The 7 Types of Sales Emails That Sell Your Stuff (Without Being “Salesy”)

You've spent all month being helpful, sharing value, and showing up in the inbox like a good little business owner. Then it's time to actually sell something, and suddenly your whole personality changes.

The tone gets stiff. The exclamation marks multiply. You turn into a slightly sweatier version of yourself who keeps typing "limited spots remaining!" and then deleting it.

The reason that feels so awful is that you've been treating selling like a phase. Like it’s something you switch into when you're "promoting," then switch back out of when you're done. But guess what? Your emails are always doing one of two things: they're either moving someone a little closer to buying, or they're keeping them exactly where they are.

The 7 email types below are how you make sure it's the first one. They work when you're actively launching, when you're writing your regular weekly newsletter, and when they're sitting adorably in an evergreen funnel doing their thing while you sleep.

Ready? Let's go.

The 7 types of sales emails (and what each one is for)

1. The "This Is What You're Dealing With" email

Its job: make them feel seen.

This is where you start, because (unfortunately) nobody cares about your solution until they feel like you actually understand their problem.

In this email, you want to start with a specific, relatable moment that shows the struggle. Describe what's happening on the outside, then what they're thinking and feeling on the inside. Validate why it makes total sense that they're here, give a gentle nudge towards what's missing, and close with a soft but (confident!) CTA.

The trick is to resist solving anything yet. You just want them reading this thinking, how is she in my head right now? (Here's one I sent that does exactly this.)

2. The "This Was Me" email

Its job: build trust through your story.

People trust you faster when they realise you've sat exactly where they are right now. So tell them about it!

Pick one specific moment, though, not your entire life story. Show what wasn't working, share what you were actually thinking and feeling at the time, then walk them through the turning point and what changed. Connect that shift to your offer, and you're gravy.

If your own story doesn't fit, a client story works just as well. The point is to prove the other side of the struggle exists, and that you know the way there.

3. The "Why You're Still Stuck" email

Its job: create the shift they need.

This is the email that reframes the whole problem so your offer makes sense as the answer.

Name the belief your audience currently holds. Validate it (because it usually does make sense on the surface). Then show why that belief is incomplete and reveal the real reason they're stuck. You can then paint the picture of what becomes possible with a different approach before tying it back to your offer.

Remember, you're never shaming anyone for what they believe. You're just standing next to them, offering a better or more complete perspective. (Here's an example of that shift in action.)

4. The "This Could Be You" email

Its job: make the result feel possible.

Proof only works when your reader can see themselves in it. A wildly dramatic transformation can actually backfire, because it feels out of reach.

Introduce who your client was before. Share their main struggle, what they'd tried, and what shifted once they got support. Then describe the after in specific, concrete detail and explain why it worked.

Pick the story that mirrors your reader's real life, the one that makes them think that sounds like me, and not the flashiest one in your testimonials folder.

5. The "Why My Way Works" email

Its job: prove your approach is genuinely different.

This one handles the "I've tried everything" objection, because your reader probably has tried a lot. But! What they haven't tried is your specific way of doing it.

Open by naming the standard approach they've already attempted. Acknowledge why it made sense and where it fell short. Then introduce your method or philosophy, explain what's actually different about how you tackle the problem, and show what becomes possible because of that difference.

(Here's a version where I share my thinking on a specific problem.)

6. The "But What About…" email

Its job: reduce hesitation.

Every on-the-fence reader has a question they haven't voiced yet (and probably won’t DM you out of nowhere to ask). This email answers so they don’t even have to ask.

You can go two ways here. Either answer 5 to 7 quick FAQ-style questions, or take one deeper, more identity-based hesitation. Keep your answers simple, direct, and kind, and use each one to lower the perceived risk a little more.

If someone's not buying, there’s a legit reason, and this is your legit opportunity to address it head-on.

7. The "This Is Right for You If…" email

Its job: help them decide.

The last one helps your reader figure out whether your offer is genuinely for them.

Maybe open with a story about a time you bought something that wasn't right for you (instant relatability). Then clearly name who this is for while layering in how they think and what they value. You can also write about who it’s not for, which not only saves everyone time and money, but also reinforces the reader’s trust in you. Share what's possible when it's a fit, and close with a confident, warm invitation to buy.

Remember, this isn't about convincing anyone you’re perfect for them. It’s an opportunity for the right people to see themselves and happily raise their hand. (And their credit card.)

How the 7 emails work together

You can absolutely use these as standalone emails. But sent in order, they become a progression, and the beauty is in how the progression feels from your reader's side:

• This Is What You're Dealing With → "that's me"

• This Was Me → "she gets it"

• Why You're Still Stuck → "oh… that makes sense"

• This Could Be You → "this could actually work for me"

• Why My Way Works → "I haven't tried this"

• But What About… → "okay, I feel safe"

• This Is Right for You If… → "I'm in"

Each email sets the stage for the next one. And when you make the offer, you're not springing anything on anyone, you're just continuing a conversation they've been part of the whole time.

Where to use these

You don't have to save these for a big launch. In fact, please don’t, otherwise they’ll probably never get written. Instead, you can drop them into your regular newsletter strategy wherever they fit:

In your weekly emails, turn "This Is What You're Dealing With" into your next newsletter, or send "This Could Be You" after a recent client win.

When the same question keeps landing in your DMs, that's your cue to write a "But What About…" email. When people seem a little confused about what you do, reach for "Why My Way Works."

And in an evergreen funnel, sequence them in order for a full nurture-to-sell experience. You can add in more emails of any type depending on your offer, your audience, and your specific sales situation.

When your emails make people feel seen, understood, and clear on what's possible, buying becomes the natural next step.

Want help actually writing these?

If you read all that while nodding along and also thinking "cool, but how do I know if I'm doing it right," that's the exact gap I’m here for.

Inside the G6 Email Lounge, you get support with your overall email strategy, feedback on your emails every single week, and someone (hi, it's me) who'll tell you when you're overcomplicating it.

If you're tired of treating selling like a personality you have to put on, come join us in the Lounge. I'll save you a seat in first class!

xxG