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23 Tips For Writing Better Emails In Your Email Marketing Campaigns

Writing Better Emails

Whether you are a marketer who is looking at writing better emails, growing your email list, and increasing ROI or an in-house expert who wants to improve their marketing team’s workflow, every email has the potential to be more effective. 

Email is one of the most important tools for marketing your products or services in today’s business world. But with so much competition, it takes a lot of work to stand out from the crowd. So how can you ensure your emails are getting read and making an impact? 

We have handpicked some of the top 23 tips for writing better emails in your Email Marketing Campaigns, which will help many businesses increase their conversion rate, customer satisfaction, and ROI.

  1. Keep it short and sweet
  2. Get to the point
  3. Use a strong and catchy subject line
  4. Write in a conversational tone
  5. Use active voice
  6. Use images and videos
  7. Hyperlink your images.
  8. Use personalization
  9. Don’t forget a call to action
  10. Test your email before sending
  11. Monitor your results (Pay attention to your email open rates)
  12. Use an email marketing service
  13. Comply with spam laws
  14. Keep your design simple
  15. Make your emails mobile-friendly
  16. Use a responsive design
  17. Stick to a consistent format
  18. Optimize your email for the web
  19. Use alt text for images
  20. Use simple language
  21. Make use of bullet points
  22. Keep your emails error-free
  23. Be careful with your use of color

1. Keep your emails short and sweet

When it comes to writing better emails as part of your email marketing campaign, you should keep a few things in mind to ensure your emails are effective. Foremost, keep your emails short and sweet. No one wants to read a long, rambling email. Keep your messages concise and to the point.

2. Get to the point

The best way to write an effective email is to get to the point. Please don’t make your reader work for it. If you want them to read your email, tell them what you have to say in the first sentence, and then give them what they want.

3. Use a strong and catchy subject line

In email marketing, your subject line is your first opportunity to grab your reader’s attention. Make it count!

It’s important to use a clear and concise subject line that hooks your readers immediately.

Here are some tips for writing better subject lines:

  • Use numbers (e.g., “49 ways to save money” instead of “ways to save money”)
  • Use figures (e.g., instead of “How to make your next meeting more productive” write “5 tips for creating great presentations”)
  • Use short, punchy words (e.g., instead of “178 examples of effective emails,” write “How to create great email copy”)
  • Use action verbs (e.g., instead of “How to create great email copy,” write “The best way to write good email copy”)

4. Write in a conversational tone

When you write an email, you’re essentially writing a letter to someone. It means that you should write in a conversational tone, not formal or overly formal, but not too casual.

The idea is to balance being friendly and professional while maintaining a personal touch. You want the recipient of your email to feel like they know who’s sending it and why they’re even bothering with it.

5. Use active voice

The first rule of writing is to use an active voice. Passive voice is when the subject or object of a sentence is not doing anything (e.g., “The computer is on”). Active voice‌ uses verbs to describe actions (e.g., “A computer is being used”).

When writing an email, you want to be as concise as possible. One way to do this is by using an active voice. It’s easier for your readers to understand what you’re saying without jumping through hoops with your words.

6. Use images and videos

A picture is worth a thousand words. The same is true for emails. Use images and videos to make your email more interesting and memorable.

People are visual creatures. Images can help you grab your audience’s attention and convey your message more visually. They also allow you to add emotion to your emails, which can be an effective way to get the news of the email.

7. Hyperlink your images.

Hyperlinks are the best way to ensure readers can easily find the information you want them to see. If you have a picture, use a link in the body of your email. You can also link to another website or social media account if you’re sharing a blog post or an article that’s already been published elsewhere. You can even link to a video on YouTube if you have one available.

8. Use personalization

Generic emails are quickly forgotten. Be sure to personalize your emails as much as possible. Include the recipient’s name and make the email relevant to their interests. By following these tips, you can write better emails that will more likely engage and convert your prospects.

