25 Proven Sales Email
Templates
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How to Use This Template
This template contains prompts for sales email templates. Words in
[brackets] are meant to be replaced with information about yourself, your
company, products, services, and/or customers.
We’ve included best practices, pro tips and examples, along with the
templates. The text that exists outside of the brackets is also meant to
serve as a foundation for writing your emails. We encourage you to add,
delete, or change any of the pre-written sections to ensure a consistent and
accurate brand experience for your customers.
Once you’re ready to begin, copy the template of your choosing into your
email software.
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↓↓↓
First Touch Email Templates
Follow Up Email Templates
Break Up Email Templates
Full Email Sequence
5
10
25
29
First Touch Email Templates
1) “Land a Meeting with Anyone” Email That Works
9 Out of 10 Times
Scenario:
Contributor:
You’re trying to find the
decision maker in the company
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hi [NAME],
I am writing in hopes of finding the appropriate person who handles [DEPARTMENT
I.E. MEDIA]? I also wrote to [PERSON X, PERSON Y, AND PERSON Z] in that pursuit. If
it makes sense to talk, let me know how your calendar looks.
If you are the appropriate person to speak with, what does your calendar look like? If
not, who do you recommend I talk to?
Thanks,
[SIGNATURE]
What this email does well:
Has a short and intriguing subject line
Quickly states the purpose and clearly specifies what you want them to do
Answers any questions they might have, enough to get them to say yes to your
meeting
Cites previous clients to demonstrate credibility
Provides a final call to action
Ends by giving the reader the opportunity to delegate to the appropriate person
Pro Tip:
This first touch email leverages existing corporate
hierarchies to schedule your first meeting. Nine times
out of ten, this template is all you need to book a
meeting.
Example
To: Your Recipient
From: You
Subject: Improving Media at GloboSystems
Hi Jackson,
I am writing in hopes of finding the appropriate person who handles media at
GloboSystems. I also wrote to Alex Ramirez in that pursuit. If it makes sense to talk,
let me know how your calendar looks.
If you are the appropriate person to speak with, what does your calendar look like? If
not, who do you recommend I talk to?
Thanks,
Michael
2) “First Touch Best Practice”: Email Back
Strategically
Scenario:
Contributor:
Your prospect emails you back
with a ton of questions
Mike Montague, Sandler
Template
Hi [NAME],
I appreciate the questions! There are a couple of possible answers to your questions. I
want to be sure I’m giving you accurate information. Why don’t we spend a quick
[CHOSEN AMOUNT OF TIME] to make sure I’m heading in the right direction?
Thanks for reaching out,
[YOUR NAME]
What this email does well:
Replies to guests quickly and efficiently without relaying inaccurate information
Builds trust, professionalism and rapport
Respecting guests’ boundaries and time will increase the portrayal of experience
and success
Moving guest communication from email to the phone or a video call will help
you more effectively understand their situation and discover their pain points,
which is the true reason for their email
You’re not “spilling the candy in the lobby” – by presenting prematurely
Pro Tip:
Remember, your goal should still be taking the
conversation offline, not on closing a sale through
email.
3) "Congrats On the New Role" Email That Got a
Prospect to Ask for a Meeting
Scenario:
Contributor:
When you learn that the
prospect is new in their role
Caroline Ostrander, Business
Development Rep at HubSpot
Template
Hi [PROSPECT],
Just left a quick message at the office for you. I chuckled a little bit when I got an
automated email this morning from your predecessor, [NAME OF PREDECESSOR] who
we worked with briefly, and before him, [OTHER FORMER COWORKER NAME], who
we worked with as well.
First and foremost, congrats on coming into this new role! I'm sure you've got a lot
going on — so this conversation might be timely or not. If you're stressed, this is my
go-to :)
My role here is working with businesses on how they can [PURPOSE OF COMPANY].
How has your first month kicked off so far in this regard?
