Here are 8 email templates built for signal-based outreach—ready to use when your buyers change jobs, get promoted, or join new accounts.
Marketing nurture ideas for previous customers
Sales email to previous customers
Multi-threading other contacts at the company
Asking for referrals
Email to newly-hired or recently-promoted prospects
Welcome email to a new decision-maker that joined your customer account
Email to a customer that got promoted to a new business unit
Email to a previous customer that joined a different customer account
{{new-hire-email-course}}
Sales marketing email sample to previous customers
💡 Peer-to-peer emails: send the first email from your VP of CSM, or from a VP in a similar role as the recipient, e.g. your VP of Finance to Finance persona
💡 Give to get: Provide useful content to help them in their new role (e.g. "The First 90 Day Checklist For Finance Leaders")
💡 Segment based on persona: segment the previous customers into persona-based nurture tracks with relevant content
💡 Use what you already have: Pull from your existing nurture programs and content
Our data also powers direct mail, targeted ads, and ABM plays—wherever you need to reach buyers showing intent.
Subject: Your experience at PREVIOUS.COMPANY with ACME
Hey Kate,
I just heard great news from PREVIOUS.CSM. Congrats on the new gig at CURRENT.COMPANY!
We'll miss working with you at PREVIOUS.COMPANY, but we're excited to see what you build at CURRENT.COMPANY—and hope ACME can help you get there.
We recently had some exciting announcements that I think you'd be interested (example 1, 2, 3)
Congrats again and please don't hesitate to reach out if we could be of help.
Cheers,
Sales email example to previous customers
💡 Use the data provided for a personalized outreach sequence.
This includes: previous & current companies, previous & current job titles. You can also include other details such as previous company’s CSM, previous NPS score,etc.
💡 Tailor your sequence messaging based on the persona to increase relevance
Subject: Your experience at PREVIOUS.COMPANY with ACME (and Congrats on your new gig!)
Hey Anna,
Congrats on the new gig! Hope you're settling in nicely. As a previous (hopefully happy) customer and user of Acme while at PREVIOUS.COMPANY, could there be a potential fit again at CURRENT.COMPANY?
Since you've last used ACME, we've recently released (update 1, 2, 3) that I thought you might be interested in.
Cheers,
Get more outreach templates for previous customers
Multi-threading other contacts at the company
Some UserGems leads don't match your target persona.
But they could still be your champions and/or introduce you to the budget holder.
💡 Reach out to past users and mention them in your emails to the decision-makers.
Subject: John Doe & ACME
Hey Kate,
John Doe from your team is a previous (and hopefully happy) user of ACME while at his previous company, ENTERPRISE INC. I've sent him a note but I thought it could be interesting for you to chat with him about his experience with us.
At ACME we do {{! add a short description about yourself !}}.
Cheers,
Sales referral email template
💡 Having a referral is always better than a cold outreach, and people are more open to help than you’d think.
💡 Once you get a referral, put the referrer’s name in the subject line to increase the open rate.
Subject: Your experience at PREVIOUS.COMPANY with Acme (P.S. Congrats on your new gig!)
Hey Adam,
Congrats on the new gig! Hope you're enjoying it. As a former (and hopefully happy) customer of ACME while at PREVIOUS.COMPANY, could there could be a potential fit again at CURRENT.COMPANY?
If you are not the right fit in your new role, is there someone else at CURRENT.COMPANY we should be talking to?
Of are there any friends, family, or enemies that could benefit from an intro? Thank you!
Cheers,
Sales email example to newly-hired or recentlypromoted prospects
💡 Reach out fast with a relevant message. New hires are most open to conversations in their first 30-60 days.
💡 If there are your past customers at this company, reference them in the outreach to increase your product’s credibility
Here's a LinkedIn post from a buyer explaining why timing matters—he was most receptive when he was new to the role. (Source: Adam Goyette)
💡 To craft a relevant outreach message, you need to know what the buyer's top priorities are. To understand their priorities, find their job description.
If the posting is down, try the WayBackMachine to find archived versions.
Subject: Congrats on your new role at CURRENT.COMPANY!