9. Don’t forget a call to action

The first tip is always to provide a call to action. What does that mean? Your readers should be able to tell what they need to do next after reading your email.

If someone opens your email, what do you want them to do? If they’re interested in booking a webinar or scheduling a free consultation, it’s not enough to say, “we would love to have you as a guest on our podcast.” You need to provide details about how they can book the event or schedule their free consultation.

A good email will have a clear call to action, so visitors know what to do next.

10. Keep your design simple

We all know that over-designing can be a big turnoff, but the opposite is true. Keeping your design simple is part of creating a great first impression. Keep the colors and fonts simple, and use what you need to say. The less clutter, the more effective your email will be. For example, you don’t need to include every detail about your product in every email — just enough information, so people understand what they’re getting when they click through.

11. Use a responsive design

The best emails are always on the move. A responsive design means that the email can be viewed on any device, whether a smartphone, tablet, or desktop computer. It ensures that your target audience can access your emails when they want — and don’t have to go through any unnecessary steps to open them.

Responsive emails are also easier to read because they’re not stretched across multiple screens, making for a better experience for your readers.

12. Be careful with your use of color

Color is one of the most powerful elements of design. It plays an important role in persuasion. It can communicate a message, make you stand out from the crowd, and make your email stand out.

But like any element of design, use colors sparingly. Too much use can make an email look like you just threw everything together at the last minute, which isn’t a great impression.

When used correctly, however, color can be a powerful tool in your email marketing arsenal. Here are some tips for using color effectively:

  • Use color liberally throughout your campaign to tie everything together visually. You want to find a balance between too much and too little color — so use it sparingly in high-visibility areas like headings and blocks of text and everywhere else in your emails.
  • Use colors that complement each other well when possible, so they don’t clash or compete against each other unnecessarily. For example, if you’re using orange on one email and blue on another — stick with a similar color scheme for both so that they work together better than they would otherwise!
  • Make sure every piece has some visual impact or emphasis that helps you understand what you’re trying to say.

Emails can be highly attractive and conversion-worthy when colors are used wisely. 

13. Stick to a consistent format

When it comes to email marketing campaigns, consistency is key.

You need to stick to a consistent format for your emails to be successful and for your subscribers to engage with them. That means using the same message format each time you send an email.

Consistency helps build trust with your subscribers because they know they’re getting the same thing every time they open your email. It’s also a great way to help them remember what you’ve said in previous messages.

14. Make your emails mobile-friendly

The best way to make your email marketing campaigns more successful is to make them mobile-friendly.

Mobile users are more likely to open and click on an email than desktop users, so you must write emails that are easy for them to read and navigate. That means using fonts, colors, and legible images on small screens.

You can also try using photographs instead of illustrations or photos taken from a distance. These can be cropped or zoomed in to look good on any size screen.

15. Ask for feedback

When people read or see something on your website or social media channels, they want to share their opinions. Therefore, ask them for feedback at the end of each email campaign. Ask something like: “Have we answered all of your questions?” or “How did this article make you feel?” If someone responds positively, congratulations! If not, try again later!

16. Use alt text for images

One of the easiest ways to make your email marketing more effective is to add alt text to all images. It will help people view your emails on a screen and allow search engines to crawl the images and index them better.

17. Use simple language

When writing a marketing email, it’s important to use simple language. The reader can’t be expected to understand wordy sentences and phrases. Use short, concise sentences and paragraphs, and ensure every word has a purpose.

18. Make use of lists and bullet points

Lists are one of the most effective ways to communicate with readers because they help break up text and make it easier for recipients to digest information. Lists can also be used in emails with long paragraphs of text, allowing the reader to skip anything they don’t want or need immediately. Bullet points are another way to make your email easier for recipients to digest by breaking up large blocks of text into smaller ones that are easier for readers to digest.

19. Keep your emails error-free

Ensure your emails are well-written and free of grammar or spelling errors. It will make your emails look more professional and ensure your message is communicated clearly. 

