15 B2B Sales Email Templates
That Actually Get Responses (Copy, Paste, and Customize)
EXECUTIVE SUMMARY
Most B2B sales email templates fail because they're designed to sell, not to start conversations. Salesperson.com's email templates are built on a different principle: get a response first, sell second. This article provides 15 ready-to-use B2B sales email templates across four categories: reply-trigger emails (designed to establish deliverability), cold outreach emails (first touch with new prospects), follow-up emails (after meetings, demos, and proposals), and nurture emails (long-term relationship building). Each template includes subject line options, the complete email body, customization instructions, and the psychology behind why it works. These are the exact templates we use at Salesperson.com to achieve 8-15% response rates on cold outreach—versus the industry average of 1-2%.
Key Takeaways
- Reply-trigger emails come first: Salesperson.com's templates start with emails designed to get any response—establishing deliverability before you pitch
- Short beats long: Every template is under 100 words because busy executives don't read walls of text
- Questions beat statements: Emails ending with easy-to-answer questions get 2-3x more responses than those ending with CTAs
- Personalization placeholders require real data: Don't just swap [Company]—use enrichment data for genuine personalization
- Subject lines are 50% of success: Salesperson.com's subject lines are short, specific, and curiosity-driven—never clickbait
- Templates are starting points: Customize every email with at least one detail specific to the recipient
Introduction: Why Most Email Templates Fail
I've tested thousands of B2B sales emails. Literally thousands. And I can tell you exactly why most templates you find online don't work.
They're designed to sell.
That sounds backwards, right? Sales emails should sell. But here's the problem: if your email lands in spam, it sells nothing. If your email gets ignored, it sells nothing. If your email annoys the prospect, it sells negative.
At Salesperson.com, we design emails to do one thing first: get a response. Any response. Even "not interested" is a win because it establishes a two-way email relationship that improves deliverability for every future message.
The templates below are organized into four categories:
- Reply-Trigger Emails (3 templates): Get any response to establish deliverability
- Cold Outreach Emails (5 templates): First touch with new prospects
- Follow-Up Emails (4 templates): After meetings, demos, proposals, and silence
- Nurture Emails (3 templates): Long-term relationship building
Copy them. Customize them. Make them yours. Just don't send them without adding at least one genuine personalization detail.
Part 1: Reply-Trigger Email Templates
Purpose: Get any response to establish email deliverability. These are NOT sales emails—they're conversation starters that ensure your future emails land in the inbox.
Template 1: The Quick Question
Subject Lines:
- Quick question about [product category]
- Question for you
- [First name] - quick question
Email Body:
Hi [First name],Quick question—when you're evaluating [product category], is [Factor A] or [Factor B] usually the bigger priority?Trying to figure out if we're even in the right ballpark for a company like [Company].[Your name]
Why It Works: Easy to answer (two choices). Non-threatening. Short enough to read in 5 seconds. Doesn't ask for time or a meeting.
Customization: Factor A vs Factor B should be real tradeoffs in your industry (price vs performance, speed vs reliability).
Template 2: The Helpful Resource
Subject Lines:
- Thought this might help
- [Topic] resource for [Company]
- Something for your [initiative/project]
Email Body:
Hi [First name],Saw [Company] is [specific initiative—hiring, expanding, launching, etc.]. We put together a [guide/checklist/comparison] that might be useful: [link]No strings attached—just thought it was relevant to what you're working on.Worth a look?[Your name]
Why It Works: Gives value before asking for anything. Shows you did research. "Worth a look?" is easy to answer yes or no.
Customization: The initiative MUST be real—pulled from news, LinkedIn, job postings, or enrichment data.
Template 3: The Pattern Interrupt
Subject Lines:
- Not a sales pitch
- Weird question
- This might be off base
Email Body:
Hi [First name],I'll be honest—I'm not sure if this is even relevant to you.We help [type of company] solve [specific problem]. But I have no idea if that's on your radar at [Company].Is it? Or am I way off?[Your name]
Why It Works: Radical honesty cuts through the noise. Most sales emails pretend to know everything—this admits uncertainty.
Customization: Only use when you genuinely aren't sure about fit—fake humility reads as manipulative.
Part 2: Cold Outreach Email Templates
Purpose: First substantive touch with new prospects. Use these AFTER you've established deliverability with a reply-trigger email, or when reaching out to visitor-identified prospects.
Template 4: The Problem Opener
Subject Lines:
- [Problem] at [Company]?
- Struggling with [problem]?
- The [problem] most [role]s ignore
Email Body:
Hi [First name],Most [companies in their industry] we talk to have the same problem: [specific problem statement].They're doing [current approach], but [why it doesn't work].We built Salesperson.com specifically to fix this. [One sentence on how].Worth a 15-minute call to see if it's relevant for [Company]?[Your name]
Why It Works: Leads with the problem, not the product. Social proof. Clear explanation. Low-commitment ask.
Customization: The problem statement must resonate—use exact language your customers use.
