Ultimate guide to sales emails: How to write sales emails that convert (templates, examples and case studies)

Ultimate guide to sales emails: How to write sales emails that convert (templates, examples and case studies)

B2B buyers receive hundreds of sales emails each and every day. They open only a small percentage of these sales emails, read even fewer, and it’s only a very small amount that they actually act on—whether by writing a reply or clicking on a link.

So how do you overcome all of these hurdles and rise above the crowd?

How do you make sure your sales emails not only get noticed and opened, but also read and acted upon?

In this guide you’ll discover how to write sales emails that get results, generate pipeline, and ultimately close deals.

Why are we qualified to talk about this? Well, for one, thousands of B2B sales teams all over the world are using our Close to send emails, make calls, and close deals every day. What’s more, before we built our CRM software, we were running sales for more than 200 venture backed startups in the Bay Area.

"Close has helped us tremendously to increase the efficiency of our sales strategies at Bonsai. The email sequences tool specifically has helped our team maximize outreach and results and the customer support team has always been a great help whenever we needed them. I would strongly recommend Close to any company that is looking for a CRM that is easy to use and delivers results." - Julian Golden, ShopBonsai.com

Fair warning: We’re going to cover everything you need to know about how to write sales emails that actually convert. That means this is going to be quite an extensive read. I suggest you bookmark this, or save it as a PDF, to come back for reference at a later point.

5 key components of the best sales emails

There are five essential elements to any effective sales email—the subject line, opening, body, closing call-to-action, and signature—each of which need to be thoughtfully constructed around the goal of capturing and retaining your prospect’s interest as they move through each stage of your sales email.

We’re going to break each of these components down and share examples from some of our own most effective sales emails, but remember—it’s crucial that you adopt a mindset of perpetual experimentation (and optimization) when it comes to improving sales emails over time.

What works well for you today may not be as impactful tomorrow, so challenge yourself to run controlled tests and try something new every now and then. Now without further delay, let’s get into the key components of every great sales emails.

1. Subject line

sales-emails-subject line example

Ah, the sales email subject line. This is where the pros truly stand out from the average Joe’s.

This subject line, “Your feature on my blog,” has landed me many more deals than any of the other dozens I’ve tested over the years. It’s incredibly simple, doesn’t sound like an overt pitch, and leads into a sales email that actually delivers value before immediately asking for the recipients business.

We’ve all been on the receiving end of a disastrous subject line—from glaring spelling mistakes that tell the recipient you’re not detail-oriented, to misleading phrases or dramatic attention-grabbing lines that trick recipients into opening, the subject line is by far the most important part of a winning sales email.

Why? Well, if your sales prospects never open the email to read your message, it’s as if the email never even existed. You’re still left sitting at square one.

Therefore, your primary objective with any sales email campaign, is to do everything you can to guarantee that your subject line will be interesting to your recipient (in the context of your offer)—based on the knowledge you have about them beforehand.

Write subject lines like a real person

Nothing gets a sales email rejected without ever being opened like seeing clear evidence of something gone awry with an email automation tool—brackets showing form field labels, extra spacing, or the wrong name in a subject line all show an obvious lack of care.

Keep it simple and this won’t ever be a mistake you’re liable to make.

Think about how you’d write a subject line if you were crafting this sales email for an acquaintance or mutual connection. Not too overly familiar, but certainly void of the need for complex subject line customization tactics, right?

If your sales email subject line sounds like it’s leading into a fancy newsletter-style message jam-packed with marketing lingo and buy buttons, it’s likely to be the first thing that gets archived as your prospect skims their inbox—and it’s also a big red flag that could land you in the Promotions tab of Gmail or even worse, the spam folder (thus decreasing your open rates even further).

sales-emails-promotions tab of Gmail

Here are a few more best practices for sales email subject lines to keep in mind as you’re crafting messages to your prospects.

Avoid catchy slogans

If you got a sales email from me with the subject line, "Close is the Best New Innovation in the CRM Industry," what would your initial reaction be? I can tell you what my reaction would be—delete. This sounds like more of a PR pitch than an email I should care about.

Many people think a sales email is supposed to look and sound like this. But if you want your emails to actually be opened and taken seriously, you’ve got to know your audience.

Most importantly, remember to just write like who you are—a real human opening up a line of communication, not a Buzzfeed headline copywriter.

Capitalize the first word and use lowercase text for the rest

Don’t Capitalize Every Word of Your Subject Line. It’ll make it feel like a marketing broadcast that went out to half a million people—not exactly the best first impression with a sales email that’s intended to be somewhat personal.

