WEB-STIL

Struggling to grow your client base without breaking the bank? Email marketing delivers up to 3600% ROI — $36 for every $1 spent. Automated workflows drive results even further, generating 320% more revenue than standard email campaigns.

At FEED.The Agency, we relied on referrals for 90% of our clients. But with a tight budget and no room for pricey ads, our growth hit a wall. We needed a fast, cost-effective solution — so we turned to automated follow-up email workflows.

That shift paid off. Our automated sequence brought in $100,000 in just 30 days. Best of all, we did it with free HubSpot tools, which is proof that you don’t need deep pockets to drive big results. Now, I’m sharing the process and tools that worked for us so you can build your own high-converting email workflows and start closing more deals today.

Table of Contents

• What is an email sequence?
• How long should an email sequence be?
• How to Create an Email Sequence
• Email Sequence Examples
• 7 Email Sequence Examples
• The Email Sequence That Made Us $100,000
• Email Sequence Best Practices
• From Theory to Practice: Implementing Your Email Strategy

What is an email sequence?

An email sequence is a set of automated emails that you send to prospects, users, or customers through automation software.

Specific actions or time-based conditions trigger each email in your sequence. Common sequences include welcome emails, onboarding sequences, and lead nurturing campaigns.

Why create an email sequence?

Email sequences combine automation and personalization, allowing you to scale meaningful relationships while optimizing time and resources. Here are four more reasons why you need to create an email sequence.

1. You can build stronger relationships with potential customers.

I’ve learned that strong customer relationships happen because you show up. Regular emails keep your brand front and center because people buy from brands they remember. But visibility alone won’t cut it.

You need trust. And trust comes from consistent, valuable communication.

Share useful content, tips, and resources tailored to their needs. When your audience sees you as a source of value, you’re no longer just another brand in their inbox.

2. You improve conversions and sales.

Sales don’t happen overnight. You have to warm up cold leads, turning skepticism into curiosity, then curiosity into action. Educational emails, case studies, and customer stories make your product feel real because nothing convinces like proof.

When the timing is right, send out behavior-based email promotions. Abandoned cart? Nudge them with a reminder and maybe a discount.

3. You can segment and personalize outreach.

Not every customer wants the same thing. So why send everyone the same email? Segment your audience by behavior, preferences, or purchase history. Because when people get emails that feel like they were written just for them, they engage.

Trigger personalized follow-ups: “Since you rocked our winter jackets, here’s 20% off the scarves that complete your look.”

I’ve seen how even small personal touches like referencing their past purchase can transform a cold lead into a loyal customer.

4. You can gather insights and improve marketing.

You can’t improve what you don’t measure. Track open rates, clicks, and conversions not just for numbers but for answers. What’s working? What’s falling flat? A/B testing helps you find out.

Try two subject lines: Which one gets more clicks? Change your CTA: Which one drives action? I always remind myself: Data isn’t the goal, it’s the guide.

The real power is in what you do next. If open rates drop, I rethink the hook. If clicks lag, I tweak the offer.

Why are automated email sequences so powerful?

When you write your emails beforehand and set them up with email marketing automation to reach your email list, you can follow up with prospects automatically. Automation drives timely follow-ups, keeps leads warm, and eliminates extra manual effort. Plus, you can personalize sequences at scale to boost engagement and conversions.

This is not just theory. Automated email sequences drive real results. Here is how we proved it at FEED.

We built a follow-up sequence using HubSpot’s free Email Templates tool. In 30 days, it generated $100,000 and drove a 215% revenue increase.

How? Short emails. Clear CTAs. Follow-ups every three days. Engagement soared, and conversions followed.

The results were clear. Structured sequences, timely follow-ups, and strong CTAs are not just best practices — they are revenue drivers. You can replicate this success with your own sequences.

Tools you need to create an effective email sequence:

• Lead Generation Form. Capture leads with a form that matches your offer — like “Download our guide” — to ensure a qualified audience. Start by deciding how you will collect information, working backward from your goal of sending the email.
• Email Builder. Segment your lists and tailor sequences to user behavior. For example, create different flows for cold leads and warm prospects. Look for a tool with list-segmenting capabilities, an intuitive design interface, and a reasonable send limit for your pipeline.
• Subject Line Checker. A/B test subject lines to maximize open rates. Use a subject line testing tool to fine-tune your subject lines before you hit send. If your subject line flops, nobody reads the email, no matter how good it is.
• HubSpot Email Marketing Tool. Build sequences with HubSpot’s free templates and automate your outreach with ease.

Get started with HubSpot. HubSpot’s Email Marketing Tool is a great place to begin building personalized email sequences for your prospects or customers. Start using their free templates and customize your first sequence for a specific audience segment.

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How long should an email sequence be?

When we set out to design an automated email sequence, we quickly realized there was no magic number.

The length depends entirely on who you’re talking to, where they are in their buying journey, and how long your typical sales cycle runs. But here’s what mattered most to us: every email needed a job.

Defining Our Goals: What We Focused On

Here’s how we approached our nurturing sequence:

• Educate prospects along their path to purchase. We started with emails that shared customer success stories and practical tips.
• Handle objections before they arise. We addressed common concerns upfront, using FAQs and a comparison guide that highlighted our unique edge.
• Establish our authority and build trust. Our welcome email shared industry insights and a free resource, positioning us as experts from day one.
• Stay top-of-mind until they’re ready to buy. We followed up with value-packed newsletters. No hard sells, just helpful insights.

As we refined our sequence, we looked to successful examples in the field. Take food photographer Regan Baroni. She mastered the art of nurturing leads while positioning herself as an industry expert. Here’s how her approach inspired us:

• She used free resources — like “5 Tips for Better Food Photos” — to educate and engage her audience.
• She addressed objections (“Can I afford professional photos?”) with case studies that showed how her work boosted her clients’ bookings.
• She built trust by sharing her process upfront and highlighting testimonials from happy clients.
• She stayed top-of-mind with a monthly newsletter offering photography tips and behind-the-scenes content.

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Key Takeaways for Your Next Email Sequence

In the end, it wasn’t about how many emails we sent — it was about how well each one guided prospects toward a decision. Here’s what we learned:

• Make every email count. Focus on education, trust, and consistent value.
• Address objections head-on. FAQs, comparisons, and testimonials help prospects move forward.
• Stay helpful, not pushy. Nurture your audience with insights, not just offers.

The takeaway? Build sequences that nurture, not nag. Give value, answer objections, and stay helpful every step of the way.

How to Create an Email Sequence

So, we’ve covered what email sequences are, when to use them, and how long they should be. Now, let’s dive into how we create personalized sequences tailored to our audience and how you can do the same.

1. Determine the sequence’s purpose.

Before building our automated workflows, we got crystal clear on why each sequence existed. Every sequence needs a job. Are you:

• Driving a direct action? (e.g., booking a demo)
• Nurturing a lead? (e.g., turning ebook downloads into SQLs)
• Re-engaging cold contacts? (e.g., reviving dormant leads)

When you define the goal upfront, you can measure success and guide prospects toward the next step in their journey. Here’s how we approached it.

Follow-up Sequence: Converting Conversations Into Demos

Prospects are most engaged right after a conversation. This is your moment to drive action.

How we structured ours:

• Email 1. Recap the conversation and share promised resources. (Sent immediately)
• Email 2. Follow up with a client success story or testimonial. (Day 3)
• Email 3. Send a friendly nudge with a calendar link. (Day 5)

Here, our KPI was a prospect booking a meeting through our scheduling software.

Nurturing Sequence: Turning Content Leads Into SQLs

Not every lead is ready to buy, but they are ready to learn. Educational touchpoints build trust and keep you top-of-mind until they are ready to engage.

How we built ours:

• Email 1. Provide a resource aligned with the ebook they downloaded.
• Email 2. Share a webinar invite or a case study tackling their pain point.
• Email 3. Softly introduce your solution with a CTA like “Ready to explore how this could work for your business?”

Our nurturing campaign didn’t just educate. It converted leads into sales-qualified leads (SQLs) and primed our pipeline for success.

Whether you’re following up, nurturing, or re-engaging, every sequence should have a clear outcome.

2. Identify the enrollment criteria (or trigger) for the sequence.

You’ve built your email sequence. Now what? Without the right triggers, it just sits there, waiting. Triggers are what launch your automation at the perfect moment, turning clicks, downloads, and meetings into real opportunities.

When we set up our automated workflows, enrollment criteria were everything. They’re your automation’s “on switch,” the rules that decide who gets your emails and when.

Set them right, and your workflows run smoothly, delivering emails when they’re most effective. Set them wrong or skip them, and you risk losing leads before they even reach your inbox.

Common Enrollment Triggers (and When to Use Them)

Different triggers serve different goals. Choose the ones that match your sequence’s purpose.

Lead Capture Triggers: Start nurturing sequences when a lead takes action.

• When a contact submits a form (e.g., downloads an ebook).
• When a contact subscribes to your newsletter.

Behavioral Triggers: Follow up based on what a contact does.

• When they visit a high-intent page (like pricing or case studies).
• When they click a key link in an email.

Lifecycle Stage Triggers: Automate sales outreach based on lead qualification.

• When a contact moves from MQL to SQL.
• When they engage with a specific sales pipeline deal stage.

Event-Based Triggers: Respond immediately to key moments.

• When they book a meeting (send a confirmation and pre-call resources).
• When they miss a meeting (trigger a re-engagement sequence).

How We Used Triggers

Here’s how we applied these triggers with our automated workflows:

• Sales Follow-Ups. We manually enrolled qualified leads after discovery calls using our CRM. No hot lead got left behind.
• Content Nurturing. A simple ebook download triggered a three-step nurturing sequence that moved leads from interest to SQL.
• Demo No-Shows. A missed meeting auto-triggered a follow-up sequence with a new calendar link and a friendly re-invite.

Each trigger ensured our automation reached leads at exactly the right time — when engagement was highest.

Pro tip: No matter which triggers you use, your automation is only as good as your data. We learned this the hard way — one misconfigured property caused us to email old leads with the wrong offers (ouch). Now, we regularly audit our CRM to ensure every trigger is accurate and every workflow fires as expected.

If you’re using HubSpot (like we did), you can create triggers using properties like page views, form submissions, or lifecycle stages.

Bonus: HubSpot’s built-in filters help ensure only qualified leads enter your sequences — so you send the right emails to the right people. Learn more about HubSpot’s enrollment criteria here.

