Writing effective sales emails is both an art and a science. The right words, structure, and formatting can mean the difference between being ignored and getting the click. Here are 16 tips to help you write emails that engage, persuade, and convert.
1. Use “you” to make it personal
The word “you” is the most powerful word in copywriting. It shifts the focus from your business to your reader, making your message feel personal and relevant.
2. Place links above the fold
Many people read emails on their phones. Make it easy for them by placing at least one clickable link near the top of your message so they don’t have to scroll.
3. Use numbers instead of spelling them out
In copy, 8 performs better than “eight.” Numbers stand out visually and make your message easier to scan.
4. Eliminate vague phrases
After writing each sentence, ask yourself: What does this mean? If you can’t answer clearly, rewrite until it’s concrete and meaningful.
5. Focus on real benefits
What do your readers truly want? Avoid weak or generic benefits. Instead, highlight results tied to saving money, making money, increasing happiness, reducing stress, or creating a sense of belonging. Differentiate your offer from competitors and answer: Why should they choose you?
6. Be clear on the purpose
Before you write, decide: What’s the one action I want the reader to take? If it’s not clear to you, it won’t be clear to your audience.
7. Use 16-point font
Larger fonts increase readability—especially on mobile. Serif fonts often test stronger than sans serif for email body copy.
8. Sell the click, not the product
The email doesn’t have to close the sale. Its job is to get the reader to click through. Keep your copy focused on creating curiosity and desire to learn more.
9. Avoid weak words
Don’t soften your message with words like may, maybe, hope, wish, try, could, perhaps, or strive. Instead, use strong, confident words like will and can.
10. Add multiple clickable links
Give readers more than one chance to take action. Include links in the opening, middle, and end of your email.
11. Write in active voice
Passive voice weakens your message. Stick to active, present-tense writing for clarity and impact.
12. Use link colors that stand out
Classic reflex blue still performs well because people instinctively recognize it as a link color. Make sure your links are obvious and easy to spot.
13. Keep subject lines short
Aim for 50 characters or less so your subject line displays fully on mobile devices. Shorter subject lines often perform better.
14. Test something in every email
Continuous improvement comes from testing. Experiment with subject lines, CTAs, formats, or offers—and track what moves the needle.
15. Include a customer quote
A brief, authentic customer testimonial adds credibility and trust. Real voices make your message more relatable.
16. Make three calls to action
Don’t just include one CTA. Repeat it in different ways throughout your email. Three well-placed CTAs can significantly boost conversions.
Final thought
Great email copy isn’t about tricks—it’s about clarity, relevance, and value. Use these best practices consistently, keep testing, and refine your approach. The more you personalize and simplify your emails, the more clicks and conversions you’ll see.