How To Write A Sales Email In 2024 (7-Step Process)

Updated July 2024

The average salesperson doesn’t know how to write an effective sales email.

It’s important that your email isn’t too long, and that you provide evidence of past results to build credibility.

In this article, I will share the 7-step process that I use to write sales emails that get responses:

1. Introduction
2. Mention who you are and what you do
3. How does it work
4. Why are you reaching out
5. Case study
6. Ask to send over additional information
7. P.s. line

Pro Tip: Make sure that your sales email is less than 100 words. Shorter emails have better response rates.

screenshot showing a sales email

1. Introduction

A good introduction shows your prospect two things:

  1. You are sending an email just to him/her. You can show this by adding your prospect’s first name.

  2. You respect their time. Most people write very long sales emails. If you start your email by saying that you will keep it short, then your prospect is more likely to read it.

You should use the following introduction for your sales emails:

"Hi {first_name},

I know your time is valuable, so I’ll keep this short:"

screenshot showing step 1 in email

2. Mention who you are and what you do

When you send sales emails, your prospects won’t know who you are most of the time.

It’s important to explain who you are and what you do.

Below is a good example of this:

“- I’m the founder of Peek, which allows tour companies to accept bookings and payments through their website.”

screenshot of step 2 in email

3. How does it work

By default, your prospects won’t believe that you can deliver the results that you claim.

An easy way to help them believe you is to explain how your product works, so they can realize it is actually possible.

Below is an example:

“- Peek allows you to add a “Book Now” button to your website.”

screenshot of step 3

4. Why are you reaching out

If you don’t make it very clear to the prospect what prompted you to reach out to them, then they won’t respond.

This is also a good opportunity to mention something specific to your prospect.

Below is an example of this:

“- I saw that your website doesn’t allow people to book and pay online.”

screenshot showing step 4 in an email

5. Case study

This might be the most important part of the sales email.

Mentioning a case study will give you credibility. If your prospects don’t believe that you are legitimate, then they won’t respond.

Below is a good example of this:

“- More than 300 tour companies are already using Peek to accept bookings online.”

screenshot showing step 5

6. Ask to send over additional information

Most salespeople ask their prospects if they would like to schedule a call in their first email.

This is a bad idea.

Most prospects are very busy, and don’t want to spend time on a call with you.

However, they are usually open to receiving additional information via email.

Below is a good call to action that you can use that is more likely to generate positive responses:

“Can I send over some additional information?


screenshot showing step 6

7. P.s. line

I recommend that you add a P.s. line to the bottom of your sales email.

It makes your email seem more personalized, and will increase your response rate.

Below is an example:

"P.s. If you aren’t the right person to talk to, then please forward this email to the correct person :)"

screenshot of step 7

Subject line

I recommend that you use the following subject line in your sales emails:

"Question for {company_name}"

This subject line often gets open rates of above 85% (assuming that your deliverability is good).

You shouldn’t use “Quick question” as this is overused. When prospects see “Quick question” in their inbox, they automatically assume someone is trying to sell them something.

I recommend that you check out my article 40 Best Cold Email Subject Lines For B2B Sales.

Email signature

I recommend that you add a signature to your sales emails.

Signatures help build trust between you and your prospects, as they allow your prospects to quickly understand who you are.

I recommend that you read my article How To Write A Professional Email Signature.

If you send your sales emails with Emailchaser, then you can easily add a signature.

How long should a sales email be?

Your sales email should be less than 100 words.

If it is longer than this, then your response rate will decrease.

Most prospects are busy, and simply refuse to read any email that they deem to be too long.

Plain text or HTML?

You should send your sales emails as plain text (not HTML).

Plain text has better deliverability, meaning that your emails are more likely to land in the primary inbox (not spam).

I recommend that you check out my article Plain Text vs HTML: Which Is Better For Email Deliverability?

If you use Emailchaser, then your emails will be sent as plain text by default.

Final thoughts

When writing a sales email, I recommend that you follow my 7-step process:

  1. Introduction
  2. Mention who you are and what you do
  3. How does it work
  4. Why are you reaching out
  5. Case study
  6. Ask to send over additional information
  7. P.s. line

I also recommend that you keep your email to less than 100 words.

If you are ready to start sending sales emails, then check out my article How To Send Cold Emails Without Landing In Spam.

picture of George Wauchope

Article by

George Wauchope

Founder of Emailchaser.

I have been working in the sales & marketing industry for nearly a decade.

When I’m not working on my business, I enjoy eating sushi & doing jiu-jitsu.

About the author