How to Write a Persuasive Marketing Email


Newsletters that allow subscribers to opt in to receive updates and promotions can yield positive benefits. Not only can you build rapport with a highly targeted audience, but marketing email reaches hundreds or even thousands of consumers at once.

Maximizing your open rate and conversion rate rely on persuasive writing to influence consumers to take action. Here are some tips for getting the most from your campaign.

1. Determine your goal.

Before doing anything, it’s imperative for you to have a goal in mind when creating an email. It might be getting subscribers to purchase your latest product or following you on a social network. Knowing your goal is important because it dictates your approach and the overall content of an email. It should also prevent you from being ambiguous with your content.

2. Create a captivating title.

The title is perhaps the most important part of an email. A great title is likely to lead to a substantial open rate. That’s why it should be catchy and a natural attention grabber. It should effectively summarize what the email is about and how subscribers will benefit by reading it.

3. Address a need and provide a solution.

One of the quickest ways to get someone interested is to discuss a need or problem that they have. When consumers purchase a product or service, it’s usually to solve a problem or enhance their quality of life. Consequently, the opening of a marketing email should mention that need and be followed by how you can fulfill it. If you’re promoting business management software, you might talk about how lack of organization and poor management can lead to reduced productivity and sales. You could then mention how the right business management software can improve these areas.

4. Back up any claims.

Without some form of proof and tangible data, consumers can easily become skeptical. That’s why it’s so important to provide concrete evidence to back up your claims and extinguish any skepticism. When it comes to business management software, it would be smart to say something like “customers have experienced a 30 percent increase in productivity on average.” You may also want to include some unbiased reviews from consumers who have tried and love your product or service. By effectively backing it up, the majority of people will take you seriously and will read most or all of the email.

5. Use proper structure for easy reading.

While the content itself is the most important part of an email, the layout and structure are also critical. Just like in a blog post or article, it’s smart to break up an email into logical sections for easy reading. Otherwise, large blocks of text can be harsh on your readers’ eyes and difficult to digest. If your email is lengthy, you should use sub headlines for further clarification. When making lists of any kind, bulleted points are helpful for driving the point home.

6. Include a call to action.

The final step of creating an effective email is clearly stating what action you want your readers to take. Your original goal determines your call to action. In most emails, this consists of a hyperlink text at the bottom that is prefaced by an actionable verb. Some examples are “click here to find more information” or “visit our website to purchase our latest product.” Make it brief and as clear as possible to maximize your conversion rate.

Although a marketing email seems simple enough, in reality there are multiple components that will determine your success rate. A well-composed email that covers all the bases and gives readers what they want should mean a considerable open rate and plenty of readers taking action. Once you master this technique, email marketing can become a integral part of your campaign and boost sales.

Nick Mann

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