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Coffee’s for closers: how to craft the perfect email sales pitch

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In business, first impressions are everything. In fact, prospective customers usually only need seven seconds1 to form an opinion about your business and decide whether they’ll be customers for life or move on to your competitor.

And, as we all know, you might be selling the most useful product in the entire world—but that won’t make a difference because most people buy based on their automatic emotional responses, rather than logic.2

There are a lot of ways businesses can influence first impressions—through their websites, ads, physical storefronts, and yet many businesses overlook an important touchpoint that for many customers is the first encounter they will ever have with you: the time-honored sales pitch email.

Keep reading to learn:


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What is a sales pitch email?

A sales pitch (or “cold”) email is an unsolicited email sent by your sales team to prospects with no previous contact with your business. And though email is an extremely saturated communication channel (the average person receives 121 emails each day, with 124.5 billion business emails being sent daily 3), cold emails can still be a highly effective way to reach your target audience and kick-start sales conversations—when they’re done properly.

The average open rate for business emails is around 16.22%.4 That means for every hundred emails you send that are being delivered, only 16 are actually being opened. An analysis of cold emails5 found that benchmark open rates for cold emails were actually higher—around 37%. However, the reply rate on sales pitch emails is historically low—around 5%.

Pro-tip:

The term “sales pitch email” is kind of a misnomer—the ultimate goal of any sales pitch email is starting a conversation, which means setting the stage for an ongoing relationship rather than hitting your prospect with an aggressive pitch out of the gate. Keep that in mind as we walk through what makes a sales pitch email great.

The 4 components of a successful sales pitch email

The subject line

The first step on the long journey from sending a sales pitch email to closing the sale is getting that first email opened. And nothing impacts email open rates more than the subject line.

The subject line on the email is the only real estate you get in your prospect’s inbox, and you don’t have a lot of time to convince them to take an extra look. Research shows that people spend just two seconds looking at an email before deciding whether they open it or not.6 Ultimately, you want something that will help you stand out from the crowd, without being too “salesy.”

Email subject line

Example:

“Nick, Karen said you’d want to convert more leads. Let’s talk.”

The body

So you’ve sent your email and your prospect has opened it. Congratulations! You’re already won the first battle, but the war isn’t over yet.

The body of the email gives you a little more room to expand on what you referenced in the subject line. Make sure there’s a clear connection between what you promised in the subject line and what you’re discussing in the email—having a disconnect means your email will get opened but not responded to.

Example:

Hi Tom,

I’m Jim Brown, a Sales Executive at EmailCo. I saw the work that you’re doing on conversion rate optimization at Initech, and I’m a huge fan of your company. I thought it would be worth it to reach out.

Initech’s conversion rate optimization software has helped businesses like ACME, Cyberdyne, and Wayne Industries boost conversion rates by 100–200% through progressive profiling and dynamic content, and I really think we can help you, too.

The call-to-action

If they’ve read this far, you’re looking good—now it’s time to set the stage for how the prospect can continue the conversation and learn more about how your product can help.

The call-to-action is key; too often, small business owners can draft a fantastic email and have it fall flat because of a weak (or completely absent) CTA. But you aren’t going to be one of those people.

Professional signature with CTA

Photo credit: Yesware

 

Example:

I’m impressed by the tactics you’re already using to improve conversion rate and would love to dig into any challenges you’re facing to see if there’s a way we can help you further. Send me a reply or give me a call and I’m happy to have a chat.

Cheers,
Tom

The follow-up

Oh, you thought your work was done with one email? In a perfect world, sure—but you’re not going to land the sale that easily. Depending on your sales workflow, you’re going to want to follow up with the prospect within a couple of days, either by email or phone.

Remember, this is an ongoing conversation that’s going to help someone completely unfamiliar with your brand build trust in your product. By the end of the process, they’ll be a passionate advocate.

The trick here is to use a light touch. Again, nothing heavy handed, you’re just checking in to see if they received your message and are open to having a discussion.

Great sales pitch emails: 3 examples

To get you started off on the right foot, we’ve included some examples of sales pitch emails below. Feel free to use these as a template, but make sure you’re personalizing them for each individual prospect, because nothing blows a sale faster than an email that says “I just copied and pasted this.”

The “I’m looking for the right person” email

Subject: Can you help point me in the right direction?

Hi Nick,

Sorry to trouble you—I’m looking to connect with someone who is responsible for [pain point that you solve OR business function you serve]. Would really appreciate you telling me how I might get in touch with them.

Thanks for any help you can provide!

Tom

The “your friend thinks you’d like us” email

Subject line: Winston Schmidt recommended I talk to you

Hi Nick,

Tom from Initech here. We’re currently helping Winston Schmidt boost his conversion rates and he recommended I get in touch with you.

Would love to have a chat and learn more about any challenges you’re facing—feel free to email me and we can grab some time to discuss.

Thank you for your help,

Tom

The “let’s get to it” email

Hey Tracy,

I see that you’re responsible for [list their duties] at [company].

We’re helping other businesses like [businesses] improve conversion rates by 100–200%, and I believe we can do the same for you.

To keep it simple, Initech uses a combination of progressive profiling and dynamic content to help businesses speak directly to their customers and deliver them with customizable CTAs that help convert.

I’d love to better understand your needs around [job function] and walk you through how I think our product can help. Let me know if you have some time to chat this week and I’ll be happy to discuss.

Sincerely,

Tom

How to improve your sales pitch emails—right now

Here are a few steps you can take to tweak your existing sales pitch emails:

The perfect email sales pitch is just the start

While sales tactics and techniques have advanced a lot over the years, there are still few things more effective than a personalized, knowledgeable, and charismatic email sales pitch—especially when it’s integrated with your overall sales communication strategy.

By using the tips contained in this post, you’ll be able to start relationships with prospects off on the right foot and drive greater sales success for your business.

 

 


1 businessinsider.com/only-7-seconds-to-make-first-impression-2013-4

2 inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html

3 campaignmonitor.com/blog/email-marketing/2019/05/shocking-truth-about-how-many-emails-sent

4 knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates

5 woodpecker.co/blog/cold-email-benchmarks-2020

6 inc.com/geoffrey-james/9-questions-people-ask-before-opening-an-email.html

7 blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data

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