Most people hate getting cold emails. Let’s be honest, the majority of them suck. But sometimes you read a great cold email that makes you say: “Alright, let’s hear you out.”

We often get this reaction from emails with personalization, high-level ideas for providing value, or something unique. These emails can be crafted at scale with the proper strategies and tools.

That’s where a B2B sales email template comes in. In this article, we’ll show you the best ways to use these templates, how to automate personalization, and B2B sales email best practices. 

So stick around! We’ll be going over:

  • Fundamentals of a high-converting B2B sales email template
  • 13 sales email templates for B2B
  • B2B email marketing best practices to follow

What Makes a B2B Sales Email Worth Reading?

The best sales emails are the ones that stand out. You can do this through subject lines, implementing BIMI, and from lines. These elements improve email open rates.

Regarding copy, sales emails must be relevant to your audience, offer value, and have a clear call-to-action (CTA). These are just the basics—the bare minimum. 

To keep prospects engaged, write emails that offer something unique, streamline the sales process, or break the ice. Here are seven B2B sales email templates that do just that. 

7 B2B Sales Email Templates 

Before getting into the templates, remember that these are made as a starting point. You’d still benefit from learning how to write high-converting sales emails. 

Once you’ve understood what makes a good sales email, personalizing the following templates will be a piece of cake! Find what works, iterate, and conquer your next email campaign!

The All-In-One Sales Email

Email marketing consists of marketers sending a cold email, a couple of follow-ups, and weeks' worth of nurturing. But what if you streamline all that in one email? Here’s an example: 

Hey, {{first name}},
If you don’t mind, can I take a guess at your current situation? 
You have {{pain point}} that’s likely to cause {{specific issues}}. 
You’ve probably thought about {{typical solution}} but haven’t gone through with it due to {{reason}}. 
Was I in the ballpark? If I was, you might want to hear more about {{product/service}}.  It’s a {{unique selling point}}. We’ve helped {{client 1, client 2, client 3}} achieve:
{{benefit 1}}
{{benefit 2}}
{{benefit 3}}
All while eliminating {{common issue 1, common issue 2, and common issue 3}}. We’d love to hop on a quick discovery call with you so we can dive more into specifics. 
We’ve included a calendar link here so you can schedule a call with us at your convenience. 
Best regards,
{{your name}}

The email template is focused on the primary sales principle of problem-agitation-solution. Focus on the benefits, not the features. Use specific examples to contextualize your value proposition. 

Sales Email + Sales Video Letter

Sales video letters are still underutilized even today. It offers a human touch to your outreach, and you can pack a lot of value for prospects in just a short video. 

Your email can briefly discuss your unique value proposition. Then, the video can fill in the gaps or expand on what you said in your sales email. 

Hey, {{first name}}, 
My name is {{your name}}, from {{your company}}. I’ve been in {{industry}} for {{x years}} and seen {{pain point}} chip away tons of potential revenue from businesses like yours.
We’ve helped {{client 1, client 2, client 3}} with address {{pain point}} last quarter. We’d love to do the same for you. I’ve attached a quick video explaining our process and how you can apply it to your business. 
If you’re interested in diving deeper into how we can address {{pain point}}, feel free to schedule a meeting with us at your convenience. 
Thanks in advance, 
{{your name}}

Instant Value Sales Email 

One of the most significant advantages SaaS companies have in the B2B space is the ability to offer free demos or freemium services. But even if you’re not in SaaS, you can still give instant value. 

Think of a no-brainer call to action like a how-to guide, free case studies, or any content that can help prospects solve pain points themselves. Here’s an example:

Hey, {{first name}}, 
Sorry for the cold email. I promise I’m not shilling another meme coin that’s going to the moon. 
If my guess is right, you’re having trouble with {{pain point}}. A lot of my clients did, too. Luckily, the fix is relatively simple and goes over our heads. 
{{solution step 1}}
{{solution step 2}}
{{solution step 3}}
{{solution step 4}}
{{solution step 5}}
I know it's just an outline, but if you want to dive deeper, I’ve attached our case study for {{client}} and how we used our strategy to fix {{pain point}}. 
I’d love to hear your thoughts on it! 
Best regards,
{{your name}}

Instead of a meeting, the CTA is to download the case study and have the prospects share their thoughts. They’d naturally have to reply to your cold email to share their thoughts, right? 

