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Getting someone to book a demo might seem easy—just send an email, right?
Well, not so much.
Sending an email might be simple, but you also need to entice people to open it in the first place. You then need to make it enticing enough for them to take action. That’s where it gets tricky.
If your sales team is finding it tough to get responses or book demos through email, it’s probably time to rethink your strategy.
In this guide, we’ll break down all the steps you need to craft effective ‘schedule a demo’ emails that grab your prospect’s attention, encourage them to take action, and get results.
Best practices for ‘schedule a demo’ emails
Let’s be real—no one wants to feel like they’re just another name on a list, getting the same email as hundreds of other recipients. But how do you go from a generic sales email to something that sparks genuine interest? Let’s dive into some best practices.
1. Warm up your leads before hitting send
Sending a cold demo request to someone who barely knows your name is like asking a stranger to coffee without an introduction—it’s entirely out of left field and rarely works.
Instead, warm them up. Start by engaging with their content on LinkedIn or X (still better known by its former name, Twitter). For example, comment on their posts or send a relevant article or case study that shows you understand their challenges. This way, when your email lands in their inbox, you’re not a complete stranger.
| Pro tip 💡Keep your interactions genuine! Don’t just like five LinkedIn posts in a row, or they’ll see through the tactic. Spread it out over a few days or weeks to build familiarity and respond to posts in a personalized, engaging way. |
2. Personalize your emails
You’ve likely heard this advice before, but let’s get specific about what it means. Don’t just use the prospect’s name and call it a day! Personalization goes deeper than that. Reference something specific about their business—maybe a recent win, a challenge they’re facing (and how you can help), or an industry trend that may impact them.
| Pro tip 💡Start with a quick Google or LinkedIn search and find something that might relate to your product or service. Did they just announce a new SaaS product launch? Are they hiring for a key position? Do they rely heavily on email marketing? Find the relevant tidbit and mention it in your email. |
3. Qualify your prospects
If you’re sending your ‘schedule a demo’ emails to the wrong people, it’s no wonder you’re not getting any results. In reality, not everyone will be a perfect fit for your software demo. Before sending a request, ensure the recipient fits your target criteria by asking lead qualification questions like: Do they have the budget? Are they in the right industry? Have I reached the decision-maker?
You can subtly qualify leads through initial conversations or even by checking out their company profile. Time is one of your most valuable assets, so don’t waste it on prospects who aren’t a good fit.
4. Use clear and concise language
Your email should be direct and to the point. Prospects are busy—they don’t have time for long, rambling emails that take forever to get to the point. If your email is too long, they’ll likely abandon it before they even read about your demo. Keep it simple and focus on the value they’ll get from your product.
5. Use a template (but make it yours)
While potential leads won’t appreciate a generic email, you don’t realistically have the time to write hundreds of completely different messages. This is where email templates come into play—they’ll give you a solid foundation that you can then tweak for each recipient.
| Pro tip 💡Take 3-5 minutes to adjust the copy based on what you know about the prospect. A little personalization goes a long way toward making your email feel authentic rather than automated. |
6. Test, optimize, and test again
You won’t hit a home run with every email, and that’s okay. The key is to continuously fine-tune and optimize. Try A/B testing your subject lines, email length, and call-to-action (CTA). Over time, you’ll see patterns that resonate with your audience, allowing you to draft your perfect ‘schedule a demo’ email template.
Craft a compelling subject line
Your email subject line is the gatekeeper—it determines whether your demo request will even get opened. It’s a small piece of text with a big job to do, so make sure it does it well.
Aim to keep your subject lines around 36-50 characters. This not only ensures the highest open rate, but also keeps your prospect’s phone from cutting it short.
Like the email itself, keep your subject lines clear, relevant, and snappy, for example:
- Can I help you solve [pain point]?
