How To Write A Sales/Promotional Email

Most people's inboxes are swamped with mail. To be effective, your sales message needs to pull recipients into opening and reading it. Here's how to do that.

Andrew McDonald

7/8/20223 min read

You want your sales/promotional email to get noticed and compel the reader into becoming your customer. There is an art to doing that and in this article you’ll find out how.

I want you to take a moment to check your personal email inbox. How many emails have you received in the last 24 hours? Is it a manageable number or would you feel overwhelmed if you had to read everything in there?

Unless your address is relatively new, the chances are there is a ton of mail in there that you will either just delete without opening or ignore altogether. Your sales/promotional email is competing in that ocean every single time it hits a potential customer’s inbox. In short, you have to stand out from the crowd. With these few short tips you will!


Your email’s subject needs to be engaging. By far the best way of achieving that is by leading with a benefit. What is it your email is trying to convey that will truly benefit the reader?

Imagine you own a designer clothes shop. What is it that gets your customers coming through your door? Remember, you need the email recipient to open your mail before they read it. If they don’t, everything else in it is effectively trash.

Good subjects include things like savings. For example, if you are sending out your email because you currently have a sale planned you could use something like this:

'Save Big On The Latest Fashions'

Or even better:

'Save Up To 40% On The Latest Fashions'

There are plenty of other subjects you can use if you don’t currently have a promotion running. However, they need to be focused on benefits, not features.

'Look Great In The Latest Fashions'

is a benefit.

'We Stock The Latest Fashions'

is not.

Which one do you think opens more emails?


Snippets are often overlooked, but they really shouldn’t be. They are a line of text which runs next to the subject in inboxes. Not all email clients recognise them and subsequently won’t show them but there are plenty that do. Again, you want it to be benefit-focused because it’s a second opportunity to get recipients engaged even before they open your mail.

Imagine you make it a mission to have as wide a range of names as possible available to your designer store customers. You could lead with a subject like this:

'Widest Range of Designs in Town'

Or you could go with something along these lines:

'Find Your Favourite Designer Labels Here'

Now with a sentence like that, it doesn’t matter whether the reader’s favourite designer is Hugo Boss, Armani, Jean Paul Gaultier or any other brand. They’ll read ‘favourite designer’ and think of whoever it is in their case.

What that sentence also does is it focuses on a benefit to the reader. They know they’ll find exactly what they’re looking for when they visit your store. That’s very different to the first line which is a feature of your shop but is not directly beneficial to the potential customer.


This is the text the recipient reads when they actually open the email. Have it long enough to convey a strong message but not so long that potential customers get bored reading it. Including actual digits (40 instead of forty, etc.) and bullet points are great ways of drawing attention to key points.

You should also be sure to include a ‘call to action’ at the bottom. A ‘call to action’ is what you actually want people reading your email to do. What is it you want them to feel compelled into doing when they’ve digested the information you’ve sent them? Visit your online store? Call into your shop in person? Print off a coupon they can use when they make a purchase? Whatever it is, you must have this included to make it easy for them to take the next step. If they’re left wondering what they need to do after they’ve finished reading, the chances are they won’t think too long and will move onto the next email. Opportunity lost.

Next Step:

Now the only thing left to do is either write your email yourself or get an expert copywriter to craft it for you for maximum effect. Going with the second option will bring far better results meaning more profits for your business and more money in your pocket. Contact me and let’s see how we can work together.