How you end your email is an important factor that influences whether your conversation will go to the next level or not.

In this article we'll check different ways to end your cold email and get your reply rate to go up... sky high!

  • Why are closing lines important
  • 8 email ending examples + email templates
  • How to A/B test outreach closing lines

Why are cold email closing lines important?

In order to understand how to end a sales email, first you have to look at your cold email template as a whole.

Cold email anatomy with closing lines

There are a few important points and objectives you want to hit:

  • Subject line --> Tease your prospect and set the right expectation
  • Intro line --> Break the ice by adding a personalized intro line and show them you've done your research in a human way. Generic flattery is not allowed ;)
  • Pitch --> Write a relevant transition from your intro line to the pitch. Connect your solution to their problem, make it relatable and storytell your way in
  • Closing or call-to-action --> Make it super obvious so your prospect doesn't have to think what is the next step

As you can see, a great email closing line won't do you much good if your cold email is not on point.

However, the best way to end an email is to avoid being too aggressive with your sales approach and have prospects understand what's the next step in less than 3 seconds.

There are pros and cons for both adding a Calendly link vs. asking a question as your call-to-action and letting prospects express clear interest before sending the link.

But the main thing is to have your cold email tease prospects and get them to relate to what you're saying. The end goal is for them to be interested and excited about the next step.

However, there are a few rules about cold email endings you should keep in mind:

  • Don't write long sentences that are a "mouthful" to read and understand
  • Avoid putting too many links... 99% of the time, one simple call-to-action is all you need
  • Make the process frictionless for the prospect and remove any unnecessary steps
  • Never ask for a meeting before giving value to them first... you won't have the leverage
  • Call-to-actions that feel like a conversation tend to perform better than direct asks... you'll see a few examples soon

Also, when we're speaking about tactics for how to end an email, people tend to worry about sign-offs. Like, should we use "take care" or go with something more informal? Or, if we're figuring out how to end an email professionally, what do we do?

That's overthinking it again. Sign it off in a way you talk to these people.

A more interesting question is how to write P.S. in an email. P.S. hack can really be used to bring additional value for prospects. For instance, drop a cool link to a case study to build your credibility.

Of course, it has to be connected to the story of your email.

But enough with strategizing. Let's see some real examples with real data of cold email closings.


How to end an email (8 closing line examples)

Now that you know the main ingredients of high-performing email closings, let's see a few cold email templates in action and do a teardown on why these closing lines worked.

How to end an email for sales outreach

First up, the coffee template example from Nadja.

How to end an email in sales outreach

This CTA works pretty well because the entire email sounds human.

It's focused on creating a connection with the prospect, it's not too pushy and the CTA itself adds to that tone, being far from your typical meeting invite. It's a conversation starter, making it all about building relationships with prospects at this stage.

Plus, the personalized image allows them to see that Nadja is a real person.

Nadja had an 80% open rate and a 23% reply rate.

If you want to make your coffee cup image, check out this tuto video:


Instead of back and forth emails on what time works better for who, sending a Calendly URL sounds like way less friction and time waste.

Ilya has run some interesting tests on this dilemma. In his A/B test, version A invites people for a meeting at a specific point in time, while version B provided them with a Calendly link.

Which version do you think won? πŸ₯πŸ₯πŸ₯

Version A:

Professional email sign off

Version B

Professional email sign off that converts

Version A brought 12 and version B 19 meetings in a week. It's 1.5x more meetings booked when using Calendly.

We can explain this with the fact that prospects don't have to figure out time zones on their own, there's no going back and forth with emails, etc.

But, CAUTION HERE guys. Your email needs to be attention-grabbing, so that when the time comes for them to click on your calendar - they want to do it.

There's one more cool trick you can leverage here. It's called link personalization.

Instead of sending a link or hyperlinking a phrase, you can personalize the link for each prospect. Let's play it out. Imagine Ilya is sending cold emails to Lucille and Vuk.

  • Lucille will see calendly.com/for-lucille
  • Vuk will see calendly.com/for-vuk

And the link itself will go to the same Calendly page... meaning, it will be the same for everybody. This is just to add a bit of extra personalization to the picture.


Video pitch in cold email

Okay, you already saw a similar cold email example earlier in the article. Here, you're about to see a close template variation also based on the personalized video thumbnail outreach strategy.

In this situation, the aim of the email closing is to get prospects excited about watching the video and clicking on the thumbnail.

