January 11, 2022

10 Sales Email Templates To Increase Open Rates


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Your open rate is one of your most significant marketing metrics because it’s a telling sign of how engaged your prospects are with your email content. Consistently low open rates point to one of the following issues:

  • You’re reaching the wrong people and the leads were not properly qualified
  • Your content is not meeting the expectations of your target audience
  • Your subject line is not relevant
  • You’re sending too many or too few email communications

According to MailChimp, the industry average open rate across the board in 2021 is around 21.8%. Of those who do open the email, 14.1% click-through and can end up converting to a lead. If a prospect never opens your email, they’ll miss out on learning about your product or service or your value add proposition, and any chance you have of doing a deal is dead.

Email is ultimately your core marketing channel and it is worth investing time and energy into designing an email program that boosts open rates. Increasing your open rates can drastically improve your organizational growth and positively impact your marketing success.

Follow this guide to find a relevant cold email template that will increase your open rates and get your marketing campaign started off right in 2022.

How to Write Sales Emails That Get Results

Not thrilled with the current open rates on your small businesses sales emails? If your sales reps are using tired cold email templates that haven’t been revised in who-knows-how-long, it’s time to revisit the playbook on best practices for writing and sending sales emails.

The anatomy of a topnotch sales email is pretty straightforward:

  1. Catchy subject line
  2. Intro line that connects emotionally to your audience
  3. Personalized pitch
  4. Call-to-action that simply explains the next step

You can achieve major gains in your open rates when you are willing to revise and improve your marketing email strategy. Here are some pro tips for where to start:

Nail the Subject Line

Test your subject line: Start by drafting two or three variations of a possible subject line and send them out in an A/B marketing campaign to see which one your target audience responds to best.

Personalize your cold email subject lines: Open rates increase when marketing emails are personalized, so make use of tools such as merge tags to add the recipient’s name to the subject line.

Stay away from slogans: “Fall Into Savings” is catchy, but it could mean any number of things. Make your first sentence descriptive and direct for better potential customer engagement.

Keep it short: Get to the point! Most people will read your email communication on a smartphone device. Call attention to a specific promotion or value proposition.

Segment your audience

  • Who is your intended audience? If sales reps, cold leads, and decision-makers all receive a stock email from the same campaign, the content is bound to be irrelevant in one way or another.
  • Try using subscriber location, interests, or activity to segment campaigns and create relevant content that is worth opening.
  • Differentiating your email content based on segmentation will help your sales team build trust with the right people.

You’ve got your brand new sales emails at the ready, now it’s time to think about scheduling. Maximize your potential open rate by strategically scheduling your marketing email campaign. Here are the best times for email marketing according to Campaign Monitor data:

  • Best day with highest email open rates: Friday (18.9%)
  • Best days with highest click-through rates: Friday (2.7%)
  • Best days with highest click-to-open rates: Wednesday and Friday (14.4%)

Friday it is! Now let’s take a look at the most effective sales email templates for increasing your open rate next week.

Sales Email Templates

With dozens of emails coming to your lead’s inbox, it is crucial that your sales email offers an engaging, actionable message that deserves a click. After all, getting new clients to open and read your email is half the battle!

These unique templates all grab recipients’ attention, are convincing enough to get prospects to read your entire pitch, and genuine enough to communicate that you have their best interests in mind.

Write a sales email that’s sure to stand out in an inbox. Try one of these templates and watch your open rate increase overnight.

#1 The “Rapport Builder”

Cold calls and emails are made so much easier when you’ve done your homework and uncovered mutual connections. Take time to mine LinkedIn and social media to discover common ground that can be used to personalize your sales communication and hook email recipients. Get the conversation going with this email template.

Hi Harper,

I noticed you and I are both members of the Sustainability Movement on LinkedIn, and that you just opened a new office in Columbus.

Since you’re a Columbus local now and share similar ideologies on clean technology and green energy, I was curious if you’d be interested in attending our Growth Marketing Conference in January.

One of the keynote speakers is a world-renowned B2B marketer and fellow green energy philanthropist. The conference starts on January 11th in Austin. Should I send you a registration form?


[Your name]

#2 If You Want to Make An Introduction

If you’re not a household name and the prospect has never heard from you before, it’s important to make a great first impression. With a 60%+ open rate, the following template works by outlining a few of the prospect’s key goals. Potential buyers can’t help but do a double-take and become intrigued! This template provides relevant and personalized content that prospects will want to open before their lunch break.

