What a nightmare.
Your business or online store has something new to launch. It’s time to get the word out, and now all roads lead to email.
How is it possible that, over time and with the arrival of things like Facebook Ads, Instagram Ads, SEO and so on, email marketing is still one of the channels with the best return on investment?
Nobody really knows why, but that’s how it is. So there’s no question about it: you need to send a bulk email campaign to promote, sell or announce that new launch to your subscriber list.
The question is… where do you start?
And this is where we come back to the opening line of the post: the nightmare.
It’s time to sit down and write, staring at a “blank email”, and you’re not quite sure what to put in it so it works and gets the CTR of your dreams.
But don’t panic: that’s why you’re here, and we know a thing or two about this, so we’re going to help you.
In fact, we’re going to do part of your work for you. Because there’s nothing we love more than a well-written bulk email.
This is all about email templates
Yes, we meant it: we’re going to do part of the work for you. Hopefully life will pay us back one day, and if not, at least we’ll feel good about helping make your next email campaign a huge success.
We’ve put together some sales email templates so you can take them, copy them, adapt them to your business and hit the send button.
What would have taken you three or four hours, you’ll be able to do in twenty minutes.
Just choose the type of email campaign you want to send and then, if you’ve mastered the art of Ctrl+C and Ctrl+V… voilà! You’re done.
Here are 4 bulk email templates to sell more in your next promotional campaign.
#1 Email template to announce something new in your services
Let’s say you’re an entrepreneur who offers some kind of digital marketing service, and you take a course as part of what’s called “continuous learning”.
But this particular course opened your eyes to an opportunity, because it taught you something that is a perfect complement to the services you currently offer.
And of course, you have to make the most of that.
How do you announce it to your subscribers, some of whom are already clients, so they get interested in it?
Here’s a suggested bulk email for this particular case:
Hi Name,
As I imagine you know from being subscribed to this newsletter, my specialty is [usual service].
It’s what drives me, the thing I enjoy most about everything I do in my work. I’ve been doing this for [X] years, and I haven’t regretted starting my own business for a single minute, however hard it may seem.
One of those challenges is training. You have to stay up to date, no matter how cutting-edge and good you are.
As I was saying, I specialize in [usual service], but for a few months now I’ve been training with [include the trainer if they’re a well-known name, or the subject itself if not], and I have something to tell you:
What would you get if you combined [new service] and [usual service]?
● [Benefit 1 of that combination]
● [Benefit 2 of that combination]
Something you wouldn’t get from [usual service] or [new service] on their own.
And now I can offer it to you as a 2-in-1 service… At no extra cost!
What do you say?
[CTA button with the main benefit]
Sign-off,
…
Let’s see what this sales email template would look like with a concrete example.
The campaign would look like this:
Hi Jorge,
As I imagine you know from being subscribed to this newsletter, my specialty is [Facebook Ads].
It’s what drives me, the thing I enjoy most about everything I do in my work. I’ve been doing this for [5] years, and I haven’t regretted starting my own business for a single minute, however hard it may seem.
One of those challenges is training. You have to stay up to date, no matter how cutting-edge and good you are.
As I was saying, I specialize in [paid traffic], but for a few months now I’ve been training with [Javier Gobea in web design], and I have something to tell you:
What would you get if you combined [Facebook Ads] and [web design]?
● [You wouldn’t have to hire a designer on top of a paid ads specialist]
● [You’d save money, because if you hire me for both services together, you’d get a discount on the total price]
Something you wouldn’t get from [Facebook Ads] or [web design] on their own.
And now I can offer it to you as a 2-in-1 service… At no extra cost!
What do you say to that?
[I want qualified traffic and landing pages that convert, at the best price]
Warm regards,
Sara.
In this case, the CTA would point to the landing page for the Facebook Ads service of the entrepreneur who is sending the bulk email.
#2 Email template to recover abandoned carts
It’s so frustrating when a user fills up their cart and then, with only the last step left, it just stays there. In the cart.
Maybe they left it because it was lunchtime, their Internet went down, they want to think it over or a phone call interrupted them. Whatever the reason, the result is that they didn’t buy, and the cart has been left there, abandoned.
You have their email address because they need to be registered to buy, so let’s use it to remind them they have some unfinished business with you. Well, not just that user, but everyone this has happened to.
Which bulk email should you send?
Here’s a sales email template for this case:
Hi Name,
What happened?
Looks like we have some unfinished business… 😉
A couple of days ago you were happily shopping in our online store and, for some reason, things stopped there.
Poor cart.
It’s been abandoned.
[Funny photo of an abandoned cart]
It makes us so sad, Name!
If it was just an oversight or a misunderstanding, click here to get it back and take it home.
[CTA button to recover it]
Sign-off,
…
You could use this sales email template, for example, two days after a user abandons their cart in your online store.
We won’t give you a worked example for this one; it’s easy enough to follow without it ☺
#3 Email template to announce a discount in your store
We continue the series with a simple sales email template to announce a discount on your products using a promo code.
It would look like this:
Hi Name,
It’s almost here!
[Special date] is just around the corner, and since I’m a big fan of [refer to the special date in another way, with something related to it], I want to give you a gift.
Just because.
