43 proven sales email templates (with examples & more)

Your inbox is often your first impression — and possibly your only chance to grab and keep a prospect's attention. At Outreach, we've been sharing email best practices for nearly a decade. Our team of seasoned sellers has developed a strong point of view on how to stand out with content that converts — and we’ve got the data to prove it. This guide distills that expertise into actionable insights for you.

We've curated a set of high-performing email templates that cover every stage of the sales process, from that crucial first touchpoint to keeping the relationship warm past customer onboarding and beyond. 

Keep reading to learn how to write emails that

• Cut through the noise of cluttered inboxes
• Boost your response rates with your ideal prospects
• Start meaningful conversations that keep their momentum throughout the deal
• Save you time using personalized templates 

Whether you're a seasoned sales pro looking to refine your approach or a newcomer trying to establish your footing, these templates will give you the edge you need to break through.

43 sales email templates for every stage of the sales process

Each stage of the sales process demands a different approach to email communication. By tailoring your messages to align with where your prospect is in the buyer's journey, you not only increase engagement but also build momentum. Below, we've compiled templates for every stage to help you send the right message at the right time.

Prospecting email templates

Prospecting emails are crucial for initiating contact with potential leads. They help you break through the noise of a crowded inbox and make a strong first impression. Whether you're reaching out cold, following up, or warming up a lead, the following email prospecting templates are designed to help you stand out and start conversations that count.

1. Cold email template: Reaching out to new prospects

When to use it:

• First outreach to a prospect you’ve never contacted
• When there’s a relevant, timely hook like recent news or a milestone

Why this works:
This template highlights personalization while keeping the message concise and action-oriented. It balances curiosity with value, encouraging the prospect to engage without feeling pressured.

2. Follow-up email template: After initial outreach

When to use it:

• After no response to the initial cold email within 3-5 days
• To maintain momentum after a positive interaction but no next steps

Why this works:
It’s polite but persistent, reminding the prospect of the initial message and offering assistance without being pushy. It also keeps the dialogue focused on their needs.

3. Warm email template: Engaging with leads who have shown interest

When to use it:

• When a lead shows engagement, like downloading content or visiting your site
• After an inbound inquiry or demo request

Why this works:
You’re reaching out when the lead is showing active interest, which increases the chances of engagement. It also offers a clear next step — moving the conversation forward.

4. Introductory email template: Introducing yourself or your company

When to use it:

• When reaching out to new prospects for the first time
• For making a formal introduction to decision-makers

Why this works:
This email is brief and to the point, quickly positioning your product or service as a solution to their potential challenges.

5. Referral request email template: Asking for referrals from existing contacts

When to use it:

• After a positive interaction or experience with a client or contact
• When you're looking to expand your network through warm referrals

Why this works:
It's casual but specific, making it easy for the recipient to consider referring to you without feeling like they’re being put on the spot.

6. Networking email template: Connecting with leads through mutual contacts

When to use it:

• When you’ve been introduced or have a mutual connection
• To start conversations with new prospects who are more likely to respond

Why this works:
A mutual connection adds credibility and context, making it more likely for the recipient to engage. It also focuses on a personalized approach.

7. Event follow-up email template: Following up with leads met at events

When to use it:

• After meeting a lead at a conference, event, or networking gathering
• To maintain the connection and move toward scheduling a follow-up

Why this works:
It references the event and conversation, creating a natural transition to continue the relationship. It also keeps the tone warm and professional.

8. Industry insight email template: Sharing relevant industry information with prospects

When to use it:

• To provide value by sharing relevant industry insights or reports
• As a soft sell by positioning yourself as a knowledgeable partner

Why this works:
By offering valuable information, you show that you’re invested in the prospect’s industry, which builds credibility and opens the door to further conversations.

9. Personal connection email template: Leveraging personal connections

When to use it:

• When you share a personal connection with a prospect, such as attending the same event or being in the same network
• To warm up leads with a casual but professional tone

Why this works:
It leverages a shared experience, making it easier to break the ice and create a sense of familiarity, which often leads to higher engagement.

10. Seasonal email template: Reaching out with seasonal offers or greetings

When to use it:

• During holidays or seasonal events
• To offer promotions tied to a specific timeframe

Why this works:
Seasonal greetings feel timely and personal, and the offer adds a sense of urgency without being too salesy.

Discovery & qualification email templates

The discovery/qualification stage is where interest turns into genuine consideration. Emails at this stage help you gather more information, assess fit, and address specific needs. Below, we’ll provide templates to help you guide prospects through this phase, delivering value and keeping the momentum going toward a buying decision. 

11. Demo request email template

When to use it:

• After initial interest has been shown in your product/service.
• When a prospect is ready to dive deeper into specific capabilities.