3. Determine the duration of the sequence and the number of emails required.

Your prospects’ inboxes are crowded. Hundreds of emails compete for their attention every day. So, how do you make yours the one they actually open, read, and act on? It starts with getting your timing and touchpoints just right.

When we built our automated workflows, we didn’t guess how many emails to send or when to send them.

We built our cadence around the buyer’s journey. The length and frequency of the sequence had one job: Move leads step-by-step toward conversion without overwhelming them.

Here’s how we planned our sequence and how you can, too.

Sales Follow-Up Sequence: Matching the Sales Cycle

Since our average sales cycle was about 30 days, we planned twice-a-week touchpoints, enough to stay top-of-mind without spamming. That meant:

• 8 emails over 30 days. We spaced them out to nurture interest, answer objections, and drive action.
• Each email had a purpose. From recapping the conversation to sharing success stories and offering a clear path to book a demo.

The result? Higher engagement and more meetings without adding more manual follow-ups to our workload.

Nurture Sequence: Pacing for Long-Term Engagement

When leads downloaded our ebook, we knew they weren’t ready to buy yet. Instead of rushing, we built a slower, value-driven sequence:

• Five emails over 45 days, delivered weekly.
• Each touchpoint delivered actionable insights, case studies, or resources to educate. By the time we introduced a soft CTA, our leads already trusted us, which made conversions easier.

Short Follow-Up Sequence: Timing for Warmer Leads

Not every sequence needs eight emails. For follow-ups after face-to-face meetings, we kept it short and personal:

• Three emails over seven days, then a task to follow up by phone (automated through our CRM).
• Short, friendly reminders plus a “just checking in” note kept the conversation going without feeling pushy.

Our Framework for Sequence Planning

When mapping your sequence, start with your goal and work backward:

It’s not about how many emails you send. It’s about when and why you send them. The best sequences meet prospects where they are — with the right message at the right time.

4. Write the emails for the sequence.

Once we had our sequence mapped, it was time to write emails that didn’t just land in inboxes. They hit a nerve. Forget generic “just checking in” emails.

We built every email around a pain point our prospects were already feeling, then showed them how to fix it.

Here’s how we approached email copywriting and how you can, too.

1. Every email had a job built on pain, not a pitch.

We refused to write “just following up” emails. Every email attacked a frustration, showed what it was costing them, and then offered a way out. Our emails did one of three things:

• Expose a pain. Call out a problem they already know is killing their progress.
• Agitate the cost. Show them what happens if they don’t fix it without fear-mongering.
• Offer a path forward. Position the call-to-action (CTA) as relief from their frustration.

2. We wrote evergreen emails but made them feel personal.

To scale, we kept emails evergreen, but every line felt like it was written just for them. We did this by:

• Behavior-based hooks. We started every email with why they were getting it.

• “I noticed you downloaded [resource], so you might be hitting this roadblock…”
• “You visited our pricing page, so I’m guessing [common hesitation] might be on your mind.”

• Sharp personalization. We went beyond personalization tokens and referenced their role, problem, and industry.

3. Our proven pain-point email structure.

We used a simple structure that kept every email short and impossible to ignore.

• Subject: Name the problem or consequence (“How long can you afford this?”).
• Opening: Go straight to the pain. Skip the small talk.
• Agitate: Show what it’s costing them.
• Solution: Offer a way out. Keep it short.
• CTA: Simple, low-commitment action (“Want to see how this could work for you?”).

Example 1: “Silent Killer” Email

Sent: When they downloaded a resource.

Subject: [First Name], is [pain point] quietly killing your pipeline?

Hi [First Name],

You downloaded [resource], which tells me you’re trying to fix [problem]. But here’s the thing:

The biggest killer of pipeline deals isn’t a bad product. It’s silence.

And that silence usually happens because:

• Your follow-ups come too late or not at all.
• Your emails blend into a sea of “just checking in.”
• You stop reaching out after two touchpoints (when most conversions happen after five).

The cost? More lost deals. More ghosted demos. And more “we went with someone else” emails.

Want to see how [Company X] fixed this and booked 35% more demos without manual follow-up?

Here’s a quick link to chat: [Calendar Link]

[Your Name]

Example 2: “Stop Wasting Warm Leads”

Sent: To pricing page visitors

Subject: [First Name], how many warm leads are you losing like this?

Hi [First Name],

Saw you checked out our pricing page, so I’m guessing you’re weighing your options. But here’s the real cost to consider:

How many warm leads are you losing before they even decide?

Most teams don’t lose deals at the pitch; they lose them in the follow-up gap. Here’s why it happens:

• Your fastest competitor responds first (and wins the deal).
• Leads go cold when they don’t hear from you quickly enough.
• You give up too soon. Most conversions happen after 5+ touchpoints, but most teams quit after 2.

We built an automated workflow that fixes this, and it helped [Company Y] increase conversions by 40%. Want to see how it works? Here’s a time: [Calendar Link]

Best,[Your Name]

Example 3: “They Chose Someone Else”

Sent: To handle objections

Subject: [First Name], here’s why they went with your competitor.

Hi [First Name],

Ever lost a deal to a competitor and thought: “But we were the better fit”?

It wasn’t your solution. It was your timing. Here’s why most teams lose deals they should win:

• They reply too slowly: By the time they follow up, the prospect’s moved on.
• Their follow-ups sound like templates. Zero relevance, Zero replies.
• They stop too soon. 80% of deals need 5+ touchpoints, but most teams quit after 2.

[Company X] fixed this with an automated follow-up sequence that:

• Replied to new leads within 5 minutes — automatically.
• Sent 6 touchpoints over 21 days — without adding manual work.
• Increased demo bookings by 40% — without hiring more reps.

Want to see how this could work for your team? Let’s find 15 minutes: [Calendar Link]

Best,[Your Name]

Pro tip: The highest-converting emails don’t “sell.” They expose the pain your lead is already feeling and make your solution the obvious way out.

5. Build the emails using email software.

With our emails written and ready to convert, it was time to bring them to life in our email software. This is where strategy meets execution because even the best emails won’t drive results if you build them poorly or send them at the wrong time.

Here’s how we built our emails.

Sales vs. Marketing Emails: Matching the Build to the Goal

We didn’t treat every email the same. We matched how we built the emails to what they needed to do.

• Sales Sequence Emails. Plain-text, no heavy formatting because personal, one-to-one emails from a rep drive more replies.
• Marketing Nurture Emails. Structured layouts with headers, CTA buttons, and visuals because these emails needed to educate, nurture, and drive clicks.

Here’s how we build out emails:

1. Copy the text into the Email Builder. Paste directly. No fancy formatting that breaks on mobile.
2. Match the email to its goal.

• Sales emails: Plain-text with a clear reply prompt.
• Marketing emails: CTA buttons, headers, and scannable sections.

3. Add personalization tokens. [First Name], [Company], or [Last Action] — small touches that make a big impact.
4. Embed tracking links. Add UTM parameters to every CTA to measure performance.
5. Set previews and snippets. Write preview text that complements your subject line — don’t leave it to default.
6. Check mobile view. Test button sizes, font spacing, and load times.
7. Test deliverability. Run a spam check to catch issues before hitting “send.”

Pro tips:

• Use plain-text for sales and visuals for nurture. Sales emails should feel like personal outreach, nurture emails should guide clicks.
• Keep emails under 125 words. Short emails are less overwhelming and get more replies.
• Be sure all images have ALT text. If images fail to load, your message still gets through.
• Over half of your leads will open on their phone — make it easy to read and reply on mobile.

Great copy without clean, mobile-optimized delivery is like a billboard in the desert. Make sure your emails don’t just say the right thing. They should show up the right way, too.

6. Set up the automation.

This is where everything came together. With our emails ready, it was time to automate — because a sequence only works if it reaches the right lead with the right message at the right time.

Here’s how we set it up — and how you can, too.

Sequence Structure

When building automation workflows, every sequence followed this simple structure:

1. Trigger (When). What action starts the sequence? (e.g., Downloading a guide).
2. Action (What). What happens next? (e.g., Send Email 1).
3. Timing (Pacing). How long between each email? (e.g., Wait 3 days).
4. Logic (If/Then). What happens based on their behavior? (e.g., If they reply, exit the sequence).

Example: Our Sales Follow-up Workflow

Scenario: Following up with leads who booked a discovery call but didn’t convert.

• Trigger. Contact books a discovery call but doesn’t move forward.
• Email 1 (Day 1). Thank-you email + case study link.
• Wait 3 days. If no response …
• Email 2 (Day 4). Share a customer success story with a clear outcome.
• If they click the link, create a task for a sales rep to follow up personally.
• If no click after 5 days, Send a final “door closing” email.

Here are some resources for working with HubSpot’s automation tool:

• Creating Workflows
• Creating Sequences

Pro tips:

• I recommend starting simple triggers + follow-ups first — then adding conditions as you learn.
• Use delays wisely. A “Wait 2 days” delay outperforms immediate sends — less pressure, more response.
• Score your leads automatically. Add points for clicks, replies, or bookings — then notify sales when they’re hot.
• Add exit conditions. Stop the sequence if they convert — no one likes “Did you get my email?” after they booked.

7. Test the sequence.

We learned this the hard way: One broken link can kill a campaign, and one personalization error can kill trust. Testing isn’t a checkbox — it’s how we made sure every email worked before it reached a prospect’s inbox.

Here’s how we tested our sequences:

1. Proofread for clarity and errors. Triple-check spelling, links, and personalization tokens. If there’s a typo, readers will see it.
2. Test across devices. Don’t lose conversions to bad formatting or poor rendering on different devices.
3. Check deliverability. Run the email through a tool like GlockApps or MailTester — because emails that land in spam never convert.
4. Verify personalization tokens. Send a test email to yourself. If you see “[First Name],” so will your leads.
5. Test timing and triggers. Preview the automation and run a test contact through the sequence — broken triggers mean broken campaigns.

In one of our early sequences, we missed a personalization token, and every email opened with:

“Hi [First Name],”

The result? A 20% drop in replies. Worse, some leads replied just to point out the error which is not great for trust. Since then, testing personalization has been our first checkpoint — every time.

Email Sequence Examples

You’ve sent follow-up emails, but what other sequences can drive engagement?

7 Email Sequence Examples

Let’s explore seven powerful email sequences you can use to captivate your prospects.

