We've all heard the same tired advice about email outreach a million times: "Personalize it! Use their name! Make your subject line pop!" and on and on.
Those things are important, but let's face it, they're not going to cut it anymore. If your email outreach is getting high impressions but zero clicks, it’s not an accident. You’re blending into the inbox noise instead of standing out.
Here’s what you need to change: Shift from a sales-first mindset to a value-first approach.
Remember that saying, "You get what you want by helping others get what they want?"
It's true for life, and it's especially true for sales emails. (I would know–the #1 lesson I’ve learned growing The Prospector Newsletter from scratch over the past few months is that you always give before you ask for something).
When you're writing your email, think about what you're offering the reader. Why should they choose your email out of the hundreds they get? Are you just asking for a favor without giving anything back? That's a major mistake a lot of sales and marketing folks make.
Newsflash: Your inbox is a battlefield, and weak messages don't survive.
Don't just take my word for it. I've chatted with over 40 email outreach pros and got their best tips, email templates that actually work, and real strategies to get you out of the "unread" pile.
Ready to dive in?
📕 Related: The 10 Best Prompts to Start a Sales Conversation
Key elements of effective outreach emails
Let’s start with the basics: The anatomy of a well-crafted outreach email.
The three main parts of an email you should consider are:
- A compelling subject line: Make it pop! It’s the first thing recipients see, so it needs to grab their attention against the influx of other emails in their inbox begging for their attention.
- Well-crafted content: Persuasive and engaging, personalized with AI writing tools if needed. Being a persuasive seller is one of the top skills you need to be a top salesperson, so make sure this translates in your email outreach as well.
- A clear call to action: Tell them what you want them to do. Maybe you’re asking the recipient to schedule a call, download a resource, or simply reply to the email. Whatever your ask is, make your CTA clear and easy to follow.
You might have a compelling subject line, but if your email content is obviously a template that’s been sent to hundreds of people without an ounce of personalization, your chances of getting a response are slim.
Tech CEO Nirav Chheda puts it best:
“If an email sounds like a marketing template, people ignore it. If it sounds like a quick note from someone who understands their problem, they respond.”
He's right. Keeping it natural and relaxed got him a 35% open rate and an 8% reply rate – not too shabby for cold emails.
On the flip side, if you’ve got a killer email outreach template but a weak subject line, your target audience might not even give your email a second thought before tossing it in the trash.
You need to strike a balance between all three main components of your email, but let’s move on to focus on the meat of the emails: The body copy.
How to get that reply in 15 different ways
I spoke to over 40 different SaaS professionals in various industries and capacities to learn this one thing: What are the characteristics of their top winning sales outreach emails?
I’ve whittled it down to 15 different tips for your sales email outreach–all replicable, simple, and easy to remember.
📕 Related: 5 Effective Strategies to Boost Sales through Email Marketing
Tip #1. Simplicity beats complexity–always.
Forget those long, boring, cookie-cutter sales emails. You don't need all that jazz. The best cold emails are short, direct, and natural.
Your email can be as simple as this email outreach template that worked consistently well for the Founder and CEO Of Oppizi, Arthur Favier:
We explain more about why simplicity is king when it comes to sales email outreach in our article: “How to Win CEOs Over with a 3-sentence Email.”
Tip #2. Numbers talk.
Metrics are your BFFs in email. They show you're credible, specific, and get results.
Instead of vague promises, show real impact.
Managing Director of SEO Gold Coast Sean Clancy uses numbers to show relevance and social proof:
- Start by talking about a specific problem the reader probably has.
- Back it up with a quick case study or stat to show it's a real issue.
- Then, introduce your solution and show how it can fix their unique problem.
Here’s an example of how to do this in email outreach:
“We helped [company] increase [metric] by X% in just [timeframe]. Here’s how we can do the same for you.”
It’s direct, immediately grabs the readers’ attention, and tells them exactly what they need to know.
Tip #3. Make it fun.
John Cheng, Founder and CEO of PlayAbly.AI, says gamification is where it's at:
"When we add quizzes or challenges, along with personalized subject lines, our emails get way more engagement and open rates. It's not just about reaching more people, it's about building trust and showing them we value their interaction."
Ditch the boring corporate jargon and use humor, curiosity, and a little bit of proper (and appropriate) banter.
A couple examples:
- "We have a bet in the office: If you reply, I owe my team coffee. Don't let me down! ☕"
- "Subject: FINALVERSION…FINALV2…REALFINAL”, “It’s time to stop the “FINALV3” madness. Here’s how.”
Tip #4. Social proof is your wingman.
Nobody likes being the first to take a leap of faith.
When you're reaching out cold, social proof and insights about your solution are key. Show them that others have benefited, and they'll be more likely to trust you. But keep it relevant to their pain points–do your research!
Here’s a good example of how to do this:
“[Big name company] saw [impressive result] after using [your product]. Let’s see if we can do the same for you.”
