How To Write Emails That Sell

(By Gil Gerretsen) The marketing email remains one of the most potent tools in a marketing strategy. While social media trends fluctuate, the inbox is a direct line to your consumer. However, a crowded inbox means your message must be more than just informative. It must be a precision-engineered piece of communication that earns the click. This marketing brief breaks down the anatomy of a high-converting email and how to move beyond basic templates to drive real revenue.

Executive Summary: The Core Principles of Inbox Success

Success in email marketing is not about volume. It is about relevance and resonance. To capture attention, a marketing email must solve a problem or fulfill a desire within seconds of being opened. The most effective emails prioritize a singular goal, use high-contrast calls to action, and maintain a conversational tone that reflects the brand identity. By focusing on the recipient’s needs rather than the sender’s ego, businesses can transform their email lists from static databases into active communities of buyers.

Background: Why Most Emails Fail to Convert

Historically, email marketing was treated as a digital version of direct mail. Brands would "blast" their entire list with generic flyers. In the modern era, spam filters are more sophisticated and consumer patience is thinner. Most emails fail because they are either too long, too self-centered, or lack a clear direction. With over half of all emails being opened on mobile devices, any message that is not optimized for quick reading and easy tapping is essentially invisible to the modern consumer.

Analysis: Breaking Down the Anatomy of an Email

To write a compelling email, you must understand how a reader processes information. This happens in three distinct phases:

1) The Subject Line: This is your first impression. It must create curiosity or urgency without appearing like "clickbait." Short, punchy lines often outperform long descriptions. Make an all-out effort to intrigue your recipient right from the start (if you don't, then you never will).

2) The Preheader: This is the preview text visible in many apps. It should act as a "second subject line" to provide extra context that pushes the user to open.

3) The Greeting: Unless you are applying for a job, any email that starts off too formal gets dumped. Never use the word “Dear” to greet them. Just use their name (Mr. Smith). If you’re feeling a little sassy, say “Hi, first name.” Act naturally. The point is to move quickly to the first sentence and avoid giving the recipient a reason to delete your message before you even get started.

4) The First Sentence: Tell them WHY you are interrupting their day in one punchy sentence. It should build on the promise from your subject line and lay the foundation for what will follow. Focus only on them. Remember the WIIFM rule (What’s In It For Me). How will you make their life better? Keep it short and sweet. Keep rewriting it until you can’t find an effective way to make it any shorter.

There are generally two effective ways to do it. Option 1 is to include the fact you share some common personal or professional connections. Casually mention one or two share interests, but don’t come across as a stalker. Option 2 is to prove you are familiar with their achievements, work, or worldview. This type of familiarity shows respect and lets them know this isn’t a form letter.

5) The Second Sentence: Quickly show them WHO you are and what you could bring to the conversation. Answer the question which is foremost in their mind” Who is this person and why should I care? Make it clear you are a peer who brings value to the table. Don’t brag. Be more overt. For example, “My employees (or clients) often ask me about …” or mention some part of your background which conveys you have a winning track record.

6) The Last Sentence: Simply ask them WHAT you want to ask. Be clear and don’t apologize. Remember that they are busy, so give them something they can simply answer with a 1-3 word response. Focus on getting them to take the next simple step.

Three short sentences. That’s all you need to begin a conversation.

Recommendations: Strategies for Higher Engagement

Refining your writing process requires a shift in perspective. Follow these strategic guidelines to improve your results:

1) Write to One Person: Avoid using "everyone" or "all our customers." Use the word "you" and write as if you are sending a note to a single friend. This creates an immediate psychological connection.

2) Focus on Benefits, Not Features: Do not just list what your product does. Explain how it makes the customer's life easier or better.

3) Mobile First Mindset: Draft your copy on a smartphone or in a narrow window to ensure the most important information remains above the fold.

4) Keep it Scannable: Use short paragraphs and bullet points. Most people skim emails before deciding whether to read them in depth.

5) A/B Test Your Hooks: Always test two different subject lines for every campaign. This data is the only way to truly understand what triggers your specific audience.

Next Steps / Implementation: Putting Knowledge into Practice

To begin improving your email ROI immediately, start by auditing your last three campaigns. Identify which links were clicked most and which subject lines fell flat. Als set a schedule for regular list cleaning. Removing inactive recipients ensures your engagement metrics remain accurate and your deliverability stays high.

One final thought about an error made by many entrepreneurs and rainmakers. If your signature declares you are both "President and CEO" (unless you are a publicly-traded company), you are signaling smallness rather than bigness. In the world of private business and professional services, the phrase CEO should never show up in your marketing (or anywhere else).

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