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How to Write a Sales Email that Books Meetings and Closes Deals

45 min read
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Most people believe that sending sales emails can help them generate sales.

But that’s not entirely true.

In most cases, sales emails only start a conversation with a prospect. 

Calls and meetings close deals.

But, sending sales emails is an essential first step. If you nail it, you can schedule calls and meetings later on. 

That’s why it is critical to learn how to write a sales email. 

They help us initiate contact with potential prospects, nurture leads, and book those first meetings. 

So how can you write a sales email that gets noticed, opened, and speaks to your prospects in a way that builds trust and rapport?

In this post, we’ve shared a proven framework that will help you write effective sales emails.

We’ve also added ready-to-use templates for different buyer personas and sample sales email subject lines that you can take inspiration from.

How to Write a Sales Email – Table of Contents

How to Write a Sales Email that Converts: A Step-by-Step Guide

To increase sales for your business, it’s essential to master the art of writing effective sales emails.

It should be your top priority.

That’s because sales emails serve as a powerful tool to connect with potential leads, nurture relationships, and close more deals.

Ideally, your sales emails must grab your prospects’ attention, provide value, and persuade them to take a specific action. 

It could be anything — replying to your message, scheduling a meeting, requesting a demo, or completing a form.

So, how do you write such sales emails?

Below, you’ll find a straightforward, step-by-step framework that will empower you to write sales emails that get conversions.

Ideal Format for Meeting Request Emails

Step 1 – Write a Persuasive Subject Line

Your cold email subject line is the first thing that your prospects see.

Based on it, they decide if they want to read your email or not. Basically, it’s your gateway to a conversation.

That’s why it’s important to craft subject lines that catch your prospects’ attention. Effective cold email subject lines make the readers want to check the content of your emails.

Key Tips to Write Persuasive Subject Lines:

  • Keep it Short – Most email platforms truncate subject lines if they’re too long. So, it’s best to write short subject lines, ideally under 60 characters.
  • Be Clear, Not Clickbaity – The purpose of email subject lines is to pique your prospect’s interest. But it must also genuinely reflect the content of your email. Otherwise, your prospects simply delete or even mark your email as spam.
  • Use the Prospect’s Name – To add a personalized touch to your subject lines, add your prospect’s name. With this strategy, you’re more likely to catch their attention.
  • Convey Value/Benefit – When you highlight the key benefits or the value that you offer, you clearly communicate what’s in it for them. This gives them a reason to open and read your emails. 
  • Mention Pain Points – When you address a specific pain point in your subject line, it immediately resonates with recipients who are experiencing that challenge. It tells them that your email might contain a solution or valuable insights related to their problem. As a result, they want to check your email, ultimately increasing your open rate.
  • Avoid Spammy Words – ESPs can send emails to spam folders if they contain spammy words like “Free” or “Guarantee.” Avoid using such spammy words in your email subject lines.
  • Don’t write in ALL CAPS – Writing subject lines in ALL CAPS may seem like a great way to grab your prospects’ attention, but it is counterproductive. It often comes across as shouting and spammy.
  • Use Emojis Sparingly – Emojis, when used wisely, can make your email stand out in your prospect’s inbox. But at the same time, you must use emojis sparingly and ensure it’s relevant to your message.
  • A/B Test – The best way to increase your sales email open rate is to A/B test different versions. A/B testing can help you understand which subject lines resonate best with your prospects.

Step 2 – Personalize Your Opening Statement

When writing a sales email, always avoid starting with a generic “Dear Sir/Ma’am” or “Hey There”. 

It just won’t cut it anymore. 

If you want your prospects to respond to your email, always write a personalized opening statement. 

Personalized opening statements can hold a prospect’s attention and encourage them to read your email.

Key Tips to Write Personalized Opening Statements

  • Use their Name – The simplest and most effective way to personalize your sales email is to use their name. i.e. Hello [Add Prospect’s Name].
  • Acknowledge Recent Achievements – When writing a sales email, make it a habit to research your prospects and congratulate them on a recent business or personal achievement. A sincere compliment can be a great opener.
  • Customize by Segment – If you’re sending sales emails in batches, segment your contact list and group prospects by specific criteria. For each of these segments, tailor a unique opening statement that is likely to resonate with them
  • Highlight a Specific Challenge – After complimenting the prospect’s recent achievement, highlight a specific challenge that’s relevant to their role or industry. This can help to establish a personal connection and demonstrate your understanding of their business needs. 

Step 3 – Provide Quick Context

Once you’ve grabbed your prospect’s attention with the subject line and opening statement, it’s time to get to the meat of the matter. 

In other words, you need to convey why you are reaching out to them, and why they should pay attention to you.

Key Tips to Add Quick Context

  • State your purpose clearly – After a quick introduction, state clearly why you are contacting the recipient. It avoids any chances of ambiguity or misinterpretation.
  • Keep it concise – Let’s face it – no one has the time to read long paragraphs of text. So, make sure to keep your message concise, straightforward, and most importantly, to the point.
  • Be direct – When writing a sales email, do not beat around the bush. Instead, you should be direct and clear in your message, especially why you’re reaching out to the prospect.

Step 4 – Communicate Your Value Proposition

After providing a quick context for why you’re reaching out, the next step is to convey your value proposition. 

