Crafting the right B2B chilly sales email is each an artwork and a science. They have to embrace a compelling topic line and fascinating message all inside a skimmable size — however writing chilly emails shouldn’t be all the time as simple because it sounds. Balancing a pleasant tone with attending to the purpose could be difficult. Crafting a CTA that’s inviting and never forceful takes ability.

sales rep writing a sales email template

Fortunately, you will not should determine it out by yourself. With the assistance of the templates on this article and skilled tips about what to not write in your subsequent chilly electronic mail, you may have the arrogance to put in writing attention-grabbing emails that prospects will need to learn.

Editor’s notice: This put up accommodates an excerpt from the e book The Predictable Revenue Guide to Tripling Your Sales, and is revealed right here with permission.

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1. Craft an thrilling topic line.

The topic line is your gatekeeper, so 50% of electronic mail work must be spent crafting and testing totally different topic strains. You need to create an thrilling however credible (not spammy or sales-y) topic that intrigues recipients.

Make your subject line compelling and informative to pique the recipient’s curiosity within the physique of the e-mail — and analysis the prospect so the topic line is personalised for them.

2. Embrace an attractive and particular provide.

Give your prospects a purpose to reply, and a easy call-to-action. The easiest way to do that is to maintain your message centered on why you’re reaching out and what you’re providing.

Mentioning your previous success with one other shopper they’ve heard of makes this provide appear extra lifelike and attainable. Embrace related numbers and statistics to make your provide much more thrilling.

3. Write copy that feels private and pure to the reader.

You need to ensure your electronic mail feels human. Once you’re too formal, you sound stiff and like a salesman relatively than a person-person. Keep away from stuffing your electronic mail with advertising cliches and buzzwords. As a substitute, use your information about your purchaser persona to assemble a customized message that addresses their distinctive wants.

Earlier than you hit the ship button, do a ultimate read-through of the e-mail to ensure it has a pure and conversational tone.

4. Perceive their ache factors.

A pain point is one thing your prospect is persistently battling. Ache factors can vary from unmet wants on the person stage to main issues plaguing a whole firm. Understanding your prospect’s ache factors requires some analysis, however as soon as you establish the way to remedy them, it may be an awesome software to construct belief and present that you just take them critically.

5. Again up all claims with proof.

Certainly one of your largest boundaries to promoting is threat. Nobody desires to be the primary buyer and work with an organization with out credibility or expertise. Mentioning certainly one of your prospects and the outcomes you delivered to them makes you much less of a threat.

You’ll be able to connect shopper case research to supply your prospect with an in depth preview of your work. With a compelling instance, the prospect shall be extra inclined to work with you.

Chilly Gross sales Electronic mail Templates for B2B

Listed below are chilly electronic mail templates that you need to use to create emails your prospects will need to open.

1. Finest B2B Chilly Electronic mail Template


Whats up [Prospect Name],

I’ve an concept that I can clarify in 10 minutes that may get [company] its subsequent 100 greatest prospects.

I just lately used this concept to assist our shopper [SaaS company/competitor] virtually triple their month-to-month run price.

[First name], let’s schedule a fast 10-minute name so I can share the thought with you. When works greatest for you?

– [Your Name]


The outcomes of this electronic mail template converse for themselves:

  • 57% open price
  • 21% response price
  • 16 new prospects.

So why did this gross sales electronic mail template work so nicely when others did not? It feels human. The provide is intriguing with out being pushy whereas the copy has the fundamental format and tone of an electronic mail you’d ship to your mother or greatest buddy. The salesperson’s “concept” makes the e-mail much less aggressive and aligns with the place the recipient is originally of their buyer’s journey. Plus, it proves credibility by together with proof of previous success with one other shopper.

2. B2B Electronic mail Template for Discovering the Resolution-Maker within the Firm


Hello [First Name],

Fast query: Who handles your group’s advertising funds at [Prospect’s Company]? They will need to look into this advertising software earlier than the top of the quarter — it might assist the group hit these lead KPIs in just some weeks and save your online business (and your prospects) some huge cash doing it.

