Ever feel like your emails are just floating in inbox limbo, never to be opened or read? You’re not alone. With inboxes overflowing daily, getting people to stop, open, and engage with your email is no small feat.
But here’s the good news: it’s not about sending more emails—it’s about sending the right ones. Send the kind that spark curiosity, provide real value, and encourage action.
So, how do you write emails that people actually want to read? Let’s break it down.
1. Nail the Subject Line (or Lose the Reader)
Your subject line is the gatekeeper of your email. If it doesn’t grab attention, nothing else matters—because no one will open it.
The best subject lines do one (or more) of the following:
- Create curiosity – “You’ll Want to See This Inside…”
- Add urgency – “Last Chance: This Offer Disappears at Midnight”
- Feel personal – “Hey [First Name], You Left Something Behind!”
- Offer clear value – “Boost Your Sales with This One Simple Trick”
What doesn’t work? Generic, robotic, or spammy subject lines like “Check Out Our Newsletter” or “URGENT!!! OPEN NOW.”
Keep it short, intriguing, and human. Think of it like a movie trailer—write just enough to spark interest without giving it all away.
2. Personalization: Make It Feel Like a One-on-One Conversation
No one likes to feel like they’re just another name on a list. Emails that sound mass-produced? They go straight to the trash.
The best emails feel like they were written just for you. This doesn’t just mean slapping someone’s first name at the top—it’s about making the message relevant.
For example, if someone recently browsed your website but didn’t make a purchase, which email would feel more compelling?
- “Check Out Our Latest Products” – Generic, forgettable.
- “Hey [Name], We Saved Your Favorites for You!” – Feels personal, like they actually know you.
Segmentation can also take personalization to the next level. Whether it’s sending different emails to new subscribers versus repeat customers or tailoring content based on past interactions, making emails feel custom is a game-changer.
3. Clarity Is Key: Get to the Point
Nobody reads emails word for word—they skim. So, if your message takes too long to get to the point, you’ve already lost them.
Here’s how to make your emails quick and digestible:
- Start strong – Hook the reader in the first sentence.
- Keep paragraphs short – No walls of text.
- Use bullet points – Helps key info stand out.
Bad example:
“We are pleased to announce that our company is launching a brand-new initiative designed to help our valued customers find the best solutions tailored to their needs. We hope you’ll take a moment to learn more.”
Good example:
“Big news: We just launched something game-changing for you. Here’s what you need to know.”
See the difference? Less fluff, more clarity.
4. Find the Right Balance Between Informing and Engaging
Writing a great email isn’t just about delivering information—it’s about making the reader care.
A big mistake many businesses make is stuffing their emails with too much content, making them feel overwhelming. Instead, think of your email as a teaser. Give just enough to hook the reader and guide them to the next step.
A great way to improve your email approach is by analyzing promotional email examples from top brands. Seeing how successful companies craft their messages—whether it’s a well-structured layout, compelling copy, or an engaging call to action (CTA)—can provide valuable insights into what works (and what doesn’t).
5. Calls to Action: Guide the Reader to What’s Next
Ever finished reading an email and thought, cool… but now what? If your email doesn’t clearly tell the reader what to do next, they’ll do nothing.
A strong Call to Action (CTA) eliminates confusion and encourages engagement.
- “Click here for more info.” – Vague and uninspiring.
- “Get your exclusive 20% discount now!” – Clear and action-driven.
Some effective CTA styles:
- Curiosity-driven: “See what we picked just for you”
- Fear of missing out (FOMO): “Claim your deal before it’s gone!”
- Action-oriented: “Start your free trial today”
Make your CTA stand out visually—bold text, buttons, or different colors help draw attention. And always keep it simple. Too many options lead to decision fatigue, making people less likely to act.
6. Make It Mobile-Friendly (Because That’s Where People Read It)
Most emails today are opened on a phone. If your email doesn’t look good on a small screen, you’re losing readers before they even begin.
A few quick fixes:
✔ Short paragraphs (1-2 sentences max)
✔ Bold key points for easy scanning
✔ Minimal images (faster load times = better engagement)
✔ Big, tappable buttons for CTAs (no tiny links!)
A mobile-optimized email isn’t a bonus—it’s a necessity.
7. Sound Like a Human, Not a Marketing Bot
We’ve all gotten those overly corporate, jargon-heavy emails that sound like they were written by an AI from the 1990s. People don’t connect with robotic messaging—they connect with real, human language.
Which feels more natural?
“Dear Valued Customer, we are excited to inform you about our latest product offerings.” — Not so much.
“Hey [Name], we’ve got something exciting to share with you!” — Good choice!
Be conversational. Use contractions. Keep it light. And if it fits your brand, don’t be afraid to sprinkle in some humor or personality.
8. Timing is Everything
Even the best email in the world will flop if it lands in the inbox at the wrong time.
The best times to send emails?
- Mornings (8-10 AM): People check emails first thing.
- Lunch break (12-2 PM): Another prime scrolling time.
- Evenings (6-8 PM): Some check emails after work.
What doesn’t work? Weekends (low engagement) or middle of the night (emails get buried).
Test different times and see what works best for your audience.
9. Test, Track, and Improve
Email marketing is never “set it and forget it.” The best marketers test everything.
- A/B Test Subject Lines – Which gets more opens?
- Try Different CTAs – Does “Shop Now” work better than “Get Your Deal”?
- Track Key Metrics – Open rates, click-through rates, and conversions tell you what’s working.
If engagement drops, tweak your approach. Experimenting and refining your strategy will keep your emails performing at their best.
Final Thoughts: Make Every Email Count
Great emails aren’t about luck—they’re about strategy. Strong subject lines, personal touches, clear messaging, and smart timing all work together to grab attention.
Now, go write emails people actually want to read.
