10 Sales Email Templates to Escape the Spam Folder


Sales emails that land in spam folders have a zero percent conversion rate.

That might sound harsh, but that’s the reality every salesperson should accept. Technology has transformed how we connect with prospects, but it has also put consumers on guard. It’s becoming increasingly difficult to begin building relationships with cold leads via email.

Eighty-one percent of SMBs rely on email as their primary customer acquisition channel.

That means your sales outreach email is likely sitting in a prospect’s inbox alongside dozens of other promotional emails. If you want to stand out against the sea of spam, you’ll need to know how to write a sales email that drives the reader to take action.

But this isn’t a formula you have to figure out alone.

What Goes Into Creating a Successful Cold Email?

Email is one of the most effective sales prospecting channels. Advancements in machine learning and artificial intelligence are powering the next generation of sales enablement tools. These new technologies are making it easy for sales teams to write better emails and connect with prospects at the right time.

Convincing people to open your cold emails can be a big ask. Remember, these prospects are practically strangers to your brand. You need to create an offer that is irresistible to refuse. This can be done by optimizing each section of your cold email for a better consumer experience.

Let’s take a look at the four factors that determine the quality of your cold email and how to optimize each one:

Subject: Are you making the right first impression?

Did you know that only 24% of sales emails are ever opened? Prospects are making snap decisions about your emails, often deciding in seconds whether to open or delete them. Taking the time to craft a thoughtful email subject line can be the difference between securing a product demo and getting ghosted by a prospect.

Quick tips for writing better email subject lines:

  • Keep your subject line between 10 and 30 characters, ideally between two to six words
  • Personalize your subject line to the reader by including things like their name
  • Keep the sentiment of your subject line upbeat and positive

Body: Does your message make an impact?

Nothing is a bigger buzzkill than opening an email and being faced with a wall of text. Don’t make the mistake of trying to cram too much information in your introductory email. Instead, focus on giving your prospect a high-level view at the value your product can provide for their business.

Quick tips for writing better email body copy:

  • Provide social proof by listing a few companies that are customers of yours or by including third-party reviews of your product
  • Show the ROI customers see when using your product (e.g. users show a 150% increase in productivity over the first six months)
  • Finish your email with a clear call-to-action providing next steps for getting in contact with your team

Mechanics: Does your email read well?em

The presentation of your pitch can have a huge impact on how the reader receives your message. Prospects expect your sales communications to be polished and professional. Simple mistakes like typos or misspelling a prospect’s name can be deal-breakers. Always give your emails a once-over to ensure they’ll be well received.

Quick tips for improving your email readability:

  • Use plenty of whitespace in your email to improve readability
  • Double check your grammar, spelling, punctuation, and syntax
  • Avoid phrases or words that imply a hard sell or seem pushy

Deliverability: Will make it to their inbox?

There are a number of factors that could be the cause of your low delivery rate. Bad email lists, email designs that aren’t optimized for mobile, and spam filters can all stand between you and your prospect’s inbox. Be sure to double-check that everything on both the front- and back-end of your email strategy are optimized for a smooth delivery.

Quick tips for improving your email deliverability:

  • Avoid using words or phrases that might get flagged as spam
  • Maintain an accurate list of contact information for leads
  • Check that your email is readable across all devices (desktop, mobile, etc.)

Sound like a lot to keep track of? You’re not alone. That’s why Outreach and REGIE teamed up to create the Cold Email Grader, an easy-to-use tool that allows sales professionals to grade and improve their cold email pitches.

What is the Cold Email Grader?

The Cold Email Grader is a tool created to help sales teams write better cold emails. The Cold Email Grader uses machine learning to quickly compare and score your cold email copy against millions of real business emails to see how it stacks up.

But that’s not all it does. The Cold Email Grader can also detect grammar, spelling, sentiment, social proof, personalization, and more. All of these features come together into one easy-to-use tool that makes it easier to write smarter, more impactful cold emails.

Every cold email scored using the Cold Email Grader is given an overall score out of 100, with 100 being a perfect score and 0 being an email that’s better left in your drafts folder.

  • A score of 65 or less will show Red. You gave it a good shot, but it’s probably best to start over.
  • A score of 65 to 75 will show Orange. You have a solid foundation, but there’s still more work to do.
  • A score of 76 to 85 will show Bronze. You’re doing great. A few more tweaks and this will be ready to go.
  • A score of 85 or more will show Green. You nailed it! This email is ready to send.

