How to Use PR to Drive More Sales:

50 Sales Email Templates You Can Steal to Seal the Deal

If you’re a B2B company, nothing beats powerful third-party credibility and advocacy. Integrating earned media into sales will make any outreach stronger. Help your sales team make the most out of your PR successes!

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“Most PR agencies get press hits for their clients and call it a day. But talking to the media isn’t enough. Without a strong marketing strategy, press hits spike and fade out.”

shama hyder, CEO of zen media

How to Use PR to Drive More Sales: 21 Sales Email Templates You Can Steal to Seal the Deal

Ask any traditional PR firm about sales enablement, and they will balk. That’s because most PR firms have their roots in communications. We come from marketing, and that makes our approach much more sales-friendly.

Here’s the truth: when earned media is integrated into sales, conversions skyrocket. 

It’s the merger of powerful third-party advocacy and credibility with follow-up. This moves sales from “Hey, Bob, just following up…” to “Our VP was just on a podcast talking about the latest trends in your space. Based on our last conversation, I thought you might find it valuable.”

Earned media is the ultimate game changer when it comes to sales, and we will prove it. Here are 50 templates you can steal at every level of the funnel to move a deal forward. After all, if PR doesn’t result in more deals being attracted, nurtured, and closed…what’s the point?

Top of Funnel (ToF)

In top-of-funnel marketing, your customer is at the beginning of their purchase journey. In fact, they might not even know you exist yet. Your ToF goal should be to make an impression. You want prospects to be aware of your brand and know what problems your company solves.

Since cold emails are notorious for being annoying and spammy, make sure you are following cold email best practices before you shoot your shot with prospects.

Cold Emails 

Feature

Subject 

[Insert pain point]? Check out what [insert publication] has to say 

Body

Hey, [First Name],

Don’t you wish that your company [insert company name if possible] had a feature to [insert customer pain point]? That’s exactly what we do. Check out our feature in [insert publication and link to PR hit] that outlines how we are helping companies [insert action]. 

There’s no reason we can’t do the same for you. Can you give me 15 minutes on your calendar?

Best,

[Your Name]

Tailor-Made Solutions

Subject

[Industry type] Goals for 2022

Body 

Hey, [First Name], 

I recently came across your company’s LinkedIn page and noticed you’ve been trying to [accomplish a certain goal]. 

I believe [company name] can help you achieve this goal through [briefly explain how your product/service will achieve their goal]. 

In fact, we were recently written up in [publication name] for work we did with [company name/industry name]. 

We worked with them to develop a custom solution to their problem, and we’d love to do the same for you.

Are you free to talk strategy later this week? I can meet as soon as this afternoon, or we can wait a day or two and meet on [insert day]. Let me know what works for you. 

Best, 

[Your Name]

Providing Value 

Subject 

Ideas on [insert pain point] 

Body 

Hey there, [First Name],

I love your company’s mission, and the messaging on the [homepage/product page/etc.] of your website is [powerful/hilarious/really smart/etc.]. I forwarded a link to your website to [my company’s marketing team/my professional network/one of my clients] to see if you can help them with their [marketing copy/services/etc.]. 

While browsing through your site, I noticed your [insert pain point] was [minimal, underused, etc.]. I believe this is something [company name] could help you out with. 

We have helped around [approx. number of organizations] maximize their [insert pain point] through our [insert solution]. 

One of our clients has [achieved xyz success metric, link to PR hit]. 

If nothing else, I am genuinely sure that you’d at least get some new ideas out of our call. I just need 20 minutes of your time. Does Tuesday afternoon work?

Regards, 

[Your Name] 

Sharing a Resource

Subject 

You may like this resource.

Body 

Hi, [name],

Your latest article on [subject] got me thinking.

Our VP wrote an article about exactly this trend in [insert leading industry publication link]. 

I thought you might enjoy it. Keep up the great work.

Best,

[Your Name]

Introduce Yourself

Subject 

Hello, fellow [alum/sports fan/dog lover/coffee afficiando] here! 

Body 

Hey [First Name],

I love what you guys are doing at [their company.] And, while I hate sales emails as much as the next person, I’d totally be kicking myself if I didn’t at least introduce myself as a potential resource for you. I work with businesses in the [Insert industry] industry and noticed your company on [insert social media, ad, etc.].

This inspired me to spend a few minutes on [their company] website to learn more about how you’re approaching [Sales/marketing/billing services/operations/etc.]. I noticed some low-hanging areas of opportunity and decided to reach out to you directly.

[Your company] is working with similar companies in your industry, such as [insert company], to help them accomplish [Y goals], and give them the [Z tools/solutions] to succeed. Our successes with [insert company] were actually featured in [insert publication] as a way to push the [insert industry] forward.

I promise I wouldn’t waste a fellow [alum/sports fan/dog lover/coffee afficiando] time if I didn’t think my ideas would actually help you. Just 15 minutes next week, por favor? 