I do know you are busy, so I will not get into the main points of how [product]works proper now. However I do need to spotlight the advantages we see persistently with our shoppers:

  • X answer/end result
  • Y answer/end result
  • Z answer/end result

A few of our high shoppers embrace [X client, Y client, and Z client].

I would like [Prospect’s Company] to hitch this listing.

In case you are the suitable individual to talk with, what does your calendar appear to be this week? If not, who would profit most from this dialog?


[Your Name]

This electronic mail clearly states the aim of the outreach and contains details about earlier shoppers to show credibility. The e-mail is wrapped up with a call-to-action that outlines the subsequent steps.

Example of B2B email for finding the right person to talk to

3. B2B Electronic mail Template to Construct Rapport


Hello [First Name],

Simply left a fast message on the workplace for you. I chuckled a little bit bit after I received an automatic electronic mail this morning out of your predecessor, [NAME OF PREDECESSOR] who we labored with briefly, and earlier than him, [OTHER FORMER COWORKER NAME], who we labored with as nicely …

At the start, congrats on coming into this new function! I am positive you have received quite a bit occurring – so this dialog is likely to be well timed or not. Should you’re careworn, this is my go-to.

My function right here is working with companies (within the space) on how they’ll successfully and effectively drive extra site visitors to their web site, improve conversions, and nurture leads into prospects.

How has your first month kicked off thus far?

– [Your Name]


Caroline Ostrander, a HubSpot Senior Buyer Onboarding Supervisor and former Freemium Service Supervisor and Enterprise Growth Consultant, used this template after researching the prospect and discovering a rapport-building alternative. Not solely was she capable of relate to the prospect concerning the brand new job, however she additionally talked about their co-worker’s names and referenced her different makes an attempt to assist their firm.

4. B2B Electronic mail Template to Set up Worth


Hello [First Name],

I noticed you lately downloaded a whitepaper about X. I’ve labored with comparable corporations in [Y field/industry] and I assumed I might attain out.

[Prospect’s Company] seems like an awesome match for [Your Company] and I might love to grasp what your targets are for this yr.

We regularly assist corporations like yours develop with:

  • X answer/end result
  • Y answer/end result
  • Z answer/end result

If you would like to find out how [Your Company] may help you attain [X goals], be happy to e book time on my calendar right here: [Meeting Link]


[Your Name]

What do you must provide the prospect? This template helps you to briefly clarify the advantages they will obtain by working with you. This B2B electronic mail template lets you interact with them and recommend a while to attach in an inviting means.

5. B2B Electronic mail Template for Free Provides


Whats up Dr. [Last Name],

I am following up on my earlier electronic mail with a free software I believe you may love.

It is a model evaluation survey I created only for you (actually, your identify is on it), that may enable you perceive how your apply is totally different from different docs in [insert city they’re in].

Click on right here to start the model differentiation evaluation survey. After we converse, I am going to benchmark your responses towards the highest doctor manufacturers across the nation.

I am sharing my calendar (click on right here) so we are able to schedule a handy time to debate.

Take pleasure in your weekend,

[Your Name]

This is the tried and true reciprocity precept. By giving your prospect one thing that is useful and helpful to them, this precept says that they’re going to return the favor. That is why there is a handy CTA on the finish of the e-mail so the prospect can take motion as quickly as they obtain entry to the free software.

Example of b2b email for free offers

6. B2B Electronic mail Template to Introduce Your self


Hello [First Name],

I might wish to introduce myself as your useful resource right here at [Your Company Name]. I work with companies within the [software, healthcare, nonprofit, education, etc.] trade, and observed you visited our web site prior to now.

This impressed me to spend a couple of minutes on [Prospect’s Company] web site to study extra about the way you’re approaching [X strategy for customer service, sales, marketing, etc.]. I observed some areas of alternative and determined to achieve out to you straight.

[Your Company] is working with comparable corporations in your trade, akin to [X Company Name], to assist them accomplish [Y goals], and giving them the [Z tools/solutions] to succeed.

Do you might have quarter-hour to debate [Prospect’s Company] this week?

