How to Create a Successful Email Newsletter

Learn Newsletter Tips and Best Practices for Your Small Business

With so many working from home these days, professionals are relying more than ever on their inboxes to keep them updated on news, information, products, and entertainment. 

In recent years, we saw a global pandemic force businesses to reinvent themselves and to get creative in looking for new ways to reach and engage customers. As a result, we’re seeing a huge surge in the popularity of email newsletters. And while “email newsletters” are in no way a “new” method to reach people, in past years many businesses have stopped using them.  But for marketers and businesses looking to stay top-of-mind for their subscribers, sell more products, and engage with leads, there is no better way than an email newsletter.

Nowadays, the true value of email newsletters is more important than ever. But, creating a truly exceptional email newsletter entails more than just sending a few lines of text out once or twice a week. In this post, we’re going to show you how to write a rockstar newsletter that entices them to open.

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What is an Email Newsletter?

Simply put, an email newsletter is a way of reaching out to your customers, fans, and followers via email to keep them in the loop of all the happenings within your company. In addition, they are one of the most common ways to nurture the relationship between existing and future clients, primarily because of their low cost and tremendous value. 

It’s essential to understand what an email newsletter is before we can get into the meat of creating a rockstar email newsletter that will hook your customers and have them anxiously waiting for what’s next. 

Email newsletters can be used to market anything important to you. Whether that is news on your growth or new products, a sales event, your club’s monthly events, a new blog release,  or a newsletter notifying your followers of the progress of your novel. These well-designed marketing email newsletters should be delivered regularly (weekly, bi-weekly, or monthly) to ensure consistent website traffic and return on your investment. Newsletters make up the majority of all marketing emails sent, and they have a lot of potential. But more than just sending our more content, you need to know how to make your newsletter stand out. We can help with our newsletter tips, tricks, and best practices!

“If you build it, they will come.”

Check out the Tailwind blog and become an email marketing expert!

The Value of an Email Newsletter

Oh! That saying sure does make creating a business sound easy, right? But, in modern times, the truth is, “If you built it, go get them.” You see, simply having a great idea or product won’t do. To be successful, you have to put effort into finding customers, engaging with customers, and keeping them interested. The power of a successful email marketing campaign lies in what we call “top-of-mind marketing.” It’s what keeps your company and brand in front of potential customers’ minds so when they’re ready to buy, they think of you first, and it’s priceless. 

If you’re still on the fence about whether or not you should spend your time and efforts on an email marketing campaign, check out the benefits of email newsletters

Strengthen The Retention Of Your Customers Or Following

If you create an engaging and visually pleasing email newsletter, you can strengthen the relationship between you and your target audience. You may constantly remind current and potential clients that you exist if you send out a regular email newsletter. Many people become preoccupied and forget about a company they are interested in without intending to do so. A typical email newsletter serves as a simple reminder that you exist and have something to offer. Then, when a buyer decides to convert, the high level of trust you have built will keep you top of mind and increase your chances of becoming the brand of choice, whether for hairstyling services or movie screenings. Here are some pros and cons of email campaigns.

Low Costs

An incredible benefit of an email campaign is that they are low cost. Emails are intangible, so you don’t have to worry about the labor costs of creating a physical product. Plus, email newsletters generate a strong return on your investment. Many experts even say that email campaigns are the most successful channel for marketing digitally. 

Expansive Reach

In modern times, cell phones are always within the palm’s reach, and everyone has an email account on them which means your brand can always be in front of their eyes. It’s pretty easy to say that most people own emails and use emails in their daily communications. There are billions of people who use emails, despite the emergence of various communication apps, according to Statista. 

Personalize Your Brand

Creating a personalized experience between you and your subscribers will help to keep them interested and connected to your business or brand. And that’s everything in today’s marketing efforts. Effective email newsletters provide your organization or yourself an arena to share news releases, new products, or upcoming events. You can tell them about your brand’s story or even a hardship you overcame. The storytelling possibilities are boundless with email newsletters!

Data Analysis

Knowing how your customers interact with you is essential to making the best decisions and keeping you moving forward in your growth and outreach.  You can draw helpful data metrics through email newsletters, such as the number of people who opened the newsletter, who clicked through to your website, and more. You can refine your email marketing strategy and better understand your customer or following behavior with this data.

The Drawbacks of an Email Newsletter

As with anything else, email campaigns also have a few drawbacks. Given the large number of emails that people receive, it’s possible that yours will get lost in their inbox. Here are a few cons to email marketing. 

Competitive Landscape

Although people may subscribe to your newsletter, your email competes with many other communications. It’s always easy for them to unsubscribe, making it even more important to create excellent quality content. Brainstorming methods to beat other emails and have subscribers open your own message is definitely complicated. 

Easy to Ignore 

We all live a hectic lifestyle, and with our phones always in hand, too many emails can be frustrating. A drawback of an email marketing campaign is that people can easily look over your newsletter, quickly delete and even unsubscribe from it. So, you must take measures to create an engaging and valuable newsletter.

Labor Intensive

It takes a significant amount of time to produce a quality newsletter. You have to take time to brainstorm the objective of your newsletter, and the overall aesthetic and vibe, gather subscribers and consider so many other components.

How to Create an Email Newsletter

The secret is out! Creating an email newsletter is one of the most successful methods to deliver value to your customers, persuade them to buy more products, and keep them engaged with your brand. In general, newsletters are an essential part of any successful email marketing campaign and shouldn’t be ignored. Here are some tips on how to make your newsletter more engaging.

1. Select an Email Newsletter Service

The first step in creating your email marketing campaign is to select an email newsletter service provider. It is essential that your email campaign looks visually appealing and professional, so simply doing it in your daily email just won’t suffice. Not to mention your regular email account will not provide detailed reporting. You can find the best email marketing tools and platforms in 2022 here

2. Establish The Objective

Ok, once you have selected the best email marketing platform for your needs, the next step is to determine the objective. Spend some time deciding what message you want to deliver to your subscribers. Some awesome ideas on what you can include in your email campaigns are; sharing company updates and news, how-to guides, sharing new products, inspiring to connect with blogs, advertising services, upcoming events, and so much more. And since they are sent weekly, bi-weekly, or monthly, you can mix up the message and objective. This will help to keep your subscribers engaged.

Remember though, the key to an exceptional email that will get read is to write great content. Here are some ideas of what you can include in your email newsletters. 

  • Business
    • Behind the scenes 
    • Promotions 
    • Product launches
    • Blog posts related to business services or products. (Content marketing)
    • Business updates
    • Job openings
  • Personal
    • Project updates 
    • Monthly film recommendations
    • Book reviews 
    • Quotes
    • Advice 

3. Design

This is one of the most critical parts of the process (other than the content itself). Having a visually aesthetic email campaign is key to increasing engagement. So, once you have your objective nailed down, it’s time to consider the design of your email newsletter. The design is uber important because it plays a significant role in establishing the tone of your newsletter. It can also decide whether or not someone will continue reading the newsletter. But, on the other hand, a lousy design may dissuade some people from connecting with your content. Thus you may lose out on a precious opportunity to establish a strong connection for yourself, your business, or your organization. 

Color Palette 

If you’re creating an email newsletter for an organization, you don’t have to sweat too much. You can stick with your organization’s colors! This will strengthen the branding of your communications. However, if you’re creating a newsletter for personal reasons, stick with colors you enjoy, and that go together. Feel free to use a color wheel or research to figure out an appropriate color palette. You can also consider the temperature of your colors to match your newsletter’s vibe. For example, consider warm colors if you are going for a lighthearted newsletter. On the other hand, if you create a serious newsletter, you may want to try cooler colors. 


Depending on the email newsletter service provider you use, email campaign examples and email newsletter templates may be available for you to use. If you create a personal newsletter, feel free to use it to your heart’s content. However, people with business may want to consider a more original design for a more professional and unique zeal. 


We recommend a simple layout for an easy and clean reading experience. For organizations, make sure to include your logo and social media in the newsletter. Also, keep in mind white space to avoid overwhelming readers. 

Include Multimedia 

Just text is boring. Spice up your newsletter with pictures, videos, illustrations, and even gifs! The options are endless – so don’t miss out on your chance of maximizing your newsletter’s engagement. 

Unsubscribe Button 

Don’t forget to include an option to unsubscribe from your email list. You do not want to build an audience of people uninterested in what you have to offer. Including an unsubscribe ensures that people genuinely dedicated to your email newsletters remain. United States business email newsletters must do this as per the CAN-SPAM Act. 

Human Resources

If creating things isn’t your strong suit, you may want to consider asking someone in your business or organization to create the template for you. If that isn’t an option, consider outsourcing it to a professional. There are some legal requirements involved in sending email marketing campaigns so you’ll want to brush up on these prior to getting started. 

4. Content

Content is king in the marketing game! So, the content or meat of your email newsletter must be good. Sure! It’s ok to write your content that fits your brand, including the tone and buzzwords you frequently use. Your subscribers will well receive this because that’s part of what they love about you. But remember to not be too spammy or overboard on the salesy messages. This will surely turn them off and prompt them to hit the unsubscribe button.

Valuable Content 

You want to offer content of “value” to the subscribers. Additionally, you want to ensure your content adheres to what they sign up for. Otherwise, subscribers are likely to stop following your newsletters. Generally, you want to create content that informs subscribers with valuable information; you also want to make sure it is relevant to your interests or your organization. However, if the objective of your newsletter is to promote a service or product solely, keep it concise and minimize the sales tone as much as possible. 


People do not have all 24 hours of the day to read your email newsletter. So avoid long-winded essays and keep your content as short and sweet as possible. 

Grammar And Spelling 

Forgetting to review and edit your email newsletter is a big mistake. Improper grammar and spelling will make your newsletter look unprofessional. This is especially important if you are creating an email newsletter for a business or organization. So, take a few minutes to read it and look for grammatical errors. 

5. Subject Line

Oh, yes! The subject line on your email campaign is SUPER important because many times, that is what will get your email opened versus deleted or skipped. And an inappropriate subject line may even inspire subscribers to disavow their loyalty to your communications. So, put some thought into it and make your email subject line an attention-grabber and on-brand. 


Keep your email newsletter subject line clear and concise. The ideal character length for subject lines is around 41-50 characters. However, too long of a subject line may cause readers to lose interest. Writing a concise email subject line is always a best especially since many subscribers will read your email on their mobile phones.


Remember, most people live an on-the-go lifestyle, and when it comes to email, most probably do a quick skim to see if they are interested in it before they click on it. So, it is imperative for your subject line to have a professional tone. Otherwise, people may get the wrong idea that your newsletter is spam. 

Grammar And Spelling

Again, you should always use proper grammar and spelling to ensure your newsletter looks professional. 

