How to Write Sales Emails that Drive Better Conversions

Did you know that over 306.4 billion emails are being sent and received every day? 

Today’s digitally-powered world has made sending and managing this staggering number of emails feasible via modern tools. For instance, email marketing software manages and tracks email messages. A CRM streamlines and maintains customer contacts and a digital adoption platform delivers an excellent user experience while improving the customer satisfaction rate.

Although these tools have quickened the processes, it is observed that most marketing campaigns are not receiving the expected ROI. Emails, for instance, are a great channel to engage customers. However,  a majority of emails are either not opened or marked as spam. 

Email copy contributes significantly to the performance of the emails. In this blog, we’ll share how to write an engaging email copy that drives conversion. 

3 Steps to Write Persuasive Sales Emails

1. It All Begins with Creating a Solid Plan

A common mistake that most sales professionals make is they start writing emails without a plan. Make sure you spare enough time in planning what’ll go in your emails.  

Identify the purpose

Understand the reason why you are sending the email. Is it to schedule a demo? Are you sharing an ebook? Is it to notify customers about an upcoming sale? 

The email content should precisely serve the purpose you’ve determined. 

Know your audience

Divide the recipients into various segments based on their job position, demographics, interests, position in the sales funnel, and source. It will help you craft targeted messages that resonate with the recipients.

Address the audience’s pain points

With proper segmentation, you can gain insights into the recipient’s pain points. Discussing their challenges and including solutions in the emails will not just drive them to act but also make them feel valued. It builds trust and confidence in the products or services you offer. 

Check out this email. Pay attention to how the brand addresses the pain point of the audience and provides a solution.


2. Work on an Engaging Email Copy

Write catchy subject lines 

Did you know that 69% of email recipients mark emails as spam solely based on the subject lines? Hence, emails should contain stunning subject lines that recipients cannot resist. 

Here are a few tips to help you write captivating subject lines.

  • Keep it concise, simple, and personalized. 
  • Talk about the end benefit or share a reason to click. For example, $50 Coupon for you! or Exclusive offer inside.
  • Create a sense of mystery and generate curiosity in the minds of the recipients like Plum does for its customers.
  • Try including relevant emojis to beat the plain text subject lines

Make it interesting 

Email copy drives the recipients to take action on the CTA. Follow a storytelling approach to convey the message by including case studies and examples.

Injecting subtle humor into the messages will engage recipients, giving them a reason to read the email and act. Add a humorous video or a funny gif to the message to make it more engaging.

  • Ensure the messages follows a persuasive and conversational tone.
  • Make the message as concise as possible. 
  • Personalize your email content to make your customer feel valued.

Check out this email by NewsCred, a leading content marketing firm. It notifies the readers about the state of traditional analytics tools and invites them to be a part of their webinar. 


Use a relevant CTA

Once your recipient has read the email, persuade them to act by adding a relevant CTA. It should be convincing enough to make the reader click on that button. 

Here are some CTA best practices to help you nail your emails.

  • Use a single CTA button in the emails to avoid confusion. 
  • Craft the CTA text according to the email content. 

For example, this email by Airtable, a platform for building collaborative apps, talks about various templates they offer to the users. The CTA text – Browse the gallery urges the users to check out their template database.

  • Include action words in the CTAs, such as Take this 1-minute survey, Download your free copy, or Book your seat. 
  • Ensure that the CTA stands out in your email design.

Pay attention to the email design

Use a clean layout by organizing the content, images, and buttons in a way that is easy to read and comprehend. 

The two most common email layouts are the Z pattern and the inverted pyramid. 

Z Pattern 

The Z Pattern is a form of email design where the recipients read from left to right, diagonally from top to bottom. It is primarily used for emails having CTA as the main takeaway and minimal copy. It helps readers to skim the content quickly and is thus, perfect for showcasing product features. 

Take a look at this email. Observe the eye movement as you read this email. It goes along the shape of the letter Z – left to right and then down. This layout of emails ensures that the recipients read the entire email content.

Inverted pyramid

The inverted pyramid follows a straightforward approach presenting recipients with the offer, some essential information about the offer, and an opportunity to learn more. 

Check out this email by Canva. It catches the attention of the readers at the top of the email and narrows the focus to a CTA button. It forms the shape of an inverted pyramid. 

Other aspects, such as color, font, placement of content, and positioning of images or videos also play an important role in email design. Finally, make sure you optimize all emails for viewing on mobile devices. 

Use email marketing software, such as User to prevent design or layout-related problems and boost UX.

3. Analyze the Email Strategy

A/B test the email content

A/B testing emails share different versions of emails and allow you to analyze their performance. It helps you make data-driven decisions pertaining to the email content and design, thus improving user experience. 

Every element of the emails right from the color of the buttons to CTA placements, from subject line to message content and its tone can be tested. Divide the audience into two segments to test the email copy. Keep an eye out for the analytics to monitor the performance.

Tools like HubSpot A/B Testing Kit, Optimizely, Freshmarketer, or Intercom to experiment with the emails.

Schedule email deliveries

Timing is everything when it comes to emails. According to WordStream, Tuesday is considered to be the best day to send emails followed by Thursday and Wednesday. While the best time to send emails is 8 a.m. to 5 p.m.


Hence, it is wise to schedule the email deliveries using marketing automation for different time zones. Leverage email marketing software to set reminders and receive notifications about scheduled emails.

Monitor the email performance

Tracking the progress of email campaigns offers in-depth insights into measuring the performance of emails. Monitor KPIs like open rate, bounce rate, clickthrough rate, as well as unsubscribes. Do not forget to check these email metrics regularly. 

Almost all email marketing software like User offers intuitive reporting features to track email performance.

Get Started with Your Emails

Writing an effective sales email takes time and effort. A perfect sales email is a combination of an impressive subject line, engaging and relevant content, impressive design, and a strong call to action. 

Follow the tips shared in this blog post to craft the perfect email, grab the attention of your customers, and drive conversions through email.