If that’s the case, you’ll be able to e book time straight onto my calendar right here: [Meetings Link]

Wanting ahead to assembly,

[Your Name]

Use this B2B electronic mail template to introduce your self and your organization to the prospect. You may stand out with this template due to the strategic but refined identify drop that lends social proof to you and the corporate you signify.

7. B2B Electronic mail Template That Will get an 80% Response Price in 24 Hours


Hello [First Name],

Sorry I missed you on the cellphone right now, I used to be calling as a result of…. (depart a one sentence purpose on your name, or the identify of the referral / occasion that launched you)

In my voice mail, I discussed that I’ll name you again on [DATE] at [TIME] and naturally you’ll be able to all the time attain me earlier than then at [YOUR PHONE NUMBER].

I sit up for connecting.


[Your Name]

An electronic mail and cellphone name combo can yield huge outcomes with transferring a prospect via your pipeline. This electronic mail template is a quick and pleasant observe as much as let the prospect know you are actively making an attempt to get in contact with them and that your emails aren’t simply coming from an automatic system as a right for the individual on the receiving finish.

8. B2B Electronic mail Template to See if the Prospect is Nonetheless


[First Name],

Hope all is nicely. I had put a reminder in to check-in with you to see how issues had been going with the [NAME OF CAMPAIGN] initiatives. We had mentioned a possible partnership a number of months in the past, however hadn’t been capable of formalize our really helpful engagement.

We’d like to catch up and see if there are any alternatives to interact with you and assist along with your [DEPARTMENT (eCommerce, marketing, etc.) ] technique. Let me know if in case you have a while to reconnect this week and catch up enterprise proprietor to enterprise proprietor on the place you see issues and I can present some concepts on the place we may help.

Stay up for listening to from you.

[Your name]

What stands out about this electronic mail is the personalization of it. As a salesman, you may need to give your potential shopper a way that your entire consideration is targeted on them and their wants. Setting a reminder to pause your schedule and ship this electronic mail sends a message that you just’re on their time.

Example of B2B email to see if prospect is still interested

9. B2B Electronic mail Template That Understands the Prospect is Busy


Hello [First Name],

I am sorry we’ve not been capable of join. Once more, I understand how hectic issues can get at work and with household.

I’d be out there for a name throughout [YOUR AVAILABILITY OPTION 1] or [YOUR AVAILABILITY OPTION 2] if that is simpler for you. I do not imply to bug you, however I do need to enable you handle your group so you’ll be able to exceed your targets of [GOAL].

To schedule a time on my calendar, simply click on right here: [CALENDAR LINK]


[Your Name]

This follow-up electronic mail works as a result of it reassures the prospect that you just’re not attempting to be pushy. As a substitute, it reveals them that you just’re keen to satisfy them the place they’re at, even when it means scheduling a name outdoors your availability.

10. B2B Electronic mail Template That Opens Up the Dialog


Hello [First Name],

As a result of I work a lot inside the [Industry Name] trade, I continually observe trade information. Not too long ago I observed that you’ve got [company accomplishment]. Congratulations!

Often when that occurs, [business issue] turns into a precedence. That is why I assumed you is likely to be all for discovering out how we helped [well-known company or competitor] get going rapidly of their new path — with none of the standard cookie cutter approaches to advertising.

Try our earlier campaigns right here — [LINK TO RELEVANT CASE STUDY].

If you would like to study extra, let’s arrange a fast name. Schedule quarter-hour right here on my calendar: [CALENDAR LINK].


[Your Name]

P.S. Should you’re not the suitable individual to talk with, who do you suggest I speak to?


What makes this electronic mail efficient is that it reveals that you’ve a pulse on what’s taking place in your trade and are genuinely within the success of your prospect. By showcasing your information — and it has helped different shoppers with the identical downside — you identify credibility along with your prospect.

11. B2B Electronic mail Template to Land a Assembly with Anybody


Hello [Name],

I’m writing in hopes of discovering the suitable one who handles [Department (i.e. media)]? I additionally wrote to [Person X, Person Y, AND Person Z] in that pursuit. If it is sensible to speak, let me know the way your calendar seems.

In case you are the suitable individual to talk with, what does your calendar appear to be? If not, who do you suggest I speak to?


