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The Best Salesperson Guide to Email Outreach [with Templates]

Tiago Santana
Sep 13, 2019 1:20:19 PM

The primary role of salespeople is to -- well -- sell and sell aggressively. The more products or services you can sell, the better it is for your organization. 

But the only way you can achieve this is if you're able to reach more of the right people (at the right time). And that's what makes email marketing so effective (and a must-add to your sales process). 

It enables you to attract highly targeted groups and develop segmented campaigns to nurture them into sales. Plus, you can turn past customers into loyal customers. Some marketers even see a 3800% ROI using email outreach

We also find that 77% of ROI comes from segmented, targeted, and triggered email campaigns. This further proves the value of highly-targeted campaigns. 

That's what we're going to discuss today -- how to develop an email outreach strategy that yields results. 

Here's your salesperson guide to email outreach.

Steps to Running an Email Marketing Campaign

With the type of ROI email marketing can provide, it would be crazy not to include it in your sales strategy. The only thing separating you from this achievement is the knowhow. 

So we're going to take a look at what's needed to create a successful email outreach campaign. 

Let's dive in. 

Build a Targeted List of Subscribers

Imagine running a health commercial for senior citizens that aired during children's programs. This is a poorly designed campaign because it's marketing to the wrong group. 

And as you'd guess, this campaign would undoubtedly fail. But rather than switching up the copy and the time slots, the focus should be on changing the channel you're advertising on. 

Your message is only effective if it's seen by those it resonates with. And this is why it's so important to build a list of targeted email subscribers. 

One way to do this is to design popup forms for a blog post you promote on social media and via PPC. This way, you can entice visitors to subscribe to your newsletter to receive more helpful tips (or whatever it is you're promising). 

Those that fill out this form will be segmented, so they receive specific content that relates to their needs. 

Clarify Your Email Marketing Goalsadeolu-eletu-unRkg2jH1j0-unsplash

At the end of the day, you want more sales. But the key to achieving this is to create clear goals and milestones that can help increase your return on investment. 

For example, having the goal to boost your sales email list can help you to improve your chances of converting more leads into sales. So what you'd look for in this campaign aren't conversions in the sense of sales. But the conversion of website visitors into email subscribers. 

There are various goals you may set out to accomplish, such as:

  • Increasing engagement with your content (or business)
  • Nurturing current subscribers into customers
  • Segmenting your email list, so emails are more targeted
  • Re-engaging subscribers who've been inactive
  • Upselling products/services to existing customers

The more defined your goals are, the easier it'll be to track your campaigns (and determine their success). 

And this brings us to S.M.A.R.T. goals.

Set S.M.A.R.T. Goals

Surely, you understand the significance of creating clear goals for your sales email plan.  But what should it look like for your brand?

First, you have to identify the end goal for your campaign. Let's say you're looking to build readership for your blog. And you also want to build your email list. 

These are easy to track using tools like Google Analytics. 

Now, while these goals are reasonable, you're not done yet. You need to turn these into S.M.A.R.T. goals:

  • Specific
  • Measurable
  • Actionable
  • Realistic
  • Timebound

his means you have to turn your goals into something concrete.

So to start, you want to make them specific and actionable. 

Rather than saying you want more traffic and email subscribers, you want to say something like 1,000 new visitors and 500 new email subscribers. 

But how will you measure this? You need to make it timebound and measurable. For example, you want 1,000 new website visitors within three months and 500 new email subscribers within two months.

With this small tweak, you're able to see whether or not you're getting closer to your goals as the sales email campaign moves forward. And you can identify when you achieve them. 

But what's also crucial is that you can use these KPIs (key performance indicators) to split test your campaigns and see what works. 

As for creating realistic goals -- it's all about making your KPIs pragmatic. So it wouldn't be wise to set a goal to generate 100,000 visitors within a month -- that's not likely to happen. 

Quick note: If you want to boost your list of email subscribers, you'll need to implement other forms of marketing to drive visitors to the sign-up form. For example, blog writing, lead magnets, and social media promotion. 

