how to write marketing emails

If you are building an email marketing campaign, it is critically important to have good email content that someone will actually read.

Most people don’t know how to write effective marketing emails and they make blunders that push potential clients away.

So if you want to learn the secrets to writing effective marketing emails, you have come to the right place – now let’s get to it!

Flawed thinking

The biggest mistake people make is they write their marketing emails to look like advertisements. An email is not a billboard or a TV commercial. Your email should not look fancy with lots of colors, pictures, graphics and logos.

People are bombarded by advertisements every day. You are hit with TV Commercials, Billboards, Radio Ads, Facebook Ads, Google Ads, Flyers, and more. Everywhere you turn, someone is trying to sell you something.

Because of this, we have developed blinders to ignore all of this advertising and we have become numb to these ads. As a result, when someone gets an email that looks like an advertisement, they ignore it. You have a prospective customer right in front of you, but because your email looks like an ad, you just lost them.

It’s not about you

Another common mistake people make in writing marketing emails is they make it all about themselves:

“I am the biggest agent in the area”
“We have been in business for 45 years”
“I will take care of you better than anyone else”

New Flash: No one cares about YOU. They care about themselves, their wants and their needs. The less you talk about how great you are, the better.

Don’t be generic

How many times have people heard that (this company), or (that company) “has the best prices” or “has the best service”. Statements like these are meaningless and get ignored. If you want to write effective marketing emails, don’t do it!

How to do it right

So now that we have discussed what NOT to do, what is the best way to write a marketing email?

The most effective marketing emails are short and conversational. And the shorter you can make it, the more likely it will be read. You also want to make it seem like you sat down and wrote the email just for them.

One more tip: Ask a question in a way that the recipient feels compelled to answer – that way, you are more likely to get a response.

Great Marketing Email examples

Hi Mary,

I am going to be in your area tomorrow meeting with a new client. Can I stop by and say hi?


Hi Tom,

I have some time today at 2:00pm to chat with you about Blue Widgets. Does that time work for you?


Hey Larry –

Are you still thinking about selling your house?



Can you handle more birthday parties at your pizza parlor?


These all look like personal emails – not marketing emails.

Effective marketing emails are short, they are conversational, and they look like I personally sat down, thinking of them and took the time to write to them.

Marketing emails like these get read every time. And because you did it right, you will get a high email response rate.

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