• Tom Berry

Improving The Performance Of Your Sales Emails

Updated: May 25

Let's face it we've all been there! You take the time to craft your sales email, send it off to the prospect, and you hear nothing in return...in fact you might not even know if they have opened it or if it has gone to that big old junk folder in the sky...that's it, time to try the next prospect, someone will open my email and respond....well hang on there Sherlock, we have more insight to find out why and what you can do better, as at this stage the deal is over before it even begins.

Fortunately a sale begins with a great email and will encourage your emails to be opened and acted up on. It will also guarantee the prospect will read about your product/service/value proposition and will warm them up for future touchpoints and sales dialogue with you in order to make that purchase in the future.

1. Using Sales Email Templates

Did you know that less than 30% of emails actually get opened?

With this is mind it's vital to ensure your sales email copy is compelling enough to encourage a click. If the prospect doesn't open the email, the sales dialogue is a non-starter.

It makes sense to build some reusable email templates to support your sales touchpoints and process. Use best practices or and examples of what has worked for you historically and make reusable templates to support your sales efficiency and effectiveness.

2. Example (20) Sales Emails For Better Results

You can use a simple CRM or/and Marketing Automation platform and build up your sales email library and ensure that these are easy to select and send at the drop of a hat! Dare I say, you can even automate and optimise some of those sales activities and emails.

Great example best practice sales emails include, but are not limited to:

  1. Sales Introduction

  2. Website Visitor or Abandoned Cart

  3. New Prospect

  4. Recent Voicemail

  5. Event Trigger

  6. Demo Requested

  7. Free Trial or Tool

  8. Email Opened and No Response

  9. Continued Non-Response

  10. Re-engaging A Non-Responder

  11. Building Rapport

  12. Taking Action

  13. Responding To Content

  14. Congratulating Prospects

  15. Mutual Contact Reference

  16. Re-establishing A Connection

  17. Linkedin Connection

  18. Mutual Alma Mater

  19. Out Of Office Reply

  20. Social Post Comment

3. Get Noticed In Your Sales Introduction Email

In today's digital world Emails are still prevalent and your prospect's inbox is likely to be overflowing each day and it's important not to be another delete before open salesy prospecting Email.

Things you should consider in your first touchpoint by email if it is of a sales introduction nature, are the following tactics to get noticed:

How You Introduce Yourself

They may not have heard of you or your business, so provide brief intro - name, title and business and build upon that accordingly.

Keep It Short and Simple

Don't be too heavy with information, enough for them to get an understanding and follow up for more information.

The Subject Line is Key

The subject line is the money shot to be honest, as data tells us that if you get that right, emails are opened.

Don't Forget Your Call To Action (CTA)

It's important to guide your prospect to understand what you are asking them to do after reading your sales introduction email, otherwise they will not do anything! e.g. Book A Meeting, Respond to your email etc.

Follow-up If You Get No Response

The above guidelines will help with your sales introduction email, but people are busy and might have the best intentions to get back to you and have just forgot. Make sure to have your first follow-up email ready to send (a good practice is up to 3 follow-up emails) to those who haven't responded and if you have the capability; check to see if they have opened your initial sales introduction email and adapt your message. Get armed with your appropriate next sales email template and hit the send button....of course if they have responded you might want to have a different type of email response at the ready or take an appropriate next step sales action.

4. Effective Sales Introduction Email Template

In addition to the sales introduction email guidelines mentioned earlier, make a point to personalise your email content to illustrate that you understand your prospect and their industry/business and that you're not sending just another lazy generic sales email. This will make them more interested in taking your suggested Call To Action (CTA).

Example Sales Introduction Template (number 1 of 20 on our template list above)

Hi [prospect name],

I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.

If you’re unfamiliar with [company], our solution helps businesses in [prospect company's] space with three main goals:

  • [Goal #1]

  • [Goal #2]

  • [Goal #3]

Are you free in the next few days for a call to discuss [prospect company's] strategy for [business area]?


[Your name]

Using This Approach Will Improve Your Sales Introductions Email Performance

By focusing on the prospect and their issues, challenges and goals and how your business can benefit them, you can shift the sales dialogue forward to the necessary next step.

5. Various Sales Emails Are Useful For Nurturing

As mentioned earlier, don't give up after that first follow-up email, equally it's vital to segment where your prospects and customers are in their buying process journey and customer lifecycle. Make sure to leverage this insight and their behaviours, to ensure you are selecting and sending appropriate sales emails with an element of personalisation to continue the dialogue with your prospects.

Now for the kicker! Autus provide Revenue Growth Platforms (CRM, Marketing and Sales Automation) to help sales and marketing personnel and teams build efficient and effective sales and marketing best practices, and automate their marketing and sales processes by leveraging personalised content, various digital marketing tactics, segmentation and behaviour of their prospects and customers.

Get in touch at enquiries@autusconsulting.com.