You need to highlight why the prospect should care about what you’re offering.

Ideally, you should clearly explain a specific problem you can solve using customer-focused language. 

Next, share a few relevant examples of how you’ve solved this problem for your other clients or customers in the past. 

Key Tips to Communicate Your Value Proposition:

  • Know your audience – Knowing your audience is a key element in any sales email. That’s why it’s important to tailor your value proposition according to whom you’re reaching out.
  • Be specific –  Generic statements like “our product is best in the market” do not appeal to people. They want to know exactly what tangible benefits your product will provide for them specifically. So, focus your value proposition messaging on that part.
  • Highlight benefits – Your product might have a lot of useful and fancy features but what good does that do for your customers? It’s important to communicate and emphasize the benefits rather than features if you wish to improve your email response rate.
  • Share social proof – In addition to highlighting specific benefits, make sure to share relevant social proof such as testimonials, case studies, or any mention of any reputable companies you’ve worked with and the results you’ve achieved for them.

Step 5 – Close Your Email With a Clear CTA

Most salespeople assume that prospects will know exactly what to do next after reading your email. 

But that’s far from the truth. 

If you want to generate responses and book meetings with potential prospects, it’s imperative to tell them exactly what concrete action you want them to take.

This can include requesting a meeting, starting a free trial, visiting your website, requesting a quote, scheduling a call, or purchasing a product.

Key Tips to Close Your Email With a Clear CTA:

  • Reiterate your value – When you’re writing a sales email, you can add the value proposition more than once. Preferably, add it again in the email closing to reinforce the value. Just make sure that you clearly communicate what you are offering and how it can help the reader.  
  • Clearly define the next steps – In your email closing, you must outline a clear and straightforward action your prospect needs to take. 
  • Include only one CTA – Every sales email must have only one CTA, otherwise it will confuse your prospects.

Also Read100+ Cold Email CTAs (Call to Action) to Book More Meetings

Step 6 – Include Your Email Signature

This might seem obvious but you’d be surprised to learn the number of salespersons who forget to include email signatures in their emails. 

However, your email signature is a valuable asset that can boost your credibility and add a touch of professionalism.

Ideally, your email signature must include:

  • Your first and last name
  • Your title
  • Your company name
  • Your website address
  • Your phone number
  • Other relevant information about your business.

Key Tips for Email Signature:

  • Keep it Professional – Keeping your email signature professional is essential, especially in sales emails. If you add half-baked information without proper formatting, it can instantly put off your prospects and may even hurt your response rate.
  • Include Necessary Information – Every sales email must contain an email signature with certain necessary information such as first and last name, title, company name, and phone number. 
  • Add a Professional Photo – Adding a professional photo is not essential but it can help you put a face to a name, give your email a personal touch, and increase the overall trustworthiness of your sales email.
  • Check Mobile-Friendliness – We live in a mobile-first world where a lot of prospects check their emails on their smartphones. That’s why you should make sure that your email signature is displayed properly on all devices. 
  • Legal Disclaimers – If you’re required to mention a legal disclaimer in your email signature, keep these statements short, simple, and easy to understand. The goal is to protect yourself legally without overwhelming the prospect.

Step 7 – Proofread Your Sales Email Copy

Always proofread before hitting the send button. 

This simple step ensures you avoid avoidable errors and maintain a professional image.

While proofreading your examples, check for:

  • Typos or grammar errors
  • Unclear sentences that need rewriting
  • Wrong dates, names, or details
  • Anything else that seems off

After writing your email, take a break and then sit for proofreading. This way, you’re more likely to spot the errors that you had otherwise missed while writing.

We know proofreading may feel tedious, but it’s absolutely necessary.

Remember, a clean, polished email will make a great first impression.

When to Send a Sales Email

Apart from what your sales email says, the timing of when you send it matters a lot in getting your prospects to open and reply to your emails.

According to research, the best time to send sales emails for the highest engagement is between 9 AM to 12 PM.

The second best time to send sales emails is between 12 PM to 3 PM.

best time to send emails

If you think about it, sending sales emails first thing in the morning actually makes sense. 

This is because people are most likely to open and read emails when starting their workday before getting bogged down with meetings and other tasks. 

Similarly, the 12 PM to 3 PM window is usually post-lunch time. 

This is also another period where many people are highly likely to check emails after returning from lunch. 

But for some reason, if you prefer sending sales emails later in the day, then consider sending them before the end of the workday (usually between 5 PM to 6 PM). 

There is another window where you can catch your prospects doing some last-minute day-end email checking and follow-up. 

As for the weekdays, Tuesday to Thursday are favorable for sending sales emails.  

This is because Mondays tend to be busy catch-up days after the weekend. 

Fridays often involve people trying to wrap up work for the week. But during midweek, most people are more open to engaging with sales outreach.

Key Takeaway: The best time to send emails is typically mid-morning or mid-afternoon Tuesday to Thursday. 

But you should still test different sending times and track open and response rates to optimize for your particular audience. 

See AlsoHow to Write a Meeting Request Email? [+30 Templates]

Best Sales Email Templates for Different Objectives

Now that you’ve learned the framework for writing sales emails and the best times to send them, it’s time to start sending your sales emails. 