Be Honest 

Your subject line should truthfully summarize the content of your newsletter. 

6. Send It

Whew! So, you brainstormed your objective, carefully created some amazing content, included some attention-grabbing graphics, and double-checked your spelling and grammar – you’re now ready to send that puppy out. But, wait! Before you do, make sure you send yourself a test email first. This is an excellent option that most email providers offer. It lets you see exactly how your email marketing campaign will look when your subscribers receive it. 

It’s a fantastic way to catch mistakes, see the visual appeal to make some changes before releasing it to the world. If everything looks good, then go ahead and hit send!

7. Legal Matters

Oh, yeah! The stuff no one likes to think about – legal matters, but it’s uber important. First, make sure that you know any email newsletter laws your country and state have. The last thing you want is to send out a mass of emails only to be penalized for not following the law. 

For example, in the United States, there is a CAN-SPAM Act, a series of email marketing laws, such as providing an explicit means of opting out of emails. Prior to sending your first email campaign make sure to familiarize yourself with the rules and regulations. 

How to Improve Your Email Newsletter

Now don’t think just because you sent your email marketing campaign out that you’re done. It’s just the opposite. To understand how successful your efforts and emails are, you need to take time to measure and analyze your newsletter’s performance metrics. This will allow you to understand your audience’s behaviors better, noting any adjustments you can make to enhance future email communications. 

You should also consider AB testing or split testing. Compare two versions of the same newsletter, see which one performs better, and choose the best-performing email. Marketing is an ongoing effort that can and should continuously be tweaked for maximum return.

Key Takeaways

This complete email marketing guide is packed with the most essential information you need to create an engaging email message. Using these newsletter tips will help you create email marketing campaigns that are read and convert to traffic to your website and sales. Remember these key takeaways, and you’ll be an email campaign ninja in no time. The key takeaways that you should bookmark in your noggin are:

What Is it?

An email campaign is key to connecting with your subscribers, customers, clients, fans, and followers on a whole new level. It is a weekly, bi-weekly, or monthly letter to them to share the latest updates, news, personal stories, new blog releases, behind the scene stuff, sales and promotions, and of course, your products. So keep top of their mind by sending regular email newsletters and watch your business grow. 

The Pros And Cons Of Email Newsletters

Marketing is an always-evolving way of reaching your customers, and with any such effort, there will always be some pros and cons. The pros of email marketing include the fact that it is a low-cost marketing technique; you’ll be able to analyze data, reach more people, and personalize your brand. But the downsides are also there. These include tons of competition; they are easy to ignore and delete and take time. 

Creating And Designing Your Email Newsletter

The essential factors to remember when designing your email newsletter are to select a color palette that fits in with your brand, choose a template and layout that is visually appealing, include eye-catching graphics and multimedia, and don’t forget to add an unsubscribe button. 

This is your year to totally elevate your business, blog, and brand to the highest levels. Rockstar status is just a step away. This email newsletter guide and your newfound understanding of the power of an email newsletter are going to help you grow. Check out the links below for additional tips and tricks on maximizing your email campaign efforts.


Can I make an email newsletter for free?

Yes! There are email marketing tools that are free, or partially free, including Tailwind. You can create the perfect newsletter, or other types of email marketing templates for your business.

What is the best font size for email newsletters?

Generally, no less than a 14px font size for the body of your content is best practice. For mobile, you may want to increase the size to 16px or 18 px. And it is important to keep the font size of the body uniform to avoid looking messy.

Can I use email newsletters for B2B marketing?

Yes, you can! Just let B2C marketing, email newsletters, and other email marketing practices are also common and effective ways for B2B businesses to stay connected to their clients, followers, and leads. 

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A newsletter is one of the best marketing channels to connect with your audience. Learn how to create a successful email newsletter with our guide!

Write Email Subject Lines That Get Opened (+ Examples)

Good email subject lines can make all the difference between a failed and successful campaign.

Writing good subject lines, which will make an actual person open the email, takes a lot of testing. But, arguably, it is one of the most important elements of an email marketing campaign!

Here are some statistics for you:

  • Businesses have only seven seconds to make a good first impression on customers;
  • A vast percentage of the 376 billion emails sent daily go unopened, let alone unread.

If you’re an email marketer, these facts are tied together by a single thread: email subject lines. In this post, we will focus on writing good subject lines to boost your open rates and, as a result, the overall bottom line of your email marketing campaigns!

What is an Email Subject Line?

The subject line of an email is the line of text that people see when they receive an email.

It is the first impression they have of the email’s contents.

Having a subject line of 7 words and about 41 characters is typically considered a sweet spot for the right subject line length.

What is an Email Preheader?

This is another sometimes overlooked element of engaging email subject lines.

This is a text that follows the subject line and is a sneak peek at what is in the email body. This is a second chance to grab attention in your email campaign!

Why are Email Subject Lines So Important?

Email subject lines are the first contact email subscribers have with your email marketing campaigns. Learning how to come up with the subject line of an email can make or break your campaign.

The right email subject line entices readers to open, click, and buy. Some half of recipients open emails due to catchy email subject lines alone. Nearly 70% report emails as spam on the same basis.

On the other hand, the wrong email subject line can drive customers away and even see your brand relegated to the spam folder. 

No matter how well-crafted your campaigns are, your efforts are worthless if your audience never sees your content. That’s why email marketers have to write catchy email subject lines every time – no exceptions.

While the process requires extra work, you can improve your open and click-through rates, spread brand awareness, and avoid the trash folder (or the spam folder!).

Are you new to email marketing? Learn more by reading our guide on “How to Get Started in Email Marketing!

7 Ingredients of a Converting Subject Line

Most industries that use email marketing see a 21% open rate, with 30-40% being above-average. But with the right email subject line, you can drive these statistics up.

The best email subject line tips all start with a few ingredients. Think of them like your spice rack: while you don’t have to include all of them every time, mixing and matching can deliver fantastic results.

1. Personalization

Now more than ever, marketers can use data about their target audience to provide the ultimate customer experience. Email subject lines are no exception; a little personalization here offers the sense of importance and connection readers crave.

2. Benefit

When opening marketing emails, most people ask: “What’s in it for me?” 

Your email subject line provides the perfect location to answer that question upfront. Including or hinting at freebies, discounts, or new information can inspire higher open rates among your audience.

3. Relevance

Generally, subscribers read emails to stay informed or learn more about a brand or topic (or receive a sweet discount). 

Crafting email subject lines relevant to their lives, trending topics, and your brand is a great way to compel clicks.

4. Urgency

Most people live in chronic FOMO, or fear of missing out.

By communicating urgency in your subject line and offering a solution, you can help readers scratch that itch. (For instance, you may put a deadline on a sale or countdown to the start of an upcoming event.)

Still, you’ll want to use this tactic sparingly. Otherwise, your urgent emails become “just another Tuesday.”

5. Intrigue

Sometimes, email subject lines work because they establish benefits upfront. Other times, it’s because they confer a mystery or question that readers just have to solve

Tantalizing email subject lines often increase open rates because readers have to click to satisfy their curiosity.

6. Celebrity Branding

Adding a relevant celebrity’s name to your subject line can boost clicks based purely on name recognition. (And a desire to learn what Kim K. is up to these days.) But only use this strategy if it aligns with your brand; don’t throw out famous names just for recognition.

7. Engaging Previews

Previews aren’t exactly part of your subject line, but they’re almost as important. Preview text provides a sneak peek at your email’s contents beside the subject line.

Take this opportunity to complement your subject line and further engage with your audience. 

Email Subject Line Best Practices

Every email campaign has its own purpose, which means your email subject lines should match it. 

While the style, tone, and direction of your subject lines will change, adhering to these best practices can help you make the most of your online marketing efforts.

Determine the CTA – if Any

Not every email subject line needs a call-to-action – but every email does. 

If you incorporate your CTA into your subject line, use it to inform recipients why they should open it, be it to receive free stuff or receive important information.

Segment Your Lists

Many marketers blast emails to everyone on their lists. But sometimes, that causes more confusion than clicks. For instance, if you send a list of the best “local” bars to someone 3,000 miles away, you’re not just not providing relevance; you’re showing you don’t know your readers at all.

Keep this in mind when you are crafting that ultra-personalized subject line. 

If you’re not sure exactly how to go about segmenting your email list, Tailwind’s email marketing tool has super simple features to help you create segments that are as specific as you need to engage your audience.

Simply open Tailwind Email from your dashboard, navigate to Contacts, and then click Manage Lists!

Haven’t started using Tailwind’s marketing suite yet? You can easily manage your social media platforms, email marketing, and campaign planning all in one place. Explore our suite of time-saving marketing tools with a forever-free plan!

Use Tokens of Personalization

You’ve heard of tokens of appreciation – now, we’re talking tokens of personalization.

Research shows that including a recipient’s first name in email subject lines can inspire a higher click-through rate.

But it doesn’t have to be just names! Locations, companies, and hobbies can build a sense of familiarity, too.

That said, you don’t want to get too personal too often, lest you sound creepy. Small, sporadic touches once in a while should do the trick.

Personalization is pretty easy to set up. Here’s a look at how to do it in Tailwind email! First, add an attribute for first_name.

When a new subscriber joins your list, make sure to fill out the first_name field. then, when you add this field to your subject line, your attribute (your subscribers’ first name) will appear in the subject line.

Avoid Spam Traps

Several subject line factors can lead readers to send you straight to the spam folder. Or even worse, the email spam filter will do it automatically. 

Some spam traps look like:

  • Loud punctuation (LIKE ALL CAPS and lots of exclamation marks!!!!!!!)
  • Including multiple types of punctuation in the same subject line !?*–/!}{
  • Aggressively salesy or clickbait-y language (“FREE!” “Buy Now!” “Make $$$ Today!”)
  • Weird   spacing  issues
  • Special or unreadable fonts
  • False or misleading statements that go unfulfilled in your email’s copy

Instead of focusing on this “unique” style of promotion, try offering expertise, information, or even a little wit to build real connections. And, make sure your email provider uses built-in best practices to avoid spam traps or federal violations. Tailwind email was built with these factors in mind.

Time Your Emails Wisely

Broadly speaking, you should research when your audience is most likely to act on your emails. The time when you send emails is important, but with “timed email subject lines” you can take it even one step further!

For instance, a food magazine may send an email with the subject line “The Best Drinks in [City] Tonight” just before happy hour. That would likely see more clicks than waiting until midnight. 

Be Unique, But Brand-Aware

Crafting actionable subject lines requires understanding your audience and brand. Use your email subject lines to highlight what your brand does well. 

Don’t be afraid to throw your company name out there to build familiarity and engagement. At the same time, have the courage to take a little risk.

For many readers, there’s a fine line between memorable and repulsive. Finding your happy place means you can carve a unique niche while having some fun.  

