20 Inbound Sales Email Templates With up to 57% Reply Rate

There’s this myth that once you have an inbound lead, you don’t have to do anything and they’ll magically convert all by themselves. The truth is you still have to nurture those leads. Even when people sign up for a trial of your service, a significant percentage won’t even bother to log in and try it out. Others will give it a quick glance then move onto the next item on their to-do list.

That’s why an inbound sales sequence is so important. When someone hands you their email, whether it’s in exchange for a demo, a webinar, or something else, that’s a sign of trust. It’s your job to not abuse that trust but, instead, use it to coach your prospects from marginally aware to raving super-fans.

For the first time ever, we’re going to give you a sneak peek at 5 of the sequences we’ve used ourselves over the years to help our trial users become happy paid customers. But let’s first start from the fundamentals.

How do inbound sales email templates differ from outbound ones?

Inbound sales templates are different from outbound ones because they respond to interest that’s already there. 

When you use an inbound template, you’re talking to someone who has already shown they like your product or service in some way—maybe they signed up for your newsletter or downloaded something from your site. These templates are all about keeping that interest going. They’re personalized and focus on what the customer has already shown they care about.

Outbound sales templates, however, are for reaching out to new people who might not know about your product yet. These are more general since you’re starting the conversation without any previous interaction. The goal here is to grab their attention and get them interested from scratch.

Simply put, use inbound sales email templates to deepen relationships with interested customers, and use outbound templates to create interest among new potential customers. This balanced approach can help you cover more ground and attract more sales.

What are the key components of inbound sales email templates that work?

For effective email templates, whether they’re for inbound or outbound sales, certain key components are crucial:

• Clear subject line → your subject line is your first impression. Make it compelling and clear, so the recipient knows what to expect and why they should open your email.
• Personal touch → even if you’re using a template, personalize it. Use the recipient’s name, refer to a recent interaction, or mention something relevant to their business. This shows you’re paying attention and not just sending mass emails.
• Concise content → keep your email body concise and to the point. Busy professionals appreciate brevity. Clearly state what you’re offering or what you need from them, and why it should matter to them.
• Strong CTA → ask yourself: what do you want the recipient to do after reading your email? Whether it’s scheduling a call, signing up for a demo, or just replying, your CTA should be clear and easy to find.
• Professional tone → match the tone to your audience but keep it professional. This builds trust and shows that you respect their time and attention.

Using sales sequence templates makes communicating with clients easier because it streamlines the process. 

Once you have a good set of inbound sales email templates that work, you don’t need to start from scratch every time you want to send an email. This saves you time and effort, allowing you to respond quickly and efficiently. 

Templates also help maintain consistency in your messages, ensuring that every communication meets your company’s standards for professionalism and clarity. 

With a foundation already in place (based on inbound sales examples), you can easily customize details for each client, which keeps your messages personal and relevant without compromising on quality or speed. 

This way, templates not only simplify your workflow but also enhance the way you connect with clients, making your interactions smoother and more effective.

Getting the top reply rate

We’ll start with our current sequence which is sent to prospects when they sign up for a demo of our software (see for yourself by signing up here ;)) It’s a simple 3-email sequence, but it’s outperformed all our previous sequences, successfully engaging with 57% of our prospects.

Sequence #1. 89% Open Rate, 57% Reply Rate

First of all we use a simple opener, quickly confirming the reason for the email. The subject line and the opening lines of the email tell the prospect straight away why you’re emailing them and reassures them this isn’t a cold email or worse, spam.

We follow this up with a simple request. Rather than being self-serving though, we’re asking them to help us help them. The four questions give us an opportunity to offer a tailored service, targeted to their specific requirements.

Alternatively, you can use the first email to establish a strong customer relationship. Our rep introduces themselves and offers to act as a guide, helping with best practices that can increase their open rates and grow their business.

All our follow-ups are sent as replies to the previous email, so they can easily see the original email without having to go searching. Our priority is to draw their attention to that first email.

We accomplish that here with a simple two-part reminder. First of all, we remind them they were interested in our service, and ask if that’s still the case. Secondly, we remind them of why they were interested in the first place and spell out the key benefits.

Empathy is important. Our customers are busy people, and it’s important to show we understand that. We finish the sequence with a final reminder of the benefits (freeing up their day) and a clear CTA (‘Ask me how’).

Emails with benefits

Our second sequence is designed to showcase the benefits of using our service, over four emails.

Sequence #2. 78% Open Rate, 20%+ Reply Rate

The subject line uses urgency to persuade the recipient to open up. The first paragraph opens a dialogue, while the second paragraph spells out the benefit simply and clearly: increasing their open/reply rates by up to 30%. There’s also the reassurance this is for real, based on proven inbound sales examples.

Rather than going for the hard sell, the subject line for the second email is an offer of assistance. This time though, we highlight some of the specific areas we can help with. If our prospect is having problems with any of these, then replying to the email is a no-brainer.

Finally, we use our P.S. (one of the most read parts of any email) to highlight yet another benefit, one we know would appeal to our typical customer.

The third email repeats the benefit initially highlighted in the first email. This time we approach it from a different angle. We’ve seen other customers achieve 30% better results, and we’d like to help our new customers achieve this too.