Luckily for you, there’s no need to reinvent the wheel. 

We’ve already crafted numerous sales email templates targeting different objectives which have proven to be effective for a wide range of audiences.

Sales Pitch Email Template

Sales Pitch Email Template 1

Grow your business with [Company Name]

Dear [Add Prospect's Name], My name is [Your name] and I work with [Company name], a leading provider of [products/services]. I'm reaching out because I think [Company Name] can help [Achieve a specific result]. For over [X] years, we've helped companies like yours [Benefit 1], [Benefit 2], and [Benefit 3]. Our solutions are designed to help you [main benefit]. Some of our current satisfied customers include: [List some well-known clients]. I would love to schedule a quick call to learn more about your business needs and discuss how we can help. Are you available this week on [Date] at [Time]? Best, [Your Name] [Your Title] [Company Name] [Phone Number] [Email Address]

Sales Pitch Email Template 2

Boost sales of [Prospect Company]

Good morning [Add Prospect's Name], I'm reaching out because here at [Company], we understand the challenges growing companies like yours face when it comes to [Add a core problem that your prospect faces]. Leveraging our team's [XX] years of industry experience, we've helped organizations just like yours: - Increase sales by 25% year-over-year - Reduce customer acquisition costs by 30% - Improve customer retention rates by 15% I'd love to set up a quick 15-minute intro call to learn more about your goals. Are you available this [Add day] or [Add day] at [Add time]? Simply reply to this email with a time that works best and I'll get a meeting on the calendar. Best, [Your name] [Job title] [Company name] [Contact info]

Sales Proposal Email Template

Sales Proposal Email Template 1

Proposal for [Service/Product]

Dear [Client name], Thank you for taking the time to discuss your needs with me earlier today. As promised, I've put together the following proposal for [service/product] to help address the challenges we talked about. I estimate it will take [X weeks/months] to implement this plan to meet your goals of [Add goals discussed]. Please let me know if you have any other questions or need any clarification. I look forward to finalizing this agreement and working together. Best Regards, [Your name] [Your company] [Contact information]

Sales Proposal Email Template 2

[Service] Proposal - Boost Sales by [XX]%

Dear [Client name], It was great speaking with you on [Add date] about your needs for [Summarize their needs]. Please find the attached proposal document with further details. Feel free to let me know if you would like to discuss or customize anything. I'm happy to schedule a call to review the proposal and answer any additional questions you may have. Best regards, [Your name] [Your company]

Sales Follow-Up Email Template

Sales Follow-up Email Template 1

Following up on [Service/Product] proposal

Dear [Client Name], I'm following up regarding the [Service/Product] proposal I sent you on [Date] for your review. I understand you are likely busy, but I am happy to schedule a call at your convenience to discuss the proposal and answer any questions you may have. Please feel free to reach me directly at [Add phone number] or reply to this email. I'm readily available to assist. Best regards, [Your name] [Your company]

Sales Follow-up Email Template 2

Let's Discuss Your [Service] Proposal

Hi [Client Name], I hope you've had a chance to review the [Service/Product] proposal I sent over. I wanted to check in and see if you had any questions or needed any clarification on the details. Are you available for a quick call sometime this week or early next week? I'd love to walk through the proposal, get your feedback, and discuss the next steps. Speak soon, [Your name] [Your company]

Sales Introduction Email Template

Sales Introduction Email Template 1

Introducing [Service/Product]

Dear [Add Prospect's Name], My name is [Your Name] and I'm with [Company name], a leading provider of [summary of what you do]. I wanted to introduce myself because I believe our [Service/Product] could significantly benefit your organization. Specifically, our [Service/Product] helps companies like yours achieve [milestone] in [timeframe]. We've helped companies such as [Add names of clients] achieve [Add results]. I'd love to set up a quick call to learn more about your specific goals and challenges and provide an overview of how we can add value. Look forward to speaking soon! Best, [Your name] [Your company and contact info]

Sales Introduction Email Template 2

Boost [Metric] with [Service/Product]

Hi [Add Prospect's Name], I noticed that [Add interesting detail about their company] and think [Service/Product] could help you [Benefit specific to them]. I'm [Your name], Business Development Manager at [Company]. We haven't met yet, so I wanted to introduce myself. At [Company], our mission is to help businesses like yours boost [metric - revenue, leads, etc] through our [service/product]. Specifically, we provide [Simple explanation of offering] to deliver results such as [specific results]. Would you have 15-20 minutes this week or next for a quick intro call? Please let me know what dates and times work for you and I'm happy to accommodate your schedule. Best, [Your name] [Your company/contact info]

B2B Sales Email Template

B2B Sales Email Template 1

Quick Intro - [Your Name] from [Your Company]

Hi [Name], I hope you're having a great start to your week! This is [Your Name] from [Company Name]. I wanted to reach out because we've helped companies like [Prospect Company Name] increase [Add relevant metrics] by over [XX%] with our [service/product]. We integrate seamlessly with tools you already use like [Add name of relevant software/tools] and provide dedicated account management for strategic partnership. I noticed [Add interesting detail about their company] and Would love to set up a quick call to learn about your goals for [Add relevant KPI] this year. Are you available for 30 minutes next Tuesday or Wednesday? Please let me know a few dates/times that work for you. Best, [Your name] [Your company/contact info]

