As a writer for the HubSpot Sales Blog, I'm always crafting new email templates. And my favorite source of inspiration is in HubSpot Sales -- I'll open up "Templates" and browse the real emails HubSpot salespeople are sending their prospects.

Not only can I see average open rate for individual templates, I can also gauge their performance by response rate and click rate (i.e., how many recipients clicked on the links within the template).

The following 10 templates have 60% or higher open rates, 8% or higher click rates, and 30% or higher response rates. I've lightly edited them so you can tweak them for your industry, market, product, and prospect. I've also included two templates to help you make sales introductions. Happy selling!

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Best Sales Email Templates

1. If You Want to Make a Sales Introduction

The prospect hasn't heard of you before? Give them a reason to talk to you. Mentioning their goals and showing you did your homework will be enough to get most buyers to respond.

2. If They Visited Your Site

Based on the prospect's browsing behavior, you know they're interested in -- maybe even seriously evaluating -- your solution. Position yourself as a trusted advisor who can walk them through the decision making process and answer questions as they arise.

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3. If You're a Stranger to Them

4. If You Just Called Them

Use a quick email to reinforce the voicemail you just left.

5. If There's Been a Trigger Event

Strike while the iron is hot. A trigger event gives you a compelling reason to reach out, boosts your credibility (you clearly pay attention to what's happening in the space), and establishes urgency.

6. If They Requested a Demo

This email helps you establish a relationship with the prospect and set the right expectations for the process. If they're not prepared for a discussion of their company and objectives before the nuts-and-bolts product talk, they might become impatient.

7. If They're Using Your Free Tool or a Trial Version of Your Product

Help your prospect get maximum utility out of their free sign-up or trial. Not only will this help them see the value of your product, it also lets you influence their purchasing criteria.

8. If They Opened Your Email But Never Replied

The prospect is interested in learning more -- after all, they read your message -- but they're either too busy to respond or not interested enough. Get the conversation going again with an explanation of your company's solution and an offer to give them a demo.

9. If They Still Don't Respond

Heard nothing? Before you give up on this prospect, send a few more resources their way. You'll add value while simultaneously reminding them your tool might be able to solve a pressing pain point -- as it has for their competitors.

10. If They Went Dark

This light-hearted email gives the buyer a chance to change their mind. It's a great way to reengage them without using a guilt trip.

These templates are proven to get results, so what are you waiting for? Incorporate them into your prospecting strategy today.

More Email Templates

These don't have the impressive open rates of their brethren above, but they're still helpful templates to turn to when you need a little help.

11. If You Want to Build Rapport

Let's say your conversation has stalled a bit and you want to keep the momentum going without being too pushy. Try a rapport-building approach.

It requires you to know a little about the person you're sending an email to -- just another reason why it's important to get to know your prospect in your initial outreach and discover calls.

Don't include a business-related ask in this email. Once you get a response, your reply can include an ask that steers the conversation back to the deal in question.

12. If You Need Them to Take Action

Sometimes you've spent so much time on a deal that you simply need to know if the prospect is interested in moving forward. If they keep rescheduling meetings, missing calls, or pushing for a longer discovery period, it might be time to cut to the chase.

Email templates can make a salesperson's life so much easier. Need a few more? Check out these sales prospecting email templates, these templates for boosting end-of-month sales, or these funny templates real salespeople use.

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Originally published Apr 19, 2019 4:27:00 PM, updated April 28 2020


Sales Emails