How to Write a Marketing Email Sample with Proven Techniques

Crafting a marketing email that grabs attention and drives action is essential in today’s AI-infused digital world. With email marketing delivering an average return of $36 for every $1 spent, it’s clear that this channel holds immense potential for boosting engagement and conversions. Whether you’re launching a product or re-engaging inactive customers, a well-written email can make all the difference. For instance, automated emails generate 320% more revenue, proving their effectiveness.

To achieve similar results, you need a strategic approach. This guide will show you how to write marketing email sample templates that captivate readers and inspire action. From creating compelling subject lines to designing clear calls-to-action, you’ll learn proven techniques to elevate your email campaigns.

Statistic	Value
Revenue driven from automated emails	320% more revenue
Consumers influenced by marketing emails	59%
Average return on investment for email marketing	$36 for every $1 spent
Open rate for abandoned cart email campaigns	50.50%

How to Write a Marketing Email: Step-by-Step Guide

Craft an Eye-Catching Subject Line

Your subject line is the first thing your audience sees, so it needs to stand out. A compelling subject line can make the difference between an opened email and one sent straight to the trash. To grab attention, use curiosity, urgency, or personalization. For example:

1. Create urgency with phrases like “Limited Time Offer” or “Only a Few Left.”

2. Spark curiosity by leaving a question unanswered, such as “What’s the Secret to Saving 50%?”

3. Personalize your subject lines by including the recipient’s name or referencing their past behavior.

Keep your subject line concise—aim for 6-10 words. Avoid spam-triggering words like “Free” or “Guaranteed” to ensure your email lands in the inbox. Use action words like “Discover” or “Unlock” to prompt immediate engagement. Testing different variations through A/B testing can help you identify what resonates best with your audience.

Write an Engaging Preheader Text

The preheader text acts as a sneak peek into your email content. It appears right after the subject line in most inboxes, so it’s your chance to entice readers further. Use this space to summarize your email’s value. For instance:

• “Exclusive! Save 30% on your first order.”

• “Your cart is waiting! Checkout before it’s gone.”

• “5 tips to boost your productivity today.”

Align your preheader with the subject line to maintain consistency. For example, if your subject line teases a flash sale, your preheader could say, “Hurry! Sale ends at midnight.” This alignment builds trust and encourages readers to open your email.

A well-crafted preheader can significantly boost open rates by providing context and reinforcing the subject line’s promise.

Structure the Email Content Effectively

Once your email is opened, the content must deliver value immediately. Use the inverted pyramid model to structure your email:

1. Start with a catchy headline or image that highlights the main message.

2. Follow with supporting details in short paragraphs or bullet points.

3. Conclude with a clear call-to-action (CTA) that directs readers to the next step.

For example, if you’re promoting a product, begin with its key benefit, such as “Save Time with Our New Productivity Tool.” Then, list features or testimonials to build credibility. Finally, include a prominent CTA like “Shop Now” or “Learn More.”

To improve readability, keep your email concise—80-100 words work best for mobile users. Use bold text, subheadings, and visuals to guide the reader’s focus. Optimized formatting ensures your email marketing copy is engaging and easy to digest.

Include a Clear and Strong Call-to-Action (CTA)

Use action-oriented language like ‘Shop Now’ or ‘Learn More.’

A strong call-to-action (CTA) is the driving force behind high-impact marketing emails. It tells your readers exactly what to do next and motivates them to act. Use action-oriented phrases that create urgency or excitement. For example:

Call-to-Action Phrase	Description
Get your free download	Encourages users to take action with a free offer.
Claim your compensation	Directly prompts users to take advantage of a benefit.
Explore our platform	Invites users to learn more about the service.
Free the funk	Engaging and playful language to attract attention.
Yes, I want to 10X my ROI	Uses positive affirmation to motivate action.

These phrases not only guide your audience but also make your email marketing copy more persuasive. Always choose language that aligns with your email’s purpose and resonates with your audience.

Make the CTA visually prominent and easy to click.

