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Feb 21, 2022

How to write a sales pitch email with 7 samples

Want to learn how to write a sales pitch email? This guide on writing sales pitch emails covers techniques, templates, and examples that will help you write your best sales pitch email ever.

Lawrie Jones

Table of contents

A well-written and targeted sales pitch can help close new customers, grow your business, and power your way to increased profits. Cold-emailing is a core part of any sales process, but cutting and pasting a sales pitch email template won't increase your chances of success.

The best sales pitches are personal, practical, and don't overlook the importance of emotions. Writing a sales pitch email involves a combination of psychology, art, science, and experience. The best bit? We can help you to learn all about how to do it.

This in-depth guide breaks down how to write a sales pitch email using the latest industry insights. To help you get started, we provide seven sales pitch email examples illustrating seven sales funnel strategies and sales pitch email techniques. Let's get into it!

Psssst here's a little known secret: you can supercharge your sales pitches with the help of Flowrite's sales pitch email template, like this:

What is a sales pitch?

A sales pitch email is a short presentation of the critical points of your service, product , or solution that's targeted to a client. An effective sales pitch is short, sweet, professional, and personalized, giving the reader everything they need to know to make a purchase or persuade them to arrange a meeting.

One popular sales pitch definition is calling it your "elevator pitch by email", which captures the essence of how; but misses the sales pitch meaning. 

An effective elevator pitch captures your market proposition; the best sales emails solve a customers' problem.

This guide isn't about writing an elevator pitch or sales pitch; you'll have to do that yourself. However, we can help you pack your proposition into a clear and compelling email.

How to make a good sales pitch

Given how many emails go ignored in our inboxes every day, the best sales pitch is the one that gets read.

Building on that, your sales pitch email is about creating a connection with a customer. You're operating at the awareness and consideration levels of the sales funnel, so don't try too hard.  

So, what makes a good sales pitch?

Put simply, you have to grab their attention and create interest before hitting them with the hard sell and solution.

According to the experts, a successful sales pitch has three elements:

• Start with the problem.  Don't start with the solution; begin with the problem. They may not be aware of the problem, so outline it first to create interest.
• Tailor the start of the pitch to their vertical.  A generic pitch is pointless. Make sure your pitch is targeted toward the business you're contacting. You'll need to do some research to unlock this information.
• Offer stakes.  What happens if they don't solve the problem? What are the benefits of buying your product or service? 

These fundamentals are at the heart of a successful sales pitch and are put into practice below. But first, let's look at some of the most popular techniques for writing sales pitches.

Sales pitch techniques

Successful sales pitch emails are used to attract customers and increase sales. They quickly tap into something within the reader, hitting a pain point, piquing their interest, or referencing past conversations. The approach you take depends on the sales funnel stage, with some techniques more appropriate than others.

The team Sales Hacker has narrowed this down to  seven sales pitch techniques . Here's what they are, how they work, and when to use them.

• Reference past conversations  – If you've spoken to the prospect before, then focus on the shared problem and how you can solve it.
• Start your elevator pitch with a question  – Starting a sales pitch with a question creates interest because we all want to know the answer. It's a gentle approach suitable for top-of-the-funnel strategies.
• Keep it short  – Another top-of-the-funnel approach for lead-gen is to create a short pitch designed to start a conversation.
• Highlight benefits, not features  – Focus on the outcomes customers will enjoy or the experience of working with you, rather than the practical aspects of the process. Again, this works at every level of the funnel.
• Anchor your pitch in data  – Let your stats tell a story and lead with figures.
• Tell a story  – Using a story to sell your product can be hugely influential, says Donald Miller. Establish characters, create a problem and provide a hero (you) to solve it.
• Keep it conversational, not formal  – Sales pitches can be informal and fun if you want them to be.

We'll refer to these approaches in our seven sales pitch email examples below. But, first, let's look at how to structure a professional sales pitch email.   

How to write an email sales pitch

Every sales pitch, no matter how conversational or creative, contains 5 essentials used in every professional email: 

• Subject line

You can read some general advice on  writing professional emails in previous posts , so start there if you need to focus on the fundamentals. 

The key is to tailor these elements to fit your sales pitch approach. Here's how…

How to start a sales pitch email

In a typical professional email, you'd write "Dear" followed by the person's name (if you know it) or a generic greeting. However, modern sales pitch emails often swap traditional email greetings for more informal ways to engage the reader.

The decision on how to start an email depends on the sales pitch email style you're using.

You could match a simple "Hi," or "Hi < person's name>" with the following lines:

• Previous conversation sales pitch – "I'm just following up with some more information on our product/service…"
• Question-based sales pitch – "Are you getting the best deal from your current provider?"
• Short sales pitch email example – "This email will take a minute to read and will save you money."
• Benefit-based sales pitch email – "Our software can save you time and money."
• Data-based sales pitch – Learn why 50% of businesses choose to work with us…"
• Story-based sales pitch – "Learn how other businesses like yours are saving money…"
• Conversational sales pitch – "Sales pitch emails are pointless, right? Wrong!"

To learn more about  how to start an email , you should read our articles on  email greetings  and  email opening lines .

How to end a sales pitch email

Formal email sign-offs  usually use one of two approaches. If you know and have used a person's name, you'd use "yours sincerely", and if you don't, you use "yours faithfully".

However, as we've explored in this article, sales pitches dispense with many formal rules, so don't feel like you have to use these endings (unless you want to). 

You could use following options:

• Yours sincerely
• Kind regards
• I look forward to hearing from you

Or finish with a question:

• Want more information?
• Need more data?
• Do you have any questions?
• Have I answered all your questions

How to close a sales pitch email

Sales pitch emails are all about creating a connection, so you'll want to close your sales pitch with an opening. For example, it could be asking them to book a meeting, arrange a call or follow up via email.

Several effective sales pitch email closing techniques use the seven sales pitch techniques identified above. Let's see how that can work with some sales pitch closing examples. 

• Previous conversation sales pitch  – "I know you're searching for a solution; let's arrange a meeting and find one for you."
• Question-based sales pitch  – "Are you still looking for a solution? You've found it. Contact us today."
• Short sales pitch email example  – "Let's arrange a call today"
• Benefit-based sales pitch email  – "Our product is the market leader; let me explain why on a call. When are you free?"
• Data-based sales pitch  – "The data shows how much we can save you."
• Story-based sales pitch  – "The moral of the story is: we save you money. Book a call, and we'll make you the hero."
• Conversational sales pitch  – "You've read this far, so you're obviously interested. Let's book a call and go through it in more detail."

If you want to dive deeper into  how to end an email , you should read our article on  email sign-offs  and  closing lines .

Sales pitch email subject lines

Email pitch subject lines are the first thing that your audience will see, and if it doesn't resonate, the  only t hing they'll see.

The best subject lines focus on generating the interest and enthusiasm needed to encourage them to open it.

• Reference past conversations  – "I'm just following up our conversations…"
• Start your elevator pitch with a question  – "Are you getting the best value from your supplier? Thought not."
• Keep it short  – "Open this email to save money"
• Highlight benefits, not features  – "Here are 3 reasons why our software is better than the rest"
• Anchor your pitch in data  – "We're helping business work 50% faster"
• Tell a story  – "Learn why businesses waste money (and how to avoid it)
• Keep it conversational, not formal  – "Read this email and save money"

Follow up email for a sales pitch

Your sales pitch is the first stage in the process, but you'll need to spell out how you plan to follow up on your email sales pitch. Again, it's a good idea to tell recipients what you're planning to do.

Here are some ideas for inspiration:

• Want to know more? I'll call you in the next 2 days.
• Email me to arrange a meeting.
• Let's get together on a call to chat about how we can help. When are you free?

If you want to learn more about sales follow-up emails, you should check out our article about them.

7 sales pitch email examples

Here is a selection of the best sales pitch email samples using the seven-pitch techniques described above. We provide examples of conversational approaches, question approaches, detailed data and cost-based approaches, and short emails.

The most effective sales pitches are personalized, targeted, and tailored to use these templates as the basis for your experiments.

1. Previous conversation sales pitch

A sales pitch to someone you've already had contact with should be more personal. Start by reminding them of your previous involvement (if they've forgotten), and tailor the message to them. Here's an example of a sale pitch to an existing customer.

2. Question-based sales pitch 

Starting a sales pitch with a question is an effective approach as (you hope) your readers will want to know the answer. Use a question as a lead into the details of your proposition, and never forget to provide the answer!

3. Short sales pitch email example 

This short sales pitch email is a tried-and-tested approach that works by being so blunt. It's an effective sales technique at the top of the funnel where you're emailing large numbers of people.

4. Benefit-based sales pitch email

Focusing on your product, service, or solution benefits is a valuable sales strategy for mid-funnel messages. You've established awareness and interest in your solution, now hit them with why you're the best.

5. Data-based sales pitch

Data and details are powerful in sales. Using facts and figures can be a successful way to raise awareness and promote your product, service, or solution above those provided by competitors. Pick the most powerful stats and stick to them. Too much (even of a good thing) can be overpowering.

6. Story-based sales pitch

A story-based email uses a narrative to drive interest. It's an engaging tactic if done well but will take some practice. The building blocks include identifying an obstacle (the problem), creating a hero (you), describing the journey, and illustrating how your product or solution helps the hero overcome barriers.

7. Conversational sales pitch 

Sales pitch emails don't have to be stuff, as this example shows. Conversational sales pitches can work well for specific products. It's about creating engaging your audience, raising awareness, and creating a connection. This is an excellent top-of-the-funnel strategy.

Sales pitch email template by Flowrite

Flowrite is an AI writing assistant that turns your instructions into ready-to-send emails and messages, like this:

Our  browser extension  and  web app  take care of the email format, capitalization, grammar, spelling, punctuation. In other words, you can focus on the message, and Flowrite will take care of the delivery. Our  AI template collection  features dozens of email templates to help you with sales pitch emails.

Sales pitch writing is an essential skill that every sales representative must know. In this guide, we've provided the building blocks you need to learn how to write a sales pitch email. Put remember: practice makes perfect. A combination of research, trial, and error is the basis for creating the best sales pitch emails. So, our advice as you advance is to develop several sales pitch techniques and strategies and test them to see what's successful with your target customers. However, if you need help writing a good sales pitch, remember that our sales pitch email template will get you there.

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• 21 Persuasive Sales Email Templates [With Examples and Best Practices]

It takes a lot of practice to write good sales emails .

First, you must be engaging enough to capture recipients’ attention. Second, you should be persuasive enough to keep their attention to read your pitch. And finally, considerate enough to show you have their best interests at heart. And you have to do it all in just a few phrases.

How does one construct an irresistible email and make a sale alone?

It can be overwhelming if you’re doing this for the first time. But with the right templates up your sleeve, you’ll be engaging with new customers in no time. 

So, here are 21 sales email templates for your perusal! Feel free to use them as is or modify them as per your needs.

Quick links: • 5 Rules for writing the perfect sales email • 21 Persuasive sales email templates » Build a relation » Sales discovery email » Sales follow-up emails » Sales proposal » Trails and/or demo pitch » When the demo didn’t go as expected » After meeting thank you email template » How to respond to inbound inquiries » Reward email template » Intro email for referrals » Check-in email » Congratulate prospects » To reach the right decision maker » Increase engagement » Video emails » The end of the road email • How to keep track of response you receive or follow-ups you need

5 Rules for writing the perfect sales email

Sales pitch emails can be tricky to write if you’re new to the art of selling.

We tend to make some rookie mistakes as salespeople. The emails may be lengthy, too self-centered, and offer little or no value to the receiver.

Understandably, the vast majority of those emails go unseen or get classified as spam. Barely  9 percent of sales  emails get opened by recipients. 

So, what are the rules of thumb to stick to when writing sales emails?

#1 Personalize

Personalizing subject lines helped us increase open rates by 327.75% .

If you have their name, address them in the subject line. If that information isn’t available, use the word “ you .” The word “you” is a powerful tool of persuasion. A name is always better, but “you” creates a similar effect that personalizes your sales pitch . 

#2 Let the spotlight be on the receiver

Pack a punch with your opening lines.

Instead of writing an introduction like “I am…..”, write something that puts them at the center of the mail. Something along the lines of “I loved your talk on……” or “Congratulations on the……” puts the receiver at the heart of the message.

#3 Be relevant

Segment your list.

Sending a mail about car insurance to someone who doesn’t own a car won’t help you sell. Figure out who’s your target audience and then proceed to pitch your product.

#4 Ask questions

Emails asking questions attain  50 percent  more responses.

At times, the best way to get an answer is to ask a question. “Do you own ____ product?” “Do you know___?” Asking these questions creates a sense of curiosity and pushes the prospect to open the mail.

If it doesn’t suit the current context, use a pitch that arouses emotion. That’s because emotional mails get 13-15% better response rates . 

That doesn’t mean you write it with any emotion, such as negative or fear-inducing. Maintain the decorum while having the emotional quotient in your email.

#5 Tell them the next step

Always have a clear call to action.

Whether you’re persuading them to purchase your product or trying to re-engage with a cold lead, ensure that you inspire them to take action.

The most common way to direct the recipient towards the next step is to provide a link. It can be a resource you want them to read or software you want them to try. But be clear on what you want them to do.

Here’s an example of a very nice email my colleague received quite some time ago. It has all the elements I mentioned for writing a persuasive email copy.

Remember these guidelines when writing your next sales email.

