Sales can be uncertain. There’s no guarantee that the leads you nurture will turn into customers.
You invest a significant amount of your time and energy into a prospect. You work to qualify, consult with, and support your prospects. You’ve patiently guided them through the buyer’s journey.
Then they disappear.
Two weeks go by with no response. Then, a month. You need to figure out what’s going on—but how?
Use the following sales automation email templates to give closure to leads. Discover what is happening on their end, what you can do to keep the relationship going, and how you can improve your sales approach to have fewer dead-end leads in the future.
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Sales templates are guard rails. They keep your responses on the straight and narrow. They help you to avoid key mistakes stemming from emotion, poor timing, or simply not knowing what to say.
Here are some common sales situations where having ready-to-go sales templates can save your day:
Plus, imagine how many hours you can save by reusing the sales emails instead of writing emails from scratch. It’s a life and time saver!
Below, you’ll find several sales automation email templates especially crafted to identify whether prospects are still interested. You can use them to start the conversation, share case studies, ask confirmation questions, and drop the relationship.
These are casual messages that are designed to keep the conversation flowing.
Sales Email Template #1: I saw this and thought of you
Hey [Prospect],
You mentioned that you were dealing with [problem]. This story just came up in my feed. [Company] is experiencing the same thing you mentioned.
Best,
[Signature]
When to use this template:
This is a general-use template you can use throughout the relationship. It’s important that you focus your attention on choosing something meaningful to share with prospects. Quality is much more important than quantity here. If you decide to spam prospects using this tactic, you permanently destroy its effectiveness with that prospect.
Sales Email Template #2: Hey, you’re into this, right?
Hey, you’re into [______], right?
Well, I just saw [recount experience about something they value]. [First name], someone I follow, decided to share this, and I thought of you.
I hope all is well on your end.
Best,
[Signature]
When to use this template:
This shows prospects that you’re taking an interest in them personally. It communicates that you’ve invested sufficient time to get to know them. It also communicates that you’ve taken the time to get to know their interests as well. Use this thoughtfully, always adding meaning and value to your relationship with this prospect.
If this prospect is simply another number or notch, this isn’t the right tactic. This is perfect for relationships where there’s mutual interest or shared values and interests.
Sales Email Template #3: You mentioned X is important; does that mean Y is also important?
Hi [Prospect],
You mentioned that [issue] is very important to you. Does that also mean you want us to focus our attention on [Y] as well?
I ask because [reason relevant to their problem].
Let me know?
[Signature]
When to use this template:
If you’re unsure how a prospect feels about the specifics of your offer or the situation you are both dealing with, this is a helpful tool. Use this to identify hidden values and norms. Use it to map your prospect’s fuzzy, implicit, and unrealistic expectations.
Sales Email Template #4: Anything we need to avoid?
[Prospect],
Are there any taboos we need to avoid? Is there anything we should know about before working together? I’m looking for information on:
I don’t know what I don’t know.
Can you help?
[Signature]
When to use this template:
This is a great way to pre-empt issues with prospects who are rule-based or part of a traditionalist hierarchy. It enables you to identify whether a mistake has been made or there may have been issues that sabotage the customer/provider relationship.
Sales Email Template #5: Is it a bad thing if you’re successful?
[Prospect],
Is it a bad thing if you’re successful? I realize how this sounds.
It sounds like a stupid question that’s designed to waste your time.
It’s not, hear me out. Here’s the scenario.
You hire us. We do an amazing job, and you’re satisfied with the results. Amazing results become the new normal. Others in your company begin to believe that maybe our hard work together isn’t the reason for your continued success.
They end our relationship, [problem] returns, and you’re right where you started.
I want the fix to your [problem] to be permanent. How do you want us to handle this?
[Signature]
When to use this template:
This question often confuses prospects, so you may need to bring this up more than once. Use this template to reach out to prospects who are straightforward and easy to work with. If they’ve been transparent with you throughout the sales process, it’s an easy ask.
These email templates are designed to defuse objections, boost trust, and help sales reps close the sale.
Sales Email Template #1: [Client] achieved [result] with [Company]
Hi [Prospect],
[Company], one of our clients, solved their [problem]. It was a consistent roadblock that created [revenue leaks]. Their customers were upset about the yearly price increases, so churn rates were high.