Design plays a crucial role in making your CTA effective. Use bold, contrasting colors to make it stand out. For instance, a bright orange button on a white background grabs attention instantly. Experiment with button shapes and sizes to ensure they’re noticeable and easy to click. Adding hover effects or icons can further enhance interaction.

Design Element	Description
Color Psychology	Color evokes emotions and perceptions that influence user behavior.
Button Size	Enlarging the button size makes it more prominent and easier for users to notice and interact.
Hover Effects	Adding hover effects enhances interaction and draws attention to the CTA.
Mobile Optimization	Ensuring CTA buttons are mobile-friendly is crucial for attracting users.

Simplify the layout around your CTA to avoid distractions. A clean design ensures your readers focus on the action you want them to take.

Proofread and Test Your Email

Check for typos, grammar errors, and broken links.

Mistakes in your email can harm your credibility. Before hitting send, carefully proofread your email for typos, grammar errors, and broken links. Tools like Grammarly can help catch errors quickly. Additionally, verify that all links direct readers to the correct pages. Broken links can frustrate your audience and reduce conversions.

Test the email on different devices and email clients.

Your email must look great on every device and platform. Use tools like Litmus or Email on Acid to preview your email across various devices and email clients. These tools help identify layout issues and ensure your email is responsive.

• Responsive templates ensure proper display on mobile and desktop.

• Testing tools highlight errors that could impact deliverability.

• Preview emails on multiple devices to catch inconsistencies.

Follow a structured testing plan to optimize your email. For example:

1. Test one element at a time, such as subject lines or CTAs.

2. Split your audience randomly for accurate results.

3. Use statistically significant sample sizes to draw meaningful conclusions.

Testing ensures your marketing email performs well and delivers the intended message effectively.

Best Practices for Writing Marketing Emails

Keep Emails Concise and Focused

Stick to one primary goal or message per email.

A good marketing email should focus on a single, clear objective. Whether you want to promote a product, share a discount, or drive traffic to your website, sticking to one goal ensures your message remains impactful. For example, the Lizzo Quote Email used emotional connection and high-quality visuals to resonate with its audience, achieving high engagement. Similarly, the NerdWallet Guide focused on educational content with actionable CTAs, encouraging interaction.

Example	Key Features	Engagement Strategy
Lizzo Quote Email	Emotional connection, clear CTA	Resonates with audience, boosts sales
NerdWallet Guide	Educational content, actionable CTAs	Adds value, encourages platform interaction
Birchbox Apology	Personal touch, compensation offer	Maintains trust, prompts immediate action

Avoid overwhelming readers with too much information.

Overloading your email with excessive details can backfire. Subscribers may lose interest, disengage, or even unsubscribe. Instead, focus on delivering high-quality, relevant content. A concise email respects your reader’s time and keeps them engaged.

• Sending irrelevant content leads to disengagement.

• Too much information causes readers to lose interest.

• Consistently uninteresting emails harm your brand’s credibility.

Make Emails Mobile-Friendly

Use responsive design to ensure readability on all devices.

With 50-60% of emails opened on mobile devices, optimizing your email for smaller screens is essential. Use a single-column layout, standard fonts, and simple copy to enhance readability. A responsive design ensures your email looks great on any device, whether it’s a smartphone or a tablet.

Optimize images and buttons for mobile users.

Mobile-friendly emails require optimized visuals and CTAs. Compress images to reduce load times and use limited, on-brand colors. Design buttons that are large enough to tap easily, with hover effects to improve interaction. For example, a bright, mobile-optimized CTA button can significantly boost click-through rates.

Key Elements of Mobile-Friendly Design	Description
Single-column layout	Simplifies navigation on small screens
Standard fonts	Ensures readability across devices
Optimized images	Reduces load times for mobile users
Mobile-friendly CTAs	Enhances interaction and usability

Personalize Your Emails

Use the recipient’s name and tailor content to their preferences.

Personalization transforms a generic email into a meaningful interaction. Addressing your recipient by name or referencing their past behavior creates a connection. For instance, Spotify’s personalized emails like “Your Year Wrapped” engage users by tailoring content to their listening habits. Similarly, Amazon’s product reminder emails encourage further engagement by highlighting items users previously viewed.

