According to email marketing statistics for 2025, email campaigns generate between $36 and $40 for every dollar spent. This tells us emails are still very much a staple in today’s sales communication, helping businesses reach and land target customers daily.
At the same time, people are growing more wary of the typical sales pitches they get a ton of on a daily basis.
So, how do you make your sales emails get clicks and answers?
The trick is to make them stand out.
And how exactly do you achieve this?
Well, that’s a more complex, multi-step process we’re about to go through.
Stay tuned as we break down a step-by-step of making your sales emails stand out, plus our 10 sales email templates to help you find the perfect words for every occasion.
What is an effective sales email?
Sales emails serve as tools that help you sell your products or services.
A perfect sales email is a mixture of knowledge, experience, and emotions. In other words, writing a successful sales email is an art form that helps your company increase revenue.
Successful sales emails quickly introduce what you sell and create a kind of emotional connection with existing or potential customers. Make them a bit more personalized, and you get to make your customers feel extra valued.
Also, one of the main peculiarities of best sales emails is to locate your customer’s pain point and present your product or service as the perfect solution.
Now that we’ve defined a sales email and mentioned some of its main characteristics, let’s help you write a successful email that sells.
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If you write emails often, some of the articles below might be helpful:
How to write a sales email: 7 steps for success
There is no universal way to write a perfect sales email.
However, there are ways to make each of your sales emails unique.
Here are our best tips to make your sales emails stand out.
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#1: Define your goal
Do you want to cold email your potential customers?
Or, is your goal to renew the contract with an existing client?
Whatever you want to achieve, be sure to first define it clearly, and then make a plan on how to get it done.
If necessary, repeat your goals to yourself as you’re writing the email, to ensure you have your objectives clear — “This email is going to get me my first customer!” or “I’m gonna renew this client’s contract!”
Our contributor, Enterprise Sales Specialist, Predrag Rodic, pinpoints the importance of having a clearly defined goal in your emails:
“One thing should be common for every sales-related email — the goal. You should never send an email just for the sake of the email being sent. That way, you’re just wasting clients’ time, and at the end of the day, you waste your own time too.”
Defining your goal can help you start and move the conversation in the right direction. Meaning, you’ll then get one step closer to sending that meeting request email and achieving your objectives — selling a product or renewing a contract.
#2: Do your research
After defining your goal, make sure you know as much as possible about your prospects or customers.
Our contributor Predrag, as an experienced sales specialist, recommends you first do a thorough research of your prospects:
“Do your research — don’t assume. Google up a customer’s role and see what their company does. See if that person is qualified (needs your product, solution, or service), and decide on the tone of the email before hitting that ‘compose’ button.”
In other words, if you don’t know enough about the client you are contacting, try to gather as much information as possible about them and their company before starting your email.
Furthermore, use your research to find out if the prospect’s company:
- Has recently been restructured,
- Has been active in the market,
- Got new leadership, or
- Got funding.
All these factors can help you determine whether it’s the right time to send a sales email.
You can apply the same logic to work out the exact time of day you should send your emails. Even though the collective research shows that the best time to send emails for most B2B and B2C campaigns is between 9 a.m. and 12 p.m, this is not going to be the case for every one of your prospects/clients.
Generally, your best bet is to send your emails in the morning hours, as most people check their emails around that time. However, be sure not to take these rules for granted, and instead consider all the specific conditions that apply to your prospects and clients and tailor your approach accordingly.
#3: Choose the right approach
After conducting your research, you’ll probably end up with a ton of information about your customers.
However, that doesn’t mean you should write the entire client’s biography in your sales email.
On the contrary, if you contact a client for the first time, keep most of that knowledge to yourself until you need it.
Hold to Predrag’s advice on keeping your emails short and to the point:
“If you wish to do a cold email outreach, you’ll probably want to be as concise as possible and put everything in 3–4 powerful sentences that will engage a prospect.”
On the other hand, if you’re connecting with an onboarded customer, feel free to go into more detail.
