10 Things You Must Have In your Sales Email Content

POSTED: December 15, 2017 BY: CATEGORY:

Email remains one of the most powerful sales tools you’ll find anywhere and email is something that brands that want to be successful need to take full advantage of.

There is no other form of marketing that audiences choose to receive and that lands right in front of them at any time of day or night. Email is far more widespread than any other online tool and it has an excellent success rate if used well.

Many of my clients struggle when it comes to writing sales emails and I recently came across a fantastic in depth guide to sales emails on the Quicksprout blog. I thought I would share some of my favourite tips over the next few blog posts to help anyone who wants a few pointers on content, visuals and what else to include in their sales emails.

Because content is all powerful and undoubtedly the most important part of any sales email, I thought I would start with my top ten tips for great sales email content here:

  1. Attention grabbing subject line: The subject line will be the deciding factor when it comes to getting your email read. Because of this, you want to spend some time and effort creating a really strong, compelling subject line.
  2. Personalisation: While you may or may not have the technological skills for in depth personalisation, at the very least you should be using your recipient’s name. Other forms of personalisation include tailored offers, dynamic content and triggered emails that are sent after a certain action like an abandoned shopping cart. Personalised emails have been shown to get better click throughs than ones without personalisation.
  3. Brevity: Beware of the overly long email. Most email recipients are busy and they probably have a lot to get through in their inboxes. A lengthy email may be off-putting and could cause them to hit the delete button straight away. A better approach is to send short intros to longer pieces of content in your emails along with a link so readers can click through and read more on your blog or website.
  4. Power words: Power words are specific words that inspire and motivate readers to take action. It’s a good idea to get in the habit of including at least some of these in every email you send. Examples of power words are “Now,” “Easy,” and “Imagine.” There are hundreds more – power words invoke an emotional response and this is why they are so good as a sales tool.
  5. Conversational tone and direct language: When writing your sales email avoid being overly formal. You want to adopt a conversational tone and speak directly to the recipient. Address the person you’re sending the email to as ‘you’ and keep your language clear and direct.
  6. Entertaining or valuable content: Try to avoid making your email all about your sales pitch, even if it is technically a sales email. If it’s going to be read, your email needs to contain valuable or entertaining content. Think about the kind of content that would appeal to your reader and try to create something they will find useful. This will build engagement and encourage them to open your future emails.
  7. Font consistency and readability: Don’t make the mistake of trying to get too clever with your fonts. The best emails use a simple font like Calibri or Arial that’s easy to read and fairly straightforward. Trying to use quirky or whimsical fonts can be distracting and if your email is difficult to read, your recipients are probably not really going to bother.
  8. Sub headings: Break up lengthy email content with sub headings. This will make you email easier on the eye and also means that readers who are scanning can get an idea of the main points without having to read through the entire email.
  9. Bulleted lists: Try to avoid long paragraphs wherever possible in your sales emails. Instead, break down complex information into a simple bulleted list. This helps you highlight the main points and also makes it more readable and appealing.
  10. Call to action: This is probably the most important element of any sales email. What do you want your reader to do once they have finished reading your email? This should be clearly stated at the bottom of your email in compelling, action focused language. It’s a good idea to test out different calls to action to see which ones get the best results.

These ten tips should help you create killer content for your sales emails. Once you’ve got the content right for your sales email you’ll want to start thinking about the visuals.

Share It



The era of data is upon us. 2015 is the year that those who are still relying on gut instinct to make marketing decisions are likely to fall behind as the marketers who use data start to leap ahead.



#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.