Looking forward to meeting,

[Your Name]

Sorry I Missed You

Subject 

Sorry I missed you!

Body 

Hi, [First Name],

Sorry I missed you on the phone earlier today. I was actually calling because [insert brief reason for your call or name of referral that introduced you].

In my voicemail, I mentioned that I would call you back on [date and time]. Let me know if that works with your schedule. Of course, you’re always welcome to reach out to me before then at [your phone number].

I really look forward to connecting with you soon. I’ll reach back out on [date]. 

Thanks,

[Your Name]

P.S. If you are anything like me and can’t get enough of podcasts, you may actually really like this one [insert podcast, press hit, video, etc.]. Aside from some awesome industry insights, our VP actually shared a story about a company just like yours that went from [x to y]. 

Response to Social Media Post

Subject 

Your [insert platform] post is spot on

Body 

Hi, [Name],

I wanted to tell you that I [read/watched] your post about [topic] on [social media platform], and it was really great. You clearly have a pulse on what’s happening. 

You mentioned that [your product/service] is becoming essential for [business practice]. Since [your company] was featured in/on [insert publication/podcast] for working with business leaders like yourself, I was wondering if I could shoot some ideas your way?

15 minutes. Tops. You choose the time! I’ll bring the wine…I mean coffee.

[Your Name]


Middle of Funnel

In middle-of-funnel marketing, you’ve already established some contact. You aren’t a stranger. Here, prospects are in the exploration and evaluation phase. Basically, they are doing their research. 

Nurturing the Lead

Welcome 

Subject

Welcome, [First Name]!

Body

Hello, [First Name], 

Thank you so much for your interest in [your company].

We built [product/service] for folks just like you.

Here are some quick links to content that may help you with your challenge around [xyz]. Each of these [posts/videos/articles] has received over [insert number of downloads / views] in the last month alone: 

[List of popular material] 

If you hit reply and tell me which was your favorite, [Insert funny offer akin to: I’ll send you a picture of my cat who looks like just Seinfeld; or I’ll tell you the secret ingredient to my hot sauce recipe.] 

Regards, 

[Your Name]

Research or Study

Subject  

Latest study on [XYZ]

Body

Hi [First Name],

We just released our latest study on [xyz].

I thought the [paragraph on page 2] was particularly relevant to what we talked about last time.

TL;DR – Check out this article in [insert publication] that covered the highlights.

Catch up soon?

[Your Name]

Requested Demo 

Subject 

Thank you for requesting a demo!

Body

Hi, [First Name], 

I’m reaching out today to schedule the demo of [insert product] that you requested. [Your company] is proud to have helped [insert approximate number] companies like yours reach [insert goals].

In fact, [insert publication] just published a story talking about our process for taking businesses from pained to productive. 

Here is my calendar link [insert link] for you to choose the best date and time to schedule your demo, or in turn, please send me a link to yours and I’ll choose a time. Thank you!

Best,

[Your Name]

P.S. – I noticed [we went to the same school/cheer for the same team/love dogs/etc.]. I look forward to connecting with you! 

Follow-Up Emails

Follow Up After a Phone Call 

Subject 

Great talking with you! 

Body 

Hi again, [First Name]

I really enjoyed our conversation earlier today. Thank you for helping me gain a better understanding of your and [company name]’s goals. 

During our conversation, I mentioned how one of our clients was facing the exact same situation as you. Our solution was such a success for them that [leading industry publication] covered the case study: [insert link to article here.] 

Look forward to connecting again next week and meeting more of your colleagues.

Thanks again for your time!

[Your Name] 

When a Prospect Asks You to Follow Up Later 

Subject 

[First Name], ready to take another look?  

Body

Hi, [First Name],

The last time we talked, you requested that I contact you in [two weeks]. 

I know schedules can book out fast, so I’d love to see if we can carve out just 20 minutes for the demo. 

Let me know which time works best for you, and I’ll do my best to make it work on my end!

Looking forward to connecting.

Regards, 

[Your Name] 

Company Updates

Press Release

Subject 

[Company Name]: Exciting Update 

Body 

Hi, [First Name]!

Just last week, we announced [new business features, expansion, etc.], but I wanted to drop in your inbox to tell you more about the exciting news personally. 

In the near future, [company name] will be [adding features, expanding into a new market, partnering with an organization] to accomplish [specific goals]. 


Next week our CEO is doing a fireside chat with [business influencer] talking about our [news], as well as sharing insights on where our industry is headed.

Here’s the link: [link]

I hope you can make it! 

Educational Content 

Subject 

I need your opinion, [First Name]

Body 

Hi there, [First Name], 

We recently published an e-book titled [title of ebook], which outlines [details about the topic of the book]. 

We are sharing it exclusively with our email subscribers for the first month!