1. Nurturing Email Sequences

A nurturing sequence introduces the prospect to you, your company, and your offerings. It’s often called a welcome sequence. Subscribers may have downloaded an ebook or opted into a content offer, but that doesn’t mean they’re sales-ready.

A nurturing sequence builds trust by showing social proof, handling objections, and demonstrating value.

Here’s an example from Moment:

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This type of sequence is ideal for companies with short sales cycles, such as consumer packaged goods or simple B2B digital tools.

To get the best results from a nurturing sequence, I recommend focusing on educating your prospects, not selling to them. Share valuable tips, resources, or insights. Build trust, and when they’re ready to buy, you’ll be top-of-mind.

What I like: Moment uses its nurturing email to stay educational rather than salesy. It feels warm and authentic. The email builds trust by showing the value upfront without pushing the product.

If I were receiving it, I’d appreciate the helpful tips that make me feel like the company understands me as a customer. Plus, it’s short and sweet, just right for a nurturing email.

Pro tip: Keep these emails simple and value-focused. A short story, a testimonial, or a quick resource can work wonders.

2. Onboarding Email Sequences

After you sign up for a service, what’s the first thing you want? Clear direction. That’s where onboarding email sequences come in.

An onboarding email can be as simple as a welcome message or a straightforward outline of the next steps.

These sequences can be plain text and direct — you don’t need fancy designs. Since new customers expect to hear from you, open rates are usually high.

Here’s an example of an onboarding email from Writing From Nowhere:

What I like: I like how Writing From Nowhere keeps its onboarding email direct and approachable. It’s plain text, which feels personal — almost like a message from a friend.

The email offers a clear next step. No overload, just what I need. Because it’s simple and fluff-free, it sets the tone for a smooth working relationship: direct, fast, and trust-building.

Pro tip: Make the first email fast, friendly, and useful. Include a single, unmistakable action they can take immediately to get started.

3. Engagement Email Sequences

An engagement email sequence uses email to build rapport with prospects. The goal is to get them to click, reply, or share your content so you stay top-of-mind.

Here’s an example of an email in an engagement sequence from A Kids Book About:

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In this email, A Kids Book About promotes upcoming events with clear dates and titles, making it easy for readers to decide which ones to attend. The layout is clean, with event details front and center. No hunting for information. Plus, the subject line builds excitement without being clickbaity.

This type of sequence is perfect for brands with frequent events, launches, or content updates.

Engagement emails work best once you’ve already built some relationship — when recipients look forward to your emails.

What I like: This email gets straight to the point, with dates, titles, and why the reader should care. It feels organized but not overwhelming. The design makes each event easy to skim, which I’d appreciate if I were busy but curious.

What really stands out to me is how they balance promotion with value. They aren’t just saying, “Come to our event.” They’re making it easy for me to choose which event is right for me. If I were a subscriber, I’d feel like they respect my time by keeping it brief but useful.

Also, I love how they build anticipation without shouting. There is no over-the-top urgency; it is just, “Here’s what’s happening; we’d love to see you.”

That approach feels more authentic and community-driven, which perfectly fits their brand.

4. Conversion Email Sequences

A conversion email sequence is designed to drive action, whether it’s booking a meeting, scheduling a demo, or claiming an offer.

Unlike nurturing or engagement emails, conversion emails are direct: the goal is to turn interest into commitment. These emails should be clear, concise, and centered around a single CTA.

Great conversion emails often use these strategies:

• Identify the reader’s persona or archetype. Call out their pain points to show you understand their needs.
• Focus on a specific problem. Position your solution clearly and tie it to their goals.
• Keep one clear CTA. Don’t confuse the reader: one button, one action.
• Add social proof. Use testimonials or results to remove doubt.

Here’s an example from Yokel Local:

In this email, Yokel Local opens by addressing the different roles a reader plays in their business, immediately making them feel seen.

They zero in on a common pain point: struggling to generate leads. The email quickly shifts to a solution: Book a meeting to solve your lead generation challenges.

The layout is clean and purposeful: one bold CTA button, “Book a 30-minute free strategy session,” so there’s no confusion about the next step. Plus, they use customer results to build trust — letting outcomes, not promises, do the selling.

What I like: I really like how Yokel Local structures this email. It feels personal and targeted.

I also like how they identify the problem (too much work to do, taking their focus away from lead generation) and tie it directly to their solution (book a meeting for help). No jargon, no fluff.

5. Follow-up Email Sequences

A follow-up email sequence is designed to reconnect with prospects who haven’t responded to your initial outreach. Just because someone didn’t reply doesn’t mean they’re not interested.

They may be busy, unsure, or need a reminder. Follow-up emails are crucial for keeping the conversation alive without being pushy.

Great follow-up emails often:

• Keep it short and polite. Respect their time. Brevity is key.
• Acknowledge the silence. A soft nudge works better than a hard sell.
• Re-state the value or offer. Quickly remind them why they should care.
• Have one clear CTA. Make it easy for them to take action.

Here’s an example of a follow-up email:

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What I like: This follow-up email is simple but effective. It opens by politely checking in. No pressure, just a quick “Following up” to stay on their radar.

Then, it restates the value: solving their productivity problems. Finally, it closes with a clear, easy CTA, “Schedule a call,” making it effortless to respond.

The value reminder is quick but sharp. There is no long pitch, just a clear solution to their pain point (productivity). If I were on the fence, this email would remind me why I reached out without overwhelming me.

6. Re-Engagement Email Sequence

A re-engagement email sequence is designed to win back subscribers who have gone cold. People who stopped opening your emails or engaging with your content. The goal is to remind them why they signed up and rekindle their interest.

Great re-engagement emails often:

• Acknowledge the inactivity. Be direct. Let them know you’ve noticed they’ve been quiet.
• Offer value or an incentive. A free resource, discount, or exclusive content can re-spark interest.
• Make it easy to stay connected. One-click options to update preferences or re-subscribe.
• Give them an opt-out option. It’s better to clean your list than keep disinterested contacts.

Here’s one of our account deletion re-engagement emails:

What I like: I like how this email gets straight to the point. The subject line alone, “Your HubSpot account will be deactivated in 30 days,” grabs my attention because it’s specific and urgent. If I were disengaged, this would make me pause and consider taking action.

The design is minimal and effective: no clutter, no unnecessary images. Just a clear warning and a big, easy-to-spot “Sign in” button. I love this because there’s zero friction. One-click, problem solved.

Plus, they give me a deadline (30 days) but without panic-inducing language. The balance is perfect: firm but friendly.

7. Reminder Email Sequences

A webinar reminder email sequence is designed to ensure registrants don’t forget the event. Even if someone signs up, life gets busy, and reminders boost attendance rates.

Great webinar reminder emails often:

• Keep the subject line clear and time-sensitive. Simple lines like “[Webinar Name] starts tomorrow!” or “Don’t miss us at 2 PM!” drive urgency.
• Reinforce the key details. The time, date, and webinar link should be instantly visible.
• Offer an easy calendar add. A quick “Add to Calendar” button reduces no-shows.
• Build excitement with value. Briefly remind attendees what they’ll gain by attending.

Here’s an example from Dyspatch:

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In this email, Dyspatch does a great job of making the details crystal clear: the webinar title and time are right at the top.

What I like: I like how well-designed this email is. It’s straight to the point and easy on the eyes. The clean layout and bold headings make the essential details impossible to miss. I’d know exactly when and where to join the webinar within seconds of opening the email.

The best part is the direct “Join Webinar” button, which is clickable and right up front. If I were rushing between meetings, this would be a lifesaver. I hate when webinar reminders bury the link halfway down the page.

The Email Sequence That Made Us $100,000

What if you could turn a simple email sequence into $100,000 in 30 days? That’s exactly what we did — without paid ads, a huge list, or complex funnels. And now, we’re breaking down every step so you can do the same.

This sequence worked because it tapped into three powerful emotions that drive action:

• Recognition (Pride). People love being acknowledged as it grabs attention instantly.
• FOMO (Regret). If they don’t act, they’ll lose out on an opportunity their competitors might seize.
• Reciprocity (Gratitude). Provide value, insights, or tools, and they’ll feel compelled to engage.

Here’s exactly how we built this sequence, from finding the right leads to sending the perfect follow-ups. Every step, every email, and every insight that made this work.

Step 1. Find prospects who are mentioned in the news.

As a branding agency in the healthcare industry, the majority of our clients are doctors or dentists. To hit $100K in 30 days, we needed the right leads.

Our target? The doctors and dentists featured in the news. These professionals were getting attention but didn’t always know how to capitalize on it. That’s where we came in. Most businesses chase cold leads. We focused on warm prospects: professionals already being talked about who just needed help leveraging that visibility.

And the best part? These leads weren’t just warm — they were likely to reply because we weren’t selling, we were congratulating.

How We Found Them

1. Set Up Google Alerts to automate lead discovery.

• Go to Google Alerts.
• Enter industry-specific keywords (e.g., “orthopedic surgery” or “cosmetic dentistry”).
• Click Create Alert to get email notifications whenever relevant articles are published.

2. Use Feedly for Industry News (Curated Lead List)

• Sign up for Feedly and create a new feed.
• Add high-authority industry websites (e.g., KevinMD.com, TEDmed.com, AdWeek).
• Check the feed daily for doctors or dentists who are getting media coverage.

In the example below, we track the keyword “orthopedic surgery” in Google Alerts. After entering the keyword and my email address, I click “Create Alert.” Now, I will receive an alert any time the news mentions orthopedic surgeries or orthopedic surgeons.

Feedly is another tool to use when monitoring news topics. It is a space where you can privately organize and research topics relevant to you. It is an alternate tool Feed the Agency uses to discover doctors mentioned in the news.

To use the platform, add websites to your “feed.” When a website you’re monitoring publishes a new article, you’ll receive an alert within the platform.

For example, a website we follow in our industry is KevinMD.com. To add it to our feed, I:

• Click “+Add Content.”
• Enter the URL in the search bar: KevinMD.com.
• Click the green “+Feedly” button.
• Click “Add.”

In those four steps, we added KevinMD to our feed. TEDmed.com, AdWeek, and Advertising Age are other websites we’ve used to acquire new customers. They are examples of other websites I have added to my Feedly account.

To view the content from these websites, I click on the “Health” tab, where all the content appears at once.

Step 2. Send an email congratulating them on their news coverage.

Finding the right prospects is only half the battle. The first email determines whether they engage or ignore you. Our goal? A warm, non-sales introduction that stands out from the dozens of emails cluttering their inbox.

