This is one of the foundational blocks of good writing. Active voice has multiple benefits: it's easier to understand, it usually requires fewer words, and it makes a message stronger and more exciting. Compare "More than 10,000 customers have been helped by our service" to "We have helped more than 10,000 customers."

In a sales email, passive voice makes you sound weak and unconvincing, which won't help you build trust with a potential customer. There's a time and place for passive voice in writing, but you'll pretty much never encounter it while doing sales emails, so it's best to follow the rule of avoiding it altogether.

Published on: Jun 10, 2019