How to Write a Marketing Email | Step by Step Guide

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Digital marketing teams comprise a wide variety of expert professionals. These professionals include content marketers, designers, copywriters, social media specialists, and more.

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails

Email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived.

Check out Mailchimp's email templates to see more of what you can do with email marketing.

Advantages of email marketing

1. Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit.
2. Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best performing message by using email marketing software that can also be configured to easily send out emails.

Disadvantages of email marketing

1. Spam
2. Size
3. Competition

How to Write a Marketing Email

Step 1: Define Your Purpose and Goal

Before typing a single word, clearly define the purpose of your email and the specific goal you aim to achieve. Whether it's promoting a product, sharing valuable content, or encouraging subscribers to take a specific action, a well-defined purpose serves as the foundation for your email's content and structure. Your email campaigns should align seamlessly with your broader marketing objectives. Whether your goal is to increase brand awareness, boost customer engagement, or drive conversions, your email content should serve as a strategic tool in achieving these objectives. 

Step 2: Understand Your Audience

Once you've defined your goal, tailor your email content to directly support that objective. If you're promoting a new product, your email should highlight its features and benefits. For nurturing relationships, share valuable content that resonates with your audience. A successful marketing email speaks directly to its audience. Take the time to understand your subscribers' preferences, behaviors, and pain points. Tailor your messaging to resonate with their needs and interests. Consider segmenting your email list to deliver personalized content based on different audience segments. 

Every element of your email, from the subject line to the call-to-action, should contribute to the overarching goal.

Step 3: Craft a Compelling Subject Line (*Important)

The subject line is your email's first impression. Create a compelling and concise subject line that grabs attention and entices recipients to open the email. Experiment with personalization, urgency, or curiosity to make your subject line stand out in crowded inboxes. This is one of the important step in email marketing.

Step 4: Write a Clear and Engaging Opening

The opening of your email sets the tone for the entire message. Be clear, concise, and engaging. State the purpose of the email early on and address the recipient directly. Capture their interest with a hook that encourages them to keep reading. Once you have gotten the users attention in the opening section of your letter, the user will be enticed to read more.

Step 5: Email Body

The body of your email should deliver value to the reader. Whether you're promoting a product, sharing insights, or offering a solution, focus on the benefits for the recipient. Use persuasive language, highlight key points, and maintain a conversational tone that resonates with your brand voice.

Step 6: Include Compelling Visuals

Images and visuals can enhance the appeal of your marketing email. Incorporate relevant and eye-catching visuals that support your message. Ensure that your visuals are optimized for different devices and email clients to provide a consistent experience.

Step 7: Create a Strong Call-to-Action (CTA)

Guide your readers on the next steps with a clear and compelling call-to-action. Whether it's making a purchase, downloading a resource, or subscribing to a newsletter, the CTA should be prominently placed and easily actionable. Use persuasive language that encourages immediate action.

Required: How to Write an Effective Call to Action 2024 (Master Class)

Step 8: Optimize for Mobile

With a significant portion of email opens occurring on mobile devices, it's crucial to optimize your email for mobile responsiveness. Ensure that your email layout, fonts, and visuals adapt seamlessly to different screen sizes, providing a positive user experience for mobile users.

Step 9: Test Before Sending

Before sending your email to your entire list, conduct tests to ensure everything works as intended. Test different email clients, devices, and browsers to identify and address any potential issues. This includes checking links, images, and the overall appearance of the email.

Step 11: Monitor and Analyze Performance

After sending your email, closely monitor its performance. Track key metrics such as open rates, click-through rates, and conversion rates. Use analytics tools to gain insights into how recipients interact with your email. Analyzing performance data allows you to refine future campaigns based on what resonates best with your audience.

Top tools for tracking email opens and engagement rates in 2024

1. EmailAnalytics

EmailAnalytics is a web app that visualizes your team's email activity in Gmail and Outlook, enabling you to measure and improve email response time, see how many emails each rep sends and receives every day, and much more. Email response time is a particularly important KPI for sales and customer service teams.

2. Mailtrack

Mailtrack, a Gmailemail tracking tool that works as an extension in Google Chrome. Maybe one of the most capable, Mailtrack’s tool offers at-a-glance engagement information, a dashboard to view all tracked emails, and also works on mobile (iOS and Android).

Their free plan is pretty limited, but the paid plans are affordable, starting at just €5.99 a month.

3. AtomPark Software

Atomic Email Tracker is an online service for analyzing the effectiveness of email newsletters. It's easy to set up, so you can start tracking the results of your email campaigns fast.

Find out who your subscribers are (based on their IP address and country), when they read your email, what links they click on, what device they used, and the results of previous campaigns.

Quick Tips for building your email marketing list

1. Don't buy email lists
2. Always remember the national (and international) email regulations
3. Use email to have a conversation with your customers
4. Only send when you really need to (*Important)

Connecting with your audience

The best way to connect with your audience is to create email campaigns that have value. Cost savings, new products, new services, and product benefits show the reader that the email has value to them, and they should keep on reading.

Marketing by email is a great way to keep your business top-of-mind with customers and prospects so they don’t think of your competitors. When done correctly, your email marketing campaign can show great success and lead customers to act, which is what all businesses want when developing their campaigns.

Writing a marketing email is both an art and a science. By following this step-by-step guide, you can create emails that not only capture attention but also drive meaningful engagement and conversions. As you continue to refine your email marketing strategy, remember to adapt and experiment with different approaches to discover what works best for your unique audience and objectives.