Using the free email templates builder from Sales Hub, here’s one of the emails we sent in our first outreach:

Subject: Dr. [Last Name], saw your feature — quick question

Hi Dr. [Last Name],

I saw your feature in [Publication]. Congratulations — great to see your expertise getting recognized.

Many doctors we’ve worked with tell us that after a big media feature, patient inquiries spike — but so do branding challenges. Suddenly, you’re more visible, but are the right patients finding you?

We recently helped Dr. [Similar Name] turn their media exposure into a 30% increase in patient inquiries — without relying on expensive ad campaigns or generic marketing.

If you’d like to learn how we did it, let’s set up a quick call. Please schedule 15 minutes on my calendar.

Best,

Matthew

Why this works:

• There’s recognition first. Opens with genuine congratulations, making the email feel personal.
• We use the pain point hook. Taps into a challenge they may not have considered yet.
• There’s a soft CTA. No “hard sell” or meeting request — just an offer to help.

If they don’t respond within 24 hours, we follow up with Email 2: A personalized and valuable offer.

Step 3. Send a follow-up email with helpful content personalized to their industry.

Not every prospect responds to the first email, and that’s normal. The key to a great follow-up isn’t just “checking in”; it’s offering something so valuable they can’t ignore it. This email shifts the conversation from a simple introduction to real value, positioning us as a trusted resource, not just another pitch.

Email Template – Follow-Up with a Personalized Tool

Subject: Dr. [Last Name], I made this for you

Hi Dr. [Last Name],

I know you’re busy, so I’ll keep this quick. I reached out earlier about your recent feature in [Publication] — and I put something together that might help you make the most of that momentum.

It’s a Physician Brand Differentiation Survey that reveals how your practice stands out, or doesn’t, compared to other top doctors in [City]. Most doctors are surprised by what they find.

See how your brand compares. Take the 3-minute survey here. [Insert Link]

When we speak, I’ll compare your results to those of the top physician brands nationwide. If you’d like to discuss your results, please schedule a time here: [Calendar Link].

Best,

Matthew

Add names whenever possible. Adding a doctor’s name to the survey increased our response rates.

Although it was a small tweak, personalization is a powerful tool. If this email fails to drive prospects to reply or book time on my calendar, I’ll send a second follow-up email using the “Trying to Connect” email template.

Step 4. Handling No response (The “Trying to Connect” Email)

At this point, we’ve sent two emails with no response. That doesn’t mean they’re not interested — it means they’re busy or undecided. This email keeps the conversation alive by removing pressure, offering flexibility, and making it easy to say “yes.”

Email Template – The “Trying to Connect” Email

Subject: Still interested? I can make this easy.

Hi Dr. [Last Name],

I know your schedule is packed, and I want to make this as easy as possible for you.

Many physicians tell me they’re too busy to think about branding — until patient inquiries slow down or competitors start taking market share. I’d hate to see that happen when a simple shift could keep you top-of-mind with the right patients.

I’m happy to accommodate your schedule, including early mornings or weekends.

Let me know what works, or schedule a time here: [Calendar Link]. If now isn’t the right time, just reply “later,” and I’ll follow up in a few weeks.

Best,

Matthew

Why this works:

• The message has a confident but low-pressure tone. No apologies, just an easy way forward.
• The writer reintroduces the pain point subtly. Reminds them why this matters.
• The writer gives them an easy out. “Reply later” reduces friction and keeps the door open.

If there’s still no response, we move to Email 5, the “Permission to Close” Email, where we introduce scarcity and force a decision.

This single email had the highest response rate of all the templates. Why? Offering extended hours could be the key.

Without mentioning explicit hours, prospects might automatically assume that scheduling times are during their business hours. Offering times outside of regular “9 to 5” hours can push prospects to take action.

Step 5. The Final Follow-Up (“Permission to Close Your File?”)

Silence doesn’t always mean “no” — sometimes, it just means “not yet.” But instead of chasing unresponsive leads, we shift the power dynamic. This email works because it gives them two options: engage now or lose the opportunity forever. The fear of missing out does the rest.

Email Template – The “Permission to Close” Email

Subject: Dr. [Last Name], should I take you off the list?

Hi Dr. [Last Name],

I wanted to follow up one last time. We’re finalizing our client list for the month, and I wasn’t sure if you still wanted to explore how to turn your recent media coverage into a patient growth strategy.

I don’t want to clutter your inbox if this isn’t a priority. But if you’re still considering it, now is the time — we won’t be reopening spots for another few months.

Just reply “yes” if you’d like to schedule a call or “close” if now isn’t the right time. Either way, I’ll take care of the next steps.

Best,

Matthew

Why this works:

• The message applies subtle scarcity. Frames this as a now-or-never decision.
• The email keeps it effortless to respond. A one-word reply makes it easy to act.
• The writer maintains authority. No begging, just a professional close-out.

If they don’t respond? We move on. The worst thing you can do is keep chasing dead leads.

Step 6. Improve your email sequence templates by measuring their performance.

A sequence is only as good as its results. Even a well-written email can fail if it’s sent at the wrong time, to the wrong person, or with the wrong message. That’s why tracking performance isn’t optional.

HubSpot’s free email templates tool allows you to measure open rates and click rates. These templates give you the potential to get similar results. Try it out. Create a free HubSpot account, open the email templates tool, and click send.

At Feed.The Agency, we measured email performance and made improvements as we saw fit.

We didn’t just track numbers. We used them to make strategic changes. Here’s what we measured:

• Open Rate. Did our subject lines work? (Target: 50% or higher)
• Reply Rate. Did the email drive engagement? (Target: 10% or higher)
• CTA Click Rate. Were people taking action? (Target: 15% or higher)
• Conversion Rate. How many leads booked a call? (Target: 5–10%)

Key insight from our testing:

One small tweak made a huge difference: We changed the subject line of Email #1 from “Free to chat?” to “Dr. [Last Name], saw your feature — quick question.” That alone increased open rates from 42% to 58%.

Our Email Optimization Framework

We didn’t guess our way to better results. We tested systematically by:

1. Identifying the weakest link. We identified the underperforming metrics: Open rate, replies, clicks, or conversions.
2. A/B testing. When running an A/B Test, we changed only one variable at a time: the subject line, CTA, or timing.
3. Tracking and comparing. We measured results over 7–14 days. Keep what works, discard what doesn’t.
4. Refining and scaling. We applied winning changes across the entire sequence.

If you don’t track and refine, you’re wasting money. The only way to build a high-performing email sequence is to test, tweak, and optimize it repeatedly.

Email Sequence Best Practices

No matter the kind of email sequence you’re creating, there are some best practices you have to keep in mind to ensure that you get the best results possible.

1. Set SMART goals.

Ever feel like your email sequences are just shots in the dark? That’s where SMART goals come in.

Before starting an email sequence, ask yourself: What do I want to achieve with this?

All email sequences have goals, but only SMART goals make success measurable. For example, a lead nurturing sequence might aim to gain 100 webinar signups in 14 days, while an abandoned cart sequence could target a 10% recovery rate within a week.

When setting goals for your sequences, make sure they’re SMART — Specific, Measurable, Achievable, Relevant, and Time-Bound. This framework ensures that you set realistic goals and achieve them on or before the deadline you set.

Here’s how to apply SMART goals in action:

For a welcome sequence, a goal could be: “Convert 5% of new subscribers to customers within 30 days by offering a limited-time discount.”

Without clear targets, your email sequence becomes guesswork. That’s why I think SMART goals are essential — they help you track success and adjust when needed.

Before you draft your first email, write down your SMART goal and how you’ll measure success.

2. Create an outline for your email sequence.

Ever stare at a blank page, unsure where to start your email sequence? That’s where an outline saves the day.

Creating an outline will help you determine how many emails will be in each sequence. Write down everything you want to include in your emails. When you’re done writing out your ideas, group similar topics into categories.

When grouping your ideas into categories, think about your sequence’s purpose. For example:

• If you’re launching a product, group emails into categories like ‘Product Benefits,’ ‘Customer Stories,’ and ‘Limited-Time Offers.’
• If you’re teaching a skill, outline categories like ‘Getting Started,’ ‘Common Mistakes,’ and ‘Pro Tips.’

Once your outline feels solid, work backward from your main goal. For example, if you’re teaching your subscribers how to start a podcast, your outline might include categories like:

• Choosing Equipment
• Recording Your First Episode
• Promoting Your Show

Outlines aren’t meant to be perfect. They’re roadmaps. Expect to adjust them as you write and refine your emails.

So, grab a notebook or open a doc and start writing down ideas for your next email sequence.

3. Write evergreen content.

Here’s the beauty of automated email sequences: You can write them once, and they’ll keep working for you day after day. Make your email content evergreen and relevant to everyone in the customer segment that’ll receive the sequence.

I recommend avoiding trendy jokes or information that won’t be relevant in the next couple of months. If you include these, you’ll have to constantly edit your email sequence, which defeats the purpose of saving time and providing your customers with a personalized experience.

Instead, write content that centers on your audience’s long-term goals or pain points, such as onboarding guides, case studies, or how-to resources.

For example, Asana sets up new enterprise users with a quick start guide that won’t need updates, which saves them time and resources:

4. Write effective subject lines.

No opens, no results. It’s that simple. The key? Writing irresistible email subject lines.

Consider running A/B tests within your email automation software. A/B tests don’t just boost open rates. They reveal what language, tone, and topics connect with your audience. Test, analyze, and refine so you can consistently craft subject lines that drive higher open rates.

Preview how your subject lines look using a subject line tester, like CoSchedule’s Headline Analyzer, to spot length issues and improve readability before you hit send.

Source

5. Include a CTA.

No matter the kind of email sequence you send out, you should always include a CTA to help your readers know what to do next if they decide to act. A clear CTA prevents confusion, drives action, and increases conversions — because without direction, most readers won’t act.

For example, if you’re sending out an abandoned cart email sequence, include a CTA such as “Continue shopping” or “Return to cart” to guide customers back to your website to complete the purchase.

If you don’t include this CTA, they’ll close the email and forget about the cart completely.

So, before you hit send, ask yourself: Is my CTA clear, actionable, and easy to find? If not — fix it. If you’re unsure, test it: Could a reader act without reading anything else? If not, make it bolder, shorter, or more urgent.

