If you’re wondering how to write an email to a prospective client, you’re not alone. Emailing is a crucial part of landing sales; in fact, out of a sampling of 488 buyers, eight in ten prospects prefer talking to professionals over email.

Considering the average email open rate is around 21%, it’s important that you hone your prospecting email skills for your next campaign.

Any sales leader, entrepreneur, or other email writer can learn how to optimize their prospecting emails to spark that digital conversation. Because of the vast amounts of ways you can send effective prospecting emails, we have cataloged a number of blog posts to help answer your email-related questions:

  1. How Do I Use LinkedIn for Prospecting B2B Sales Leads?
  2. How Can I Personalize My Prospecting Introduction Email?
  3. What Prospecting Email Templates Get Responses?
  4. How to Write Effective Email Subject Lines for Sales Prospecting?
  5. What Prospecting Email Techniques Start a Conversation?
  6. What are the Best Sample Follow Up Emails for Prospective Clients?

In this eBook, you will learn the basics of sending cold emails, such as:

  1. How to avoid the spam folder
  2. How to personalize your email copy
  3. How to track your outreach campaign results
  4. And more!

At Skrapp.io, our world is about prospecting, marketing, cold, and sales emails. Our goal is to find the necessary contact information for you online in mere seconds. Whether you are sending a prospecting campaign or focusing on lead generation outreach, our email lookup tool has got your back.

Don’t feel dismayed if you have a hundred questions about the basics of effective prospecting emails. We have the answers! Let’s start with the first question that may be on your mind…

No matter the level of experience you have with prospecting, it’s never easy to gain a stranger’s interest. That’s why the question “how to use LinkedIn for prospecting” leads is not uncommon, as thousands of leads are active on the platform every day.

What’s Effective About LinkedIn for Prospecting B2B Leads?

LinkedIn is a social media platform with over 180 million LinkedIn users just in the United States — that’s a lot of potential leads! And, you can start a conversation with just about anyone on LinkedIn. 

The social platform allows you to search for users by category, and then search based on factors like:

  • Industry
  • Company
  • Job titles
  • Interests
  • Location

But how do you actually use LinkedIn for prospecting to get those B2B leads? Your main effort should go towards finding people at companies or job titles that would be interested in your offering.

Try researching who has interacted with posts in hashtags related to your industry. There are bound to be LinkedIn Groups related to your company — it also gives you something in common with them. Once you’ve joined a group, click the “See All” button to view the list of members. Then, a search by name or a title you want to target.

Get a conversation going and see if they respond. Make sure your message is personalized by mentioning a 3rd-party connection, compliment them on a recent post, or ask them an easily answered question related to their industry.

The “People Also Viewed” Sidebar

This is an easy way to use your current customers to prospect new leads. When you go to a customer’s profile page, look to the right sidebar and scroll down to “People Also Viewed.”

This could be a list of people similar to your customer! Who better to try to connect with and see if they’re interested in your offering? If that avenue is too time-consuming, then a tool built for LinkedIn might assist you more.

Consider LinkedIn’s Sales Navigator Tool

LinkedIn’s Sales Navigator can help you find the right decision-makers and prospects. It can also help you stay informed on your current accounts and prospects, as well as find you more sales insights. Unfortunately, understand that this sales tool is not available for free users.

One of the main beneficial features includes “Advanced Lead and Company Search.” This feature will help you target leads by narrowing down your search by: 

  • Industry
  • Geography
  • company size
  • Function
  • And even seniority.

Now that you have a lengthy list or prospect in mind to contact, it's time to determine how you can personalize your message.

Only about twenty-four percent of prospecting emails are ever opened. That’s a competitive threshold to cross.

How can you make sure your prospecting email introduction is part of the 76% that do get opened, read, and maybe even responded to?


If you’re not convinced, in a Fast Company experiment, a co-founder and founder teamed up to send 1,000 highly personalized emails to high-level executives. After doing their research on the recipients and incorporating that info into their copy, they were able to get 707 cold emails delivered successfully, and 45.5% of those 707 opened.

Here are four ways you can personalize your prospecting emails: 

1. Include industry & personal information

Instead of putting “Hi,” at the top of your cold email, put the first name of your lead. Add other basic personalization to help them trust you more.

You can also include information about their industry. For instance, you can write something like, “We help businesses like yours in [industry] with X.” Have there been any major news or articles that have been released that your reader would be interested in? Try sending a link to a well-known source and see how it affects your email data.

2. Mention how you know them

Demonstrate that you did your research without directly telling them you did it — this is what personalization is all about. By mentioning industry trends or specific info about their company, you’re showing them that you are knowledgeable and can help them.

You could start with, “I just read your [comment/post/status] on [website/platform] and wanted to reach out to say X…

3. Explain WHY you’re emailing them

People trust others more readily if they are similar to them. For example, you can tell them you came across their LinkedIn profile while researching top people in their industry and location.

Anything unique that you can relate to in your prospecting introduction email could make the difference between a response and a deleted prospecting email. Social proof is a great example of this. If it’s possible to mention a mutual friend or colleague, or anyone they might respect, it might help them realize you are the real deal.

