How to Write a Sales Email

If you start a sales email by telling the recipient to buy your product or service, then you’re doing it all wrong.

These emails are completely nuanced.

What makes a sales email different from a nurture campaign is that the whole point of the email is to sell something, whereas a nurture email is really about nurturing the relationship that you have with the potential client or customer, by providing information value, and you’re not really asking for anything in return.

Here’s a formula to follow to make them effective:

The Subject Line

The most important part of your sales email is the subject line. Why? Because if nobody opens your email, they’re surely not going to buy what it is that you’re selling. So, it is imperative that you create a subject line that is interesting and enticing, creates a bit of mystery, curiosity, and makes the recipient want to open this email.

When you think about how many emails you receive in a day that are all geared at getting you to buy something, you realize how crucial a good subject line truly is. Your goal is to avoid it being deleted before it’s opened.

The Body of the Email

The next important part of the process is the email itself.

It’s great to begin your email with a story that draws in the reader, as long as it relates back in some way to the subject of your email.

You then want to move into hitting the pain points that your potential client or customer is likely feeling without this product or service that you are selling. Your email should also position you as a guide. Someone who is there to help them through whatever problems that they’re experiencing.

Click here for a FREE guide to writing a Killer Email Subject Line

The Success

Following the pain points, you can then talk about the product or service itself. But when you’re talking about what you’re selling, don’t immediately focus on the how, or the what. You want to focus on the result that the person is going to get after they’ve made the purchase, or after they’ve gone through your program, or bought your product and they’re using it. What happiness, are they going to experience? Will they receive peace of mind?

Next you should describe the benefits of the program or product you’re offering. And you can also give more details about what it is that you’re selling as well. At this point in the email, if they’re still reading, they now know that what you have for sale is going to help them, and it can solve a problem that they’re having.

Wrapping it up

The end of your sales email should include a call to action. The call to action should not be click here to buy now. That’s just cliche and isn’t going to entice the person to buy because it truly isn’t about the product itself, it’s about the result that they are going to get.

For example, if you have a program that helps people get healthy, your call to action shouldn’t be Click here to join the course, it should be more like click here to get the body you deserve.

Don’t forget to sign your name because remember, you are your brand. This helps the recipient of the email know that it’s coming from a human, and they can relate to that better than if the email were coming from some faceless company.

Feel free to add a P.S. and include a testimonial about some from somebody who has bought what you’re selling and loves it. It might just be the thing the reader needs to click that button.

To your success,


Leave a Comment