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Copywriting Tips: How To Write Effective Marketing Emails

by Tressa Landry
5 min read
Illustration of people writing on a paper and collaborating with a computer.

Email marketing is an essential part of any successful marketing strategy. An efficient and effective email that resonates with your readers can drive engagement, build loyalty, and convert more leads to customers. To write solid emails, you need to understand how readers interact with text and spend time in their inboxes. Continue reading to uncover powerful tips on writing convincing emails that will get people excited about what you’re offering and leave them wanting to take action. 

Create Content That Speaks to Your Target Audience

When it comes to creating content, understanding your target audience is essential. After all, you wouldn’t try to explain quantum physics to a group of kindergarteners, would you? Knowing who your audience is helps you craft content that speaks directly to them. And when your message resonates with your audience, they’re more likely to engage with your brand. Take the time to research your target audience’s interests, pain points, and communication preferences, and don’t be afraid to inject some humor into your content – it can make all the difference in capturing and holding your audience’s attention.

Catchy, Informative, Attention-Grabbing Subject Lines

We all know that feeling of scrolling through our inbox and seeing subject lines that are so dry and uninteresting that we can’t even muster up the energy to open the email – and don’t get me started on the ones that are so cheesy and punchy that all your inner red flags start going off at once. Spam me once; shame on you. Spam me twice…y’all know the rest. 

Crafting subject lines that are the perfect balance of catchy and informative will grab your audience’s attention and is key to getting your message read.  And if you can present a benefit to your reader, even better. Think something along the lines of “Fix Your Ficus with These Five Tips!” Can you tell I adore alliteration?  Whether it’s a witty pun or a thought-provoking question, developing a creative subject line can make all the difference. 

Use Storytelling To Create an Emotional Connection With Readers

By incorporating engaging stories into your email copy, you can create an emotional connection with your readers, making them feel like they’re part of the narrative. Whether it’s a tale about how your product transformed someone’s life or a humorous anecdote highlighting your brand’s personality, storytelling can convert your emails from mundane to magical. 

The Importance of Bullet Points and Clear Paragraphs

People these days have the attention span of a goldfish and want information quickly and easily (psst…it’s me. I’m people). Avoid using unnecessary wording that may muddy up your content and lose your reader’s interest. With concise, clear paragraphs, you can make your writing much easier to read. But wait, there’s more! 

Bullet points are also great for breaking up your content and guiding your readers through your writing. Keep it short, to the point, and easy to comprehend – your readers will thank you! Plus, who doesn’t love a little organization in their life? Trust me; your writing will be more engaging and enjoyable to read when you make it easy for your audience to follow along.


Speaking of short and sweet, do you know the secret to conquering a huge task? Taking itty bitty bite-sized pieces out of it until it’s complete. The same can be said for emails. Perhaps the information one reader needs is in the second line of your email, whereas another reader’s question is answered in the 20th. Breaking your message down into bite-sized chunks and separating them with related subheaders makes your piece easier to skim, thus making relevant info easier to find.  

Nobody wants to read a wall of unbroken text. Writing content that’s organized and broken into smaller pieces makes it easier for readers to assimilate the information and take action on what you’re offering. Additionally, make sure each section contains a clear call-to-action (CTA) most applicable to their needs.

Use Power Words To Make a Strong Impression

Did you know that the way you communicate can have a huge impact on the impression you make? Using power words is a simple yet effective way to capture your audience’s attention and leave a lasting impression. Power words evoke strong emotions and create a sense of urgency. Whether you’re trying to persuade someone, inspire action, or create excitement, incorporating power words into your speech or writing can make a huge difference. Think about it – would you be more likely to take action if someone asked you to “please consider” or “take action now”? Choosing the right words and delivering them confidently can make a powerful impression that sticks with your audience.

Include a Call-to-Action

So you’ve crafted the perfect marketing email, complete with witty puns, helpful information, and stunning visuals. You hit “send” and anxiously await the flood of responses. But as the days tick by…crickets. No increase in site traffic. No additional followers on social media. Nada. Sound familiar? Chances are, your email lacked a clear call-to-action. Without a prompt, your readers are left at a dead end. Should they visit your website? Make a purchase? Sign up for your newsletter? By incorporating a strong CTA in your emails, you give your audience a clear next step and increase the chances of conversion. Don’t let your emails fall flat – give your readers a nudge in the right direction and watch the results roll in.

The Wrap-Up

Email marketing can be a great way to drive leads to your business – but only when done creatively and strategically. It’s important to understand who you are creating content for and craft messages tailored to their needs. Make sure you structure the email in ways that make it easy to read, with catchy subject lines and clear CTAs. Finally, use power words to make an impression and engage readers. As any marketer knows, success comes down to the details when it comes to email marketing. If you’re looking for help with all of these small touches, contact Workhorse – we have the experience you need to make your next email campaign a success!

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