There’s a lot of buzz around how to write a marketing email. So much so, in fact, that it can be so overwhelming you never actually get started.
I should know. I spent a lot of time researching for this article and wondered how a busy business owner might actually get anything done with all the input.
So, rather than make you sort through a lot of advice, I’ll simply give you the most important components your marketing email needs along with a few examples from actual brands.
Let’s take the guesswork out of writing the ideal marketing email and just address the components you need.
I’ll walk you through each step. Let’s pretend I’m writing an email to announce SimpleTexting’s new contact card feature.
For my example, my subject line would be:
Make your subscribers remember you forever 👀
Here, I want SimpleTexting users and prospects to know that our contact card is a good way to introduce themselves to their contacts in a way that lasts and makes them memorable.
I’ve also added an emoji to help my subject line stand out.
For my preview text, I’m going with:
Access our new contact cards to instantly build trust with your contacts.
This names the feature and further clarifies the benefit they get by using it.
Although different versions of this model exist, the most common devotes the most amount of space at the top to an attention-grabbing headline. Then, you add anticipation-building details in a slightly smaller space below and finish off with a succinct, powerful call to action (CTA).
So, by component, that looks like:
Headline: Contact cards: The instantly effective way to introduce yourself
Body: Our new contact cards are here! Welcome your subscribers with a contact card to help them save your brand’s details in one click and recognize your messages forever.
CTA: Try it out for free (with a link embedded)
This will help keep your subscribers focused. You’ll notice that in my example above, I named:
There’s no fluff there, so it should keep readers’ attention.
That means no more than 20 words per sentence and two sentences per paragraph.
Sites like Hemingway make this easy. Just copy your email and paste it into the software to get your reading level. The aim is to make your message accessible to all.
Your readers shouldn’t finish your email and ask, “What next?” In my example, I provided an easy link where readers could sign up for a trial and an extra incentive to do so.
Folks on the Internet go back and forth about whether short- or long-form emails are most effective.
Unfortunately, the answer is it depends.
Specifically, it depends on:
For example, the numbers say that 50-125 words is best for a high response rate while 100-200 should improve your click-through rate (CTR).
Therefore, a 100-word email sits at the right spot to maximize both numbers.
That said, that length won’t work for every kind of email, so judge each one individually. Long-form emails work best for:
Short-form emails are ideal for:
I can think of no better examples to give you than emails that caught my eye and made me click (and in some cases, buy).
Pura Vida is a favorite online jewelry shop of mind, and they did something pretty clever in this email.
First off, they used an emoji in the subject line. Against a sea of text, that stands out.
Second, they used the words “holiday season” early in the email. If you’re like me and you forget how fast the holidays come up, you panic and decide to buy a thing or two immediately to get a headstart.
Newsletters can get a little mundane if you’re subscribed to a lot of them, but this one stood out in my inbox.
Note the subject line there. They let me know immediately that they had something to say that would help my pet (I am a devoted cat and dog mom, so that’s a big priority).
They also started off with an image of a cute pup, which put me in the mood to see more.
Email is an invaluable tool for raising awareness and money for a cause.
The most important thing Custom Ink does here is to clearly display the cause they’re supporting. As a person who’s more interested in helping out breast cancer survivors than shopping at Custom Ink, I found that super compelling.
They also clearly display a CTA button in the middle of the page so I have no doubts about what to do.
If you have a product or service launching soon, make sure your email list knows about it.
This email is a great example of targeted messaging, given that I have a Pixel 6 phone. They’ve done an excellent job of highlighting why I specifically would want this product.
Of course, sometimes you just want to show off a big sale.
Here, United has started with a question about my problems and an offer to fix them and made the value (and urgency) of the message very clear.
📖 Recommended reading: Drip email from start to finish
No-shows are a big drain on your team’s resources, so keep them to a minimum with appointment confirmations and reminders.
I love that Walgreens acknowledged my appointment and gave me an easy way to keep up with it or change it if need be.
Once your email is all drafted up, check over these last few key points before hitting “send.”
📖 Read next: Comparing email and SMS marketing
Lily is a content marketing specialist at SimpleTexting. She specializes in making helpful, entertaining video content and writing blogs that help businesses take advantage of all that texting has to offer. When she’s not writing or making TikToks, you can find Lily at roller derby practice or in a yoga studio in the Seattle area.More Posts from Lily Norton
Build an effective email marketing strategy in just a few simple steps with these tips and templates.Read
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