Email outreach is a cornerstone of modern sales strategies. With 93% of B2B marketers relying on email to reach their prospects and existing customers, crafting a good sales email is a critical skill for both sales leaders and frontline reps. And as virtual selling becomes the norm, the importance of well-crafted emails grows even further.

Make no mistake, the stakes are high. Key decision-makers receive an average of 120 emails daily, making it challenging for sales professionals to stand out in the clutter. But the good news is that 78% of marketers report increased email engagement over the past year, proving that a carefully constructed email can still cut through the noise.

In this blog, we’ll show you how to construct sales emails that get noticed, opened, and, most importantly, acted upon.

Cold Email Basics

Crafting a well-written sales introduction email begins with understanding its purpose. When you write a sales email, you are ultimately creating a mutual connection, therefore every sales email should do three key things:

1. Grab the recipient's attention.

2. Provide immediate value.

3. Lead to a clear call to action (CTA).

If your initial sales email fails at any of these points, it risks being ignored or deleted. Every word must serve the goal of engaging the recipient and moving them to the next step.

Remember, your competition isn’t just other sales reps, it’s every other priority your prospect is juggling, and your prospect's inbox is likely flooded. To warrant a response, your email must be tailored to address their specific challenges and priorities.

Do’s and Don’ts of Building Sales Emails

In his e-book, How to Write Irresistible Sales Emails & Get More Meetings, ASLAN CEO Tom Stanfill emphasizes that a good sales email doesn’t just happen—it’s the result of a deliberate effort to avoid common pitfalls while employing best practices. Let’s explore some examples:

Don’t Make It About You

Starting with phrases like “Is today my lucky day?” or “I’ve been trying to reach you” shifts focus onto the seller instead of the buyer. Emails centered on your sales pitch rather than the recipient’s priorities are a major turn-off.

Do Lead with Their Whiteboard

The most effective sales emails begin with the recipient’s challenges, not your solution. Paint a picture of the problem your prospect is likely facing and introduce your value proposition as a tailored way to solve that specific pain point.

Don’t Rely on Gimmicks or Lies

Subject lines or email bodies that mislead or exaggerate, such as claiming prior contact that never happened, erode trust. Authenticity is essential for building a connection.

Do Add Value

Every email should provide something valuable to the recipient, whether it’s a solution to a pressing problem, relevant insights, or a compelling case study. Aim to help them check an item off their to-do list.

Don’t Overwhelm with Length

Long, dense emails are overwhelming and unlikely to be read. Your points should be succinct and impactful, ideally within two to three short paragraphs, especially if it is a cold email.

Nailing The 4 Components of a Sales Email

A well-crafted sales emails consist of four key components. Here’s how to get each one right:

Crafting a Great Subject Line

A compelling subject line is your first—and sometimes only—opportunity to grab the reader's attention. It should be intriguing, relevant, and concise.

For example:

• “Are you making this $123,169 mistake?”

• “Your competitors use this tool—shouldn’t you?”

Keep in mind that specificity, curiosity, and relevance in your sales email subject line can make the difference between an open and a delete.

Attention Grabber: Using Their Whiteboard

The opening lines of your sales emails should immediately resonate with your prospect by addressing a pain point or priority that’s likely on their radar. This could be a recent industry challenge or a specific challenge the prospect's company is experiencing.

For example:
“Did you know that 98% of website visitors leave without converting? Here’s how you can turn those visitors into leads.”

This piece of the puzzle is often the area where most sales professionals struggle. They feel that they only have a limited opportunity to get their value proposition in front of the potential customer, thus abandoning the needs and challenges of the buyer at the risk of sounding like every other salesperson.

Building the Body

The body of your sales emails is where you provide value. The key is to focus on the prospect, not your product. Use specific examples, statistics, or case studies to show how your solution can help them achieve their goals.

Example:
“One of our clients used this approach to increase leads by 50% within six months. Here’s how you can do the same.”

Keep it brief—no more than a few sentences per paragraph—and use white space to make it easy to read.