In effect, we’re telling them that if others have already benefited, why should they be the one to miss out?

Finally, for the last email we try another approach. We start by listing some of the common problems our customers face, then reassure them these are all things we can help them quickly solve, as long as they act now. Not only do we know the problems they face, but we also have the solution.

The webinar sequences

When a prospect signs up for one of our webinars, that’s just the first step. Those sign-ups need to be carefully nurtured, to take them from casual viewer to happy customer. As many people who sign up for a webinar may still end up not attending, it’s important to not rely solely on the strength of your webinar to motivate your customer.

Sequence #3. Open Rate 91%, Reply Rate 21%

The subject line spells out why they’re receiving this email, so they know it’s not spam (as in Sequence #1). We let them know we’re grateful for their sign-up and spell out the benefits of booking a call (as in Sequence #2). We use both general benefits (growing the business) and specific benefits (booking more sales meetings and automating processes).

The job of the second email in this sequence is to remind them of why they signed up for the webinar; to spend more time on customer related tasks and less time on finding leads.

Our final attempt is all about making it as easy as possible for the prospect to respond. All it takes is one single letter in the reply. We also include an ‘out’, so if they’re not interested at the moment they can just select the last option. Having a response that they’re not currently interested is better for us than no response at all.

If you’re looking for another option, here’s a different sequence we used for webinar registrations. While it didn’t have as high an open rate, the sequence had a better reply rate and succeeded at getting conversations started with our prospects.

Sequence #4. 78% Open Rate, 29% Reply Rate

The email acts as a natural follow-up to a webinar, expanding on what was covered and showing them what they need to do next to benefit the most from what they’ve learned.

The follow-up is a simple reminder of the original email and the offer of a free consultation it contained.

If we still haven’t had a response at this point, along with repeating how they’d benefit, we also give them an alternative; rather than getting on a call, they can sign up for a demo and try out our service for themselves.

Can I have your attention?

Our original sequence (before sequence #1 took over) was designed to grab the recipient’s attention with a combination of benefits and questions:

Sequence #5. 87% Open Rate, 30% Reply Rate

Here we highlighted the benefits of Reply, on the general level (maximizing results) as well as the specific (accessing verified contact data). We finish off by asking what day works best for a meeting, rather than asking a question with a yes/no answer.

The first paragraph reminds them of what they could be doing with our service, and if they haven’t already started, this could be a good time. We also ask a direct question, about whether or not they knew about a particularly helpful feature in Reply. If they haven’t used the software yet, this can give them a helpful nudge toward getting started.

We open the third email with an immediate question, again highlighting a specific feature to grab their attention.

The subject line for this email is a reminder that time is running out, and the email itself expands on why they need to act now. Using a sense of urgency is a great way to grab someone’s attention and motivate them to take action.

The trial’s over and they’ve still not signed up, even after four emails. Game over, right? Wrong. We use the opportunity to invite them back for another go, so if they missed out on the demo the first time around they still have another chance.

If the prospect hasn’t taken us up on our offer to extend their trial and still hasn’t replied, we send one final email. We try a different approach, telling them a brief story about the one simple thing we did to grow our business; everyone is looking for the one simple thing that’ll make all the difference.

We finish by inviting them to come back so we can help them do the same and get the results they deserve.

How to use inbound sales email templates effectively?

Using inbound sales templates effectively can really streamline your communication and increase your engagement rates. Here’s a simplified approach to doing it right in 6 straightforward steps:

1. Start with personalization. Always tailor your emails to fit the individual receiving them. Mention their name, any recent interactions, and make the content relevant to their specific interests. This personal touch shows that you see them as more than just another email address.
2. Offer real value. Your emails should always offer something useful. Whether it’s expert advice, useful insights, or practical solutions, make sure what you’re sending is beneficial to the recipient.
3. Keep it clear. Your message should be easy to understand at a glance. Use simple language and get straight to the point, ensuring your email is readable and engaging.
4. Ask questions. Include questions that invite a response. This could be about their needs, their thoughts on a topic, or feedback on your products. This not only encourages a two-way conversation but also helps you gather valuable insights.
5. Have a clear call to action. Be clear about what you want the recipient to do next. This could be setting up a meeting, signing up for more information, or replying to the email. Make sure this action is easy to take.
6. Follow up thoughtfully. Keep track of your interactions using a CRM and follow up based on when they’ve engaged with your emails. A timely follow-up can make all the difference in keeping the conversation going.

By following these steps (and using our guide about inbound sales engige), you can make the most of your inbound sales templates and create more meaningful connections with potential clients.

Conclusion

To make the most of your hard-won inbound leads, it’s absolutely essential to have an effective email sequence to nurture them in place. As you can see, we’ve tried different approaches over the years with varying results. However, as a rule, we’ve found that simple emails with a focus on benefits work best. Please, use our templates as you see fit, adjusting them to fit your particular product or service. Just be sure to let us know how you get on!

Of course, if you’re looking for a platform to automate your sales sequence, Reply is designed for you. Whether it’s inbound leads or outbound cold emails, Reply is jam-packed full of features to make the whole process as easy as possible. Learn more and sign up for your free trial today. At the very least, it’ll give you an opportunity to see our latest inbound sequence in action 😉