The Ultimate Guide to Writing Better Emails

While putting together a comprehensive marketing strategy, you or your team may have encountered some think-pieces about the importance of email marketing. Simply put, email marketing is a critical way to reach your target audience and stay top-of-mind, promoting your latest deal or convincing them to subscribe to your channel. But all of that convincing begins with a strong foundation: writing better emails that are exciting, persuasive, and drive them to action.

What makes a good email anyway? How do you get your subscribers to open those emails, click your links and, most importantly, engage with your brand? Here’s the good news: by the end of this article, you’ll have a roadmap for writing better emails even if you’re starting from zero. Let’s walk through the entire process of writing better emails, one step at a time.

Why Email Marketing Is Still Gold

Email might look like an “old” channel compared to flashy new social media platforms that pop up every week. But it’s not going anywhere; trust me. In fact, the return on investment (ROI) for email marketing is often said to be higher than nearly any other digital channel. That’s why even tech giants and e-commerce behemoths still rely heavily on email.

But here’s the part most newbies don’t realize: email marketing is not just about newsletters. It’s about building relationships, telling stories, personalizing your outreach, and sparking action.

Too Much Automation?

One controversial take you’ll hear around marketing circles is that if you’re not using some type of automated funnel for your emails, you’re falling behind. However, I’ve also heard a strong opposing viewpoint: too much automation kills authenticity. There’s a real debate here. Sure, automated sequences can save time, help you scale, and ensure timely follow-ups. But if your emails read like they’ve been spat out by a robot, you risk alienating subscribers who crave a personal touch.

At the end of the day, you have to decide which approach works better for your brand voice and your audience expectations. Don’t be afraid to start “low-tech” by manually sending campaigns if that helps you build a genuine relationship with your subscribers in the early stages. Later on, once you have a sense of your brand personality, you can explore automated solutions that still maintain a human feel.

The Deliverability Conundrum

Another challenge: even the best email in the world is worthless if it goes straight to spam or promotion folders. Deliverability is a tough nut to crack, especially for new entrepreneurs who don’t have a history of sending emails. That’s why it’s so vital to set up your email domain properly and to make sure you’re only emailing people who really want your content. If you’re buying email lists or spamming random strangers, you’re setting yourself up for a fall.

These behind-the-scenes technicalities can sound intimidating, but platforms like Mailchimp, ConvertKit, Constant Contact, or ActiveCampaign often provide setup guides, making it much less painful than it might seem. So if tech talk isn’t your forte, don’t panic; you have options.

The Core Elements of a Winning Email

The perfect email begins with its basic elements: a strong subject line, a powerful opening and body, and a CTA that pops. Let me break down how to tweak each of these:

Crafting the Perfect Subject Line

The subject line is like the front door to your email. If it’s uninviting or boring, people might just walk on by without even ringing the bell. This is why many marketing gurus emphasize that your subject line can make or break your email’s success.

But is there a one-size-fits-all formula? I’ve seen guidelines like: “Don’t exceed 50 characters,” “Add a sense of urgency,” “Use [first name] personalization,” etc. Yet I’ve also seen successful subject lines that break these rules. Some folks swear by emojis; others say emojis look unprofessional. Truth bomb: you need to test what resonates with your specific audience.

Short vs. Long: Which Is Better?

Here’s another debated point: some marketers say short subject lines get better open rates, while others claim that more descriptive, slightly longer subject lines convert more effectively because they target a specific type of reader. I’ve personally found that shorter subject lines get more clicks, but that might just be my audience. If you’re selling a premium service that requires detailed explanations, a slightly longer subject line could do the trick.

Pro tip: Use email marketing tools like CoSchedule’s Headline Analyzer or SubjectLine.com to gauge the effectiveness of your subject lines. They can provide suggestions on length, word balance, and emotional impact. Though ultimately, real-world testing with your own subscribers is what counts.

The Importance of a Strong Opening

You’ve won the open, so now what? The first line of your email needs to hook the reader and demonstrate that the subject line wasn’t just clickbait. If you promised something, deliver. If you pique curiosity, satisfy it quickly. If you tease a story, start telling it.

