How to Write Marketing Emails People Will Read (Tips and Examples)
Posted: Wed Dec 18, 2024 4:35 am
Email marketing has been a solid bridge for communication between businesses and customers for decades, and it isn’t going anywhere anytime soon as some have been predicting. Our inboxes are often filled with promotional emails and sleek, professionally polished newsletters as brands continue to leverage this powerful communication tool. However, creating emails that people actually read and engage with is where many hit a stumbling block. In fact, the way you write your emails can determine your success. If you don’t follow the basic principles of effective email marketing communication, you risk having your messages ignored, marked as spam, or resulting in unsubscriptions.
In this article, we'll break down the essential components of a standout email and share strategies on how to write a marketing email that goes beyond sparking interest and actually encourages action.
What is a marketing email?
A marketing email is best defined as an email message with commercial purposes . By nature, these commercial emails are meant to drive action and meet your business goals, such as enticing people to read your new content, driving sales, generating traffic to your website, keeping customers engaged with your brand, raising awareness of a new product or service, or fostering other unique interactions.
Marketers and small business owners often invest a lot of time into creating what they think is the perfect marketing email, but the real yardstick for a marketing email’s perfection is its ability to achieve your business goals and hit specific performance metrics, such as open rates, click-through rates, and ultimately, conversion rates. Let’s dive deeper and see what it takes to create these perfect emails that people will want to read and take the actions you want them to.
The key components of writing marketing emails
A well-written email has a few essential elements that, if used carefully and strategically, can significantly improve the impact of your message:
Subject : This is the first point of contact with the recipient and can make the difference between an email being opened and one being overlooked.
Body : The main message of your email. It should provide value and keep the reader interested from start to finish.
Visuals : Images, graphics, and formatting can break up text and make your message more visually appealing.
Call to Action (CTA) : A clear and compelling CTA is crucial to guiding recipients to the next step, whether that's making a purchase, registering for an online webinar, or visiting your website or social media profile.
Let’s break down each of them and explore strategies that will encourage your recipients to open, read, and interact with your marketing emails, ultimately driving conversions and customer engagement:
The matter
The first thing your readers will see when they receive your email is the subject line . It is the deciding factor for many email marketing campaigns. A weak email subject line can ruin hours of perfect email writing. Therefore, the subject line is the deciding factor between an email that is opened and one that is overlooked.
To grab your reader's attention and spark their curiosity, aim for a subject line that reveals the content and encourages the recipient to open the email for more information . Your subject line should grab attention, create expectations, and of course, be practical and relevant to your recipients.
The body of the message
The body of your email is the heart of your message, where the essence of your communication lies. It's where you send the main message, whether it's detailed information about a new product, a special offer, a newsletter, or a personalized message. A well-designed email body should include a clear and concise message, structured in an easily digestible format. Just as a compelling subject line is crucial to getting your email opened, the content within is what keeps readers interested and motivates them to take the action you expect from them. To keep their interest, the email message should be consistent, focused, and relevant, and provide clear value to readers.
Use concise language, engaging images, and a structured layout with headers and bullet points to make it easy to read. Every element, from the greeting to the conclusion, should direct the reader to the end goal of your email, which is usually a compelling call to action (CTA).
The visual elements
Breaking up your text with bullet points, images, and graphics can make your email more visually appealing and easier to digest. People often skim through emails, so these elements can help highlight key points:
Bullet points are an effective way to break information into smaller, digestible chunks, making it easier for readers to read and digest the most important messages. They are ideal for listing benefits, summarizing features, or presenting any information in a clear and organized manner.
Images have the power to convey emotion, demonstrate products , or complement the text of an email in ways that words alone cannot. They can capture the reader's attention and, when used correctly, can enhance the narrative aspect of your email, making the content more memorable.
Charts , including infographics and tables, can be used to present data, processes , or complex information in a more accessible and visually appealing way. They can help simplify complex information, providing a quick visual reference that supports and enhances your written content.
