If you are new to writing sales texts, it helps to start with what the data actually shows rather than what enthusiasts claim. Here are five findings worth knowing.
1. Subject lines decide a lot early on
Studies from email marketing platforms consistently show that around 35% of recipients decide whether to open an email based on the subject line alone. The body copy never gets read if the opener fails.
2. Shorter sentences tend to outperform longer ones
Readability research suggests that sales copy written at a grade 6 to 8 reading level converts better than more complex text. This is not about dumbing things down — it is about reducing friction.
3. One clear call to action works better than several
Split tests across e-commerce and SaaS landing pages frequently show that pages with a single primary action outperform those with multiple options. Choice fatigue is a documented psychological effect.
4. Social proof placement matters
Positioning testimonials near a call to action, rather than at the bottom of a page, tends to lift engagement. Proximity to the decision point appears to matter more than volume of reviews.
5. Most first drafts underperform
Copywriting professionals commonly report that the second or third version of a text outperforms the first by a measurable margin. Iteration is part of the process, not a sign of failure.
These figures do not guarantee any particular outcome, but they give a useful starting point for understanding what to pay attention to.