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!

Email Marketing: Get started sending effective emails

There’s more to email marketing than blasting out messages to your list and hoping for the best. Like any marketing effort, your emails should have a strategy.

Over the next few weeks, I’ll be sharing some best practices you can implement in your email marketing.

If you’re a business owner looking to generate sales, an author promoting a book, or a marketing director trying to cultivate customer relationships, read on to learn how to get started using email marketing effectively.

If you’ve already started a campaign, keep reading. These strategies will help you at any point in your email marketing and may help to uncover why you aren’t getting the results you had hoped for.

First, why send emails? There’s no denying that email marketing is a powerful tool.

Email marketing is a great way to:

  1. Generate and follow up on leads
  2. Build relationships with prospective buyers
  3. Build customer/reader loyalty
  4. Upsell and cross-sell existing customers
  5. Generate direct sales

But your emails won’t generate any sales or leads if they aren’t being read.

Get started using Email Marketing (1)


Here are a few things to consider before beginning a campaign:

Where does email fit into your marketing strategy?

Email marketing does not work in isolation – it should be part of an overall plan or campaign. Just as with any other marketing communications, your emails should be tied to your current initiatives.

First, determine where the emails fall in the sales process – before the sale, follow up to the sale? Then consider, how does this email marketing piece move the prospective buyer to the next step in the sales process, and how are we following-up?

Integrate your messages as part of your overall marketing strategy so that it works with your other marketing efforts and you’ll see better results.

How often will emails be sent?

Too often and you could be annoying your readers. Not often enough and you aren’t maintaining their interest from one email to the next.

There’s no hard and fast rule that dictates exactly how often emails should be sent. Simply increasing the send frequency won’t necessarily boost engagement. It depends on the audience – your subscribers might not mind hearing from your more often if the emails they are receiving from you are valuable. Get to know your subscribers and know what works for them.

Determine how frequently your emails will be sent and stay consistent so that your subscribers can expect how often they’ll hear from you.

How strong is your email list?

The quality of your emails is hardly relevant if you’re sending them to a poorly targeted list. If your subscriber list is old and outdated or has a high bounce rate, your messages may be falling on deaf ears.

A good list is permission-based and organic. In other words, you want your messages to be received by people who want to hear from you. Work toward building your list organically rather than purchasing giant lists of emails.


Now that you’ve analyzed your overall email marketing strategy, the frequency of emails and you’re working toward building a quality list, it’s time to concentrate on getting your emails opened…

Next week’s post will focus solely on solid subject lines. Subscribe now so you don’t miss out!

If your email marketing isn’t getting you results, contact me to discuss your email strategy.

5 Reasons to Hire a Freelance Writer

If you own or manage a business, chances are, you wear many hats. Marketing is an important part of generating and maintaining business that can fall by the wayside when things get busy and other projects take priority.

Even if your company has an in-house marketing person or team, your staff may be juggling multiple projects while managing their emails, attending meetings and other day-to-day tasks.

As a freelance writer, I offer my services to businesses large and small, creating content for their blogs, email campaigns, and other marketing materials.

Why hire a freelance writer?

There are many advantages to outsourcing your writing projects. Here are a few reasons why partnering with a freelancer is a smart business decision.

5 Reasons WhyHiring a Freelance WriterIs ASmart Business Decision

  1. Affordability – As your business grows, you may need help taking on tasks. One of the biggest benefits of working with a writer on a freelance basis is, you only pay for the services you need when you need them. If you don’t have the budget for an in-house writer, working with a freelancer is a cost-effective option.
  2. Flexibility –  A freelancer can help out on a single project or on an ongoing basis, acting as an extended member of your marketing/communications team without the commitment of a full-time salary and benefits.
  3. Time Savings  – Time is something that many businesses owners and busy marketing directors may not have much of to spare. If you need to market your business but don’t have the time to dedicate to quality writing, a freelancer can  handle projects for you, freeing you and your team members up to focus on other tasks.
  4. Quality and Creativity – Anyone can write, right? Not so. Good writing is about more than just sounding good. A good writer is an expert at crafting effective messages that also get results for you. Marketing writing requires creativity and strategic thinking, which a professional writer can provide.
  5. Fresh Perspective – An “outsider” may approach a project with a fresh perspective compared to in-house staff. A freelancer brings diverse experience that they can draw on, offering new insights into your marketing plan.

A freelance writer can help your business by offering their expertise to make your company and your brand look good.


Is your business in need of a reliable freelance writer to help with marketing projects? Visit my website to find out how I can help!