11 Tips to Write Great Subject Lines

Writing converting subject lines is an art, and like any art, it requires practice and testing. These tips can help you find your voice. 

1. Be Human

Even more serious brands can benefit from a conversational tone

Remember, your readers are people, not robots – meaning readability, connection, and friendliness often trump a cold tone. 

Even small, simple switches like using contractions can have a big impact!

2. Stay Short, Simple, and Sweet

Today, half of the emails are read on mobile, which cuts down the visible character count. 

At the same time, readers scan inboxes quickly, giving you just milliseconds to grab their attention.

Research shows that short subject lines – around 40 characters or 7 words – perform best. Precise, concise subject lines offer clear benefits, intrigue, or relevance without getting wordy.

“Increase your conversions by 50%!” offers fewer words and more benefits than “Here’s how to increase your marketing power while driving better conversions.”

3. Begin with Action-Oriented Verbs

A great email subject line is designed to inspire clicks, and nothing drives clicks like action verbs. Vibrant verbs give readers a sense of urgency or excitement that dull descriptions simply don’t.

Who wants to attend a “Local dinner with a singer” when you can “Dine with Lady Gaga” instead?

4. Make People Feel Special

Birthdays, weddings, and anniversaries…people love to feel special and included. Provoke a sense of belonging that boosts loyalty and conversions by making people feel like “insiders” with powerful phrases like:

  • Exclusive offer
  • Private invite
  • VIPs only!
  • Just for you
  • A gift from us to our beloved customers

5. Include Deadlines

You can capitalize on the power of FOMO – and remove distractions – by including deadlines that encourage readers to prioritize your offers.

From leveraging multi-email promotions to creating urgency around expiring events, the “now or never” language often produces greater results.

6. Pose Compelling Questions

Asking questions expands the idea of intrigue mentioned earlier. With the right question and a good subject line, you can show off your knowledge, pique curiosity, and engage minds.

Because questions feel incomplete without an answer, you can also inspire readers to open emails to learn more within. 

These can be anything from “Are you making these 10 critical business mistakes?” to “Do you know how long a giraffe’s tongue is?”

You can also get a little personal with a simple “Rough day?” or “Need a break?”

7. Use Numbers

Millions of businesses rely on vague subject lines that convey no real data to drive paltry conversions. But tossing numbers into your email subject lines can improve notice and open rates. 

Whether you’re offering “50% off – today only!” or a list of “Top 10 things we love about our customers!” numbers provide unavoidable benefits to readers.

8. Get Witty with It

A good email subject line should be relatively short – but that doesn’t mean it should be boring. Introducing a little humor with your self-indulgent wittiness can make your audience crack a smile and click on for more.

For instance, puns give you the opportunity to make yourself sound fun and relatable. (Take Quirky’s (a cable management product) “Abra-cord-abra! Yeah, we said it.” which offers both wit and a self-reverential poke.) 

You can look into other kinds of wordplay, too, like:

  • Alliterations
  • Rhymes
  • Word imitations
  • References and allusions

Any of these can help your email subject lines stick out in users’ minds and grab attention while offering great value. 

9. Draft Multiple Subject Lines

One crucial part of writing email subject lines is not limiting yourself to just one option

Take some time to write down your best 4-7 subject lines, each with a different style, tone, or angle. 

Even if you discard 99% of them now, you can save the good ones for later.

Want to cut down time on brainstorming? Use Tailwind Ghostwriter for email subject lines!

Simply input the purpose of your email (think: newsletter, promotion, welcome email), your preferred tone, and topics, like a new product or an upcoming event, and click Generate! Our AI technology will continue giving you a mix of subject lines until you find the perfect one for you.

10.  Get Feedback

Sometimes, you need to get out of your own head and see problems from someone else’s perspective. 

Ask your colleagues, spouse, or even your kids to look over your ideas. And if they have suggestions of their own, don’t be afraid to listen up! 

You do not have to look for exact subject line copy, but rather suggestions and alternative points of view. 

11.  A/B Test Your Email Subject Lines

These tips and best practices can get you started on your subject line journey. But you shouldn’t just take our word for it – ultimately, your brand and customers are unique and need a personalized touch. 

By A/B testing your subject lines, you can experiment to see what works with the most biased (and relevant) crowd of all: your own readers.

12 Examples of Catchy Email Subject Lines

Now, you have all the tools to start writing email subject lines that convert. For added inspiration, consider these catchy subject lines that have appeared in inboxes 🙂 

1. Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve)

Some rules are made to be broken – for experts, anyway.

From mentioning the brand name to offering benefits to throwing in a jab at Steven, Groupon schools marketers in top-notch subject lines – all while breaking the most basic rule: keep it short and sweet.

2. Essential Oils…Learn what they do!

Mother Earth Pillows sells, you guessed it, pillows! (Specifically therapeutic pillows.)

But this subject line broadens their scope by offering knowledge on a related topic: essential oils – something many therapeutic pillow users may be interested in.

Now that’s knowing your audience. 

3. real baseball fans eat burritos

The lower-caps. The pointed jab at burgers and beer. The knowledge that “real” fans eat burritos – as if everyone already knew that, right?

With this subject line, Boloco markets its product while convincing readers that Red Sox fans crave burritos, not burgers.  

4. Trip or Treat! Up to $300 off ends tomorrow

EF’s spooky subject line couples a quirky emoji with a sense of time-bound urgency. Absolutely boo-tiful.

5. Uh-oh, your prescription is expiring.

Here, Warby Parker combines a conversational tone with a personalized, relevant touch. Helpful, friendly, and approachable? Time to get those new glasses!

6. Don’t Open This Email

What’s better than answering questions? Getting away with something forbidden.

This subject line from Manicube gives readers the feeling they’re doing just that by telling them not to do the thing – thereby ensuring their readers will do the opposite of what they tell them.

Pretty clever if you ask us. (Not that you did.)

7. 10 bizarre money habits making Millennials richer

What brings together numbers, money, and Millennials? This subject line from Refinery29 that just screams “Open me!” (And we’re sure readers did, too.)

8. Not Cool, Guys

If there’s one thing BuzzFeed knows, it’s how to deliver on its clickbait. Just look at the preview text that followed this enigma of a subject line: “Okay, WHO left the passive-aggressive sticky note on my fridge?”

9. We Need To Talk…

PPC Protect boosted its open rate to 63% with this simple subject line. Not only does it sound important, but it triggers your curiosity (and perhaps a little anxiety, too).

10. TGIF!

Acronym-only subject lines mark the epitome of short, sweet, and relatable. 

11.  Join us for a Bling-ing good time

This email subject line from The Basketry builds on the power of risqué (alluding curse words) while marketing their product and upcoming event. (The rest of the email offered their contact information and an invitation to an upcoming “Breakfast & Bling” event.)

12.   “Yes, this is a fundraising email” and “Hey”

Simple, straightforward…and garnering open rates of nearly 80%. These two boring email subject lines, sent by Al Franken and Barack Obama, illustrate the power of celebrity names – and a bit of honest intrigue.

Key Takeaways

  • Good email subject lines can make all the difference between a failed and successful email marketing campaign.
  • A/B test subject lines often. Keep testing the winner against a new contender. Improvement never stops. 
  • Personalization is a good foundation for a high open-rate subject line. 
  • Questions work exceptionally well, don’t overuse them.
  • Shocking subject lines may have a negative effect, be careful! 


What is a good example of a subject line for an email?

“Quick question?” – one of the most converting email subject lines is a question. This lets the person know that you’re not going to take up too much of their time (think: brevity), but you do need their help with something.

What makes a catchy subject line?

Keep it brief and personal. Questions work great as well. Just make sure that it is not clickbait!

How do you create urgency with subject lines?

“Ends today” – time constraints are a great way to create urgency. It lets the person know they need to act now if they’re interested.

“Only 2 left!” – scarcity is another great way to create urgency. If there’s only a limited number of something available, people are more likely to act quickly to get them.

Writing good email subject lines takes time and testing. In this post, we will help you to get to your best email marketing subject lines quicker!

An Easy Guide to A/B Testing Email Marketing Campaigns

Email marketing is a great way to connect with your audience and promote your product or service. However, it can be difficult to know which approach will work best for your business. That’s where A/B testing your email marketing campaigns comes in!

Thorough A/B testing allows you to learn your subscribers’ preferences and deliver the best email campaigns optimized for results. Plus, you can use the results to guide your marketing team, eliminate opinion-based decisions, and grow your brand more effectively.

In this guide, we’ll explore how to improve your A/B testing strategy and catch the eyes (and dollars ) of your target audience.

Are you new to email marketing? Learn more by reading our guide on “How to Get Started in Email Marketing.”

What is A/B Testing, and How Does it Work?

Email A/B testing, sometimes called split testing, refers to experimenting with different email variations to determine what your subscribers respond to the best.

When you run A/B tests, you send two versions of one email to similarly-sized sample groups from your email subscribers list.

Then, you measure which version sees the most opens, click-throughs, and sales in your test batch. The winning version goes out to the rest of your subscriber list, where it hopefully collects eyeballs and drives conversions.

The goal of A/B split testing is to evaluate and compare changes to a single variable to drive more clicks and conversions. 

Over time, you can test almost every element, from subject lines to “From” names to call-to-action (CTA) buttons. As you perform more tests and compile your subscriber’s preferences, you can build an effective email campaign and drive more growth. Best of all, most modern email marketing tools offer at least basic A/B capabilities, which makes the testing process much more efficient!

Why is AB Testing Email Marketing Campaigns Important?

Nowadays, many marketers skip email A/B testing in their email campaigns. This happens for several reasons, such as not knowing what to test or relying on information generated by other marketers.

Unfortunately for those people, email marketing, like all marketing, requires knowing your audience – not another industry’s audience. 

Ultimately, your brand, products, and subscribers vary even from your competitors, which makes doing your own research vitally important.

A/B split testing allows you to find and capitalize on those differences. It’s one of the fastest, most efficient ways to connect with your audience and deliver them the content they want to engage with.

For most marketers, the results outweigh the cost and effort. For instance, Campaign Monitor found that improving their templates through A/B testing spiked click-throughs by 127% almost overnight. That’s just one metric – imagine how well you’d perform if you were optimized top to bottom!

7 Factors That You Should A/B Test

One benefit – and drawback – of A/B testing is that you can explore how dozens of variables impact your email marketing performance.

On one hand, that allows for unprecedented personalization, on the other, it requires a lot of testing to get right.

Here are seven factors to consider in email split testing.

1. “From” Name

Some marketers swear that what goes in the “From” field is the most important component of email marketing efforts. (Take your friends, for example. No matter what’s in the subject line, your open rates on their emails are probably 100%!)

