5 Tips for Writing Sales Emails That Get Responses

Published on July 31, 2025

Sales emails have massive potential—when done right. Even in a world where inboxes are crowded and attention spans are short, the right message can open doors, spark interest, and create real business opportunities. In fact, while the average open rate for sales emails sits at just 18%, that number climbs significantly when emails are personalized, clear, and value-driven.

The good news: with a few strategic tweaks, your emails can rise above the noise, grab attention, and drive real engagement.

Whether you're promoting a service, running a local business directory, or reaching out to small business owners in your area, email remains one of the most effective ways to make contact. The trick? Writing messages that feel personal, communicate clear value, and prompt action.

Here are five practical tips to help you write sales emails that will help you actually get responses.

1. Write Subject Lines That Demand Attention

Your subject line is the gatekeeper. It decides whether your email gets opened or ignored. In a cluttered inbox, it's your first—and sometimes only—chance to make an impression.

Instead of vague or generic phrases, be clear and benefit-driven. For example:

“Feature Your Business in [City]'s Top Directory – Free This Week”
“Want More Local Customers? Let Us Help”

Keep it short (under 50 characters), avoid spammy language (no ALL CAPS or too many exclamation marks), and use action words like "free," "exclusive," or "limited-time" to inspire urgency.

Tip: A/B test your subject lines. If you're using email marketing software, send variations to small segments of your list to see which performs better. Even small tweaks can lead to higher open rates over time.

2. Start Strong: Make the First Line Count

Your preview text is prime real estate. It's often the second thing recipients see, right under the subject line.

Make it count by skipping generic openers like:
“I hope this email finds you well.”

Instead, go straight to the point:
“I came across your business while researching top spots in [City]—I’d love to feature you.”

Use their name, city, or business type to personalize the intro. Mention something specific if possible (e.g., “Your great Google reviews stood out.”). A personalized hook builds trust and makes your email feel less like spam and more like an opportunity.

Tip: Use LinkedIn, Google, or local review sites to gather small insights you can use for personalization. Just one unique detail can show that your message is tailored—not templated.

3. Show What’s In It for Them

Don’t list features—sell the outcome.
People don't care that your directory has maps, categories, or banner ad options. They care about what those features do for them: more visibility, more traffic, more customers.

So instead of saying:
“We offer enhanced business listings.”

Say something like:
“We help local businesses like yours attract more customers by boosting visibility in local search results.”

Always frame your offer in terms of their goals—whether that’s attracting foot traffic, getting more calls, or standing out from competitors.

Tip: Use testimonials or quick success stats in your email body. For instance: “One local bakery saw a 32% boost in online orders after getting listed.” Specific, results-based examples build credibility fast.

4. Include a Clear, Single CTA

Don’t assume they’ll know what to do next—tell them. A strong CTA (Call to Action) drives action and removes guesswork.

Use direct, benefit-focused language:

“Claim your free directory listing today.”
“Book a 10-minute call to see how we can help.”

Stick to one CTA per email to avoid overwhelming the reader. And consider reinforcing it both near the middle and end of the message if it makes sense contextually.

Tip: Add a clickable button or hyperlink with your CTA if you're using HTML emails. Make sure it stands out visually and is easy to tap on mobile devices.

5. Follow Up Without Being Pushy

The first email often isn’t enough. Many prospects miss emails or forget to reply. That’s why polite, timely follow-ups are essential.

Best practices: Wait 1–2 days for your first follow-up. Keep it short and friendly. Remind them of the value you’re offering.

Example:
“Just wanted to follow up in case you missed my email last week. I’d still love to feature your business in our [City] directory—it’s free and a great way to reach more local customers.”

Follow-Up Sequence Idea:
• Day 2: Gentle reminder + restate benefit.
• Day 5: Offer a new angle (e.g., “limited-time feature opportunity”).
• Day 10: Share a relevant case study or testimonial.
• Day 14: Final check-in before closing the loop.** Gentle reminder + restate benefit.

Persistence (without pressure) shows professionalism and keeps the door open.

Final Thoughts

Writing high-converting sales emails isn’t about clever tricks—it’s about relevance, clarity, and consistency.

As someone running a local directory site, your emails may be the first interaction a small business has with your platform. Make that first impression count.

Focus on how you can help them grow their business, keep things personal, and always include a clear next step. Follow these tips and you’ll not only get more replies—you’ll build more lasting relationships with local businesses.

Next Steps for Directory Owners:

Create a reusable email outreach template library. Ideal Directories provides professionally written sales email templates to help you get started faster.
Track open and reply rates to identify what’s working.
Build a weekly schedule for outreach and follow-ups.
Consider automating with tools like Mailchimp, Constant Contact, or GMass.

Start by applying these strategies to your next batch of outreach emails and watch your response rate climb. Your next sale could be one email away.