How to Sell in Emails


A simple, well-thought-out email template makes Jason Cohen $100 million per year! An average creator makes $38 for every $1 spent on their email list. But you have to know how to sell in your emails first. Let's review these tested and proven ways to get your emails opened and read.

Short Subject

When writing your subject line, be direct and don't sell.

  • Length: Keep it short.
  • Benefit: Address a client's pain point and don't be afraid to make big promises.

Give Context

After a short "hey" welcome, provide context. Mention why you’re sending this email right now. Context reveals the purpose of your email and gives subscribers a reason to keep reading. Limit this to one tiny sentence.

  • If it's a Pitch: Say your relationship to the product or give the main headline of your career.
  • Otherwise: Give the reason for your writing.

State Benefits

Share a clear value proposition. A large part of the email will explain what the person will get from taking your suggested action. Why, because saying "buy now" too early kills the sale.

  • Focus: Highlight only one benefit per email.
  • Concise: Deliver the message in two sentences.
  • Crush potential objection: Appeal to your reader's instincts with appropriate words and images. Customer reviews are optional.

Call to Action

Write clear instructions. Don't assume the customer will click the link, comment on your post or buy your product.

  • Lead Sentence Personalization: Lead into the sale with a "made for you" sentence. This sentence makes people feel special.
  • Hyperlink: Add your link to action phrases like "shop new arrivals."
  • Clear instructions: What they should do when they visit the link. Examples: Let's get shopping! Click the link and leave a comment.

What about the length?

Promotional emails are necessary but aren't liked much by audiences. To make your promotions more enticing, keep the email length short. A concise email of 80 words (5 sentences) can get the job done.


Sale generating emails are short. They have a benefit-based subject, give context, focus on a single benefit, and include a clear call to action.