Sales Email Templates 2025: AI Strategies & Cold Outreach That Converts

Major Takeaways: Sales Email Templates

AI Personalization Is Non-Negotiable

• Sales email templates that leverage AI personalization see up to 40% higher revenue performance and 20% stronger open rates compared to generic emails.

Industry-Specific Messaging Drives Results

• Tailored templates for sectors like SaaS, Tech, and MSPs deliver up to 50% more engagement due to relevance and domain fluency.

Cold Emails Still Win When Executed Well

• Despite low average response rates, structured cold sales email templates with follow-up sequences can lift reply rates by over 30%.

Multi-Touch Outreach Outperforms Single Channel

• Combining cold email with LinkedIn and phone touchpoints as part of an omnichannel strategy can increase lead conversion by up to 93%.

Subject Lines and CTAs Are Make-Or-Break Elements

• Personalized subject lines improve open rates by 82%, while a single, value-driven CTA boosts response rates by eliminating friction.

Short, Scannable Format Outperforms Long-Form Pitches

• Emails under 150 words with high skim-readability outperform longer messages in click and reply rates, especially on mobile.

Follow-Up Strategy Determines Lead Conversion

• 80% of sales require five or more follow-ups. Templates that provide new value with each touch outperform repetition-heavy campaigns.

Data and Real-World Proof Beat Generic Claims

• Including specific metrics or brief case studies in your sales email templates builds credibility and drives decision-maker engagement.

In the world of B2B sales, email outreach remains a cornerstone of lead generation – even as new tools and channels emerge. In fact, 77% of B2B buyers prefer to be contacted by email over any other channel (1). But the game has changed: decision-makers’ inboxes are more crowded than ever, and generic copy-and-paste emails simply don’t cut it. So, how do you craft sales email templates that stand out in 2025? The answer lies in smarter personalization, leveraging AI, and tailoring your message to each context.

This comprehensive guide explores everything you need to know about modern sales email templates. We’ll start with 2025’s best practices – including AI-powered personalization techniques and how to write a B2B cold email template that engages today’s savvy prospects. Next, we’ll dive into sample sales email templates for specific industries (Tech, SaaS, MSPs & more) so you can see exactly how to tailor your approach. Finally, we’ll unpack cold sales email templates as the ultimate B2B lead generation toolkit, covering proven strategies for outreach and follow-ups. Throughout, you’ll find recent stats, example templates, comparison tables, and checklists to make the advice actionable. Let’s boost your sales emails from stale to stellar.

Sales Email Templates 2025: AI-Powered Personalization & Best Practices

Sales emails in 2025 are defined by one word: personalization. Buyers expect relevant, one-to-one communication – and they tune out anything that feels like a mass blast. The good news? New technologies, especially artificial intelligence (AI), are making it easier to personalize at scale without losing efficiency. Businesses that embrace these innovations are reaping the rewards. For example, companies that invest in personalizing their email outreach earn 40% more revenue than competitors (3). And it’s not just marketers touting AI – 95% of marketers consider generative AI effective for creating email content (1), with AI-written subject lines and copy boosting open rates by up to 20% (2). In short, personalization isn’t a perk in 2025 – it’s a prerequisite.

But how exactly can you write a winning sales email template today? It starts with understanding the key elements and leveraging best practices (with a little AI assistance) to maximize engagement. Below, we break down how to write a sales email template step by step, along with a handy checklist of do’s and don’ts in the age of AI-powered selling.

How to Write a Sales Email Template (Step by Step)

Creating an effective sales email template involves a mix of strategic thinking, copywriting skill, and technical savvy. Here’s a step-by-step guide to writing a sales email template for 2025:

1. Research and Segment Your Audience: Start by clearly defining who you’re emailing. Are they a tech startup CTO or a healthcare CFO? Segmenting your contact list by criteria like industry, role, or pain points is crucial – detailed segmentation can lead to 30% higher open rates and 50% higher click rates compared to non-segmented campaigns (1). Use your CRM and LinkedIn to gather intel on each segment. The more you understand your prospect’s context, the more relevant you can make your message.
   
