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Quick Guide - How To Write Compelling B2B Sales Emails

Have you ever caught yourself spending hours overwriting the perfect email to an important lead? Learn how to write compelling B2B sales emails that gets results with this short guide.


Have you ever caught yourself spending hours writing the perfect email to an important lead? Or have you danced around the keyboard trying to ask an existing client for a referral? You’re not alone., In fact, email is one of the most difficult aspects of the daily operations of a sales professional.

Everyone manages their inbox differently and your email can get lost in the crowd so it is important to ensure that every email you send to a lead or customers if useful and compelling. The more useful the email, the more likely the customer will be to open it. So if the email is so important, how can you get the most of it?  Here is a quick guide to assist you in crafting your next round of sales emails.

The Purpose

You should always have a clearly defined purpose for emailing someone, it's business after all. B2B relationships can be social in nature but you never want to waste your customers time. When you are considering reaching out to them by email, be sure to establish the goal of the email. It should be concrete, like booking a meeting, providing updated information, or to secure a sale (translated: ‘get a firm commitment’. If there is no goal, then simply don’t send anything.

The Subject Line

The point of the subject line is to inform and entice the customer to open the email. It needs to convince the reader that there’s value inside and it is worth the time to read. Think your audience looks forward to your emails? I hope so, but I wouldn’t be to sure.

 “The average person deletes 48% of the emails they receive every day. This task takes them just five minutes.”- Hubspot

You don’t want your email to in the 48% so enticing your customer is important to short and sweet is best.  Make the customer or proposal the star of the subject line.

The subject line should relate to the content of the email to avoid confusion. It's important to avoid spammy phrases like “Last chance” “ Don’t Miss Out”. If your customer thinks there a chance it’s spam they will hit delete.

Read More - 8 Reasons Why It's Time To Retire Paper Order Forms

Email Content

Writing an effective sales email isn’t as simple as it seems. Your email’s content is crucial to meeting your established goal.

“The more you write, the less likely you are to get a response. Only one in three messages that are longer than 2500 words receive a reply. However, you shouldn't be too brief: A 25-word email is roughly as effective as a 2000-word one. What's the sweet spot? Between 50 and 125 words -- or around the length of this paragraph.”- Hubspot

All of your emails should also be skimmable. Very few people are willing to read a five-paragraph email, so keeping is short will increase the chance the customer will read and retain the content of your email.

When writing your content consider the following guidelines:
  1. Use an active voice, people respond well to and trust a confident voice
  2. Use formatting, bold important words and use point form whenever possible
  3. Avoid weak phrases like ” I think”, “I just”
  4. Evoke emotion, people respond to a feeling more than anything else
  5. Be specific and use concrete examples to demonstrate the value
  6. Offer value which can be done with information, discounts or other offerings.

Read More - B2B Email Marketing Best Practices

Call To Action

A call to action is essentially the goal of the email.It asks the reader to take some type of action whether it is a purchase or even booking a meeting. This call to action requires a response from the customer, keeping the conversation going. It needs to be clear and near impossible to miss.  


  1. Are you available for a 20-minute call tomorrow?
  2. Would you like me to provide you with (X)?


Few people want to read an inspirational quote when they are looking for your phone number. The purpose of an email signature is to provide your contact with the information they need to get a hold of you. Make your contact information clear and easy to read.


  1. Remember to be mindful when you are sending emails. Don't leave the important ones until Friday. Try to send the majority of your email between Monday and Wednesday when people are most responsive.
  2. Set up a task in your calendar to send a follow-up email a few days after you’ve sent your initial email.
  3. Offer added value whenever possible. Whether it’s extra marketing materials for them or industry insight, make sure you leave your customer with something valuable during every interaction.  

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