Let’s now look at some tried and tested persuasive sales email templates. I’ll also give you reasons why they work.

21 Persuasive Sales Email Templates with Examples

1. sales email template to build a relation.

Every customer is different, and they have different needs.

The best way to kick off a strong introduction is to create a connection.

Most sales reps try to connect with higher-ups and decision-makers across organizations. But what we don’t realize is that if we know who the decision-makers are, we can get our foot in the door much faster.

In this section, we’ll deal with three scenarios:

• You haven’t met the prospect
• You’ve briefly met the prospect at an event
• You’re already in discussion with the prospect

Template #1

For example, your prospect is a manager who cares deeply about sustainability. You can reach out to them with the following email.

What this sales email does well: 

It shows that you’ve done ample research and know what your prospect wants. The email creates a connection between both your organizations on some common grounds.

The next sales email tries to help the prospect recall your acquaintance.

Template #2

Now let’s look at the sales email template that tries to re-engage with the prospect.

Template #3

2. sales discovery email template.

If you offer a customizable product or are in a  SaaS sales  business, you might want to conduct a  discovery call  to understand if you can serve their requirements. You can also send an email to initiate the discovery process. Here’s a template to use in this scenario.

Template #4

What this template does well:

You could have asked a few questions in the email itself. But people tend to avoid sending anything in writing, especially to someone they don’t know. Therefore, the safest bet is to ask for a time and get on a call to explore their needs. This way, you get a chance to probe further into their requirements.

3. Sales follow-up email templates

Would you like to know something strangely ironic and funny about follow-ups?

A whopping 92% of salespeople quit following up after no response on the 4th call. And 60% of customers say no four times before agreeing and saying yes.

How unfair it feels to find out that you might have quit right when you could’ve made the sale.

So, follow-up.

Don’t be pushy, be persistent instead.

When you’re following up after a meeting, use this template.

Template #5

What this template does well: 

The perfect follow-up should offer an incentive for a response.

This follow-up sales email template successfully piques interest and offers a reward at the end of the process. It conveys that you remember and have sent exactly that information, which your customer wanted from you.

The learning: when you meet a prospect, record the call or take notes. This way, you can build your upcoming follow-up by answering unanswered questions.

Here’s one more sales follow-up email template you can use.

Template #6

Follow-up emails can improve your overall campaign response rates. In some situations, follow-up emails can have higher open rate than the original email itself.

For instance, last month we sent 4 emails to a segment of 26,000 subscribers for an upcoming webinar. We planned a sequence of 4 emails:

• Introducing the event
• Follow up 1
• Follow up 2
• Follow up 3

We found that the follow-up email had an open rate of 23.6% , whereas the original email had just 20.1%

So, when in doubt, follow-up and follow through !

4. Sales proposal email template

You’ve been communicating with your prospect for long enough to propose your pitch. You know that your foot is in the door and that it’s the ideal opportunity. These are the best emails to write because you get to make that sweet sale. So, use this template to craft your perfect proposal.

Template #7

The template shows that you have created a relevant proposal for your customer. The inclusion of testimonials increases trust. (It’s even better if they’re well-known brands.) The final point about an estimate gives the incentive to respond. And finally, you haven’t made any false promises in the proposal that shows transparency.

Here’s an example of this kind of sales email.

5. Sales email pitch for trials and demos

Cold emails can be daunting to compose and send.

Most sales reps spend long hours emailing prospects to never receive a response. But intense research brings in rewards for every cold caller or emailer.

Use the following template when you’re prospecting for customers who aren’t aware of your product. 

Template #8

Your offer is specific and relevant to the receiver. Your demo and free trial offer are useful, and they have an option to choose from. The mail is simple and effective in its sale. The call to action is clear, and they can reach out whenever they want.

6. Email template for when you get a demo but fail to sell

Now, this can be a disheartening situation for many. Sales reps face crushing rejections day in and out but failing to sell after a demo sucks. 

You’ve invested a ton of effort, and if it falls through for no apparent reason, don’t let it go. It’s fine if they don’t purchase the product but find out the  why  behind it. Once you know the “why” you’ll know what not to do next time. Try to find out whether there has been any miscommunication and solve it as soon as possible. Use the following email template when your prospect doesn’t buy after a demo.

Template #9

This template helps in gaining clarity about what you may need to change during demos.

Once you get a response to this mail, you can carry forward the conversation if it’s fixable. If their reason was due to any misunderstanding, you can solve it immediately. If they have any other reason about the presentation or product itself, you can note it down.

This way, you can ensure you don’t repeat the same mistakes in future demos. Every call leaves you with a lesson to learn, especially if you fail to make the sale.

7. After meeting sales email template

Is it customary to send an email after the meeting?

They serve a different purpose.

Sending an email immediately after a meeting helps you keep the conversation going. A simple thank you email opens up the opportunity to re-engage with the customer.

Template #10

This template gives the impression that you value your prospect’s time and are thankful for the opportunity to interact with them. In the email, you also share helpful resources, which they can revisit had they have any doubts.

8. Email templates to respond to inbound inquiries

When someone signs up for a free trial or downloads content, reach out as soon as possible. This ensures that you keep them engaged and interested in your services. It also gives them a chance to ask questions and make clarifications about the product.

Use this template in a similar situation. 

Template #11

Sometimes, people want to explore things themselves before getting in touch with anyone. Not pitching anything at this stage gives them the desired space. This email template reflects that you understand the prospect’s stage in the  sales funnel . You also give them an option to reach you if they need any help.

Another case is when you receive inbound inquiries for your products or services. Usually, companies have autoresponders for common queries. 

You can use this auto-response email template for inbound inquiries.

Template #12

9. sales email template offering rewards to loyal customers.

Everyone loves getting a good deal. Rewards and discounts can  boost customer retention . 

Customer loyalty programs are a great way to retain customers and  improve CLV . 

In fact,  57.4% of customers join loyalty programs to save money whereas, 37.5% join for awards and personalized offers. 

So, craft your next campaign while targeting existing customers. Use this template for your campaign.

Template #13

The subject line intrigues the reader and helps increase open rates. The discount will push the receiver to respond so that they don’t miss out. It also sets up a deadline, which compels customers to purchase before time is up.

10. Sales email templates for referrals

A referral is always impactful, especially if your customer refers you to a friend. It works even if you reach a prospect through their friend, who is a customer or someone in the industry. 

Research  shows that  for every single satisfied customer, you can get nine referrals in return . 

So, reach out to prospects who are friends or acquainted with your existing customers. You can even reach out to them through your friends. 

Here’s a template you can use.

Template #14

Here’s an example email.

What this sales email template does well:

This email template shows that you’re ready to help them become more successful. The mail exudes empathy and conveys your understanding of their situation. You’ve done your research and have specific solutions to their website. All of this and the added referral can hook in any customer with little effort.

Here’s another email template to initiate conversations with referrals.

Template #15

11. check-in email template.

Check-in emails can be boring and feel pushy to the point of weirdness. However, there’s no way of knowing where you stand with your prospect unless you check in on their status.

Sending too many follow-up emails can increase annoyance instead of getting a response. But like we’ve already learned 60% of customers say no four times before agreeing and saying yes.

So, don’t give up. Instead, add a little pressure to push them down the sales pipeline .

Use this template to get an immediate response:

Template #16

Here’s an example for how to use this sales email template.

The template cuts to the chase and instantly delivers the information. Adding a gif helps reduce pressure. Mentioning your manager increases a sense of responsibility and authority. Most people feel compelled to obey when the orders come from a higher-up official.

12. Email template to congratulate prospects in times of success

A trigger event like funding, promotions new office locations are opportunities to sell.

Reach out to your prospects with hearty congrats and pitch your perfect sale.

Use this template when your prospect gains an established brand as a customer. Or even if they’ve established new locations, set up new factories, and so on. 

Template #17

While it may sound like a simple congratulation email, you’ve also made your pitch. You’ve also offered social proof by talking about your clients who are part of the same industry. It increases their interest and can help you make a sale.

13. Sales email template to reach the right decision-maker

At times we don’t have complete information about our prospect’s organization. Reaching out to a decision-maker can be difficult if they aren’t the first touchpoint.

It can be confusing to compose the email for the response you want. Use this template in these scenarios.

Template #18

The subject line is concise and engaging. You have clearly described the purpose and what you want them to do. Mentioning your customers can persuade them to respond. There is a clear call to action. And the receiver can refer you to the right person if they aren’t the decision-maker.

14. Sales email template to increase engagement

Your prospects may have engaged with your ads, social media posts, or other sales and marketing campaigns. However, if they have not signed up or purchased something means that it’s time to nurture them. You can use the following template in this scenario.

Template #19

This email template aims to help the prospect with a resource/content. It also gives an option to respond to you—creating opportunities for the recipient to engage with you.

15. Video email template

Reading long emails stuffed with information can take time and effort. Instead, adding images with text or a video can convey the same information and boost open rates.  Videos in emails can increase open rates by 19% and improve click rates by 65%.

So, in your next email campaign, include a video to capture more clicks.Make sure you include your company logo, add captions for accessibility, optimize for mobile devices, and have a compelling call-to-action.

An example of this is the email sent by Soapbox by Wistia.

The above example illustrates the use of videos in marketing emails. But if you’re wondering how to use video in your sales email, here’s a template you can use.

Template #20

This template is an honest confession of a sales rep with his prospect, which is hard to say no to. If nothing else, the recipient admires the creativity of the sender.

16. The end of the road email template

You’ve sent multiple  follow-up emails and received no response . This situation is easily heart-breaking and makes us feel awful. 

But there’s no point in pushing for a sale that isn’t taking place. Persistence can take you far but knowing when to quit is equally important. 

So, if you realize that you haven’t gotten a response in more than a couple of months, send a final follow-up. It is to check if they have any interest. If they don’t respond, you can close communications completely. 

Use this template when you’re closing their account:

Template #21

This template conveys that you will close the conversation if you don’t receive a response. But it does give your customer a chance to reconnect and interact. The template shows your respect for their time and effort and is direct.

These are some sales email templates you can use across the sales cycle . If you’ve noticed, there is a running theme with almost all emails. You write these emails after doing your research and understanding the prospect.

I’m assuming you must be actively prospecting and sending out hundreds of emails every month. So, the next big question is—how do you keep track of the response you receive? How do you know that you’ve not received a response yet, and you’ll need to send a follow-up email?

Well, I have a solution.

How to keep track of responses you receive or follow-ups you need

Usually, companies use different software for their sales and marketing teams. In this context, email marketing software and CRM.

So, they have visibility on the email campaign performance, such as open rates and click rates. However, they might not accurately associate the engagement with the prospects. That is, you might not know the prospect that replied to the email and the one that needs further follow-up.

So, what’s the solution?

The solution is to use software that addresses the issue at hand. For instance, LeadSquared Sales CRM.

It notifies the sales reps whenever their leads respond to their emails. It also allows you to segment leads based on lead activities and engagement. This way, you can tune your emails or create a sequence of follow-up emails to nurture leads who don’t respond .

Do you want to explore how LeadSquared can make your life easier?

More in this series :

15 Customer Service Email Templates  

Padma is a Content Writer at Leadsquared. She enjoys reading and writing about various financial and educational topics. You can connect with her on LinkedIn or write to her at [email protected].

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Sales - 9 min READ

5 examples of how to write an email sales pitch (the right way)

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Kent Holland

Vice President of Sales at Copper

Did you know that about 270 billion emails are sent every day to around 3.7 billion email users? That’s an average of about 73 emails per user per day.

In other words, we’re all bombarded with emails.

With so many emails circulating around the globe, how are reps supposed to get theirs opened, let alone responded to?

This post is all about the art of writing the perfect email sales pitch. In this post, we'll explain:

• How technology prevents your emails from reaching your recipient's inbox ,
• Using placeholders in an email pitch
• with someone who opened your email
• with someone who didn't open your email , and
• with someone who clicked something in your email (they're really engaged!)

Get familiar with some technical stuff.

The first thing we need to clarify is how technologies affect the way our emails are received (as 21% of email goes to spam incorrectly ).

So, let’s take a look at the way technology influences whether or not an email is sent to spam and how you can prevent your pitch from hitting spam boxes.

• Merge tags and placeholders : Merge tags and placeholders are the same thing. They’re the words with brackets or characters around them that look like this *|EXAMPLE|* or this {{Example}}. Using these tags decreases the likelihood that your email will deliver to a spam box.
• Attachments : Because of all the phishing scams out there, email servers are finicky about attachments. It’s best not to have any attachments in your sales pitch email—this includes any images or logos you might have in your signature.
• Images and content : Similar to attachments, some email providers may flag emails that contain images or other content (like if you sent a template with header images and your company logo). It’s best to send plain-text pitches.
• IP Address : An IP (Internet Protocol) address is a number, kind of like a unique name, for your computer. If your IP address is flagged for sending spam in a previous campaign or email, then any future emails coming from your IP address are more likely to deliver to spam boxes. To avoid having your IP address flagged, make sure you’re following the rest of the advice listed above.

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Use placeholders and merge tags if you’re sending to multiple contacts.

Placeholders correspond with columns in a spreadsheet or CRM list.

If you use a placeholder for {{First Name}} in the intro of your email, you’re less likely to be sent to your recipient's spam box as the email is more personal.

If you’re running a campaign with a mail merge tool (a tool that sends more than one email at a time), a CRM, or email marketing tool, you can use placeholders to customize each message based on a recipient's specific details.

