8 Effective Sales Prospecting Email Templates to Start Using
8 Effective Sales Prospecting Email Templates to Start Using
We all know how hard it is to get started on a project when there’s no guarantee of success and every possibility of failure. That’s how prospecting can sometimes feel, especially if you’re using outdated sales tactics that drive buyers crazy.
We know prospecting can seem daunting, and a string of unreturned calls and unanswered emails is discouraging, to say the least. So, we’ve got your back.
Prospecting emails are also sometimes referred to as “cold emails” if they’re sent to a recipient the salesperson has never interacted with. While sometimes cold emails are unavoidable, it’s best to send outreach or prospecting emails to recipients who are familiar with you or your business in some way.
This could include being introduced by a referral, interacting with your prospect on social media or LinkedIn before sending them an email, or referencing they work or a business announcement as a reason for connecting.
Here are a few key elements of a great sales prospecting email.
The 3 Key Elements of Good Sales Prospecting Emails
Any good sales email template needs to include the following:
1. A reason for reaching out.
This reason should be your way of gut-checking yourself. Is the reason for contacting your prospect compelling? Do they fit your ideal buyer persona? Are they similar to some of your most successful customers in the past? Can you provide any value to this person?
If not, don’t reach out.
2. A reason for reaching out right now.
Just as important than whether the buyer is a good fit is whether there’s something that will compel them to buy. If there’s no sense of urgency (this can come in the form of business pain, a trigger event, or an internal intiative, among other things), there’s no reason to buy. So don’t just prospect companies that fit in the vertical and size you typically sell to. Is there a good reason you’re reaching out right now?
3. A call-to-action.
Every touchpoint in the sales process should drive it forward. How quickly the process moves depends on your prospect’s buyer stage, but you should never send a “just checking in email that doesn’t provide any value to your buyer.
Instead, make sure your email is helpful before asking your buyer for something.
Prospecting Templates You Can Start Using Today
Still stuck? Here are five prospecting email templates (each corresponding with an appropriate trigger event or reason to reach out) and a free email prospecting course.
1. Reference a company announcement (A).
Hey [first name],
Because I work so much with [your targeted industry], I constantly follow industry news. I’ve noticed that you recently [company action]. Congrats!
Usually when that happens, [business value] becomes a priority. That’s why I thought you might be interested in finding out how we helped [similar company] get going quickly in their new direction – without any of the typical glitches.
If you’d like to learn more, let’s set up a quick call. How does [specific day and time] look on your calendar?
Regards,
[Your name]
2. Reference a company announcement (B).
Your latest announcement this week about [news] got me thinking.
I found an article on [related topic] that may be useful to you as your company progresses.
Here’s the link to read it: [article link]
Are you currently working on improving [related business value]? I have some more insight to share that could be valuable.
Hope you find this article helpful.
Best,
[Your name]
3. Connect with a customer referral.
Hi [first name],
[Mutual connection] recommended we get in touch. I work with [him/her] for a company called [company name] that does [X, Y, and Z].In thinking about your role at [company}, I thought there might be a great fit for your
group.
Our [product name] has been been extremely well-received in the marketplace and I think it’s something that might be helpful for you!
Does this sound aligned with your current priorities?
Best,
[Your name]4. Provide useful advice.
Hi [first name],
In working with other [job title]s, one of the key issues they’re struggling with is [key issue].
This past year we helped numerous companies to [business driver], resulting [money saved, revenue added, productivity increases].
A strategy we’ve seen a lot of success with is [key strategy]. Based on what I know about your business, here are a few ways you could put that strategy into action:
- [Tip 1]
- [Tip 2]
- [Tip 3]
Does that sound similar to past challenges you’ve faced? I have some ideas that might help.
All the best,
[Your name]5. Respond to a social media post with advice.
Hey [first name],
I saw that you recently posted a question on LinkedIn about how to achieve [business value] for your company.
How, if at all, would you like to improve your strategy? I’ve found that [solution] has been successful for others. Here’s a few examples of what other companies I’ve worked with in the past have done that might be helpful to you:
- [Tip 1]
- [Tip 2]
- [Tip 3]
Have you tried any of these strategies in the past? I have some more ideas for how we can help.
Best,
[Your name]6. Compliment their work.
Loved your piece on [insert title/publication]
Hello [Prospect name],
I admired your recent piece on [insert topic/title] in [insert publication]. I especially liked your point about [insert salient point from article].
I thought you might appreciate this piece on a similar topic: [insert article with a tie to your product/service].
I’d love to hear your thoughts on the subject.
Regards,
[Your name]7. Reference a new role.
Congrats on the new role!
Hello [Prospect name],
I saw you took on a new role at [company name] recently. Congratulations!
I bet you’re trying to figure out how to make an impressive (and immediate) mark during your first few months in this new position — and I think I can help.
I’ve helped companies like yours:
- [Insert impressive stat]
- [Insert impressive stat]
- [Insert impressive stat]
I’d love to tell you more about how I can do the same for you. If this sounds like something you’re interested in, feel free to book some time on my calendar: [Insert calendar link]
Regards,
[Your name]Prospecting can be tough. Make it easy, with a fresh approach to outreach this year.
‘Why You, Why Now’ Email
All of these prospecting email templates answer two questions: 1. “Why you?” and 2. “Why now?“
Make answering these two questions the goal of every sales prospecting email you send. Here’s an example that incorporates a little of what we’ve talked about above into one reusable template.
In this example, I’m following up with a prospect I met at a networking event and am trying to secure a second meeting.
Make solving for your prospect’s goals and priorities the main facet of every sales prospecting email you send. And answer ‘Why you, why now‘ first and foremost.
Editor’s note: This post was originally published in May 2016 and has been updated for comprehensiveness.
Source: hubspot sales