Skip ahead:
- Introduction To B2B Sales Emails
- Crafting The Perfect B2B Sales Email
- B2B Sales Email Templates
- Which Email Do I Send—And When?
- Tips To Improve Your B2B Sales Emails
- Turn Email Conversations Into Real B2B Growth
Introduction To B2B Sales Emails
Selling your training product to businesses often involves longer sales cycles and more decision-makers. That’s why your emails matter. A well-crafted B2B sales email can help you make a strong first impression, build trust, and move potential customers closer to a decision.
With Thinkific, you can do even more. Whether you’re just starting to sell to businesses or expanding into larger contracts, Thinkific’s B2B selling features like Group Orders and Invoicing make it easy to close deals without adding extra admin. Automate your workflows, deliver a seamless client experience, and spend more time focused on growing your business.
Every great B2B sales email includes:
- A subject line that grabs attention
- A personal hook that speaks to the buyer’s real-world challenges
- A clear value prop that shows what’s in it for them
- A strong call to action that tells them what to do next
So what does a high-performing B2B email actually look like? Let’s break down how to write one and give you templates built for real B2B selling scenarios that you can start using today.
Learn more: B2B Selling Trends: Best Practices For Business Expansion
Crafting The Perfect B2B Sales Email
Writing effective B2B emails means thinking like your buyer. They’re busy, weighing options, and looking for tools that save time and help them hit their goals. Your email should stand out quickly and make the next step obvious.
Here’s how to write sales emails that connect, convert, and highlight how your B2B offering supports business growth.
Subject lines that grab attention
64% of people decide to open or delete an email based on the subject line alone. Make yours clear, specific, and focused on value.
Avoid anything that could trigger spam filters—all caps, too much punctuation, or generic sales-y phrases. Instead, focus on what your audience actually needs: solutions that simplify their work, improve results, or unlock growth.
Let’s use B2B online course sales as an example. Try subject lines like:
- Simplify team training with less admin
- Ready to scale your course sales?
- Need a faster way to enroll clients?
- Can I show you how online learning works for B2B?
Personalization that shows you’ve done your homework
B2B sales are all about relevance. Show your lead that you understand what they’re working through—and that you’ve got a way to help.
In the case of B2B online course sales, that might look like:
- Mentioning the challenges of manually enrolling large teams
- Calling out their growth plans and how automation could support them
- Referencing the need for a more polished client experience with self-serve dashboards
Whenever possible, mention something specific about their company, industry, or role. Make it clear why you’re reaching out and what’s in it for them.
Connect your value prop to tangible business outcomes
Online learning platforms like Thinkific help B2B sellers grow revenue, reduce backend workload, and deliver a high-quality learning experience. Use your email to connect those benefits to your reader’s priorities.
For example:
- Simplify enrollment with bulk team access
- Automate payments and reduce invoice back-and-forth
- Access branded dashboards to monitor team progress
- Eliminate repetitive admin tasks that slow you down
Keep your value clear and skimmable. And if you’ve got proof, like a customer quote or stat, use it.
Customer spotlight: BankersHub
“With Thinkific, we can offer training to financial institutions nationwide, while automating seat tracking, invoices, and certifications. It’s a true B2B-ready platform.”
BankersHub uses Thinkific to serve enterprise clients at scale. With bulk enrollment, custom invoicing, and branded dashboards, they’re able to grow faster without increasing manual work.
Make the next step easy
Wrap up with one clear call to action. If your lead is ready, invite them to schedule time with you. If they’re earlier in the process, send them something useful, like a product tour or case study.
CTA examples:
- Book a demo
- See how Group Orders works
- Explore our B2B sales guide
- Watch the 2-minute overview
Make it simple to take action and low-friction to say yes. Momentum is everything.
B2B Sales Email Templates
Once you’ve nailed the structure, these ready-to-send templates will help you put it into action. Great B2B sales emails do more than introduce your offer—they make the next step obvious. Whether you’re reaching out cold or following up after a conversation, your goal is to show value quickly and help your potential customer move forward.
Below are eight templates designed for creators selling training programs, certification courses, or learning products to businesses. Use them to increase your response rate, improve your email content, and drive more conversions.
Learn more: How to Create Successful Email Drip Marketing Campaigns
Cold email template
Cold outreach works best when it’s relevant and helpful from the start. Use this to introduce your B2B offer to companies looking to deliver or purchase training at scale.
Subject line: A better way to train your team
Body:
Hi [First name],
I came across your work at [Company] and thought your team might be a great fit for our [Topic] training.
