3 Salesforce Email Template Tips for Effective Sales Emails
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In this blog post learn how to write the best sales email template that converts.

In this article:

  1. The Basics of a Compelling Email Sales Template
    1. Define Your Goal
    2. Keep It Short
    3. Personalize It

Sales Email Template | Effective Email Tips That Bring In Customers


The Basics of a Compelling Email Sales Template

To succeed in prospecting or lead generation, you need to have an effective sales email template. Research confirms email is not only the most preferred method of contact for any decision maker, but it’s also the marketing technique most likely to receive a response.

It doesn’t mean all emails are excellent in attracting the right people. Many of them can falter in bringing a potential customer into the sales process.

One of the ways to improve your chances of getting a client is to follow the proven best practices in crafting your email template for sales. Use these three content tips when creating your sales email template:

  • Define your goal
  • Keep it short
  • Personalize it

Let me expound on each one below.

1. Define Your Goal

Happy businessman working | Define Your Goal | Salesforce Email Template Tips for Effective Sales Emails | sales email template

Your sales email template must be specific. To do that, start with one clear goal. This may sound too simple, but a sales team can still miss the fundamentals. The point of an email is not to include every piece of information about the company in one message.

Before writing your sales prospecting email template or any email, you need to identify your goal. Ask yourself:

  • Who are my future subscribers?
  • What does this potential customer want to hear from me?
  • How can I demonstrate the benefits for this audience?
  • What response(s) do I want this message to generate?
  • What kind of conversation do I like to have?

Make sure you know why your prospect should be talking to you. Don’t make it about you. Spell out how you can help them. Are you trying to get a decision maker to respond? Are you trying to figure out the right person to contact at a particular account? Perhaps you are trying to demonstrate why your product is more beneficial than a competitor’s. Another goal is that you want to send an email to someone’s inbox that can pique their interest.

Your goal will dictate your sales email template.

RELATED: Why Your Automated Sales Emails Are Killing Your Results

2. Keep It Short

Once you’ve identified the purpose of your sales email template, craft it strategically. It’s imperative that the content of an email warrants the effort or even the sense of urgency to open it.

The best sales emails have messages that are short and easy to consume. Your prospects don’t have a lot of time to read them. They probably receive 20 to 100 a day. If your email already has an excellent open rate, the best chance to increase the readership is to make it skimmable.

Open Rate Definition: This refers to the percentage of opened emails. It shows that the email didn’t bounce, and the reader was able to access it. The ideal rate can differ between industries and other factors (such as the subject line). Experts, though, believe it is somewhere between 20% and 40%.

Get right to the point. Here’s an example of an introduction:

I am writing in hopes of talking to the appropriate person who handles the marketing for your company.

Then you can use bullet points and indents to highlight essential features, benefits, and dates. Some examples of the body of the email may be:

  • Why voicemails fail and how to fix it
  • How to use email to get your voicemails heard
  • Best practices to achieve a more live conversations as a result of your voicemails

Remember, no universal law of email physics requires prospects to respond or engage. Guide them through the message instead of greeting them with a wall of text.

When it comes to writing your sales email template, make formatting your friend. Get help from these little gems:

  • Indents
  • Bullets and numbers
  • Lists
  • Hyperlinks
  • Calls to action

It doesn’t mean all these features need to show up in every email. Adapt this approach to what’s most important. This way, even if your prospects don’t read the entire email, they’ll get the main points. This technique in writing your sales email template builds a sense of trust. It also leaves the door open for future contact.

Make the purpose of your email clear by ending with a call to action. Here are some examples:

  • “If you think there is someone else I should speak with, can you please put me in touch with the right person?”
  • “Register here.”
  • “Please let me know if you’re available to chat on [date and time].”

Pro Tips:

  • Words like “offer,” ”sale,” and “call now” might set off spam filters. Avoiding these increases your open and even click-through rates. Your email can also hit its target.
  • Test different subject lines and words to see which ones earn a better response. For example, “talk” implies less commitment than “meet.” Mix them up and split test them. If you need additional resources, read these subject writing tips from Business Insider.

Click-through Rate Definition: This is the ratio of clicks made on the links found in your sales email template. Like the open rate, the percentages can vary. Either way, it’s a helpful tool to determine the success of a marketing campaign. A good ratio means the email sales team is able to elicit a response or engage their subscribers.

3. Personalize It

Relaxing successful businessman | Personalize It | Salesforce Email Template Tips for Effective Sales Emails | sales email template

How do you respond to an automated email when you didn’t ask for one? Do you open and delete upon recognizing what it is? If you don’t like them, why would you expect significant results from sending them out? If it sounds like an automated message, it might as well be one.

Practice personalization in your Salesforce email templates. Add details such as where you first met the prospect or the prospect’s name. Write them in the subject lines and repeat them in the body.

Why does personalization in your sales email template work? Everyone wants to feel important. One of the best ways to achieve this is to research the company and potential customer. Then you can tailor the content to their needs:

  • “It was great chatting with you at [event] last weekend. I wanted to follow up.”
  • “Based on your online profile, you appear to be the appropriate person to contact.”
  • “When we last spoke, you were off to Hawaii. I wanted to check back in after your time away.”

Pro Tip: Reconsider HTML. Images can make it harder to get your email in the inbox. They also may decrease your response rate because busy decision makers just want the information, not the distractions surrounding it.


A really good sales email template can be a powerful tool for any business. Thus, it’s important to learn how to write it correctly. These three tips can help make your copy compelling and, most of all, increase your conversion. We hope this guide has helped you understand more about email marketing and the strategies you can use to write a compelling email that converts.

Do you have a go-to sales email template or do you personalize each email you send out? Share your strategies with us in the comments below.

Up Next: Email Prospecting vs Cold Calling: What’s Best?


Editor’s Note: This article was originally published on February 26, 2015, and has been updated for quality and relevancy.

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