2. Leverage AI for Personalization at Scale: With your segments in hand, consider using AI tools to assist in personalization. Modern sales engagement platforms and AI writing assistants (like GPT-based tools) can help generate tailored email content for each prospect. AI can analyze customer data to suggest individualized talking points or even optimize send times – no wonder 64% of marketers now use AI to enhance email personalization and timing (2). Tip: Use AI to draft different versions of your template for each segment, then have a human touch up tone and accuracy.
   
3. Craft an Irresistible Subject Line: Your subject line determines whether your email gets opened or ignored. Aim for a subject that is concise, attention-grabbing, and personalized – perhaps by mentioning a company name or a specific goal. This isn’t just a hunch: more than 80% of marketers saw improved performance when they used personalized subject lines (7). For example, instead of a bland “Increase Productivity,” try “[Name] – 3 Ways to Boost [Company]’s Productivity in 2025”. Notice the use of the prospect’s name and company; these little touches signal that your email is tailored, not spam. (And yes, AI can even help generate subject lines that maximize opens, as noted above (2).)
   
4. Personalize the Opening Line: Once they open your message, reward them with an opening line that proves you’ve done your homework. Reference something specific about the prospect or their company – a recent product launch, a shared LinkedIn post, an industry trend affecting them. For instance: “Hi Jane, I noticed on LinkedIn that you’re expanding your sales team – congratulations!” This kind of custom hook can instantly set you apart from generic sales emails. In fact, emails with personalized content have significantly higher reply rates; one study found well-personalized emails can boost response rates by 32.7% on average (4). The takeaway: show the prospect right away that this email is about them, not just about you.
   
5. Focus on Value in the Body: With their attention grabbed, swiftly pivot to what’s in it for them. A common mistake is writing a long-winded pitch about your product’s features – instead, focus on the prospect’s pain points and desired outcomes. Keep the body of the email concise (2–3 short paragraphs or a few bullet points) and make every sentence count. Remember, most people spend only about 10 seconds reading a brand email on average (1), so get to the point quickly. One effective formula is: identify a problem they likely have, then present a benefit or solution you can provide, backed by a quick example or statistic. For example: “Many SaaS teams struggle with low trial conversion rates. Our platform tackles this by automatically nurturing trial users – increasing conversions by 30% in just 3 months (1).” Notice how this sentence speaks to a specific pain (low conversions) and quantifies the benefit. Wherever possible, use numbers or brief social proof to build credibility.
   
6. Include a Clear Call-to-Action (CTA): Every good sales email template needs a single, crystal-clear CTA. After outlining the value, tell the recipient exactly what you’d like them to do next – but frame it in a low-friction, customer-centric way. Rather than “Schedule a demo now,” you might say, “Would you be open to a 15-minute call next week to see if this could help [Company] achieve [specific goal]?” This phrasing is polite, invites a yes/no response, and keeps the focus on their company’s goal. Make sure your CTA stands out (either as the last line or even as a one-sentence paragraph) and that you only ask for one thing. Multiple asks (e.g. “download our whitepaper and schedule a call”) will dilute responses. A best practice is to pose the CTA as a question, which psychologically prompts an answer and feels less like a demand.
   
7. Mind the Formatting and Tone: The tone should be friendly and conversational yet professional – as if you’re an industry peer offering helpful advice. Avoid overly formal language (no “To Whom It May Concern,” which screams mass email) and also avoid slang or anything too casual. Use short paragraphs and plenty of white space so the email is easy to read on any device. Remember that 61% of emails are opened on mobile devices (2), so a giant wall of text is a turn-off. Use formatting like bullet points or bold text sparingly to highlight key points (for example, if you offer three benefits, list them in bullets so they pop on a small screen). And always double-check that the merge fields (for names, companies, etc.) are correctly set – nothing kills personalization more than “Hi [FirstName]”.
   
8. Optimize Send Timing and Follow-Up: Your template isn’t just about the copy – it’s also about when and how you deploy it. Use data (or AI insights) to send your emails at times your audience is most likely to engage. For instance, some research suggests mid-day (around 1 p.m. or 4 p.m.) gets higher cold email opens (5), but ideal timing can vary by role and industry. After sending, be ready to follow up (we’ll cover follow-up templates in the cold email section). A single email often isn’t enough: it might take a polite nudge or two to get a busy prospect’s attention. Don’t hesitate to create a sequence of templates – just ensure each follow-up provides additional value or addresses a different angle so you’re not simply repeating yourself.
   