Hey Andy,
Congrats on the new gig and hope you're settling in nicely. Appreciate you're getting the lay of the land, let us know if we could potentially help.
We help PERSONA at companies similar to CURRENT.COMPANY such as XYZ to achieve [PRIORITIES #1, 2, 3].
Would you like more info?
P.S. John Doe from your team is a previous (and hopefully happy) user of our product when he was at ENTERPRISE INC. Perhaps he can share some feedback.
Cheers,
Sales email example to a new decision-maker that joined your customer account
💡 When a new decision-maker joins, they'll re-evaluate what the previous person bought. Get ahead of it.
Reach out quickly to understand their priorities and show them the ROI your product has delivered for their team.
💡 For top-tier accounts, send a welcome gift with a handwritten note.
💡 Keep closely in-touch with your existing champions within the account to stay abreast on any changing business priorities.
Hey Brandon,
Congrats on the new gig and hope you're settling in nicely. I'm the CSM for ACME helping your team achieve XYZ.
Attached is the recent QBR with some highlights and below are the top 3 goals what your team's achieving with us.
Would love to say hello and learn how we can help you hit your goals.
Cheers,
Sales email example to a customer that got promoted to a new business unit
This is more common for Enterprise accounts where there are multiple business units, divisions, and geographies.
Even though one division is your customer, there are still opportunities to grow within the account (i.e. land and expand strategy)
For example: LinkedIn Marketing Solutions is your customer, but LinkedIn HR Solutions is NOT. When your contact changes from Marketing Solutions to HR Solutions, that could be your opportunity for upsell and cross-sell.
💡 If this is a tier 1 accounts, send a congratulations gift with hand-written notes
💡 If this contact is a decision maker in the existing department, find out who will fill in his/her position and stay connected to other champions to prevent any churn risk.
Hey Jen,
Congratulations on your new role! Hope you're settling in nicely.
Thank you for your partnership in the last years; I'll definitely miss you at [DIVISION 1]. But I'm so excited for your new chapter and hope that we can partner again in the near future at [DIVISION 2].
During the transition period, should I work with [NAME]?
Congrats again and please don't hesitate if there's anything I can assist.
Warmly,
Sales email example to a previous customer that joined a different customer account
Similar to the scenario above, a previous customer joining a different customer accounts could be an opportunity for upsell or cross-sell.
💡 Introduce them to your existing contact at the account. They can exchange tips, your previous customer gets a connection at their new company, and you strengthen both relationships.
💡 Be cognizant that certain information from the QBR might not be suitable to share with anyone. Make sure that your primary contact isn't caught off guard.
Subject line: Your experience with Acme at PREVIOUS.COMPANY
Hey Sam,
Congrats on the new gig, hope you’re settling in nicely. CURRENT.COMPANY is another ACNE customer that I look after so hopefully I can help you further your objectives once more as you did at PREVIOUS.COMPANY.
I'm working with [PRIMARY.CONTACT] and here’s a quick summary of what CURRENT.COMPANY has been achieving with ACME: XYZ
Here’s some other areas that CURRENT.COMPANY may want to explore: XYZ
Please let me know if you’d like to chat further.
Sales email example template for "next step" email
💡 Time your follow-up strategically: Send this email 5-7 business days after your last interaction to strike the right balance between being persistent and respectful
💡 Personalize the context: Add a brief reminder about your previous conversation's key points or any specific pain points discussed rather than just mentioning "our last conversation." This helps refresh their memory and shows you're invested in the relationship
💡Create gentle urgency: Instead of the open-ended "What makes sense as a next step," offer 2-3 specific time slots for a quick call or provide a clear deadline-driven incentive to respond💡 Be direct and specific: Reference the signal that triggered your outreach (job change, promotion) and connect it to a clear next step.
Hi Contact: First name,
After our last conversation, I hadn't heard from you and was curious to see if you were still interested.
Let me know either way and I can amend your account over here. What makes sense as a next step, if any?
All the best,
Shubham
Use these sales emails to fill your pipeline
Buyers with real intent are hard to find. We surface them fast so your team can focus on conversations that drive pipeline and revenue.
