Article • 16 min read
How to write a sales email: 6 sales email examples that work
Learn how to write a sales email so you can personally interact with leads and persuade them to take action.
By Josh Bean, Director, Marketing
Last updated February 28, 2025
You just received a fresh sales lead, and it’s time to send a compelling sales email. However, every time you put your cursor on a blank email, you’re not sure how to effectively start a conversation that will eventually result in a closed deal.
Only 2 percent of sales are made on the first contact, and most sales require at least five follow-up interactions. To make your first (or fifth) email effective and attractive to your readers, you need to know how to write a sales email—especially since Litmus reports that the average return on email marketing is $36 for every dollar invested, which is huge revenue potential for the small output required.
In our guide, we dive into the best sales email examples and follow-up best practices to help you craft the kind of messages that capture your readers’ attention and increase your chances of making a sale.
More in this guide:
- How to write a sales email: 8 steps for success
- 6 winning sales email examples
- Sales email follow-up best practices
- How to evaluate the success of your sales email
- Create powerful sales emails with an integrated solution
How to write a sales email: 8 steps for success
The most successful sales emails are focused on customer needs.
From the subject line to the CTA, you should personalize sales emails for the right audience. Plus, it’s important to be smart about who you target and how you target them in your sales emails.
Before jumping straight into our sales email examples, let’s take a look at the steps for how to write a sales email.
Write engaging subject lines
According to Invesp, nearly half of all email recipients open an email based solely on the subject line. Use your sales email subject lines to ask questions, present data-based insights, or speak to a prominent prospect pain point.
Use nongeneric opening lines
Your email subject line may have gotten you past the front door, but your opening line needs to encourage the recipient to keep reading. Encourage them to keep reading with personalized lines like:
“I loved your blog post…”
“I was excited to hear about your company’s product launch…”
“I noticed [Company Name]…”
You may also be able to tailor your opening line by referencing the recipient’s new role, their competitor’s recent actions, or a mutual connection. If you can’t get too personal, citing a relevant statistic could catch their attention.
Tailor the body length to your audience
A Boomerang study shows that emails between 50 and 125 words often have the best response rates. However, more recent research by Prospect.io found that sales emails with roughly 300 words had much better response rates than those with fewer than 100 words. In truth, the length of your email depends on your recipient.
For example, a concise email to a busy exec can be a good way to get your foot in the door. However, a longer, more detailed email may be appropriate (and necessary) to establish a relationship when targeting a high-ticket B2B purchase.
Avoid talking about yourself
An email recipient wants to know what you can do for them, not how wonderful you and your company are. Look at your contact’s website and social media pages to learn everything you can about their needs and interests. That way, you can tailor your sales email accordingly.
Include a clear call to action and next steps
Don’t make the reader guess what they should do next. Provide direction for the prospect to keep the conversation going. End your email with a question or statement that will elicit more than a “yes” or “no” response, or include a calendar invite to set up a one-on-one meeting.
Add a professional signature
Establish your credibility and make it easy for potential clients to contact you by including a professional signature in every sales email. A well-crafted signature should include your full name, job title, company name, and relevant contact information, such as your phone number, email address, and website.
Adding a professional headshot or company logo can also enhance your brand image. By providing clear contact details, you encourage recipients to take the next step and continue the conversation, ultimately increasing your chances of closing a deal.
Send the email at the right time
Timing is everything when it comes to sales emails. Send your messages at key moments, like when a company:
Gets funding or renews its budget
Acquires or merges with another company
Experiences leadership changes
Launches a new product or service
Promotes your point of contact
Plus, you don’t want to overwhelm your prospects, so you must be courteous about holidays, on- and off-season times, and other time-specific factors.
Add value with a follow-up email
There’s a good chance you won’t get a reply to your first sales email but have no fear—follow-up emails are here. Follow-ups are essential to continuing the conversation, and each should include the same level of personalization as your initial sales email.
