5 Email Design Tips For The Perfect Email Every Time

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  • 5) Have one 16-oz. Diet Coke 45 minutes prior to speaking and another about 20 minutes prior to speaking. Pee before getting on stage or you will look like a squirmy kid at a spelling bee. Yes, Diet Coke will give you hairy palms and insomnia, but this caffeine dosing has proven perfect for me for taking the stage.
  • How to write the best introduction emails (with easy examples to follow) October 8, 2019 5:22 pm. Introducing yourself in an email is hard, but it's a good way to grow your network & stay connected.

In order to close sales, you need to be serious about following up with your prospects.

Unfortunately, many sales reps struggle to send effective follow-up emails that grab their recipients’ attention without spamming their inbox.

There are a number of key components that go into sending an effective sales follow-up email and consistently generating interest and closing more deals.

Quick Getaway – Treat your email like a homepage Given how limited a window of time/space you have to persuade subscribers that your email is worthy of their time and attention, your goal should be to get them away from the email as soon as possible. Make sure to review your email design, and remove anything that keeps them lingering.

This article will show you how to write a sales follow-up email that gets a response and isn’t annoying.

8 Key Tips for Sending Effective Sales Follow-up Emails

  1. Start with a killer email subject line that grabs their attention
  2. Make your pitch compelling and personalized
  3. Time your follow-up email to stay relevant but not feel overwhelming
  4. Create a consistent cadence and keep following up with every prospect
  5. Focus on the value that you can create for them
  6. Inject personalization or points of interest that the prospect mentioned previously
  7. Look for opportunities to follow-up naturally after an event or trigger‍
  8. Keep following up!

Writing Better Follow-Up Emails Can Skyrocket Your Sales

Did you know that 80% of all sales require five follow-ups to close?

Unfortunately for the overwhelming majority of sales reps who fail to follow up five times (92% to be exact), there’s a small yet persistent group of reps landing most of the deals.

Even worse, 44% of all reps gives up after one measly follow-up attempt!

Here’s the exact breakdown according to research by Marketing Donut:

  • 44% of sales reps stop following up after one rejection or ignored email
  • 22% of reps stop after two attempts
  • 14% of reps stop after three attempts
  • 12% of reps stop after four attempts

The math works out to suggest that 8% of salespeople are scoring 80% of the deals!

Even if following-up isn’t your favorite part of the job, it’s absolutely crucial to your success. If you give up before that crucial fifth follow-up, you’re shutting down the bulk of your sales potential.

The key is to strike a balance between sending attention-grabbing follow-up emails and driving your prospect crazy with incessant messages.

How to NOT be Annoying When Sending a Sales Follow-up Email

Want to get someone’s attention without scaring them away? Here are a few tips to keep in mind.

  • Make it easy for them to respond: Make sure your subject line and call to action are as specific as possible. The more emails your prospect receives every day, the less likely they are to read each one. If you send them a wall of text with no clear direction, they aren’t likely to reply. If you want them to take a certain action – tell them!
  • Don’t flag your email as high priority: No matter what you’re selling, your follow-up message is probably not a matter of life and death. Rather than ensuring it gets read, marking a sales email as urgent comes off as arrogant and could get your message deleted. If you really want to stand out in your contact’s inbox, take the time to write a relevant, punchy, personalized subject line.
  • Be respectful of their time: Give prospect’s a reasonable window of time before sending a follow-up message. Even if you have to follow-up five times (as is required by most sales!), you can avoid spamming your prospect by spacing them out appropriately. Sending a follow-up email too soon tells the recipient you don’t respect their busy schedule.

Timing is Everything: When to Send a Follow-Up Sales Email for Best Results

If you’re not concerned about getting the timing right, you’re following up wrong. Exactly when you send a hit (or schedule your emails to send it) is one of the most important aspects of an effective follow-up.

So, here’s the big question: how long should you wait before sending a follow-up email?

The bad news is that there’s no easy answer. The best times and days to send an email vary greatly depending on who you’re contacting.

The good news is that, in most cases, you can confidently follow-up every three to four days without making your prospect feel overwhelmed.

