Sales email tips and tricks + 5 go-to sales templates

Aarti Nair
July 9, 2022
 mins read

Last modified on

July 9, 2022
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The whole purpose of a sales email is to promote a product or service, generate leads and convert leads into clients. The email is a crucial part of the sales funnel, and it should be written in a way that highlights the benefits and will ultimately convince the client to buy.

Email is one of the best sales tools at our disposal. As a matter of fact, email marketing alone has the highest ROI of any sales tool, but email can only be as effective as its email template. As much as you want to keep sending the same old sales email, you need to realize that you will only get the same old results.

Tools like Convin can help you better understand your prospect and create emails that can increase its open rate.

The best sales emails are personalized and well-written. There are many different aspects to sales email and engagement, but at the end of the day, personalized sales email works best. This blog will look at the different elements of sales email and how to use them in order to increase your sales. 

Why do Sales email templates benefit your business?

Email templates are a great way to get a leg up on your competition. Your emails go out to a targeted list of potential buyers, so they are usually read. When your subscribers get an email from you, they see your brand name and logo every time. You are building your brand each time you send an email, so make sure it looks professional. An email that doesn’t look professional can cause your message to be overlooked next time.

Regular email campaigns also ensure that your prospects remember you, and when the time comes when they need to invest in a solution, chances are they will reach out to you or reply to your regular mails.

But it does not mean that you spam your prospect's inbox. Create a plan as to what emails you need to send and when — basically an email calendar, depending on your prospects' stage of the sales funnel. 

Once you have done this, with the help of your marketing team, you can send out content that is of value to your customers.

Another added advantage of creating email templates is that you have all the templates ready, which you can use and reuse for different customers at different stages of the sales funnel.

But even after doing all this, the bounce rate and open rate of a sales email are very low.

You must be thinking; that this is because email is dead as a communication medium. But this is not the case.

Let’s understand why.

Why don't sales emails get replies?

Sales emails are one of the most effective ways to get new leads and traffic to your site. But despite their effectiveness, they are often one of the most ignored marketing methods out there. 

Why is that?

Why don't people reply to sales emails? 

In fact, why don't people reply to any emails? 

The answer is simple: most sales emails are boring. Plain and simple. 

They are boring for three reasons: 

Firstly, sales emails are mostly about the sender, not the receiver. Most sales emails are focused on what the sender wants, not the receiver. It is the number one reason why people don't reply to sales emails. People don't want to be sold, and they want to buy. 

Secondly, all too often sales emails are about the products -- not about the people. Sales emails should be about the people behind the products, not the products themselves.

Lastly, timing– Timing plays an important role in email marketing if you end up sending the email at a time when your ideal prospect is not even exploring or thinking about your product. Why would they even open an email that is just talking about a product and its prices?

But these are not the only reasons. To sound professional, a lot of sellers end up using a lot of jargon in their email content, making it overly complicated and boring. Instead, by using easy-to-understand language and verbiage, you increase your odds of getting noticed and understood by your prospects.

Additional Tip: Avoid using salesy words in your emails, as it increases your chances of getting into the spam folder of your prospects.

Sales emails tips

A great sales email template can make the difference between an average and an excellent campaign. Emails are a crucial part of the sales process, but that does not mean that you cannot improve them and make them better. Sales emails are brief, so you need to get straight to the point. Also, remember to include the main benefit of your product or service.

Engaging subject-line

Rather than being salesy, add the value proposition in your subject line. Or make it catchy with a quirky subject line. Don’t think only B2C brands use quirky email templates. You can also experiment with the subject line.

Just think back to when you would have received an email with a quirky subject line. You would have to open the mail even though you didn't know about the product or the brand, just to find out what it is about. The same applies to your customers as well.

You can even make it engaging by personalizing your email subject line with data or the prospect’s name. 

Or you can ask questions in your subject line that makes your prospect think.

Here are a few statistics that prove why making an effort on your subject line matters.

  • 47% of email recipients open an email based on the subject line.
  • 69% of email recipients report email as spam based solely on the subject line.
  • Emails with no subject altogether have an open rate of 8% more than those with a subject line.
  • Emails with personalized subject lines have a 22% open rate.

But remember not to use any salesy terms in your email subject line!

Personalized opening line

It takes more than a great email subject line to get past the secretary’s desk. Your whole opening sentence should grab the reader’s attention and compel them to read on. Try openers such as, “I loved your blog post about…” or “I was excited to hear about your company’s new funding.” 