Think of your email’s opening as the second handshake after the subject line. You want to keep the momentum going. Some folks like to use personalization tokens, e.g., “Hi, [First Name], imagine waking up tomorrow to find 500 new subscribers in your inbox!” Others prefer a more general approach. Whatever you do, keep it real. There’s nothing worse than receiving an email that goes, “Hello, [First Name],” because the automation software broke.

The Body: Content That Matters

So how do you structure the main content of your email? If you’re sending a newsletter, you might have multiple sections or bullet points highlighting various topics. If you’re sending a promotional email, you might focus on a single offer. Regardless, one of the biggest mistakes new entrepreneurs make is trying to cram everything into one email.

You want your email content to be scannable, with clear paragraphs, a bit of whitespace, and maybe a bullet point list here and there; but not so many that it looks like a grocery list. Keep sentences and paragraphs relatively short. Online readers are skimmers by nature, and you don’t want to lose them halfway through.

Adding a Personal Touch

Personalization can be a game-changer. And it goes far beyond just using someone’s first name. You can reference a recent webinar they attended, a purchase they made, or a specific challenge they mentioned in a survey. If your list is small, you might be able to segment people based on their interests or stages in the buyer journey. But some marketing experts believe too much personalization comes across as creepy. “Hey, John, I noticed you left your shopping cart at 3:02 PM on a Sunday. Having a lazy weekend?” That’s borderline invasive.

The key is striking a balance. Show you care about the reader without crossing into territory that feels like you’re stalking them. A good rule of thumb: if you wouldn’t bring it up in normal conversation, don’t bring it up in an email.

The Call to Action (CTA)

Every email needs a purpose, even if that purpose is simply to build rapport and goodwill. For that reason, include a clear call to action. It doesn’t have to be “BUY NOW!” In fact, that might repel some readers if overused. It could be “Reply and let me know your thoughts” or “Check out this free resource to learn more.”

One element that often sparks debate is the frequency of CTAs. Should you have one CTA? Multiple? Some argue that you should stick to a single CTA for clarity’s sake, while others say multiple CTA buttons let you catch different types of readers.

In my opinion, a single main CTA is best, with possibly a secondary one if it fits organically. But the real lesson here is: test it. Your audience might love multiple CTAs or they might prefer a single, bold button.

Common Pitfalls and Debates

Feeling torn about adding over-the-top hype to your offers, or unsure if you should pack your newsletter with multiple topics? You’re not alone.

Even the most seasoned marketers can find themselves tripping over common pitfalls when it comes to email strategy. Let’s dive into some of the most controversial stances and pitfalls we all encounter, helping you spot red flags and make more informed (and balanced) decisions.

The Overhype Trap

We’ve all seen those emails that shout: “THIS IS THE BEST THING EVER!” or “EXCLUSIVE SECRET REVEALED!” They might catch attention the first time, but eventually, readers start tuning out. Don’t fall into the trap of overselling every single email. If everything’s a “must-have,” then nothing is.

Balancing excitement with integrity is where the real magic happens. One approach I like is to share a personal story or anecdote that contextualizes why a particular offer or tip matters. That way, you’re not just screaming about how amazing it is; you’re showing the journey and the impact.

The Newsletter vs. Single-Topic Email Debate

Many entrepreneurs wonder: “Should I send out a multi-section newsletter or just focus on one topic?” On one hand, newsletters can showcase multiple parts of your business or various content pieces, offering a variety that appeals to a broad range of subscribers. On the other hand, single-topic emails are more focused and can lead to higher click-through rates, as readers aren’t bombarded with options.

There’s no definitive “best” choice. Some businesses mix both approaches: weekly newsletters plus occasional single-topic promotions. Others stick to one method. Whatever you do, watch your metrics. If your single-topic emails get triple the opens and clicks, that’s a clear sign of what your audience prefers.

HTML vs. Plain Text Emails

Another point of controversy is whether to send eye-catching HTML emails or simple, text-based messages. Some claim that fancy HTML designs set you apart and look more professional, while others argue that plain text feels more personal and often lands in the inbox rather than the promotions tab. My own perspective: if you want a strong brand presence and you’re in e-commerce or you’re showcasing product images, HTML can be wonderful; just keep it clean and mobile-friendly. If you’re a coach or consultant trying to build a personal connection, plain text might be more appropriate.

