This post was contributed by Ezra Sandzer-Bell at Appointlet.

It’s time to reach out to your client and ask them to book a time with you. “It’s cool,” you think. “I’ll just throw an email together real quick and send it off. If they want to meet, they’ll take the necessary steps.”

But scheduling time with someone via email is more like a game of baseball. The timing and word choice is important. Get it right and you’ll move on to the next base. Take the wrong approach and it’s easy to strike out.

Here’s an email template that you don’t want to use:

Why shouldn’t you use this template? Put yourself in the client’s shoes for a minute.

George is asking you to check your calendar, find multiple dates and times that work for you, type that information into an email, send it off, and then wait for his response. If your times don’t work for him, he’s going to suggest some different ones and hopefully they will work for you.

Sheesh! How many back and forth emails will it take before you two figure it out? And if someone cancels or doesn’t show up, then you have to do it all over again. What a drag!

When you use an online scheduling tool like Appointlet to offer clients an easy way to book meetings without the back-and-forth emails, most of the battle has already been won. But you still need to share the scheduling link in a message. That’s why I’ve put together a collection of sales email templates that help you think about the following important stages:

  • Initial outreach
  • Follow-up
  • Closure
  • Long-term follow-up

5 email templates for scheduling client meetings

You are welcome to copy and paste these sales email templates to use for your business. But remember the golden rule: your emails should always be written in a tone that represents your company. By customizing these email templates to fit your brand, you’re more likely to get the results you’re after.

The 5 sales email templates for scheduling clients and prospects are:

  1. Initial outreach to your prospect
  2. Follow-up email
  3. Aggressive marketing follow-up
  4. Closing the file
  5. Long-term follow-up email

1. Initial outreach to your prospect

Your prospects can reach you through a variety of channels, such as direct email inquiries, website forms, and more. If you are going to respond with an invitation to schedule a meeting, this simple email template is a great place to start. Because this template can be used for any kind of meeting, the wording is broad — you’ll need to adjust the language to match your company’s brand, tone, and offering.

Initial outreach email template

Hi [contact name],
Thanks for getting in touch — we’re excited to chat with you!
Please click this link to schedule your demo: {your-company.appointlet.com}
We look forward to talking with you soon.
Best,
[Company rep name]

Initial outreach email in practice

Sometimes a raw sales email template like the one above can seem generalized. To help clarify the execution, I’ve written and provided screenshots of fictional emails between our beloved sales rep, George, and his client-prospect Margaret.

Let’s imagine that Margaret has contacted the company and requested a product walkthrough. The email template variables shown above (like first name and URL) have been modified to fit this situation.

Here’s what this email might look like in practice:

2. Follow-up email

If you sent an initial outreach message and haven’t heard back, it’s possible that the prospect needs to be persuaded. What will they get from this meeting?

Follow-up email template

Hi [contact name],
[Company rep name] here from [company name]. I wanted to reach out and see if I could help answer any questions you may have about [your company’s expertise].
You can book a time to meet with me here or just reply to this email. We can walk through your goals and show you how [company name] can help you with [value proposition].
Best,
[Company rep name]

Follow-up email in practice

The first half of this email is similar to the initial outreach template: George leads with an offer to help answer Margaret’s questions and includes the booking link to schedule a time.

But he ends the email with a different approach.

This time, the value proposition is clear: When they speak, George will show Margaret how the plan can save her 30% on her monthly bills. A strong offer like that can do wonders for engagement.

3. Aggressive marketing follow-up

There are certain types of relationships with your contacts where an aggressive follow-up might be appropriate. If someone expresses a strong, genuine interest in meeting, but is not responding to your emails, it’s possible that they just got busy. Even if they want to meet, it might not be convenient for them to respond to you at the moment. To ensure that you stay top-of-mind, try sending a message every other day, like the ones outlined here.

“Schedule a Call?” follow-up email template

Hi [contact name],
Are you still looking for help with [value proposition]?
If you click here to schedule a call, I can walk you through exactly how we can help.
Best,
[Company rep name]

“Quick Question” follow-up email template

Hi [contact name],
[customer problem] can be tough. What are some of the biggest challenges that you’re facing currently?
We can chat about it on the phone if that’s easier. Just click here to book a time.
Best,
[Company rep name]

4. Closing the file

If you’ve sent a prospect several messages without any response, it’s okay to acknowledge that you tried to reach them and failed. The best thing to do is back off and assume that they’re not interested, but in case that’s not true, you can provide your meeting scheduling link one more time. Emails like this can convert well because people realize that their opportunity is slipping away.

Closing the file email template

Hi [contact name],
Hope all is well with you. I’ve tried reaching out a few times over the past week in regards to [value proposition].
Since I haven’t heard back, it seems like my timing could be off so I’ll be closing your file.
If you are still interested, let me know and we can get back on track. You can book a time with me here if you’re ready to discuss [value proposition]
Thank you,
[Company rep name]

5. Long-term follow-up email

It’s been a while since you emailed the prospect. Try offering a new value proposition as a bonus incentive to re-engage them. If you don’t have a discount available, reiterate the high value of your offer and make that the centerpiece.

Long-term follow-up email template

Hi [contact name],
I’m reaching out to follow up on the demo request you made on [company name]’s website a few months ago.
I’d love to find out what else we can do to help with [value proposition].
We have a lot of resources to offer you. However, in order to get you the best materials, I would like to schedule a meeting to discuss your needs and make sure we’re on the same page.
Email me back when you have a moment, so we can decide whether a demo is appropriate.
If you are ready to schedule a time with me now, just click here and pick a date that works for you.
Thank you,
[Company rep name]

Conclusion: Key takeaways for scheduling clients and prospects via email

To summarize, here are the key ingredients when scheduling clients and prospects via email:

  1. Scheduling automation: Always include an online booking link. If you don’t have one, sign up for a free scheduling app so you can start implementing this technique today.
  2. Email wording: Wrap your booking link in the right message. Use the templates we’ve provided to craft effective emails
  3. Value proposition: Make sure your prospect knows why the meeting is worth their time

Based on these guidelines, your customized sales emails should be easy for prospects to read and use if they want to book a time. Make your emails exciting for people to act on with your value proposition. Over time, test certain key phrases and try optimizing them to improve conversion. You should come out of this with better engagement rates and the opportunity to grow your business.