Why this works:
This direct, concise email makes it easy for prospects to take the next step and commit to a demo, removing friction in the decision-making process.

12. Pricing discussion email template

When to use it:

• When the prospect has shown interest but has questions about affordability or options.
• After a demo or product discussion when they’re evaluating cost.

Why this works:
It positions pricing as a flexible, collaborative conversation while prompting further engagement, which helps overcome cost-related objections.

13. Social proof email template

When to use it:

• When prospects are weighing their options or hesitating to move forward.
• As follow-up to discussions where you need to build credibility.

Why this works:
Leveraging testimonials builds trust and reduces perceived risk, helping to validate your solution with real-world success stories.

14. Feature highlight email template

When to use it:

• When a prospect has a specific pain point and needs more information on how your product solves it.
• As a follow-up after initial discussions or product exploration.

Why this works:
Focusing on a specific feature allows you to address the prospect’s unique needs while keeping the conversation relevant and targeted.

15. Case study email template

When to use it:

• When a prospect is considering solutions and needs reassurance through proven results.
• As follow-up after a demo or meeting.

Why this works:
Case studies provide concrete examples of how your product works in real situations, showing potential outcomes in a persuasive and relatable way.

16. Comparison email template

When to use it:

• When prospects are evaluating multiple vendors or alternatives.
• When a competitor is mentioned in conversation, and you need to demonstrate your differentiation.

Why this works:
This template proactively addresses competitive concerns and highlights the unique strengths of your offering, helping to sway decision-making in your favor.

17. Product benefits email template

When to use it:

• As a follow-up after initial interest, especially when the conversation hasn’t progressed.
• When you need to highlight a particular benefit that matches the prospect’s pain points.

Why this works:
This template reinforces value by reminding the prospect of the core advantages of your product, keeping the solution front-of-mind.

18. Consultation email template

When to use it: 

• After initial interest but before a formal product demo or detailed discussion.
• When a prospect seems unsure and needs further exploration of their needs.

Why this works:
Offering a free consultation removes pressure from the conversation and opens up space for deeper discovery, allowing you to align the product more effectively with the prospect’s needs.

19. Customer testimonial email template

When to use it:

• To reinforce trust during the discovery phase or after initial hesitation.
• When the prospect is in a similar industry or has similar needs as the customer in the testimonial.

Why this works:
Customer testimonials validate your claims, creating social proof that’s relatable and encourages prospects to imagine their own success with your solution.

20. Product webinar email template

When to use it:

• When a prospect wants to learn more before making a decision.
• To offer a non-committal, educational opportunity for prospects on the fence.

Why this works:
Webinars provide a low-pressure way for prospects to see your product in action, answer questions in real-time, and engage with your team in a more interactive setting.

Solutioning & closing email templates

Closing emails are critical for finalizing the sale and ensuring all details are confirmed. The templates below are designed to help you wrap up deals smoothly and professionally.

21. Proposal email template

When to use it:

• After a discovery call or in-depth discussion.
• Once the prospect has expressed interest in receiving a formal proposal.

Why this works:

It provides clarity and transparency while positioning the conversation for follow-up questions or negotiations.

22. Final follow-up email template

When to use it:

• After previous attempts to engage have not received a reply.
• When nearing the end of the decision timeline.

Why this works:

It signals urgency without being pushy, giving the prospect a last chance to re-engage.

H4 Heading: 23. Closing the deal email template 

When to use it:

• When the prospect is close to making a decision.
• After the proposal and pricing have been discussed.

Why this works:

It confidently signals readiness to proceed, providing a simple, action-oriented request.

24. Contract email template

When to use it:

• Once the deal terms have been agreed upon.
• After all objections have been addressed.

Why this works:

It offers a clear path forward with the next actionable step, making the process simple for the prospect.

25. Payment instructions email template

When to use it:

• After the contract has been signed and payment is the next step.
• Prior to onboarding or delivery.

Why this works:

It provides a smooth transition to the payment phase while maintaining a professional tone.

26. Onboarding email template

When to use it:

• After the deal has been closed and payment has been processed.
• To initiate the next phase of the customer journey.

Why this works:

It sets expectations and fosters a positive customer experience right from the start.

27. Last chance email template

When to use it:

• When you're nearing a promotion deadline or the prospect is hesitant.
• After multiple follow-up attempts without a solid commitment.

Why this works:

It creates a sense of urgency and encourages the prospect to take action before losing the opportunity.

28. Confirmation email template

When to use it:

• After the agreement has been signed or terms are finalized.
• Before transitioning into onboarding or fulfillment.

Why this works:

It solidifies the agreement and ensures both parties are aligned on the next steps.

29. Pricing agreement email template

When to use it:

• After price negotiations or adjustments have been finalized.
• Prior to sending the final contract.

