How to write emails people actually want to read

In our last article we discussed How to create awesome email subject lines that get results.

However, getting your email opened is only half the battle.

If your email is immediately deleted after it’s opened, you’re no better off than had the email not been opened at all.

Here are some tips for composing great emails that captivate and motivate your readers.

Valuable Content

One of the biggest mistakes in email marketing is not including any value in the email.

Content should be something the recipient will actually want or be able to use.

Include interesting and topical information, tips or tricks for dealing with potential problems or offer money saving deals and promotions.

Valueless emails will be seen as just that and will be discarded immediately.

Call to Action


Like subject lines, email content must have a clear call to action. Otherwise, the only action that will be taken will be to delete the email.

Be sure to include newsletter subscription links, file download links or product links.

Make sure your message is simple, clear and easy to follow.

Show readers where to click, which link to follow or where they can go to order.

If you have offered valuable content to the recipient, make sure they can easily act on that content.

Email Frequency

How often should you email your subscribers?

This can be one of the most important questions to answer. However, there really is no one size fits all response.

For a daily deals style email, subscribers are expecting an email in their inbox daily with a great deal.

However, for most other subscriptions, you don’t want to email to often. Your message may get ignored or even worse, marked as spam.

A good rule of thumb is to not email your list more than once a week, unless they are expecting it.

Sending too many emails can potentially irritate subscribers and make them want to unsubscribe.

Best Day and Time


This is going to take some testing and analysis.

At first you will need to play around with the day and time of day you send out your email to see which gets the greatest response.

Our studies have shown that Tuesday mornings result in the greatest open, click through and conversion rates. However, your results may vary depending on your subscribers.

Proofread and Test


Before you hit send, proofread everything. Let a co-worker proofread everything and when they’re done, let another co-worker proofread everything.

Test every link and make sure they are going exactly where you want them to go.

It is extremely embarrassing and unprofessional to send out an email with typos and broken or incorrect links. Especially if you’ve just email thousands of subscribers.

Check for misspelled words, poor grammar and sloppy copy. These all signal a lack of professionalism.

Readers may lose faith in your company, delete the email or unsubscribe altogether.

Preventing this is easy. Just proofread and test before you hit send.

Loud Colors and Busy Backgrounds

Bad Design

While this may seem a bit ridiculous, I have seen emails that closely resemble this nightmare.

Loud colored or busy background images can make text difficult to read and your message can get lost.

It also gives off the impression that you are screaming your message to your readers.

Overly pushy emails, either from content or loud colors and busy background, make readers feel as though they are being sold rather than offered valuable content.

Keep it simple, clean and clear.

Keep it Short

To put it simply, long, text heavy, emails are boring.

Wordy emails tend to draw readers attention away from your message instead of exciting them about it.

Get to the point. Let the recipient know why they are receiving this email and what benefits they can take away from it.

Most readers just don’t have time to read a book all about your products and services, especially if they don’t know you and haven’t shopped with you before.

In addition to shortening the length of your emails, try to incorporate imagery.

Images can grab our attention and inspire us to take action. Don’t neglect the power of a great image.


To wrap this all up in a nice, neat fashion, write emails that offer valuable content with a clearly defined call to action.

Don’t send your emails out too frequently, rather, try and find the best day and time to maximize your efforts.

Write shorter, more appealing emails and double and triple check to make sure they are error free.

Have any suggestions for other great email writing tips to add to our list? Let us know in the comments below.