Leveraging Authority and Social Proof

Authority and trust are two things cold emails lack, especially if you’re not a known brand in your industry. The best way to show authority and trust is through social proof. 

Hi, {{first name}}, 
I’m {{your name}}, {{position}} from {{company}}. We solve {{pain points}}, handling everything from {{A}} to {{Z}}. {{recognizable competitor}} worked with us and saw {{major benefit}}. 
I think {{company}} can do the same for {{prospect’s company}}. If you’re interested, I’d like to show you our step-by-step process and how we can cater to your needs. 
Would you like to schedule a meeting with us next week? If you’re unavailable, you can schedule a meeting with us at your convenience here. (insert calendar link). 
Thanks in advance,
{{your name}}

Objection Baiting Sales Email

Learning how to handle objections is essential in every sales outreach campaign. It’ll come up eventually down the line. But what if you can address these objections right from the get-go?

Hey, {{first name}}, 
I was looking for contracting services near {{area}} and found your {{prospect’s company}} on Facebook but not on Google Maps.
We understand that optimizing for Google Maps is free. It might not even be your primary lead source. But it can bring in a lot of recurring revenue when set up correctly. 
However, managing local listings takes time. That’s where {{company}} comes in. We’ve helped businesses like {{competitor}} bring {{x amount}} of new leads per month. We can do the same for you. 
I’d love a chance to discuss some strategies we’ve made specifically for your business. And hey, if it doesn’t work out between us, I promise you’ll get value out of the call. 
Would next week be a good time to set up a meeting? 
Thanks in advance,
{{your name}}

Look Into Fixing These Issues Email

This email works in two parts. First, complement prospects in what they’re doing great in. Next, find glaring issues they need to fix and immediately provide a solution they can do themselves. 

The complement builds rapport. Then, highlighting issues and offering solutions provides prospects with immediate value. But always position your product as the ultimate solution. 

Hey, {{first name}},
We love what you’re doing with {{prospect’s company}}. Seeing your latest article on {{topic}} is always exciting. {{Relevant complement}}. 
But we also found two things you might want to look into on your site. Left unchecked, it could lead to {{issue 1, issue 2, and issue 3}}. 
The fix might get technical, but we’re happy to go through it with you step-by-step! It’s the least we could do for all the great content! 
Are you up for a quick screen share so we can show you precisely what we mean? 
Best regards,
{{your name}}

Follow-up Sales Email Template

Sales follow-ups significantly improve closing rates. Optimize subject lines and avoid getting pushy in your email copy. We want to convey a sense of urgency, not be intrusive. 

Hey, {{first name}} 
I really enjoyed our discussion last week. Excited about the possibility of partnering with {{prospect’s company}}. I just wanted to follow up on {{topic}}. 
Are you still interested in the idea of {{significant benefit}} for {{prospect’s company}}? Let me know how I can help facilitate the process if you are—hoping to hear from you soon.
Thanks in advance,
{{your name}}

Key Takeaways

Leveraging a B2B sales email template helps your team streamline outreach efforts. But, each template needs to be personalized and tailored to fit your needs. To ensure that we make the most of our sales email templates, consider these best practices:

  • Warmup email sending accounts to improve deliverability
  • Utilize email marketing software to streamline and automate campaigns
  • Segment leads to improve personalization
  • Always provide value in every email 
  • Try out low-effort CTAs to improve reply rates

To succeed in every sales outreach, you need the right tools to help you find leads, track sales, and automate email campaigns. Get all three with Instantly! Try it for today!