How To Write a Marketing Email That Converts: 5 Recommended Strategies

Creating a marketing email that grabs attention and drives conversions often feels like a tough balancing act. Between crafting compelling subject lines, designing engaging visuals, and ensuring the content resonates with your audience, the process can seem challenging. But here’s the truth: with a strategic approach, writing an effective email is not just achievable—it can be GAMER-CHANGING for your marketing efforts.

The most successful campaigns I’ve seen excel at three things: engaging the reader immediately, delivering a clear and valuable message, and inspiring action. By leveraging tactics like audience segmentation, personalization, and A/B testing, these emails don’t just reach inboxes—they leave an impact.

In this guide, you’ll learn how to write a marketing email that does just that. We’ll cover everything from crafting attention-grabbing subject lines and persuasive body copy to designing visually appealing emails that boost engagement. 

Bonus: I’ll also share a tool that delivers the crucial details of your website visitors in real time, boosting the success rates of your email marketing campaigns.

Characteristics of a High-Performing Marketing Email

Before jumping into the step-by-step process, let’s lay the foundation:

What sets a successful marketing email apart from the sea of messages filling inboxes? 

It’s not just about design or content—it’s about strategy and execution. Here are the hallmarks of a great marketing email:

• Clear purpose: Each email has a singular focus that guides its design and content.
• Audience-first messaging: Tailored, personalized content that speaks directly to the recipient’s needs and pain points.
• Strong subject lines: Captivating phrases that draw readers in while staying true to the email’s intent.
• Concise and actionable body copy: Every word works to inform, persuade, or guide the reader toward the call-to-action (CTA).
• Responsive design: Optimized for mobile, desktop, and tablet to ensure a seamless experience across devices.
• A compelling CTA: Every email should have a strong, clear CTA that aligns with its purpose.

How To Write an Effective Marketing Email

Building a high-performing marketing email involves mastering a few key steps. Here’s the process I recommend:

1. Set clear objectives for your email
2. Craft compelling subject lines
3. Write persuasive, audience-focused content
4. Use eye-catching visuals and a clean layout
5. Incorporate a clear and actionable CTA

1. Set Clear Objectives for Your Email

Every great marketing email starts with a purpose. Before you write a single word, define exactly what you want to achieve.

Here are some tips to help you with goal setting:

• Determine your primary goal: Are you promoting a product, driving webinar sign-ups, or nurturing a lead? Keep this singular and focused.
• Align with broader campaigns: Ensure the email supports your larger marketing strategy, whether it’s part of a drip sequence or a one-off promotion.
• Match content to intent: For example, promotional emails may emphasize urgency, while nurture emails provide educational or inspirational content.

A clear objective keeps your email focused, ensuring that every element—copy, design, and CTA—serves its purpose effectively.

2. Craft Compelling Subject Lines

The subject line is the first thing your audience sees, making it the most critical component of your email. It determines whether the email gets opened or ignored. 

The table below outlines critical strategies and provides examples of subject lines that spark interest:

To maximize the effectiveness of your subject line, do the following:

1. Keep it under 50 characters to ensure it displays fully on mobile.
2. Avoid spammy phrases like “Act Now!” or excessive punctuation.
3. A/B test subject lines to learn what resonates with your audience.

3. Write Persuasive, Audience-Focused Content

Once you’ve hooked readers with your subject line, your content must hold their attention. Here’s my approach to writing persuasive, value-driven body copy:

• Hook readers in the first line: Address a pain point or benefit immediately.
• Focus on clarity and value: Make sure every sentence adds something meaningful and relevant.
• Use short paragraphs and bullet points: These improve readability and keep readers engaged.
• Personalize the message: Reference past interactions or preferences when possible.

For example, instead of: “We’re launching a new feature!”, try: “Now you can [solve a key pain point] with our latest feature!”

4. Use Eye-Catching Visuals and a Clean Layout

Design plays a crucial role in your email’s performance. A cluttered or confusing layout can drive readers away, no matter how great your content is. 

Here are some guidelines I follow to ensure my content is NEAT and ATTRACTIVE to prospects:

• Images: Use high-quality visuals relevant to your message. Avoid large files that slow load times.
• Font: Stick to clean, readable fonts like Arial or Helvetica. The minimum font size should be 14px.
• CTA buttons: Use contrasting colors and clear text, such as “Learn More” or “Claim Offer Now.”

5. Incorporate a Clear and Actionable CTA

A well-crafted CTA is the linchpin of your marketing email, guiding readers to take the desired next step. Whether it’s signing up for a webinar, downloading a resource, or making a purchase, the CTA should be impossible to miss and aligned with your email’s purpose.

Here’s how to make your CTA impactful:

• Align with the reader’s intent: Match your CTA to the content’s context—for example, “Learn More” for informational emails or “Claim Your Discount” for promotional ones.
• Be specific and direct: Use concise phrases like “Download the Guide” or “Start Your Free Trial.”
• Use multiple touchpoints: Place CTAs strategically throughout the email (e.g., mid-content and at the end) to cater to skimmers and engaged readers alike.
• Highlight value: Communicate the benefit of taking action (e.g., “Boost Your ROI With This Free Tool”).

A thoughtful, context-aware CTA encourages engagement, ensuring that your email achieves its intended outcome.

