Sales Email Templates to Get and Keep Buyers’ Attention

5 min read
20-Apr-2020 10:25:00 AM

For effective ways to boost your email open rate, grab your prospective customers’ attention, and hit your click-through target, consider using one of the following email templates. While your brands, products or services are unique, stick to proven email standards and guidelines to help your business grow.

Keep it Simple

When you send impersonal emails for the sake of efficiency it comes off as insincere or lazy. In order to engage with your email audience, include these basics into your emails:

  • Personalization - include your customers’ name in the subject line, greeting and wherever it makes sense to do so naturally in the body of the email
  • The Rule of Three – create a pattern of at least three items for customers to process information easily
  • Call to action – close with a clear, compelling and pointed action

To keep the focus on the buyer, focus on using ‘you’ more than ‘we’ or ‘I’ as you craft your email. Stay simple, focused and organized to start a conversation, deliver your message effectively, and get the results you desire.

New: The Complete Guide to Sales Prospecting

Types of Emails

The Common Ground Email

If you’re sending a sales email to one specific client, doing a little research can go a long way. Examples include using Internet search engines to find their website, social media presence and company information. An example includes:

If you find mutual interests, hobbies, or mutual acquaintances, they can be used as common ground. It’s a good idea to incorporate these details as the reason you’re sending your email. You’ll want to come across as having done your homework, rather than as a stalker.

Emails that Solve Problems

Potential customers are always on the lookout for guidance and advice on how to tackle a problem. Construct an email that focuses on solving their problem to get their attention.

B2C and B2B customers appreciate it when a salesperson contacts them with relevant information. Even though you might be ready to offer them a product or service to remedy their problem, it might be better to save that for a follow-up email after you’ve built up their trust.

Case Study Emails

In our personal lives, many of us seek reviews, advice and suggestions before making a purchasing decision. For B2B buyers, peer recommendations and case studies are the largest metrics when seeking third-party advice before a purchase.

Capitalize on the power of peer influence and highlight a company or customer that was in a similar situation and show how your solution made a difference. Tell a good story rather than just rattling off facts or numbers to capture attention and trigger a buying response.

Emails with Giveaways

It’s difficult for customers to turn down a free offer. Depending on the main product or service you sell, giveaways can include free samples, a free trial, or a free evaluation. If the offer is exclusive or insightful, it will gain more value for your potential customer.

Straightforward Emails

Sometimes, the best message you can send is a no-nonsense, straightforward email. Instead of trying to appeal to a client’s emotions, write the shortest email possible with bullet points that concisely describes how your solution can benefit them.

Sample Email Templates

Start the conversation with a simple, straightforward email is important for introducing your company, proving your expertise, and showcasing your goals.

Hi [Prospect],

[Your name] with [your company]. We're a [industry] company that specializes in [your primary service] to [a typical challenge that your clients face].

I'm wondering if you might be interested in opening a dialogue to see how well we can fit together? I’ve worked with companies like [2-3 clients similar to your prospect] to [the service you’re targeting].

If you have a minute or two to learn more about our company, you can visit us here at [your company site]. If I don't hear from you, I will follow up later in the week with a phone call.

Thank you,

[Your Name]

Once you’ve made initial contact, you can send another email if there’s no response. A typical secondary email will reinforce what was included in your first email, with a little more information to help guide them to more information about your products or services.

You may also take the opportunity to use personalization as an email strategy, but in a meaningful way. It takes little knowledge or relationship to place someone’s name in your greeting, but it shows far greater care to send an email that is specific to a recipient’s industry, needs and history. 

Hi [Prospect],

I’m following up on my email from the other day. I tried to call you, but was unable to connect. I’d like to set up a call to introduce my company, [company name], and learn more about yours. If you’re available for a quick 30-minute call early next week, would that work?

I thought of you when a past project was brought up with [your client]. We helped them [a typical goal that was achieved] resulting in [meaningful data for your service]. You can read the whole story here: [Provide a link to your website or case study]

As a reminder, we're a [industry] company, specializing in [your product or service]. We've worked with [2-3 recognizable clients], and many others to [list the same goal].


[Your Name]

Basic email templates are an easy way to connect with prospective clients, but personalizing them to your business brand will make them unique. Take a look at your typical sales techniques and tactics and incorporate them into the body of the email so customers get familiar with you and let them know what to expect throughout the sales process.

Be sure to spend a little extra time on your email subject lines as well. A good subject line that’s on-brand will help you boost email open rates, avoid the spam folder, and set the stage for your message.

New: The Complete Guide to Sales Prospecting

Importance of the Follow-up After Contact

The main focus of follow-up emails after connecting with a prospective client is to close the sale. The best practice for follow-up emails is to make it easy for your client to respond, avoid flagging your emails as high priority, and being respectful of your client’s time.

With follow-up emails, timing is everything. In most cases, sending an email every three to four business days won’t likely make your prospect feel overwhelmed. However, it’s important to categorize the tone of your email based on what you sent earlier.

Some of these categories include:

  • After your first meeting
  • After a sales demo
  • After a sales call
  • After leaving a voicemail
  • After a networking events
  • When you have the wrong contact
  • After radios silence
  • After multiple follow-ups

Consider using software tools that can organize your templates, send emails securely, and give you data that you can evaluate to see which ones work effectively.

Email Strategies with ThinkFuel Marketing

ThinkFuel Marketing delivers inbound marketing, lead generation, sales automation, marketing automation, and digital marketing services for B2B companies across Canada and the United States.

Email marketing is one of the most effective marketing tools available. At ThinkFuel, we help develop strong email marketing campaigns to promote your content, brand, and solutions. We help clients develop a strategy to streamline the buyer’s journey and weed out those that are going to waste your time.

If your goal is to convert email recipients into customers and ultimately into revenue, contact us today to grow your B2B business through online marketing.


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