:

[PROVIDE AN OFFER] Example: Could we schedule 30 minutes later this week to discuss what you need and how we can help? Planning for next quarter is already well underway for most marketers, and I want to make sure we have the time to develop a strategy that delivers on your goals.

Best,

[YOUR NAME]


Cold outreach – generic

Tip: Prevent the customer’s sales radar from going off by making this about helping the customer achieve an important goal – NOT selling your company.

Subject Line

Thoughts on achieving [IMPORTANT GOAL]

Email Copy

Hi [CONTACT FIRST NAME],

I’ll keep this short and sweet.

As a [YOUR JOB TITLE] at [YOUR COMPANY], I get to speak with many people like you about achieving [IMPORTANT GOAL]. [CONTACT COMPANY] is on my radar because we’ve helped a lot of companies in [INDUSTRY] transform their experiences and create more meaningful connections with their target audiences.

[PROVIDE A PROOF POINT, SUCH AS CASE STUDIES, CONTENT RESOURCES, OR RELEVANT IMAGES] Example: We recently published some resources that provide insights into how we do this:

  • [LINK TO RESOURCE]
  • [LINK TO RESOURCE]
  • [LINK TO RESOURCE]

Could we schedule a 15- to 20-minute call to discuss your strategy for [IMPORTANT GOAL] – what excited you, which challenges you see, and how you envision your plan evolving down the road?

Even if you decide not to continue the conversation after our call, you’ll leave with some advice for your strategy that will make an immediate impact.

Best,

[YOUR NAME] 


Build rapport around common interests

Tip: Be genuine about the common interest. If you’re faking it, your prospect will know.

Subject Line

[COMMON INTEREST] Example: Competitive horseshoe throwing

Email Copy

Hi [CONTACT FIRST NAME],

[CLARIFY HOW YOU FOUND THE PROSPECT AND WHAT YOUR COMMON INTEREST IS] Example: I was researching companies in your industry on LinkedIn, and I came across your profile. I notice we’re both fans of competitive horseshoe throwing!

[INSIDER COMMENT] Example: Have you ever made it out to the annual horseshoe contest in Branson? I went last year, and it was fantastic. Didn’t take home any ribbons, but still had a great time.

The reason I’m reaching out to you is because many companies like yours are beginning to think about their content marketing strategy for next year. Based on my experience with other brands in your space, I have some ideas you might find helpful. We’ve been able to help other companies boost their content ROI by significant amounts, and I’d love to show you how. (Plus, it’s an excuse to talk about [COMMON INTEREST] with a fellow fan!)

Could we schedule 30 minutes on [DAY] to talk?

Best,

[YOUR NAME]


Follow-up after leaving a voicemail

Tip: We are ALL busy, so make the time spent reading this email valuable for your prospect!

Subject Line

Sorry I missed you

Email Copy

Hi [CONTACT FIRST NAME],

Sorry I missed you on the phone today. I was calling because [ONE SENTENCE REASON WHY].

In my voicemail, I mentioned that I’ll call you back on [DATE] at [TIME]. Of course you can always reach me before then at [YOUR PHONE NUMBER].

I look forward to connecting!

Cheers,

[YOUR NAME]


Follow-up after initial conversation

Tip: Show your prospect how to think about their challenge from a different perspective.

Subject Line

Quick follow-up

Email Copy

Hi [CONTACT FIRST NAME],

[REFERENCE PREVIOUS CONVERSATION] Example: “It was great to see you at [LOCATION] last week. That’s too bad you had to head out early. I hope your daughter is feeling better?

[COMPLEMENT] Example: “Your content seems to be getting steady views on your website. From what I can see, you’re doing a great job of getting found on the search engines.”

[TOUCH ON POINTS THAT IMPACT YOUR PROSPECT] Example: However, I also noticed a few additional opportunities that could kick the engagement up a level. Many of the companies we’re working with are focusing this year on generating more conversions from their blog posts. Is this a goal for you?

[SHARE CONTENT RELEVANT TO THESE POINTS] Example: I’m including a recent success story that shows how one company we worked with approached this challenge. You might find it interesting:

  • [LINK TO CASE STUDY]

I’m curious: If we could create similar results for your company, how would that impact you?

Once again, it was great seeing you. I’d love to be able to talk with you more about your goals for your content and whether we can help. Could we schedule 30 minutes next week to chat?

