5 Sales Email Templates to Get & Keep a Client‘s Attention

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September 17th, 2020.
5 Sales Email Templates to Get & Keep a Client‘s Attention

When it comes to sales prospecting, it's more important than ever that you write concise, effective communication.

According to DMR Business Statistics, we send and receive 121 emails every day — a number I imagine number climbs higher as a person gains more authority and responsibility in an organization.

Considering the sheer volume of emails we send and receive, the communication you send needs to be clear, to-the-point, and relevant. It's not easy to get noticed in someone's email inbox.

Here are a few things to consider as you write an email to your prospect: 

  1. Spend some time on the subject line. It should grab them. You don't want your message to end up in the trash folder without ever being read. 
  2. Introduce yourself. If they've never received communication from you, tell them a bit about yourself in a way that's warm and authentic. 
  3. Consider where they're at in the buyer's journey. There's no point in selling yourself as a provider if they haven't decided on a type of solution yet. This is where your CRM and their behavior on your website can be valuable tools. 
  4. Hone in on their pains and provide value. No one wants to read a sales email. They want help with their challenges. 
  5. Push your value proposition. If no one else in the space does it like you, say so and provide social proof to back it up.

Here are several examples that can inspire your own prospecting techniques.

A couple caveats:

  1. These are generalized to a greater degree than emails we would typically send to apply to all types of companies and all types of categories. (I've given you some examples of different language you can use as a guide.)
  2. You can certainly get more creative than the email examples below, but be careful. That can backfire if you get too cutesy or familiar.

Sample Business Introduction Letter to Prospective Clients

Landing the First Meeting: Introduction Email to Potential Clients

This email would be used as an initial introduction to your company. The key is immediately establishing your expertise, as well as asking for the meeting fairly early.

Landing the First Meeting: Follow-Up Email

This would be used as a follow up to the above email (either the next day or the following week), and I would recommend the subject line: "Sorry I Missed You." We often see 30% to 40% open rates with this email. You'll also want to introduce a case study at this point.

Sales Proposal Email to Client

Consider this email a digital elevator pitch. You want to reference the different elements central to a conventional sales pitch: problem, value statement, "how you do it," proof points, customer stories, and an engaging question.

This is the most hard sales-oriented email your going to send in this sentence. Make it personal but authoritative. Really show that your product or service can suit their specific needs and goals.

Post-Proposal Send: Follow-Up Email

This one should be used sparingly and only if your prospect has gone dark. This email typically gets a response as it gently points out to your prospect that they've gone dark, but you've stuck with them.

It's simple but effective, and it continues to provide the prospect with opportunities to learn about your company, read your thought leadership, and be reminded of your expertise.

Typically, the prospect's response is apologetic and appreciative. And even if you don't get the business at this point, at least you'll know if you can move on or keep this prospect on your radar.

You'll typically want to use the subject line, "[Company Name] — Still Interested?"

*I would never lead with "Hope you've been well/had a good weekend" unless you've actually spoken with the person.

Last-Try Send: Follow-Up Email

It's important to follow up with prospects more than once — but it's equally important to know when to throw in the towel. At a certain point, you're wasting their time and detracting from your time spend on prospects who are actually ready to close.

This email should only be used when you can't spend any more time chasing a prospect and need to either push them to action or close the books on them — for now.

Sample Email to Approach New Client

Here's a sample email you can use to approach a new client. It's based off the first, introduction email template.

example of a sales email template that can be found in hubspot's sales email template bundle

Email templates like the one above reduce the amount of time I spend doing admin while helping me connect with uber-busy buyers. I hope they'll do the same for you. Introduce them into your email cadence and see what kind of a difference they make.

Editor's note: This post was originally published in March 2020 and has been updated for comprehensiveness.