What not to do in sales emails?

We’ve listed some of the most common mistakes in sales emails, from the structure to the approach strategy itself, and we’ll give you tips on how to improve your results in this channel

Do you use sales emails in your business strategy like that of Sky Marketing?

Even though other channels are growing stronger, email is still a primary means of communication within companies. Not everyone is on Facebook or Instagram. However, even to be able to access these networks, you need a valid email address.

If you are unhappy with the results of your sales emails, it could be that your sales team is making some classic mistakes when contacting Leads and potential customers.

The Sales team of Blue World City has listed below some of the most common mistakes in commercial emails, from the structure to the approach strategy in this channel. Check out what they are and what to do to avoid them!

Structure of sales emails

Subject matter

The subject line is a Lead or prospect’s first contact with your message. Therefore, it needs to be attractive and instigating, to motivate the opening of the email.

The most common mistake is to use generic subjects like “contact about company X”. Besides not being attractive, this type of subject is not very honest because it doesn’t show the reason why the email was sent.

Another mistake is not paying attention to some practices that can characterize spam, such as:

  • Use lots of exclamation points;
  • Include words like “promotion”, “money”, “make money”;
  • Capitalize words.

These practices can send a sales message directly to the spam box, in addition to hampering your Email Marketing strategy as a whole!

What’s the tip?

  • Keep your subjects up to 60 characters long, or half that if your focus is mobile devices;
  • Using the contact’s first name in the subject can personalize the approach, which is positive in a sales context;
  • Questions are always a good bet, as are lists and tips.

Email body

In the body of the email, each line matters, especially the first ones. It is very common for companies to send more extensive and detailed texts, something that doesn’t have many places in instant messages via Whatsapp, for example.

The problem is that viewing a large email is terrible for the user experience because we view text as blocks. The more lines, the larger the block, the larger the message, the greater the investment of time to read it.

Therefore, it is very important to plan each email well, putting yourself in the recipient’s place to assess whether that content is interesting and informative in the right measure.

In a prospecting email, the seller does not need to tell their entire professional history, or the complete trajectory of the company in the last 10 years. A brief presentation is enough, but complete enough for the prospect to be curious to know more and move on to the next step.

Another mistake is not planning the tone of voice of the message. Excessive formality can provoke rejection, due to its impersonality. On the other hand, being too informal can cost the sale, especially if it makes the customer feel disrespected.

Avoid slang, jargon, and memes unless you’re sure they’ll help connect with the reader. Don’t complicate what can be simple: bet on everyday language, friendly and without fancy words.

What’s the tip?

Putting the most important information before the first fold of the page (the first time you need to roll your mouse or the screen to continue reading) is an excellent strategy!

Follow a logical order in the text:

  1. Presentation:  start with a greeting, introducing the seller and, if possible, informing where you got the recipient’s contact;
  2. Reason for contact:  explain why you are sending the message;
  3. Relevant information about the company and the solution:  Present the potential benefits that the solution offers and why it would be a good idea to learn more about the subject;
  4. Call-To-Action: End with a clear command for the next step in the conversation, such as setting up a meeting.

Throughout the text, it is interesting to try to show that the seller wants to know more about the Lead, its needs and desires, before making a commercial offer.

It can also be effective to use a more active CTA, such as “Can we talk at 3pm tomorrow?” instead of “Let me know a time so I can call you.” Thus, the person will feel compelled to respond, if only to advise that he cannot tomorrow at 3 pm.

Layout and fonts

Have you ever received an email with so many visuals that you couldn’t even understand what the message was? It’s a nightmare you don’t want to inflict on your customers!

The tools available on the market are increasingly modern, with fully customizable email templates, offering an incredible experience to the recipient. It’s good to use this potential, but only when there are conditions to harmonize the layout, brand, colors and elements.

Otherwise, there is a risk that it will not work well on different screen sizes, such as computers or mobile devices. It is often safer to go with a simpler model, without too many artifices, but one that conveys the message well.

Images can get a lot of attention, but they can also hurt deliverability. Never send an email composed only of images, the servers interpret this type of message as spam!

What’s the tip?

Balance visual elements by interspersing text with illustrative images. Avoid coloring too much, either in layout or fonts. Give preference to highlighting text using bold or italics.

The email signature also deserves some attention in the layout: signatures that already contain contact details, photo and elegant design convey more professionalism.

Sales email planning and strategy


The most serious mistake in sales emails is perhaps not knowing perfectly well the behavior of the audience that will receive the contacts. This point is connected to the others mentioned above, because it influences the choice of voice tone, text extension, colors and images.

Companies often treat the public as a homogeneous mass, without mapping important data about their preferences, consumption habits and lifestyles.

In a sales email strategy, it is essential to understand at what point in the purchase journey each Lead is, its maturity in relation to the offer, how close it is to closing the purchase.

This knowledge prevents the commercial team from wasting time prospecting or qualifying contacts that are not yet ready for it. Instead of a sales email, these people can be nurtured and educated via Email Marketing, until they become real opportunities.

What’s the tip?

Spend time planning your actions, starting with defining your personas, the ideal customer profile and the shopping journey. Tailor communications for each step of the journey and customer profile!

Encourage salespeople to be able to connect with customers in a humane way. More than just offering a product or service, offer content, learning, tips, share contacts, recommend news… All of this strengthens rapport and increases the chances of customer identification with your company.


We are constantly repeating here on the blog: selling is 100% timing-related. Missing the ideal moment to contact an opportunity can be fatal, and that goes for calls, emails and even field sales.

In the case of the approach via email, the count starts after the first response to the prospecting contact. From there, every day counts!

However, in the rush of daily life, it may be that some emails get lost in the inbox and end up being unanswered for a long time. With this, the customer forgets the proposal, gives up on the purchase or even closes a deal with the competitor.

What’s the tip?

To help salespeople not miss the timing of contacts, using CRM on a daily basis should be the absolute rule.

After all, the same seller will have opportunities at all stages of the funnel: waiting for a proposal, evaluating a budget, signing the contract, negotiating prices… Imagine controlling all this flow by hand?!

Choose a tool that has email templates for each purpose, such as prospecting, proposal follow-up and contract submission. Thus, sellers save time without losing efficiency by using optimized templates.

Already familiar with RD Station CRM? Results Digitais’ sales solution is already the market leader in Brazil! Create your free account (not a trial, it’s free forever!) and find out how we can help you improve your results with sales emails and fully control your business process!