Buyers want to hear from you.

This statement sounds like part of a mantra that you chant to psych yourself up before sending sales emails, calling leads, or presenting a demo, doesn’t it?

Well, it’s closer to a cold hard fact than a questionable self-hypnotic chant. Research shows that:

  • 71 percent of buyers actively seek interactions with sales reps while exploring a new product or idea.
  • And eight out of ten also prefer to interact with sales reps through email.

But planning, writing, and sending sales emails is one of the more intimidating—and time-consuming—aspects of generating B2B leads.

Even experienced sales reps grapple with the fear of being dismissed due to appearing overly aggressive, tone-deaf, or simply failing to write copy that resonates with recipients.

To prevent those fears from coming to fruition and inspire your outreach campaigns, we’ve listed 7 powerful sales email templates you can use to craft effective cold emails that win leads.

1. Magnify their mission/goal

A lack of personalization, poor timing, and irrelevant messaging are the top reasons why a prospect will not respond to your sales email.

A “silver-bullet” cure to these common causes of unopened sales emails is to center your entire email around a goal or objective the prospect is pursuing.

This is useful for introducing yourself and securing the attention of prospects who’ve never heard of you because:

  1. It starts with a compelling reason to open and read your emails.
  2. It signals that you’ve done your homework and understand them.
  3. It allows you to explain how you deliver value without being “sales-y.”


Hi [Name], 

After reading your post on LinkedIn and visiting your website, it looks like [prospect’s company] is trying to:  

[Goal #1]

[Goal #2]

[Goal #3] 

Considering your goals, I believe [your company’s product/service] might be critical to your success. 

For example, using [your company’s solution], [past client] was able to achieve [specific result].

I believe we can help you do the same. At [your company], we help businesses in [prospect company’s space] [ describe results].  

Are you free next week for a call to see how [lead company’s] current strategy for [aforementioned goals] could be improved?

2. Show who you’ve helped

Does this experience sound familiar?

You’re searching for a product online, and after finding what seems to be a great product at an affordable price you whip out your card and bite the bullet.

Unfortunately, the item delivered to your door does nothing but disappoint. (We’re looking at you, Wish.com.)

Naturally, the sting of such an experience leads you to err on the side of extreme skepticism the next time you’re looking to buy something.

In the B2B world, your prospects experience the same thing, albeit on a larger scale. Compared to a consumer-level purchase, each purchase a buyer makes has more magnitude; it involves buy-in from multiple stakeholders and a significantly higher price tag.

This means trust plays an even bigger role in B2B sales.

To quickly build trust and ease objections in your sales emails, use social proof to prove your expertise and experience. You can do this by:

  • Highlighting high-profile clients/customers.
  • Showcasing your numbers and results.
  • Linking to reviews on third-party sites.


Hi [Name],

I understand you’re extremely busy, so here’s the deal:

We recently helped [insert company you helped] to [impressive result relevant to your prospect]. 

This is one of [your company’s name] many success stories to date. 

We’ve also received sparkling reviews from the likes of [ familiar company1] and [familiar company 2]. I’m emailing you because I think we can [insert benefit/pitch] for [prospect’s company], too.  

How about a 5-minute (no-obligation) consultation/call next week?

3. Shock them with a video

Jeremy Leveille, an Atlanta-based sales rep, successfully used B2B rap videos in his sales emails to get leads to pay attention.

And Kyle Racki, Propsify’s CEO, declared the video sales email he received from Fullstory—which was a 30-second demo of the rep using their tool on Kyle’s site—as the best cold email he ever received. Make sure the video can be played in the email and doesn’t need to be a downloadable video.

With most sales reps clinging to text-based emails, the few who dare to use videos in their outreach are reaping the rewards. In fact, 88 percent of marketers report a positive ROI from using videos.

Using videos means keeping your text concise, and offering something valuable or surprisingly unique. This sales template is high-effort and high-reward. So reserve it for warm, or highly-qualified prospects.


Hi [Name],

I saw that [prospect company] is using our [tool] on their website and that your team is serious about [achieving x result].