Scores are broken down into four main components: subject, body, mechanics, and deliverability. Each criteria is weighted by much they matter in the conversion of your cold email to a positive response. The higher your score, the better your email is likely to perform.

Looking at the individual scores for how these criteria affect your overall email grade can give you a better understanding of what you might need to tweak to score higher on your next draft. It can also give you a sense of your strengths and weaknesses in writing cold emails. This gives you the opportunity to zero in on areas you can improve your cold outreach.

READ THIS: 25 Cold Email Tips for More Opens and Better Response Rates

10 Sales Email Templates

Prospecting is one of the most challenging parts of the sales process. Sales reps are expected to maintain a revolving door of SQLs that are ready to buy. It can be tricky to maintain speed while also maintaining that personal touch with each lead.

Sales email templates provide your reps a scalable and repeatable process for reaching out to new prospects. Creating a handful of well-crafted templates saves your sales reps time, so they can spend less time writing subject lines and more time selling.

To help get you started, we’ve gathered 10 of our favorite sales email templates created using our Cold Email Grader. These templates were written by real sales leaders and include an actionable takeaway you can implement in your own outreach emails today!

1. The “Money on the Mind” Template

Cold Email Grader Score: 95

Why It Works: When prospects open your cold outreach email, they are expecting to be sold to. This strategy flips the typical sales pitch on its head. Centering the conversation around how their specific product can help this lead reach an ambitious goal is a clever way to get the reader’s attention. The ending CTA is a perfect example of a soft ask for a prospect’s time. All of these things combined opens the door for conversations to begin.

2. The “Let’s Get Personal” Template


Cold Email Grader Score: 95

Why It Works: This email starts with a bang and just keeps getting better. What we love about this email is that it’s hyper-personalized. This sales rep here has found a way to relate their life outside of work to the company this lead works at. And the overall tone of this email is casual, friendly, and approachable. When it comes to personalization, this email nails it.

3. The “I Can Solve Your Problem” Template


Cold Email Grader Score: 95

Why It Works: Focusing your pitch on a common pain point prospects are facing is a great attention grabber. This template does a great job of striking an authoritative tone and positioning the rep as an expert in this area. It also includes a great example of social proof. Listing big player customers within the industry signals to prospective customers that other companies in the industry trust this product.

4. The “Numbers Don’t Lie” Template


Cold Email Grader Score: 95

Why It Works: Sometimes you just need to get your foot in the door to get the right conversations going. This email takes a very casual approach, asking the prospect for their expertise on a new blog. Because you’re not asking for anything other than advice in your initial email, a lead is more likely to email you back. Once you have a conversation going, it’s easier to get time on their calendar.

5. The “Pass the Baton” Template


Cold Email Grader Score: 94

Why It Works: When people switch roles or move companies, sales conversations often get lost in the transition. This email is a great template for getting those relationships back on track.

Because this rep had previous contact with someone at this company, the language and calls to action can be much more direct. One thing we love about this template is how it creates a sense of urgency without seeming pushy. By mentioning specific dates and times to meet, as well as a timeline for getting this product implemented, the rep can establish momentum moving forward.

6. The “Offer You Can’t Refuse” Template


Cold Email Grader Score: 94

Why It Works: Oftentimes, prospects aren’t ready to jump on a sales call after one cold outreach attempt. This strategy of providing a value-add as an introduction to their brand and product is a smart play. While this lead will likely need more nurturing, the offer shown in this email opens the door for getting on a call and starting the conversation.

7. The “Reengage Luke-Warm Leads” Template


Cold Email Grader Score: 94

Why It Works: If you’re planning on using free product demos or webinars to generate demand, this email is a perfect follow-up template. Leveraging existing relationships with target accounts can build rapport with new prospects. First, the rep establishes a previous relationship with the brand before pivoting to the ask. They then use talking points featured in the webinar to drive home the value proposition before offering to jump on a call and chat more.

8. The “Short and Sweet” Template


Cold Email Grader Score: 93

Why It Works: This email is short and sweet. It starts out with acknowledging an issue the prospect is likely having and immediately moves onto the value proposition. The three quick bullet points provide a high-level snapshot of impact this product has had on other companies. What we really love is the no-nonsense, straightforward approach.

9. The “No Fluff, All Business” Template


Cold Email Grader Score: 93

Why It Works: This template is a great example of how to use cold email outreach as an additional sales touchpoint. The rep doesn’t spend too much time establishing the previous attempts at contact and instead jumps into right the numbers. What makes this template effective is the personalized offer paired with the soft ask. Offering such a high-value return for fewer than 15 minutes of time could encourage prospects to book a call right away.