Even though using a lowercase structure might not be as formal as capitalizing the first letter of every word, the data shows that using a lowercase format significantly increases sales email open rates—likely because normal email communication behavior wouldn’t include the capitalization of every word.

Ask a question in your subject line

As long as you’re asking the right question and not just baiting your recipient into opening your sales email, having a question in the subject line can dramatically increase open rates.

Learning how to ask the right questions is a form of art, and the more you improve over time, the more you’ll sell. Just keep in mind that the structure of the question should follow the normal way you’d ask that question in conversation—using multiple question marks (or any multiple punctuation marks) in your subject line can quickly land you in the Promotions tab or spam folder.

People fall into this mistake of using abnormal punctuation so often it blows my mind.

Literally as I was writing this, I went to quickly check my email and lo and behold, a subject line with a “...” from a salesperson just landed in my Promotions tab.

sales-emails-subject line example in Gmail promotions tab

Not only does this subject line contain the “...” you probably wouldn’t use in normal email communications, but the opening line addresses me with my full name AND it proceeds to ask a (silly) question that for some reason ends with two question marks. So many fails all in one outreach email before I even open it—which I definitely didn’t.

Please don’t write sales emails that start out like this, you’ll be doing yourself a disservice.

And remember that just asking a question for the sole purpose that it should increase open rates on your sales email will often backfire and actually decrease your stats. That’s why asking a good question that’s relevant to the recipient is so important.

Tread lightly and adopt the experimentation mindset to this tactic, because according to a study by Touchstone, using question marks resulted in a 8% lower click rate on emails with question marks in the subject line.

Four of our most effective sales email subject lines (real-world examples)

These sales email subject lines have been field-tested with hundreds of thousands of prospects both here at Close and from our days running an outsourced sales team for hire. They’ve proven to consistently get open rates of 35% or more.

  • "[Introduction] [your name/company] <> [their name/company]"
  • "Quick request"
  • "Trying to connect"
  • "[Name of their company]"

Notice that none of these sound like they’re written by a robot, or make a PR-style sales pitch directly in the subject line? That’s intentional.

We can’t stress enough how important it is to be genuine in writing your sales email subject lines—if they read like a marketing department spent weeks crafting a catchy headline, you’re doing something wrong.

Write like you’re addressing another (real) person on the other end of the computer, strive to quickly capture their interest in a way that’s fully delivered on in the rest of your sales email, and you’ll be well on your way to a winning campaign.

Want our best advice on writing winning sales emails, plus ready-to-use templates? Download our book “Cold Email Hacks” for free today!

2. Opening lines (how to start a sales email)

sales-emails-opening lines

The first question to ask yourself when drafting the opening line of your sales email, is how you want to address your recipient—should you go straight to a first name basis?

Are your prospects more formal and traditional in that they’d appreciate a Mrs. or Mr. opening line in order to start off on the best note? Would they respond better to Hey, Hi, Hello, or Dear?

You should know the answer to these questions before hitting send on your sales emails. If you’re not immediately clear on this, refer back to your ideal customer profile to solidify the understanding you have of your customers—and consult with others on your team to make sure you’re going in the right direction.

While I can assure you I’d treat a Dear Mr. Robinson opening line with a healthy dose of skepticism, others may not feel the same. Know your prospects and you won’t go wrong.

Connecting the beginning of your sales email to the subject line

There’s nothing worse than getting an email with an interesting subject line, just to be immediately disappointed within the first few opening lines.

Taking one of our sales email examples from above, let’s say you lead with the subject line of, “Quick request” where you plan on pitching the prospect to hop on a call and hear more about your marketing automation software…

What should your opening line be?

Let’s start with the fundamentals. A strong sales email opening line does three things:

  • Quickly establishes context for why you’re reaching out
  • Takes a meaningful step toward building trust and credibility
  • Offers a natural transition into your sales pitch

With that in mind, work on crafting just one or two short sentences that can do a good job of accomplishing these three things while still remaining relevant to the subject line that started this initial sales email. Here’s an example you can gather inspiration from:

Hey [prospect name],

I wanted to reach out because I saw that your team is publishing a lot of great content at the moment, and I’ve been working with several similar companies [like recognizable brand X, Y and Z] to help generate significantly more leads from that content with our marketing automation tools.

From here, you’ll be able to naturally lead into a pitch that’s relevant based on the context you’ve laid out in the opening line.


Cut to the chase (your prospects are busy)

Recently, I got a cold sales email from a freelance writer I’d never met before—and his email started with the very clear subject line, “Joining your team,” which gave me a quick sense of the purpose of his email (✔️).

