How to Write a Marketing Email

How to Write a Marketing Email

Marketing emails have the power to build relationships, drive conversions, and boost brand awareness when done right. The trick is knowing how to combine informative content with an engaging approach that resonates with your audience. Follow these steps, and you’ll have a winning formula for writing marketing emails that convert.

Understanding the Purpose of Your Email

Before typing a single word, you need to be clear on your email’s purpose. Ask yourself, “What am I trying to achieve?”

What is the goal?

Are you launching a new product? Driving traffic to a blog post? Offering a special discount? The purpose of your email will shape everything from your subject line to your call to action (CTA).

Different types of marketing emails

There are several types of marketing emails, including:

• Promotional emails: Focus on discounts, sales, or special offers.
• Transactional emails: Sent after a purchase or action, such as order confirmations.
• Newsletter emails: Keep your audience updated on news, tips, and insights.

Know Your Audience

One of the most important factors in email marketing is understanding who your audience is and what they care about.

Why audience segmentation matters

Not all your subscribers are the same, which is why segmentation is key. By dividing your list into groups based on demographics, behaviour, or preferences, you can send more relevant content.

Creating targeted content

Segmenting your audience allows you to create specific messages for different groups. For example, you wouldn’t send the same email to someone who just joined your list as you would to a loyal, long-term customer.

Crafting the Perfect Subject Line

Your subject line is the first thing your audience sees, so make it count!

Keep it short and sweet

The best subject lines are concise—aim for 5 to 8 words. Long subject lines often get cut off, especially on mobile devices.

Make it engaging and relevant

Your subject line should spark curiosity or offer value. Whether it’s asking a question, teasing content, or offering a special deal, it needs to entice the reader to open the email.

A/B testing your subject lines

Test different subject lines to see what resonates with your audience. Tools like Mailchimp or ConvertKit allow you to run A/B tests to determine the best-performing subject line.

Personalising Your Email Content

In a crowded inbox, personalisation makes all the difference.

Why personalisation matters

Emails that feel personal are more likely to be opened and engaged with. Personalisation goes beyond just adding the recipient’s name—it’s about sending relevant content based on their interests and behaviour.

Using the recipient’s name and preferences

Addressing your subscriber by name in the email makes it feel more tailored. You can take it a step further by recommending products or services based on past purchases or interactions.

The Power of Preheader Text

The preheader text is that little snippet that appears after the subject line in an inbox. Don’t waste this valuable real estate!

What is preheader text?

It’s the text that gives a sneak peek into the content of your email. It’s often overlooked but can make a big difference in open rates.

How to craft compelling preheaders

A well-crafted preheader should complement your subject line. Think of it as the supporting actor to your subject line’s leading role—it should work together to encourage the recipient to open your email.

Structuring the Body of Your Email

Now that you’ve hooked your reader with the subject line and preheader, it’s time to deliver on your promise.

Start with a strong introduction

Your introduction should quickly grab attention and set the tone for the rest of the email. Make it relevant, engaging, and personal.

Address your audience’s pain points

What problems does your audience face? Address these early on in the email to show that you understand their needs.

Provide solutions and value

After addressing their pain points, offer solutions. Explain how your product or service can make their lives easier, better, or more enjoyable.

Call to Action (CTA) Best Practices

Every marketing email should have a clear, compelling CTA.

Why CTAs are critical to your email

Without a CTA, your email has no purpose. Whether it’s “Shop Now,” “Learn More,” or “Download,” the CTA is what drives conversions.

How to write an effective CTA

Keep your CTA simple, actionable, and relevant. Use verbs like “Discover,” “Claim,” or “Start.”

Where to place your CTA

Don’t hide your CTA at the very bottom of the email. Place it above the fold and repeat it at the end to maximise engagement.

Writing in a Conversational Tone

Formal emails can feel impersonal. Writing in a conversational tone creates a connection with your reader.

Engaging your reader like a friend

Imagine you’re talking to a friend, not a faceless customer. Use personal pronouns and casual language to keep things light and relatable.

How to avoid being too formal

Avoid jargon or overly formal language. Your email should feel like a chat, not a business memo.

Designing an Eye-Catching Layout

Your email’s design is just as important as the content. A visually appealing email will keep readers engaged.

Visual hierarchy and readability

Make sure your email is easy to scan. Use headers, bullet points, and short paragraphs to make the content digestible.

Using images and graphics effectively

Visuals can enhance your message, but don’t go overboard. Use high-quality images or graphics that support your content without overwhelming the reader.

The importance of mobile-friendly design

Most people read emails on their phones, so ensure your design is mobile-friendly. Use responsive templates to adjust the layout based on screen size.

Keeping It Brief Yet Impactful

No one wants to read a novel in their inbox. Keep your message concise while delivering value.

Why less is more

People’s attention spans are short, so get to the point quickly. Focus on one key message per email to avoid overwhelming your reader.

How to trim unnecessary content

Read through your email draft and cut any fluff. Every sentence should serve a purpose, whether it’s providing information or guiding the reader toward the CTA.

Incorporating Social Proof

Social proof builds credibility and trust, encouraging readers to take action.

Testimonials, reviews, and case studies

Include quotes from satisfied customers or links to case studies that highlight the success of your product or service.

How social proof builds trust

People trust the opinions of others. Adding social proof helps reassure potential customers that your offering is worth their time and money.

Testing Your Email Before Sending

Before you hit send, take the time to test your email to ensure everything works as intended.

Checking for typos and errors

Spelling mistakes or broken links can make your email look unprofessional. Proofread your email thoroughly and click all links to make sure they work.

How to test email deliverability

Use tools to test your email’s deliverability to ensure it won’t end up in spam folders. Services like Litmus or Email on Acid can help with this.

Analysing Your Email Performance

Once your email is sent, your job isn’t over. Analysing your email performance helps improve future campaigns.

Tracking open rates and click-through rates (CTR)

Monitor your open rates and CTR to understand how your audience is engaging with your emails. This data will help you refine your subject lines, content, and CTAs.

Adjusting your strategy based on data

If certain emails perform better than others, figure out why. Maybe it was the subject line, or perhaps the content was more relevant to your audience. Use this insight to guide future campaigns.

Avoiding the Spam Filter

Landing in the spam folder is the last thing you want. Follow these tips to avoid it.

Best practices to ensure deliverability

• Avoid excessive use of capital letters or exclamation points in your subject line.
• Don’t use spammy words like “free” or “guarantee.”
• Ensure your sender information is accurate and recognisable.

What triggers the spam filter?

Spam filters can be triggered by misleading subject lines, poor-quality content, or a lack of permission from recipients.

Conclusion

Writing a successful marketing email takes practice, but by following these guidelines, you’ll be well on your way to crafting engaging and effective emails that convert. Remember to keep your audience in mind, personalise your content, and always include a clear call to action.