Email marketing is a powerful tool to connect with your customers, nurture leads, and drive revenue. However, since your customers receive around 121 emails per day, it’s crucial to nail your email copy.
Anyone can write an email, but driving opens and clicks that translate to revenue is an art. Your email needs to grab attention, deliver value, and motivate people to take action. Every element from your opening line to your call-to-action button plays a role in whether someone reads, clicks, or deletes your message.
That’s why we’ve created a complete step by step guide to help you write effective marketing emails. You’ll learn everything from writing subject lines that get opened to creating content that converts readers into customers.
Understanding Marketing Emails
What Is a Marketing Email
Marketing emails are more than words; they’re engineered to be opened and clicked. They help you share information about your products or services that results in strong relationships and more revenue.
Since marketing emails are tied to business outcomes, every element, copy, and call to action serve a specific purpose.
Types of Marketing Emails
Newsletter emails keep subscribers updated about your business. You send these regularly to share news, tips, and company updates.
Promotional emails focus on sales and special offers. These emails highlight discounts, new products, or limited-time deals to encourage purchases.
Welcome emails greet new subscribers when they join your list. These emails set expectations and often include a special offer or helpful resources.
Abandoned cart emails remind customers about items they left in their online shopping cart, helping you recover potential lost sales.
Re-engagement emails target inactive subscribers. You use these to win back customers who haven’t opened your recent emails.
You can use a few or all of these email strategies in your email marketing campaign depending on your business objectives. While each slightly varies in execution, the tips we share ensures your email will stand out.
Benefits of Email Marketing
While writing an effective marketing email can take time and extra effort, the benefits include:
Cost Effectiveness You spend less money compared to traditional advertising methods while reaching more qualified people.
Measurable results You can see how many people open your emails, click links, and make purchases after receiving your messages.
Personalization options You can customize messages for different groups by segmenting your audience based on customer preferences or purchase history.
Direct communication Unlike social media posts or other advertisements that might get missed, emails land directly in subscriber inboxes.
With so many great benefits with email marketing, let’s jump into the process to get you writing more effective marketing emails.
How To Write A Great Marketing Email
Defining Your Goals and Audience
Your email marketing success depends on two key factors: knowing exactly what you want to achieve and understanding who you’re writing to. These elements work together to create focused campaigns that connect with the right people.
- Set Clear Objectives
Every marketing email needs a specific purpose before you start writing. Your goals should connect directly to your business needs.
Common email marketing objectives include:
- Increasing product sales
- Driving website traffic
- Building brand awareness
- Nurturing customer relationships
- Promoting new services
Set SMART goals for your email campaigns. This means making them Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of “get more sales,” try “increase online sales by 15% within 30 days through promotional emails.”
Take the time now to write down your main objective for your marketing email campaign to ensure you keep your message focused and easy to measure your results later.
- Identify Your Target Audience
You need to know who will receive your emails, which goes beyond basic demographics like age and location. Think about your ideal customer’s problems, interests, and buying habits. Consider what motivates them to make purchases.
Key audience factors to consider:
- Pain points they face
- Products they already buy
- Communication preferences
- Budget ranges
- Decision-making timeline
Create a clear picture of your typical subscriber and write down their characteristics. This helps you write content that speaks directly to their needs and interests.
- Segment Your Audience
Audience segmentation means dividing your email list into smaller groups based on shared traits. This strategy improves your email marketing results significantly by allowing you to tailor your messaging and objectives appropriately.
Common ways to segment include:
- Purchase history
- Geographic location
- Age groups
- Engagement levels
- Customer status (new vs. returning)
Each segment gets different email content that matches their specific interests. New customers might receive welcome emails, while loyal customers get exclusive offers.
Start with simple segments like new subscribers versus existing customers. You can create more detailed groups as your list grows. Segmented email campaigns typically see higher open rates and better conversions than generic mass emails.
Craft the Perfect Email Subject Line
Your email subject line decides if people open your message or delete it. Strong subject lines boost open rates through clear messaging, personal touches, and smart testing.
- Use Effective Subject Line Principles
Keep your email subject lines short and clear, aiming for 30-50 characters so they display fully on mobile devices. Create urgency without being pushy. Words like “limited time” or “ends today” work well when they’re true.
Use these proven techniques:
- Ask questions that make people curious
- Include numbers or specific details
- Avoid spam words like “free” or “guaranteed”
- Write like you’re talking to a friend
Be honest about what’s inside your email or you can quickly damage your brand reputation and tank click-through rates.
Test different emotions in your subject lines. Fear of missing out, excitement, and curiosity all drive open when used correctly. Start with action words when possible. “Download,” “discover,” or “learn” tell readers exactly what to expect.
