Hyper-Persuasive

Sales Email Templates

Prospecting, follow ups, multi-threading, negotiating, closing: These sales email templates have you covered throughout the entire
sales cycle. Use these fill-in-the-blanks templates to master data-backed selling techniques AND close more deals from your inbox.

#1 Prospecting Email
Use this template as email #1 in your sales cadence:

Why it works

Subject: Losing winnable deals? Loss Aversion


This powerful copywriting technique leverages psychology:
Boost win rates for your northeast Human beings are TWICE as likely to take action to prevent a loss
SMB team as they are to obtain a benefit.

Hi [FIRST NAME],
Specific Benefit

Choose one ultra-specific message. It will make your outreach
Is [PAIN POINT FOR PERSONA] stopping your more effective: Instead of asking your prospects to do the work
team from reaching your goals?
and find their area of interest in your email, you can give more
context and multiply the impact of your prospecting emails.

Imagine being able to [TOP USE CASE FOR

PERSONA] to improve [POSITIVE OUTCOME].
Use these words that sell

Words like “ you,” “ your,” and “imagine” boost your win rates. 

As I research [BUYER COMPANY], I see 
 Get the full list + data.

one big way where [BUYER COMPANY] can

boost your team’s performance:
Interest CTA

Asking for interest is 2X more effective than asking for time in
[WORKFLOW] so you can [BENEFIT] 
 cold outreach. Here's the data:
(I noticed you recently [COMPANY NEWS])

Does it make sense to discuss [POSITIVE

OUTCOME] for your team?

- [YOUR NAME]

www.gong.io
#2 Prospecting Follow-Up Email
Follow-up on your first email with a quick note:

Why it works
Subject: Reuse email #1 subject line
Keep it simple

If you are going to open a cold email before diving into the body,
Hi [FIRST NAME],
lead with a nicety. It is the only opener that actually helps reply
rates and meetings booked. All other versions performed worse
I hope you’ve been well.

than no opener used.

I’m curious if you have considered

Be informative

[INSIGHT]?

Is this insight useful even if they don’t buy from you? If the answer
[Customer] was doing [Old process]. 
 is no you’re pitching, not delivering value.

But, by changing and doing [solution], 


Tell a story

they were able to [desired goal] which 

There’s a beginning, middle, and end. The starting point is close to
led to [big outcome].

what your prospect is experiencing with the status quo, the

At a high level, [YOUR COMPANY] helps middle is the change (not just buying a solution), and the results
[target personas] achieve [strategic goal] must be specific to them. Reminder: Using generic ROI language
by [Solution].
in cold emails decreases success rates by 15%.

Would achieving [OUTCOME] help your Interest CTA


team deliver on its [INITIATIVE]?

This is another version of an interest CTA (selling the conversation,
not the meeting). Get the full list of sales email CTAs here.

- [YOUR NAME]

www.gong.io
#3 Pre-Meeting Email

Send this email the day before your meeting:

Why it works

In CC: All seller-side meeting participants

Introduce your team


Subject: [POSITIVE OUTCOME] w/ This serves two purposes: First, save time at the start of the call

[SELLER COMPANY] introducing participants. Second, give a clear understanding of

who will be attending so buyers know if they should include a team

Hi [FIRST NAME],
member (think a technical counterpart if an SE is joining the call).

Looking forward to connecting tomorrow to Use it as a reminder


explore the impact of [SELLER COMPANY] for

Reduce no-shows by giving buyers an opportunity to reschedule if

your team at [BUYER COMPANY].

last-minute conflicts have appeared on their calendar. It’s better to

reschedule than get ghosted.

Wanted to share this short video of how

[CUSTOMER NAME] uses [SELLER COMPANY]

Set the agenda

to [POSITIVE OUTCOME].

This gives buyers a chance to add items to the agenda so you can

My [TEAM MATE JOB TITLE], [TEAM MATE get a head start before the meeting starts.

NAME], and I look forward to speaking

Use social proof correctly


tomorrow at [TIME] here: [WEBCONFERENCE

Before name-dropping customer logos: Think about whether your

LINK]

buyer would consider themselves similar to them. Used incorrectly,

social proof WILL backfire. The data.

- [YOUR NAME]
Avoid calendar malfunctions


Time lost joining the call means less selling time. Avoid losing

precious selling minutes at all costs.

www.gong.io
#4 Post-Meeting Follow-Up Email

Send a follow up email to recap your call and outline next steps:

Why it works

Send to: 1 email per meeting participant

Make it searchable


Subject: [SELLER COMPANY] Call Summary Use your company name to make emails easy to find in your

buyer’s inbox.

