Email marketing still remains one of the most effective ways to build relationships with your audience and nurture leads and ultimately drive sales. But let’s be honest, none of us enjoy receiving emails that feel really salesy! So, how do you write emails that genuinely connect with your audience and inspire action without being overly pushy? Here’s how…
Start with value and not the saleÂ
Your audience are more likely to open and engage with your emails if they know they’ll gain something useful from them. Try to focus on educating, entertaining or inspiring rather than going straight for the sale. Share some helpful tips or insights and potentially even share your personal story that relates to your business.
Example: If you’re a skincare brand, instead of immediately promoting a product, send an email titled “5 Simple Ways To Achieve Glowing Skin This Winter” and then you can naturally introduce your products as part of the solution.
Use A Conversational Tone
Emails that sound robotic or overly corporate will often get ignored. Write as though you’re speaking to your best friend. Keep the tone friendly, warm and personal. If you wouldn’t say it out loud in a conversation, it probably doesn’t belong in your email.
Write Engaging Subject Lines
Your email won’t convert if no one opens its! Your subject line should spark curiousity or highlight a benefit. Try some of these suggestions:
- Ask a question: ‘Struggling with [problem]? Here’s a quick fix!’
- Create urgency: ‘Last chance to grab this exclusive freebie!’
- Make it personal: ‘Laura, here’s something just for you…’
Try to avoid spammy language like ‘Buy now’ or ‘Huge discount’ as this can land your email in the junk folder.
Keep It Short And StructuredÂ
We are all guilty of this, but people skim emails, so make sure yours is easy to read. Use:
- Short paragraphs
- Bullet points or numbered lists
- Subheadings to break up the text
- A clear call to action (CTA)
Your CTA doesn’t always have to be ‘Buy now’, it could be:
- Reply and let me know what you think
- Click here to grab your free guide
- Follow us on Instagram for more tips
Personalisation Is KeyÂ
Personalised emails get higher open and conversion rates. Use the recipient’s first name and segment your email list so your messages feel relevant. Sending a birthday discount or a recommendation based on past purchases makes your emails feel tailored and thoughtful.
Tell A Story
Storytelling is a powerful way to engage readers without being overly promotional. Share customer success stories, your personal experiences or behind-the-scenes glimpses of your business.
Example: Instead of just promoting a new course, share how you struggled with the same problem and how the course was created to help others like you.Make it Visually Appealing
Plain text emails can work well, but a well-designed email with images, branding and whitespace enhances readability. However, keep it clean and professional – too many graphics or bright colours can be overwhelming!
Test and AnalyseÂ
Not every email will perform the same. This is where A/B testing comes in. Test subject lines, CTAs and content styles to see what works best for your audience. Check the open rates, click-through rates and conversion rates to continually refine your strategy.
At the end of the day, creating emails that convert without feeling overly salesy is all about building trust, offering value that only you can offer and fostering relationships. When you prioritise helping over selling, your audience will naturally engage with your content and be more inclined to take action. So, the next time you hit send, ask yourself: Would I want to read this email? If you need help writing the perfect email marketing strategy, then please drop me an email and we can chat!
