How to Write a Killer Sales Email

Writing a killer sales email can seem like a hard task at times, after all, how do you make sure your email is the one that stands out from the crowd and gets read, let alone actioned? When you look at the anatomy of an email, there are certain things that you can do to give yourself the best chance at success.

There are 5 elements to an email:


  1. Subject Line
  2. Opening Line
  3. Body Copy
  4. Closing Copy
  5. Signature


Let’s dive in and have a look at each element!

The Subject Line

The subject line is the first thing the prospect will see, so you need to make it short, sharp and of course interesting. This is where you need try and make sure you don’t come across as a used car salesman!

Try and intrigue people: –

James, quick question for you

Question about your last sale Matt

Paul recommended I get in touch

John, only silly business owners would ignore this

Those examples all have a few things in common, they have personalisation – that is a key to helping you connect with the person, showing them you know them. Then there is the sense of importance or familiarity in some cases where you are trying to interact with them for a reason.

While writing a subject line there are words which you should avoid at all costs, as they are considered spammy and will cause you issues:












TIP – Test things out

One subject line is never going to win everyone over, it’s always a good idea to test things out and send to a couple of smaller groups of data before settling on one of them. This is called A/B split testing, it means you get to see which is the most effective before doing a full send out.

The Opening Line

Once you’ve got them to open the email, getting their attention for the rest of it is just as hard, if you start the email with “Hi my name is….” then you’ve lost them already, you’ve just demonstrated in  4 simple words, that you do not know the person you are talking to, and that is the end of the conversation right there.

Instead of losing their attention here are some opening lines that will give you a booster:

I noticed you…..

Congratulations on xxxx

Saw that we both

[Mutual Connection] mentioned….


Simply starting the conversation rather than wasting your first few seconds on “hi, how are you” makes better use of your limited interaction time with the contacts, remember, most people have an attention span of less than 8 seconds….so make it


The Body Copy


By this stage you’ve captured their attention, you’ve got them to open the email and then read on, so now it’s about engaging with them and getting across your value as a company/individual – building trust and confidence in what you do. This doesn’t mean you start making big claims in order to keep their attention i.e. “We increase your sales by 500%, yes that’s right folks 500%!” All that does is make you sound like a used car salesman boasting about a claim he can’t back up.

One tactic that works in these emails is asking a question about a pain point they might have i.e.

Does your business close enough deals?

Do you get enough leads in order to keep your sales staff business?

Is [Product X] a priority for you right now?

What are your plans for increasing your bottom line?

How can you get your staff to be more productive?

The Closing Copy

Finally it’s the closing section, the bit where you have the call to action (CTA). This is the bit of the email which you will get people to do something, such as booking a meeting or a time to talk, taking a trial of your system or downloading a whitepaper on your product/service – something that gets them to engage.

Once they have done that, the ball is in your court to do the all important follow up!

The Signature

The last thing they will see will be your signature, it shouldn’t distract from the main call to actions but it should contain the important details and ways in which people will be able to contact you to ask more questions.

Keep it short, include your phone number – no email address (you are already sending from your email your email address), link to your Linkedin profile and try and avoid unwanted corny quote.

Build that and you’re good to go!

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