4. Try using a well-researched compliment

“We all seek recognition and support in order to live a healthy life and when there are no compliments, we feel psychologically undernourished.”

Mark L. Knapp, Interpersonal Communication Expert at the University of Texas

If you discover in your research that someone has recently started a new job, won an award, got published, posted a well-received social post, or is someone that you actually admire, compliment them. 

Everyone enjoys receiving praise, and your potential customers are no different.

Prospecting is hard for entrepreneurs and sales leaders, and it’s even harder to get a response. That’s why it can be discouraging to get started on a new campaign when you know how much of an uphill battle it is. 

However, prospecting email templates can help new and experienced professionals test out new techniques and improve their lead generation campaigns.

You might find it easier to use LinkedIn for prospecting, as using Facebook or Twitter as cold outreach methods tend to be less successful. Emailing is 40x more effective at acquiring prospects than Facebook and Twitter combined. That’s due in part to the popularity and simplicity email has among professionals.

How can I tell if a prospecting email template will be effective?

The prospecting template isn’t the most important thing about your email. There’s the timing, the subject line, the personalization, and more.

According to a MailChimp analysis, the average email open rate across all industries is around 21%. How does this compare to your email open rates?

If you want to bump your campaign numbers up, you can test intriguing subject lines, send your emails throughout the week, and try to avoid the spam folder. For instance, people tend to open more emails mid-week, so you should try sending prospecting emails on Tuesday, Wednesday, and Thursday mornings.

Besides having an effective email list, the copy of your email matters the most. Write at a 3rd grade reading level to make sure it’s easy to read and the sentences are not too long.

Test out a few of these prospecting email templates and see how they affect your email success.

Hi {first name},
I stumbled upon a post you wrote on {social media site} about {topic or post}. I thought 
your points were spot on! 
{Insert main takeaways and how the points the recipient made about the piece were helpful.}
Did you see {article} by {name} on a similar topic?
{insert email signature here}
(Source: Zendesk)

Give your prospect something that they can actually use in their day-to-day life. By giving them something without asking for anything in return, they might be more inclined to respond to your email and build a relationship.

Good afternoon {first name},


Could you tell me who handles decisions in the {sales/customer relationship/product buying} department and how I may connect with them?

Thank you in advance,


{insert signature here}

(Source: Business2Community)

Not sure if you have the correct contact and don’t want to use a prospecting email tool to find one? This is a great template to get you in touch with the right person for your offering. 

It’s short and to the point so that the recipient doesn’t have to spend much time reading, which might get them to quickly respond to you.

“Research their website, LinkedIn page, their company’s news—anything that can give you insights so you can connect in a meaningful, relevant way.”

Viki Zabala in Forbes, Chief Marketing and Product Officer at First Orion


Re: [Your original subject line]

Hi {first name},


I was just wondering whether you'd had a chance to take a look at the below that I sent across the other day?

I appreciate that your inbox will be busy, but I just wanted to loop back in as I think that this could be great for you because [Value add].

[Original email]


{insert signature here}

(Source: Semrush)

You usually want to send out an email outreach follow-up as a reminder. People have busy lives, and maybe they intended to respond to your initial email and forgot. 

Sometimes multiple prospecting emails are needed to reach a customer, as they might open your email and forget to respond. Don’t take no response as an answer!

Want more in-depth tips for prospecting emails to read on the go? Download our free eBook, “The Complete Introduction to Cold Emailing.”

Creating your own email subject lines for sales prospecting from scratch can be intimidating, or worse, a major time eater.

Using email sales templates and automation, emails can be personalized and sent out with ease. However, if your subject lines aren’t engaging, they won’t get opened. That’s why it’s critical to write effective email subject lines for sales prospecting.

Did you know 47% of recipients decide to open emails based solely on email subject lines? Even worse, 69% send emails straight to their spam folder based on those subject lines.

Don’t panic about a tiny line of copy in your sales prospecting email - we have the tips and techniques to start your emails off to a good start.

1. Instill Curiosity

Humans are notoriously curious beings. Would you open an email if the subject line didn’t pique your curiosity? Probably not.


Example: “Question about [goal/industry news/job title]”

Source: HubSpot


One way to write a prospecting email to get them interested is to give them a teaser of what’s to come. A simple question can go a long way, especially if it’s highly targeted at their industry or job title.

2. Mention a Shared Contact

If you can, try to mention a mutual connection. It could be someone that went to the same college as them, a mutual work acquaintance, or even someone in the same LinkedIn group. 


Example: “Joe Smith suggested I reach out”

Source: Timetoreply


Finding referrals, or any kind of common ground, and including it in your subject line can increase your open rates.

3. Short & Concise is Best

No one wants to read an email subject line in a sales prospecting campaign that takes up the entire subject line bar. 


Example: “Time to meet?”

Source: Outreach


Additionally, by keeping your subject lines concise, your recipients can read more of the message preview. This means they’ll see the first sentence of your email before opening it, so ensure that your first sentence is just as impactful as your subject line.

