4 Sales Email Templates to Get and Keep Buyers' Attention

introduction-email-to-buyer

When it comes to sales prospecting, it’s more important than ever that you write concise, effective communication.

On average, we send and receive 121 emails every day, according to DMR Business Statistics (click here for more surprising prospecting stats). I imagine this number climbs higher as a person gains more authority and responsibility in an organization. So, the communication you send needs to be clear, to-the-point, and relevant. It's not easy to get noticed in someone's email inbox.

Here are several examples that can inspire your own prospecting techniques.

A couple caveats:

  1. These are generalized to a greater degree than emails we would typically send to apply to all types of companies and all types of categories. (I’ve given you some examples of different language you can use as a guide.)
  2. You can certainly get more creative than the email examples below, but be careful. That can backfire if you get too cutesy or familiar.

The bottom line is your prospects don’t have time to read long, fluffy emails filled with the buzzwords of the day. Make sure your emails don’t scream "Sales!" Be personable, direct, and always put yourself in your prospect’s place.

No one wants to read a sales email. They want help with their challenges.

4 Email Templates to Help You Connect With Prospects

Landing the First Meeting: Introduction Email to Potential Clients

This email would be used as an initial introduction to your company. The key is immediately establishing your expertise, as well as asking for the meeting fairly early.

Landing the First Meeting: Follow-Up Email

This would be used as a follow up to the above email (either the next day or the following week), and I would recommend the subject line: "Sorry I Missed You." We often see 30% to 40% open rates with this email. You’ll also want to introduce a case study at this point.

Post-Proposal Send: Follow-Up Email

This one should be used sparingly and only if your prospect has gone dark. This email typically gets a response as it gently points out to your prospect that they’ve gone dark, but you’ve stuck with them. It's simple but effective, and it continues to provide the prospect with opportunities to learn about your company, read your thought leadership, and be reminded of your expertise.

Typically the prospect's response is apologetic and appreciative. And even if you don’t get the business at this point, at least you’ll know if you can move on or keep this prospect on your radar.

You’ll typically want to use the subject line, “[Company Name] -- Still Interested?"

*I would never lead with “Hope you’ve been well/had a good weekend” unless you’ve actually spoken with the person.

Last-Try Send: Follow-Up Email

It's important to follow up with prospects more than once -- but it's equally important to know when to throw in the towel. At a certain point, you're wasting their time and detracting from your time spend on prospects who are actually ready to close.

This email should only be used when you can't spend any more time chasing a prospect and need to either push them to action or close the books on them -- for now.

These email templates help me connect with uber-busy buyers. I hope they'll do the same for you. Introduce them into your email cadence and see what kind of a difference they make.

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