Don’t let design overshadow your message. A visually stunning email with a lackluster message won’t do you any favors. Always prioritize clarity over shiny design elements.

Building Your Audience

Before you can impress readers with brilliant email copy, you actually need an engaged audience that cares about what you have to say. It’s time to explore two key steps: growing a permission-based list and segmenting it for maximum relevance, boosting your open rates and conversions.

Growing a Permission-Based List

You might think email marketing is all about writing, but first you need someone to write to. Never purchase a massive email list from a shady third party. Not only will you end up in spam, but you’ll waste money on uninterested (and possibly fake) contacts. Growing your list organically might take longer, but it’s worth it.

Here are a few ways to build that permission-based list:

• Lead Magnets: Offer a valuable freebie (eBook, cheat sheet, mini-course) in exchange for an email address.
• Webinars: Host a webinar on a topic that aligns with your brand. People who sign up become potential leads.
• Content Upgrades: If you blog, add bonus content to your posts that readers can get by opting in.
• Social Media: Promote your newsletter or freebie on your favorite platforms.

A healthy list might be smaller than a purchased list, but these subscribers will actually care about your content. That’s gold.

Segmenting Your List for Better Relevance

As your list grows, consider segmenting your subscribers by interest, location, or behavior. That way, you can tailor your emails more precisely and boost engagement. For instance, if you run a fitness brand, you might have separate segments for people interested in weight loss, muscle building, or mobility. Rather than sending a one-size-fits-all newsletter to everyone, you can give each segment content that speaks directly to them.

Warning: Some marketers try to over-segment from day one and end up with a complicated mess of sub-lists. Start simple; maybe segment by customers vs. prospects, or by the specific products they purchased. Over time, refine and expand as you learn more about your subscribers.

Planning & Scheduling

Planning and scheduling your emails might sound like a dry topic, but it’s actually what helps your marketing efforts run like a well-oiled machine. Let’s explore how often you should hit “send” without overwhelming your subscribers, why the “best day and time” myth might not apply to everyone, and how creating a simple content calendar can save you from that last-minute scramble.

Frequency: How Often Is Too Often?

One of the top questions I get is: “How often should I email my subscribers?” The controversial stance here is that there’s no single correct answer. Some gurus say daily emails keep you top of mind, while others believe that’s a surefire way to get people to unsubscribe. You have to experiment and see what works.

A good starting point might be once or twice a week. Monitor open rates, click-through rates, and unsubscribe rates. If subscribers seem to respond well, you could consider increasing frequency. If unsubscribes spike, dial it back. Some of my colleagues swear by daily emails, but that style can be too intense for certain audiences.

Timing: The Myth of “Best” Days and Times

You might have read studies claiming that Tuesdays at 10 AM is the best time to send an email. Or that Thursday afternoons magically deliver higher open rates. While there’s some data that suggests certain days and times are generally better for engagement, the truth is that every audience is different.

If your subscribers are primarily international, time zones complicate things. If they’re busy professionals, they might read emails in the evening. Your best bet is to try A/B testing different days and times to identify a pattern unique to your list. Let the data guide you rather than relying on sweeping generalizations.

Creating a Content Calendar

To avoid the panic of “What do I send next?”, it helps to maintain a content calendar. This can be as simple as a Google Sheet or as fancy as a project management tool like Trello or Asana. Map out which topics or promotions you’ll cover each week or month. This ensures variety, consistency, and less stress when the send date rolls around.

Tools & Platforms

With so many Email Service Providers (ESPs) out there, it’s easy to get stuck in analysis paralysis. In this section, we’ll break down why most ESPs are more alike than you might think, and why it’s better to pick one and start sending rather than endlessly comparing features.

We’ll also look at the power of automation and sequences: those handy drip campaigns that can nurture subscribers without you having to lift a finger every time.

Picking the Right Email Service Provider (ESP)

As a new entrepreneur, you might be wondering which ESP to choose. There are plenty of options such as Mailchimp, ConvertKit, AWeber, GetResponse, and ActiveCampaign. Which one is best?

My hot take? They’re more similar than you think. Sure, each has unique features and pricing tiers, but at their core, they all help you collect emails, create campaigns, and measure performance.

Don’t get too hung up on minor feature differences if you’re just starting out. Pick one that fits your budget and seems intuitive. You can always switch later if needed, though it can be a hassle to migrate a large list.