I’ve put together a quick 30-second video revealing a few tweaks you can make to your [x strategy] to achieve [specific result].  

I’ve also got a few more strategies that you can use. If you’d like to hear them, how about we hop on a call next Tuesday?

4. Tickle their curiosity with valuable information


It’s not the most flattering way to describe salespeople, but it is the most common word that people use.

When writing sales emails, the concern of coming across as pushy is an invisible dark cloud looming over sales reps.

With this value/curiosity-driven template, however, you can quickly douse concerns of being “sales-y” and get prospects excited to interact by giving value upfront.


Hi [ Name], 

I just found you through your [platform where you found prospect]. 

I see that you’re killing it with webinars right now, and deservedly so :). Your last one on [content topic] helped me improve my [result/goal].  

I’m an [expert/job role] at [your company], and realized you could easily increase registrant sign-ups by 30-40% using these 2 tips: 

  • [Tip #1]
  • [Tip #2]

There’s a third tip, but it’ll take longer to explain and I’ll be honest, it involves our product.

If the first two prove useful to you, let me know and we can set up a call to discuss the third?

If not, no hard feelings.

5. Ask a quick question

Want to know the easiest way to get leads reading your sales email?

Ask a compelling question related to their goals, objectives, or close competitors.

While this template sounds simple, it will only work if you understand your prospect well enough to ask the right question.

This increases the chance of a response because asking (the right) questions:

  • Implies that the prospect will get a quick-win once they get your answer.
  • Triggers curiosity and promises a benefit


Hi [Name], 

Want to see how you can instantly overtake your competitors with [strategy your prospect’s company is using]?  

I know you’re busy working to [end result that your product/service helps with], so I’ve conducted a competitive analysis (see link below) including [company’s name] + [their competitor’s name].  

[Link to resource]  

If you feel like you need help implementing the tips in the analysis, let me know.  

I’m also happy to help with any questions you have.

6. Use your USPs to outshine competitors

You know your product is a better match for your prospect’s needs. But how do you communicate that without bad-mouthing them?

Use your company’s USP to demonstrate why you’d be a better fit.


Hi [Name],

So I noticed that you are using [competitor’s product]. I work for [your company]. 

Our [product] is similar to [competitor’s product], only our customers’ report we’re better with [key USP and differentiators].

Which might work better for [prospect’s company] considering your size and customer base. 

I would love to hop on a quick call with you to see if we could help [prospect’s company].  

Does [date and time] work for you?

7. Follow up after they visit your site

If a lead has visited your site, they’ve expressed interest in your product or are considering buying from you. Following up means you’re reaching them at precisely the right time and catching them while they’re warm.

This is the exact tactic, Kristian Karila, an account executive at Leadfeeder, used to close the company’s biggest deal to-date—and he used Leadfeeder to do it.


Hi [Name],  

I noticed that you/your colleagues have stopped by our site in the past. I’m writing to introduce myself as your contact here at [your company].  

Your visit on our site also inspired me to spend time on your site and LinkedIn profile to understand how you are [achieving x business result].  

During my visit, I noticed a few opportunities. One is practically guaranteed to improve [ x business result] for [prospect’s company].  

Do you have 15 minutes to quickly connect next week?

The cheat code for high-converting B2B sales emails

When it comes to crafting strong B2B sales emails, there’s a smorgasbord of templates to use, subject lines to draw inspiration from, and copywriting tips at your disposal.

But the “ultimate cheat code” that is often overlooked by most sales reps?

It’s research.

Put enough hours into understanding your prospect’s world, and you won’t second-guess how to approach your sales emails.

You’ll know their troubling bottlenecks, overarching goals, and pressing objectives.

Combine that knowledge with the templates above, and you’ll write B2B sales that are bound to generate more leads.

**** This is a guest post from Anna Crowe. Anna is the Content Strategist at Leadfeeder and the Assistant Editor for Search Engine Journal. She enjoys burritos and puppies (in that order).****


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