From here, he immediately jumped into establishing relevant context around why he was reaching out (✔️), gave a quick genuine compliment that showed he actually took the time to do his research on me (✔️), then jumped straight to the purpose of his email and delivered his pitch (✔️).

If you’re a freelancer or otherwise selling a service, this is a fantastic sales email example to learn from. Give it a quick read right here:

sales-emails-example of a great sales email

For a prospect like me that receives dozens of sales emails from writers every day, this stood out from the crowd as being very genuine and straight to the point—two things I value greatly (and talk a lot about in my content).

After giving him a quick thumbs up to send over his portfolio, I reviewed his samples and we started working together on a test project that'd help me make money blogging and see a return on my investment in his content services.

This sales email worked so well on me because of the clear the subject line and how short, genuine and straight to the point it was. Whereas if Daniel had instead sent over a few paragraphs of word vomit walking through a more detailed pitch straight out the gate, I would’ve likely taken one quick look at how much was written and either dismissed it entirely—or snoozed it to review “someday.”

Three examples of killer opening lines to use in your sales emails

Let’s review. A great opening to your sales email (quickly) establishes context, takes a step toward building trust and credibility, then offers a natural segue into your pitch. Use one of these opening lines that we’ve finessed with thousands of recipients over the years.

  • The context builder: I hope this email finds you well! I wanted to reach out because [explain how we got their contact information: talked to a colleague, saw your company online, etc] and we’ve been working with a lot of similar companies to [quick description of the problem you solve/value you provide].
  • The trust builder: My name is [name] and I'm with [company name]. We work with organizations like [similar company name] to [insert one sentence pitch].
  • The referral request:I'm sorry to trouble you. Would you be so kind as to tell me who is responsible for [insert your biggest pain point here that resonates with your ideal customer; OR insert function like “sales” or “recruiting”] and how I might get in touch with them?

Try deploying one of these opening lines within your sales emails, depending upon which you feel best suits the communication style your recipients crave most—you’ll be glad you did.

3. The body and delivering your pitch

Before sitting down and writing your pitch—it’s crucial to first think deeply about what you want to achieve with your sales email. It’s only after you know exactly what you’re hoping to get out of this conversation, that you can structure a sales email to reach these means.

sales-emails-delivering your pitch

So, what’s the primary goal of your your sales email?

  • Is it to immediately encourage a click through and sale right then and there?
  • Are you hoping to capture interest and book a short exploratory call?
  • Is your aim to get them on a free trial of your product?

Depending upon your goal, the body and pitch of your sales email can vary greatly.

Let’s pick up where we left off. At this stage of writing your sales email, you’ve just wrapped up an opening line that’s designed to quickly establish context around why you’re reaching out to this prospect.

With that in the rear view mirror, now you need to deliver a compelling pitch that’s designed to set the stage for accomplishing the goal of your sales email—which you’ll soon seal the deal on in the next step with a clear call-to-action.

How to craft a strong pitch in your sales emails

For our purposes here (and because most of our customers are selling B2B with higher priced offerings), we’re going to work off the assumption that the goal of your sales email is to get your prospect to book an exploratory call.

With many B2B products or service offerings, the first step in your sales process is often getting prospects on the phone to discuss their needs, learn about their challenges and gauge whether or not they’d be a good-fit customer before diving into the specifics about which plan to choose.

It’s a critical first step in determining if the sales conversation should move forward—so that you can stay focused working only on strong leads at all times, and thus avoid wasting precious time on leads that’ll never close.

With that goal in mind, the pitch in your initial sales email should do these three things:

  • Give enough additional context about who you are. If your opening lines don’t establish enough credibility or offer up a level of detail to instill confidence in you and your company, then start by bolstering that at the beginning of your pitch. It helps to quickly reference the names of other relevant companies using your product or service (lending their credibility to you), or highlight a quick clear result similar customers have already gotten from using your product.
  • Clarify the problem you’re solving in one simple sentence. What’s your most relevant one-sentence pitch for this prospect? If you don’t have a quick elevator pitch that sums up your offering and benefits in one sentence, then it’s time to write one right now.
  • Highlight ultra-clear benefits that your prospect can relate to. Beyond just the quick elevator pitch that sums up your offering in a relevant fashion, pull out a few quick bullet points that do an even better job of driving home the benefits of your offering for your prospect’s specific use case.

Strive to make it clear to your prospect that this sales email has been hand-crafted based on real research you (or your team) has conducted, take this value-driven approach to starting a conversation and you’ll be well on your way to having stronger leads.

