How to Structure a Sales Email

Have you ever considered email marketing?
No?
Well you should because did you know that one in every seven humans on the planet has a Gmail account? Now that is a huge audience.
So how do you gain the attention of a large audience?
It all comes down to how great your email campaign is. Not only must you get recipients to open your sales email, but you also need them to take action, in other words, drive conversions.
To help you create an effective sales email campaign, here are 38 tips that you need to know:
1. A definitive purpose
Before constructing your sales email, you need to have a clear understanding of the specific purpose behind each email.
What do you want to achieve once you click the “send” button?
You may want to promote a new product or you might want to discuss a major update to your service. Whatever it is, be sure that you address the purpose within your email as it will influence the content you feature, call to action (CTA) you decide to use, and so forth.
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2. Specialised targeting
For many brands, it is likely that there are multiple audience personas.
Using specialised targeting towards these different audiences is critical for getting the right marketing material on the screens of each email subscriber.
Create a list of different personas and send out individualised emails based on each group’s needs and preferences. This ensures that no one receives irrelevant content which may impact your open rate and conversions.
3. An eye catching subject line
Due to our increasingly busy lifestyles, many people don’t open emails.
This is why you need an eye catching subject line to motivate subscribers to open the email.
Here are some questions you want to ask yourself:
• What interests my target audience?
• What would entice them to open my email? A sale? A new product range? A competition?
4. A personalised message
It is important that you personalise each email as it will improve your open rate and conversions.
We advise that you use each recipient’s first and last name.
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5. Be brief
An email isn’t the best place to send a long detailed essay. Save those for your website blog.
Keep your emails short, direct and simple for maximum impact.
Be brief - How to Structure a Sales Email
6. Have a natural voice
Avoid formal language and jargon.
Instead opt for a conversational tone as if you are speaking directly to the person.
7. Use the power of words
Words have power.
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Studies in psychology have shown that people respond better to some words than others.
Here’s a list of powerful words that you can use in your email:
• Amazing
• Breathtaking
• Delight
• Stunning
• Bargain
• Best
• Free
• Pay zero
• Lifetime
8. The word “you”
In many situations, people ask this question to themselves, “What is in it for me?”
If you want someone to immerse themselves in your email, you must appeal to them on a personal level.
Include “You” in your emails to help you connect with your readers.
9. Ask questions
Asking a few questions is an effective way to create rapport and get readers interested. This is because it mimics the feel of a face to face conversation.
10. Empathy
People are interested in buying a product or service for a reason.
Make it clear that you understand why they want it and that your goal is to help them find a solution.
11. Trustworthiness
Establish your brand as a trusted source.
People will only read your email and interact with your brand if they find you are trustworthy and reliable.
12. Say “thank you”
Thanking your readers for their time and consideration into reading your email is a great way to show that you appreciate them.
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13. A personalised product recommendation
Personalisation is all the craze.
Take into consideration the different needs and wants of each target audience and suggest a link to personalised product recommendations.
14. Educational and/or entertaining content
Beware of super salesy content as you will kill your subscriber’s vibe.
Along with promoting your brand, focus on educating and entertaining your audience.
15. Eye appeal
Platforms, such as MailChimp, offer a wide array of design features to make your emails stand out. Use these features to your advantage.
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16. A branded template
It is very important to create your own brand template. Achieving consistency is vital for establishing and reinforcing your brand identity.
Mailchimp is an example of a platform that offers everything you need to create a branded template.
Try to incorporate your brand’s colours, logo and style so that your readers can easily distinguish you from other brands.
17. Standard font
Keep your fonts simple. We suggest Arial and Calibri, as these are easy on readers’ eyes and encourages them to read through the entire email.
18. Font consistency
Stick to one front instead of switching from font to font throughout the body of your email.
19. Short paragraphs
White space. Do we have to say more?
Use short paragraphs to increase the amount of white space in your emails.
One to three sentences per paragraph is optimal.
20. Sub-headers
Sub-headers should be used in your email to provide breaks and highlight main points.
Avoid include a large mass of text without breaking them down to individual sections.
21. Bullet lists
Break down longer lists into concise and succinct points using bullet lists.
Your readers will thank you.
22. Visuals
People respond very well to visuals.
Use at least one image per email to give it some extra oomph to fulfill your reader’s desire for visuals.
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23. A video
An effective way to increase your open rate and conversion rate is to include a video. Not necessarily needed in every email you send but every now and then, it is worth using.
24. A clean layout
Before sending out each email, be sure that there is no clutter so it has a minimalistic feel.
25. An enticing offer
Your offer should be enticing to your specific target audience.
Ask yourself whether it really tingles your readers’ fancy?
27. Specific benefits
Make sure you mention the key benefits. Let your readers know how their lives will improve if they invest in your brand.
28. A clear call to action
One of the most critical elements of a sales email is call to actions. Having a clear CTA will help your readers’ know what they should do next.
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29. Social proof
Social proof is effective in sales email because it is always useful to back up your product or service’s legitimacy.
30. A link to your website
Add at least one link to your website to increase direct traffic and help people learn more about your brand.
31. A link to your blog
If you have a blog, why not add the link to your blog as well? It will increase blog readership and create more buzz.
32. Share buttons
To increase your social media following, be sure to add social share buttons to popular networks such as Facebook, Twitter and Instagram, or seek guidance from social media consultants.
33. A forward link
Forward links are useful for readers who love your emails and would like to share them with their family or friends.
You can make it easy for them by including a forward link so that with a click of a button, they can share it with others.
34. A signature
Including a signature in your emails is another way to solidify your brand identity.
35. Business info in the footer
To make your email look more professional, include key business info in the footer, such as address, phone number, and other contact information.
36. An unsubscribe button
Give your subscribers a clear way to unsubscribe from your emails.
If your subscriber wants to call out, if there is no easy way to stop your emails coming through to their inbox, they will feel annoyed and even have negative connotations towards your brand.
37. A means of feedback
If someone does unsubscribe, it is crucial to know why they decided to do so.
Here’s an example:
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This will allow you to improve future emails to aim to prevent the rate of unsubscribers.
38. Mobile-friendliness
With many more people opening their emails on their mobile devices, it is critical that your emails are mobile-friendly.
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If you master the skill of email marketing, it has potential to create value for your business.
By ensuring that you use all the elements above to spice up your sales email campaigns, you can boost both your open rate and rate of conversions.
What do you think the most important elements one should know before they start constructing a sales email?

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About the author

Olivier Mamet is the director and owner of The Seo Consultant & Out of the box. The first one providing search engine optimization, online public relations, social media marketing and the other providing video marketing and video production services. A general enthusiast of the Internet of Things.

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