B2B Sales Email Template 2

Let's Discuss Increasing [Revenue/Leads/Sales]

Hi [First Name], My name is [Your Name] and I'm part of the [Title] team at [Company]. We work with organizations like [Prospect Company] to help increase [Metric] through [Offering]. I'd love to set up a short intro call to learn more about your current initiatives and objectives. Are you free for 30 mins next Monday or Tuesday? Happy to discuss and see if we're a potential match to collaborate. Best, [Your name] [Your company] [Contact info]

SaaS Sales Email Template

SaaS Sales Email Template 1

Boost Your Business with [Your SaaS Solution]

Dear [Prospect's Name], I wanted to reach out to you because I've been following your company's success, and I believe our [Your SaaS Solution] can help take your business to new heights. Our cloud-based software offers a comprehensive suite of features tailored specifically for businesses like yours. Specifically, our platform can help to [Benefit#1], [Benefit#2], and [Benefit#3] ensuring [Add end outcome]. I would love to arrange a personalized demo for you and your team to showcase how [Your SaaS Solution] can specifically benefit your business. Please let me know a convenient time for the demo by simply replying to this email or reaching me directly at [Your Phone Number] or [Your Email Address]. Best regards, [Your Name] [Your Title/Company] [Your Contact Information]

SaaS Sales Email Template 2

Boost [Metric] with [Your SaaS Product Name]

Hi [Add Prospect's Name], I'm [Your Name] from [Your Company]. Noticed [Prospect Company]'s impressive [Add specific detail or accomplishment]. Our tool, [Your SaaS Product Name], could further amplify your success. How about a quick, no-strings-attached demo? Let's explore its fit for [prospect's Company]. Cheers, [Your Full Name] [Your Position] [Your Contact Information]

Staffing Agency Sales Email Template

Staffing Agency Sales Email Template 1

Elevate Your Team with Top Talent

Hi [Add Prospect's First Name], [Your Name] here from [Your Staffing Agency]. We specialize in placing exceptional candidates in [specific industry or skill set, e.g., "tech" or "finance"]. Benefits for [Prospect's Company]: 🌟 Pre-vetted talent 🕒 Quick placement 💡 Perfect fit guarantee Interested in exploring a partnership? Let’s chat! Best, [Your Full Name] [Your Contact Number] [Agency Website]

Staffing Agency Sales Email Template 2

Your Next Star Employee Awaits

Hey [Prospect's First Name], [Your Name] from [Your Staffing Agency]. We connect companies like yours with top [specific industry or skill set, e.g., "tech" or "finance"] talent. Have any open positions we can help to fill? Let’s connect! Regards, [Your Full Name] [Your Contact Number]

Product/Service Sales Email Template

Product/Service Sales Email Template 1

Need help with [pain point], [Add Prospect's Name]!

Hello [Add Prospect's Name], My name is [Your Name], and I'm with [Your Company Name]. We've had the privilege of helping businesses like yours in [Add specific industry or niche] achieve [Add specific result]. Having had a closer look at [Prospect Company], I believe that our service can offer tailored solutions that align perfectly with your current goals and challenges. I'd love the opportunity to discuss how [Your Company Name] can be a valuable partner for [Add Prospect's Company Name]. Would you be available for a brief call on [specific date and time]? Alternatively, let me know a time that suits you best, and I’ll make arrangements. Warm regards, [Your Name] [Your Position] [Your Contact Information: Email, Phone Number] [Company Website]

Product/Service Sales Email Template 2

Improve [Goal] with [Your Service]

Dear [Add Prospect's Name], Greetings from [Your Company Name]! My name is [Your Name], and I've been closely following the commendable journey of [Add Prospect's Company Name]. I’m reaching out to introduce an opportunity that could amplify your already impressive trajectory. Would it be possible to pencil in a 15-minute chat on [specific date and time]? If that doesn’t suit, simply drop me a line with your availability. Best Regards, [Your Name] [Your Position] [Company Website]

Sales Promotion Email Template

Sales Promotion Email Template 1

Score Big with [Product]

Hello [Add Prospect’s Name], My name is [Your Name] from [Your Company Name]. We’ve been transforming the way businesses in [specific industry or niche] operate, and I genuinely believe [Prospect Company] could reap significant advantages with our [Product/Service Name]. For businesses we reach out to this month, we're offering a unique [specific incentive, e.g., "30-day free trial" or "exclusive 15% discount on the first subscription"]. It would be glad to show you firsthand the potential impact of our [Product/Service]. Would [specific date and time] work for a quick demonstration? If not, kindly let me know a convenient time. Stay ahead, stay exceptional! [Your Name] [Your Position] [Your Company Name] [Contact Information]

Sales Promotion Email Template 2

Because You're Awesome, [Add Prospect's Name]!

Hello [Add Prospect's Name], I'm [Your Name] from [Your Company Name], and while our paths haven't crossed yet, I see a promising collaboration opportunity ahead. As champions in [specific industry or niche], we've carved out solutions that I believe could set new milestones for [Prospect Company]. To celebrate our potential partnership, we’re rolling out a [specific incentive]. How about we showcase the [Product/Service] in action? Does [specific date and time] work for you? Alternatively, let us know a slot that fits your schedule. Best wishes, [Your Name] [Your Position] [Your Company Name] [Contact Information]

Sales Email Template for Existing Customers

Sales Email Template for Existing Customers 1

Got a minute, [Customer Name]?