The even better news? Technology makes following up easier than ever. You can write, format, and schedule follow-up emails in advance using automatic email follow-up software like Propeller’s, so none of your opportunities slip through the cracks.

10 Sales Follow-Up Email Templates You Can Steal

Now, let’s dive into those email templates. We’ve provided ten follow-up email templates that you can use at different stages of the sales process, including when to send them and suggested subject lines.

1. Following Up After Your First Meeting

Subject: Are you ready to discuss our next steps?

Hi [NAME],

I’d like to thank you for your time and find out how you’d like to proceed from here.

Are you ready to [SPECIFIC NEXT STEP]?

Looking forward to hearing from you.


When to use it? After your first sales call or meeting with a potential customer. Use this email as an opportunity to build a positive relationship, stay top-of-mind, and build momentum to drive the sale forward.

2. Following Up After a Sales Demo

Subject 1: Great talking with you today!

Subject 2: One more thing before I forget

Hey [NAME],

Thank you for giving me the opportunity to meet with you today. Here’s a quick recap of the key points we covered:


Do you have any questions about what our solution can do for [PROSPECT’S COMPANY]? When is a convenient time to chat about this over the phone?


When to use it? After a product demo when your presentation is still fresh in the prospect’s mind.

3. Following Up After a Sales Call or Meeting

Subject 1: I got your request approved!

Subject 2: Looks like we’re good to go

[NAME], I’m writing to say thanks for giving me the chance to speak with you on [DAY] – and to deliver some good news.

I checked in with my [BOSS or WAREHOUSE] and they would be happy to arrange [SPECIAL REQUEST].

Please let me know how you would like to proceed.


When to use it? After you’ve had a sales meeting with a potential customer who needs a few days to think it over or an extra incentive to commit. Whether they specifically requested a custom solution or you’re going out of your way to secure them a specific offer, this template allows you to re-open the conversation on a very positive note.

4. Following Up After Leaving a Voicemail

Subject 1: Is there a better time we can talk?

Subject 2: Tried to call you just now

Hi [NAME],

I tried calling but assume you’re busy at the moment. I know how it goes.

When you have a moment, please call me back at [NUMBER] or reply here to let me know if there’s a better time for me to phone you.

Hope to talk soon.


When to use it? As soon as you hang up the phone! Always pair a voicemail message with a quick email to reinforce the impact of your follow-up.

5. Following Up After a Trigger Event

Subject 1: Do you want more information?

Subject 2: Would you like to discuss next steps?

Hi [NAME],

I trust that you’ve had a chance to read my previous message and check out our products online, so I thought it was a good time to check in with you again.

Have you had a chance to think over my proposal? I’m happy to chat on the phone to answer any questions you may have.

Are you free [SPECIFIC TIME] or [SPECIFIC TIME] for a quick conversation?


When to use it? If you’re using a CRM to track email opens and analytics, you can send this email shortly after a prospect has opened one of your previous messages or visited your website.

6. Following Up After a Networking Event

Subject 1: I’m glad we crossed paths today, [NAME]

Subject 3: You might want to see this

Hi [NAME],

It was great connecting with you at [EVENT] on [DATE].

I was thinking about what you said about [PROSPECT PAIN POINT] and thought you might appreciate this case study on how we helped a similar company achieve [GOAL] in [TIMEFRAME]: [LINK to relevant case study or article].

I would love to discuss how we can make this solution work for you. Are you free for a phone call on [DATE] at [TIME A], [TIME B], or [TIME C]?


When to use it? Use this template to follow-up with prospects after meeting at a trade show or industry event. It serves the dual purpose of reminding the recipient of who you are and what your company offers, as well as finding out how serious they are about making a purchase in the near future.

7. Following Up When You Have the Wrong Contact

Subject 1: Can you help me?

Subject 2: I hope you can set me straight

Hi [NAME],

I reached out to you a few days ago about [COMPANY OR PRODUCT] and it struck me afterwards that I may have missed the mark.

Are you the right person to talk to about this? If not, could you please tell me who I should contact?