[YOUR NAME]
What this email does well:
References previous efforts trying to help the company and mentions his co-
worker’s names
Leverages a trigger event of her prospect getting a new job
Relates to the prospect by suggesting that taking a new role is stressful
Very lightly introduces her expertise
Does NOT ask for a time on his calendar and instead asks an open-ended
question designed to get a response
4) First Touch Best Practice: Unveil The Wizard
Scenario:
Contributor:
You're trying to identify your
prospect's interest
Mike Montague, Sandler
Template
Hi [PROSPECT],
In your last email, you said you were hoping to get started by [SPECIFIED TIME
PERIOD], but I am not sure we are going to make that timing if we don’t get a meeting
on the calendar this month to discuss next steps.
It doesn’t sound like you are ready to move forward just yet, should I close this
opportunity, or did I read the situation wrong?
[YOUR NAME]
What this email does well:
References previous efforts trying to help the company during the prospect’s
proposed time period
Pulls back the curtain to make the salesperson seem more human
Focuses on the buyer’s pain points and how fast they want to move the deal
forward and get to the positive outcomes of a successful resolution
Pro Tip:
Don’t be afraid to go for the “no” and take the deal away
from the prospect. Sometimes, the best way to get people
moving is to give them permission to end it.
When the buyer feels like things are losing momentum, they
will either come back, or feel comfortable in telling you that
they have moved on. Either way, you have unveiled the truth.
Follow Up Email Templates
5) “Still Interested?" Email That Closed a $100,000
Deal with a Client That Went Dark
Scenario:
Contributor:
When a prospect goes dark and
you get a notification showing
they might be interested again
Mack McGee, Executive VP &
Principal at Groove
Template
Hi [FIRST NAME],
Hope all is well. I had put a reminder in to check-in with you to see how things were
going with the [NAME OF CAMPAIGN] initiatives. We had discussed a potential
partnership a few months ago, but hadn't been able to formalize our recommended
engagement.
We would love to catch up and see if there are any opportunities to engage with you
and help with your [DEPARTMENT (eCommerce, marketing, etc.) ] strategy. Let me
know if you have some time to reconnect this week and catch up business owner to
business owner on where you see things and I can provide some ideas on where we
can help.
Look forward to hearing from you.
[YOUR NAME]
What this email does well:
References a campaign initiative the prospect shared with him
Reminds the prospect of what they discussed before
Focuses on finding a way to help them, not finding out if they want to buy
6) "I Just Called You" Email That Gets an 80%
Response Rate within 24 Hours
Scenario:
Contributor:
After leaving a voicemail
Colleen Francis, Owner of
Engage Selling Solutions
Template
Hi [FIRST NAME],
Sorry I missed you on the phone today, I was calling because [ONE SENTENCE
REASON FOR YOUR CALL, OR NAME OF REFERRAL/EVENT THAT INTRODUCED
YOU].
In my voicemail, I mentioned that I will call you back on [DATE] at [TIME] and of course
you can always reach me before then at [YOUR PHONE NUMBER].
I look forward to connecting.
Cheers,
[YOUR NAME]
What this email does well:
Shows the prospect that you follow through
Gives the prospect the option to get back to you via email instead of calling
back
Let’s the prospect know when you’ll follow up again
7) Follow Up Best Practice: Craft Email Messages That
Build Better Rapport
Scenario:
Contributor:
You want to build trust with
your prospect
Mike Montague, Sandler
Template
Hi [FIRST NAME],
Thanks for sharing more information about your project.
It sounds like you will have some more questions for me about how we can solve
[PROSPECT’S PROBLEM], and I need a bit more info from you to make sure we can hit
your timeline, budget, and objectives for the project.
I am happy to move as quickly or slowly as you need. What would you like to do next?
[YOUR NAME]
Mirrors and matches the way the prospect wrote the email
Quick response inspires prospect to move the sale forward quickly
What this email does well:
Mirrors and matches the way the prospect wrote the email
Quick response inspires prospect to move the sale forward quickly
8) Follow Up Best Practice: Craft Email Messages
That Build Better Rapport
Scenario:
Contributor:
When your first conversation
didn’t uncover a lot of
information
Dave Kurlan, CEO of Kurlan &
Associates, Author of Baseline
Selling
Template
Hi [FIRST NAME],
Thanks for taking the time to share a little about [COMPANY], as well as the goals and
challenges you face.
If you would like to learn how other companies are dealing with challenges like yours, I
would be happy to schedule a call. We could also talk a bit more about your challenges
and determine whether or not I might be able to offer some help.
