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9 Sales Email Tips and Templates That Convert in 2024

When it comes to drafting professional sales email templates, we’re living in a bit of a paradox.

We’ve seen some major shifts in the way buyers interact with companies and with each other. The way you engage a buyer early in their journey is different than it was five years ago. There’s more sharing and more collaboration happening digitally.

There’s more DIY purchasing happening. And buyers are more likely to look for information on social media, their network, and peer reviews than from an actual sales rep.

But, there’s still no substitute for a well-written, personalized sales email. Especially when you want to connect with your prospect and start building relationships with them.

According to Statista, the global email marketing market was worth $7.5 billion in 2020. And by 2027, it is expected to be worth $17.9 billion.

If you want to get the most out of your email templates, check out these tips for writing more engaging sales emails.

9 Ready-To-Use Sales Email Tips That Will Close More Deals in 2024

1. Try to lead with a referral.

Selling your product to a new customer is hard enough, so why not take a shortcut? Try to reach a decision-maker through an internal referral. If you want to be successful in business, you need to build a network of people who can help get you there. 

You need to get past gatekeepers like assistants and receptionists to reach these people. They aren’t likely to put in a good word for you on a personal level. 

To avoid losing deals, you can use the following sales email tip:

Ask if it would be okay for someone else from your company to follow up with them directly in your outreach email. When the gatekeeper says yes, hit “send” on your sales email!

Once you’ve got the email and reached out to the right person, mention that it was through a referral. This helps your message stand out and shows that you’re plugged into the network.

For example: 

  • Paul Smith suggested we get in touch.
  • Joe Harper suggested that you would be the best person to talk to regarding your distribution issues.
  • William Chang showed interest in training your sales reps.

2.  Customize! Do not sound like a template.

If you send the same email template to all your prospects as part of your email campaign, you’re hurting your odds of making a sale. Also, they look lazy, and people will notice.

According to a sales email tip by Woodpecker, personalized professional email templates earned them a 17% response rate. When they sent common email templates they received only a 7% response rate. 

email deliverability result with and without personalization

Let your personality show in your writing because it’s going to be much more effective than a template. People will respond to your passion, which is what will boost your open and reply rates.

3. Do not beat around the bush… Get to the point!

No one has time to sit through all the emails that clog their inbox. You have their attention for a second. Make sure your investment in email marketing counts!

  • Having a catchy subject line that is straightforward and creative is the first thing you need to make your sales emails stand out.
  • Acknowledge your prospect’s everyday frustrations at the beginning of your email.
  • Be very specific. Tell them what they’re going to gain from reading your email, and be sure it’s worth their time.
  • Avoid “spammy” words in your subject line like: reminder, state of the art, exciting, unique, complimentary, tempting, discount, sale, free etc.

4. Put a question in the subject line.

A question in the subject line can be a great way to get someone’s attention and focus. If you’re asking the right question, it makes your email campaigns seem more relevant to the recipient. This raises the chances of your emails getting opened. 

5. Write a compelling CTA.

One of the most effective sales email writing tips is to include a Call To Action (or CTA). 

A call to action is a way of communicating the next step to your reader at the end of your sales email. You can ask for a call, a meeting or to fill out a form. This way it’s clear to the reader what they need to do to progress. 

For example, you can use the following: 

  • I’d be happy to discuss our Excel integrations over the phone at a convenient time for you next week. How does Tuesday at 2 pm sound?
  • Can we move our conversation to Skype (here is my id) if you’re interested?
  • Can I share a case study on how we assisted X in solving a challenge similar to yours?
  • Let’s do this! I’m free Friday at 10 am. Any open slots then?

6. Get creative with your email signature.

Most readers are going to skim over your emails. They’re not rude–they’re just busy. And they’re probably distracted by a dozen different things, too.

And that’s exactly why you should always include a fantastic email signature. The idea here is to put something really relevant and helpful at the end of your email. It should make the reader want to keep reading and take action on the CTA. 

Here are some email sales tips on how to write a signature that will hook your reader’s attention:

email signature examples with call-to-actions
  • Offer them something valuable for free. This could be anything from an ebook, whitepaper, cheat sheet, or any other useful document that will help them solve a common problem.
  • Give them a quote – use a famous author/salesperson/leader as inspiration for your quote.
  • Put their competition next to yours – if you are selling something similar to what they are selling at least let them know what they are up against.
  • Include a link to your preferred social profile, for recipients to get in touch with you.

7. Do not negotiate over emails.

Unless you’re an expert in negotiation, talking on the phone is easier than negotiating via email when it comes to buying and selling. It’s easy for buyers to ghost you or play hardball over email when you’re most desperate to close a deal.

8. Provide immediate value.

From the customer’s perspective, you’re asking for money. And that makes people feel a little uncomfortable. They’ve already put their trust in you to deliver useful, relevant content. Don’t just blow their trust by sending them a sales email saying “buy my product” without having a relationship with them first.