- Personalization and Relevance
Emails with personalized subject lines are 26% more likely to be opened. Add the recipient’s name to your email subject lines when it fits naturally. “John, your report is ready” feels personal and important. Use their location, past purchases, or interests. “New restaurants in Chicago” works better than “New restaurant deals.”
Segment your audience for better results:
- New customers vs. returning customers
- Different age groups or locations
- Purchase history or browsing behavior
Match your subject line to where customers are in their journey. First-time visitors need different messages than loyal customers.
Reference their recent actions. “Thanks for visiting our store” or “You left something in your cart” shows you’re paying attention.
Relevant subject lines get opened more often. Know what matters to each group of customers.
A/B Testing Your Subject Lines
Test two different email subject lines with small groups before sending to everyone. This shows which one gets better open rates.
Change only one thing at a time. Test length, tone, or personalization separately to see what really works.
Key elements to test:
- Question vs. statement format
- With and without personalization
- Different call-to-action words
- Emoji vs. no emoji
Send your A/B tests to at least 200 people per version. Smaller groups don’t give reliable results.
Wait at least 2-4 hours before picking a winner. Some people check email at different times during the day.
Track both open rates and click-through rates. A subject line might get opens but not lead to clicks inside your email.
Keep records of what works for your audience. Successful patterns will help you write better subject lines faster.
Writing Compelling Email Content
Good email content combines clear structure, engaging copy, and easy-to-read formatting. These three elements work together to keep readers interested and drive them to take action.
Structuring Your Message
Start with your most important point in the first paragraph. Your readers decide within seconds whether to keep reading.
Use a simple structure that guides readers through your message:
- Opening: Hook the reader with a benefit or question
- Body: Explain your main points with supporting details
- Close: Clear call-to-action that tells readers what to do next
Keep paragraphs short and focused on one main idea. Long blocks of text make people stop reading.
Use bullet points or numbered lists to break up information. This makes your content easier to scan quickly.
Put your call-to-action button or link near the top and bottom of your email. Some readers will be ready to act right away.
Writing Engaging Copy
Write like you’re talking to one person, not a crowd. Use “you” and “your” to make it personal.
Focus on benefits, not features. Tell readers what they’ll gain, not just what your product does.
Use active voice instead of passive voice. Write “We created this tool” instead of “This tool was created by us.”
Keep sentences short and simple. Aim for 15-20 words per sentence. Long sentences confuse readers and reduce engagement.
Ask questions to get readers thinking. Questions create mental engagement and keep people reading.
Include specific numbers and facts. “Save 30% on shipping” works better than “Save money on shipping.”
Optimizing for Readability
Use plenty of white space between paragraphs. Cramped text looks hard to read on small screens.
Choose fonts that are easy to read on mobile devices. Stick to common fonts like Arial or Helvetica.
Make your text big enough to read without zooming. Use at least 14-point font size for body text.
Bold important words and phrases to help readers scan your content quickly.
Use headers to break up long emails into sections. This helps readers find what matters most to them.
Test your emails on different devices before sending. What looks good on a computer might be hard to read on a phone.
Keep line length between 50-75 characters. Longer lines are harder for eyes to follow.
Designing Effective Calls to Action
A strong call to action determines whether your email drives results or gets ignored. Strategic placement, clear language, and personalization work together to boost click-through rates and conversions.
CTA Placement Within Emails
Place your primary CTA above the fold so readers see it immediately. This means it should appear within the first screen of content without scrolling.
Add a secondary CTA near the bottom of your email. This catches readers who scroll through your entire message before deciding to act.
Optimal CTA placement locations:
- After your main value proposition
- Following product descriptions or benefits
- At the end of testimonials or social proof
- Before your email signature
Use only one primary CTA per email to avoid confusing readers. Multiple competing calls to action reduce click-through rates because people cannot decide which action to take.
Make your CTA button stand out with contrasting colors. The button should be large enough to click easily on mobile devices but not so large that it looks overwhelming.
Clear and Actionable Language
Keep your CTA text between 2-4 words for maximum impact. Short phrases create urgency and are easier to scan quickly.
Use action verbs that tell readers exactly what will happen next. Words like “Download,” “Start,” “Get,” and “Join” work better than vague terms like “Click Here.”
Effective CTA examples:
- “Download Free Guide”
- “Start Your Trial”
- “Get 50% Off”
- “Book Demo Now”
Avoid generic phrases like “Learn More” or “Click Here.” These don’t tell readers what benefit they will receive or what happens after clicking.
Create urgency with time-sensitive language when appropriate. Phrases like “Limited Time” or “Today Only” can increase click-through rates for promotional emails.
Personalizing Your CTA
Match your CTA language to your audience’s needs and interests. B2B emails might use “Schedule Consultation” while B2C emails could say “Shop Now.”
