It’s All About The Email

Sales Emails – how to get them right and more importantly, working!

Email is now the most common medium of communication, both internally with colleagues and externally with clients and prospects.

We spend an average of 13 hours emailing each week. For sales and marketing, this number will be even higher.

In regards to sales, a good email can get you a response, but a great email can get you the meeting and ultimately the sale. So, how do you get it right?

In this article, we review the who, the what, the when and the how in relation to creating the best sales emails. The research is based on data from over half a million sent emails so it should be pretty useful!


To maximize your chance of getting a reply, consider your goal! AKA to get a response! Sending an email to three or more recipients increases the chance of getting a reply, obviously, but CC-ing has proved to be even more effective, in fact, emails sent to one person while cc-ing another had a 12% higher response rate than emails sent directly to two people.


Before you even get a reply, you have to first get them to open your email with interest. Including  certain actions in your subject line such as ‘call’, for example, When is good for a call?, resulted in 62% open rates, while a similar request, ‘Time on your calendar?, only received 33%.  It seems that instructions warranting direct interaction promote the best response. Savvy marketers already know the importance of A/B testing email subject lines, but sales people can and should be performing similar tests to find the best wording to connect with their specific prospects.


Somewhat controversial, somewhat genius: research shows that email open and reply rates are highest on the weekends!!!
An email’s prime window for open and response rates is when send volumes are the lowest, as there is less competition; weekends, early mornings, and evenings. However, it’s probably not the best idea to start emailing your clients on a Saturday night, it might promote some unwanted responses! For time sensitive requests like getting that contract review you need or a deal sorted, you might want to try an ‘off’ time.


Too often we think of selling as an individual sport, but you can sell more by working with your team. When you get a question or response via email that you are unsure of, ask your colleagues how they would respond. You should involve your full team’s expertise and experience regularly. Some people may have better responses than you; it’s great to bounce ideas off of one another and learn from each other to see what they would write. Variety is the spice of life after all!

Writing emails is a skill that can be improved with practice! As always, we can help with the entire email marketing sphere; content writing, blogs, vlogs, proof reading, you name it, we can help!  To discuss your marketing plan today, just give the office a call 01795 430030 or email: