Use This 3-Step Formula to Get Sales Every Time You Send An Email

In direct response marketing, your email isn’t just a message—it’s a sales engine. Every element has a job, and when done right, it works like a conveyor belt, moving the reader effortlessly toward your goal.

But here’s the secret: success hinges on mastering the three distinct “sells” that make an email irresistible.

1. Selling the Open: The Function of the Subject Line
   The subject line isn’t just a label—it’s a pitch. Its sole job? To sell the open.

Your audience is drowning in emails, most of which they’ll ignore. To stand out, your subject line has to scream for attention while whispering enough intrigue to make them curious. It’s a delicate balance between urgency, relevance, and curiosity.

• Urgency: Why should they open this email right now?

• Relevance: How does this subject speak directly to their needs, desires, or fears?

• Curiosity: Does it leave them wanting more, itching to know what’s inside?

Great subject lines don’t reveal everything—they tease. They’re bait for the mind, forcing the reader to think, “I need to know what this is about.”

Examples:

• “You’re running out of time…”

• “The one mistake costing you thousands…”

• “Can I be honest with you?”

2. Selling the Promise/Claim: The Function of the Email Copy
   Once they’ve opened the email, the copy has one job: to sell the promise or claim and keep them reading.

Think of it as a slippery slope. Your opening line grabs their attention and sets the tone, sliding them effortlessly into the body. Every sentence leads to the next, building anticipation and reinforcing the promise your subject line hinted at.

The golden rule? Don’t break the promise.

If your subject line teased a solution to a problem, your copy better deliver. But don’t dump everything at once. Instead, guide the reader:

• Start with their pain point or desire—make it personal and relatable.

• Paint a vivid picture of the transformation they’ll experience.

• Build trust by providing value, proof, or a compelling story.

Every word in your email should nudge them closer to the action you want them to take. No fluff. No distractions. Just a steady drumbeat of relevance, urgency, and curiosity.

3. Selling the Click: The Function of the Call to Action (CTA)
   Your CTA is where you open the loop to the next step, the ultimate “ask.” Its job? To sell the click.

This isn’t the time to be subtle or shy. A weak CTA like “Learn more” or “Click here” does nothing to inspire action. Your CTA should radiate energy, confidence, and urgency.

A strong CTA does three things:

• Clarifies the benefit: Make it clear what they’re getting by clicking.

• Creates urgency: Add a time limit, exclusivity, or a reason they need to act now.

• Leverages FOMO: Position it as an opportunity they can’t afford to miss.

Examples:

• “Claim your free trial now—offer ends today!”

• “Grab your spot before it’s gone!”

• “Unlock the secret—click here!”

Your CTA isn’t just a button or link—it’s the bridge between curiosity and conversion. If your copy built desire, your CTA is the match that lights the fire.

Why the Triple Sell Framework Works

This approach works because it respects how people process information. You’re not shoving everything at them at once—you’re guiding them step by step:

1. The subject line captures their attention and makes them curious.

2. The copy keeps their interest, delivering on the promise while building desire.

3. The CTA channels that desire into action.

Each element has a distinct role, and when they work together, your emails become a force of nature—driving opens, engagement, and conversions.

Ready to Master the Triple Sell?

If your emails aren’t getting the results you want, don’t panic. Chances are, one of these three sells is falling flat. Diagnose the weak link, refine it, and watch your emails transform from ignored to unforgettable.

Because great emails don’t just get read, they get results.