Two examples of a (short) compelling pitch to use in your sales emails

We can’t emphasize enough, how important it is to ensure that your sales email—especially when it’s an initial cold outreach email—strikes a balance between being short and to the point, while still delivering enough context and information to get your recipient interested enough to want more.

Here are a couple examples of how to walk that fine line and deliver a compelling pitch without taking up your prospect’s time on useless information.

The abbreviated benefits approach:

Hey [First name],

My name is [my name] and I'm with [my company name]. We work with organizations like [relevant company name] to [insert one sentence pitch].

[One sentence unique benefit geared toward their organization].

Could you point me toward the right person to talk to about this at [company name] so we can explore if this would be something valuable to incorporate into your workflow?

[Your name]

The expanded benefits approach:

Hey [First name],

[My company] has a new platform that will help (your team at) [their organization name]. [One sentence pitch of benefits]. We do this by:

  • Benefit/feature 1
  • Benefit/feature 2
  • Benefit/feature 3 (optional)

It seems like we could be a really great fit for what you and your team are working on. I’d love to share some more details, do you have a few minutes to quickly connect this week?

[Your name]

While both of these sales emails simply lean on a tweaked variation of the same overall structure when it comes to the pitch, they do so using slightly different formatting and methods of building credibility.

Keep your sales email copy simple, relevant to your prospect’s needs, and void of any fluff.

4. Closing statement and call-to-action (how to end a sales email)

Let’s get one thing clear: If your sales email doesn’t end with a very simple and direct call-to-action (CTA) that makes it obvious which action you’re asking your prospect to take right here and now, then you’ve failed.

The purpose of reaching out and establishing a connection with your prospect is to determine whether or not they’d be a good customer of your product or service, right? Well, it’s your job (as an inside sales rep) to guide them through the step-by-step process of making it from the entrance of your sales funnel, to signing on board as a customer.

That requires guidance—and it’s your job to take the first step by telling them what needs to happen next if they’re interested in hearing more.

Now, throughout the various sales email templates we’ve already shared in this guide, we’ve illustrated several different ways you can close the conversation and end with a strong CTA.

If you’ve done everything right up to this point in your sales emails, then the CTA you close with is what determines whether the prospect responds to your email (and moves through your funnel) or sends your email to the trash.

While on the surface it may seem like writing a great CTA is a simple activity, it can actually be quite deceptively complex. And it’s actually something many sales reps make disastrous mistakes with.

The five biggest mistakes you need to avoid with sales email CTAs

The reason you’re sending anyone a sales email, is because you want them to take an action. Set up an exploratory call. Book a demo. Start a free trial. Sign a contract. That’s it.

sales-emails-closing statement

Naturally you still want your prospects to open and read your sales emails—and of course connect with what you’re saying. But if they get to the end of your sales email and are left scratching their head, wondering what to do now, you didn’t accomplish your mission.

If your prospects are opening your sales emails, but taking no further action, it’s likely that you’re stumbling on your CTA—and making one of these common mistakes:

  • You don’t have a clear CTA: If you don’t tell your prospect what you want them to do, how can you expect them to take the next step? Always include a CTA. Even if you think the email is clear enough, add one in your closing statement anyway.
  • You have too many different CTAs: More CTAs won’t increase your chances of getting a conversion started. In fact, the more you ask of someone in a cold email, the less likely they’ll do anything, because your asks are overwhelming.
  • Your CTA is confusing or unclear: If your CTA isn’t specific enough as to what the person needs to do, they’re probably not going to reply—or take that action. If you want someone to pick a time for a call, give them the dates and times or include a scheduling link with a tool like SavvyCal. If you want them to click a link and take an action, say that.
  • Your CTA is too difficult of a decision: Tough decisions create friction, and that’s the last thing you want to lead with in a sales email before you’ve developed any rapport with your prospect. Even if they’re interested in what you’re saying, if the CTA puts pressure on them, they’re probably going to pass.
  • Your CTA is asking for too much: With a cold sales email, you haven’t yet earned the credit to ask for much from your prospect. If your CTA is asking for sensitive material or for the prospect to invest serious resources straight out the gates, it’s too much. Moreover, they’re not going to do it.

The best sales email CTAs do the opposite of the mistakes we just covered. They’re simple, straightforward, and very reasonable requests for a cold outreach request.


Three high-converting sales email CTA examples

Great sales email CTAs reduce friction and they’re focused in what they ask the prospect to do. Here are three examples of CTAs we regularly employ in our own sales emails here at Close.

