Five Sales Email Templates to Get You Started – and How to Use Them Effectively

Pipedrive sales email templates

Whether you’re prospecting for warm leads, following up with a previous phone conversation, or even providing documentation on your product’s specifications, you’re going to have to send an email eventually. In fact, it’s likely you’ll have to send dozens of emails every day. This means you’ll have to use a lot of the same text from one message to another, but you would still need to change a few words here and there to demonstrate your relationship with the customer.

Nobody wants to get an email that’s obviously automated and impersonal, but this doesn’t mean you’re doomed to manually re-enter the same text over and over. Wouldn’t it be better to simply be able to focus on the parts of your email that are going to make the biggest difference? That’s where email templates come in.

4 best practices for using and customizing email templates

Using email templates saves you time and allows you to increase your number of outreaches. However, choosing or customizing your own email template is no exact science. Even if you have your own unique style for capturing attention, there are some key points to keep in mind if you want your email to have the best chance of success.

1: Consider your subject line.

It’s a well-studied phenomenon that people are far more likely to open your email if it contains their name in the subject line, so if possible, include your prospect’s name in the subject line. This is especially true with cold emails where you’re a complete stranger to the person. Additionally, keeping it concise, specific, and personal is key. Examples of widely popular subject lines are:  

  1. “[Introduction e.g., “Hello”] [name]” or “[Introduction] [your name/company] <> [their name/company]”
  2. “[Name of their company]”
  3. “Trying to connect”
  4. “quick request” (yes with lower case)

2: Email body – get to the value quickly

The first sentence in the body of your email is even more important than you may realize. Many email clients will display the first few lines of text in the body of an email alongside the subject line. So this means the first chunk of text in your email body will be visible without even opening the email in the first place. So a little empathy will go a long way here – think of what it would take to even generate your own interest in the first five seconds of the email.

3: Make it personal

This is often the only text you’ll actually be typing. These are the tidbits that touch on your client more personally. The template does all the heavy lifting and lets you focus on parts of your email that will resonate well with your prospect. This is especially important with follow-ups and re-opening channels. Ways of adding a little heart to your email can include:

  • Using names of people, companies, and products.
  • Validating what they do and their company’s mission.
  • Addressing any concerns, risks, or problems they’re currently facing, and how you can genuinely help them.
  • Referencing any notes you’ve made in your previous discussions.

4: Get feedback and apply

It’s important to get feedback on how you’re coming across. Some people will even seek the advice of their own loyal customers and investors to help them gain feedback on their email templates. Ask:

  • “Would you open this email?”
  • “Would you reply to it? “
  • “What is clear and what is unclear?”
  • “How did this email make you feel?”

Five sales email templates written by the pros

Now that we’ve talked about some of the best practices to use, let’s have a look at these basic email templates you can use all day, any day.

Got a favorite template you’d like to share with the rest of the class? Leave a comment below and tell us more.

1: TEMPLATE NAME: Cold email template

MAIL SUBJECT: quick request

Hi [prospect name],

People like you are super busy, so I’ll keep this short.

I work with companies like [business name] to help them [insert the main benefit e.g. get more signups]. What our clients most like about us is this: [main selling point eg. all leads on our platform have been qualified during the last 6 months, so the response rates are 2-3x the industry average].

I’d love to give you or a colleague a 20-minute demo. Would next Tuesday or Wednesday work for you?

Warm regards,



2: TEMPLATE NAME: Follow up

MAIL SUBJECT: Follow up to our meeting

Hi [prospect name],

Thank you for taking the time to explore a potential partnership today! It felt like our product could help solve some of the issues that you are having within your company, especially in these areas

  • [Feature #1] Will allow you to [accomplish X goal]
  • [Feature #2] Will help you [with Y challenge]
  • [Feature #3] Will mitigate [Z issue]

I’m also attaching a few resources for you to gain a better understanding how we can help you.

I understand that now you will discuss and agree internally on the next step. Please let me know if you have any questions or if there is any way that I can help. If not, I’ll talk to you on [date and time].




3: TEMPLATE NAME: Materials after contact

MAIL SUBJECT: Materials after our conversation

Hi [prospect name],

I really enjoyed our conversation earlier today and especially liked learning about your unique role. I understand you are facing challenges with [issues discussed] and the impact they are having on you.

