High-converting B2B sales emails are made through rigorous testing, outreach planning, and a deep understanding of your target audience. A sales email marketing campaign is a great way to generate leads and make new connections with various companies.

According to a 2023 Zippia report, 59 percent of B2B marketers believe email marketing is the most effective channel for creating leads and sales. This means that B2B companies are investing resources into their email marketing efforts.

The article below tackles how to write B2B sales emails and some tips and tricks to succeed.

What is a Sales Email?

A sales email is an email message that aims to generate leads, clients, or sales for a business. These are usually sent to a group of potential prospects for a product or service.

Sales emails can be used at various stages of the sales process. They can be used during the initial outreach of leads. It can also be used in follow-ups and nurturing campaigns for established clients. Lastly, they are an important tool for sales teams to engage with prospects and increase conversion rates. 

Parts of a Sales Email

The parts of a sales email typically contain an introduction, body, and call-to-action (CTA). These sections are important because they contain key information for your audience. This list talks about crucial elements of a B2B sales email. 

Here are the general parts of a sales email:

  1. Subject Line
  2. Introduction
  3. Body
  4. Call-to-Action (CTA)
  5. Closing
  6. Signature

Eye-Catching Subject Line

The subject line is the first thing people see when you send them an email so this part must be eye-catching and interesting. A strong subject line should be concise, compelling, and relevant to the audience’s needs or interests.

Furthermore, you should be direct to the point of what the subject line is trying to convey to the receiver. According to Regie.ai’s 2023 Sales Email Benchmark Report, subject lines with around 7 words had the highest open rate at 46.2 percent. Here are some examples of eye-catching subject lines for your B2B sales email:

  • A [solution] for [prospect’s company]
  • Having trouble with [problem]? You should try [product]
  • We offer [solution] for [industry] businesses

Engaging Email Copy

B2B email copywriting is the process of creating written messages for prospective clients to connect them to a solution to their problems. Your introduction and body should be direct to the point, clear, and concise.

In writing the body of your email, you should clearly state your purpose. In the email, provide a meeting point where your product meets your prospect. You should discuss how your product is going to achieve a certain goal. Here’s a sample template that you can follow for your introduction and body:

sample template of b2b sales email copy

Strong Call-to-Action (CTA)

Call-to-actions is a term for prompting prospects to advance to the next step of the sales process. CTAs are mostly found in sales campaigns through social media, email newsletters, and cold calls.

In context with sales emails, a strong CTA entails using action-oriented language like “learn more” or “get started.” It also creates a sense of urgency by providing limited-time offers. Here are some examples of CTAs that you can use in your sales emails:

  • Would you like to get a free trial of [product]?
  • Are you available to chat to learn more about what we offer?
  • Would you like to get a 1-min demo video from me?

Memorable Signature

A signature is a way to let the receiver know who you are, what your company does, and other ways to connect with you. You can include your name, title, company name, and contact information. You may also include a brief and impactful tagline or value proposition.

Furthermore, consider using a professional email signature design that reflects your brand and makes a positive impression on the recipient. A memorable signature can help reinforce your brand identity and leave a lasting impression on potential customers. Here’s an example of a signature template that you can use:

template and sample of memorable signature

Concise Preview Text

The preview text is a sneak peek of what the email is about. The preview text should describe what to expect inside the email. This can also be in line with the subject line of the sales email. You can include a CTA or a quick explanation of the email.

Tips on How to Write a High-Converting B2B Sales Email

Here are some tips which help you write and optimize your B2B sales emails. It starts by doing market research, and follow-ups, and monitoring the performances of emails. These tips may help you improve your email campaigns’ results.

Know Your Audience

The first thing you need to do is to perform market research to know what messaging resonates with your audience. Knowing your audience is important because it provides the necessary data to understand your customer base. You can use the three-basket method to segment your audience into different categories.

Personalized Emailing

In line with the first point, you can begin creating personalized emails that fit the needs of potential prospects. According to HubSpot’s 2024 State of Marketing Report, 94 percent of marketers have stated that personalization has boosted their sales. Moreover, targeted emails have higher reply rates than generic sales emails. 

Consistent Follow-Ups

You need to consistently follow up with your potential prospects to keep the conversation going. According to Belkins’ 2023 study on B2B sales follow-ups, the optimal number of email follow-ups is 2 emails that are sent across 2 to 5 days.

A sales cadence strategy is great for creating a system of follow-up dates that are in line with your prospective clients.

Offer Exclusive Offers and Discounts

Another way to increase your conversion rates is to offer exclusive offers and discounts in your sales emails. These offers generate interest by incentivizing your prospects to make a decision sooner.

Test and Monitor Your Sales Emails

As you go along with your email marketing campaigns, you should perform various tests to monitor metrics such as click-through rate (CTR), conversion rate, and email bounce rates.

Additionally, you can perform tests such as A/B testing where you compare 2 email templates and see how well they perform over a timeframe.


You can write high-converting B2B sales emails by having a well-thought-out plan that can help you create personalized emails for your prospects. Cold emails are a great way to generate leads and make connections.