Our clients frequently ask us what they can do to improve the performance of their campaigns, so let’s dive into the subject and discuss the anatomy of the most effective sales email templates.
Sales Email is 40 times more successful in acquiring new clients than Twitter or Facebook, according to McKinsey & Company.
An email campaign is 6 times more likely to give you a click-through than a tweet, says Campaign Monitor.
Yes, all these stats show that email rules from every point of view. Its cost-effectiveness and success rates are real clinchers and the reasons why salespeople pin their hopes on this strategy. And yet, many of them fail to get decent results.
More often than not, their open and click-through rates are extremely low which is why they put all the blame on email marketing.
But, the truth is that our email inboxes are full of less-than-impressive sales emails which prompt us to mark them as spam or unsubscribe.
One of the main culprits behind this discrepancy between some of these official stats and real-life experiences of our fellow salespeople lies in poorly composed sales email copy.
Our clients frequently ask us what they can do to improve their sales email templates, so let’s dive into the subject.
Do’s and Don’ts
Before we start talking about examples, it’s important to understand that there are some rules when it comes to crafting the copy.
A. Follow up! No matter how many times this has been repeated, it’s still something that many sales reps and marketers fail to do – almost 44% give up after just a single follow-up. Remember, it takes somewhere between 5-7 follow-ups (and sometimes even more) to get a response from a prospect. So, quitting after one unsuccessful follow-up is a very bad idea. The trick is to plan your outreach and decide how many follow-ups you want and prepare all of them in advance. To learn how to be persistent but not annoying when following up, read our blog post.
B. A call-to-action is a must! Again, this is one of the basic rules of successful email marketing. Make your CTA actionable, visible, and tell your recipients exactly what you want them to do. And, no, “Call us now on 987654321” isn’t a proper call-to-action. There’s no way to track the performance of this CTA, which is why you need to include a link which follows to a designated landing page.
C. Test your subject lines! When you check your metrics and see that an email has no opens, let alone click-throughs, it’s a signal that your subject line needs tweaking. Don’t just write something off the top of your head. Check out our blog post on subject lines and find some useful examples.
1. Cold Outreach Examples
You need to be very careful with cold outreach because it’s important to make a killer first impression. There are a couple of methods that can help you overcome the awkwardness of emailing someone for the first time and offering them your product or service.
Use relevant and compelling questions in your subject lines as they’re great attention-grabbers:
Need more high-quality leads?
Establishing a steady flow of high-quality leads is essential for the growth of any business, and we all know how challenging this process can be.
These challenges and how to overcome them are the topics that I’m going to tackle in my free upcoming webinar “7 tips for Using LinkedIn for Lead Gen”.
Join me and I’ll share with you my experience together with a lot of actionable tips that can help you start growing your contact list right away.
Sign up here: LINK.
Founder & CEO, Autoklose
Mentioning some of the most common pain points in your niche and formulating them as questions is a surefire to get noticed, as that insinuates that you’re about to present your recipients with a solution. Of course, this strategy will work only if you deliver what you promise. Otherwise, that will be the first and the last time that they open your emails, not to mention that such tricks will result in a high unsubscribe rate.
When it comes to targeted cold outreach, here’s an example of a quick but effective meeting proposal from the Autoklose template database:
Autoklose + [Company]
[First Name], hope you’re having a great week so far.
I had a chance to look at your [Website] and thought it might make sense for us to connect. I work with over 50 organizations from your vertical like [Case Study 1] and [Case Study 2] to ensure they successfully deploy sales automation process.
When will you have 15 minutes this week for a quick call?
This email allows you to attract your recipients’ attention by mentioning how you can help them.
Similarly, another template from our database available to all Autoklose subscribers revolves around your recipients’ interests and clearly indicates that its purpose is educational:
Let me show you something awesome
Steven, I’ve had a chance to browse through your website and it seems that your company could greatly benefit from using Autoklose.
In order to take full advantage of this great product, it is essential that you know how to implement it, and that’s why I’d like to offer you a free demo that will guide you through all its features and functions.
It’s pretty simple. Just follow this link, register, and request your free demo: calendly.com/autoklosedemo
Have a great day,
Adrian, Head of Sales
Referencing a common connection is another pretty clever way of making your cold outreach work. Ask your existing customers and contacts whether they would mind your mentioning them with this purpose, and they even might provide you with their connections who might be interested in what you have to offer:
Shawn Finder recommended I reach out to you
Hi Tim,I was having a conversation with Shawn Finder the other day, about sales automation, and he mentioned that you were actively searching for a solution to automate your business.
That’s exactly my company’s area of expertise, so I believe that you can really benefit from using Autoklose.
