Key takeaways
- Write marketing emails with an authentic, brand-aligned voice so readers feel you’re speaking directly to them.
- Use clear, honest subject lines that accurately describe the email’s contents.
- Treat preheader text as a second subject line, use it to entice opens, especially on mobile.
- Keep email copy concise with a single clear focus and one desired action.
- Plan a short series of three emails for promotions: announcement, reminder, last chance.
- There’s no one-size-fits-all formula, target emails to your specific audience and be flexible.
Introduction
Writing an email for marketing purposes is different than writing an email to a friend or co-worker.When you craft a marketing email, you are sharing information or communicating with intent. Most likely, you are trying to guide your readers towards a product or service that you offer. It may also be some other form of action.However, this requires a fine balance between telling readers what you would like them to do and inspiring them to act. In order to achieve this, it requires an authentic tone, which proves to your audience that you are really offering something of value.
Incorporate Your Personality
Being true to yourself in your writing is one of the best ways to express authenticity and create a direct connection with your audience. If you are writing on behalf of a business, try to consider what the brand represents.“Your reader should feel like you’re speaking directly to them as well,” recommends Dave Charest, contributor to Forbes magazine. “Extend the great experience you regularly provide to create an engaging content strategy.”
Create Honest Subject Lines
You should always create subject lines that clearly express the contents of your email. This means that readers who click on your email will know exactly what they are looking for.“There are many tips about how to write good email subject lines,” says Charest. “The most important tip? Be clear about what the reader should expect when they open the email.”
Leverage The Preheader Text
If the subject line is the most important part of your email, then the preheader text is the runner-up.“The preheader text is like a second subject line. It gives you an additional chance to entice the reader to open your email,” recommends Charest. “Use this to your advantage, especially when it comes to increasing your mobile open rates.”
Be Concise
You would be surprised at how much you can say with only a few words. When it comes to writing, less is more.“The best emails have a clear focus and are designed to encourage a single action from the reader,” says Charest. “Clear, concise content also makes it easier to read your emails.”
Be Prepared To Repeat Your Message
The ideal situation would be if your recipient acts after your first message. Unfortunately, this isn’t the reality of email marketing. It could take multiple emails to get the desired results.“The truth is people are busy and your business isn’t their top priority. It’s not that people don’t want to take action, it’s just that they get distracted,” says Charest. “Plan your email marketing calendar to include a short series of three emails around a particular promotion: an announcement, a reminder, and a last chance.”These tips are not a formula for the perfect email. Instead, they are guidance on how you should approach crafting an email.Every successful email is targeted towards its audience and every audience is different. Don’t fall into the trap of thinking that one technique will work in every situation. Be flexible and try to consider what you would want to read as a recipient.
FAQ
Be true to yourself or your brand voice and write as if speaking directly to the reader. Incorporate personality and the brand’s values so the audience feels a direct connection and understands the value you’re offering.
An honest subject line clearly expresses the contents of the email so readers know what to expect when they open it. Prioritize clarity over cleverness so clicks match the message inside.
Use the preheader as a second subject line to give an additional reason to open the email. Write enticing, relevant preheader text to complement the subject line and increase mobile open rates.
Be concise. Focus the email on a single action you want the reader to take and use clear, economical language. Less copy makes it easier to read and more likely to prompt the desired action.
Plan a short series of three emails around a promotion: an announcement, a reminder and a last-chance message, since recipients often need multiple prompts to act.
Strike a balance by using an authentic tone that demonstrates real value, then present a clear call to action. Authenticity builds trust, concise messaging makes it easy to act.
No. Every audience is different. These tips are guidance, not a formula. Test and be flexible, consider what you would want to read as a recipient and target your emails to that audience.