Also, this is an excellent time to determine who's going to be responsible for content creation, editing, formatting, and overall email marketing strategy planning and execution.

Identify the Different Email Types

You may find that your email campaign can (and should) use a mix of email types. It all depends on your goals and audience. 

For example, you have:

  • Promotional emails (offers, events self-promotion, etc.)
  • Transactional/triggered emails (signup confirmations, welcome emails, etc.)
  • Relational emails (newsletters, free gift, other relevant info)

It's critical to know which emails to use and when so your emails are effective. For example, you want to ensure you send a transactional welcome email to new subscribers. 

Or the newsletter to those looking for weekly tips about XYZ. 

Identify Your Audience

Now, this goes hand-in-hand with building a targeted email list. You first have to understand who your audience is, so you know how to target them. 

In the beginning, you may have to make some educated guesses. But as you experiment with your emails (and other marketing campaigns), you'll come to learn who they truly are.

If you're using Facebook Insights and Google Analytics, then you can use these tools to learn about your audience. Both of these sources showcase valuable data, including:

  • location
  • interests
  • demographics
  • other key metrics

Use this to see who's visiting your site and showing interest in your product or service. 

Implement Email Automation franck-v-U3sOwViXhkY-unsplash

Marketing takes a lot of work, especially when it comes to running email campaigns. For instance, you have to consistently write and send out emails for each segment. 

But what if there was a way to automate a part of this process? 

Well, there is...

Tools exist that allow you to pre-schedule all of your emails for the month (or further into the future). This way, you can do all of the content creation without worrying about the distribution. 

All you have to do is monitor the progress of your campaign. Sure, you may need some tweaks in subject lines and content here and there. But it's nothing like having to set aside time each week to develop content from scratch. 

When it comes time to purchase an email marketing tool, you want to look for the following features:

  • Integrations with the software you already use (i.e., WordPress)
  • User-friendly campaign setup and automation (sales email templates, workflows, etc.)
  • Different methods to segment audiences
  • In-depth analytics to show campaign performance

Create Compelling Opt-Ins

An opt-in is the offer you make in your popup window or form to get website visitors to sign up. To get more people to subscribe, you need compelling opt-ins. 

There are various ways you can pull this off. One is to focus on your headline and copy. For example, the subject of the ad should draw attention. If the visitor is there to lose weight, then the headline can say something like: "Learn How to Lose 10 lbs in 4 Weeks!"

Then the copy beneath can talk about the newsletter and what it'll offer. Keep it short and simple. The form should also be uncomplicated -- most only ask for a name and email address. 

But if you need more information to segment your campaign further, then do so. For instance, you can ask how many lbs they want to lose ultimately, their gender, age, etc. Just keep it to a limit and make these fields optional. 

The key is to get folks to subscribe. You don't want to run away prospects because you're asking for too much information. There are other ways you can gather these details down the line. 

The other part of making your opt-ins compelling is the way you showcase them. For instance, you can use:

  • Welcome gates: popup appears when visitors first arrive at your site
  • Lightbox popups: appears on the screen, blanking out the rest of the background, so all focus is on the popup
  • Exit-intent popups: shows when a visitor is about to click away from your site (excellent time to offer a freebie)

Create an Email Sequence and Follow-ups

It's essential to have a strategy for the flow of emails your subscribers will receive. If the idea is to nurture them, then you want a sequence that isn't too salesly in the beginning. 

Ideally, you should start by offering tons of value. This can be in the form of advice and tips, free downloads, and insider insights. At this time, there's only a soft push for conversion. 

Then after several weeks, you can go in for the hard sell. At this point, you've gained their trust and proven you offer tons of value. So they'll be more inclined to take you up on your offer (if it's reasonable and resonates with their current needs). 

Here's a quick rundown of what you'll have to do:

  • Determine the frequency of emails (once a week, twice a week, etc.)
  • Consider the types of emails throughout the sequence
  • Create an outline or rough idea of the content
  • Craft the call to action (sign up for event, follow account on social media)

To succeed, you need an email campaign that is timely, relevant, interesting, and valuable. In other words, your emails need to arrive when your audience needs the information. And it must be pertinent to their needs. 