Tip #5. Give before you ask.
Warm introductions are all about providing value right off the bat. Offer value first–insights, free resources, exclusive data–before making your ask.
Offer something helpful without asking for anything in return, and you'll build trust and get their attention.
Here’s an example:
"Saw your post about [pain point]. Here’s a [guide/template/insight] that might help. Let me know if you’d like to chat more about it."
Tip #6. Timing is everything.
Here’s a piece of wisdom from Paige Arnof-Fenn, Founder and CEO of Mavens and Moguls:
“The worst time to call is the best time to e-mail.”
It should be an unspoken rule that you should never call people in the morning work-commute hours. But people are checking their emails first thing in the morning, increasing your chances of visibility if you get your email outreach out at the right time.
Here are some quick rules of thumb when it comes to timing your email outreach:
- Best days: Tuesday-Thursday
- Best times: Early morning (7-9 AM) or late afternoon (4-6 PM)
- Avoid: Mondays (too busy), Fridays (checked out mode)
Tip #7. FOMO is your friend.
Exclusive offers and limited-time discounts create a sense of urgency. Personalize the offer to the prospect and watch those response rates climb.
Here’s one of my favorite examples of FOMO that’s so easy and impactful:
“Only 5 spots left for [exclusive offer]. Want one?”
We all love to get in on an exclusive deal. Figure out what makes your audience tick and make them act fast.
Tip #8. Flip the script.
People want what they can’t have.
Here’s what I mean using this example from Gary Hemming, the Finance Director of ABC Finance:
“Our solution may not be the right fit if [specific scenario], but many businesses like yours have found it invaluable for [specific benefit].”
They used a subtle tactic of implying it might not be suitable for the recipient and saw a 30% increase compared to other campaigns. Why did this work? It comes down to three things:
- Standing out from the inbox noise with a refreshing tactic
- Forces readers to reassess their own needs
- Positions their product as a tailored option rather than a generic product
You can try this email outreach tactic like this: “Not sure if this is a fit for you, but companies like [similar company] have seen great results. Worth exploring?”
Or try David Haskins' "Ask Me Anything" format. It's all about open conversation, no pressure.
Instead of you bombarding them with questions, AMA email outreach opens up the floor to your audience to do the questioning. People love to talk about their problems, and this positions you as the solution.
Instead of a typical sales pitch, this email invites recipients to join an open, informal conversation about their business challenges. The goal is to offer them a chance to speak freely without feeling pressured, while positioning us as problem solvers ready to assist.
This email stands out because it focuses on creating a relaxed and accessible environment for prospects. It doesn’t push a sales agenda, but instead opens the door to a meaningful exchange where the recipient can share their concerns.
Tip #9. Freebies get attention.
Who doesn’t like freebies? This email outreach tactic goes hand-in-hand with the golden rule: “Give before you ask.”
Give them something of value for free before you start asking them to sign up for your product, try something, or even look at your website.
Here’s a great email outreach example of this:
Freebies are basically the incentive or value that nudges the prospect to respond and take action.
Give people an incentive to respond back to you, especially if you’re doing B2B sales prospecting through cold email outreach. Here are some examples of incentives you can add to your email content:
- Link exchanges
- Whitepapers
- Research insights
- Exclusive interviews
- Courses
- Webinars
- Promotion of their brand
- Product Training
- Onboarding or migration
📕 Related: How to Close a Lead that’s Gone Cold
But knowing which incentive or freebie to give your email recipient goes back to knowing how to personalize and tailor your content to the reader.
You’re not going to send the exact same product training freebie to new free leads that you would normally send to premium subscribers, so don’t try to bulk send the same freebies to different audience segments.
Don’t believe it? Take it from the RAIN Group's sales prospecting research:
31% of sellers claim that 1-to-1 emails, after conducting research and customizing the message, is effective—while only 5% find sending bulk emails to be successful.
In the end, freebies and incentives are all about giving value before you ask and knowing how to tailor the value for each customer segment in your email outreach.
If nothing else is working, try a gift card or other incentive. It's a simple way to grab attention and make them more likely to respond. Just make sure it's something they'll actually value. (I find that Uber Eats gift cards are usually welcomed by the majority of people!)
Tip #10. Get to the point.
The "inverted pyramid" approach puts the most important info first. People skim emails, so make sure they see your main ask right away.Here’s a great example of using the “inverted pyramid” email outreach approach:
Don't start your email outreach with fluff or unnecessary details. Cut to the most important details first, and then the supporting details that fill in context. Your opening line should clearly communicate your first priority ask, and the following lines after should give more context around the ask.
Tip #11. Events=connections.
Met someone at an event? Follow up with a personalized email mentioning the event and something specific that resonated with you. They'll be more likely to remember you and respond.