4. Don’t Forget to Test What Works

If you do not have the data to compare prospecting email campaigns, how can you refine your email strategy? Hint: you can’t!

Scale your prospecting campaigns and determine what works for your offering by testing email subject lines for sales prospecting one by one.

Remember to keep a clean and updated prospecting email list. If your emails are regularly bouncing or not being opened, remove their contact information.

Now that you have your prospecting email subject lines ready to go, it’s time to think about your overall techniques to wrap up your campaign.

It’s been proven that sending out researched and thought-out prospecting emails does work. 92% of decision-makers, such as C-suite executives, VPs, and owners, pay attention to unsolicited emails, even those from companies they have no prior ties to.

That means your job is to get them to open your email, read it, and take action. But that’s easier said than done: You need to stand out in a crowd of hundreds of other emails vying for your prospects’ attention.

What’s the secret recipe for email success? Unfortunately, there is none. But, there are several prospecting email techniques that help start a conversation.

Write Like a Human

At the end of the day, you’re a real person trying to start a conversation and help your prospects. Don’t get stuck in the B2B language or try to sound super professional. If your language is too choppy, long, or stuffed with industry jargon, you might lose the attention of your prospect.

Keep this goal front and center: Get to know your prospect, not close the deal. When they trust you enough, they will reach out and start that process. If you try to force it, they will be turned off.

Touch on the Prospect’s Pain Points

Mention your prospects' pain points early in the email. Try writing about similar companies to your prospects and how your service helped solve their issues. Keep it short and to the point.

Remember, just mention one or two pain points at the most. You don’t want your email to be too dense and negative. Make sure to do the necessary research to ensure that these challenges are relevant to your potential customers.

Educate Them on the Benefits of Your Solution

What if their pain points disappeared? Try to lead them into that imaginary state. Make sure you cover the benefits of solving their pain points with your offering, but also the cost of not doing anything.

“Provide stakes. If clients don’t solve the issue with your solution, what exactly are they losing?”

Michael Hammelburger, CEO of Sales Therapy


A follow-up email may be one of the most important prospecting emails you send in a campaign. Following up, often more than four or five times, ensures you don’t miss crucial opportunities to convert prospects into sales. 

Remember that professionals receive around 120 emails each day and may only respond to around 25% of them. Sending prospecting emails may generate a few click-throughs from the copy, or even action through your call to action (CTA), but if you’re not tweaking your follow up emails to check in with the silent majority, then you’re missing out on a lucrative increase in conversion rates.

Stuck on how you can begin crafting your prospecting follow-up? Below, we outline the best sample follow-up emails to prospective clients that you can customize to fit your campaign.

Let prospects know you’re ready to start a conversation with a personal touch.

Subject: Just checking in with you

Dear [client],

I wanted to follow up regarding the email I sent you on [date]. Hopefully, you had a chance to look over our services.

We understand how busy things can get. I’m just checking in to let you know that our services can help you work more efficiently and free up some of your valuable time. If you have questions, I’d love the opportunity to schedule a phone call or a meeting to discuss it further.

Let’s talk—my inbox is always open.


[Your name, title]

But what if your potential customer is reviewing multiple proposals, including yours? A quick email shows them you’re prepared to build a relationship with them.

Subject: A summary of my proposal

Hello [client],

I’m following up on the proposal I sent you on [date]. I appreciate the opportunity to offer you our valuable services

Please let me know if you have any questions regarding the proposal.

Our office is more than happy to provide you with any additional details you need to make your decision.

Our inbox is open, but feel free to call to discuss the proposal further or set up a meeting. We look forward to working with you!


[Your name, title]

If you want even more sample follow up emails to prospective clients, then check out our full list of 15 templates!

One of the most common follow up emails to prospective clients is when too much time has passed and you want to reconnect. Aim to check in with a direct appeal that feels both professional and informal.

Subject: Let’s reconnect!

Hi [client],

On [date], I sent you an email about [proposal, quote, etc.]. I haven’t heard from you, so I’m just checking in to see if you need anything from me.

You may not have had time to decide yet. I’m more than happy to answer any questions you may have about my last email. I’d love to reconnect and craft a solution for you.

We’re here to help. My inbox is open, and you can also call me at [phone number] to discuss your concerns.


[Your name, title]

One of the hardest forms of prospecting follow up emails is when it involves money. Invoices or contracts can get overlooked — It’s crucial to professionally resolve issues without alienating your (present or future!) customers.

Subject: Your invoice [invoice number]

Hello [client],

Thank you again for the opportunity to serve you. We love what we do, and we’re passionate about building relationships with our clients.

I’m following up with you about invoice #[invoice number], sent to you on [date]. Currently, you have an unpaid balance of [amount]. At this time, your payment is overdue.

We’re sure this was an oversight. If you have any questions about your invoice, give us a call at [phone number].

We look forward to resolving this issue with you soon.


[Billing department contact, title]

Learn about Skrapp.io’s browser extension and create prospecting email lists for your campaigns in a fraction of a second!