6. Test all aspects of your email sequence.

Testing your subject line boosts open rates, but why stop there? Every element, from CTAs to design, can impact engagement, clicks, and conversions, so I believe it’s worth testing beyond the subject line. Test every aspect of your email sequence, including CTAs, design elements, email body copy, and the number of emails in a sequence.

Start with one variable at a time, such as testing two subject lines or different CTA placements, to identify what moves the needle.

For example, test subject lines over a week to gather statistically significant data or alternate CTA placements across two email campaigns to identify performance differences. Running split tests on these email elements will help you know which ones resonate most with your audience and encourage them to take action.

When you have this data, you’ll be able to increase open rates, boost click-throughs, and drive more conversions. With 38% of brands increasing their email budget, testing and optimizing your sequences isn’t optional. It’s how you stay competitive. Are your budget and testing strategy ready to keep up?

7. Personalize beyond their first name.

Make your emails feel like they’re written for the reader, not at them. True personalization goes beyond adding a name to the subject line. Tailor emails based on behavior, preferences, and purchase history because personalization isn’t just a tactic. It’s a trust-builder.

For example, you can send follow-ups based on clicks, downloads, or purchases to meet subscribers with exactly what they need when they need it. If someone downloaded a free guide on marathon training, follow up with a discount on running shoes or an invite to a virtual coaching session.

“Hey Jamie, still thinking about those running shoes? Lace up with 10% off — because your next mile is waiting.”

If you’re not using behavior-based triggers, you’re leaving money on the table. I’ve found even one personalized follow-up can drive conversions.

8. Build trust before, during, and after the sequence.

The relationship doesn’t end when the sequence does. Focus on clarity, consent, and follow-through — because trust is earned in every inbox interaction.

Trust me, nobody wants to hunt for the unsubscribe button or, worse, log into some forgotten account. And nothing kills trust faster than unsubscribing and still getting emails. (You know the ones: “You’ll stop receiving emails… in 7-10 business days.”) Why is it so hard to just leave?

Make unsubscribing human and easy. No guilt trips. No hoops. No delays.

Try this: “Not loving our emails? Tell us what you’d rather see or unsubscribe — no hard feelings.”

People come back to brands that let them leave without a fight. If you want to reduce your unsubscribe rate, let subscribers choose how often they hear from you.

Here’s what you can add to your next welcome email sequence:

“Get emails your way. Choose ‘weekly updates,’ ‘just the big news,’ or even ‘email-free vacations.’”

Let them stay on their terms. That’s how you build trust because trust isn’t what you say. It’s being considerate enough to respect their time and preferences.

From Theory to Practice: Implementing Your Email Strategy

Our journey started with a simple goal: Find a cost-effective way to grow without relying on referrals. What surprised me most was that it wasn’t just about earning $100,000 in 30 days.

It was discovering that the most powerful emails weren’t the ones with fancy designs or complex automation. They were the ones that felt human, celebrating others’ success before asking for anything in return.

Remember how we started with the ROI stats — email marketing’s 3600% return and automated workflows generating 320% more revenue?

Our experience proved these weren’t just numbers. But here’s what really matters: You don’t need a massive budget or complex tools to get started. Whether you’re a solo practitioner or running an agency, the same principles apply: lead with value, stay consistent, and make every email count.

Ready to write your own success story? Your next breakthrough might be just one sequence away.

Editor’s note: This post was originally published in November 2015 and has been updated for comprehensiveness.

I’ve run email campaigns for product launches, cold leads, fundraising drives — you name it. One thing I’ve learned? Open rates are just the beginning. I’ve seen high opens lead to zero engagement, and average numbers drive major results.

The difference? Context, timing, and strategy.

In this post, I’ll walk you through the most recent benchmarks on email open rates by industry and share real-world tips that have worked for me and others in the field. And yes, I’ll tell you where I’ve gotten it wrong, too — because that’s where the learning really sticks.

Let’s dive into what the numbers are saying and what they actually mean for your next campaign.

Table of Contents

• What is the average open rate for email marketing?
• What is a good email open rate?
• Why Email Marketing Still Matters + B2B Email Marketing Benchmarks
• Email Marketing Benchmarks
• Average Email Open Rates by Industry (2025 Benchmarks)
• How to Improve Open Rates: 6 Methods That Work
• Average Email Click-Through Rates by Industry (2025 Benchmarks)
• How to Improve Click-Through Rates: 6 Methods That Work
• Email Click-Through Rates: Stats and Best Practices
• Frequently Asked Questions About Email Marketing
• Final Thoughts (And What I Wish I Knew Sooner)

What is the average open rate for email marketing?

As of 2025, the average email open rate across industries is 42.35%. That’s higher than it’s been in years, but take it with a grain of salt. I’ve worked with clients in SaaS and B2B where 25% was a win, and others in community spaces hitting 55% consistently.

So ask yourself this: Are your opens growing over time? Are the right people opening your emails? Because that’s what actually moves the needle.

I use tools like HubSpot’s email health tool and A/B testing to get real clarity. When open rates dipped on a campaign last year, it wasn’t because people didn’t care — it was because our subject lines weren’t specific enough. One small tweak (“Get your seat before Frida”) brought our open rate up by 11%.

What is a good email open rate?

Here’s what I’ve found in my work and what recent benchmarks confirm:

• Above 30% = Solid
• 45-50% = Strong
• 50%+ = Exceptional, usually due to a deeply loyal or niche audience.

But numbers alone don’t tell the full story.

I once ran an educational campaign with a 52% open rate — an incredible number on paper. We had a beautiful design, clear copy, and even some solid engagement in replies. But here’s the thing: It didn’t convert.

Not one sign-up; not one click-through. I remember feeling confused and honestly a little embarrassed. It took me a few days (and a couple honest conversations with teammates) to realize the problem.

The email gave people information but didn’t ask them to do anything. No clear CTA, no next step. It was a classic case of marketing that educated… and ended there.

That lesson stuck with me.

Now, every email I write starts with the question: What do I want the reader to feel, think, or do next?

Why Email Marketing Still Matters + B2B Email Marketing Benchmarks

According to HubSpot’s 2025 Global Social Media Report — and based on what I’ve seen working across sectors — email isn’t just keeping pace with social; it’s becoming one of the most trusted bridges between brand and audience.

While I’ve run ad campaigns that went viral for a day, the lasting connection always came through our email list. That’s where we had room to talk like real people.

And HubSpot’s data backs this up:

• 76% of marketers say authentic content performs better than polished material.
• 72% report AI-assisted content leads to higher performance.
• 85% are doubling down on community building.

What works here is relevance and rhythm. I’ve seen campaigns built around deal stages (using HubSpot Deal Pipelines) perform significantly better than blast-style outreach.

As Amy Mario, global head of brand marketing at HubSpot, puts it, “The brands that win the algorithm in 2025 aren’t just getting likes — they’re getting mental bookmarks.”

So what does this mean for email — especially in B2B email marketing where the average open rate is 41.7%?

It means speak like a human. Deliver value. Build a rhythm. Let people know there’s someone on the other side of that inbox.

Email Marketing Benchmarks

Your industry’s average email open rate is only one of several email marketing benchmarks. I also track click-through, bounce, unsubscribe, and click-to-open rates (CTOR) for a complete picture of my campaign’s performance.

Top email marketing platforms release email marketing benchmarks every year or two. So, I audit my email campaign efforts based on these standards. This year, I looked at benchmarks from five industry leaders that used substantial email marketing data to prepare their reports:

• Mailchimp used over a billion emails sent from their servers.
• Constant Contact analyzed over 200 million emails.
• Mailerlite analyzed data from 3,345,140 campaigns.
• Omnisend collected data from 24 billion emails, 230 million SMS, and 413 million push notifications.

Let’s get right into the details.

Average Email Open Rates by Industry (2025 Benchmarks)

Here’s where things get practical. Below are 2025 averages by industry, along with a few lessons I’ve learned firsthand and tools I trust.

Retail

Average open rate: 38.58% (Klaviyo)

What’s worked for me: Urgency + scarcity. One subject line that read “Only 3 left in stock” gave us a 7% boost overnight. Timing matters too. Sunday evenings outperformed weekday mornings in most campaigns for me.

How to improve: Use recipient time zones and behavior-based segmentation.

B2B Services

Average open rate: 39.48% (Klaviyo)

What’s worked for me: Using titles directly in subject lines (“For HR leaders”) made our messaging feel less generic. Also, emails sent by an actual person — rather than a company alias — felt more personal and consistently earned higher opens.

How to improve:

• Segment your lists with HubSpot Lists or similar through your preferred mailing service.
• Tailor messaging using dynamic content.
• Sequences help you automate this without losing warmth.

Nonprofit

Average open rate: 46.49% (Brevo)

What’s worked for me: Storytelling. An email I wrote for a clean water org started with “This is Maria’s story,” and open rates went through the roof. People connect with people — not stats.

How to improve:

• Use personalization tokens and send-as options.
• Questions in subject lines can increase opens by up to 50% and numbers by 17%.

SaaS

Average open rate: 38.14% (Active Campaign)

What’s worked for me: Using data and insights as lead-ins. Subject lines like “How much churn is too much?” did far better than product updates.

How to improve:

• Leverage behavioral triggers.
• Embed short video clips or charts. (Visuals really work.)

Hospitality & Travel

Average open rate: 45.21% (MailerLite)

What’s worked for me: Localized recommendations. One hotel client swapped “Get away this weekend” for “Escape to Tepoztlán this Friday.” 18% more opens, just like that.

How to improve: Use geo-segmentation and CRM data to personalize based on seasons, holidays, or location-specific trends.

How to Improve Open Rates: 6 Methods That Work

1. Write for curiosity.

I’ve had subject lines with questions like “Did you see this yet?” outperform feature-heavy ones by double. People click when they’re intrigued.

2. Use the recipient’s name in the subject line.

Personalization often feels gimmicky, but when it’s natural, it adds trust. “Alejandro, here’s something for you” almost always beats “Quick Update.”

3. Test short vs. long.

Don’t assume long is bad. In B2B campaigns, my longer subject lines (“What 2,400 CMOs are doing differently in 2025”) beat short ones every time.

4. Avoid spammy words.

Words like “Free!!!” or “Urgent” can send your email straight to promotions or junk folders. Test tone instead of hype.

5. Optimize send time manually.

Some tools have this as an automatic feature — if not, start tracking engagement manually and then batch-send at that time. You’d be surprised how consistent your audience can be.

