Email Marketing Writing 101

Email marketing is underrated. Most people trying to sell things are going to go straight to their immediate contacts. Family. Friends. Kinda acquaintances. Burn them out. Repeat.

But it doesn’t have to be that way. I’d argue that most people should be building an email list. It’s one of the most profitable and sustainable ways to generate revenue. Build an email list of likeminded people…or of people who make up your target market. And then sell to them.

But in order to do so you need to get a few things straight first.

Subject Line

All parts of an email are important, but the subject line is weighted slightly more than the other parts because the right subject line gets people to open the email whereas the wrong subject line gets your email ignored.


This section should be less than 500 words. In fact, if it hits 300-400 words you should start winding things down OR begin revising to shorten your email.

The most effective emails are able to tell a story AND make a sell in less than 400 words.

Think about it.

Do you enjoy reading long emails? In fact, when you see an email is long…do you read any of it? Or do you just delete it?

If you see an email is short, aren’t you more likely to finish reading?

Even if you don’t know your personal answer…I can tell you right now that the answer is yes. Shorter = Better in the email world.

Everyone wants a piece of your inbox. So if you can convince someone to open your email, then the shorter, the better!

Call to Action

Okay…So you got someone to open your email AND you got them to read your 300-400 words. Now what?

If your email is adding value then it’s fine to not have a CTA. It’s okay to have a short email that purely provides value. It’s a deposit in the bank for your brand. You are making your brand seem more valuable to potential consumers.

That’s excellent.

BUT. When the time comes to make a sale…don’t be afraid to sell. That’s what the CTA is all about.

But the CTA has to be a smooth transition from the body of the email.

You can’t just jump from a random story to a random sale. That might work to an extent, but it won’t be nearly as successful as a call to action that is paired with the body of your email.

For example, I recently wrote an email about a resource pack that offered 23 resources for $37. I broke that down and wrote an email about buying something for $2 while standing in line at the grocery store and then related that to the resources I was selling for $1.61/each ($37/23)…

The call to action in my email leveraged what I’d described in the body that each resource was only $1.61/each. This, in turn, generated THOUSANDS in revenue for my company.

It really is that simple.

Think of an anecdote and find a connection to your product.

Then sell your butt off.