Writing a marketing email is one of those points where more opportunities are lost than it seems. Many businesses send generic messages that go unread. Below we break down what you really need to write in a marketing email so that it delivers and represents your business properly.
1. Start from the reader
The first question is not what you want to say, but what will benefit the recipient. Emails that start from what matters to the reader produce significantly better results.
When the reader finds value, they are willing to hear the offer you have as well. Value first, sale second.
2. In the subject
The subject is the most important part of the email. It determines whether it will be read or left sitting in the inbox. It needs to be short, clear, and communicate the core value.
Subjects of 5 to 8 words that clearly state what the reader will find inside usually perform better than clever or poetic phrasings.
3. In the opening lines
The first sentence needs to confirm the promise of the subject and keep the interest alive. No pleasantries or introductions that fill space without substance.
The reader gives you a few seconds. Words wasted on an introduction are words that went unread.
4. In the main body
Short paragraphs, a clear flow, one main message. The reader should move easily from one sentence to the next without getting confused.
Emails without structure don't get read. Available white space, short paragraphs, and bold highlights aid readability.
5. In the call to action
Every marketing email needs a clear proposed action. Exactly what you want the reader to do after reading. Without a CTA, the email produces no result.
Many different buttons and proposed actions reduce performance. One clear CTA per email performs better.
6. In personalization
Referring to the recipient's name or to their previous behavior gives the message a personal character. With a CRM, personalization becomes easy and works at large scale.
When the reader sees that the message concerns them specifically, their response rate is significantly higher.
7. In the closing
The closing needs to be short, with a clear signature and the correct contact details. Not a paragraph of thanks that loses the message's momentum.
A consistent footer with contact details and an unsubscribe option is essential for a professional presence and for compliance.
Conclusion
A good marketing email is short, clear, and focused on the reader. A subject that draws them in, a clear message, and one specific proposed action.
When the customer base is properly organized in a CRM, the writing becomes simpler and the results measurable.
See how Argonstack CRM integrates an email composer, segmentation, and analytics in a single environment.
