Marketing email tips

5 Steps To Writing The Perfect Marketing Email

(4 mins to read)

"If you apply all 5 of these elements to your sales emails, your email interaction and response rates will ultimately increase"

How To Write The Perfect Marketing Email Content

1. Subject line

This is the line of copy you'll see in your email inbox. It's the hook that will make you want to open the email or delete it without a second glance. Get the subject line right and your email open rate will rapidly increase. Here are some top tips to get your customers clicking on your emails:

• Use an alluring question, e.g. 'Want to know the colour of the season?'
• Tell them what they need right now, e.g. 'This is the only colour to wear now' 
• Inject some humour, e.g. 'Warning, this email will make you purchase' 
• Make them feel like they can't miss out, e.g. 'Look what you-know-who wore to the Ritz'. ​

2. Webline 

Also known as the Live Text. This is the faint wording which sits underneath the subject line in your email inbox. It offers more insight into what content the email holds. Many companies don't make the most of this 'second subject line', even though it's basically free(ish) advertisement space. 
Here's what to include in your webline:
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• Info on any free or super-speedy shipping/delivery options
• Any offers that aren't included in the subject line 
• More info on who the email is targeting, e.g. 'Shop all women's styles', 'Shop for kids' 
• Anything extra in the email which isn't featured in the sub-line, e.g. 'Plus see where our new store is'.

3. Title
The title of the email needs to correlate with the subject line. This gives a feeling of consistency and unity between the two, and it means the content in the email will match the content described in the subject line. Resulting in a healthy customer journey, void of any confusion. Here are a few things to bear in mind when writing email titles:

•  Use a few of the words featured in the subject line 
•  Keep it short and sweet 
• Keep it fun and playful, but make sure the message is easy to understand 
• Make sure the font and style of the title matches the email creative 

4. Body Copy 
This is the section or multiple sections of copy which feature in the email. There are ongoing tests to decipher whether more or less copy gets the highest click-through rates, so we'd recommend testing both long and short paragraphs to see which your customer interacts with most. Here are a few tips to write great email body copy:

• Introduce the product or feature you are pushing
• Focus on the details and features of the product - tell them why it's so great
• Have fun with your wording whilst stating the facts 
• Split your wording up into 2 or more sections, so there isn't so much to digest 
• Test between minimum and maximum copy content 

5. Call To Action 
Often referred to as the CTA: this shows your customer where to click on the email to get through to your site - e.g. 'Shop Now'. There are an array of different phrases you can use for your CTA, and it's important to try and test as many as you can because 'Shop Now' does tend to get a little dull. Here are a few CTA examples you can use instead:

• Get me them  
• Yes please 
• Show me more 
• Shop top picks 
• Find yours now 
• Choose your favourite 
• I'm tempted 
• Click for more
• Click to own
• 
  
  

If you apply all 5 of these elements to your sales emails, your email interaction and response rates will ultimately increase. The key thing to remember? Always test the elements of an email to see what makes your customers tick. 

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