Blog Post

Must-Follow Tips for Your Next Marketing Email

Amber Blevins • Jan 19, 2023

There are plenty of business owners and even some marketing professionals who will tell you email marketing is dead. They’ll tell you email is saturated, consumers don’t check emails like they used to, and it’s too hard to stand out among all the spam.

And frankly, some of those things are true. The daily number of emails received by the average consumers has increased year over year for at least the past decade. Yes, there is a lot of spam in those emails.

But email marketing isn’t dead. Far from it.

A 2022 study found that email marketing generates $36 for every $1 spent. That’s a 3,600% return on investment. Really, what other marketing method are you using that generates that kind of return?

The bottom line is—despite the naysayers—email marketing works.

Creating Email Copy That Works

If you’re like most business owners, you send (many) emails every day—emails to prospects and customers, emails to vendors, emails to your staff, even emails to your spouse about next month’s vacation plans. Naturally, all these messages vary in structure and formality, depending on the recipient. You make these subtle adjustments in your writing style and message format without even thinking about it.

But day-to-day email communication does not make you a pro at creating high-converting email marketing copy. And drafting your marketing emails in the same way you would a message to your spouse or your co-worker will not generate a successful result.

Here are some tried-and-true tips that will help you create excellent marketing email copy.

Keep It Short

Ensure your marketing emails are concise and efficient. This is an absolute must.

The goal is to catch the reader’s interest and encourage them to engage with your brand. Sending a message that’s multiple paragraphs will not accomplish that goal. You’re sending an unsolicited email, after all. You need to get your point across almost instantaneously, right from the moment the reader sees your message.

What’s the optimal length for a marketing email? Studies show 50–125 words is best.

Create a Strong CTA

The crux of your marketing email is the call to action (CTA.) This is the part of your email that tells the reader what they should do next, like setting up a phone consult or booking a visit to your showroom or shop. Without a call to action, the reader doesn’t have a clear path forward, so they’re not likely to engage with your brand beyond that point.

CTA’s usually appear on a button or a hyperlink so the reader can navigate to the next step with just one click. And like the rest of your email copy, the CTA should be short and sweet. With an email message, your CTA should be really short—like just a few words.

The best performing CTA’s are clear and to the point, such as “Shop Now” or “Book a Free Consult.”

What’s the best length for a CTA? Experts say your CTA should be 2–5 words.

Stay Consistent With Branding

Make an effort to stay on brand in all marketing communication you send. In fact, this is a pretty straightforward rule that you should follow throughout your business. Your company’s brand is its calling card, its reputation. Keep your brand front and center in everything you do.

If your brand is whimsical or quirky, have some fun and let that branding shine through your email marketing. If your brand is very polished and ultra-professional, keep that same refined approach in your marketing emails.

The key is building a relationship of trust with your potential customers. Maintaining a consistent brand message is a major part of building that trust.

Proofread, Edit, Then Proofread Again

Everyone (really, everyone) makes mistakes in email correspondence from time to time. From misspelled words to wonky autocorrect changes, from messy formatting to convoluted text, we’re all guilty of email errors.

Typically, in an email from one individual to another, we can get away with these infractions because... hey, it happens.

But a marketing email is something different. Even though an individual is creating the copy, the message is not coming from that individual but rather from your company. The email message is representing your brand as a whole. That means you can’t afford any mistakes.

The final step in any email campaign, before you click the send button, is proofreading, checking, and proofreading some more. Get multiple pairs of eyes on your message. Ensure each word is spelled correctly and the message is crystal clear. Check on the message format. And test your CTA buttons to confirm they’re working as intended.

Don’t make the mistake of sending an email that looks anything less than professional.

Use These Tips to Ensure Your Email Campaign Has the Best Chance for Success

Using email is one of the simplest forms of marketing. And judging by the statistics, it's also one of the most successful forms of marketing.

But perhaps the best thing about email marketing is its low barrier to entry. You don’t have to be a seasoned marketing professional to employ the use of email campaigns to grow your business. Just remember—when you start drafting your next marketing email, keep these tips in mind.

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