How to Write Sales Emails for Digital Products
Episode Overview
In this episode, Branda dives into how to craft effective sales emails for digital products. She breaks down the essential components of a successful email, from capturing your audience's attention with relatable struggles to showcasing your product's value. Branda offers practical tips on incorporating social proof, creating clear calls to action, and using visuals to boost engagement. Whether you're selling eBooks, webinars, or digital courses, this episode provides a roadmap for writing emails that convert.
Tune in as Branda discusses:
The three key components of a successful sales email.
Strategies for connecting with your audience through storytelling and addressing their needs.
Tips for building credibility and overcoming buyer hesitation with digital products.
Mentioned in this episode:
Product Promo Emails - https://www.therelevantcollective.com/product-promo-swipe
You want to sell your digital products via email, but you’re stuck on what to say - and how to get people to buy. Writing sales emails can be a challenge for business owners because they aren’t sure how to “convince” people to make a purchase. Let’s talk about the elements you need to write a successful sales email.
What Does this Format Work for?
Before I dig into the elements of a sales email, I want to make sure we are on the same page with the kind of products I’m talking about. A digital product can be anything from a PDF document to a webinar.
You can, of course, sell digital courses, digital programs, and more via email, but these products usually have larger sequences and launches behind them. It doesn't mean you can't talk about them in a singular email. But I really want to focus on those smaller digital products that you will sell in those smaller, weekly emails more often.
Elements of Successful Sales Emails
Throughout the month, you’re talking about and promoting specific digital products. Maybe you want to promote a best-seller for the month or remind your subscribers that a product exists. Either way, here are a few elements you’ll want to include when talking about these products.
#1 The Connection Piece
The connection piece is pretty broad because it covers a wide variety of strategies. Essentially, you're connecting the digital product to something your customer needs helps with, struggles with, or seeks change for. This connection piece will go at the beginning of your sales email.
For example, let’s pretend you have a PDF workbook for meal planning. When thinking of the connection piece, you’d brainstorm struggles, desires, or obstacles your audience is facing. Maybe they are a busy parent with a lot on their schedule. Maybe they want to eat healthier.
In your connection piece, you might talk about the struggle they're facing and affirm that it’s a challenge - and they aren’t wrong for feeling that way. You can tell a story about how you brought more vegetables into your diet when meal planning. This connection piece should be something your subscriber can relate to.
#2 Product Information
Now that you’ve made the connection, you want to offer the solution: your digital product! The next part of your sales email will be sharing specific details, benefits, and aspects of your digital product.
You don't need five paragraphs detailing your product. Instead, your product details might sound something like this: “If you're a busy parent who is looking for a better way to meal plan, grab my PDF workbook. Inside you'll find templates like [blank] to help you with [blank].”
You can include a bullet point list but don’t get stuck simply listing what’s included. Make sure to talk about how it’s beneficial and how it helps your customers. Going back to the meal planning workbook, I could say “There's a list of ingredients included”, or I could say “I included a list of ingredients so you can brainstorm meals in less time”. Which sounds better? (Hopefully, you said the second one!)
#3 Social Proof
The last elements of your sales emails is social proof. Social proof are the testimonials and reviews you get from people who have purchased before. Sharing reviews in your sales emails have a number of impacts:
It lets your customers know they aren’t the first ones to buy. AKA They aren’t taking a huge risk.
Reassuring them that it’s a valuable purchase.
Affirms that you will deliver and help them solve a problem.
I recommend choosing a review or two to include in your sales email. I personally like to choose social proof that backs up my connection piece. For example, if I'm talking about the struggle of being a busy parent who doesn't have the time to meal plan, then my social proof might be from a mom who shared her success of cutting down on meal planning each week using my guide.
If you don’t have social proof yet, that’s okay. You can share reviews from other digital products, just make sure you SAY they are from other products. (The purpose of this is to affirm that buyers have been overall happy with purchases from you.) You can also share your product with someone for free and ask for a review in exchange - just make sure you are ethical about this. Don’t force someone to write a glowing review.
More Things to Add to Your Sales Emails
Those are the three big elements I would consider adding, but they certainly aren’t the only things to include. Here are a couple of bonus elements:
Have a clear call to action. Make sure you are focused on one product in your email (not briefly highlighting ten).
Include an image or video. This gives your subscribers an idea of the product, so they can affirm it’s what they need (and make sure it’s legit).
If you want a helping hand the next time you write a sales email, grab my product promo swipe file. These four fill-in-the-blank sales emails will help you warm up your audience to your digital product, share what's included, and highlight the benefits of using the product. You’ll get immediate access to both the sales email templates and example emails (which can assist with your writing).