The Ultimate Guide to Writing a Highly Converting Sales Email

333.2 billion emails will be sent and received daily by 2022. Such is the prediction of a Radicati Group agency that counted 281.1 billion emails transferred in 2018.

Growth rates of this number indicate that email marketing is looking at a significant boost in positions in the nearest future. And despite skeptical attitudes of many business owners, this sales-enhancing tool should not be neglected.   

In this article, we will talk about how to create email messages that sell and that are most likely to be opened at all by the receiving end.

What is a Sales Email?

Sales email is an email letter that includes a commercial offer intended for a certain receiver. A well-composed letter is usually lightly composed, without any excessive details involved, which allows the majority of recipients to open and read it. Nobody likes to spend too much time reading or scrolling through an excessively long email.  

What Makes a Winning Sales Email 

So, what form of delivering content through an email letter can be considered the most “proper” one?

First off, keep in mind that you need to create a personalized message. I.e., the message intended for a single certain addressee. Secondly, your letter should contain links leading to your website. Otherwise, your potential customers and clients may as well simply not make it to the final sales funnel stage.

Thirdly, if you intend to provide several commercial offers in your message, there must be but a few – 5-7 items with respective links should be enough. Bombarding a potential client with tons of everything you have to offer would only confuse them and decrease the chances of them making a purchase.

Many business owners consider email marketing to have lost in effectiveness with time. Mistakenly so, because a well-optimized email newsletter strategy rarely fails, being light, attractive, and to the point.  

So, what makes a good sales email? An efficiently-composed letter will:

  • generate traffic;
  • boost customer loyalty & level of trust;
  • personalize customer approach;
  • increases the number of loyal customers;
  • provokes sales growth due to additional customer interactions with your commercial resource;
  • returns customer that might have already forgotten about the existence of your offer etc.

4 Reasons to Use Email Templates

Instead of composing a new letter for each addressee, entrepreneurs use readymade introduction sales email template and such. There is a number of reasons to do so that are talking for themselves:

  • it is a well-tried-&-tested solution that really boosts your level of sales;
  • using sales email template, one gets to save time on coming up with & composing a letter manually;
  • even inexperienced employees & co-workers can adapt templates for sales email. No need to involve marketing experts in the composition of each message;
  • sales email templates are simply integrated with CRM systems.

4 Key Elements of a Sales Email

Any template for a selling email letter would consist of major four parts:

  • Subject line. This is where the topic of your message is described – a brief description of what an addressee is about to read in the letter;
  • Intro. This part usually serves as a line with greetings for a potential customer;
  • Body. You should briefly but descriptively explain the goal of your message, openly highlighting customer/client benefits;
  • Conclusion. This part of the letter is for goodbyes and sincere wishes (as well as for emphasizing your eagerness to connect with them again in the future).

3 Sales Email Templates Suitable for Any Situation

Down below, you can take a look at three email template options that will fit three different situations:

sales email tips

Example of a Commercial Offer Template

Subject: brief suggestion to solve an addressee’s issue

Dear ____,

I tend to believe that you are having difficulties with [pain point]. I would like to offer an excellent solution that will give/provide/make [a major benefit you can offer to a certain potential customer].

Perhaps, you have some other issues or questions I could help you out with?

Awaiting your answer eagerly.

[Your name]

Example Template for “In-Between Customers”

Subject: a brief description of the steps a customer has already made, like: ‘You’ve already done/made/achieved this and that, now it’s time for…’

Dear ____,

Thanks for [description of the spets taken]. All of that has made you ultimately closer to [eliminating a potential customer’s pain point]. Such companies as [a mention of other companies with similar pain points] have already implemented this algorithm in their business processes to their success. Perhaps, it will interest you as well – as a way to discover some new prospects and approaches to resolving your issue. You have already made your first steps towards all of that, now let me lead up to to the finish line.

I would be utterly grateful for your feedback. You can also find out more about me/my company on the official website [link].

Catch you later,

[Your name]

Reminder Email Template for “Forgetful” Customers

Subject: the next steps in resolving your [potential customer pain point]

Dear ____,

I just wanted to make sure you have seen my previous message where I highlighted your [customer pain point] and offered a way to resolve it. In particular, I can give you [the main benefit you can provide this certain individual with]. Surely, I would be glad to hear that you have already handled this [pain point]. However, perhaps, you can have some other questions or issues I could help you handle. I will gladly help you out.

I would be grateful if you accepted my offer to keep in contact further on.

Looking forward to your reply,

[Your name]

5 Tips on Using and Customizing Sales Email Templates

Summarizing all the above-said, we can safely highlight the following tips for composing best email templates for sales:

  • use a real name of an addressee in the letter subject when it is reasonable;
  • make a subject as concrete as possible. The more individual the plot of your dialogue with a customer is, the higher is the click-rate;
  • if having a composed a letter you are wondering whether it will be associated with marketing after the initial reading, you have most likely written a flawed message that will go straight to the garbage bin;
  • experiment with other questions related to the topic;
  • always give in the letter what you promise in the subject.

7 Ways to Increase the Open Rate of Your Email Sends

In order to make your emails resistant to immediate spam folder trips and increase click rates, use the following tips on creating sales email templates that work.

  • Focus on audience demands. To create an utterly customized message, you must make sure that its contents reflect the TA needs. Find out what your target audience is concerned with the most, define major pain points, and try to come up with a solution.
  • Use an email warmup tool. A sales email that lands in the spam folder will seldom be opened. That’s why a great way to increase your open rate is to improve your deliverability. Email warmup tools improve deliverability by automatically generating positive engagement in your inbox, signaling ESPs that you are a trustworthy sender and helping you land your emails in the primary inbox.
  • Do not rush sales. Selling emails, as weird as it may sound, must motivate one to buy, not sell. I.e., the main message of such letters should be your effort to help potential customers purchase exactly what they need, not you focus on boosting your own sales.  
  • Work on the design of your emails. A well-designed sales introduction email template or otherwise leads to audience’s positive emotions, which then boosts your click rates.
  • Select the time properly. The highest clickability is reached on Tuesdays and Thursdays in some business niches. In others, the maximum conversion tendencies take place on weekends. One should also consider that the clickability of letters can depend on the number of newsletter campaigns you initiate monthly or the type and scale of your business. Analyze your campaigns in order to get an image of the most fitting newsletter timeframes.
  • Study your subscribers’ behavior. You will require specialized software tools for collecting analytical data to research the most common types of behavior among your audience. Thus, you will be able to define which people react to your letters, what attracts them and makes them click on the links included the most, how much time they spend reading your letter etc. Such an analysis will help you make more thorough decisions in the aspect of design, usability, or text contents of your direct sales email template.
  • Develop a complex marketing strategy. The composition of a good sales email template is a consistent part of your marketing strategy, not its separate tool. For instance, you can integrate your templates with social media – this will bring you much higher sales rates as opposed to just sending out inquisitive emails and waiting for something good to come out of it.  


As you can see, email marketing can be a highly efficient way to communicate with an audience – it provides the highest ROI (Return on Investment) and is the best way to generate leads. In turn, using a well-composed cold sales email template or any other type of template will help you get the most out of this sales-boosting tool. You can integrate it with your own CRM to automate the business processes related to the interaction with potential and existing customers.