30 Sales Prospecting Email Templates Guaranteed to Start a Relationship

Sales prospecting is probably the hardest and most time consuming part of your job as a sales rep. However, it’s an important part of the role to find potential customers who are a great fit and have long-term value to the business.

With the never-ending debate about whether leads should be sales or marketing qualified, you spend a substantial part of your work week prospecting new business via email, social media, in person, and through referrals to make sure the leads you work are worth your while.

Best Sales Email Templates

1. Congratulate them.

There’s more information available about prospects today than at any other time in the history of selling. That means there’s plenty of prospect success stories out there for you to find.

Visit your prospect's website for funding updates, search Google for company news, view LinkedIn to dig into the prospect’s professional dossier, and append all this information to your contact records.

Once you’ve found the perfect opportunity to congratulate the prospect, don’t try to pitch them. Simply share a genuine compliment.

Why this email works: This approach is creative and personal. Flattery is always welcome and it’s possible you’ll get a “Thank you, but who are you?” in response.

2. Boost their mission.

Try this approach with executive leaders. Executives and business owners are usually the creators of their vision and are most involved with communicating it. Publicity is the name of the game, especially in startups and small businesses.

Why this email works: This email is genuine and applicable in just about any company. It’s hard for the recipient of this email to turn down an opportunity for free publicity so you’ll likely be able to get your foot in the door by offering your platform to promote their mission.

3. Provide immediate value.

Find a way to provide some value up front, even if it's your own expertise. Just be careful not to be critical in your first email. Starting with a compliment can soften the critique.

Why this email works: Providing immediate value for free is something that software companies have mastered through freemium business models, creating some of the fastest growing businesses ever. Free feature-limited or usage-limited software offers value before any money changes hands.

If you're a service provider, partner with a software company that has a freemium model. For example, if you're an accountant, partner with Expensify to introduce free expense report tools. If you sell sales training services, recommend a product like HubSpot's free email tracking tool. As long as you are the person introducing free value, prospects will appreciate it.

4. Offer help.

Remember, your goal in the initial email is to simply get a response. With this in mind, an immediate fix the prospect needs might not be related to the products or services your business offers. That doesn’t mean you can’t still offer help. Here’s how to do it:

Why this email works: It’s similar to the example above, but it comes across even more genuine. You benefit nothing from offering an intro while the prospect will get the benefit of a new sign that could bring them more business.

5. Compliment them.

You could give cash away to your prospects. That might get their attention. Or you can offer a compliment which costs nothing.

Why this email works: These templates offer kind words and helpful tips. People like to hear nice things about themselves and receiving a specific solution to a problem along with the flattering statements is a recipe for a response back.

6. Build rapport using common interests.

Warning: Don't be creepy. Salespeople of yesteryear could get away with walking into a buyer's office, noticing the photo of the prospect's grandchildren, and remarking, "You have a beautiful family." Today, the framed picture of decades past has become the digital photos on Facebook.

Salespeople should certainly incorporate Facebook into their research. But that doesn't mean you should open with "How was your grandkids' soccer practice on Sunday?" That'll compel a prospect to issue a restraining order, not email you back. Instead, start with safe topics like common personal interests.

Why this email works: You’re making a sincere connection with the prospect using information that’s typically fair game to mention — LinkedIn posts. The prospect will respect your research skills and appreciate that you were tactful in your approach.

Opening with a mutual non-work related interest is smart for another reason: you're giving them a break from the day-to-day and reminding them of something they love to do outside of work.

7. Talk to lower-level employees.

While there is a lot of information online about prospects, nothing beats intel from a trusted source. This is especially critical if you sell to finance, IT, or other back-office professionals since it's difficult to inspect or observe how they do their jobs from an external perspective.The trick to this is starting conversations with the intention of gathering intelligence.

Every company has customer-facing employees. Start with the sales team and ask them what they’re exceeding at in their roles and what they could be improving. They will probably respond in solidarity.

Then, reach out again with the results and see how your product or service can help. If there are goals the company could reach more effectively after implementing the solution you sell, the sales team might be willing to pass along your information to the right contacts.

Why this email works: You’ve already received valuable survey data that you can use for your own content and sales pitches, but you can also use that data to uncover needs within the companies you’re prospecting.

8. Talk to your prospect's customers.

Your prospect's customers and partners are great sources of intelligence, too. Look at your prospect's case study page, if they have one, or check out reviews about them online.