As an email marketer, you can use your “From” name to build rapport. Tons of factors can impact your open rates based on your business and audience, such as:

  • Altering the level of formality (Mrs. Jones vs. Cecilia)
  • Whether you present as a person or company name (Fantastic Company A vs. Jenny)
  • And even including a greeting (Yo, it’s Jake!)

The key to success with your From field is selecting and sticking with the best version after you tested it.

Using one name, be it yours or your company name, consistently – allows your subscribers to recognize your emails in the future.  

2. Subject Lines

Your subject line is one of your readers’ first points of contact – it shows up right in the inbox. A compelling subject line makes all the difference in your campaign’s open rates.

Subject lines remain one of the most popular focus areas for A/B testing. They are right there “on the surface.” making the most critical impact. If nobody opens your emails, what is in them won’t matter.

Below, we’ll explore a few ways to maximize your email subject line potential.


According to this study, the subscriber’s name is the single most impactful word in a subject line. Dynamically inserting your audiences’ names can add a feeling of connection and boost the open rate by 14%, leading to higher conversions.

For example, instead of saying “15% off sale!” you could say, “Janet, we’re giving you 15% off today!” This personalizes the subject line and gives the gift of savings simultaneously.

Word Order

The word order in email subject lines serves to frontload or backload information. For example, you could tell your audience:

Use this discount code for 15% off today!vs. Get 15% off today with this discount code!

In the second example, you immediately emphasize the reader’s benefit, potentially increasing open rates.

Question vs. Statement

For many people, leaving a question unanswered drives them crazy – use that to your advantage!

Throwing your audience a question inspires them to open your emails and find the answers your email campaign offers. Formats that catch your audience’s attention to keep them reading (and clicking) may start with:

  • Did you know…?
  • Do you want…?
  • Have you heard…?
  • Where can you…?

You can use A/B testing to see which type of questions work best – if at all.

Symbols or Numbers

Using characters like symbols, numbers, and emojis can capture your readers’ attention as they scroll through their inboxes. The key is to use characters that are catchy and relevant to your email.

You also want to avoid using emojis in every email; otherwise, the bright colors and faces lose their novelty.


A recent study found that subject lines perform best around 41 characters or 7 words.

A shorter subject line length offers just enough information to draw readers in. In comparison, long subject lines may remove the “mystery” that draws your email recipients to click.

3. Email Template Layout

The best-performing email layout varies based on your industry, brand, audience, and the email’s purpose. You’ll also want to consider how much content you cram into each email.

Try switching between one- and two-column layouts or adding text over or through images. Use the responses to gauge whether your audience prefers their information quick and condensed or sprawling and easier to read.

Note: When you test layout, keep your content, subject line, and images the same. The goal is to test how your readers respond to rearranging, not changing, information.

4. Copy

The human attention span fell from 12 seconds to 8 seconds between 2000 and 2015. (You can thank smartphones for that!) Reduced attention spans mean that emphasizing great copy in your email body is more important than ever. 

If you can’t concisely and simply explain your point, product, or offer, you’ll struggle to build a successful conversion process and generate revenue.

Fortunately, you can use A/B testing to ascertain which facets of your copywriting work for your audience.


One way to cater to shorter attention spans is by using fewer words. Minimizing language and maximizing value with short-form copy means sharing your story and offers while keeping subscribers’ attention.

However, this varies by demographic. For instance, older generations or industry professionals may prefer long-form copy that details your offer more thoroughly.


Using your subscribers’ names, referencing their location, or even mentioning their company can improve the relevance and lead to more click-throughs.


Your copy’s tone makes a huge difference in how your audience perceives information. 

Incorporating positivity into your email has been found to engage readers’ brains more powerfully, encouraging them to understand – and act on – key messages.

5. Visuals and Images

Research suggests that human brains process imagery 60,000x faster than text. You can capitalize on this information by using images, graphics, and charts to:

  • Drive home your key message;
  • Encourage information absorption;
  • Increase engagement rates.

During the testing phase, you can examine how the type, color, placement, and quality of images drive conversions.  Adding text, moving GIFs, and even the activity level of subjects within the images can all impact engagement.

That said, images aren’t always successful.

Some marketers have reported that images actually decreased engagement rates because images detracted from their content. (Which is why A/B testing is so darn important!)

6. Your Call-to-Action (CTA)

CTAs are one of the most important parts of any email marketing campaign, especially when it comes to your click-through rate.

You can use your CTA to clarify your audience’s next step, such as:

  • Signing up for a webinar;
  • Purchasing a product;
  • Receiving a discount by acting now;
  • Learning more on your blog.

Of course, the tone and type of CTA matter to your audience. And optimizing your design for maximum clicks ensures that you drive as many conversions as possible.

You can generally choose from two basic CTA designs: adding colorful buttons or using hyperlinked texts. For some marketers, “loud” buttons improve click-through rates by catching readers’ attention.

For others, inserting simple text links right into the conversation better caters to a particular audience or product.


We mentioned loud, right?

Colors can affect human mood and reactions. You can use this to influence your audience’s perception, emotion, and action. Then, apply it to your CTA (both buttons and hyperlinks) or build it into your established color palette.


Regardless of your CTA format, you should choose your copy carefully. Specific, action-oriented copy that drives a sense of urgency can increase your click-through rates more than generic text.

For example, switching from “Shop Here” to “Buy Now” probably won’t make a huge difference.

But moving from “Buy Now” to “I’m in, let’s do this!” or “Discover the secret to eternal youth here!” is almost guaranteed to increase your CTR. Don’t be afraid to speak directly to your readers’ desires and experiences!


Placing your CTA  helps direct your readers to take the actions you desire. If you hide a tiny CTA between images, randomly within the copy, or at the bottom of your email, your subscribers will struggle to find out.

However, if you make your CTA loud and place it strategically, you can guide your readers. 

Try embedding your CTA at the beginning of your copy, at the top of your email, or in product text.


Why choose between the top and bottom of your email when you can put in two CTAs? 

For that matter, why limit yourself to buttons or hyperlinks when you can reap the increased click-through rates of both?

7. Delivery Times

While tons of data exists, it’s best to test this metric to see what works for your industry, brand, and subscribers. While you may never achieve 100% open rates, you’ll see more success some days and times than others.

 For example, people may be more likely to buy after lunch when they’re full than before lunch when they’re “hangry”.

This topic could be a separate post, so we wrote one! Check it out if you would like to learn more about the best times to send marketing emails.

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Types of A/B Testing

You can run four basic types of A/B tests. 

Single-Factor A/B Testing

Single-factor A/B testing involves testing just one factor across two variations of your email. (Such as only changing your CTA or subject line.) 

This type of A/B test requires a 50/50 split of your testing group. Using single-factor testing allows you to explore new ideas and gather intel one change at a time. 

As you test more factors, you can build on your database to make more informed decisions in future campaigns.

Multivariate Testing

Multivariable testing refers to testing multiple variables in a single A/B campaign

Generally, you move to multivariable testing once you’ve performed single-factor A/B tests on everything from your subject lines to your CTA. At this point, the goal is to determine the best combination of different elements rather than how a single factor performs. 

These more complicated tests allow you to build on winning elements from simpler prior tests.

The downside is that you can’t be sure if a single factor or multiple factors encouraged which reader behaviors.

Champion vs. Challenger Testing

Champion vs. challenger testing requires a long-term approach to improving the success of your email campaigns.

In this method, you use your winning variations as control groups against new ideas. (In other words, once you’ve found what works, you come back to test new ideas so you don’t fall into a marketing rut.)

Hold-Out Testing

Hold-out testing involves not sending some of your subscribers a particular email at all. Then, you can measure purchase rates to see if your marketing has any impact whatsoever.

Because this method involves a lack of promotion, it’s best performed rarely and in small groups.

8 Tips for Efficient A/B Testing Campaigns

Modern-day email marketing tools make A/B testing simple and quick. But before you dive in on your own, consider these strategic tips to increase your success.

1. Don’t Rely on Someone Else’s Results

Looking at where and how other marketers can provide valuable insights into your own potential. For instance, dozens of studies exist on the “right” way to write your email subject lines.

But ultimately, you’re running your own business and email campaigns with your own subscribers. Not to mention, marketing success varies widely between industries, brands, and demographics.

Running your own tests is crucial to avoid drawing incorrect conclusions from valid but irrelevant results.

2. Prioritize Which Factors to Test First

Picking between testing subject lines, button colors, and email template format isn’t always easy when you have lots of ideas. 

However, especially at first, you’ll want to prioritize the ideas most likely to drive better results with less effort.

To do so, ask yourself how:

  • …big of an impact each change could make;
  • …confident you are the impact will be positive;
  • …easily you can implement each test.

You can use the answers to these questions to rank your ideas in order of priority and improvement potential.  

3. Don’t Test Too Many Factors at Once

The main goal of A/B testing is to figure out how your subscribers respond to various changes in your marketing strategy. Testing too many variables at once removes your ability to determine what changes – if any – your audience prefers.

Plus, it’s often easier to measure the impacts of small or simple changes over large changes. (Think subject line or call-to-action versus template design.)

It’s best to wait on multivariable testing until you’ve compiled a solid database on individual variables. Then, you can start testing combination changes to build the best long-term strategy for your brand.

4. Identify Your Goal

Once you’ve found a factor to test, you’ll need to decide how you’ll measure your success. Open, click-through, and sales rates are all common email metrics. Consider how you want one primary metric to perform during the test (such as increasing conversions by 50%).

5. Form a Constructive Hypothesis

After you have a metric in mind, you can set up a  hypothesis. A simple “If I change X, then Y could happen” will help you think through your strategy. You’ll also avoid wasting time by making changes that aren’t likely to have a major impact.

At the same time, a well-formed hypothesis can encourage you to think outside the box.

6. Pick the Right Sample Size

When you run A/B tests, you pull out a section of your subscribers as your “guinea pigs.” Once you analyze the data from this smaller group, you can send the winning email to your remaining subscribers.

But determining the right sample size can be tricky.

When you have a smaller mailing list, you’ll need to have larger test groups percentage-wise to see substantial results. For instance, if you have only 500 subscribers, you may A/B test your entire list at once. Then, you can use the information to improve future email campaigns.

For brands with lists over 1,000 subscribers, the 80/20 rule can help. In marketing, this rule suggests that focusing on 20% of subscribers will produce 80% of your results.

So, if you have 1,000 subscribers, you’d use 200 of them for testing or two groups of 100 people. Once the data rolls in, you’d send the winner to the other 800 to drive results.  

7. Set the Right Timing Window

Aside from choosing the right sending time, you should carefully manage your testing timing window. Many marketers prefer to conduct A/B testing the same day the winning email goes out.

However, waiting up to 24 hours gives people more time to engage with (or ignore) emails, producing more accurate results.