[Your Name]

Maintaining it brief and candy, this electronic mail template instantly states the aim and clearly particulars what you need the prospect to do. It additionally offers them the chance to go the knowledge alongside to the proper individual.

Example of B2B email to land a meeting with anyone

12. B2B Electronic mail Template for When You Preserve Getting Ignored


Hello [First Name],

I’ve tried to achieve you a number of occasions to go over strategies on enhancing [Business Needs], however have not heard again which tells me certainly one of three issues:

  • You are all set with [Business Need] and I ought to cease bothering you.
  • You are still however have not had the time to get again to me but.
  • You’ve got fallen and may’t rise up, and in that case, let me know and I am going to name somebody that can assist you.

Please let me know which one as I am beginning to fear!

[Your Name]

We have all been left on learn. In spite of everything, it comes with the territory of being in gross sales. This electronic mail helps navigate being ignored by a prospect by reminding them of your intentions. Plus, it offers them the prospect to let you know whether or not or not they’re .

13. B2B Electronic mail Template That Appeals to Ache Factors


Hello [First Name],

A lot of our enterprise prospects like [Competitor] have big websites and a number of domains, making it robust for them to handle their [Business Need] successfully.

After they began working with [Your Company], [Competitor] was ready to make use of [Your Product] to enhance [pain point].

The [X results] they achieved via their work with [Your Company] additionally drove over Y% progress in [clicks, followers, sales, etc.].

Need to dig in additional to see how our [Your Product] can profit your group? I might love to talk over a 15 minute name to share extra.

You’ll be able to merely reply to this electronic mail and I am going to arrange a time for us to talk!

Chat quickly,

[Your Name]

What makes this electronic mail interesting is that it offers an instance of how the product helped remedy an issue for an additional buyer, establishing credibility with the prospect. Then, it offers them the chance to answer and study extra about how the product may gain advantage them.

14. B2B Electronic mail Template for Connecting With Individuals Who Downloaded From Your Web site


Hello [First Name],

That is [Your Name] from [Company]. I observed that you just [downloaded/watched/listened to] our [piece of content], sales/the-cold-email-template-that-won-16-new-b2b-customers-1.

I simply needed to be sure to received the [piece of content] and to see should you had any questions. There may be a number of data in there, and I assumed I’d give you the option that can assist you discover the solutions you’re on the lookout for.

Let me know if you need to schedule a while to talk.


[Your Name]

Use this template to attach with prospects who’re already partaking with content material in your web site. Not solely can it enable you set up rapport with them, however it might probably additionally enable you uncover any ache factors they’re battling.

Example of B2B email to connect with someone who downloaded content from your website

When you have a focused lead listing and your response price is lower than 10% with personalised emails, your emails might use some work. For example a B2B firm involves you for assist with their emails. They provide an unimaginable service for the SaaS house however aren’t very profitable with their gross sales emails. Their response charges are beneath 2%.

After a couple of month of working collectively, you create a single sales email template that will get them greater than 16 new prospects. Let’s dig into what was fallacious with their earlier method by referring to among the reasons why emails fail.

1. Cram a number of concepts, speaking factors, and CTAs into the e-mail.

You may need an incredible product, however should you spotlight too many worth props in your emails, you may confuse readers. In spite of everything, a standard gross sales adage goes, “A confused thoughts says no.”

With this in thoughts, stick to 1 concept in your electronic mail. All the copy you write ought to help that one concept, whether or not you are piquing their curiosity, including worth, making a persuasive declare, or offering proof to help your claims.

Keep away from including these frequent missteps in your gross sales emails:

  • A number of themes within the electronic mail
  • Claims irrelevant to your major level
  • A couple of name to motion

2. Make it prolonged.

Typically talking, your consumers do not need to learn a mini-ebook in an electronic mail if they do not already know who you’re. You first have to supply worth and set up belief earlier than you’ll be able to earn their consideration.

With that in thoughts, construction your chilly gross sales electronic mail in a means that clearly and concisely communicates the next:

  • The worth you add
  • The give you’re making
  • The proof that helps it
  • The motion you need the prospect to take

In case your emails are working too lengthy, this is what to be careful for:

  • Muddying particulars and irrelevant data
  • Boasting or making claims that are not grounded actually
  • Asking the prospect to do too many issues (“A confused thoughts says no.”)

