Read our guide to learn how to write a sales email, what are the various types of sales emails, what elements to include, and the best way to convert prospects.

Write sales emails that convert

Writing a sales email can be a challenging task. You want to convey your message in an engaging, informative and concise way. If you’re not careful, your emails can quickly become cluttered, dull, or even offensive.

To learn how to write a sales email that people want to read, let’s take a closer look at the different types of sales emails, the key elements to consider, and some sample templates you can follow.

Types of sales emails

Before diving into the elements of a great sales email, it’s important to understand the types of sales emails you might need to write. Here are a few examples:

  • Cold email: An email sent to a potential customer with whom you have no previous relationship.
  • Follow-up email: An email sent after an initial introduction or contact to keep the conversation going and build a relationship.
  • Re-engagement email: An email sent to a customer who has been inactive or has lost interest in your product or service.
  • Upsell email: An email sent to existing customers to encourage them to purchase additional products or services.

Critical elements of a good sales email

Now that you know the types of sales emails you might need to write, let’s dive into the key elements to consider when crafting your sales email.

  • Subject Line: The subject line is the first thing people see when they receive your email, so it’s crucial to get it right. Make sure it’s short, punchy, and clearly communicates the purpose of your email.
  • Introduction: The introduction is your chance to make a great first impression. Start by addressing the recipient by name and then clarify why you’re reaching out. Be brief, but also be sure to make a connection with the recipient and build rapport.
  • Body: The body of your email should be focused, concise, and easy to read. Highlight the benefits of your product or service and explain why the recipient should be interested. Use bullet points or short paragraphs to make the content easier to digest.
  • Call to Action: Include a clear call to action (CTA) in your email. This could be a request for a meeting, a phone call, or simply a request for more information. Whatever it is, make sure it’s clear, specific, and easy to follow.
  • Closing: End your email by summarising the key points you made in the body and reiterating your call to action. Also, be sure to include a closing statement that’s professional and friendly.

Sample templates of sale emails

To help you get started, here are three sample templates you can use when writing your sales emails.

Template 1: Cold Email

Subject Line: Introduction to [Your Company Name] and Our Services

Dear [Recipient’s Name],

I hope this email finds you well. My name is [Your Name], and I work for [Your Company Name], a provider of [Your Service or Product]. I came across your company, [Recipient’s Company Name], and I was impressed by your work in [industry].

I wanted to reach out and introduce our services to you. We specialise in [Your Service or Product], and I believe we could be a valuable asset to your company. Our services can help you [Key Benefit].

If you’re interested, I’d be happy to set up a call to discuss this further. Please let me know if that’s something you’d be interested in.

Thank you for your time and consideration.

Best regards,
[Your Name]


Template 2: Follow-up email

Subject Line: Follow-Up on [Previous Conversation or Meeting]

Dear [Recipient’s Name],

I hope this email finds you well. I wanted to follow up on our recent [meeting/phone call/email correspondence] to see if you had any additional questions or concerns.

As a reminder, we discussed [topic of previous conversation], and I shared some information about [your product or service]. I believe that [your product or service] could help [recipient’s company/industry] by [key benefit].

If you have some time in the next few days, I’d love to set up a call to discuss any questions you may have, and how [your product or service] could benefit your company.

Please let me know if that works for you, and if not, we can arrange a different time that suits your schedule.

Thank you for your time and consideration. I look forward to hearing back from you soon.

Best regards,
[Your Name]


Template 3: Re-engagement email

Subject Line: Touching Base on [Your Product or Service]

Dear [Recipient’s Name],

I hope this email finds you well. I wanted to reach out and see if you had a chance to consider [your product or service] for [recipient’s company/industry]. It’s been a while since we last spoke, and I wanted to check in and see if there’s anything I can do to assist you.

As a reminder, [your product or service] offers [key benefit]. I believe it could significantly impact [recipient’s company/industry].

If you’re still interested in learning more, I’d be happy to set up a call to discuss this in more detail and answer any questions you may have. Alternatively, I can send over some case studies and testimonials from our satisfied customers.

Please let me know if there’s anything I can do to help and if you’d like to schedule a call. I look forward to hearing back from you soon.

Best regards,
[Your Name]


What is a good sales conversion rate?

In the world of sales, the conversion rate is a critical metric that measures the effectiveness of your sales efforts. It represents your sales divided by the number of leads you have, expressed as a percentage. A good sales conversion rate can vary depending on the industry and the type of product or service you are selling. Generally, a conversion rate of 2-5% is considered good for B2B sales, while a conversion rate of 5-10% is considered good for B2C sales.

Measuring and improving your conversion rate is crucial for growing your business and increasing your revenue. Here are some tips on how to measure and improve your sales conversion rate:

  • Keep track of your conversion rate: To measure your conversion rate, you need to keep track of the number of leads you have and the number of sales you make. You can calculate your conversion rate by dividing the number of sales by the number of leads and multiplying by 100. This will give you the percentage of leads that become paying customers.
  • Identify what works and what doesn’t: Once you clearly understand your conversion rate, it’s time to identify what works and what doesn’t. You can use tools such as Google Analytics to track the performance of your website and sales pages. You can also track the performance of your sales emails, sales calls, and other marketing efforts to see what is driving conversions and what is falling short.
  • Make improvements to your sales process: Once you have identified areas for improvement, it’s time to make changes to your sales process. This could include adjusting your sales pitch, improving your email templates, or finding new ways to reach out to your prospects. The goal is to find what works best for your business and your target audience. Ultimately these refinements should drive an increase in conversions.



  • Use timetoreply to improve your conversion rate: timetoreply is a powerful tool that can help you improve your sales email conversion rate by providing valuable insights into your sales process. With timetoreply Ignite you can turn Outlook or Google into a powerful inbound lead response optimisation tool in less than 10 minutes.

Now that you know the essentials of how to write a sales email that converts, it’s time to put your knowledge into practice. Remember, a good sales conversion rate is crucial for the success of your business. You can increase your conversion rate and drive more sales by measuring your conversion rate, time to reply to inbound sales leads, and tracking follow-ups and deal status.

Don’t waste valuable sales leads with slow response rates. Let us empower you with the data needed to optimise your sales emails and boost revenue. Try our no-obligation 15-day free trial and see for yourself.

Latest Blogs

The latest advice on reply time & lead response optimization, and email performance improvements

6 ways to dramatically improve your response time and increase sales!

6 ways to dramatically improve your response time and increase sales In the competitive sales world, quickly responding to every lead and customer's...

Read more

How to track response time in Outlook | timetoreply

Master measuring and tracking email response time in Microsoft Outlook The saying "Time is money" has never been more true. 💨 Speed 💨...

Read more

Time to see the insight, improvements and results for yourself?

Trusted by high-performing inbound sales teams and customer-facing teams globally.
Close more deals and delight more customers with the faster, smarter, deeper email analytics and performance optimization software that works straight from your team’s inbox.