Sales Emails

Lessons from the Inboxes of DecisionMakers: What Makes a Great Sales Email?

May 24, 2023

Unlocking the Secrets to Writing Great Sales Emails: Reaching Decision Makers Made Easy

Sales professionals know how important it is to reach decision makers with their email campaigns. However, getting a busy executive to read and respond to your email can be quite a challenge. In this article, we will explore the best practices for writing great sales emails and reaching decision makers, based on real examples and proven tactics. Start improving your outreach efforts today by following these valuable tips.

Understanding Your Audience: Decision Makers

Before crafting your sales email, it is crucial to understand who decision makers are and what motivates them. Decision makers are high-level executives with the authority to make purchases on behalf of their organizations. They are often short on time, inundated with emails, and focused on solving their company's most pressing problems. To capture their attention, your email must be relevant, concise, and value-driven.

Subject Lines That Grab Attention

The first step to writing a great sales email is creating an attention-grabbing subject line. It is important to keep in mind that decision makers receive a large number of emails every day, so standing out from the crowd is critical. Here are some tips for writing effective subject lines:

  • Keep it short and sweet: Decision makers are busy, so keep your subject lines under 50 characters.
  • Be specific: Generic subject lines like "We can help your business" won't cut it. Instead, provide a clear and specific value proposition, such as "Increase sales by 30% with our software."
  • Personalize: Including the recipient's name or company name in the subject line can increase open rates.
  • Avoid spammy words: Words like "free," "limited time," and "urgent" can trigger spam filters and hurt your deliverability.

Content That Resonates

Once you have crafted a compelling subject line, it is time to focus on the content of your email. Here are some best practices to ensure your sales email resonates with decision makers:

  • Personalize your greeting: Start your email with a personal greeting, such as "Dear [Name]," to build rapport.
  • Get to the point: Decision makers are busy, so keep your email concise and focused on the value you can provide. Begin your email by stating the problem you can help solve and how your product or service can do that.
  • Share relevant case studies: Decision makers want to see proof that your solution works. Share a case study that demonstrates the impact your product or service has had on a similar organization.
  • Establish credibility: Establishing trust is crucial to winning over decision makers. Mention your company's experience in the industry, awards, or any other relevant credentials.
  • Include a clear call-to-action (CTA): Every sales email should have a clear and specific CTA, such as scheduling a call or product demonstration. Make it as easy as possible for the recipient to take the next step.

Timing and Frequency: Striking the Right Balance

Reaching decision makers is not just about what you say, but when you say it. Research shows that the best time to send sales emails is between 8 am and 10 am or between 3 pm and 4 pm, as these are the times when decision makers are most likely to be checking their inboxes. However, it is crucial not to bombard your prospects with too many emails. A general rule of thumb is to wait at least three days between follow-up emails, but this can vary depending on your industry and sales cycle.

Subject Line and Content A/B Testing

Even when following best practices, there is always room for improvement. A/B testing can help you optimize your sales emails and generate more leads. Test different subject lines, email copy, CTAs, and sending times to see which variations yield the best results. Be sure to test one element at a time, so you can accurately measure the impact of each change.

Tracking and Analyzing Email Performance

Tracking and analyzing the performance of your sales emails is crucial to understanding what works and what does not. Monitor open rates, click-through rates, and response rates to gauge the effectiveness of your email campaigns. If you're not meeting your benchmarks, consider revisiting your email copy, testing new subject lines, or adjusting your sending times. Continuously refining your approach will help you achieve better results in the long run.


Reaching decision makers through sales emails is an essential skill for any sales professional. By understanding your audience, crafting compelling subject lines and content, being mindful of timing and frequency, and continuously optimizing your approach, you can successfully capture the attention of high-level decision makers and drive more sales for your organization.

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