Here is a rundown of what the e-book covers: 

[Topic 1]

[Topic 2]

[Topic 3] 

[Business influencer] has already read it and given it a glowing review. Read what she has to say on [social media platform]. 

Will you let me know what you think of it? 

Happy reading! 


Bottom of Funnel

In bottom-of-funnel marketing, your consumer is close to making their purchase decision. They’ve done the research, compared options, and you’re on their shortlist. Bottom-of-funnel marketing should focus on converting leads into purchasers. 

Closing the Deal

Share Success Stories

Subject 

I see this in your future!

Body 

Hi there, [first name],

A client—that actually reminds me a lot of you—was just featured in [publication]. They mentioned how we helped them [drive sales / improve customer experience / insert goal].

[Client company name] has been with us for just over a year now. We’re really proud of their success. 

I’d like to see [their company] in the headlines next! Let me know when you’re ready to seal the deal. 

Best, 

[Your Name]

Leave Room for Questions

Subject 

Any other questions? 

Body 

Hi, [first name],

As you’re considering the best next steps for your business—which we hope includes a partnership with us at [your company name]—I wanted to reach out to see if you had any outstanding questions or concerns we may be able to address. 

I’m sure you’ve already perused these, but here’s a link [hyperlink] to our company’s resource page and video demos for you to explore. Additionally, I’d like to share this recent [podcast, interview, video] featuring our CEO speaking at [event, show, etc.] about the recent success we’ve had in [company’s industry].

Please let me know if there’s any additional information I can provide for you. Let me know if you’d like to schedule a meeting to go over anything. I’m available to you!

Thanks for your consideration,

[Your Name]

Cross-Selling and Up-Selling

Free Upgrade

Subject  

Treat Yo’ Self

Body

Hey, [First Name],

You have been actively using our tool for a while now, and we’d like to give you free three-month access to the [upgraded, higher-tier product/service, i.e. enterprise pack]. You’ll still have access to all the amazing features you use now, but you’ll also gain the ability to [insert upgrade values]. 

Here’s the link [hyperlink] to our demos and FAQs, but if you have any questions, please let us know. 

Thanks,

[Your Name] 

P.S. Our CEO was just featured in [publication name]! She talked about the benefits our enterprise-level customers get from our product, which prompted us to temporarily upgrade you so you can see what you’ve been missing out on!

Extended Free Trial

Subject 

We have some news!

Body

Hello, [First Name], 

Your [time period] free trial is nearly up. We hope you have been getting the most out of [product name]. 

Here’s some good news for you! 

Your journey with [product name] does not have to end this way!

We’re giving you an extended one-month free trial, provided you sign up for at least [Insert amount of time, i.e. 5+1 months]. We know our customers reap the benefits of choosing us, but if you’re not sold yet, check out this feature in [publication] about [customer company’s name] recent success. 

You can do this by clicking here. [hyperlink]

If you have any questions, please feel free to reach out. Alternatively, you can also check out our FAQ page. 

Regards, 

[Your Name] 

Further Recommendations

Subject 

Pssst! [First Name], these are exclusively for you! 

Body 

Hi, [First Name],

Based on your recent purchase of [product], here is a list of items that you may also like:

[Item 1]

[Item 2]

[Item 3]

These are some of [insert influencer name]’s favorite products from [your company name]. She talks about how she uses them daily in her recent post on [social media platform]. 

All of these products are on sale for a limited time only! Here’s your personal discount code: [code]

Best, 

[Your Name]

Before You Lose Them

Offer Resources

Subject 

Last chance! 

Body 

Hey, [First Name], 

I’ve reached out a few times to connect with you about [mention reason you reached out].

Since I haven’t heard back from you, I’ll assume either the timing isn’t right, or you are already using a different [product/service]. 

I am sharing some resources with you that are beneficial for professionals and companies dealing with [pain point], including an article from our president that was featured in [publication name], where he describes the changing landscape of [industry]. 

[Resource 1]

[Resource 2]

[Resource 3]

If you ever require my assistance in the future, I would be more than happy to reconnect. I am sharing my contact information for future reference. 

[Contact information] 

Take care! 

Best, 

[Your Name]

One Last Email!

Subject

One last email!

Body

Hey, [First Name],

I thought I’d reach out one last time before closing your file. 

If you haven’t had the chance to reply to my emails, I totally get it. But if you are simply no longer interested, I will stop clogging your inbox! 

I am attaching my contact information just in case you do decide to reach out in the future. Until then, I’d like to leave you with this great [article, video, etc.] in [publication name] of our CEO talking about some of the biggest challenges for businesses in [industry] to be aware of this year.

Hoping to reconnect with you in the near future. 

Best,

[Your Name]


The Bottom Line

If you are a B2B company, nothing beats powerful third-party credibility and advocacy in building a solid pipeline. Integrating earned media into sales will make any outreach stronger.

Want more examples of PR-inspired emails that will drive more sales for your company? Click here to download the PDF with the complete list of 50 email templates.

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