On the other hand, if you’re dealing with time-sensitive information in a particular email campaign, you may want to send emails sooner.  

8. Don’t Forget to Act on Your Results

The goal of A/B testing is to find out what email marketing habits work best for your subscribers.

If one version performs better than the other, you have a winner.

If neither test version performs better, you’ve learned that that variable – or what you did to it – doesn’t matter to your audience. In A/B testing, even failed or inconclusive data can be valuable for future email campaigns.

Once you’ve gathered enough data on a single variable, it’s time to act on your newfound knowledge. 

While you don’t only have to stick with “winning” combinations (sometimes it’s nice to switch things up), knowing what increases engagement comes in mighty handy.

Key Takeaways for A/B Email Testing

  • A/B testing your email marketing campaigns can make all the difference between failed and successful email marketing campaigns.
  • Start with single factor testing, and keep putting the winner against contenders!  
  • Test everything, and make sure to take note of all the tests performed.
  • Once you’ve found what works, that’s not time to stop A/B testing. The process should be constant and ongoing to keep up with changing behaviors. 


How Long Should A/B Testing Take?

The testing process can be nerve-wracking, but you need to allow for enough to gather clear data on what the most effective strategy was. Most experts say waiting at least a couple of hours to determine which is the winner for most opens, and it can take 12+ hours to determine which is the winner in terms of revenue.

What is the Goal of Email A/B Test Email Marketing?

The entire goal of email a/b testing is to determine which variation of your email campaign garners the best results. This can be a different definition of “best” based on your current business and marketing goals. Are you looking to increase revenue or grow your email list? These will help to determine the success of your a/b testing. 

Are there Tools to Help Automate A/B Email Campaigns?

There are many email marketing tools out there to help you create a successful a/b email campaign, including Tailwind’s Email Marketing!

Split testing your email marketing sounds intimidating, but it doesn't have to be! This guide teaches you to A/B test every detail of your emails with ease!

How to Repurpose Your Social Media Content in Email Campaigns

Producing quality content takes time. And with businesses stretched thin, keeping up with the demands of running multiple campaigns across multiple channels can easily leave you feeling stressed and frustrated. 

But the great thing about content is that it can be repurposed. The content you produce for social media can work beautifully in your email marketing campaigns too. 

And we’re going to look at how content repurposing can make your email marketing even better.

Five ways to use your social media content in emails

 1. Showcase user-generated content (UGC)

Social media is a great place to find images created by your very own customers (known as user-generated content or UGC for short).  

If you sell a physical product, such as a clothing brand or homeware, there’s a good chance that loyal customers might photograph what they’ve bought from you and share the images on social media. 

You can encourage more customers to do this by asking recent purchasers to tag photos of your product on Instagram. It can also work on Facebook and Twitter too.

Offering an incentive or running a giveaway is one effective way to generate more user-generated content. For example, you could award vouchers to the best image tagged on Instagram. 

For a masterclass on how to use UGC, look at the marketing materials of the underwear brand MeUndies. They’ve grown an active community of over 406k followers on Instagram thanks to their fun and racy content.

But much of this content is user-generated – customers and influencers alike are posting thousands of selfies showing their MeUndies underwear. In fact, there are over 32,000 posts with #meundies on Instagram. 

Image source: Instagram

And MeUndies has put this user-generated content to extra use by including some of the most popular Instagram images in their email marketing campaigns.

Image source: ReallyGoodEmails

The only images in this email are images created by customers and influencers on Instagram. This not only showcases the MeUndies products but also encourages subscribers to follow MeUndies on Instagram. 

Plus, featuring UGC is an effective form of social proof – potential customers see other happy customers wearing MeUndies underwear and that helps bring them closer to buying their own.

2. Use your social media feed and images in your email templates

Images are an important part of good email design. But producing high-quality images can be time-consuming and expensive. 

To save on time and cost, use images and link your feed from your social media accounts in your email templates. 

When you add your social media feed into your email, it encourages your subscribers to engage with your brand in multiple ways, as well as allows them to view your brand from new perspectives. Especially if you have a heavily visual type of business, such as jewelry.

Images from Instagram and Pinterest can be used to create newsletter headers. Here’s an example from the wellness brand Well + Good:

Images and takeaways from any webinars you are a part of are also great to add into your email template. By showing yourself in the light of leadership and community, you are positioning yourself in a trusting way while also providing visuals and value to your subscribers.

Well+Good used images from their Instagram account to form the header in their welcome email. The color palettes and subject matter of these images are typical of the images Well + Good posts on Instagram.

And this synchronicity between their social media and email marketing helps foster a stronger brand image and awareness – subscribers will more easily recognize content produced by Well + Good. 

Brand awareness – the degree to which consumers recognize your brand, product, or service – helps keep your business top-of-mind so that when consumers are ready to buy, they’ll think of you first. 

Image source: ReallyGoodEmails

Creating a strong brand image across your various marketing channels will help your audience become even more familiar with your offering. 

But it’s not just the email header where you can use social media images – you can also use them in the email footer. The bottom of an email is the perfect place to mention your social media channels and encourage subscribers to become followers. And using content from your social media channels will show subscribers what they can look forward to when they follow you. 

Here’s an example from the women’s health brand Hers:

At the bottom of their email, they’ve included a grid of images taken from Instagram alongside a call-to-action of ‘follow us’. 

With headers and footers like these, you can create email templates so that you don’t have to start from scratch with each new campaign. 

Tailwind’s social media & email management platform helps you do email and social media marketing all-in-one, including free email templates to efficiently and seamlessly run your email marketing campaigns. Sign up for a FOREVER FREE plan below!

Image source: ReallyGoodEmails

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3. Create an email from existing social media creative 

As well as using social media images to create headers and footers for your email templates, you can also use more elaborate social media content to design one entire email. 

Here’s an example from shaving brand Harry’s to illustrate the point:

This email promotes the three different scents available for Harry’s bar soap and body wash. And it’s done using eye-catching illustrations that are also featured on their Instagram account as animated GIFs.

A lot of work would have gone into designing the animated GIF for Instagram. So it makes sense to repurpose this content across other channels – not only does it save time, but it also saves money.

Rather than having to design fresh content for an email campaign, Harry’s has simply reformatted existing content to suit the format of the email. 

Another bonus of this is that it ensures this particular campaign reaches Harry’s audience wherever they might be – on Instagram or email.

In case followers missed the post on Instagram, they’ll receive an email promoting the same products as well. 

If you’ve ever found yourself looking at a blank template in your email marketing tool wondering what content to fill it with, take a look through your social media posts and steal your most attention-grabbing designs.  


4. Round up your most popular posts

If content is trending with your social media followers, there’s a good chance your email subscribers will appreciate the content too. So consider sharing your most popular social media posts in an email. 

Using the analytics in your social media accounts, such as Instagram and Pinterest, or in your scheduling tool, find the posts that are getting the most likes and comments. And then curate a collection in an email campaign

If you can theme the images, even better, as you can then link to related product pages on your website to drive sales. 

Here’s how clothing brand Urban Outfitters does it:

In this email Urban Outfitters has rounded up its most-liked Instagram posts. And each image shows off an Urban Outfitters product, from dresses to trainers. 

Image source: ReallyGoodEmails

This is another example of using user-generated content and each image includes the handle of the Instagrammer that created the content. It has the added bonus of encouraging email subscribers to create more UGC – when they see that others have had their Instagram posts featured in an email campaign, they’ll be inspired to seek their own ‘five minutes of fame’ by submitting similar content for Urban Outfitters to feature in their next campaign. 

Though you don’t have to use UGC – you can round up your own social media content too. Urban Outfitters sent a similar email to their subscribers rounding up their most-pinned items on Pinterest. 

4. Share social media polls and survey results

Adding polls and surveys to social media posts is one surefire way to boost engagement. For example, you can use Instagram Polls to ask your followers about their preferences – it’s easy for them to respond, and it provides you with valuable insights into your customers’ wants and needs. 

But a social media poll’s usefulness doesn’t end there because you can use the results to create emails that evoke curiosity among your subscribers. 

Here’s another example from Hers:

In this email, Hers presents the results of a survey that tells their audience what’s popular and what was most voted for. Granted, the survey was most likely sent via email. But it’s a good example of how to use survey results to create an email. 

Social media polls can also give you insights into what’s popular with your audience.

Image source: ReallyGoodEmails

Of course, you can also run social media polls as a survey via email and collect results across multiple channels. This will give you even more results to later share with your audience. 

6. Include social media testimonials

Including customer testimonials pulled from your social media accounts can provide that all-important social proof to help convert subscribers into customers. 

Here’s an example from deal finder site Scott’s Cheap Flights:

The goal of this email is to persuade the audience to sign up for a free trial of the premium membership. And by including a few customer testimonials from Twitter, Scott’s Cheap Flights assure potential trialists that they won’t regret the decision. 

Using testimonials like this is a great way to show off the benefits of your product or service, in the actual words of your customers. It helps build confidence among prospective customers who will take these testimonials as proof that your product or service is trustworthy. 

Image source: ReallyGoodEmails

And thankfully social media testimonials are easy to collect – simply search posts you’ve been tagged in and pick the most positive ones. If you’re low on social media testimonials, use one of these 25 proven ways to get more customer reviews on social media

Wrapping up

Constantly having to come up with new ideas for email marketing campaigns can be frustrating. But by repurposing existing social media content, you can save time, money, and your sanity. 

So when you’re next looking at a blank email template, wondering what to send to your subscribers, remember to:

  • Keep an eye on your most popular social media posts to better understand your audience and use these insights to decide what content to include in your emails. 
  • Collect user-generated content to give you a broader catalog of images and provide social proof to customers who might be sitting on the fence. 
  • Make your best social media content work harder by creating email templates and entire email campaigns from it – deliver the same message with consistent design across multiple channels to make sure it’s seen and heard. 

Repurposing content is just one way to integrate social media with your email marketing. And when done well, each channel feeds into the other, giving you greater reach, increased engagement, and more opportunities for conversions. 

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What is content repurposing?

Content repurposing is a common marketing tool in which you take already existing content, such as your social media content, and recycle it into a new format suitable for another one of your business’s marketing channels, such as email!

Why repurpose your content for email?

Many marketers and business owners understand that “content is king”. However, having to constantly come up with and create new content for every marketing channel is extremely challenging and time-consuming. By repurposing your content you are saving yourself and your employees time and energy to use on other initiatives.

How do you write good email content from your social media content?

The important thing to remember is that your social media marketing and your email marketing are very different. You can’t simply copy and paste your social media content into an email template and call it good. The best way to write good email content from your social media content is to reformat it. This can be expanding on sections or shortening them, adding links, reworking or removing images, and trying to avoid copying all of the content verbatim, as your email list will likely notice.

