How to Write a Sales Email People Actually Read
Buyers delete most sales emails in seconds. The ones that get answered are short, specific to the reader and focused on their problem, not your product.
To write a sales email that gets read, research the person first, write a specific subject line, open with something about them rather than you, name one problem you can help with, add a short proof point, ask one clear low-pressure question and keep the whole email under about 100 words. Follow up a few times with new value each time.
Buyers are tired of generic outreach. Gartner found 73% of B2B buyers actively avoid suppliers who send irrelevant outreach. Relevance is not optional.
The best sales emails read like a note from someone who did their homework.
Seven rules for a sales email
- Research first. One real detail about them.
- Specific subject line. Short and relevant.
- Open with them. Not with you.
- One problem. That you solve.
- One proof point. A result, briefly.
- One question. Easy to answer.
- Under 100 words. Respect their time.
Open with them
Instead of I wanted to introduce our company, start with something about their world: a recent expansion, a new role, an industry challenge. It shows you did the work.
Name one problem and one result
Pick the problem they are most likely to have and one short result you have delivered for someone similar. Do not list every feature.
Ask a small question
Would it be worth a 15-minute conversation? or is this on your radar this quarter? is easier to answer than a request for an hour-long demo.
Follow up with new value
Most replies come after follow-ups. Each follow-up should add something new: an idea, an article, a short insight. See How to Follow Up With a Prospect.
Selling with purpose is the focus of You Are Capable of More Sales. See also How to Write an Email People Answer.
Research the person, write a specific subject line, open with them, name one problem and one result, ask one easy question and keep it under about 100 words. Follow up with new value each time.
Frequently asked questions
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How many times should you follow up on a sales email?
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