Thanks for your help.


When to use it? If you realize the person you’re in contact with doesn’t have buying power or seems reluctant to commit to a purchase without checking in with a colleague.

8. Following Up After Radio Silence

Subject 1: A few things you should know about [COMPANY NAME]

Subject 2: This might be of interest to you, [FIRST NAME]

Hi again, [NAME],

I emailed you a while ago about [COMPANY OR PRODUCT] and how I think we could be a great fit for [PROSPECT’S COMPANY].

Did you know that our client’s report [ACHIEVEMENT] when they use our [PRODUCT OR SERVICE]? We also provide [BENEFIT A] and [BENEFIT B] to companies just like yours.

Would you like to hear about this solution in more detail? I’d be happy to fill you in!

5 Email Design Tips For The Perfect Email Every Time


When to use it? If you’ve sent a previous email or two and never heard back. Curate interesting pieces of content that you can send to potential clients when you need to recapture their attention.

9. Following Up After Multiple Follow Ups

Subject: Still hoping to connect

Hi [NAME],

I’m sorry we haven’t been able to connect recently. The last time we spoke, you seemed quite interested in [PRODUCT OR SOLUTION].

I realize that you’re incredibly busy, so I’d be happy to schedule a call with you at any time that works for you – even if it falls outside of office hours.

I don’t mean to bother you, but would appreciate some indication of your decision either way.

Thank you.


When to use it? When you’ve already sent multiple follow-ups and still haven’t heard from the prospect. If you don’t get a response after following up on your original follow-ups, it might be time to send over a breakup email.

10. Following Up with A Breakup Email

Subject 1: Can I close your file?

Subject 2: Is this the end?

Hi [NAME],

I’m in the process of clearing out my sales pipeline and I thought I should let you know that you’re on my delete list.

If you’re no longer interested, do I have permission to permanently close your file?

If you are still interested, what would you like to do as a next step?

Thanks for your help.


When to use it? Only resort to this type of message when you’ve followed up already five or more times and still haven’t heard back.

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In my first ever article on this blog, I covered cold email tips. From start to finish, I dived into the various parts of a good cold email, showing you what sets it apart from a bad one.

The reason why I chose this topic was due to the controversy surrounding cold emails. This method of outreach has a mixed band of critics and die-hard fans.

The problem isn’t the concept of cold emails. It’s what’s inside turns people off whenever one pops up in their inbox. And that’s what I set out to prove in that post.

Due to the awesome response that post received on social media, I knew people wanted more. So, I am back again with this topic. But today, it’s all about cold email templates.

As someone who sends out a lot of emails every day, I know the pain. I know how hard it is to try and come up with the perfect intro, hook and call to action.

When I started out with cold outreach, I had a bad case of “what ifs”. What if the email is too long? Or what if the words I’m using aren’t right? Instead of pulling my hair out, I set out to look for answers to these questions.

Armed with a boatload of cold email templates after a quick Google search, I was all set. Whipping up emails became a much easier affair. No guessing which CTA to use, how many words to aim for, etc.

Granted, templates are generic but who says you have to use them as they are? With some tweaking and personalization, you can get past the generic issue.

In fact, here’s a piece of advice: always rework email templates so that you can give them your own personal stamp. Make them your own. By all means use them as a guide, but don’t copy/ paste them.

Before I share my goldmine of templates, let’s take a look at what makes up a good email. Consider this a 10-seconds refresher course.

Exclusive Bonus: 11 Killer Cold Email Templates That Work (PDF)

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Anatomy of a good cold email

So, what ingredients do all juicy cold emails have in common? Let’s find out.

Subject line: Something compelling that lures readers in and makes them open the email.

Introduction: Brief and to the point but powerful.

Main Statement: Provide details of benefits and value offered.

Call to Action: A clear call to action.

Extra Components: Social proof, relative experience.

Time to bring out the cold email templates. Excited? Me too!

Cold email templates for introducing your business

First up are the company sales introduction email templates. There are 101 ways to introduce your product or service through a cold email. But I won’t be talking about all those ways. Instead, I picked out the ones that I think are truly kickass.

