How To Write a Prospecting Email (With Template and Example)

Getting a response to sales prospecting emails was never easy, but since early 2020 the volume of emails people receive has skyrocketed. Now, prospects are so overwhelmed that it’s impossible for them to read everything that lands in their inbox. This means you need to change up your email outreach tactics to get a response. Before, you could blast off a quick product summary and ask for a meeting. Not any more. Now, the mission for sales professionals (whether they choose to accept it or not) is to connect with prospects as individuals and survive “inbox triage.”

With this in mind, we reached out to LinkedIn sales influencers and our own SDRs to find out what makes a great sales prospecting email, and which sales prospecting email templates get results.

Tired of not getting a response to your sales prospecting emails? Mixmax helps you send personalized emails at scale for better results.

Email prospecting is the process of identifying, researching, and qualifying for cold emails. It’s a way of ensuring that you’re emailing people who fit your product or service. Email outreach also gives you valuable info that you can use to personalize current and future messages.

How To Cold Email Clients – Best Cold Email Templates

How to write a prospecting email

Here are some steps you can follow to write your next prospecting email:

1. Open with a salutation

Start with a greeting that includes the recipients name. You can open your email with a salutation such as, “Hello Anne,” or “Dear Mrs. Richards”. The idea is to set a friendly, personal tone with the prospect to make them more comfortable. This also helps ensure that your email doesnt get moved immediately to the spam folder.

2. Include your value statement

After your salutation, introduce your recipient to a high-level value proposition. A great value proposition usually contains the following:

3. Discuss your reason for contacting the recipient

Before or after your value statement, let the prospect know why youre contacting. If theyre a referral, let them know who referred you to them. If theyve recently used a similar service and youre hoping to provide superior quality, let them know. This helps a customer differentiate your email from spam emails.

4. Close your email with a call to action

Prospecting emails usually end with a call to action. A call to action can be incredibly effective when its worded correctly. Here are some aspects of a good call to action:

What is a prospecting email?

A prospecting email is a form of outreach to a prospective client. The goal of a prospecting email is to encourage interest and curiosity from the client. From there, a prospector can give the prospective client details about the brand, what it offers and how using the brands products or services can benefit the client.

Also known as “cold emails”, prospecting emails are meant to form a connection rather than immediately sell a product. The idea is to sell the value of your brand first, then your products or services.

Prospecting email template

Writing a good prospecting email is easier when you have a professional template to work with. Heres a template you can use when creating a prospecting email of your own:

[Your salutation]

My name is [name] and Im writing to you to introduce you to [brand name], the foremost provider of [product or service]. [Value statement]. With so many [product or service] providers out there, it can be a challenge to identify high-quality [product or service] at a glance. Thats why [brand name] is here to help. We provide [service or product] that give you:

You wont have to spend countless hours browsing the web looking for [product or service]. With [brand name], we bring the [product or service] to you with a comprehensive platform for all of your [product or service] needs. Best of all, there are no hidden fees and we never sell your data.

Youve recently purchased [product or service] from [competitor], which is why were proud to offer you this one-time introductory rate of 50% off of any [product or service]. Consider this a thank you for trying out our [product or service]. We look forward to doing business with you!

Example prospecting email

Heres a prospecting letter example using the template above:

Hello Mrs. Yin,

My name is Tim and Im writing to you today to introduce you to Course Hound, the #1 online course provider of 2021. With so many online course options available today, it can be a challenge to sort through them all and find the right platform for your learning needs. Thats why Course Hound is here to help. Our brand offers:

All of our courses are 100% created by industry experts, scholars and vetted professionals. We also only charge a one-time fee, so you dont have to worry about monthly subscription charges.

You recently purchased a course from our competitor, Learning Port, which is why were proud to offer you this amazing one-time introductory discount so you can try any of our courses today. Youll get 75% off of any course in our library, plus a free trial course to make sure our platform works for you. Dont miss out on this great opportunity; the offer ends April 6th.

We look forward to doing business with you, Mrs. Yin!

Click here to learn more about the courses we offer.


How do you write a prospecting email?

At a minimum, the body of an email should include the prospect’s first name, job title, and company. But a good prospecting email should also touch on specific details of the recipient’s life. For example, you might mention the prospect’s employer or something specific to their business to show interest.

What is an example of prospecting?

Prospects – Prospects are suspects you have made contact with and who have confirmed that they might be interested in buying from you at some point. For example, the owner of a 10-year-old car with 200,000 miles could be a hot prospect for your auto dealership, as long as they are aware of it.

What prospecting means?

Prospecting is the process of identifying potential customers, finding them, and creating a base of leads with the goal of further communicating and converting them into paying customers. Prospecting is sometimes defined as lead generation.

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