How to Send Sales Emails Without Being Too Pushy


Today we’re going to talk about how you can make more sales with your next campaign.

No matter what your business might be, smart sales emails are time-tested money-makers for marketers.

That is, if you know how to write them.

Encouraging sales through email is a bit of a balancing act, though.

You have to know the right buttons to push, but at the same time you don’t want to come off as a sleazy used car salesman.

And let’s be honest: finding that balance isn’t always easy.

So if you’re suffering from writer’s block when it comes to your sales emails, don’t stress!

We’ve outlined a quick five-point list to help make sure you’re ticking the right boxes and avoiding the common pitfalls of pushy emails.

With that, let’s dive right in!

1. Sweeten the Sale with Your Subject Line

For starters, your subject line needs to be making the right first impression if you’re looking to convert more customers.

Conventional wisdom might tell you to stuff your subject lines with power words.


The problem? While these phrases may have their time and place, they’re not a good way to signal a sale in your subject line.

Relying on too much “salesy” language could make your emails get overlooked or marked as spam.

Ask yourself: how would you look at your subject line if it wound up in your personal inbox?

Switching up your subject lines guarantees that your sales don’t get stale. Some ideas for keeping things fresh include…

  • Asking your contacts a question (“When’s the last time you treated yourself?”)
  • Using benefit-driven language (“This sale could change your life. Seriously.”)
  • Time-sensitive language (“Yes, we’ve gone crazy: half-price until tomorrow!”)

In other words, try to compel people to click on your messages beyond the sale itself!

2. Get to the Point

Reality check: your contacts are smart. They know a sale when they see one.

So stuff like “Hey, I hope you’re doing well!” or long-winded intros likely won’t win you brownie points.

When in doubt, it’s best to be straightforward with your sales messages.

Keep your copy tight and don’t distract from the sale.

Sending a coupon? Show ‘em a percent-off.

Promoting a limited-time offer? Tell ‘em how long they have.

Rather than trying to bait-and-switch your contacts, you can get down to business by getting to point.

After all, you can always elaborate on your offers and deals once your readers have clicked through.

3. Make It Personal

People prefer personalized offers versus one-size-fits-all messages.

So, the small, subtle steps you take to make your messages feel more “for your eyes only” make a big difference.

For example, use personalization tags which allow you to include your recipient’s’ first name in the subject line or body of your email. These are a low-hanging way to make your messages feel less generic.

Another tactic to make your emails feel a bit more human is by changing your “From” field. This lets you present your message as if it is coming from a real person rather than a business.

Personalization is a great way to grab your contacts attention as your name will stand out in their inbox without coming across as spammy.

4. Make Your Call-to-Action Can’t-Miss

Spoiler alert: you aren’t going to win many sales if you leave your readers hunting for your call-to-action.

Whether through big buttons or making use of color, there shouldn’t be anything standing between your contacts and your offer.

Also, be sure not to solely rely on salesy language in your calls-to-action.

Instead of screaming “BUY ME!” with your buttons and links, consider softer, more inviting CTAs (“check it out,” “learn more,” “get inspired”).

Heck, you can even let your sense of humor shine in your sales emails if that’s your jam.

Again, your readers know a sale when they see it.

So be sure that your CTA takes them directly where they need to go to see your offer in full.

5. Don’t Send Too Often

Here’s some food for thought: most businesses send between five and eight emails per month.

And so if you’re sending sales emails and only sales emails week after week, your contacts might understandably get burnt out.

Consider how your sales emails fit in the bigger picture of your email campaigns. Just as there are plenty of styles of sales emails to send, don’t forget about sending other types of emails that educate and engage your list, too.

After all, you want to feel like a friendly messenger to your contacts, not someone that’s just trying to hit them up for cash.

That’s why sales emails are so successful during the holidays, where people are pumped up to buy because they’re already expecting deals. When in doubt, you may want to try to tie your emails in with the holiday season.

And given that there’s some sort of holiday happening any given week, there are no shortage of options. Cyber Monday? National Donut Day? Totally up to you!

Ready to Score Your Next Sale via Email?

If you want to write emails that sell, every detail counts.

And if you stick to these simple tips, you’ll be in a much better place for your next campaign!

That means more clicks, more conversions and more money in the bank.

Good luck and happy selling!

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Caitlin Hutchinson

Caitlin Hutchinson

Brand Marketing ManagerSendlane
A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.
Caitlin Hutchinson