Why this works:

It provides clear documentation of agreed pricing and avoids misunderstandings later in the process.

30. Contract renewal email template

When to use it:

• At the end of an existing contract term.
• As part of an ongoing relationship to maintain the partnership.

Why this works: It keeps the renewal process straightforward, reminding the client of the continued value while offering assistance if needed.

Templates for re-engaging prospects

Silent prospects need a strategic nudge. These email templates help you reconnect thoughtfully and professionally. They're designed to show genuine interest while rekindling the conversation. Timely, personalized follow-ups are your secret weapon for cutting through the noise and getting noticed. Use these templates to breathe new life into stalled conversations and turn radio silence into renewed engagement.

31. No response follow-up template: Template for following up with non-responders

When to use it:

• After a prospect hasn’t responded to an initial outreach or previous follow-up.
• When you want to keep the communication open without being pushy.

Why this works: 

This template works because it acknowledges the prospect’s time constraints and provides an easy way to re-engage without pressure, maintaining a professional tone.

32. Reconnecting with a cold prospect template: Template for re-engaging cold prospects

When to use it:

• For prospects who haven’t engaged with you in months.
• When you want to check in without making assumptions about their interest.

Why this works:
This approach is non-intrusive and offers flexibility, making it easy for cold prospects to re-engage without feeling pressured.

33. Feedback request email template: Template for asking for feedback from non-responsive leads

When to use it:

• After a prospect goes silent following a demo, proposal, or discovery call.
• When you want to re-open the conversation through constructive engagement.

Why this works:
By asking for feedback, you invite the prospect to provide valuable input while re-establishing a dialogue, showing that their opinion matters.

34. Re-engagement campaign email template: Template for running a re-engagement campaign

When to use it:

• When you’re running a targeted re-engagement campaign for leads who have gone cold.
• When you have new features or improvements to offer.

Why this works:
This template sparks curiosity by showcasing updates that may reignite the prospect’s interest, making it relevant and timely.

35. Anniversary check-in template: Template for checking in with prospects on anniversaries or milestones

When to use it:

• On the anniversary of a demo, initial outreach, or a previous milestone.
• When you want to re-engage in a more personal, relationship-driven way.

Why this works:
This template leverages time-based touchpoints to reconnect, making it feel personalized while creating an opportunity for fresh conversations.

Nurturing relationships post-sale

The sale is just the beginning. Post-sale nurturing is your ticket to customer loyalty and upselling opportunities. These email templates keep the conversation flowing and the value flowing. From onboarding welcomes to milestone celebrations, they're designed to make customers feel like VIPs. Use them to transform one-time buyers into long-term partners who can't imagine doing business without you.

36. Welcome email template: Template for welcoming new customers

When to use it:

• Immediately after a customer completes their first purchase or signs up for your service.
• To kick off the relationship with a warm, supportive tone.

Why this works:

A welcoming message sets the tone for a positive customer experience and ensures the customer knows they have support from day one.

37. Upselling email template: Template for suggesting additional products

When to use it:

• After a customer has had time to experience the value of your current product.
• When you identify an opportunity to offer complementary services.

Why this works:

This template is effective because it highlights relevant upsell opportunities while positioning them as enhancements to the customer’s current success.

38. Product update email template: Template for product updates

When to use it:

• After releasing new product updates or improvements.
• To keep customers informed and excited about ongoing innovations.

Why this works:
This template keeps the customer engaged by showing continuous value and ensuring they’re aware of the latest product benefits.

39. Customer appreciation email template: Template for expressing appreciation

When to use it:

• As a general check-in or around significant milestones.
• To express gratitude and build rapport.

Why this works:

Showing appreciation fosters loyalty and strengthens relationships by reminding customers that their business is valued.

40. Survey request email template: Template for asking customers to complete a survey

When to use it:

• After a customer has used the product for a while or after key milestones.
• When seeking input to improve customer satisfaction.

Why this works:

This template emphasizes the importance of customer feedback and shows that you’re invested in their experience, making them feel heard and appreciated.

41. Anniversary email template: Template for celebrating anniversaries with customers

When to use it:

• On the anniversary of the customer’s sign-up or first purchase.
• To celebrate milestones and foster a long-term relationship.

Why this works:
Celebrating anniversaries adds a personal touch and demonstrates that you’re invested in the customer’s journey beyond the sale.

42. Feedback follow-up email template: Template for following up on feedback received

When to use it:

• After receiving feedback from a customer, especially if it led to meaningful changes.
• To close the feedback loop and show the impact of their input.

Why this works:
Following up after receiving feedback demonstrates that you’re actively listening and taking action, which helps build trust and engagement.

43. Loyalty program email template: Template for introducing or reminding customers about loyalty programs

When to use it:

• To introduce customers to a loyalty or rewards program.
• To remind long-term customers of benefits they may not be aware of.

