Sales Emails – 4 Elements of a Sales Email Template

Sales Emails – 4 Elements of a Sales Email Template

Sales Emails

Sales Emails Primer – I’m going to borrow a phrase many of us of a certain vintage will have heard before. I first heard of this in the context of a business letter. However a word of warning, it comes from a different age, before a time that we males realised that we males were insulting 50% of our colleagues, females! I’m going to apply this not to a letter in this instance but an email.Actually I’m not going to be sexist!


I’m going to reword this maxim and apply it to men, Scotsmen in fact!

“An email should be like a kilt – Short enough to make it interesting but long enough to cover everything that’s important!” So first, make your email short; people don’t read long emails, so don’t bother.


So here we go, Sales Emails – ‘4 Elements of a Sales Email Template’

Part 1. Rationale for Emailing e.g.

Dear [First Name]

I phoned earlier but unfortunately you were unavailable, however one of your colleagues kindly suggested emailing you.

man reading message email from smartphone

Part 2. Introduction e.g.

We sell training, which hearing this is probably enough to make you hit the delete button!

{Note – be clear, describe what you do in the simplest terms and avoid the value proposition statement at this stage}


Part 3. Value Proposition & Social Proofing (see here for more information on social proofing) e.g.

However organisations like Procter & Gamble, Google and Microsoft have testified that it’s probably been the most rewarding training their executives have experienced.

{Note – Not everyone will have clients like Procter & Gamble, Google and Microsoft so mention companies they may know, or company names that sound like they’re in there industry e.g. Compact Cleaning }


Happy business woman reading email


Part 4. Call to Action e.g.

If you’d like to find out how our clients have benefited from this programme why not email me back for a commitment free, confidential conversation about how we’ve helped companies like Dell, Vodafone and Kellogg.

Take Aways:

  1. Always be ultra-polite
  2. Keep it short
  3. Ensure it renders clearly on mobile and desktop devices
  4. Use paragraphs with spaces in between but no more than 4
  5. Highlight company references, key words (e.g. 200% increase in revenue) and USPs
  6. Where possible use revenue generating benefits over cost saving benefits

So there we are, Sales Emails – 4 Elements of a Sales Email Template

See here for a slightly different approach to the subject

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David Doyle

David has spent 30 years in sales successfully building business from zero to acquisition. Having studied Electronics and Computer Science at DIT and Enterprise Ireland's Export Sales Development Programme, he has spent most of his time in selling technology. He is founder and Managing Director of B2B Sell and leads a small team of experienced business and technology trained sales professionals.

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