Why this email works: More often than not, you’ll find positive information that will get the prospect talking. But, if you hear from a disgruntled or unsuccessful customer, use that information too. You could motivate the prospect to turn those negative reviews into positive ones — hopefully using your company’s products to do it.

9. Talk to your prospect's vendors.

Vendors are another resource to learn about a company. Trusted service providers are in a great position to refer you. Not only do they know how your prospect makes purchasing decisions — they can make introductions.

Make sure you get permission to use names when referencing vendors. The last thing you want to do is get your referral partner fired. Ask, "Would you mind if I email [Prospect] and say that you suggested we talked?" Then, you're free to write, "[Vendor] asked me to email you to see if I could help." Or just call and start off with "I was talking to [Vendor], and … "

Why this email works: Not only do you have a direct way to reach a prospect, you have the seal of approval from the vendor. The prospect probably gets several sales emails per day, but you’ll stand out because of the connection you made with the vendor prior to emailing the prospect.

10. Talk to friends (and strangers).

While this is not always good advice (especially for children), talking to strangers at the right place and time can be a smart idea. Whether they're friends or acquaintances, talking to people outside of your typical peer group can lead to great connections.

Why this email works: Similar to the vendor emails, talking to strangers through a mutual friend could be more effective. The relationship is built on a causal connection rather than a business one so there’s no pressure to pitch right away.

11. Respond to content your prospects publish.

Pay attention to what your prospects are publishing online. They are sharing massive clues about their current initiatives that provide great openings for dialogue.

Here's an email I wrote up for an SDR from RingCentral who asked for some advice:

Why this email works: Reading an unsolicited sales email or a piece of unsolicited advice isn’t at the top of anyone’s priority list. This approach keeps your email relevant and useful to the prospect.

12. Send your company's content.

For every title or persona that can influence your sale, have content on hand that addresses their specific challenges.

Why this email works: You’re working smart not hard. Rather than creating an entirely new piece of sales material to send to this prospect, you can pass along marketing material that has already been made and is relevant to the needs of the prospect. Take this tactic a step further and add a tracking parameter on the blog link. Even if they don’t respond to your email, you can follow up on the back end to see if they’ve clicked the link to read the article. This type of email works great as an end-of-the-month sales email, which can be sent to prospects and current customers as a way to engage, re-engage, and upsell.

13. Send other people's content.

Don't only send your content. Prospects will be less suspicious of your intentions if you send other people's or other companies' content that could be helpful for their situation.

Why this email works: The point is to show them that you care about their success and you want to help them reach it no matter what. And yes, that includes sharing other people’s content if you have to.

14. Publish original content.

For the last few years, I've regularly asked my young son, "How do you get better at things?" Without hesitation, he now says "practice." Not every salesperson is a natural writer, but I'd highly recommend they all start practicing.

Why should salespeople write? Prospects willingly talk to critical-thinking, problem-solving, effective salespeople if they have experience relevant to the prospect's world. So, write about your daily experiences helping prospects. Share your wisdom.

While publishing content to your company website is the best way to go, it's only good for you if you're able to track which of your prospects reads your posts. If you don't have marketing automation software in place that tells you when your prospects are visiting your website, publish to LinkedIn instead. As long as your 1st and 2nd-degree network consists of prospects, there is a chance they'll read what you post.

When they like, comment on, or share something you wrote, start a dialogue by using a variation on the template below:

Why this email works: The really great thing about content is that it keeps on talking with prospects even when you're sleeping, exercising, or eating. It works around the clock for you. Every other prospecting method is ephemeral (especially email). Imagine what salespeople could do if we combined the staying power of relationships with the lasting power of content.

15. Monitor who views your LinkedIn profile.

Why this email works: The really great thing about content is that it keeps on talking with prospects even when you're sleeping, exercising, or eating. It works around the clock for you. Every other prospecting method is ephemeral (especially email). Imagine what salespeople could do if we combined the staying power of relationships with the lasting power of content.

Connect with them and use any of the templates in this article to start a conversation. Lower-level and customer-facing employees are a bit more likely to accept your connection, respond to you, or just check out your profile in return. As soon as they do, use the line above.

Why this email works: It’s short and to the point, giving the prospect a reason why they might want to accept your connection and visit your profile again in the future.

