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10 Tips for Email Campaigns That Drive Sales

You know that email marketing is one of the most effective ways to reach your customers and boost sales. But with so many emails flooding inboxes every day, how do you make sure your messages are even opened, let alone drive action? The key is crafting email campaigns that are engaging, provide value, and motivate your subscribers to make a purchase. In this article, we'll share 10 proven tips for creating email campaigns that will have your customers clicking the "buy now" button.

Whether you're just getting started with email marketing or want to take your campaigns to the next level, these strategies will help you connect with your audience and significantly impact your bottom line. Read on to start driving more sales through the power of email.

10 Tips for Email Campaigns That Drive Sales

Choose an Eye-Catching Subject Line

A compelling subject line is key to getting your email opened and read. Here are some tips for crafting an eye-catching subject line:

  • Keep it short and sweet. Aim for 6 to 10 words max. Readers will skip over lengthy subject lines.

  • Ask a question. Questions are intriguing and prompt the reader to open the email to find the answer. "Have you seen our new product line?" is an example.

  • Use numbers. Subject lines with numbers, like “5 ways to boost your sales this month” or “The top 10 email marketing trends for 2021” tend to get good open rates.

  • Include the recipient’s name. Subject lines with names, such as "Hey [Name], check out our summer deal!give people the impression that the message was written especially for them.

  • Focus on benefits. Highlight the benefits of your offer or content in the subject line, such as “Double your productivity with this free guide.” Benefit-focused subject lines resonate most with readers.

  • Use power words. Words like “free,” “new,” “secrets,” “success,” “quickly,” and “discover” create a sense of urgency or excitement that prompts the reader to open the email.

  • Test different options. Once you have a few good subject line candidates, do an A/B test to determine which option gets the best open and click-through rates. Then use the winner for your campaign.

  • Review the preview text. Most email providers display a short preview of your message under the subject line. Make sure the preview text is compelling and reinforces your subject line. The combination of a great subject line plus preview text is email marketing gold.

With some experimenting, you'll be crafting irresistible subject lines and preview text in no time. You'll get better open and click-through rates as a result!

Keep Your Email Short and Scannable

When it comes to email marketing, shorter is sweeter. Keep your emails concise and scannable so readers can quickly find what they need.

  • Aim for 3 short paragraphs or less. Any more and you risk losing readers’ attention. Per email, concentrate on just one key point or call to action.

  • Use bulleted lists, numbered lists, bold text, headings, and spacing to break up chunks of text. Readers will appreciate how easy your email is to skim.

  • Get to the point in your subject line and first paragraph. Readers should know why they're reading within seconds of opening your email.

  • Use a simple and clean layout with lots of white space. Crowded, cluttered emails end up in the trash.

  • Include visuals like images, graphics, and videos when possible. They make your emails more engaging and shareable. But don’t overdo it, as too many visuals can appear spammy.

  • Close with a clear call to action so readers know exactly what to do next. The easier you make it for them to take action, the more likely they are to convert.

Keeping your emails concise, focused and scannable is one of the best ways to drive more sales and keep your readers coming back. Spend time crafting emails your readers will actually want to open and engage with. When done right, email marketing can be an incredibly powerful tool for any business.

Include Relevant Images or Graphics

Images and graphics are essential for engaging your readers and bringing your email campaigns to life. Eye-catching visuals capture attention and are more likely to be remembered.

Use High-Quality, Relevant Images

  • Choose images that visually represent your key message or product. Stock photos of generic business people won’t resonate as well as images of your actual product or service.

  • Select high-resolution photos that look professional. Grainy or pixelated images will reflect poorly on your brand.

  • Keep images relevant to your content and avoid using the same photo in every email. Repetition will bore your readers.

Include Captivating Graphics

  • Infographics, charts, and graphs are an easy way to visually represent data, statistics, or key points. They bring an interactive element to your email that text alone lacks.

  • Icons, emoji, and badges are simple but effective graphics for highlighting or emphasizing important details. They add visual interest that helps break up blocks of text.

  • Colorful buttons, banners, and call-to-action images encourage readers to click through to your site or landing page. Place them prominently at the top or end of your email for maximum visibility.

