You know that feeling when you walk into a furniture store, and before you even have a chance to look around, a salesperson is breathing down your neck?

“Can I help you find something? Are you shopping for something special? Let me show you this new couch we just got in!”

Meanwhile, all you wanted to do was breathe and take a look around. Explore your options, and find something that fits your overall ~vibe~.

That’s how a lot of brand emails come off: like an overly eager salesperson who doesn’t know when to back off. 

It gives off desperate vibes, and you just KNOW they’re looking at you like you’re a walking dollar sign to increase the money in their pocket. 

But on the flip side, you also don’t want to be the brand that never makes an offer. Because at the end of the day, you run a business. Sales need to happen.

So how do you find the balance? By sending emails that lead to sales naturally, without making your audience feel like they’re being backed into a corner.

And that’s exactly what we’re focusing on today 👇🏼

7 Types of Emails That Sell (Without Feeling Salesy)

1. The Story-Driven Email

People don’t buy products. They buy solutions. They buy stories. Brand storytelling emails make your audience feel emotionally connected to what you do. 

What this type of email could look like:
✔ Sharing why you started your brand
✔ A BTS look at a how you started your business
✔ A customer’s transformation after using your product

Why it works:
When customers feel invested in your story, they’re more likely to support your brand long-term because they can clearly see you’re able to meet their needs & true desires in a way no other brand can.

2. The Mission-Focused Email

If your brand has a mission (which, if you’re reading this, I KNOW it’s an incredible one), make sure you’re sharing that with your readers. Often and in new, interesting ways.

What this type of email could look like:
✔ Sharing the impact your brand is making
✔ Featuring charities or organizations you support
✔ Talking about sustainability, ethical sourcing, or conscious consumerism

Why it works:
Most people want to support brands that align with their values. This kind of email reminds them that every purchase they make with your brand has a bigger impact on the planet, the community, and other causes they care about.

3. The “How to Use It” Email

Sometimes, people want to buy, but they’re unsure how to use a product or if it’s the right solution for their problem. This indecision paralysis causes them to not check out, so giving them a little extra info could be the final nudge they need.

What this type of email could look like:
✔ A step-by-step guide for using a product
✔ Styling ideas or creative ways to use it fits into their everyday life
✔ A quick demo video or a breakdown of the ingredients and their benefits

Why it works:
It removes hesitation and builds confidence, making it easier for customers to hit “add to cart.” Plus, it’s just good customer service!

4. The Social Proof Email

Nothing sells like seeing real people love a product. You could talk all day about how incredible your product is, but a social proof emails let your customers do the talking for you.

What this type of email could look like:
✔ Featuring glowing customer reviews (with specific reasons)
✔ Share key numbers like :”4.9 stars with 10k+ reviews” or “Trusted by 1M+ customers”
✔ Highlighting user-generated content (UGC) from social media or by offering incentives

Why it works:
When potential buyers see others loving your product, it eliminates doubt and builds trust authentically & easily. Think of the last time you shopped on Amazon… I can almost guarantee you checked the product reviews, right?

5. The Behind-the-Scenes Teaser

This is your chance to make your subscribers feel like the real VIP insiders they are. Give them a sneak peek at what’s coming soon or exclusive access to something they couldn’t find on social.

What this type email could look like:
✔ A first look at a new product launch
✔ A “making of” series showing your creative process
✔ An early-access pass to something exclusive

Why it works:
Exclusivity makes people want to be part of the inner circle, and they’ll be more likely to think of your brand first when it’s time to buy. It’s a win-win on both sides!

6. The Educational Email

Sometimes, teaching instead of selling is the best way to get people interested in your products. It’s also one of the easiest ways to provide them something at no cost: a piece of your brilliant expertise.

What this email looks like:
✔ Sharing helpful tips related to your industry
✔ Answering common customer FAQs
✔ Comparing different product options to help them choose

Why it works:
It builds authority and shows your audience that you get them, making them more likely to trust your recommendations. Not to mention, it gives them a reason to want to stay around & keep learning from you!

7. The Post-Purchase Follow-Up

The customer journey doesn’t end at checkout. A strong post-purchase email helps create repeat buyers. Plus, it’s an easy way to show them that you see & adore them!

What this type of email could look like:
✔ A “thank you” email that makes them feel appreciated
✔ Tips for getting the most out of their purchase
✔ A personalized recommendation for their next order

Why it works:
Happy customers become loyal customers. A well-crafted follow-up makes them more likely to return. 

How to Make These Emails Work for You

Okay, now you know 7 types of emails that help you sell without being salesy. But how do you actually make them happen?

1. Plan ahead: Don’t just send emails when you need a quick sales boost. Build a long-term email strategy so your content stays balanced. Not sure how? I can help!
   
2. Automate where you can: Welcome emails, post-purchase follow-ups, and review request emails should all be part of your automated email flows so they work in the background.
   
3. Focus on connection first: Every email should feel like it was written for a real person, not a faceless audience.

Your Emails Should Reflect How Big Your Brand’s Mission Really Is

If your brand stands for more than just what’s on the shelves and if you care about your customers, your community, and the impact you’re making, then your emails should carry that same energy.

You don’t need loud discounts or clickbait subject lines to get people’s attention. You need clarity, connection, and consistency.

When your emails feel aligned with your bigger mission, they stop feeling like marketing. They feel like trust. And that’s what keeps people coming back, not just to buy but to believe in what you’re building.If writing emails feels overwhelming, or you’re not sure where to start, I’ve got you. Book a free consultation here.

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Thanks so much for reading! And speaking of: let’s talk about how I can help you write emails that your community actually reads.

I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:

Join Email Paradise! Get my best email tips and a splash of lifestyle content delivered to your inbox every Tuesday — your weekly dose of inspiration.

Download the 5 Email Hacks to Flood Your Shopify Store with Sales If you want to turn subscribers into buyers, these five hacks will help you do just that. No fluff, just actionable tips with real-life examples!

Check out my done-for-you email marketing services! If you need a strategic email partner (in any capacity) to craft emails that not only get opened but drive real results, I call dibs! Let’s work together to make your brand’s vision a reality.
Have a question or just want to chat? Drop me a DM on IG @aireannaelanah or email me at hello@aireannaelanah.com. I’d love to connect!