Automation & Sequences

Most platforms offer automation features, letting you set up sequences like a welcome series or drip campaign. A typical welcome series might consist of:

• Welcome Email: Greet new subscribers, thank them for joining, provide any promised freebies.
• Brand Introduction Email: Share your story, what your brand stands for, any success stories or case studies.
• Soft Pitch Email: Offer a low-risk product or service to begin building trust.

These sequences help you nurture subscribers automatically. Personally, I love the efficiency of a well-tuned welcome sequence. It ensures everyone gets introduced to your brand consistently. But don’t set it and forget it; review the content periodically to keep it fresh and relevant.

Metrics & Analytics

Measuring the impact of your emails goes far beyond simply checking how many people opened them. Let’s talk about the most important metrics you should keep an eye on, including the classic open and click-through rates, but also often-overlooked stats like conversion rate, bounce rate, and unsubscribe rate.

We’ll also dig into how A/B testing can help you fine-tune your campaigns by comparing different email elements, so you can continually adapt and improve. Ready to see how your efforts are really paying off? Let’s look at the numbers.

Key Performance Indicators (KPIs) to Track

Open Rate and Click-Through Rate (CTR) are the two most commonly discussed metrics. But they only tell part of the story. For instance, an email might get a high open rate thanks to a curiosity-inducing subject line, but if that leads to low CTR or high unsubscribe, is it really a success?

Dig deeper into other KPIs like conversion rate (how many people complete the desired action, like buying a product), bounce rate (are invalid or outdated emails clogging your list?), and unsubscribe rate. Some marketers track spam complaints or forwarding/sharing rates as well.

A/B Testing and Iteration

A/B testing is one of the best ways to learn what works. You can test:

• Subject lines (short vs. long, emoji vs. no emoji).
• Email copy (formal vs. casual tone).
• Layout (plain text vs. HTML design).
• CTA placement or color.

Just make sure you only test one element at a time so you know which change made the difference. Over time, you’ll build a data-backed strategy. And don’t stop testing once you find a winning formula. Audiences evolve, and what worked six months ago might lose its edge.

The Future of Email Marketing

The email landscape is constantly evolving, and knowing what lies ahead can help you stay ahead of the curve. Curious whether AI will someday replace the human touch in email writing, or if you should finally get into that mobile-first mindset? Let’s look at how emerging tools can speed up your workflow – and where the human touch still needs to come in.

Will AI Take Over?

As someone who’s built a career around digital marketing, I get asked if AI will eventually take over email copywriting. You might already be seeing AI-powered subject line generators and copy templates. While these tools can help with brainstorming and speed up workflow, they’re not a complete substitute for human creativity and authenticity – yet.

We might see AI get better at personalization, but I believe the best emails still have that spark of humanity. It’s what lets us tell stories, build trust, and connect on a deeper level.

Mobile-First Mindset

Over half of all emails are now opened on mobile devices. If your email isn’t mobile-friendly, you’re missing out. Keep text readable without excessive zooming or scrolling. Use single-column layouts in HTML emails, and make sure your CTA buttons are big enough to tap with a thumb. Some marketers consider this a no-brainer, yet I still see plenty of emails that break on mobile. Don’t be that brand.

Action Steps and Recap

By this point, you’re probably itching to write your first or next email campaign. Let’s boil down some of the core lessons we’ve covered:

• Deliver Value: At the core, your email should offer something meaningful, whether it’s insights, entertainment, promotions, or resources.
• Subject Lines Matter: Experiment with short vs. long subject lines, test emojis, and track your open rates to figure out what resonates.
• Keep It Personal (But Not Creepy): Use personalization wisely. Reference subscriber interests or past behaviors, but don’t overdo it.
• Focus on a CTA: Decide what the main purpose of your email is and make that CTA impossible to miss.
• Be Strategic with Design: Plain text might feel more personal, but HTML can be effective for certain brands as long as it doesn’t overshadow the message.
• Segment: Over time, consider sending targeted emails to smaller groups for higher relevance and engagement.
• Experiment with Frequency: There’s no universal rule here. Some people prefer daily touchpoints, others only want weekly updates.
• Use Tools Wisely: Whether it’s Mailchimp, ConvertKit, or ActiveCampaign, pick a platform that suits your needs and budget.
• Analyze and Optimize: Track key metrics (open rate, CTR, conversions), run A/B tests, and iterate based on data.

