Issue #24

How to write a sales email + sales email template download

Conversions Marketing Monetize Your List
12 min read
In this Article

Making the sale is one of your top priorities in business.

Your sales growth will be one of the biggest determining factors of the success of your business. And while it’s great to increase your social media following and website traffic, if it doesn’t positively affect your sales, it isn’t helping you scale.

How do you get better at making the sale? One area to focus on would be your conversion copywriting. When a lead takes action or becomes a customer, we call this a conversion.

How to write a sales email

When you create a conversion-based sales email template, your goal is to have the person who receive your sales emails take an action. This means they might jump on a phone call to discuss your proposal, schedule a video call to walk through a demo presentation, or meet you in-person to talk about customized solutions for their business.

These tactics are most commonly used in the B2B world, meaning businesses that sell products and services to other businesses, but conversion copywriting is still important in B2C (business to consumer) markets. The outreach process just looks a little different depending on your industry.

We want to focus more on the B2C side of conversion copywriting with our sales email examples today. As you read through what should be included in every sales email, you’ll have the opportunity to test it out for yourself. Practice makes perfect, especially when you create your first sales email template.

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A step-by-step guide on how to write a sales email

Before you craft a sales email template, it’s good to start with market research. If you don’t understand your potential customer base, it will be more difficult for you to make a connection when you send a sales email.

Some executives and entrepreneurs get dozens or sometimes hundreds of sales emails sent to their inbox each day. With so many sales pitches coming their way, you’ll want to find ways to make yours stand out.

One of the best ways to do this is to personalize your emails. You don’t have to create each email from scratch, but you will want to leave a little wiggle room for personal details.

By doing your research, it shows that you didn’t just copy and paste the same sales email you sent to someone else in their industry. Personalizing your sales emails takes some extra work, but you’ll have an easier time convincing the person to call or email you back if you put in the initial work.

Once you have done your research, you can begin to outline your sales email to create a reusable template that can be easily personalized. Inside each sales email template, you’ll want to have a few key elements.

Write an enticing subject line

You can put a ton of work into crafting the perfect sales pitch inside your email, but it’s wasted effort if the person never clicks on it.

When you open your inbox, what is the first thing you do before opening an email? You probably read the subject line to see if it’s relevant to you.

Subject lines tell your customer lead what your email is about by teasing them with a little information. If they are intrigued to learn more and open your email, you’re doing it right!

Subject lines can be one of the trickiest things to write. You only have so many characters to entice them to open your sales email. This is even harder now that 40% of people open emails on their mobile device first, which usually shows four to seven words of your subject line before it cuts off.

How do you write a subject line that is short and sweet, but also gives a compelling reason for your audience to open your sales email? That’s the million-dollar question.

While there’s no one-size-fits-all rule to what will work, here are a few things we’ve gathered and noticed.

These commonly used words can actually tank your sales email open rates if you aren’t careful. Tread with caution when using any of these (or, better yet, just strike them from your list!):Words not to use in sales emails subject lines

It’s great if you can put the person’s name into the subject line to show that you personalized it. You could also put the name of a mutual connection that suggested you should both connect. This will build trust with your audience member before they read your sales pitch.

Here are some other good subject line examples from Hubspot:

  • [Prospect name], question for you re: [topic]
  • [Mutual connection] suggested I say hi
  • Strategies for achieving [result they want]
  • How are you [leveraging, responding to] [recent trigger event]?
  • Question about [prospect’s goal]
  • Just read your post on [topic], and …
  • Have you considered [idea or strategy]?

When you write your subject lines, don’t forget to measure your open rates. This stat will quickly tell you how successful your subject lines are. Most companies shoot for a 30-50% open rate, but we recommend looking into your industry standards.

As you compare subject lines, you can create an A/B test to see which variation performs the best. During an A/B test, you can take a small subset of your audience to send one subject line to while sending another subject line to another small subset. Once you determine which subject line does best, you can use the winning one for the rest of your sales emails. (Psst, it’s one of our favorite ConvertKit features, too!)

Write an engaging email opening

Someone has clicked on your email based on your subject line… now what?

The first thing they’ll see is your opening line. Sales emails can sometimes get a bad rap because of how cheesy or overused email opening lines can be.

Some of the worst ones sound like:

  • “You don’t know me but I’d love to talk to you about…”
  • “Can you spare a few moments of your time to talk about…”
  • “Are you currently looking for a solution for…”
  • “I have a special offer for you…”
  • “It’s your lucky day because…”
  • “I was looking at your website and…”

And our all-time least favorite: “Hi, my name is…”.

Instead, you want to open our sales email with a more engaging opening line.

This is the greatest place to show that you’ve done your homework. The more you personalize the opening line, the better.