Mail merge software will pull data from a spreadsheet and CRM/email marketing tools will pull data from the customer’s info saved within the platform.

For a spreadsheet using {{First Name}} placeholder, data would populate that field from the spreadsheet column titled “First Name.”

In the image below, "Hi {{Name}}" would show up in the email as "Hi Michael Scott."

Pro Tip : Case and spacing matter! You must match case and spacing of placeholders/merge tags with spreadsheet columns and CRM fields respectively.

Other placeholders you can use to warm up your email are {{Location}} or {{Where we met}}. Check out this template example:

Sales Pitch Email Example 1:

Hi {{First Name}},

It’s {{Your Name}}, we met at {{Where we met}} and discussed {{Prospect’s pain point}}.

I’m wondering if you have 10 minutes this week to talk more about your company’s needs?

Write the pitch.

Now that you’re familiar with the technical lingo and how your IP address and placeholders affect the deliverability of your campaigns, it’s time to start writing your email sales pitch.

Get the subject line right.

Some argue that shorter subject lines are best, around 3-4 words. But word count aside, we can be sure that a subject line that piques interest is always best.

Here are some ways to write subject lines that win a prospect’s interest:

• Ask a question. This encourages prospects to open for the answer to the question.
• Use an emoji . According to Constant Contact , using emojis increases open rates.
• Use a brand name to target prospects. For example, if your prospect is in the banking industry, you might mention Capital One in the subject line. Like this: Did you see that Capital One increased profits by 20%? You might follow this subject line up with a case study in the body copy, showing how your company was responsible for that increase in profit.

Warm things up.

How can you make an email pitch less cold—when you barely know someone? Or maybe, you’ve only been introduced once at a conference?

• Noting the time or place you met the person helps warm things up as it reminds your prospect that you aren’t emailing them out of the blue. And if you were introduced by a colleague through LinkedIn , email, or some other internet introduction—that's a great reference point too.
• If you haven’t met your prospect in person (or been introduced via web) before, then point out something you’ve got in common. One of my favorites is “we’re in the same LinkedIn group ________ and I noticed you shared this interesting article _________.”
• Use a prospect’s first name and be sure you don’t use too much industry jargon. Make sure your note sounds professional, but not stuffy. There’s nothing colder than a drawn-out email, full of jargon, that starts with "Dear Ms. Lewis."

Keep it short and sweet and to the point.

You have eight seconds to grab your prospect’s attention. Sales emails that are long-winded hurt your chances of getting a response. The best way to grab attention is to talk benefits in the first sentence or two.

Amateur sales reps often don’t realize that benefits are best expressed as results—not product features or services. For example...

Product feature/service (bad) : "Our CRM solution can integrate with thousands of products."

Results (good) : "Sales reps save an average of three hours per day because they don’t have to do as much data entry ."

Results are what sell, so focus on writing results into your introduction.

Ask for something.

You won’t get what you don’t ask for—and the most important part of your pitch is your ask. This ask is also known as a call to action (CTA). This CTA, which can be expressed as a question, gives your recipient a reason to respond.

Here are a few tips on writing an effective CTA:

• Ask for something specific —like a phone call, meeting, or email response.
• Make sure your CTA is its own paragraph and is only one line or two. This will draw your prospect’s eye to the CTA. And even if it follows a couple of paragraphs, it’ll stand out.
• Note a specific time if you plan to ask for a phone call. This lets your prospect know that you’re being considerate of their time, and also that your call won’t eat up too much of their busy schedule.

Here’s an email sales pitch template based on all of the pieces we’ve suggested:

Sales Pitch Email Example 2:

I’m glad we met at {{where you met}} as I think {{your company}} can help you in your efforts to {{prospect’s goal}}.

Our software will save your reps over 3 hours per week in data-entry.

Do you have 10 minutes this week to talk about what these benefits would mean for your company?

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Don’t forget to follow up..

If the CTA is the most important part of your pitch, the follow-up might be the next most important piece.

Did you know that following up within the hour increases your likelihood of a meaningful convo with a decision-maker by about seven times ? This means that there are different types of follow-up messages that you’ll need. Let’s go over the three most common follow-up types:

Yes responders

First, there’s following up for people that respond positively to your pitch. This type of follow-up is your top priority as these leads are interested and likely qualified compared to non-responders.

No responders

These contacts aren't interested in your product or service. It’s probably your best bet to remove them from your pipeline and focus your efforts on qualified leads.

Non-responders

There are multiple types of non-responders, depending on what all you’re measuring with your email tool or CRM . We recommend tracking opens (who opens the email) and clicks (people who click a specific link in your email—like to a webpage).

Here are a few templates to get a reply out of these non-responders:

Sales Pitch Email Example 3:

For people who opened.

These prospects were interested in your subject line . So it’s worth a follow-up attempt to learn more about their interest. Try this template:

I noticed that you got my message, I’m wondering if there’s any more information I can provide?

Here’s a link to a case study about {{benefits in your pitch email}}. Check it out here: yourcompany.com/case-study-1

{{Signature}}

Sales Pitch Email Example 4:

For people who didn’t open.

I always follow up with the same exact email pitch I originally sent. I just add the following line to my introductory sentence:

I’m following-up to my last email as I wanted to make sure you’re aware of {{benefits your company can provide}}.

{{Text from original pitch}}

Sales Pitch Email Example 5:

For people who clicked.

For folks who click on a link, you should follow up with something relevant to the link they clicked. For example, if a prospect clicks on the link in our email pitch above, we might follow up with something like this:

I noticed you checked out our case study, {{case study title}}. Was there something in particular about the case study that you’d like to discuss?

I think that we could help your company save 50% on CRM costs in the same way that we helped Company XYZ in the case study above.

Do you have 5 minutes to discuss in the next day or so?

Go forth and pitch your company’s benefits.

Now, you have five templates that will help you crush your sales goals . Remember that benefits sell things, not product features or services. And it’s always best to follow up within the hour if possible.

P.S. Don’t let non-responders dampen your motivation—keep following up with them. Not everyone converts on first contact!

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Write an impressive sales introduction email: With 12 templates

Key takeaways.

• Sending a sales introduction email is a way to begin an interaction with new or potential customers.
• An impressive introduction email helps create a distinct impression and lets you build a long-lasting relationship with prospects.
• A customizable sales email template lets you reach more people efficiently while keeping messages personal, improving response rates and sales.
• Smart email automation platforms like Salesmate CRM let you boost your outreach game and drive more business.

Story of Alex, an exhausted sales rep…    

He used to send endless emails daily following a standard email template. 

After some research, he realized that his emails were too generic and started making them more personal, talking about what his customers needed.  

As a result, Alex turned his generic introduction emails for sales into compelling texts and received a 30% hike in email reply rates.  

If you are Alex and get fewer open rates on sales emails, our blog will help turn things around in your favor.  

It covers how to write sales introduction emails that get responses with the 12 best customizable templates.   

So, let’s dive deep into the sales intro email and boost your sales team. 

What is a sales introduction email?  

A sales introduction email is the first email you send to a potential customer to introduce yourself, your company, or your product/service.   

It’s your initial attempt to connect with someone who may be interested in what you offer. 

A sales introductory email aims to grab the recipient’s attention, provide value, and encourage them to respond or take a specific action, like scheduling a  discovery meeting . 

A well-crafted sales introduction email is personalized, concise, and clearly states how the recipient can benefit from engaging with you or your business.

Let’s discover how to write an introduction email for sales next.

How to write a sales introduction email – 9 Quick tips   

If you want to write a sales intro email that gets opened, implement these proven tips: 

1) Crafting a compelling subject line  

A study shows that  47% of email recipients  open emails based on their subject lines. So, a sales introduction email subject line is the key to persuading recipients to open your emails. 

Hence, when writing a sales introduction email, a catchy subject line should be a priority. 

Personalizing the subject line will help you gain higher open rates, as prospects will feel special with personalized emails.  

Also, avoid giving away too much in the subject line of the sales email, as it will be too overwhelming for the prospects.  

Explore more : 60+ Best email subject lines to level up your campaigns  

2) Personalizing your greeting  

To craft the best sales intro email, you must add personalization, which boosts engagement and increases the chances of getting a response.

For instance, instead of writing simply ‘hello’ or ‘greetings,’ add the recipient’s name.

You can also consider including a reference to their recent work, interests, or needs to make the opening line of your email feel more personal and engaging.  

3) Make your email introductory line about the recipient  

Make your first line of the introductory sales email relevant to the recipient by mentioning something specific to them. 

It can be a recent company milestone, an industry challenge, or an interest they have shared.  

Here are some ideas on how the first line for the best introduction sales email: 

• “Saw your latest product launch, here’s how we can boost its market reach.”  
• “I noticed you’re expanding your online presence, and I have some great ideas that might help.”   

These approaches reflect that you’ve researched and care about their needs, making them more likely to engage. 

4) Write an impressive introduction about you  

It is better to start with a quick line about what your company does best.  

Then, mention a problem your customers often face and how you solve it. This will make your email interesting immediately.  

For example, “I’m Jack, a tech consultant. I help businesses work faster by creating apps. If slow tasks are slowing you down, let’s chat about fixing that with an app.”   

This way, you quickly introduce yourself, highlight a common issue, and offer your solution, making your message clear and engaging.  

5) Convey your purpose of emailing clearly  

There are many reasons to send intro sales emails, such as introducing a new product, inviting them to an event, offering a solution, or starting a partnership. So, ensure your email conveys the purpose clearly.

For instance, if you want to set up a sales call, you can write: 

“I saw your work with Amazon and IBM on app improvements. I have ideas that could help with your next project. Can we schedule a call to discuss this?” 

So, be upfront about what you want in your sales introduction email to ensure that it tells the recipient exactly why you’re writing to them.

6) Focus on the recipient over you  

In a good sales introduction email, the priority is given to the recipient’s needs and interests rather than your own, ensuring the message centers around providing value to the customer.

Show you understand their challenges and goals by mentioning specific details, like  “I noticed your company is expanding into new markets but might be facing challenges with logistics.”   

This  need-based approach  shows you’re genuinely interested in helping them, not just making a sale.  

7) Offer value to your recipient  

In your sales email, offer something valuable upfront, like a free resource, expert advice, or a product trial that addresses their specific challenges.  

For instance,  “Seeing that your industry often faces X challenge, here’s a free guide we’ve put together to help you navigate it.”   

This is a proven strategy for building trust. By showing that you’re here to help, not just sell, you make the recipient more likely to respond positively. 

Related read :  How does a value-based selling approach drive success?     

8) Add clear CTAs  

The CTA is critical in an introductory sales email to prospective clients; it informs readers of the action they need to take.

For example, if you want to give a demo about your app, direct your recipients to it through a call to action, such as requesting a demo.

9) Sign off with gratitude 

End your email with a professional signature and a brief thank you, like  

“Thank you for your time. Looking forward to connecting.”   

This gesture shows respect and gratitude without adding extra fluff, making a positive final impression. 

Next, our blog covers the most amazing sales introduction email examples ,  which you can use as inspiration for your next outreach. 

Sales email introduction examples for inspiration  

Each sales introduction email example is unique, showing how to customize your message to fit your audience’s needs and interests for a better connection. 

How to introduce yourself in sales email?  

What’s so impressive  .

This sales introduction email sample leverages mutual contact for building rapport communicates the intent clearly, and adopts a professional yet friendly tone.

It invites a conversation rather than pushing for a hard sell, encouraging a potential relationship.

B2B sales introduction email example  

The email creates a sense of exclusivity by mentioning that the offer is for a select group of professionals who like data-driven work. It also includes a clear call to action by proposing a specific time for a call.

B2C sales introduction email example  

This email sample for sales introduction has an appealing design. It talks about Lisa Nichols, a respected speaker, adding trust and sparking excitement to her speech.

It hints at an emotional journey, sharing how the community reacted to make the reader connect. 

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Let’s explore templates for the best introduction email for sales.

12 Best sales introduction email templates  

Discover these top 12 sales introduction email templates that can help increase your engagement and start valuable conversations with potential clients.

1) C old sales email introduction template

Why this template works  .

This is one of the best sales introduction template emails because it is personalized and takes a few minutes to appreciate the customer’s work. Additionally, it has an interesting subject line.

It maintains a professional yet warm tone that gives a positive first impression and encourages collaboration with a clear CTA to act upon.

2) Sales introduction email to someone in a common connection  

This sales introduction email template works because it starts with a personalized compliment, establishes a positive impact, and shows genuine interest in the recipient’s work.

The invitation for a chat is casual and low-pressure, which can make the recipient more willing to respond.

3) Introduction email to someone you met in person  

This b2b sales introduction email template recalls a shared positive experience, clearly expressing interest in deepening collaboration based on mutual interests. Besides, it proposes a specific next step with a CTA, making it easy for the recipient to engage. 

4) Sales introduction email based on specific triggers  

An event-triggered introductory sales email is sent automatically from your email automation software when someone does something specific, like visit your site, fill out a form, or click a link.

Even though it’s automated, making it feel personal to each recipient is important.

This intro sales email template directly addresses the download source, whether a newsletter or template, that makes the conversation relevant.

It highlights your solution to build credibility and proposes a clear next step, making it easy for the recipient to engage more!

5) Personalized offer sales introductory email  

  why this template works  .