If you would like to talk some more, use the convenient link below to directly schedule
a time on the calendar for us to speak.
[CALENDAR LINK]
Best,
[YOUR NAME]
What this email does well:
Focuses on making sure you can help them instead of selling
Makes it easy for them to get in touch and schedule a meeting
9) “Next Step” Email That Creates Urgency
Scenario:
Contributor:
When you don’t know the next
step
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
[NAME], I’m writing to follow up on our last conversation. My boss asked me for an
update on your account. I told him I didn’t have one.
I’m not sure what makes sense to continue the conversation. What makes sense as a
next step, if any?
[SIGNATURE]
What this email does well:
Creates urgency
Makes a clear request for next steps
People can relate to having a boss and needing to provide answers to their
questions
Avoids selling the person and instead gently pushes the person for input and to
set up the next step
10) “Next Step” Email That Creates Urgency
Scenario:
Contributor:
You’re trying to find a way to
structure your sales email.
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hi [FIRST NAME],
[REFERRAL NAME] referred me to a [PIECE OF MEDIA] on [PROSPECT TOPIC OF
INTEREST], and more specifically [PROSPECT TOPIC OF EXPERTISE]. We talked about
it [REFERENCE PREVIOUS ENCOUNTER], so I wanted to share it with you.
[1 - 2 SENTENCES EXPLAINING THE PIECE OF MEDIA]
[FIRST LEARNING]
[SECOND LEARNING]
[THIRD LEARNING]
[INFLUENCER/ENTREPRENEUR/AUTHOR] said, “[QUOTE].” While I’m not generally
interested in [PROSPECT TOPIC OF INTEREST], this [PIECE OF MEDIA] changed the
way I see how [PROSPECT TOPIC OF INTEREST] works. You can
[WATCH/READ/LISTEN] to the [PIECE OF MEDIA] here [LINK].
Thanks!
[YOUR NAME]
What this email does well:
We used the problem statement format for the instructions of this email template.
1. What are the facts? What happened? Many emails aren’t clear and don’t get the
intended response.
2. What changed? It’s not the writing, it’s the organization of the ideas.
3. What’s the problem? You can use a simple structure so readers understand
4. Why does the reader care? Your writing will be clear, concise and people will
understand.
11) “Next Step” Email That Creates Urgency
Scenario:
Contributor:
When you give a demo but the
prospect doesn’t purchase
Amanda Holmes, CEO Chet
Holmes International
Template
Dear [PROSPECT],
I noticed that during the [EDUCATIONAL RESOURCE] you didn't purchase the [CTA]
product at the end. And we'd love to know why.
I have no intention of trying to sell you anything, but we do want to make sure that
we're hitting the mark with our customers.
Any feedback you can give us would help.
Were you not clear on what you were getting? Is there somewhere else in your
business that you need to focus? Was it too expensive? Or is your business smooth
sailing?
If you respond we'll send you a [FREE CONTENT] over the phone to thank you for your
time spent. Please respond to this email with your reason why you didn't purchase and
we'll send that over.
Best,
[YOUR NAME]
What this email does well:
Explains why they’re getting the email
Reassures them you have no intention of selling them
Asks for them to share feedback, people love to share their thoughts
Prompts them with questions
Gives them something in exchange for their time
12) “Next Step” Email That Creates Urgency
Scenario:
Contributor:
Following up after a
conversation and continuing
the dialogue
Amanda Holmes, CEO Chet
Holmes International
Template
Dear [PROSPECT],
That was a great story you told about [REFERENCE PREVIOUS CONVERSATION]. In
our next meeting, I have a similar story to tell you.
You certainly seem to have a great grasp on how to make your company succeed. They
are lucky to have you.
With the [PROSPECT’S PAIN POINT] challenges you face, however, our
[TRAINING/OFFER/COURSE, etc.] is going to give you that extra push you need to
[SOLUTION]. Imagine if you could [PROSPECT’S GOALS]. This approach improves
everything you’re already doing.
Once again, it was great meeting you. I have a few ideas about other [PAIN POINT]
issues that I know you will like.
