The 4 Must-Have Email Templates in SaaS Sales

Email Templates for Post Initial-contact, Post Discovery Call, Post Disco-Demo Call and Post Demo Call

Alexander Estner

Sep 22, 2024

Hey - it’s Alex.

Today we cover:

1️⃣ Email template to follow up after initial contact

2️⃣ Email template to follow up after discovery call

3️⃣ Email template to follow up after demo call

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Follow-Up Emails

Today we cover the topic of how to follow up after your sales meetings.

I will share with you a template for each stage of the sales process, from initial contact to discovery to disco-demo and demo.

And don’t forget to send these follow-up emails as fast as possible after the meetings, not later than 24 hours after the meeting.

P.S. If you send follow-up emails at all, you’re doing better than most others :)

#1 Post Initial Contact Email

There’s a variety of initial touchpoints. This can be that you meet a prospect at a fair, an event, or just through a cold call.

The email consists of 5 sections:

1️⃣ Email Opener

2️⃣ Observation / Recap

3️⃣ Value Proposition

4️⃣ Next steps / CTA

5️⃣ P.S. (aka. soft CTA)

If you follow my content for a while, you will see that the {custom variables} are also key elements of:

✅ Sales Discovery Framework (e.g. SPIN, SUGAR, SPICED, MEDDIC)

✅ SaaS Messaging Framework

This is how you translate a strong GTM foundation into operational assets. In this case your email templates.

But the same is true for your sales deck or your SaaS homepage.

#2 Post Discovery Call Email

After your discovery call, it’s key to follow up and summarize:

✅ the observation you made about the status quo, pains, and desired outcomes

✅ high-level value proposition/pitch

✅ agreed next steps

The email comes with 6 sections:

1️⃣ Email opener

2️⃣ Recap discovery

--> Describe the status quo

--> mention the discovery of pain

--> Add the desired goal/outcome

3️⃣ Value Proposition

--> Remind them about what you do

--> for who you are (ICP)

--> What benefits they have

--> social proof

Please don't go into details. No feature lists.

4️⃣ Call out of blockers/objections

--> Adress potential blockers proactively

This can be specific questions about the product, e.g. features or integrations.

Or more budget-related. ROI calculations.

Or social proof like case studies.

5️⃣ Next steps

--> Talk about the mutually agreed roadmap.

Usually, this includes a scheduled demo + who will join (stakeholders).

6️⃣ P. S Section / Secondary CTA

--> add additional relevant info here

This can be a case study, a short video, or documentation.

#3 Post Disco-Demo Call Email

Quick reminder. Disco-demo call is when you have a 1-step sales process. This means in your first call you’re doing discovery and demo. More common is a 2-step sales process where you have a dedicated discovery call and a dedicated product demo.

You will see that this email contains elements of the post-discovery email, plus elements of the post-demo email (coming below).

This makes a lot of sense, as the disco-demo is a blended version of both 😇.

#4 Post Demo Call Email

The post-demo email is one of the most important emails in the sales process.

I wrote a previous newsletter about this email. It goes into the details about the recipients, the structure, the email body, and the subject line.

The actual email template is very similar to the one from today. But since I wrote the previous newsletter I worked with lots of new SaaS founders, and now I present the V2 of the demo follow-up email 👇

The 6 key sections are

1️⃣ Email opener

2️⃣ Recap of all discovery insights

--> Describe the status quo

--> the pain (& ideally negative implications)

--> Add the desired goal/outcome

3️⃣ Value Proposition (for them)

--> Summarize how your product (capabilities & features) help them to fix their pain.

--> add social proof

Keep this part personalized. Focus on what’s important for them. No feature lists.

4️⃣ Call out of blockers/objections

--> Adress potential blockers proactively

This can be specific questions about the product, e.g. features or integrations.

Or more budget-related. ROI calculations.

Or social proof like case studies.

5️⃣ Next steps

--> Talk about the mutually agreed roadmap.

6️⃣ P. S Section / Secondary CTA

--> add additional relevant info here

This can be a case study, a short video, or documentation.

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Alex

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