How to write an effective email

Whatever you're trying to achieve with your emails, you'll want to make sure they're written well. Good copy is essential for engaging your audience, earning their trust and boosting clicks or sales. Here are eight tips to help you get your message across.

Don't forget the preview text

The email preview gives your subscribers a glimpse into your email and helps them decide if they should read it. It's an important but often overlooked part of increasing your open rate. Make sure the preview text is inviting – write something short, snappy and intriguing.

Less is more

Keep your copy short so readers don't have to keep scrolling down to get to the point. Keep paragraphs short and be as succinct as you can.

Try to avoid sounding salesy

Sure, you have a product to sell – but you don't want to come across as aggressive or manipulative. Use a conversational tone and emphasise what value you're providing to your customer.

Keep it relevant

Make sure you're targeting the right subscribers with the right product or offer that's specifically relevant to them. There's nothing worse than getting emails that are completely irrelevant to you.

Keep it consistent

Just like the importance of keeping your content relevant, keep it consistent too. Ensure your subject line and preview text accurately reflect the content of the email, to avoid a lower click rate.

Check, check and check again

Be sure to proofread and make sure there aren't any mistakes. Knowing the difference between 'there', 'their' and 'they're' will help you build trust.

Include a CTA (Call To Action)

A CTA is a button or link that tells your reader exactly what they should do next once they've read your email. Avoid generic phrases like 'read more' or 'click here'. Be creative and inviting – how about 'tell me all about it' or 'read the full story' instead?


Your reader should feel like the emails you send are specifically tailored to them. Use merge tags to include their name at the beginning of your email, or in the subject line.

Now you're all set with the basics, let's move forward onto some more advanced email marketing.

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