Dear [Customer's First Name], It's been a pleasure serving you over the past [timeframe], and as we reflect on our journey, we're truly grateful for loyal customers like you. Have you considered [Upgraded Product/Service Name]? Building on the success you've enjoyed with [Current Product/Service], we thought it might be the perfect time for you to explore the added advantages of [Upgraded Product/Service]. If you're wondering whether [Upgraded Product/Service Name] is the right fit for you or have any queries, we're here to help! Warmest regards, [Your Name] [Your Position] [Your Company's Name] [Company's Website]

Sales Email Template for Existing Customers 2

You Don’t Wanna Miss This, [Customer Name]!

Hello [Customer's First Name], I trust you've been enjoying your journey with [Your Company's Name] so far. Your choice in [Current Product/Service] has undoubtedly added value to your [specific context]. Are you ready for the next level? Building upon what you love about [Current Product/Service], we've crafted something even more remarkable: our [Upgraded Product/Service Name]. If you're curious about how [Upgraded Product/Service Name] can better serve your needs, or if there's anything else on your mind, just hit reply. Our team will be more than happy to assist you. [Your Name] [Your Position] [Your Company's Name] [Company's Website]

Best Sales Follow-Up Email Strategies

Following up with potential customers and clients is a vital part of the sales process that should not be overlooked or neglected. 

Sending timely and thoughtful follow-up emails after initial conversations is necessary. 

It shows that you are organized, attentive to details, and truly interested in meeting their needs. 

Here are some of the top strategies for crafting successful follow-up emails:

Send Follow-Up Emails at Strategic Intervals

Timing is everything with follow-up emails. 

You want to stay top of mind with prospects, but not annoy them with constant pestering.

Ideally, you should send your first follow-up email after 2-3 days if you’ve not heard back on your initial outreach. 

If the prospect still doesn’t respond after the first follow-up email, you should wait 3-4 days before sending the next follow-up email. 

After that, an email once per week is usually appropriate to continue nudging.

Provide New Information in Each Sales Follow-Up Email

When sending multiple follow-up emails, make sure that you’re not just repeating yourself. 

Each follow-up email is a new opportunity to evoke a response from your prospects but you need to give them concrete and new reasons to respond within each email.

In each follow-up email, you can consider:

  • Tailoring content to their needs/pain points based on prior discussions
  • Including new product updates, features, or content of interest
  • Providing relevant case studies, testimonials, or industry research
  • Responding to questions or concerns they’ve raised
  • Suggesting an alternative solution or approach

Remember, the goal of sending follow-up emails is to move the conversation forward, not stagnate. 

So each time, you’ll have to come up with something new to give that your prospect can consider and find useful.

Keep Follow-Up Emails Short and Scannable

Let’s face it – your prospects are ultra-busy. So, it is important to write short emails that are easily scannable and still gain value from it.

Ideally, your follow-up emails must be brief, with around 3-5 sentences or 2 short paragraphs max. Furthermore, your follow-up message must highlight their main pain point and include one call-to-action (CTA) to guide your prospects on the next steps.

When you write follow-up emails keeping these tips in mind, you can drastically improve your response rate.

Offer Something Without Any Strings Attached

One of the best ways to add value in a follow-up email is to offer something helpful that doesn’t require any obligation or commitment from the prospect. 

For example, you could send an educational article or case study that provides relevant insights about the challenges they face in their industry. 

Whitepapers, ebooks, templates, online tools, and other useful resources demonstrate you are focused on being a partner.

It is not just about closing a sale. 

However, if you’re implementing this strategy, you must avoid asking for anything in return and don’t demand they take the next step with you in that particular follow-up email. 

The goal of such a follow-up email is to build goodwill and nurture the relationship by providing free value first.

Include a Social Proof

Including social proof in sales follow-up emails has proven to be extremely influential in creating credibility and trust in your business. 

That’s why we highly recommend adding a testimonial quote from a current or previous customer who had similar needs to the prospect. 

More importantly, that particular quote should highlight the positive outcomes experienced as a result of choosing your solution. 

If you don’t have a testimonial quote from a current or previous customer, you can also incorporate impressive statistics or facts that demonstrate your product’s impact in concrete terms as an alternative. 

For example, “We’ve helped over 500 companies improve their customer conversion rates by 25% on average.” 

When including social proofs, just make sure to keep the focus on tangible benefits received rather than self-promotion as shown in the above example.

Provide Options to Connect

After providing upfront value backed by social proof, it’s time to offer your prospect options for taking the next step. 

At this point, it’s best to give them autonomy to choose their preferred form of communication moving forward. 

For instance, you could say “Would you find it helpful to schedule a quick call to discuss your needs in more detail? Or I’m happy to provide product demos and pricing information via email if you prefer.” 

Along with this, you can also consider providing samples, demos, and pricing info to eliminate friction from the buying process. 

Remember, the key is being flexible and working within the prospect’s availability and preferences. 