- Save time on [task]: Let’s chat
- Struggling with [challenge]? Let’s book a quick call
Notice the common theme here: each one focuses on the value to the prospect, not on you or your product.
| Pro tip 💡Draft 5-10 subject lines and test them over a week or two. Remember—what’s compelling to you might not be compelling to your audience, so you’ll need to test a few different options to see what works. Once you’ve analyzed your open rate metrics, you can double down on what works. |
What to include in your demo request email
Okay, so you’ve gotten through the first hurdle, and you’ve written the perfect subject line that will entice prospects to open your initial email; now what? This is where you need to bring your A-game with engaging content that makes them book the demo. Here are a few strategies you can use:
1. Use engaging, value-driven copy
Your email copy should focus on the value your potential clients will get from the product demo. Take a look at your USP (unique value proposition), see which pain points or goals your product solves, and use that to structure your message. For instance, instead of focusing on how amazing your product is, focus on how it can help them solve a problem or reach a goal faster.
2. Add a booking link
Don’t make your prospect work to schedule time with you. Include a direct booking link to eliminate any back-and-forth messages when scheduling the demo. Remember—the more cumbersome booking with you is, the more likely your lead won’t follow through.
By using an online scheduling tool like YouCanBookMe, you can create a booking page like the one shown below, letting your prospects schedule with you in seconds.
| Pro tip 💡For optimal results, try testing different placements for your booking link within your cold outreach email sequence. Try adding it in the first, second, or third message to see which placement generates the best response. |
3. Add a CTA to drive action
Your call-to-action (CTA) needs to inspire urgency and be very, and we mean very, clear. A weak, vague CTA like “Let me know if you’re interested” is easy to ignore. Instead, try adding something stronger and more direct to your demo email, like:
- Book a quick demo now
- You can book your demo here
- Schedule a 15-minute demo
If you want to take your ‘schedule a demo’ email to the next level, include a short teaser. For example, add a quick video, GIF, or even a one-liner about an exciting feature they’ll see in the product demo. This will help build curiosity and give them a taste of what they’re missing out on if they don’t click your CTA.
‘Schedule a demo’ email template
Now that we’ve gone through all the steps and tips for writing effective sales email templates to book a product demo, let’s show you one in action.
Below is a template you can use as a foundation in your sales workflow. Feel free to customize it to suit your offer and resonate with your target audience.
| Subject line: “Quick demo: Solve [pain point] in 15 minutes” Body: Hi [prospect’s name],I noticed that [prospect’s company] is working on [specific challenge related to your product]. At [company name], we’ve helped businesses like yours overcome this by [specific benefit or outcome], and I believe we could do the same for you. Would you be open to a quick 15-minute demo to show how we can help solve [pain point]? I can walk you through how it works and share how similar companies have seen results like [benefit achieved]. Schedule your demo here: [booking link]. Looking forward to connecting! Best, [Your name] [Your company name] |
After the demo—Prepare your follow-up email template
Even if you’ve successfully made it through the product demo, your work doesn’t stop there. A solid follow-up email is crucial for keeping the momentum going and pushing the deal forward.
Here’s what to include in your post-demo follow-up email template:
- Express gratitude: This goes back to basics, but don’t forget that a simple thank you goes a long way!
- Recap the main points: Reinforce the value you highlighted in your product demo and how your solution addresses the potential client’s specific needs.
- Booking link: Include your booking link to highlight how accessible you are. For example, “If there are any features you’d like to see in action or any questions you still have, feel free to book another call with me here: [booking link].”
- Next steps: Whether it’s a proposal, trial access, pricing offer, or a contract, make it clear what should happen next and include any action items you both agreed upon.
- Sense of urgency: Just like in your original cold email, don’t forget to include a CTA that drives your desired action forward, such as booking another phone call next week or picking the right plan.
| Pro tip 💡Automate your follow-ups with a scheduling tool like YouCanBookMe (YCBM). It sends follow-up emails automatically after every product demo, freeing up your time and ensuring no potential clients slip through the cracks. Plus, YCBM offers integrations with popular CRMs to easily fit into your workflow. |
Turn your demo requests into booked meetings
Mastering how to get clients starts with changing the way you approach ‘schedule a demo’ emails. You’re not simply trying to fill a calendar slot—you’re offering value, solving a problem, and helping potential customers see how your solution can make their lives easier.
By focusing on the needs of your prospects, personalizing your outreach, and making it easy for them to engage, you’ll not only increase your chances of getting that software demo booked, but also build stronger relationships that can turn into long-term clients.
With these strategies in hand, you’re all set to start crafting ‘schedule a demo’ emails that stand out, get opened, and—most importantly—lead to those all-important meetings that move your business forward.