Optimize Images for Mobile

  • With more people reading emails on their phones, it’s critical to choose images that display well on small screens. Select photos that have a focal point and avoid busy backgrounds that won’t shrink down well.

  • Compress images to reduce file size before adding them to your email. Large image files can slow load times and cause formatting issues, especially for mobile readers.

  • Include alt text descriptions for images in case they don’t load properly. Alt text also helps visually impaired readers understand what the images convey.

Using relevant, high-quality images and graphics in your email campaigns helps to capture attention, convey key messages, and bring your content to life for readers. Place them strategically throughout your emails to optimize engagement and click-through rates. With some simple tips, you can include captivating visuals that resonate across devices.

Include Social Proof or Testimonials

Include Social Proof or Testimonials

When crafting your email campaigns, be sure to include social proof like testimonials, reviews, or case studies. This builds trust and credibility, reassuring your subscribers that your product or service delivers real value.

As humans, we look to what others do and say to determine appropriate behavior and decision making. If others have had a positive experience with your company, your subscribers will feel more at ease purchasing from you or signing up for your offer.

  • Ask happy customers if you can feature their testimonial, story or review in your email campaign. Offer to link to their website or social media in exchange.

  • Pull relevant reviews and ratings from third-party sites like Yelp, Google or Facebook and include snippets in your emails.

  • Develop a case study showing how your product or service solved a problem or achieved results for a customer. Include details on the challenges, solutions, and outcomes.

For example, you might say something like:

Don’t just take our word for it. Here’s what one of our customers, John Doe, had to say:

‘I was spending hours each week on manual processes that were slowing down my business. [Your company name] automated these tasks and gave me back my time so I can focus on growth. My productivity and revenue have skyrocketed! I highly recommend them to any business looking to streamline their operations.’ - John Doe, CEO of XYZ Company”

Including messages like these, from real people with real stories, builds a connection with your subscribers and gives them the push they need to take action. After all, if it worked for others, it’ll probably work for them too! What do you have to lose? Give your subscribers that final nudge by incorporating social proof in your email campaigns.

Use Urgency or Scarcity

Using urgency or scarcity in your email campaigns can be an effective way to motivate readers to take action. People are more likely to respond when they feel they have to act quickly before missing out.

Offer a limited time discount or promotion

Let your subscribers know the special offer or sale price is only available for a short period of time, such as 24 to 48 hours. This taps into the fear of missing out and encourages them to buy now before the opportunity is gone. For example, “Flash sale! Take an extra 25% off all orders for the next 2 days only. Use code FLASH25 at checkout.”

Limited quantity available

If you have a product with limited inventory, promote the low stock levels to create demand. For example, "There are only 12 left in stock."Once they're gone, this popular item won't be available again for months.” This works especially well for seasonal or trendy products.

Countdown timer

Adding a countdown timer to your email campaign adds urgency and a visual cue for how long is left to take advantage of the special offer or promotion. For example, “24 hours left! Tomorrow at midnight, our largest sale of the year comes to a close. Shop immediately before these discounts are gone for good!"


Promoting an exclusive offer, discount or product available only to subscribers helps make them feel like VIPs. For instance, "As a devoted subscriber, you receive exclusive access to our special sale." Take 50% off your entire order—this offer is for subscribers only!” Exclusiveness implies that the chance won't last long and won't come up again.

Using these scarcity and urgency tactics in your email marketing campaigns, especially for promotions and sales, can be very effective for motivating readers to take action. But be careful not to overuse them, or your subscribers may start to tune them out. Use them strategically for your best offers and biggest events.


So there you have it, 10 tips to create email campaigns that actually drive sales. Email marketing is an art and a science, but when you nail it, the payoff can be huge.

Remember, keep your messages short and sweet, focus on your customers not yourself, include eye-catching images, use personalization to make real connections, and always include a clear call-to-action.

If you follow these best practices, you'll be well on your way to boosting your sales and building a loyal customer base through the power of email. Now get out there and start crafting those campaigns! Your customers and financial results will value it.