7 Sales Email Template Proven to Generate New Leads

As much as we sales professionals love modern communication tools, there’s no denying that sales emails still rule the roost when it comes to closing deals. It’s relatively quick, comparatively cheap, and is capable of getting stellar results. In fact, some studies suggest that the overall ROI of email marketing is around 4,200%!

In the business world, networking and relationship-building are essential for long-term success, and sales emails play a crucial role in establishing and nurturing these professional connections.

But that doesn’t mean B2B sales teams can simply throw all their money into sales emails and let the prospect do the rest. Achieving great ROI - as well as open rates, click-through rates, sales cycle, and conversions - requires mastery of all the details and key features that make an initial email or a follow-up email successful.

You’ve probably heard lots of advice about email marketing before: the importance of personalization, the perfect subject line, striking the right tone in the initial interaction, addressing a specific pain point, etc. But all the advice in the world can’t stand in for solid examples.

So today, we’re taking the time to lay out some tried-and-tested sales email templates guaranteed to boost your metrics. Sit tight while we explore sales and follow-up email examples we’ve used to improve engagement and skyrocket conversions.

Why sales and follow-up email templates work for lead generation

No matter how good you are at writing sales and follow-up emails, email templates still offer great advantages. Using a sales email template is one of the best ways to significantly improve your workflow and reach your target audience more effectively.

• Save time: Using a sales email template seriously reduces the amount of time you spend emailing. Sales reps spend an average of 13 hours per week on email marketing. By using sales and follow-up email templates, they could use time saved to focus on other tasks.
• Increase consistency: As humans, we’re all subject to inconsistency. Your initial email may be great, but your follow-up email could reflect an entirely different tone. Email templates help to match your tone to your previous email and to future sales follow-up emails for a more professional image.
• Customize with ease: Don’t forget that an email template doesn’t have to be followed word-for-word. It’s a template, after all. A follow-up email or sales email template can be tweaked and adjusted to better reflect your product or service and address specific pain points. Avoid sending the exact same email to every prospect—personalize each message to increase engagement and make your outreach more effective.
• Boost response rates: An average sales email response rate is usually below 10%. Templates, however, incorporate tried-and-tested techniques (such as a proven subject line or a clear call to action), which become templates because they work so well. In this way, a sales email template helps to reach potential customers and boost engagement.

Optimizing your subject line for maximum opens

When it comes to follow up emails, half the battle is getting your message opened in the first place. That’s where your subject line comes in—it’s your first (and sometimes only) chance to grab your prospect’s attention in a crowded inbox. To maximize opens, make your subject line concise, clear, and relevant. Aim for under 50 characters so it displays fully on mobile devices, and use action-oriented language that sparks curiosity or highlights value.

Personalize subject lines whenever possible by including the recipient’s name, company, or a reference to a previous interaction. For example, “Quick follow-up for [Company Name]” or “Next steps after our call, [Name].” This small touch can make your follow up email feel more tailored and less like a generic blast.

Avoid spammy words like “free,” “guaranteed,” or “limited time offer,” as these can send your email straight to the spam folder. Instead, focus on clarity and relevance—let your prospect know exactly why you’re reaching out. A well-optimized subject line not only increases open rates but also sets the right tone for the rest of your follow up, helping you stand out and get more responses.

Sales and follow-up email examples and templates to boost engagement

Now we’ve covered the importance of using sales and follow-up email templates, let’s explore a few ideas you can use in different situations. Different sales email templates are designed to address various stages of the buyer journey, ensuring your outreach is relevant and timely.

1. The introduction email (warm lead)

“Subject: Quick follow-up on [Resource/Content They Downloaded]

Hi [Name],

I noticed you recently [downloaded/viewed] our [resource]. I immediately thought to reach out after seeing your recent interaction with our resource. I’d love to hear your thoughts on it! If you have any questions or would like to discuss how we can help with [pain point], feel free to reply or book a call here: [Link].

Looking forward to connecting!

Best,
[Your Name, Company Name]”

Pretty neat, right? Although this is an initial outreach, you can see that the prospect has already interacted with your product or service. The subject line is short and sweet (promising, importantly, to be ‘quick’), and the body references both their recent interaction and their pain point.

2: The cold outreach email (cold leads)

“Subject: Helping [Company Name] with [Pain Point]

Hi [Name],

I realize that both you and your company may not be familiar with me or [Your Company]. My name is [Your Name], and I work with companies like [Prospect’s Company] to solve [specific problem]. We’ve helped [similar companies] achieve [result], and I believe we could assist you in the same way.

Would you be open to a quick 10-minute chat to explore how we can help your team [specific benefit]?

Looking forward to hearing from you.

Best regards,
[Your Name]”

As you can see, this sales email template is slightly more formal than example one. That’s because this is a true cold open. But in just a few lines, the sender packs in everything they need: they grab attention with a value proposition and a personal touch, address a pain point, and offer a solution.

3. Follow-up email after no response

“Subject: Still open to discussing [Pain Point]?

Hi [Name],

I wanted to follow up and reference our last conversation to make sure my last email didn’t slip through the cracks. I know you’re busy, so if now isn’t the right time, no problem.