It would be my pleasure to show you how it works and how to make the most of it.
Pick a lot in my calendar and book a demo with me directly whenever it suits you: calendly.com/autoklosedemo
Talk to you soon,
2. Trigger Events Examples
It’s important to research your prospects and always know what happens in their companies if you want your email outreach to be successful. Trigger events or different reasons to reach out such as promotions, new fundings, various company announcements, or even their recent social media update.
Touching base just for the sake of it isn’t a good idea, as your prospect will be left wondering what the purpose of your call is. These trigger events serve as an excellent opportunity to get in touch with your prospects.
Congrats on your new position
Hi Ved, I see that you’ve been promoted to Head of Marketing Department, and I’d like to congratulate you. I’m sure that you invest a lot of hard work in everything you do.
You’re in for a lot of great things and challenges too. Should you need any help regarding email marketing, feel free to contact me.
It would be a good idea to have a quick call very soon, as I’m sure I can offer you some really valuable advice.
Pick a date and book a call with me on the following link: calendly.com/autoklosedemo
Let’s keep in touch,
[First Name] [Title] [Company]
Another way to connect with your prospects is by offering them your help and providing immediate value. The following template does a big favor to your prospect because it points out to an error that needs to be fixed, and it offers a solution:
Your website is awesome but…
Hey [First Name], I’ve stumbled across your [Website] the other day, and I must say that it looks really great.
It’s visually appealing and full of interesting and educational content (like those case studies). I already referred your company to some of my friends that might need help with [Job-to-be-done].
However, my wording in the opening sentence of this email was purely intentional. Namely, I found you only by accident. That’s something that can seriously damage the growth of your business. In other words, you need a sound Search Engine strategy which will put your website among the top search results and bring it closer to your prospects.
Here’s the link to my [Calendar], let’s have a quick discussion.
3. Leverage Common Interests
Personalization plays an important role in email marketing, so by finding out a shared interest with your prospects is a good way to connect with them and build rapport. Again, you need to use all available sources, including their website, social media profiles, and mutual connections.
Although this may sound like stalking, it’s actually a very resourceful method of learning as much as possible about your prospects and understand them better.
Here’s an example which illustrates how to leverage you’re your mutual interests without being creepy:
Who’s your favorite tennis player? 🙂
Hey Shawn, I checked out your [LinkedIn Profile], and I noticed that you used to be a pro tennis player. How cool is that? I’m also a big fan, and I play every now and then. Wouldn’t it be great to have a meetup/tennis match with a couple of other sales professionals?
Or, if that’s too far-fetched given our busy schedules, let’s book a meeting to discuss how we can help each other’s companies grow and hit more targets.
Here’s the link to my calendar, so make an appointment and we’ll talk: calendly.com/autoklosedemo/demo
4. Promote Your Content
Content is extremely important, especially in the B2B industry, in which educating your prospects is the only way to help them navigate through the sales process. So, promoting your latest blog post on a relevant topic is something that your prospects will definitely appreciate.
Here’s a fragment of our recent email template used to promote a blog post about the summer slump and ways to beat it. Notice the question about a common seasonal pain point our prospects face. The email also contains a teaser in the form of bullet points, which illustrates some of the things discussed in the blog post:
Are you experiencing a summer slump?
Nataly, summertime and the livin’ is easy, right? Not so much for sales reps who can’t hit their targets.
July and August are particularly slow for many businesses, and this slump heavily affects their bottom line. But, don’t sweat it because we have you covered!
Our latest blog, 6 Ways to Boost Your Sales During the Summer Slump, features a lot of actionable tips that will freshen up your existing marketing strategies and help you achieve your sales goals, even when your prospects are more interested in sipping margaritas on the beach than closing deals.
Here are a couple of tips to show you what you can expect:
* automate your marketing and sales efforts
* give old deals one more chance
* prevent scheduling conflicts
* the out-of-the-office message is out of the question
You can read more on the following [Link].
While you’re there, check out other blog posts and find proven advice on how to generate more leads, come up with killer emails subject lines, and improve your sales, among many other things [https://autoklose.com/blog].
P.S. Always be klosing with a K.
5. Send Helpful Content
Even if it isn’t yours! Namely, you can use some of the already mentioned trigger events to send your prospects other people’s content that they will find useful. This way, you’ll show that shameless self-promotion isn’t something that you’re after and that your main idea is to help.
How to successfully manage a sales team?
[First Name], first of all, congratulations on taking over the position of Head of Sales. It’s very well earned.
Now, since I know that this job can be tough, I’ve found an extremely useful read on how to build and manage a successful sales team. I think you’ll find it very helpful. Here’s the link to the [Blog Post].
