Start With a Clear Goal and Audience
Before you write, ask: what’s the goal of this email? Is it to drive traffic, nurture a lead, close a sale, or re-engage a customer? Then clarify who you’re writing to — a new subscriber, a returning customer, or a cold lead. The message, tone, and offer must align with your audience’s mindset and stage in the customer journey.
Write a Subject Line That Grabs Attention
The subject line determines whether your email gets opened or ignored. Use curiosity, urgency, or value — but keep it short and clear. Examples:
- “Your free guide is inside”
- “We saved your cart for you”
- “Don’t miss this limited offer”
Avoid spammy words like “Buy Now!!!” or “100% FREE” that trigger filters.
Deliver Value Fast — Don’t Waste the First 3 Seconds
Your first sentence should hook the reader and deliver immediate value. Avoid fluff. Use short sentences, bullet points, and bolding to make the email easy to skim. Always answer: “What’s in it for the reader?”
People don’t read emails — they scan. Make your point quickly.
Include One Clear Call to Action (CTA)
Every email should lead to one main action — clicking a button, replying, booking a call, or downloading a resource. Don’t confuse readers with multiple offers or mixed messages. Make the CTA button bold, above the fold, and repeated once near the bottom.
Make It Personal and On-Brand
Use first names (merge tags), reference past behavior when possible, and use a tone that matches your brand voice. Whether it’s casual, luxury, or professional — consistency builds trust. Show that a real human is behind the message.
Final Thoughts
Effective emails are focused, valuable, and easy to act on. They don’t overwhelm — they engage. And when you approach them with strategy and clarity, they become one of the highest-ROI tools in your entire marketing stack.
FAQ: Writing Marketing Emails
- What’s the ideal length for a marketing email?
50–150 words for promotions, 300–500 for storytelling or education. - How many CTAs should I include?
Just one main call to action per email. - Should I always include images?
Use sparingly — text-based emails often perform better. - How do I write subject lines that work?
Use curiosity, urgency, or value — keep it under 50 characters. - Should I write in first or third person?
First person feels more personal — use it when possible. - Is humor okay in emails?
If it fits your brand and audience — absolutely. - Can I use emojis in subject lines?
Yes — but don’t overdo it, and test for deliverability. - Do I need to format for mobile?
Yes — most emails are opened on phones. - How do I improve open rates?
Test subject lines, send times, and sender names. - How often should I send marketing emails?
1–2x/week is ideal for most businesses.