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Introduction to B2B gross sales emails
Promoting your coaching product to companies typically includes longer gross sales cycles and extra decision-makers. That’s why your emails matter. A well-crafted B2B gross sales electronic mail might help you make a powerful first impression, construct belief, and transfer potential clients nearer to a call.
With Thinkific, you are able to do much more. Whether or not you’re simply beginning to promote to companies or increasing into bigger contracts, Thinkific’s B2B promoting options like Group Orders and Invoicing make it simple to shut offers with out including further admin. Automate your workflows, ship a seamless consumer expertise, and spend extra time targeted on rising your corporation.
Each nice B2B gross sales electronic mail contains:
- A topic line that grabs consideration
- A private hook that speaks to the client’s real-world challenges
- A transparent worth prop that exhibits what’s in it for them
- A powerful name to motion that tells them what to do subsequent
So what does a high-performing B2B electronic mail really seem like? Let’s break down the right way to write one and offer you templates constructed for actual B2B promoting eventualities that you would be able to begin utilizing right now.
Study extra: B2B Promoting Developments: Greatest Practices For Enterprise Enlargement
Crafting the proper B2B gross sales electronic mail
Writing efficient B2B emails means pondering like your purchaser. They’re busy, weighing choices, and in search of instruments that save time and assist them hit their objectives. Your electronic mail ought to stand out rapidly and make the subsequent step apparent.
Right here’s the right way to write gross sales emails that join, convert, and spotlight how your B2B providing helps enterprise development.
Topic strains that seize consideration
64% of individuals determine to open or delete an electronic mail primarily based on the topic line alone. Make yours clear, particular, and targeted on worth.
Keep away from something that might set off spam filters—all caps, an excessive amount of punctuation, or generic sales-y phrases. As a substitute, deal with what your viewers really wants: options that simplify their work, enhance outcomes, or unlock development.
Let’s use B2B on-line course gross sales for example. Strive topic strains like:
- Simplify workforce coaching with much less admin
- Able to scale your course gross sales?
- Want a quicker strategy to enroll shoppers?
- Can I present you the way on-line studying works for B2B?
Personalization that exhibits you’ve achieved your homework
B2B gross sales are all about relevance. Present your lead that you just perceive what they’re working via—and that you just’ve obtained a method to assist.
Within the case of B2B on-line course gross sales, that may seem like:
- Mentioning the challenges of manually enrolling massive groups
- Calling out their development plans and the way automation might assist them
- Referencing the necessity for a extra polished consumer expertise with self-serve dashboards
Every time doable, point out one thing particular about their firm, trade, or position. Make it clear why you’re reaching out and what’s in it for them.
Join your worth prop to tangible enterprise outcomes
On-line studying platforms like Thinkific assist B2B sellers develop income, cut back backend workload, and ship a high-quality studying expertise. Use your electronic mail to attach these advantages to your reader’s priorities.
For instance:
- Simplify enrollment with bulk workforce entry
- Automate funds and cut back bill back-and-forth
- Entry branded dashboards to observe workforce progress
- Eradicate repetitive admin duties that gradual you down
Preserve your worth clear and skimmable. And should you’ve obtained proof, like a buyer quote or stat, use it.
Buyer highlight: BankersHub
“With Thinkific, we will supply coaching to monetary establishments nationwide, whereas automating seat monitoring, invoices, and certifications. It’s a real B2B-ready platform.”
BankersHub makes use of Thinkific to serve enterprise shoppers at scale. With bulk enrollment, customized invoicing, and branded dashboards, they’re in a position to develop quicker with out growing guide work.
Make the subsequent step simple
Wrap up with one clear name to motion. In case your lead is prepared, invite them to schedule time with you. In the event that they’re earlier within the course of, ship them one thing helpful, like a product tour or case research.
CTA examples:
- Guide a demo
- See how Group Orders works
- Discover our B2B gross sales information
- Watch the 2-minute overview
Make it easy to take motion and low-friction to say sure. Momentum is all the pieces.
B2B gross sales electronic mail templates
When you’ve nailed the construction, these ready-to-send templates will show you how to put it into motion. Nice B2B gross sales emails do greater than introduce your supply—they make the subsequent step apparent. Whether or not you’re reaching out chilly or following up after a dialog, your aim is to indicate worth rapidly and assist your potential buyer transfer ahead.
Beneath are eight templates designed for creators promoting coaching applications, certification programs, or studying merchandise to companies. Use them to extend your response charge, enhance your electronic mail content material, and drive extra conversions.
Study extra: Methods to Create Profitable E mail Drip Advertising Campaigns
Chilly electronic mail template
Chilly outreach works finest when it’s related and useful from the beginning. Use this to introduce your B2B supply to corporations trying to ship or buy coaching at scale.
Topic line: A greater strategy to practice your workforce
Physique:
Hello [First name],
I got here throughout your work at [Company] and thought your workforce could be an incredible match for our [Topic] coaching.
[Your Program Name] makes it simple for companies to upskill workers with:
- Bulk workforce enrollment
- Streamlined invoicing
- Learner progress monitoring
- On-demand entry to content material
In the event you’re engaged on workforce improvement or consumer onboarding, I’d be completely happy to share how we might help. Would you be open to a fast overview this week?