If the content isn't exciting and valuable, then you can forget about them converting. Or worse, they may unsubscribe. 

Design the Look of Your Email Marketinghelloquence-5fNmWej4tAA-unsplash

There are many ways you can design your email campaign. Some brands choose to go with mainly embedded videos (for an audience who hates reading). Others may opt to go with short emails and links to longer content on their blog. 

And some will write up longer emails that are jampacked with value, such as a workout regimen or top 10 list of mistakes to avoid. 

Other than the content design, you want to consider the colors and theme you use. You can insert images and create designs that match your brand colors and style. 

Keep in mind that some users have email providers that block elements, such as images and logos. This can disrupt the look of the email. 

This is why some brands choose to keep their email templates simple.

Experiment, Experiment, Experiment

Don't expect to get your email campaign right the first (or even second) time around. You may get lucky and get excellent results in the beginning. But if this doesn't happen, don't worry. 

You have to continue tweaking different elements of your email copy. For example, you can A/B split test your headlines. What this means is creating two of the same email with the only difference being the subject line. 

Which of them perform the best? 

The reason you change only one area of the email is so that you can identify specifically what it is that made the content higher-performing. If you changed several elements, you'd have to guess what made email A better than email B. 

And you continue to do this with other areas, such as the:

  • Layout
  • Preheader (preview of email before readers open the email)
  • Message in the content
  • Topics
  • Call to action
  • Offer
  • Content types (video, text)
  • Content lengths

And the list goes on. 

Now, once you find the better performing email, don't stop there. Continue testing to see how you can continue to improve your emails. You may find a pattern in the types of subject lines that get higher open-rates. 

And then you can further improve these emails with the best content types, lengths, and CTAs. 

But what if you want to send emails to people who aren't on your email list. For example, a prospective client you want to do business with?

In this case, you want to focus on adding cold emails to your email outreach strategy. 

Let's look deeper.

How to Use Email Outreach in Your Sales Strategy

Now, you'll find that planning an email outreach campaign is similar to email marketing campaigns. The only difference is that you're communicating with one person versus hundreds (or even thousands). 

Email outreach strategies you should focus on include:

  • Best practices 
  • Experimentation
  • Analytics

So we're going to cover these critical areas in the following steps.

Identify Your Goals

What's the point of adding email marketing to your sales process? Are you contemplating prospecting through email? Perhaps you're looking to close deals with those you've already connected with. 

Or maybe you're just looking to increase brand awareness. 

Your goal will determine how you go about handling your email outreach. Plus, it'll help you identify which metrics to monitor throughout your campaign. 

It's about more than open rates and click-through rates. If no one is converting, then your emails are failing. 

Find Your Prospects 

Now, it's time to find your prospects (and your approach). You can find them in several ways. For instance, you can search online (i.e., LinkedIn, Twitter, Instagram), attend networking events, use inbound marketing, or obtain referrals. 

Which of these methods offer the most promise for your product and sales style? You may find that two or more of these approaches are ideal for your company. 

For instance, if you're headquartered in the hub of networking events in your industry and get the majority of your prospects via referrals, then why not combine the two? You can attend events and possibly get both prospects and referrals to potential customers. 

But let's not forget online tools like LinkedIn Sales Navigator, which is incredible for prospecting. If this is your goal, then you can use this to develop advanced queries to locate the best prospective customers. 

You can achieve this using factors like geography, industry, estimated revenue, number of employees, etc. 

By now, you should have a customer profile, so it'll be easier to identify your prospects when you see them (whether online or offline). 

Wherever you find them, create a list that includes the contact name, company, and contact email. Be sure you're reaching out to an individual with the power to accept your proposal. 

It doesn't make sense to reach out to marketing if you're selling an HR product. 

If you're having a hard time finding and verifying emails, you can use tools like:

  • Voila Norbert
  • Email Hunter
  • Clearbit
  • FindThatLead

Build up your list of prospects and then prepare to send a killer email that converts. 

