Inside The Agency Blog

5 Effective Ways to Ethically Turn Email Leads into Paying Customers

Posted by Peter Diaz on Nov 12, 2018 11:33:00 AM


How many email lists have you signed up for to get a special discount code or a piece of information? 

For me, the answer is probably 4 in the last week.

I most likely will never become a customer to these brands I signed up with… but that doesn’t mean they should stop trying to sell to me.

When a brand does email marketing the right way, I’ll actually consider buying.

And if their offer is something I want, I’ll buy it.

In this article I’m going to give you some marketing tactics you can implement today to ethically get more of the email leads you generate to buy your products and services.

Let’s get into it…

Make a good first impression

Immediately after someone joins your email list, make sure to create a great first impression.

Remind them why they joined and deliver any free gift or offer you promised (you should be offering incentives for signing up)

After you’ve delivered on your promises explain what your new subscriber can expect from your emails moving forward.

Write in a conversational tone or whatever fits your brand. 

And finally, at the end of that first email, give a hint to what’s coming in the next email in the sequence you have created for them.

This is called opening the loop. It’s an effective communication tool that keeps the audience on the edge of their seats and waiting for the closing of the loop.

It’s a tool used in lots of movies as well (think cliff hanger endings).


Build the brand early

Along with the good first impression, make sure you’re making the RIGHT impression for your brand.

If your brand is funny – maybe tell a joke.

If your brand is more serious – maybe share a statistic.

This has a lot to do with how you write your content and the style that your brand talks in.

You may also want to introduce or explain what your brand stands for and why they should be excited to be a part of it.

This is an opportunity to share your mission.

Is your mission to inspire others to do extraordinary things?

Make sure the subscriber knows that and feels like they are making a difference towards that cause by being a part of your subscriber/email list. 

Is your mission to empower women to love their bodies again?

Make it known! Shout it from the rooftops! 

Okay, I think you get the picture… let’s move on.


Care about them more than you care about yourself

Throughout your email sequence make sure that you are always offering value and relating to the end reader.

People don’t care about what you have to offer until they know that your care about what they have going on.

Make the end reader feel like you are on their side and you’ll be well on your way to boosting profits and making a real difference. 

Pro Tip: Research suggests that people treat computer communication as if it was from a real person. So make sure your emails are personable and “human”.

Ask the reader to respond to your emails and answer them personally if you can.

The more you care and build that connection the more likely they are to share your brand and buy again and again.


Make an offer

I know…I know…

This should be a “Duh!”

But I’ve seen entrepreneurs and marketers alike spend tons of time, energy and resources building up a list and then don’t monetize because they are afraid of selling and losing people.

It’s one of the funniest things to say but it must be said…

If you want to more customers you need to make offers to your email list.

You need to actually craft emails that include special offers only available for a certain amount of time or for a specific reason/season.

It’s okay if some people unsubscribe!

Ya know why? 

Because they weren’t gonna buy from you ANYWAY!

AND having a smaller list that’s more engaged is better for deliverability in the long run.

Pro Tip: Include the offer or coupon in the P.S. section of the email. The P.S. section is one of the email sections that is read most often because people like to skim to the bottom of their emails. The P.S. should be actionable while also giving a quick overview of the purpose of the email message.

CAUTION: Don’t send out too many offers too quickly. Make sure to break up offer emails with content rich emails. Remember that value is the name of the game. These are real people who are subscribed to you for a specific reason – don’t disrespect them by treating them like an ATM.


Send a survey

Finally, if all else fails, send your email lists a survey to see what the wants, needs, and desires of your list are.

Ask them questions about your niche/product/service. What are their biggest pain points? What do they hate most about companies like yours? What do they wish a company like yours would offer them?

The goal is to get a better understanding of the people on your email list so that you can craft better offers and serve them even better with valuable content.

That’s really the main takeaway I want you to get form this post: Turning email leads into customers is all about delivering on what your leads want.

People buy what they want (not always what they need). So ask your leads what they want and deliver on that.



I hope you have a great time using these 5 tactics to generate more customers from your hard earned email list. I wish you the best of luck – and as always if you’d like to learn more or you just want someone to execute on these tactics for you, contact Pulse Marketing.

What other tactics have you used to generate sales from your email list?

Share them in the comments below.

Topics: Advertising, Online Advertising, Web Design, Website Optimization, Facebook Ads

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