If you have ever been in… any business ever, you’ve received your fair share of terrible cold emails. You know, those emails that are so clearly a poorly written and adapted sales email template?

Here’s the deal: you can work with a sales email template and still make it personal, personalized and highly relevant.

I know because writing sales emails is my job, so I’m not easily impressed. But this email I got not so long ago was a masterpiece of targeting and scalability.

Because that’s what a good sales email template is all about: scaling a tedious process while getting it just right.

How to work with email templates

I would hate for you to dive into this and start blasting emails without the right preparation.

Here’s what you should do before logging into your sales automation tool:

Step 1: Research and qualify your prospects while building your list

Step 2: Segment your list according to relevant targeting criteria

Step 3: Pick and customize the right sales email template for each list

Step 4: Send away to a sample-sized list (test and then invest!)

Step 5: Measure and decide

The best sales email template

The original email came from Matt Hartill at Sumo, who thought we could use the help of their conversion optimization tools.

Obviously if you’re not selling online services, you may have to tweak the template but there’s a high chance you can use it for your business!

The original email

Why is this email awesome?

  1. The subject line is personalized and establishes a link between people from both companies
  2. The first sentence establishes a clear link between you and the company
  3. Matt inserts a humorous line, which is always good if it’s short and in good taste
  4. He gets to the point and singles out your company while teasing the why
  5. He offers value and personalization by mentioning improvement possibilities
  6. The call to action is clear and easy to respond to
  7. They have this unmissable big friendly logo burned into your head

The recipe

I’m going to lay out the recipe and then apply it to give you 10 replicable, customizable sales email templates based on it!

Here we go:

[GREETING]

[INSERT SOMETHING PERSONAL TO ESTABLISH RAPPORT AND RELEVANCE]

[MENTION THEIR COMPANY AND THE FACT THAT SOMEONE AT YOURS REVIEWED IT]

[LET THEM KNOW THEY’RE DOING A GREAT JOB BUT THERE ARE A COUPLE THINGS THEY COULD FIX]

[OFFER A NO-PRESSURE PERSONALIZED PRESENTATION AND ASK FOR A CALL]

[SPECIAL BRANDED SIGN-OFF]

Note: Sumo is big enough that they don’t have to worry about providing social proof in the first email, which might not be your case if you’re a smaller company! More about that in the templates below.

Note 2: Feel free to exploit your sign-off and signature even more by personalizing them. If your emailing tool doesn’t allow lots of personalization, tools like Wisestamp can help build gorgeous signatures!

THE sales email template: 5 variants

Now, here’s how you can use that sales email template in various situations to start nailing more sales!

1. Retargeting template

Hey {{prospect_firstname}},

It looks like you checked out {{user_company_name}} some time ago.

Our [INSERT WHAT YOU DO] expert combed through a ton of sites and hand picked {{prospect_company_name}}.

Why?

Because we love what you do BUT, we also saw 2 things you should fix.

So we can show you exactly how to fix it at [INSERT TIME AND DATE]! 🙂

Are you up for a quick screen-share to see what I mean?

[INSERT SIGN OFF],

{{user_firstname}}

2. Retargeting template + social proof

Hey {{prospect_firstname}},

It looks like you checked out {{user_company_name}} some time ago.

Our [INSERT WHAT YOU DO] expert combed through a ton of sites and hand picked {{prospect_company_name}}.

Why?

Because we love what you do BUT, we also saw 2 things you should fix.

We already helped companies like [INSERT LIST OF HAPPY CUSTOMERS] with this and we’re pretty sure it’ll work for you too!

SO, we can show you exactly how to fix it at [INSERT TIME AND DATE]! 🙂

Are you up for a quick screen-share to see what I mean?

[INSERT SIGN OFF],

{{user_firstname}}

3. Content approach template

Hey {{prospect_firstname}},

I spent some time on your blog a while ago and I really liked your take on [INSERT SPECIFIC SUBJECT].

Our [INSERT WHAT YOU DO] expert combed through a ton of sites and hand picked {{prospect_company_name}}.

Why?

Because we love what you do BUT, we also saw 2 things you should fix.

So we can show you exactly how to fix it at [INSERT TIME AND DATE]! 🙂

Are you up for a quick screen-share to see what I mean?

[INSERT SIGN OFF],

{{user_firstname}}

Note: you need to go very niche/specific on that one so as not to seem too generic in your original comment.

For example:

WRONG: I spent some time on your blog a while ago and I really liked your take on sales.

RIGHT: I spent some time on your blog a while ago, I really liked your take on how to write sales emails that get a response.

4. New job approach template

Hey {{prospect_firstname}},

I see you just started working as {{prospect_jobtitle}} at {{prospect_company_name}}, congratulations!

We’d like to help you settle in. Our [INSERT WHAT YOU DO] expert combed through a ton of sites and hand picked {{prospect_company_name}}.

Why?

Because we love what you’re already doing BUT, we also saw 2 things you should fix.

So we can show you exactly how to fix it at [INSERT TIME AND DATE]! 🙂

Are you up for a quick screen-share to see what I mean?

[INSERT SIGN OFF],

{{user_firstname}}

Note: reaching out to someone as they just landed a new job is always a good approach since they will need to start putting together the right tools to do their job!

5. Funding round approach template

Hey {{prospect_firstname}},

I see you guys at {{prospect_company_name}} just managed to raise some money, congratulations!

It’s a new start and we’d like to help you make the best of it.

Our [INSERT WHAT YOU DO] expert combed through a ton of sites and hand picked {{prospect_company_name}}.

Why?

Because we love what you’re already doing BUT, we also saw 2 things you should fix.

So we can show you exactly how to fix it at [INSERT TIME AND DATE]! 🙂

Are you up for a quick screen-share to see what I mean?

[INSERT SIGN OFF],

{{user_firstname}}

 

I hope these templates will help you start more meaningful conversations in a scalable way; try them and tells us what you think!

(Note: wanna start using these templates right now and scale your campaigns? Get started with Prospect.io)