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Alex Moran, Marketing Director

Effective Writing for Sales Emails

Sales in the digital age is becoming increasingly more difficult, especially as buyers continue to receive hundreds of emails every single day. Open, delete, open, delete, open, delete. As they attempt to quickly clear out their inbox of spammy requests, you (the salesperson) are only left with 3-5 seconds to grab their attention. So how do you do this? The key is to write a concise email that speaks to their needs. In this blog, I will show you a few things to consider when writing your next sales email to a prospect.

First, start with the subject line.

The goal here is to pique the interest OF THE READER. They do not care what new product you have to offer, how long you’ve been in business, or that you’re “just reaching out…” The reader is skimming the subject lines in their inbox thinking WIIFM (What’s In It For Me?) Take a minute to do some research and put yourself in this individual’s shoes. Identify and recognize their needs, then write to that.
  • Did someone refer you? Say that. “Jerry Seinfeld recommended I reach out…”
  • Do you know of a specific issue they are most likely facing? “Unable to reach your current IT Help Desk”
  • Ask a question they may be asking themselves but be sure this is a question you can answer for them.


*** You need to write like a real person. How would you want someone talking to you?

Second, the opening lines of the email.

You have 3-5 seconds before your reader hits the delete button. Make an impact here. The opening line/lines should align with your subject line. If you mentioned a mutual connection, refer back to that individual and why they suggested you two connect. Other good examples are:
  • “I saw your LinkedIn post about…”
  • “Congrats on winning Top 100 Companies to Work For…”
  • Mention a struggle they may be having that you have a solution for, “It’s incredibly frustrating when you can’t access your files…”

Next, the body of the email.

If the reader’s gotten this far, then you have their interest. Don’t lose it! Show your value and keep it short. Again, we want to keep it connected to the messaging in the subject line as well as the opening lines but bring in more details as to HOW you can benefit them and their business. List out an overview of the product or service and what this will accomplish for them. Draw attention to their goals and how you can help them to achieve this.


According to a study by Action Selling, 64% of sales emails don’t have an ‘ask’ in their closing and you are 50% less likely to do business after the first interaction with a prospect. This is where we want to start considering what your goal is within this email. Are you hoping to get a meeting with the prospect? Do you want them to download an ebook? Are you inviting them to join a webinar? Ask for it. Leave it up to them to say yes or no. Far too often, I peruse my inbox clicking through email after email using cliché and salesy phrases from people I’ve never met. Each of these senders hoping I will be inspired to click, read, and interact. Each hoping that their offer, their subject line, or their gimmick will help them stand out from the others. In this struggle to put themselves out there to become unique, they have all mistakenly become so ordinary. It’s in this digital age, that the best way to stand out, is to take yourself out of it completely. Instead, put the reader the reader in the forefront and soon you will be the one standing out afterall.