I’ve got a [discount] for you as a gift, to use on any of the products at [Your store name].
To use it, all you need is [condition].
How can you use it?
1. Choose your products (remember, [condition])
2. At checkout, enter the code [code] and you’ll see the new discounted total
3. Confirm the payment
4. In [X] days you’ll have it at the address you give us
It’s that simple, Name.
So, am I a [special date] fan or what?
Enjoy!
Sign-off,
…
Simple and to the point, just the way we like it.
We could fill in the template like this:
Hi Marcos,
It’s almost here!
[Valentine’s Day] is just around the corner, and since I’m a big fan of [February 14 and everything it stands for], I want to give you a gift.
Just because.
I’ve got a [€20 discount] for you as a gift, to use on any of the products at [Modern Love].
To use it, all you need is [for your order total, before the discount is applied, to be over €40].
How can you use it?
1. Choose your products (remember, [they must add up to at least €40])
2. At checkout, enter the code [LOVE20] and you’ll see the new discounted total
3. Confirm the payment
4. In [2] days you’ll have it at the address you give us
It’s that simple, Marcos.
So, am I a [Valentine’s Day] fan or what?
Enjoy!
Warm regards,
Rosana, from Modern Love.
The great thing about this email template is that you can easily adapt it to any special date: Christmas, summer, Father’s or Mother’s Day, your store’s anniversary, and so on.
#4 Email template to launch an info product
We’re finishing in style. Want to launch an info product? Want your list to sign up for a training session?
The classic formula for inviting people to free training sessions or masterclasses (very useful for launching info products) is known as PAS.
P for Problem, A for Agitation and S for Solution.
● P: we’ll start by talking about a problem your audience has, making them aware that they have it.
● A: then, rather than leaving it there, we’ll agitate that problem so it seems much more serious than it did at first.
● S: when the subscriber is tearing their hair out, we’ll present the solution in the form of a training session or masterclass.
This sequence can be sent in two ways: with three bulk emails (one for the Problem, another for the Agitation and another for the Solution) or with just one.
We’re going to give you the template for that single email.
If you want to split it into three, just take each part on its own and develop it a little more.
Hi Name,
[Problem].
At first it might not seem to matter much, but nothing could be further from the truth.
[Agitation].
And that’s something you really can’t afford.
That’s why I’m writing you this email: because I can help you, and I want to do it by inviting you to a free training session called [training name], where:
● [Benefit 1 of taking the training]
● [Benefit 2 of taking the training]
● [Benefit 3 of taking the training]
Completely free, Name.
Don’t think twice:
[Button with the main benefit that links to the sign-up landing page]
Sign-off,
…
All you have to do is think of the problem and agitation your audience faces, whose solution is the training session or masterclass you’re going to offer, and that’s it. And if you also address the most common objections while you talk about the benefits, even better.
Let’s look at a concrete example for this email template.
Let’s say you’re a web designer and you want to sell a design course for entrepreneurs who are just starting out, so you create a training session beforehand.
The goal is for them to read your sales email and click the final CTA.
It could look something like this:
Hi Marina,
[Starting an online business is so hard!
To begin with, you need to create a website that shows who you are and what you can do for your potential clients.
And that website (if you’ve already asked for quotes, you’ll know) costs money. Money you don’t always have when you’re starting out.]
At first it might not seem to matter much, but nothing could be further from the truth.
[Paying for the website is only the first step.
Web design companies don’t make their profit when they build the pages; it comes later. When it’s time to maintain them.
Getting a website is easily solved with money, with a one-off payment, but the changes afterwards… That’s another story, because in the end you’ll feel like you’re never done paying for your website].
And that’s something you really can’t afford.
That’s why I’m writing you this email: because I can help you, and I want to do it by inviting you to a free training session called [Build your own website in 3 steps with no design skills], where:
● [You’ll learn to build a website for your business in less than 3 weeks, with no design knowledge]
● [You’ll discover everything you need so you never have to hire a designer]
● [I’ll teach you professional designer tricks so you can reuse them whenever you want]
Completely free, Marina.
Don’t think twice:
[CTA: I want to build my own website even though I know nothing about design]
See you inside,
Carlos.
PAS never fails as a template for sending sales emails, whatever kind they are.
Time to send bulk emails: no more excuses
We’ve given you four email templates to use as they are or to adapt to your own case.
We’ll leave you with some general tips. You can apply them to almost any bulk email you send:
– Make the effort to know who your audience is. Knowing them will make it easier to find the right tone and language, not just in an email campaign but in all your communications.
– When we communicate, we tend to talk about ourselves, ourselves and ourselves. About who we are and what we offer. Change your mindset and talk less about what you can do for your audience. Focus on what they get when they hire your services or buy your products.
– With very few exceptions, what works best in a bulk email is speaking one-to-one. Email is a completely private channel, so avoid generalizing with impersonal messages or addressing your readers as a group.
– Avoid including too many images. Only the essential ones. Why? Because some email clients don’t load them, so those particular users won’t be able to see them.
And now we’re done: with these email templates and these last four tips, we hope that “blank email” will never be a problem again when you launch your next promotional campaign ☺
If you’re looking for more inspiration, here’s our glossary entry on email templates and another 5 email marketing templates inspired by examples from top startups.