As promised, I have attached the resources and materials that can help you better understand how we can help you tackle these issues and create the change you are looking for.

Please let me know if you have any questions. Otherwise, I look forward to talking with you again on [date and time].




4: TEMPLATE NAME: Opening channels again

MAIL SUBJECT: Our cooperation

Hi [prospect name],

How have things been with you? Hope it’s going well on your end.

I remembered, last time we spoke, you were interested in [Feature X]. We have made significant progress regarding this and the new solution is greatly appreciated by many of our clients.

I would love to share these key updates with you at your nearest convenience. Please let me know if [date and time] fits into your calendar, if not, feel free to suggest a better time.

Please let me know if you have any questions prior so that I can have those answers lined up.




5: TEMPLATE NAME: Intro template


Hi [prospect name],

It’s been awhile since we last spoke, I hope you’re well!

First of all, I think we should catch up – I’d like to hear how you and your business is doing, and see if there’s maybe a chance to help you further along with what we do.

Second, I have a request which I hope you won’t turn down :). In short – out of all the people you know, who should I contact in order to find out if I could help them the same way I was able to help you?

If you could make a short intro to someone you think I could meet to explore a potential need with, then I would be really grateful! I promise to treat them well.

You can also reply “I can’t think of anyone right now”, I’m fine either way and thankful that you gave it some thought.

Warm regards,


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  • Spenser Schmitt

    This is a great feature that we have been waiting for. Thanks!

    Is there soon to be an auto fill for fields like [first name], [company name] or [deal title]?

    – Spenser

    • Robert Rexroad

      I second this! This is a great new feature I’ve been longing for.

      Now we just need the merge tag capabilities!

      • Kalev Rundu

        Hey! We are currently looking into this. There is no ETA yet, but we’d like you to know, it’s a priority for us.

        • Paul

          That’s awesome, as are the new templates and feature. Great work.

    • I agree, it would be really helpful.

    • David

      This is a must! With all the data that we have in Pipedrive the ability to make an email personal (as stated in Point 3 in this article) would be a lot easier.

      Right now having to actually manually type in data that is already present in Pipedrive doesn’t seem the most efficient way. I already to do this with Yesware. If we have an auto insertion feature I would upgrade straightaway as this would actually be a GAME CHANGER!!!!

  • Hi there, we’re using a different CRM and would really like to switch to Pipedrive. But I have a few questions.
    1. Can I organize email templates in folders? For example, now we have around 30 of them and it would be really helpful.
    2. Can I share email templates across team?
    3. Do you have any plans on adding a team inbox (like So that it could be synced with a single Gmail account and shared across team? I guess this is the only feature we are missing now in Pipedrive.

    • Kalev Rundu

      Hi Svetlana!

      1. Currently you can organize templates list by drag-and-drop, so you can create your own order. Also, you have a search field and can look for them by name.

      2. The Mail inbox feature is personalised, as are the templates for each user. However, as many customers have asked for this, we are currently looking into the possibilities to improve it.

      3. This is a more complex issue – Pipedrive is not built to be a “shared inbox” to be used by a group. Technically, yes – you can connect one Gmail account to multiple users, but you might have some conflicts with data in details view. You could try out the Gold Plan trial, if this would work for you.

      • Hi Kalev!

        Thank you very much for your reply. Shared email templates would be great!

        Connecting one Gmail account to multiple users doesn’t work for me, as I would have to share login and password to my corporate Gmail account with everyone. I know I can share individual emails on Gold Plan with other users. If they could answer those emails on my behalf (i. e. from my email address), that would be great.

  • Just learning how to do an outreach, a great guide for me to follow. Thanks James.

  • Russell Lacey

    I just ended a free trial. Love the presentation, and how my team would use it. But I need to be able to bring over data from 5 years + worth of work and notes, and not one by one. Is there a solution underway for data migration?

    • Martin Henk

      We have a free and fully automatic data migration available from most other CRMs in the Settings, Import data page. Please ask support to extend your trial and try this out.
      If your current CRM is not supported it’s also possible to import data from spreadsheets.