Predrag says you shouldn’t hold back when it comes to these instances:
“In case a fully onboarded customer needs information that’s crucial for their renewal, their AM (account manager) probably shouldn’t hesitate to throw in a couple of extra words describing a solution.”
#4: Adjust the tone of your email
Why are some sales specialists more successful than others?
The answer might hide in the fact that they understand how to add the perfect amount of personal touch to the business communication words and phrases in their emails.
In other words, the most successful sales specialists know how to adjust the tone of their emails.
To help you achieve the perfect tone in your emails, Predrag reminds you to keep it natural:
“Try to be yourself. Don’t be too formal, no one talks like that in person. If you wish to sound professional — instead of using big words, show your client what you can do for them.”
Using too many annoying corporate buzzwords and business phrases can make your sales emails dry and counterproductive.
On the other hand, humor and just a glimpse of jargon are welcome, but don’t push it, as Predrag suggests.
“Don’t use too much jargon. Especially avoid the overuse of sales jargon and big hip corporate words. Although humor is always welcome, don’t push it too hard. It’s great to make a client chuckle once or twice while reading your email, but always remember the goal of your email. Oh, and always poofread! (see what I did there?)”
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Since well-timed humor is appreciated, funny email sign-offs might be your secret weapon in adjusting the tone of your email.
Check out the following article blog post for examples:
#5: Add an engaging subject line
You don’t want your carefully designed email to end up in spam just because you didn’t pay enough attention to the subject line.
Namely, around 70% of emails are marked as spam solely on the basis of their subject line.
So, be sure to take our advice — always come up with an engaging subject line — especially when you contact a customer for the first time.
Although there are no proven tactics for writing an engaging subject line, including some of the following might help make your subject line more effective:
- Prospect’s name,
- The email’s purpose, or
- A short question.
#6: Include a Call to Action and info about the next steps
If you leave your prospect without a Call to Action (CTA) or additional information about the next steps, there is a high chance you won’t get an answer.
They simply might not know what to do next and decide to avoid further conversation.
On the other hand, a carefully composed CTA encourages prospects to remain engaged.
CTAs motivate prospects to:
- Respond to you,
- Schedule an appointment, or
- Perform any other action that leads to an agreement.
Also, open-ended questions increase your chances of getting the answer you want.
Refrain from asking “Is it okay to schedule an appointment on Monday?” since a prospect might simply answer “No, I have a lot of things to do then. Sorry.”.
As you can imagine, it’s impossible to keep the conversation going after such a dry reply.
Instead, you can ask “How do you feel about scheduling an appointment at the beginning of next week? Does Monday sound good?”
Open-ended questions such as the one above can always be helpful in getting more information to work with.
#7: Practice following-up on your emails
You followed the tips and sent a perfect email, but all you got was crickets.
So, you may wonder — now what?
Well, now it’s time to send a personalized and carefully composed follow-up email to politely remind a prospect about your previous email.
This doesn’t mean the first sales email you sent was poorly written or inappropriate. Your prospects may haven’t seen it, skipped it by mistake, or forgot to answer.
Also, don’t limit yourself to sending follow-up emails only after not getting a response to your first sales email.
It’s absolutely fine to send a follow-up email after a successful meeting or event.
These serve to remind prospects about the details you discussed and check if they need any assistance.
Predrag Rodic, our contributor, shared his thoughts about selling that you should always bear in mind when looking to engage your prospects:
“Unless you’re selling oxygen bottles to orbital space stations, be aware that your product or service might not be a top priority for your clients, and that they might be kind of inert when it comes to moving things forward.”
Therefore, take a proactive approach and do everything you can to get things going.
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Sales email templates
To help you better understand the concept of unique sales emails, we have created a list of the best sales email templates you can use to contact onboarded and potential clients.
So, without further ado, here are the 10 best sales email templates that guarantee success.
#1 Short sales email pitch template
Here is what your short sales email pitch can look like.
