How to craft the perfect sales email template for your sales goals

Most sales emails get ignored.
Buyers delete them in seconds because they feel generic and forced.

The solution is not sending more emails. It is writing messages that sound human and speak to real problems.

A sales email is a short note with one goal. Start a conversation, book a call, or push a deal one step forward. Done right, it feels personal, shows proof, and makes the next step easy to accept.

There are many sales email templates out there online, and there’s nothing easier than taking one and sending it out to your prospects. You can even check out our ow  in our template gallery (it’s very popular).

Craft emails like this and reply rates rise, even in crowded inboxes.

The 6 elements of a perfect sales email

A strong sales email follows a simple structure. Each part has a role. Miss one and the message feels incomplete. Get them all right and the reader understands the value in seconds.

→ Subject line: earns the open. Clear, short, personal.

→ Opening line: proves relevance by showing you know their world.

→ Value line: links your solution to a pain or goal that matters now.

→ Proof: one fact, stat, or client example that builds trust.

→ Call to action: one easy step, no confusion, no pressure.

→ Signature: clean, with full name, role, and contact info.

Each element works together, but not all necessary. The subject sparks curiosity, the first line hooks attention, the value line delivers the reason to keep reading, and the call to action moves the conversation forward.

Segment your targets‍

‍Organize your targets into groups based on what they’re looking for and the pain points they want to solve. This way, you can craft a tailored message that is relevant to each group and they’ll be much more likely to engage. It’s super easy to do this in folk, which is built around groups of contacts. Once you have your groups you can then use Messages in folk to email an entire list in one go with ultra-personalized emails that are automatically tailored to each contact.

Subject line and preheader

The subject line is the first filter. If it feels generic, the email is gone. If it feels relevant, the door opens. Its job is not to sell. Its job is to spark enough interest for the prospect to click.

The preheader is the small text that appears next to the subject in the inbox. Think of it as the continuation of the subject line. Together, they create a reason to open.

Rules to follow

• Stay under 50 characters
• Point to a problem or a goal
• Keep it simple and personal
• Avoid hype and buzzwords ("free", "promotion", etc.)

Examples that work

• Cut reporting time for your team
• Quick idea for your hiring pipeline
• New way to boost demo show rate
• Noticed your product launch last week
• Faster onboarding for new reps
• Simple fix for low reply rates

Opening line

The opening line decides if the reader keeps going or stops. Its role is to show you know their world and that your message is not a mass email. It should be short, clear, and focused on them.

Tips

• Start with context you noticed about their company or role
• Mention a trigger event or recent change
• Avoid talking about yourself

Examples

• I saw your team is hiring two new AEs this month
• Congrats on the new product launch last week
• Noticed your post about scaling outbound
• Looks like you are expanding into the US market
• I read the case study you shared on LinkedIn
• Your team recently crossed 50 employees, right

A strong opening line builds trust fast. It proves relevance and sets up the value line that comes next.

Focus on your targets’ pain points/desires

‍Position yourself as offering the solution to their problem. Highlight the benefits of your product or service, and show them why you’re the perfect fit to help them achieve their goal. Make sure to back it up with data and/or social proof, i.e. testimonials, or name-drop a prolific and relevant client.‍

Give them an incentive

‍Give your prospects an incentive to act. Offering a discount, bonus, or free trial can sweeten the deal and make them more likely to take the first step.‍

Keep it brief

‍We all have shortened attention spans these days. The shorter your email, the higher the chance it’ll actually be read.‍

Include a clear call-to-action

‍What specific behavior are you trying to elicit? For them to book a call, or to sign up on your website? Decide on one desired outcome from the email, and make it clear in the call to action.‍

Test and track

‍Lastly, don't forget to track your results and adjust as needed. Monitor which emails got the best responses and use that information to further refine your templates and ensure they’re as effective as possible. In folk’s Messages you can track all your email campaign analytics: deliveries, opens, clicks, and bounce rates, down to the date and time of each event.

In addition, in folk's Messages you can save all your best emails as templates, which you can insert into an email with one click, and also collaborate on email templates with your team.

Frequently Asked Questions

How long should a sales email be?‍

Five to seven short lines work best. Clear and easy to scan.

How many follow ups are ok?‍

Three to four after the first message. Each one should add new value, not repeat the same pitch.

Should I add a booking link?‍

Offer it only after the prospect shows interest. Start with a soft ask like “open to a quick call”.

Do subject lines with questions perform better?‍

Often yes, if the question is relevant and specific. Generic questions get ignored.

Is personalization worth the time?‍

Yes. One line of context about their role or company is enough to stand out from mass emails.

What is the best time to send?‍

Mid morning Tuesday to Thursday works well in most B2B markets. Always test with your own data.