Best,
[YOUR NAME]
What this email does well:
Builds rapport by including something personal they discussed with you
Provides a compliment
Touches on a pain point that impact them
Closes with a personal message
13) “Check Out This Useful Article” Email That
Continues the Conversation
Scenario:
Contributor:
You’ve already spoken with the
prospect and want to provide
value to keep the conversation
going
Jill Konrath, Sales Strategist
and Author of bestselling books
Agile Selling, SNAP Selling &
Selling to Big Companies
Template
Hi [NAME],
I don’t know if you saw this article that appeared today in [NEWS OUTLET]. It’s related
to the issue we were talking about.
[LINK TO ARTICLE]
I hope you find it interesting.
[YOUR NAME]
What this email does well:
Explains context in the first two sentences
Provides a link to a helpful article
Closes with a simple “Hope you find it interesting,” and nothing more
14) “Check Out This Useful Article” Email That
Continues the Conversation
Scenario:
Contributor:
When you’re in the same city as
your prospect
Scott Britton, Co-Founder of
Troops
Template
Hey [FIRST NAME],
I’m actually going to be in [PROSPECT’S AREA] in [TIME FRAME] on business and have
a few hours of downtime on [DAY OPTION 1 ] and [DAY OPTION 2].
Do you have [TIME FRAME] to connect on either day? I hear your [OFFICE/AREA] are
pretty cool and it’d be great to finally meet in person.
Best,
[YOUR NAME]
What this email does well:
Creates an opportunity for a more concrete, in-person connection
Lets the prospect know exactly how much time it’ll take
15) “Check Out This Useful Article” Email That
Continues the Conversation
Scenario:
Contributor:
When they ask you to follow up
at a later date.
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hey [FIRST NAME],
Thanks for getting back to me so quickly. I really appreciate it.
I’d be happy to reach back out in [AGREED UPON TIMEFRAME].
Does it make sense to schedule something tentative on our calendar to connect? That
way we can save time by not having to go back and forth.
How does your calendar look in [AGREED UPON TIMEFRAME]? What would be a good
week or day for us to connect?
Thanks for your help. I look forward to talking.
[YOUR NAME]
What this email does well:
Prevents the prospect from delaying further conversation
Gives a clear call to action to set up a meeting
Example
To: Your Recipient
From: You
Subject: See you next month!
Hey Sam,
Thanks for getting back to me so quickly. I really appreciate it.
I’d be happy to reach back out in three weeks!
Does it make sense to schedule something tentative on our calendar to connect?
That way we can save time by not having to go back and forth.
How does your calendar look early next month? What would be a good week or day
for us to connect?
Thanks for your help. I look forward to talking.
Susan
16) “What Would Need to Change” Email That Gets a
30% Response Rate
Scenario:
Contributor:
When they aren’t interested at
this time
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hi [FIRST NAME],
Thanks for the quick response. Since it doesn’t make sense to talk, I have one quick
question. What would need to change in the future for it to make sense for us to talk?
Thanks for your feedback,
[YOUR NAME]
What this email does well:
Doesn't try to sell and simply asks for feedback
Short and sweet
17) “Keeping Your Information Counter” Email That
Gets a 30% Response Rate
Scenario:
Contributor:
When they offer to keep your
information on file
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hello [FIRST NAME],
Thanks for the quick response. I’ve found that when people say they will keep my
information on file, typically it’s just a polite way of saying they aren’t interested. If that
is the case, do I have your permission to close your file?
If it is a timing issue, what would need to change in the future for it to make sense to
talk?
Thanks for your feedback.
[YOUR NAME]
What this email does well:
Approaches the lack of interest directly
Gives the prospect the option to close off communication
Opens up the possibility to speak again if anything changes
Example
To: Your Recipient
From: You
Subject: Is this goodbye?
Hello Suzie,
Thanks for the quick response. I’ve found that when people say they will keep my
information on file, typically it’s just a polite way of saying they aren’t interested. If
that is the case, do I have your permission to close your file?
If it is a timing issue, what would need to change in the future for it to make sense to
talk?
Thanks for your feedback.
