Email Marketing: How to Write Emails that Get Results

At the heart of your email marketing is the email copy. You can have a strong marketing strategy and compelling subject lines but in order to get click-throughs and convert readers into buyers, your emails need to be persuasive and engaging.

If you missed the previous posts in this email marketing series about email strategy and subject lines, take a moment to check them out.

Here’s the bottom line:

Good emails get opened, read (or at least skimmed) and may even get the reader to act on the email’s offer.

Bad emails get ignored, deleted, or worse – annoy the reader and cause them to unsubscribe, reducing your chance of converting them through your email marketing to ZERO.

So what makes a good email?

How to Write Emails that Get Results (2)

First, let’s look at the structure of an email:

  1. Subject Line

  2. Headline

  3. Body Copy

  4. Call-to-Action

Each part of your email should encourage the recipient to read on to the next part.

Let’s break it down.

Subject Line

Your subject line, which we covered in last week’s post, should communicate a clear value to the recipient for opening the email. What’s in it for them?


Congratulations, you got the recipient to open your email! Now your headline needs to get them to read (or at least skim the rest of the email. Your headline – if you chose to use one – should be clear, persuasive and, if possible, create a sense of urgency. In other words, why should they read your email now instead of later?

Body Copy

Most of us get bombarded with dozens of marketing emails every single day – yours needs to stand out above the noise. When writing the body of your email, keep it conversational in tone while still being persuasive.

I recently unsubscribed from an email newsletter that initially sounded like it would provide valuable information that would help me grow my business. It didn’t take me long to discover that these emails were nothing more than repeated and blatant attempts at selling me on a service with no valuable information to be had – only attempts to get my money. After two and a half weeks of almost daily emails  – I was exhausted and annoyed! It’s safe to say that business will never get my money. Readers will ignore or delete emails that are sales-y or sound like spam.

The body of your email should be persuasive, not pushy. Avoid hype and exaggeration to instead focus on the benefit to the recipient.

Keep your writing crisp, conversational, and concise and your subscribers will keep coming back for more.


The call-to-action is the piece of your email that gets the reader to act on your offer. This could be a link to download a white paper, sign up for a seminar or buy your product. In order to be effective, the call-to-action needs to be motivating.

There are two common problems with the call-to-action in email marketing:

  1. The call-to-action is so buried in the copy, it’s easy to miss. Don’t make this mistake!
  2. There are too many calls-to-action for different things. Competing offers can ultimately confuse the reader or make them decide to opt-out altogether.

Make sure your link or call-to-action is clear and visible to make it simple for the reader to find, click and buy.

Before you hit send, here are some other things to consider when putting together your marketing emails:

Are your emails well-formatted?

Long paragraphs may appear daunting to the recipient and stop them before they even start reading.

Consider the reader on the receiving end of your email. How likely are they to be reading your email on a mobile device? Don’t underestimate the importance of paragraphs breaks and large, easy-t0-read fonts.

Structure your emails so that they are easy on the eyes to encourage readers to jump right in and start reading.

Are they interesting and informative?

This seems like a no-brainer, but if your messages don’t have practical or useful content, recipients will eventually unsubscribe. Staying in touch is important, but sending emails just for the sake of it isn’t an effective way to build relationships with your customers.


The benefits of email marketing are endless. Consistent, quality marketing emails are a great way to stay in touch with your clients to build lasting relationships and boost sales.


We hope you have enjoyed this series of posts about email marketing. If you’re ready to get results from your emails, contact me today to get started!

4 thoughts on “Email Marketing: How to Write Emails that Get Results

  1. Hey Jennifer,

    Great tips here. I used to spend so much time on writing blog posts and I treated my emails like an afterthought. How Dumb!

    I should arguably spend even more time on emails and blog posts because it’s a channel to communicate with people who’ve given me permission to communicate. I love your points, especially creating the right headlines, which is 80% of the battle, really.

    Off to share this!

    Have a good one.

    • Glad you found this helpful! Email has been around forever, yet it is still an extremely valuable marketing tool and can be great in conjunction with blog articles. Thank you for sharing!

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