How to Write a Sales Email That Converts Like Crazy

Writing a sales email is both an art and a science. It’s the trigger that guides a potential customer from curiosity to conversion.

But how do you make your email convert?

If you’re struggling to get responses from your sales emails despite spending hours writing each one, this post is for you. I’m going to break it down in a step-by-step format so you never have to spend another hour wasting your time on emails that don’t convert. You’ll learn how to perform prospect research, how to build tension, resolve objections, and make a clear call to action. I’ve also added a bonus tip at the end that simplifies the process so you don’t waste time writing an email no one cares about.

The secret to writing a converting sales email lies in understanding the psychology of your audience and strategically structuring it to lead your customer down the path of choosing your product/service.

By the end of the email, it should feel like your offer is a no-brainer.

To achieve this level of persuasion, the first step in the process is all about knowing what your audience wants. It’s also the step most people don’t spend enough time on.

Step 1: Research – Know the Hero of Your Story

The most important aspect of writing an effective sales email is understanding that the main character of your story isn’t your product or your company—it’s the customer. This shift in focus requires you to dive deep into the life and challenges of your potential customer. You have to understand what your customers are looking for and what problems they are looking to solve.

To achieve this, I recommend you start with a process called empathy mapping.

Empathy Mapping

This strategy involves picturing your potential customer’s day-to-day life and the emotions that influence their buying decisions. Here are some critical questions to guide your empathy mapping:

Where are they in their buying journey?
What is annoying the customer?
What keeps them up at night?
What battles are they facing?
What are their characteristics, behaviours, and attitudes?

After you’ve done your research and answered the most basic questions about your customer, it’s time to refine your empathy map. Group the answers into the four key categories:

What does your customer…

Say
Think
Feel
Do

By performing the research, you’ll have a better idea of the emotions, experiences, and pain points of your users. This makes it a lot easier to write a sales email that captures the reader’s attention and converts because it resonates with them on a deeper level. You also need it to write an effective intro.

This brings me to step number two.

Step 2: Write an Introduction That Focuses on the Problem

The introduction of your sales email sets the tone for everything that follows. It’s your first opportunity to engage the recipient and make them feel understood. To write an effective introduction, focus squarely on the pain points and problems your potential customers are facing. This approach not only captures their attention but also positions your email as immediately relevant to their needs.

Here are some tips on what to include in the intro:

Start with Empathy

Begin by acknowledging the challenges your audience is facing. This shows that you understand their situation and are not just selling a product but offering a solution. For instance, if your target audience struggles with crafting effective sales emails, you might start with, “Are you struggling to get responses from your sales emails despite spending hours crafting each one?”

You may have even noticed I included this in my intro to this blog post…

Highlight the Pain Point Clearly

This isn’t the time for subtleties; state the pain point clearly to engage with their experience. For example, “If you’re finding it hard to engage prospects or facing low open rates, you’re not alone.”

Connect Emotionally

Use language that connects emotionally, showing that you grasp the frustration or difficulty they feel. Phrases like “We understand how frustrating it can be…” or “It’s discouraging when…” can deepen this connection.

Segue into a Solution

After highlighting the problem, briefly hint at a solution. This sets the stage for the rest of your email, where you will elaborate on your solution. For example, “What if there was a way to turn every sales email into an opportunity to genuinely connect and convert?”

By focusing your introduction on the recipient’s problems and pain points, you immediately make your email relevant and engaging. This strategy not only increases the chances of your email being read but also positions you as a helpful ally right from the start.

Step 3: Highlight Your Solution

Once you’ve captured the reader’s attention by connecting with their challenges in your introduction, the next step is to present your solution. This part of the email is crucial—it’s where you transition from understanding their pain to offering relief. Let’s say you’re a software company that is selling an email marketing solution. Here’s how to effectively highlight your solution in a way that connects emotionally.

Link Directly to the Pain Points

Begin by directly connecting your solution to the pain points you’ve outlined. For example, “To address the frustratingly low response rates you’re experiencing, our tool simplifies the process of crafting personalized, compelling sales emails.”

Use Simple Language

Keep your language casual and straightforward. Avoid jargon and complex explanations. Instead, use clear, concise language that makes the benefits of your solution easy to understand. For example, “Imagine sending out emails that not only get opened but also get replies. That’s what our software helps you achieve.”

Appeal to Their Emotions

Tap into the emotional benefits of your solution. Show how it will make their life easier, reduce stress, and ultimately make them feel more successful. “With our tool, you’ll feel confident and in control, knowing your emails are optimized to engage and convert.”

Showcase Immediate Benefits

Highlight the immediate positive changes your solution offers. For example, “Within weeks of using our service, many of our customers see a 50% increase in their email engagement rates.”

Include Social Proof

Reinforce the credibility of your solution with testimonials or data points that prove its effectiveness. “Join hundreds of satisfied customers who’ve transformed their email strategies with our help.”

By now, the email should have the customer curious and wanting to buy the product. But this is also when they will start to think of reasons not to buy your service/product. It happens naturally whenever we get close to buying something, regardless of the price tag,

To overcome this, you need to address the customers buying objections in the next section of your email.