Hi Harper,

I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.

If you’re unfamiliar with [company], our solution helps businesses in [prospect company’s] space with three main goals:

  • [Goal #1]
  • [Goal #2]
  • [Goal #3]

Are you free in the next few days for a call to discuss [prospect company’s] strategy for [business area]?


[Your name]

#3 The String of Pearls

Everyone knows that the best cold email is all about storytelling. This is true, but the myth is that storytelling is an art.

Here’s the perfect template to formulate your sales story quickly and effectively to hook your buyer. Get straight to the good news and provide three compelling examples of your product in action. This is a clever way to help your prospect imagine themselves as the lead in your sales story!

Hi Harper,

Sales professionals like you are using Sendoso to send better emails.

We helped GrowthScore generate 500 emails in 72 hours. We helped Sol Orwell achieve a 72% response rate on cold email. And we can do the same for you.

Are you free for a call tomorrow at {{give 2 possible times}} so I can explain more?


[Your name]

#4 After the Cold-call Goes to Voicemail

You’ve been diligently working on those cold calls, and leaving friendly voicemails that could very well be deleted later. Your best chance of success is to follow up with this effective sales email template that has a 60%+ open rate.

This template acts as an immediate follow-up communication and provides a visual representation of the key points you verbally expressed prior. Providing a couple of resource links. It adds value and will generate further interest in what you can bring to the table.

Hi Harper,

I saw that you were checking out [product], and wanted to give you a quick shout after checking out the [prospect company] site. The last thing I want to do is waste your time or mine, but I thought it would be helpful to quickly speak and learn a bit more about what you hope to get from [product] and share some best practices.

Most of our successful users will have a quick setup like this to get things started in the right direction.

Is there a good time for you today or the next few days? You can book some time directly on my calendar here: [Meetings link].


[Your name]

P.S. Thought you might like this as well while getting started:

  • [Helpful link #1]
  • [Helpful link #2]

#5 If There's Been a Trigger Event

When the opportunity comes knocking, be ready to answer! Whether it’s company expansion or relocation, a recent merger or acquisition, or a new product/service announcement, a trigger event gives you a solid reason to reach out and make a connection with a potential buyer. Maximize this opportunity with a stellar sales email template that has a proven open rate of 60%+.

Buyers will be impressed that you’re up-to-speed on what’s happening in their industry and are more likely to feel the urgency in your communication.

Hi Harper,

Your [LinkedIn description, company’s recognition in the Inc. 500, connection with XYZ colleague] inspired me to reach out. Other staffing firms like A, B, and C leverage [product] to [accomplish X and Y].

Within six months of working with [company], client [saw X results]. I’d be happy to share a few ideas about how [prospect company] could accomplish the same.

If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?


[Your name]

Laptop, notebook, cookies, and coffee on an orange background

#6 The ACCA

Every compelling sales email needs an identifiable target action. Recipients shouldn’t have to guess what to do next! Craft a crystal clear message by following the ACCA method:

  • Awareness: Outline the situation or problem
  • Comprehension: Explain how it affects your prospect, and how you have the solution
  • Conviction: Create a desire for the solution you’re offering
  • Action: Call to action

With a concise and actionable message, your open rates will climb!

Hi Harper,

For every 100 cold emails you send, you’ll only get one reply.

You’re working hard and not seeing the results.

That’s why thousands of salespeople are using Mailshake to personalize cold emails at scale.

Want to find out how we can save you time on email outreach? Let me know if you’re free for a call tomorrow at {{give 2 possible times}} so we can discuss this further.

[Your name]

#7 When Prospects Use Your Free Tool or Free Trial

You know you’ve got a buyer in the making when they are actively using your free product or free trial service. Time to take things to the next level convert this prospect into a paying customer. First, help the prospect enjoy their free sign-up or trial as possible. Doing so will help them see the value of your product. In addition, you can also influence their purchasing criteria.

Try this subject line to grab their attention: X people on your team are using (product). Then customize this template to seal the deal. With a 60%+ open rate, this sales email template is sure to get results.

Hi Harper,

I saw that [prospect company] is using [tool], and your team currently has [X number of] people accomplishing [Y]. I’m happy to share some best practices related to our products with you and the team. There are also a number of features we use with [product] that might be helpful for you or some colleagues. I also noticed [unique aspect of business].

