Crafting good emails that stand out in crowded inboxes is an ongoing challenge for many marketers. The key to success? Stop selling and start delivering value.
Today’s decision-makers are inundated with sales-driven messages. If your emails feel like yet another pitch, they’ll likely go unread or, worse, land in the spam folder. Instead, focus on offering valuable insights that build trust and credibility while subtly guiding your audience toward taking action. Here’s how to write marketing emails that get read and convert.
The subject line is the first (and sometimes only) impression you’ll make. So make it count. Instead of generic sales phrases like “Increase Your Revenue Today,” opt for something insightful, intriguing, or benefit-driven. For example:
“3 Proven Strategies to Improve Your B2B Sales Conversion Rate”
“Industry Report: Trends Shaping the Future of [Your Industry]”
“How [Successful Company] Boosted Productivity by 50%—and How You Can Too”
Another thing: make it personalized, if possible, by including the recipient’s name or company.
Buyers often conduct extensive research before making a decision. Your emails should position your company as a knowledgeable resource rather than a pushy vendor. Share industry insights, case studies, whitepapers, or exclusive reports that genuinely help your audience solve a problem.
For example:
Instead of: “Our software has the best automation features on the market.”
Try: “Here’s how automation can save your team 10+ hours per week—plus a checklist for streamlining workflows.”
By shifting your focus from selling to educating, you create credibility and foster trust. And these things matter when it’s decision time.
Too many people use jargon, and it’s making them less credible. Avoid corporate jargon and stiff language. If you really have to use buzzwords, use them sparingly (and check our blog post about buzzwords to avoid). Your email should sound like a one-to-one conversation rather than a mass broadcast. Write as if you’re speaking directly to a colleague, using a friendly, professional tone.
Instead of:
“Our cutting-edge, AI-powered solution enhances operational efficiency and synergizes workflows.”
Try:
“Want to save time on repetitive tasks? Our AI tool helps you automate workflows so your team can focus on high-impact work.”
Busy executives don’t have time for long emails. Get to the point quickly. Use short paragraphs, bullet points, and bold text for emphasis where necessary.
A strong email structure includes:
A hook: Start with a question, bold statement, or compelling stat.
The value: Clearly explain why the email matters to the reader.
A CTA (Call to Action): Tell them exactly what to do next (download a report, schedule a demo, sign up for an event, etc.).
For instance, instead of “Learn more about our product,” try: “Download our free guide to see how you can improve your customer onboarding process.”
Personalization goes beyond adding a name to the subject line. Segment your audience based on their industry, role, or previous interactions with your company. (Wanna know more? Check our blog post about personalization at scale). Tailor your messaging accordingly.
For example:
For CMOs: “5 Digital Marketing Trends Every CMO Should Watch in 2024”
For Sales Leaders: “How to Align Sales and Marketing for 30% Higher Close Rates”
Use dynamic content to adjust messaging based on the recipient’s needs, ensuring relevance and engagement.
Buyers rely more and more on peer validation before making purchasing decisions. They look for website that offer reviews, or they ask people in their network for their opinion and experience. Incorporate customer success stories, testimonials, or data points to reinforce credibility.
Example:
“Join 500+ marketing leaders who have already improved their campaign ROI with our platform. See how [Company Name] achieved a 40% increase in engagement.”
These days, most emails are opened on mobile devices first. Everyone has a smartphone after all. So use this knowledge and ensure your email is mobile-friendly. Here are some ways to do this:
Use short, scannable paragraphs
Include a clear, tappable CTA button
Keep subject lines under 50 characters
Use images with care
Not every email will be a slam dunk. Use A/B testing to refine your approach. Experiment with:
Subject lines
CTA placement and wording
Email length and formatting
Personalization tactics
You should also look at the numbers after each campaign. Track open rates, click-through rates, and conversions to continually optimize performance. These give you valuable insights into what works and what doesn’t. With that information, you can craft better emails for your next campaigns.
These are a few things you can apply to write marketing mails that get read and convert leads. Whether you are in B2B or in B2C, email marketing shouldn’t feel like a cold pitch. It should feel like a valuable conversation. By focusing on education, personalization, and clear calls to action, you can build trust, engage your audience, and drive meaningful results.
Are you ready to create emails that your audience actually wants to read? Start by offering value, and the conversions will follow.
Looking to automate marketing and sales emails to your target audience? Read our marketing automation guide before you get started.
