Learn the basics of business e-mail templates and how one can save you time and create consistent branding for your business, then create your own.
After I wrote a lengthy post about cold email, I got a number of people asking me: “Dmitry, can I use these examples for leads and prospects?”
My answer was always the same: not quite.
Cold emails are often different from conventional business messages.
With the former, your main objective is to grab enough attention to warrant a response.
With the latter, you know a lot more about your prospect (and vice versa). Your aim isn’t just to get noticed, it’s to meet your revenue goals.
As you can imagine, the tactics you should use change accordingly.
So in this post, I’m going to tackle this long ignored topic:
I’m going to show you 27 business email templates and what makes them perform.
You’ll walk away from this knowing exactly what to write in your next message to get opens, clicks and conversions.
Let’s dive in!
I recently received this email from Statista after I’d signed up for their free account.
This message was my first contact with Statista. They’d never spoken to me before. Nor did they have any information about me, besides what I’d shared when I signed up with them.
Here’s why this example knocks it out of the park:
Apart from this, also note the personal “I” tone, which is rarely used in first touch messages. Too many salespeople hide under a third-person pretense of “we.” By using the first person, and saying “I,” you make yourself and your business relatable.
You can use this business email template when trying to get a response from a journalist.
The best way to build a meaningful relationship with writers is to start a conversation. And there’s no better way to do that than by coming across as someone who is trying to help.
Journalists are constantly writing articles in your niche and they are always in need of a quote from an expert. Use your expertise in your niche to provide value to the journalist and they will always remember you as an expert.
You can use JustReachOut or HARO to find relevant questions to respond.
Implement this tactic right now with our software.Give It a Try Now!
The biggest mistake you can make with follow-up messages is to leave your prospect in the dark.
If you’re simply saying “Just following up,” you’re basically bumping the email back to the prospect’s inbox. If he/she didn’t have enough reason to reply back earlier, simply bumping the email back won’t make your case any stronger.
That’s why I love this example from Avidian. It shows exactly how to work new information into a message thread.
Here’s what I like:
If you have a way to connect visitors on your site to businesses by using tools like WhoIsVisiting or HubSpot’s prospect tracking, you can get pretty creative with your messages.
For one, knowing that someone from the company you’re targeting is visiting your site can be a great icebreaker.
Here’s a template for using this trigger:
This one is pretty basic in its actual content, but it hits all the right marks:
Imagine this: A gentleman downloaded an eBook from your site last week using his name, email address and website.
After researching this information, you realized that he’s a perfect fit for your services.
What should you say to him?
Here’s a template courtesy of Attach.io:
The second paragraph is a bit too long but given the succinctness of the first paragraph, I’d say this is a strong example of a warm follow-up.
Once you have built a warm relationship with your target media, you should use follow-up emails to keep the conversation flowing or adding new context to the relationship.
When you keep communication channels open and continue to build your rapport, it can open up new opportunities in the future.
Implement this tactic right now with our software.Give It a Try Now!
As any seasoned salesperson will tell you, referral leads are worth their weight in gold. Knowing a common connection makes getting the foot in the door so much easier while also easing customer FUDs (fear, uncertainty and doubt).
But how exactly do you email a referred lead?
Here’s a template (credit: HubSpot):
Here’s what to love about this:
Sales is a game of months, not days. For high value prospects, you can expect to go back and forth over weeks on end.
During this time, you want to a) keep establishing common ground, and b) keep prospects interested by sharing relevant content.
Use this template from HubSpot to see how it’s done:
A good sales practice is to always follow-up to phone calls with an email reiterating the points you discussed in the call. This is not only a good way to keep track of the conversation, but it also gives you a chance to send over any relevant documents or data.
Here’s a business email template you can use to do this:
Most of your leads won’t turn into sales.
And that’s okay.
Some leads won’t buy because they’re either not interested or can’t afford your product.
A lot of leads, however, are interested in your products but just don’t have the time to commit to a purchase right now.
Instead of fading off the radar for such leads, send them a “break-up” email telling them that you won’t be mailing them anymore.
Here’s the template (credit: Attach.io):
This business email template gets everything right:
Humor – if you can make it work – is one of the most powerful sales weapons around. If your brand personality or the rest of your conversations have a humorous lilt to them, here’s a compelling sales template you can use:
Did one of your warm leads (or client) recently launch a new product or win a major accolade?
This is the perfect excuse to get back in touch and make a subtle push for your products.
Here’s a template from Yesware showing you how:
You can just as easily use this email template as a conversation starter with your target journalist. They wrote something recently about your niche. Compliment them about it or point out a unique point in the article that you loved.
