Use compelling content to make your sales emails work in 2026

A recent LinkedIn article offered “five email templates that really work.”  It’s decent content that is worth a look. Here is a summary, and a couple additions that actually worked for me and my consulting clients.

1. Common ground: Basic, but it can work

While the LinkedIn concept differs from my interpretation, in this case, common ground can be the number of companies you already serve in your prospect’s industry. Focus on the similar needs, and the solutions that you provide. Identify some happy customers and ask for an opportunity to show your prospect why so many companies in their market choose your solution.

LinkedIn notes that 67% of B2B buyers rely on peer recommendations.

2. Be a problem solver: Can hit a nerve, in a good way

Great concept: focus on a problem every office manager faces. It can be about keeping employees in the office during working hours rather than having them leave for the coffeehouse down the street. It can be about building corporate culture by creating a break area that promotes collaboration and a quality refreshment experience for their employees. There's no need to lead with savings and value, but it makes sense to mention that your company offers better programs that deliver tremendous overall value.

LinkedIn notes that 64% of B2B buyers appreciate it when a salesperson contacts them with relevant information. Problem-solving is relevant.

3. The free offer: I have used it aggressively

This is an opportunity to be creative. Some prospects can’t pass up a freebie, so it is certainly worth a shot. How many out of 1,000 prospects will bite?

Some possibilities to consider:

• With a qualified coffee service and pantry service program, free water filtration systems for one year.
• A $3,600 product credit with a qualified coffee service and micro market or pantry service program. Do the math. A $100 a month credit for a high volume program will give your company a solid contract. Price it right, and your margins will be maintained.

I have used both strategies, and they truly resonate with certain decision-makers.

4. The “must have” feature: A Tullio original

This approach has worked for me over the years, and it's a different angle than head-on selling. It’s more of an informational mini article about the one feature of your program that your clients are raving about.

Some examples:

• Specialized comfortable furniture designed for break rooms.
• Enhanced lighting to bring the office pantry or micro market to life.
• Your low maintenance, single-cup brewer that cleans at the touch of a button.
• An easy cold brew program that your company offers — no kegs, bag-in-box.
• A special healthy snack of the week.
• Dairy products to meet every dietary need.

Some will respond for one of these two reasons:

• FOMO – Fear of missing out.
• Your special feature solves the current pain point.

5. Working together to serve the community: Another Tullio tactic

I write the same thing several times each year.

• Cause marketing is powerful.
• Cause marketing feels good.
• Cause marketing works.

Why do so few companies listen? Clearly, some do listen, like Patrick and Michael Sheehan at Sheehan Brothers Vending, who donated more than 300,000 pounds of food to a local food bank.

C.J Recher clearly gets it. He has been leading the charge as vice president of marketing for Five Star Breaktime Solutions and the co-founder of Feeding the Future, a nonprofit organization focused on keeping kids from going hungry. In a Vending & OCS Nation podcast, Recher shared how Five Star is making an impact on millions of people's lives each day in the community — going far beyond serving their customers.

For both Sheehan Brothers and Five Star, their efforts have a positive impact on company culture and elevate their standing in the community. People want to do business with them.

Send that “cause marketing” email that offers a percentage of sales from just one product — like a premium coffee or all energy drinks — to support a well-known local charity. Numerous studies show that Gen Z and Millennials (your clients) choose brands that align with their personal values and prioritize purpose over profit. They expect brands to be more than just sellers. They expect brands to tackle important issues, with Gen Z showing a stronger interest in sustainability and social impact.

Final thoughts

LinkedIn offered other email sales tips. I am not sure if I agree with all of them, so I will add my take as well.

LinkedIn tip: While it’s okay to mention your offering as a solution to a prospect, you might be better off saving that for later. 

• Tullio's take: I disagree, because we are talking about email here. Certainly, in your common ground email, it would be smart to mention what companies consider your program a solution.

LinkedIn tip: The more exclusive or insightful the offer is, the more valuable it will be perceived by the lead.

• Tullio's take: If we are talking about the free offer email, make it a very generous offer that gets their attention.

LinkedIn tip: Write the shortest email possible with bullet points, quickly describing how your solution can benefit the prospect.

• Tullio's take: This is excellent advice. Make it quick. Make it compelling.

According to MailerLite, an email marketing firm, business development emails performed better in 2025 than the prior year. The average email open rate in 2025 was 43.46%. This was a slight increase on 2024’s average open rate of 42.35%.

Generating a response is tougher. To make that happen, use varied strategies like those outlined above and maintain a consistent effort. An automated AI system can certainly help.