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A Complete Guide to Writing Effective Prospecting Emails

Prospecting is one of the most important parts of sales—but it also happens to be the part that most salespeople struggle with. In fact, recent studies show that as much as 40% of salespeople find that prospecting is the most challenging part of the sales process.

Do you find yourself agreeing with this sentiment? This article on how to write sales prospecting emails can turn that around!


By the time you’ve finished reading our list of tips and tricks, as well as our top-notch email templates, we hope you’ll feel like a prospecting master.

So, if you’d like to find out how to boost your prospecting email response rates and boost your conversion rates and revenue, read on!

email prospecting

What Is a Prospecting Email?

Most people are familiar with the idea of prospecting over the phone—calling up potential leads and asking them questions to determine their viability. But what is a sales prospecting email?

Functionally, these emails fulfill the same purpose as prospecting calls, helping you separate viable leads from dead ones.


You can use these emails to gather valuable marketing data to personalize future letters, ensuring that you’re able to cater your messages to the needs and wants of your potential clients.

Really, the only big difference between using emails for prospecting over phone calls is the medium used.


But does the medium matter so long as your message is sound? We’ll consider this question in the next section.


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Why Are Sales Prospecting Emails So Important?

But are emails for prospecting really so important? Why? And what is it about them that makes them more useful than prospecting calls?

The main reason why prospecting is so important is that it allows you to begin building strong relationships with potential clients.


By finding out more about them and their pain points, you will find it easier to cater sales pitches to them, demonstrating how your goods and services can help solve their problems.

As for why people may use prospecting emails over phone calls, the former is steadily growing in popularity among consumers.

prospecting emails

With an email, they can take their time to think about your words and respond in their own time. 


How to Write the Best Prospecting Emails Ever

Now that we’ve explained what emails for prospecting are, why they’re so important, and why you might consider them over phone calls, there’s just one topic that still needs addressing: how to write a prospecting email.

In this section, we’ve brought together our top three tips to help you write emails that will make an impact.


This shouldn’t be seen as an exhaustive list; there are obviously lots of other ways you can improve your prospecting game. However, these three tricks are some of the most important.


Include Engaging Content

One of the most important things to consider when writing a prospecting email is its content.

You want to make sure that you include pertinent information that is relevant to the reader.


More than that, you should be sure to present it in an engaging fashion, making it clear to your readers what the benefits of your service are and how they can help them.

Crafting an engaging email begins with the subject line. When writing yours, keep these three words in mind:


  • Punchy.
  • Relevant.
  • Clear.


Your subject line shouldn’t just be catchy and attention-grabbing; it should also directly relate to the contents of your email and be easy to understand.


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Personalize Your Emails

Following on from the above point, one of the best ways you can be sure to engage your readers is to personalize your prospecting emails.

At the very least you should make sure to include basic information, such as:


  • Their name.
  • Their job title.
  • Their company name.


The more you get to know your prospect, the more personalization you can include in your emails.

You’ll also come to understand their pain points more, and so will be able to target those in your messages, too.


Not yet convinced of the importance of personalizing your emails? Perhaps the below statistic will change your mind.

prospecting emails

Review Sales Prospecting Email Templates

Our final piece of advice is to look at examples for ideas.

Email templates can not only give you an idea of what to include in your own messages but can also help you to figure out the format and layout of your emails.


When reviewing prospecting email templates, also pay attention to the type of tone used.

You’ll notice that the best examples manage to find a balance between warmth and professionalism, and are friendly without becoming too informal.


Eager to see what we mean? Check out the examples below!


Prospecting Email Example #1


Subject Line: Are You Ready to Revolutionize Your Finances?

Hi Jack,

My name is Wendy, and I’m writing to you today from Finance Management Co. We’re a big fan of what you’re doing over at New Business Startup—congrats on all your hard work paying off!

Our company has a lot of experience supporting startups like yours and helping them achieve their full potential. If you have a spare 15 minutes this week, I could talk you through some of the main benefits of our company, such as our limitless virtual cards and spending limits.

Please, let me know when would work best for you!

Kind regards,



Prospecting Email Example #2


Subject Line: Need Help With CRM?

Good morning Elizabeth!

I heard from a mutual friend, David, that you might be looking to upgrade your CRM software, and thought I’d get in touch!

Since finding out about your new consultancy business, I’ve been following your progress, and I’ve got to say I’m impressed! You’re an asset to the industry, and I’d love the chance to work with you; what’s more, I think my company’s CRM software would be a benefit to your practice.

Would you be free sometime this week for a quiet chat to find out more?

Looking forward to hearing from you!




Keep Our Advice in Mind to Write Effective Prospecting Emails

Prospecting can be difficult, it’s true—but it doesn’t have to be.

When sending out emails for prospecting, you can ensure consistently good results by following just a few important rules.


In this article, we’ve given you a few of the most crucial tips for writing prospecting emails that work.

We hope that our example emails were helpful, too. Sometimes it can help to have a look at how other companies approach prospecting, as this makes it easier to generate ideas of your own.


So, next time you find yourself drafting a prospecting email, first take a moment to reflect on our advice!

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