[Solution] fixed [problem] in about [4 weeks]. [Company] churn rate dropped by [87%] and revenue increased by [$1,164%]. Low customer attrition rates mean revenues and upsell income are at an all-time high.
Check out their case study.
[Signature]
When to use this template:
Use this generalist template to share exceptional results that reinforce messages discussed throughout the negotiation process. These templates can be used as a one-off message, part of an autoresponder sequence, or content to support a warm/hot traffic remarketing campaign.
Sales Email Template #2: We brought [Company] back from the dead
Hi [Prospect],
[Company] was [6 weeks] away from [bankruptcy].
Revenue dropped by [31%]. [Company] lost [1/4] of their work as their employees scrambled to find new jobs. Competitors on X were telling customers they were closing their doors so they could poach [Company’s] customers.
Twelve weeks later, the bleeding stopped. Company income stabilized. Employees stopped leaving, and customers began to return.
In 48 months, [Company] was [number three] in their market.
This case study shows you how we helped them make their comeback.
[Signature]
When to use this template:
If you have an amazing story, case study, or review to share, these should be treated as your crown jewels. You’ll need to identify when you should or should not use these. This is something that you’ll need to discover through trial and error. These are the kinds of stories you can share more than once (if you share pieces of it), so there’s no need to worry if the response is poor the first time you share.
Sales Email Template #3:[Clients] hire [Company] becomes #1 in [Customer Service]
Hi [Prospect],
[Client], one of our clients, was fairly ordinary. So, how did we help them become #1 in [Customer Service]? Why are their [support teams] winning awards for their hard work?
Download the case study.
[Signature]
When to use this template:
If you have a prospect looking to achieve a specific outcome (e.g., #1 in customer service) and you have a case study that reflects that, share it. The more relevant your case study is to your prospect’s situation, the better your response will be.
Sales Email Template #4: [Client] is in your industry. They achieve 50% growth year-over-year.
Hey [Prospect],
[Client] is one of our clients. They’re in the same industry as you. They have a small number of employees, but they’re generating [4x] the revenue (compared to average competitors).
How are they able to maintain [50%] revenue growth year-over-year?
Get their case study to find out.
[Signature]
When to use this template:
This email template is about longevity. Use this template to show prospects that your solution has long-lasting power and permanence. It conveys the following message: (a.) you fixed your prospect’s problem, and (b.) the solution to that problem is largely permanent.
Sales Email Template #5: A never-ending supply of free leads for a brand-new business
Hi [Prospect],
Most businesses struggle to generate leads. It’s something that takes work for companies to maintain. So how is [Company], a new business, able to easily generate leads in their sales pipeline?
Read their case study for the details.
[Signature]
When to use this template:
Use this template to create curiosity. Curiosity is a reliable way to reel prospects back in, provided they’re paying attention to their inbox. With the right hook, case studies that lead with curiosity can produce consistently high response rates, even in highly competitive industries.
Use the email templates below when you need to have an uncomfortable confrontation with prospects. Are they still interested or not?
Sales Email Template #1: Have you given up?
Hi [Prospect],
Have you given up on this project?
If you have, no problem. Would you let me know? I’d like to remove you from my list if you’ve decided to go in a different direction.
Warm regards,
[Signature]
When to use this template:
Use this template to gauge your prospect’s level of commitment. They’re more likely to respond if they’re interested in continuing and want to keep you on the hook.
However, if they ghost you, it may be a good idea to use your templates and send them back to marketing for more nurturing.
Sales Email Template #2: I hate to push you…
[Prospect],
Can you give me an update?
I hate to press you on this, but it’s been [# weeks], and I haven’t heard back from you. Have you made a decision on your project? Can you let me know if you’ve changed your mind or decided to put things on hold?
Appreciate you,
[Signature]
When to use this template:
Use this template as the opening salvo in your confrontation automation sequence or when a previously responsive prospect has gone cold. The important thing with these templates is neutrality. There shouldn’t be a whiff of attitude, frustration, or irritation in your messages.
Sales Email Template #3: Am I being a pest?
So [Prospect],
Am I being a pest?
Please let me know if I’m pestering you or if you’ve decided to go in a different direction.
The last thing I want to be is a pest (it’s bad for business).
However, if you’re still interested, can you do me a favor?
When we spoke on [date], you told me that you wanted to solve the [problem] you were having. I can do that with [solution], saving you [25%] or more.
