Why Your Sales Emails Aren’t Working and How to Fix Them

Despite the popularity of social media and the growing number of instant messaging apps, email has maintained a steady presence in our online communication. According to Statista, in 2020, the number of email users eclipsed 4 billion people worldwide and this number is expected to grow to more than 4.5 billion by 2025. Email is also a very important component of successful content marketing strategies. In fact, data from Hubspot shows that 53% of marketers say email has been the most effective channel for early-stage lead generation. However, in order to increase open rates and better engage your target audience, your emails need to be well-crafted with specific criteria in mind to make them more appealing to the recipients.

In this article, we will share with you some possible reasons why your sales emails may not be working as effectively as you hoped and what you can do to fix them.

Your Subject Line is Not Both Clear and Appealing

If you have been wondering exactly how big of a role the subject of your email plays in the open rates of your emails, the answer is that it is one of the most important aspects of a sales email. A study done by Convince and Convert showed that 35% of email recipients open an email on the basis of the subject line alone. However, a great subject line needs to maintain a delicate balance of being simply informative and overly flashy. By being overly flashy you run the risk of the email not living up to the hype of the subject line. Therefore, instead of trying to come up with a clickbait subject line, try letting the readers know how they could benefit from opening your email.

From this standpoint, the simpler the better may be the right way to go. If you have been able to achieve outstanding results for past clients, let prospective customers know in the subject line that you are able to lower their costs, increase their efficiency, and any other benefits. Remember, only 9% of sales emails are opened. Therefore, you need to be able to grab the person’s attention right away.

Too Many Empty Words

When a prospect opens your email, they need to understand exactly why they have received this message and what they need to do if they want to act on this email. Remember, the vast majority of emails, 84%, are being skimmed. Therefore, you need to structure the email so that the most important information is easy to find. Consider the following structure for your email: a quick introduction about why the email was sent and then offer some clear value. Finish off with a call to action which could be something like signing up for a demo, a Zoom meeting, or even a phone conversation. Even though your email may not contain something revolutionary, be sure to be straightforward and provide real value.

Emphasizing One-Way Communication

A lot of sales emails are written in a way that merely provides the prospect with information instead of trying to engage them in a dialogue. A good way to fix this would be to offer the recipient an easy way of reaching out to you. If you have sent some emails to your prospects and have not heard back from them, consider sending them a follow-up email containing some potential options for continuing the dialogue. These options could include things like setting up a call, receiving another follow-up email next week, and also whether or not the reader is interested, which will let you know whether or not this particular lead is viable. This way all the recipient needs to do is select the option that best fits them.

Overthinking the Wording

When you are sending out emails to prospective customers, especially if it’s very big ones you are trying to get, it can be easy to get bogged down deliberating every single word. The result is an email that sounds stodgy and awkward. You need to remember that writing an email is not an exercise in creative writing, but rather a friendly chat between two colleagues or acquaintances. Therefore, the next time you write an email, reread it and ask yourself whether or not it would sound strange if you said it to someone in face-to-face interaction. If you wouldn’t say something to someone during a physical meeting, then you should not include it in the email.

Remember, the goal of the email is to make a genuine connection with the recipient. So don’t try to be overly professional, or use sales jargon or catchphrases that you would never say in real life.

Lack of Personalisation

One of the biggest mistakes a lot of sales professionals make is that they do not spend enough time researching the person they are corresponding with. Even small details about a person’s personal or professional life could make a big impact on their interaction with your email. A lot of the information you need can be found through a simple Google search. Think about questions like where are the prospects from? What sort of companies do they work for? What do they post about on public social

This post was originally posted by u/colin_stevens in /r/salestechniques on reddit. You can see the original thread here.

How to create a workflow that will email an invoice to a customer?

Sage X3 Business Cloud has a number of add-ons that you can take advantage of to streamline emailing your documents to your customers, such as EDD, EDM, PIA, but in standard X3, a workflow can be setup to email a single document like a Sales order invoice to a customer in an automatic way, by following the steps below.

Now before you go about any of these steps, make sure you have proper backups in place that you can roll back to

Email settings in place?

Without proper workflow email validation links in place this post will not work. So first let’s go about making sure you are the right links in place before moving further.

When setting the worklfows for Sales Order and Purchase orders, the system generates two links sent on an e-mail so the Signing User can Approve or Reject the Sales order and/or Purchase Order. If this is not working its an indicator that proper links are not in place.

  1. Make sure that the X3 Web Services are installed on the SAFE X3 management Console.
  1. Log on your Sage X3 Server.
  2. Open the SAFE X3 System Management Console.
  3. Select the WEB Servers option
  4. Check if there is a Web Server configured.
  5. Take note of the Port used to connect to the Web Server. This will be used in the configuration steps below.

