07/11/2025
The Art Of Using Email To Sell
Selling by email is different from selling on a sales page. Sales letters have to work under the impression that they have just one shot at making a sale, hammer in all the benefits and go for an instant close. Email, on the other hand, has the help of a relationship and ongoing contact. Here are a few choice tips on how to use email to sell effectively.
1. Relationship First, Sales Second
Aim first to build trust and reader loyalty. This is what will get your emails opened time after time. Once your emails are opened, and you have your reader's trust, you can safely make sale after sale without alienating your list. Readers are more likely to tune out than buy if you sell too much without first building trust.
So how do you build this trust? Provide first-class, unique, original content that directly benefits the reader. Every time they read an email from you or buy a product from you, they should be better off. Do this consistently, and readers will start to believe in you and your products.
2. Using Multiple-Email Sales Techniques
As mentioned earlier, email allows you to use tactics that just don't work with sales letters.
One of these is the Problem > Problem > Problem > Solution formula. Simply put, you send a series of emails about just the problem without offering a solution (yet). You can provide much value by just explaining the problem. Then you finally offer an innovative and powerful solution.
For Example, Say You Run An Investment Newsletter. You Might Send This Series Of Emails:
A) Why most people can't beat the stock market index
B) Why do most people choose poor money managers
C) Why most people can't retire by 60 even if they manage their investments right
Then, in the fourth email, you finally reveal your product about smart investing. If you have a strong readership, by the time readers get your "solution" email, they'll be dying to get their hands on the product. Build up the problem while providing value, then provide the solution when they're already ready to buy.