As a writer for the HubSpot Sales Blog, I’m always crafting new email templates. And my favorite source of inspiration is in HubSpot Sales — I’ll open up “Templates” and browse the real emails HubSpot salespeople are sending their prospects.
Not only can I see average open rate for individual templates, I can also gauge their performance by response rate and click rate (i.e., how many recipients clicked on the links within the template).
The following 10 templates have 60% or higher open rates, 8% or higher click rates, and 30% or higher response rates. I’ve lightly edited them so you can tweak them for your industry, market, product, and prospect. I’ve also included two templates to help you make sales introductions. Happy selling!
Best Sales Email Templates
1. If You Want to Make a Sales Introduction
The prospect hasn’t heard of you before? Give them a reason to talk to you. Mentioning their goals and showing you did your homework will be enough to get most buyers to respond.
Hi [prospect name],
I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.
If you’re unfamiliar with [company], our solution helps businesses in [prospect company’s] space with three main goals:
- [Goal #1]
- [Goal #2]
- [Goal #3]
Are you free in the next few days for a call to discuss [prospect company’s] strategy for [business area]?
Best,
[Your name]
2. If They Visited Your Site
Based on the prospect’s browsing behavior, you know they’re interested in — maybe even seriously evaluating — your solution. Position yourself as a trusted advisor who can walk them through the decision making process and answer questions as they arise.
Hi [prospect name],
I’m sending this note to introduce myself as your resource here at [company]. I work with small businesses in [prospect company’s] space, and noticed that your colleagues had stopped by our website in the past.
This inspired me to spend a few minutes on your site to gain a better understanding of how you are [handling strategy for busines area]. In doing so, I noticed a few areas of opportunity and felt compelled to reach out to you directly.
[Company] is working with similar companies in your industry, such as X, helping them [accomplish Y], while providing them with the tools to [manage Z].
When do you have 15 minutes to connect today?
Please also feel free to book time directly onto my calendar here: [Meetings link].
Thanks,
[Your name]
3. If You’re a Stranger to Them
Hi [prospect name]
I’ll keep this short and sweet to make the 26 seconds it takes to read this worth your time (yes, I timed it.)
As a [job title] at [company], I get to speak with people like you about [achieving X]. [Prospect company] is on my radar because we’ve helped a lot of companies in [X space] with [business area].
Could we schedule a 15 to 20-minute call to discuss your strategy for Y — what excites you, which challenges you see, and how you envision your plan changing down the road? Even if you decide not to continue the conversation after our call, you’ll leave with some advice for [business area] that will make an immediate impact.
Best,
[Your name]
4. If You Just Called Them
Use a quick email to reinforce the voicemail you just left.
[Name],
Saw that you were checking out , and wanted to give you a quick shout after checking out the [prospect company] site. The last thing I want to do is waste your time or mine, but I thought it would be helpful to quickly speak and learn a bit more about what you hope to get from
-
- Sale!
- Websites Development
Advanced Plan – WordPress Web Design Solutions
- Original price was: $350.00.$300.00Current price is: $300.00.
- Add to cart
Best,
[Your name]
P.S. Thought you might like this as well while getting started:
- [Helpful link #1]
- [Helpful link #2]
5. If There’s Been a Trigger Event
Strike while the iron is hot. A trigger event gives you a compelling reason to reach out, boosts your credibility (you clearly pay attention to what’s happening in the space), and establishes urgency.
Hi [prospect name],
Your [LinkedIn description, company’s recognition in the Inc. 500, connection with XYZ colleague] inspired me to reach out. Other staffing firms like A, B, and C leverage to [accomplish X and Y].
Within six months of working with [company], client [saw X results]. I’d be happy to share a few ideas about how [prospect company] could accomplish the same.
If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?
[Your name]
6. If They Requested a Demo
This email helps you establish a relationship with the prospect and set the right expectations for the process. If they’re not prepared for a discussion of their company and objectives before the nuts-and-bolts product talk, they might become impatient.
Hi [prospect name],
I noticed you requested a demo of . I work with companies in your area, and my goal is to be helpful during your evaluation process.
Our demos are two parts. The first is a conversation focused around helping me to understand what you’re hoping [company] can help with, as well as your strategy and goals in general, so then I can customize your demo accordingly.
To get started, you can book time on my calendar here: [Meetings link].
Looking forward to connecting,
[Your name]
7. If They’re Using Your Free Tool or a Trial Version of Your Product
Help your prospect get maximum utility out of their free sign-up or trial. Not only will this help them see the value of your product, it also lets you influence their purchasing criteria.
Hi [prospect name]
Saw that [prospect company] is using [tool] and your team currently has [X number of] people accomplishing [Y]. I’m happy to share some best practices related to our products with you and the team. There are also a number of features we use with , that might be helpful for you or some colleagues. Also noticed [unique aspect of business].
Please pick a time on my calendar that works best for you and I’ll follow up: [Meetings link].