Optimize Your Email with A/B Testing

When it comes to sending follow-up emails, you don’t have to stick with a single email style or format. 

In fact, it is highly recommended to try different content in your follow-ups and see what works best.

For example, create one version that focuses on product education and one that emphasizes  product benefits. 

Just remember one thing – when you’re A/B testing different elements, make sure that you’re only testing one element at a time. 

Otherwise, you won’t be able to comprehend exactly what resonated with your prospect.

To find these insights, track email opens, clicks, and responses to see which format worked best for a particular group of prospects. 

The goal is to keep making small changes to find the perfect mix. 

Following this step-by-step approach will help you create follow-up emails your prospects love to read and respond.

You Might Also LikeHow to Write a Follow-Up Email That Generates Responses

How to Send a Sales Email to Your Prospects on Autopilot

If you’re trying to schedule calls and book meetings with potential clients, you’ve to send a lot of emails. 

And sending sales emails one by one can take a lot of time, especially if you have to email hundreds of prospects every week.

Luckily, there are now tools that can automate the process. Saleshandy is one of the best options.

  • Merge TagsMerge tags allow you to personalize your emails by automatically inserting the prospect’s first name, last name, company name, and other details into the email content.
  • SpintaxSpintax lets you create multiple variations of the same text within an email. The different variations are randomly inserted so each prospect receives a slightly more unique email.
  • Auto Follow-Up – If a prospect doesn’t respond to your initial outreach email, the Auto Follow-Up feature will automatically send follow-up reminder emails to them. It saves you time from having to manually track and send reminders yourself.
  • Sender RotationSender Rotation allows connecting multiple email accounts and rotates them when sending automated campaigns. It helps prevent your emails from being flagged as spam since they are coming from different addresses.
  • Sequence ScoreSequence Score gives you a score by assessing how effective your email sequence is based on your Email Setup, Sequence Setup, and Email Copy and provides tips to improve your score.
  • Unified InboxUnified Inbox gathers any responses received from your outreach emails across all your email accounts into one place. This eliminates the need to check multiple inboxes to keep track of prospects’ responses.
  • A-Z Variants – The A-Z Variants feature lets you create 26 different versions of an email by substituting letters A-Z in parts of the content.
  • Email Ramp-UpEmail Ramp-Up gradually increases the number of emails sent over time, rather than blasting out all the emails at once. It helps avoid overwhelming recipients and improves deliverability.

Here are the steps you need to follow to send automated sales emails from Saleshandy.

Step 1 – Create Your Saleshandy Account

The first step is to visit Saleshandy’s website, click on the Sign Up for Free button, and create your account.

signup on saleshandy

Once you’ve created your account on Saleshandy, you need to verify it by clicking on the verification link sent to you in the automated verification email. 

Step 2 – Connect Your Email Account(s)

Once your Saleshandy account is verified, it’s time to connect your email account to Saleshandy.

Open the ‘Settings’ section and navigate to the ‘Email Accounts’ tab.

On the next screen, click on the ‘Add Email Account’ button from the top-right corner.

connect email account in saleshandy

After that, enter your email account credentials and click on the ‘Add Email Account’ button.

Once that’s done, your email account will be successfully linked to Saleshandy.

Here’s the best part:

You can connect unlimited email accounts to Saleshandy.

Step 3 – Authenticate Your Email Domain

After connecting your email account, the next step is to authenticate your email account domain. 

For the uninitiated, email domain authentication allows you to establish a good sender reputation and achieve high email deliverability. 

This is crucial for making sure your meeting request emails land in the Primary inbox of your prospects.

The good news is it’s pretty straightforward to authenticate your email domain. 

You just need to set up SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) records.

Step 4 – Warm Up Your Email Account

Once your email domain is authenticated, you need to warm up your email account before launching your meeting request email campaign.

Email ramp-up is a critical part of the process because it also contributes to establishing a good sender reputation.

The process basically involves sending a small number of emails from a new email account and gradually increasing the number of outgoing emails each day.

Saleshandy allows you to warm up your email account automatically. 

Go to the ‘Email Warm Up’ section and click on the ‘Go To TrulyInbox’ button.

truly inbox 1

Saleshandy has partnered with TrulyInbox to provide email warm-up service to all its users for free.

So, go ahead and sign up on the TrulyInbox website using the email account you’d like to warm up automatically.

truly inbox

After that, click on the ‘Add Email Account’ button.

truly inbox

Next, select your ‘Email Service Provider’, enter the requested information, and click on the ‘Connect & Save’ button.

truly inbox

Upon clicking the button, TrulyInbox will start warming up your email account. 

Step 5 – Add Your Prospects

While your email account is being warmed up, you can upload your prospects to Saleshandy.

Open the ‘Prospects’ section and click on either ‘Add Prospect’ to add your contacts one by one or select ‘Import Via CSV’ to upload them in bulk.

add prospects in saleshandy

On the next screen, click on the ‘Choose File’ button, select your CSV file, and hit the ‘Next’ button.

upload prospects in saleshandy

Now, follow the instructions that show up on the next few screens to finish uploading your prospects to Saleshandy.

Step 6 – Write Your Initial Email

Once you’ve uploaded your prospects to Saleshandy, you can finally start drafting your initial email copy.

