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How to Write 
Emails People 
Want to Respond to. 
SALES T EMPLATE
Want people to respond to your email? 
Here’s our 5-part formula: 
1 Prep Your Email 
2 Subject Lines 
3 Opening Line 
4 Body Copy 
5 Signature
Prep Your Email. 1
Before you start writing, take 
5 – 10 minutes to prepare 
with relevant information.
Try a simple Google search.
See if they blog – 
If so, what do they care enough 
about to write about it?
Find their social presence – 
Do they have an interesting 
new post? Have any recent 
updates?
Check company website – 
Review the about us page or 
management page.
But don’t let your newly 
acquired bank of information 
end your prep.
We actually need a reason 
to reach out to someone.
Think: How are 
you connected? 
Do you ha ve mutual 
connections? Use them 
in your introduction to 
establish credibility.
Research: Use a 
trigger event. 
Did an internal or 
external event happen 
that influences your 
email introduction?
Personalize: 
Leverage lead 
intelligence. 
What pages did they 
most recently view on 
your site? Which search 
terms drove them to 
your business?
Once we establish context, we can 
leverage that information to start a 
personalized email conversation. 
Context
Subject Lines. 2
First set a goal – 
that’s not closing the deal. 
Instead, focus on 
getting a response.
Now, let’s use that context to 
write our emails. Let’s start 
with subject lines.
Mike, quick question for you.
[Mutual connection] recommended I get in touch.
Ideas for [thing that’s important to them].
Question about [recent trigger event].
Question about [a goal they have].
Thoughts about [title of their blog post].
Have you considered [thought / recommendation]?
Meanwhile, avoid this words in your 
subject lines. 
x Final 
x Complimentary 
x Reminder 
x Help 
x Sale 
x Donation 
x Tempting 
x Don’t 
x Specials 
x Exciting 
x Unique 
x Discount 
x Solution 
x Partner 
x State of the Art 
Credit: Jill Konrath
Opening Line. 3
Now, let’s begin writing the 
content inside your email.
How many emails 
do you reply to 
that begin with, 
“My name is ...” 
NAME
Start off by saying 
something about 
them, not you.
Mike, 
I noticed you ...
Mike, 
[Mutual connection] mentioned ...
Mike, 
Saw that we both ...
Mike, 
I loved your post on ...
Mike, 
Congratulations on ...
Want to know if your email was even opened? 
Track it with Sidekick, a free tool that alerts you 
when an email has been opened or clicked. 
Click here to try it.
Body Copy. 4
Your body copy should relay 
your value by connecting you to 
your prospect.
Avoid generic value 
propositions like: 
“We help we 
b marketing firms increase their lead 
generation by 400% and effortlessly prove ROI to 
their clients.”
Instead, try asking a 
great question that 
aligns your research 
with your prospect’s 
goals.
How, if at all, would you like to improve your 
strategy?
Is [benefit to them] a priority for you right now?
Do you have any unanswered questions about 
[topic of learning]?
Are you after a lifestyle business, or world 
domination?
Are you alone on this?
Has it always been this way?
Would it be nice, or does it have to happen?
What would you do if you were me?
Was this all your idea?
For more questions, check out Rich Roberge’s full list: http://rickroberge.com/questions/ 
Was this all your idea?
Signature. 5
Your email signature shouldn’t 
be a distraction.
Instead, they should: 
ü Keep it short – aka no need to scroll up, down, 
left, or right. 
ü Use plain, black and white text. 
ü Leave contact information and a link to view your 
online profile of choice.
Put that all together, and you 
have the sales email template 
that crushes it for us.
Personalized subject line. 
First name, 
Opening line about the prospect ... 
Question that aligns with the prospect’s goals. 
Simple signature,
Now, start getting 
real insights into how 
this template works 
for you.
And use Sidekick 
to do it for free. 
Click 
to 
try 
Sidekick 
today. 
Sidekick is a free tool that shows who has opened and clicked 
your emails. These notifications can be received instantly on 
desktop or mobile – so you know which emails are performing 
best wherever you are.
Michael Pici 
SALES MANAGER, 
HUBSPOT 
@MichaelPici 
Anum Hussain 
GROWTH MARKETER, 
SIDEKICK BY HUBSPOT 
@anum
For more sales techniques, 
check out Jeff Hoffman’s 
workshops and trainings: 
Corporate Sales Training 
Public Workshop 
Workshop Fact Sheet

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