How to create sales emails that build connections (not just sales)

By Internet Marketing

sales emails
Nurture your customer relationships with sales emails. After all, business is all about people, not products.

Sales emails – They sound awful, don’t they? Who in the world wants to read sales emails?

You’d be surprised.

Here’s the secret – your sales emails need to not look like sales emails. Today’s consumers are inundated with advertisements every moment of every day. Your “salesy” emails are going to be instantly trashed, right after they leave a bad first impression (and create a teeny tiny bit of resentment).

People don’t buy products – they buy ideas, lifestyles, and inclusion. They need running shoes, but they WANT a life where they’re fit, they feel great, and they’re a “runner.”

How to create sales emails that sell more than products

When you get a lead to give you your email, it’s a beautiful thing. And very profitable, if you play your cards right. To create sales emails that sell more than products, step out of the box of trying to SELL, SELL, SELL. Instead, think of each email as a piece of conversation.

That being said, don’t discount discounts

People love discounts, so by all means, send your leads coupons and freebies. Nothing says “I love you” like free stuff.

But don’t stop there – and don’t linger there either. Send your leads discounts every day and you’ll lose the power of scarcity to nudge them into making a purchase.

Include these in your sales emails to make a connection – not just a sale

Tell stories

Storytelling is powerful. We’ve been doing it since the dawn of time, and stories still capture our imaginations in a way nothing else can. The cool thing about the human brain is that, when we hear a story, our brains can’t readily distinguish between the story and real life. That’s why we cry at sad movies.

When you tell stories that inspire your customers (and they don’t have to be novels; less is more) you make a primitive, deep connection with your customers.

Inspire emotion

Emotions make people buy, not facts and features. We like to convince ourselves that we’re logical, rational, evolved beings, but for the most part, we’re still driven by our instincts and emotions a lot more than we’d like to admit.

If you can inspire the right emotion in your customers, you put them in a state that YOU control (as long as you’re creating the emotional state you want).

There are a few key emotions that urge people to buy: fear, excitement, inspiration, and scarcity are a few that come to mind.

There are a few key emotions that tend to make people not buy: discomfort, hostility, grief, and insecurity are some examples.

Write to someone, not everyone

People like to see their own names and hear that they’re part of a group. Use your lead’s name, and write your emails in such a way that they sound as if they were written just for them.

Here’s the tricky part – When you write to everyone, you touch no one. So figure out who your target market really is … and then write to them. This is where a system like Infusionsoft can really come into play. With Infusionsoft, it’s easy to segment your list into sub-lists for different types of customers. You can send individualized marketing messages to different subsets of customers. You can segment by age, address, what they’ve bought previously, and anything else you can think of that might be important.

Get personal and make a connection

Don’t be afraid to tell your leads a little about yourself. If you’re going to be sending your leads a series of emails in the hopes that they will eventually make a purchase from you, go ahead and tell them a little about your company too. Just like you’re more likely to remember a person from a party that you had a conversation with versus someone you were only introduced to, your leads are more likely to recall your brand if they know a little about you.

Go ahead and include funny pictures from your company holiday party or an intriguing story about the first days of being in business. Remember, business is all about people. Don’t be afraid to show your company’s human side.

Value – Always value

No matter what you send your leads, make sure there is value in it. Whether it’s a discount, a funny story, a tip on how to use your product, or something else, make sure your sales emails contain information your leads will actually want.

It may sound obvious, but you’d be amazed at how often businesses send out sales emails that are interesting the THEM, but fall flat with the people they are trying to reach.

Need help creating powerful sales emails?

Call GetUWired today. We write persuasive, brand-building, high-converting sales emails for companies all over the world. Give us a call at 877-236-9094 or visit us online at



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