By following these steps, you’ll have a solid sales email template that feels personalized and relevant to each prospect. Figure 1 below summarizes some of the key differences between outdated email tactics and modern best practices for 2025:

【Fig1†】 Comparison of Outdated vs. Modern Sales Email Approaches

As the table highlights, the emphasis in 2025 is on quality and relevance over sheer volume. A personalized approach augmented by AI can make your sales outreach far more effective than the old “spray and pray” email blasts. In fact, personalized emails are opened 82% more often than generic ones (1)– a staggering difference that underscores why investing time in tailoring your templates pays off.

Finally, remember that writing great templates is an iterative process. Use A/B testing on subject lines and try different messaging approaches to see what resonates. Track your open rate and response rate by template version. Over time, you’ll gather data on what works best for your audience – and you can double down on those elements. We at Martal Group use this exact approach for our clients: we combine human expertise with AI-driven insights, then continuously optimize templates based on real-world results. By following these best practices, you’ll be well on your way to creating sales email templates that not only get opened, but also generate replies and conversions.

Industry-Specific Sales Email Templates for 2025: Tailored Examples for Tech, SaaS, MSPs & More

No two industries are exactly alike – and the same goes for effective sales emails in those industries. A generic pitch that might work for a software company could fall flat for a managed service provider (MSP) or a manufacturing firm. That’s why top sales teams tailor their sales email templates by industry, incorporating the language, pain points, and value propositions that resonate with each sector. In 2025, this kind of customization is not optional; it’s essential for breaking through the noise. Consider this: detailed email segmentation (for example, by industry) can yield 30% higher opens and 50% more clicks than non-segmented campaigns (1). In other words, when you speak your prospect’s language, they’re far more likely to engage.

So how do you adapt a sales email to different industries? Below, we’ll explore sample sales email templates and tips for three common B2B segments – Tech, SaaS, and MSP (Managed Service Provider) – with notes on how you can adjust tone and content for each. These examples will illustrate the power of industry-specific messaging. You can use them as starting points and customize further based on your product and audience. (Keep in mind the principles from the previous section still apply: personalization and value are key in every industry.)

Sample Sales Email Template for Tech Companies (B2B Technology)

Context & Approach: In the tech industry, your prospects (often IT managers, CTOs, or product leads) are inundated with pitches. They value innovation, efficiency, and evidence-based results. A successful tech industry email should quickly demonstrate technical credibility and tie your solution to a pressing tech challenge (think scalability, security, or performance). Pepper in some industry jargon or specific references – tech folks need to see that you “get it.”

Example Template – Tech Company Prospect:

Why this works for Tech: This template leads with a specific trigger (cloud migration) relevant to the tech prospect. It establishes peer-to-peer credibility (“as a fellow tech enthusiast”) and quickly gets into a quantifiable benefit (28% cost reduction, improved performance). The mention of an AI-driven analyzer and auto-scaling shows technical know-how, while the client example (TechCo XYZ) acts as social proof. The tone is helpful and focuses on their challenge, not a generic product spiel. Finally, the CTA is soft (asking if they’re open to a chat) and even offers an alternative (a one-pager) to lower the pressure. Tech professionals appreciate this kind of efficient, no-nonsense communication.

Sample Sales Email Template for SaaS Companies (Software-as-a-Service)

Context & Approach: When selling to a SaaS company or any business offering software services, your contacts might be heads of growth, product managers, or CEOs of startups. They’re typically focused on user acquisition, conversion rates, churn, and scale. A great SaaS-focused sales email should highlight ROI and growth, perhaps referencing metrics like conversion lift or revenue impact. SaaS folks also respond well to concise insights and an understanding of their business model (e.g. free trial conversion, monthly recurring revenue).

Example Template – SaaS Company Prospect:

Why this works for SaaS: This email zeroes in on a critical SaaS metric: trial-to-paid conversion. It demonstrates an understanding of the SaaS sales funnel and offers a tangible outcome (25% lift). The tone is enthusiastic and growth-oriented, which matches the SaaS culture. It also uses an emoji and casual sign-off (“Cheers”) – slightly less formal, as many SaaS startups have a casual ethos. Importantly, it offers value before asking for anything: the idea of plugging in the prospect’s own data for a tailored demo makes the offer feel customized and valuable. The personal postscript referencing their TechCrunch feature adds an extra layer of personalization, showing you follow their news. This template speaks the SaaS language of growth, data, and personalization, increasing the odds that a SaaS founder or product lead will take notice.

