How To Write Great Marketing Emails

(By Gil Gerretsen) This marketing brief examines the critical barriers to email engagement and provides a strategic framework for increasing open rates in an oversaturated digital landscape.

Executive Summary: High-Impact Delivery

Email marketing remains a dominant force for ROI, yet the average professional receives over 100 emails daily. To break through the noise, marketers must shift from a volume-based approach to a precision-based strategy. Success is no longer about hitting "send" to a massive list. It depends on the psychological triggers of the subject line, the reputation of the sender, and the timing of the delivery. By implementing a ten-point optimization plan, brands can significantly improve visibility and engagement.

Background: The Attention Economy

The digital inbox has become a primary battlefield for consumer attention. Historically, simple subject lines were enough to garner interest. However, modern spam filters and the "Promotions" tab in Gmail have changed the rules. Users now scan their inboxes in seconds, making split-second decisions on what to read or delete. High bounce rates and low open rates are often symptoms of "list fatigue," where subscribers stop interacting with content that feels generic or irrelevant.

Analysis: Why Emails Fail

Several factors contribute to low open rates. Technical issues like poor sender reputation can land even high-quality content in the spam folder. Psychologically, users are often deterred by "clickbait" titles that do not deliver on their promises, leading to a loss of trust. Furthermore, the lack of mobile optimization is a fatal flaw, as a large percentage of users check email on handheld devices. If a subject line is truncated or the preview text is messy, the email is discarded immediately.

Recommendations: 10 Ways to Get Your Emails Opened

The subject line is where we all scan our incoming messages to decide what will get further attention and what gets ignored or deleted. So, learn to focus on your subject lines. It can make or break you. The subject line is the headline for the content and a considered crafting increases the likelihood that your email or newsletter will get opened.

The subject line also impacts your deliverability. You don't want to be tossed into the spam folder because you included spammy words or clickbait in your subject line.

Finally, this is where you set the tone and give the recipient a reason to open your email or newsletter. Thinking about your subject line from the recipient's point of view is crucial to successful engagement.

Since I have seen so many people struggle with crafting good subject lines, I thought I'd share a list of 10 basic methods and some sample ideas that you can experiment with:

1) Pique Their Curiosity. Instead of sharing your expertise, share this:

• Here's one thing you can do because your competitors aren't.

• I was right, but neglected to tell you earlier.

2) A Desired Outcome. Focus on something they aspire towards:

• 10 ways to get your emails opened.

• How a bald-headed barber saved my hair.

• 5 things to check when your business is struggling.

3) Ask A Question. Encourage them to find the answer inside. For example:

• Are you still coming to lunch on Friday?

• Did you know there's a mistake on your website?

• Did you see the note from Mary about setting us up for coffee?

4) Plain Talk. Go right to the heart of a relevant issue:

• Here's how to get rid of pimples fast.

• Would you believe it? I have a cold.

• Is this a job you might be interested in?

5) Pending Deadline. People are often worried that something might have slipped their attention:

• Uh oh, your default credit card is expiring.

• To get your lower insurance rate, you need to act by Friday.

• The deal you asked about expires at midnight.

6) Sharing A Resource. Focus on something they might want:

• How to get better seats on your next flight.

• How to connect with journalists for better publicity.

• How to sell your business to your employees.

7) Adding Humor. People are intrigues by something that look like fun:

• How to build a silver spoon without swallowing it.

• Ever wonder what ghosts do for breakfast?

• Are you truly smart or just a smart ass?

8) Empathetic Statement. Demonstrate that you understand them:

• Why I can't eat one more kale chip and you don't have to either.

• Sorry, I don't know what's next.

• I still haven't found a good accountant.

9) Personalized. Make it relevant and meaningful:

• I'm saving you a seat at the concert.

• You don't know me yet, but our mutual friend Bob said to reach out.

• This company wants to hire you, but I wanted to check with you first.

10) Seasonality. Focus on something happening in the near future:

• Here's what we will have available on Black Friday.

• Here's a book you might want to read over the holidays.

• Five affordable Christmas gifts that make every woman happy.

Next Steps / Implementation: Moving the Needle

1) Craft Irresistible Subject Lines. Keep them under 50 characters to ensure they are visible on mobile devices.

2) Optimize the Preview Text. This is the "second subject line." Use it to provide a "hook" that complements the header.

3) Personalize Beyond the Name. Use behavioral data to send content that reflects the specific interests of the recipient.

4) Segment Your Audience. Categorize your list by demographics or past purchases to ensure the message is relevant.

5) Perfect Your Timing. Test different days and hours. Often, Tuesday mornings or weekend afternoons yield the best results.

6) Maintain a Clean List. Regularly remove inactive subscribers to improve your sender reputation and deliverability.

7) Use a Recognizable Sender Name. People open emails from people they know. Use a personal name rather than a generic "Info" address.

8) Avoid Spam Trigger Words. Terms like "Free," "Win," or "Cash" can alert spam filters and hide your message from view.

9) A/B Test Everything. Continuously run experiments on different variables to see what resonates with your specific crowd. For example, start by implementing A/B testing on your next campaign to compare a question-based subject line against a statement-based one.

10) Monitor Results. Watch your "bounce rate" and "spam complaint" metrics closely. If your open rates remain below 20 percent, consider a "re-engagement campaign" to win back cold leads or purge them from your system to boost overall health.

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