Ever wondered if you could repurpose social media campaigns in your emails? The answer is yes - and here's how.

Complete Guide to Email Marketing Campaigns (9 Easy Steps)

Learning how to create a successful email marketing campaign is one of the best ways to connect with your customers and promote your business.

It actually does it so well that it is one of the most profitable marketing strategies. ROI on email marketing can be around 36:1. Meaning that you will get $36 for every $1 spent. Hard to beat! 

But not all email marketing campaigns are that successful. There are many tweaks and tips that can make all the difference between a good campaign and a waste of resources.

In this post, we will explain how to create an email marketing campaign, provide you with actionable strategies, and make sure that your road to success is shorter (and easier) so you can learn how to do email marketing yourself, successfully!

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What is an Email Marketing Campaign?

An email marketing campaign is a set of messages sent at specific intervals with a commercial purpose.

The goal is to promote a product or service, engage customers, or drive traffic to your website.

A successful campaign requires proper planning, execution, and constant A/B testing. 

But enough of the introduction, let’s get to the action!

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Email Marketing Campaign Types

Depending on the goals that your email campaign has, there are several campaign structures and messaging styles that you can choose from.

The most common goals for email marketing campaigns are:

  • Selling a product or service
  • Sending news and updates
  • Reaching out to cold leads
  • Nurturing customers/subscribers
  • Building relationships
  • Providing customer support
  • Helping new users

Now that we have the most popular goals listed let’s have a look at the type of campaigns that you would use to achieve them.

A list of the most common types of email marketing campaigns- news and updates, activating cold leads, nurturing customers, relationship building, customer support and new user onboarding.

Outreach Email Campaigns

This campaign is sent to people who don’t know your company yet.

It serves as the introduction and usually contains a CTA to learn more or sign up for your product.

The main objective is to increase brand awareness and get new leads.

Lead Nurturing Campaigns

You would use this email campaign when you have already captured a lead, but they haven’t converted yet.

The goal is to build a relationship with the lead and move them further down your sales funnel.

Welcome Email Campaigns

Welcome campaign emails are sent to new customers. It’s a way to introduce your brand, build rapport, and make sure they start off on the right foot.

In this email, you would usually thank them for the purchase (or for their trust) and give them a quick overview of what they can expect from your product or service.

You might also want to include a CTA to get them started or learn more about your service.


An email newsletter is a great way to keep your customers updated on what’s new with your business and your industry.

This is a great opportunity to establish yourself as an authority in your niche and build trust.

While it can be used to promote special offers, product launches, new posts, or events – you can also send industry updates or just articles that piqued your interest.

Promotional Emails

Sure, all the emails you send to your customers are promotional. But while the others are “soft” promotions, this one is right-in-your-face.

This email is typically used to promote sales, discounts, or special offers. You don’t want to come across as being too “salesy” or spammy, so be sure to strike the right balance. 

Offer a great deal, be straightforward about it but at the same time keep the customer relationship in mind.

Seasonal Email Campaign

Whether it’s Christmas, Thanksgiving, Halloween, or any other holiday, it is a great time to pitch your seasonal offer to your audience.

You can use this type of email to promote anything from discounts and sales to competitions and giveaways.

Just find a way to tie your offer to the particular season or festivity – and you should see an increase in the results!

Reactivation Email Campaigns

Sometimes people just need a little reminder about your brand before they’re ready to buy from you.

You can use reactivation emails to reach out to those customers who haven’t interacted with you for a while and give them a nudge in the right direction.

Customer Retention Emails

It’s always cheaper to keep a customer than to find a new one. 

Make sure you’re doing everything you can to ensure that your customers stay happy and engaged with your brand.

If your service was not working, reach out to the affected customers. 

Or maybe you know they are about to receive your product – so ask them how they like it.

Every little bit of attention helps to achieve a lower churn rate. 

Product Announcements

Rolling out an update? Launching a new feature? Let your customers know!

Product announcements are a great way to keep your customers in the loop about what is going on with your business.

They also give you a reason to email your list and remind them about your brand!

Customer Support Campaigns

Email can be a great way to keep in touch with your customers and offer them support.

You can use email to answer frequently asked questions, give customer service updates, or even offer live chat support.

Cross-sell Campaigns

Do you have a product that goes great with another product? If so, let your customers know!

Cross-selling is a great way to increase order value and customer satisfaction. You can also use email to upsell or down-sell customers on different products from your offer.

E-Commerce Email Campaigns

Everything that we described above can be implemented in e-commerce, but there are some additional options.

For example, you can use email campaigns to send abandoned cart emails, order confirmation emails, and start a whole post-purchase email campaign!

How to Create an Effective Email Marketing Campaign

Let’s get into action. We will lead you through an example of a thought process when launching a new campaign.

Keep in mind that you have to edit it based on your business type and its goals, but the overall ideas will still remain.

1. Set clear goals

A bit cliche, but important nonetheless. You need to know exactly what you want to achieve with your campaign.

  • Getting more website visitors?
  • Increasing the number of leads?
  • Improving customer satisfaction?
  • Reducing churn rate?

Based on the desired outcome, you can better structure your message to the subscribers.

The worst is being indecisive and trying to achieve several goals at once. 

If you are sending an onboarding welcome email – it is too early for a discount!

2. Choose the right setup.

Technical aspects of email marketing go beyond the scope of this post, so we will just quickly run through some of the most critical tips.

  • Do not send from generic domains. Use a subdomain associated with your brand. So no gmails, outlooks, yahoos, or proton mail – it looks unprofessional.
  • If you are working with a big list and have not previously launched campaigns – consider using subdomains. It limits the risk of spam flags and blacklisting.

You will need to use one of the email marketing tools. There are plenty of email service providers that you can use – referred to as Autoresponders Tailwind being one of them!

Tailwind is your go-to social media and email marketing platform that helps you work more quickly and see your analytics all in one place. Tailwind’s email capabilities were built with email marketing best practices in mind to help you increase conversions and overall ROI on your email marketing campaigns. Get started for FREE below!

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3. Who is your client?

You have a list of emails, but who are those people? Who is your target audience?

Behind every subscriber is someone who decided to give you their email in exchange for something.

What are the decision-making triggers in your niche? The people on your list want to get value.

A major part of a successful email marketing strategy is to clarify the goals of your audience and create a campaign that will help them reach them.

4. Segment your audience

You have an extensive list, and you want to send everyone the same message. But not all subscribers are in the same stage of their buyer’s journey.

Better results can be achieved by segmenting your audience and sending them more targeted content.

There are many ways to segment your audience, for example, by:

  • Location
  • Gender
  • Age
  • Profession
  • Income
  • Interests
  • Purchase history

Or anything else that is important in your niche. 

Segmentation will allow you to target the customer profiles better. Your message will be more powerful, converting into better results.

5. Personalization vs. automatization

You are sending an email to thousands of people, but that does not mean there should be no personalization.

In many cases, generalization could be a conversion killer. 

Just mentioning the first name of the subscriber might already be enough. In case you have something else you can use, like the name of the company, city, or interests – consider how you can seamlessly inject it into the email body.

In case you are not sure if you are not getting too personal – you probably are. No need to congratulate them on their recent trip to Cabo that you scraped from Facebook.

6. Define a CTA

Each message in your email campaign should have a goal. Even the newsletters or welcome messages. 

They may seem like an on-off thing, but that would be incorrect. Everything should be a part of a wider strategy with an end goal in mind.

Each message should always have a clear call to action. Without it, people will not know what you want them to do, and your email campaign will have no real impact.

The CTA will depend on the type of email campaign. For example, it could be:

  • Visit the website
  • Read the blog post
  • Download the e-book
  • Give us your feedback

Conclude the email with an action request! 

7. Create a schedule

The best-performing email campaigns are those that are consistent. People like to know what to expect from you and when to expect it.

If they know that every Monday, they will get an email with the latest news in your niche, they are more likely to open it.

Also, do not forget about proper email timing. Do not expect people to open a “hobby” email on Monday morning. The same goes for sending a business niche email on Saturday.

Each niche has its own audience with its specific needs, so it is crucial to do your research and understand when people are most receptive to your message.

8. Keep it short

If you plan a campaign that will send emails every three days – keep the messages short and to the point.

On the other hand, if you are sending one email a month, you can make it longer. 

The main point is to keep the audience engaged with email copy that connects, at an appropriate length. If they receive 5 pages of text every second day, they will quickly lose interest.

You must find a balance between not boring the subscribers ( to the point that they stop opening your emails) and efficient monetization of your list, which is correlated with sending frequency.

9. A/B Testing

When your campaign is launched and running – pay attention to all the data that you will be receiving.

  • Which email subject line worked best?
  • What day and time has the best open rates?
  • Do images in email decrease delivery rates?
  • Which email copy brought the best results?

Take the top performer and test it against another option. Keep doing that. A/B testing stops only when you have 100% rates on everything that matters…so never. 

Better deliverability, slight improvements in open rates, and a bump in CTR – will do wonders for your bottom line.

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Tips to Create a Successful Email Marketing Campaign

In addition to the steps that we described in the previous section, here are some of the tips that you can try.

Experiment a bit

Don’t go crazy in every email campaign, but from time to time – do something unusual.

A weird subject line, crazy CTA, more personalized copy – you never know what will move the needle.

Email marketing is all about testing and experimenting. Don’t just test A/B test minuscule changes. Once every couple of emails – try to do something radical.

Don’t overspend

If you are working on a new domain, don’t start sending out 100 emails daily right from the bat.

That is the best way to get into the spam folder. 

There is a whole “science” behind warming up a new email address. Start sending 15 emails daily, and every 3-4 weeks, increase it by 5-10 per day.

If you already have an aged domain that is a “seasoned” email sender – this should not be an issue.

Platform choice

There are many email marketing software platforms to choose from. MailChimp, Constant Contact, and AWeber are some of the more popular ones.

Pick a reputable platform that allows plenty of personalization and, most importantly, automation features.

Look for the “if the user clicks X, then Y happens” type of funnel. It will allow you to quickly move subscribers through your funnel and provide deeper segmentation options.

Company info

Required by some regulations, and all in all, a good practice is to have the company’s address in the signature of your email.

In case the actual address is not available, at least some kind of company/brand information should be included.

Unsubscribe link

While it might be counterintuitive, make it easy for your subscribers to unsubscribe.

In case the unsubscribe link is not at the bottom of the email or it is hidden too well – some recipients may press the spam button, decreasing the overall deliverability of your domain.

Sure, it has to happen many times – but it compounds. If the user wants to leave, let them leave.

What are the Most Important Email Marketing Metrics?

We talked about the importance of analysis, testing, and comparison. Here are some of the main email metrics and what they mean to your campaign.

