How to Write Emails That Convert (Without Sounds Salesy)
/If the idea of “selling through email” makes you uncomfortable, you’re not alone. Most business owners don’t struggle with what they’re offering. They struggle with how to talk about it without sounding pushy, awkward, or overly promotional.
The good news? High-converting emails don’t feel salesy at all. They feel clear, helpful, and human. Here’s how to write emails that convert without turning readers off!
First: Why “Salesy” Emails Don’t Work Anymore
People don’t unsubscribe because you sell. They unsubscribe because an email feels manipulative, the message is unclear, the value isn’t obvious, or the tone feels forced or fake.
Please, don’t come at me with the “Hey, babe.” Unsubscribe. Immediately.
Modern email readers are savvy. They can spot pressure tactics instantly, many know sales strategies, and they opt out instantly if something feels off with your messaging.
Simply put, emails convert best when they focus on clarity over cleverness and connection over persuasion.
Step 1: Get Clear on One Goal Per Email
The fastest way to kill conversions is by trying to do too much. Readers skim and want a quick takeaway, whether that’s in the form of a lesson, download, or link.
Therefore, every email should have one primary goal, such as:
Click a link
Reply to the email
Book a call
Read a blog post
Purchase a product
If you can’t finish this sentence, the email isn’t ready: “After reading this email, I want the reader to ___.”
Clarity converts. Confusion doesn’t. If you’re confused, how do you expect readers not to be?
Step 2: Write Like You’re Talking to One Person
Salesy emails often sound salesy because they sound like marketing. Meanwhile, high-converting emails sound like a conversation.
They should read like you’re talking to a friend, offering advice, telling a story, etc. Write like you’re talking to or with a reader, not at them.
For the best results, use short sentences and frequent, natural pacing. I recommend reading your words out loud! If they feel natural, you’re on the right track. If they feel stilted or like something you’d never say, it’s probably best to go back to the drawing board.
Step 3: Lead With the Problem, Not the Pitch
Most people don’t wake up wanting to buy. They wake up wanting a problem solved.
Admittedly, this is best case scenario. Many readers don’t even have a problem until you introduce it to them.
Regardless, I don’t recommend starting a message with something like, “Here’s my new offer!”
Ew.
Instead, relate to your readers.
Offer a struggle you’re moving through… then, add a solution.
Provide a common mistake you used to make in your niche… then, add how to fix or avoid it.
Tell a story about a belief that used to hold you back… and how you overcame it.
See a theme? Readers want to relate to you, and when they feel understood, they keep reading.
Step 4: Show the Outcome, Not Just the Offer
One of the easiest ways to avoid sounding salesy is to stop over-explaining your offer and start highlighting the result.
Instead of listing features, show:
What life or business looks like after
What changes once the problem is solved
What they no longer have to deal with
In other words, sell the solution or the dream, not the offer. A good example of this is beer or perfume commercials. Typically, they showcase people on a beach, partying or at some luxurious event. The idea is that partaking in the drink or having that signature scent will lead you to be in such a scenario.
Step 5: Use Soft CTAs That Feel Natural
A call-to-action doesn’t have to be aggressive to be effective. Some examples of non-salesy CTAs:
“If this sounds helpful, you can learn more here.”
“This is exactly what I help clients with.”
“You can read the full breakdown here.”
“If you want support with this, here’s where to start.”
The key is alignment. The CTA should feel like the next logical step, not a jump. And the great thing with email is that SEO isn’t a factor. So, you don’t have to worry about using proper anchor text.
Step 6: Let Consistency Do the Heavy Lifting
You don’t need to “sell harder” or send more emails to have success. You just need to provide value and show up consistently.
When readers regularly hear from you, trust builds naturally, selling feels expected, not surprising, and conversions increase without pressure.
Most “salesy” emails feel salesy because the sender only shows up when they want something. Don’t be that person.
Step 7: Edit for Clarity (Not Cleverness)
Before sending any email, ask:
Is this easy to understand?
Is the message obvious?
Is the next step clear?
The average American reads at a 7th-grade level. So, there’s no need to be overly scholarly or try to complicate things. Keep it fun and simple!
Clear emails get more replies, get more clicks, and convert better long-term
Final Thoughts
Writing emails that convert isn’t about persuasion or tricks. It’s about providing value, building trust, and showing up consistently. If selling through email feels uncomfortable, it’s likely due to a strategy gap, not your capability!
Want Emails That Convert Without the Guesswork?
If you want to send out emails that sound natural, build trust, and lead to sales without pressure, I offer done-for-you email copywriting! Check out my email writing offers specifically for food bloggers. Or, browse my general copywriting email offers.
Not seeing what you need? Inquire with me, and I’ll be in touch!