Sales email templates
B2B Sales Email Templates
A sales email works when it carries one idea and one direct ask for the next step. The 8 templates below cover the whole cycle: case studies, trigger events, inbound replies, demo recaps, mutual plans, lost deals, renewals and expansion.
Template 1 as a Ken Sequence Step
Ken sequence step
Query
Sequence step 1 - B2B sales email
- Subject
- what [peer company] changed
- Body preview
- [peer company] sells to the same buyers as {company}. Last year they [problem]; after [timeframe] with us, [result]. I can walk you through what ...
- Variables
- {firstName}, {company}, {sender_first_name}
- You write
- [peer company], [problem], [timeframe], [result]
Template 1 below, "The case-study email", set up as the first step of a Campaigns sequence.
When to Use
In short Use these when you need an email for one specific stage of a B2B deal, from the first touch to the renewal.
- Before the first meeting: a case study or a trigger event gives you a reason to write.
- When a lead comes in: reply the same day with two times to talk.
- After the demo: recap what you heard and put the pricing next step in writing.
- When a deal goes quiet or closes lost: reopen it with something that changed.
- With customers: open the renewal early and propose the expansion with their own numbers.
Templates
In short Copy any of the 8 templates below, replace each [bracketed] part and cut any line that isn't true for you. Ken fills the {firstName}-style variables.
Variables
The templates use Ken's editor syntax. Ken fills {firstName}, {company} and {industry} from each contact and {sender_first_name} from the sending inbox. {{First Line}} is an AI variable. Ken's AI personalization writes it for each contact from the prompt of that name. To cover an empty field, add a fallback after a pipe, such as {firstName|there}. Replace every word in [brackets] with your own before you paste.
Your signature
For cold and other commercial email, put your postal address and a one-line opt-out in the signature under {sender_first_name}, such as "Reply stop and I won't email again." The FTC's CAN-SPAM guide requires both, B2B email included.
Subject: what [peer company] changed
Hey {firstName},
[peer company] sells to the same buyers as {company}. Last year they [problem]; after [timeframe] with us, [result].
I can walk you through what they changed and what it would look like for your team. Want to see it?
{sender_first_name}Why it works: A result from a company that looks like theirs answers the question of whether it would work for them before they ask it.
Subject: {company} [trigger topic]
Hey {firstName},
Saw the news about [trigger topic]. In the first few months after that, [problem] tends to land on your desk.
We [what you do]. Want me to show you how other {industry} teams handle it?
{sender_first_name}Why it works: A fresh event makes the timing obvious, so the email reads as useful rather than random.
Subject: your [form topic] request
Hey {firstName},
Thanks for asking about [form topic]. Does [time one] or [time two] work for a call? I'll bring [what you will bring].
{sender_first_name}Why it works: Replying the same day with two concrete times turns an inbound request into a meeting in one email.
Subject: {company} next steps
Hey {firstName},
Thanks for today. You want [goal] by [deadline], and [constraint] is the main thing to plan around.
Pricing for [scope] is attached. The next step is a call with [decision maker] to confirm scope. Does [proposed day] work?
{sender_first_name}Why it works: Restating their goal and putting the pricing next step in writing gives your champion something to forward.
Subject: plan to go live by [go-live date]
Hey {firstName},
To go live by [go-live date], here's what has to happen on each side:
- [step one] by [date one]
- [step two] by [date two]
- Signed order by [sign date]
Can you confirm these dates by [confirm day]?
{sender_first_name}Why it works: Working back from their own go-live date makes the signature a step in their plan instead of your ask.
Subject: {company} and [topic]
Hey {firstName},
When we last spoke in [month], [lost reason] made the timing wrong. Since then, [what changed].
If [topic] is back on your list, want me to show you what's different?
{sender_first_name}Why it works: It reopens the deal on what changed, not on how long it has been, which gives a real reason to reply.
Subject: {company} renewal
Hey {firstName},
Your plan renews on [renewal date]. This year your team [usage highlight].
Before then, I'd like to go through what's working and what to change for next year. Does [proposed day] work?
{sender_first_name}Why it works: Opening the renewal early with their own usage keeps the talk on value before price comes up.
Subject: [other team] at {company}
Hey {firstName},
Your [current team] team [result] since [start month]. [other team] runs the same [workflow], so they could see something similar.
Want me to put together a plan for [other team] that you can share with [other team lead]?
{sender_first_name}Why it works: An expansion pitch built on their own result is the easiest one for your champion to make inside the company.
