Sales emails are an extremely effective tactic if done right - we've prepared a bunch of best practices, 17 top email templates and a video to get you started with some inspiration for your first cold email campaigns.
Consider who you're emailing The email copy that works great for one customer segment might totally miss the point with others. Unfortunately, there are no one-size-fits-all solutions - thus testing is your best friend.
Keep it short Nobody wants to read an entire novel in their inbox. Keep them short, frank and to the point.
Don’t focus on features, focus on the value you bring Your prospect doesn’t care about your features. What she cares about is the value you can provide to her and her company.
Have a single, clear CTA (Call-To-Action) Make sure you only ask for one thing - even if it’s just a simple, short reply. Sometimes you just want to start the dialogue.
Make it stand out Think about all the aspects of your email that will help it stand out in the inbox: subject line, length, social proof, email signature, etc.
Always be personalizing Make sure that include some references to their company, their mentions in the press, recent achievements, common connections, etc.
Test, automate and scale Always test different approaches to see what works best. Scale and automate the sales email campaigns by using the right toolset.
In working with other (INSERT INDUSTRY OR POSITION), one of the key issues they’re struggling with is (INSERT KEY ISSUE).
This past year we helped numerous companies to (INSERT BUSINESS DRIVER), resulting (MONEY SAVED, REVENUE ADDED, PRODUCTIVITY INCREASES).
If this is something you’re challenged with too, let’s set up a quick call. I have some ideas that might help.
All the best,
Template #2 - Challenge the current state (Source):
My name is (CONTACT.FIRSTNAME) with (CONTACT.COMPANY).
We help (SPECIFIC COMPANY TYPE) with (ONE LINER).
I wanted to learn how you handle (THINGS YOUR COMPANY HANDLES) at (COMPANY NAME) and show you what we’re working on.
Are you available for a brief call at (TIME OPTIONS)?
I hope this email finds you well! I wanted to reach out because (EXPLAIN HOW WE GOT THEIR CONTACT INFORMATION AND HOW WE RELATE TO THEM: TALKED TO A COLLEAGUE, SAW YOUR COMPANY ONLINE, ETC...).
(NAME OF COMPANY) has a new platform that will help: (YOUR TEAM AT) (ORGANIZATION NAME) (ONE SENTENCE PITCH OF BENEFITS).
I know that (OUR PRODUCT) will be able to help (NAME OF YOUR COMPANY) (INSERT HIGH LEVEL BENEFIT HERE). Are you available for a quick call (TIME OPTIONS)?
Template #4 - Prospect "in the news" trigger (Source):
Because I work so much with (YOUR TARGETED INDUSTRY), I constantly follow industry news. Recently I noticed you’ve (INSERT COMPANY ACTION).
Usually when that happens, (INSERT BUSINESS ISSUE) becomes a priority. That’s why I thought you might be intestered in finding out how we helped (VANITY CUSTOMERS) get going quickly in their new direction - without any of the typical glitches.
If you’d like to learn more, let’s set up a quick call. How does (TIME OPTIONS) look on your calendar?
P.S. If you’re not the right person to speak with, who do you recommend I talk to?
Template #5 - Looking for the right person (Source):
I’m trying to figure out who is in charge of (LEADING GENERAL STATEMENT) at (COMPANY).
Would you mind pointing me towards the right person please, and the best way I might get in touch with them?
Template #6 - Infographic & the right person (Source):
I am doing some research on (CONTACT.COMPANY) to determine if there is a need for (INSERT YOUR STRONGEST PAIN POINT).
Could you please help by pointing me to the appropriate person there that may have an interest in a brief discussion?
For context – Here is a short infographic introducing you to (YOUR.COMPANY).
In advance, thank you for your help.
Template #7 - Full transparency + social proof:
I’ll be honest, this is not “another sales pitch” from (YOUR COMPANY NAME), I’d like to send you a 2-minute demo video of (VALUE PROP): (VIDEO LINK)
We are (SOCIAL PROOF - WHO’S YOUR INVESTORS, HOW MUCH HAVE YOU RAISED?) and our key customers include (VANITY CUSTOMERS), etc.
One of our core value props is “(VALUE PROP TAGLINE)” and we would like to offer everyone a 1-on-1 with our Customer Success experts to simply discuss best practices (VALUE PROPS).
Who is the best person to speak with about? (Let us know if there’s someone else who heads up those efforts.)
Template #8 - Comparison with competitors (Source):
I understand you are (TITLE) at (COMPANY NAME), and given that our customers who used to use similar technology, a chat may be beneficial.
In short, we’ve created the (T) () have been craving by (INSERT HIGH LEVEL BENEFITS). The difference is obvious – see for yourself.
Are you available for a brief chat (TIME OPTIONS)?
P.S. Feel free to compare us with others (LINK TO COMPARISON PAGE). We want you to :-)