B2B buyers receive hundreds of sales emails each and every day. They open only a small percentage of these sales emails, read even fewer, and it’s only a very small amount that they actually act on—whether by writing a reply or clicking on a link.
So how do you overcome all of these hurdles and rise above the crowd?
How do you make sure your sales emails not only get noticed and opened, but also read and acted upon?
In this guide you’ll discover how to write sales emails that get results, generate pipeline, and ultimately close deals.
Why are we qualified to talk about this? Well, for one, thousands of B2B sales teams all over the world are using our Close to send emails, make calls, and close deals every day. What’s more, before we built our CRM software, we were running sales for more than 200 venture backed startups in the Bay Area.
"Close has helped us tremendously to increase the efficiency of our sales strategies at Bonsai. The email sequences tool specifically has helped our team maximize outreach and results and the customer support team has always been a great help whenever we needed them. I would strongly recommend Close to any company that is looking for a CRM that is easy to use and delivers results." - Julian Golden, ShopBonsai.com
Fair warning: We’re going to cover everything you need to know about how to write sales emails that actually convert. That means this is going to be quite an extensive read. I suggest you bookmark this, or save it as a PDF, to come back for reference at a later point.
Discover a proven formula for winning sales emails PLUS 14ready-to-use templates.
There are five essential elements to any effective sales email—the subject line, opening, body, closing call-to-action, and signature—each of which need to be thoughtfully constructed around the goal of capturing and retaining your prospect’s interest as they move through each stage of your sales email.
We’re going to break each of these components down and share examples from some of our own most effective sales emails, but remember—it’s crucial that you adopt a mindset of perpetual experimentation (and optimization) when it comes to improving sales emails over time.
What works well for you today may not be as impactful tomorrow, so challenge yourself to run controlled tests and try something new every now and then. Now without further delay, let’s get into the key components of every great sales emails.
Ah, the sales email subject line. This is where the pros truly stand out from the average Joe’s.
This subject line, “Your feature on my blog,” has landed me many more deals than any of the other dozens I’ve tested over the years. It’s incredibly simple, doesn’t sound like an overt pitch, and leads into a sales email that actually delivers value before immediately asking for the recipients business.
We’ve all been on the receiving end of a disastrous subject line—from glaring spelling mistakes that tell the recipient you’re not detail-oriented, to misleading phrases or dramatic attention-grabbing lines that trick recipients into opening, the subject line is by far the most important part of a winning sales email.