  • Give specific dates and times if you’re asking for a call or demo: What if you need your prospect to schedule a time for a call or a demo? You might think it’s a good idea to leave it up to them to pick a time that works for their schedule, but a CTA that says “let me know when you’re free” creates way too much friction and isn’t going to inspire action. Instead, try giving your prospect clear and specific options to choose from:

“Does next Tuesday at 11am or Thursday at 3pm work for a 15-minute call?”

By offering 2 options, you’re doing the work for them and all they have to do is say either yes or no—leaving you with the option to still propose a few more days/times if they reply with the latter.

  • Make complex requests incredibly simple: If you’re asking someone to take an action that requires a bit of effort—like signing up for a trial and testing out your product—your CTA needs to be especially compelling. This means going out of your way to somehow personalize the link you send them, and make the action as simple as possible to complete. For example, you could say:

“Here’s a unique link that’s expiring soon—it’ll give you an extended 30-day free trial. Just click this link and in one minute you’ll be able to test out the product and see the results I’ve been talking about for yourself.”

  • Use the 1, 2, 3 email hack if you haven’t been getting replies: Let’s say you’ve been following up with a prospect and haven’t gotten a response. In this scenario, you want to make your CTA so simple it would take more effort not to answer it. One technique that works well is our 1, 2, 3 email hack where you present the reader with 3 clear options and say:

“Just hit reply and give me a number: 1, 2, or 3.”

As the prospect in this situation, I only need to hit 3 keys on my phone or computer in order to respond. Reply. 1, 2, or 3. And send. That’s it. There isn’t a simpler CTA in the world, and any response will give you valuable information about how to move forward with this prospect.

To sum it all up, end every sales email with a clear, direct call-to-action that leaves no room for ambiguity or misinterpretation around which action you’re asking your prospect to take in order to move the conversation to the next stage.

5. Signature (what needs to go in your signature & using it to sell)

Your email signature is one of the most valuable, underutilized pieces of real estate in an email. To most salespeople, it’s an afterthought—rather than a tool that can be used to further sell to the prospects you’re emailing with.

Most average email signatures have your name, title, contact info, and a logo. Like so:

Joe Smith
Sales Manager, Acme Solutions
Phone: 555-555-5555
Email: joe.smith@acme.com

What’s your first thought after looking over this very common email signature?

sales-emails-boring email signature

It’s BORING. And it certainly isn’t doing anything to further your sales conversations.

It’s not building credibility. It’s not offering your recipients something interesting. It definitely isn’t selling or showcasing anything relevant to the prospects you’re communicating with.

We’re big believers of selling in your signature. Our CEO, Steli pitches recent product news, his book, his podcast—whatever it is we have going on right now that he wants recipients to see in his signature and think, “Hey, that looks interesting!”

Four genius ways to intelligently sell in your email signature

Here are just a few of the best ways we’ve tested when it comes to selling through a useful signature in our sales emails.

  • Press features: One of the best ways to passively sell (and boost your credibility) is by including a link to a positive press article in a relevant publication that highlights the company’s accomplishments. Have a recent write-up about your stellar growth? Show it off. If you’re not yet at the stage of landing article features, take the initiative to publish your own stories about recent successes and new landmark customers on a company blog (check out my guide to starting a blog the right way if you don’t already have one).
  • Webinar recordings: Another way to intelligently use your email signature to call your prospects to action, is by including the link to a recent webinar your company gave. Whether it’s a product demo, or a customer interview, case study, or keynote speech from your CEO that was recorded, most prospects who are seriously considering your product will be curious about learning more.
  • Case studies: Linking to a positive (relevant) case study can add a massive amount of credibility because your prospects get the opportunity to hear about the benefits and use cases of your product from the mouths of other customers—rather than you (who could be a biased salesperson).
  • YouTube videos: One of our favorite things to include in an signature is a YouTube link. In Gmail, when you add a YouTube video link, it displays a thumbnail of the video. Why is this so effective? According to MIT researchers, the most memorable photos are those that contain people. Psychologists have also found that color images are more memorable than black and white. As a result, a video thumbnail (especially if it’s a video of you or someone at your company speaking) really catches the reader’s eye. We can’t tell you how many times someone has replied to one of Steli’s emails saying, “I ended up watching that entire speech from your email signature,” before addressing his original message. If your company has any kind of video marketing, your email signature is a great way to get prospects’ eyes on it.

For more inspiration, here’s an example of what Steli’s email signature often looks like:

sales-emails-stelis email signature

Alright, now that we’ve broken down the essential elements of effective sales emails, let’s go into further depth exploring the most common types of sales emails.