It is an effective sales intro email template that captures attention with a personalized and direct approach. The email emphasizes an exclusive offer demonstrating an understanding of the recipient’s needs. Also, invites engagement through a clear CTA.  

6) Sales introduction email sharing industry insights

This introductory sales email template focuses on providing value upfront by sharing relevant trends and insights, which positions the sender as a knowledgeable and helpful resource.  

It introduces the company’s offerings and suggests a collaboration tailored to the recipient’s needs, inviting further discussion.  

7)  Introduction sales email hitting the pain point  

This template directly addresses the recipient’s primary concern, positioning the sender as offering a valuable and relevant solution.

It’s concise yet informative, highlighting the sender’s expertise and past successes without overwhelming details.      

8) Business event invitation introduction email

This template makes the invitation personal and engaging, highlighting the event’s purpose, benefits, and logistical details. The direct RSVP link and an invitation to bring colleagues simplify the response process and broaden the event’s reach.

9) Sales introduction email template for a service industry  

This template smartly addresses the recipient’s achievements and challenges, offering your service as a tailored solution.

It positions your service as a crucial tool for their success, encouraging the prospect to respond.   

10) Congratulatory sales email   

It starts with a personalized congratulations for a recent achievement, making the recipient feel valued and recognized.

Besides, this smoothly transitions into a collaboration, linking their success with how your services can support their goals.   

11) Sales pitch email template of a new product introduction

Why this template works    .

This is a template for a sales introduction email to a client.

It works well because it’s short, gets to the point fast, highlights what’s special about the product, and makes it easy for the reader to take the next step. This approach grabs attention and encourages a response.

12) Sales introduction email with a social proof  

The template establishes credibility by mentioning past collaborations with industry leaders, establishing trust. It highlights the company’s commitment to exceptional results, appealing to the recipient’s desire for quality and reliability.  

Must check: 27 Best sales email templates  

How to introduce yourself for business – The best way of introduction   

The best way to introduce yourself for business is to be clear, concise, and relevant to the context in which you’re making the introduction.

Here are the four best templates for you to check on introducing yourself:

1) Introducing yourself to a gatekeeper  

Be clear about your purpose when introducing yourself to a gatekeeper, such as an assistant or receptionist.

This template is great because it acknowledges the gatekeeper’s important role and respectfully seeks their assistance, which can lead to a more favorable response.

2) Introducing yourself to a C-level executive  

The sales introductory template quickly introduces yourself and why you’re reaching out, and respects the executive’s time by suggesting a brief discussion.

It hints at how your company can specifically benefit theirs, prompting curiosity and potential interest without overloading with details.

3) How to introduce yourself for networking 

This template creates an immediate connection by acknowledging the recipient’s work and suggesting collaboration based on shared interest.

4) New sales rep introduction email to customer

Why this template works.

This template introduces the new sales rep in a friendly and professional manner, providing a smooth transition for the client. It encourages a two-way conversation, laying the groundwork for a productive relationship.

Next, we will learn some best tactics to craft the best introduction emails for sales.

6 Best practices for using sales introduction email templates  

If you want to boost engagement and response rates, it’s crucial to know how to customize your email template for sales introduction to the recipient’s specific interests. 

Here are some best practices you can adopt: 

1. Research your prospects for personalized cold emails in sales

66% of customers  want brands to know what they like and need. By researching their needs, you can send hyper-personalized sales introduction emails that get responses. 

You can use LinkedIn or other relevant social platforms to gather insights about prospects’ career achievements and interests.

Also, use tools like Crunchbase for funding information or industry common challenges. engaging. Such research allows you to craft messages that resonate on a personal level.

2. Batch customize your sales cold emails  

Batch customization refers to segmenting your prospects based on specific common characteristics or needs and customizing emails for each segment.

Segment your email list using criteria like industry, job title, or previous interactions with your content. Use  email campaign software  to create template variations for each segment.

Customize the opening line and value proposition for each segment, ensuring the message feels personalized.

3. Professional tone & formatting     

Maintaining a professional tone and clean, accessible formatting is essential for making a good impression. 

Your emails should be concise, free of jargon (unless industry-specific and relevant), and easy to read.

To this end, use bullet points or short paragraphs to break up text, bold or italicize key points for emphasis, and ensure your email is mobile-friendly.

Want to know? How to write sales emails that get responses –  Here are the 7 Winning rules .

4. Highlight the value proposition  

Identify the unique benefits of your product or service that directly address the prospect’s pain points. Use data and success stories(like a related case study) to support your claims.

Tailor this section of your sales introduction by linking the benefits to the specific challenges or goals of the prospects’ company to highlight a clear understanding of their needs.

5. Give follow-up plan  

Include a clear call to action (CTA) and a follow-up plan in your email.

This could be a request for a meeting, a call, or a response to discuss further. Tell them when and how you will fold out if you don’t hear back.

6. Test your sales intro emails  

Use A/B testing for various email elements, such as subject lines, email length, and calls to action. Test one element of your introductory sales emails at a time to measure its impact accurately. 

Most  email marketing platforms  offer tools for A/B testing and analytics. 

Analyze open rates, CTRs (Click-Through Rates), and response rates to determine what works best for your audience, and refine your approach based on data.    

Improve outreach strategy with Salesmate Analytics!

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Grow your business revenue with Salesmate CRM!  

Salesmate is a powerful business CRM for personalized communication, boosting the sales team’s productivity, and improving decision-making.

Here’s how Salesmate can help you grow:

• Contact management system to manage all your client data and leads for targeted interactions.
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• Lead scoring model to save time and identify high-quality leads to the business.
• Campaigns to design and launch personalized campaigns in minutes!
• Sandy AI is a personal assistant to boost productivity, from writing emails to scheduling meetings.
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A sales introduction email is a professional way to communicate with your customers. Crafting your intro emails for sales requires careful thought – choosing the right words can make a significant difference.

Moreover, prompt follow-up emails are crucial in the sales process for better engagement and show your potential customers that you value their time and business.

Further, introducing Sales CRM and automation platforms into your strategy boosts results.

Business developers, marketers, entrepreneurs, sales reps, and customer success managers will write introductory sales emails to introduce offerings and initiate business relationships.   

A good sales intro email builds a mutual connection with a stranger by using the space to introduce yourself and your business values. You can quickly ensure expansion by telling a unique way to readers. 

Here are the best tips that you should make sure of while writing an introductory email sales:  

• Crafting compelling subject lines   
• Personalizing your greeting   
• Make your email introductory about the recipient   
• Write an impressive introduction about you   
• Convey your purpose of emailing clearly     
• Offer value to your recipient    
• Add clear CTAs   
• Add an email signature with gratitude 

To stand out in your introduction sales email to a client, personalize it, deliver value by explaining how you can solve the prospect’s problems, and add social proof for credibility.

Mehul Shah, a digital marketer with an uncommon funny bone and a knack for perfection. Mehul has been writing about how Salesmate CRM helps small and medium business, for a long time now! He is a digital marketer and a geek in the Inbound marketing, who likes to spend most of his time researching ways technology is influencing your daily life (positively).

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Top 8 Sales Presentation Templates & How to Create Your Own

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Sales presentation templates are suggested general talking points and partially prewritten sales decks that can help you present your product or service to a prospect. While you can create your talking points and sales deck from scratch, using templates can save you time and result in a stronger presentation. All templates tend to follow a similar structure, but it can be helpful to seek out ones created for your unique situation such as your industry or relationship with the prospect.

Components of a Sales Presentation Template

There are two key components of a sales presentation template: the outline that guides the spoken portion of your presentation (i.e., the talking points you'll follow), and the sales deck template that guides the visual portion (i.e., the slideshow you'll create for your prospects).

More specifically, the components of a sales presentation template include:

• Sales Presentation Outline: A recommended structure of your spoken presentation, including your talking points and the order in which you'll say them, that helps you stay on track and touch on the essential details as you speak with your prospect.
• Sales Deck Template: A predesigned slideshow that includes prompts on each page so you know what to write and in which order, helping you to include the most impactful information for your prospect and inspire them to take action.

There are times when you'll present without slides or send a sales deck for the lead to read through on their own. Below, we've covered these two main components separately and explained how they can work together so you can learn about and grab templates for the outline, sales deck, or both.

If you're interested in learning how to create these components from scratch rather than starting with these templates, check out our articles on how to create and deliver a sales presentation and how to craft a sales deck . Otherwise, continue reading below.

Tailor a Sales Presentation Outline

The first step in creating a sales presentation is to draft an outline that will allow you to efficiently build rapport with your lead, discuss the problem and how your product or service can fix it, and get them to take next steps. Typically, that involves following an outline similar to the below:

• Small Talk and Intros: Briefly chat with your prospect and give your business's elevator pitch to introduce yourself and what you do.
• Agenda-Setting: Refresh the prospect on what you hope to accomplish with this meeting and what they'll get out of it whether or not they choose to move forward.
• Your Prospect’s Pain Point: Remind the prospect of the problem you discussed during discovery, and elaborate on why they can't afford not to resolve it.
• Solution and Benefits: Tease the better world and three benefits they'll experience when they do solve the problem, then introduce your product or service as the solution.
• Social Proof: Talk about a current client that's similar to the prospect and had a similar issue before working with you; share a testimonial if possible.
• Call-to-Action: Make a strong CTA that encourages them to take action with you, such as moving on to a business proposal or agreeing to another meeting.

While the outline above is a good starting point for any business, every presenter should modify their outline to fit their offering, industry, and audience. For instance, product sellers will often add a product demo after introducing their solution. Some salespeople will present to renew or upsell current clients rather than to sell to new ones, which will affect initial intros and small talk. To create the best flow for your situation, read Indeed's article on creating a sales presentation outline .

Customize a Sales Deck Template

Once your sales presentation outline is complete, it's time to translate that into a reusable sales deck. You can also simply start with the deck if you plan to forego a presentation and send it to prospects to read on their own time. It's possible to create a deck from scratch, but you could find an online template and modify it to fit your needs and, if applicable, your presentation structure. As you turn the template into your own deck, you can leave room to personalize it to each new lead.

A standard sales deck template includes the following elements:

• Cover Slide: Include your company logo and name, plus brief but impactful text such as your unique selling proposition (USP) or elevator pitch for your prospect to read right away.
• Problem Slides: Highlight the problem and its implications to inspire your prospect to want to solve their pain points as soon as possible.
• Solution Slides: Show the prospect how their life and business would improve if the problem no longer existed, then introduce your offering as the solution to get them there.
• Social Proof Slide: Include quotes, photos, or case study summaries from current clients that used to have a similar issue but have reached the better world with your help.
• CTA Slide: Write a direct ask so the prospect knows what the next steps are and how to take them with you.

We created a free sales deck template that follows the above elements in the listed order. Check it out below if you'd like a standard sales deck template to use as a starting point for your own:

Like a sales presentation outline, your deck may differ slightly depending on factors such as your product or service type, your industry, and your rapport with the lead. In this case, it can be especially helpful to start with a template designed for your unique situation, then tweak it as needed. Your deck can then serve as a template for you and your team to use moving forward.

Additional Reading:

To find a template that fits your unique business situation, check out our compilation of some of the best free sales deck templates on the internet. There, you'll find templates for different company types, offerings, audiences, and more so you can start with the one that will help you finalize your own deck.

Top 7 Presentation Templates for Various Situations

As a sales professional, you’ll often find yourself presenting your offer in various scenarios, from introducing your solution at a trade show to upselling a current client in your office. To help, we’ve compiled seven sales presentation templates to help you craft a verbal outline and/or a visual deck for any sales situation.

Here are the seven sales presentation templates you can access:

Generic Sales Presentation Template

Multifaceted presentation template that follows the general problem/solution format.

Product Sales Presentation Template

Best template for products that can accommodate a demo within the presentation.

Brief Sales Presentation Template

Effective in situations when you're short on time and an elevator pitch works best.

Current Client Sales Presentation Template

Great for presentations to customers you're already working with.

Large Audience Sales Presentation Template

Rely on this template when presenting to a large audience at an event.

Trade Show Booth Sales Presentation Template

Most effective while working a trade show at an industry conference.

Video Sales Presentation Template

Use this when recording a presentation video that can be viewed anytime.

All seven templates include the universal presentation components. No matter the situation, each sales presentation introduces a problem, names the solution, and ends with a call-to-action. Take a closer look below to see how they differ and why they work for each particular situation, plus best practices for each.

A generic sales presentation is one that’s given by a salesperson or a group of salespeople to a prospective buyer, usually in person or via a videoconference, and with the assistance of a sales deck. Regardless of your business type, your goal here is to educate the prospect on the value of your solution so that they move forward in your sales process.

