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7 Tips for Writing Emails That Sell More

To know how to write emails that sell it is essential for anyone who wants to have an effective email marketing strategy.

See what you need to know to create messages with high conversion potential and to maintain your brand’s loyal customer.

7 Tips for Writing Emails That Sell More

Email Marketing Principles

Despite what many believe, e-mail remains a powerful tool for companies and professionals to communicate with their audience.

Research shows that 4.03 billion people around the world use email. Experts expect that number to increase to 4.48 billion in 2024.

One of the most important goals of email marketing campaigns is to maintain customer relationships, preventing the contact from going cold and ensuring that the recipient remains with your brand in mind.

On the other hand, filling the inbox of your leads or customers can be a shot in the foot, so communication must be planned to be assertive and relevant for the recipient.

The most important principles in any email marketing campaign are:

Email List 

To put an email marketing strategy into practice, you first need to have an email list.

There are a few ways to accomplish this, the most common being to offer something in exchange for the person’s email address.

For example, you can create an ebook, a video lesson, a discount coupon, among other materials that are of interest to your audience, which people would be willing to provide their email address to access.

So, little by little, you build a qualified contact list who have great potential to become customers.

Best practices for building an email list

List Segmentation

The next step is to divide this contact list into groups with similar characteristics, such as interests, purchasing behavior or stage in the sales funnel.

This allows you to send messages that make sense to each group, increasing the chance of engagement and sales.

For example, you will not send an email offering a new module of your online course for those who have not yet enrolled in your course, in the same way that you will not send a discount coupon for new subscribers to those who are already your student. 

In practice, different types of audiences require different messages and strategies.

Understand how the sales funnel works


Another principle of email marketing, as well as an effective method to help write emails that sell, is to use the name of the recipient and other information that applies to he or she to give the impression that the content was written especially considering their wishes and needs.

To facilitate this mission, the vast majority of email marketing automation tools already have variable fields, in which you can write the body of the email and, when triggered, it arrives with the name of the recipient, without having to do it manually – which leads us to the next principle.


It is not viable or sustainable to maintain an email campaign without the use of an automation tool.

Use software like MailChimp, for example, to create an automated email sequence based on specific triggers such as opting-in to a list, filling out forms, customer birthday, shopping cart abandonment, and more.

This allows you to send messages at the right time, with assertive content and high conversion power.

Plan a sales strategy for each case, such as a discount coupon for birthdays, upselling in case of purchase confirmation email, reminders in case of cart abandonment and so on.

– How to create email campaigns with MailChimp

Drip Campaigns Or Nutrition Campaigns

Send a series of emails scheduled at specific intervals to nurture leads over time, educating them about your products/services is another important principle to keep your audience on their toes about your brand.

Do not forget that the main objective of email marketing is to maintain a relationship with the customer, so that he remembers you whenever he searches for the product or service you have to offer.

A/B Testing

This principle consists of performing A/B tests with different elements of emails, such as subject lines, CTAs (calls to action), images or layouts, to identify which version gets better performance and thus write emails that sell more and improve future campaigns.

Again, the main email marketing automation tools have this functionality and, after the campaign is closed, they make the data available so that you can measure the performance of messages sent.

How to Create a Successful Email Marketing Campaign

Responsive Design

With so many different devices in use (computers, cell phones, tablets and even smart watches), it’s important to ensure that emails are optimized for different machines.

Consider that many people read emails on their cell phones these days and their attention span is dwindling.

If your contacts have the slightest difficulty reading your message, they will definitely send it straight to the trash and, if they do that too many times, you end up in the spam folder.

Clear And Attractive Call-to-Action (CTA)

Use persuasive CTAs to encourage recipients to take the desired action, like making a purchase, signing up for a webinar, or downloading an eBook.

An unquestionable point in all emails that sell is the presence of good copy combined with well-positioned and eye-catching CTAs.

Monitoring And Analysis

As important as creating email marketing strategies is tracking email marketing metrics, such as open rates, bounce rates, CTR, clicks and conversions.

From the simplest email to the most sophisticated campaign, only data monitoring allows you to identify what is working and what needs improvement, guaranteeing results for your efforts.

After all, how do you write emails that sell?

Now that you know the basics of email marketing, it’s time to get to know the copywriting best practices to create emails that generate conversions and sales.

It is worth remembering that, many times, the purpose of an email is not necessarily to generate a sale, but to move the customer through the sales funnel.

Copywriting techniques for email marketing that excel at improving conversion rates involve the ability to create persuasive messages that encourage recipients to take action.

3 Copywriting Tips to Sell More

Here’s how to write emails that sell:

1. Impactful subject line

The subject line is the first contact recipients have with the email. It must be short, relevant and pique interest or curiosity to increase the chances of opening.

If the subject is not interesting, a super message in the body of the email is useless, as it will not even be opened.

When the email has a low open rate, the problem is probably in this section. Be sure to entice your reader to open it, but without overly teasing and burning your brand image.

9 tips for creating compelling email subject lines

2. Clear and concise message

Convey the main message right at the beginning of the email in a clear and direct way, avoiding excess text. Focus on making reading easy and enjoyable.

Emails need to be objective. People have busy routines and little patience for long readings, even more so when the message comes from a company.

Be sure to get straight to the point without giving your reader the feeling of wasting their time on irrelevant information.

3. Focus on benefits

Highlighting the benefits your product or service offers, showing how it can solve problems or satisfy specific needs is one way to write emails that sell.

This can serve both for conversion and for nurturing your lead base. But in addition to the benefits, you can also relate your product/service to cases and how your company impacts people’s lives.

Don’t forget: readers don’t want to open emails to find out about your company. They want to open emails to find out how your business can make their lives easier!

4. Sense of urgency

If your goal is to make sales or some other type of conversion, don’t forget to use mental persuasion triggers.

One of the triggers that make users act almost instinctively is the urgency trigger.

That is, be sure to include elements that encourage immediate action, such as limited time offers or reduced stock to increase the recipients’ motivation to make the purchase.

5. Strong call-to-action (CTA)

Call-to-Action is literally called to action. This is the action you want the reader to take.

Don’t let the message be implied, your reader needs to know exactly what they should do to advance in the purchase journey.

Use clear, compelling, and specific CTAs that indicate the action the recipient is expected to take, such as “Buy now”, “Sign up now” or “Download the ebook for free”.

6. Use testimonials and reviews when possible

Using testimonials from satisfied customers or positive product/service reviews to increase recipients’ trust on the brand is a way to increase its credibility and make the benefit of your product more tangible.

In this way, the reader can observe, in practice, how it can also be shocked when choosing your company or product.

How to get more Reviews for your business

7. Persuasive ending

At the end of the email, reinforce the offer and CTA by summarizing the key benefits and stressing the importance of the action.

Don’t get attached to filling your email with visual elements, simple bold words and some emojis are enough to draw attention to important points.

Focus on creating a connection with the reader and convince him how unmissable your offer is.

Write great emails and sell more online courses


After applying all these tips, it is essential to track performance metrics of email marketing campaigns, such as open rates, clicks and conversions.

Analyzing this data allows you to assess the effectiveness of the copywriting techniques applied and make adjustments to continually improve results.

With the practice and improvement of these techniques, it is possible to create emails that sell more and generate greater engagement, boosting the success of your business.

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