Learn Email Compliance Measures (and Stay Out of the Spam Folder)

It's essential to learn all about email compliance, so you don't end up breaking any CAN-SPAM regulations. Using the following best practices, you'll ensure your emails are properly delivered. 

It's also essential to protect your domain. We'll share two methods.

The first is to create an email address on a different domain. You don't want to use your primary business email for your email outreach campaign. 


Because you risk tarnishing your company's reputation. Some companies create a unique domain that's used solely for outbound campaigns designed for a new group of prospects. 

Next, you want to create an SPF record. This is to prevent anyone from sending unauthorized emails "on your behalf." When you set it up, you'll be able to add it to your DNS service. 

At this point, you can define and verify which IP addresses can send emails from this domain. 

The second method to safeguard your domain from being "hacked" is to create a DKIM record. It's a good idea to use both, so there's a double layer of protection. 

Then finally, you want to follow all the CAN-SPAM guidelines

In a nutshell, you're supposed to:

  • Avoid using false and misleading information
  • Limit how many exclamation points are in an email
  • Refrain from using words like free, sale, and promotion
  • Be open and transparent about your intentions
  • Limit the number of images you use

Follow these simple guidelines, and you can reduce the chances of your email landing in the spam folder. 

Begin Writing Your Emailsparker-byrd-gxD8hCmi0IQ-unsplash

Alright, you have your list of prospects and guidelines, so you don't end up marked as spam. Now, it's time to craft your emails. 

Don't overanalyze the process -- keep it simple. Let's start at the top. 

How to Write Subjects and Snippets

This is the first thing your prospects will see. And it'll determine whether or not they open your email. In fact, we find that 47% of emails aren't opened because of poorly written subjects. 

The subject line should be short and sweet. If possible, keep it to around three to four words (no more than five or six). This will help them to stand out from the other emails with long-winding subjects. 

Next, make it personal. For instance, use the prospect's name or company name. Or if you were referred to them, then include the referrer's name. 

And whatever you do, don't appear spammy. Avoid using all capitals, spam offers, and incomplete sentences. Instead, the subject should be casual, like you're writing to a friend. 

How to Write the Email Body

Once the prospect opens your email, don't disappoint. You came off as someone who's genuine and friendly. The last thing they want to see when they open the email is a ton of text about your company and how great it is. 

Keep the body of the email about the prospect. The only thing you should mention about yourself at the beginning is your name and what company you represent. 

Of course, you'll mention your product and offer eventually, but this comes somewhere near the end. 

The focus of the body should be relevant to the prospect. For instance, if you're offering painting services to realtors, then you can open with some hard-hitting facts or stats about how newly painted homes sell faster. 

Start strong to capture interest (don't forget to use their first name), then talk about the prospect and how they can potentially benefit from your service or product. Then you can followup with social proof (maybe a case study or two with past realtor clients). 

Then finish equally strong with your value proposition. Or you can link to some valuable content that can help them (depending on where they are in their journey).

In the conclusion, restate your offer and benefits and then add a call to action. This can be to schedule a call, reply to your email, or subscribe to your email newsletter. 

Don't click send until you've read it out loud and edited it for grammar, formatting, and spelling. 

In the email signature, have your name, email address, phone number, business name, and links to your website and LinkedIn. This way, the prospect can connect with you in whatever way they feel comfortable. 

Create Your Email Sequence

You click send, and you're all done -- right? Not even close. Before you click send, you should have your email sequence plan in place. 

In other words, you need to have follow-up emails and a schedule for delivery. 

Fortunately, you don't have to do this manually. Instead, you can use tools to automate the process. 

Now, the idea is to make your initial followup emails close together. Your schedule may look a little something like this:

  • Day 1: Initial email to the prospect
  • Day 3: Connect on social media (optional)
  • Day 4: Send first followup email
  • Day 7: Give them a call (optional)
  • Day 11: Send second followup email
  • Day 15: Engage with their social media posts (comment, like, share)
  • Day 21: Send third followup email

Now, you don't have to end it here if you haven't succeeded in getting a response. Try sending follow-up emails once per month (you don't want to come off as pushy or annoying). 

