• 5 Actionable Tips to Write Killer Marketing Emails

If you’re a business owner who’s growing an email list of prospective customers, the million dollar question is, “How can I convert these contacts into sales?”

Building a relationship with prospective customers through email marketing can be a tricky task. There’s a fine line between spamming your target audience’s inbox and driving engagement. It can take a series of email interactions to help complete a single sale. The purpose of these emails is not to push a sale onto prospective customers, but to build a relationship with your contacts and drive engagement that will ultimately lead to sales.

As you’re writing your next email to a prospective customer, there are 5 points you should keep in mind to help drive results.  The following points are distilled from our free set of templates: 10 Awesome Email Templates to Get More Customers.

1. Empathize with your reader

Start by demonstrating to your readers that you understand their pain before pitching your product. Start your email by identifying your prospective customer’s concern or problem before you try to sell them. When you hit on your audience’s pain point, and then provide them with helpful information, they become more responsive to the solution/product you are delivering.

2. Narrow the scope of your email

Your email should be concise and focused. Rather than cramming too much information in, it’s much more effective to deliver ONE clear message. Don’t be tempted to use one email to demonstrate how your product or services can solve ALL of your customer’s problems or concerns. Focus on just ONE of your lead’s pain points, and offer ONE solution. It usually takes multiple emails to convert a lead into a sale. Take your time in developing and building your relationship with your leads.

3. Solve don’t sell

Although the end objective of your email marketing is to sell your product or service, the immediate objective of your emails is to provide value to your audience. Use your email messages to provide information that will help your audience solve their problem/address their concern. An email that sounds like a hard pitch will not be as effective as one that relays a benefit to your leads. By consistently delivering value in your emails, you’re deepening your relationship with your contacts as well as establishing yourself as an industry expert.

4. Make your email an easy read

Make your email content easy to read and jargon free, as well as visually appealing. Use visual markers such as line spacing, bolded or underlined text, and lines to help your readers capture the necessary information with a quick skim.

5. Write your subject line last

Stick with a straightforward but catchy email subject line that shows the value your email will convey to your readers. By writing your subject line after your email, you will have a clearer idea of the benefits that your email will offer.  It may also be worth your time to conduct a little bit of research on social media platforms to see which topics are hot in your industry. Get ideas for your subject line by observing which topic headlines garner the most engagement or check out these 40 great email subject lines.

If you found this post helpful and you want to get some common email templates that follow these guidelines, take a look at our free download: 10 Awesome Email Templates to Get More Customers.


Image Credit: Johnlric

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  1. Aaron says:

    I believe making your email easy to read is a must. I know so many marketers that try and put all the information they possible can into an email, and I can’t even find the call to action. It’s a way to get the email sent straight to the junk folder. This is also true when people are trying to cover a wide range of topics in their emails. They are trying to introduce you into so much information at once, you don’t even see half of it. Great article!

    • Susan Lou says:

      Thanks Aaron! Keeping emails brief and concise is especially important now that so many people access their emails through their smartphones. Depending on your target audience, about 16 to 65% of email opens are through people’s mobile devices. Information that can’t be captured by a quick skim should be left out of the email and placed somewhere else. Glad you enjoyed the article!

  2. Steve Artstein says:

    Hello. Great article, Susan. Aaron I absolutely agree!! This is great advice. Clear and concise emails are the keys. If I could add, “bullet points” gets the message across clear, concise and fast without having the recipients spending time reading through unnecessary wording and losing focus.

    Thank you,


    • Susan Lou says:

      I agree Steve! Bullet points and other “visual cues” are a great way to help readers sort through information in your emails. If you want your audience to engage with your business, you should make it as easy as possible for them to digest your information.

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