[Your name]
[Your email signature]
At all times comply with electronic mail advertising and marketing rules like GDPR, CAN-SPAM, and CASL. Embrace an unsubscribe hyperlink, clearly determine your organization, and solely contact leads that meet consent necessities.
Comply with-up to earlier electronic mail template
Ship this in case your preliminary electronic mail didn’t get a reply. Preserve it useful and low-pressure.
Topic line: Fast follow-up
Physique:
Hello [First name],
Simply wished to comply with up on my earlier word. I do know inboxes replenish rapidly.
In case your workforce continues to be exploring methods to scale [Topic] coaching, I’d be completely happy to ship a brief overview or share how different corporations are utilizing our course to enhance outcomes and cut back admin work.
Right here’s a fast information with extra particulars: [Insert link]
Let me know what works finest for you,
[Your name]
Study extra: Methods to Calculate and Cut back Buyer Acquisition Price (CAC): A Full Information for Companies
Put up-call follow-up template
Use this proper after a discovery or intro name. Reiterate the worth and recommend subsequent steps.
Topic line: Nice to attach right now
Physique:
Hello [First name],
Thanks for taking the time to speak earlier. It was nice studying extra about your coaching objectives.
As a fast recap, right here’s how [Your Program Name] can assist your workforce:
- Simplified workforce onboarding
- Automated enrollment and streamlined cost
- Monitor particular person learner progress
- Give shoppers entry to a branded studying portal
Let me know should you’d like a tailor-made proposal, or I can ship over a pattern curriculum to evaluate internally.
Greatest,
[Your name]
Assembly request electronic mail template
Ship this if you’re trying to guide time with a certified lead.
Topic line: Time to discover your coaching objectives?
Physique:
Hello [First name],
I’d love to attach for a brief demo to stroll you thru [Your Program Name].
Our coaching product is constructed for B2B use instances like yours—serving to groups:
- Upskill workers effectively
- Keep compliant with trade requirements
- Cut back assist workload via clear, structured studying
I’m obtainable on [Insert date options], or you may guide a time right here: [Insert calendar link]
Wanting ahead to connecting,
[Your name]
Referral request electronic mail template
Faucet into happy shoppers and companions to develop your B2B pipeline. Preserve the ask clear and low-effort.
Topic line: Know somebody who might use this?
Physique:
Hello [First name],
Hope issues are going properly at [Company]. It’s been nice seeing your success with [Your Program Name].
If you understand of every other groups who wish to scale coaching or simplify onboarding, I’d be thankful for an introduction. I can ship a brief blurb to ahead alongside, or be part of a fast name immediately.
We’re additionally working a referral bonus for each profitable connection this month.
Thanks once more,
[Your name]
Onboarding electronic mail template (publish buy)
Ship this as soon as a brand new buyer indicators up or begins a free trial. The aim is quick activation and early wins.
Topic line: Let’s arrange your coaching portal
Physique:
Hello [First name],
Welcome! We’re excited to assist your workforce.
To get essentially the most out of [Your Program Name], we suggest beginning right here:
- Bulk enroll your learners: [Link]
- Customise your portal and branding: [Link]
- Learn to observe progress and outcomes: [Link]
We’ve additionally included just a few extra assets that can assist you roll out coaching with confidence.
Let me know should you’d prefer to guide a fast onboarding session. Completely happy to stroll via your setup and reply any questions.
[Your name]
Study extra: Buyer Onboarding 101
Buyer highlight: Hootsuite
“Thinkific has helped us create a world-class academy for our inner groups and associate community.”
Hootsuite launched a branded studying hub with Thinkific, providing world onboarding and coaching with much less overhead. They’re now in a position to scale constantly with superior analytics, versatile content material supply, and team-level reporting.
Re-engagement electronic mail template
Use this for leads who had been as soon as heat however haven’t moved ahead. Pair it with a brand new function or useful resource.
Topic line: Nonetheless in search of a coaching answer?
Physique:
Hello [First name],
Simply checking in. After we final spoke, you had been contemplating choices for workforce coaching on [Topic].
Since then, we’ve added just a few new options to make issues even simpler:
- Bulk enrollment with self-serve checkout
- Branded invoicing and simplified admin
- Actual-time learner progress monitoring
Let me know should you’d prefer to see how this might work on your workforce. I can ship a fast walkthrough or case research from an identical firm.
Right here’s my calendar if you wish to guide time: [Insert link]
Speak quickly,
[Your name]
Study extra: The Significance of Buyer Retention in Enterprise Development
Nurture electronic mail template with a chunk of content material
Use this to remain top-of-mind and supply worth with no arduous promote.
Topic line: Free information: Methods to scale your workforce coaching
Physique:
Hello [First name],
I assumed you would possibly discover this beneficial: [Insert title of content]
It covers the right way to:
- Create coaching that aligns with enterprise objectives
- Attain the suitable purchaser persona inside a corporation
- Keep away from the spam folder by writing electronic mail sequences that convert
- Enhance your response charge with higher topic strains and focusing on
Right here’s the hyperlink: [Insert link]
Let me know what you suppose, or should you’d like assist placing a few of these concepts into motion.