16. Put their name in lights.

If you are publishing content, ask for feedback on your drafts. You can also ask prospects for quotes to add to your article.

Why this email works: People like being asked for help or being asked for their opinion on a topic. This might not seem like the perfect introduction to your next big sale, but it’s a smart way to get a response.

17. Ask for advice.

Most people like to give advice. Asking for advice appeals to their ego. (See the "esteem stage" of Maslow's hierarchy of needs. In the age of social media, many of us get stuck at the esteem stage on our path towards "self-actualization.")

Psychology 101 aside, asking for advice is a hard request for most of us to resist.

Why this email works: It shows humility and respect for the prospect and their contributions to the industry in which you work.

18. Ask for a recommendation.

Why this email works: It shows humility and respect for the prospect and their contributions to the industry in which you work.

Why this email works: The requests in these examples are sincere and easy to oblige. You’ll find that people are more than happy to help.

19. Offer an introduction.

Why this email works: The requests in these examples are sincere and easy to oblige. You’ll find that people are more than happy to help.

Why this email works: You’ll have more opportunities to get in front of the prospect with each introduction you make. And when those sales reps have calls with the prospect, they’ll mention that they both know you and sing your praises. The prospect will become fond of you, and when you reach out again, you’ll be met with excitement rather than skepticism.

20. Seek referrals.

Everyone with a quota should be part of a networking group. If you sell to bigger companies, join a group (or start one) of professionals who sell to your target market. Try reaching out to other sales professionals like this.

Why this email works: You’ll want to diversify your prospecting approach. COld calling, emailing, social media, and talking to strangers will get you far, but adding other sales people to your network is a way to work smarter. The email template in #19 is the perfect example of the benefits of expanding your sales network.

21. Reference a common connection.

Once you've developed trusting relationships with other professionals, ask them if it's okay to drop their name when connecting with their contacts. You might even ask them for a list of people that they recommend you reach out to.

Why this email works: Name dropping can be distasteful, but not when it’s done like this. A subtle nod to your mutual connection can make a prospecting email come across more personable.

22. Respond to social media posts.

Why this email works: Name dropping can be distasteful, but not when it’s done like this. A subtle nod to your mutual connection can make a prospecting email come across more personable.

Why this email works: You’re carrying on the conversation from a post you found interesting. This could lead to new ideas, solutions, and even a discovery call about a need the prospect has that your products and services could solve.

23. Run a custom analysis.

Depending on what you sell, it might be difficult for you to evaluate your prospect's situation. But, if you can evaluate it, do so. Then send them the results.

Why this email works: Chances are you don't sell marketing services, but if you do, use this approach. If you don't, try to find something you can analyze that your ideal buyer will care about.

24. Provide insights.

According to Mike Schultz, author of Insight Selling, "Educating buyers not only shares the seller's expertise, but it also demonstrates the seller's willingness to collaborate with the buyer."

Why this email works: It provides useful information that is highly relevant to the prospect. Tailor this approach to any new venture or project your prospect has taken on. This could be the data they need to validate the effort they’re putting into it.

25. Ask them what they want to learn from peers.

Marketers use surveys to gather proprietary data. Salespeople should borrow this playbook. Engaging prospects in the design of the survey will ensure the results are interesting for the ideal buyer profile. This is also a suitable reason to reach out which can initiate a dialogue.

Why this email works: You’re building a relationship with the prospect while generating interest in the results of the survey. When you release it, you’ve already established a reason to reach out to them again with a stronger pitch based on the data in your report.

26. Invite them to participate in market research.

Taking the email template above a step further, you can reach out to the prospect again once you and your team create the survey. Now, you can ask the prospect and their team to take the survey.

Why this email works: The great part about surveys is that you can ask tough questions about challenges and goals. It's hard to do that on a phone call right away.

Don't forget to sync your survey software with your CRM and marketing automation software so you can see the responses and use them to customize your future sales and marketing touches to each contact's context.

27. Get their opinion.

Ask your prospects about what they think about something. Just be sure you actually plan to use their opinion in some way — don’t ask an empty question. You can let them know their response might be featured in some content that your company will publish in the future. Or you may be using their qualitative data to validate some quantitative data from a survey you did.

Why this email works: You’re actually turning the salesperson stereotype on its head and acknowledging that people find sales reps to be pushy. As a sales person, you’re actively negating that characteristic by taking a collaborative and curious approach to the prospect.

