In this article we support you with six sales emails that work & are sure to drive engagement with your subscribers.
While email marketing streamlines the sales process for modern businesses, you will not make a cent if you do not understand the elements of a killer sales email.
- 1 The Not-So-Secret to Writing an Engaging Sales Email
- 2 How to Write Sales Emails that Gain Traction
- 3 #1 – The Proof-Driven Offer
- 4 #2 – The “Not-to-Brag” Offer
- 5 #3 – The Urgent Offer
- 6 #4 – The Steep Sale
- 7 #5 – The Crucial Question
- 8 #6 – The Straight Shooter
- 9 What Sales Emails Perform Best With Your Readers?
The Not-So-Secret to Writing an Engaging Sales Email
Here is the thing: the most effective sales emails out there’re rooted in the principles of old-school copywriters. Masters of the craft during the era of direct mail, from Gary Halbert to David Ogilvy & beyond, laid the groundwork for modern email marketers.
In short, some of the best sales letters out there’re best on tried-and-tested formats & templates that you can use yourself.
Now, that is not saying that you can go off copying-and-pasting the same message you saw someone use & expect similar results. Unfortunately, that is what a lot of copycats try to do & fall flat as a result.
The key here’s to take the principles of power emails & apply them to your own. Your role as an email marketer is not to steal ideas. Rather you should draw inspiration from what is been proven to work time and time again
In other words, you do not have to reinvent the wheel to generate responses from recipients.
How to Write Sales Emails that Gain Traction
The true challenge posed to marketers today is breaking through the noise in an era where your prospects’ inboxes are bombarded with spam.
Outlined below are 6 tried-and-tested types of sales emails that you can adapt for your marketing plans. Again, the key to more opens and clicks is not plagiarism: it is understanding what makes your readers tick.
#1 – The Proof-Driven Offer
Why It Works: Social proof is the most powerful weapon in your marketing arsenal. By showing off others who’ve benefited from your products & services, you break down the trust barrier & establish yourself as the real deal.
Let’s get real: consumers are naturally skeptical toward any form of marketing & they have every right to be. The purpose of social proof is not to brag. It is to encourage your recipients to put themselves in the shoes of a success story.
How to Write It Yourself: While there is no one-size-fits-all plan to incorporating social proof into your marketing emails, start by curating your biggest evangelists & most satisfied customers. Anyone who is willing to give you a testimonial represents a potential goldmine of proof that could help you seal the deal with prospects time & time again.
#2 – The “Not-to-Brag” Offer
Why It Works: Similar to social proof, such messages present you & your business as sort of “everyman” rather than straightforward sales pitch.
Such emails touch on the pain points of your potential customers and likewise make you seem more human & relatable in the process.
How to Write It Yourself: Share personal success stories but do not make outlandish claims. The recipients are wary of get-rich-quick schemes: they want real results that speak to problems. Rather than frame yourself of some sort of guru with the answers, present yourself as a helping hand with product that represents their ideal problem-solver.
#3 – The Urgent Offer
Why It Works: Limited time offers are the bread & butter of many industries. Those work like a charm via email marketing. By crafting time-sensitive deals, you eliminate the option for your leads to slide out of your sales funnel. They either buy now / they don’t buy at all.
The caveat of urgent offers is that you cannot run them all the time. But they can be great incentives for your prospects on the fence who were deterred by your initial price point. Urgent offers are a fantastic tool for re-targeting customers via email.
How to Write It Yourself: Urgent offers need to be short, sweet & to the point. Imagery works well here as recipients understand at a glance that time is of the essence. Rather than try to sweeten the deal, let them know that your offer is on the table. It is now or never, giving them less incentive to click “Back.”
#4 – The Steep Sale
Why It Works: Steep sales often go hand-in-hand with urgent offers. When an offer is seemingly too good to pass up and is likewise going to be gone soon, your recipients will stop and take notice.
Also like urgent offers, you can’t run steep tales too often. Otherwise, your recipients will constantly wait for huge discounts and solely buy when prices are at their lowest point.
How to Write It Yourself: Steep sale emails are straightforward: the better the deal, the more enticing it’s for your recipient.
To grab readers’ attention at a glance, make sure to include numbers (75% or 90%, for example) which will catch their eye versus a wordy explanation of your sale. If possible, support a line of reasoning for your sale. Avoid giving your readers the vibe that you are just trying to push product on them for the sake of it.
#5 – The Crucial Question
Why It Works: Subject lines containing questions are noted to perform well across. Therefore, they are more than fair game for your sales emails.
Crucial question emails show a sort of eye-to-eye moment between you & your readers. That is, you show them that you understand what is on their mind & offer up your insight in response. This approach conceals your sales pitch & turns your recipients from questioning skeptics to curious readers.
How to Write It Yourself: The key to success will more or less come down to your subject line. Think about questions burning up your readers & how your product provides a succinct solution. Do not be afraid to challenge your readers’ beliefs / pose a controversial question. This will work to pique their curiosity even more.
#6 – The Straight Shooter
Why It Works: As noted earlier, your recipients do not have the time / energy to deal with lofty marketing messages. They want you to get to the point.
While such emails might best be reserved for previous customers, do not be afraid to take a short-form approach with a warm list that is already in love with your brand.
How to Write It Yourself: If you have a hot list of opt-ins, there is perhaps no better way to grab their attention than by hitting them with an awesome offer & an in-your-face call-to-action. While such messages should not be the norm, they represent a breath of fresh air versus long-form sales letters.
What Sales Emails Perform Best With Your Readers?
Each of the aforementioned examples goes to that there’s no single plan for a killer sales campaign. By experimenting with a variety of messages, you could figure out what resonates best with your readers & what you should ultimately avoid.
You need to make sure you not only have a diverse body of messages to send but also a method for reaching prospects consistently. If you are new to email marketing and want to give one of those sales messages a try, give Sendlane a spin to see what our automation platform do for you.