9. Email Templates

Finally, your sales toolkit needs to give you the templates for the sales emails you will most frequently send.

A good email template is an email of no more than 250 words that is for a specific scenario.

Again, if you only have one email that you send to follow up after a sales call or to send to people you can’t get hold of then you will miss more frequently that you hit.

Five Steps to Writing a Compelling Sales Message


  • Who are you writing to?
    • Think about – who they are. Their role, responsibility. Become them – what are their current goals and objectives?
  • What do they aspire to? What clues are there in their Linkedin profile?
  • What challenges do they face? What emotions do they experience when they think about work, their current mission? How can you talk to these feelings?
  • What could be their objections to talking to you? How can you deal with these proactively or allay their fears?
  • What would it take for them to talk to you? How will you create urgency and intrigue or desire?



  • How well do they know you?
  • What can we share that will create less stranger danger? How can we show them that we know our market?
  • Who do they know that we know?
  • What experience have they had with us in the past? Are they a cold stranger, an acquaintance or a personal contact of us or the team?
  • How can we show we “know them” or “get them” so we feel less of a random stranger?



  • What is the goal? What do we want to have happen, by when?
  • What will we do if that doesn’t happen?
    • Be clear with them as to the goal of the communication. Make it easy to digest and easy to do what is being asked.



  • Create the content
  • Write your subject line. It needs to get opened!
  • No salutation. Hello, Hi and Dear all scream sales = delete
  • Health enquiries are also pointless. “How are you?” and “I hope you are well” all send you to the deleted items
  • Write a body of the email with clarity and brevity.
  • Maximum 200 words (you might get away with 250)
  • Short sentences. Three paragraphs maximum. Bullet points for key points.
  • Close with a professional sincerely, Thank you, Thank you for your time, Regards, I appreciate your help
  • Be nice.



  • Proof read and edit.
  • Delete the filler words. There has never been an email written in the history of sales that didn’t need an edit before being sent.
  • No fluff.
  • Spell check it. Use Grammarly if you must.
  • Read it out loud to check the punctuation.
  • Save it as a word document to add to your library of future templates.
  • Decide on the follow-up and schedule the sequence.


Email templates to consider developing:

  • Sales call follow up – explicit summary of the conversation
  • Job registered follow up email – defining the role as discussed, process and timescales
  • Lead nurture email – spoken
  • Lead nurture email – not spoken
  • Advert in your niche – Insight share
  • Book a meeting
  • Congrats on new role – newly started manager
  • Still interested? – ghost client email
  • I just called you – 3rd attempted call, email follow up
  • Float 3 challenges – sales email to generate enquiries from cold
  • Nudge email – push a hesitating client
  • Check out this article – share something that you know is of interest to your prospect
  • What would need to change – follow up to business you turn down
  • Menu – Temp workers available now, next week and next month


Download our guides on how to connect with your prospect and our list of email rules to make sure you are getting it right!

Connecting With Your Prospect

Email Rules