Go to the ‘Sequences’ section and click on the ‘Create Sequence’ button.

create sequence in saleshandy

After that, click on the ‘Add Step’ button as shown below.

add sequence in saleshandy

Finally, start writing your initial email copy on the pop-up screen. Once you’re done writing the email copy, hit the ‘Save’ button.

save email draft in saleshandy

Step 7 – Set Up an Automated Follow-Up Sequence

After writing the initial email, you can also set up an automated follow-up email sequence that will be sent based on pre-defined criteria.

Open the ‘Sequence’ section and click on the ‘Add Step’ displayed below your initial email.

add follow up email in saleshandy

Note that you can add multiple automated follow-up emails in Saleshandy.

Step 8 – Activate Your Email Campaign

Finally, it’s time to activate your email campaign.

For this, go back to the ‘Sequence’ section and toggle the ‘Activate Sequence’ switch as shown in the screenshot below.

activate sequence

Once you activate the sequence, Saleshandy initiates the process of sending your emails to each prospect individually. 

It ensures there is a suitable time interval between each outgoing email. 

This approach enhances email deliverability.

Step 9 – Monitor Your Response Rate

After activating your email sequence, wait for a few days to monitor your campaign performance.

With it, you can easily track the number of prospects who have opened your emails. 

Additionally, you can monitor how many recipients clicked on the links within the emails and responded to them.

Reopen the ‘Sequence’ section and you can see your performance metrics of each email right there.

monitor emails in saleshandy

Sales Email Best Practices to Maximize Conversions

Crafting effective sales emails takes a strategic and personalized approach. 

The goal is to make your outreach stand out from other sales reps and demonstrate relevance to the specific prospect. 

Here are some best practices you can implement to make your sales emails more compelling, professional, and results-driven. 

Personalize the Subject Line

If you want your prospects to open your sales emails, you’ve to avoid writing subject lines like “Meeting Request” or “Let’s Talk”. 

Instead, your sales email subject line should be personalized to make it more impactful. 

This is because personalized subject lines have proven to boost open rates. After all, it signals the email is tailored specifically for them rather than a generic blast email.

For example: “John, Quick Question!” makes it more likely to resonate with the prospect.

Optimize Your Email’s Pre-Header Text

Pre-header text, also known as preview text, is the short summary text that appears in your email prospect’s inbox before they open the full email. 

It gives the prospect a quick preview of what the email is about. 

For sales emails, the pre-header text gives you an additional opportunity to create curiosity and compel the prospect to open your email.

This preview text has just a few words to pique interest, so it’s important to highlight key information and craft it thoughtfully. 

With a compelling preview, you can grab their attention amidst the noise of a crowded inbox.

Keep Email Length Between 125-200 Words

The length of your sales email plays a crucial role in the success of your cold outreach campaign. 

According to Hubspot, the ideal sales email length is between 125-200 words. 

Sales emails with this length tend to generate over 50% response rate and click-through rate. 

To learn how to write short and effective sales emails, use the “Inverted Pyramid Structure.”

You should lead with the key message or request at the beginning and add supporting details and context afterward. 

Implement the AIDA formula

Another sales email best practice you can use is the AIDA formula. 

For the uninitiated, AIDA is short for Attention, Interest, Desire, and Action. 

Here’s how it works:

  • Grab attention and maintain interest
  • Generate desire through benefits
  • Prompt action, like a purchase or subscription

The AIDA formula is a tried-and-tested strategy that has proven to increase engagement for cold email outreach campaigns.

Write in a Conversational and Friendly Tone

When writing a sales email, avoid coming across as overly formal or robotic in your emails. Instead, write in a warm, friendly, conversational way.

Use contractions like “you’ll” instead of “you will” to sound natural. 

Also, sprinkle in first-person pronouns like “I” and “we” to connect with them personally. 

Furthermore, consider opting for the active voice (“We will call you next Tuesday”) rather than the passive (“You will be called next Tuesday”).

The point is that you should write your emails like you speak to a friend. 

Writing in a conversational & friendly tone helps build rapport and trust. More importantly, it also makes your outreach feel authentic, not salesy.

Common Mistakes to Avoid in Sales Emails

When you’re writing a sales email for the first time, it’s easy to make mistakes. But, it’s critical to avoid some common mistakes, even if you’re just starting.

Don’t Make It All About You

A common mistake most people make when learning to write sales emails is focusing too much on themselves or product features rather than customer needs.

Instead, you should focus on how you can help prospects achieve goals or solve problems. 

This can be done by explaining specific benefits tailored to your prospects rather than writing general product capabilities. 

Don’t Add Too Many Links or Attachments

In an attempt to be helpful, some sales reps overload their emails with links and attachments. 

But adding too many links or attachments can trigger spam filters because of which your emails fail to reach the Primary inbox and land in the Spam folder instead.

Even if your email with too many links or attachments does successfully reach the Primary inbox of your prospect, they may still perceive this as dumping irrelevant information on them. 

So, it’s important to choose links and attachments strategically rather than bombarding them with everything you have. 

Find and Fix Typos and Grammatical Errors

Typos and grammatical errors in your sales email copy can make your message appear rushed, sloppy, and unprofessional. 