2 Enter the proper parameters on your Production and/or Test Folder

  1. Go to Setup, General parameters, Parameter values.
  2. Double-click SUP Supervisor to expand it.
  4. Select the Group WRK, the right click and select DETAIL.
  5. On the parameter values window, enter the following information ( remember that the names has to coincide with the server settings on the X3 Console)
    1. Parameter SERMES : enter your e-mail server name or IP address
      • If you don’t user an e-mail server, enter RELAY.MAILINTERNAL.COM   
    2. Parameter WRKRMTDIR: [install drive]:\Sage\[SolutionName]\FOLDER\[foldername]
      • Example: E:\SAGE\SAGEX3V7\FOLDERS\SEED   
    3. Parameter WRKRMTHTTP: <<SERVERNAME>>:<<PORT CONFIGURATION>>/sdata/x3/erp/<<FOLDER>>/$service
      • For example: localhost:8124/sdata/x3/erp/<<FOLDER>>/$service
      • Legacy parameter. Leave blank in v7 and above
      • For example: Same server name as above (not including http://) and the port shown in X3 Solution’s Main Processor section.
      • For example: Same server name and port as above (not including http://). Note: This IP address must be able to be “seen” externally from your domain.
      • For example: Same server name and port as above (not including http://).
  6. Click OK to close the page.
  7. Click SAVE to save the changes.

Workflow setup

Now that you have the appropriate email settings in place. Setup a workflow based on the APRINT workflow, but to print a specific report.

  1. Open Setup, General parameters, Parameter values.
  2. Expand SUP chapter and click on Action button for the WRK Group.
  3. Verify that you have an email server entered for parameter SERMES.
  4. Click OK.
  5. Click on Action button for RPT Group.
  6. Verify that ASAIDEST parameter is set to No.
  7. Open Setup, Workflow, Workflow rules.
  8. Select APRINT workflow.
  9. Create a new workflow by changing APRINT name to a new name.
  10. Set the condition on the header to only run when using your report, for example, 


  • Note: You may also want to either deactivate APRINT or add [F:ARP]RPTCOD<>”SBONFAC” so that only one workflow is triggered. Also, double check that you did not make a typo. Typos will result in no error messages being displayed to warn you. Emails will simply not generate.
  1. On the Recipients tab, select [F:SIH]BPR as the recipient and the appropriate function.
    • Note: Again, double check that you did not make a typo.


  1. On the Message tab, verify that GFILPATH is set under attached documents.
  2. Click Save and Validate.
  3. Open Common Data, Customers, Customers.
  4. Select the customer you like to email.
  5. Click on Contacts tab and select the contact you like the email to go to and set them to the same function as the workflow function( in this example, Buyer).
  6. Open Sales, Invoices, Invoices.
  7. Create a new invoice for the customer above.
  8. Click Print to print the invoice.
  9. Select SBONFAC report( this is the report we set as part of the workflow)
  10. Choose output of Message.
            Note: You may also create destination that defaults to Message.
  11. Click Print. If everything was set up properly, you should receive a popup box showing you which email will be sent the attachment. Click OK.
    • Note: If you do not receive this popup box, you either made a typo in one of the above sections, or you did not set up your email settings correctly. See linked article 56835, titled,”HTG – How to properly setup workflow email validation links to work.”
  12. Your customer will receive an email with the attached invoice.

Important Points


  • The link which is generated is based upon the link used by the user signing into X3. For example: If the user logs in via http://localhost:8124, this will be part of the signature link. Localhost is not resolvable outside the domain.
  • You must print from the actual invoice (Print>Record) to pull the email from the recipient.
  • The workflow will only generate one file and one email. It will choose the last email it finds if it finds multiple.
  • To know if the email is successful either add yourself as a Copy recipient or mark the Debug mode check box on the General tab of the workflow rule to receive a trace file.
  • You cannot customize the name of the attached .pdf file without modification to the code.
  • If you’ve set an SSL / HTTPS external website as the entry point to X3, the parameters need to have its address as the server.

    (This solution is for v7+)


    Description Value
    AWRKSYRA Syracuse server https://MyExternalserver.com/trans/x3/erp/[foldername]
    WRKRMTDIR Workflow links directory <same as above>
    WRKRMTHTTP Workflow links HTTP address MyExternalserver.com:443/sdata/x3/erp/[foldername]/$service
    WRKRMTMAC Serverworkstaton workflow II <not used in v7+>
    WRKSINTER Internet workflow feedback MyExternalserver.com:443/
    WRKSINTRA Intranet workflow feedback MyExternalserver.com:443/