Email Marketing

12 Tips To Write Attractive Email Marketing Messages

Email marketing is one of the fundamental premises of digital marketing. But modern marketers are too busy with other works that they are missing the important points of writing effective email messages. Here is a list of 12 points that can improve your email marketing messages.

  1. Humanize your message

Use the name that your customers are familiar with. For instance, you can send mails from your name, if your company’s name isn’t a brand. It is better, if you use your name to send marketing messages to customers.

  1. Avoid writing average length subject lines

The average length of a subject line is 60 to 70 characters without space but this subject hardly helps in increasing open rate of emails. Research on email messages show that subjects smaller than 50 characters and larger than 70 characters have high open rate.

  1. Keep your subject relevant with the topic

Counting words isn’t sufficient to make your subject lime eye catchy, if it doesn’t reflect the message. Choose the subject line that is relevant with the product/service offered. Remember that an off-topic email subject could get the mail marked spam.

  1. Keep the message concise

Avoid writing tons of words as no one is going to spend more than 11 seconds on your mail. Keep this average time in mind while writing your email message. Keep the message short but specific and save the information for a landing page that the customers will visit after clicking on the email.

  1. Focus on benefits

Customers are more concerned about benefits instead of features. Educate your customers about the benefits and also give a comparison of your offer with others so that the customers get a feel of the message.

  1. Place call-to-action in the message

Call-to-action button should be placed above the fold and it must be clearly visible. Also there could be multiple buttons in the text matter but avoid placing the CTA button on bottom where it looks stranded or abandoned.

  1. Front load links

Link the first few words of the email message instead of placing link on middle or bottom of the message. At front, it serves as a hot link as readers focus on the message and click the link, if they find the message interesting.

  1. Make CTA interesting

Instead of using power words, you should use the words that make an interesting read. For instance take “submit” or “click”. These words look order more than request. On the other hand, “join the fun” looks inviting. Find such interesting phrases for inclusion in the CTA.

  1. Accuracy trumps personalization

While the general rule of starting a message is to address the recipient with as “Dear” but it applies only when you are certain of the name of your contact. When you aren’t sure, who your contact is, starting with “Hi” is more useful then addressing the recipient as “Dear”.

  1. Make your messages responsive

How do you know that the recipients are opening your message on desktops? If your message isn’t readable on mobiles and tablets then you might miss the target of lead generation through email marketing.

Use color wisely

An intelligent color combination can help improve the message; highlight CTA button and drag attention to the point that you want to highlight. But avoid making the message multicolor or using different colors for different points.

  1. Use high-quality images

An image can say thousands words. You can say more with images and also keep your text copy concise. Use images to improve your marketing messages and not to make it attractive.


Email marketing messages can be improved by taking precautions. You should have the list of do’s and don’ts so that you know how to make your messages more informative. Think of increasing open rate and CTR for more leads.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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