[FAQ]

I need to write emails to promote our products and services, but I’m struggling to find the right tone. I want the email to be effective and persuasive, but I really want to avoid coming across as a pushy or aggressive salesperson.

What are some of the best practices or techniques in 2025 for writing a sales email that builds trust and encourages a purchase without turning people off?

Any advice on finding that balance would be great. Thanks!

[Jeff Bullas]

That is a great question. The key to writing a sales email that works without being pushy is to shift your mindset from ‘selling’ to ‘helping’. An effective sales email helps the reader solve a problem.

Here are some techniques to achieve this. First, you must lead with empathy and focus on the reader’s problem. Your opening should demonstrate that you understand their specific challenge or goal. The email should be about them, not about you or your product.

Second, you need to focus on benefits, not just features. Do not simply list what your product does. You must translate those features into clear benefits for the customer. Explain how it will make their life easier, save them time, or help them achieve a desired outcome.

Third, you should use social proof to build credibility. Including a short customer testimonial, a specific case study result, or mentioning well-known clients who have benefited from your solution builds trust without you having to make bold claims about your own product.

Fourth, you must write in a conversational and personal tone. Use words like ‘you’ and ‘I’. Write as if you are sending an email to one specific person, not blasting a list of thousands. This feels less like a corporate sales pitch and more like a helpful recommendation.

And fifth, you should make your call to action feel like a low-friction next step. Instead of a hard, demanding call to action like ‘Buy Now’, you can use a softer approach such as ‘Learn more here’ or ‘See if this is a good fit for you’. This feels less like a final demand and more like an invitation to explore.

In summary, the best sales emails are framed around helping the customer. By focusing on their problems and the benefits you offer, using social proof to build trust, and adopting a personal tone with a low-pressure call to action, you can be very persuasive without being pushy.

Cheers,

Jeff

[Author]

Posts