How To Write Effective Emails For Your Email Marketing Campaigns * Sonia Holt

How To Write Effective Emails For Your Email Marketing Campaigns

If email marketing is part of your online marketing strategy to build your business, then you know the importance of writing effective emails that will bring in leads that convert to sales.

But first, you have to inspire the reader to open your email and see what you have to say, right?

Here are some steps you can take to ensure your email campaigns are successful… in other words, your emails are opened and read.

Nail the Subject Line

Did you know that a successful email campaign starts with the subject line? Your subject line determines whether or not your email is opened and read, or simply deleted… even worse reported as spam.

You have to entice the reader to open the email.

Here are 3 strong reasons your potential customers will only open emails.

  • Curiosity
  • Addressing a problem they're having and giving them a solution
  • Or, they may worry about missing out on some valuable training or products/services

You have to provide them with a reason to read further.  If your subject line doesn't pique their interest, your email won't be read no matter how well it's written or how much value you provide

Write a Preview Text That Will Encourage Reading Further

Your preview text also determines whether or not the recipient decides to keep reading. It gives the reader an idea of what your email is about.  It’s typically the first line or two of your email so take some time to craft a compelling reason for them to open your email and continue reading.

Keep in mind that the preview text usually ranges anywhere from 35 to 140 characters depending on the recipient's “email preview” view, so make it count.

Next Is The Body of The Email Itself

Did you know that your choice of words in the body of your email is vital to making your email a positive experience for your target audience?

Always appeal to your potential customers' emotions, and get them to take action. To do that you need to do the following:

  • Use interesting analogies… tell stories
  • Use sensory words in order to help your target audience see the picture that your words are painting.
  • Give your target audience a reason to take action by including power words in your subject line, the body of the email, and the call to action
  • To build trust refrain from making false promises or claims

Here are five more tips for writing effective emails.

5 Secrets To Writing Effective Emails*

1.  Have one purpose

  • Efficient emails include just one goal or question.
  • When you ask more than one question in an email, you run the risk of not getting an answer
  • A more effective strategy is to make one request per email.
  • If you need to ask another question, wait to get the first response

2.  Keep the design simple

  • A simple design enables the reader to quickly skim the email and understand its main points.
  • Consider using lists or adding space and emphasis in your emails to drive home your point.

3. Remove filler words

  • Avoid adjectives, adverbs, or other filler words.
  • Make sentences straightforward and concise.
  • If you tend to use a lot of adverbs and adjectives — like
    • “though,”
    • “largely,”
    • “seems,”
    • “that,”
    • “really”
      • Make it a habit to remove them before you send an email.
  • Reread the edited draft.
  • If an adjective or adverb was necessary, it’ll be obvious, and you can add those back in.
  • This will make your emails clear and crisp

4. Use the active voice

Passive voice often sounds timid and lacks clarity


I would like to be able to add you to my team—but there are legitimate concerns.

Using the active voice would make it a bit clearer

I want to add you to my team—but I have some concerns.

Focus on using the active voice and strong verbs to strengthen your message.


5. Close with your request (Call To Action)

Copywriters always put the call to action at the very end. The same should be true of emails.  Why? If the request is embedded in the middle of the email, it’s likely to be forgotten.  But what if the reader doesn’t read to the bottom of your email?

Solution: Place CTA in the middle and again at the end.

It’s recommended the reader have three opportunities to respond to your call to action.

We often use emails to request a meeting, provide information, or lead the reader to an offer.

Simply asking your reader to take the next step is more effective in getting your desire outcome.

When the recipient dashes off their reply, they’re more likely to respond to the last thing that was mentioned.


With these simple steps, your emails become more concise and more easily read.

Email marketing campaigns are a key piece of your overall online marketing plan. They are a great way to communicate with prospects and increase sales of your products and or services without blowing up your marketing budget.

If you’re not currently utilizing email to reach your audience, you may want to seriously consider adding email marketing to your online marketing efforts.



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