How to Write the Perfect Prospecting Email

   Writing Email   
June 24, 2021
How to Write the Perfect Prospecting Email

Want to learn how to craft an excellent prospecting email?  

Look, I get it.

Writing a prospecting email can be difficult.

As a sales rep, you need to write an email that will genuinely stand out among the hundreds of emails in your prospect’s inbox to increase your chances of landing a conversion.

After all, any business decision-maker you reach out to is bound to be on the radar of thousands of cold emailers. So it’s no secret that most of us simply hate receiving cold emails.

But don’t worry.

In this guide, I’ll cover what email prospecting is and highlight useful tips and prospecting email templates to help get you started.  I’ll even introduce you to a powerful tool to streamline your email outreach activities.

1. Research your prospect

While it’s easy enough to gather some contact information of a potential client, things can get tricky when you need to dig a little deeper.

And as time-consuming as this can be, you need to have all the relevant details before writing your email.


As a salesperson, it’s impossible to get a conversion without first confirming if a customer fits into your buyer persona.

Doing your research ensures that the prospect you’re reaching out to has the potential to move through the sales pipeline, which helps you avoid wasting their time and yours.

But where do you start?

If your prospects are already part of your email list, an excellent starting point would be to check the resources they have interacted with on your website — like an ebook they may have downloaded. This can provide valuable information on what they’re hoping to find.

Additionally, go through your prospect’s social media.

Twitter and LinkedIn are generally the most effective, as their posts tend to be public. Alternatively, you could try Facebook and Instagram.

Moreover, checking out the “about page” of your prospect’s company or personal blog may reveal useful information about their interests.

2. Have a captivating subject line

It doesn’t matter how thorough your prospecting efforts are because…

…if you don’t get your email’s subject line right, you won’t get anywhere.

As many as 69% of recipients mark an email as spam based on the subject line alone.

So here are a few tips to help you craft a compelling subject line:

  • Keep your subject line short (ideally, less than 30 characters). Not only does this briefly clarify what the email is about, but it also ensures that it’s visible on mobile devices.
  • Mentioning the recipient’s name is always a good idea as it helps personalize the email.
  • Include a compelling question such as “Can we help you achieve [goal]?”

You must also avoid using spam terminology like “Buy now” or “Great offer” in your subject line, as it can make your email appear spammy. When your emails are marked as spam, it affects your sender reputation and future email deliverability — which greatly harms your prospecting activities.

Wondering how to avoid spam filters?

Check out my in-depth guide on why your emails go to spam for some effective solutions. 

3. Keep your email short

According to a recent study, outbound emails containing about 20 lines of text (or about 200 words) result in the highest click-through rates.

People don’t enjoy reading long emails, so keeping them short and to the point is an excellent way of letting your prospect know you value their time.

Feel free to include everything you need to construct a complete email, but avoid adding anything that could distract the recipient from the core message.

For example, you don’t need to include things like “I hope this email finds you well.”

Instead, go straight to the point and pique their curiosity to encourage a response.

4. Include social proof

Including social proof is a tremendously powerful way of making your prospecting email look more legitimate. Mentioning it in an email can improve response rates by as much as 468%!

So why does including social proof have such a positive effect?

Social proof is quite compelling because it leverages the way our brains have evolved to think. One of the most vital cues our brain uses for decision-making is seeing what everyone else is doing.

A practical method for incorporating social proof into your email is to attach a study that reinforces the message. You could also include testimonials from one of your most well-known customers.

5. Send your email at the right time

Timing can make a big difference in whether people open your emails or not.

However, knowing when to send your email can be tricky since there isn’t a one-size-fits-all answer.

As a sales representative, your experience will tell you the best time to send your email depends on your recipient. And the best way to determine that is to experiment.

However, studies have shown that certain days and times can be more effective than others. For example, Tuesday has some of the highest response rates, with Thursday and Wednesday coming in second and third, respectively.

As for the best time, the same studies suggested that late morning, around 10 AM, is the most popular. Alternatively, 8 PM, 2 PM, and 6 AM could also result in higher response rates.