Expand the below to access a generic presentation outline, deck template, and best practices:

Generic Presentation Outline

Here is the step-by-step generic presentation outline that you can use to create your talking points:

• Introduce Your Business:  Briefly explain what type of customers you generally serve. And deliver your elevator pitch so the prospect has context about what you do. This can be done in one or two slides.
• Build Credibility:  This can be done during the introduction of your business or right after. Mention how many customers like the prospect you’ve helped in the past. Or bring up past successes or experience that positions you as an expert.
• Introduce a Common Problem:  Discuss a common pain point relevant to your prospect, preferably one they mentioned to you during your previous conversations.
• Discuss the Problem’s Associated Costs:  Elaborate on the consequences of not solving the problem. Is it wasting their time? Is it preventing them from reaching certain goals? Agitate the pain so that they realize how important it is to remove it immediately.
• Highlight a Promised Land:  Tease the good life. Paint a picture of a beautiful world where the problem is gone. Highlight three key benefits the prospect will receive in this promised land. “Imagine if” is a powerful opening phrase here.
• Put the Competition’s Solutions on Trial:  Now that your prospect is wondering how to get to this promised land, go through the current options, your well-known competitors, and explain why they fail as bridges to the promised land. Respectfully discuss their shortcomings.
• Introduce Your Solution:  Finally, reveal your solution to the problem. Explain how it works in one to two sentences. Keep the language simple. State the value proposition.
• State Your USP: Explain the main factor that differentiates your product or service from the competition. Show why you’re the best pick.
• Give Proof Your Solution Works: Walk the prospect through a few specific customer success stories, mentioning customers similar to the prospect. Use quantitative success markers like “This company increased their revenue by 32%.”
• Give Your Call-to-Action:  Tell the prospect what you want them to do next and give them the means (contact information, address, etc.) to do it. The prospect will appreciate the direction.

Depending on your situation, there are other elements you could include in your presentation, such as pricing or a team introduction. We go over these presentation elements in our how to create and deliver a sales presentation article — give it a read to learn more.

Generic Presentation Deck Template

Slidebean created a great generic sales deck template that closely follows the outline above. The slides in the deck include about us, mission, before and after solving the problem and the bridge to do so, team, pricing, next steps, Q&A, and contact. Check it out to see if it would be a good starting point for you.

Generic sales pitch deck template

Generic Presentation Best Practices

Here are some best practices for giving a generic sales presentation:

• Follow the 10/20/30 Rule in Your Deck:  The  10/20/30 rule states that a presentation should have at most 10 slides, last no longer than 20 minutes, and use a 30-point font or larger. This ensures the audience doesn’t get bored by text or length.
• Use a Problem/Solution Narrative Structure:  Begin by defining a problem and explaining its costs. Then paint a picture of a better world where that problem is gone, and reveal how the prospect can get there with your product or service.
• Sprinkle Proof Throughout:  Use data points, stats, and graphs to back your bold claims. And include testimonials and case studies from customers similar to the prospect to prove that they can expect to see a similar level of success.

The most important thing to remember is to include the components that work well in every presentation — particularly the problem and how you'll fix it, plus what the prospect should do next.

When you’re presenting a product, showmanship is essential. Nothing sells better than demonstrations of the product. If it’s a potato peeler, peel some potatoes. If the product is something too large to demonstrate in person — like industrial equipment — show a video of it in action. This helps the customer visualize owning it and using it themselves, which assuages any uncertainty that it’ll work.

Click "Show More" if you sell a physical product and want to start with an outline and deck template:

Product Presentation Outline

Here is a sales presentation outline for presenting a product:

• Introduce Your Business:  Tell the prospect a little bit about yourself and your business.
• Open With a Story:  Tell a short relatable story that introduces the main problem you solve. A knife sharpener salesperson might tell a story about how their knife was dull so it slipped and cut their finger.
• List Current Undesirable Solutions:  Go through the current solutions (your competitors) and explain why they fail to solve the problem. This could be because of faulty technology or a missing feature that your product has.
• Introduce Your Solution (Your Product):  If possible, show the product to the prospect. Let them hold it or use it. Name how it’s different from and better than the competition.
• Show the Features and State the Benefits:  While showing them each feature, tell them how it will make their lives better.
• Give a Physical Demonstration:  If you were the knife sharpener salesperson, you’d show them how sharp you can get the blade.
• Show Proof:  Share some quotes from customers who have enjoyed your product or a video of some using it.
• Make a Call-to-Action:  Tell your prospect what you want them to do next, whether that’s to buy now or to schedule another meeting. Create urgency by adding a time bomb, like a discount that ends in the next hour.

This outline works well for physical products like the knife sharpener example, but it also can be effective for presenting SaaS products, especially when you incorporate a sales deck.

Product Presentation Deck Template

Visme's product sales deck template includes slides for the USP, problem, implications, solution and how it works, social proof, and a CTA. Take a look to decide whether it's a good jumping off point for your own product slide deck.

Product sales deck template

Product Presentation Best Practices

Here are some things to keep in mind when presenting a product:

• Let the Audience Take Your Product for a Spin: Hand it over to the prospect and let them try it for themselves. This makes them attached to the product and more eager to own it.
• Show How Other Solutions Are Ineffective:  Present the competitions’ products and how they're flawed. Show videos or in-person demos of the product causing costly problems.
• Be Expressive With Body Language:  Hold up the product, use hand gestures to emphasize points, and smile and nod when making jokes or stating benefits.

Try to incorporate these tips whether you're selling a physical product or a software tool.

Sometimes you’ll only have one or two minutes to present your product or service to a new lead. This could occur on a cold call, at a networking event, or during a quick on-stage presentation at a conference. Usually, your audience knows nothing about your offer. Sometimes, these short presentations are referred to as elevator pitches, although, in practice, elevator pitches should be only 30 seconds.

Check out our brief presentation outline, deck template, and tips below:

Brief Presentation Outline

Here is the sales presentation outline to use when you have only a few minutes to present:

• Open With a Shocking Statement : This could be a startling but true statistic connected to the problem you solve (e.g., Americans read for personal interest for 10 minutes or less per day). It could also be a bold claim (e.g., You’re showering all wrong).
• Tell a Story That Elucidates a Problem:  It has to be a very short story, and the protagonist should be your ideal customer.
• Introduce Your Product or Service:  Tell them the name of your product or service and its main value proposition — its most powerful benefit.
• Explain How It Works in One Sentence:  In a single sentence, clarify how it works and achieves this value proposition — “It does this by X.”
• State Your Call-to-Action:  Ask them for the meeting, the purchase, or whatever it is you want them to do. Try including the value proposition again in your CTA. “If you want to see a 33% increase in X, let’s schedule a meeting for next week to go over it more.”

Start with this outline, but add or cut whatever information you need so you end up with brief talking points that will be effective when used with your prospects.

Brief Presentation Deck Template

Slidebean's brief sales deck template tells the entire story in a few slides. It opens with the main idea and statistics, then moves on to a problem and the company's value proposition and overall story. The solution slide is next, with a Q&A and CTA at the end. It also includes slides for the competition and team, which you can keep or cut for time.

Brief sales deck template

Brief Presentation Best Practices

Here are some best practices for presenting when you’re short on time:

• Share the Most Crucial Information:  When you don't have time to give a full sales presentation, be economical with what you choose to share. Focus on getting across the problem you solve and your main value proposition.
• Speak With Pace:  Long dramatic pauses have no place here. Speak at a faster rate than normal. Get through your entire presentation before time’s up or you lose the lead’s attention.
• Forget the Sales Deck if Needed: You don’t necessarily need the slideshow. Focus on engaging the audience with eye contact, hand gestures, and passion.

To stick to the time you're allotted, follow these tips to end early enough that your prospect can ask a few questions.

This is relevant to anyone upselling or cross-selling a current client. When you’re doing this, you must personalize the presentation to their wants, needs, and goals that they have expressed to you during your partnership. Regardless of outcome, these presentations are great chances to grow your relationship, so start with a template and tailor it from there.

Below, you'll find an outline and deck template for presenting to your existing customers:

Current Client Presentation Outline

Here is an outline for delivering sales presentations to current clients:

• Talk About Past Successes:  Remind them of your value. Share any key performance indicators that you have directly contributed to improving.
• Summarize Your Last Discussion:  A discussion should’ve taken place before this meeting in which you asked the client about their current goals. Bring up these goals to give them context for why you’re presenting to them today.
• Discuss Why They Aren’t Hitting Their Goals: Talk about some reasons why they aren’t performing as well as they could be. For example, perhaps one of their processes is inefficient.
• Pitch the Idea:  Explain how your product or service can solve the problem for them and help them achieve their goals.
• Show Proof:  Show them how other clients like them have benefited by making this particular purchase. Use statistics and case studies here to prove your point.
• Give the Client Use Cases: Share some examples of exactly how the client can use this tool or service in their day-to-day life. Take into account their internal business processes or daily responsibilities while crafting these use cases.
• Make the Call-to-Action:  Ask them if they want a follow-up meeting to go over it more in depth, or if they’d like you to send over a business proposal .

As you run through these talking points, ensure that they know how appreciative you are of their business. This outline will help you get through the key details, but your relationship with the client plays a large role in moving the deal forward.

Current Client Presentation Deck Template

Gong's B2B sales deck template is a great one to use for your current customers. It's highly customizable, so you can easily tailor it to the customers you've had a chance to learn about by working with them for a certain period of time. After the cover slide, it has pages for the nexus, problem, story, value proposition, proof, and CTA.

B2B customer sales deck template

Current Client Presentation Best Practices

Here what to remember when renewing, upselling, or cross-selling a current client:

• Discuss Their Past Successes With You:  To remind them of how well you’ve helped them already, show them a snapshot of what their life was like before they signed up with you and how much better it’s become. Do this at the beginning.
• Personalize It: Bring up use cases — come up with ways your client can use the new or upgraded version of a product to reach their goals or solve their problems.
• Bring in Backup:  If there’s an account manager or someone else who manages the client’s account, bring them along to make the client feel comfortable. They don’t have to present, but they can help kick off the rapport-building small talk beforehand.

As we mentioned above, remember to lean on your relationship in presentations with current clients. It's more efficient to renew and upsell existing customers than acquire new ones, so make them feel special and show them the value you've brought to them so far.

This is effective for large audiences of over 100 people. This often occurs when you’re on a stage presenting your product or service at an industry event (conference, trade show, etc.) that you’re hosting or attending. The audience usually consists of industry peers eager to learn about new brands and solutions that’ll help them achieve their goals.

Here's the template for presenting to many people at a time, plus tips to do it well:

Large Audience Presentation Outline

Check out the sales presentation outline for presenting to large audiences:

• Build Curiosity:  Open with a statement that gets the audience excited for what you’re going to reveal. You could declare that what you’re about to show them will forever change the way they do or think about something.
• Build Credibility:  Quickly summarize your business’s origin story. Then, if possible, chronicle your company’s past successes or product releases and explain how they changed the industry.
• Highlight the Key Problem:  Now, name a new problem in the industry that you plan to tackle. Make it one that’s relatable and painful to your audience.
• Tackle the Competition:  Discuss today’s solutions and cast them aside with your arguments for why they don’t work. It’s helpful to find one feature or approach your main competitors all have or employ and then explain why that is their shortcoming.
• Introduce Your Product or Service:  Reveal your solution to the problem. Show pictures or videos of it on the big screen. Explain its key differentiator and value proposition.
• Go Through Features and Benefits:  If you're using a deck, flip through slides that name and show images of the relevant features while you talk about the benefits.
• Make Your Call-to-Action:  Tell them what to do next, whether that’s to go to your website and sign up or to dial a number on the handout they received before the show.

When you're presenting to a large audience, it can be especially helpful to take advantage of the projector in the room, showing image and/or text slides.

Large Audience Presentation Deck Template

Zuora's large audience sales deck template is a solid one to use for many people at a time. The template starts off with an industry change that will affect all audience members, then explains the implications of the change, especially for companies that don't keep up. It uses the remaining slides to set up Zuora as the hero that can help the audience thrive in this new environment.

Large audience sales deck template

Large Audience Presentation Best Practices

Here are some best practices for presenting to large audiences:

• Practice to Gain Confidence:  Because there are so many people in the room, it can be nerve-racking. You’re going to want to have practiced this presentation a lot so that you’re comfortable. If possible, rehearse on the stage.
• Use the Entire Stage: Usually, you’ll have a lot of space on the stage at these events. Use it. Changes in the audience’s visual field, including your walking, keeps them alert. Also, make sure you consistently switch which part of the audience you’re facing.
• Involve the Audience:  Ask audience members to raise their hands if they hold a certain opinion, have had a specific experience, or are in a particular position. You might say, “Raise your hand if you’ve ever had {insert struggle here}.” This makes them feel invested.

Consider also consulting your peers who have given talks to big audiences. Speaking to large groups is a unique experience in which presenters typically improve over time, so try to bypass some of the clunky talks by getting these tips beforehand.

Sometimes you’ll find yourself at a trade show or conference presenting to cold leads who have gathered around your booth for a quick presentation of your product or service. The goal of this presentation is to quickly turn these leads into prospects hungry to learn more.

Follow the template below when presenting at a trade show booth:

Trade Show Booth Presentation Outline

Here is the outline for a trade show booth sales presentation:

• Quickly Set the Agenda:  Summarize what you plan to cover in your presentation.
• Give a Reason to Stick Around: Include this in the last part of your agenda. This could be a chance to enter into a contest or win an item or a sneak peek at a new feature.
• Help People Self-Qualify:  Start talking about your ideal customer and their responsibilities. Involve the audience by asking them to raise their hands if they fall into one of the mentioned categories. This way, the ideal customers will know to stay.
• Name a Common Desire of Your Customers:  Bring up something that your ideal customer wants. This could be a goal they want to achieve or a problem they want gone.
• Explain How Your Product or Service Satisfies the Desire:  Introduce your solution and describe how it satisfies this need.
• State 3 Key Benefits:  Name three benefits that your buyers will receive with the product or service. It helps to tell anecdotes about specific clients enjoying each benefit you mention.
• Make a Call-to-Action:  Help them move through the sales pipeline by telling them what action to take. This could be to talk to someone at the booth or grab a brochure. Also, give them a reason to comply.

