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How to write a good sales email

email marketing

To achieve a lot of sales in the digital world, there is a highly valuable tool that has achieved a significant increase in revenue for many businesses: email marketing. Having the ability to write a good sales email is a goal that everyone should strive for, and here you will find all the information about how to do it.

Communication is fundamental for a company and its potential customers to connect and for sales to flow. . Nowadays, the easiest way to make this happen is by sending emails on a frequent basis, sometimes on a daily basis or, if this is not possible, at least twice a week.

For those who do not have experience in the field or prefer to be guided by a reliable and simple method of compliance, it is best to take advantage of email templates. These templates are designed to fulfill the basic sales process and achieve good results. Although they can be copied and pasted, it is also best to understand their structure in order to customize them as much as possible.

Knowing your potential customers

This is the first step before writing a single email newsletter because it is what will tell what future customers need, want and expect to get. To find their profiles, it is essential to go through the research process and create a fact sheet to determine what the message will be and how to communicate it.

It is important to look at issues such as demographic and economic profile, but more importantly, you need to look at their fears, beliefs, ideas and desires. Based on these, you will be able to determine what kinds of valuable benefits the product or service will offer to make them perceive it as an excellent investment and encourage them to buy as quickly as possible.

Positioning the prospect with his or her main problem

If you have done the previous point well, what follows will be much easier because what you are looking for is to integrate all these elements into a text that is attractive and convincing to the prospect. So, the first thing to do is to tell them something that places them in their current situation, and this is achieved by bringing up the main problem they have that is related to the product or service for sale.

If, for example, what is being sold is a diary, the main problem is oriented towards organization. Then, the email would start by telling the potential customer a message such as: Do you feel that the hours in the day are not enough and that you have to run from one place to another, in some cases not fulfilling certain commitments?

The main benefit

After situating the potential customer on their main problem, it is time to tell them what is the benefit they will be getting from using the product or service that is for sale. This benefit must be very clear and directly linked to the problem presented in the previous point.

The benefits are usually linked to issues such as saving time, saving money, feeling powerful, feeling wiser, increasing security, improving family relationships, having more friends, etc. It is very important not to confuse benefits with advantages, which will be discussed below.

List the advantages

Advantages are the rational elements that allow the potential customer to feel good about the expected purchase. They differ from benefits in that benefits are more linked to the emotional field, whereas advantages are oriented towards the rational area.

For example, if the benefit of the diary is that the user will have more organization in their activities, which in return will allow them to enjoy more time with their family, the advantages will tell them that this will be the case because it has a monthly planner, a weekly planner and daily sheets for them to write everything down. Even a financial and children’s planner is included.

If you have many products for sale, it is a good plan to choose which ones to sell in each mailing according to the elements linked to the problem and the benefits. This will make the process of listing benefits less cumbersome and less repetitive.

The call to action

Then comes the most awaited moment for any business, when the prospect is asked to go to the link and make the payment. Here it is not necessary to go round in circles, the more direct it is, the easier it will be for the prospect to execute the procedure. The ideal is to include a link through a hyperlink so that the message is as direct as possible.

However, you should avoid a simple “buy here”. The ideal is to mention again the main benefit or a secondary benefit that is also very strong and then place the link, so that the chances of motivation are higher.

After the call to action, the farewell can be written without needing to be very ornate, although a certain level of friendliness can be established to reinforce the link with the potential customer.


The closing of the whole email is just as important as the rest because there are many people who do not bother to read the whole content, but only look at the postscript. Therefore, you should give it the place of honour it deserves and take the time to create a very powerful message.

Postscripts are short. They should be no longer than four lines and no longer than three paragraphs. Therefore, messages should be much more direct, focusing only on the benefit and the product or service being sold, with the appropriate link.

The idea of any email is to sell. However, sometimes this is not achieved with the first, second or third email. But if the whole process is done as it should be, the brand will stay in the prospect’s mind, and they are likely to be encouraged to do so at the next opportunity.