Getting Your Email Flow Together

Let’s say you’re launching a new online course for entrepreneurs. Here’s a hypothetical email flow:

1. Welcome Email: Greet them with a friendly note, share a brief story of your own entrepreneurial journey, and deliver any promised freebies.
2. Value-Driven Email: Offer tips on a relevant topic (e.g., how to pick the right business model), link to a blog post for more insights.
3. Personal Story: Describe a challenge you faced and overcame, showing empathy for their struggles, and invite them to reply with their own experiences.
4. Product Introduction: Briefly introduce your new course, showcasing the top benefits rather than features. Provide a link for more info.
5. Closing the Deal: Offer a special discount or bonus for signing up within a certain timeframe, making it clear how they can take advantage.

This sequence strikes a balance between building rapport and pitching. Feel free to tailor it to your brand style and tweak the pacing to your audience. If you sense they’re eager for more frequent content, speed it up. If they’re overwhelmed, slow it down.

Potential Controversies in Email Marketing

No marketing article would be complete without addressing some controversies head-on, especially since it’s often these clashes of opinion that generate new ideas and breakthroughs. Here are a few hot-button topics that can ignite debate:

• Open Rates Are Dead: With certain email clients blocking open tracking, some marketers say open rates are no longer a valid metric. Others argue it still provides a rough idea of engagement.
• Text-Only vs. Image-Heavy: Some believe eye-catching visuals keep readers engaged, while others believe minimal is the way to go.
• Salesy vs. Relational Approach: The old question: “Should every email include a sales pitch?” Some push for a pure relationship-building approach, while others say if you’re not selling, you’re wasting your list’s potential.
• Long-Form vs. Short-Form Emails: Some entrepreneurs swear by storytelling and writing 2,000-word essays in their emails, while others keep it to a few paragraphs max.

In my opinion, the “right” answers always depend on the context: your unique audience and brand tone. You won’t know until you try different approaches and measure results.

Overcoming Typical Email Writing Challenges

Writing emails that truly connect can be a rollercoaster. One moment, your ideas are flowing effortlessly; the next, you’re staring at a blank screen, hoping for inspiration that never seems to arrive. It’s a reality all entrepreneurs face at some point, and it doesn’t stop there. But once you do find your groove, there’s still the risk of overwhelming your subscribers with repetitive or sales-heavy content. Let’s explore these challenges head-on and emerge with a more dynamic, reader-friendly email strategy.

Writer’s Block

It happens to the best of us: you stare at the screen with zero ideas. For many new entrepreneurs, writing consistently can be overwhelming. Here are a couple of quick fixes:

• Swipe Files: Keep a folder of emails you love. Analyze them, see what resonates, and adapt their frameworks for your own brand.
• Mind Mapping: Jot down a broad theme (e.g., “common mistakes in my industry”) and branch out to subtopics. Each subtopic could be an email.
• Talk Instead: Record yourself speaking about a topic, then transcribe it into an email. Tools like Otter.ai make this easy.

Avoiding “Email Fatigue”

Even a stellar list can get tired of you if you push too many sales or send repetitive content. One way to combat this is by staying fresh. Rotate your email types:

• Tips & Tricks
• Personal Stories
• Behind-the-Scenes
• Case Studies
• Resource Roundups

Give readers a reason to look forward to your emails, rather than see them as just another marketing pitch.

Final Thoughts and Encouragement

We’ve covered a ton of ground in this article, from crafting compelling subject lines to navigating the controversies of automation and HTML design. Remember, email marketing is both an art and a science, and it’s completely normal not to nail everything on your first try. The most important step is just to begin, learn from your trials, and keep improving as you go.

We’ve seen how simple best practices, steady experimentation, and consistent effort can have a big impact. Over time, you’ll get a sense of what resonates with your audience. So, why not jump into action?

Open up your email platform, plan a short content calendar, and draft your next campaign. Or try something bold, like sending daily emails for a week, to see what sticks. Email might seem “old school,” but it’s still one of the best ways to build lasting connections and set yourself up for revenue growth.