Writing Emails That Get Results

Writing Emails That Get Results

Today I’m going to break down the anatomy of a successful sales email.

Once you’ve built your email list, it’s time to start sending out great emails, right?

There are tons of different ways to use psychology and copywriting tricks to write emails that convert to sales, but they don’t always feel good.

Writing Emails That Get Results By Sending Feelings Digitally

The way I’ve naturally evolved to write sales emails is not to send marketing but rather to send feelings, digitally.

That might sound weird, but I really start any sales email with what feeling it is that I want to communicate.

Your sales email doesn’t need a ton of logic, reasoning, or facts. The sales page where someone orders your product or service can have more of those details, but in order to get someone to click a link in an email, you need to start with feelings.

Start by looking at the desires and fears that your ideal customers have.

Do they crave freedom, self-expression, understanding, support, love, security, prosperity, connection?

Or are they running away from pain, confusion, overwhelm, anger, shame?

Let’s Look At Email Copy Best Practices

Start with a few sentences or questions that arouse curiosity. If the first line of your email screams “I’m going to sell you something” (usually this happens when you talk about yourself or your product right off the bat) then your reader hit delete.

You can start with a story, a funny occurrence, or a question where someone who would be a great prospect for your sales offer might respond with a “yes”.

For Example: If you’re about to offer dog training services, you could ask: Are you still struggling with potty training your dog?

Build Rapport With Your Copy

There are a few things that I do when I write email, to make my reader feel at ease. I never want to make someone feel like I’m above them, or like I am judging their situation, even if I happen to have a solution to their problems.

I take the edge off by sharing my own stories and life experiences to help me connect with them on that human level.

I also use visuals and paint a picture with my words, tapping into the different senses if I can.

Why not mention that when I get stressed out I reach for a square of 80% dark chocolate that melts on my tongue? Or that I do a happy dance in front of my computer in my hand-knit slippers when I reach a big business milestone?

Now it’s time to weave in some of those emotions you identified in the beginning. Dive into the important stuff.

In the Myers-Briggs framework I’m an INFJ, which means that I’m not interested in small talk. If the conversation I’m jumping into doesn’t go deep into the “good” stuff, then I get restless.

I feel like it’s the same thing when writing emotionally engaging sales emails. You need to tap into the real stuff, not talk about the weather or meaningless stuff.

Go straight for the jugular, and ask people to feel the sometimes confronting emotions they’ve been avoiding.

Example: If you help people get out of debt, you need people to recognize how much burying their head in the sand is costing them so you can help them start taking action. If they don’t “wake up” to their reality and feel the fear or shame they might be avoiding, they might stay stuck in their current situation for a long time.

Now The Compelling Call To Action Comes In

Now that you’ve established similarities, leading with imagination, feeling, and stories… it’s time to tie it all into a natural progression to your offer.

This can be a delicate thing to do, but if you’re in business offering products and services you believe in, then you’ll be able to write the “pitch” part from the right place in your heart.

Write about why now is the time for the reader to take action, if they’ve been feeling what you wrote about in your email and stories.

Tell them exactly what to do using a strong call to action: click the link, hit reply, or pick up the phone to talk to you.

Don’t let the person off the hook by ignoring this super important step.

The result? You’ve just written an emotionally compelling sales email, that’s both entertaining and makes people feel good… all while getting them to consider buying your products or services.

Your first sales email might not hit the target, but with practice and by noticing what works and what doesn’t, you’ll only get better at writing emails that sell without being sleazy!

Now leave a comment below with one story or idea that could benefit your email subscribers, and tie into an offer.


  1. Maeri Howard on October 22, 2014 at 11:13 am

    Hello Nathalie! I am about to send an email to my list – 99.9% female – about how to help your husband when it comes to buying you a Christmas gift you will really love. It is on the back of a friend of mine getting 10 pole dancing classes as her big present, just because a few weeks before Christmas, she happened to make a throw away comment about how fit pole dancers must be! She was devastated when she opened the envelope and even tried to get a refund but they wouldn’t give one. So my mailing connecting with them on the bad present front, and then show how to tell your husband you would really like a workshop at the Studio or to buy some of our sewing equipment if that is what you really want. I am even going to have an attachment with the mailing that they can forward on to the men (it is called HINT HINT) , and they can just tick the list and send it back to me!

