Start With One Goal
Every effective marketing email has one main job: read this article, book a call, buy this product or reply with an answer. Decide the goal before you write a word.
One goal makes everything easier. The subject line, opening, body and button all point the same way, and readers know exactly what to do next.
Planning Tips
- Write to one person. Picture a specific subscriber and write as if you're emailing only them.
- Know what they want right now. What problem are they trying to solve this week?
- Pick one goal and one main link. Secondary links are fine, but one action should stand out.
- Outline before writing: hook, value, call to action.
Structure Tips
5. Open with something worth reading. Skip filler openings about hoping the reader is well. Start with the benefit, a question, a surprising fact you can back up or the first line of a story.
6. Get to the point quickly. Readers decide within a few lines whether to keep going.
7. Write for skimmers. Short paragraphs, clear subheadings in longer emails, bullet points for lists and bold text for the key idea.
8. End with a clear call to action. Tell readers exactly what to do and why. See email call to action.
Two Simple Frameworks
Name a problem the reader has, explain why it matters or what it costs them, then offer your solution. Good for sales emails.
Describe the reader's situation now, describe what's possible, then show how to get there. Good for newsletters and launches.
Frameworks help you start, but don't force them. If the email works without one, that's fine.
Style Tips
9. Write the way you talk. Read your email aloud. If a sentence sounds stiff, rewrite it.
10. Use "you" more than "we." Focus on the reader's situation and benefit, not your company.
11. Be specific. "Saves about 20 minutes a week" beats "saves time," as long as it's true.
12. Tell short stories. A two-sentence story about a customer, with their permission, or a lesson you learned makes advice memorable.
13. Cut ruthlessly. Remove words that don't add meaning: "really," "very," "in order to" and long introductions.
Trust Tips
14. Never exaggerate. Avoid claims you can't support, fake urgency and invented results. Trust is the whole point of email.
15. Invite replies. Ending with a simple question, such as "What's your biggest challenge with this?", starts a conversation and tells you what to write next.
Before and After Example
| Before | After |
|---|---|
| "We are pleased to announce the launch of our new and improved scheduling feature." | "You can now book appointments in two clicks instead of five." |
| "Our team has been working hard on lots of exciting updates." | "Three changes this month that save you time." |
| "Click here to learn more." | "See how the new booking page works" |
The "after" versions lead with the reader's benefit and say something specific.
Using AI for Email Copy
AI writing tools can help with first drafts, subject line options and rewording. Treat the output as a starting point: check every fact, cut generic phrases and edit for your voice.
AWeber's AI Writing Assistant drafts emails and subject lines inside the editor, and its Newsletter Assistant can create newsletter drafts from your website and past emails. See AWeber AI Writing Assistant.
Draft with AWeber's AI Writing Assistant, design with templates and test subject lines, starting on the free plan.
Email Copywriting FAQs
How long should a marketing email be?
Long enough to deliver its one goal. Many effective emails are a few short paragraphs.
What makes good email copy?
One clear goal, a strong opening, reader-focused language, specific details and a clear call to action.
Should marketing emails sound formal?
Usually not. A friendly, conversational tone works for most audiences.
Can AI write my marketing emails?
It can draft them. Always edit for accuracy and your own voice before sending.