Sample Sales Email Template for MSPs (Managed Service Providers)

Context & Approach: Managed Service Providers and IT consulting firms typically target businesses that need IT support, cybersecurity, or infrastructure management. If you’re selling to an MSP or on behalf of an MSP seeking clients, the key points are reliability, cost-effectiveness, and security. Many businesses have reservations about outsourcing IT, so trust and credibility are paramount. A strong MSP-focused email might highlight uptime, expertise (certifications or experience), and how you can relieve the prospect’s IT headaches so they can focus on their core business.

Example Template – MSP Prospect:

Why this works for MSPs: This template acknowledges the pain and stress of IT management (“24/7 job” and “all hands on deck” emergencies) – instantly relatable to anyone running IT at a company. It establishes credibility by citing a 99.9% resolution rate (a trust signal) and emphasizing the MSP’s around-the-clock vigilance. The example of stopping a ransomware attack in the middle of the night is a powerful story that underscores the value of proactive monitoring. The email clearly contrasts the benefit (enterprise-grade support, peace of mind) with the alternative (hiring or overworking an internal team), making the value proposition clear. The tone is professional and reassuring, fitting for a security/IT context. The sign-off even includes the sender’s title (“Senior Solutions Architect”) to reinforce expertise. Overall, this template aims to build trust – crucial when asking a company to hand over their IT reins – and offers a low-pressure meeting to build that trust further, even mentioning references in the P.S. to preempt any trust concerns.

Adapting to “& More”: The examples above cover three sectors, but you can apply the same tailored approach to any industry. For instance, if you target financial services, you might emphasize compliance and risk reduction. For healthcare prospects, focus on patient outcomes or data security (HIPAA). A pro tip is to maintain a library of industry-specific templates or at least modular sections that you can plug into a base template. In fact, many sales enablement tools and lead generation software allow you to use dynamic content – so your email can automatically insert an industry-specific case study or statistic depending on the recipient’s segment. However you do it, remember that speaking the industry’s language builds instant rapport. Martal Group’s sales team, for example, has specialists for different industries; we’ve found that an email crafted with industry context consistently outperforms a generic one. The effort to customize is well worth the higher engagement and conversion rates.

Finally, don’t forget to track your results by industry. You may discover, for instance, that your tech industry emails get a 10% higher open rate than your finance ones – which could mean you need to tweak your approach for finance. Use those insights to continually refine your templates. The goal is to make each recipient feel like this email was written just for them – when in reality, you’ve simply mastered the art of scalable personalization.

Cold Sales Email Templates 2025: The Ultimate B2B Lead Generation Toolkit

“Cold emailing” – the very phrase can make seasoned sales people nervous. Reaching out to someone who doesn’t know you, via email, and convincing them to give you their time is no small feat. However, cold emails remain one of the most effective tools in B2B sales lead generation, when done right. They allow you to scale your outreach and target exactly the right prospects. In fact, many high-growth companies owe a large part of their sales pipeline to well-crafted cold email outbound campaigns. That said, the challenges are real: on average, only about 24% of sales prospecting emails are ever opened (5), and the average cold email response rate is just 8.5% (4). The toolkit below will help you beat those odds by using modern lead generation techniques, persistence, and a bit of creativity to turn cold emails into warm B2B leads.

Key Components of an Effective Cold Sales Email Template

What does an effective cold email look like in 2025? It’s short, personalized, and laser-focused on the prospect’s needs. In many ways, the fundamentals mirror what we discussed in the best practices section – but with cold outreach, you often have to work even harder to build trust from scratch. Here are the key components and best practices for cold sales emails, distilled into a handy checklist:

• ✅ A Personal, Relevant Hook: The first sentence must grab attention. Reference something specific about the prospect (their role, a recent company event, a pain point common to their industry). Even a small bit of personalization can separate you from the tens of generic emails in their inbox. For example, “Hi John, I noticed you spoke about supply chain delays in last quarter’s earnings call…” immediately signals that this isn’t a mass email and establishes relevance.
  