Create Action with Your Call To Action

A clear, actionable CTA is essential to moving the conversation forward. Avoid vague requests like “Let me know if you’re interested.” Instead, provide a specific next step:

• “Schedule a 15-minute demo here.”

• “Download our free case study to learn more.”

Strong CTAs give prospects a clear path forward, reducing friction and making it easier for them to engage with you. Whether it's booking a meeting, signing up for a webinar, or accessing valuable resources, your CTA should align with the recipient’s interests and provide immediate value. When paired with the personalization and insights gained from technology, these targeted asks can dramatically increase response rates, setting the stage for productive conversations and deeper connections.

Using Technology To Improve Your Sales Email Strategy

Technology can be your ally in crafting effective sales email templates, streamlining your process, and maximizing your outreach efforts. Tools like CRM systems and email automation platforms allow you to tailor your messages, track engagement, and nurture leads—all without sacrificing personalization. Whether your contact list is handful of prospects or managing hundreds, these platforms ensure each email feels tailored to the recipient's unique needs.

Leverage Analytics for Better Results

When it comes to sales emails, analytics can provide valuable insights into your outreach performance, such as open rates, click-through rates, and reply rates. These metrics help you identify what resonates with your audience and adjust your strategy accordingly. For example, different subject lines may drive higher open rates. Experiement with short subject lines to see what piques the reader's interest. If specific content leads to more clicks, use it as a foundation for further refinement.

Integrate AI for Smarter Outreach

AI-powered tools are taking email outreach to the next level. These technologies can analyze recipient behavior to recommend optimal send times, subject lines, or email content, ensuring your messages hit the mark. Advanced platforms even generate personalized suggestions based on past interactions, industry trends, and prospect data. Imagine having a tool that predicts the type of message most likely to elicit a response—turning guesswork into precision.

Personalization at Scale

Gone are the days when large-scale outreach meant sacrificing a personal touch. With technology, you can create dynamic email templates that adapt to each recipient’s name, company name, pain points, and goals. For example, inserting a prospect’s industry-specific challenges, a relevant blog post, or referencing their latest company news can demonstrate that your email is relevant and thoughtful—making it more likely to capture their attention and improve response rates.

Automate Follow-Ups Without Losing the Human Touch

Follow-up emails are a critical part of any sales process, but manually sending them can be time-consuming. Automation tools solve this challenge by scheduling reminder emails based on specific prospect behavior. Did they open your email but not respond? The system can send a gentle nudge. Did they click on a link? A more action-oriented email can follow, offering a quick call or provide additional resources. These tools help you communicate without being pushy.

Seamlessly Integrate with Virtual Selling Tools

As remote selling becomes the norm, combining email technology with virtual selling tools like video platforms and collaborative software enhances your ability to engage prospects. Including personalized video messages or attaching interactive presentations directly within your emails creates a more dynamic experience that can set you apart from competitors allowing you to lead with purpose.

Staying Ahead with Technology

Ultimately, integrating technology into your digital outreach strategy allows you to work smarter, not harder. It frees up time for what truly matters—building genuine relationships with prospects and creating loyal customers. By continuously experimenting, analyzing results, and fine-tuning your approach, you can stay ahead in the competitive world of sales email outreach.

Make technology a cornerstone of your sales strategy, and you’ll not only reach more prospects but also connect with them in meaningful ways that drive results.

Improve Response Rates With ASLAN Sales Training

In today’s virtual selling environment, your email is often your first, and sometimes only, chance to make a connection. At ASLAN, we specialize in helping sales leaders and frontline reps navigate these challenges. Whether it is teaching new sales reps to write sales emails, polishing your sales email templates, or creating a concrete call to action, we are here to help.

Our approach focuses on equipping reps to help customers make decisions that align with their priorities. With courses like our Virtual Selling Skills program, we provide the tools and strategies you need to succeed in the digital sales landscape as well as free templates to get your team started.

Ready to take your sales emails to the next level? Explore our Virtual Selling Skills course, or listen to our podcast episode #42 for more tips. Let’s transform your outreach and help you win the inbox battle.