Step 4: Resolve Objections – Anticipate and Reassure

All sales stories face resistance.

Potential customers have objections, which are often the last hurdles before a purchase decision. Addressing these objections proactively in your email will significantly increase trust and reduce friction in the buying process.

Here are some strategies to help you resolve objections.

Provide Proof

Use data, testimonials, case studies, or third-party reviews to back up your claims. Real-world evidence that others have succeeded with your product reassures the customer.

Use Testimonials Effectively

Include specific testimonials that relate directly to the objections your potential customers might have. For example, if a common objection is price, a testimonial that talks about the product being a valuable investment can be very convincing.

Provide Past Experience

Having experience in a certain field can help people trust your product and service. For example, let’s say you were a personal trainer in the past and are now offering health coaching advice online. In that case, it makes sense to highlight this experience so your customers know they are getting someone who has worked with people before to get in better shape.

Reiterate Benefits Over Features

While features are important, benefits directly address “what’s in it for me?” from the customer’s perspective. Make sure your email focuses on how the features of your product solve the specific problems or relieve the pains identified in your empathy mapping. This is best done in bullet point form.

By resolving objections, your email not only informs but also reassures the reader that your offer is the real deal.

This is when you need to step on the gas pedal and tell the customer to take action.

Step 5: Write a Clear Call to Action & Double Down on Outcomes

The call to action (CTA) should be clear, compelling, and easy to act on, guiding the reader toward the next step with confidence and urgency.

To write an effective and clear CTA, make sure you do the following:

Be Specific and Direct

Avoid generic phrases like “Click here” or “Contact us.” Instead, use action-oriented language that specifies what you want the reader to do, such as “Schedule your free consultation today” or “Start your trial now.”

Create a Sense of Urgency

Without sounding pushy, incorporate elements that suggest the importance of acting quickly—this could be a limited-time offer, exclusive access, or a special discount for early responders. Focus on highlighting what the reader will miss out on if they don’t act right away.

Minimize Risk

If potential customers are hesitant, lower the barriers to action. Offer guarantees, free trials, or no-commitment consultations. This reduces risk and makes the decision to act feel safer.

Make It Easy

Ensure that the action you want the reader to take is straightforward. If it’s a form they need to fill out, say so explicitly and ensure the link takes them directly to a simple, easy-to-complete form. The fewer steps required, the better.

Double Down on Outcomes

During a call to action, it’s important to continue to list as many benefits and outcomes your solution provides. You want them to believe you have the solution to their desire. Listing these outcomes will put them in the driver seat of how it will feel when they have your product or service. This makes it a no brainer for the prospect and gives them extra incentive to overcome that last bit of hesitation.

By carefully designing your CTA, you not only guide the reader on what to do next but also make it easier and more desirable for them to take that step.

Bonus Tip: Focus on a Single Message

This powerful yet often overlooked strategy can significantly improve the effectiveness of your sales email. When an email tries to sell multiple messages or asks, it can overwhelm the reader. Each additional request or piece of information also dilutes the overall impact and can lead to indecision, a phenomenon known as choice overload.

By focusing on just one key message, you make it easier for the recipient to understand and act.

It’s also way more likely to be read and understood. Emails with a singular focus are often shorter and more straightforward, which is essential in a world where people skim more than they read.

With only one action to take, the path to conversion is clearer.

There’s no competing call to action distracting the recipient, which can significantly improve the effectiveness of your CTA.

If there is one thing you should take away from this, it’s this.

Takeaways

Alright, so by now you’ve learned how to write an effective sales email. But in case you forgot or want a quick summary when referring to this guide, I’ve summarized the key points below:

Empathize Deeply: Begin by placing yourself in your recipient’s shoes. Use empathy mapping to grasp their pain points, fears, and desires. This foundational step ensures your email resonates on a personal level, increasing engagement right from the start.
Focus on Problems: Your introduction should zero in on the specific problems your recipients are facing. This immediately establishes relevance and sets the stage for presenting your solution as a must-have answer to their issues.
Present a Clear Solution: Link your solution directly to the pain points you’ve outlined. Use simple, casual language to explain how your product or service can alleviate their difficulties and enhance their professional or personal lives.
Anticipate and Resolve Objections: Before they arise, address potential objections with credible proof and testimonials. This builds trust and smooths the path to conversion by reassuring readers about the value and effectiveness of your solution.
Compel Action: Design your call to action to be clear and compelling. Make it easy for the recipient to take the next step without any hesitation. Remember, the easier you make it for them, the more likely they are to act.
Maintain a Singular Focus: Streamline your message to ensure clarity and prevent decision fatigue. Keep your email focused on one key message or ask to boost the chances of a response.

By using these strategies in your sales email, you’ll craft messages that capture attention and drive real results. Remember, the goal of every sales email is to make the decision to choose your solution seem like the natural next step for the reader.

Want to learn more about writing effective email campaigns?

Check out my blog post, “A Step-by-Step Guide to Boosting Your Email Conversion Rates.”

Finally, thanks for reading!

I hope you enjoyed the content and learned something new along the way.