Angelica
Break Up Email Templates
18) "Breakup Email" That Gets a 33% Response Rate
Scenario:
Contributor:
When your prospect has
ignored your numerous follow
up attempts
Katharine Derum, Sales
Manager at HubSpot
Template
Hi [FIRST NAME],
I’ve tried to reach you a few times to go over suggestions on improving [BUSINESS
NEEDS], but haven’t heard back which tells me one of three things:
You’re all set with [BUSINESS NEED] and I should stop bothering you.
You’re still interested but haven’t had the time to get back to me yet.
You’ve fallen and can’t get up and in that case let me know and I’ll call someone
to help you.
Please let me know which one as I’m starting to worry!
[YOUR NAME]
What this email does well:
Reminds the prospect what you want to help them
Lets the prospect easily say “no”
Injects some humor
19) “I Feel Like a Stalker” Email That Got a 70%
Response Rate and Booked 30+ Silicon Valley
Executives
Scenario:
Contributor:
Your prospect hasn’t responded
after multiple follow up emails
Lloyed Lobo, Co-Founder of
Traction Conf and Head of
Growth at Speakeasy.co
Template
Hey [FIRST NAME],
How's it going?
I feel horrible troubling you and I'm starting to feel like a stalker. Much appreciated if
you can let me know if you'd [CALL TO ACTION]. If not, I won't send you another
email.
Here's the most recent updated list of [PEOPLE / COMPANIES] I’ve worked with: [LIST
OF COMPANIES / PEOPLE].
Cheers,
[YOUR NAME]
What this email does well:
Takes a slightly humorous approach by pointing out how much he has emailed
them
Lets them easily say "no"
Provides social proof of other people he has booked
20) “Permission to Close Your File” Email That Gets
a 76% Response Rate
Scenario:
Contributor:
When prospects completely
stop responding to your emails
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hey [FIRST NAME],
I’m writing to follow up on my email and voicemail. We are in the process of closing
files for the month. Typically when I haven’t heard back from someone it means they
are either really busy or aren’t interested. If you aren’t interested, do I have your
permission to close your file?
If you are still interested, what do you recommend as the next step?
Thanks for your help.
[YOUR NAME]
What this email does well:
The subject line plays on the idea that no one knows what “close your file”
means, so it builds the desire the open the email
Provides the prospect with an easy way out so they don’t feel bad for not
responding
Asks the prospect to set the next steps so they make a small commitment
Thanks the prospect for helping - people like helping other people
21) “Permission to Close Your File” Email That Gets
a 76% Response Rate
Scenario:
Contributor:
You asked for permission to
close their file and they said yes
Bryan Kreuzberger, Founder of
Breakthrough Email
Template
Hello [FIRST NAME],
Thanks for your email. I closed your file. Since it is over, I have a quick question. Why is
it you aren’t interested? Was it something I did?
If there is any way I can improve, let me know. I’m always looking for input.
Thanks for your help,
[YOUR NAME]
What this email does well:
Subject line makes it clear that it isn’t a sales email
Lets them know it’s over and that you’ve heard them say “no”
Asks a short, easy-to-answer question
A Full Email Sequence That
Closed $100,000 in 30 Days
22) "Free to Chat?" Email That Opens Up the
Conversation
Template
Hi [FIRST NAME],
Because I work so much within the [INDUSTRY NAME] industry, I constantly follow
industry news. Recently I noticed that you’ve [COMPANY ACCOMPLISHMENT].
Congratulations!
Usually when that happens, [BUSINESS ISSUE] becomes a priority. That’s why I thought
you might be interested in finding out how we helped [WELL-KNOWN COMPANY OR
COMPETITOR] get going quickly in their new direction — without any of the typical
cookie cutter approaches to marketing.
Check out our previous campaigns here — [LINK TO RELEVANT CASE STUDY].
If you’d like to learn more, let’s set up a quick call. Schedule 15 minutes here on my
calendar: [CALENDAR LINK].
Regards,
[YOUR NAME]
P.S. If you’re not the right person to speak with, who do you recommend I talk to?