Because trade shows are competitive, consider using both a presentation outline and a sales deck template. This way, you'll have a higher chance of grabbing attendees' attention when they walk past your visual slides.

Trade Show Booth Presentation Deck Template

Venngage's creative sales deck is a good fit for presenters at a trade show booth. It's visually appealing and brief to rope in passers-by and allow them to see the full deck in a matter of minutes. It starts with a title slide, then explains what your company does and how to get in touch with you.

Creative trade show booth sales deck template

Trade Show Booth Presentation Best Practices

Here are some best practices for presenting at a trade show booth:

• Keep It Between 5-10 Minutes:  The trade show members have other exhibits to see. Respect their time and keep it succinct, fast-paced, and powerful.
• Build Brand Recognition:  At a trade show, you might be surrounded by booths filled with competitors. So it’s key to win a spot in your audience’s memory by highlighting your top differentiators that make your brand unique.
• Make Each Slide Stand on Its Own: People might show up at your booth during slide one or four. Therefore, make sure each slide has a straightforward concept in large font that audience members can grasp without having to see the previous slide.

Brevity and enthusiasm are key here. If you can quickly tell your potential clients why you believe in your product or service, you're more likely to stand out in a room of other booths.

Video sales presentations usually consist of a seller standing in front of a camera and/or recording their computer screen and briefly explaining their solution and its benefits. Once you’ve filmed the video successfully, you can use it again and again. Often, businesses film these video sales presentations to put on their landing page, sales page, or any other page on their website designed to convert visitors into leads or buyers. They also use it as a video advertisement.

Check out how to create a video presentation from an outline and deck template below:

Video Presentation Outline

Here is a sales presentation outline for creating your video presentation:

• Introduce Yourself:  State your name and your business. Then share any credentials or experiences that show you’re an expert in the field.
• Name 1–2 Pain Points: Come across as a problem solver by labeling one or two pain points that your target audience struggles with.
• Introduce Your Solution:  Name your product or service and give a high-level overview in one sentence.
• Describe the Promised Land:  Talk about how amazing the viewer’s life will be once they have this solution. Focus on evoking positive emotions from them.
• Walk the Viewer Through the Product or Service:  With the help of images and/or the video, walk the viewer through the basic features. Be sure to highlight the benefits of each.
• Make a Call-to-Action:  Tell them to fill out the form on the page that will collect their contact information. Tell them what will happen after they do this. Or, if they can purchase on the page, let them know where they can do so.

Some of the best video presentations switch between the presenter and their screen. The outline is helpful throughout, and a deck template can be great when you want to show your screen.

Video Presentation Deck Template

We created our own cold leads sales deck template that could easily be recorded into a video and hosted on your website or anywhere else where new leads can find it. The cover slide introduces the company, then it talks about the problem plus your product or service and its benefits. Finally, it ends with a CTA.

Video sales deck template

Video Presentation Best Practices

Here are the main details to keep in mind during a video sales presentation:

• Keep It Brief: Avoid droning on; you want to get to your call-to-action before the audience gets bored and moves on to another web page.
• Focus on Benefits Over Features:  Focus on how the product will improve the buyer’s life. iPod claimed “1,000 songs in your pocket,” but few buyers cared how that was possible.
• Let Your Personality Shine Through:  Share personal stories of your experiences in the industry helping people like them or stories of your own challenges.

These tips will help prevent your prospect from skipping ahead in the video or closing it altogether. Video presentations can make it tough to keep your audience's attention, so try all three of these tips plus any others you uncover as you go.

To learn more about creating your own outline, read our article on sales presentations , where you'll see how to create and deliver your presentation. For more slide deck templates for a variety of situations, check out our sales deck templates article; there, you'll find categories like the above, plus a template and examples for each one that show what a great sales deck looks like in action. Finally, read our sales presentation tips article for more best practices to keep in mind.

Bottom Line: Sales Presentation Templates

Sales presentations are your chance to convince your prospective buyer of the value of your product or service, to come across as an expert problem solver, and to further  nurture  the buyer/seller relationship. To do this, your sales presentation should be tailored to the unique situation in which you find yourself, as well as to the audience. Now, take what you’ve learned from these templates and examples and go build and deliver an amazing sales presentation.

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14 Sales Follow-Up Email Templates to Steal for Your Next Cold Email Campaign

• March 19, 2024

An all-too-common mistake when sending sales emails (or any kind of outreach email) is to overlook the follow-up sequence. Sales teams put all the emphasis on sending a great initial email, while the sales follow-up emails become little more than a box-ticking exercise.

That’s a huge oversight, since research has shown time and again that most sales result from a sales follow up email .

So why then are sales reps still:

• Sending bad emails?
• Timing their emails poorly (for instance, waiting too long to send a follow-up, not waiting long enough, or being too persistent and sending too many emails?
• Just not bothering to follow up at all?

If you’re guilty of any of these, you won’t be generating as many leads or closing as many sales as you could be — guaranteed.

While I’m not going to talk about timing today (if you’d like, you can learn more about that in our cold email masterclass ), what you will get from this article is a number of sales email follow-up templates that should make touching base with potential customers easier, while also helping you send better emails throughout the sales process.

Templates for Sales Follow-Up Emails

Below are 14 templates for sales follow-up emails from my own archives and that I’ve picked up from various other websites. This means others have and may well be using them in their own follow-ups. Unless you want to risk clogging up prospects’ inboxes with duplicate emails, you should use these as inspiration —n ot gospel.

Before you send your first round of follow-up sales emails, take a few minutes to personalize and make your chosen template your own. Then give it a quick review before shipping it.

• Keep it Short and Sweet
• Make replying a one-stroke task for recipients
• Be brutally honest
• Acknowledge their interest
• Show absolute belief in your product’s fit for the prospect
• Follow up from a sales call
• Walk away gracefully

1. Keep it short and sweet

All sales emails should be short, but follow ups should be even shorter. (Yes, this includes your subject lines.) However, this doesn’t mean you have to do away with all the pleasantries. You can be polite, friendly, and (most importantly) human in a quick email, while respecting their busy schedule — as this template goes to show.

Example #1: Get permission to reach out later

Example #2: Give a quick compliment and add value

The second example here gives a relevant and innocent explanation of why you’re reaching out, while also throwing in an easy compliment. After that, it’s a quick win of sharing other content that might interest prospective clients or their followers. Instead of following up for the sake of following up this email attempts to pivot the conversation and provide value.

Finally, that sign off is a simple request that can be answered with a yes or a no. A simple formula like this works because it doesn’t take much time to skim, provides immediate value, and comes off as conversational, instead of salesy. The other benefit is that short emails work better on mobile devices.

2. Make replying a one-stroke task for recipients

You’ve probably seen something to this effect before — or I’d guess that you have, since this type of email pops up in my inbox pretty often. However, that’s not to say you shouldn’t use it yourself. This format is popular because it works. And it works because it makes it incredibly easy for prospects to reply. Just bear in mind that if you use it, you’ll need to pay extra-close attention to how much you adapt it.

Example #1: Hit me back with a number

• Never contact me again
• Now’s not the right time – but I am interested!
• I’m interested and I can respond soon

Example #2: I’m emailing again because…

Example #2 is refreshing because it shows complete transparency into the salesperson’s process: they use a CRM and, after so many days, circle back to gauge interest. The email subject is intriguing to encourage them to open. The sales email also sets expectations and gives recipients an easy out with the promise of not bothering them anymore—all with a simple keystroke of 1 or 0. Truly a win-win for sales professionals and email recipients.

3. Be brutally honest

Few people look forward to cold contact from a sales rep, but we accept it as part of our professional lives. This follow-up email template and email subject recognize that. And it works thanks to its simple, brutal honesty. Because just because your prospect hasn’t responded to your previous messages, doesn’t mean they’re not interested, but it might.

Example #1: Am I bugging you yet?

4. Acknowledge their interest

Prospects know you’re tracking your emails. You know that they know you’re tracking your emails. So why pretend that you’re not? Templates that acknowledge their interest (whether it’s a marketing campaign they viewed or an email they engaged with) can work because they compel prospects to own up to the fact that they’ve shown interest.

Example #1: I see you opened my email

Example #2: I see you’re interested in X, would you like to chat about it?

The second example’s content revolves around a trigger event. If you’re using software like Mailshake, you can track things like email opens and clicks to links provided in the email. Since they clicked something, you know they were at least somewhat interested, so this sales follow-up email is perfect for starting that conversation.

It’s a versatile template, because it could be adapted to downloading white papers or opt-in campaigns before the clear and concise call-to-action brings it home.

Native and third-party integrations give you even more power, letting you push data from your CRM and other tools into Mailshake and vice versa.

5. Show absolute belief in your product’s fit for the prospect

Example #1: Putting your business at risk

I’ve modified this email template (and email subject) slightly from the original source to work as a sales follow up email after you’ve been rejected. Now, it demonstrates your absolute confidence in your product or service, while simultaneously reinforcing how recipients will benefit.

6. Follow up from a sales call

Following up from a sales call is a must. You don’t have to be formal. Showing gratitude and giving a little extra detail can be enough. The email below does exactly that. The template expresses appreciation for the meeting, then jumps right into delivering on a promise to share extra resources. It comes off as purely transactional and far from salesy — even though it’s still essentially a sales message.

Example #1: Here’s all the goodies from our call

• I’ve attached the slides from the presentation just in case you wanted to share them with your team.
• Below you can find a full transcript of everything we discussed.
• Here are a couple of reports relating to the issues we discussed: {{ Link }}& {{ Link }}

Example #2: I learned so much from our meeting

Example #2 starts strong with polite introduction that shows gratitude. From there, it gracefully acknowledges the pain points the recipient is facing, proving that you were really listening. There’s also a bonus line where you can include more reasons your solution is a perfect fit, before wrapping up with an invitation to continue the conversation. If you don’t yet have another meeting scheduled, modify this template to include a call-to-action inviting them to one.

A BLENDED APPROACH Blend phone calls, social media outreach, and general tasks with Mailshake’s Sales Engagement plan .

7. Add value

Sharing wisdom, social proof , statistics, or any other kind of relevant content is always a great practice to deploy in sales. From your first interaction, you want to come off as a trusted advisor and a valuable resource — not just a salesperson waiting to close a deal. The email below shares a piece of content gracefully in a short and concise format. And the email subject line is just as brief.

Example #1: Sharing a quick tip

Example #2: Provide value after a meeting

Email #2 continues the conversation from the meeting, while also adding a personal touch of value (customize it to any hobbies your recipient has shared with you). Doing so keeps the sales follow-up email short and ends the conversation on a casual, non-intrusive CTA. That way you increase your reply rates.

8. Walk away gracefully

Sometimes you’ve hit the end of the road with a prospect, and it doesn’t make sense to keep wasting efforts on them. Rather than just simply giving up, it’s worth throwing a “Hail Mary” email out there to see if it’s enough to wake them up. Make it clear in the email subject that you’re giving them an out if they want it.

Example #1: Is it time to part ways?

Example #2: Perhaps the timing just isn’t right

The second example is a little softer and shows empathy that they might be too busy (or that the relationship isn’t a great fit anymore). It gives respect and reiterates that you won’t reach out anymore. A last ditch effort closes the email requesting to connect if they’re still interested or will be in the future.

There’s no rule that says the focus of a follow-up email should be the fact that you’re following up. The follow-up email template above doesn’t do that, and instead tries increase the response rate by adding value in the form of a piece of advice the rep thinks they’ll find useful.  If you swap that advice for a link to a resource, you’ll achieve the same effect.

Start automating follow-ups with Mailshake

It’s nearly impossible to stay on top of prospect outreach if you’re trying to do it manually. Instead, use an outreach tool like Mailshake to make your email communication scalable.

With Mailshake, you can:

• Personalize email outreach with mail merge
• Win more replies and revenue with automated follow-ups
• Simplify your lead workflow by catching the prospects that turn into leads
• Integrate Mailshake with your entire tech stack

The bottom line is that following up is essential to your outreach strategy and that you should be automating it to get the best possible results.

Remember, the important thing is that you follow up. While it can seem logical to assume that if someone hasn’t replied to your previous email, they’re not interested, that’s not necessarily the case. Very few prospects say “yes” after your initial contact.

Don’t give up before you give your prospects all the chances necessary to get to yes. Create your own sales follow-up email templates using these 14 as starting points, and test them as you continue to refine your cold email campaigns.

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14 Best B2B Cold Email Templates to Get Your Leads' Attention

Published: May 07, 2024

2. Craft an exciting subject line.

“Having spent a decade in sales, I’ve realized the importance of unique approaches when crafting cold emails. It all begins with prioritizing subject lines that capture attention, address specific problems, and offer value to recipients,” says Virag Shah , Vice President of Sales at NamanHR .

This makes sense to me — your subject line is your gatekeeper. I’d recommend crafting and testing different subject lines to create an exciting but credible (not spammy or sales-y) subject line that intrigues recipients.

Your subject line should also be compelling and informative to pique the recipient's interest in the body of the email — and research the prospect so the subject line is personalized to them.

Pro Tip: Use HubSpot’s AI content writer to generate engaging subject lines for your cold emails.

25 Free Sales Email Templates

Save time, find new ways to reach out to prospects, and send emails that actually convert.

