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Create your sales emailCustom text, personalized images, dynamic landing pages... many options await.

Start getting more repliesPress send, sit tight and get ready for a busy inbox.

Sales teams winning with cold emails

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"lemlist helps me personalize my sales emails beyond measure and to get recurring revenue clients in order to grow a small and profitable agency"

Chris Von Wilpert

"We had massive success using lemlist to grow our sales pipeline. When you work with a good company and they help you become more successful, I can just highly recommend them.“

Gabriel Frasconi

If you're looking to scale stuff for your clients - lemlist. If you're looking to do some internal marketing - lemlist. We had such great success with their product and I highly recommend it.

Deepak Shukla

Every salesperson needs lemlist. It’s so simple to use, easy to connect with your CRM and their automation features will save you a lot of time. We booked more meetings using lemlist compared to other tools we used in the past.

Alla Zeitoun

"I love lemlist. I'm running multiple campaigns at the moment and it's such a reliable tool to reach new customers and boost sales."

Romain Carpentier

"Client was happy with 150+ warm leads we generated, and I'm happy to combine our creativity with lemlist to get the job done."

Nenad Pavlov

"I adore lemlist's feature to personalize images. I rarely send a campaign without an image and they work wonderfully!"

Audrey Devedeux

"With lemlist, I'm sending all kinds of high-performing campaigns. The one I've delivered recently generated 3 highly-qualified leads with an average deal around $100k, which makes me super happy."

Daniel Redman

"Thanks for your great solution and all your content updates, they are really helping us sell smarter through cold emails."

Lars Krüger

How to write a sales email?

Do you feel as if your sales emails are being ignored? If the answer is positive, do not be troubled. We’ve been there as well.

No one was born knowing how to write a good sales email. Even today many salespeople are struggling when writing the perfect message that converts.

So, how to make your recipients open and respond to your sales emails?

Below we are going to uncover the best sales email outreach tips and will discuss some of the best practices for writing a great sales email that gets opened and generates replies.

What should a sales email contain?

  1. Subject line
  2. Opening line
  3. The body that is your sales pitch
  4. A closing statement or call-to-action outlining next steps
  5. Signature

How to build the perfect sales email?

Let us walk you through the steps...

Email subject lines for sales

One of the important components that directly influences the success of your open rate is the subject line.

Cold email subject line serves two purposes. First, it sets the expectation. In other words, prospects will anticipate what they will see in the rest of the email based on the subject line.

Secondly, it needs to intrigue them enough to open your sales email. That's why it's critical to be on point and think about subject lines as hooks.

If you need ideas, there's an article on our blog that will show you 56 high-performing cold email subject lines, that you can borrow and adapt to your needs.

There's one more thing that's quite important when it comes to subject lines.

If you see an open rate that's below 50%, this is a problem. The first thing you want to check is your deliverability. In most cases, people didn't have a chance to see your email, therefore couldn't open it.

The subject line and target audience analysis comes after you're 100% sure your deliverability is flying at a high level.

Finally, if you can't decide between two or more subject lines, we recommend you to A/B test it. Let the market decide which one works better.

The best email subject lines for sales:

  • I think it's a match
  • To "companyName" with ❤️
  • Hit your "Goal" with [PRODUCT]
  • "companyName" & [Product] integration?
  • Build "companyName" like "commonInterest"
  • # ideas for "painPoint"
  • "Connection" recommended I get in touch with you
  • How "Competitor" gains "Advantage"
  • Hey "firstName", congrats on your funding round
  • Question?

Sales email opening line

Along with the subject line, the sales email opening line is your first impression. Therefore, if you want your lead to read your message till the end and reply, you need to pay attention to how you start your cold email.

Here are some good examples you can use:

  • Hope this email finds you well
  • I hope you’re doing well
  • Hope all is good at your end
  • How you doing "firstName"
  • I know you’re busy, so I’ll be quick
  • How are things in [CITY]
  • [Mutual Contact] recommended we should get together and talk

Your email body or sales pitch

Your sales email body should be unique and bring as much value as possible. If you want to receive a reply, your pitch should resonate with the reader. 

So before sending your sales email make sure:

  • Your research is rock-solid
  • You personalized your email (your pitch shouldn’t be generic)
  • You talk about them and how they will benefit, not yourself or your company
  • Your email is short and value proposition is clear

Sales email call to action (CTA)

Before pushing the button, the last important component of your cold email is the call-to-action. How you close a sales email will in most cases define whether the campaign will be a success or not.

For starters, focus on selling the next step. An email is usually a gateway to book a meeting or a call. Make sure that everything leading to your closing line is pushing towards that outcome.

Next, you should aim to have a clean and simple call-to-action. Want to book a call? Offer your prospect a sharp proposal and a frictionless way to book a slot in your calendar. Need them to visit a link before booking? Give them one, instead of multiple options

Finally, some easy "goodbye" phrases to finish it:

  • Best,
  • Cheers,
  • Sincerely,
  • Yours truly,
  • Regards,
  • Kind regards,
  • Thank you,
  • Chat soon,
  • Warm wishes,
  • With gratitude,
  • Many thanks,

How to send a sales email?

Cold emailing can be a powerful acquisition channel when sales outreach is done right. To boost your results, you have to think in advance how to set everything up. From sending cold emails to tracking the results. 