It doesn't have to be on the exact same day (better if it isn't, so it's more natural). 

As for the best time of day -- it's good to experiment. However, some sources will say Tuesday mornings and early afternoons are best. So try somewhere between 10 am and 4 pm. Avoid 12 pm to 1 pm because that's when most people are on lunch break. 

Don't Forget to Test and Track Results

Now, you don't want to set and forget your email outreach campaign. It's essential to continually test your campaign and track the results. 

Otherwise, you risk running campaign after campaign without any favorable results. So what is it you should be looking for?

Let's review:

  • Delivery rates: high rates show your emails are making it into prospects' inboxes. Otherwise, you need to verify emails better.
  • Open and click-through rates: indicates a strong (or weak) subject line, and whether your send time/day is optimal. 
  • Conversion rates: most important metric (signup, purchase, call, etc.)

You'll need to wait until the conclusion of your email outreach campaign to measure its effectiveness. Take notes and tweak future campaigns so they can improve. 

Now, how do you go about writing these cold emails? Let's take a look.

The Best Sales Email Templates

The best way to learn how to write sales emails is to look at examples. But before we dive into those, let's go over the elements that every email should contain:

  • Opening line
  • Offer line
  • Closing line
  • Signature line

You'll see how to write them in the example email templates below.

AIDA (Attention, Intereest, Desire, Action)

This template is the traditional form of copywriting, which consists of capturing the attention, inciting interest, creating desire, and compelling action. 

Here's a look at a template using this format. 

Hey, {Name}

Would you be able to handle 30 extra leads per week?

The reason I ask is that my team of consultants is seeing drastic results with clients in {their industry}, in just two sessions. 

Does this sound like something you'd be interested in trying? Then let's talk next Monday at 3 pm. Will this work for you?

Look forward to your reply, 

{Your Name}

The Giver

In this template, we're going to focus on offering something of value, right off the bat. For example, a book recommendation or link to a relevant article (such as from your blog). 

The topic of your email should, of course, match the resource you're providing. And the idea is to teach them something useful. 

You'll also find it's easy to follow up after this email (i.e., did you get a chance to read XYZ? How was it?). 

Here's the template:

Hi {Name},

I'm currently researching {their profession or industry} and found (relevant pain point) is a top concern in the market. Is this true for you?

If so, I came across this {piece of content} that may be useful to you. It discusses the origination of (pain point) and how experts (in their industry) are overcoming it. 

I've also found other valuable content during my research. Are you interested in talking about it over coffee Wednesday?

Talk to you soon, 

{Your Name}

The Referral (or Friend of a Friend)

When you mention the name of a mutual friend, it makes it easier to get your foot in the door. And that's what makes this template effective. 

You're being vouched for by someone they know (and hopefully, trust). So make sure to include the referrer's name in the subject line.

Here's how the template looks:

Hi {Name},

I was having lunch with (mutual friend's name), she told me you were searching for a way to {achieve specific goal} -- and as it turns out, my company specializes in {goal to be achieved}. 

She thought it'd be a great idea for us to connect since I recently helped {satisfied customer} improve their {goal related metric} using our {service/product}. 

If you're up to it, we can discuss this more on a short call on Tuesday at 10:30 am. 


{Your Name} 

Building Rapport

There's nothing worse than cold-calling prospects. It's awkward and doesn't always end well. So to help make your first call a success, you can build rapport with a cold email. 

Plus, it's an excellent ice breaker and conversation starter. Here's the template:

Hey {Name}, 

I see you're also a member of {Group Name} on LinkedIn and that you recently opened a Miami office. Since you're local now, I wanted to see if you'd be interested in meeting up at the upcoming {Group Name a} event in Miami this November. 

A fellow member of our group will be a keynote speaker -- he's well-known in the B2B marketing company. The conference is being held Nov. 15th in Orlando. Is it alright if I send you a registration form?

Kind Regards, 

{Your Name}

Promoting Action

If you've already reached out to a prospect and haven't heard back, you can follow up with an email prompting action. Ideally, you'd send this after several attempts to connect. 