Here are 8 email templates built for signal-based outreach—ready to use when your buyers change jobs, get promoted, or join new accounts.
Marketing nurture ideas for previous customers
Sales email to previous customers
Multi-threading other contacts at the company
Asking for referrals
Email to newly-hired or recently-promoted prospects
Welcome email to a new decision-maker that joined your customer account
Email to a customer that got promoted to a new business unit
Email to a previous customer that joined a different customer account
{{new-hire-email-course}}
Sales marketing email sample to previous customers
💡 Peer-to-peer emails: send the first email from your VP of CSM, or from a VP in a similar role as the recipient, e.g. your VP of Finance to Finance persona
💡 Give to get: Provide useful content to help them in their new role (e.g. "The First 90 Day Checklist For Finance Leaders")
💡 Segment based on persona: segment the previous customers into persona-based nurture tracks with relevant content
💡 Use what you already have: Pull from your existing nurture programs and content
Our data also powers direct mail, targeted ads, and ABM plays—wherever you need to reach buyers showing intent.
Subject: Your experience at PREVIOUS.COMPANY with ACME
Hey Kate,
I just heard great news from PREVIOUS.CSM. Congrats on the new gig at CURRENT.COMPANY!
We'll miss working with you at PREVIOUS.COMPANY, but we're excited to see what you build at CURRENT.COMPANY—and hope ACME can help you get there.
We recently had some exciting announcements that I think you'd be interested (example 1, 2, 3)
Congrats again and please don't hesitate to reach out if we could be of help.
Cheers,
Sales email example to previous customers
💡 Use the data provided for a personalized outreach sequence.
This includes: previous & current companies, previous & current job titles. You can also include other details such as previous company’s CSM, previous NPS score,etc.
💡 Tailor your sequence messaging based on the persona to increase relevance
Subject: Your experience at PREVIOUS.COMPANY with ACME (and Congrats on your new gig!)
Hey Anna,
Congrats on the new gig! Hope you're settling in nicely. As a previous (hopefully happy) customer and user of Acme while at PREVIOUS.COMPANY, could there be a potential fit again at CURRENT.COMPANY?
Since you've last used ACME, we've recently released (update 1, 2, 3) that I thought you might be interested in.
Cheers,
Get more outreach templates for previous customers
Multi-threading other contacts at the company
Some UserGems leads don't match your target persona.
But they could still be your champions and/or introduce you to the budget holder.
💡 Reach out to past users and mention them in your emails to the decision-makers.
Subject: John Doe & ACME
Hey Kate,
John Doe from your team is a previous (and hopefully happy) user of ACME while at his previous company, ENTERPRISE INC. I've sent him a note but I thought it could be interesting for you to chat with him about his experience with us.
At ACME we do {{! add a short description about yourself !}}.
Cheers,
Sales referral email template
💡 Having a referral is always better than a cold outreach, and people are more open to help than you’d think.
💡 Once you get a referral, put the referrer’s name in the subject line to increase the open rate.
Subject: Your experience at PREVIOUS.COMPANY with Acme (P.S. Congrats on your new gig!)
Hey Adam,
Congrats on the new gig! Hope you're enjoying it. As a former (and hopefully happy) customer of ACME while at PREVIOUS.COMPANY, could there could be a potential fit again at CURRENT.COMPANY?
If you are not the right fit in your new role, is there someone else at CURRENT.COMPANY we should be talking to?
Of are there any friends, family, or enemies that could benefit from an intro? Thank you!
Cheers,
Sales email example to newly-hired or recentlypromoted prospects
💡 Reach out fast with a relevant message. New hires are most open to conversations in their first 30-60 days.
💡 If there are your past customers at this company, reference them in the outreach to increase your product’s credibility
Here's a LinkedIn post from a buyer explaining why timing matters—he was most receptive when he was new to the role. (Source: Adam Goyette)
💡 To craft a relevant outreach message, you need to know what the buyer's top priorities are. To understand their priorities, find their job description.
If the posting is down, try the WayBackMachine to find archived versions.
Subject: Congrats on your new role at CURRENT.COMPANY!