Here’s an example template of email outreach that uses an event as a convo starter:
Hi [Prospect's Name],
I recently attended [event or webinar name] where you spoke about [topic]. Your advice on [specific solution or advice from the event] resonated with me as I’ve also experienced [problems that their advice helps solve]. I’ve started to implement the strategy you talked about and I’m already seeing [XYZ] results thanks to you!
I’d love to connect and talk more about [specific topic]. Could we schedule a brief call for a quick coffee chat?
When to use this: Whether you’re looking to connect with someone you encountered or saw at an online or in-person event, this email outreach example can be used to simply introduce yourself and connect with someone you recently met or saw at an event. Use this email outreach within a few days to a week after the specific event.
Tip #12. The power of “I know a friend” and name dropping.
If you have a mutual connection, use it! It builds trust and makes the prospect more likely to connect.
Here’s an example of how you could do a slick name-drop to get your foot in the door:
Hi [Prospect Name],
We recently had [mutual connection name] on the podcast join us for [topic name], and they mentioned that you’re an expert on [topic]. I’m personally a huge fan of your work [mention book or article or related content by prospect] and would love to have you featured on the podcast.
Our podcast gets an average of 3k-5k downloads on a monthly basis on all platforms with an audience of mostly B2B professionals in [industry name]. We can help promote your [specific work project, book, article] too!
Would you be open to being on the podcast? If you’re interested, we can send over a few topic ideas.
You should always take advantage of networking opportunities, when it makes sense.
This type of email outreach is natural and establishes a sense of trust with your prospect by mentioning your mutual connection.
It also works because it gives the prospect an incentive (self-promotion) to connect.
Tip #13. Sell a story, not just a list of product features.
Don't just list features, show how your product or service will make their life better. Tell a story, paint a picture, and make them feel the value.
According to Will Yang, Head of Growth and Marketing at Instrumentl,
“The content should be value-driven, focusing on how the product or service can benefit the recipient rather than just listing features.”
I see so many marketers and salespeople make this one mistake all the time.
They list out the features as if the customers care that they added a shiny new feature to their platform, but in reality, the customers still don’t know why or how this new feature will help improve their lives.
Don’t know where to start? Here’s a framework to help you develop your content angle or story for any target audience.
The PIBBB Strategy
Whether you use email, cold calls or any other channel, the key to maximizing the results is personalization. Make your prospect feel like you’re talking directly to them, and show them that you have solutions to their problems.
Try this proven formula created by Seamless.AI CEO, Brandon Bornancin, and make it your own: P+I+BD-BP1-BP2.
Here’s an example of what each letter means.
- Persona (P): Sales reps
- Industry (I): The prospect’s industry
- Biggest Desire (BD): Book 500+ appointments to fill your calendar
- Biggest Pain 1 (BP1): Without spending hours prospecting
- Biggest Pain 2 (BP2): Or overspending on leads!
Using this framework will help you stay focused on what’s important to your reader and how to structure your content in a way that actually interests them.
Tip #14. Rejection is redirection.
Getting rejected in sales is part of the game. Don't take it personally, but don't just give up either.
Use it as a chance to learn and improve. The way you handle it is even more important than it actually happening. Are you going to crumble in defeat or keep it moving like nothing ever happened?
Either way, both approaches are a waste of your time. Instead, treat every instance of a sales rejection as an opportunity to learn and redirect your focus.
Here’s a good email outreach template for when you’re too stunned to respond back, but still want to keep some conversation going:
Here’s why this works: This specific type of email outreach communicates both empathy and humor in a simple way. Specifically identifying why the recipient isn’t responding is a great way for you to know how to tweak your email outreach strategy or communication for future reference.
Tip #15. Give your reader a bigger cause.
Connect with prospects on a deeper level by showing them how you can help them achieve a shared goal or overcome a common challenge.
Here’s an example of this from Aaron Whittaker, VP of Demand Gen and Marketing at Thrive Agency:
Follow a "Shared Challenge" structure that connects with prospects through industry-specific pain points. Mention a relevant challenge you’ve discovered through researching their company, then briefly explain how another business in their industry overcame this challenge using your solution.
Optimizing your sales email outreach beyond *FIRST_NAME*
Personalization goes beyond addressing recipients by their name. Research your audience, understand their pain points, and tailor your message accordingly. Provide value, time your emails right, and ditch the empty compliments.
Remember: Email outreach isn’t about spamming inboxes or quick wins—it’s about starting real conversations.
Focus on providing value, personalizing your message, and starting a conversation. And most importantly, be genuine and authentic in your approach.
Beyond email, it’s important to leverage the power of active listening to do successful personalization. By understanding who your ideal recipients are, you'll be able to tailor your emails to their specific needs and pain points.
✅ Be personal, not robotic
✅ Make your subject line irresistible
✅ Offer value before making an ask
✅ Use social proof & FOMO to drive action
💡 Ready to take your outreach game to the next level? Explore our additional sales email outreach resources here:
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