10 Email Templates You Need to Close a Sale

Chapter 01: 10 Email Templates You Need to Close a Sale

Thanks for downloading our free guide on the email templates you'll need to close a sale. You can use the templates as a starting point for the messages you send to prospects. If you’re using automation software, like Infusionsoft, you can set up many of these emails to be triggered automatically by an action like a purchase or a previous email.

You’ve written thousands of emails in your lifetime.

That doesn’t necessarily mean it gets any easier, especially when you’re trying to make a sale. It’s tough to determine what to say, when to say it, and how to drive prospects toward a sale without sounding too pushy. If you’re like most people, you still sit down and freeze up when you see this:

email template

That’s why we’re giving you a shortcut: ten sales-related email templates that you can copy, paste, and use as a starting point for the messages you send to prospects. If you’re using automation software, like Infusionsoft, you can set up many of these emails to be triggered automatically by an action like a purchase or a previous email.

Pro tip:

Customize these emails to reflect your personality and the unique qualities of your business.

While you’re at it, keep these tips in mind:

  • In each email, include a specific call-to-action (CTA) that outlines what you’d like the recipient to do. To avoid confusion, choose only one CTA per email.
  • To avoid your emails being marked as spam, be sure you have permission to contact recipients before adding them to a series of automated emails.
  • Your email is just one of dozens your prospects will receive that day. Keep it direct and short (around one hundred words).

Initial Contact

Solution to a problem

  • When to send it: Introduce yourself to a prospect who is unfamiliar with your company by explaining how you can help her achieve her goals.
  • Why it works: In speaking to the mindset and challenges of your customers, you position your company as a source of help—a message that resonates with prospects more than emails that immediately ask for a sale.

solution to a problem email

Social media introduction

  • When to send it: Introduce yourself to a lead you identified on a social network like LinkedIn or Twitter by sending a piece of helpful content.
  • Why it works: No one likes direct solicitations from strangers on social media. Instead of pushing for a sale, introduce yourself as an expert in your field who’s willing to help

social media introduction


  • When to send it: When a customer gives you a referral, follow up quickly to introduce yourself and ask whether you can be of service.
  • Why it works: Mentioning the referring customer catches the prospect’s attention, while providing background information helps to educate him if the referring customer didn’t explain your company.

referral email

Following Up

Networking follow up

  • When to send it: Stay in touch with someone you recently met by sending an email that reminds him of your conversation and your business.
  • Why it works: By following up quickly, you ensure that your new connection has your contact information while creating an opportunity for continued discussion.


Trying to reach you

  • When to send it: Send an email immediately after you leave a voicemail or miss someone by phone.
  • Why it works: Following up by both phone and email increases your chances of reaching the prospect, especially if you note when you’ll be calling again and offer opportunities for the prospect to reach you first.


Follow-Up After Conversation

  • When to send it: After an initial conversation with a prospect, send a recap of your discussion and request for another call or meeting.
  • Why it works: Most prospects won’t buy after a single conversation. Follow up to stay top of mind and encourage them to take the next step toward a sale.


Follow Up With Content

  • When to send it: As you continue the conversation with a prospect, mix in a content piece that answers potential questions or helps demonstrate the value of your products or services.
  • Why it works: By sending useful content, you can better educate your prospects about your company and stay in touch without coming across as being too aggressive.




  • When to send it:If your prospect initially expressed interest only to go M.I.A., send this quick email asking for a status update to ensure you don’t give up too soon on a promising lead.
  • Why it works: A prospect may not tell you if your timing is off— or admit that he lost track of your conversation. The multiple- choice approach allows for a quick and honest response.


Last attempt to contact

  • When to send it: Send this email to a nonresponsive prospect to find out whether he’s officially not interested in buying.
  • Why it works: The reverse psychology might inspire him to reply with an explanation: Maybe the timing isn’t right, or he’s simply been busy—in which case you can continue to work the sale. And if you confirm he’ll never buy, you can refocus your efforts on more promising leads.

final attempt to contact

Referral requests

  • When to send it: Referrals are a major source of new business, but you won’t necessarily receive them without asking. Send this email soon after a customer’s purchase, while her experience with your business is fresh in her mind.
  • Why it works: Customers may be more inspired to give referrals if you ask them to help other people instead of asking them to help your company.

referral request


We hope these templates help make it easier to write effective sales emails. Visit the Infusionsoft Knowledge Center for more small business resources, like these articles about writing and email marketing:

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