20. Use an email marketing service

It’s easy to get overwhelmed by the number of emails you need to send. To help manage your email marketing efforts, use an email marketing service.

Email automation services like Netcore Cloud will send out emails on your behalf so you can focus on other aspects of your business instead. These services also have templates and workflows that can help streamline the process, ‌especially if you’re starting with email marketing.

21. Comply with spam laws

One of the biggest reasons email marketing campaigns fail is that they don’t comply with spam laws.

While it’s tempting to send out all of your emails without confirmation, it’s important to remember that every email you send must comply with the CAN-SPAM Act of 2003. This law requires that you include a clear and conspicuous message at the top of every email stating that you are not soliciting funds or purchases from anyone under 18 years old or asking for personal information. It also says that you must have an opt-out mechanism for those who do not want messages from you.

22. Test your email before sending

As marketers or business owners, we often make these mistakes. We need to remember to test; moreover, what can go wrong? Well, a lot can go wrong, from the embedded link to email content and even the visuals we add to the email we send, which makes the business look unprofessional.

The best way to avoid sending any threatening emails is by testing everything thoroughly before launch. Use Litmus or other tools to check the effectiveness of campaigns before they go live!

23. Monitor your results (Pay attention to your email open rates)

Knowing your emails’ open and click-through rates is crucial for any email marketing campaign. You can use these metrics to determine whether your email campaigns are effective. You’ll be able to see how many people opened each email, where they came from, and how long it took for them to view your message. It’s also a great way to track down any problems with your emails’ content and ensure that you’re writing better emails with high-quality content that people will want to read.

Final thoughts on writing better emails

Email marketing can be an effective tool for driving sales and building customer relationships, but it takes careful planning and execution to make it work.

Thank you for reading! If you found this information helpful, check our website for more email marketing tips and tricks. And if you need professional consultation on how to make email marketing work for your business, we’re always here to help; click here. Until next time, happy emailing!

Frequently Asked Questions about Writing Better Emails

What are the 5 Ts of email marketing?

The 5 Ts of email marketing are:

  1. Targeting: Ensure your emails are sent to the right people.
  2. Timing: The timing of your emails can be critical to their success.
  3. Triggers: Use triggers to send emails based on customer behavior automatically.
  4. Testing: Always test your emails before sending them to your entire list.
  5. Tracking: Use tracking tools to measure the success of your email campaigns.

What are effective email marketing tips?

Here are a few email marketing tips that can help you in writing better emails:

  1. Segment your contact list: One of the most effective email marketing tips is to segment your contact list. It means dividing your list into smaller groups based on shared characteristics or interests. By doing this, you can tailor your messages to resonate better with each group, resulting in improved performance.
  2. Personalize your messages: They are more likely to be opened and read than generic ones. When crafting your email content, take the time to personalize your notes for each recipient. It can be as simple as including their name or using relevant keywords based on their interests.
  3. Use engaging visuals: Another effective email marketing tip is to use interesting visuals. It can include things like attractive graphics, videos, or infographics. Adding visual elements to your emails can help capture attention and prompt people to take action.

How can I improve my email campaign performance?

There are a few things you can do to improve your email campaign performance:

  1. Make sure your subject lines are clear and concise.
  2. Make sure your content is relevant and targeted to your audience.
  3. Make sure your emails are mobile-friendly.
  4. A/B test your subject lines, content, and calls to action.
  5. Monitor your email analytics to see what’s working and what’s not.

Following these simple tips can improve your email campaign’s performance and help you see better results, while writing better emails.

What is the golden rule for writing better emails?

The golden rule for writing better emails is simple: always be respectful and considerate when communicating with others. It means taking the time to proofread your messages, using a courteous tone, and being mindful of the recipient’s time and needs. By following the golden rule, you can ensure that your messages are clear and concise and that your relationships with others remain positive and productive.

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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.


Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.


Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.

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