We understand that it’s easy to overlook any typos or grammatical errors you may have made in your message. 

But one way you can improve your ability to spot such mistakes is to set your email aside after drafting, then thoroughly proofread it with fresh eyes later. 

Alternatively, you can also ask your colleague to review your email draft as a second pair of eyes.

Overall, taking the time to polish your email message is crucial to make a great first impression and showcase professionalism.

Not Including an Option to Unsubscribe

Not many people know this but you’re legally required to include an option for your prospects to unsubscribe from your mailing list. 

Besides, an unsubscribe link at the bottom of your email gives your prospects more control over the communication flow. 

Plus, if they feel they are getting too many emails from you or aren’t interested at the moment, the unsubscribe option provides an instant opt-out. 

So, it is absolutely essential to provide an unsubscribe link and immediately honor your prospects’ request to opt out of your email list.

Getting Overly Salesy or Aggressive

Last but not least, you must avoid getting overly salesy and aggressive with your cold outreach campaign. 

For example, after sending an initial sales email, allow some time for prospects to respond instead of badgering them with relentless follow-ups. Most importantly, If someone expresses disinterest, respect that response and move on. 

If you get overly pushy and aggressive with your outreach, it will instantly turn your prospects off and result in a lost opportunity. 

So, keep strategic intervals between your initial and each follow-up email to give your prospects sufficient time to respond to your request.

Bonus – 50 Best Sales Email Subject Lines that Get Results!

  1. Losing [Metric]? – This will help!
  2. Increase sales with [Product/Service]
  3. Your competitors are crushing you (see how)
  4. We have a solution to your [Problem]
  5. Your [Problem] needs help – we can fix it!
  6. Stop leaving money on the table
  7. There is a better way to [Result]
  8. Struggling with [Problem]?
  9. Sales down, [Add Prospect’s Name]?
  10. 10x your [Key Metric] in [Timeframe]
  11. Here’s the answer to your [Problem]
  12. Hi [Add Prospect’s Name], [Question]?
  13. Hoping to help
  14. [Mutual Connection] recommended I get in touch
  15. Will cut to the chase
  16. This will make your life easier
  17. You are not alone
  18. 10 mins — [Date]?
  19. What would it take?
  20. Can you keep a secret?
  21. [X] workarounds for your [Pain point]
  22. Fix your [Pain Point] in [X] weeks
  23. [Your Company Name] <> [Prospect Company Name]
  24. Your competitors are doing this!
  25. Am I right to assume that you struggle with [Add a problem]?
  26. Still struggling with [Pain Point]? This might help
  27. Permission to close your file?
  28. Do not open this email
  29. Have you heard about this, [Add Prospect’s Name]?
  30. [Referral Name] led me to you.
  31. Could you use one of these?
  32. Need help with [pain point], [Add Prospect’s Name]?
  33. Can we help solve [Pain Point]?
  34. Conquer [specific challenge]
  35. Help us help you, [Add Prospect’s Name]
  36. Looking to outsource [service you can provide]?
  37. We’re helping [type of business] grow
  38. Improve your [Key Metric] with [Product]
  39. Want to make more sales, [Add Prospect’s Name]?
  40. An opportunity too good to pass up
  41. Can you spare a minute, [Add Prospect’s Name]?
  42. There’s a smarter way to [Achieve goal]
  43. Here’s the information you requested
  44. Hey [Add Prospect’s Name], thoughts on this?
  45. Let us do the groundwork, [Add Prospect’s Name]
  46. Time’s running out, [Add Prospect’s Name]!
  47. [Add Problem], solved!
  48. Invitation from [Company Name]
  49. [Add Prospect’s Name], I have to tell you this!
  50. [Add Prospect’s Name], question about [Prospect Company Name]

Scale Your Calls and Meetings!

Writing effective sales emails that successfully book meetings and close deals requires strategic planning and execution. 

The key is to craft personalized, benefit-focused emails that speak to your prospect’s needs and frame your solution as the ideal answer.

Remember, writing a sales email is a process, and with the right approach (+ tool), you can easily persuade your prospects into qualified leads.

Saleshandy, for one, is an excellent cold email software that lets you streamline, personalize, and automate sending sales emails at scale.

The tool lets you connect unlimited email accounts and use them in rotation so that your sending volume is distributed among multiple accounts.

This is helpful and even recommended because when you use multiple email accounts, you can increase the number of your outgoing emails without having to worry about surpassing the daily sending limit, triggering spam filters, and hurting your overall email deliverability.


1) What is a good sales email?

A good sales email is effective at achieving its intended goal, whether that’s getting a response, scheduling a meeting, or closing a sale. It is written such that it grabs the readers’ attention and focuses on how the product/service can fulfill a need. Ideally, it ends with a clear call-to-action.

2) How do you make your sales email stand out?

To make your sales email stand out, do your research to include specific, personalized details about the prospect’s company and needs. Include social proof like a testimonial or case study from a peer. End with a strong CTA and multiple contact options, then follow up persistently if needed. 

3) Why sales emails are important?

Sales emails are important because they’re an important first step in reaching out to relevant prospects and persuading them to schedule a call or book a meeting with you and eventually turn them into clients or customers.

Skyrocket your conversion rates with cold emailing

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