Best,

[YOUR NAME]


Next steps after a successful meeting

Tip: Control the follow up so both you and your prospect know what everyone is doing and when it will be done.

Subject Line

Fixing problems and moving forward

Email Copy

Hi [CONTACT FIRST NAME],

Thanks for taking the time to share a little about [COMPANY] and the goals and challenges you face.

[INCLUDE A SHORT RECAP OF MAJOR POINTS DISCUSSED] Example: It sounds like you’re doing a great job of getting people to read your content, but you’re struggling to engage with these readers, and you’re not generating the high-quality leads you’re looking for.

As I mentioned on our call, Clariant Creative has helped many companies deal with these same issues. I’m including a few resources that explain how:

  • [LINK TO RESOURCE 1]
  • [LINK TO RESOURCE 2]

 [CLARIFY ACTION ITEMS] Looking ahead, at the end of our call, we agreed on the following action items:

  • [ACTION ITEM 1 – WHO AGREED TO DO WHAT]
  • [ACTION ITEM 2 – WHO AGREED TO DO WHAT]
  • [ACTION ITEM 3 – WHO AGREED TO DO WHAT]

Please let me know if you have any questions or if I can help with anything. If not, I’ll talk to you on [NEXT MEETING DAY AND TIME].

Best,

[YOUR NAME]


Share helpful content from an external source

Tip: Stay top of mind and ensure the prospect sees you as a partner, not just a vendor!

Subject Line

Saw this and thought you might find it helpful

Email Copy

Hi [CONTACT FIRST NAME],

I saw this article today in [NEWS OUTLET] and I thought of the [ISSUE] we were talking about. It has an interesting perspective I wanted to share.

The section on [SPECIFIC CONCEPT] really stood out to me.

[LINK TO ARTICLE]

I hope you find it helpful!

Best,

[YOUR NAME]


Share helpful content from your website

Tip: Keep the note simple, so the focus stays on the helpful content – NOT you.

Subject Line

New content you might find helpful

Email Copy

Hi [CONTACT FIRST NAME],

Clariant Creative has just published a new resource, and I thought of the [ISSUE] we were talking about. It has an interesting perspective I wanted to share.

The section on [SPECIFIC CONCEPT] really stood out to me.

[LINK TO RESOURCE]

I hope you find it helpful!

Best,

[YOUR NAME]


Seek a meeting when you’re in the same city as the prospect

Tip: Always be clear on the prospect’s WIIFM (what’s in it for me)!

Subject Line

Meet-up in [COMPANY CITY]?

Email Copy

Hi [CONTACT FIRST NAME],

I’m going to be in [COMPANY CITY] soon, and I’ll have a few hours available on [DAY].

Do you have 30 minutes to connect? We just published a new success story – [LINK] – and there are some similarities with your situation. I have some event tech ideas you can apply to your content strategy, and I’d love to share them with you. 

Coffee’s on me.

Best,

[YOUR NAME]


Last-ditch attempt when a prospect doesn’t respond

Tip: Be polite. Don’t try to guilt-trip your prospect into responding. 

Subject Line

Persistence and annoyance

Email Copy

All great partnerships begin somewhere. Perhaps ours is right around the corner? However, I’m worried I’ve crossed over the line between persistence and annoyance.

Based on your silence, it seems you’re not interested in learning more about [SOLUTION]. If I’ve misread you, please let me know!

If you are still interested but need some extra encouragement to hit “reply,” [PROVIDE INCENTIVE, SUCH AS A DISCOUNT DEADLINE, NEW PRODUCT, COFFEE TREAT, ETC.].

Of course, if you’re interested but just haven’t had the time to get back to me, I get it. Let me know when would be better for you, and I’ll make a note to reach out and follow up with you then.

[YOUR NAME]


 

These templates are just the beginning. Use your own expertise and unique experience to personalize and customize your emails even further.

If you’re ready to start writing, we’ve made it even easier for you. Download all 14 of these samples as a ready-to-use Word document and put these emails into action!

 Download the Email Templates Now

Topics: Email Marketing

Beth Carter
Written by Beth Carter

I love to write and I'm a total grammar freak. I also passionately believe that conversational, approachable and insightful content can help people solve real problems and can make a real difference in the world.