– [Your name]
8. If They Opened Your Email But Never Replied
The prospect is interested in learning more — after all, they read your message — but they’re either too busy to respond or not interested enough. Get the conversation going again with an explanation of your company’s solution and an offer to give them a demo.
Following up on my last email, I wanted to see if [increasing X, decreasing Y] was something you’d be interested in discussing.
[Company] offers tools for [business area] that include the following:
- [Feature #1 and why it’s helpful]
- [Feature #2 and why it’s helpful]
- [Feature #3 and why it’s helpful]
I’d be happy to give you a brief walk-through of the tools so you can evaluate whether there might be a broader application to leverage these tools at your company.
What do you think?
[Your name]
9. If They Still Don’t Respond
Heard nothing? Before you give up on this prospect, send a few more resources their way. You’ll add value while simultaneously reminding them your tool might be able to solve a pressing pain point — as it has for their competitors.
Hi [prospect name]
Following on my previous email, as they have a tendency to slip through the cracks. At the very least, I wanted to provide you with the top resources that your peers at other [prospect’s industry] companies found helpful:
- [Helpful link]
- [Case study]
Would it be helpful if we scheduled 15-20 minutes to discuss how some of these topics may align with [prospect company’s] 2017 strategy? Just book some time on my calendar here: [Meetings link]
[Your name]
10. If They Went Dark
This light-hearted email gives the buyer a chance to change their mind. It’s a great way to reengage them without using a guilt trip.
Hi [prospect name],
But it still stings 🙁 Sounds like we weren’t meant for each other. But I wanted to reach out to you one last time. I have a few suggestions on how [prospect company] can [accomplish X and Y]. If I don’t hear back, I’ll assume that the timing isn’t right.
In the meantime, here are two [links, resources] I thought you might [enjoy, find value in] because [reason why they’re relevant]:
- [Link #1]
- [Link #2]
Best,
[Your name]
These templates are proven to get results, so what are you waiting for? Incorporate them into your prospecting strategy today.
More Email Templates
These don’t have the impressive open rates of the ones above, but they’re still helpful templates to turn to when you need a little help.
11. If You Want to Build Rapport
Let’s say your conversation has stalled a bit and you want to keep the momentum going without being too pushy. Try a rapport-building approach.
It requires you to know a little about the person you’re sending an email to — just another reason why it’s important to get to know your prospect in your initial outreach and discover calls.
Hi [prospect name],
In our last call, you mentioned your interest in [insert interest area]. I was curious what advice you’d have for someone just getting started in [interest area]?
Thanks,
[Your name]
Don’t include a business-related ask in this email. Once you get a response, your reply can include an ask that steers the conversation back to the deal in question.
12. If You Need Them to Take Action
Sometimes you’ve spent so much time on a deal that you simply need to know if the prospect is interested in moving forward. If they keep rescheduling meetings, missing calls, or pushing for a longer discovery period, it might be time to cut to the chase.
Hello [prospect name],
We’ve been unable to connect for a few weeks now, and that usually means one of two thing:
- Either this isn’t a priority for you and your company at the moment
- You’ve been busy and we should keep trying to connect
If the answer is option one, I won’t take up any more of your time. If the answer is option two, do you have time to connect tomorrow?
Thanks,
[Your name]
13. If You’re Responding to Content They’ve Published
Prospects like to know you’ve taken a sincere interest in their business. One of the better ways to demonstrate that interest is to take the time to read, understand, and offer constructive guidance based on the content they publish.
I saw the [content medium] your company published about [subject].
I was impressed by how you managed to make such complex subject matter accessible without sacrificing thoroughness. [Reference to what they do].
I have experience at [helping companies with relevant assistance]. Would you be interested in a [CTA]?
Thanks,
[Your name]
14. If You Want to Congratulate Them on a Recent Achievement
Congratulating prospects on their recent achievements is another way to show them that you’ll value them, should your relationship progress. It demonstrates that you see them as more than another brick-in-the-wall potential customer.
Do your research and stay abreast of any milestones they reach. Then, reach out and reference those big-time wins — all with an air of tasteful flattery around your message.
Congratulations on [recent achievement]!
What you’re doing is going to do a lot for [their industry]
I’m looking forward to seeing where you go from here.
Regards, [Your Name]
15. If You Want to Reference a Mutual Contact
In a lot of ways, sales is the art of cultivating and capitalizing trust with potential customers. One of the better ways to do so is finding some common ground via mutual connections, peers, or former colleagues.
Taking this angle can add some degree of familiarity with your prospects, put them at ease, and give you a leg up in the trust-building process.
A mutual contact of ours, [Referral partner], and I were recently discussing experts in [their field] I could reach out to for some insight about [topic].
You were the person who came to their mind immediately.
I’m writing an article about [topic].
Would you be willing to review it?
Best, [Your name]
Email templates can make a salesperson’s life so much easier. Need a few more? Check out these sales prospecting email templates, these templates for boosting end-of-month sales, or these funny templates real salespeople use.
