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Sales emails and marketing emails are different types of emails with different goals and different requirements for success.

Your marketing emails –or newsletters—are opt-in emails.  Your recipients have somehow chosen to be on your list.  When your recipients receive these emails, they know they’re one of many people all receiving the same newsletter.  They expect to see lots of marketing information and nice-looking graphics.

Critically, they understand that they’re not expected to reply to the email.

The opposite is true with cold sales emails.  Your goal here is to start a conversation and elicit a reply.  Sales emails should be short –and usually without graphics.  They need to capture the attention of somebody who hasn’t signed up to receive it.

Critically, your sales email should feel tailored to the individual recipient.

Keeping in mind the differences between sales and marketing emails will help you succeed with both.