The call to action
A call to action (CTA) is a critical component in your email that tells the reader the exact action you want them to take . It’s the culmination of your email’s purpose, designed to move the reader from interacting with your content to taking a concrete step that aligns with your business goals, whether that’s making a purchase, subscribing to a service, downloading a resource, or visiting a web page. A well-crafted CTA is clear, compelling, and easy to find, and often takes the form of a button or link with persuasive text. It transforms passive reading into active engagement, driving conversions and furthering your business goals.
How to Write Marketing Emails People Actually Read
Including the fundamental components of a marketing email like a subject line, body, visuals, and a call to action is a good start, but it’s the strategic implementation of these elements that really drives results. Without a well-defined strategy guiding the structure of your email marketing campaign, you can end up with a visually appealing but ineffective message. So let’s dive into the strategies that will elevate your email content and inspire your recipients to take action.
Create attractive subject lines that get your emails opened
Use catchy phrases that encourage action, but focus on relevance
Creating an email subject line with catchy, useful phrases can dramatically increase your email open rates. However, the allure of eye-catching email subject lines must be balanced with the promise of relevant content. Misleading your audience with a subject line that then fails to deliver can lead to frustration and ruin trust and credibility. To make your email subject lines engaging and honest, use verbs that clearly state what the recipient can expect to gain from reading your message . Also, make sure the subject line accurately reflects the body of your email.
Example:
Increase your productivity: 5 proven time management techniques
Personalize the subject of your emails
Adding a personal touch to your subject line can increase the chances of denmark whatsapp number data your email getting noticed. People are more likely to respond to something that seems to have been tailored specifically to them , so use their name, mention a recent interaction, or reference a topic of interest to make it personal.
Example:
Julia, your opinion matters: share what you think about our new product
Avoid subjects that may trigger spam filters
Certain words and phrases, excessive punctuation, and capitalization can trigger spam filters , causing your email to end up in the spam folder. To navigate these filters, opt for subject lines that are direct and avoid potentially problematic terms like “risk-free,” “no credit check,” “urgent,” or “make money.” By choosing direct and simple language, you’ll improve your chances of successful email delivery and high open rates.
Use emojis, numbers and statistics
Emojis can add a fun touch to your subject line, making it more visually appealing and helping you stand out in a crowded inbox. A simple smiley face or relevant symbol can grab attention and set a friendly tone. Meanwhile, incorporating numbers and statistics gives a sense of specificity and authority, improving the credibility of your message.
In this article, we'll break down the essential components of a standout email and share strategies on how to write a marketing email that goes beyond sparking interest and actually encourages action.
What is a marketing email?
A marketing email is best defined as an email message with commercial purposes . By nature, these commercial emails are meant to drive action and meet your business goals, such as enticing people to read your new content, driving sales, generating traffic to your website, keeping customers engaged with your brand, raising awareness of a new product or service, or fostering other unique interactions.
Marketers and small business owners often invest a lot of time into creating what they think is the perfect marketing email, but the real yardstick for a marketing email’s perfection is its ability to achieve your business goals and hit specific performance metrics, such as open rates, click-through rates, and ultimately, conversion rates. Let’s dive deeper and see what it takes to create these perfect emails that people will want to read and take the actions you want them to.
The key components of writing marketing emails
A well-written email has a few essential elements that, if used carefully and strategically, can significantly improve the impact of your message:
Subject : This is the first point of contact with the recipient and can make the difference between an email being opened and one being overlooked.
Body : The main message of your email. It should provide value and keep the reader interested from start to finish.
Visuals : Images, graphics, and formatting can break up text and make your message more visually appealing.
Call to Action (CTA) : A clear and compelling CTA is crucial to guiding recipients to the next step, whether that's making a purchase, registering for an online webinar, or visiting your website or social media profile.
Let’s break down each of them and explore strategies that will encourage your recipients to open, read, and interact with your marketing emails, ultimately driving conversions and customer engagement:
The matter
The first thing your readers will see when they receive your email is the subject line . It is the deciding factor for many email marketing campaigns. A weak email subject line can ruin hours of perfect email writing. Therefore, the subject line is the deciding factor between an email that is opened and one that is overlooked.
