DMs and chats are cool but when done right, sales emails continue to drive real results. Whether you're reaching out to a brand-new lead or nurturing an existing relationship, a well-crafted sales email can spark curiosity, start conversations and close deals.

Let’s explore how to craft effective sales emails in detail through this blog.

What is a sales email?

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What are some tips for crafting effective sales emails?

Sales emails have the power to open doors or be ignored entirely. To stand out in a crowded inbox, salespeople need more than just a pitch. Here are some techniques to make your sales emails more effective:

Personalisation techniques

Personalised emails feel like conversations whereas generic ones feel like spam. Use the recipient’s name, company, industry and recent achievements or activities to tailor your message. Go beyond just mail merge fields and reference something specific like a LinkedIn post they shared or a product they recently launched. 

Example: “Saw you spoke at [event]- Congrats!“

Fun icebreakers and openers

The first sentence determines whether or not they’ll keep reading. Try to start your email with a witty observation, a light joke or a thought provoking stat. Humour, if appropriately used, can humanise your message and help you stand out.

Example:

“Had to text after seeing your take on X...”

“Saw your team just raised a round - exciting times, eh?”

The magic of the storytelling element

Humans are drawn to stories. Share a short narrative about how a customer in a similar role overcame a challenge with your product. Present the buyer as the hero of the story and your product/solution as the guide that helped them succeed.

Here’s a short story format that you can use:

Problem → Product used → Result

Modern CTAs

Instead of the age old and boring CTA “Let me know if you’re interested”, come up with something engaging that either creates curiosity or offers value to the customer.

Follow-up email strategies

Sales are rarely made in the first message itself; following up plays a significant role. If a customer didn’t respond, it doesn’t always mean “no”. Often, it just means “not now”. Your follow-ups should be polite and continue to offer value. Avoid guilt tripping and repetition. Experiment with different formats like sharing a relevant article or study, asking a new question, lightly reference the previous email or use a subject line that stands out.

Here’s an example of how you can follow up:

First follow-up:

Hi (Name),

I wanted to quickly follow up on my previous email. I came across this (article/resource) and thought it might align with some of your goals.

If you’re open to it, I’d love to hear your thoughts or explore how we can support you with (mention relevant solution/value briefly).

Happy to work around your schedule if a quick call makes sense.

Best,

(Your name)

Second one:

Hi (Name),

I understand that you’re probably busy; just wanted to reach out again in case my previous messages slipped through the cracks.

Would it be helpful if I sent over a short walkthrough or answered any questions about (product/service)? Even if now isn’t the right time, I’d be glad to share something useful or stay in touch later.

Let me know what works best for you.

Warm regards,

(Your name)

Final attempt:

Hi (Name),

I haven't heard from you, so I’m guessing my previous emails might be floating in the email abyss or you’re just really good at the digital version of hide-and-seek.

Either way, no hard feelings! If now is not the right time, I completely understand. I’ll hit pause on the follow ups for now but here’s a useful resource in case you want to revisit this later (link).

Thanks for sticking with me this far (even silently). Wishing you inbox peace and productivity.

Cheers,

(Your name)

What are some email automation tools you can use?

While personalization is key, automation tools can help manage sequences, track engagement, and scale outreach for larger teams. Here are some common email automation tools:

Mailshake

This tool lets you create personalised email sequences, automate follow-ups, and track opens, clicks, and replies. Its intuitive interface is ideal for sales teams focused on outbound prospecting.

Superleap

Superleap is a CRM cum outreach tool that helps small teams personalize at scale.

Lemlist

Lemlist is known for enabling highly customised outreach, including dynamic images, videos and personalised landing pages. Great for standing out in crowded inboxes.

Outreach

Outreach is a sales engagement platform built for large teams. It automates multichannel communication (email, call, social), tracks touchpoints, and helps reps follow up at the right time.

Reply.io

This tool allows reps to run outbound campaigns across multiple platforms. It offers A/B testing, analytics, and AI-backed response detection.

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What are the common sales email frameworks?

AIDA

Attention: Use a strong subject line or opening line.

Interest: Highlight a relatable problem or insight.

Desire: Show how your solution benefits them.

Action: End with a clear, low-friction CTA.

ICSA

Introduction: Introduce who you are and why you are reaching out.

Context: Mention a relevant challenge or insight about your business.

Solution: Mention a brief overview of how you can help.

Action: Ask for a next step such as a meeting or a reply.

PAS 

Problem: Identify a challenge your audience faces.

Agitation: Emphasize the impact of that problem.

Solution: Present your product or service as the solution.

Sales email template

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