Email marketing is one of the most powerful retention channels for eCommerce brands. But there’s a debate that not enough marketers are having:
📩 Should you "sell the click" or "sell the product" in your emails?
Most brands instinctively take the "sell the click" approach—keep emails short, punchy, and laser-focused on driving traffic to their website. The logic seems sound: More clicks = more opportunities to convert, right?
But here's the reality: Getting someone to click and getting someone to buy are two very different challenges.
A high click-through rate might look great on your analytics dashboard, but if those clicks don’t convert into sales, what’s the point?
This is where the "sell the product" strategy comes in...longer, more detailed emails that educate subscribers before they even click. These emails address objections, showcase benefits, and build desire before the reader lands on your website.
So, which approach works best? The answer depends on your audience, your product, and your testing strategy. Let’s dive in.
The Two Email Marketing Strategies: "Sell the Click" vs. "Sell the Product"
Before deciding which approach is right for your brand, let’s break down the two strategies:
1. The "Sell the Click" Approach
What it is:
Short, minimal content
Focuses on driving clicks as quickly as possible
Clear call-to-action (CTA)
Often relies on curiosity or urgency to generate interest
Why brands use it:
✔ Works well for time-sensitive promotions (flash sales, exclusive drops)
✔ Can be effective when website landing pages are already optimized for conversions
✔ Faster to create and send
Potential downside:
❌ High click-through rates don’t always translate into revenue
❌ If the product requires education, visitors may not be ready to buy upon clicking
2. The "Sell the Product" Approach
What it is:
Longer, educational emails
Provides detailed information about the product
Addresses objections before the reader clicks
Warms up subscribers so they are primed to purchase
Why brands use it:
✔ Helps sell complex products that require more explanation
✔ Leads to higher-intent clicks, increasing the chance of conversion
✔ Works well for new customers unfamiliar with your brand
Potential downside:
❌ Lower click-through rates (but potentially higher revenue per email)
❌ Takes more time to write and test effectively
Why Short Emails Aren’t Always Better
The common belief in email marketing is that "people don’t read long emails anymore." But is that really true for your audience?
Many brands assume that shorter emails are always better, but they often fail to systematically test whether longer, more detailed emails could drive better revenue results.
After running A/B tests with multiple brands, here’s what we’ve found:
🔹 Sometimes, longer emails with lower CTRs generate more revenue.
🔹 People who click after reading a detailed email are more qualified buyers.
🔹 If your landing page lacks strong sales messaging, your email needs to do the heavy lifting.
Think about it: If someone reads a long email, learns about your product, and still clicks through, they’ve already overcome major objections. Their intent is much higher than someone who clicked a vague CTA out of curiosity.
The Role of Your Landing Page in This Debate
One key factor that many brands overlook in this discussion is:
🛍 How much of the “selling” happens on your landing pages and product pages?
If your website already has:
✔ Strong product descriptions
✔ Compelling customer reviews
✔ Social proof and trust signals
✔ A clear, persuasive offer
…then shorter emails might be enough to get the job done.
However, if your landing pages are light on details, your emails may need to do more selling upfront to increase conversions.
💡 Pro Tip: If your email marketing team and website team operate separately, make sure they collaborate to align messaging. A short email driving traffic to a weak landing page can tank conversions.
How to Test & Optimize Your Email Strategy
The only way to know what works best for your brand is to test it systematically. Here’s how:
1️⃣ A/B Test Different Email Styles
Send one version of your email with minimal content ("sell the click")
Send another version with detailed product information ("sell the product")
Track both click-through rates (CTR) and revenue per email sent (RPE)
2️⃣ Track More Than Just Clicks
Click-through rate tells you if people are engaging.
Conversion rate tells you if clicks are turning into purchases.
Revenue per subscriber is the ultimate KPI that matters.
3️⃣ Test Across Different Audiences & Product Types
New vs. returning customers
Low-ticket vs. high-ticket items
Simple vs. complex products
Some audiences need more education before buying, while others are ready to purchase with minimal friction.
So, Which Approach Should You Use?
🔹 If you’re running a limited-time sale → "Sell the click" might work better.
🔹 If you’re selling a complex product → "Sell the product" can drive better revenue.
🔹 If your website does most of the heavy lifting → Shorter emails might be sufficient.
🔹 If your landing pages are minimal → Your email needs to do more of the selling upfront.
But in most cases, the best strategy is a mix of both.
🚀 Use short, snappy emails for engaged subscribers and time-sensitive offers.
📚 Use longer, educational emails when your product requires deeper storytelling.
Final Takeaway: Measure What Matters
At the end of the day, your email strategy should be dictated by revenue, not just clicks.
Many brands obsess over open rates and CTRs but fail to track whether those clicks are actually converting into sales.
The brands that win in email marketing are the ones who let data—not assumptions—drive their strategy.
Need Help Optimizing Your Email Marketing for Maximum Revenue?
At Dispatch, we help brands test, optimize, and scale retention marketing strategies that drive real revenue. Whether you need:
✅ A/B testing to refine your email strategy
✅ Conversion-focused email flows
✅ Retention marketing strategies tailored to your audience
We can help you turn email clicks into actual revenue.
📩 Get in touch with Dispatch and let’s build a high-performing email strategy tailored to your brand.
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