A Professional Founder's Guide to Acquiring More Customers with SaaS Sales Emails [Hacks, Templates & Tools]

A Professional Founder's Guide to Acquiring More Customers with SaaS Sales Emails [Hacks, Templates & Tools]

Of all the tasks in a business, acquiring new customers (especially the first few) is the toughest!

The thing is, customers these days are bombarded with so much information and sales pitches that it's tough to stand out and grab their attention. And even if you do manage to capture their interest, converting them into paying customers is a whole other ballgame.


This is where you can use sales emails to cut through the buzz and reach your ideal prospects.

In this article, I'll go over some practical tips and strategies to help you create killer SaaS sales emails!

Ready? Let’s do this!

The Anatomy of a High-Converting SaaS Sales Email

Crafting a high-converting SaaS sales email is all about understanding the key elements that make up a compelling message.

A well-written and high-converting SaaS sales email is:

  • Personalized to the T: Personalization makes your reader feel exclusive. It’s not just about including personalized elements with merge tags such as {{first_name}} or {{company_name}} in the email—it’s more about showcasing how well you understand their challenges.

  • On-brand: A well-branded sales email helps build credibility with your target audience and establish your company or product as a reputable and recognizable brand. Make sure your email has consistent branding elements, such as the company logo, email signature with your company banner, social links, etc.

  • Crisp and intriguing: Your prospects don’t have all the time in the world to read a long and chunky email. An effective sales email conveys the message in the shortest and sweetest way possible and manages to pique the reader’s interest right from the subject line.  

  • Well-structured: Proper structure helps your readers skim through the email and decide at one glance whether or not they’ll be spending another 2 minutes reading your email. Make your emails readable by adding a proper intro, white spaces between paragraphs, links, and a clear CTA.

Structuring Your Cold Email

Give a thoughtful structure to your sales emails by including these essential elements in them:

Subject Line

Make them snappy and intriguing. Keep them short, personalized, and focused on the benefits.

Example: This will only take 2 minutes of your time!


Congratulations on hitting 100K followers on Twitter!


Break the ice with an intriguing opening. It could be:

  • An interesting question that makes them stop the scroll and think.
  • A funny and relatable story.
  • A jaw-dropping statistics about their industry or pain points.

You could also mention a common pain point your product solves or a recent industry trend that your product addresses. Alternatively, you can go directly to the point that states what the email is in reference to—it works like a charm!

Value Proposition

This section answers their “why should I listen to you?” question and sets you apart from all other generic emails they’ve received.

Use this section to highlight how your product solves the problem and what makes your solution unique.

Additionally, you can highlight your wins, social proof, and case studies here to build trust with the recipient and provide proof of the effectiveness of your product.

Call to Action (CTA)

The CTA is the most important element of your email as it tells the recipient what action to take next.

Make sure your CTA is clear and actionable, and provide a sense of urgency to encourage the recipient to take action.

For example — “If this sounds like a good fit, let’s chat this week! Are you available on Tuesday @ 12pm?”


Sign off your email with a professional signature that includes your name, company, and contact information.

Writing SaaS Sales Emails that Get Replies

Here’s the thing—you might have the best product, and your outreach numbers might be hitting the mark. But if you send out poorly-written emails, the prospect's chances of converting become bleak!

After all, you don’t just want them to open your emails. You need them to take the action your emails tell them to take.

Here are some of my best tactics to ensure my SaaS sales emails get the desired attention and engagement:

  • Make your emails personal: Research your lead—their social media, website, and news—and see if anything interesting pops up. For example, if they’ve talked about a specific topic, you can use that information to break the ice with the lead and take the conversation forward.
  • Be mindful of the email space: Don’t state the obvious; use up all the space. For example, you can avoid using statements such as “My name is {{your_name}}”—your name is among the first things they see in the email. Similarly, keep your sentences simple and easy to read—don’t use too many filler words and passive voice.
  • Be upfront and honest: Let them know why you’re reaching out or where they’ve crossed paths with you before. Even if they haven’t interacted with you before, it’s always a good idea to briefly introduce yourself and throw in a little context as to why you’re reaching out.
  • Soft closing is always better: It’s always a good idea to confirm your lead’s availability or offer potential meeting times. If the lead is super cold, you can ask them to reply to a question in their first mail and follow up with a meeting after they’ve responded. It depends on your product and the lead, honestly.
  • Provide value: Make sure your email has something to take away for the recipient. Whether it's information, insights, or a free trial, your email should offer something that makes the recipient want to engage with your product.

An Effective Cold Outreach Strategy to Acquire More Customers

Acquiring new customers can take forever if you aren’t moving strategically. (Honestly, it’s more of a trial-and-error journey than a straight path.)

Lucky for you, I’ve been working with businesses to help them acquire new customers by following a 3-month cold outreach strategy. And this strategy works for any business, no matter which industry you’re from!