How To Refine Your Marketing Email for Maximum Impact

Even the best-crafted email won’t perform to its full potential without rigorous testing and refinement. This approach ensures that your marketing email delivers the best results possible, turning a well-designed campaign into a high-performing one.

Here’s how to test and refine your emails to ensure you get the optimal conversion rates:

1. A/B test subject lines and content
2. Monitor performance metrics
3. Optimize future campaigns

1. A/B Test Subject Lines and Content

A/B testing allows you to compare variations of your email to determine which elements resonate most with your audience. Here’s how to conduct effective A/B tests:

1. Choose one variable to test: Focus on a single element, such as the subject line, email layout, or CTA text.
2. Segment your audience: Divide your email marketing list into two equal groups to ensure fair comparisons.
3. Track metrics: Analyze open rates for subject lines and click-through rates for content or CTAs.
4. Implement winning variations: Use insights from your tests to refine future emails.

For example, if you’re testing subject lines, compare a curiosity-driven one (“What You’re Missing About [Topic]”) against a direct benefit-driven one (“How To Save Time With [Tool]”).

2. Monitor Performance Metrics

After sending your email, track key performance indicators (KPIs) to evaluate its effectiveness. Here’s what to measure:

To improve results, analyze these metrics and adjust your approach. For instance, a low CTR might indicate your content isn’t resonating with your audience, while a high bounce rate suggests the need for list cleaning and getting email lists from reliable sources.

3. Optimize Future Campaigns

Use insights from A/B testing and performance metrics to fine-tune your approach to email marketing. Here are some of the strategies to optimize future campaign performance:

• Adjust send times: Experiment with when your audience is most likely to engage (e.g., mornings for B2B or evenings for B2C).
• Refine audience segments: If certain segments underperform, consider reevaluating their interests or preferences.
• Iterate on content: Highlight the themes, benefits, or formats that performed best in previous campaigns.

Optimization isn’t a one-time task; it’s an ongoing process that evolves as you gather more data and refine your email marketing strategy.

Tips for Crafting Targeted and Engaging Marketing Emails

Effective email marketing is rooted in making your audience feel seen and valued. To achieve this, your emails must resonate on both a personal and strategic level. Two email marketing best practices to elevate your campaigns include:

1. Personalizing emails to connect better with recipients
2. Segmenting your audience for precision targeting

Personalize Emails To Spark Engagement

Personalization transforms a standard email into one that feels crafted just for the recipient. Here’s how to implement it effectively:

1. Use recipient-specific details: Include the recipient’s name or location in the subject line and greeting for a more personal touch (e.g., “Hey [Name], Find Deals Near [Location]!”).
2. Reference past interactions: Send follow-up emails based on a recipient’s prior actions, such as downloading a resource or attending a webinar.
3. Highlight relevant recommendations: Use data insights to suggest products, services, or content that align with their preferences or browsing behavior.

Segment Your Audience for Precision Targeting

Segmentation allows you to send tailored messages to distinct groups, increasing relevance and response rates. Here are actionable segmentation approaches:

• Behavior-based segmentation: Separate users by actions like completing a purchase or visiting specific website pages.
• Engagement-level targeting: Create campaigns for dormant subscribers to rekindle interest or reward active users with exclusive offers.
• Stage-specific messaging: Address recipients based on their position in the customer journey—prospects may need educational content, while loyal customers appreciate exclusive perks.

To streamline these segmentation strategies, consider automating your email campaigns to deliver timely, targeted messages. For instance, you can leverage email marketing software to analyze user behavior and optimize engagement with precision.

Boost Email Marketing Precision With Actionable Insights From RB2B

Crafting a marketing email that converts starts with understanding your audience—and there’s no better way to achieve that than knowing exactly who’s engaging with your website. While traditional website visitor identification tools like ZoomInfo, Apollo.io, and Cognism offer company-level insights, they leave you guessing about the actual decision-makers. RB2B redefines the B2B email marketing game by identifying the individuals visiting your site, providing the context you need to craft precise, high-impact outreach.

Imagine this: a prospect explores your service pages and lingers on your pricing section. Instead of vague company-level data, RB2B equips you with actionable insights, including:

• Full name for personalized engagement
• Job title to target decision-makers
• LinkedIn profile to establish rapport
• Email address for direct follow-up
• Detailed pages visited to gauge intent

These insights allow you to tailor emails to each prospect’s unique journey, ensuring your outreach resonates with their needs and drives conversions.

How To Get Started With RB2B

To start identifying high-value prospects using RB2B, follow four quick steps:

1. Sign up
2. Confirm your email address to activate your access
3. Add the RB2B tracking code to your website’s header
4. Connect RB2B to Slack to receive instant notifications when prospects visit your site

RB2B’s basic plan provides 100% FREE, lifetime access to essential features, making it a risk-free addition to your workflow. For advanced functionality, you can explore the Pro version with a 30-day free trial.

Worried about compliance? You don’t have to be!

RB2B only tracks U.S.-based website visitors and is 100% COMPLIANT with relevant laws, including CCPA and CPRA. Since RB2B doesn’t collect data from EU visitors, GDPR regulations do not apply.

Sign up for RB2B’s Person-Level Website Visitor ID tool and get the insights you need to transform website traffic into strategic opportunities.

Featured image source: fauxels