You can:

  • Congratulate them on a recent promotion within the company
  • Share that you’ve read one of their recent blog posts,
  • Introduce yourself based on a mutual connection you both have.
  • Chat about other interests you share with one another (maybe you check their social media to find these out)

Once you have personalized your opening line, you can transition into the body copy of your email. This is where you’ll introduce your company, the solutions you offer, and how it is relevant to their problem.

Write concise body copy

Your body copy is essentially the “meat” of your sales email sandwich.

While it can be tempting to put all of the information you possibly can into your body copy, most people will simply skim your emails.

You don’t want to take up too much of their time in the body copy. Instead, you can create sales copy that directly addresses their pain point, share that you have a solution or strategy to help, and transition into your call-to-action.

You can start by asking an insightful question that relates to the research you’ve done on the company. Make sure your body copy speaks to the overall business goals of your prospect.

We recommend keeping your body copy to about five sentences max. This allows you to give a taste of the information you’ll share with them on a phone call or in-person meeting without your email turning into a novel.

It’s especially important to have short body copy if your sales email is your first real interaction with the person. With cold pitches, you want to make your case and quickly get to the call-to-action.

If you are having a difficult time getting to the five sentences mark, you can always add a sentence that states you have more information to share with them or that they can request more information if they are interested.

That way, your customer leads can decide how much information they want from you before you send it all upfront. That’s the surest way to overwhelm anyone!

By giving them the decision on whether or not they want more information, you’ll also be able to see which customer leads are “hotter”, meaning they are more interested in learning about what you offer.

Create a clear call-to-action

Now that you’ve primed your audience with the body copy, you can move on to one of the most important parts of your email: your call-to-action (CTA). You may have heard of a CTA before, but it simply persuades your audience to take a specific action.

In this case, your call-to-action could be scheduling a phone call, in-person appointment, or simply replying back to your email if they want more information. We often see that phone calls garner the highest conversions because of how easy it is to jump on a phone call, but choose whatever method works best for you and your prospects.Create a clear call to action in your sales emailHaving a strong and clear CTA is essential to your sales email. Without it, you may have a great sales pitch but your lead won’t know what they need to do next if you don’t clarify which action will help them move forward in the process.

When you think about your call-to-action, keep your overall sales funnel in mind. What are the next steps after someone takes action on your sales email? How does it relate to the bigger picture of your sales and onboarding process? Once you map this out, you’ll be able to confidently choose a relevant call-to-action.

You can also add link triggers to your call-to-action so when it is clicked, you are able to tag interested members within your email list. You can do this easily in ConvertKit with our automated link triggers. Then you can keep up with your connections and ensure they get the most relevant information sent to their inbox.

Pro tip: You might want to add a deadline to your call-to-action to increase urgency. This is a good element to test to see how well your audience reacts and participates with it. Deadlines can often get people to act quickly if they are interested, so it may be worth implementing into your sales email strategy.

Add an easy-to-access email signature

After placing your call-to-action in the email, you can sign off with a simple email signature. It usually will include your name, your company (or the company you work for), and possibly your position title if it is important to what you do.

Some salespeople put links to relevant articles or add social media handles to their email signature, but we recommend keeping it simple with the elements above. You can create email signatures with free tools like Hubspot’s Email Signature Generator or create a branded email signature with Wisestamp for as little as $2.99/month.

Respond with a timely follow up

Respond in a timely action to your sales emailsJust because someone doesn’t reply back to your first email doesn’t mean they aren’t interested. It may have gotten buried in their already full inbox, or they simply forgot to take action. This is a great opportunity to follow up with your lead to see if they are still interested in talking with you about a collaboration or opportunity.

If you sense that the person is busy, you can follow up after a week to see if they got your email and had a chance to look it over. You can restate the call-to-action and sign off with a personal note about how you are excited to talk with them soon.

This follow-up email should be shorter than the initial email, but you can include that you are happy to send more information their way if they are still contemplating if your product or service is the right fit. Anything you can add to make taking action easier is great!

Before you send your first sales email, download this sales email template

Remember that it should be more about them than it is about you.

Instead of focusing on all that your business can offer them, address their pain points and help them feel seen, heard, and understood. This will help you create a stronger connection, even with a few short sentences.

Your first sales email template is just that: a template! You can continue to experiment with it and test each element to see what performs best. Your first version is only the beginning. The more you test, the better off you’ll be in seeing conversion improvements over time.

And if you want a little extra direction, download our sales email template below to help you get started.

Sales Email Template

Start your business today

When you’ve got an idea, don’t waste your time and money building a website. Starting your business with a landing page and a email list means you can start today.

Create a free ConvertKit account

Kayla Hollatz

Kayla Hollatz is a copywriter and content creator for creative entrepreneurs who want their words to connect and convert. Few things make her happier than ghostwriting for clients in her studio, aka her four-season porch with a lake view. She can frequently be found fighting Minnesota winters with a mug of hot chocolate in hand.

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