6. Create consistency.

When your audience expects to hear from you weekly at 10 AM on Friday, you’re training their attention. Consistency builds familiarity — and open rates rise.

Average Email Click-Through Rates by Industry (2025 Benchmarks)

Open rates tell you who’s paying attention. Click-through rates (CTR) tell you who’s engaging. And if you’re in this game to convert, CTRs deserve just as much love.

Here’s a look at average CTRs by industry based on 2025 data:

These numbers aren’t just data points — they’re conversation starters.

When I look at this chart, I don’t just see percentages: I see signals. For example, I’ve worked with nonprofits where storytelling drove CTRs above 5% because the emotional connection was real.

In B2B, the wins came from helpful content — things like benchmarks, guides, or tools — that were something people could act on.

CTR is ultimately about trust and timing. You’re not just hoping people will click — you’re showing them why they should. That’s why it’s one of the most honest metrics we’ve got in digital marketing.

How to Improve Click-Through Rates: 6 Methods That Work

1. Keep one clear CTA per email.

The more choices people have, the less they act. I’ve seen engagement double just by trimming from three links down to one.

2. Use buttons, not plain links.

Especially on mobile, clarity wins. Test colors, but make sure it looks like something they can tap.

3. Make it about them, not you.

“See your growth report” works better than “Check out our latest update.”

4. Lead with value.

The best CTAs answer the reader’s unspoken question: “What’s in it for me?”

5. Place the CTA high, but repeat it smartly.

One near the top for scanners and one at the bottom for readers. Same CTA, just accessible.

6. Add social proof nearby.

A quick testimonial or stat below the CTA boosts confidence and click rates.

Email Click-Through Rates: Stats and Best Practices

When I first launched my own digital agency, we used to celebrate open rates like they were the final goal. But over time, especially when I moved into product marketing and then tourism campaigns, I realized that opens without clicks are just window shoppers. The actual click-through signals someone’s ready to walk through the door.

What’s wild is how much small tweaks can change the game. I remember testing two nearly identical emails for a retreat we were running. One had a big, clear button that said “Reserve Your Spot.” The other just had a hyperlink in the text. The button email got 3x more clicks. Same audience. Same content. Just clearer direction.

So don’t underestimate structure. Think of your email like a guided path. From the subject line to the preview text, down to the CTA, every part should lead the reader to one simple next step.

In my work with both tech companies and tourism brands, I’ve seen CTRs vary wildly. Here’s what the data backs up:

• Emails with a single CTA can increase clicks by up to 371%.
• Buttons outperform links (especially on mobile).
• Personalized CTAs convert 202% better than generic ones.

The takeaway? CTR is where structure meets story. If you’ve built trust in the subject line and body, the CTA should feel like the obvious next step — not a sales pitch.

Frequently Asked Questions About Email Marketing

What’s the difference between open rate and click-through rate?

Open rate tracks who opened your email. CTR tracks who clicked something inside it. Both matter, but CTR usually signals deeper engagement.

What’s a good CTR in 2025?

Anything above 2% is strong across most industries. Nonprofits and B2B tend to see higher rates.

How often should I email my list?

Depends on your audience. I’ve seen weekly emails thrive and others burn out fast. Start small, stay consistent, and listen to unsubscribe signals.

Does time of day matter?

Yes. But there’s no one-size-fits-all. Use send time optimization or test mornings versus evenings to find your sweet spot.

How do I keep my list healthy?

Clean it quarterly. Remove inactive subscribers. Focus on quality over size.

Final Thoughts (And What I Wish I Knew Sooner)

When I started writing emails, I obsessed over subject lines. And yes, they matter.

But what really made a difference over time? Building trust with the people I was writing to.

What I wish I’d known earlier is this: Email is less about writing and more about relating.

Whether I was promoting a new eco-tourism experience or driving traffic to a tech webinar, the

emails that worked were the ones that sounded like they were written by a real person who cared. And usually, they were.

You don’t need fancy graphics. You need clarity. You don’t need perfect copy. You need honest communication. That’s how you build campaigns that don’t just perform — they connect.

So here’s my last piece of advice: Treat every email like it’s the start of a conversation, not the end of the funnel.

Editor’s note: This post was originally published in June 2023 and has been updated for comprehensiveness.

Research shows that just over 37% of emails are opened across all industries. So as you can imagine, capturing a prospect’s attention takes a compelling subject line and a clear message that leads to decisive action. In other words, you need a perfect sales email.

Thankfully, there are sales email templates that can help you win in inboxes with better open rates, convincing copy, and powerful CTAs.

In this post, I’ll share my best practices for sales introduction emails and then walk you through tried-and-true templates with 60% or higher open rates, 8% or higher click-through rates, and 30% or higher response rates. I’ve lightly edited the templates so you can tweak them for your industry, market, product, and prospect.

Table of Contents

• Sales Introduction Email Best Practices
• Best Sales Email Templates
• Use Email Templates to Nurture More Leads

How many sales introduction emails are you planning to send today? Consider your prospects. They are likely receiving several sales emails daily — many of which are spam, full of false promises, or aren’t personalized to the recipient’s needs.

Here are some ways I get my emails noticed.

1. Make your subject line captivating.

The subject line is the most critical part of an email, with 47% of recipients opening emails based on the subject line, and 69% using the same factor to report emails as spam.

If prospects aren’t motivated to explore beyond your subject line, the time and effort you put into the content, messaging, and CTA of your message is for naught.

One trick to boost email opens is to include your recipient’s name in the subject line. Undoubtedly, this gets tricky when you send sales emails at scale. Sales software simplifies this process considerably compared to a salesperson’s personal email client. It helps sellers to automate email sequences and personalize messages using your contact list and other CRM data.

2. Keep it simple.

The longer the email, the more likely the target recipient will skim or simply ignore the content after a cursory glance.

• Keep your emails simple, starting with the subject line (around five words).
• Don’t overload your prospects with information.
• Provide them with an idea and guide them to follow up for more information.

According to HubSpot research, the ideal sales email length is between 50 and 125 words. Brevity and clarity FTW!

Pro tip: During my sales career, I would either end my emails with a line from a testimonial or an ROI statistic. I would invite the prospect to talk about whether they wanted to achieve similar results. I found it effective at motivating responses.

3. Introduce yourself.

You can’t assume that your prospect knows anything about you or your company. One of the first things you should do is introduce yourself.

• Include your name, your title, the name of your company, and your value proposition.
• If you are sending your prospect your first message, briefly describe the value your company offers to your target market. (This makes it easier to transition to asking whether the recipient has a need that aligns with what you do.)

Introducing yourself confidently and without gimmicks or false promises is a great way to set yourself apart from the other sales emails a prospect receives that day or week. People buy from people they know, like, or trust.

4. Include a clear call-to-action.

Don’t be vague. After receiving a sales email, your prospect should have a clear idea of what the next step is. Are you asking them to respond to an email? Should they reach out by phone? Do you need them to schedule a time on your calendar using your meeting scheduler?

Include a clear call-to-action in your email so your prospects aren’t left wondering what to do.

Pro tip: I always thought my most important job when I wrote sales emails was keeping the recipient engaged enough to read down to the call to action. I had a fishing analogy where the subject line is the bait and hook that I would cast into the “lake,” which represented my target market. The body of the email is how the seller reels in the prospect, and keeps them engaged enough to be drawn “into the boat” with the call to action.

5. Included a personalized email signature.

Set up a custom email signature to stand out and appear more trustworthy. It should include your name, job position, and/or logo of the company you work with.

Add extra contact details like your phone number and links to your website or social accounts. These allow prospects to learn more about you and reach out through other methods if they wish to do so.

6. Make sure you follow up.

Following up is crucial to forwarding the conversation, and you should aim to do it at least two or three times. Sometimes my best email results were from drip campaigns.

The first email would be a preview of a sequence of messages that would introduce a concept or campaign message. It told the prospect to anticipate the next email would follow with an offer that would be of great value to them, because I did my research, and was confident it would be of strategic value.

The second email would describe the offer or the promotion and include a content asset like an ebook or a webinar. It would give the prospect the option of acting right away, or tell them to keep an eye out for a third message.

I found that by getting the prospect used to seeing messages from me without a hard sell, they were more likely to open my messages and respond than if I tried to use one email and call to action to try and spark the relationship.

Source

Pro tip: If you want a hand when you start writing your emails, try using HubSpot’s free AI email writer for a quick productivity boost — in place of staring for hours at a blank screen. You can also use it to easily customize emails using slash and highlight commands to edit length, spelling, and tone.

Sales Introduction Email Templates

Here are some email templates you can try, with some direct feedback and ideas from me.

1. Standard Sales Introduction Email Template

Subject line: Are you doubling down on [goal]?

Hi [prospect name],

I checked out your website, and it looks like you might be trying to [accomplish X specific goal]. Without making any assumptions about your business goals, I believe [Y] might play a pivotal role in your success.

If you’re unfamiliar with [company], our solution helps businesses in [prospect company’s] space with three main goals:

• [Goal #1]
• [Goal #2]
• [Goal #3]

Are you free in the next few days for a call to discuss [prospect company’s] strategy for [business area]?

Best,

[Your name]

If the prospect hasn‘t heard of you before, give them a reason to talk to you. Mentioning their goals and showing you did your homework is often enough to pique a buyer’s interest.

Why It Works: In a sales introduction email, you are introducing yourself to a stranger. For most, it is easy to brush off or ignore someone they don’t know. This email template puts you in a position where your prospect might not know you, but they think you know them. By focusing on their goals and success, you can draw them in. As you mention how your company can aid in their success, you can move your company out of the stranger category and potentially facilitate a conversation.

Mark’s Take: I would probably change the subject line to something like “Taking your [goal] strategy to the next level?” or “What’s your next move for achieving [goal]?” I wouldn’t want to suggest that pursuing a goal I want to talk to them about requires lots of effort or risky “doubling down.”

The body of the email is great, but I think prospects are already reluctant about the risk of working with a salesperson or company they don’t know. Using a gambling metaphor doesn’t seem like a good idea.

2. Trigger Event Email Template

Subject line: Congrats [Client Name]! Let’s discuss next steps

Hi [prospect name],

Your [LinkedIn description, company’s recognition in the Inc. 500, connection XYZ colleague] inspired me to reach out. My company has worked with several staffing firms to help them cope with the kind of growth trajectory your company is on. Within six months of working with [company], [client] saw [X results]. I’d be happy to share a few ideas about how [prospect company] could accomplish similar results.