Hi [FIRST NAME],

Send this to all meeting participants


I enjoyed our call today, and I hope you did too. Use this section for your email to all email participants.

Here are the top value adds we went overÍ

Personalize your email


ÂÊ [BENEFIT 1]: Improve [PAIN POINT] by Call out important sections of your email to specific participants.

[SOLUTIONç
Important: ONLY add resources if they provide a direct answer that

your buyers asked for in the call. If you don’t have anything to

ÒÊ [BENEFIT 2]: Identify [IMPROVEMENT AREA] 


share, leave this section blank.

by [SOLUTION] (I attached some resources 


for you on this based on your questions Use compelling events to create urgency


during our conversation earlier°

Use the buyer’s timeline (New Fiscal Year, Internal project kick off,

Key hire joining the team) to speed up the cycle.

ÇÊ [BENEFIT 3]: Scale [PROCESS] with

[SOLUTION]
Identify next steps for your buyers


Yes, it’s okay to call out items that your buyers need to handle to
Next steps: 

keep your deal moving. It keeps everyone accountable (even your
I’ll [NEXT STEP] so we can proceed to 

buyers), and shows professionalism.

[SHARED GOAL]. 


@[FIRST NAME]: you mentioned needing to

What’s in it for me?

check [ITEM], would it be possible to do so
Any step in the process should bring value to your buyers. Bring
before [NEXT STEP] so I can show you [WIIFM]?


that front and center to keep your deals moving fast. Failing to

explain this translates to slower response times and sub-par

Resources for review:


velocity in your deals.

- [CUSTOMER NAME] story: Improve [STAT] 


by 10%


- [DOCUMENTATION LINK]: Connect [BUYER

COMPANY] with [OTHER TOOL]

- [YOUR NAME]

www.gong.io
#5 Multi-Threading: Updating the Decision Maker
You need to get to the DM. BUT: Don’t over-involve them (or risk losing them early in the deal).
Instead, keep them updated so you can bring them in when their input is required.

Why it works
Send to: Decision maker
Keep open communication

Subject: [SELLER COMPANY] update – 
 Even if you don’t expect an answer from them yet, you’ll need one
no action required soon. Being intentional in your communication with decision
makers is putting in favors that you’ll be able to cash in later in
your deal.

Hi [FIRST NAME],

Thank you for introducing us to [NEW POINT OF Take it on the chin


CONTACT] to discuss [SELLER COMPANY] for Are they trying to shake you off? Maybe. Are you going to need
your team.
them to close the deal? Absolutely: win rates drop 80% when
decision makers aren’t involved. The data:
I'm sending an email to update you on our
conversation today.

In short, we uncovered how we can

immediately impact [PAIN POINT] for [NEW
POINT OF CONTACT]'s team, plus [POSITIVE
OUTCOME] across [BUYER COMPANY].

We're meeting again [DATE] and including

[ADDITIONAL POINTS OF CONTACT] to expand on
their use case.

I'll be sure to keep you in the loop as we

progress.

Thanks again,

Speak to their level


This allows you to keep your updates relevant AND keep pushing
- [YOUR NAME] for a larger deal.

Share next steps


Giving them visibility into your progress makes it easier to
reconnect with them later in the deal, speaking of which:

www.gong.io
#6 Multi-Threading: Looping the Decision Maker Back In

You kept the DM updated on your progress, now it’s time to bring them in for the final stages of the deal.

Why it works

Send to: Decision maker

Set expectations


Subject: [SELLER COMPANY] - [BUYER Explain why this step requires them, specifically, and can’t be

COMPANY] executive presentation handled by someone else on their team.

Use a specific CTA


Hi [FIRST NAME],
For active opportunities, Specific CTAs outperform every other

type of CTA. The data.

As an update, the team feedback has been

very positive and we've surfaced great use

cases and potential results.

We're now preparing for an executive

presentation, and we’d like to loop you in with

you to showcase the insights and projected

impact on your business, plus get your input.

How does your schedule look to connect

[DATE/ TIME]?

Feel free to suggest a better time on your end.

Looking forward to it.

- [YOUR NAME]

www.gong.io
#7 Champion Prep Call
They’re bought in. Time to call in a favor to boost your odds of success with the C-Suite.

Why it works
Send to: Champion
Lead with your ask

Subject: [SELLER COMPANY] - [BUYER Get to the point: it shows you’re invested in the process and
COMPANY] executive presentation
considerate about their time.

What’s in it for them


[FIRST NAME],
Show that by prepping the call with you, they are also reducing
Curious if I could put some time on your the chances of a negative outcome that could jeopardize 

calendar ahead of our executive presentation their project.

on [DATE/TIME]?