The biggest benefit of using cold email tools is that you will be able to automate the process of creating and sending emails, personalize everything making it truly unique and use sales email tracking. 

Sales email templates

Let's talk templates now...

What is a template email for sales

The sales email template is a sales email example that you can use for your cold outreach. You may easily find sales email examples for any need and goal: from sales email template for scheduling a meeting to a cold-call sale email template.

Why use sales email templates?

The answer is simple: writing an effective sales email that works takes serious practice. And if you feel that you are still not confident with it - you can use sales email templates that were already created by other sales professionals and are proven to work. 

You won’t need to spend time testing what will work best (in terms of open and reply rates) and finally will be able to focus on what matters most - your further sales process.

Email sales techniques

Offer something free

Before starting a project, people like to test what they are offered. And by offering something for free, you're giving them an opportunity to understand how this can bring value to their life. Depending on the service your offer can be a free trial of the software, or a little free project to try before they buy, etc. 

Send limited time offer

This can’t be applied to every business but if it's relevant, you can send a limited time offer (it can be a discount or other promo offers) that will likely boost your sales during the promo period.

Mention lead's competitor

Your offer might not be seen as very valuable at the very beginning, but mentioning that competitor is also using your service or massively benefiting from it can make a big difference. And if it's true, to begin with.

So make sure you do an in-depth research of your competitors and, if there's an opportunity, mention it in a clever and non-cheesy way in your sales email.

Remind that you had tried to connect before

Let’s be honest, no one remembers if you've already tried to reach out before or if they haven’t talked to you earlier. But, this piece of information can be used to "guilt" people and make them feel a little "obligation" and "empathy" to talk to you.

Add the recipient’s name and their company in the email subject line

As we already mentioned, the email subject line is super important. For starters, your open rate depends on it. Try to attract the recipients by adding them and their companies' names in the subject line.

Sales email best practices

There are a few ways in which you can personalize your sales cold emails.

  • leverage custom text and liquid syntax
  • use personalized images that update dynamically
  • add dynamic landing pages to your outreach funnel

In practice, custom text works this way: you will have your sentences written in the .csv file and simply use tags to place them within the cold email.

On top of that, features like liquid and spin syntax allow you to leverage text personalization in more advanced ways. For example, if you want to automatically change call-to-actions for different audience verticals, you will use liquid syntax and have different closing lines for each audience segment. On the other hand, spin syntax can help you randomly play with, for example, different greetings to make your cold emails tiny bit more different.

Personalized images will take your cold emails to the next level. Website screenshots, company logos, custom video thumbnails, you can let your creativeness go above and beyond to write the perfect sales email.

Finally, dynamic landing pages are a perfect weapon to utilize when your objective is to book more sales meetings.

They enable you to create custom landing pages without the coding part, and then embed things like videos, chat, Calendly, Typeform and many more.

How to respond to a sales rejection email?

Receiving rejection emails is normal. And they even bring value cause it gives the possibility to evolve as a sales professional. The main thing here is: when you receive this rejection email you should think about how to squeeze the maximum from it.

So if you receive it try to see it from their point of view. Ask yourself why they rejected your email. Maybe you reached out to the wrong person? Maybe the time is wrong? Maybe your pricing scared them? Or maybe they just don’t understand what you offer?

Put yourself in their shoes and depending on the reason for the rejection (possible or exact one if they mentioned it) try to deal with this rejection in order to better understand the goals and needs of your potential client.

How long should one wait to send a second sales email if no one responds?

It depends on the situation. There are no exact rules and depending on your proposal it can sometimes take a week for all decision-makers to review it and approve the next steps cause it’s not a quick process. This way you shouldn’t be too pushy and it’s better to wait at least one week to send the follow-up.

On the other hand, sometimes the follow-up can be sent within 1-2 days: for example if you send a proposal to meet for a coffee during this week and this proposal is limited in time.

Sales email mistakes examples

Biggest sales cold email mistake ever
Going in guns blazing, trying to sell at all costs. The goal of cold email outreach is not to seal the deal. The real ambition is to get a reply and get on a call with your prospect, so that you can sell later. Always remember then when you go into full sales mode, you sound exactly like a typical salesperson who gets forgotten immediately.
Unclear about the next step
Prospects expect simplicity and for you to navigate them to the promise land. Therefore, it's super important for you to be sharp and clear with your call-to-action, offer one or two links, and eliminate friction from the sales funnel. If you give your prospect too many choices or haven't explained clearly what do you expect them to do, you will lose those leads for good.
Sending too many emails per day
It's not about how many cold emails you send. It's about how many replies you get and how many prospects you can close in the later stages. Plus, there's not a single reason on the planet why you should hurry and send hundreds of emails in a day. Not only the odds are against you, but you will suffocate your email reputation down this road.
Not testing enough
When you're not sure about what's the best approach to cold email a certain audience, always A/B test. Don't waste time debating subjective opinions and let the market be the judge.
Letting your email deliverability drop
You can have the best cold email and top salespeople in your team, but if your prospects don't see the email to begin with, you're not going to win. Having your emails land in the primary tab and not in promotion or spam folders is extremely important. Always keep email deliverability in good check, don't send spammy emails, personalize and set up all technical details in the right way.
Not sending follow-ups
People sometimes forget to reply to your email. It's not that they are not interested, but they've forgot or were too busy at that moment in time. Sending relevant follow-up emails guarantees you more replies.

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