Sales templates for email, LinkedIn and the phone.

How to use these sales templates

This page is a library of sales email templates, LinkedIn message templates and call scripts for B2B sales, organized by the situation you are in. Every template has placeholders in braces, a line on when to use it, and a note on the one case where it backfires.

A sales template is a starting structure, not a finished message. It saves time on the shape of an email, so the time goes into the part that decides whether anyone replies: the sentence about the reader.

How to use a template well:

1. Match the situation. Pick the template for what just happened, such as a job change, a demo or a silent prospect, not the one that sounds best.
2. Replace every placeholder. Then read the message once as the recipient would.
3. Rewrite the first line. Make it about something true and recent about the person or their company.
4. Keep one ask. One question or one next step per message.
5. Send from a person. Your name, your title, a normal signature, and plain text.

All templates on this page were written for Jeluvi. No response rates are promised, because replies depend on your list, your offer and your market.

Sales email templates by stage of the sales process

Pick a template by where the prospect or customer is in the sales process. The table maps each stage to its goal and to the templates on this page.

How to write your own sales email template

The best template is often the one your team writes from its own replies. To build a sales email template that works for your product and service:

1. Start from a real email that got a reply

   Look through sent emails for messages that got positive replies, and find what they had in common.

2. Name the situation

   Write down when the template should be used, such as a new role, a demo request or a stalled deal.

3. Mark the parts that change

   Turn names, companies, triggers and outcomes into placeholders, and leave the structure as fixed text.

4. Write the backfire note

   Name the one case where sending it would hurt, so nobody on the team sends it there.

5. Test and update it

   Track replies to each template for a few weeks, then change one element at a time.

Sales email templates for products and for services

The same template structure works whether you sell a product or a service, but the value line changes.

Either way, the email should help the prospect see their own situation more clearly, not describe your company. A service email that lists capabilities and a product email that lists features fail for the same reason: neither is about the reader.

The anatomy of a sales email template

Sales email best practices that apply to every template:

• Use the prospect's name and company naturally, once in the greeting and once where it matters, not in every sentence.
• Be specific about the problem, in the words the prospect's industry uses.
• Describe what the product or service helps achieve, not its feature list.
• Respect the reader's time with short paragraphs and one question.
• Send at a sensible time for the recipient's time zone, and test your own timing rather than following a generic rule.
• Include what the law requires for commercial email, such as an honest sender and a way to opt out.

Placeholders are the parts you must change for every recipient. Merge fields such as a first name can fill some automatically, but the detail in the opening line needs a person to find it.

Prospecting email templates

These email templates start conversations with prospects who fit your ideal customer profile. Each one uses a different reason to write. For more first-touch templates, see the cold email guide.

1. New role at the company

Use it when a prospect recently started a role where they own the problem you solve.

Subject: first 90 days as {{title}}

Hi {{firstName}},

Congratulations on the move to {{companyName}}. New {{title}}s usually spend the first quarter deciding what to keep and what to change in {{area}}.

We helped {{similarCustomer}} {{outcome}} in their first months. Would a short list of what they changed first be useful?

{{senderName}}

2. Using a competitor or an older tool

Use it when public information shows the company uses a tool your product replaces.

Subject: {{currentTool}} and {{problem}}

Hi {{firstName}},

Teams that run {{area}} on {{currentTool}} often tell us {{problem}} gets harder as they grow past {{threshold}}.

If that is true at {{companyName}}, I can show you how {{similarCustomer}} handled it. If not, no follow-up needed.

{{senderName}}

3. They engaged with your content

Use it when a prospect downloaded a guide, attended a webinar or read several pages on a topic.

Subject: the {{resource}} you downloaded

Hi {{firstName}},

Thanks for grabbing the {{resource}}. Most people who download it are working on {{problem}} this quarter.

Is that what you are looking at, or was it for something else? Happy to point you to the part that fits.

{{senderName}}

4. Reply to an inbound demo request

Use it when someone requests a demo or a call through your website.

Subject: your {{productName}} demo

Hi {{firstName}},

Thanks for reaching out. To make the demo useful, what is the main thing you want to solve with {{productName}}, and who else should join?

Here are two times that work: {{meetingTime1}} or {{meetingTime2}}. Or pick one here: {{calendarLink}}

{{senderName}}

5. Asking a mutual connection for an introduction

Use it when someone you know is connected to a decision maker at a target account.

Subject: quick intro to {{prospectName}}?

Hi {{contactFirstName}},

I noticed you are connected to {{prospectName}} at {{companyName}}. We help teams like theirs {{outcome}}, and I think it could be relevant.