We’ll be highlighting all of our best sales email templates, showcasing real examples that are working out in the field (today), and explaining the exact use-cases for when it’s best to send a particular type of sales email.

Let’s do it!

10 most common types of sales emails (templates and examples)

1. Cold outreach sales emails

The most common type of sales email. When most people think of sales emails, they're more often than not conjuring up images of cold email campaigns queueing up en masse to unsuspecting recipients that (may or may not) need their product.

Contrary to popular belief though, cold sales emails can actually still be refreshingly human—and effective at opening up a line of communication. Here's our most effective, simple cold sales email template:

Hey [First name],

My name is [my name] and I'm with [my company name]. We work with organizations like [company name] to [insert one sentence pitch].

[One sentence unique benefit].

Do you have a few minutes available on [day of the week] to chat quickly and explore if this would be something valuable to incorporate into your events?

[Your name]

While one of our most effective cold sales emails over time, the one major assumption this template takes into account, is that you know your recipient is already a qualified prospect.

2. Prospecting sales emails

Let's start by defining what exactly a sales prospect really is. The difference between a lead and a sales prospect is that a "lead" comes first—and once that cold lead is qualified by a member of your sales team, they become a (warmer) verified sales prospect within your overall sales process.

So with that context in mind, a prospecting sales email is being delivered to a warm lead once we have a reasonable degree of certainty they'd be a good fit to become a customer of our product.

Here's our most effective prospecting sales email template:

Hey [First name],

I've been following along with all of your growth at [their company] these past couple years and I wanted to see if you'd be up for quickly chatting about how [my company name] has been helping similar brands like [company name] to [insert one sentence pitch].

[One sentence unique benefit].

Do you have a few minutes available on [day of the week] to chat quickly and explore if this would be something valuable to incorporate into your marketing efforts?

[Your name]

The main difference with this prospecting sales email, as opposed to the more generic cold email above, is that this approach has a more personalized, direct approach that's designed to make a very confident first impression to your prospect.

Pro tip: You can use the P.S. line in your email signature to link to a relevant case study or work sample that'd get this prospect more interested in your sales email.

3. Pitch emails

Similarly to our previous sales email that really starts conversations on a confident note, delivering a pitch email means coming on very directly. You strongly believe your product or service can help this prospect (and that they'll get a massive return on their investment), so it's your job to make sure they come on board. Pitch them.

Here's our most effective pitching-focused sales email template:

Hey [First name],

I hope this email finds you well! I wanted to reach out because [explain how we got their contact information and how we relate to them: talked to a colleague, saw your company online, etc.].

[Name of company] has a new tool that'll help [organization name] to more effectively [One sentence pitch of benefits].

I know that [our product] will be able to help [name of your company] [insert high level benefit here] in less than 3 months like we've already seen with [relevant customer] and [relevant customer].

Are you available for a quick call at [time and date]?

[Your name]

4. Introduction (referral) sales emails

When you're not sure who the right decision-maker is at your target organization, it often pays to skip additional layers of research and jump straight to sending a sales email to the closest fit person you can  quickly track down.

That's where the introduction referral approach comes in to play—because you'll be asking for an internal referral to the person who's most well-suited to field your incoming request.

Here's our most effective referral sales email template:

Hey [First name],

My name is [my name] and I'm with [my company name]. We work with organizations like [company name] to [insert one sentence pitch].

Could you direct me to the right person to talk to about this at [company name] so we can explore if this would be something valuable to your sales team?

[Your name]

That's it—short and sweet!

5. Appointment request sales emails

This one is relatively straightforward. You've got a qualified prospect, now it's just time to reach out and get an appointment scheduled to further qualify them for your product.

Here's our most effective appointment request sales email template:

Hey [First name],

I hope this email finds you well! I wanted to reach out because [explain how we got their contact information and how we relate to them: talked to a colleague, saw your company online, met at a conference, etc.].

[Name of company] has a new platform that will help your team at [organization name]. [One sentence pitch of benefits]. We do this by:

  • Benefit/feature 1
  • Benefit/feature 2
  • Benefit/feature 3 (optional)

I'd love to explore how [your company] can specifically help your business. Are you available for a quick call around [time and date]?

[Your name]

With this approach, you have one very specific goal—to get your prospect on the phone at a specific time & date. When you make your call-to-action very clear and direct, you stand a much higher chance of getting an equally clear response—whether that's a yes or a no.

If that answer is a no, you can either take it from here on attempting to schedule a better time to connect or probe for other reasons your prospect is objecting to taking the call.

