How to Write a Marketing Email

Email Marketing Is a Powerful Tool for Any Marketer

There is no doubt that email marketing remains one of the most powerful tools for any marketer. It continues to be one of the most effective and reliable methods in the digital landscape. While social media and new platforms often capture attention, email still provides something many other channels cannot - a direct and personal connection with the customer.

When someone opens your email, they are in an environment with fewer distractions compared to the endless content of social networks. This allows your message to reach the recipient in a more focused state.

Email campaigns can serve many purposes - from introducing new products to promoting special offers. The key is to have the right strategy: a clearly defined audience, compelling subject lines, and content that directly addresses the customer’s needs.

Today, email automation gives businesses a major advantage. It allows you to reach your customers with the right message at the right time. This not only saves time but also increases the likelihood of conversion.

How to Write an Effective Marketing Email

First and foremost, you need to know exactly who you are addressing in your emails. To do this, it is essential to develop a buyer persona, a profile that outlines the main characteristics of your ideal customer.

This will guide your messaging not only in emails but across all of your content. Having this level of detail about your customer allows you to create emails that are relevant and engaging, thereby increasing the chances of interaction and conversion.

Once you know who your personas are, you can craft messages that provide solutions, answer important questions, or simply spark interest.

Create a Strong Subject Line

The subject line is the very first thing a person sees in their inbox. That’s why it must stand out. Simply adding an emoji or the word “NEW” isn’t enough. It needs to be enticing enough to encourage your audience to open the email.

Ways to create the perfect subject line:

Keep it short and clear - Remember, many people open emails on mobile devices, and longer subject lines get cut off.

Add personalization - This could be the recipient’s first name or the name of a product they showed interest in.

Give a hint of what’s inside - Let readers know what they can expect by opening the email.

Ask a question - People like to share their opinions, so asking a question can increase curiosity.

Use emojis wisely - Only include them if they are relevant to your audience and topic.

Leverage FOMO (Fear of Missing Out) - Use subject lines that make people feel they might miss out on something important if they don’t open the email.

These tips are particularly important when writing a cold marketing email, since you know little about your prospect. A strong subject line can help significantly improve open rates.

Personalize the Message

More than 80% of consumers state that they want and expect a personalized experience. That’s because personalization works - when it’s done correctly.

Through segmentation, you can divide your email list into different groups and craft content that is meaningful and relevant to each.

Today, the evolution of artificial intelligence has taken personalization to a new level. AI tools can analyze vast amounts of data to understand user preferences and behaviors, allowing you to create highly targeted content.

Personalization can also be achieved through strong copywriting and tailoring your message to different personas. The key is to make the recipient feel that you’ve considered their needs and that they are valued.

Including a name is one of the first steps - whether in the subject line or the opening line of your email. Nobody wants to read “Dear Sir” anymore. You can also personalize based on past purchases. For example, if a customer has purchased a particular product, they may be interested in a similar one if you tell them about it.

Remember, you can also use AI to support your copywriting. By inputting your target audience, keywords, and the purpose of the email, tools like ChatGPT can provide you with a personalized structure to work from.

Emphasize the Benefits

When writing an email, always ask yourself: what benefit will the reader gain from opening and reading this message?

If you cannot answer that question, you need to start again - because this is the most crucial element of any strong marketing or sales email.

To make your email effective, always include the following:

Know your audience - Use personas to ensure your content is relevant and engaging.

Use clear and accessible language - Keep your tone consistent but adjust wording depending on the recipient. Remember, most audiences are global (unless localized), so keep your language simple and easy to understand.

Offer value - Don’t just sell; provide valuable content such as industry insights or free resources like a webinar registration.

Be credible - To build trust, demonstrate your authority. Include customer testimonials, awards, or coverage from reputable media sources.

Have a clear CTA - Always include a call-to-action (sometimes two if it fits). For example: “Learn More”, “Sign Up Now”.