• ✅ Value Proposition Focused on Their Needs: In a cold email, you don’t have any rapport yet, so you must answer “What’s in it for me?” almost immediately. Clearly state the problem you solve or opportunity you offer in terms that matter to the prospect. Avoid “We are the leading provider of…” and replace it with “We help companies like yours achieve [X benefit] by [Y method]”. Remember, personalized content can increase response rates by ~33% (4), so tailor the value prop to the prospect’s context as much as possible.
  
• ✅ Social Proof or Credibility: If you can, drop in one credibility indicator to overcome the skepticism every cold email receiver has. This could be a recognizable client your company has helped (“helped ACME Corp boost ROI 3x”), a relevant statistic (“over 100 CFOs use our tool to save time”), or even a mutual connection or referral name. Keep it brief and factual – just enough to show you’re not a fly-by-night spammer. Sometimes even mentioning a common affiliation, like “Fellow HubSpot User” or a local city reference, can build a subtle rapport.
  
• ✅ Clear and Simple CTA: As with all sales emails, cold emails should have one clear call-to-action. Usually, for cold outreach, the CTA is a request to talk or to offer more info. Make it as easy as possible for them to say yes. For example, “Are you available for a 20-minute call next week to discuss?” is direct but polite. Alternatively, you might use a two-option close: “Would Tuesday or Thursday work for a brief call?” Providing an easy out (like “If not, no worries – just thought I’d reach out”) can also reduce the pressure and ironically improve responses, as it shows respect for their time.
  
• ✅ Short and Skimmable Format: A cold email should be no longer than 3 short paragraphs or ~100-150 words in total. It should never feel like an essay. Use line breaks and even bullet points if highlighting a few quick benefits. Many prospects will glance at your email on their phone – if they see a wall of text, they’ll likely delete it. Aim for a tone that’s professional but conversational, as if you’re writing to a colleague, not delivering a formal speech.
  
• ✅ Polite Tone and CAN-SPAM Compliance: Cold emails walk a fine line between persuasive and pushy. Always err on the side of polite and helpful. Phrases like “I thought this might help” or questions like “Is this something you’re interested in?” invite dialogue. Also, be sure to include a simple way for them to opt out or not be contacted if they prefer (a one-liner like “Let me know if you’re not the right person and I’ll gladly update my list” can suffice in a manual email; for bulk sends, you need an official unsubscribe link to comply with email laws). Not only is this legally required in many jurisdictions, it also builds trust – you’re showing respect for their boundaries.
  
• ✅ Proper Signature and Contact Info: End your cold template with a professional email signature that includes your full name, title, company, and alternate contact info (phone or LinkedIn). This not only legitimizes your identity but also lets them respond in the way they prefer. Sometimes a prospect might forward your email to a colleague with a note; a complete signature ensures they know who you are. It’s a simple detail, but it matters in cold outreach.
  

And here’s a quick Do/Don’t table for cold emails to reinforce some of these points:

Following these guidelines sets the stage for a cold email that is respectful, relevant, and compelling enough to spark interest. But what if they don’t reply to the first email? That’s where the rest of your toolkit comes in: follow-ups and multi-touch outreach.

The Power of Persistence: Follow-Up Emails & Multi-Touch Sequences

Sending one email and stopping is like knocking on a door once and assuming nobody’s home if they don’t answer immediately. People are busy; your email might slip through the cracks the first time. Research shows that 80% of sales require at least five follow-ups to close the deal (6). Yet a large portion of salespeople give up after just one attempt – which is great news for those willing to be (politely) persistent. By following up strategically, you can dramatically increase your response rates and conversions.

Here’s how to build your email follow up strategy into your cold email templates toolkit:

• Schedule Multiple Touches: Plan a sequence of 3-5 emails spread over a few weeks. A common email cadence is: Day 1 – initial email; Day 3 – first follow-up (quick check-in); Day 7 – second follow-up (share additional value); Day 14 – third follow-up (break-up or “final” email). Adjust timing based on your sales cycle – the key is to be persistent but not annoying. Each follow-up should have its own mini-template, not just “Bumping this to the top of inbox” (though a brief bump message can be one approach). Make sure each follow-up provides something new – a different benefit, a case study, a question, or even a piece of relevant industry content. This way, you’re adding value with each touch, not just repeating yourself.
  
