How to Write Sales Emails That Really Work

Posted by Mary Ann Hegvold on January 16, 2015

reading-emailWe've all been there... either on the writing side or the receiving side... of a sales email. We spend lots of time thinking about what it should say and then making sure we check and double check it before clicking the send button. Then you wonder... did they read it? We don't want to use the read receipt function because we know that's pretty much considered rude. So now you're left with a fabulously written email and no clues as to what the reader thought when they read it. If they read it.

Here are some tips on how to write sales emails collected in the Sidekick 2014 Email Open Report that can help you improve email campaigns andyour chance of getting a response!

Go ahead, use the word FREE.

We've been told by someone along the way that the word FREE in the subject line will turn people off or automatically throw your email into the SPAM filter. But according to the report, emails with the word free in the subject line were opened 10% more than emails without it. I wouldn't use it all the time... but if you can use it and mean it (as in, whatever you're offering is actually free), then give it a shot!

Don't tell them your name

Your name should be pretty obvious in the FROM line of the email. So starting off the body of your email with "My name is ...."  is a bit redundant. And it makes the recipient think, "Oh, this person doesn't know me... I think I'll go to the next email." Make that first line something about the person you're writing to so there is more of a connection right away. Things like:

  • Hi {name}, I notice you ...
  • Hi {name}, Congratulations on your...
  • Hi {name}, I have a question for you about...

Don't talk about a meeting

At least on not in the subject line. How man of us wake up in the morning and think, "Yes! I have three meetings today." Probably most of us are happy about days where we can focus on what we need to get done. So sending an email that requsts a meeting in the subject line makes people a little less likely to open it. Seven percent less likely as a matter of fact. So if your email's point is to actually set a meeting, try to find another subject line and ask for it in the body of the email.

Don't Pop the big question on the first email

I get emails every day from companies that want to "partner with our firm." They don't know anything about what we need, but they're eager to tell me about what they can do. Again it comes back to sending emails that are about your recipient. What do THEY want to hear or what do THEY need? Sending a list of generic things that you (and about every other company that sends sales emails) can do doesn't make you stand out. Take the time to find a connection and build a relationship on that. Build the trust. THEN you can ask for a partnership or a sale.

Start Building Sales Relationships

The overall theme here is that you need to stay focused on what will appeal to your recipient. That means customizing each email to their needs so that they will be more likely to ask for your help because you're "the one" that gets what they really need.

One of the best ways to build relationships is to develop trust with your target markets by using inbound marketing. Inbound marketing focuses on educating your target audience and drawing them to your website versus having to drag them in. Work smarter, not harder, as they say!

Find out more about how to improve your email marketing in 2015 by reading our blog or download our free ebook on how to use inbound marketing, which includes email marketing, to learn how inbound marketing can make your sales process easier while proving a return on the investment.

New Call-to-action


Topics: Inbound Marketing, Lead Generation