You could even open by congratulating them on their recent success by saying something like, “I was excited to hear about your new job!” 

If that doesn't work, you might try opening with quotes or statistics related specifically to their industry. Quotes are great attention-getters - use them wisely.

But the whole point of this is going beyond the customary, generic emails where you start by “Hi, how are you doing today.”

Keep your email short and concise 

A study conducted by Boomerang shows that “emails between 50 and 125 words had the best response rates at just above 50%.” 

However, a more recent study done by found that “sales emails with roughly 300 words had much better response rates than those with fewer than 100 words.”


Let us clear your confusion.

It basically depends on your audience, and the stage of the sales funnel your prospects are. For example, if you are sending an email to a CEO, you would want to keep your email to the point, as CEOs already have a constraint on time. They would want to read a message that shows value to their process and business and is not very lengthy.

Clear Call to Action (CTA)

Don’t leave your prospect hanging. Let them know when you want to do a quick demo of your software or talk more about your offering on the phone. Then, follow up with calendar links and ask for their preferences.


If a cold email is ignored, to begin with, don’t let it stop you from following up. Resilience builds relationships: was able to boost its email response rate from 1% to 12.6% by sending follow-up emails.

5 Go to Sales Email Templates

#1.  Pain Point

Hi {{first_name}},

I want to reach out and ask how everything is going at {{company}}? 

Being a { what Solution Provider}, throughout {Region}, you must be facing the following challenges:

  • Challenge 1
  • Challenge 2
  • Challenge 3…

We’ve believed that our software would be really helpful for [[prospect's pain point]]. If you would be interested in a quick chat or demo this week, please let me know if there are any other ways we can help {{company}}.

Here is how {Customer Name of the same industry}was able to resolve {pain-point} and achieve {Impact}. – Give a link to a case study.


CTA - Ask for Demo


[[your name]]

#2. Get 5X____ in ____ time — results 

Hello {name}, 

We heard you are interested in resolving {Problem}

I have an idea that I can explain in 10 minutes that can get {company} 5X results{name the results}, in {time period}.

I recently used this idea to help our client {competitor} almost triple their results{ name the impact}. - {Add case study link}

{name}, Let’s schedule a 10-minute call so I can explain.

Please let us know a suitable time, or click below and schedule a call.

CTA - Schedule a call

Awaiting your response,

{Your Name}

#3. Challenge 

Hi {{first_name}},

We ran research which showed that your competitors are struggling with [[key issue]].

That is, to resolve {issue/challenge}, we built a robust solution that can:

  • Value proposition 1
  • Value proposition 2
  • Value proposition 3…

This past year we were able to help numerous companies to [[business driver]], resulting in [[money saved, revenue added, productivity increases]].

If this is something you’re challenged with too, let’s set up a quick call. I have some ideas that might help.

CTA - Schedule a call

All the best,

[[your name]]

#4. Right Person

Hi {{first_name}},

We recently heard you bagged funding for exploring market opportunities in {Region} the name. 

Your competitors are facing the following challenges in these markets.

  • Challenge 1
  • Challenge 2
  • Challenge 3…

I’ve worked for a company called [[your company name]] that specializes in [[describe your company’s products or services]].

In thinking about your role at {{company}}, I thought there we could definitely help you resolve this problem for you.

Our [[specific product or service]] has garnered a lot of attention in the marketplace, and I think it’s something that your organization might see immediate value in.

Can you help me get in contact with the right decision-maker?


[[your name and title]]

#5 Resolve the problem

Dear {{first_name}},

Do you struggle with:

  • Problem 1
  • Problem 2
  • Problem 3

Here at [[your company]], we’ve helped many other businesses deal with this problem by [[short explanation of your product]]. Businesses we’ve worked with have seen [[evidence of tangible improvement]] as the result of [[product]]. - {Give the link to some trust-building content}

Would you like to schedule a 10 min call, to understand how exactly we can do this?

Just click below and schedule your call.

CTA - Schedule a call

Warm regards,

[[your name]]


Sales emails are a vital tool for almost any business. The professional, effective email will get the attention of your customer, and the personal touch will get the buyer to respond.

We hope this article has been helpful in giving you some ideas on how you can improve your sales emails and make the most out of them. The next time you send out an email to someone in your database, you’ll know what works and what doesn’t work. And if there are any particular types of sales emails you’d like to see, please let us know, and we’ll be sure to create a blog post on the topic in the future!

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