• First-Touch Emails
• Follow-Up Emails
• Break-Up Emails
• Full Email Sequence

You're all set!

Click this link to access this resource at any time.

3. Include an enticing and specific offer.

You want your cold email prospects to have a reason to respond, and I recommend doing this by conveying the ultimate value that comes from your offer by keeping your message focused on why you’re reaching out and what your offer is.

When you’ve researched your recipient and their specific pain points, you’ll know the key value points to call out in your email to help you stand out the most.

This is what Bhavik Sarkhedi , CMO of Write Right , does: “We succinctly articulate the unique benefits of our services. For instance, if the prospect's industry suffers from poor content engagement, we highlight how our SEO-optimized content can increase visibility and engagement rates.”

Another great way to convey value is social proof and past successes with other clients. It proves your offer is realistic and attainable, and including numbers and statistics makes it even more exciting.

4. Back up all claims with proof.

One of your biggest barriers to selling is risk. No one wants to be the first customer and work with a company without credibility or experience. Mentioning one of your customers and the results you delivered to them makes you less of a risk.

Your current clients are the best form of proof that you have. You can attach case studies to show recipients what they can expect from going with your offer. . A compelling example can leave your prospect more inclined to work with you.

Matt Little , Director and Entrepreneur at Festoon House , has a unique strategy for the social proof he uses: “The second weapon in my arsenal is social proof with a twist. Yes, testimonials are great, but everyone uses them. I go the extra mile and find a relevant industry influencer who's a happy customer.”

He uses lines like “Did you see [Influencer Name]’s recent article praising [Your Product]? They mentioned how it helped them achieve [Specific Result]” because a name drop of a trusted source builds credibility, shows results, and “Positions your product as the secret weapon of the ‘cool kids.’”

5. Be clear and concise.

A subject line can inspire me to click on an email, but my interest will fall off if the content is the length of a short blog post.

You can avoid someone clicking out of your email by keeping your initial cold outreach short and sweet. The faster a prospect understands what they’ll gain from you, the more likely you are to inspire a conversion or reply.

Focus on briefly explaining how your offer addresses their pain points and helps them succeed, and end with a CTA (more on that below) that establishes the next steps for those genuinely interested. Also, avoid jargon and any fluff that distracts from the value you want to convey.

6. Make sure your copy is human and natural.

You want to make sure your email feels human. When you're too formal, you sound stiff and like a salesperson rather than a person-person. Avoid stuffing your email with marketing cliches and buzzwords. Instead, humanize your approach and write in a way that feels like you.

Kevin D’Arcy, CEO of ThinkFuel , told me you can show personality in your cold emails with a bit of humor. He said, “Humor is a great way to open the door and pique interest. Even a sprinkle of clever sarcasm can make your email stand out — just keep it light and clear.”

Yuvraj Pratap , Founder and CEO of Supplement Launchpad , says, “In a sea of standard, formal emails, a dash of humor can be a refreshing change.”

If you use humor, Pratap says that the catch is to be subtle and appropriate. In short, you risk turning a lead away if you’re cracking jokes and being too informal. He said, “Humor should be subtle and appropriate. It's not about cracking jokes but more about lightening the tone and humanizing your approach…humor should enhance your message, not distract from it. Always ensure that the main purpose of your email remains clear and compelling.

7. Personalize, personalize, personalize.

Personalization is the name of the game. Nearly a quarter of sales professionals told us that the biggest change in the sales field is that personalization is much more important.

This makes sense to me, especially with cold emails — the more aligned and relevant your content is to recipients' interests, the more likely you are to build interest and inspire follow-up.

Personalizing your emails shouldn’t be too challenging if you've already researched your targets. You don’t need to know everything about who you’re emailing, but, at minimum, you should be able to address them by name and call out their unique pain points.

If it makes sense with the context of your email, you can include unique details that relate directly to the recipient, recent press or media coverage, or even a shared interest.

Whatever you choose to say, personalizing your outreach shows that you’re invested in their specific needs and not simply pasting their name into a canned template you’ll send to 25 other leads.

8. Give a clear CTA.

Picture this: your engaging subject line inspired a click. Your opener and value proposition inspire thoughts of “Hey, maybe this is a worthwhile offer!”

The reader reaches the end of your email and is ready to learn next steps, but you sign off and say bye. Your prospect is left confused because you piqued their interest.

That sounds like the opposite of what you want. Reduce the chances of this happening to you by including clear and actionable CTAs in your emails so recipients know the exact next step you want them to take.

For example, if you want them to book a meeting, schedule a call, or even just reply to the email — let them know that that’s what you want.

9. Include a professional email signature

Make sure to take the extra time and set up a professional email signature . This helps you stand out among dozens of other cold sales emails recipients read through every so often.

Including additional contact details here, like links to your social accounts and website, is another great idea. You give recipients the chance to learn more about you and familiarize themselves with your company’s product or service — it can make all the difference between getting a response and not.

Having your job position, company logo, and profile picture in your signature also helps you appear more trustworthy. 

10. Include a P.S. after your sign-off.

This is a unique tip, but Patrick Beltran, Marketing Director at Ardoz Digital , says that using a P.S. is one of his most effective cold email strategies.

To do it yourself, he says to include a P.S. after your email signature. In it, you can summarize the key message of your email content, point out key features, give more details about your CTA, or even inspire urgency with a limited-time promotion.

He says, “In my experience, this is a powerful way to capture the reader's attention and reinforce the main point of the email…Incorporating a P.S. in a cold email allows us to highlight the most crucial elements of our message, boosting the chances that the recipient will respond as we hope.”

If you use Beltran’s tip, he says to ensure your P.S. is concise and direct. Introducing new information at the actual bottom of your email can distract from your message.

Cold Sales Email Templates for B2B

Here are cold email templates that you can use to create emails your prospects will want to open.

1. Best B2B Cold Email Template

Hello [Prospect Name],

I have an idea that I can explain in 10 minutes that can get [company] its next 100 best customers.

I recently used this idea to help our client [SaaS company/competitor] almost triple their monthly run rate.

[First name], let's schedule a quick 10-minute call so I can share the idea with you. When works best for you?

- [Your Name]

The results of this email template speak for themselves:

• 57% open rate
• 21% response rate
• 16 new customers.

When to Use This Cold Email Template: Use this template when you want to quickly share your value proposition and let prospects know what’s in it for them.

Why This Cold Email Template Works:

Why does this sales email template work well when others don't? It feels human.

The offer is intriguing without being pushy. The copy has the basic format and tone of an email you could send to your mom or best friend. The salesperson’s "idea" makes the email less aggressive and aligns with where the recipient is at the beginning of their buyer's journey .

You’re also backing up your claims with evidence from other clients.

2. B2B Email Template for Finding the Decision-Maker in the Company

Hi [First Name],

Quick question: Who handles your team's marketing budget at [Prospect's Company]? They'll want to look into this marketing tool before the end of the quarter — it could help the team hit those lead KPIs in just a few weeks and save your business (and your customers) a lot of money doing it.

I know you're busy, so I won't get into the details of how [product]works right now. But I do want to highlight the benefits we see consistently with our clients:

• X solution/result
• Y solution/result
• Z solution/result

Some of our top clients include [X client, Y client, and Z client].

I want [Prospect's Company] to join this list.

If you are the appropriate person to speak with, what does your calendar look like this week? If not, who would benefit most from this conversation?

[Your Name]

When to Use This Cold Email Template:

Use this cold email template when you can’t find a clear point of contact for your request.

This email template works because it clearly states the purpose of your outreach and includes information about previous clients to demonstrate your credibility.

Most importantly, you’re requesting contact information for the person best suited to handle your request, and you’re giving just enough information for the recipient to figure out exactly who to put you in contact with, if not them.

3. B2B Email Template to Build Rapport

Just left a quick message at the office for you. I chuckled a little bit when I got an automated email this morning from your predecessor, [NAME OF PREDECESSOR] who we worked with briefly, and before him, [OTHER FORMER COWORKER NAME], who we worked with as well ...

First and foremost, congrats on coming into this new role! I'm sure you've got a lot going on - so this conversation might be timely or not. If you're stressed, this is my go-to .

My role here is working with businesses (in the area) on how they can effectively and efficiently drive more traffic to their website, increase conversions, and nurture leads into customers.

How has your first month kicked off so far?

Use this template to establish rapport with a new point of contact at a company you’ve already done business with.

Caroline Ostrander, a HubSpot Senior Customer Onboarding Manager, used this template after researching the prospect and finding a rapport-building opportunity. Not only was she able to relate to the prospect regarding the new job, but she also mentioned their co-worker's names and referenced her other attempts to help their company.

4. B2B Email Template to Establish Value

I saw you recently downloaded a whitepaper about X. I've worked with similar companies in [Y field/industry] and I thought I'd reach out.

[Prospect's Company] looks like a great fit for [Your Company] and I'd love to understand what your goals are for this year.

We often help companies like yours grow with:

If you'd like to learn how [Your Company] can help you reach [X goals], feel free to book time on my calendar here: [Meeting Link]

Use this cold template to nail down the value you’ll provide the recipient.

What do you have to offer the prospect?

I like that this template lets you show exactly what you offer by briefly explaining benefits. This B2B email template also helps you engage and suggest a time to connect in an inviting way.

5. B2B Email Template for Free Offers

Hello Dr. [Last Name],

I'm following up on my previous email with a free tool I think you'll love.

It's a brand analysis survey I created just for you (literally, your name is on it), that will help you understand how your practice is different from other doctors in [insert city they're in].

Click here to begin the brand differentiation analysis survey. When we speak, I'll benchmark your responses against the top physician brands around the country.

I'm sharing my calendar (click here) so we can schedule a convenient time to discuss.

Enjoy your weekend,

Use this template to nurture leads with a relevant and valuable offer to pique their interest.

This email tests the tried and true reciprocity principle — you’re giving your prospect something helpful and useful to them with the goal of having the favor returned.

The convenient CTA at the end of the email makes it easy for the prospect to take action as soon as they can access the free tool.

6. B2B Email Template to Introduce Yourself

I'd like to introduce myself as your resource here at [Your Company Name]. I work with businesses in the [software, healthcare, nonprofit, education, etc.] industry, and noticed you visited our website in the past.

This inspired me to spend a few minutes on [Prospect's Company] website to learn more about how you're approaching [X strategy for customer service, sales, marketing, etc.]. I noticed some areas of opportunity and decided to reach out to you directly.

[Your Company] is working with similar companies in your industry, such as [X Company Name], to help them accomplish [Y goals], and giving them the [Z tools/solutions] to succeed.

Do you have 15 minutes to discuss [Prospect's Company] this week?

If so, you can book time directly onto my calendar here: [Meetings Link]

Looking forward to meeting,

Use this email template when you’re looking to book an initial introductory meeting with a lead.

This template works because it helps you stand out with the strategic yet subtle name-drop that lends social proof to you and the company you represent.

7. B2B Email Template That Gets an 80% Response Rate in 24 Hours

Sorry I missed you on the phone today, I was calling because…. (leave a one sentence reason for your call, or the name of the referral / event that introduced you)

In my voice mail, I mentioned that I will call you back on [DATE] at [TIME] and of course you can always reach me before then at [YOUR PHONE NUMBER].

I look forward to connecting.

Use this cold email to supplement a voicemail you’ve already left.

An email and phone call combo can yield big results in moving a prospect through your pipeline.

This email template works because it’s a brief and friendly follow-up to let the prospect know you're actively attempting to get in touch with them and that your emails aren't just coming from an automated system with no consideration for the person on the receiving end.

Also, not everyone listens to their voicemails, so you’re giving non-listeners the same information over email.

8. B2B Email Template to See if the Prospect is Still Interested

[First Name],

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.

[Your name]

When you’re trying to gauge if a prospect is still interested in an offer.

As a salesperson, you want your clients to know that your attention is focused on them and their needs, and this template works because it lets you do that with personalization. You’re telling the recipient that you’re thinking about them, you remember their needs, and giving them a renewed opportunity to move forward.

9. B2B Email Template That Understands the Prospect is Busy

I'm sorry we haven't been able to connect. Again, I know how hectic things can get at work and with family.

I would be available for a call during [YOUR AVAILABILITY OPTION 1] or [YOUR AVAILABILITY OPTION 2] if that's easier for you. I don't mean to bug you, but I do want to help you manage your team so you can exceed your goals of [GOAL].

To schedule a time on my calendar, just click here: [CALENDAR LINK]

to follow up with a prospect that you know has a busy schedule.

This follow-up email works because it reassures the prospect that you're not trying to be pushy. Instead, it shows that you're willing to meet them where they're at, even if it means scheduling a call outside your availability.

10. B2B Email Template That Opens Up the Conversation

Because I work so much within the [Industry Name] industry, I constantly follow industry news. Recently I noticed that you've [company accomplishment]. Congratulations!

Usually when that happens, [business issue] becomes a priority. That's why I thought you might be interested in finding out how we helped [well-known company or competitor] get going quickly in their new direction — without any of the typical cookie cutter approaches to marketing.

Check out our previous campaigns here — [LINK TO RELEVANT CASE STUDY].

If you'd like to learn more, let's set up a quick call. Schedule 15 minutes here on my calendar: [CALENDAR LINK].

P.S. If you're not the right person to speak with, who do you recommend I talk to?

When you want to initiate a conversation and flex your skills.