Please pick a time on my calendar that works best for you and I’ll follow up: [Meetings link].

[Your name]

#8 If They Opened Your Email But Never Replied

There are so many ways in which the sales pipeline can get backed up, and this scenario is a perfect example. A prospect opened your email, but never actually read it. Clearly, their interest was piqued, but perhaps they didn’t have the time at that moment to respond.

Bring their attention and focus back to your product or service with this winning sales email template. With open rates of more than 50%, this template can jumpstart your lines of communication.

Hi Harper,

Following up on my last email, I wanted to see if [increasing X, decreasing Y] was something you’d be interested in discussing.

[Company] offers tools for [business area] that include the following:

  • [Feature #1 and why it’s helpful]
  • [Feature #2 and why it’s helpful]
  • [Feature #3 and why it’s helpful]

I’d be happy to give you a brief walk-through of the tools so you can evaluate whether there might be a broader application to leverage these tools at your company.

What do you think?

[Your name]

#9 If They Went Dark

Every once in a while, a promising lead abruptly seems to turn into radio silence. Tread lightly here, this is not the time to lay it on thick or wax poetic.

Instead, try this light-hearted email template that provides an opportunity to reconnect with prospects in a guilt-free way. The 50%+ open rate shows that potential customers respond positively to this email sales strategy.

Hi Harper,

Looks like we might not be meant for each other. But I still wanted to reach out to you one last time. I have a few suggestions on how [prospect company] can [accomplish X and Y]. If I don’t hear back, I’ll assume that the timing isn’t right.

In the meantime, here are two resources I thought you might find valuable because [reason why they’re relevant]:

  • [Link #1]
  • [Link #2]


[Your name]

#10 The 5 Basic Objections

When you get turned down or face rejection it is always due to one of these basic objections:

  1. I don’t have enough time
  2. I don’t have enough money
  3. It won’t work for me
  4. I don’t believe you
  5. I don’t need it

We’re not suggesting that you address all of these objections in a single sales email, but using your knowledge of your prospect try to anticipate and address one or two of their top objections. If you can successfully eliminate just one of these barriers, you’re that much closer to conversion! Try this easy-to-follow template to boost open rates ASAP.

Hi Harper,

Mailshake makes it easy for you to scale and automate your email outreach. I can prove it – all I need is a five-minute phone call.

Are you free for a call tomorrow at {{give 2 possible times}} so I can explain more?


[Your name]

Which Template Is Right For You?

This is the perfect initiative to bring the sales and marketing teams together. If your two departments don’t do much collaborating, they should. All voices have an important perspective and say in the matter. Marketing and sales alignment is the driving force behind noticeable improvement and sales gains.

Want to learn more about how to help your sales and marketing work together like a well-oiled machine? Check out Sendoso’s ABX structure on-demand session here.

The email template you choose will largely be driven by your current data and where you are in the stages of the sales funnel. Pick one to target a core goal and do a test run, then make adjustments as needed.

Interested in ramping up your open rates in record time? Sendoso can help take your sales strategy to the next level. No more outdated strategies that yield zero results. It’s time to learn how to get 4x the reply rate with Sendoso:

  1. Create the perfect sending strategy, fully integrated with your existing Marketing, Sales, and CX approaches.
  2. Click to send from the tools you’re already using, like Salesforce, Hubspot, and Marketo.
  3. Connect with recipients using Physical Impressions™ that drive meaningful pipeline and revenue.

Don’t waste any more time! Convert leads faster with Sendoso’s limitless sending possibilities. You can increase lead-to-opp conversion rates by engaging the whole buying team. Create specific sends for specific buyers—a Patagonia for decision-makers or a cool mug for deal champions— then execute on those sends on a one-to-one or one-to-many basis with ease.

The proof is in the numbers. Sendoso ranks #1 in Account-Based Execution, which means strategic sending can be an easy reality for you. Without adding any more work to your plate, Sendoso can help your brand gain recognition.In addition, you can see and track a real-time difference with the Analytics Dashboard, which features snapshots of open opportunities, closed-won opportunities, and ROI for specific campaigns.Ready to revolutionize your sales emails? See how partner marketing teams are closing deals from their lead generation strategies.

Got questions? We’re here for you.

Let someone from our Support team help you along your sending journey.

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