This also gives you an opportunity to plug your company, product or service for a follow-up article. Using JustReachOut you can easily create a series of such templates and use them when the opportune moment strikes.
Implement this tactic right now with our software.Give It a Try Now!
If you run a business, you should periodically send relevant content to your prospects.
The reason for this is twofold: a) you get to show that you’ve been thinking about the prospect, and b) you get a reason to get back to your prospect’s inbox.
If you’re sending content to your prospects, here’s a business email template you can use (again, from Yesware):
Note how the email is short and keeps the congratulatory tone to a minimum. Flattery works, but only in tiny doses.
As an entrepreneur or small business owner, it is important to find new ways to start a conversation with the press rather than just sending them a fact sheet about your company. This makes for effective PR outreach.
Use this email template to share content that’s genuinely useful and interesting to your target journalist and it will kickstart a meaningful conversation.
Implement this tactic right now with our software.Give It a Try Now!
Your prospects have the same goal as you: to grow their businesses.
Introducing them to someone who can help them reach this goal is a win-win for everyone involved. You get into your prospect’s good books, while the prospect expands her network.
Here’s a good business email template to bring up an introduction:
If you’ve lost touch with a prospect, here’s an email from Yesware to start the conversation again.
Lots to love here, especially how it kickstarts the conversation by focusing on something relevant to the prospect.
As a business owner, you’ll often have to say no – to job applicants, to salespeople and to other businesses.
And if you’re a public figure, you’ll also have to say no to unsolicited questions and offers (something I can attest to personally).
It’s tempting to either not reply to such emails or reply back tersely. After all, you’re short of time and you have a business to run.
But I believe otherwise – if you can be gracious and generous even in your rejection emails, your readers, prospects and future partners will love you even more.
This template comes from Michael Hyatt who, as the former CEO of a major company and the owner of a popular blog, knows a thing or two about unsolicited email.
This business email template deals with an unsolicited job application:
Michael’s email is extremely kind and has the same steady, generous tone of his blog. Plus, it’s easy to personalize and doesn’t look like a cookie-cutter automated email.
Here’s what I love about it:
If you’re in any kind of visible leadership position, you’ve likely received emails from other business people asking you for advice or “just 20 minutes of your time”.
While you would love to help them out, you just don’t have the time.
Here’s how Michael deals with this (while generating leads for his services):
This has the same gracious tone as his job application rejection email, except it also includes a plug for his consulting and speaking services.
A lead might have read dozens of blog posts and followed you across social media. But the first business email template you send the lead is the actual start of your business relationship. After all, this is the first intimate, direct conversation you’ve had with them.
For an effective inbound process, you should resist the urge to sell here. Instead, do what you’re already doing – helping the lead.
Here’s a template for following up to an inbound lead:
Notice these things:
Did you know that responding to an inbound lead within 5 minutes increases chances of conversion by 900%?
Obviously, you can’t send a highly personalized business email template in 5 minutes. The best you can do is to personalize a template and send it automatically to every incoming lead.
Here’s a template you can use for this:
This email doesn’t require a lot of information to sound like it’s personalized. You can:
Both the above templates come from HubSpot
Let’s say you want to expand your business to a new area (say, cybersecurity). Your friend, Mike, asks you to get in touch with his friend, Matt, who is an expert in cybersecurity.
What kind of business email template should you send Matt?
Here’s a template from Danny Rubin for this situation:
As far as emails go, this is pretty straightforward – and that’s exactly the point. In an introduction email, you want to be compact and precise – tell recipients who you are and what you need from them. The fact that you’re coming from a common contact means that you already have their attention.
This email does that perfectly.
This isn’t really all of you will have to do, but if you have a product or service people can sign-up for (like JustReachOut), the “welcome” email will be one of the most important emails you send.
After all, this is the first email you send out to new users. You want this experience to be positive and informative. How the user sees you and your product/service will depend on this first interaction.
Here’s a business email template from Dan Martell of Clarity that works particularly well:
Look what Dan’s doing here:
Just like my last post on email templates, I want to close by giving you a list of resources you can use to learn about business email.
In fact, I’m even going to reuse the
These are resources I’ve personally used to build connections, score interviews, get guest spots, introduce new people, and of course, make sales.
Here you go:
Whenever I get stuck or can’t think of anything worthwhile to say in my emails – or how to say it – I head to GoodEmailCopy.com
This site curates emails from some of the web’s best brands. Use it to find inspiration and to see how the world’s best brands increase conversion rates.
