7 Things to Include in Emails for Better Conversion Rates

7 things to include in your sales emails for better conversion rates

Sales interactions are increasingly taking place online.

According to Gartner, 80% of B2B sales interactions between vendors and buyers will take place in digital channels by 2025.

Sales leaders must become adept at these channels to engage their prospects or risk losing sales to competitors.

Social media might come to mind, but an even more effective channel is email. Brands generate an average of $42 for every dollar they spend on email, delivering a much higher ROI compared to other marketing channels.

Keep reading if your company is already using emails as part of your sales strategy but not generating the desired results.

Here’s an in-depth look at seven things to include in your sales emails to increase conversion rates.

  1. Personalized subject lines
  2. Value-added benefits
  3. Quality visuals
  4. Social proof
  5. Call-to-actions
  6. Email signatures
  7. Mobile-responsive design

Let’s dive in.

1. Personalized subject lines

Let’s start with the most important aspect of your sales email — subject lines.

Most people simply don’t have time to open and read every email they receive. Instead, they scan the subject lines in their inbox and quickly decide which emails to open.

Low open rates indicate that your subject lines aren’t compelling or relevant enough.

Asking open-ended questions and highlighting a pain point is a great way to engage and start conversations with your prospects. (e.g., “How do you handle [pain point]?”).

You can take things even further by personalizing your subject lines. Adding a prospect’s name or other personal details increases open rates by 26%.

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2. Value-added benefits

Your prospects are all asking the same thing: “What’s in it for me?”

It may sound harsh, but your prospects don’t care about your company or how you beat the odds to start it.

They want to know what your products or services can do for them. Help them by adding clear benefits to your sales emails.

Here’s a good example of a sales email from Instapage with value-added benefits:

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Identify the main pain points your prospects face and add a few quick bullet points to your emails regarding how your products or services can resolve those problems.

3. Quality visuals

Our brains process visual information much faster than text. Research also shows that we’re 65% more likely to remember information if it includes an image.

Adding visuals to your emails is a great way to increase engagement and improve conversion rates. Examples can include images, GIFs, and even infographics.

Here’s an example of how Somnifix includes infographics in its emails:

4. Social proof

Social proof is the idea that external factors influence our behaviors.

Adding social proof to your sales emails can increase conversion rates and lend more credibility to your brand.

As an example, take a look at how Brooklinen uses customer reviews to bring shoppers back to its site:

5. Call-to-actions

A call-to-action (CTA) is a button or line of text that tells your prospects exactly what you want them to do, whether it’s scheduling a consultation or making a purchase.

Make sure to use clear CTAs in your sales emails. You should also use contrasting colors to help your CTA stand out.

Here’s an example of a CTA button that Asana adds to the bottom of its welcome email:

6. Email signatures

Make sure to add a professional email signature to your sales emails and include the following:

7. Mobile-responsive design

More people are accessing and reading emails from their mobile devices. Ensure that your emails are mobile-friendly.

Sales email best practices