Download the Short sales email pitch template
How do you write a short sales email pitch?
To write a short sales email pitch, follow the tips we mentioned above:
- Be concise,
- Mention your onboarded clients and how exactly you helped them, and
- State the results they have achieved after purchasing your product or service.
Also, bear in mind to insert a CTA at the bottom of your sales email.
Why write a short sales email pitch?
Short sales email pitch is one of the best emails for sales, since it sticks to the basic rules of writing sales emails.
It is concise, informative, and leaves a clear CTA to a prospect.
This is why it’s perfect for putting out feelers about landing new clients.
#2 Inquiry-based sales email template
Need some inspiration for your first inquiry-based sales email? Here’s our template to help you get started.
Download the Inquiry-based sales email template
How do you write an inquiry-based sales email?
When writing inquiry-based sales emails, the key is to ask the right questions.
As you have seen above, we have used slightly more generic questions about improvements and saving money.
If you know more about the prospect and their revenue or activities, feel free to add data-based questions.
However, after asking the questions, make sure to also provide the answers about your product or service and how they can help the prospect. If necessary, mention how you helped other clients and cite the exact data to back up your claims.
For example: “By using XYZ, ZYX has cut their expenses by up to 30% compared to last year.”
If you don’t have any onboarded customers and data yet, use the estimations you can guarantee.
Naturally, your inquiry-based sales email should end with a strong CTA.
Why write an inquiry-based sales email?
Inquiry-based sales emails serve to test the waters. They can be the perfect “bait” for potential clients to get interested in your product.
Questions at the beginning of your email can make it stand out among hundreds of others that your prospects receive daily.
Furthermore, if you provide stats about how your product/service can make a difference, you have a pretty good chance of getting an answer.
Therefore, it is crucial to:
- Conduct careful research,
- Ask the right questions, and
- Give the answers that will make a prospect curious about your offer.
#3 Problem-solving sales email template
Problem-solving sales emails can drastically improve your sales.
Take a look at the example.
Download the Problem-solving sales email template
How do you write a problem-solving sales email?
To write problem-solving sales emails, you need to do proper research and learn all about the problems your prospects face.
Once you’re clear about the main issues, mention them at the beginning of your email.
This way, a prospect can see from the get-go that you have done your part and know what you are talking about.
When you have defined a problem, present the solutions your product/service offers. If possible, illustrate the situations when your product/service helped your existing clients.
If your prospects are interested in your offer, they will know what to do next, thanks to a CTA or the information you leave in your email.
Why write a problem-solving sales email?
In case you hear a company faces a huge problem and you think you have the perfect solution, a problem-solving sales email might be an ace up your sleeve.
For example, imagine you work in the sales department of an IT company that has developed internal communication software.
At some point, you hear or read that a rapidly-growing company experiences problems with miscommunication in the workplace since they hired many people over a short time period.
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What would you do?
Well, that’s when problem-solving sales emails enter the scene. You would identify their problems and give them a solution.
Hopefully, your first outreach will mean the beginning of the end of their problems and your successful collaboration.
#4 Congratulatory sales email template
Congratulating someone on their success is a good way to pave the path for future collaboration.
Take a look at what a congratulatory sales email template can look like.
Download the Congratulatory sales email template
How do you write a congratulatory sales email?
If a prospect has achieved professional success, it’s time to send them a congratulatory email.
Start your email by complimenting the prospect on their achievement. You can state why they deserved their success, but be careful not to overdo it.
If you exaggerate, you might look like an opportunist. Keep it short and sweet.
Only after you have done the first part can you move on to the next one — opening the doors to a meeting/call and possible collaboration in the future.
However, watch out not to overpromote your brand, as that can severely ruin your chances.
One powerful sentence is enough.
Why write a congratulatory sales email?
A congratulatory email is not a classic example of a cold email in sales.
On the contrary, it draws the prospect’s attention without any apparent intention to complete the sales as soon as possible.
