Email is still one of the most profitable channels a small business can use.
Recent analysis shows that, on average, email marketing returns about $36 for every $1 spent, which is roughly a 3,600% return on investment.
Consumers also continue to see email as a key way to interact with brands. HubSpot’s State of Consumer Trends research found that 32% of consumers prefer to communicate with businesses by email, ahead of live chat and text, even as social and messaging apps grow.
Despite numbers like these, many small business owners still struggle to get their sales emails opened, read, and acted on. After sending 100,000 promotional emails across different industries, clear patterns started to emerge. Some emails consistently lifted open and reply rates. Others died in the inbox.
In this article, I break down 10 specific ways to write sales emails that feel relevant, easy to read, and worth opening.
Each point is based on real campaign experience, supported by industry research, so you can upgrade your email outreach with confidence and give yourself a genuine chance of multiplying your open rate rather than guessing in the dark.
1. Focus on one clear goal
Every message works better when the reader understands the purpose. A single, specific goal removes confusion and helps the reader decide.
Practical tip. Decide the outcome before you start writing.
Strong line. I can help you reduce your admin time so you can focus on client work.
Weak line. I wanted to reach out about a few different things that may interest you.
2. Write a subject line that earns attention
Readers decide in seconds whether to open your email. A subject line that communicates value helps you rise above a crowded inbox.
Practical tip. Promise one benefit in a short phrase.
Strong line. Save time managing bookings
Weak line. Just checking in to touch base
3. Speak directly to the reader’s needs
People respond when they feel understood. Show that you recognise their pressure points and priorities.
Practical tip. Refer to a challenge that small businesses commonly face.
Strong line. Many owners tell me that late payments slow their growth.
Weak line. I offer a range of services that might apply to various industries.
4. Keep the message brief
Long messages feel like a burden and lead to early drop off. A short and purposeful note respects the reader’s time.
Practical tip. Aim for three short paragraphs at most.
Strong line. Here is the specific way I can help you grow sales this month.
Weak line. Let me share the full history of how my business developed.
5. Use simple, concrete language
Clarity builds trust. Avoid vague expressions and empty claims.
Practical tip. Replace abstract words with tangible outcomes.
Strong line. You will see all enquiries tracked in one dashboard.
Weak line. You will experience powerful improvements across many areas.
6. Show credibility without overselling
Readers want confidence, not pressure. A brief sign of your experience helps them feel safe without pushing them away.
Practical tip. Share one fact that proves reliability.
Strong line. Local shops have used this system for three years.
Weak line. We are the best solution on the market by far.
7. Add a clear and modest call to action
A gentle step works better than a heavy demand. Invite the reader to take a simple action that feels easy to accept.
Practical tip. Ask for a small next step rather than a full commitment.
Strong line. Would you like a short call to see if this fits your needs
Weak line. Book a full consultation today or the offer will pass
8. Personalise with purpose
Personal details matter only when they relate to the topic. Empty name inserts do not build trust.
Practical tip. Mention one relevant detail that shows genuine attention.
Strong line. I saw you recently expanded your online catalogue.
Weak line. I hope your week is going well and that the weather is nice.
9. Make the layout easy to scan
Most people skim emails. Short paragraphs, clean spacing, and clear sentences make the message easier to absorb.
Practical tip. Read the email aloud. Cut anything that slows the flow.
Strong line. Three lines or fewer per paragraph.
Weak line. A block of text with no spacing.
10. Follow up with care
A polite follow up often produces results, but tone matters. Respect leads to better engagement.
Practical tip. Wait a few days between messages and keep the note brief.
Strong line. I wanted to check whether the idea still interests you.
Weak line. I already sent two messages and I expect a reply.
Effective sales emails focus on one goal, speak directly to the reader, and use clear language that delivers value without pressure. Strong examples show real outcomes while weak examples reveal common habits that reduce impact.
Keep the message short, respectful, and easy to read. Ethical follow up then reinforces trust and increases responses.
