How To Write Effective and Impactful Emails


It is easy to underestimate the value of the humble email. With so many new social media platforms seemingly popping up all the time, why should you still bother with email? A good question. The truth is: email marketing should still be an integral part of your marketing strategy. Why? Simply…because it works. As many as 93% of B2B marketers use email. For email to work, however, you need to use it strategically. Your emails must grab the attention of the recipient otherwise they will sit in an inbox gathering metaphorical dust. 

Here are some tips to help improve your emails and encourage more people to open them.

The Subject Line

Reportedly, 47% of email recipients will decide whether or not to open an email having only read the subject line. That means almost half of your email list won’t open your email if they are not attracted by the subject line. 

How can you write a great subject line? 

There are many theories on what you should and shouldn’t write in a subject line. The most important thing to remember is that you need to make it all about the reader. To grab a reader’s attention, a subject line needs to make them feel like they will gain something through reading on. For example, if a subject line suggests to the reader that they will make money, save money, or save time – it will usually be of interest. As a general rule, keep things short, snappy, and captivating for the best results.

Personalisation Is Key

Your audience craves personalisation. Research suggests that personalising your emails improve their open rate by 26%.As people, we want to feel a genuine connection to the businesses and professions that we support. This is where email has so much more potential benefit than other forms of outreach such as social media. It allows you to send out mass messaging while addressing your audience as individuals at the same time. Email marketing tools can help you to do simple things such as addressing the reader by their name that will massively increase your open and click-through rates. 

Some other ways you can personalise your emails are: 

  • Personalising subject lines 
  • Offering discount codes or offers based on previous purchases 
  • Segmenting your email list to make sure you are targeting the right people at the right time with your communications.

Keep Things Short And Sweet

No one has the time (or desire) to read through a really long email. When it comes to writing you emails, less is definitely more. You can keep things short and sweet while still telling the recipient everything they need to know. Research on the topic suggests that emails that are around 100 words in length have the most success. The goal of your email is usually going to be to ask the reader to do something. You may want them to click through to your website, send you a response, or remind them of something they need to do. 

The important thing to remember is to be clear about: 

  • What you want them to do 
  • Why they should do it 
  • How it will benefit them 

This is what we call a “call to action” which is explained more below.

Always Include a Call-To-Action

You can send the best email in the world but if you don’t ask someone to do something at the end of it, they won’t. As a result, it will just be read and filed away. This is why your email always needs to have a call to action. You’ll have seen calls to action a hundred times in emails you’ll have read of your own. Any time someone asks you to do something like: “check out their new clothing range” or “click here to see if you are eligible for this credit card,” that is a call to action. They are telling you what they want you to do. Your own call to action can be whatever you want it to be. The overall goal is to use it to get your reader from the email to where you need them to be.

How Valuable Is Email Outreach?

The short answer is…very. The slightly longer answer is…very, so long as you use it in the right way. 

An email list is so valuable to your business with a much higher ROI than any form of social media. You have a number of people who are already invested in your business enough that they want to sign up to receive emails from you. That means, therefore, you have hundreds, if not thousands, of potential warm leads at your fingertips. To make sure you are reaching them effectively, you need to make sure you are writing your emails in an impactful way using some of the tips above. Recognising its importance, email marketing is also something that businesses often outsource. Marketing companies are experts in understanding how to write emails for your business that help you bring in high-quality new leads.

Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. As Director of Invoke Media, he is responsible for overseeing the planning and implementation of every campaign, getting stuck into the execution of successful at every opportunity.

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