Segment your email list for targeted messaging.

Segmentation allows you to send the right message to the right audience. Use tools to group subscribers by demographics, behaviors, or interests. For example, you can create segments based on location or purchase history. This strategy ensures your email marketing copy resonates with each group, driving higher engagement and conversions.

1. Use an email segmentation tool to analyze your audience.

2. Define data points like age, location, or purchase behavior.

3. Build segments based on customer insights.

4. Test and refine your approach for better results.

Examples of Marketing Emails to Inspire You

Product Launch Email

Highlight the new product’s features and benefits.

A product launch email creates excitement and builds anticipation for your audience. Focus on showcasing the unique features and benefits of your product. For example:

• Absolut Vodka used mystery to captivate readers, teasing the launch with a “notify me” call-to-action (CTA).

• Oh Norman! emphasized exclusivity by comparing the new product to a fan favorite, making it irresistible.

• Ann Taylor’s campaign used bold copy and intriguing CTAs to create a sense of online exclusivity.

To replicate these strategies, highlight what makes your product stand out. Use concise, benefit-driven language to connect with your audience. A compelling headline like “Revolutionize Your Morning Routine with Our New Coffee Maker” grabs attention instantly. Follow it with a short description of the product’s key features and how it solves a problem.

Include a clear CTA to learn more or purchase.

Your CTA should guide readers toward the next step. Use action-oriented phrases like “Pre-Order Now” or “Discover the Features.” Make the button visually prominent with contrasting colors and a clean design. This approach ensures your email drives conversions effectively.

Discount or Promotion Email

Emphasize the value of the offer with urgency (e.g., ‘Limited Time Only’).

Promotional emails thrive on urgency and value. Use phrases like “Hurry! Offer Ends Tonight” to create a fear of missing out (FOMO). Here are some effective promotional email examples:

Example	Type of Promotion	Key Features
H&M	10% discount on gift cards	Simple explanation, time-sensitive offer
Swanson Vitamins	Flash sale	Up to 50% off for 24 hours, urgency-driven
Flat Tummy Co	Buy one, get one free	Bold value proposition, compelling text
Headspace	40% off self-care products	Empathetic messaging, FOMO element, bold CTA

These examples show how urgency and clear messaging can drive sales. Use similar tactics to make your promotional emails stand out.

Use visuals to showcase the product or service.

Visuals play a crucial role in promotional emails. Include high-quality images of your product to grab attention. For instance, a vibrant image of a discounted item paired with a bold CTA like “Shop the Sale” can boost engagement. Ensure the visuals align with your brand and enhance the email’s overall appeal.

Newsletter Email

Share valuable content, updates, or tips with your audience.

Newsletters keep your audience informed and engaged. Share content that adds value, such as tips, updates, or curated articles. Successful newsletter examples include:

• The Ringer covers diverse topics like tech and sports, using short snippets and external links to spark discussions.

• The Marginalian offers a weekly digest of articles on creativity and psychology, paired with clear visuals.

• General Assembly organizes information on upcoming events, making it easy for readers to RSVP.

These examples show how newsletters can provide value while maintaining reader interest. Use a conversational tone and include actionable insights to keep your audience engaged.

Include links to blog posts, videos, or other resources.

Enhance your newsletter by linking to additional resources. For example, Penguin Random House personalizes newsletters with book recommendations based on subscriber preferences. Similarly, Moz Top 10 includes links to essential marketing content, driving traffic to their website. Use this strategy to position your newsletter as a valuable resource for your audience.

Common Mistakes to Avoid in Email Marketing

Overloading the Email with Content

Avoid long paragraphs and excessive information.

Packing too much information into your email can overwhelm your readers. When faced with long paragraphs or excessive details, recipients often feel frustrated or fatigued. This leads to disengagement, lower open rates, and even unsubscribes. Instead, focus on delivering concise, high-quality content. Stick to one primary message or goal per email. For example, if you’re promoting a sale, avoid adding unrelated updates or announcements. A clear and focused email keeps your audience engaged and encourages action.

