How To Use Selling Points To Turn Your Leads Into Customers With Email

By: Jack Reamer |
 May 26, 2015 |

Some people have a “thing” for shoes…

Others are into wine…

My girlfriend Michelle has a thing for water bottles.

It’s true. 

(I’ve watched her go through about a dozen “high-end” water bottles in one summer.)

But let’s get to the point… (And how this relates to your email marketing.)

She was considering buying one of these two bottles…

They’re both top-of-the-line water bottles made for camping hiking and stuff with similar price points.

Take a look at the “selling points” for both bottles:


  • Large (Wide Mouth) opening
  • Double Wall Vacuum Insulated
  • Keeps Hot up to 12 Hours
  • Keeps Cold up to 24 Hours
  • BPA-Free
  • 18/8 Stainless Steel
  • Signature Powder Coat Finish
  • Lifetime Warranty

Kleen Kanteen

  • Sport Cap 3.0 with soft silicone spout, 25% higher flow rate and “chirp” free hydration
  • No BPA, phthalates, lead, or other toxins
  • 18/8 food-grade stainless steel, no liner
  • Doesn’t retain or impart flavors
  • Slim design fits in most cup holders
  • Rounded corners are easy to clean
  • Stainless steel threads
  • Fits large ice cubes
  • BPA-free polypropylene (pp#5) caps
  • Stainless accessory caps available
  • Dishwasher safe (handwash painted bottles)
  • Fits in the Kanteen Bike Cage
  • Lifetime warranty

She considered those features and then went with the Hydroflask.


Because she like how the Hydroflask bottle doesn’t get cold even when you fill it with cold water. (Thanks to the vacuum insulated double wall.)

Here’s the email marketing take away:

Out of all the reasons to buy one bottle or their other, the insulated double wall was the “selling point” that got her to buy.

And whatever your product or service is, you’ll have many different features/benefits and selling points.

Each one of your customers are unique. And each potential customer has a selling point that will get them to buy. So it’s your job to pack each (educational or entertaining) email with a different selling point.

And when that reaches the inbox of a future customer, maybe that will be the selling point that converts them.

Keep providing value in each email and mix in different selling points to turn more subscribers into customers.