What this email does well:
Shows that they’re paying attention to the prospect
Demonstrates credibility by explaining that they helped another business with
the same problem
Shares case studies so the prospect can do their research if they’re interested
Provides a simple way for the prospect to schedule a meeting
23) Follow Up Best Practice: “Connect More
Effectively With People Who Downloaded
Information From Your Website"
Scenario:
Contributor:
You're getting back to someone
who downloaded a whitepaper
or an e-book
Mike Montague, Sandler
Template
Hi [FIRST NAME],
This is [YOUR NAME] from [COMPANY]. I noticed that you
[DOWNLOADED/WATCHED/LISTENED] our [PIECE OF CONTENT], [LINK]. I just
wanted to make sure you got the [PIECE OF CONTENT] and to see if you had any
questions. There is a lot of information in there, and I thought I might be able to help
you find the answers you are looking for.
Let me know if you would like to schedule some time to chat.
What this email does well:
Establishes appropriate rapport with prospect
Engages the prospect in a meaningful conversation
Helps to find out prospect’s pain points or challenges
23) “Here's a Free Tool" Email That Provides Value
to the Prospect
Template
Hello [FIRST NAME],
I'm following-up my previous email with a [COMPANY PIECE OF CONTENT] I think
you'll love.
It's a [PIECE OF CONTENT DESCRIPTION] I created just for you (literally, your name is
on it), that will help you understand how your [PROSPECT INDUSTRY] is different from
other [COMPETITORS].
Click here to use the [PIECE OF CONTENT, LINK]. When we speak, I'll [DISCUSS
RESULTS].
I'm sharing my calendar [MEETING LINK] so we can schedule a convenient time to
discuss.
Enjoy your [DAY/NIGHT/WEEKEND],
[YOUR NAME]
What this email does well:
What this email does well:
Provides a free resource that could help the prospect
Makes the prospect feel special by letting them know it was made just for them
Makes it easy for the prospect to book a meeting by using the Meetings Tool in
HubSpot Sales
24) “Trying to Connect" Email That Understands the
Prospect is Busy
Template
Hi [FIRST NAME],
I’m sorry we haven’t been able to connect. Again, I know how hectic things can get at
work and with family.
I would be available for a call during [YOUR AVAILABILITY OPTION 1] or [YOUR
AVAILABILITY OPTION 2] if that’s easier for you. I don’t mean to bug you, but I do
want to help you manage your team so you can exceed your goals of [GOAL].
To schedule a time on my calendar, just click here: [CALENDAR LINK]
Best,
[YOUR NAME]
What this email does well:
Lets the prospect know he isn’t trying to pressure them or be pushy
Shows that he wants it to be convenient for the prospect by offering to speak
outside of work hours
Continues to make it easy for the prospect to book a meeting using the
Meetings Tool
Example
To: Your Recipient
From: You
Subject: Let’s meet on Monday!
Hi Justin,
I’m sorry we haven’t been able to connect. Again, I know how hectic things can get at
work!
I would be available for a call during Monday between 3 and 5 or Wednesday
anytime before noon if that’s easier for you. I don’t mean to bug you, but I do want
to help you manage your team so you can exceed your goals of website traffic for the
month.
To schedule a time on my calendar, just click here.
Best,
AJ
25) “Permission to Close Your File" Email That
Gracefully Closes the Loop
Template
Hi [FIRST NAME],
I’m writing to follow up. We are in the process of closing files this month. Typically
when I haven’t heard back from someone it means they are either really busy or aren’t
interested. If you aren’t interested, do I have permission to close our discussion?
If you are still interested, what do you recommend as a next step?
Thanks for your help.
Regards,
[YOUR NAME]
What this email does well:
Lets the prospect know he won’t bother them anymore, and also gives them
another chance to connect if they truly have been too busy
If interested, he asks the prospect to direct next steps to get some commitment
Don't Waste More Time on Emails that Don’t Work
Your CRM does the work for you. Work straight from your inbox. The HubSpot CRM
will automatically log your emails and calls. Click here to learn more.
Breakthrough Email will build you a predictable sales system to get qualified leads
and opportunities with your ideal profile clients. They send the emails, you take
the meetings. Click here to learn more.
Sandler will help you work smarter, not hard, by focusing on the right
prospects, having the best conversations possible, and truly differentiating
yourself from the competition so you stop wasting time with people who will
never buy. Click here to learn more.