[Your Program Name] makes it easy for businesses to upskill employees with:
- Bulk team enrollment
- Streamlined invoicing
- Learner progress tracking
- On-demand access to content
If you’re working on team development or client onboarding, I’d be happy to share how we can help. Would you be open to a quick overview this week?
[Your name]
[Your email signature]
Always follow email marketing regulations like GDPR, CAN-SPAM, and CASL. Include an unsubscribe link, clearly identify your company, and only contact leads that meet consent requirements.
Follow-up to previous email template
Send this if your initial email didn’t get a reply. Keep it helpful and low-pressure.
Subject line: Quick follow-up
Body:
Hi [First name],
Just wanted to follow up on my earlier note. I know inboxes fill up quickly.
If your team is still exploring ways to scale [Topic] training, I’d be happy to send a short overview or share how other companies are using our course to improve results and reduce admin work.
Here’s a quick guide with more details: [Insert link]
Let me know what works best for you,
[Your name]
Learn more: How to Calculate and Reduce Customer Acquisition Cost (CAC): A Complete Guide for Businesses
Post-call follow-up template
Use this right after a discovery or intro call. Reiterate the value and suggest next steps.
Subject line: Great to connect today
Body:
Hi [First name],
Thanks for taking the time to chat earlier. It was great learning more about your training goals.
As a quick recap, here’s how [Your Program Name] can support your team:
- Simplified team onboarding
- Automated enrollment and streamlined payment
- Track individual learner progress
- Give clients access to a branded learning portal
Let me know if you’d like a tailored proposal, or I can send over a sample curriculum to review internally.
Best,
[Your name]
Meeting request email template
Send this when you’re looking to book time with a qualified lead.
Subject line: Time to explore your training goals?
Body:
Hi [First name],
I’d love to connect for a short demo to walk you through [Your Program Name].
Our training product is built for B2B use cases like yours—helping teams:
- Upskill employees efficiently
- Stay compliant with industry standards
- Reduce support workload through clear, structured learning
I’m available on [Insert date options], or you can book a time here: [Insert calendar link]
Looking forward to connecting,
[Your name]
Referral request email template
Tap into satisfied clients and partners to grow your B2B pipeline. Keep the ask clear and low-effort.
Subject line: Know someone who could use this?
Body:
Hi [First name],
Hope things are going well at [Company]. It’s been great seeing your success with [Your Program Name].
If you know of any other teams who are looking to scale training or simplify onboarding, I’d be grateful for an introduction. I can send a short blurb to forward along, or join a quick call directly.
We’re also running a referral bonus for every successful connection this month.
Thanks again,
[Your name]
Onboarding email template (post purchase)
Send this once a new customer signs up or starts a free trial. The goal is fast activation and early wins.
Subject line: Let’s set up your training portal
Body:
Hi [First name],
Welcome! We’re excited to support your team.
To get the most out of [Your Program Name], we recommend starting here:
- Bulk enroll your learners: [Link]
- Customize your portal and branding: [Link]
- Learn how to track progress and results: [Link]
We’ve also included a few additional resources to help you roll out training with confidence.
Let me know if you’d like to book a quick onboarding session. Happy to walk through your setup and answer any questions.
[Your name]
Learn more: Customer Onboarding 101
Customer spotlight: Hootsuite
“Thinkific has helped us create a world-class academy for our internal teams and partner network.”
Hootsuite launched a branded learning hub with Thinkific, offering global onboarding and training with less overhead. They’re now able to scale consistently with advanced analytics, flexible content delivery, and team-level reporting.
Re-engagement email template
Use this for leads who were once warm but haven’t moved forward. Pair it with a new feature or resource.
Subject line: Still looking for a training solution?
Body:
Hi [First name],
Just checking in. When we last spoke, you were considering options for team training on [Topic].
Since then, we’ve added a few new features to make things even easier:
- Bulk enrollment with self-serve checkout
- Branded invoicing and simplified admin
- Real-time learner progress tracking
Let me know if you’d like to see how this could work for your team. I can send a quick walkthrough or case study from a similar company.
Here’s my calendar if you want to book time: [Insert link]
Talk soon,
[Your name]
Learn more: The Importance of Customer Retention in Business Growth
Nurture email template with a piece of content
Use this to stay top-of-mind and offer value without a hard sell.