To grab your reader's attention and spark their curiosity, aim for a subject line that reveals the content and encourages the recipient to open the email for more information . Your subject line should grab attention, create expectations, and of course, be practical and relevant to your recipients.
The body of the message
The body of your email is the heart of your message, where the essence of your communication lies. It's where you send the main message, whether it's detailed information about a new product, a special offer, a newsletter, or a personalized message. A well-designed email body should include a clear and concise message, structured in an easily digestible format. Just as a compelling subject line is crucial to getting your email opened, the content within is what keeps readers interested and motivates them to take the action you expect from them. To keep their interest, the email message should be consistent, focused, and relevant, and provide clear value to readers.
Use concise language, engaging images, and a structured layout with headers and bullet points to make it easy to read. Every element, from the greeting to the conclusion, should direct the reader to the end goal of your email, which is usually a compelling call to action (CTA).
The visual elements
Breaking up your text with bullet points, images, and graphics can make your email more visually appealing and easier to digest. People often skim through emails, so these elements can help highlight key points:
Bullet points are an effective way to break information into smaller, digestible chunks, making it easier for readers to read and digest the most important messages. They are ideal for listing benefits, summarizing features, or presenting any information in a clear and organized manner.
Images have the power to convey emotion, demonstrate products , or complement the text of an email in ways that words alone cannot. They can capture the reader's attention and, when used correctly, can enhance the narrative aspect of your email, making the content more memorable.
Charts , including infographics and tables, can be used to present data, processes , or complex information in a more accessible and visually appealing way. They can help simplify complex information, providing a quick visual reference that supports and enhances your written content.
The call to action
A call to action (CTA) is a critical component in your email that tells the reader the exact action you want them to take . It’s the culmination of your email’s purpose, designed to move the reader from interacting with your content to taking a concrete step that aligns with your business goals, whether that’s making a purchase, subscribing to a service, downloading a resource, or visiting a web page. A well-crafted CTA is clear, compelling, and easy to find, and often takes the form of a button or link with persuasive text. It transforms passive reading into active engagement, driving conversions and furthering your business goals.
How to Write Marketing Emails People Actually Read
Including the fundamental components of a marketing email like a subject line, body, visuals, and a call to action is a good start, but it’s the strategic implementation of these elements that really drives results. Without a well-defined strategy guiding the structure of your email marketing campaign, you can end up with a visually appealing but ineffective message. So let’s dive into the strategies that will elevate your email content and inspire your recipients to take action.
Create attractive subject lines that get your emails opened
Use catchy phrases that encourage action, but focus on relevance
Creating an email subject line with catchy, useful phrases can dramatically increase your email open rates. However, the allure of eye-catching email subject lines must be balanced with the promise of relevant content. Misleading your audience with a subject line that then fails to deliver can lead to frustration and ruin trust and credibility. To make your email subject lines engaging and honest, use verbs that clearly state what the recipient can expect to gain from reading your message . Also, make sure the subject line accurately reflects the body of your email.
Example:
Increase your productivity: 5 proven time management techniques
Personalize the subject of your emails
Adding a personal touch to your subject line can increase the chances of denmark whatsapp number data your email getting noticed. People are more likely to respond to something that seems to have been tailored specifically to them , so use their name, mention a recent interaction, or reference a topic of interest to make it personal.
Example:
Julia, your opinion matters: share what you think about our new product
Avoid subjects that may trigger spam filters
Certain words and phrases, excessive punctuation, and capitalization can trigger spam filters , causing your email to end up in the spam folder. To navigate these filters, opt for subject lines that are direct and avoid potentially problematic terms like “risk-free,” “no credit check,” “urgent,” or “make money.” By choosing direct and simple language, you’ll improve your chances of successful email delivery and high open rates.
Use emojis, numbers and statistics
Emojis can add a fun touch to your subject line, making it more visually appealing and helping you stand out in a crowded inbox. A simple smiley face or relevant symbol can grab attention and set a friendly tone. Meanwhile, incorporating numbers and statistics gives a sense of specificity and authority, improving the credibility of your message.