How to Write Effective Marketing Emails

Follow our proven four-component system to create compelling marketing emails that drive engagement and conversions. This guide breaks down the process into manageable steps that will save you time and improve your results.

Why Email Marketing Matters

Email marketing remains one of the highest ROI marketing channels available, with an average return of $36 for every $1 spent. However, many businesses struggle with creating emails that actually convert. This guide reveals our streamlined approach to crafting emails that your audience will open, read, and act on.

The Four-Component Email Marketing System

Our approach breaks email marketing into four essential components that require efficient systems:

  1. Ideation - Developing compelling email concepts
  2. Copywriting - Creating concise, impactful messaging
  3. Design - Building visually appealing templates
  4. Segmentation - Targeting the right audience (See here How to collect emails for email marketing)
1

Ideation: Develop Compelling Email Concepts

The idea behind your email is 10x more powerful than any tactic. A strong angle will naturally drive customer interaction, while a weak concept can't be saved even with perfect design or copy.

Weekly Goal

Aim to develop 3 compelling email concepts each week. This provides a consistent flow of content while keeping your workload manageable.

Finding Ideas

  • Don't overthink it - Inspiration is everywhere around you
  • Browse your own website - Your product pages, blog posts, and FAQs are goldmines for email content
  • Monitor current trends - Seasonal events, holidays, and industry news can spark relevant ideas
  • Address customer pain points - Review feedback and common questions

Real-World Examples (from GymShark)

  • "Men's gifts under $30" - Simple promotional concept tied to gift-giving season
  • "Don't skip the gym—it's cold, just layer up" - Addressing a common excuse with a product solution
  • "Are you running this winter?" - Question-based topic that leads to seasonal products

Ideal Weekly Content Mix

  • Sunday: Blog email (nurture relationship)
  • Tuesday: FAQ email (educational content)
  • Thursday: Staff Pick/Product showcase (promotional)

This balanced approach keeps your audience engaged without overwhelming them with sales messages.

Email Marketing Ideation Process
2

Copywriting: Craft Concise, Compelling Messages

Writing your email content should take approximately 15 minutes total for 3 emails. If it's taking longer, you may be overcomplicating it.

Key Principles

  • Keep it brief - Nobody reads essays in emails
  • Be direct - Use concise, punchy copy that gets straight to the point
  • Focus on benefits - Explain what's in it for the reader
  • Use clear CTAs - Make the desired action obvious

Anatomy of Effective Email Copy

Subject line: Winter running essentials you need now

Preview text: Stay warm, visible, and safe with our top 5 winter running picks

Headline: ARE YOU RUNNING THIS WINTER?

Body copy: Don't let the cold stop you. Our winter running collection keeps you comfortable in any temperature, with reflective details for those shorter days.

CTA: SHOP WINTER RUNNING

Pro Tip: AI Assistance

Consider using ChatGPT prompts to assist with drafting your emails. For example: "Write a brief promotional email for winter running gear that highlights reflective features and thermal technology. Include a subject line and call-to-action."

Email Copywriting Process
3

Design: Create Visually Appealing Templates

Design is typically the most time-consuming part of email creation, but there's a solution: never start from scratch.

Design Strategy

  • Don't reinvent the wheel - Copy what's working in the industry
  • Use inspiration resources - Visit reallygoodemails.com to find clean designs you can adapt for your brand
  • Create reusable templates - Build a library of 3-5 templates you can quickly customize
  • Use Figma for designing - It's both advanced and simple to use

Essential Design Elements

  • Big, bold headline - Captures attention immediately
  • Minimal copy - Let images do the talking when possible
  • Clear CTA (Call-to-Action) - Visually distinctive button
  • Consistent branding - Colors, fonts, and voice that match your brand
  • Mobile-friendly layout - Most emails are read on mobile devices
  • Standard footer - Including unsubscribe option and contact info

Sample Email Structure

LOGO
ARE YOU RUNNING THIS WINTER?
Brief, compelling copy about winter running gear (2-3 lines max)
[HERO IMAGE]
SHOP WINTER RUNNING
Standard footer with social links, unsubscribe, etc.
4

Segmentation: Target the Right Audience

Avoid complicated segments that consume time with minimal return. Focus on engagement for maximum impact.

Focus on Engagement

  • Prioritize your ENGAGED list using a 60-day engaged segment
  • Definition of engaged:
    • Opened at least one email in the last 60 days OR
    • Active on site at least once in the last 60 days
  • Create a re-engagement campaign for subscribers who fall outside your engaged segment
Why Segmentation Matters

Focusing on engaged subscribers improves your deliverability rates and conversion metrics. Most email service providers use engagement metrics to determine whether your emails go to the inbox or spam folder. By targeting engaged users, you maintain better sender reputation.

Simple Effective Segments

  • Engaged (60-day) - Your primary audience for most emails
  • New subscribers - People who joined in the last 30 days
  • High-value customers - Customers who have spent above a certain threshold
  • Product interest - Segmented by product categories they've viewed or purchased
Email Segmentation Process

Putting It All Together: Your Weekly Email Workflow

With our four-component system in place, here's how your weekly email marketing workflow might look:

Monday (1 hour total)

  • Brainstorm 3 email concepts for the week (20 minutes)
  • Write copy for all three emails (15 minutes)
  • Design/adapt templates (25 minutes)

Email Schedule

  • Sunday: Send blog content email to full engaged list
  • Tuesday: Send FAQ/educational email to full engaged list
  • Thursday: Send product showcase to segmented lists based on interest

By following this streamlined approach, you'll spend less time creating emails and more time analyzing results and refining your strategy.

Email Marketing Best Practices

  • Test before sending: Always send test emails to check formatting across devices
  • Optimize subject lines: Keep them under 50 characters and frontload important words
  • Monitor metrics: Track open rates, click-through rates, and conversions to refine your approach
  • Maintain list hygiene: Regularly remove unengaged subscribers to improve deliverability
  • Follow compliance regulations: Ensure you're adhering to CAN-SPAM, GDPR, and other applicable laws

Recommended Email Marketing Tools

Email Service Providers

  • MarketPro.fi
  • Mailchimp.com
  • Klaviyo.com
  • ActiveCampaign.com
  • ConvertKit.com

Design Resources

  • Really Good Emails
  • Figma
  • Canva
  • Unsplash (free stock photos)

Need Help With Your Email Marketing?

Our team can assist you with creating high-converting email marketing campaigns for your business.

Contact Our Email Marketing Team

Frequently Asked Questions About Email Marketing

How often should I send marketing emails?

The ideal frequency depends on your audience and content quality. For most businesses, 1-3 emails per week is a good balance between staying top-of-mind and avoiding subscriber fatigue. Always prioritize value over volume.

What's a good open rate for marketing emails?

Average open rates vary by industry but typically range from 15-25%. However, with Apple's Mail Privacy Protection affecting open rate metrics, it's increasingly important to focus on click-through rates and conversions as more reliable indicators of engagement.

How can I improve my email deliverability?

Focus on list quality over quantity, maintain regular engagement with your subscribers, use double opt-in, regularly clean your list of unengaged subscribers, and follow email best practices regarding content and formatting.

Is plain text or HTML better for marketing emails?

Both have their place. HTML emails with images and design elements work well for promotional content, while plain text emails can feel more personal and often have better deliverability. Testing both formats with your audience is the best approach.