How to Write Marketing Emails: 5 Best Tips to Get Brilliant Results

Photo of a man at a laptop with a screen open to a Gmail page with subject line "Howl You Doing, Dave?" and it shows an open email newsletter with dog photos and a headline "Diggin' and Retrievin'."
You can learn how to write marketing emails and e-newsletters so they jump out, grab the attention of your readers, and keep them hooked.

People get a lot of emails—far too many to read every single one. Not to mention their time is being pulled in so many different directions there’s hardly any time for checking and reading emails.

Unfortunately for email marketers, the consequence of too many emails and not enough time to read them is this: More and more emails are getting deleted before they’re even opened.

Then, when the emails that do make the cut get opened, they might be quickly scanned and then—you guessed it—sent to the trash bin.

So what’s the answer?

You have to learn how to write marketing emails and e-newsletters so they jump out, grab the attention of your readers, and keep them hooked until the sign-off. By using these tips, you can be sure your emails have the best chance of being opened, read, and acted on.

Here are five email marketing writing tips to get your emails read and your sales increased.

In a rush? Get this article as a PDF guide so you won’t miss these tips!

1. Know Your Email’s Purpose

The first tip on how to write marketing emails is to know the purpose of your email or e-newsletter. When you have the purpose in mind, it’s easier to stay focused on your goal.

Some examples of goals for marketing emails include:

  • Building trust and credibility by offering free advice
  • Offering a product or service immediately by using the copy to sell it and providing a call to action (CTA) to buy or learn more about it
  • Strengthening the brand image

Your emails can also have different purposes depending on the order in which you send them.

Initial emails can build trust, while secondary emails can strengthen your brand’s appearance. Final emails can make a sales offer for your product or service.

2. Have a CTA

Regardless of the purpose of your email, ensure it contains a CTA at the end.

CTAs are what you want your customers to do when they finish reading your marketing emails. They should be connected to your email’s purpose and flow naturally at the end of the email.

  • If you are writing an email to build trust by giving free advice, you could offer a CTA to learn more about your company or a blog post about the topic.
  • If you are selling a product or service, make sure your CTA is clear about what they will be purchasing. CTAs like “Shop Now” may be too vague. Something like “Buy This Course for 10% Off” is more descriptive. Providing more information to the buyer increases trust and comfort.

These email marketing writing tips will help you craft an effective marketing email. To ensure you always look your best, grab attention, and convert as many readers as possible, considering partnering with Super Copy Editors to professionally proofread your marketing emails and newsletters.

3. Know Your Audience

Having a target audience in mind is another crucial element of how to write marketing emails. If you’re trying to sell a product to executives, you’ll probably take a different approach than if you’re trying to sell the same product to college students. 

A target audience is the specific group of people, or demographic, to whom the email is aimed.

There’s not much point in writing a generalized email that appeals to the masses. A much better way is to play the percentages by marketing to people you know have at least a passing interest in your product, service, or company.

Then, make sure your tone, information, and examples used are tailored to your target audience. It may help to create buyer personas.

This is a chart titled "Demographics vs. Psychographics." The subheading says "Combine them for your buyer persona." Under the Demographics column, the list is: "Single; Male; 35 years old; Works at Company XYZ Inc.; IT professional; Makes $110,000 per year; Lives in Boston area." Under the Psychographics column the list is: "Dog lover; Green Party; Comic Con fan; Takes beach vacations; Loves K-Pop music; Prefers plant-based foods; Values family bonds." Chart by Super Copy Editors.

4. Get to the Point

One of the biggest mistakes when learning how to write marketing emails is telling a long-winded story about your product or service.

When reading emails, people are in a certain mindset, which is usually a get-to-the-point frame of mind.

So, your best bet is to be as concise as possible.

Think about the mindset you have to be in to read a novel versus checking your emails at or before work. You don’t have time to read a story for 10 minutes. More likely, people are going to simply scan your email for critical information.

Summarize your best points and make them easily readable to skimmers and readers alike.

Don’t Miss: Conversion Copywriting: 5 Keys to Writing Marketing Copy That Gets Results

5. Write an Amazing Email Subject Line

The subject line is the gatekeeper of your email.

Even if you have written a perfect email using all these email marketing writing tips, no one will know if your subject line doesn’t get the reader to open it.

Here are a few ideas to keep in mind when writing your email subject line:

  • Use Actionable Language: Use verbs such as “take,” “ask,” “buy,” “reserve,” or “download.”
  • Appeal to Your Readers’ Self-Interest or Curiosity: For example, someone who is planning to buy their first home will probably open an email with the subject line “10 Tips for First-Time Homebuyers” or “Don’t Make These First-Time Homebuyer Mistakes!”
  • Personalize It: Not only can you use the dynamic field that automatically inserts the recipient’s first name, but you can also further segment your emails based on customer preferences, buying price points, demographics, etc. Do what you can to make it feel more like a personal email rather than a mass email.
  • Clear First, Clever Second: After you have written your subject line clearly, you can also try to make it clever. It’s not one or the other, though. It has to be clear first and foremost.
  • Ensure the Subject Line Flows With the Email: Just as your CTA has to flow with your email, the subject line must also align with the body of your email.
  • No Trickery: The subject line should match the information that will be covered in the email. If you try to trick readers by having a misleading subject line, you’ll lose their trust. That can cause them to unsubscribe from your list or ignore your emails in the future.

Personalized, straightforward subject lines that flow with your content will ensure more engagement with your readers.

Don’t forget! Download “How to Write Marketing Emails: 5 Best Tips to Get Brilliant Results” to keep it handy and take action on it. Click here to download it now.

Final Thoughts

These email marketing writing tips will help you get more of your emails read and fewer emails deleted. They should also help you get more people engaged with your content.

A well-written email or e-newsletter has the potential to be a low-cost, high-reward marketing tool for your business.

After you’ve written your marketing emails and e-newsletters, you’ll want to have the professional team of editors and proofreaders at Super Copy Editors look over your work with fresh eyes and a new perspective. We have years of experience making marketing emails and e-newsletters look, read, and perform their best. We’re confident we can help your campaigns be more successful, too. Click this link to get your quote.

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Dave Baker

View posts by Dave Baker
Hi, I’m Dave Baker, founder and copy chief of Super Copy Editors. I have more than two decades of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes after Hurricane Katrina. Today, I have put together a hand-picked team of copy editors, and we especially love working with ad agencies, marketing departments, and education companies to make their text as polished as possible. Learn more here.

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