Furthermore, if you are congratulating someone on their success, it is not polite to aggressively push for any kind of collaboration, as it would only cause the opposite effect.
Let a prospect enjoy their success, but use the moment to test the waters regarding future collaboration. If there is a willingness to work together, the potential client will show it sooner or later.
After all, you can always employ follow-up emails to continue the work congratulatory sales emails have started.
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#5 Introductory sales email template
As the name suggests, an introductory sales email informs the prospect of the service or product you offer.
Here is our take on an introductory sales email template for new clients.
Download the Introductory sales email template
How do you write an introductory sales email?
An introductory sales email serves as an introduction to your company.
Therefore, you can use this opportunity to provide some basic information about what you do.
Also, it is good practice to establish a bond with a prospect by mentioning that you have seen what they do and that there is room for collaboration.
In the end, it’s mandatory to leave a CTA. Now, you can think up your own, or use the same “I look forward to your reply” pattern that we used.
In addition, an introductory sales email should ideally include some data that prove your service or product are what the prospect needs.
Why write an introductory sales email?
A basic introductory sales email is best when you’re not sure which approach to use with potential customers.
It informs the customer about your offer and leaves the ball in their court.
However, watch out not to bore your customers with too generic wording. Always strive for maximum personalization to keep them interested and engaged.
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#6 Sales email based on mutual contact template
A friend of a friend has become the CEO of a multinational corporation. Great for them, you may think.
Great news for you as well, we would add.
Having friends in powerful positions can open many doors for you.
If you want to make the best of this opportunity, you can use mutual contact as a ticket to a successful business.
Here is how sales emails based on mutual contact can look like.
Download the Sales email based on a mutual contact template
How do you write a sales email based on mutual contact?
Before writing a sales email based on a mutual contact, ask your friend if it’s okay to use your connection to get in touch with a prospect.
If it’s fine, mention them immediately in the subject line.
This way, you get your prospect’s attention and increase your chances of success. However, as you can see above, it is critical to state a problem or issue and explain how your product or services can help resolve it.
A simple CTA at the end is a good way to conclude the sales email.
Why write a sales email based on mutual contact?
As a sales specialist, you should use everything at your disposal to seal the deal. That includes mutual contacts as well.
So, if you think mentioning your mutual contact might open the doors to a potential deal, there is nothing wrong with that — as long as they are okay with that.
Mentioning a friend you have in common might attract the prospect’s attention. Furthermore, they might feel obliged to respond out of respect towards your mutual friend.
#7 Sales email based on re-engaging with an existing customer template
Re-engaging with an existing customer shouldn’t be tough if you follow the instructions we’ll leave below.
But before we get to the instructions, let’s see an example of a sales email based on re-engaging an existing customer.
Download the Sales email based on re-engaging with an existing customer template
How do you write a sales email based on re-engaging with an existing customer?
- First, express your gratitude to your customer for staying with you.
- Then, remind them about all the great things your product or service does and how exactly it helps their particular success.
- After you have paved the way, propose a meeting to discuss what you have to say.
Since you have already established a connection, there shouldn’t be any problems, even if you directly propose a precise time for a call or meeting.
However, as you have seen above, we have stuck to the proven tactics of allowing customers to pick the time that suits them best.
Why write a sales email based on re-engaging with an existing customer?
Re-engaging with existing customers is important.
By taking a proactive approach and re-engaging with onboarded clients, you can reap the following rewards:
- Reduce the chances of the contract termination,
- Remind your clients how beneficial your collaboration is for both sides, and
- Pave the way for contract renewal.
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#8 Friendly sales email template
Emailing existing customers doesn’t have to lead to immediate sales. Some emails, such as the friendly sales email might serve to set the scene for future successful discussions.
Here is how it looks.
Download the Friendly sales email template
How do you write a friendly sales email?
To compose this type of sales email, you have to be willing to zero in on what your clients have to say.
You need to take clients’ feedback seriously and discuss it, whether over a follow-up email or on an official call or meeting that will hopefully ensue.