Btw, this strategy helped us book 40+ sales meetings during a week + if you write a compelling cold email copy, your click rate will go to 80%+ levels. πŸ”₯

In this variation, Vuk leveraged the tactic to promote our lemwarm feature and spread the word about it.

Use videos in your email closing lines

Personalized video thumbnails with the play button and your prospect's name on it is a warm invitation to click.

Your only job afterward is to make that video deliver amazing content.


Adding a unique closing line for every prospect

There are two ways to accomplish having a deeply personalized closing line for each prospect in your email list.

The first option is to leverage the CSV file and custom tags. Like this...

Ways to end an email

In a nutshell, you will add a column and name it any way you want in your CSV file. In our case, this column is named "Ending".

Then, you'll add the {{Ending}} custom tag in your cold email template to pull the information automatically from the spreadsheet.

How to close an email with variables

In this case, lemlist will then put all closing lines in the right place. :)

This is a great option if you have narrow, ultra-targeted campaigns with call-to-actions that need to be different.

However, you might want to scale the operation and be faster, without looking at that personalized touch.

You want option 2 then. This one is called the Liquid Syntax and it's fire.

How to end a professional email with liquid syntax

The liquid syntax will help you to change your copy according to some criteria. The objective is to take the personalization to the next level and help your audience feel genuinely appreciated.

For example, you can split your email list into 3 segments and divide them into buckets. Say these will be your segments: agencies, sales teams, and startups.

Depending on what you wanna do, each segment can have a unique pitch or closing line. In this example, agencies will have one relevant closing line, sales teams another, and so forth and so on.

The liquid syntax will help you get this done in a heartbeat. Let me show you how it works.

Step number 1, add segmentation in my CSV file.

Segmentation for your closing lines

Step two, write different closing lines for each segment.

Segmentation with closing lines

Step three, add your liquid syntax.

Set up liquid syntax for your closing lines

The liquid syntax will then separate different segments automatically.

Liquid syntax and closing lines

Btw, if you need a detailed walkthrough on how to set up liquid syntax, Charlotte made a quick tutorial for you. ;)


Content collaboration is also about building relationships and not one-off deals. The high-performing endings tend to be super polite and not that pushy.

Let's check out Alan's example.

how to end an email to get backlinks

He ends his email by showing that it'd be a win-win relationship because he can bring value to the audience.

Plus, he's not saying "Can you add the link please". Instead, he asks if the link would be useful in this context. Which completely changes the approach.

In other words, he's not asking for a service to him but showing that they're both searching for a way to improve the article.

Alan had a 69% open rate and a 51% reply rate.

Btw, if you want to know more about how to get backlinks, we have a complete article with 9 link building email templates.


How to end an email if you are building a network

Building a network is key to growing a profitable business: establishing partnerships, building a community, or connecting with influencers in your industry.

Here's an outreach campaign focused on a giveaway and reaching out to Instagram influencers.

How to end an email to build your network

This end of the email is short, sharp, and focused on getting a "Yes, I'm interested" reply before sharing additional information.

The results: 4 deals made out of 12 influencers pitched.

The trick is to show your prospect what's in it for them and what you get in return. All that, in a transparent way.

Need more ideas?

Here's 40+ cold email templates + closing lines guaranteed to ramp up your reply and conversion rates.

40+ cold email templates with closing lines
Download for free - https://www.lemlist.com/ebook

Test your email ending lines

If you want to know if your email endings are performing, you have to analyze two main metrics:

  • Reply rates
  • Conversion rate

If you need a basis for comparison, we usually say that a good reply rate is 20%+ (for targeted outreach), and you can consider 10% as a nice conversion rate. For broader campaigns, aim for 8%+ reply rates.

The easiest and most precise way to identify what closing line works best for you is to test it. Say hello to the A/B testing option.

Make sure to keep the same audience, subject line, email body... everything stays the same, except the ending of your email.

Let me give you an example.

A/B test your email closings (version A)
Version A of the email closing

Half of your list of prospects will get this first version, while the other one will receive this other one.

A/B test of your email closings (version B)
Version B of the email closing

If you need a quick A/B testing tutorial, I've got one for you from AnaΓ«lle.


Closing of this closing article

How to end an email joke


Now you officially know how to end an email.

βœ… Make a smooth transition between the pitch and the closing

βœ… Write clear CTAs

βœ… Think about the PS hack

And always try to build relationships before trying to sell anything. That's the rule. :)

P.S: if you want to start making amazing email closings as of now, simply register for our free trial πŸŽ‰