10. The “Fear of Missing Out (FOMO)” Template


Cold Email Grader Score: 93

Why It Works: Cold email outreach isn’t just reserved for new customers. It can also be a great way to start conversations with current customers or people who are enjoying a free version of your product. This email works because it shows the consumer additional features and benefits they could enjoy with the paid version of this product. It also creates a sense of urgency by showing how many potential customers are viewing their profile. This email template is perfect for sales reps who are looking to upsell their customers.

The 3 Most Important Sales Email Best Practices

Choosing the right sales email template is just the first step – a lot goes into incorporating cold outreach into your sales funnel. Scoring the effectiveness of your cold emails, maintaining accurate prospecting information, and using the right technology all play a role in generating new leads and opportunities.

Check out these three best practices for elevating your sales prospecting strategy:

1. Start with accurate lead lists

There are two things that impact the accuracy of your lead lists:

  • An accurate record of contact information, company details, and personal information
  • Your ability to deliver personalized sales communications to the right people

Without the right information on file, your message will never make it to prospects. But it’s equally important to make sure the information you’re sending them is relevant to them. You could write the perfect email, but it won’t matter if the person on the other end isn’t your target customer.

That’s why you should focus on both the accuracy of contact information and creating highly-targeted and personalized email communications.

Most companies accomplish this by investing in customer relationship management (CRM) software. CRM software is a powerful full-stack tool that manages interactions between their business, prospects, and existing customers.

And because of the sheer volume of contacts companies have on file, some teams like to pair their CRM systems with lead generation and sales engagement tools. These platforms connect and communicate with each other, sharing information about prospects between systems. Sales reps can then easily track where prospects are in the sales funnel and use that information to create more personalized outreach and sales collateral.

RELATED: 3.5 Creative Tactics (and One Mega Strategy) to Generate Leads Without Boring, Blatant Self-Promotion

2. Nurture leads with email drip campaigns

It’s hard to know how frequently to follow up with prospects when you’re first feeling things out. Some leads like being really involved in the process while others prefer to do research on their own. Email drip campaigns provide the perfect solution for nurturing leads on both ends of the spectrum.

Drip campaigns are automated email messages that use software to send pre-written communications to prospects. These emails are often triggered by an action taken by the prospect that indicates they’re ready to communicate. What makes drip campaigns so popular is that they allow your sales team to automate touchpoints with prospects and keep your brand top of mind.

Curious about the ROI of email drip campaigns?

  • Trigger-based emails perform 3x better than nurture and batch emails
  • Open rates for segmented email campaigns achieve 14% higher open rates than non-segmented email campaigns
  • Segmented email campaigns earn 100.95% higher clickthrough rates compared to non-segmented email campaigns

Source: Backlinko

But the real benefit of drip sequences is that they allow for a highly personalized customer experience. Subscribers are placed into segmented lead lists that then receive communications based on their stage in the buyer’s journey. Drip campaigns allow your subscribers to move along different sales funnels and receive the information that’s most relevant to them at any given point.

3. Always A/B test your email copy

Believe it or not, there is a science to sending the perfect cold sales email. If you’re looking to drastically improve your open rates, you’ll want to get familiar with A/B testing. A/B testing can be used to compare two versions of an email and highlight how minor changes between them improves things like tone, sentiment, readability, and more.

Which elements of your email copy should you A/B test?

  • Subject lines
  • Sender
  • Images
  • Body copy
  • CTA
  • Personalization

Each of these components is a different lever you can pull to change the quality of your sales email. The key to a successful A/B test is to only change one thing at a time. A true A/B test focuses on making singular small changes and carefully measuring the impact.

That’s why using a tool like our Cold Email Grader is perfect for sales reps just getting started with A/B testing. Not only does the tool score each aspect of the email copy, it gives personalized feedback on areas to improve.

TIP: Sales engagement platforms offer a more robust solution for managing all of your A/B testing and other sales prospecting needs.

Don’t chase perfection – focus on progress

Effective outbound prospecting takes more than one perfect email template (there’s no such thing). It’s about setting up the whole process from start to finish.

Investing in the right technology and sales strategy will drastically improve both your customer experience and revenue potential.

Also published on Medium.

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    • 0
      Profile picture of Nathaniel Ryther
      ( 230 POINTS )
      2 years ago

      Thanks Max for the insight on creating great emails! I will definitely be updating my email process!

    • 0
      Profile picture of Devin Yang
      ( 460 POINTS )
      2 years ago

      This is so useful and funny too!

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