I’m assuming you already have some leads to begin the outreach with—if not, you can always use Super Send to generate unlimited leads from your business and validate them on the go.

Let’s begin!

Step 1: Experiment Until You Have Your Winning Cold Email

Sometimes it’s the content of your email that doesn’t click with the reader. And often, it’s the way you’ve delivered that content.

Whatever the case, you first need to find the email copy that gets you the best results—high open rates, engagement, and click-through rates.

Our objective is to get at least 50%+ open rates for our emails and 2-5% positive response rates.

Here's how you experiment with your email copy:

  • Take around 250 random leads from your list.
  • Write a 3-step email sequence and create A/B/C/D test samples for each of them (you can use our AI cold email writer whenever you’re stuck writing copy).
  • Experiment with different subject lines, formats, opening lines, context, and CTAs.
  • Send these sequences within a gap of 1-2 days each.
  • Find out which copy from the A/B/C/D samples worked the best for you.

Practice makes perfect!

Step 2: List Building on Twitter

Twitter is often considered an afterthought by many sales professionals, but I think it’s critical in the early stages of outreach.

Use Super Send to build a massive list for your outreach campaign by extracting them from your competitors. All you need to do is go to our Twitter lead list builder and enter your competitor's Twitter handles.

Then, send an outreach message to these new leads, and don’t forget to reference your competitor in your message—gives you a common ground to start the conversation.

Reach out to at least 100 leads per day, and aim to add 500 new leads to your list.

Step 3: Test the Winning Cold Email on the New Leads

It’s time to run another 3-step sequence test with the 500 new leads you collected from Twitter.

Since you’ve already messaged them on Twitter once, it’ll be a tad bit easier to have them consider opening your email.

Pick the winning copy from step 1 and observe the impressions.

Step 4: Retarget Leads on LinkedIn

Create a retargeting list for this step by extracting people who’ve opened your emails more than three times but haven’t replied. This shows they might have some objections about your offering and pitch, and LinkedIn is a perfect platform to address those objections.

You can be even more specific and filter out people who have clicked on a link in your email but haven’t replied.

Wait, don’t send a connection request to them right away, not yet!

There’s a specific sequence I need you to follow to get the best results and responses from your leads.

This is what the sequence looks like:

So, you’re going to need to visit their profile and engage with their posts first before sending them a connection request.

In your request note, mention the email that you recently sent them.

Once your connection request is approved, you can follow up with a LinkedIn message and take the discussion forward.

Or, if your request hasn’t been approved yet, you can follow up with them via email. The aim is to get closure from them and move on with your prospecting journey.

Some Additional Outreach Tips:

  • Narrow down your target market to a specific niche or segment of people who might benefit from your offerings.
  • Leverage your existing network, and do not shy away from asking for referrals or having them introduce you to their connections.
  • Make your offer irresistible by introducing deals, discounts, and incentives to your potential customers, at least in the beginning.
  • Hang out where your industry folks are hanging out and get noticed in conferences, events, and webinars.

Best SaaS Sales Email Templates for More Conversions

Example 1: Congratulating Them on a Milestone

What I love about this email:

  • It’s an excellent way to start a conversation with a lead—I mean, who doesn’t like some praise coming their way? They might as well hear you out.
  • The email shows the results you were able to bring for another client, which makes you sound credible and trustworthy.

Example 2: Pitching a Free Trial

What’s awesome about this email?

  • It’s authentic and makes you sound like a leader in the industry.
  • It shows how well you know their struggles and have the right solution for them.
  • You’re letting your personality show, so you don’t sound like a generic B2B sales rep. (Nothing wrong with that - but it sure doesn’t make standing out in a crowded inbox easy.)

Example 3: Referencing a Mutual Connection


Why this email works:

  • It’s crisp and to the point. It tells the lead exactly what they need to hear.
  • Mentioning a familiar name helps build instant trust. And considering they actually need the service you’re offering, they might just take you up on it!

Example 4: Following up After an Interaction

What I love about this email:

  • Even when the sender is trying to convert the lead after a meeting, they’re still being subtle about it and not too pushy.
  • The sender is offering resources to make it easier for the lead to make the best decision.

Create High-Converting SaaS Sales Emails for Your Next Outreach Campaign!

You can’t go wrong with a sales email, but it’ll be like going on a fairytale journey - here be dragons! You’ll need to stand out with your subject line, resonate with your body copy, and time the sequence perfectly.

Now, no one has created the Ultimate Sales Email for Every Industry. But there is one secret: testing. When you plan your campaigns well and test different aspects of your email copy, you’ll get the data that points you in the right direction.

That’s why I built Super Send, after all. So if you’re ready to run your cold outreach like a pro with automated campaigns, AI copywriter, testing, inbox warmup, plus Twitter and LinkedIn outreach - take it for a test drive.