• Vary Your Approach: While this guide focuses on B2B emails, remember that cold outreach can and often should be omnichannel. Consider adding a LinkedIn connection or message, or a quick phone call voicemail in between your email touches. For example, after your second email, you might call and leave a courteous voicemail referencing the email. Sometimes hearing a real voice can build credibility and increase the chance they read your next email. Multi-channel outreach can boost response rates significantly – one study found a 93% increase in responses when reaching out to multiple contacts in an account via multiple channels (4). At Martal Group, we employ a blended approach of cold emailing plus LinkedIn networking and targeted calling as part of our omnichannel strategy. We’ve seen that combining channels often yields better results than any single channel alone.
  
• Template Example – Follow-Up Email: To illustrate a follow-up, here’s a brief template you might send as a second touch if the prospect hasn’t responded to the initial email:

Notice this follow-up is polite, references the first email, adds a new detail (quarterly reports) to entice the reader, and again ends with a simple ask. It’s short and appreciates that they might just have missed the first email.

• The Break-Up Email: If after several touches you still get radio silence, it’s wise to send a final “break-up” email. This email often has a tone of letting them go (and sometimes paradoxically elicits a response). For example:
  
  

This kind of email often uses a bit of a light-hearted tone (note the emoji handshake and numbered list) and gives the prospect an easy way to respond or just let it go. You’d be surprised how many replies a courteous break-up email can generate – sometimes apologizing for not responding and expressing interest to talk soon, or at least providing closure.

Every part of your follow-up sequence can be templatized and refined, just like the initial cold email. Keep track of which follow-ups get the best responses – is it the one where you shared a case study? The one where you asked a direct question? Use that data to tweak your approach over time. And of course, stay respectful. Space out your follow-ups; daily pings will annoy more than win deals. Also, if someone asks to be removed or says they’re not interested, honor that immediately and professionally.

Cold Sales Email Template Example (Putting It All Together)

To wrap up this toolkit, let’s combine the elements into one more cold sales email template example, incorporating many of the best practices we’ve discussed:

Let’s analyze this example quickly. The subject line teases a specific benefit (save 30%) and hints at customization by naming a process relevant to their business. The opening line acknowledges their time (respect) and pitches the core value proposition in one sentence, with a parenthetical concrete example to build credibility (saving $500k for a client). It then personalizes the reason for reaching out, suggesting the sender has thought about the prospect’s situation. The phrasing “completely normal as businesses grow” is a subtle way to empathize and remove any sting that they might be “doing something wrong.” The email then explains the solution in very simple terms (“in plain English”) – a nice touch to ensure clarity. The CTA is straightforward, asking for a chat, and even thanks them regardless of response. The tone is confident but humble, and the length is tight. This template can be adapted to virtually any product or service by plugging in the right pain point and benefit.

One final point: Always be testing and learning. What works in 2025 may not work in 2026, as buyer behaviors shift. Keep an eye on new trends – for example, interactive emails or video thumbnails can sometimes boost engagement. But foundationally, the principles in this toolkit should serve you well for the foreseeable future: know your audience, personalize generously, deliver value, and follow up persistently (but respectfully).

Why Better Sales Email Templates Will Define Your 2025 Pipeline

By now, you should have a solid grasp on how to craft sales email templates that are personalized, industry-tailored, and effective even when cold. These strategies have been honed by sales professionals and agencies (including our team at Martal Group) through continuous trial and error, backed by data and real-world results. In a landscape where buyers are bombarded by messages, those who take the time to do it right stand out.

Ready to elevate your sales outreach in 2025? Whether you’re revamping your email strategy or looking for better sales ready leads, you don’t have to do it alone. Martal Group’s seasoned sales experts are here to help you implement these best practices and more. As a leading outbound sales partner, we specialize in omnichannel lead generation – from cold emailing services and calling to LinkedIn outreach services – all tailored to your industry and goals. We’ve helped B2B companies worldwide fill their pipelines using the techniques we’ve shared above, combining AI-powered personalization with the human touch that builds trust.

Book a free consultation with our team today to see how we can support your sales strategy as a trusted partner. In a no-obligation 30-minute call, we’ll review your current approach and show how a refined email strategy (integrated with targeted calling, social selling, and more) can generate the quality leads your business needs to grow. Let’s turn those templates into revenue together.

References

1. Powered by Search
2. Hook Agency
3. Zembula
4. Klenty
5. EngageBay
6. GrowthList
7. Omnisend