Timing
In short Send each email at the moment it fits: inbound replies and demo recaps the same day, renewals well before the date.
| Day | Step | Goal |
|---|---|---|
| Same day | Inbound lead reply (template 3) | Book the call while they're still looking |
| Same day as the demo | Demo recap with pricing (template 4) | Put the next step in writing |
| Within 2 days of the recap | Mutual plan (template 5) | Agree on dates that work back from go-live |
| About 60 days before renewal | Early renewal email (template 7) | Review value before price comes up |
| When something has changed | Closed-lost reopener (template 6) | Reopen the deal on what's new |
Ken's view on timing, not a hard rule. Cold first touches follow the 3-email cadence on the cold email templates page.
Examples
In short 3 filled-in versions for coworking spaces, food distribution and industrial safety supply, all with fictional companies.
Wrenfield Workspaces is a fictional company. A rep selling phone-based door access writes to the operations lead of a coworking operator with 4 locations.
Subject: what a Portland operator changed
Hey Mia,
Another coworking operator in Portland sells to the same freelancers and small teams as Wrenfield. Last year their front desk spent most mornings on lost key cards; after two months with us, members open doors with their phones and the desk stopped handling access requests.
I can walk you through what they changed and what it would look like for your spaces. Want to see it?
TheoPippin Hollow Provisions is a fictional company. An account executive sends the recap the same day as a demo with the owner of a specialty food distributor.
Subject: Pippin Hollow next steps
Hey Ruth,
Thanks for today. You want online ordering live for your restaurant accounts by March, and your two-person sales team is the main thing to plan around.
Pricing for the 40-account rollout is attached. The next step is a call with Daniel to confirm scope. Does Tuesday work?
KaiGraybeck Safety Supply is a fictional company. A customer success manager opens the renewal with the operations manager of a safety equipment supplier about 2 months before the date.
Subject: Graybeck renewal
Hey Owen,
Your plan renews on June 1. This year your team logged 1,200 site inspections in the app, after starting the year on paper checklists.
Before then, I'd like to go through what's working and what to change for next year. Does Thursday work?
LenaMistakes to Avoid
- Using one generic template for every stage. A demo recap and a renewal email need different first lines and different asks.
- Ending on "let me know your thoughts". Close every sales email with one direct ask, such as a day for the call.
- Reopening a lost deal with "any updates?". Lead with what changed on your side or theirs.
- Sending pricing without a next step. Pair the numbers with the call that confirms scope.
- Listing features instead of results. Use their goal, their usage or a similar company's outcome.
FAQ
What is a good B2B sales email template?
One with a single idea, a reason to write now and one direct ask. The case-study and trigger-event templates above follow Ken's copy rules: one idea per email, plain text and a concrete next step.
How do you write a sales email after a demo?
Send it the same day. Restate their goal and their main constraint, attach pricing if they asked for it, and ask for the next meeting on a specific day.
How do you re-engage a lost deal by email?
Wait until something has changed, such as a new feature, a new person or a new budget, and lead with that. Then ask whether they want to see what's different.
When should you send a renewal email?
Ken's view: about 60 days before the renewal date, with their own usage numbers, so the conversation is about value before price comes up.
How long should a sales email be?
Under 80 words for most stages, following Ken's copy rules. The exception is an email built on a list of real numbers, such as a value breakdown, which can run a little longer.
Do This in Ken
Send This Sequence in Ken
Run these templates as a Campaigns sequence in Ken. Campaigns finds and qualifies leads, writes personalized email and LinkedIn sequences, and sends them from your outbound inboxes. AI personalization, priced below, can fill the personal lines for each contact.
- Create a campaign and paste template 1 as the first email step.
- Add the next steps from this page on the days in the timing table.
- Replace every [bracketed] part, and add a fallback such as {firstName|there} where a field can be empty.
- Add your contacts and launch.
- Module
- Campaigns
- Open in Ken
- /waitlist
- Cost
- AI personalization: 300 credits per 1,000 contacts
The new Ken opens to the waiting list in batches.
Related
- All sales email templates
- Cold Email Templates
First-touch cold emails under 80 words, each with one idea and one direct ask, plus a 3-email cadence.
- Sales Follow-Up Email Templates
Follow-ups for no reply, after a meeting, after a proposal and after a demo, with a 3-email cadence.
- Meeting Request Email Templates
Cold, referral, inbound, executive, event and customer meeting requests that ask for the call in plain words.
- Introduction Email Templates
Introduce yourself, take over an account, ask for a warm intro, make one or bring a colleague into a deal.
- Referral Email Templates
Ask customers, partners and lost deals for a name, write to the referred person and thank the referrer.
- Cold email skills for AI agents
The open-source skills these templates are written from.
- Ken pricing
Sources
| Source | Checked |
|---|---|
| FTC, CAN-SPAM Act: A Compliance Guide for Business | |
| Ken cold email skills (MIT), email-copywriting and campaign-strategy |
Changelog
- Page published.