What makes this email effective is that it shows that you have a pulse on what's happening in your industry and are genuinely interested in your prospect's success. You also establish credibility with your prospect by showcasing your knowledge — and how it has helped other clients with the same problem.

11. B2B Email Template to Land a Meeting with Anyone

I am writing in hopes of finding the appropriate person who handles [Department (i.e. media)]? I also wrote to [Person X, Person Y, AND Person Z] in that pursuit. If it makes sense to talk, let me know how your calendar looks.

If you are the appropriate person to speak with, what does your calendar look like? If not, who do you recommend I talk to?

Use this template to land a meeting with an ideal prospect.

Keeping it short and sweet, this email template immediately states the purpose and details what you want the prospect to do. It also allows them to pass the information along to the correct person.

12. B2B Email Template for When You Keep Getting Ignored

I've tried to reach you a few times to go over suggestions on improving [Business Needs], but haven't heard back which tells me one of three things:

• You're all set with [Business Need] and I should stop bothering you.
• You're still interested but haven't had the time to get back to me yet.
• You've fallen and can't get up, and in that case, let me know and I'll call someone to help you.

Please let me know which one as I'm starting to worry!

To re-start contact with an unresponsive prospect.

Let’s face it: being left on read comes with the territory of sales. This email template helps you navigate being ignored by a prospect by reminding them of your intentions with a humorous, low-stakes sign-off.

13. B2B Email Template That Appeals to Pain Points

Many of our enterprise customers like [Competitor] have huge sites and multiple domains, making it tough for them to manage their [Business Need] effectively.

After they started working with [Your Company], [Competitor] was able to use [Your Product] to improve [pain point].

The [X results] they achieved through their work with [Your Company] also drove over Y% growth in [clicks, followers, sales, etc.].

Want to dig in further to see how our [Your Product] can benefit your organization? I'd love to chat over a 15 minute call to share more.

You can simply reply to this email and I'll set up a time for us to chat!

When you want to let a prospect know you understand their needs.

This email is appealing because it provides an example of how the product helped solve a problem for another customer, establishing credibility with the prospect. Then, it gives them the opportunity to reply and learn more about how the product could benefit them.

14. B2B Email Template for Connecting With People Who Downloaded From Your Website

This is [Your Name] from [Company]. I noticed that you [downloaded/watched/listened to] our [piece of content], [link].

I just wanted to make sure you got the [piece of content] and to see if you had any questions. There is a lot of information in there, and I thought I might be able to help you find the answers you are looking for.

Let me know if you would like to schedule some time to chat.

To engage with a prospect you know is interested and engaged with your website content.

This template works because it builds on the interest the recipient has already expressed in their engagement with your website. It offers a segue into establishing rapport and helps you flex your expertise in offering to help them get the most out of your content.

How Not to Send a Cold Email for Sales

• Cram several ideas, talking points, and CTAs into the email.
• Make it lengthy.
• Talk about and celebrate yourself or the business instead of the customer.
• Make it fancy.
• Add too much fluff, jargon, and filler phrases.
• Write like a robot.
• Use too many emojis and other special characters.
• Make several spelling and grammar mistakes.

If you have a targeted lead list and your response rate is less than 10% with personalized emails, your emails could use some work. Let's say a B2B company comes to you for help with their emails. They offer an incredible service for the SaaS space but aren't very successful with their sales emails. Their response rates are below 2%.

After about a month of working together, you create a single sales email template that gets them more than 16 new customers. Let's dig into what was wrong with their previous approach by touching on some of the reasons why emails fail .

1. Cram several ideas, talking points, and CTAs into the email.

You might have an amazing product, but if you highlight too many value props in your emails, you'll confuse readers. After all, a common sales adage goes, "A confused mind says no."

With this in mind, stick to one idea in your email. All of the copy you write should support that one idea, whether you're piquing their interest, adding value, making a persuasive claim, or providing proof to support your claims.

Avoid adding these common missteps in your sales emails:

• Multiple themes in the email
• Claims irrelevant to your main point
• More than one call to action

2. Make it lengthy.

Generally speaking, your buyers don't want to read a mini-ebook in an email if they don't already know who you are. You first have to provide value and establish trust before you can earn their attention.

With that in mind, structure your cold sales email in a way that clearly and concisely communicates the following:

• The value you add
• The offer you're making
• The proof that supports it
• The action you want the prospect to take

If your emails are running too long, here's what to watch out for:

• Muddying details and irrelevant information
• Boasting or making claims that aren't grounded in fact
• Asking the prospect to do too many things ("A confused mind says no.")

There's not a hard word or character count that makes for a successful sales email. Email copy should be as long as it needs to be to achieve your desired outcome. With this in mind, sales email length can vary according to what your buyers' preferences are, what their intent is, and how much engagement you can get out of your copy.

Long-form sales emails do have their place. For example, Close.com states that they use a long-form sales email because their subscriber engagement rate is high enough to warrant one.

However, in many "cold" emailing situations, you may not have that high level of engagement to justify it.

3. Talk about and celebrate yourself or the business instead of the customer.

Just like in real life, too much "me, me, me" can be grating. Don't let your email talk way too much about why you're awesome, especially if you're reaching out cold. Instead of talking about yourself, focus on helping the prospect overcome a problem they have.

Double-check to make sure your email doesn't:

• Lack language around your prospect's pains
• Have copy that focuses on features rather than benefits

4. Make it fancy.

Overly fancy email templates can make your emails seem impersonal and spammy — even with customization. No one thinks they're getting a personal email if it's too pretty.

Keep an eye out for:

• More time being spent on visual collateral rather than copy
• Generic language that reads as though it could apply to anyone
• A lack of segmentation in the email list

5. Add too much fluff, jargon, and filler phrases.

I know that sending a sales outreach email can be nerve-wracking. It’s easy to get caught up in concern for what the person on the other end thinks of you.

If it’s any consolation, I don’t remember the name of any salesperson that has sent me a cold email or any salesperson who sent repeated emails.

If a prospect doesn't know you, then they know they're probably being sold to. Soft language just beats around the bush and undercuts your message, which defeats the purpose of a cold email.

Watch out for these email phrases to avoid :

• "You don't know me, but..."
• "Whenever you have a second..."
• "I know your time is valuable, but..."
• "Would it make sense for us to chat?"
• "Sorry to bother you..."

Instead, use phrases that clearly convey value, get to the point, and call the prospect directly to action.

If they're not interested, they wouldn't do it anyway. Softer language won't change that fact.

6. Write like a robot.

It's a mistake not to include a human element in your emails. Cold, rigid emails that do nothing but harp on generic marketing points are a surefire way to turn prospects off.

Scan your email before you send it to catchphrases like:

• "To whom it may concern"
• "Thanks in advance"
• "I guarantee that this product will..."

Instead, rely on what you know about your buyer persona and create personalized messaging that asks them questions and speaks directly to their pains.

7. Use too many emojis and other special characters.

Avoid typing like this!!! It can be seen as spammy and unprofessional!!!

A well-placed emoji or exclamation mark can add a little flavor to copy, but the caveat there is "well-placed."

Avoid too many special characters such as:

• Exclamation points
• Parenthesis

Instead, I recommend being as straightforward as you can. Be sparse with your emojis, bolding, and italics, too.

8. Make several spelling and grammar mistakes.

Speaking of spammy, sending messages with too many grammer or spelling mistake are a good way to look sloppy (haha). At worst, it erodes trust and your authority and professionalism into question.

To maintain credibility with prospects, I recommend:

• Reading your email aloud before sending
• Running it through a spell checker
• Asking a colleague to proofread

Below, you'll find a template library you can use to turn your email game around (plus a number of additional templates for inspiration).

More Cold Email Templates

Cold emails are common in sales, but they’re also not just for sales.

Other opportunities call for cold emails, and below, I’ll share more cold email templates for different use cases.

1. Cold Email Template for Guest Post Outreach

Hi [Recipient's Name],

I'm [Your Name], and I admire the content on [Recipient's Website]. I specialize in [Your Niche] and have successfully contributed to platforms like [Link to Previous Work 1] and [Link to Previous Work 2].

I'd love to offer a guest post on [Topic Idea 1], [Topic Idea 2], or explore topics aligned with your audience. Let me know if you're interested, and I can provide more details and samples.

Looking forward to a potential collaboration!

Best regards,

[Your Contact Information]

To land guest blogging opportunities.

I like this email template because it's a concise introduction to you and your skillset, and it establishes credibility and expertise by linking to previous work. You’re also offering topic ideas as a proactive CTA to drive engagement.

2. Cold Email Template to get Press Coverage

I'm [Your Name] from [Your Company]. We’re a [product category] company that helps [customer base] with [purpose of your product].

I [read, consume, related word] your content on [outlet or publication name], and I’m reaching out to see if you’d be interested in a story about [product or offer you’re seeking press for]. I think it’s a great fit for your audience because [explain how your offer or product fits].

[We are or I am] available for interviews and to provide additional insights, and you can check out our website here [hyperlink] and watch product videos here [hyperlink].

Let me know if this is of interest to you. Thanks so much for your time and consideration!

To pitch your offers’ compelling story to media outlets, publications, or even journalists for press coverage.

This template works because it leaves little guesswork for the recipient about why it would make sense to give you coverage. It outlines exactly what you want covered, how it relates to the recipient and demonstrates your readiness for media interviews.

It’s also professional and formal, as a more conversational tone is not a good strategy for press requests.

3. Cold Email Template for Public Relations

Hey [Recipient's Name],

My name is [Your Name], and I work [at/for] [brand or company]. I've been following you on [channel] and really love your [type of content] about [topic].

At [brand or company], we [your offer and unique value proposition]. I'd love to send you our [relevant product or service] so you can try it and share some feedback with your audience. I think you'll appreciate how it [how your offer will meet their needs].

Let me know if you're interested. Thanks!

[Your Position and Company]

Use this cold email template when you want to offer your product or service in exchange for a review and brand visibility.

This template works because it establishes a personal connection and highlights a value proposition that could generate excitement for this exclusive opportunity.

4. Cold Email Template for Collaboration Proposal

I’m [your name] from [company or brand], and I’ve been a fan of you for a while. I really enjoy [specifics of what you like].

I think there’s great potential for us to collaborate. Combining our [strengths you share] and expertise in [relevant topic area], we can complement each other's strengths and do something truly impactful for both our audiences. Here’s a few of my ideas:

• [Brief Idea]

I’d love to schedule a [next step] and dive deeper into how we’d work together. Let me know if you want to join forces.

Use this cold email template to reach out to collaborators for mutually beneficial opportunities.

This template works because it uses a friendly and approachable tone and highlights the relevance of a collaboration between you and the recipient. It also presents a clear CTA to initiate further discussion of the brief ideas you’ve shared.

5. Cold Email Template for Job Recruitment

I hope you’re well! My name is [You’re Name] and I’m a recruiter [at/for] [company or brand name]. I’m reaching out because I’m hiring for [position], who will play a key role in [position goal].

I came across your [] on [channel], and your experience with [recipients past experience] and I wanted to see if you might be interested in learning more about the role.

If you’re interested, here’s a link to my calendar where you can schedule a [next step]. This would be a no-strings attached exploratory call to learn more about the role and your interest.

[Company and Position]

Use this cold email template when you’ve identified a qualified candidate for a role you’re recruiting for.

This email template works because it gets rid of any long-winded explanations of company details and role expectations for something more relevant: a direct explanation of how the potential candidate relates to the role.

It also offers a casual form of follow-up, letting the recipient know that they won’t be jumping into a job interview if they schedule a meeting.

Send B2B Sales Emails That Prospects Will Read

Crafting the perfect cold sales email can be tricky, but these tips and templates are a great place to start. Above all else, remember to keep it simple and helpful. By understanding exactly what not to include in your sales email, you'll be able to cut through the noise in your prospect's inbox and truly stand out as a solutions-oriented partner to their business.

Editor's note: This post was originally published on March 7, 2019 and has been updated for comprehensiveness.

Crafting the perfect B2B cold sales email is both an art and a science. They must include a compelling subject line and engaging message all within a skimmable length — but writing cold emails is not always as easy as it sounds. Balancing a friendly tone with getting to the point can be tricky. Crafting a CTA that is inviting and not forceful takes skill.

Luckily, you won't have to figure it out on your own. In this piece, I’ll share expert tips on best practices, templates to use, and what not to write in your next cold email to give you the confidence to write attention-grabbing emails that prospects want to read.

Editor's note: This post contains an excerpt from the book The Predictable Revenue Guide to Tripling Your Sales , and is published here with permission.

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1. Research and understand recipients' pain points.

A pain point is something your prospect is consistently struggling with. Pain points can range from unmet needs on the individual level to major problems plaguing an entire company.

The best way to uncover these pain points is through research. I recommend doing this before anything else in your process, as it impacts every element of what you’ll include in your email, from the keywords you use in your subject line to the unique offer you present.

Bruno Gavino , Founder and CEO of CodeDesign , says he always takes the time to research before reaching out. He said, “Before writing a cold email, I conduct thorough research on the potential client's business, industry trends, and even their competitors. This allows me to understand their specific needs, challenges, and opportunities.”

Once he’s uncovered their key pain points, he tailors his emails to speak directly to the recipient's pain points, and how his offer is a direct solution. He adds, “This customization shows the recipient that I have a genuine interest in their success and am not just sending a generic sales pitch.”

And, directly tailoring email content to pain points builds trust and shows that you take recipients seriously.

Don't forget to share this post!

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