how to create sales email

How to Create Killer Sales Emails Using Templates

Writing takes practice, especially when it comes to short forms like emails. You have to be convincing in less than 10 sentences in order not to bore your leads. In this article I’m going to share some of my knowledge about how to create killer sales emails using templates.

When you’ve worked in an office for a while, you create various routines and habits to get your work done. Usually, one of those habits is checking your email inbox. Each new morning it’s filled up with — well, let’s be honest, it’s filled with junk. Sales emails, amazing offers, exciting news, one-time deals… All of that direct marketing blows up in your face once you check your inbox. Most likely, you hate that and delete most of those emails without even reading the first line of the message. Don’t let your emails end up like that.

Are email templates a good idea?

In general, email templates have their supporters and opponents. Almost as many people are on one side as the other. The same even split goes for whether people believe the emails have a positive or negative impact on business. For example, saving time is a clear benefit of using templates but creating a sense of fake personalization is an obvious disadvantage. Still, effects like the ability to reach more people at once falls somewhere in between the plus-minus ratings. Reader attitudes don’t change much when it comes to sales emails. The lists of “pros and cons” — the benefits and disadvantages — are similar in length.

Benefits of using sales email templates

  • Saves your time – salespeople have a lot on their hands. It’s not really a job in which you’re done for the day after sending ten emails and making two phone calls. Sales is sometimes exhausting work and results aren’t always in proportion to the efforts. Time is precious and needs to be spent carefully to maximize sales results.
  • Reaches more people in a shorter amount of time – although this benefit is similar to the previous one, it deserves a specific mention. Spending hours to send tons of emails when most of them won’t get opened can kill one’s motivation. Therefore, automatization of this process can be an enormous psychological help.
  • Shows what attracts your target – in order to sell more or even simply to write better emails you need to learn what approaches, words and lures attract the leads to whom you send those messages. Email templates are perfect for that purpose because it’s easy to run tests on them to figure out which elements work best to accomplish the purpose of the email.

Disadvantages of using sales email template

  • Fake personalization – it’s hard to avoid sounding a little fake when you’re trying to personalize an email that’s supposed to reach more than one person. Honestly, the most ‘in common’ thing a template message will have with your lead is his or her contact details and perhaps some general stuff that applies to people who are alike as a group. Fakeness doesn’t work for the benefit of trust building, which is one of the most important things in direct marketing.
  • Mistakes do damage – sales email templates should be carefully checked before sending for content, intent and extent. Not once, not twice, but as many times as needed to be perfected. However, mistakes still may happen. Sending one or ten emails wrong is not such a big problem. However, sending a hundred incorrect messages… Well, you see where I’m going with this. The list of mistakes you can make writing an email is quite long. Here are some examples of the very worst sales emails from Andy Mckendry.
  • Sending too many – You’re sending killer emails, not making email overkill, so let’s go back to the numbers. Email templates are usually sent automatically to many recipients at once. You have to control your mailing lists very carefully so as not to send the same email twice. It’s easy to lose track when all you need to do is click to send. Still – sending ten emails to one person per week won’t make your sales more efficient.

Now that we have the basic controversy about sales email template clarified, let’s get back to using them correctly.

How to create a killer sales email using templates

First things first: the timing of direct marketing can be demanding. You need to know when to send your message. The priority depends on the purpose of your email.

Are you trying to draw your lead’s attention to something specific or maybe it’s an introductory email or a sales closing one? Sometimes an email needs to be sent right away but there are cases when waiting a couple of hours or days will be more beneficial for your further relationship.

What exactly constitutes a sales email?

A sales email is not only an email you send to get your lead’s attention. It’s every email you send from the one that starts your relationship to each you’ll send for as long as the relationship lasts. Here are some examples of sales emails:

Cold mailing

Hubspot presents some great examples of prospecting email templates that they assure will work as relationship starters. Prospecting emails are quite popular to start building a relationship that may eventually turn into a sale. If you read the recommended templates and find some you like, you can tailor them to make them more effective for your campaign and then you’ll have your own set of templates.

Tricks to create a killer cold email template:

  • Use the details from your data-rich mailing lists to build familiarity with leads.
  • Monitor your mailing results and tweak the wording of your templates based on the ones that were more successful.  Toss the templates that got low results.
  • Video and images attract more engagement than just text, so build and use various content your company has — infographics, blog posts, videos — in your templates.

Combine cold calling with follow up emails

Writing a follow-up email to your lead after your phone conversation is crucial. More than that, writing to him or her even when your call didn’t actually happen is also important. It works as a sort of summary or reinforcement of what you’ve talked about (or hope to discuss). Many people consider the follow-up note to be something that shows that you are courteous and have good manners, which goes a long way toward establishing trust. The best template for these follow-ups is created using your previous call script and a Fill-In-The-Blank format.

Tricks to create a killer cold call follow up email using a template:

  • In that first sentence explain that this is a follow up to your call on a certain date, also refer to something about the individual you have contacted:  “Hello, Mrs. X, we spoke by phone on [DATE].  I enjoyed hearing about your [something you learned from the script questions]…”.
  • Leave blanks to confirm items or actions on which you’ve both agreed: “As we discussed, I will be mailing you [Script talking point] before we talk again on [Date] at [time]. I’ll email you a reminder the day before I call.”
  • Make it sound personal when you include some content about your company that any lead at that stage might find interesting. Perhaps you run a blog? Inform your leads about that: “We have a weekly blog that might interest you. In particular, you may want to read [name of linked post that discusses the lead’s interests].”

Confirmation emails

You actually send a lot of confirmation emails to your leads and clients once you’ve had some interactions with them: confirmation of a meeting, next phone call or a sale. Because of previous successful contacts it may happen that your confirmation email is less polished than the ones you’ve sent trying to get your lead’s attention. This is where a template can help. It is just as important to create good confirmations, so again, the Fill-In-The-Blank format can be a good template choice, because it is easy to customize.  Just be careful that when you fill those blanks in, you are using the information for the specific lead or customer addressed.

Tricks to create a killer confirmation email using templates:

  • Summarize what you’ve established so far and what they can expect.  Again, using your call script will give you the general points that were covered in the call.  If your script is the sales closing script, then your template will be something like: “[Mr. A], I truly want to thank you for your order. I believe it will serve your [selling point 1] and [selling point 2] needs quite nicely.”
  • Make sure your email contains some useful information about the product or service, i.e., Some practical tips or a User Guide, who to contact for problems, or if someone is to contact the lead to initiate services, that person’s name.
  • If your company has a catchy last line or sign-off, use that and include some content, so the new customer could learn more about your company or brand, perhaps some introductory videos or infographics? A really good template may also include a statement inviting the customer to comment on what was purchased: “At CrazyCall, we love to hear from our customers, so please let us know how the product has served you.” You can turn to professional writers like those at Trust My Paper to come up with an appealing call to action for your brand.


A great email template is known for great content. That doesn’t mean that you have to use fancy words or be overly friendly or too professional while writing one. The best sales email templates are simple and understandable to your target group.

Using the tips and tricks mentioned above may help you or at least guide you towards creating templates to accomplish the outcomes you want to achieve. The best results come from trying different techniques, choosing the ones that work best and then tweaking them to develop perfection. Direct marketing can be tough, but when you do it right — it will deliver substantial benefits to your business.




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