Be sure to add value with every follow-up you send, especially if you want to get someone’s attention. If a contact goes quiet, send them something that might interest them—like a helpful article, a recent industry study, or another resource—instead of pestering them with “checking in” emails.
6 winning sales email examples
Successful sales emails require a perfect blend of personalization, conciseness, and a compelling call to action. Let’s dive into six exceptional sales email templates. and examples that master these elements, showcasing how to capture attention, build customer rapport, and drive conversions.
Sales email example #1: Short subject lines win
The sales email subject line is your opportunity to stand out and prove that your email is worth opening. Because of their scannability and being less likely to get cut off when displayed on mobile devices, subject lines of around 41 characters (or roughly seven words) make the best sales email subject lines.
Example:
Subject line: Let’s chat
Hi [Prospect Name],
I noticed [trigger event] and wanted to see if [Company Name/Product Name/Service Name] could help.
We’ve helped similar companies [achieve X results].
Want to learn more? Let’s chat briefly next week.
Best,
[Agent Name]
Sales email example #2: Questions pique interest
Successful sales email subject lines aren’t just short—they’re also compelling. Sometimes, a quick, cryptic, or personal question is great for prospecting emails. However, you don’t want to come across as spammy or creepy, so try to strike a level of personalization that shows you’ve researched your prospects but have not invaded their privacy.
Example:
Subject line: Struggling to meet demand?
Hi [Prospect Name],
I noticed that [Company Name] has been expanding rapidly. As you grow, it can be tough to maintain [demand specific to your prospect].
[Company Name/Product Name/Service Name] can help you streamline [action] and ensure every customer gets the timely attention they deserve.
Would you be open to a quick 15-minute call to discuss how we can improve your customer experience?
Best,
[Agent Name]
Sales email example #3: Personalization increases replies
The opening line of a sales email is a critical component. Don’t be generic—instead, speak directly to the reader. Use words like “you” and “your” to engage your reader and get straight to the point. Plus, don’t be afraid to invite the reader to go further if they want to learn more.
Example:
Subject line:Congrats on your [action/award/growth], [Prospect Name]
Hi [Prospect’s Name],
Just saw the news about [action/award/growth]—that’s a huge accomplishment!
I imagine you’re focused on scaling up and taking things to the next level. At [Company Name], we can help you [specific benefit].
Would you be open to a quick chat about how we could support your growth?
Cheers,
[Agent Name]
Sales email example #4: Conciseness grows revenue
If your message is too long-winded, readers may bail before they even reach your CTA. As a best practice, the body of your sales email should be between 50 and 125 words; ask a question, present the pain point you can solve, and suggest a CTA—that’s it.
Example:
Subject line:Quick question
Hi [Prospect’s Name],
I saw [Company Name] is expanding. Could [Product Name/Service Name] help streamline your [specific area]?
Let’s set up 15 minutes for a quick chat.
Best,
[Agent Name]
Sales email example #5: CTAs boost interactions
When readers know exactly what to do at the end of a sales email—especially if it’s a small ask—they’re more likely to follow through. Low-pressure and unambiguous CTAs help teams grow stronger customer relationships without requiring an overwhelming amount of additional effort.
Example:
Subject line:Improve [challenge or metric]
Hi [Prospect’s Name],
I noticed that [Company Name] has been experiencing [specific challenge].
[Product Name/Service Name] specializes in helping businesses like yours [specific benefit].
I’d love to show you how we can help. Are you free for a 20-minute demo next Wednesday?
Click here to schedule a time that works for you: [Calendar Link]
Best,
[Agent Name]
Sales email example #6: Transparency grows loyalty
When you’re upfront about your intentions in your sales emails by acknowledging potential fit issues and prioritizing customer needs, you can foster a sense of customer trust and authenticity. This approach can differentiate you from pushy salespeople and position your company as a reliable partner, ultimately increasing the likelihood of earning customer loyalty and long-term business.