Use data from previous purchases or browsing behavior to customize your call to action. Someone who viewed running shoes should see “Shop Running Gear” instead of a generic “Shop Now.”
Personalization strategies:
- Reference past purchases: “Reorder Your Favorites”
- Location-based CTAs: “Find Store Near You”
- Behavior-triggered: “Complete Your Purchase”
- Stage-specific: “Upgrade Your Plan”
Test different CTA variations with your audience segments. What works for new subscribers might not work for long-term customers.
Consider the customer journey stage when writing your CTA. New leads need educational CTAs while existing customers respond better to product-focused actions.
Improving Email Campaign Performance
Success in email marketing comes from tracking key numbers and making smart changes based on what you learn. Regular testing and keeping your email list clean will boost your results over time.
Analyzing Campaign Metrics
Track four main numbers to see how your email campaigns perform. Open rates show how many people opened your email. Click-through rates tell you who clicked links inside your message.
Conversion rates measure how many people took the action you wanted. Unsubscribe rates show if people are leaving your list.
Check these numbers after each campaign. Look for patterns in your data. Did subject lines with questions get more opens? Did emails sent on Tuesday perform better?
Use A/B testing to compare different parts of your emails. Test one thing at a time like subject lines or send times. Send version A to half your list and version B to the other half.
Most email tools show you these numbers in easy charts. Check your metrics weekly to spot trends early.
Refining Based on Feedback
Read replies and comments from your email subscribers. They tell you what works and what doesn’t. Save positive feedback to understand what your audience likes most.
Pay attention to spam complaints and unsubscribe reasons. High spam rates hurt your sender reputation. If people say your emails come too often, reduce your sending frequency.
Watch which links get the most clicks in your emails. Put your most important content in spots that get attention. Move less popular content lower in your emails.
Test new ideas based on subscriber feedback. If readers ask for more product tips, try adding a tips section to your next campaign.
Track responses over several months to see bigger patterns in what your audience wants.
Maintaining List Health
Remove email addresses that bounce back as undeliverable. These hurt your sender score with email providers. Clean your list every month to keep bounce rates low.
Delete subscribers who haven’t opened emails in six months. Inactive subscribers make your engagement rates look bad. Send a “win-back” email first to give them one last chance.
Add new subscribers regularly through your website and social media. Growing your list with interested people keeps your campaigns fresh.
Use double opt-in to confirm new subscribers really want your emails. This prevents fake email addresses from joining your list.
Check that your unsubscribe link works properly. Making it hard to leave your list leads to spam complaints instead.
Best Practices for Different Audiences and Cultures
Writing effective marketing emails requires changing your approach based on who you’re writing to. Different groups need different tones, and cultural backgrounds affect how people read and respond to messages.
Adapting Tone for Audience Segments
Your email tone should match what your audience expects and prefers. Business executives want direct, professional language that gets to the point quickly.
Young consumers respond better to casual, friendly tones with modern language. They like emails that feel like conversations with friends.
Technical audiences need detailed information and industry terms they understand. Healthcare workers expect different language than software developers.
Age-based tone adjustments:
- 18-25: Use casual language, emojis, and current slang
- 26-40: Mix professional and friendly tones
- 41-55: Keep it professional but warm
- 55+: Use formal, respectful language
Test different tones with small groups first. Track which versions get better open rates and clicks. Your audience will tell you what works through their actions.
Cultural Considerations in Email Marketing
Different cultures have different rules for business communication. What works in one country might seem rude or confusing in another.
Some cultures prefer direct messages that state facts clearly. Others expect more polite, indirect language that builds relationships first.
Key cultural factors to consider:
- Formality levels: Japanese audiences expect more formal language than American audiences
- Time sensitivity: Germans prefer punctual messaging while some cultures are more flexible
- Visual preferences: Bright colors appeal to Latin American audiences but might overwhelm Scandinavian readers
Avoid idioms and cultural references that don’t translate well. “Hit a home run” means nothing to people who don’t know baseball.
Research local holidays and events before sending campaigns. Don’t send sales emails during religious observances or national mourning periods.
Considerations for SMEs
Small and medium enterprises need marketing emails that fit their limited resources and specific challenges. They can’t waste time on messages that don’t help their business.
SME owners often read emails on mobile phones between meetings. Keep subject lines short and put the most important information first.
These businesses need practical solutions they can use right away. Focus on cost savings, time efficiency, and easy implementation.
SME email preferences:
- Clear pricing information upfront
- Case studies from similar-sized companies
- Step-by-step guides they can follow
- Contact information for real people, not chatbots
SME decision makers wear many hats in their companies. They might be the owner, marketer, and customer service person all at once. Write emails that respect their busy schedules and multiple responsibilities.