The pros will tell you that the best way to increase your email conversion rates is to segment your email list. People who downloaded your “guide to social media” will be much more likely to open your social media related emails than those who read only growth hacking content on your site.
This guide from Zapier is a great place to start.
Marketing automation is how small businesses can compete with the big boys.
It’s like having a huge marketing team of your own, minus the costs.
This guide from GetResponse will help you get your feet wet with email autoresponders. If you’re new to marketing automation, marketing funnels and general email conversion optimization, this is a great post to start.
Want to send emails to a top of the funnel customer? How about a late funnel customer who is just about to buy from you (and needs a final push)?
These 25 emails cover every stage of the customer lifecycle. Reference it when you’re stuck for ideas and need some guidance.
How do your business emails stack up against the competition?
Use this benchmark data from HubSpot to figure it out.
I’ve touched upon welcome emails only too briefly. This post from Emma goes much, much deeper than I could go. A MUST read if you’re writing emails to welcome your new users.
Crafting a great email is only one half of the business email equation. There are plenty of other nuts and bolts you need to tinker with to get actual sales and conversions.
This post from the always great Peep Laja throws light on some tactics you can use to turn email opens into $$$.
Marketing is all about testing, and that includes your business emails.
But how can you A/B test your emails?
Read this post from Zapier to find out.
So that’s a wrap! I hope these templates and resources have been as useful to you as they have been for me.
Before you go, make sure to download the templates which I’ve personally used to get a response from some of the world’s busiest people.
Written by Dmitry Dragilev
I'm the founder of JustReachOut.io which helps 4,000+ small businesses and entrepreneurs pitch press and get exposure daily without any help of PR firms. See more here.
Have a look on our free professional email templates and samples! form of written communication in the business and professional world.
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In recent weeks, everyone’s inboxes have been bursting with emails, with businesses encouraging them to subscribe anew or opt-in again. This is being done in response to General Data Protection Regulation (GDPR), the European Union’s new privacy law, which is coming into effect on May 25th, 2018. This exercise will reaffirm subscribers’ consent to stay in the businesses’ database for continued mail communication or email marketing.
Know what is GDPR and five important things about it through this blog.
GDPR will affect business email marketing strategies in 2018 as it includes some very important consumer rights for European traffic. Till now, companies were freely increasing their contact databases which they used for email campaigns. They used email addresses and contact details, without the consent of a customer, for email marketing. But now, this will not be possible.
GDPR, governing the collection, storage and usage of EU citizens’ data, gives consumers the right to manage their own data and make preferences to have more control over how much personal data they want shared with a business and for what purpose a business can use it. Businesses will have to obtain consent from consumers before storing and processing personal data, especially if using it for sending marketing mails.
This change will also decrease the stigma built around email campaigns and the volume of spam mails that customers receive on day-to-day basis.
Emails are truly the bedrock of digital marketing strategies as DMAs email tracker 2017 reports that email receives 30 times ROI on an average.
95% of respondents rated it as ‘important’ or ‘very important’ to their organization.
Therefore, for an email marketer wondering how do I use email marketing effectively, it is crucial to understand that:
Above stats from DMA INSIGHT: MARKETER EMAIL TRACKING STUDY 2017 show preferences of consumers, what they expect from their email marketers. They want discounts, free gifts, loyalty rewards and consistently opt for money off.
Email communication to clients and prospects:
Communication is surely a hard work. So, to help you with writing best business emails, we’ve rounded up some of our favorite scripts and templates for making professional email writing much easier and less time consuming.
These emails help you to connect with your previous or existing leads or clients with your services, through different platforms and methods. They help you reach buyers from time to time and also keep them involved and engaged in your business products.
Lead nurturing email example:
Subject: Step by Step assistance for your cloud business
Thank you for showing interest in ZNetLive Cloud Managed Services. By taking this initial step, you are already well on your way to meeting your goals and streamlining your cloud journey.
We offer a FREE, one-hour consultation with one of our managed experts who first understand requirements of your digital business and then provides step by step assistance for your cloud journey.
Please let us know if you would like us to assist you in managing your cloud business. Give us a call at 1-800-102-9638
Lead nurturing email template:
Subject: Step by Step assistance for your <<_________>> business
Hi ( First Name],
Thank you for showing interest in (YOUR PRODUCT/SERVICE).
By taking this initial step, you are already well on your way to meeting your (GOALS THAT YOUR BUSINESS CAN HELP YOUR PROSPECT MEET).
We offer (DESCRIBE A SPECIAL OFFER). (DESCRIBE THE VALUE AND BENEFITS OF YOUR OFFER FOR YOUR CUSTOMER).
Please let us know if you would like us to assist you (SOLUTION)!