6. Follow up sales emails

Here's our most effective follow up sales email template for once you've already delivered your first outreach attempt & haven't heard back yet:

Hey [First name],

I wanted to show you how [my company] can help you to better [the thing your product or service helps customers to do]. We've helped companies like [relevant customer] and [relevant customer] to achieve great results already this year.

Do you have a few minutes for a quick call later this week?

Let me know a good time, or you can pick a spot on my calendar by clicking here.

[Your name]

Pro tip: Include your link to a calendar booking tool like SavvyCal or Pick to streamline the scheduling process for your prospects to find a mutually available time to connect and review your product.

7. Reminder sales emails

Here's our most effective reminder sales email template that's geared toward getting your prospect to take that final action on the last outstanding task after they're already interested in buying:

Hey [First name],

Hope all is well. When we connected yesterday, you said that you'd be ready to get started with using [my product name] by the end of this week.

Here's the link to where you can create an account, input your billing information and start inviting teammates to join your organization.

We're excited to get you on board! Do you need anything else from me in order to get set up this week?

[Your name]

You can also create reminder sales emails for your eCommerce store when customers leave the cart without finishing the transaction. Here are some free abandoned cart email templates you can follow.

8. Thank you sales emails (after a positive meeting or demo)

Alright, so you've delivered your pitch and it went over well. Now, it's time to close the sale and get this customer on board.

Here's our most effective thank you-driven sales email template to send after you've had a strong meeting or delivered a demo:

Hey [First name],

Thanks for taking the time to connect this morning. I think you'd be a great fit for [plan type or option] and we're excited to get you on board.

Here’s what I’ll need from you in order to get started:

  • Onboarding Item 1
  • Onboarding Item 2
  • Onboarding Item 3

What day/time works best for you to a set up call and get the final details locked in? Or you can pick a spot on my calendar by clicking here.

[Your name]

9. Post-transaction (hand off to success) sales emails

Here's our most effective hand off sales email template to help ease the transition to a success or support member of your team that'll be handling your (new) customer from here on out:

Hey [First name],

Thanks again for coming on board today! We're excited to have you and are really looking forward to seeing the impact we can help drive in your  [area of the company your product helps].

Here on cc in this email is the head of our success team, [name], who's going to be assigning you a rep from our team that'll be available to answer questions and help with troubleshooting as you get up and running over the coming days & weeks.

Also, here's the link to our product guide that's packed with tutorials, helpful screenshots, video walkthroughs, examples, templates and more.

It's been a pleasure—thanks again!

[Your name]

10. Check-in (long-term follow up) sales emails

Here's our most effective long-term follow up sales email template for those mildly warm prospects that asked to be kept in loose touch with for future opportunities to work together:

Hey [First name],

It's been a couple of months since we last connected and you asked me to check in at the start of the next quarter.

How are things going at [their company]? We recently released a new feature that [what it does] and I think it could really turn things up a notch for your marketing team.

Do you have a few minutes to chat about it this week? I'd love to give you a preview.

[Your name]

Send variations of this simple follow up email at reasonable intervals of time, based on either when your prospect requested to be followed up with—or at a frequency that doesn't burn them out.

4 helpful sales email tools (to support your outreach)

Now obviously, we believe that our CRM with built-in emailing is the best tool for your sales email outreach.

But whether you’re using Close or another solution—here are some valuable tools to make your sales email workflow more effective.

1. Email address lookup tools.

For your sales emails to succeed, no matter how well-written they are, you first need to have the right email addresses for your prospects. Here are two tools we recommend for this:


Hunter.io allows you to find the email address of any professional one by one or in bulk using their Email Finder. Their Email Verifier then does a complete check of an email address, giving you complete confidence when sending emails.


2. Meeting/demo scheduling tools.

If you succeed at getting a prospect to want to talk to you, make it as easy as possible for them to get to the conversation. Scheduling tools that enable prospects to just choose an available slot have become increasingly popular for a reason in recent times: they save a lot of the tedious back-and-forth that an unfold when you try to schedule a call by sending emails back and forth to figure out a time that works for all parties involved.


SavvyCal is an automated scheduling tool that takes the work out of connecting with others so you can focus on the important tasks at hand. SavvyCal makes scheduling appointments as easy for the recipient as it is for the sender by allowing your prospects to overlay their own schedule on the calendar as they choose a time to meet with you.

Best of all, with the native Close CRM + SavvyCal integration you can automatically create and update your Close Contacts when a prospect books a meeting with your team.