A little tweaking here and there is all it takes to turn these generic templates into personalized powerhouses. So, let’s dive in.

1. Offering business value


Why this works:

This template (by Jill Konrath) is a perfect example of a short yet powerful email.

And why is that? Because it strikes the perfect balance.

When you approach introductory emails this way, you are able to put your offer on the table. Plus, your prospects can see what’s in it for them, all in less than a hundred words.

And why does the word count matter? Because people don’t have time to read longer emails.

In the chart below, you will see that shorter cold emails have a better response rate.

2. Asking the right questions


Why this works:

If you are looking for a way to challenge the current state of a prospect’s company, this is the template to snag.

Short yet detailed, I think this template is a keeper.

Plus the no-frills CTA is brief and to the point, which is something I love. By offering different time options, you make the email much more targeted.

Since smart CTAs have a better conversion rate, spend time thinking of what to write in that area.

5 Email Design Tips For The Perfect Email Every Time


3. Providing advice


Why this works:

This email starts off with praise for a prospect’s website. This acts as a hook that grabs the attention of the reader.

Right after that, you point out any mistakes that you’ve come across. But you don’t end it there. Instead, you follow up with a solution. This could be a suggestion or a direct offer to help the reader out. Don’t you love it when someone offers you a helping hand? Sure you do.

When using this template, don’t jump right into the problem. Make sure to point out the positive aspects first. This way you will have some nice things to say instead of sounding downright critical.

Also, since you are talking about specific things, the email looks more personalized. Failing to personalize emails can reduce response rates by a huge margin.

(Canopy Labs)

4. Showing a connection

5 Email Design Tips For The Perfect Email Every Times


Why this works:

Right from the subject line, it is clear that there’s a possible connection between both businesses. Using the “+” sign is a creative way to point this out. Plus it arouses curiosity which has the highest open rate when it comes to different subject line elements.


In the email body itself, the sender introduces himself and what he does. Without skipping a beat, he proceeds to mention all the companies he and his company have helped so far.

In the next line, he throws the ball over to the recipient’s side of the court. Instead of bragging about how his company does things, he allows the prospect to take the lead.

With a crisp CTA, this email delivers from all angles. If you noticed, all the best cold email templates I’ve shared with you so far contain 5 to 6 lines. That should be your goal, to keep all emails short yet powerful and under a hundred words, if possible.

5. Referred outreach


Why this works:

Alrighty then! It’s time to switch over to getting referral customers through cold emails. In one of my articles, I mentioned how important referrals were for any business. And the fact that only 10% of sales people actually ask for referrals from existing customers is shocking!

The biggest reason for this could be fear. Most sales reps don’t want to come across as pushy and annoying. And that’s why they skip sending out referral emails to potential customers.

However, with this template, you won’t look like a desperate salesperson. And the best part? You might land some new customers.

Quick tip- Don’t forget to mention the company/ person who referred you to this prospect. By including a mutual connection, your recipient is more likely to take the time to explore your offer.

Cold email templates that are great at finding leads

When you are on the hunt for leads, there’s a thin line between doing it right or completely turning the other person off.

With the cold email templates below, you don’t need to worry about crossing the line to Spamland. We’ve all been there and it’s rather chilly this time of year. Each email is carefully crafted so that your quest for leads doesn’t go in vain. Let’s dig in.

6. Full transparency + social proof


Why this works:

This is a “bare-all” kind of email. In here, you talk about some behind the scenes stuff; like who your investors are, how much funding you have so far, etc.. Don’t shy away from mentioning popular folks who buy from you. This will help you build up social proof. So, the meatier, the better.

Adding 1-on-1 customer services is an excellent idea. Most people buy from a business due to their customer service. Highlighting the fact that your prospects will have the chance to talk with a customer service representative is a great incentive.


Even though this template is a bit longer than most on this list, it still works. That’s because it covers a lot of ground which makes it perfect for the hard-to-convince type of prospects. Especially the ones who want proof of everything before they pull out their wallets.

