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Playbook 24 April 2023

How to Write a Good Sales Email [+ Teardowns And Templates]

Morgan J Ingram
Creative Advisor @ Cognism

How to write a good sales email summary graphic

Yo, it’s Morgan J Ingram here, and this is sales email 101. 😎



  1. Get the data.
  2. Change the aim.
  3. Make it relevant.
  4. Mobile first mindset.


Or just jump straight to how to write a good sales email video teardown. 🎬


Let’s face it, we all know the “spray and pray” approach is dead. RIP.


Great cold emails are now highly targeted. It’s less about your product and more about the prospect. Think about the value wave. 🌊


Graphic of the email value wave - 4 steps to better emails


Let’s get into it. 👇

How to write a good sales email playbook

Step 1 
Get the data

The pretty dang obvious first step, hey?


To send emails, you need email addresses


You’d be surprised how many sales reps still don’t have the tools they need to access this contact data easily.


👻 Try Kaspr for free!


Then all you need to do is:

  1. Head over to your prospect’s LinkedIn profile.
  2. Click on the Kaspr LinkedIn Chrome Extension.
  3. Access the email address right there.


If you find people aren’t connecting or have the wrong details; add a step in your outbound sequence to use Kaspr to enrich your current data.

Step 2 
Change the aim

Why are you sending this email? No, seriously, why?


Don’t say: “Because they’re on my list.”


Senior leaders receive 100s of emails per day.


To be value-based, you’ve got to stand out. This means you’ve got to be explicit in why you’re reaching out.


The ultimate goal of a cold email is to get a reply. That’s it. 💯


As Amy Volas is a big fan of saying, ask yourself, “why does this even matter?”. This will make sure you’re sending an email with value.


Sending one email is very rarely going to get a meeting booked. You might get lucky once or twice but don’t bank on it. You should aim to pique curiosity, deliver something relevant to the prospect, and start a conversation.


This could look like the below. 👇

Graphic of email teardown that aims to get a reply

  • Effective sales emails are short.
  • Make it about the prospect, not your product.
  • Pique a response, nothing else.

Step 3 
Make it relevant

Personalized sales outreach is partly about relevancy. For your emails to work, you need to stop sending the same message to 100 people every day.


For the message to resonate, your prospect needs to know:

  • Why you’re reaching out.
  • Why it’s important to them.
  • What actions you can take to address their pain points.


So what can you do to address all these points? Well, there’s a winning formula from Lavender, and it goes a little something like this… 


Context = {observation} + {insight or problem}


So what could this look like?


  1. Observation. Find accounts you’d like to reach out to. This is all about matching your ICP, buying triggers, and personas. Think of key signals like new team leaders, new markets, and growing teams. Here are tips for setting up Sales Navigator to always feed you leads like this.  
  2. Insight or problem. Now’s your time to carefully craft your email. Focus on one key area or issue; this makes your wish to help more genuine. Remember, you’re reaching out because you’re confident that you can have a relevant conversation with them.


Here’s an email teardown of what this formula in a personalized email could look like. 👇

Graphic of email teardown that is highly relevant

Step 4 
Mobile first mindset

The shorter, the better. 💯


If you’re sending an email from your dual monitor setup, remember that most people read emails on mobile devices.


Many outbound sales software that supports email outreach will have preview options so you can see how your email will look across desktop, tablet, and mobile. Don’t underestimate the importance of formatting. No one likes jumbled sentences, and it could do wonders for your reply rates.


Use short sentences and get to the point fast. If it doesn’t add benefit to the prospect, cut it out. No, you definitely don’t need to say, “I hope you’re well”. 


You also don’t need to explain your role in your company, or how your company has been serving clients for the past 30 years. If they want that info, they can find it on your website.


It could look like this. 👇

Graphic of email teardown that is short and to the point

Here are my top tips for keeping it snappy:

  • Clear, short sentences.
  • Cut the buzzwords, acronyms, and complex language.
  • Keep it below the 10th-grade reading level.
  • The aim of every sentence is to get them to read the next one.
  • Test your subject lines out.
  • Preview text counts; it’s the first thing your prospect will read.
  • CTAs can be as simple as asking a question, don’t make them jump through hoops.
  • Remember, your email aim is to get a reply.

Step 5 
How to write a good sales email

Here’s my video teardown about how to write a good sales email. 🎬


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