Hey Andy,
Congrats on the new gig and hope you're settling in nicely. Appreciate you're getting the lay of the land, let us know if we could potentially help.
We help PERSONA at companies similar to CURRENT.COMPANY such as XYZ to achieve [PRIORITIES #1, 2, 3].
Would you like more info?
P.S. John Doe from your team is a previous (and hopefully happy) user of our product when he was at ENTERPRISE INC. Perhaps he can share some feedback.
Cheers,
Sales email example to a new decision-maker that joined your customer account
💡 When a new decision-maker joins, they'll re-evaluate what the previous person bought. Get ahead of it.
Reach out quickly to understand their priorities and show them the ROI your product has delivered for their team.
💡 For top-tier accounts, send a welcome gift with a handwritten note.
💡 Keep closely in-touch with your existing champions within the account to stay abreast on any changing business priorities.
Hey Brandon,
Congrats on the new gig and hope you're settling in nicely. I'm the CSM for ACME helping your team achieve XYZ.
Attached is the recent QBR with some highlights and below are the top 3 goals what your team's achieving with us.
Would love to say hello and learn how we can help you hit your goals.
Cheers,
Sales email example to a customer that got promoted to a new business unit
This is more common for Enterprise accounts where there are multiple business units, divisions, and geographies.
Even though one division is your customer, there are still opportunities to grow within the account (i.e. land and expand strategy)
For example: LinkedIn Marketing Solutions is your customer, but LinkedIn HR Solutions is NOT. When your contact changes from Marketing Solutions to HR Solutions, that could be your opportunity for upsell and cross-sell.
💡 If this is a tier 1 accounts, send a congratulations gift with hand-written notes
💡 If this contact is a decision maker in the existing department, find out who will fill in his/her position and stay connected to other champions to prevent any churn risk.
Hey Jen,
Congratulations on your new role! Hope you're settling in nicely.
Thank you for your partnership in the last years; I'll definitely miss you at [DIVISION 1]. But I'm so excited for your new chapter and hope that we can partner again in the near future at [DIVISION 2].
During the transition period, should I work with [NAME]?
Congrats again and please don't hesitate if there's anything I can assist.
Warmly,
Sales email example to a previous customer that joined a different customer account
Similar to the scenario above, a previous customer joining a different customer accounts could be an opportunity for upsell or cross-sell.
💡 Introduce them to your existing contact at the account. They can exchange tips, your previous customer gets a connection at their new company, and you strengthen both relationships.
💡 Be cognizant that certain information from the QBR might not be suitable to share with anyone. Make sure that your primary contact isn't caught off guard.
Subject line: Your experience with Acme at PREVIOUS.COMPANY
Hey Sam,
Congrats on the new gig, hope you’re settling in nicely. CURRENT.COMPANY is another ACNE customer that I look after so hopefully I can help you further your objectives once more as you did at PREVIOUS.COMPANY.
I'm working with [PRIMARY.CONTACT] and here’s a quick summary of what CURRENT.COMPANY has been achieving with ACME: XYZ
Here’s some other areas that CURRENT.COMPANY may want to explore: XYZ
Please let me know if you’d like to chat further.
Sales email example template for "next step" email
💡 Time your follow-up strategically: Send this email 5-7 business days after your last interaction to strike the right balance between being persistent and respectful
💡 Personalize the context: Add a brief reminder about your previous conversation's key points or any specific pain points discussed rather than just mentioning "our last conversation." This helps refresh their memory and shows you're invested in the relationship
💡Create gentle urgency: Instead of the open-ended "What makes sense as a next step," offer 2-3 specific time slots for a quick call or provide a clear deadline-driven incentive to respond💡 Be direct and specific: Reference the signal that triggered your outreach (job change, promotion) and connect it to a clear next step.
Hi Contact: First name,
After our last conversation, I hadn't heard from you and was curious to see if you were still interested.
Let me know either way and I can amend your account over here. What makes sense as a next step, if any?
All the best,
Shubham
Use these sales emails to fill your pipeline
Buyers with real intent are hard to find. We surface them fast so your team can focus on conversations that drive pipeline and revenue.
EMAIL COURSE: Turn new hires into pipeline
