B2B Sales Email Templates and Examples for Every Stage

Sales emails change with the stage of the deal. Here are B2B email examples for each stage, from first touch to referral.

First touch

Subject: {topic} at {company} Hi {first_name}, {observation}. We help {industry} teams {outcome}; {similar_company} saw {result}. Worth a quick look? {signature}

Follow-up after no reply

Subject: Re: {topic} at {company} Hi {first_name}, bumping this in case it got buried. One extra detail: {new_detail}. Still relevant? {signature}

After a discovery call

Subject: recap + next steps Hi {first_name}, Thanks for the time today. What I heard: • {pain_1} • {pain_2} • Goal: {goal} by {date} Next step: {next_step} on {day}. Anything I missed? {signature}

Sending a proposal

Subject: proposal for {company} Hi {first_name}, Attached is the proposal we discussed. Three options, with my recommendation marked. Can we review together on {day}? {signature}

Proposal follow-up

Subject: questions on the proposal? Hi {first_name}, any questions on the proposal? Happy to adjust scope if the timing or budget needs it. {signature}

Re-engagement

Subject: something new Hi {first_name}, We spoke in {month} about {topic}. Since then {news}. Worth revisiting? {signature}

Referral request

Subject: quick favour Hi {first_name}, Glad {result} is working out. Do you know one other {role} who's dealing with {pain}? An intro would mean a lot. {signature}

B2B email marketing (newsletter) template

Subject: {one useful idea} Hi {first_name}, One idea this month: {insight in 2–3 sentences}. How {customer} applied it: {short example}. If you want help with this, reply to this email. {signature}

Related: follow up after a proposal, B2B cold email templates.