Sales Emails That Work

Ah, email. Our favorite way of talking to one another without actually talking to one another!

Remember the good old days when people actually liked getting email? You would send one to someone and they would OPEN IT!

Over time, email has lost a bit of its luster BUT it can still be a very effective sales tool if it’s used effectively.

I’ve got a few suggestions for when writing sales emails that work. 

Rule #1: Don’t send an email when a phone call is more effective.

This is my concern for a lot of salespeople. I’m going to call some of you out on this right now, and that is we send a sales email because it’s easier. We send a sales email because it’s more comfortable.

You cannot make decisions based on what is easier or what is more comfortable. You need to make a decision based on what is right, based on what is most effective.

And if you’ve got something important to communicate to the customer, your first choice should always be a voice-to-voice conversation.

The problem with email is it’s one-sided. So, pick up the phone.

Rule #2: Provide Value

Don’t send a sales email unless a customer will actually find value in the content. Don’t send an email unless the customer will actually appreciate the content.

So if your sales email says, “Hey, just checking in.” No. That doesn’t pass the Rule #2 test. There’s no value to your customer. You have to ask yourself the question, “Does this email add value to my customer’s life in some way? 

Would my customer like to receive this?”

That can be a hard question to answer. So, you can run it through your own self-test. After you write the email, ask yourself, “Would I want to receive this? Would I be happy about receiving this email?”

Don’t send an email unless there is valuable content. And by the way, that clever little kitten video? No, no, no, no. That’s not value. Value is something that makes their purchase decision more enjoyable, more informational, and a more helpful experience.

Rule #3: Don’t send a sales email without a call to action. 

Every time you send an email it’s a one-sided conversation, so you must include something that helps you connect through to the next interaction.

Don’t think about email as a separate opportunity to communicate with your customer. Think about it as part of your communication arc, your communication narrative.

This is one long conversation that includes every face to face, every voice to voice, every text message, every email. It should be part of that same strategy.

NEVER…I repeat…NEVER send a sales email without a call to action. Always ensure the email you send connects to the last conversation and connects to the next conversation.

There is a place for sales email, but only when it benefits the customer, not when it’s easy for you. If you get this right you can use this as a very valuable tool to help move the sale along and to help your customers’ dreams come true.

Until next time, learn more to earn more.


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About the Author: Jeff Shore

Jeff Shore is the Founder and CEO of Shore Consulting, Inc. a company specializing in psychology-based sales training programs. Using these modern, game-changing techniques, Jeff Shore’s clients delivered over 145,000 new homes generating $54 billion in revenue last year.