How to Write Marketing Emails That Get Results

Segmentation involves dividing your email list into smaller groups based on specific criteria to send targeted content. Common segmentation factors include demographics (age, gender, location), purchase history, engagement levels (open rates, clicks), and interests based on past interactions. For example, an online retailer might send loyalty rewards to recent buyers, re-engagement offers to lapsed customers, or welcome discounts to new subscribers. According to SendGrid, segmenting by purchase history or open times can significantly boost engagement.

Personalisation goes beyond using a recipient’s name. It involves leveraging data to create relevant content, such as recommending products based on past purchases. Research indicates that personalised emails can improve click-through rates by 13% and revenue by 41%, as cited in Sixth City Marketing. Use customer data thoughtfully to ensure personaliSation feels genuine and not overly intrusive.

Incorporate action-oriented words or phrases that spark curiosity or urgency. For example, “Limited Time: 50% Off Today!” or “Discover Our Exclusive Offer” can entice recipients to open the email.

Highlight how your product or service benefits the reader rather than listing features. For example, instead of “Our tool has advanced analytics,” say “Gain insights to grow your business faster.”

Write as if speaking to a friend, using “you” and “your” to make the email personal. Keep sentences short and avoid jargon for clarity, as recommended by Fulcrumtech.

Readers often skim emails, so use short paragraphs, bullet points, and subheadings. For example:

• Save Time: Our solution streamlines your workflow.
• Boost Results: Proven strategies to increase sales.
• Act Now: Limited offer ends soon.

Every email should have a single, clear purpose, reflected in the CTA. Use action-oriented verbs like “Shop Now” or “Learn More” to prompt immediate action.

Typos or broken links can harm credibility. Double-check your copy before sending to ensure professionalism.

High-quality images can enhance your message, but optimise them for fast loading and include ALT text for accessibility. Balance image-to-text ratios to avoid spam filters.

As 80% of users switch to dark mode, ensure your email adapts with transparent images and an appropriate colour scheme, according to GetResponse.

Place CTAs above the fold, using contrasting colours and whitespace. Avoid image-based CTAs, as they may not display if images are blocked.

Test one element at a time, such as subject lines or CTAs, to identify what drives better results. SendGrid recommends ensuring a significant sample size for accurate insights.

Monitor open rates, click-through rates, conversion rates, and unsubscribe rates to gauge performance. These metrics reveal what’s working and what needs adjustment.

Most email marketing platforms provide analytics to track subscriber behaviour. Use these insights to optimise future campaigns.

Adjust your strategy based on test results, such as tweaking send times or refining copy, to improve engagement over time.

Comply with laws like CAN-SPAM (US) Hawkins, or GDPR (Europe), which require clear unsubscribe options and transparent sender information.

Regularly remove inactive or invalid email addresses to improve deliverability. SendGrid suggests quarterly cleanups to maintain list health.

Require subscribers to confirm their sign-up to ensure genuine interest, reducing spam complaints.

Offer valuable content, such as educational insights or exclusive deals, to keep subscribers engaged and reduce unsubscribes.

Use a recognisable sender name and avoid deceptive subject lines to build trust with your audience.