Featured Photo by Torsten Dettlaff from Pexels

Do you know an average buyer receives roughly 100 emails per day? Moreover, the average person deletes 48% of the emails they receive. And they open only 24% of the sales emails. Therefore, as a business owner, you must work on making your sales emails top notch.

Capturing the customer’s attention in their inbox is a difficult task. Here’s how you can do it.

Create Powerful Sales Email Opening Lines

Your sales email’s opening line should be powerful and compelling. Simply put, your opening line should drive your prospect to immediately engage. So, instead of beginning with a generic “Hello, my name is…,” craft your opening line with intent.

Sentences such as “I noticed you,” or, “I liked your post on…” are great beginnings. Such lines will make your prospects feel that you have done thorough research before approaching them. This, in turn, will increase your chances of getting a response from them. 

Devise Persuasive Subject Lines in Your Sales Emails

The subject line is the first element that any subscriber pays attention to when they look at an email. In fact, it is the subject line that determines whether a customer will open your email or not. You need a subject line that entices users to click and open your email. 

Further, your subject line should make your email stand out amid the clutter of emails competing for the customer’s attention. In short, you must provide clear value through the subject line itself.

One strategy is to include discount information up front. Subjects like “25% off on all sunglasses,” and, “2 sunglasses for the price of 1,” gain immediate attention. Also, preheader text is a great strategy to continue and support the idea of a subject line. So, try text like “cool sunglasses: 25% off,” or, “a gift for the first 5 buyers.” 

Ultimately, you should create a subject line that’s emotionally equal to the content when you’re promoting your products and services in your sales email. After all, 35% of subscribers open an email based on the subject line alone. Creating a great subject line is critical for the success of any email marketing campaign.

AWeber does it like a pro. For example, they sent out a series of six HTML email templates to introduce their services. This email is the sixth of the series. 

sales emails

CTA’s Are also Calls to Value

A CTA (call to action) should inspire and motivate the subscriber to respond as a result of your message. However, it is important to understand that while having a strong and clear CTA is important, it shouldn’t be too direct. For example, instead of using CTA’s such as “Shop Now,” include a more suggestive CTA like “Learn More.” 

This is a great way to recommend reading some more engaging and persuasive content. Ideally, such content will lead the customer to the final product page. This email marketing approach works wonders in improving your brand reputation in the eyes of the potential customer. After all, you are providing them with more value than your counterparts, and you’re providing it for free.

Wistia has sent out an email sharing creative ways to work remotely. The CTA “Get Inspired” is actionable. At the same time, it entices the user to check out their blog. 

Call to Action example

Social Proof Improves Your Brand’s Credibility

Approximately 70% of consumers read a product review before making a purchase. Therefore, social proof can be a great way of leveraging the trust of your customers and increasing the credibility of your brand. It will not only make your sales email effective but also increase your conversion rates.

Great Copy in Sales Emails Provides Instantaneous Value

Your sales email body copy should immediate provide value to your prospects. So make sure the value proposition you provide is not too generic.


In order to generate personal interest, use copy that aligns with your prospect’s objectives and goals. You can begin by asking questions such as, “Do you want to improve your marketing strategy?” or, “Do you want to get an in-depth answer about [the topic]?”

For example, consider a line such as, “We can help you accelerate your lead generation by 200% and seamlessly improve your ROI.”

Provide for Unsubscribes and Improve Deliverability of Your Sales Emails

Every now and then, a customer unintentionally subscribes with your brand. In fact, even if they subscribed at will, there are times when they might not wish to see your email. If customers continue receiving emails from your brand when they don’t want them, it can frustrate and annoy them. 

In the worst-case scenario, customers feel resentment and anger toward your brand because of continued communications. This can increase the chances of your email landing in spam. To avoid this, you need an unsubscribe button in your emails.

Unsubscribe buttons give your subscribers a clear way to unsubscribe from your sales emails with just a click. As a result, you will have a clean mailing list, improved engagement rates, and a good sender reputation. 

Grammarly includes three important links before ending the email. First, include the “View Online” link. Then, add a link to adjust email preferences. Finally, provide an unsubscribe link. Such tools make things easier for the subscriber and provide them with options about whether they want to view the live email, change the frequency of emails, or opt out completely. 

sales emails

Keep Emails Concise

If you want your prospect to read your email, keep it precise and concise. Remember, your prospects are busy. So instead of sending them a lengthy email about your product or service, it is better to keep it short and simple.

However, if you need to write a lengthy email, make sure you format it properly. You can do so by including distinct and headlined sections along with critical information in bold and bulleted form. 

Provide Value in the Content

Sales emails don’t work with a one-size-fits-all strategy. So keep in mind your business’s niche and the tastes of your target base. Instead of bombarding your subscribers with your sales email, go a little smoother and mix your offers with relevant and valuable content.

For instance, if you are into developing apps, start by giving app management hacks or tips for using the app before suggesting they make a purchase. Really Good Emails sends out two newsletters every week with a curation of the most insightful content pieces. Take a look. 

Really Good Emails example

End with A Stand-out Signature

An incredible 281 billion emails are sent and received every day. Standing out among such quantities requires that you differentiate your email from your competitors. In other words, subscribers should know which person and brand are sending them the email.


So always include key business information such as an address, phone number, and other details to help customers contact you. Here’s an excellent example of the same from Asana. In this email, they have included the signature right in the first fold so that the recipient knows the email sender. It is a great way to reinforce your brand identity and stand out in the inbox. 

sales emails

Invite a Response in the Closing

Sales emails are all about prompting the recipient to give a definitive response. You can entice the recipient to do so by crafting a proper closing.

An impressive close to your sales email gives your recipient a clear path to action, thereby increasing your chances of getting that one reply you were waiting for. You can give a proper closure to your sales email by ending it with questions like, “Do you have time in your schedule to discuss?” or, “Have you given any thought to the proposal I sent?” or, “Can we catch up tomorrow for 10 minutes?”

Wrap It Up

The main aim of a sales email for companies is to promote products and services while increasing their revenue. However, with the changing dynamics of marketing, sales emails are not just related to selling. Now, marketers treat emails more like a promotion that not only sells but also inspires and shows care about customer needs.

So what are you waiting for? Make your sales email efficient and engaging. Spend time enhancing the quality of HTML email templates and improving your email deliverability. 

The above-mentioned tips will surely help you ace your sales email strategy and give you an edge over your competitors. Give it a try. 

About the Author

Kevin George is head of marketing at Email Uplers, a fast-growing full-service email marketing agency that specializes in crafting professional email templates, PSD-to-HTML email conversion, and free email templates. In addition, they provide email automation, campaign management, and data integration and migration services. Kevin loves gadgets, bikes, and jazz. He eats and breathes email marketing. He also enjoys sharing his insights on email marketing best practices on his blog.