Give us a call/email us at (INSERT YOUR CONTACT INFORMATION).
These types of emails are used to describe and promote a specific product. In this, generally one single offer is clubbed with a call-to-action that’s linked to the targeted landing page, specifically conceptualized for that specific offer.
These emails are termed as best promotional emails. They include announcement of special discount offer/coupon offers or free trial offers on service (s)/product(s).
So, the mail copy with discount offer should be brief, but should convey the offer’s value. In addition, make sure that call-to-action (CTA) link is large, clear and uses actionable language. You can also use visuals like below example.
Discount offer email example:
Subject Line: Upto 50% Off on ZNetLive’s Enterprise Cloud – 1
We are pleased to inform you that once again we have come up with the Special Discount Offer on ZNetLive’s SSD Cloud VPS – the most availed and unmatched offer of May 2018.
Being our valued customer at ZNetLive, you can take advantage of our 50% discount offer on all the plans of SSD Cloud VPS.
For just half the price, ZNetLive will help you optimize your website to the best. Hope you will take advantage of this great opportunity.
Reach out to us for any help by emailing us at [email protected] or call us directly at (91)-(141)-(4070666)/1-800-102-9638
Discount offer email template:
Subject Line: (BRIEF DESCRIPTION OF OFFER)
Dear (FIRST NAME),
We are pleased to inform you that once again we have come up with the (Special Discount Offer) on (SERVICE/PRODUCT NAME) for (VALIDITY OF OFFER).
Hope you will take advantage of this great opportunity (SPECIFY THE VALUE OF YOUR OFFER).
Reach out to us for any help by emailing us at (YOUR EMAIL ID) call us directly at (YOUR PHONE NUMBER).
( FROM NAME)
These business emails are used for product launch campaigns and are a bit tricky as the mail needs to be brief, but should convey the product’s importance for the mail recipients.
Product launch email example:
Subject Line: Introducing Advisory Club at low joining fee
We are excited to introduce our new program, Advisory Club that has been designed to help budding businesses as well as established enterprises sell and bundle cloud solutions, leveraging ZNetLive’s cloud expertise.
This roll out features automation platform, SEO friendly marketplace, white labelled support and resource center with increased profit margins and optimized costs.
The advisory club membership cost starts from only INR 999 per month.
Contact our Advisory Success Team and ask them to sign you up for the club membership.
Be one of the first ones to use it!
Advisory Success Team
Product launch email template:
Subject Line: (YOUR LATEST OFFERING NAME WITH ONE LINE DESCRIPTION)
Dear (FIRST NAME),
We are excited to introduce our new (BRIEF OUTLINE OF NEW PROGRAM/PRODUCT OR SERVICE). (GIVE A BRIEF DESCRIPTION OF YOUR NEW OFFERING MENTIONING KEY POINTS).
(DESCRIBE THE BENEFITS/FEATURES OF YOUR NEW OFFERING). (SPECIFY THE VALUE OF YOUR OFFER).
(TELL PEOPLE HOW TO GET THE NEW OFFERING).
Contact our (INSERT CONTACT INFORMATION), if you have any questions or if there is anything else we can do to help you.
Email can be a great vehicle for promoting an upcoming event like a webinar, a round table conference or a joint event that you’re hosting with your co-marketing partner.
To invite your customers to the scheduled event and motivate them to register, it’s essentially important to clearly showcase why that event is worth their attendance. You can do so by creating an e-invite.
Business event invitation email example:
Subject Line: Webinar Invitation | Multiply your profit margins with ZNetLive Advisory Club.
Hope you are doing good. You are invited to attend our FREE webinar “Increase your profit margins and optimize your cost with ZNetLive Advisory Club.” to help you grow profitable business in cloud. This is a special webinar for our valued customers only.
Date: Friday, 25 May 2018
Time: 4PM – 5PM IST
Speaker: Ms. Barkha Singh(Chief Marketing Officer, ZNetLive)
We will be discussing:
I look forward to your participation during the webinar. Please book your seats soon.
Hope to e-meet you soon!
Chief Marketing Officer
Business event invitation email template:
Subject Line: INVITATION (NAME AND BRIEF DESCRIPTION OF THE EVENT)
Dear (FIRST NAME),
Hope you are doing good. You are invited to attend (EVENT NAME) to (BRIEF DESCRIPTION OF THE EVENT).
Optional – (DEFINE THE ISSUE YOUR ATTENDEES ARE FACING AND WHAT SOLUTION YOU ARE OFFERING).