What do you think?
6. Who Viewed Your Profile
Here’s another sneaky tactic which will help you connect with people who viewed your LinkedIn profile but failed to send you a connection request. You can use a humorous remark as an effective icebreaker:
What did I do? 🙁
Hi [First Name], I see that you visited my LinkedIn profile yesterday and you didn’t send me a connection request. Hope that you didn’t find me too boring. 😉
Anyway, I still think that you should give me a chance because from what I can tell from your LinkedIn, we can have a lot to talk about, given that both of us are in sales.
How does that sound?
7. Break-up Email
After you’ve exhausted all other options to engage your prospects who have been inactive for some time, here’s your last resort – a break-up email. This way you’ll offer them one last chance to become your customers. If that doesn’t work, then it’s definitely the time to remove them from your contacts.
Tell me where I stand
Hey [First Name], we have the practice of closing files of prospects who we don’t hear back from within a period of time. I know that you’re super busy, and that’s why I’d like to check with you first before I close your file.
If you’re not interested in automating your sales process, let me know, and I’ll close your file.
If you’re interested, let’s move on to the next step.
Book a demo on the following link, and I’ll show you what Autoklose can do for you: calendly.com/autoklosedemo/demo
8. Follow-Up Email Templates
Follow-up emails can make a big difference. That’s why Autoklose pays a great attention to this element of email marketing by providing you with a number of high-converting, customizable follow-up email sequences for various business situations. You can schedule as many of them as you like, and pick the time interval between each follow-up.
Here are some of them:
Last call [First Name]
[First Name] I noticed you never scheduled a time for our chat and wanted to try one last time. As you can see, I’m pretty persistent.
I really hope we can jump on a call this week to discuss potential synergies. If I don’t hear back from you, I can’t promise I won’t try again 🙂
You can use the link below to book the time that works for you best:
Don’t you feel bad for me yet?
Hi [First Name], I emailed you 4 times, called you once, but never gave up like Tom Brady in the second half of the Super Bowl. I hope you can appreciate my persistence as I believe I can be of assistance.
All I need is 15 minutes of your time and I actually booked off the entire week for you. 🙂
You can use the link below to book the time that works for you best. My calendar: calendly.com/autoklosedemo/demo
Have a great day,
[First Name], you can’t fault me for trying
[First Name], you are a salesperson.
I’m sure you’ll agree with me that persistence is the key to success. The reason I’m insisting on this 15-minute meeting is that I’m convinced both you and I could create a great, profitable synergy.
Click on the link below to pick a free slot in my calendar and let’s connect this week: calendly.com/autoklosedemo/demo
Best regards, [Your Name]
9. Elicit a Response
Many times you’ll see that your prospects’ opened your email, but for some reason, they failed to reply.
This can be extremely frustrating because you have no idea whether they just forgot to do so because they were busy, or they ignored you on purpose – for example, your offer didn’t strike a chord or they didn’t see any value in it.
But, hey! Not everything is lost. Remember that they still opened your email in the first place which means that they were intrigued by your subject line and wanted to see what you offered.
So, in case you failed to interest them enough, you can spark the conversation again by highlighting the top benefits of your product or service:
How about boosting your revenue?
It’s ok, I know that you’re busy. As a matter of fact, Autoklose can help you a lot with that.
If you decide to give it a try you’d be able to:
– Automate and personalize your sales emails down to the latest detail in no time
– Save up to 5 hours a week per sales rep
– Allow your prospects to schedule meetings with you effortlessly without having to email you back and forth until you agree on a date
And these are just a couple of time-saving features. We’ve got a lot more, so click on the link to my calendar below to schedule a demo with me when it works for you (see how it’s super easy!) and I’ll be happy to walk you through the platform and show you how to work smarter and not harder, and close more deals.
CMO of autoklose.com
As you can see, there’s a number of possibilities to reach your prospects and by not using the tremendous potential of sales email prospecting, you’re leaving the money on the table. These templates can help you do craft your templates properly and increase your open and click-through rates.
So, how do you write a strong sales email?
Here’s a quick recap:
- Research your recipients
- Segment your list
- Personalize beyond the first name level
- Craft an irresistible subject line
- Have a powerful opening line
- Keep your message short and to the point
- Include a visible and strong CTA
- Polish your signature
- Conclude with a question.
In order to additionally help you tweak and polish your sales email outreach, as well as sales strategies in general, we recently created and published a B2B-Sales Handbook, in which you’ll have even MORE sales email and follow-up templates that you can customize and implement.
It’s worth mentioning that these templates are tested and proven to work. Our sales reps use it regularly with a lot of success.
Download our B2B-Sales Handbook for FREE – click here.