Focus on one clear message or goal.

Emails with a single, well-defined purpose perform better. Whether you’re driving traffic to your website or promoting a product, clarity is key. Avoid cramming multiple CTAs or unrelated topics into one email. This approach ensures your readers understand the value you’re offering and are more likely to take the desired action.

Tip: Simplify your email copy by using bullet points or short sentences to highlight key information.

Ignoring Email Design

Ensure the email is visually appealing and easy to read.

A poorly designed email can turn readers away, no matter how great your content is. To create a visually appealing email, focus on key design elements:

• A strong header with your logo to establish brand identity.

• Clean, readable fonts and a simple layout for the body content.

• High-quality images that align with your message.

• A footer with social links and legal information.

Mobile-friendliness is also crucial. Over 50% of emails are opened on mobile devices, so ensure your design adapts seamlessly to smaller screens.

Avoid using too many fonts or colors.

Using multiple fonts or clashing colors can make your email look unprofessional. Stick to a consistent color palette that reflects your brand. Limit your font choices to one or two styles to maintain a clean and cohesive look. A well-designed email enhances readability and keeps your audience focused on your message.

Forgetting to Include a CTA

Always guide readers on what to do next.

Every email needs a clear call-to-action (CTA). Without it, your readers won’t know what step to take next. Whether it’s “Shop Now” or “Learn More,” your CTA should align with your email’s goal. A strong CTA motivates your audience to act and increases conversions.

Make the CTA prominent and actionable.

Your CTA should stand out visually. Use bold colors, large buttons, and action-oriented language to grab attention. Place it strategically within your email, ensuring it’s easy to find. For example, a brightly colored button with the text “Get Started Today” placed near the end of your email can drive clicks effectively.

Note: A well-designed CTA not only boosts engagement but also reinforces the purpose of your email.

What You Need to Get Started with Email Marketing

Email Marketing Platform

Choosing the right platform is the foundation of successful email marketing campaigns. A reliable tool simplifies the process of creating, sending, and analyzing your emails. Platforms like Mailchimp, Constant Contact, and HubSpot are popular choices, but there are other options tailored to specific needs.

Here’s a comparison of some effective platforms and their key features:

Platform	Key Features
Salesmate	Lead management, A/B testing, automation, analytics, and sales pipeline management.
Omnisend	Abandoned cart reminders, email personalization, and SMS marketing.
Klaviyo	Advanced segmentation, email personalization, and SMS marketing.
ActiveCampaign	Automation, email personalization, and tools for abandoned cart recovery.

Evaluate these platforms based on your goals and audience preferences. A good platform should offer automation, analytics, and user-friendly templates to streamline your email campaign efforts.

A Clear Goal for Your Email

Every email needs a purpose. Without a clear goal, your email marketing efforts can feel scattered and ineffective. Start by defining what you want to achieve.

Here are some common goals to guide your content creation:

• Brand Exposure: Share valuable content to build trust and awareness.

• Build Loyalty: Use nurture campaigns to strengthen relationships with subscribers.

• Gain New Customers: Create compelling campaigns that guide leads through the sales funnel.

• Boost Click-Through Rates: Provide engaging content that encourages readers to take action.

• Drive Traffic to Landing Pages: Use links and thank-you emails to redirect readers to your site.

A well-defined goal ensures your email copy stays focused and resonates with your audience.

For example, if your goal is to increase click-through rates, include a strong call-to-action and engaging visuals to capture attention.

A Target Audience

Understanding your target audience is crucial for crafting emails that connect. When you know your audience’s preferences, you can tailor your messaging to meet their needs.

Here’s how to define your audience effectively:

• Create buyer personas to represent your ideal customers.

• Analyze customer data to identify patterns and common traits.

• Conduct market research to refine your understanding of their preferences.

• Segment your audience based on shared characteristics like age, location, or behavior.

• Continuously refine your strategy to stay aligned with their evolving needs.

For example, segmenting your audience allows you to send personalized emails that feel relevant. A fitness brand might send workout tips to one group and nutrition advice to another. This targeted approach boosts engagement and builds stronger connections with your subscribers.