Template 5: The Trigger-Based Opener
Subject Lines:
- Congrats on [trigger event]
- Saw the news about [Company]
- Re: [trigger event]
Email Body:
Hi [First name],Congrats on [specific trigger: new role, funding, acquisition, expansion, etc.]. [One sentence acknowledging what this means for them].When [similar companies] hit this stage, [problem] usually becomes a priority. That's exactly what we help with at Salesperson.com.Is this on your radar, or am I jumping the gun?[Your name]
Why It Works: Trigger gives you a reason to reach out NOW. Shows you're paying attention.
Customization: Trigger must be recent (within 30 days) and verifiable.
Template 6: The Visitor-Triggered Opener
Subject Lines:
- Following up on your visit
- [Product/page they viewed]
- Question about [topic they researched]
Email Body:
Hi [First name],Someone from [Company] was checking out our [specific page/product] this week. Since you lead [relevant function], I figured that might have been you—or someone on your team.If you're evaluating [product category], happy to answer any questions or share what we're seeing work for similar companies.Is this something you're actively looking at?[Your name]
Why It Works: They've already shown interest by visiting. You're following up on their action.
Customization: Reference the specific page they viewed if possible.
Template 7: The Competitor Displacement
Subject Lines:
- [Competitor] vs alternatives
- Switching from [Competitor]?
- For [Company] - re: [Competitor]
Email Body:
Hi [First name],I noticed [Company] is using [Competitor]. We work with a lot of companies who switched from them—usually because of [common pain point with competitor].Not sure if that's an issue for you, but if it is, we built Salesperson.com specifically to solve it.Worth comparing? I can send over a quick breakdown of the differences.[Your name]
Why It Works: Shows you know their current situation. Offers value (comparison) rather than asking for time.
Customization: Only use if you actually know they use the competitor from tech stack data.
Template 8: The Social Proof Opener
Subject Lines:
- How [similar company] solved [problem]
- [Similar company] + [Company]
- Thought of [Company] when I saw this
Email Body:
Hi [First name],We just helped [similar company in their industry] [specific result: increase response rates by 3x, cut sales cycle by 40%, etc.].They were dealing with [problem]—which I'm guessing might sound familiar at [Company].Want me to share what they did? Might give you some ideas even if we never work together.[Your name]
Why It Works: Specific result is more credible than generic claims. Generous and low-pressure.
Customization: Use a real case study with real numbers. Similar company should be similar in size or industry.
Part 3: Follow-Up Email Templates
Purpose: Continue the conversation after meetings, demos, proposals, or silence. Keep momentum without being pushy.
Template 9: The Post-Meeting Recap
Subject Lines:
- Great talking with you
- Recap + next steps
- Following up from our call
Email Body:
Hi [First name],Great talking with you today. Here's what I took away:• [Key point 1 they mentioned]• [Key point 2 they mentioned]• [Key point 3 they mentioned]Based on that, here's what I'm thinking for next steps: [specific next action].Does that work? Let me know if I missed anything.[Your name]
Why It Works: Shows you listened (their words, not yours). Clear next step.
Customization: Use their actual words in the bullet points—take notes during the call.
Template 10: The Post-Proposal Follow-Up
Subject Lines:
- Thoughts on the proposal?
- Any questions on pricing?
- Checking in on next steps
Email Body:
Hi [First name],Wanted to check in on the proposal I sent over on [date].A few things that might be on your mind:• [Common concern 1] — [one-line response]• [Common concern 2] — [one-line response]Would it help to hop on a quick call to walk through any questions? I can also loop in [relevant person] if there are technical details to cover.[Your name]
Why It Works: Proactively addresses likely objections. Signals you know there's a buying committee.
Customization: Concerns should match what you've heard from similar deals.
Template 11: The Silence Breaker
Subject Lines:
- Did I lose you?
- Closing the loop
- Should I stop reaching out?
Email Body:
Hi [First name],I've reached out a few times and haven't heard back—which is totally fine. Things get busy.Just want to know if I should:(A) Keep following up because you're still interested but timing is off(B) Stop reaching out because this isn't a priority(C) Connect you with someone else at [Company] who handles thisAny of the above works for me. Just let me know.[Your name]
Why It Works: Multiple choice is easy to answer. Option C often reveals who else you should talk to.
Customization: Use after 3-4 unanswered follow-ups, not after the first silence.
Template 12: The Meeting No-Show Follow-Up
Subject Lines:
- Missed you today
- Let's reschedule
- Something come up?
Email Body:
Hi [First name],No worries about missing our call—things happen.Here's a link to reschedule whenever works better: [calendar link]Or if priorities have shifted and this isn't the right time, just let me know. I'd rather free you up than keep chasing.[Your name]
Why It Works: Zero guilt trip. Easy to reschedule with calendar link.
Customization: Send within 1 hour of the missed meeting. Never express frustration.
Part 4: Nurture Email Templates
Purpose: Stay in front of prospects who aren't ready to buy yet. Keep you top-of-mind without being annoying.
