How to Format your Sales Emails to Get a Higher Open Rate

Written by: Jimmy Newson

Jimmy Newson is the founder and CEO of Moving Forward Small Business, a membership-based digital publishing company on a mission to save a million small businesses from failure by 2050. He presents workshops and training regularly with Start Small Think Big, NY Public Library, SCORE, Digital Marketing World Forum, DC Start-Up Week, and international SaaS companies.


October 19, 2018

A critical part of the inbound sales methodology is knowing how to craft personalized emails that get you a higher open rate. Even though we are in 2018 and the technological advancements such as AI and blockchain are becoming mainstream, email remains one of the surest ways to “re-heat” cold prospects and get more qualified leads into your sales funnel.

However, sending clever emails to your potential customers is not always easy. Every single one of us is unique, so you need to follow a tried and tested blueprint that works. The email format techniques you are about to discover below are promoted by Hubspot into their Inbound Sales Methodology.

You can also sign up for our high-end webinar called: “Sales Has Changed. How The Modern Buyer Has Changed The Sales Process” where you will get to discover more exciting stuff about the inbound sales process. In the webinar, we will cover a series of sales email format tips & tricks and will offer you precious examples on how to integrate email marketing in your overall inbound sales strategy.

Without further ado, let’s look at some basic email formatting techniques that could prove vital for the success of your business.


To write a successful email that gets a high open and conversion rate, you need to make sure that you integrate all five components into the workstream: subject line, opening line, body copy, closing copy and signature.

Let’s dive briefly into each component:

Subject line:
It needs to be short and enticing. This is the main KPI that contributes to a higher open rate. The experienced Hubspot sales reps use a winning choice of words, such as: “Mike recommended I get in touch,” “John, a short question for you” or “ Have you considered…? (recommendation related to the asset he consumed).
Never begin your email with “Hi, my name is.” Instead, go with one of the following: I noticed you, Mike (mutual connection) mentioned you, Congratulations on, I love your ideas about…

Think out of the box and do some split testing with subject lines inorder to test the engagement rate on the email.

Body copy:
The copy needs to convey real value and to connect with your prospects. Always avoid generic props, but instead get personal and offer them real value. Excellent examples of phrases you can use in the body are: “Want more? Look at Mike’s’ list here” or “Has it always been this way?”
Closing copy:
This is where the CTA is unveiled. A good, professional closing will guide your prospects towards taking the right action.
Always go by the book. Here is one rule to follow to get a winning email signature that improves your conversion rate. The rest you will discover in the webinar (note: link here to the webinar): Include a phone number of your agent as an additional means of contact information, plus his work email address.

Find out more about how to craft a winning email by signing up to our upcoming webinar: Sales Has Changed. How The Modern Buyer Has Changed The Sales Process.

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