(DATE)/(TIME AND TIME ZONE)/(VENUE)/(SPEAKER(s)NAME)
We will be discussing:
(MENTION AGENDA OF THE EVENT OR LIST FEW BENEFITS THAT YOUR ATTENDEES WILL RECEIVE FROM THE EVENT).
For Sign up, add a big button (REGISTER HERE) with event link, if possible.
Hope to see you soon!
Besides above professional email samples, there are other transactional emails like – Thank you for making purchase, Confirmation mails, Feedback mails /reviews, Newsletter emails and more.
Let us know your feedback in comments section.
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Lipika Is a fun loving person who enjoys writing. She loves learning about all things technical and loves guiding others about it. In her free time, she likes dancing and listening to music. You can catch her at Google+.
Email Sample: You work for the finance department of a company. A customer has telephoned to say that you have charged her too much for.
These email templates have made an impact on our bottom line, and now they’re yours.
Our earliest customers.
The first influencers who would help us successfully launch our blog.
Our biggest integration partners.
Nearly every single big win we’ve achieved that relied on getting somebody else to do something…
…they all started with an email.
Of course, there’s more to getting what you want than simply sending emails. There’s plenty of background work.
But the fact remains that asking for right things, the right way, can take you very, very far.
In preparing this post, I—and a couple of teammates—searched our “Sent” folders for dozens of keywords that would suggest we were emailing to make a request of someone, and we came up with thousands of results.
We’ve always tried to share as many of our successful emails as possible, not only for transparency’s sake, but because our content is that much more valuable when anyone reading it can simply take the email we used, drop it into their own email composer, do a bit of personalization, hit send, and achieve results.
Today, I’m going to share our best scripts that have helped us with everything from marketing to partnerships to product development and more.
Check out the screenshots of the scripts below, or, grab the word-for-word scripts (that you can copy and paste) using the form at the bottom of this page.
Not sure what to write about? The most effective topics are those that are pulled out of your readers (i.e., what they already want and need), versus those that are pushed on them (i.e. what you think they should read about). Use this script to pull great topics from your audience, whether they’re existing customers or not.
It’s no secret that influencer outreach has been key to the growth of this blog. Use this script to reach out to influencers to get help with your content (and set yourself apart from the 99% of marketers who simply email with an ask “for a quick share”).
After getting feedback on your content, come back with an ask.
Guest posting gives you access to large new audiences that others have spent years building. Use this script to build those relationships.
When a reader subscribes to your email list, your email autoresponder becomes responsible for nurturing them into customers. The first email should set their expectations for what they’ll be receiving from you, include a few personal touches, and show them how to unsubscribe.
The next day, send an email with a link to your most popular posts. This makes it easier for someone new to your blog to dive in and start with the content that others have found most valuable.
A few days later, follow up with links to some of the guest posts you’ve published elsewhere around the web.
Finally comes the ask. Reiterate the value that you’ve delivered over the past couple of weeks, explain what your business is and does, and invite the subscriber to engage.
When you’re first starting to build your business, use this script to validate your idea, collect feedback and better understand how to build the right solution for your market.
If you already have a customer base, then use this script to set up calls with your customers to ensure that you’re keeping their real needs—and not just your assumptions—front and center.
This email goes out to every single person that signs up for Groove. The insights we’ve gotten early on from the responses have been game-changing. We’ve been able to transform our messaging based on what we learned is most important to new customers, and we’ve been able to build deeper relationships with those customers by helping them with whatever unique goals or challenges drove them to sign up.
Customers that are on their way out the door can offer incredibly valuable insight into what you can do better. Use this simple email to collect useful feedback.
Testimonials are a powerful marketing tool that give you credibility and help your prospects determine if your product or service is right for them. This script is useful when you’re looking to collect general testimonials.
This script, on the other hand, is designed for when you need a testimonial to speak to a specific feature. If you feel that your customer doesn’t have much time or isn’t too comfortable writing, consider this approach instead.
Extended downtime is one of the toughest and most nail-biting experiences for any tech business. It hurts, but how you come out on the other side comes down to how well you communicate with your customers during the ordeal. Here’s how we first reported on one bad experience two years ago to our customers:
Send constant updates until the issue is resolved.
And be sure to follow up once you’re back up with a deep, heartfelt apology and clear plan forward.
Sending effective emails is a critical part of doing business online. I hope that by pulling back the curtain on some of the emails that have worked best for us, this post helps you save time and get better results in your own email efforts.
Alex TurnbullAlex is the CEO & Founder of Groove. He loves to help other entrepreneurs build startups by sharing his own experiences from the trenches.
Give your business correspondence a professional polish with this accessible and classy letter template.