Who Should Try Writing Marketing Emails?

Small Business Owners

Looking to grow their customer base and increase sales.

If you own a small business, email marketing can be your secret weapon for growth. You don’t need a massive budget to connect with your target audience and drive sales. A well-crafted email allows you to showcase your products or services directly to potential customers.

For example, a promotional email with a limited-time discount can encourage immediate purchases.

Email marketing also helps you build relationships with your audience. Sending personalized messages, such as birthday offers or product recommendations, makes your customers feel valued. This approach not only boosts loyalty but also increases repeat sales.

With the right email copy, you can turn casual subscribers into loyal buyers.

Marketing Professionals

Seeking to improve email engagement and conversion rates.

As a marketing professional, you know the importance of delivering measurable results. Writing effective emails can help you achieve higher engagement rates and better conversions. A strong subject line, paired with compelling content, grabs attention and keeps readers interested.

Segmenting your email list ensures your message resonates with each group. For instance, sending tailored offers to different demographics can significantly improve click-through rates. Testing various elements, such as CTAs or visuals, allows you to refine your strategy and maximize impact.

Email marketing is a powerful tool to showcase your expertise and drive success for your campaigns.

Content Creators

Wanting to build stronger connections with their audience.

If you’re a content creator, email marketing can help you deepen your connection with followers. Sharing exclusive updates, tips, or behind-the-scenes content through email makes your audience feel special. This personal touch strengthens trust and keeps your subscribers engaged.

You can also use email to promote your latest work, whether it’s a blog post, video, or podcast. Including links to your content drives traffic and boosts visibility. By understanding your target audience’s preferences, you can create emails that resonate and inspire action.

A well-planned email strategy can turn casual readers into loyal fans.

Potential Challenges in Writing Marketing Emails

Low Open Rates

Low open rates can hinder the success of your email marketing campaigns. If your audience isn’t opening your emails, your message won’t reach them. To tackle this, start by testing different subject lines and preheader texts. A subject line that sparks curiosity or urgency can grab attention instantly.

Pair it with a preheader that complements the subject line and provides a sneak peek into the email content.

Segmenting your audience is another effective strategy. Group your subscribers based on their interests, demographics, or behaviors. This allows you to send personalized emails that resonate with each segment. For instance, a fitness brand could send workout tips to one group and nutrition advice to another.

Several factors contribute to low open rates:

• Poor list quality. Remove unengaged recipients regularly to improve engagement.

• Deliverability issues. Ensure your emails reach the right inbox by addressing technical problems like DNS errors.

• Email fatigue. Avoid overwhelming your audience by balancing the frequency of your campaigns.

A clean, targeted approach ensures your emails are relevant and enticing, increasing the likelihood of opens.

High Unsubscribe Rates

High unsubscribe rates can signal dissatisfaction among your audience. To reduce this, focus on providing value in every email. Share useful content tailored to your subscribers’ interests. For example, a travel company could send destination guides or exclusive deals to its audience.

Allowing recipients to manage their preferences can also help. Offer options to adjust email frequency or select topics of interest. This empowers your audience and reduces the risk of losing them entirely.

Here are additional strategies to lower unsubscribe rates:

1. Personalize your emails through segmentation to connect with individual preferences.

2. Use automated flows to deliver timely and relevant content.

3. Integrate your customer journey across channels to avoid overwhelming subscribers.

Sending too many emails or irrelevant content can drive people away. Instead, craft enticing subject lines and ensure your email copy aligns with your audience’s expectations. A thoughtful approach keeps your subscribers engaged and loyal.

---

Writing a marketing email that converts starts with a strong subject line. Grab attention immediately and set the tone for your message. Structure your content to deliver value quickly and guide readers with a clear call-to-action.

Keep your emails concise, mobile-friendly, and personalized to connect with your audience on a deeper level.

Now it’s your turn to put these techniques into action. Experiment with different strategies, test your emails, and refine your approach. Every email you send is an opportunity to engage, inspire, and drive results. Start crafting emails that make an impact today!