Use a Specific CTA


Want to make sure we’re addressing all Reduce friction for them to say “yes.”
stakeholders in the call and surfacing any
concerns the team has ahead of [NEXT STEP
FOR BUYERS].

Does [DATE/TIME] work?

- [YOUR NAME]

www.gong.io
#8 Negotiation
The finish line is in sight. Use this template to fast-forward through haggling and get your deal signed.

Why it works
Reply to: Budget holder
Validate the objection

Do NOT apologize for your price. Instead: Show that their concern
Hi [FIRST NAME],

is heard and offer a solution.

Totally get where you’re coming from.

Reframe that it’s in their best interest 


Let’s hop on a quick call to align pricing with to discuss it on the phone

your budget plus answer any questions. I’m Your goal: Move negotiations onto the phone. Make buyers feel
sure we can knock this out in 9 minutes tops.
like you are volunteering your time to address their questions.

Does [DATE/TIME] work?

Confirm small time investment


Don’t scare away buyers. Calibrate your ask to prevent
negotiations from dragging on.

- [YOUR NAME]
Use a Specific CTA

Make it as easy as possible for your buyer to accept your
invitation. A specific CTA requires a simple Yes/No answer versus
an open-ended CTA which asks them to scan their busy calendar
for an open slot.

For active opportunities, Specific CTAs outperform every other

type of CTA. The data:

www.gong.io
#9 Closing
This is the most crucial step of your deal. Proceed with caution or risk having weeks
of pain-staking work crumble before your eyes.

Why it works
Send to: Decision maker
Only send your proposal AFTER the call

Subject: [SELLER COMPANY] Proposal Never – I repeat, NEVER – send a proposal without scheduling a
call to walk through it with your buyers. You’ll be able to control
Hi [FIRST NAME],
this crucial part of the conversation (and get a sense of how your
proposal was received, instead of refreshing your inbox while
Great catching up today – I’m sending a quick
speculating on what they’re thinking).

note to share your [SELLER COMPANY]

Proposal we reviewed today.
Take control of next steps

Also, I just sent an invite for us to connect Don’t treat this part of your sales cycle as a formality! Top reps are
[DATE/TIME] to [review questions and finalize]. paranoid about their deals: Get as much information as you can to
Looking forward to it.

identify any last-minute hurdles (or risk putting out fires left and
right come end of quarter).

- [YOUR NAME]

www.gong.io
#10 Hand-Off
Success! Contract, signed. Deal, won. Commission, earned. Here’s what to do to set
the right expectations for your buyers moving forward:

Why it works
Send to: Decision maker
Set expectations

CC: Team mate
Show that your company is continuing to invest to make your
buyer successful by highlighting specific next steps.

Subject: [SELLER COMPANY] + [BUYER

COMPANY] Onboarding Allow teammates to take control of the conversation

Tee up your customer success team for a win.
Hi [FIRST NAME],

I’d like to introduce you to your [JOB TITLE]

[FULL NAME], who will be your main point of
contact for all things [SELLER COMPANY].

Here is what you can expect during the

[SELLER COMPANY] launch process:

1. Kickoff (Account Set Up & Optimization) - 


(45 min)

Attendees: Those who will help complete

[SELLER COMPANY] set up from your team.

2. Strategic Alignment Session w/ Executive

Sponsor - (60 min)

Attendees: Stakeholders involved in defining

strategic initiatives for our partnership.

[TEAM MATE NAME], can you provide your

availability for both meetings to the [BUYER
COMPANY] team?

Looking forward to working with you and the

team!

- [YOUR NAME]

www.gong.io
#11 Referral

This powerful prospecting play will turn today’s closed-won deals into tomorrow’s pipeline.

Here’s how to do it:

Why it works

Send to: Decision maker

Use a priming effect


CC: Team mate
It’s a basic psychological principle that makes people more likely

to comply with an ask. Thanking someone for their generosity

Subject: Thank you!
BEFORE making an ask gives them a (positive) expectation to live

up to.

Hey [FIRST NAME],

Give a reason for your outreach


Thank you again for your business. You’ve truly
Why them? Why now? This copywriting technique consists in
been great to work with, and our team is
addressing common objections upfront to neutralize them.

thrilled to work with you and the [BUYER

COMPANY] team.

Make a clear ask


Since you’ve seen early success with us, I’m Make it dead-simple to accept your ask. It’s easier to say “yes”

hoping you’re game for a quick ask: I’m trying (and actually do it) if you are specific about what they need to do.

to get a conversation going with [PROSPECT

COMPANY], and I see you’re connected to

[NAME, TITLE].

Do you know him/her well enough to introduce

me via email?


Much appreciated,


- [YOUR NAME]

Only If You Want More

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www.gong.io