Build Your Email & SMS Program
Chapter 10: How to Create Emails That Sell
A good-looking email still needs to give someone a reason to act. In this chapter, you’ll learn how to turn one clear message into an email that is easy to understand, easy to read on a phone, and easy to shop.
You’ll learn to
- Decide what the email needs to accomplish.
- Build a clear path from headline to action.
- Design a useful first screen on mobile.
- Write copy that supports the buying decision.
- Review the whole experience before sending.
Watch the breakdown
How to Design Ecommerce Emails That Actually Convert
Watch Nick explain how Barbs Media approaches email goals, layout, messaging, and calls to action—or work through the practical guide below.
Section 1
Decide what this email needs to do
Before opening a design tool, decide who the email is for, why they are receiving it, and what you want them to do next.
An abandoned checkout email speaks to someone who has already shown buying intent. A launch email introduces something new. A post-purchase email might help someone get more value from a product they already own.
Those situations need different messages. The layout should follow the job.
One-email brief
Saved on this deviceThis is an illustrative example, not a client campaign.
- Audience:
- Customers who bought a coffee brewer.
- Reason to send:
- Introduce compatible replacement filters.
- Main message:
- These filters fit the brewer they already own.
- Primary action:
- Shop the compatible filters.
- Destination:
- The matching filter product page.
Timing should reflect how customers use the product. Buying a brewer does not tell you exactly when someone needs more filters.
Section 2
Give the reader one clear direction
One main CTA means one primary decision. It does not mean you can only use one button.
You can repeat the same action further down the email. You can also show several products when they support the same theme, such as a collection launch.
The problem starts when one email asks someone to shop a launch, join a loyalty program, refer a friend, and explore an unrelated sale. Each extra direction competes with the reason you sent the email.
Compare approaches
Competing directions
- 1Shop the new collection.
- 2Join our referral program.
- 3Buy an unrelated bundle.
- 4Read our founder story.
Support links, unsubscribe links, and necessary footer information can remain. The aim is a clear primary action, not removing useful navigation or required information.
Section 3
Build the email from top to bottom
Use this structure as a starting point. Each section should earn its place by helping the reader understand the message or take the next step.
Illustrative layout—not a client email or performance example.
Example Goods
Your everyday essentials. One easy-to-carry tote.
Meet the Everyday Tote.
See the size, available colours, and product details to decide whether it fits your routine.
Close-up and alternate view
Support · Email preferences · Unsubscribe
Note 1 of 4
Hero: make the message obvious
The first section should make it easy to understand what is being promoted and what to do next. Use a clear headline, relevant imagery, and an obvious primary CTA. A large logo or decorative image should not push the useful message out of view.
Select a numbered marker on the mockup to see each note.
This is a useful structure for a designed promotional email. A short text-led message or a product education email may need a different layout.
Section 4
Make the first mobile screen useful
Before someone scrolls, they should be able to understand the message and see a clear next step.
‘Above the fold’ is not a fixed pixel measurement. Devices, email apps, text settings, and image loading all change what appears first. Use the first screen as a design check.
First-screen questions
- Is the main message visible without a long introduction?
- Is the headline readable at normal size?
- Does the image help explain the product or offer?
- Is the primary action easy to find and tap?
- Is anything decorative delaying the useful content?
Use short paragraphs, clear spacing, and product images that still make sense when cropped for a small screen. Review an actual test email on your phone as well as the desktop version.
A browser mockup helps you plan the layout. It does not replace testing in email clients.
Section 5
Write copy that gives people a reason to care
Your headline introduces the idea. Supporting copy makes the value clearer. Product details help the reader decide. The CTA tells them what happens next.
You do not need to say everything. You need enough information for the next decision.
Illustrative copy examples—not tested results.
Vague
“Your new favourite is here.”
More specific
“Meet the tote for your everyday essentials.”
Why: The second version identifies the product and a use case. It gives the reader something concrete to evaluate.
Vague
“Premium quality. Unmatched style.”
More specific
“See the dimensions, materials, and colour options before choosing yours.”
Why: Useful details can help customers assess fit. In a real email, replace vague claims with verified product facts and benefits.
Vague
“Click here.”
More specific
“Explore the tote.”
Why: The button sets a clear expectation about the destination.
Concise does not mean incomplete. A familiar replenishment reminder may need very little copy. A complex or unfamiliar product may need more explanation. Write for the decision the customer is making.
Section 6
Make the click feel like the next step
The email and its destination should tell the same story.
If you feature one product, send people to that product. If you introduce a collection, send them to the relevant collection. Avoid making someone search again for the thing that caught their attention.
Review points
- The destination matches the featured product or collection.
- The offer and any conditions match what the email says.
- Featured options are available.
- The mobile page is usable.
- Links and any discount codes have been tested.
Section 7
If you own the business, look beyond the email
Better emails start with something worth buying.
If you own the brand or influence product decisions, ask what would make the purchase more compelling before asking for another redesign.
Is the product useful and differentiated? Is its value easy to explain? Does the experience match the promise? Are customers giving you feedback that the product or offer needs to change?
Email can communicate value. Your product and customer experience have to deliver it.
Reflect
- What do customers consistently like about the product?
- What makes them hesitate or disappoints them after buying?
- What product, offer, or experience improvement would give us a stronger reason to contact them?
Section 8
Real design examples
Study the visible choices in these supplied designs. The notes describe what is on the screen — they are not performance claims or evidence of a client relationship.
Eight campaign designs from the archive. Scroll sideways through the collection, or open any card to read the full email with annotations.
Section 9
Your pre-send checklist
0 of 13 checks completed.
Saved on this deviceCompleting this checklist helps you review the email. It does not guarantee a particular result.
Closing takeaway
Start with the job. Make the message clear. Give the reader a useful next step. Then remove anything that gets in the way.
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