Open rate

This is the percentage of emails opened over those delivered. The optimal percentage will depend on your industry. 

To optimize this metric, you should try to send your emails at different times and days to find out which ones give you the best results.

A/B testing email subject lines can also lead to notable improvements in your open rates. So do not be afraid to experiment. 

Click-through rate

CTR is the percentage of clicks on the links in your email coming from recipients who have opened the email.

This metric lets you know how many customers are interacting with your email and if they are interested in the content you are sending.

It can be improved with better CTA and, of course, overall targeting.

Conversion rate

Percentage of purchases (or other goals) from the clicks that you got in your email campaign.

After a user has opened your email, the next step should be to convert them, that is, to carry out the action that you have set as a goal.

For example: buying a product or completing a form.

You cant deduct conversion rates from 10 clicks, so wait for at least 100 clicks to make any conclusions.

Bounce rate

The bounce rate is the percentage of emails that could not be delivered

That usually means that the email you were sending to does not exist.

Unsubscribe rate

This is the percentage of people who decided to stop receiving your future emails.

They may not be interested in the content you are offering, or it is not what they expected to get. 

You can try to retain them by customizing your unsubscribe page and adding some persuasive copy or an interesting offer.

Key Takeaways and FAQs

  • Successful Email Marketing Campaigns can bring one of the highest ROI among marketing strategies.
  • Be clear about the campaign goal, plan ahead and cater to the audience and the occasion.
  • Testing is a significant part of email marketing. Analyze the results and experiment with various tactics.

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What is an email drip campaign?

An email drip campaign is an automated series of emails that are sent out over a period of time. The frequency and content of the emails can be customized according to your needs and goals.

Drip campaigns do not stop sending, even after the CTA was executed.

What is an email blast?

An email blast is a mass email that is sent out to a large group of people at once. The content of the email is usually the same for all recipients.

Email blasts are generally less targeted than drip campaigns and can result in a high number of unsubscriptions.

When should I send marketing emails?

The best time to send marketing emails depends on your audience and the type of email you’re sending. For example, if you’re sending a promotional email, you may want to send it on a day when people are more likely to be in a buying mood. If you’re sending an email newsletter, you may want to send it in the morning or at lunch break, to make sure that people have time to go through it.

How often should I send marketing emails?

The frequency of your email marketing campaigns will depend on your audience and the type of email you’re sending.

If you’re sending a promotional email, you may want to send it weekly, or monthly. If you’re sending an email newsletter, you may want to send it daily or weekly.

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A 9-step guide to launching successful email marketing campaigns, bringing you closer to 3,500% ROI and teaching how to create email marketing campaigns

How to Design the Perfect Email Marketing Strategy

Email marketing is the bread and butter of modern growth tactics. It remains one of the best ways to attract customers, build your brand, and boost your bottom line!

With effective email marketing campaigns, you can drive consistent conversions and enjoy more personal relationships.

But if you employ weak email marketing strategies, you’ll never achieve your full potential.

To ensure you achieve the desired results, you’ll need to start with the right email marketing strategy for your brand!

Why Do You Need an Email Marketing Strategy?

Email marketing is one of the most influential (and affordable) digital marketing strategies. By reaching right into subscribers’ inboxes, you’ll enjoy a direct link to your customer base.  

Plus, it has one of the best returns on investment (ROI) in the business, with every $1 spent returning an average of $42 in revenue. Effective email marketing campaigns even beat out content marketing and paid search!  

Not to mention all the other perks a successful email marketing campaign promotes – you can sell products, share the good news, and improve cart abandonment rates. Or, you can get more personal and take the time to share a story or re-engage with lost subscribers.

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How to Formulate Your Email Marketing Strategy

Before you run out and send emails willy-nilly, you need to prepare. Effective email marketing campaigns all start with a well-designed email marketing strategy.

Once you find your stride, the potential rewards can be huge.

Pick the Perfect Email Service Provider

Email service providers are a dime a dozen, but the right one can make or break your email marketing campaigns.

Choose an email service provider that balances cost against the email marketing tools you need to design and send emails that are beautifully on-brand.

Define Your Audience

You can’t target your audience if you don’t know who they are. The more information you gather about your customers (even if they don’t exist yet), the more success you’ll see.

Build Your Email List

Next, it’s time to build your email marketing list. Ideally, you’ll curate a list chock-full of engaged subscribers who choose to receive the valuable content you create.

(Note: You should never buy an email list. Purchasing customer emails isn’t just ineffective; some spam filters will shut down entire email marketing campaigns based on past spam complaints.)

You can build your email list by:

  • Adding opt-in or subscription forms on your webpage
  • Designing standalone lead capture pages to promote offers like free webinars or eBooks
  • Offering lead magnets, like discounts or free shipping, in exchange for emails
  • Boosting your email marketing list on social media

Pick Your Design

Every email campaign will likely have a different flourish to set it apart. But first, you need to decide on the basics, such as your brand colors, ideal fonts, and email signature.

Planning ahead here ensures that no matter who actually composes your message, your emails hold to your high standards.

Plus, applying an identical color scheme and logo ensures brand familiarity with your audience.

Mobile-ize Your Infantry

Over 60% of emails are opened using a mobile device. Yet, 20% of all email marketing campaigns aren’t optimized for mobile.

That’s a big mistake – especially considering that mobile device customers are more likely to spend big than desktop customers.

Unoptimized emails lead to wonky, unreadable images and text and drive higher unsubscribe and delete rates.

Avoiding these mistakes can be as simple as inserting responsive email designs that are automatically optimized by the device.

Other tips include keeping the subject line short and minimizing the preheader’s length.

You should also make the call-to-action (CTA) big, bold, and beautiful to ensure it’s obvious on tiny screens.

Test in Different Clients and ISPs

Before you send emails for the first time, it’s crucial to test email clients and ISPs. The way clients handle data may alter how your designs look in a subscriber’s inbox.

Automate Your Campaigns

You should also consider automating your email campaigns. Trigger-based automation lets you send personalized messages and content based on:

  • User behaviors, like visiting your website, clicking a link, or purchasing a products
  • Demographic information like birthdays, holidays, and religious preferences
  • Time-sensitive actions, such as expired subscriptions, reorder reminders, and re-engagement opportunities

You can also send out the classics like a handy welcome email, transactional emails, and thank-you emails. And don’t underestimate the power of “surprise” emails for your most loyal customers. (25% off goes a long way to building loyalty!)

Data supports using automation, too.

Triggered emails nab higher open rates, click-through rates, and conversions. Trigger-based marketing has even been found to produce 500% better results than batch emails.

Leverage Social Media

Social media provides powerful tools to build your email list and further engagement. For instance, Facebook-boosted posts can increase traffic by nearly 50%.

You can use social media to build landing pages, share incentives, and premium content, and host webinars or digital get-togethers in real-time.

Remember: the more subscribers engage with your brand, the more memorable – and profitable – you’ll be.

Prepare to Measure Your Performance

It’s impossible to accurately predict how effective email marketing campaigns will be before you send them out.

But before you can measure their performance, you need to determine which metrics to gather.

Knowing which email metrics are most important for your campaigns before you send emails means you can segment your email strategy from the outset and optimize it as you gather more data.   

For instance, you may base email newsletter success based on open and click-through rates.

Meanwhile, your click-through rate, website traffic, and total sales may be more important for promotional emails.

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How to Create an Email Marketing Campaign That Works

Once you’ve defined your email marketing strategy, it’s time to move into the meat of your success: actual email campaigns.

Set Goals

The first step in designing an effective email marketing campaign is deciding upon its goal. Your goal will determine the content, images, CTA, and segmentation you deem appropriate.

Do you want to…

Or do you need to start with the basics and design your welcome email and transactional emails, too?

Establish Frequency

Next, you need to determine the frequency of emails within this specific campaign.

Send emails too often, and you risk the dreaded unsubscribe button. Send too infrequently, and your customers may forget about you.

You’ll also want to think about your timing.

Many marketers swear by mid-week sends, while some target the weekend crowd!

Purge Your Subscriber List

Unfortunately, just because a subscriber joins your email list doesn’t mean they’ll stick around.

While a re-engagement campaign can reignite their passion, sometimes, your subscribers will relegate you to the spam folder or move emails without informing you.

Whatever the reason, purging these subscribers from your list ensures your content only goes to subscribers who will take (and give) the most value.

Segment Your Email List

Segmenting subscribers allows you to deliver the best value to customers.

Unique interests or characteristics, location, purchase history, and industry all comprise segmentable data.

You can even use segmenting to re-engage inactive subscribers.

Conversely, failing to segment your emails, or segmenting them poorly, risks pushing customers away by meeting them at the wrong stage of the customer journey. You’ll also miss out on benefits like increased deliverability and opens, better click-through rates, and more conversions.

Perfect Your Designs

In the modern world, appearances mean a lot – specifically, your brand appearance.

You should test and retest the presentation of every email within your larger campaigns. From content and templates to fonts, layouts, images, and even text sizes, no detail is too small to consider.

The last thing you want to do is design the perfect email for the wrong purpose.

Write Your Content

With the visual elements out of the way, it’s time to write your email message. Ask yourself what you want to say to your audience and what value you can offer them.

Sending purpose-driven emails will keep your subscribers engaged and your bottom line fat.  

Run Re-Engagement Campaigns

We mentioned the need to purge your subscriber lists before sending out your major email campaigns to prevent wasting sends.

But sometimes, subscribers just lose interest – and it’s your goal to re-engage them.

Instead of removing them from your mailing list, spark a re-engagement campaign. Remind subscribers of the benefits of sticking with your brand and offer exclusive offers and discounts.

You can also use this opportunity to gain feedback through your emails or unsubscribe page.

6 Quick Email Marketing Tips to Optimize Your Strategy

Once you’ve built an effective email marketing strategy, you can start optimizing individual emails.

1. Craft the Perfect Subject Line

An email subject line can make or break your open rate.

In fact, 47% of all emails are opened based on their subject line alone.

From inserting some humor to personalizing with subscriber names, a well-written subject line stands out in inboxes and keeps your brand percolating.

(Oh, and personalized subject lines increase open rates by 16%.)

2. Use a Real Reply-to Email Address and Signature

When you use a “do not reply” email address or generic sign-off, that turns off the engagement and reduces the likelihood that customers will respond positively to your brand.

The key is building engagement and excitement through authenticity and credibility.

3. Personalize Your Message

Personalization is a small tactic but a powerful one.

By capitalizing on customer data, you can insert a little spice into your strategy.

You can insert names into email subject lines, send welcome emails to new customers, offer birthday wishes (and discounts!), and recommend products based on previous purchases.

Remember: email marketing isn’t just another marketing channel; it’s crucial to each customer’s experience of your brand. There’s almost no end to the ways you can use personalized messages to improve the customer experience.