If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?

[Your name]

Strike while the iron is hot. A trigger event gives you a compelling reason to reach out, boosts your credibility by demonstrating you clearly pay attention to what’s happening in their space, and establishes urgency.

Why It Works: Corresponding with a stranger can seem so unexpected that you’re put off by the initial interaction. The trigger event email template allows prospects to bypass this discomfort because you’re reaching out for a reason. This trigger event makes your email seem more valid and less like spam.

Mark’s Take: Keep the focus on the prospect, don’t make it about your product. Offering to discuss next steps communicates confidence and approachability.

3. Offering a Better Solution Template

Hi [prospect name],

I’m [your name] with [company name]. I help sales executives to discover the benefits of collaborative sales tools that they can use to better communicate with their teams. Many of the customers we’ve onboarded recently had great visibility to management-level forecast data. Yet their direct reports struggled to keep their managers informed about their activities and challenges. Does that challenge seem familiar with the sales tools you use?

[Your product name] resolves this issue by [Share main benefits]. What day works best for setting up a demo?

[Your name]

Why It Works: If you know what tools your prospect is using, you can offer your product as a better solution to their pain points. This technique enables you to quickly point out the competition’s flaws and how your product resolves those friction points — making it a better fit.

Mark’s Take: Talk about your strengths or your success stories. If you know where your product excels, focus on that. Don’t compare it to a gap in the competitor’s feature set — it’s important you find a way to earn the prospect’s trust, and trashing a competitor is a risky way to do so.

4. Complimentary Email Template

Hi [prospect name],

A colleague of mine just introduced me to your brand. I love the video you put out regarding [topic]. I found it both insightful and entertaining. [Mention one or two things you found interesting].

You mentioned in the clip that your company’s biggest challenge was [challenge mentioned in the content you found]. Our product actually solves for that [mention a few key features].

If you’re open to it, when would be a convenient time to chat? Say, [XYZ time]?

[Your name]

Why it Works: This method works when the compliment is genuine and the rep has done proper research on the prospect. Flattery is a powerful tool that can help build rapport and connection with a prospect and make it more likely they’ll respond to your email.

Mark’s Take: This template could be very effective, but it’s important not to gush, and possibly come across as insincere.

5. Mutual Contact Reference Email Template

Subject line: You know [mutual contact]?

Hey [Prospect],

A mutual contact of ours, [Referral partner], and I were recently discussing experts in [their field] whom I could reach out to for some insight about [topic].

You were the person who came to their mind immediately.

I’m writing an article about [topic].

Would you be willing to review it?

Best,

[Your name]

In a lot of ways, sales is the art of cultivating trust with potential customers. One of the better ways to do so is by finding some common ground via mutual connections, peers, or former colleagues.

Taking this angle can add some degree of familiarity with your prospects, put them at ease, and give you a leg up in the trust-building process.

Why It Works: “It’s not what you know, it’s about who you know.” Connections play a substantial role in the business world, and this perception is what makes this email template successful. A mutual contact instantly establishes a level of trust and credibility with a potential client. If there is a perceived connection between you and your prospect, they will be more willing to transform that connection into a relationship.

Mark’s Take: I’ve used this approach successfully, and word-of-mouth referrals are great. But I’ve also seen salespeople who didn’t really have permission to name-drop a common connection. Awkwardness ensued.

6. Useful Resource Email Template

Hi [prospect name],

I saw your recent post on LinkedIn [title of post] about [industry-related topic]. Have you thought about trying [thing your product helps with]? If so, you should check out this case study from one of our clients [link to case study] that overcame a similar challenge.

Within six months of working with [your company], client [saw X results]. I’d be happy to share a few ideas about how [prospect’s company] could accomplish the same.

If you’re open to it, let me know a convenient time to chat? Say, [XYZ time]?

[Your name]

Why It Works: One of the easiest ways to hook prospects is to provide them with value from the start. In the example above, the rep pulls out a challenge the prospect may have mentioned and then provides them with a case study showing how a company solved similar issues using their product, and that the process can be replicated at the prospect’s company.

Mark’s Take: I remember that sales coaches would recommend I use the word “challenge” instead of “issue” because challenges can come across as forward-looking or aspirational, while an issue can be quite negative. To improve this email, I would try out an A/B test with prospects and swap out those words.

Best Sales Email Templates

7. Website Visitor Email Template

Subject line: Resource for [business area] questions

Hi [prospect name],

I am a business development specialist in [prospect company’s] industry, and noticed that you and a few of your colleagues visited our website recently.

This inspired me to spend a few minutes on your website to gain a better understanding of how you are approaching [business strategy]. In doing so, I noticed some opportunities where my company could help you attain your goals, and I was compelled to reach out to you directly.

[YourCompany] is working with similar companies in your industry, such as [X], helping them [accomplish Y], while providing them with the tools to [manage Z].

Do you have 15 minutes available on your calendar to connect this week?

Please also feel free to book time directly onto my calendar here: [Meetings link].

Thanks,

[Your name]

Based on the prospect‘s browsing behavior, you know they’re at least interested in your solution. If you want to capitalize on that interest, position yourself as a trusted advisor who can guide them through the decision-making process.

Why It Works: Without an explicit answer, it is virtually impossible to know why a prospect clicked out of your website. The website visitor email template opens a door to discovering where the interest in your products or services ended. It allows you to draw interest back into your company while enticing prospects with the notion that their competitors are using similar methods. It provides them with a direct line of communication to explore new opportunities with your products or services.

Mark’s Take: I’d use a stronger subject line. Something like “Let’s achieve your [business goal] together.” Positioning yourself as a trusted advisor shouldn’t seem like an offer to be a sounding board before you buy elsewhere. The internet is for answering questions; don’t devalue your worth.

8. New Prospect Email Template

Subject line: [Prospect Name], are you pressed for time?

Hi [prospect name],

Your time is valuable, so I’ll get right to the point. As a [job title] at [company], I get to speak with people like you about [achieving X]. [Prospect company] is on my radar because we’ve helped a lot of companies in [X space] with [business area].

Could we schedule a 15- to 20-minute call to discuss your strategy for [Y] — what you are working towards, which obstacles you are faced with, and how you envision your business rising to the occasion? I am confident you will take away some valuable ideas for tackling [business goals] that could make an immediate impact to your [top/bottom] line.

Best,

[Your name]

The first touch email is the most important one you’ll send. Like the first template in this list, this email will give your prospect an overview of your company while showing off your knowledge of their organization.

Why It Works: Cold emails are challenging because you’re looking to establish a relationship with someone potentially unaware of both you and your company.

Mark’s Take: This template works because it demonstrates a respect for prospects’ time, but makes it clear that if they invest time with you, they will get value for their time investment. It isn’t an aggressive sales pitch either, so the prospect won’t feel pressured into an unexpected sales call.

9. Recent Voicemail Email Template

Subject line: [prospect name] — My recent voice message

[Name],

I saw that you were considering investing in our [product or service], and wanted to connect with you to ensure we address your needs..

Is there a good time for you in the coming days? You can book some time directly on my calendar here: [Meetings link].

Best,

[Your name]

P.S. Thought you might like this as well while getting started:

• [Helpful link #1]
• [Helpful link #2]

Why It Works: It is easy to skip over a voicemail, especially when it’s coming from an unknown caller. Prospects are likely to ignore unsolicited messages. This voicemail follow-up email template is one way to establish your credibility so they aren’t tempted to delete your voicemail before hearing your offer. Many prospects are reluctant to take calls from strangers in today’s business climate. This email strategy helps introduce you to the prospect before opting into a discovery call.

Mark’s Take: Voicemails are all too easily deleted or forgotten, so following up is critical to ensure you get a response.

10. Requested Demo Email Template

Subject line: [Prospect Name’s] request to explore our [product]

Hi [prospect name],

I understand that you requested a live demonstration of our [product]. I work with companies in your area, and my goal is to ensure you can make an educated decision as to whether our [solution] meets your business goals and requirements.

My company takes a two-step approach to providing personalized demonstrations to ensure we address your unique needs. The first step is to have a discovery conversation focused around the use cases you would like us to present to you, to get some context as to how your users would be applying our platform into their business day. I would then tailor the demonstration environment to the scenarios we discussed, and make sure we are focused on what features and benefits are most important to your business. I’ve found that it is much more effective to take this approach than assuming your needs and walking you through a generic demo which may not address what you are most interested in.

To get started, you can book time on my calendar here: [Meetings link].

Looking forward to connecting,

[Your name]

Why It Works: This email helps you establish a relationship with the prospect and set the right expectations for the process. If they’re not prepared for a discussion of their company and objectives before the nuts-and-bolts product talk, they might become impatient.

Mark’s Take: We live in a world of instant gratification. When a prospect requests a demo, they create an idea of when they can expect to receive the information. It is often sooner rather than later. The requested demo email template is necessary for managing expectations. It establishes a timeline and helps form a relationship with your prospect instead of instantly opening and closing the door with the requested demo.

11. Free Tool or Trial Email Template

Subject line: X people on your team using [product]

Hi [prospect name],

I saw that [prospect company] is test-driving/using the no charge version of our [platform], and your team currently has [X number of] users accomplishing [Y]. This message is an invitation to discuss your experience so far, and to see if there are features or functions that might better align with how your business operates.

Your business needs might be addressed by our basic plan, yet there are several advantages to activating a paid subscription that can help you achieve quick wins, and long term return on your investment.

Trial Scenario 1: Our trial provides you complete access to all our features for [X more] days, so I wanted to make sure your team is familiar with how to access the features and benefits that matter to them most. I would be happy to arrange a conference call with your team.

Freemium Scenario 2: The Basic plan has a number of valuable features, and they are a great way to start transforming your business workflows. Many of our customers started on the basic subscription tier, but as they learned about the benefits of the paid-tier functionality, the ROI was easy to justify.

Please choose a time on my calendar that works best for you and I’ll follow up: [Meetings link].

[Your name]

Why It Works: A free trial or freemium experience is pivotal. During this time, prospects expect to be wowed by your products or services — wowed enough to commit to paying for them. The free tool or trial email template works because it shows potential clients or customers that you’re on their side. You want them to get the biggest bang for their buck. You want them to succeed. When prospects think your company is willing and able to help them, they are more likely to engage.

Mark’s Take: Help your prospect get as much out of their free sign-up or trial as possible. Not only will this help them see the value of your product, it also lets you influence their purchasing criteria.

