💰 It’s Not About You — 7 Email Writing Tips To Grow Online Sales

1. Stop Talking About Yourself

Let’s start with the basics: your readers don’t care about your brand's journey, your values, or how long you've been in business – at least not at first.

What they care about is what’s in it for them.

So, instead of saying, “We’ve spent years perfecting this formula,” try something like, “Here’s how this formula will remove your clothing stains in less than 30 minutes.”

This shift is about relevance.

Your brand’s story might be fascinating, but it’s the promise of tangible benefits that will keep your readers hooked.

Focus on what they gain, not what you’ve accomplished.

2. Speak Directly to Your Reader 

To build a strong connection with your audience, your emails need to feel personal – like a one-on-one conversation just between the two of you.

The simplest way to achieve this is by using “you” statements.

For example, rather than “Our products have helped eliminate over 100,000 pounds of plastic from oceans” try “You’re playing a crucial role in keeping our oceans clean with every purchase you make.”

This shift highlights the reader’s impact, making them feel directly responsible for the positive change they’re contributing to.

By focusing on “you,” the reader isn’t just another email recipient – they’re the main character in the story you’re telling.

3. Bridge Features to Benefits

Let’s be honest: no one buys a product just because it has a list of impressive features.

People make purchases based on how those features will improve their lives.

That’s where the magic happens.

When you translate features into tangible benefits, you’re showing your customers exactly why they should care.

Imagine you’re marketing to busy parents.

The feature “Our blender has 10 speed settings,” is boring.

Change this to “Our blender’s 10 speed settings let you create anything from smooth soups to chunky salsas. Imagine whipping up your favorite snacks in just 5 minutes or less.”

With this simple change, you’ve spoken directly to the buyer,  illustrating how your product solves their daily problem of not having enough time to prepare food.

4. Create Emotional Appeal

Before you get into the nuts and bolts of what your product does, it’s crucial to connect with your reader on an emotional level.

Why? Because decisions are often driven by emotion before logic kicks in.

Your product might be the perfect solution to a problem, but your reader needs to feel that problem before they can truly appreciate the solution you’re offering.

Take this example: instead of simply stating, “Our ergonomic office chair provides excellent back support,” evoke a more emotional response by saying, “With our ergonomic office chair, you’ll experience a new level of comfort that keeps you focused and productive, so you can finally leave the office feeling as energized as when you arrived.”

This approach doesn’t just highlight the feature; it makes the reader feel the relief of finally finding a solution that addresses their daily productivity struggles.

5. Write for Easy Reading

Big blocks of text? They’re a no-go.

Your readers are likely scanning your email, so make it visually digestible.

Use short paragraphs, bullet points, and plenty of white space.

This makes your email feel lighter and easier to read.

Combine that with short sentences and simple words, and you’ve got yourself a winning formula.

Nobody wants to read a dissertation – make your point quickly and clearly.

One key message, one key action item per email.

6. Be Bold and Direct

Confidence is key.

Your readers need to believe that you stand firmly behind your product or service, and that starts with the language you use.

Wishy-washy phrases like “maybe” or “possibly” dilute your message and cast doubt on your offerings.

Your readers are looking for guidance and assurance.

They want to know that your product is the solution they’ve been searching for, and hesitant language doesn’t provide them that confidence.

Don’t say, “You might like how this product feels,” rather go with, “You will love the way this product feels.”

This assertive approach not only conveys your confidence but also reassures the reader that they’re making a solid choice.

7. End with a Clear Call to Action

Every email you send should have a purpose, and that purpose needs to be crystal clear to your reader.

Whether you want them to make a purchase, sign up for a webinar, or simply explore more about your offerings, you need to guide them toward that next step with a strong, unmistakable call to action (CTA).

It’s important to remember that not every email needs to end with a discount or promotional offer.

Overusing discounts can diminish their impact and make your brand appear overly sales-focused. 

Sometimes, a more subtle yet effective approach is to ask your readers for engagement – encourage them to respond with feedback, questions, or even their thoughts on your product.

You could say, “We’d love to hear how our product has helped you – reply to this email with your experience.” This approach fosters a deeper connection with your audience, making them feel valued and heard, rather than just sold to.

Think of your CTA as the final, crucial moment that ties your email together and directs your reader to a meaningful next step. It’s the closure that ensures your content has value and leaves them with a clear path forward.