Why this works:
This template incentivizes ongoing engagement by highlighting the added value customers can receive, deepening their connection with your brand.

Scaling your email outreach with personalized templates

Successful sales emails start with workflows that help you build a quality sales pipeline and organize your book of business. If you’re searching for a better way to build, measure, and scale winning prospect emails, Outreach can help. 

Outreach helps sales teams get more from their outbound prospecting activity. To see how, take a quick product tour to see our prospecting and account management workflows in action. Or, for a more personalized consultation, request a demo.

FAQs about sales email templates (plus TL;DR best practices)

Why do sales email templates still matter in 2024?

Good sales email templates save significant time by providing a ready-to-use framework, ensuring you're not starting from scratch with every new prospect. Moreover, templates ensure consistent messaging across your team, maintaining brand voice and key value propositions. Most importantly, well-crafted templates incorporate proven elements that increase the likelihood of conversion. After testing different types of personalization — think subject lines, value propositions, and calls-to-action — with your ICP, you’ll have a toolkit of what works and what doesn’t. 

What are some sales email best practices I should follow?

When using sales email templates, focus on these key best practices:

1. Personalization: Always customize your template for each prospect. This could mean referencing a recent company announcement or a mutual connection.
2. Brevity and clarity: Keep emails concise and to the point. Aim for 3-5 short paragraphs at most.
3. Strong subject lines: Use compelling, specific subject lines. For example, "Quick question about [Company]'s Q4 goals" is more engaging than "Following up".
4. Clear call-to-action (CTA): Every email should have a single, specific ask. Whether it's scheduling a call or requesting a reply, make your CTA unmistakable.
5. Regular follow-up: Don't give up after one attempt. Create a sequence of follow-up emails, each providing new value.

For more detailed guidance, check out our comprehensive guide on best practices for reviewing your Outreach sequences and personalizing emails at scale.

What are the key elements of an effective sales email?

An effective sales email typically includes these critical components:

1. Engaging subject line: Pique curiosity or highlight value, e.g., "3 ways [Company] can boost revenue by 30%"
2. Personalized content: Show you've done your homework about the prospect and their company
3. Clear value proposition: Articulate how your solution addresses their specific pain points
4. Specific call to action: Make it easy for the prospect to take the next step
5. Professional tone: Strike a balance between friendly and business-appropriate

For example, an effective email might start with "Hi [Name], Congratulations on [Company]'s recent product launch! I noticed you're focusing on improving customer retention..." This immediately shows personalization and relevance.

What tools can help me track the performance of my sales emails?

While the market is full of email tracking tools, the right choice depends on your business needs, scale, and budget. Beyond basic tracking metrics like open rates and click-through rates, advanced sales engagement software can provide deeper insights on sales emails that work. 

Take these two Outreach features, for example. Outreach's email sentiment detection feature helps sales reps understand how they're resonating with buyers. This AI-powered tool analyzes response content and tone, giving you actionable insights to refine your approach and timing. 

At the management level, Outreach’s team performance report helps identify your team's strengths and weaknesses, allowing you to easily share best-in-class examples of what "good" looks like. By showcasing top-performing emails and strategies, you can hold reps accountable for best practices and effectively close the skill gap on your teams.

How often should I update or refresh my sales email templates?

Regular review and refinement of your email templates is crucial for maintaining their effectiveness. As a general rule, aim to review your templates quarterly. However, you should also update them after significant changes in your product offerings, market conditions, or target audience. Use performance data and feedback from your sales team to guide these updates. If you notice a particular template's response rate declining over time, it might be time for a refresh.

Are there any common mistakes to avoid when using sales email templates?

When using sales email templates, be wary of these common pitfalls:

1. Over-reliance on generic content: Always customize templates for each prospect.
2. Neglecting personalization: Avoid "Dear Sir/Madam" or other impersonal greetings.
3. Failing to follow up: Don't give up after one unanswered email. Outreach customer data shows that it takes an average of 9 touches to engage an executive-level prospect.
4. Not testing different versions: Use A/B testing to optimize your templates continuously.
5. Ignoring mobile optimization: Ensure your emails are easily readable on mobile devices. Think short sentences and bullet points. 

For example, instead of "I hope this email finds you well," try "I noticed your recent interview about [specific topic] and was impressed by your insights on [particular point]." This shows you've done your research and adds genuine personalization.

How can I integrate these templates with my CRM tool?

Most modern CRM platforms allow you to store and automate email templates, making it easy to use them within your existing workflow. However, for more advanced capabilities, consider a dedicated sales engagement platform.

Outreach goes beyond simple template storage, helping you get the right message to the right prospect at the right time. It can automate sequences, personalize at scale, and provide detailed analytics to continuously improve your email performance.