The Best Email Templates

The best are often the simplest.

Chapter 01: Sales email best practices

Most of us write emails daily or hourly (or constantly). But, how many really persuasive emails do you write? Probably not many. Emails designed to prompt a sale or turn a lead into a customer are a different breed of cat.

That's where sales email templates come in. Not everyone is a marketing expert, but the best sales email templates can help anyone write persuasive emails that are simple, direct, and powerful.

We're here to help. Enjoy these free best-practice tips and a few of the best email templates you'll find online.

How you think about email formats probably depends on your age. If you're over 45, you might be tempted to begin with a “Dear Sir or Madam” in the grand old style. If you're under 30, you may start with a simple "Hi"—or with no greeting at all.

That's fine. There's plenty of room in sales emails for your personality to come through. The things you really need to do with your emails are:

  • Get permission from your contacts
  • Create a subject line they'll relate to
  • Write engaging copy
  • Test your messaging

Let's take a look at each of these ideas and how they work with the best sales email templates.

Chapter 02: Get permission

Job one with sales emails is to make sure that your contacts have given you their permission to send emails. People hate unsolicited emails just as much as unsolicited phone calls. (Well, almost as much.) Make sure your contact opts in to receive messages from you―ideally when they give you their email address, or when they register with your website.

Not only do your contacts prefer that you ask permission before you contact them, laws are shaping how you can interact with the people on your list. You’ve got to be on top of laws like Canada’s Anti-Spam laws, Europe’s data protection laws (aka GDPR), and more. When you perform digital marketing online, your audience is a global one, so international laws can impact you as much as domestic laws. Read more about the USA’s spam laws and how you can stay compliant while you grow your email list: The Small Business Guide to Growing a Big Email List.

Chapter 03: Write engaging copy

You did it! The contact has opened your email. Now what?

Now you need to entice this wonderful sales prospect to read your copy all the way through―or at least to your call to action.

Pro tip: if you find yourself starting your email with "I" or "We" or your company's name, you're probably on the wrong track. People want to know what’s in it for them, not how great you are. The best sales email templates encourage you to put the focus on the reader. (It's actually true for business email templates of any kind.)

Not everyone is a natural writer, but everyone can write an engaging email with the help of a great email template. Here are some free email templates to try yourself:

Chapter 04: Create a subject line they'll relate to

The subject line is the doorbell of your email. If it rings the right way for the recipient, they'll open it. No ring, no open.

So when writing subject lines, keep in mind what will resonate most with your reader. What do they care about? Worry about? What are their pain points?

While it's tempting to think that a good subject line is anything that gets the user to open, that's not quite right: the subject line also has to set the stage well for the email. You want to inform and intrigue without being phony or deceptive. (Hint: If you're not actually offering a free trip to the Bahamas, don't say "Free trip to the Bahamas!" in your subject line.)

How do you engage and intrigue? Here are five ways to start.

Ask a question

Questions work. They're a good way to make your contact think about the benefit you're offering or the problems they may be having that you can solve. Questions look like this:

  • Would you cross the street for this hamburger?
  • Is your sand wedge the wrong shape?
  • Are people snickering about your email subject lines?

If a question resonates, your reader is probably going to open your email. That's why the guidelines with so many sales email templates suggest starting with one.

Tell your reader 'How to'

Begin your subject line with the words “How to” to inform your contact that you're offering useful information. They know what to expect and what they'll gain from the content of your email. For example:

  • How to grow your business through social media
  • How to travel Europe while making $40,000 a year

Add a personal touch

Everyone gets a pleasant jolt when they see their own name. Add the recipient's name to the subject line and you'll give your email an early sense of authenticity.

  • Dylan, do you struggle with writing sales emails?
  • Riley, get 30% off for the next 24 hours

Announce something

People like new things. We like to be the first to know. Announcing new releases, new prices, or important industry news will always make for a compelling headline.

  • See our darling new summer dresses
  • Mobile phone sales were up 12% last month

Scarcity sells

Like our Neanderthal forebears, we're driven by scarcity. For the Neanderthals, it was food and warmth. For us, it's shoe sales. In any case, a sense of urgency motivates us to act. That's why it can make for very compelling subject lines in sales email templates:

  • 30% off if you buy before midnight
  • Only 100 of these award-winning cameras left
  • BOGO 50% off on your favorite shoes—today only!

One final thought: Keep it short! Most people read emails on their phones today, and a long subject line on that small screen will get cut off. Instead of seeing your full message of "Sending You Warm Father's Day Wishes," they may only see "Sending You Warm Fat."

Chapter 05: Create a subject line they'll relate to

You did it! The contact has opened your email. Now what?

Now you need to entice this wonderful sales prospect to read your copy all the way through―or at least to your call to action.

Pro tip: if you find yourself starting your email with "I" or "We" or your company's name, you're probably on the wrong track. People want to know what’s in it for them, not how great you are. The best sales email templates encourage you to put the focus on the reader. (It's actually true for business email templates of any kind.)

Free email templates

Not everyone is a natural writer, but everyone can write an engaging email with the help of a great email template. Here are some free email templates to try yourself:

New business introduction email template

Subject: How effectively are you [introduce problem here -- like "using social media?"]

Body

Hi [contact first name],

Are you struggling to [problem, i.e. increase your social media presence]? If so, you’re not alone.

We help [nearly, over] [impressive number] customers a [day, year] [solve this problem, i.e. navigate the mayhem of social media] and we'd be happy to help you do the same.

Can I send you some details? Just [click here, reply to this email] [to say yes, and I’ll send you] some social media tips designed just for your business.

Have a great day, [Signature]

Welcome email template

Subject: Welcome to the [your company] family

Body

Hello [contact first name],

Thank you for joining the [your company] family. We look forward to serving you! If you have questions or comments about your [membership, subscription, order] , please [reply to this email, click here].

Enjoy your week,

[Signature]

Thank-you email template

Subject: Thank you for [your purchase, attending our event]

Body

[contact first name],

Thank you so much for [your purchase, attending our event]! We [have received your order and are preparing it for shipment, look forward to seeing you again soon].

For [questions about your order, information on future events], please [reply to this email, click here].

Warm regards, [Signature]

Each of these sales email templates is just the start, of course. Feel free to modify and add to them to reflect your business and personal style. The more personal you make them, the more effective your emails will be.

Chapter 06: Test your messaging

Speaking of effective: how do you know when your messages are working? Or when they're not working at all? This is a place for hard data, not guesswork.

The good new is, you can find out by testing the variables in your email. A/B testing works best: that's sending two emails (one "A" and one "B") that are the same except for one difference. They might have different subject lines, different body copy, or a different call to action. You divide your contacts in two, send one half the "A" email and one half the "B," and then see which works best.

If one subject line leads to 20 opens, and the other leads to 40 opens, you've learned something very valuable.

As you work to write the perfect sales email, testing is your best friend. Start with the best email templates you can find, make your message as strong as possible, then A/B test your subject line or call to action. With your next email, use what you learn and run a different A/B test. Then keep it up as your emails get better and better.

Chapter 07: Wrapping up

There's one more point to writing a good email: make sure your business email templates have a strong call to action at the end. That is, let the reader know just what you want them to do: visit your shop, subscribe to your newsletter, or click through to your website. A strong call to action can work wonders.

[In that spirit, here's our call to action to you: learn more about how Infusionsoft can help you write emails that really sell.]

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