<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1657797781133784&amp;ev=PageView&amp;noscript=1">

Read. Learn. Sell.

December 7, 2015 // 8:00 AM

6 Ways to Make Your Sales Email Insanely Valuable to Prospects

Written by | @


The “just checking in” sales email isn’t just ineffective -- it’s also selfish.

Reps who send these types of emails aren’t offering any value. They’re trying to force or persuade buyers into replying to their message and making a purchase on the rep’s preferred timeline.

However, in today’s sales world, providing value to a customer throughout their individual buying process is the only way for a rep to close a deal. Hard selling tactics are bad for the buyer, and bad for the rep.

Modern reps are committed to providing guidance, information, and value to buyers whenever they reach out. They know it’s important the prospect sees just as much return on their time as the rep does. 

Here are six easy ideas as to how you can provide value with each sales email you send.

1) Attach a piece of content.

The easiest way to provide value to a buyer in a sales email is to include a piece of helpful content. Remember: The goal of an initial sales email is to not try to convert a buyer into a customer instantly, but to give them something that will truly interest them, and get a conversation going.

Spend some time researching the prospect’s company and observing their behavior on social media. Use this knowledge to offer a piece of content specific enough to their interests that they take the time to read it.

a resource for you...

Hey [prospect],

Saw you sent out a tweet about [subject] and thought I’d pass along this blog post. It talks a lot about that subject, and provides some interesting takes and opinions. I would love to hear what you think about it.

All the best,



2) Reference a mutual connection.

Having a mutual connection in common with a buyer can go a long way. In fact, a prospect is five times more likely to engage with a seller when they share a connection.

Surfacing a common connection is valuable to the buyer because it fosters trust. The buyer can now check with that mutual connection and determine whether or not this is the right product or service for them.

so I ran into Leslie yesterday…

Hey [prospect],

I know you've been doing your research, so I thought I'd put you in touch with someone we both know. [Mutual connection] and I have known each other for a while, and it turns out you know each other too. 

Maybe all three of us can get together some time. Talk to you soon.

All the best,



3) Offer a customer review.

Simply put, customers love reviews. How often do you check out Yelp before you make a decision on where to eat? How deep in the reviews do you go? I know I scan for a while, and I’m willing to bet you do too.

Learning what other people are saying about a product or service plays an important role in buying decisions. In fact, 88% of people take online reviews as seriously as they do personal recommendations, according to a study from Bright Local.

It’s clear that reviews are valuable for prospects, so why not send one along in your next email?

the people have spoken

Hey [prospect],

I spent the weekend surfing the web, and came across some pretty cool reviews about what we’ve been talking about. I know you’ve been trying to solve [pain point] so I’m sending you these links to help you gather some more info.

  • Link 1
  • Link 2
  • Link 3

In these reviews, customers go into depth about how the product works and what they think of it. They’re honest, real, and I think you’ll appreciate them.

If you have any other questions, let me know. Talk to you soon.



4) Send over a case study.

A case study can add instant value to a sales email. If the prospect is in a difficult spot and unsure how to proceed, sharing a story about a customer in a similar situation that describes how they solved their problem can be incredibly helpful.

I’ve seen this story before

Hey [prospect],

It’s funny, but after talking with you this last week I remembered that one of our customers was actually in the same situation you are in now. They were cruising along and crushing their market, but they were having problems with [pain point].

I attached their story to this email. It’s an interesting take, and I think it will provide a wealth of insight into how exactly they became one of the leaders in their market. Would love your feedback on it.

All the best,



5) Provide a tactical suggestion.

If you notice an area of weakness in the buyer's business that you think you can help improve, let the prospect know. Offering insights not only strengthens your relationship, but it builds your credibility in their eyes.

have you tried doing this…

Hey [prospect],

I was on your website earlier, and noticed a new blog post. I was wondering if you have ever tried out [suggestion]. It’s a really simple way to help blog posts rank better in search. It can also boost social shares, and help you build out your brand.

Here are a few examples of blog posts that use this technique:

  • Example 1
  • Example 2
  • Example 3

If you’re not sure what I mean, just give me a shout. Great post, by the way. I just shared it. Let’s connect soon.

All the best,



6) Just respond.

Simply responding to a question, voicemail, tweet, or email is the easiest way of all to provide value. And keep in mind that you don’t have to give the final answer right away. A simple “I’m looking into this for you” will assure the prospect that you’re on the case.

The value of responding quickly extends beyond solving specific problems. According to Sprout Social, 26% of customers who don’t hear back from a company take to social media to post negative comments. Remember the importance of good reviews? Responding quickly plays a major role in prospects’ perception of your business.

thanks for the question!

Hey [prospect],

Thanks for getting in touch. That’s a great question, and I’m glad you asked. I’m in the middle of a few meetings this morning, but I’ve sent your question along to our support experts (cc’d on this email). They’ll be able to help, and I’ll follow up with you at the end of the day.

Thanks again! If anything else comes up, please let me know.

All the best,



 As author Michael Port recently wrote, “Give away so much value that you think you've given too much -- and then give more.”

Sales reps need to understand that the modern buyer is busy and doesn’t have time for “just checking in” emails. Strive to offer buyers an instant ROI with each and every message you send. 

Want more tips on writing effective prospecting emails? Check out our sales prospecting email checklist.

Get HubSpot CRM today!

Topics: Sales Strategy

Subscribe to HubSpot's Sales Blog

Join 82,000+ fellow sales professionals! Get HubSpot's latest sales articles straight to your inbox. Enter your email address below:


Sorry we missed you! We close comments for older posts, but we still want to hear from you. Tweet us @HubSpot to continue the discussion.

subscribe to hubspot's marketing blog