I can show you in [3 min and 24 seconds].
Are you open?
[Signature]
When to use this template:
Use this template when you’ve sent prospects several rounds of communication with little or no response. Use this to gauge their communication style. Are they people pleasers who won’t tell you to buzz off, ghosts who won’t respond, or are they simply overwhelmed by the data? This template is a great way to find out.
Sales Email Template #4: So I noticed that you ghosted me…
Hey [Prospect],
So I noticed that you ghosted me.
*cough*
You should feel really bad about that—hahaha just kidding. If you’re like me, you’re swamped and buried under a mountain of work.
Seriously though, should we continue the relationship?
Unghost me!
[Signature]
When to use this template:
Use this template when your prospects are ghosting you, but they’re embarrassed to admit it. Joking around about them ghosting you is an easy way to get them to pay attention long enough for you to gain a yes or no decision from them.
Sales Email Template #5: Is your number still …
Psst [Prospect],
It’s [Your name]. I’m reaching out to confirm that the contact info I have for you is correct.
Can I still reach you at [contact]?
If contact] is correct but you’re no longer interested, reply with [STOP]. If you’d like us to address the [problem] issue we discussed on [date], just reply with [FIX].
Best,
[Signature]
When to use this template:
Sometimes, your point of contact no longer works in the company, or they switch departments, or they’ve decided to ghost you. It can be challenging to get a response. Sometimes, the reason for that boils down to poor contact info. Other times, it’s a smoke screen—prospects don’t want to talk to you.
This is another easy way to gauge your prospect’s level of commitment. If they’re willing to correct outdated contact info, that’s a very good sign.
These templates set boundaries and remove unresponsive and disqualified prospects from your database.
Sales Email Template #1: Are you still interested?
Hi [Prospect],
I haven’t heard from you in several weeks. Are you still interested in moving forward, or have you decided to go in a different direction?
Please let me know.
[Signature]
When to use this template:
This general message is designed as a last-ditch effort to keep the lines of communication open. The more open we are, the less blowback we’ll receive from these consequence templates.
Sales Email Template #2: The Deal is Dead?
Hi [Prospect],
Have you given up on this project? Is our deal dead?
I ask because it’s been [30 days] since we last heard from you. Are you still interested in [product], or have you decided to go in a different direction?
If we have not heard from you in [15 days], we’ll need to place our work with you on hold.
Let us know,
[Signature]
When to use this template:
Use this template to call out the elephant in the room. Your prospect is thinking about working with someone else, or they’ve already done it. Now, all you need from them is clarity. That way, you can move on, and this lead can be disqualified or removed from your list.
Sales Email Template #3: Time to break up
Hi [Prospect],
It’s been [45 days] since we last heard from you. Are you still interested in content and offers from us?
We want to ensure you’re on our list because you want to be. If we haven’t heard from you in [15 days], we’ll assume you’re no longer interested and remove you from our list.
[Signature]
When to use this template:
This is the second message in the series communicating your intent to walk away. You can use these messages to set an important boundary (as many prospects don’t believe you’ll actually walk away from them).
Sales Email Template #4: Break up (5 days left)
Hi [Prospect],
It’s been [55 days] since we last heard from you. Are you still interested in hearing from us?
If we don’t hear from you in [5 days], we’ll assume you’re no longer interested and remove you from our list.
[Signature]
When to use this template:
This is the third message in the series, and it still communicates the boundary your company has set. It’s communicating intent and the fact that the relationship is about to change.
Sales Email Template #5: Break up (zero-day)
Hi [Prospect],
It’s been [60 days] since we last heard from you. We will assume that you’re no longer interested, and we’ll remove you from our list.
You’re always welcome to rejoin.
Thanks for the good times. I hope we see you again soon!
[Signature]
When to use this template:
This is it. The moment of truth. This is when you need to say what you mean and mean what you say. You told prospects this was coming. Now, you must follow through and remove them from your list.
These sales email templates help you to restore the relationship with interested parties. They expose the disinterested, giving you the tools to end the relationship safely and appropriately.
With the right message, you can bring these prospects back from the brink and restore the relationship, increasing sales and revenue over time.
Customize these follow-up email templates, and save them on your CRM for easy access. If you use Pipeline CRM, you can keep them as part of your email drip campaign and refine them using our built-in AI email writing assistance.
Combine them with other sales email templates, such as:
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