B2B Sales Emails: Writing to Get a Response

Your step-by-step guide to writing a winning B2B sales email

Have you been tasked with writing an email to drum up clients for your business — but you’ve no idea what to say (or how to say it)?

What you’ll learn

  • Write a B2B sales email that will get a response.
  • Avoid the most common mistakes when writing a B2B sales message.
  • Win your prospect over with a deeper understanding of what motivates them to buy.
  • Use a powerful four-part framework for crafting any B2B sales message.

Course Content

  • Introduction –> 2 lectures • 6min.
  • How to structure your B2B sales email –> 5 lectures • 22min.
  • Must-do’s before you send your B2B sales email –> 8 lectures • 18min.
  • Real-life examples of good and bad B2B sales emails –> 4 lectures • 19min.
  • Final thoughts! –> 2 lectures • 3min.

B2B Sales Emails: Writing to Get a Response


  • Have you been tasked with writing an email to drum up clients for your business — but you’ve no idea what to say (or how to say it)?
  • Or maybe you just totally clam up when you’re having to sell your firm and you’re presented with a blank page?
  • Or, worst of all, you’ve been relying on the same old company boilerplate – with little to no response so far?

If any of those sound like you, don’t worry – we’ve got you covered.

Enrol in this course right away and 90 minutes from now, you’ll have created a compelling, perfectly worded B2B sales email.

A sales email that’s been deliberately crafted to win over that client you’re desperate to land.

What’s more, you’ll have a simple but powerful four-part framework you can use over and over again for all your future B2B sales emails.

As you go through the course, you’ll assemble your first B2B sales email according to our four-part framework for crafting persuasive sales messages:


1. Personalisation

Early in the course, you’ll learn how to start with an attention-grabbing opening that builds a connection with your prospect.

We’ll show you how to tailor your message to your prospect, so they’re desperate to hear more from you — even if you’ve never met them before.


2. Problem

Next, we’ll show you how to further deepen your connection with your prospect, by demonstrating you understand their problem — a problem only you can solve, of course!

You’ll learn exactly how to express your prospect’s problem in language that speaks directly to their needs and wants — so they trust you to help with it.


3. Promise

In part 3 of our framework, we show you how to introduce your product or service in a way your prospect finds completely irresistible.

We’ll show you the language to use to phrase your offering as a promise that solves your prospect’s problem — and the language to avoid.


4. Pitch

Finally, we’ll show you how to sign off your email with a compelling call-to-action.

You’ll learn what to ask for — and how to phrase your ask — to maximise your chances of your prospect responding to your mail.


Here’s what else you’ll learn in this course on writing a B2B sales email:

  • The magic word top all copywriters use to charm their readers
  • Tips on laying out your email to hook your prospect in — and keep them reading
  • How to craft a sizzling subject line that screams “open me!”
  • How to stop your message going straight to the spam folder
  • The exact time and day to send your message to maximise your chances of getting read
  • Real-life examples of B2B messages that suck — and examples that succeed


About your instructors

We’re Clare Lynch and David Pollack and we are co-heads of Doris and Bertie, a consultancy that specialises in helping business people write so they get results.

We made this course because over the years, we’ve worked with so many professionals who’ve been asked to write a B2B sales email — but they’ve no idea where to start.

If you’re like them, you may well be a brilliant technical or subject matter expert – but you’ve never been shown how to translate your expertise into a compelling proposition for your firm’s clients.

That’s where we come in. In less than 90 minutes, we’re going to show you the copywriting techniques for transforming what you want to say into something your potential client desperately wants to hear.

So if you like the sound of massively increasing your chances of landing that lucrative client, enrol now.

We look forward to seeing you in the course.


Get Tutorial