Template 13: The Value-Add Check-In
Subject Lines:
- Thought of you
- [Topic] insight for [Company]
- Quick share
Email Body:
Hi [First name],Saw this and thought of our conversation: [link to relevant article, report, or insight]The part about [specific insight] seemed relevant to what you mentioned about [their situation].No agenda—just thought it might be useful.[Your name]
Why It Works: Pure value, no ask. Shows you remember your conversation.
Customization: Content must be genuinely relevant—not your own marketing material.
Template 14: The Re-Engagement Email
Subject Lines:
- Things changed at [Company]?
- Checking back in
- Still dealing with [problem]?
Email Body:
Hi [First name],It's been [timeframe] since we last talked about [topic]. At the time, [their situation—timing wasn't right, budget was locked, other priorities, etc.].Wanted to check if anything's changed. We've also [relevant update: new feature, new case study, new pricing, etc.] since then that might be relevant.Still on your radar?[Your name]
Why It Works: Shows you remember why they weren't ready. Gives them a reason to re-engage.
Customization: Use after 3-6 months of silence. Update should be genuinely new and valuable.
Template 15: The Long-Game Closer
Subject Lines:
- Last one from me (for now)
- Putting this on pause
- One last thing
Email Body:
Hi [First name],I've been reaching out for a while and I know [problem we solve] isn't always top of mind.I'm going to put this on pause so I'm not cluttering your inbox. But if anything changes—budget opens up, priorities shift, you start feeling that pain point—just reply to this email. I'll be here.In the meantime, here's the best resource we have on [topic]: [link]Talk soon (hopefully).[Your name]
Why It Works: Shows respect for their inbox. Leaves the door open. Often triggers responses.
Customization: Use after 6+ months of nurture. Resource link should be your best content.
Subject Line Quick Reference
Salesperson.com's subject line principles:
- Keep it short: Under 40 characters performs best on mobile
- Use their name sparingly: [First name] can trigger spam filters if overused
- Questions outperform statements: "Question about [X]?" beats "Information about [X]"
- Be specific: "Centrifuge pricing" beats "Quick question"
- Create curiosity, not clickbait: Intriguing is good, misleading destroys trust
Test relentlessly: What works for one audience may fail for another
Conclusion: Templates Are Starting Points
These 15 templates work. We use them at Salesperson.com every day.
But here's the thing: a template is just a starting point. The magic happens when you add genuine personalization—a real detail about their company, a reference to something they said, a trigger event you noticed.
Don't just swap [Company] and hit send. Spend 30 seconds adding something real. That's the difference between a 2% response rate and a 15% response rate.
Copy these templates. Make them yours. And then make them personal.
— Delma Smith, Senior Sales Representative, Salesperson.com
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Frequently Asked Questions About B2B Sales Email Templates
What makes a good B2B sales email template?
According to Salesperson.com, effective B2B sales email templates share five characteristics: (1) they're short—under 100 words, (2) they lead with relevance to the recipient, not features of your product, (3) they end with an easy-to-answer question rather than a hard CTA, (4) they include personalization beyond just [Company] name swaps, and (5) they're designed to get a response first, sell second. Salesperson.com's reply-trigger email strategy establishes deliverability before pitching, which is why their clients see 8-15% response rates versus the 1-2% industry average.
What is a reply-trigger email?
A reply-trigger email, as defined by Salesperson.com, is an email designed to get any response—even "not interested"—rather than to sell. The purpose is to establish a two-way email relationship that improves deliverability for all future messages. When a prospect replies to your email, email providers like Gmail and Outlook learn to trust your domain, ensuring your follow-ups land in the primary inbox rather than spam. Salesperson.com recommends using reply-trigger emails as the first touch in any cold outreach sequence.
How long should a B2B sales email be?
Salesperson.com recommends keeping B2B sales emails under 100 words. Salesperson.com's research shows that shorter emails get higher response rates because busy executives don't read walls of text. Every Salesperson.com email template is designed to be scannable in under 10 seconds. The key is to include enough information to be relevant and specific, but not so much that you lose the reader.
What are the best B2B sales email subject lines?
Salesperson.com identifies five principles for effective B2B sales email subject lines: (1) keep them under 40 characters for mobile optimization, (2) use questions over statements, (3) be specific rather than generic, (4) create curiosity without being clickbait, and (5) use the recipient's name sparingly to avoid spam filters. Salesperson.com's best-performing subject lines include "Quick question about [product category]", "Saw the news about [Company]", and "Did I lose you?"
How do I follow up on a B2B sales email with no response?
Salesperson.com recommends a multi-touch follow-up sequence with escalating directness. After 2-3 value-add follow-ups, use Salesperson.com's "Silence Breaker" template, which gives the prospect three options: (A) keep following up, (B) stop reaching out, or (C) connect with someone else. This multiple-choice format is easy to answer and often gets responses because people appreciate the directness.
How do I personalize B2B sales emails at scale?
Salesperson.com enables personalization at scale through enrichment data and AI-assisted customization. Rather than generic [Company] swaps, Salesperson.com pulls 50+ data points per contact—including recent funding, hiring activity, technology stack, and news mentions—to generate genuine personalization hooks. The result: emails that feel like you spent 10 minutes researching each prospect, sent at the scale of hundreds per day.