To arrange a meeting, you should leave a clear CTA. However, a CTA doesn’t have to be too formal, since the client is already familiar with how you work and communicate.
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Why write a friendly sales email?
As our contributor Predrag mentioned above, it is important to stay in touch with onboarded customers.
One of the ways you can nurture this connection is to touch base with them every now and then.
Moreover, you can ask if they have any suggestions or impressions regarding your products.
This shows your clients how much you value their opinion and wellbeing.
#9 Free-trial-based sales email template
Great news!
Your company has given you an opportunity to send free trials to onboarded customers and, ultimately, increase their loyalty.
These are the situations sales people live for because they help them build trust with existing clients by giving them something for free.
In case you are wondering what a free-trial-based sales email template should look like, check out our example below.
Download the Free-trial-based sales email template
How do you write a free-trial-based sales email?
Everybody loves free stuff. So, be sure to clearly state your offer is free, even in your subject line.
Although we don’t recommend this approach with prospects, there’s no reason not to gift free stuff to your existing customers.
In the body of your email, explain why you’re giving your product or service for free and how it can benefit them.
However, not everyone will be interested in what you offer.
So, be sure to leave a CTA to arrange a meeting where you’ll explain why you think they should at least consider getting a free trial.
Why write a free-trial-based sales email?
Sending free-trial-based sales emails is a win-win situation for both parties.
Clients can get a glimpse of the latest product, while you might eventually close a new sale.
Also, any customer feedback is beneficial.
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#10 Follow-up sales email after no response template
If your potential client hasn’t responded to your email in 2 to 3 business days, it’s time to send a follow-up email and see where you stand.
Here is what a sales follow-up email after no response should look like.
Download a Follow-up sales email after no response template
How do you write a sales follow-up email after no response?
Your follow-up email has to be personalized.
Otherwise, it offers no tangible value to your customers.
So, start with a subject line that politely reminds a customer they have forgotten to reply to you.
Use the body of your email to explain that you have reached out to them but received no response.
Also, it’s best not to repeat the details from the previous email, but instead refer your clients to read it themselves. This looks more professional, as you don’t want to repeat yourself in each email.
Afterward, explain the nature of your last email in 1 or 2 sentences, and leave a new CTA.
Why write a sales follow-up email after no response?
As a sales specialist, you need a response to your offer. Your best chance of ever receiving one is through follow-up emails.
Naturally, the answer might be negative, but at least you’ll know where you stand.
So, take a proactive approach, and find out if there is room for collaboration or not.
Drive sales success with Pumble
Using email for sales pitch is still a common practice in sales.
While it remains a traditionally acceptable communication channel, it’s just one of many options available in today’s business landscape.
Embracing innovative business communication apps like Pumble can offer enhanced features and efficiency beyond traditional email.
Pumble is a team collaboration software that serves as a versatile solution for sales professionals and a valuable email alternative.
It lets you replace long email chains and streamline your client communication with:
Do you ever dread forgetting to CC a key person in an email chain?
Pumble eliminates this burden entirely.
Unlike email, Pumble offers a centralized platform for seamless communication, brainstorming, and efficient resource sharing.
Share files and ideas with all relevant parties at once, without the annoying CCing and the constant worry of missing someone or something.
Pumble by CAKE.com lets you invite partners or clients outside of your company to join your workspace and collaborate in channels. You decide which guest roles and permissions get assigned, including time and channel limits.
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Your entire workspace communication history is searchable, which means you don’t have to send a bunch of emails to new members, since every piece of key information is readily available.
Moreover, collaborating in Pumble keeps your communication secure from spam, phishing, and malware attacks emails are vulnerable to.
With Pumble’s intuitive interface and advanced functionalities, sales teams can:
- Streamline their communication,
- Foster better collaboration, and
- Accelerate their sales success.
Are you ready to ditch full email inboxes and experience organized and efficient client collaboration?
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