28. Ask them if they want access to market research.

Why this email works: You’re actually turning the salesperson stereotype on its head and acknowledging that people find sales reps to be pushy. As a sales person, you’re actively negating that characteristic by taking a collaborative and curious approach to the prospect.

Why this email works: If you used this company in your market research, you’re showing them the final project where their responses were featured. Moreover, you’re sharing some valuable industry insights that the prospect will likely find useful.

29. Ask if you've got the right person.

People have a natural tendency to want to help others. Make the most of that and send an outreach email that asks, "Could you help me get in touch with the right person?"

Why this email works: It’s natural to respond to well wishes with a simple “thank you”, but by adding more information to your email about what you do and why you’re sending them a message, they may be inclined to take you up on your offer to meet.

31. Offer motivation.

No matter what industry your prospect works in, they’re probably going through their own trials and tribulations. A word of encouragement might be just what they need to make it through the day. Send a thoughtful message like this one to perk them up.

Why this email works: They’ll remember how you made them feel and appreciate the sincerity you displayed. Instead of taking the opportunity to ask for a connection, a call, or a few minutes of their time, you offered them a moment to reflect on their day and make the most of it.

32. Send them a gift.

When was the last time you received a gift card to your favorite coffee shop or had lunch covered by a friend? It’s not a common occurrence, and that makes it all the more meaningful when it does happen.

Do some research to see if you can find the prospect's favorite restaurant and purchase an e-gift card. Depending on your sales team’s budget, this might be out of reach for every prospect, but for the ones that you feel are a great fit for your product or service or someone you’ve received an introduction to, try this email template out. Remember to use an eye-catching subject line so they don’t miss the free gift inside.

Why this email works: The tried and true reciprocity principle never steers us wrong. A good deed begets a good deed. Your prospect will want to thank you for the gift and probably commend you on the unique approach.

Free Resource: 50 Sales Email Templates [Download Now]

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How to Write a Sales Prospecting Letter That Gets a Response

These templates use a relatively simple set of guidelines. As you implement the approaches shared above, use these guidelines to customize your templates:

1. Research the prospect and their business, and have an idea of how you can help them before reaching out.
2. Grab prospects' attention with an interesting subject line.
3. Personalize your emails. Start messages with something about the prospect.
4. Use "you" whenever possible to make it about the prospect. Use "I" and "We" sparingly.
5. Avoid the temptation to lead with your value proposition. Share it only when it aligns with the prospect's needs.
6. Don't try to book a phone call in your initial email. Only "in-market" prospects will respond to that call to action.
7. Ask open-ended questions or none at all. Many prospects have become desensitized to calls to action, but they are often pleasantly surprised by genuine attempts at personal connection and offers of help.
8. The goal is to get a response, not to advance the sale or sort the interested from the uninterested. You can think about these aims once you get a response.
9. Include a call to action. Make it a very simple one to oblige that has a high chance of appealing to the buyer's self-interest.
10. Keep it short. Three to seven sentences max.
11. Double-check for grammar and spelling mistakes.
12. End with a question if it makes sense, but don't force an off-topic one. For example, if you compliment someone, they'll be likely to respond with a "thank you." If you embrace the goal of simply getting a response, mission accomplished.
13. Before you send an email in the first place, consider picking up the phone instead. All of these approaches will work on the phone too. If you do send an email, use an email open alert system and call the prospect when they're reading your email. This will maximize your connect rate.
14. Avoid the “send more email” approach. You might not get responses as quickly or frequently as you would like. It’s easy to get overzealous and keep sending email after email in response. You have to hold off on that. Sending repeat emails isn’t sustainable. You’ll get flagged as spam and potentially turn your prospects off of what you have to offer.

Setting Realistic Expectations for Email Prospecting

I am not delusional enough to believe that salespeople will all of a sudden stop sending horribly self-centered, blast-you-with-my-value-prop, ask-me-to-marry-you-on-the-first-date prospecting emails. But in sharing these alternative approaches, I hope to get us that much closer to the end of this ineffective practice.

If your response rates are dwindling, think twice before you mass blast another set of prospecting emails. Maybe use that time to start one relationship based on trust, courtesy, and a genuine interest in that person’s success. I guarantee it will pay off in the long run.