7 Sales Email Templates & Examples: How to Write Good Sales Emails

Imagine never having to write sales emails from scratch every single time. Even the thought is tiring, right? That’s why email templates are so handy!

In this post, we’ll explore what sales emails are and share 7 sales email templates that you can use straight away.

Why use sales emails in your CRM

Using sales emails together with a CRM system has several benefits:

• Personalize communication. CRM systems help you segment your customer list based on various criteria. Sales emails can be tailored to specific groups.
• Structure your follow-ups. CRM systems can help keep on top of all customer interactions with time-sensitive follow-up reminders.
• Reduce manual errors. Thanks to integrations, CRM systems pull customer information from other apps in one place. This reduces the chance of errors in your sales emails.
• Keep your records in one place. Sales emails, when stored in your CRM, help you make sure that all client interactions are diligently recorded in one place for easy access and future reference.

7 sales email templates with examples

Sales email templates are pre-written, pre-designed messages that help businesses quickly and consistently communicate with customers.

There are several reasons why email templates are so popular in sales:

• save you time because you don’t have to create each new email from scratch,
• help you maintain consistency throughout all client touchpoints,
• reduce the likelihood of manual errors since you’re working with a standardized format.

Here are the most common email templates in sales.

1. Cold sales emails

Cold prospecting is the process of reaching out to potential customers who have had no prior contact or relationship with you or your business.

Cold emails in sales can be tough as they need to be:

• thought-out and well-researched.
• personalized (have the prospect’s name and other relevant info).
• creative (to make sure they stand out).
• concise.

On top of that, they need to include a call to action – such as inviting your prospect to speak on the phone.

There are also good examples of cold sales outreach. In the cold email below, the salesperson uses the competitor’s name in the subject line and the first opening line of their email.

This grabs the attention of their prospect and increases the likelihood of them clicking on your link and reaching out:

In another example, have a look at how the salesperson uses LinkedIn updates to build rapport with a new prospect. This makes their cold outreach more personal:

2. Promotional sales email

A promotional sales email is a type of email specifically designed to advertise a product, service, or event. It aims to persuade recipients to take a specific action, such as making a purchase, signing up for a service, or attending an event.

Here are a few things to keep in mind in promo emails:

• State your offer clearly.
• Use an attention-grabbing CTA.
• Create a sense of urgency (by using phrases like “limited-time offer”).
• Make sure you have a good design.

When it comes to promotional sales emails, it’s always a good idea to keep your brand voice consistent.

If you use humor or memes in your advertising and marketing efforts, your promotional sales emails should be no different. Have a look at what Windscribe did with their back-to-school promo campaign targeting students:

This is where email marketing and email service providers come in handy—they allow you to create visually striking email templates.

Staying true to your brand voice while doing sales might be considered a skill of its own.

3. Referral sales email

A referral sales email is a message sent to current customers, encouraging them to tell their friends, family, or colleagues about a company’s products or services.

Here’s what you should consider including in your referral email:

• acknowledgment of the customer’s relationship with your brand,
• an explanation of the referral program and the incentives,
• and a CTA (like “invite your friends”).

Make sure the referral process is as easy as possible for the recipient.

Sahil Bloom had a special referral section in his newsletters for a while. So if you can, you can gamify it too and approach it more creatively than a standard sales email:

4. Setting an appointment via email

If you’d like to set an appointment via email, make sure you include the purpose of this appointment, the suggested time and date, and the location if applicable.

Also, don’t forget to ask the recipient to confirm. You can also provide several time slots for your recipient to choose from.

Recommended reading

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5. Follow-up sales emails

A follow-up email is a message you send after an initial interaction or event to continue the conversation or remind the recipient about something important.

You can use these emails to keep in touch, check in regularly, provide more information, ask for updates, or move forward with plans or projects.

A good follow-up email should provide context on why you’re contacting the recipient (such as reminding them about the time you talked last), state the purpose clearly, provide all the necessary info, and include a call to action (CTA).

While we’re only including one type of follow-up email in this article, they’re used for a wide range of scenarios. Check out our more email templates for follow-ups in sales.

Here’s an important thing to keep in mind: in follow-ups, less is more.

See below a good example of a follow-up email by Neil Gandhi, Founder of Paage:

6. Reminder emails

A reminder email is a message sent to prompt someone about an upcoming event, deadline, or action they need to take. This type of email is used to ensure that important information or tasks are not forgotten and to encourage timely responses or actions.

Overall, there is a certain degree of overlap between reminder emails and follow-up emails, so reminder emails often feature the same elements.

This is what a reminder email template could look like:

7. Thank you emails

Thank-you emails are messages sent to express gratitude towards someone for their help, business, or any form of kindness they’ve extended towards you.

These emails can be personal or professional. In the context of sales, these emails are sent to express gratitude to the customer for doing business with you.

You could always offer a promo code to thank the customer for their business and encourage them to shop with you again.

The good news is that you can also automate these emails in your CRM.

If you run a local business or are just starting out with only a few customers, it can pay off to send a very personal thank you email. But sending a handwritten note with a small gift can pay off even more dividends in the long term.

Here’s an example of a personal thank-you card from Lidia Vijga, co-founder of DeckLinks and founder of SEO Bootcamp:

Another great example of a thank you note is below.

Miracase is a company selling protective phone cases and accessories. They include short thank-you notes in every order:

Final thoughts on sales emails

This is not it.

On top of the emails mentioned above, you can download more free sales resources:

20 sales email examples (with 40 subject lines).

And there you have it—everything you need to know about sales emails.

To sum it all up:

• Email marketing, and sales emails in particular, are crucial tools for your business growth.
• A sales CRM can help you get the most out of your sales emails and use them more efficiently.
• Creating pre-designed email templates can help you save time and maintain consistency in your sales process.
• There are many commonly used sales email templates. They include but are not limited to cold emails, asking for referrals, follow-ups, reminders, and thank you emails.