How to write powerful and convincing sales emails

Apr 18
4 min read
If a marketing email isn't getting you the results you need (read: sales), then it's not really a marketing email–it's just an electronic letter to a stranger. Also, it's a waste of time.
A thumb on an e-commerce website on a phone - convincing sales emails

You can't just keep plugging and chugging and hoping for the best. You need to craft emails that have powerful and convincing messages. And you need to get them to the right audience at the right time.

This article discusses how to do precisely that, and we'll even show you some examples of emails that are pushing all the right buttons.

Building a Powerful Email

You need to start with a strong foundation to build a great email that gets results. Elements of an email include:

  • Subject line
  • Preheader
  • Image(s)
  • Headline / Subhead
  • Body copy
  • Design / Overall flow
  • Call-to-action
  • Timing
  • Personalization

Let's take a moment to go through each, then we'll get into some examples.

Subject line

First impressions matter, and that's especially true when it comes to the subject lines of your emails. These few words have the power to determine whether your recipient will open your email or send it straight to the trash bin. Want to make the most of this opportunity? Be clear, concise, and attention-grabbing. Think about what your email is about and sum it up in a way that sparks curiosity. Toss in some personalization, like including the recipient's name, and you can make your subject line stand out even more.

A cheeky emoji can bring a touch of playfulness and leave your recipient eager to see what's inside. Just remember to keep it to the point, relevant, and engaging.


Picture the preheader as your email's wingman, supporting the subject line and providing that little extra push for people to see what awesomeness awaits inside. The key here is to keep it short yet oh-so-sweet. Let the preheader compliment your subject line while adding that pinch of curiosity. Not every email provider displays the preheader, so don't spend too much time on it, but certainly, you don't want to leave it out for those that will see it.


The first thing people see when they open your email is the image. It doesn't matter how great your copy is or what your offer is. The image is the first part of your email that's going to stand out to the recipient. Make sure the image is high quality and relevant and relates to what the email is about. Also, make sure they are mobile-friendly and upload quickly. No huge files! You worked hard to get them to open it, don't lose them before they see what it's about.

Headline / Subhead

A strong headline and subhead (optional - depending on layout) can go a long way. Similar to the subject line, it should be short, relevant, and pique their interest. Instead of a headline, you could also personalize your email by using their first name and treating it like you would an email to a friend. Regardless of which route you go, use a strong opening so that they continue reading.

Body copy

The body copy of an email is the main content This is where you make your offer, share your story, or talk them into taking an action. You can use this section to put the bulk of your copy but don't overdo it. The goal of the body copy is to get them to click your call-to-action or learn more about your products and services so that they'll make a purchase decision.

Call to action

The call to action is the payoff. Everything else is designed to get them to this point, and if you've done a great job and it's the right time for them to click, then it's time for them to do so. If you notice your click-through rates are inconsistent or decreasing, then you may want to consider what factors could be causing that.

Design / Layout

No one loves trying to read a block of text with no white space around it. Make sure your design and layout provide clarity to your message. If you don't have the skills to develop one, find a great template.


There is no best time for every brand to send an email. Instead, you should find out what yours is through trial and error. Consider if you were the recipient of that email, when would you want to receive it?


Using personalization in your email marketing is a great way to engage with potential customers and encourage more sales. When used correctly, personalizing emails shows customers that you are paying attention to them and their needs. This can result in a higher open rate, more clicks on links, and better conversions.

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