How to Write Email Newsletters that Sell Your Product or Service

Marina Lazetic
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If you are serious about your business, you could use email newsletters to connect with your mailing list. Most of those emails, sadly, end up in someone’s spam or trash folder before they’re even opened. All that time spent on writing with the hope of reaching customers is wasted. But what if you could write newsletters that actually increase your sales?

Increasing your sales boils down to increasing your potential customer’s trust in your product or service. According to research, consumers must be exposed to a product several times before deciding to buy it.

What’s the exact number of exposures? Well, it boils down to “it depends.” And what it depends on the most is how effective your messaging is.

How to create effective messaging that increases your sales? Below are the top five strategies that will help you create email newsletters your customers actually read. Implement these ideas and your sales will skyrocket in no time.

1. Your Email Newsletters Must Build Trust

Rule number one - never offer people to sign up for a newsletter. Offer them something of value instead.

How do you do that? For example, you can offer a discount to anyone who signs up for an email newsletter. This way, the customer receives the immediate benefit. You can also state that signing up for the newsletter allows them to get first-hand information on all future sales and discounts. This implies that the newsletter will provide them with long-term benefits.

You can also offer a free eBook or a report relevant to their business which they might find helpful. For example, HubSpot offers free marketing guidebooks and templates. When you sign up for a guidebook, you join their mailing list and receive newsletters as well.

Is there a way to create daily or weekly email newsletters that offer value? Absolutely! An example is coconut bowls at They sell bowls and other products made of coconut wood as well as cookbooks. One of their email newsletters is weekly recipes. This is value-added. Below all the recipes they send is a clear call-to-action (CTA) to buy their products. These email newsletters are subtle, useful, and build trust over time.

Depending on what type of service or product you offer, you can be very creative about what and how to share. Think outside the box, and put yourself in the shoes of your ideal customer or client. What value can you give them?

2. Send Personalized Reminders

To keep interest and interaction on a high level, you must tailor the content to fit your subscriber's interests and needs. The more personal, the better. If the content is not relevant to your subscribers, they won’t open and read your newsletter and will eventually unsubscribe.

So, how do you actually do that? One way to go about it is to track their behavior on your website and follow up. One of the most popular and effective ways to do this is to send cart abandonment emails. Amazon does this with their customers all the time. If a customer searches your website but doesn’t buy anything, you can follow up with an email reminding them about the items they looked at.

Research shows that about 75% of people who abandon their carts usually plan to come back. Your email newsletters can serve to jog their memory and return them to the website. This means that you should always aim to have customers provide personalized information. If they search your website but don’t buy anything, you can send them an email with those or similar products and services. Adding a CTA that leads the subscriber straight to checkout removes obstacles to completing the purchase.

3. Make It Special

Most marketers complain that the “most challenging obstacle” to their email marketing is getting people to take action. If people open your email newsletters but don't take action right away, they will most likely forget to. You have to prompt them to follow the CTA immediately.

So, what's the best way to do that?

Create a sense of urgency and give them a reason to take action right away. According to a survey from Adestra Limited, 85 percent of consumers said they signed up for marketing emails in hopes of receiving a discount or promotion. These offers are usually time-sensitive.

One company that takes advantage of this well is Audible. Audible uses the email newsletter to prompt customers to use their available credits. Each credit has an expiration date, which creates a sense of urgency and makes the reader to respond to the call-to-action right away. With the monthly subscription, customers already paid for the credits offered. The email newsletter just reminds them to act immediately and use them before expiration.

A similar model can be applied to any business. Limited availability and a deadline will create a sense of urgency and provoke readers to take action.

4. Celebrate Milestones

People love getting reminders about important dates in their lives. Consider for a moment how you feel when Facebook sends you those memories or birthday wishes and videos. It feels as if someone out there thought of you. These messages and emails bring good memories and emotions. How can you use these good emotions to establish strong and productive relationships?

Celebrating milestones is a great way to give your email newsletters a personal touch and connect more. Sending happy birthday emails or celebrating the anniversary of someone joining your mailing list is a great way to show that you care.

Emotions play a primary role in our buying decisions and there is no better way to sell your product or service than by associating it with positive emotions. This approach will bring loyalty and sales, especially if you take it from Bloomingdale’s and include a discount as a gift of appreciation.

Offering a gift or a promotion to a special level in your loyalty program will help you strengthen your connection. This caring reminder is also a good way to get recommended to new customers.

5. Don’t Talk - Show

Before buying your services or products, the customer needs to understand how they will benefit from them. Email newsletters are a perfect tool to address any objections and hesitations that your customer or client might have. But to do this right, think about this - how can you show benefits rather than telling the customer that they exist?

One way to eliminate hesitation and uncertainty is to do product or service demonstrations. This way you will give the customer an opportunity to see what you sell “in action.” Your company will also appear genuine and trustworthy.

One company that does this very well is Sephora. They use their newsletter to share tutorials on how a customer can use their products. They remove hesitation for anyone who wouldn't buy because they didn’t know how to use the product.

Additionally, the content is fun and creative and keeps the newsletter interesting. The video thumbnails attract attention and make even those customers who didn't know about the product curious.

You can get very creative with this, depending on your business model. For example, if you are a clothing retailer, you can send style guides in an email newsletter form. As long as your emails show the customers how your product benefits them, you can expect to have a positive impact on your sales.


Email newsletters are a great tool for keeping potential customers engaged. But, to increase sales, the newsletter must also provide value to your subscribers. They also must show clear benefits of your products and services, without saying too much. The copy needs to be short, precise, personalized, and have a clear call-to-action. With good copy and a clear call-to-action, you can return customers to your website, build trust, show benefits, and turn followers into raving fans in no time. Best of all - you can increase your sales.

If you need help creating a high-converting newsletter for your business, contact us today to connect with one of our copywriters.

Marina Lazetic

Marina is a certified copywriter and experienced researcher, passionate about understanding customer behavior and writing to move businesses forward. She is certified in content strategy and inbound marketing, and specializes in Instagram ads, Facebook, and email marketing. She edited two books and is published in academic journals and on Medium. If not writing, you can find her painting or acting!

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