When you’re in your prospect’s email inbox, provide some value for free. Create a lead magnet that gives away your best content for free with a clear CTA.

In return, ask them for information that you don’t have about them yet. Later, you can use this data to offer more suitable products for them. 

9. Respond to content your prospects are publishing.

Your prospects are sharing massive clues about their business initiatives. If you pay attention to what they’re sharing, you can create opportunities to start a conversation with them.

You can use a similar sales email template: 

Hey [name]!

I saw you posted about [topic] on your blog.

Before we get started, I just want to say that I’m really stoked that you’re talking about this topic and getting so much engagement. It sounds like you’re really on to something, and I’m glad you’re sharing it with the world.

I’ve noticed that your readers have a lot of questions about [topic]. Is there a way we can help clarify some of the confusion?


Additional Sales Email Tip: Send them out at the right time.

Another sales email tip is to send out your emails at the right time for maximum click-through rate.

Did you know that most people check their email between 10:00 a.m. and 11:00 a.m., and between 3:00 p.m. and 4:00 p.m.?

email open rates by hour of day

Think about it. Most people are working during the day, and almost everyone checks their email in the morning. So, sending an email at 10:00 a.m. is an effective way to reach them while they’re already on their computers ready to go through their messages. It can most definitely spike the response rates. 

At 3:00 p.m., most people are finishing up lunch or preparing to leave work soon, so they tend to check their email one last time before closing the day. Sending an email during these times helps ensure your message gets delivered while they’re still able to read it and respond accordingly.

Expert-Approved Sales Email Templates 

1. Cold email template

Hey [name],

Hope you don’t mind a little unsolicited advice. I’m a big fan of your work, and I’d like to offer you some free consulting as a token of my appreciation for what you do.

If you’re interested, here’s what I can help with: [list your general area of business management expertise]

I’ve attached my company profile, so if you have any questions, feel free to reach out. Enjoy the rest of your day!


2. Pitch sales email template

Hi [Name],

We’re the team behind [company name] and we’re reaching out because we know you use [product name] with your [business type].

[Product name] is a new project from the makers of [company name]. We’re hoping to get your feedback on it as we continue development.

Here are a few reasons why you’ll love it:

[Pitch here]

[Company name] also allows you to do things you couldn’t do before, like:

[Pitch here]

Your feedback is really important to us. Can we send you some survey questions? Or click here to schedule a call.

[your name]

3. Follow-up sales email template

Hi [Name],

We never got a chance to connect but I was hoping you might have time this week to chat about how you’re growing your sales team. And how we can help with that.

Just click here to schedule a time that works for you. If not, let me know if there’s someone else who would be better for me to contact on your team.

4. Confirmation sales email template

Woohoo! Your order is being processed now. We’ll send it to you ASAP.

If you have any questions, just shoot us an email back. If you want to leave feedback or tell us about your experience, we’d love that too.

5. Thank you sales email template

Thank you, new [product name] owner!

Our team has been working really hard to make sure your new [product name] is the best it can be, and we wanted to thank you for giving us the opportunity to do that.

We’re just not sure if you’ve seen all of the incredible new features we added to [product name], but here are a few of our favorites:

[list feature 1]

[list feature 2]

[list feature 3]

If you have any feedback or questions, just hit “reply”. We love hearing from you!

Final Thoughts on Sales Email Tips

Email marketing is an absolutely essential part of successful business growth. It can be tricky, though, to know how to use it effectively—and that’s why sales email tips are so important. 

With the suggestions above, you should have everything you need to get started with your sales emails, and hopefully, even turn a profit doing it. Good luck!

Frequently Asked Questions (FAQs)

Here are some of the best sales email tips to help you improve your emails and increase your sales

  • Use catchy subject lines.
  • Keep the email short.
  • Add a CTA.
  • Track your emails to measure the engagement like open and reply rates
  • Get the most out of your email signature.
  • Send follow-up emails

A sales email introduction must engage your recipient, build trust, and present your value proposition right in the beginning. Avoid generic subject lines. Instead, personalize them. Introduce your brand in the email body.

Cold emails are an effective way to start a conversation with a potential prospect. And, surprisingly, it’s not that difficult to get a positive response with cold emails. 

  • Start with an intriguing subject line.
  • Add a hint of flattery in the introduction.
  • Add value for your potential buyer in your pitch.
  • Focus more on the benefits, and less on your features.
  • End with an irresistible offer. 

When writing sales emails, end them on a high note. With an irresistible offer. This way your audience will be eager to move forward with your business. Here are some effective closings:

  • Let’s talk soon.
  • I look forward to talking with you again on [date and time].
  • Please let me know your questions prior so I can have those answers lined up.

A. The ideal length is between 50 and 125 words—enough to fully convey your message, but not so much that readers get overwhelmed.

Sumeet Anand

Sumeet Anand is a B2B Marketing Expert and Founder at Marveta. He helps brands and businesses generate leads with his top-notch content strategies. He has been featured in various major media publications across the globe. Connect with him on social!