Follow the script: email prospecting examples that engage customers, build relationships, and improve your response rates

Connecting with new prospects is essential, whether you’re cold-calling or cold-emailing. Most new customers need a good reason to listen to you. But just as cold-calling benefits from using a script or template, your team can use email prospecting examples to improve response rates and turn some of those leads into sales.

Many salespeople approach prospect emails the wrong way. In theory, the more emails you send, the more likely you are to get a response. However, the numbers don’t back this up. That’s because when you send hundreds of emails without the proper focus or language, you neglect an essential part of sales, which is to build relationships. That’s what following a few email prospecting examples can help your team to do.

email prospecting examples

Using emails effectively

One rule of thumb when it comes to prospecting emails is that you want your note to be as personalized as possible. Sure, most prospects know that they’re just part of a mailing list, but if you take the time to do some research on the companies to which you’re reaching out, you’re more likely to capture the attention of a major decision maker. Prospects don’t want to hear a sales-y pitch; they want to feel like your offering can help them.

Another component to well-crafted email prospecting examples is brevity. Just like you would keep a cold-call short and to the point, you also want to send an email that engages the prospect right away. Most people today see too much text on the screen, and they’re likely to ignore a long email altogether. Be succinct. Tell a prospect who you are and what problem you can help them solve. Now isn’t the time to showcase all the features of your product or service. Now is the time to focus on this particular prospect’s needs.

Prospect emails should also establish some rapport between you and the customer. Relationships are built on common ground, so find some between you and your prospect and be sure to tell them about it in the first email. Just make sure you don’t force it or make it sound disingenuine, as this will hurt more than help.

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If you’re not sure where to begin with writing email prospecting examples, try taking a look back at some old client emails. If you have a CRM like Call Logic that stores and organizes client emails, this will be particularly easy. Think of a prospect you successfully grew into a customer and look back on the relationship. How did it start? What was it that first captured their attention?

Of course, you’ll want to resist the urge to copy a successful email word-for-word. That won’t get you very far unless you’ve got a bit of luck on your side. What you want to extract from past emails is the strategy that worked to engage your prospect. From there, write new ones using the same strategy with different words. Use that as a template for all your prospects that are similar, tailoring each one to the specific company you’re targeting.

email prospecting examples

5 Email prospecting examples you can use right now

Bearing all that in mind, here are some examples of prospect emails that garner responses:

1. Common interest

Dear [Prospect],

Looking at your LinkedIn profile, I see you’re an ice hockey fan. Have you been to a game recently? I just went to one last week. Highly recommend it if you haven’t been.

Would love to chat with you about how we might be able to work together in the future. Maybe we can catch a game sometime?



2. Relate to their posted content

Dear [Prospect],

I read the latest blog post on your company website about [topic] and thought you might be interested to know [a related fact]. I’d love to get together to chat about it sometime. Do you have time for a coffee in the next week or two?


[Your Name]

3. Provide useful advice

Dear [Prospect],

Your recent company announcement made me think of an article I read last week. You can read it here [provide link]. I’d love to get your thoughts on it. Do you have fifteen minutes later this week for a phone call?

I look forward to speaking with you.

[Your Name]

4. Mutual connection

Dear [Prospect],

A mutual colleague of ours, [insert colleague name], told me about [the problem that needs solving] and I thought there might be a great opportunity for us to work together. Can we grab ten minutes tomorrow or the next day?

I hope to meet you soon. Any friend of [colleague name] is a friend of mine.

[Your Name]

5. Honest flattery

Dear [Prospect],

Congratulations on [recent accomplishment]! It’s always great to see a positive outcome from a lot of hard work.

I thought that perhaps you and I could work together on your next project. I have some ideas about how our business can help yours. Can I buy you a coffee next week?

All the best,

[Your Name]

Keep your prospecting emails short and sweet, and keep testing them. Before you know it, you’ll have a catalog of emails that work like a charm.

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