If you’re still open to chatting about how we can help [Company] with [specific pain point], let me know a time that works for you.

Best,
[Your Name]”

If it’s been days or even a few weeks since you last heard from a lead, don’t panic. Studies show that as many as 80% of sales take up to five follow-up emails to close a deal. Here, you’re politely nudging your lead in a light, friendly way, while also adding value.

4. The value-first email (offering a valuable resource)

“Subject: Free guide on [Topic] for [Prospect’s Company]

Hi [Name],

I thought you might find value in our free guide on [Topic]. It covers [what’s in the guide] and can help your team overcome [specific challenge].

Here’s the link to download it: [Link]

For additional insights, I’m also happy to share a relevant blog post on this topic.

Let me know if you have any questions or would like to dive deeper into any of the topics covered.

Best,
[Your Name]”

Everyone loves free content. By providing relevant content - be it an eBook, guide, or webinar - you’re establishing good faith and making your brand stand out in the prospect’s inbox.

5. The social proof email

“Subject: How we helped [Similar Company] achieve [Result]

Hi [Name],

I wanted to share a quick success story from a company similar to yours. We helped [Similar Company] improve [key metric] by [specific result], and I believe we could do the same for [Prospect’s Company].

If you’d like to learn more about how we did this, let’s schedule a quick call.

Looking forward to it! [Your Name, Company Name]”

Case studies, testimonials, and success stories are great ways to demonstrate value. By showing how you helped existing customers in the same industry (and providing clear statistics), you can almost guarantee more responses. Sharing success stories from existing clients not only builds credibility but also encourages repeat business and strengthens relationships.

6. The post-event follow-up email

“Subject: Great meeting you at [Event]

Hi [Name],

It was a pleasure meeting you at [Event]! I enjoyed our conversation about [Topic]. I’d love to continue discussing how [Your Company] can help with [pain point] that you mentioned.

Let me know if you’re available for a follow-up call next week.

Best, [Your Name]”

If you’ve met leads at a networking event, it’s a great idea to follow up soon after. It’s important to jog their memory of the interaction and to provide a clear way to continue the conversation. Be sure to include your contact details and contact info in your email signature to make it easy for recipients to reach out and facilitate further engagement.

7. The re-engagement email

“Subject: Checking in—Is [Pain Point] still a priority?

Hi [Name],

I hope all is well. We spoke a while ago about [Pain Point], and I wanted to check in to see if this is still something you’re focused on.

If so, I’d love to reconnect and see how we can help. We’ve recently helped other companies with [similar challenge] achieve [result], and I think we could do the same for you.

Looking forward to hearing from you.

Best, [Your Name]”

Has your lead been dormant for a few weeks? Follow-up emails are essential for re-engaging leads who aren’t necessarily out of the picture but may need a gentle reminder. Notice how this follow-up email template mentions the pain points to remind the prospect? Re-engagement emails like this can help convert dormant leads into new clients and nurture long-term relationships.

Measuring the effectiveness of your sales emails

To consistently improve your sales emails and drive more sales, it’s essential to measure how well your email templates and subject lines are performing. Start by tracking key metrics such as open rates (how many recipients open your email), click-through rates (how many click on your links), response rates (how many reply), and conversion rates (how many take your desired action, like booking a call or making a purchase).

Use email analytics tools to monitor these metrics and spot trends over time. If you notice certain subject lines or follow up email templates consistently outperforming others, take note of what’s working—whether it’s the tone, the call to action, or the timing of your follow ups. Don’t be afraid to experiment: A/B test different subject lines, email templates, and calls to action to see what resonates best with your target audience.

By regularly measuring and analyzing the effectiveness of your sales emails, you can refine your approach, avoid common follow up mistakes, and ensure your sales team is always moving in the right direction. This data-driven strategy will help you optimize every stage of your sales funnel and ultimately close more deals.

Find the perfect sales email template to reach more potential clients

There’s an art to email marketing. Whether you’re writing a sales email or a follow-up email, everything from the subject line to the CTA must be pitch-perfect. Using the best sales email templates and follow-up email templates can seriously help you personalize subject lines, avoid follow-up mistakes, kick off the customer journey, and ultimately get more sales. Here, we’ve outlined a few simple sales email templates you can use for better results.

To maximize your results, align your sales email template with your sales pipeline by tailoring your message to where the prospect is in their buying journey. Send follow up emails after a trigger event, such as when a prospect opens your email or visits your website, to maintain engagement. Personalize your outreach by referencing the recipient’s job function and responsibilities, and make sure your message stands out in the prospect's inbox with engaging content. Referencing previous interactions helps build rapport and trust. Always tailor your message to the prospect's company to show relevance and value, and confirm you are reaching the appropriate person within the organization. If you realize you’ve contacted the wrong person, politely ask to be referred to the appropriate contact. As a professional touch, consider closing your emails with 'warm regards' to establish a courteous tone.

Of course, there are any number of possible sales follow-up emails for different situations. If you’d like to hear more high-quality subject line examples and follow-up emails to get your product or service seen by the right person, let us know!

In the meantime, don’t hesitate to check out our blog for more valuable sales tips and tricks.