12. No Response to Original Email Template

Subject line: Are you still investigating [goal] strategies?

Following up on my last email, I wanted to see if [increasing X, decreasing Y] are on your priority list. I am eager to share some insights I’ve learned from working with organizations like yours.

[Company] offers tools for [business area] that include the following:

• [Feature #1 and why it’s helpful]
• [Feature #2 and why it’s helpful]
• [Feature #3 and why it’s helpful]

Should we find some parallels between your needs and what my company could offer you, I’d be happy to present some approaches to addressing your business needs with our industry-specific solutions. My goal would be to help you make an informed decision as to whether my company’s offerings align with your objectives.

I look forward to your positive response. If you aren’t responsible for this initiative, and there is someone in your organization that would have a vested interest in this area, please feel free to forward this message on, or I would be happy to make direct contact.

[Your name]

Why It Works: Sometimes a prospect needs a push in the direction of your company. After the initial email, there’s a chance they forgot about your offer. They might not be sure how your company can help them. Remind them. Inform them. A nonresponse doesn’t always mean they’re not interested. The “no response when opened” email template can help your company return to the minds of those who are.

Mark’s Take: The prospect is interested in learning more — after all, they read your message — but they‘re either too busy to respond or not interested enough. Get the conversation going again with an explanation of your company’s solution and an offer to give them a demo.

13. Continued Nonresponse Email Template

Subject line: Resources used by [competitor #1] and [competitor #2]

Hi [prospect name],

Following up on my previous email, as they have a tendency to slip through the cracks. At the very least, I wanted to provide you with the top resources that your peers at other [prospect’s industry] companies found helpful:

• [Helpful link]
• [Case study]

Would it be helpful if we scheduled 15-20 minutes to discuss how some of these topics may align with [prospect company’s] strategy? You can book time on my calendar via the link below. Otherwise, all the best to your business, and I hope to work with you in the near future.

[Meetings link]

[Your name]

Why It Works: Heard nothing? Before you give up on this prospect, send a few more resources their way. You’ll add value while simultaneously reminding them your tool might be able to solve a pressing pain point — as it has for their competitors.

Mark’s Take: After a few tries, you have to consider that your prospect isn’t interested. The continued non-response email template works for two reasons. One, it puts your company back into the mind of your prospect. Two, it helps draw them in with resources they can use to propel their goals.

14. Re-Engaging a Non-Responder Email Template

Subject line: Not as bad as an awkward first date

Hi [prospect name],

Looks like we might not be meant for each other. But I still wanted to reach out to you one last time. I have a few suggestions on how [prospect company] can [accomplish X and Y]. If I don‘t hear back, I’ll assume that the timing isn’t right.

In the meantime, here are two resources I thought you might find valuable because [reason why they’re relevant]:

• [Link #1]
• [Link #2]

Best,

[Your name]

Why It Works: People think there is always time. The door is always open, so there is no haste in action or a decision. The “re-engaging of a non-responder” email works because it forces potential buyers to realize that they are about to miss an opportunity. When it looks like the door is finally closing, they could be motivated into action.

Mark’s Take: This lighthearted email gives the buyer a chance to change their mind. I think it’s a great way to re-engage them without guilt-tripping them.

15. Building Rapport Email Template

Subject line: [Location, activity, or interest] recommendations?

Hi [prospect name],

In our last call, you mentioned your interest in [insert interest area]. I was curious what advice you’d have for someone just getting started in [interest area]?

Thanks,

[Your name]

Why It Works: No one wants a ton of offers shoved in their face. If your prospect has lost a bit of interest, the building rapport email template helps slowly draw them back in. Instead of meeting them with an offer for your products or services, asking a question about their business or seeking advice can jump-start the conversation. It also shows your prospect that you’ve paid attention.

Mark’s Take: Let‘s say your conversation has stalled a bit and you want to keep the momentum going without being too pushy. Try a rapport-building approach. It requires you to know a little about the person you’re sending an email to — just another reason why it’s important to get to know your prospect in your initial outreach and discovery calls.

16. Taking Action Email Template

Subject line: Where do we stand?

Hello [prospect name],

We’ve been unable to connect for a few weeks now, and that usually means one of two things:

• 1. This isn’t a priority for you and your company at the moment.
• 2. You’ve been busy and we should keep trying to connect.

If the answer is option one, I won’t take up any more of your time. Otherwise, do you have time to connect this week?

Thanks,

[Your name]

Why It Works: While connecting with a prospect isn’t a waste of time, it could be a waste if they’re dragging their feet and uninterested in your company. The taking action email template works because it compels them to make a decision. If they are disinterested, you can save your resources and end the correspondence or regroup for a different approach. If they are interested and still hope to connect, it confirms that you can go to greater lengths to secure this client.

Mark’s Take: Sometimes you’ve spent so much time on a deal that you simply need to know if the prospect is interested in moving forward. If they keep rescheduling meetings, missing calls, or pushing for a longer discovery period, it might be time to cut to the chase.

17. Responding To Content Email Template

Subject line: Love your recent article!

Hi [prospect name],

I saw the [content medium] your company published about [subject].

I was impressed by how you managed to make such complex subject matter so accessible without sacrificing context or your authentic experiences. [Reference to what they do].

I have experience at [helping companies with relevant assistance]. Would you be interested in chatting for twenty minutes this week?

Thanks,

[Your name]

Why It Works: As shallow as it sounds, people are driven by compliments. Additionally, we always strive to do better. The “responding to content” email template appeals to both. This email will initially catch the eye of your prospect because of its reference to their content. After stroking their ego, you can drive a conversation with the idea of helping them do even better.

Mark’s Take: Prospects like to know you’ve taken a sincere interest in their business. One of the better ways to demonstrate that interest is to take the time to read, understand, and offer constructive guidance based on the content they publish.

18. Congratulating Prospects Email Template

Congratulations!

Hey [prospect name],

Congratulations on [recent achievement]!

Your company’s growth and success are really gaining traction in [their industry].

I’m looking forward to seeing where you go from here.

Regards,

[Your Name]

Why It Works: Sales emails typically request something from the prospect — a response or phone call. This email template works because it makes no request. Congratulating your potential clients on achievements puts you in favor with them and keeps a positive relationship open for future pitches.

Mark’s Take: Do your research and stay abreast of any milestones they reach. Then, reach out and reference those big-time wins.

19. Re-establishing A Connection Email Template

Subject line: Let’s catch up this week

Hi [prospect],

Hope all is well, it has been some time since our last connection. I created a reminder for myself to check in with you to see how things were going with your [name of campaign] initiatives. We had discussed a potential partnership a few months ago, but we didn’t get a chance to present a tailored solution for your needs.

I would love to catch up and see if there are any opportunities to engage with you and help with your [department (eCommerce, marketing, etc.) ] strategy. Let me know if you have some time to reconnect this week and catch up business-owner-to-business-owner on where you see things and I can provide some ideas on where we can help.

Look forward to hearing from you.

Best,

[Your name]

Why It Works: Things change. Your prospect might have been uninterested or unprepared to take advantage of your product or services before, but they could be open to hearing about them now. This template reminds them of how your business can benefit them and reopens an avenue for communication.

Mark’s Take: Sometimes when prospects go completely radio-silent the casual route isn’t always effective.

20. LinkedIn Connection Email Template

Subject line: Thanks for accepting my LinkedIn request

Hello, [Prospect],

Thanks for accepting my request on LinkedIn. I look forward to learning more about you and your organization.

I’d love to hear more about what you do in your role. If you have any business challenges that I could help you address in the area of [your industry], please don’t hesitate to reach out.

Best,

[your name]

Why It Works: The LinkedIn connection email template works because it takes that initial introduction and helps you build from it. Starting the relationship on the networking platform and shifting it into a sales email creates a segue for introducing your company and its benefits.

Mark’s Take: LinkedIn is a platform for making professional connections. If someone accepts your request, you can assume that they’d be open to hearing from you. I have found it is better to send a message with your invite, as many LinkedIn users have expressed they are opposed to cold invites followed by immediate sales pitches.

21. Mutual Alma Mater Email Template

Subject line: [College] alumni

Hey [prospect],

Did you go to [college]? I graduated in [year]. It’s so great to connect with a [college] grad! Do you remember [interesting / unique feature of your university]?

I see that you’re in [field/industry/role] now. How did you get to this role? What would you say is your biggest challenge?

Best,

[your name]

Why It Works: Many consider graduating from college a significant achievement, and it’s easy to find someone who will boast their institution and graduating year. Knowing that someone attended your alma mater quickly creates camaraderie.

Mark’s Take: This can work well when it sets up a bond of shared experiences and pride.

22. Out Of Office Reply Email Template

Subject line: About our conversations a few weeks ago

Hi [prospect],

I hope you’re well and that you enjoyed your vacation!

If you remember, we had a conversation a few weeks ago about [product or service]. You’d told me you’d need a few weeks to get the go-ahead from your manager.

Would you have some time next week to catch up?

Best,

[Your name]

P.S. Check out this resource I put together for your team. [link]

Why It Works: When someone returns to the office from a temporary leave, their email inbox is typically overflowing. Urgent matters get handled first. Depending on how your prospect views your correspondence, your email might fall to the end of the list. Instead of anticipating their response, follow up with the out of office reply email template.

Mark’s Take: I would also link to a resource in case they forgot the details and don’t want to look through your email thread or read a long email with all of this information.

23. Social Post Comment Email Template

Subject line: Following up

Hi [prospect],

You and I briefly chatted on [social platform]. It’s so great to connect with you!

I really liked your comment about [specifics about their comment]. You seem like you’d be a great fit for our product, and I’d love to give you a quick walkthrough.

Are you available for twenty minutes this week?

Best,

[your name]

Why It Works: You’re already off to a great start if you need the social post comment email template. It means you already have confirmed interest in your company. This email works because you’re able to remind your prospect of their demonstrated interest in your company and quickly transition your email correspondence to a phone call.

Mark’s Take: If the comment is related to your product, DM them first and ask if you can follow up over email. If they say yes, send them the following template.

Use Email Templates to Nurture More Leads

Email templates can make your life much easier, allowing you to reach more prospects in less time and close more deals. With the templates I’ve shared, you’ll be sure to increase open rates and efficiently meet your sales quota.

Use these templates for any scenario — and don’t forget to tailor them to your prospect’s needs.

Editor’s note: This post was originally published in June 2017 and has been updated for comprehensiveness.