You can use this email to find out if they're simply ignoring you or are too busy. 

Here's a followup email template:

Hi {Name}, 

I tried reaching out to you several times over the past month, and I know it can mean one of two things:

  1. This isn't a priority for your company right now, or
  2. You've been too busy to connect, but would like to

If #1 is you, then let me know, and I won't take up any more of your time. If it's #2, then would sometime this week be a good time to connect?

Best regards,

{Your Name}

Tools and Resources for Email Marketingrob-hampson-cqFKhqv6Ong-unsplash

It takes the right recipe to develop and execute a successful email marketing campaign. The necessary ingredients are one-part research, one-part writing, and one-part tools. 

We've already covered the research and writing portions, so let's dive into the email marketing tools and resources to check out. 

The Hemmingway App

This isn't an ordinary spell-checking application. You can plug it into your emails and get instant feedback about things, such as:

  • Hard-to-read sentences
  • Passive voice
  • Wordy sentences
  • Complicated phrases

Ideally, you want your readability score to be somewhere around 6th to 8th grade. This way, anyone can understand it.

It'll also help you to detect jargon. It's best to avoid using industry talk because it may go over your prospects' heads. No one likes to read content they can't grasp. 


Then to further assist with proofreading, you can use the Grammarly browser plugin. This too checks for similar issues, but goes a step further by checking for:

  • Audience (general, knowledgeable, expert)
  • Tone (Neutral, confident, friendly, analytical, etc.)
  • Formality (formal, informal, neutral)
  • Domain (academic, business, general, technical, casual, creative)
  • Intent (inform, describe, tell a story, convince)

The settings you select will depend on the prospect (or segment) you're emailing and your intentions. 

It's better to go with the premium version so you can get access to its full set of features. 


Here's a popular email marketing tool used to automate campaigns. You can use it for everything, including:

  • Creating signup forms
  • Sending emails manually or on schedule
  • Engaging with readers
  • Collecting stats
  • Subject line research
  • Tracking email interactions
  • Building new contacts

You can design your campaign however you like by adding images, logos, and video content. It also manages your unsubscription requests. 


This is another email campaign tool that assists with building and adding to your list of subscribers. It's designed to help you engage with your audience at the right time. 

Some of the features it comes with allow you to:

  • Import contacts
  • Craft emails
  • Preview email drafts
  • Send emails
  • Segment your lists
  • Create reports
  • Integrate with other tools
  • Develop auto-responders


This tool is ideal for the salesperson who doesn't want an overly in-depth tool. It's an easy platform to work with.

Select your template design, create your message, and send the emails to your list of contacts. 

Then it comes with added features like spam assassin, campaign analysis tools, and A/B split testing. This way, you can manage your campaign effectively. 


If you're in a small or medium e-commerce business, then Omnisend is an excellent choice. It's a sophisticated marketing platform you can integrate with your other communication platforms. 

This way, you see everything in one place. 

In the free plan, you only get email. But that should be fine to get your campaign going. You can automate the process -- for example, you can send emails based on behavioral triggers. Plus, you can time your emails, so they arrive when it's most convenient for your audience. 

The platform comes with simple design tools to make your newsletters attractive. Then there are time-saving features, such as the Product Picker, which enables you to choose items to add to your emails. 

Then to make your emails more engaging, you can add scratch cards, gift boxes, and discount coupon codes.

Jumpstart Your Email Outreach Campaign

Whether you're looking to send cold emails to prospects or warm leads in your email list -- having a strategy is vital. Then to ensure your campaign succeeds, you need to write effective emails and use efficient tools to streamline the process. 

With the above guidelines and tips, you should be able to get your email campaign up and running in no time. 

Of course, you can always enlist the help of professionals. At Gray Group International, we have a team of email marketing experts on standby to assist you. 

We will analyze your business and its goals to ensure your email campaign exceeds your expectations. 

Not sure where to begin?

Then contact us today to jumpstart your email marketing campaign!


Ready to start with your email outreach strategy 

Schedule a consultation below!

Let's Talk!

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