A caveat:

There’s not a tough phrase or character rely that makes for a profitable gross sales electronic mail. Electronic mail copy must be so long as it must be to realize your required consequence. With this in thoughts, gross sales electronic mail size can differ in accordance with what your consumers’ preferences are, what their intent is, and the way a lot engagement you will get out of your copy.

Lengthy-form gross sales emails do have their place. For instance, states that they use a long-form sales email as a result of their subscriber engagement price is excessive sufficient to warrant one.

Nonetheless, in lots of “chilly” emailing conditions, you might not have that prime stage of engagement to justify it.

3. Speak about and rejoice your self or the enterprise, as an alternative of the shopper.

Identical to in actual life, an excessive amount of “me, me, me” could be grating. Do not let your electronic mail speak means an excessive amount of about why you are superior, particularly should you’re reaching out chilly. As a substitute of speaking about your self, deal with serving to the prospect overcome an issue they’ve.

Double-check to ensure your electronic mail would not:

4. Make it fancy.

Overly fancy electronic mail templates could make your emails appear impersonal and spammy — even with customization. Nobody thinks they’re getting a private electronic mail if it is too fairly.

Preserve a watch out for:

  • Extra time being spent on visible collateral relatively than copy
  • Generic language that reads as if it might apply to anybody
  • A scarcity of segmentation within the electronic mail listing

5. Add an excessive amount of fluff, jargon, and filler phrases.

Sending a gross sales outreach electronic mail could be nerve-wracking. You is likely to be involved with what the individual on the opposite finish thinks of you. On the identical time, do not fall into the lure of not being assertive sufficient.

If a prospect would not know you, then they know they’re in all probability being offered to. Gentle language simply beats across the bush and undercuts your message.

Be careful for these email phrases to avoid:

  • “You do not know me, however…”
  • “Every time you might have a second…”
  • “I do know your time is efficacious, however…”
  • “Wouldn’t it make sense for us to talk?”
  • “Sorry to trouble you…”

As a substitute, use phrases that clearly convey worth, get to the purpose, and name the prospect on to motion.

If they are not , they would not do it anyway. Softer language would not change that truth.

6. Write like a robotic.

It is a mistake to not embrace a human component in your emails. Chilly, inflexible emails that do nothing however harp on generic advertising factors are a surefire approach to flip prospects off.

Scan your electronic mail earlier than you ship it to catchphrases like:

  • “To whom it could concern”
  • “Thanks upfront”
  • “I assure that this product will…”

As a substitute, depend on what you realize about your purchaser persona and create personalised messaging that asks them questions and speaks on to their pains.

7. Use too many emojis and different particular characters.

Keep away from typing like this!!! It may be seen as spammy and unprofessional!!!

A well-placed emoji or exclamation mark can add a little bit taste to repeat, however the caveat there’s “well-placed.”

Keep away from too many particular characters akin to:

  • Exclamation factors
  • Semicolons
  • Parenthesis
  • Dashes

It is best to have as easy a stream as you’ll be able to. Be sparse with emojis, bolding, and italics as nicely.

8. Make a number of spelling and grammar errors.

Talking of spammy, sending messages with too many grammar or spelling errors is an effective approach to look sloppy. At worst, it erodes belief and calls into query your authority and professionalism.

To take care of credibility with prospects, we suggest:

  • Studying your electronic mail aloud earlier than sending
  • Operating it via a spell checker
  • Asking a colleague to proofread

Under, you may discover a template library you need to use to show your electronic mail sport round (plus various further templates for inspiration).

Ship B2B Gross sales Emails That Prospects Will Learn

Crafting the right chilly gross sales electronic mail could be difficult, however the following tips and templates are an awesome place to begin. Above all else, keep in mind to maintain it easy and useful. By understanding precisely what to not embrace in your gross sales electronic mail, you can minimize via the noise in your prospect’s inbox and actually stand out as a solutions-oriented associate to their enterprise.

Editor’s notice: This put up was initially revealed on March 7, 2019 and has been up to date for comprehensiveness.

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