[Your name]
Buyer highlight: PayShepherd
“We turned a fancy onboarding course of right into a streamlined, self-serve coaching movement—and saved hours of guide work each week.”
PayShepherd makes use of Thinkific to ship technical onboarding at scale, serving to shoppers stand up to hurry quicker whereas lowering inner assist load.
Need to tailor these templates?
These templates are simply beginning factors. Modify your messaging to suit your viewers, the trade you serve, and the outcomes your coaching product delivers. Preserve your electronic mail content material targeted, your topic line related, and your electronic mail checklist clear, and also you’ll be extra prone to see a optimistic response.
Want inspiration? Take a look at real-world examples of how different corporations use Thinkific for B2B coaching right here.
Which electronic mail do I ship—and when?
Not each lead is in the identical place, so timing issues. Right here’s how these electronic mail templates align along with your B2B gross sales journey:
- Chilly electronic mail → Begin the dialog (consciousness)
- Comply with-up → Re-engage and educate (curiosity)
- Assembly request → Transfer towards a call (consideration)
- Onboarding → Help activation (post-sale)
- Referral request → Develop your attain (advocacy)
Use the templates as they’re or customise them primarily based in your lead’s position, stage, and wishes.
Study extra: 24 Advertising E mail Examples to Preserve Your Customers Engaged
Suggestions to enhance your B2B gross sales emails
Now that you just’ve obtained the templates, let’s discuss the right way to make your emails work more durable. Nice B2B outreach is greater than intelligent copy—it’s about understanding your purchaser persona, testing what works, and utilizing the suitable instruments to remain constant, related, and scalable.
Take a look at what issues
A/B check electronic mail topic strains, calls to motion, and even electronic mail content material tone to see what drives engagement. Small changes can result in massive will increase in response charge, particularly when reaching out to a possible buyer for the primary time. Take a look at one variable at a time so you may see what improves efficiency.
Preserve your model voice constant
Whether or not it’s your preliminary electronic mail, a follow-up to a earlier electronic mail, or a product replace, your message ought to sound prefer it got here from an actual particular person, not a script. A constant, conversational tone helps construct belief and improves your possibilities of getting a optimistic response.
Design for cell
Most of your electronic mail checklist will open messages on their cellphone. Meaning quick electronic mail topic strains, clear formatting, and buttons which are simple to faucet. At all times check how your message appears to be like on smaller screens. And test that your hyperlinks go to mobile-friendly pages, particularly should you’re sharing a chunk of content material or directing them to extra assets.
Phase to personalize at scale
Not each potential buyer is in the identical place. Phase your viewers to tailor messaging primarily based on the place they’re within the journey:
- Chilly leads: Share a related piece of content material or invite them to a webinar
- Heat leads: Supply a brief demo or ship a use-case-based useful resource
- Present clients: Spotlight new options, like bulk enrollment or learner analytics
Segmenting your viewers by purchaser persona, firm measurement, position, or trade might help you go deeper, particularly in case your gross sales reps handle a number of verticals.
Automate follow-ups with Thinkific integrations
Use platforms like Mailchimp, ConvertKit, or ActiveCampaign to automate follow-ups with Thinkfic Plus’s integrations. You possibly can set off messages primarily based on conduct, like signing up, beginning a course, or buying through self-serve invoicing. Automating this course of helps your gross sales reps keep environment friendly whereas protecting your messages well timed.
Monitor what strikes the needle
Don’t cease at open charges. Have a look at what number of leads clicked via, replied, booked a gathering, or transformed. In the event you’re utilizing Thinkific Plus, Superior Analytics enables you to observe how your electronic mail content material interprets to platform exercise, so you may double down on what really works.
Study extra: Buyer Success Metrics and KPIs
Preserve your checklist clear and rising
An up-to-date electronic mail checklist is your finest protection in opposition to falling into the spam folder. Use a CRM to trace engagement, take away inactive contacts, and flag those that not suit your best buyer profile. A smaller, cleaner checklist usually performs higher than a big checklist with stale contacts.
These practices assist your B2B emails go additional, boosting your response charge, enhancing lead high quality, and serving to your gross sales reps spend extra time closing and fewer time chasing. Pair them with Thinkific’s automation instruments and B2B promoting options to develop your corporation quicker and extra effectively.
Flip electronic mail conversations into actual B2B development
B2B emails are a direct strategy to construct belief, shut offers, and ship worth at scale. The secret’s protecting your messaging targeted, related, and action-oriented.
With Thinkific’s B2B promoting options like bulk workforce enrollment, branded invoicing, and real-time learner monitoring, you may cut back friction in your gross sales course of and ship a greater expertise for each you and your shoppers.
Begin Your B2B Journey In the present day With The B2B Promoting Blueprint
Obtain our free information with sensible steps, automation suggestions, and the foundational framework you could confidently launch or scale your B2B studying program—with out including operational complexity.