7. Striking whilst the iron is hot


Why this works:

Whenever a potential lead downloads a resource from your site, that’s a good time to email them. You can use this opportunity to begin lead nurturing. Nurtured leads are more likely to buy since they receive relevant information at the right time.


By reaching out and asking the right questions, you’re able to stand out among a sea of sales emails.

Adding a couple of helpful tips helps to strengthen this email further. Not only is this refreshing but also polite. People don’t mind when such an email lands in their inbox. They can sense that your sole purpose isn’t to make a quick sale. Rather, it’s about providing value in a non-spammy way.

Cold email templates for making a sale

If you have a qualified lead, chances are you want to put down the foundations for a sale early on. Not to worry, there are templates for that too. Most people argue that you shouldn’t try to sell right away. I agree. But when your product is perfect for that prospect, there is no harm in pitching right from the first email.

However, this doesn’t mean you shove your product down your prospect’s throat. Instead, use any of the smart selling techniques in the cold email templates below.

8. Adding bullet points


Why this works:

Using blocks of text to talk about features and benefits isn’t a good strategy. Not only does it look messy but you stand to lose the attention of your prospects. And with decreasing attention spans, you need to change the way you write emails.


This template is super effective for this purpose. The addition of bullet points help the features/ benefits part stand out even more. Even if a person skims through the email (God knows we all skim nowadays…), it’s hard to miss out on these core points.

9. Picking on pain points


Why this works:

This cold email template is all about identifying a pain point and providing a solution. Usually, sales reps push the benefits of their product. It’s easy to go on and on about why XYZ is the best fit for a prospect’s company.

But this email takes a different approach. It touches on how the prospect has a business to run but how a time-consuming task can get in the way of success. By riding on the “time is precious, so spend it wisely” wave, the sender makes it obvious that they have a solution.

Keep the core points in mind when tailoring this template to match your product and prospect. Remember, it’s all about showing them how much time (or money) you can help them save.

Also, the subject line is the perfect length (36 characters). Look at the chart below and you will notice that character count matters when it comes to subject lines.


10. The power of ten


Why this works:

If you want to make a statement with numbers, then this email template is for you. Short, concise and yet terribly effective, it points out that ten minutes is all you need to talk about 10x results. Since people usually avoid calls due to talkative sales reps, differentiating yourself is key.

Next, you immediately point out the value of that ten minutes call. After all, they still need to give you their time. So, give them a reason why they should listen to you.

(Exceed Sales)

Finally, tossing in the name of the prospect’s competitor gives the email an air of suspense. They can’t help but wonder what advice you gave their competitor.

11. Quick follow up

5 Email Design Tips For The Perfect Email Every Time In


Why this works:

Ah, the dreaded follow-up email. Wouldn’t you agree that it’s surprising there are no follow-ups to 70% of unanswered emails? Yes, but it’s perfectly understandable. The same old fear that salespeople have of sounding “pushy” creeps in. They imagine the recipients rolling their eyes when they see another email. At least, that’s what I used to imagine.

But consider this – People receive tons of emails a day. Most of the time, they forget your offer or are too busy to take action. Sometimes, being persistent is good since it can take more than five follow-ups before a prospect buys. This makes it perfectly okay to follow up multiple times.

(Plan B)

5 Email Design Tips For The Perfect Email Every Time Now

By following-up with this template from the folks at Breakthrough Email, you are able to assess their interest levels. Plus, you also give them an option to forward your offer to someone else who might take action. This way, you won’t miss potential opportunities that are just an email away.

5 Email Design Tips For The Perfect Email Every Time For

And there you have it! 11 of the best cold email templates that you can start using today. I enjoyed putting together this list with the hope that it will help people send out better cold emails. Before you get started, check out this list of email finders that you can use to find the email addresses of your prospects.

One more thing- To make it super easy to use these templates, I compiled them into a handy PDF. You can copy/ paste these emails and edit away. So, go ahead and enter your email below and I will send the PDF to you.

Exclusive Bonus: 11 Killer Cold Email Templates That Work (PDF)

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