Example:
Subject line:Honest question for you
Hi [Prospect’s Name],
I’ve been researching [Company Name] and noticed that you’re scaling rapidly. While that’s exciting, I also know that growth can put a strain on customer support.
I’m not sure if this is something you’re facing, but if it is, we’d love to help.
However, I also want to be upfront—we might not be the perfect fit. Every company is different.
That’s why I’d love to have a candid 15-minute chat to see if our solution aligns with your needs. If it doesn’t, I’m happy to point you in the right direction.
How does that sound?
Best,
[Agent Name]
Sales email follow-up best practices
After you’ve written, refined, and sent your sales email, it’s time to plan your follow-up. Observe these best practices to boost your interactions:
- Consider your timing. Don’t send too many emails in a short period. Space out your follow-ups to avoid overwhelming prospects.
- Provide new information with each interaction. Each follow-up email should add value to the conversation. Share relevant articles or industry news to keep the prospect engaged.
- Track trigger events. Pay attention to buying signals and other cues that indicate the prospect is ready to buy. Use this information to personalize your CTAs and follow-up offers.
- Use social proof. Testimonials and customer stories can be powerful motivators. Share them in your follow-up emails to build trust and credibility.
- Offer connection options. Make it easy for the prospect to get in touch with you. Include your phone number, email address, and social media links in your signature.
You can also use a sales follow-up email template to simplify your responses. Plus, following up on your original sales email shows your leads you’re invested in every step of their buyer’s journey.
How to evaluate the success of your sales email
The most effective way to evaluate sales emails is to track them. If you use customer relationship management (CRM) software to schedule and send each sales email, you should be able to easily gauge the results. Below, we cover the email analytics and common sales metrics you should consider.
Open rate
The open rate measures the percentage of recipients who opened an email. A high email open rate indicates that your subject line is compelling and your brand is recognizable. If your email’s open rate is sky-high but its reply or click rate is low, then you may need to overhaul your email copy.
Reply rate
Reply rate measures the number of responses an email receives against the number of emails sent. This metric is one of the most revealing for determining if your email copy resonates with your prospects. Most prospects don’t even open their emails, so if you can persuade them to respond to you, you’ve successfully piqued their interest.
Positive reply rate
The positive reply rate reflects the percentage of responses that expressed interest in a product or message. A prospect who seems eager to connect with you or wants to move on to the next steps is an indicator that you’re doing something right. If one of your emails receives a high positive reply rate, try to emulate its key elements in other sales emails moving forward.
Click-to-open rate
Click-to-open rate (CTOR) is the percentage of unique recipients who click through to your website after they open your email. This metric accounts only for the people who read your email and take action, making it a better indicator of engagement and resonance than click-through rate.
Objections rate
The objections rate is the percentage of recipients who express they’re not interested in your product or service—this can be because of time, money, or interest. If your email has a high reply rate and a high sales objections rate, you’ve most likely captured their attention but haven’t yet resonated with them. While this situation isn’t ideal, you can still turn some conversations into conversions by forging genuine relationships.
Qualifications
Qualifications is a metric that shows the number of positive responses from sales qualified leads (SQL). Receiving a lot of replies can feel great, but the prospects need to be qualified for your product or service to make a difference. Always measure lead quality to ensure you’re reaching out to the right caliber of contacts.
Unsubscribe rate
An unsubscribe rate is the percentage of recipients who choose to opt out of your mailing list. A high rate suggests that your sales email isn’t relevant or that you’re sending too many emails to certain prospects. If one of your emails receives a high unsubscribe rate, then tear it out of your playbook.
Create powerful sales emails with an integrated solution
The best sales emails often take time to hone. You can start crafting a compelling and persuasive message with the aforementioned sales email examples and these cold email templates as your inspiration. Then, test and refine your emails to discover what works.
With an integrated solution like Zendesk, you can create and save unlimited sales email templates and customize them for specific prospects. Plus, our customer service solution helps teams manage profiles once leads become customers.
