December 24, 2018 Shock Media Studio

How to Effectively Structure Your Sales Email

You’ve managed to get your prospects to willingly give their email addresses to you. It almost feels like you’ve got a girl’s number after a night out. All you need to do now is ask her out and keep her interested in you.

What do you do next?

Well, you need to keep her interested and eventually ask her out.

This is the same concept for writing a sales email. It’s like writing a love letter but with an advanced system which is more sophisticated than just sliding into their DM.

There are two things to consider when writing your sales email: structure and content.

We’ll break down each of those two components further into actionable steps that would help you to:

  1. grab your prospect’s attention.
  2. maintain their interest and not lose them halfway.
  3. not sound awkward or pushy.
  4. close the deal.

Sounds good? Let’s begin!


Like any other writing technique, you need to structure your email. The main goal here is to get your prospects to read it. From the subject line all the way to the signature, we’ll guide you through the five components needed in each of your sales emails.

Treat Your Subject Line As Your Life Line

Here’s the harsh truth: the first impression is everything for a Sales Email.

Your prospects do judge the email by the subject line. They wouldn’t want to open an email that may not be worth their time, especially considering the hundreds of emails in their inbox, all waiting for their attention.

The important emails that would surely get opened would be work-related emails. Promotional emails would most likely be ignored. And if they use Gmail, your email might just get tucked in the Promotions tab, left unread.

Your job is to make your emails sound important.

This is why you need to consider the Subject Line of an email as a matter of life and death.

Take a house. People would most likely stop and stare at a beautifully built mansion rather than a shabby old terrace.

If the subject doesn’t catch your prospect’s attention enough to want to open your email, then you automatically miss out on the chance to even tell what your product or service is about, let alone sell it.

The key to creating an interesting Subject Line is to already have your idea or content ready, which would give you a better understanding of the main point you wish to convey. Similar to building a mansion, the structure and interiors would have already been done prior to making the exterior look presentable.

This means you don’t bother with the Subject Line until you’ve written out the content of your email.

Give A Welcoming Embrace At The Opening Line

While your Subject Line determines whether your email is opened or not, the first few lines will decide whether your prospect reads through the rest of your email.

This is just like a video on social media; if it doesn’t capture a viewer’s attention within the first 3 seconds, then all hard work is lost.

So what you’d want to do is to make your opening line sound welcoming, like you’re inviting them to come into your mansion and making them feel at home. They would inadvertently think that they should stick around for a bit to see if there’s a swimming pool at the back.

But here’s the catch: don’t say anything about the swimming pool just yet. You’ll lose the sense of anticipation and surprise which are key to holding your prospect’s attention.

You don’t want them to leave too soon.

At this stage, all you have to do is create the situation – the interior design – to be interesting enough that would make your prospect’s mind wonder whether there will be more to come.

Tell Compelling Stories In The Body Copy

Continuing on from the Opening Line, you need to build up a story that would eventually relate to your product or service, without actually revealing your product or service just yet.

This is the main chunk of your email.

This is your chance to show around your mansion, the inspiration behind it, what struggles you went through, your interactions with the construction workers and so on. Paint a picture in your prospect’s head that complements the current situation to evoke certain emotions.

Selling is all about storytelling. Make your stories sound important, relevant and relatable.

Once you’ve painted that picture and created even more questions in your prospect’s minds, then and only then you’re ready to introduce the solution i.e. your product or service.

Ask Them To Do Something At The Closing Copy

Once you’ve described what benefits they will get from using your product or service, how their problems would be solved or their desires would be achieved, you then close the deal.

Most people are afraid to sound too pushy or not popping the important question. So they end the house tour abruptly and expect the prospect to just jump into the pool.

At this point, the prospect is in fact itching to jump into the pool. However, you’re the host and they don’t want to seem rude. Perhaps they don’t even know the right protocols. Should they change to proper swimming attire? Should they wear sunscreen first?

What exactly must your prospect do?

This is where you need to give them the push (though not so roughly) and encourage them to take the leap.

You need to spell it out and give them the right direction. You’ve done most of the part not talking about your product or service so this is the time you do just that. You’ve earned their attention so you do have the right to ask.

If your offer is compelling enough, then your prospect would take the leap and click through the link you’ve asked them to click on.

Give A Good Send-Off With A Signature

Before leaving your prospect to enjoy the offer, you need to let them know that they’re always welcomed and that the offer is theirs for the taking.

Sure some prospects might have already jumped ahead but the signature at the end of the email is to give the final push for those who are still having doubts.

This is when you use the “P.S.” to good use.

You emphasise to them the offer again in a concise manner and add pressure.

They need to get into the pool quick before it rains or before more people come and crowd the pool.

That would compel your prospect to act there and then.


Let’s recap the 5 key ingredients you need when structuring your sales email:

In the next article, we’ll talk about the actual content of your email and how you can go about telling a compelling story to keep your prospects engaged.

Need some help on actually writing your sales email? Contact us!

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