Subject line: Free guide: How to scale your team training
Body:
Hi [First name],
I thought you might find this helpful: [Insert title of content]
It covers how to:
- Create training that aligns with business goals
- Reach the right buyer persona inside an organization
- Avoid the spam folder by writing email sequences that convert
- Improve your response rate with better subject lines and targeting
Here’s the link: [Insert link]
Let me know what you think, or if you’d like help putting some of these ideas into action.
[Your name]
Customer spotlight: PayShepherd
“We turned a complex onboarding process into a streamlined, self-serve training flow—and saved hours of manual work every week.”
PayShepherd uses Thinkific to deliver technical onboarding at scale, helping clients get up to speed faster while reducing internal support load.
Want to tailor these templates?
These templates are just starting points. Adjust your messaging to fit your audience, the industry you serve, and the outcomes your training product delivers. Keep your email content focused, your subject line relevant, and your email list clean, and you’ll be more likely to see a positive response.
Need inspiration? Check out real-world examples of how other companies use Thinkific for B2B training here.
Which email do I send—and when?
Not every lead is in the same place, so timing matters. Here’s how these email templates align with your B2B sales journey:
- Cold email → Start the conversation (awareness)
- Follow-up → Re-engage and educate (interest)
- Meeting request → Move toward a decision (consideration)
- Onboarding → Support activation (post-sale)
- Referral request → Expand your reach (advocacy)
Use the templates as they are or customize them based on your lead’s role, stage, and needs.
Learn more: 24 Marketing Email Examples to Keep Your Users Engaged
Tips To Improve Your B2B Sales Emails
Now that you’ve got the templates, let’s talk about how to make your emails work harder. Great B2B outreach is more than clever copy—it’s about understanding your buyer persona, testing what works, and using the right tools to stay consistent, relevant, and scalable.
Test what matters
A/B test email subject lines, calls to action, and even email content tone to see what drives engagement. Small adjustments can lead to big increases in response rate, especially when reaching out to a potential customer for the first time. Test one variable at a time so you can see what improves performance.
Keep your brand voice consistent
Whether it’s your initial email, a follow-up to a previous email, or a product update, your message should sound like it came from a real person, not a script. A consistent, conversational tone helps build trust and improves your chances of getting a positive response.
Design for mobile
Most of your email list will open messages on their phone. That means short email subject lines, clean formatting, and buttons that are easy to tap. Always test how your message looks on smaller screens. And check that your links go to mobile-friendly pages, especially if you’re sharing a piece of content or directing them to additional resources.
Segment to personalize at scale
Not every potential customer is in the same place. Segment your audience to tailor messaging based on where they are in the journey:
- Cold leads: Share a relevant piece of content or invite them to a webinar
- Warm leads: Offer a short demo or send a use-case-based resource
- Current customers: Highlight new features, like bulk enrollment or learner analytics
Segmenting your audience by buyer persona, company size, role, or industry can help you go deeper, especially if your sales reps manage multiple verticals.
Automate follow-ups with Thinkific integrations
Use platforms like Mailchimp, ConvertKit, or ActiveCampaign to automate follow-ups with Thinkfic Plus’s integrations. You can trigger messages based on behavior, like signing up, starting a course, or purchasing via self-serve invoicing. Automating this process helps your sales reps stay efficient while keeping your messages timely.
Track what moves the needle
Don’t stop at open rates. Look at how many leads clicked through, replied, booked a meeting, or converted. If you’re using Thinkific Plus, Advanced Analytics lets you track how your email content translates to platform activity, so you can double down on what actually works.
Learn more: Customer Success Metrics and KPIs
Keep your list clean and growing
An up-to-date email list is your best defense against falling into the spam folder. Use a CRM to track engagement, remove inactive contacts, and flag those who no longer fit your ideal customer profile. A smaller, cleaner list typically performs better than a large list with stale contacts.
These practices help your B2B emails go further, boosting your response rate, improving lead quality, and helping your sales reps spend more time closing and less time chasing. Pair them with Thinkific’s automation tools and B2B selling features to grow your business faster and more efficiently.
Turn Email Conversations Into Real B2B Growth
B2B emails are a direct way to build trust, close deals, and deliver value at scale. The key is keeping your messaging focused, relevant, and action-oriented.
With Thinkific’s B2B selling features like bulk team enrollment, branded invoicing, and real-time learner tracking, you can reduce friction in your sales process and deliver a better experience for both you and your clients.
Ready to scale your B2B revenue?
Explore how Thinkific can support your business behind the scenes, so you can deliver better B2B learning experiences at scale.
This was originally published Aug. 11, 2023 and refreshed in 2025