    • Nathalie Lussier on October 22, 2014 at 10:15 pm

      Woohoo! You’re genius Maeri, LOVE this idea and what a great story!

  2. connie curtis on October 22, 2014 at 11:19 am

    Interesting. I am going to be doing a video blog so I can apply that to it too. just saying it.. I do have a quesion you dont want to sell in every newsletter do you?

  3. Dr. Tracy Bennett on October 22, 2014 at 2:37 pm

    Hi Nathalie!

    Your video couldn’t have come at a better time. I was just sitting down for a fresh look at my emails and “poof”, your awesome wisdom appeared in my inbox. It really helped make my email connection more authentic and inspiring.

    I really enjoyed hanging out at PLF. Even though I told you lots of times, your content is extremely valuable.

    Thank you!

    • Nathalie Lussier on October 22, 2014 at 10:13 pm

      Aww, yay!! I love that Tracy, and I’m so happy we got to meet in person!! That was a highlight for me, so thank you. :)

  4. Brandy Middleton on October 22, 2014 at 2:38 pm

    Hi Nathalie! Thank you for breaking it down and making it simple.

    It is so true that people connect emotionally first. I have found this to be true with all the work I have done with clients over the years.

    Great advice! I will be sending out more regular and intimate emails to my subscribers now that I have been grown my list due the the 30 day list building challenge! Thank you for all you do!

    Brandy xo

    • Nathalie Lussier on October 22, 2014 at 10:13 pm

      Yay Brandy! I’m so happy your list has been growing thanks to the 30 Day List Building Challenge, and now you can connect even more with your new peeps! :)

  5. Erika Madden on October 22, 2014 at 3:16 pm

    Your advice about a story to weave in is excellent, Nathalie. I’ve received so many sales emails that just open up with, “Hey, look what I’m selling!” that it leaves me feeling very disenchanted. The best ones are those that seem personable, humble, INSANELY valuable, and — as you said — emotional.

    Great topic!

    • Nathalie Lussier on October 22, 2014 at 10:12 pm

      Thanks so much Erika! It’s so true, I get the same empty feeling when I get an email with a plain old “this thing is for sale, buy it” message. :)

  6. cath on October 22, 2014 at 7:20 pm

    awesome timing for me.
    thank you

  7. Caroline Cain on October 23, 2014 at 12:09 am

    Great post Nathalie – making the call to action certainly becomes so much easier through heart-felt story telling. Through emotion comes sincerity and I love that you wrote ‘don’t let the person off the hook’ – after all that’s why we offer a service!
    And dark chocolate is always a good idea ;)

    • Nathalie Lussier on October 23, 2014 at 11:13 am

      Always! Thanks so much for your kind comment Caroline, I’m happy you’re here :)

  8. Michelle Arsenault on October 24, 2014 at 5:03 pm

    I’m an author and when I send out a newsletter, I use a personal photo of something cute like a cat chasing a bubble and then write a short, concise and ‘chatty’ email that has a similar tone as I would use if I were emailing one of my good friends. I don’t let it get too casual, but keep it relaxed and then throw out some information on a new book, blog post etc…

    As for contacting anyone in a more professional regard (publishers etc), I try to keep it short and concise and sometimes even acknowledge the fact (in the email) that I recognize how busy they are and just wanted to check in to (fill in the blank) I try to keep it friendly, positive and upbeat.

  9. manuntun on October 26, 2014 at 11:15 pm

    Thank you Natahlie,it’s amazing. God Bless You

  10. Llyane @FrenchOnSkype on November 26, 2014 at 4:02 pm

    Hi, Nathalie, awesome and no-nonsense breakdown (I too hate small talk).

    My clients want to learn French and they avoid the embarrassment of not being able to speak yet French, even though they’ve been trying to learn for long time.

    I will refer to my story when I came to Canada with a British English that nobody could understand, and how I was taking the bus and trying to understand the bus driver (and to make myself understood) every time I needed directions. Painful and embarrassing.

    Also, the 2 years that I have spent practicing English without an accent on CDs while driving every day, and how I’d hear more and more my own mistakes. It felt like it takes forever.

    I know from my own experience what it takes to learn a second language, and I can give my clients the same tools to have results in a fraction of the time.

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