Would you be comfortable introducing us? I have written a short note below you can forward, so it takes a minute.

{{senderName}}

Meeting and deal stage email templates

These sales email templates move an active deal forward, from the first meeting to the decision. For follow-ups to prospects who have not replied, use the sales follow-up email templates.

6. Meeting confirmation

Use it when a meeting is booked, a day before it happens.

Subject: {{meetingDay}}: agenda for our call

Hi {{firstName}},

Looking forward to {{meetingDay}} at {{meetingTime}}. I plan to cover:

1. {{agendaItem1}}
2. {{agendaItem2}}
3. Next steps, if it makes sense

Anything you want to add, or anyone else who should join?

{{senderName}}

7. Meeting recap and next steps

Use it when a discovery call or first meeting just ended.

Subject: recap: {{companyName}} and {{yourCompany}}

Hi {{firstName}},

Thanks for the time today. What I heard:

- {{problem}} is costing the team {{impact}}
- A decision is needed by {{decisionDate}}
- {{stakeholder}} needs to be part of it

Next step: {{nextStep}} on {{nextStepDate}}. Did I miss anything?

{{senderName}}

8. Sending a proposal

Use it when you send pricing or a proposal after discovery.

Subject: proposal for {{companyName}}

Hi {{firstName}},

Attached is the proposal we discussed. The short version: {{solutionSummary}}, starting {{startDate}}, for {{price}}.

It is built around {{goal}}. Could we take 20 minutes on {{reviewDate}} to go through questions together?

{{senderName}}

9. After a no-show

Use it when a prospect missed a scheduled meeting.

Subject: missed you today

Hi {{firstName}},

Looks like today did not work out, no problem. Want to find another time for {{topic}}? Here are two options: {{meetingTime1}} or {{meetingTime2}}.

If the priority has changed, just let me know.

{{senderName}}

10. Checking in before the decision date

Use it when a deal is waiting on a decision the prospect planned to make.

Subject: {{decisionDate}} decision on {{topic}}

Hi {{firstName}},

You mentioned the team would decide on {{topic}} by {{decisionDate}}. Is anything still open that I can help with, such as {{possibleQuestion}}?

If the timeline moved, tell me the new one and I will plan around it.

{{senderName}}

11. Reply to a price objection

Use it when a prospect says the proposal is too expensive.

Subject: re: pricing for {{companyName}}

Hi {{firstName}},

Thanks for being direct about the price. Can I ask what you are comparing it with: another vendor, doing it in-house, or the budget you had planned?

Depending on the answer, we can look at {{option1}} or {{option2}}, or confirm this is not the right time.

{{senderName}}

12. Re-opening a closed-lost deal

Use it when a deal was lost several months ago and something has changed.

Subject: {{change}} since we last spoke

Hi {{firstName}},

When we spoke in {{month}}, the timing was not right because of {{lostReason}}. Since then, {{change}}.

Is {{problem}} still on your list, or has the team moved on?

{{senderName}}

LinkedIn message templates

LinkedIn message templates need to be shorter than emails, because they are read on a phone and next to the prospect's profile. Keep the connection request free of any pitch. For the full LinkedIn strategy, see LinkedIn lead generation.

How to write a LinkedIn message that gets a reply:

• Research the prospect's profile and recent activity before you connect, and use one detail from it.
• Send the connection request with a short note and no sales message.
• Wait before messaging after they accept, and make the first message a question about their work.
• Mention your industry experience only when it helps the prospect, not as an introduction.
• Move leads to email or a call once there is a conversation, and keep LinkedIn outreach manual.

13. Connection request after an event

Use it when you attended the same event, webinar or session.

Hi {{firstName}}, we were both at {{eventName}}. Your point about {{detail}} in the Q&A stuck with me. Would be good to stay connected.

14. Connection request through a mutual connection

Use it when you share a connection who knows both of you.

Hi {{firstName}}, {{mutualConnection}} and I work together on {{topic}}, and your name came up. I would like to connect.

15. After they viewed your profile

Use it when a prospect who fits your profile viewed yours.

Hi {{firstName}}, thanks for stopping by my profile. I work with {{role}}s at {{industry}} companies on {{problem}}. If that is something you are looking into, happy to share what has worked.

16. They commented on your post

Use it when a prospect left a thoughtful comment on something you posted.

Hi {{firstName}}, thanks for your comment on my post about {{topic}}. You mentioned {{detail}}. How are you handling that at {{companyName}} today?

17. InMail to a senior buyer

Use it when the decision maker is outside your network and worth an InMail credit.

Subject: {{companyName}} and {{goal}}

Hi {{firstName}},

Your recent {{announcement}} suggests {{goal}} is a priority this year. We helped {{similarCustomer}} reach it by {{approach}}.

Would a 15-minute conversation be useful, or is there someone on your team I should speak to first?

{{senderName}}

18. When they sent you a connection request

Use it when a prospect who fits your profile connected with you first.

Thanks for connecting, {{firstName}}. I saw you lead {{area}} at {{companyName}}. What are you focused on this quarter?

Call scripts for warm leads

These call scripts are for leads who already showed interest. For cold calls, the gatekeeper and voicemails, see sales scripts for cold calling and the cold calling tips that go with them.

19. Calling a new inbound lead

Use it when someone filled in a form or requested information.

Hi {{firstName}}, this is {{senderName}} from {{companyName}}. You asked about {{topic}} on our site a few minutes ago, so I wanted to call while it is fresh. Is now a bad time for two quick questions, so I can point you to the right person?

20. Calling a webinar attendee

Use it when a prospect who fits your profile attended a webinar.

Hi {{firstName}}, {{senderName}} from {{companyName}}. You joined our session on {{topic}} yesterday, thanks for coming. I am calling because a few attendees asked about {{followUpTopic}}. Is that relevant for your team, or was it more of a general interest?

Customer email templates

Selling does not stop at the signature. These templates help account managers and sales teams keep, grow and learn from existing customers.

21. Asking a customer for a referral

Use it when a customer has just achieved a result or said something positive.

Subject: thank you, and a small ask

Hi {{firstName}},

Great to hear that {{result}}. Thank you for sharing it.

Do you know one or two people at other {{industry}} companies who deal with {{problem}}? An introduction would mean a lot, and I will make sure they get the same care you did.

{{senderName}}

22. Renewal check-in

Use it when a contract renewal is a few months away.

Subject: planning ahead for {{renewalDate}}

Hi {{firstName}},

Your {{productName}} renewal comes up on {{renewalDate}}. Before then, I would like to review what is working, what is not, and what your team needs next year.

Could we find 30 minutes in the next few weeks?

{{senderName}}

23. Expansion to another team

Use it when another team at a customer could use the same product.

Subject: {{otherTeam}} at {{companyName}}

Hi {{firstName}},

Your team has {{result}} since starting with {{productName}}. The {{otherTeam}} team often runs into {{problem}} too.

Would it make sense to introduce me to whoever leads {{otherTeam}}, or would you rather I reach out directly?

{{senderName}}

24. Asking for a case study

Use it when a customer has measurable results they are proud of.

Subject: sharing your {{result}} story?

Hi {{firstName}},

What your team did with {{productName}} is a great example for other {{industry}} companies. Would you be open to a short case study? It is a 30-minute interview, and you approve every word before anything is published.

{{senderName}}

25. Introducing a new product to a customer

Use it when you launch something an existing customer is likely to need.

Subject: new for {{companyName}}: {{newProduct}}

Hi {{firstName}},

You told us last quarter that {{need}} was next on your list. We just released {{newProduct}}, which does exactly that.

Want a 15-minute look with your team, or should I send a short video first?

{{senderName}}

Professional email subject line examples for sales

A professional email subject line is short, specific and honest about what is inside. It is the first thing the recipient reads, and it decides whether the email is opened now, later or never.

How to write a professional email subject line:

1. Say what the email is about in a few clear words.
2. Add the one detail that makes it about the recipient: their company, their event, their topic.
3. Include a date or an action when the email needs one, such as an agenda or a decision.
4. Check that the subject line and the first line of the email agree.

The subject line examples below were written for this page and grouped by situation.

Rules for B2B sales email subject lines:

• Keep them short enough to read on a phone.
• Use the prospect's world: their company, their topic, their event.
• Avoid all caps, exclamation marks, fake "Re:" or "Fwd:" prefixes and clickbait.
• Make the subject match the email, so the open is not followed by disappointment.

More templates on Jeluvi

Other template sets on Jeluvi cover specific parts of the sales cycle in more depth:

Sales template mistakes

• Sending a template with a placeholder still in it.
• Keeping the template's example detail instead of writing your own.
• Using the same template for every prospect in a segment without changing the first line.
• Choosing a template by how clever it sounds rather than by the situation.
• Adding a second ask because the template felt short.
• Sending LinkedIn templates through automation tools.
• Never updating a template after replies show what does not work.

Frequently asked questions