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8 tips for creating compelling copy in marketing emails

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Convincing texts in marketing emails lay the foundation for the success of entire advertising campaigns. But the written word is difficult to master. Many entrepreneurs struggle to write their brand message in a way that potential customers can identify with.

No matter how many design elements, graphics and images a marketing email contains - in the end it is always the text that has to convince. In other words: an email that consists entirely of text can also be very successful if it is well written. Badly worded or empty programs quickly end up in the trash can and are usually associated with the loss of subscribers.

It is not for nothing that good copywriters - i.e. professional writers of advertising copy - are in great demand. Of course, these professional copywriters have also started with the basics of their craft and learned the most important rules from scratch. Today we want to give you eight useful tips on how to succeed in convincing texts in marketing e-mails.

1. The first impression: the subject line


As already described in detail in an earlier blog entry, the formulation of the subject line is the first important step towards successful marketing emails with high open rates.

What you write in this line, which is ideally limited to 50 to 60 characters, should arouse the desire to learn more in your readers. So take the time to make sure your subject is clear and meaningful at a glance. Make an enticing promise which the following mail text will keep.

2. Relevance: Why is it worth reading?


You have invested a lot of work in your text and are very familiar with the subject matter. A new reader, on the other hand, is confronted with your work for the first time and asks himself the question: “Why should I read this?” Therefore, make it clear right at the beginning of the text of the email why the recipient received this email.

Possible topics that are generally of interest to many people are, for example, specialist and insider knowledge, new trends, products or various industry news. Or you can send out invitations to popular lectures, trade fairs and seminars. Competitions and quizzes are also often well received. Whatever you want to write about - make it clear to readers right from the start why it is worth reading on.

3. Salutation: Who you are writing for


The form of salutation you choose for your marketing email depends primarily on your target group. In sporty circles, for example, the confidential "you" is preferred, while banks and law firms treat their customers with the professional distance of Siezens. It also matters whether your mailing is aimed at familiar subscribers or completely new readers.



One piece of advice is always valid, however: speak directly to readers and mention yourself as little as possible. Write mainly in the second person. “Win a trip to Las Vegas” is a better phrase than “We're giving away a trip to Las Vegas” because it focuses on the reader. Only bring yourself into play where it really makes sense. For example: "We wish you a lot of fun on your trip" or "(name of your company) guarantees maximum comfort every day of your trip".

4. Benefit: Emphasize the value of the email


Let's assume you want to use your email to advertise a discount offer for mountain bikes. If you only talk about the price reduction, the customer will not be able to compare them to classify your offer. Here the focus should be on the properties and advantages of the reduced model. How many gears, what features does the bike have? Awaken visions of exciting mountain tours and top sporting performances in your text, which this professional mountain bike makes possible.

This principle can be extended to all areas. Many products can be associated with a certain attitude towards life or assigned to a special scene. Only if you arouse the desires of your target group will price reductions or other special offers be perceived as valuable.

5. Keeping it in moderation: the spice lies in the brief


In today's everyday life, few people still take the time to read long email texts. So in order not to tire your readers, it is a good idea to keep your marketing emails as concise and short as possible. If you arouse the interest of the readers, they will be happy to be linked to websites where the content is again prepared in a highly detailed manner. The more important information is, the earlier it should appear in the text.

A clear structure and the division into meaningful paragraphs make it easier to read e-mails and relax the typeface pleasantly. Subheadings also promote orientation. Important keywords can be highlighted in bold to emphasize their importance.

Sales letters based on the US model are an exception in terms of text length. These often contain thousands of words of running text and are divided into countless short paragraphs. Such emails contain a lot of detailed and positively formulated information on a certain topic. For example, seminars on self-motivation or learning certain skills are advertised in this way. The principle is aimed at people who have already dealt with the matter and are interested in learning more. In this case, the amount of text and the style of the marketing email suggest a wealth of new knowledge that will help readers. Of course, the quality of the content also has to keep this promise.

6. Self-expression: Stay positive



You have probably read this advice many times in connection with positive self-expression: “Be authentic”. Communicate in a way that suits your brand and always stay positive in your style. Let the passion for your business shine through.

This is especially true if you are engaged in crisis communication. Something goes wrong in every company - for example, the launch of an intensely advertised product could be delayed. An email in which you explain the error in detail, apologize and cushion customer displeasure with discounts or vouchers is very useful in this case. Show your concern about your own mistakes - customers forgive real people faster than faceless companies.

7. Call-to-Action: The end is the beginning


At the latest at the foot of every marketing email, the call-to-action takes place in order to redirect the readers to further offers. This is the moment of conversion - the change from observer to buyer.

For clarity, you should limit the call-to-action to one option and make it clearly visible. Flashy buttons that match the overall design produce good results. Especially if these buttons themselves have pointed text. Label the button briefly and concisely, using as few words as possible. Make it clear what to expect after the click.


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8. Fine tuning: Tips from the marketing bag of tricks


Personalize your marketing emails by addressing the recipients personally in the subject line. Modern mail sending tools offer corresponding functions to read out your customer databases. However, personal address will only be fruitful if it is accompanied by offers that are individually tailored to the respective customer. Use all the data that you have already collected about your customers. Set up customer groups who share the same interests in order to address them specifically.

Scarcity is also an important means of demonstrating the value of an offer. For example, if you are only offering a valuable competition for a few days, you are putting interested parties under pressure. Because if there is a risk of missing out on a good deal, most people are much more willing to accept small hurdles such as newsletter subscriptions or registrations on a website.

A / B tests allow you to try out different text variants and compare their performance. However, be careful to avoid common mistakes.




Even if you have hired a professional copywriter instead of writing yourself, the tips above should help you. As a client, you ultimately want to be able to judge whether your copywriter understands his craft. Of course, you can never predict with 100% accuracy how your readership will react to your marketing emails. Use the feedback from your subscribers to send better coordinated text content with each new mailing.

We wish you the best of luck with creating convincing texts in marketing e-mails.


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  • 12.03.2018
  • 09.04.2018

  • Textbroker editorial team
  • Blog, For Customers, Online Marketing