3. Conversational selling tools.

These tools will help you send more effective sales emails, ways to employ them to convert more leads (ex: who click through and view your pricing page, these tools pop up and call them to action for booking a meeting, etc).


Intercom is a suite of messaging products for businesses to acquire, engage, and support customers throughout the entire customer lifecycle. You can use bots or live chat to convert leads, engage customers by sending targeted emails or app push notifications, and integrate a help desk and knowledge base to support customers.


4. Virtual meeting tools.

How these kinds of tools will help you send more effective sales emails, ways to employ them, list of an example or two and screenshot of them in action.


Zoom combines video conferencing, online meetings, and group messaging—all in one easy-to-use platform. Zoom's features include HD video and audio, built-in collaboration tools, end-to-end encryption, recording and transcripts, streamlined calendaring, chat, and more.

Here at Close, our sales reps love using Zoom for virtual meetings. It makes connecting with clients simple and convenient.


When to send sales emails (for maximum effectiveness)

What’s the best time to send your sales emails? A quick Google search will show you that there are literally dozens of studies on this subject, many based on large datasets (oftentimes many millions of emails).

sales-emails-best time to send emails Google search

However, while all of this data and statistical analysis is great—there’s one thing you need to consider:

The best time to send your sales emails depends on your prospects!

There’s no one-size-fits-all answer to this question. Everything that we, or anyone else has to say on this subject, is generalized advice that could very possibly be wrong for your specific situation. Which is why we recommend that you constantly test what works best for your sales team!

One general piece of advice: Strategically vary the days and times when you’re sending out your sales and follow-up emails. This will increase the likelihood that prospects notice, open, and respond to your sales emails.

The best sales email tools enable you to do this: with Close for example, you can set up email sequences that will go out on specific day and time intervals, with a variation built in to maximize the probability that you’ll get a response.

"Close was a game changer for our sales process. I immediately saved hours of time by automating email follow-ups with email sequences and closed more deals in five days than I ever had in a given month!" - Tim Griffin, Founder & CEO at Cloosiv

What’s the best day of the week to send a sales email?

Again, the answer is: it depends. But for many companies, the best day of the week is Tuesday or Wednesday. People are often too busy getting their week started on Mondays, and too busy wrapping up their week (or mentally already checked out) on Fridays.

What’s the best time of day to send a sales email?

Many studies say 8am (of your prospects’ local time) is best. The truth however is that it absolutely depends. For some prospects, 8am might be just the right time because that way it’ll be relatively fresh in their inbox when they check it. For others, sending them the email at night could be best because they check their email before wrapping up their day to make sure nothing urgent is there that needs to be taken care of.

For others, around 2pm, right after lunch break might work best, because that’s often the time when they’re not doing much focused work, and “checking email” is the kind of task you can do even when your mind is already drained.

How to use automated email sequences to increase sales email response rates

With Close, setting up and sending email sequences to your contacts is simple. You can write and schedule email sequences by creating templates and setting delays between emails in your sequence. Here's how:

1. Head to Email Sequences in the sidebar menu, and hit the New Sequence button in the top right corner.

sales email sequences in Close

2. Create a new email sequence, either by adding previously created email templates or creating new templates.

On this page, you can add multiple steps, create delays, and set the sending schedule.

sales-emails-create new email sequence

When you're done, hit Save.

3. After you have created your new email sequence, you can then send it to a single contact (first video) or a bulk list of contacts (second video).

sales-emails-send email sequence to a single contact-1
sales-emails-send email sequence in bulk

4. Check the status of your email sequence and optimize

Click into any of your created Sequences, and you'll see the Overview tab:

sales email sequence overview tab

Want more details? Simply select the Report tab to get a visual view of the results your sequence is getting.

Email sequence reporting graph in Close

With this updated Sequence Reporting in Close, you can see which emails are getting better responses, which are failing, and easily make improvements.

Now enjoy seeing an increase in your sales email response rates!

Hear what one Close customer has to say about email sequences:

"The email sequences on Close have been invaluable. They have enabled us to streamline and more efficiently manage our workflows, and have personally allowed me to improve my productivity by at least 50%. The time saved using sequences is worth the additional price of the Professional package, let alone the other benefits—indeed, we have upgraded our account purely for this feature. I'd highly recommend using them to automate your sales process." - Conal Maguire, Business Operations Manager at TalentPool

5 steps to writing great sales emails

Finally, here’s a word from our CEO and one of the foremost authorities on B2B sales for startups and SMBs, Steli Efti on writing great sales emails:

Want our best advice on writing winning sales emails, plus ready-to-use templates? Download our book “Cold Email Hacks” for free today!