We’re all bombarded with hundreds of emails every day, but that doesn’t mean you want to read them all. Most emails are sent just to tick a box, with little thought going into them. Brands that take the time to carefully think about what their email says and how it will be received are the ones whose campaigns perform well. So here’s a step-by-step guide to writing emails that get opened, read, clicked, and remembered.
1. Start with the person, not the product
You’re not writing to “subscribers.” You’re writing to a busy human with a to-do list and limited attention.
Know who they are. Pick one person to write to.
Ask: What problem do they have right now? What would make their day easier? Lead with that.
2. Give your subject line some love
The subject line is the gatekeeper. Be useful, clear, or irresistible. Don’t be clever just for clever’s sake.
Good patterns to follow:
- Benefit first: “Double your email opens in 30 days”
- Curiosity with value: “The 3 words killing your open rates”
- Short and direct: “Your March invoice, action required”
- Personal and specific: “Vicky, here’s a cleaner onboarding flow”
- Timely: “Updated pricing for April launches”
Quick rules:
- Keep your subject lines under 50 characters. Shorter subject lines generally perform better and are optimised for all devices.
- Avoid spammy words like “free” or excessive punctuation.
3. Your preheader and from name matter
Preheader is the second subject line. Use it to add context and support your overall message. It’s wasted space if you don’t use it.
Your from name should be recognisable. Use a person or a brand name people know. Whichever you choose, just remember to stay consistent.
4. Persuade your readers quickly
People decide quickly. Your first line must hook them.
Example of a bad opener:
“We’re excited to announce…”
Examples of a good opener:
“You asked how to get better opens. Here’s a 3-step fix.”
or
“90% of customers miss this small change. It costs them clicks.”
Keep the opening one or two sentences. Lead with benefit or pain relief.
5. Make the body scannable and useful
Most readers will skim. Help them.
Tips for your email structure:
- Use short paragraphs and have one idea per paragraph
- Use headings and subheadings to break up content and make your email easy to scan
- Use bullet points to outline steps or processes
- Bold one key sentence to draw the eye. (Use sparingly.)
Copywriting moves that work:
- Use an active voice
- Speak in plain language
- Show, don’t tell. Use quick examples or numbers
- Use micro-stories where relevant. One-sentence customer wins beat vague claims.
6. Make it personal
First name is good. But personalising by behaviour and intent will yield better results.
Good uses:
- Mention the product they signed up for
- Reference the last action they took
- Send content based on interest tags
Avoid over-personalisation, just because you might know every single detail about your subscribers, doesn’t mean you should include it in your campaigns.
7. Click-worthy calls to action
One email, one main CTA. If you’re going to include more, make the hierarchy obvious.
Rules for your CTAs:
- Make the action clear. Instead of using a click “Click here” or “Read more” rather explain what action they will need to take by clicking the link eg, “Download the one-page checklist” or “Book your 15-minute audit”
- Put the primary CAT above the fold and again at the end of your campaign (where it makes sense)
8. Design & accessibility basics
Your design should support your copy, not fight the message.
Here’s a quick design checklist:
- Use a mobile-first layout. You’d be surprised how many opens happen on mobile
- Check your font sizes. All headlines, body and button text need to be easily legible
- Always add alt text to all your images, but be thoughtful about how you do it because someone reading/hearing “Image 1” instead of seeing the image isn’t going to help your campaign.
- Don’t rely on your images only. Your email should make complete sense without your images.
- Use accessible contrast for buttons and links.
9. Keep an eye on your deliverability & trust signals
Great copy is wasted if it never reaches the inbox.
Make sure you do this:
- Authenticate your sending domain with SPF, DKIM and DMARC
- Send consistently and warm any new domains gradually
- Include a real, easy-to-find unsubscribe link and easy preference options
- Use a reputable sending IP or provider
Trust signals to include:
- Short social proof line, for example, “Trusted by 200+ marketing teams.”
- Clear contact details. “Reply to this email to talk to a human”
- Privacy reassurance. “We’ll never sell your data.”
10. The final checklist before you hit send
- Subject line matches the email content
- Preader adds context
- From name is recognisable
- First line hooks readers
- Your campaign has one clear CTA
- Email works without images
- Test the campaign on mobile
- Your sending domain has been authenticated
- The unsubscribe link is easy to find and action
- You’ve done a few tests on different people and multiple devices
The bottom line
Good writing wins. Good ethics keep those wins.
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