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7 Tips of Writing Email Marketing Content

May 22nd, 2009 by XDXY eMarketing

Email marketing is one of the best ways to market your product. This type of marketing does not require as much investment, except for time, internet access and a flair for writing good copy.

One of the sure fire ways of succeeding in email marketing is that you are able to write emails that people actually read. At the same time, your methods in email marketing should be safe enough for you to avoid being labeled as spam.

Here are 7 tips to writing effective email marketing emails:

1. Have a catch: All good copies, regardless of use, have hooks. This should be the first couple of line that your recipient reads. Your hook should encapsulate your reason for emailing. A good hook may mean a great reason to email. Likewise, it can encourage your audience to read further or click on a link or two.

2. Follow the catch: A great catch is useless if you will just drop the ball in the end. When you hook your reader, make sure to follow it up with some necessary details. The catch in email marketing makes the reader curious. The follow-up, on the other hand, encourages the reader to decide: Will I click on or follow the link? Or will I just delete this message?

3. Be straight to the point: Of course, your email should read nicely. It should flow smoothly, with easily understood words and cohesive sentences. However, it should also be short and sweet. Do not assume that your reader has time to read through several paragraphs. In reality, you only have a few seconds to catch their attention.

4. Say the most important things first: If your spiel has several points, make sure to state the most important ones first. Readers read from top to bottom. They have a tendency to lose interest at some point. By stating your top points first, you may be able to rein in their attention up until the end of email.

5. Organize your email for scan ability: Emails, especially the email marketing kind, often do not get as much attention from its readers. Most of the time, people just scan through and then discard them. As an email marketer, you need to make the most of this by making sure your presentation gets its points across, even when just scanned.

6. Stay away from passive voice sentences: Engage your readers with how you say things. Passive voice sentences focus on how the subject is acted upon. On the other hand, active voice sentences focuses on the subject itself. The active voice is more powerful.

7. Watch your language: In writing for an email marketing email, you should know your audience, and you should write for them. Likewise, emails have a casual nature. Hence, stay away from traditional letter writing, as ell as catchphrases and flowery words. Stay informal but respectful, and get to the point.

Good Luck!


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  1. May 23rd, 2009 at 01:35 | #1

    Jacob, Thanks for these tips. I find that writing email copy is similar to writing ad copy or Web content. Short, sweet, and separated by subheads. But I still worry when it comes to email marketing that 99% of people will ignore it since we are all awash in so much SPAM. I wonder if traditional direct mail that has been personalized, carefully targeted, and written well, still has a higher readership and success rate as compared to email marketing.

  2. May 23rd, 2009 at 01:46 | #2

    I was hooked and caught – read all the way to the end and also read 3 other posts on this page. Or should I say, I am hooked and will read through to the end. Thanks for sharing. JB

  3. May 23rd, 2009 at 02:14 | #3

    Jacob, thanks for the great tips. I would like to share one other tip that I found helpful in my marketing practices which is being able to incorporate metrics into the mix. At the end of the day I want to see what type of messages are working by capturing data. How many and who opened the e-mail? Did they clicked through a link or circled back to my Website. Once on the Website did they purchase a product or download a white paper? Tracking this information can prove to your sales and CEO that money spent on this type of marketing can lead to ROI.

  4. May 23rd, 2009 at 02:23 | #4

    Thanks Jacob, as always very good post!

    In fact there are some basic rules to make a good email marketing campaign.
    But there are lots of choices that should be based on the consumer opinion.
    How to choose between 2 subjects?

    What if you had the possibility to let your clients/subscribers choose the most effective subject, or the nicest image?
    With http://www.E-goi.com you can make several versions of the same campaign and let a % of your clients choose what version you shoud send to the rest of the database..

    Check it out: http://www.e-goi.com

  5. May 23rd, 2009 at 02:25 | #5

    Hi Jacob,
    Great topic, and one that’s easy to overlook, given a company’s many other communication concerns. I might add that, if carelessly forwarded, any email can be read by anyone at any time. The threat may be a stronger possibility in some settings than others, but if emails are written with this in mind it’s easier to avoid embarrassment or worse… litigation. Just a thought! Mike M.

  6. May 23rd, 2009 at 05:12 | #6

    Jacob, thanks for the great summary. I would add that perhaps the most challenging and overlooked part of writing effective marketing emails is in the subject line. How to sum up the whole point in great hook so that it’s still enticing without looking like spam. Who the sender is also has a lot to do with whether the email gets opened, but the subject line is crucial, yet too often an afterthought.

  7. Joyce
    May 23rd, 2009 at 20:17 | #7

    I find you’ve always got good points… very succinct yet useful. Thanks for sharing, Jacob. Keep coming!

  8. May 25th, 2009 at 05:53 | #8

    Hey very nice blog Beautiful Amazing articles Very well written I will bookmark your blog and take the feeds also…

  9. May 25th, 2009 at 14:21 | #9

    Hey thanks Jacob. You have stated quite some vital content in a nut-shell here. Well, formulated article ! Keep going…

    Regards, Sanket

  10. lalitha
    May 25th, 2009 at 16:26 | #10

    Nice One!

  11. May 26th, 2009 at 20:43 | #11

    Very nice and very informative. Good flow. Thank you for sharing this.

  12. June 21st, 2009 at 02:28 | #12

    Hey very nice blog Beautiful Amazing articles Very well written I will bookmark your blog and take the feeds also…

  13. December 2nd, 2009 at 18:52 | #13

    I like your style, the fact that your site is a little bit different makes it so interesting, I get fed up of seeing same-old-same-old all of the time. I’ve just stumbled this page for you :-D

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