Top Tips for Writing a Marketing Email

Most of us send emails, and for all sorts of reasons. Writing a really good marketing email can be useful to give existing customers a nudge, or to let new ones what you can do for them. Here’s some top tips to get you started.

Don’t break any GDPR rules!

GDPR protects EU citizens from privacy and data breaches. It means that you can only send marketing emails to an EU citizen if they have freely provided specific permission for you to do so. If the customer is an EU citizen who hasn’t voluntarily subscribed to your mailing list, don’t hit send, or there may be big fines coming your way!

Write a successful email subject line

The subject line is the first thing your audience sees. The more engaging, relevant, and personal, the better. Avoid! Exclamation! Marks! AND ALL-CAPITALS. Over enthusiastic use of either can come across as aggressive, or even spammy.

Importantly, make sure it reflects what is actually going on in the email itself. Even though getting someone to actually open the email is part of the battle, getting them to do it under false pretences is likely to irritate them.

Check the preview text

A lot of recipients will be able to see a preview of the email, in addition to the subject line. Usually it’s first part of the email itself, so use this as another opportunity to get that email opened.

Who reads your marketing mails?

Know your audience! Why did they sign up to your mailing list? Deliver the content which they asked to receive. Otherwise they’ll start unsubscribing from future communications, narrowing the net of who you can make big announcements to.

Structure your marketing email

Keep your paragraphs short, and stick to one idea or theme per paragraph. This makes it easier for your reader to absorb information. Even the most complex subjects can be broken down into bitesize chunks.

Sound like a human being, not a stereotype

It’s horribly easy to use marketing-speak. Maybe it’s just something that we’re all so used to, that it’s just what comes out, especially when we’re trying to sound how we think our customers expect us to? It doesn’t have to be dull or clichéd. Try writing in a conversational style, see if that helps.

Why do you want to email your customers?

Make sure there is a point to your email, and actually make it. It doesn’t have to be abrupt, but make sure it’s obvious why you’re emailing.

Grammar. Punctuation. Spelling.

Not everyone is a copywriter. Spelling, grammar, and punctuation are not something that everyone’s good at. Spellchecker can do a lot, or ask someone to sort it out for you, without losing the tone or message you wanted to get across.

Don’t be downhearted

After sending out a pitch or marketing email, it’s tempting to sit there refreshing your email inbox. Don’t fret if things don’t work out. Have a think to see if there’s anything you can do differently, and try again.