Let’s be honest — if your emails don’t grab attention right away, there’s a good chance they’ll end up in the spam folder. And no one wants that.
So, how do you make sure your messages stand out among the hundreds people receive daily?
That’s what we’ll share in this blog post. You’ll learn how to write marketing emails that connect with your audience, drive sales, and keep people coming back for more.
What is a marketing email?
A marketing email is a type of email that helps you promote a product or share useful information about your business to strengthen your connection with customers.
When done right, these emails can create meaningful interactions that make people stick with your brand — and effective digital marketing campaigns rely on that kind of connection to achieve positive results.
How to write a marketing email that converts
Let’s dive into the key steps that will help you write marketing emails that boost engagement and sales.
1. Define your objective
Do you want people to buy your latest products, sign up for a webinar, or maybe just click over to your website? Being clear about your objectives will help you address your customers’ needs better.
For example, if your goal is to push sales for an exclusive deal, your email needs to highlight what makes your offer so special. But if you’re trying to build trust with potential customers, you might want to share a helpful resource instead.
Whatever the case, ask yourself, “What exactly do I want this person to do after reading?” That’s the only way to come up with an email that drives action.
2. Identify your target audience
Your target audience is the people you intend to send your marketing emails to. So, you must take time to understand what they care about, what’s stressing them, and how you can help. That way, you’ll be able to present the most fitting offer.
For example, if your audience includes busy professionals, they’re probably looking for ways to save time or be more productive. So, your email could focus on how your product or service can make their day a little easier.
Maybe your customers are parents juggling family life and work. In that case, you can highlight how your products can make their lives a little less hectic.
3. Personalize your message
People are bombarded with 100 to 120 emails daily. So, you need to quickly address their needs if you want to retain their attention — the best way to do so is through personalization.
The easiest way to personalize your emails is to mention the customer’s name. You can also reference something they’ve bought before or a specific product they viewed on your website. The right email marketing software can help you automate this process to save time and effort.
Duolingo is a great example of a brand that hooks its customers with highly personalized emails like the one below:
(Source: Email Love)
4. Craft a compelling subject line
The email subject line is often the difference between getting an eager click or your message being sent to the virtual trash bin. In fact, 47% of people open an email solely because of the subject line — and a whopping 69% will mark an email as spam based on the subject line alone.
This shows just how important it is to avoid writing subject lines that feel too generic, salesy, or spammy.
So, what’s the best way to craft effective subject lines? Be direct if it suits the email’s goal. You can also create a sense of curiosity and urgency or add a touch of humor — whatever matches your brand voice and resonates with your audience.
Your goal is to make your email stand out in a crowded inbox. Nail that balance, and you’ll be well on your way to a successful email campaign.
Here's one subject line that creates a sense of urgency:
(Source: Email from Sender)
5. Write a descriptive opening line
As the name implies, the opening line is the first sentence of your email. It should be relatable or even a bit surprising — anything that makes the customer want to keep reading.
For example, if you’re emailing about a product that saves time, you could start with: “What would you do with an extra hour every day?” This immediately puts the focus on what the customer needs, which draws them in.
That said, you may want to avoid overly generic opening lines like, “I hope this email finds you well.” They don’t add value and can easily be skimmed over or ignored.
Just make sure your readers feel like you’re talking directly to them. If you hook them from the start, they’re far more likely to keep reading — and, ultimately, take action.
Here is an opening line example from Sender:
(Source: Sender)
6. Create relevant content
Relevant content is what makes your campaigns stand out from the dozens (or hundreds) of others landing in customers’ inboxes. Focus on delivering value — whether that’s sharing helpful insights, offering exclusive deals, or including a story that resonates with your audience.
Another way is to incorporate social proof like testimonials, reviews, or user-generated content to show customers that others love and benefit from your product or service. That way, you can boost credibility and trust.
Remember to add images that create a visually appealing experience on desktops and mobile devices. However, be selective. Choose images that add context or evoke emotion rather than serving as mere decoration.
Look at how Reel uses customer testimonials in their email to hook readers:
(Source: Email Love)
7. Incorporate storytelling
Weave a story into your email copy to make it more interesting. It could be a brief narrative about how a customer overcame a challenge with your product — or perhaps a behind-the-scenes glimpse into your brand’s journey. The key is to make it authentic and relevant to your readers so that they can picture themselves in the story.
Hearth Display incorporates storytelling into its email copywriting pretty well:
(Source: Email Love)
8. Vary sentence length to maintain clarity
When your sentences all have the same rhythm or length, they can feel monotonous, and readers may start to tune out. So, vary the length of your sentences to make your writing feel more dynamic and natural. That way, you’ll prevent recipients from feeling overwhelmed by walls of text or bored by choppy, repetitive phrases.
You can use short sentences to emphasize key points and create a sense of urgency or excitement and longer sentences to provide context or paint a vivid picture.
9. Adapt to your audience’s voice
Every audience has its own preferences, communication styles, and expectations — and when you tailor your messages to fit their voice, you show that you understand them.
For example, if your recipients are young and tech-savvy, a relaxed, witty tone might work well. But if you’re targeting corporate professionals, you may need a more polished and direct style.
10. Include a clear call to action
A clear call to action is the linchpin of any successful marketing email. After all, the entire goal of your email campaign is to guide readers toward a specific action — whether making a purchase, signing up for a webinar, or exploring new content.
Keep your CTAs simple, actionable, and aligned with the rest of your message. Plus, use buttons, bold text, or contrasting colors to make them attractive.
Here’s an interesting CTA from Days Brewing:
(Source: Email Love)
Also, make sure to include an unsubscribe link at the bottom of your email so that recipients can opt out if they choose. Not only is it the best practice for any email marketing campaign, but it also makes your emails more trustworthy.
Wrapping up
Marketing emails work best when you offer people valuable content that shows them why they should stick with your brand. When done right, these emails can help you build solid customer relationships and grow your business. So, use the tips we’ve shared to make your email campaigns more engaging.
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