Best of all, 70% of brands don’t personalize their email marketing strategy. That means a little personalization goes a long way to helping you stand out against the competition.

4. Optimize your CTA

Your call-to-action can dramatically impact the click-through rates of your email marketing campaigns. (And in turn, your conversion rates.)

An ill-placed or poorly-designed CTA translates to fewer clicks and visitors and a smaller bottom line.

To improve your CTA, experiment with factors like:

  • Buttons versus text
  • Text font and size
  • Colors (standing out is almost always better!)

Additionally, focus on the language you use in your CTAs. Tried-and-true tactics include starting with strong verbs (like buy and download), evoking emotion, and giving a reason to convert.

5. A/B Split Testing

How do you know that your email is perfectly optimized?

You test it, of course.

But don’t just limit yourself to A/B testing your subject line. (Though that’s important, too.)

Your home page and landing pages, templates, colors, fonts, CTA, personalization opportunities, and even segmentation should all be tested too.

And don’t forget your signature, sender name, image usage, and placement…

You get the point. There’s a lot to A/B test.

As you test these factors, you can build a database of customer preferences and optimize every email from the get-go.

Over time, you can re-test to keep up with consumer trends and perfect your email marketing strategy long-term.

6. Link to Your Social Media Marketing Campaign

Linking your social media to your email marketing campaigns can generate more activity and bring customers into the customer experience.

When subscribers see customers enjoying your brand and products, they’re more likely to click through and convert.

Aside from capitalizing on existing customers, you can also include CTAs on your various social media in your marketing campaigns.

You may even want to share the content of your emails on Facebook, Twitter, and other social media platforms. Don’t be afraid to spread the word!

Key Takeaways

  • Email marketing continues to be a popular, effective way to promote your brand and generate a higher ROI.
  • Through your email marketing, you can connect with your audience, drive sales, and rally a community around your brand.
  • Determine the best email marketing strategy by testing, optimizing, retesting, and reoptimizing. Running the paces ensures you don’t have to re-engage inactive subscribers later or hassle with high bounce rates.
  • Your marketing efforts will build successful campaign strategies to see you through to the brand you always dreamed of.

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A clear and actionable email marketing strategy is a must if you want to achieve results. Go through this guide to know how to create one!

Copy That Connects: How To Write Marketing Emails

If writing marketing emails fills you with dread, then you are not alone.

Whether you’re not confident in your writing abilities, are afraid of hearing crickets, or simply don’t know what to say, email marketing is something that many brands struggle with.

As a result, many of the emails that wind up in our inboxes are dry, underwhelming, and uninspired. But it doesn’t have to be this way! 

By using a few simple concepts and a little bit of practice, you can craft killer emails that will not only captivate your audience but build a connection that will grow over time.

What to Include in Email Marketing Content

Marketing email copy can generally be split into three different sections:

  • The subject line
  • The body copy
  • The call to action (CTA)

Let’s take a look at each element in turn and find out exactly what you need to create irresistible marketing emails. 

Write Click-Worthy Email Subject Lines

When it comes to marketing, getting your emails opened is half the battle. That’s where the all-important subject line comes in.

It may only be a few words long, but the subject line can dictate whether your well-crafted copy even sees the light of day. In fact, over a third of your subscribers will decide whether to open your email based on the subject line alone, so you’ve got to make it count.

 We all get bombarded with emails and so you need to give your subscribers a reason to click. There are a few different ways you can achieve this, though which one works best will depend on both the type of business you have and your brand voice.

Provoke Curiosity

Some of the best email subject lines are those that give an implicit promise that the reader will learn something new or interesting. These subject lines don’t necessarily give away too much about the content of the email but tease just enough to make your subscribers want to click!

So why does this approach work so well? Studies have shown that when your curiosity is piqued your brain is more motivated to learn and more likely to retain information.

In other words, you simply cannot resist wanting to find out more. Laura Belgray at Talking Shrimp (who probably wrote the book on curiosity-inducing headlines) is the master of this technique.

How can you not want to know what’s contained in this email after seeing that language warning at the top?

Here are a few more (safe for work) real-life examples of curiosity-provoking subject lines:

  • The copywriting method that’s added millions to my bottom line
  • My patented freelancer recipe
  • The #1 way to bring a design from good to great
  • When your clients say “I don’t have the money…”

Write Like A Human

One way to stand out from the crowd is to simply write a subject line as if you were sending an email to a friend. 

These days, we are inundated by emails from brands, and many of them follow the same predictable style. By simply looking and sounding as though it was sent from a person, your email will demand attention in even the most crowded inbox. 

While this technique won’t work for more corporate businesses, it’s a great option if you are the face of your company (think course creators, bloggers, etc.)

Wait, Laura Belgray does this too! Can you tell we like, really love her newsletter?

Here are some great real-life examples of friendly, personal email subject lines:

  • I just spotted this opportunity!
  • My cheesy confession…
  • Trust me, you don’t need this
  • Have you taken a break today?

Create A Sense Of Urgency 

FOMO is real, and that is particularly true in the digital space. 

People don’t want to miss out, particularly on a good deal, and so providing some kind of deadline can be a really valuable tool. 

Creating a sense of urgency is a great technique for brands that sell products or services online, particularly when you are running a sale or a limited-time offer, such as Black Friday sales.

Let’s take a look at some examples from real companies:

  • Last chance to save
  • Ends tonight! Go change your life…
  • Put yourself first. Ends tomorrow!
  • Psst…your discount ends today

Don’t Forget The Importance of Your Preheader

Your preheader, or “Johnson Box” is the text that is right next to (desktop) or below (mobile) your email’s subject line. It is the first glimpse of your email copy that your reader will get. 

It can be a powerful second impression, right after your subject line, that helps a reader decide if they want to open your email and read further. Your preheader copy should stand out.

Our favorite preheaders include asking a question, adding emojis, and sounding as welcoming and humanizing as possible, similar to your subject line.

Email Content Writing: Embrace The Power Of Storytelling

Now that you know how to craft a captivating subject line, it’s time to tackle the body of your email. 

One of the best things you can do to forge a connection with your audience is to tell a story through your copy. Storytelling is a fundamentally human experience that allows you to create a stronger relationship with your audience. 

The stories you tell needn’t be the most exciting or monumental. You can simply take an everyday situation and relate it to your clients’ needs and desires.

Dive Right In

The key to success with storytelling emails is to get straight to it. 

The first line of your story should hook the reader in and leave them wanting more. It’s your one chance to capture your reader’s attention and sets the tone for the entire email. 

After reading the first line of Jasmine Star’s email, you just have to know who and what she’s talking about!

Some attention-grabbing openers could be:

  • Giving a glimpse into your personal life, through something that’s happened or somewhere you’ve been
  • Asking your readers a pertinent question 
  • Introducing the hero of your story
  • Setting up the time, place, and tension that the rest of the story will follow

Spark The Imagination

Just because you’re writing an email doesn’t mean you can’t use literary devices.  

The kind of language you use in your emails will make a big difference in how well they are received. It can make it easier for the reader to visualize your story and make it more interesting. Plus, it can help your emails stand out against formulaic company email newsletters. 

Here are some tools that will help:

  • Add small details in place of generic information. Bonus points if this includes something to evoke the senses, like the way something smelled or tasted or the way something made you feel.
  • Keep your readers guessing with small curiosity gaps (for instance, “You won’t believe what happened next”). This helps to keep your subscribers engaged, making them more likely to read through to the end.
  • Use dialogue to draw your readers in. When done well, it can make them feel like they are right there watching the conversation unfold. 
  • Keep a conversational, casual tone throughout. Try to write your story as if you were telling it in person. Veering away from formal language will stop your email from feeling too stiff, and people will relate much better if it’s in words they use on a day-to-day basis.

Want more tips on how to create a complete email marketing campaign? Check out Tailwind’s Complete Email Marketing Guide!

Use Personalization

No one wants to be addressed as a loyal subscriber.

Using your reader’s first name is a great tool that helps to keep their attention and increase engagement (and in subject lines, it can be a great way to improve your open rates). Simply put, when an email contains your name, you notice.

The key here is not to go overboard. Using a subscriber’s name once or twice is great, but when peppered through the email, it can come off a little strange. 

If you’re not sure where to use a first name, try reading your email out loud. This will give you a good idea of where a name might naturally come up in conversation.

Seamless, natural copywriting that grabs attention doesn’t happen overnight. The important thing is to not get discouraged. Try A/B testing in your email content writing to see what resonates with your readers more, and most importantly, keep writing! You will find the right balance and voice for your brand.

Add A Killer Call To Action

When your story comes to a close, it’s time to transition to the CTA.

A CTA, or call to action, takes away the guesswork by letting your subscribers know exactly what action to take next.

This could be something big, like signing up for your course or membership program, or something small, like reading a blog post or adding you on Instagram.

But your CTA copy can also be used to forge a better connection with your list by speaking to their pain points.  It can show that you not only understand what they are looking for but that you have something that can help.  

The Magic Formula for Email Marketing Copywriting

The perfect CTA copy strikes the perfect balance between describing the action and reinforcing value. 

For example, say you were a vegan blogger, and the goal of your email was to sell your eBook of quick, healthy dinners. You might write something like “click here to buy your copy.” Simple, right?

But it’s not the act of buying the eBook that your subscribers care about. It’s what the result of buying the eBook will be. Instead, you could try something like “discover delicious vegan recipes made in 30 minutes or less”, or “start cooking mouthwatering vegan food at home”. 

Not Ready To Sell? Start A Conversation

If you either don’t have anything to sell yet or it’s too early in the customer journey, you should still always include a CTA in your emails. 

An easy and effective CTA is to invite a reply. It could be a response to a question, an opinion on a topic, or even a reply with a single word if they would like to find out more.

Inviting a reply sets a conversation in motion, helping to build familiarity and trust in your brand. If you can offer a personal response, even better. We are so used to automated emails from unmanned inboxes. Speaking to a real human makes a company all the more memorable.

Don’t Forget Your Competitor and Audience Research

You don’t have to do all the heavy lifting yourself when it comes to finding out what exactly to write about and what interests your audience.

Competitor research is also important for email marketing writing. See what kind of emails they are writing and how they are constructing their campaign. What subjects are they focusing on? How are they speaking to you, the reader? Are they trying to draw you in with deals or emojis or questions? You can use all of this information and more to draw inspiration for your own email content.

Don’t forget other third-party sites like Quora and Reddit that can be great sources for learning what your audience is talking about!


What do I write in email marketing emails?

The actual content of your marketing emails should be varied yet always engaging. You want to avoid always writing, for example, a newsletter if you are a clothing brand. Having a good mix of topics like promotions, newsletters, and surveys in your content calendar is a great way to keep subscribers engaged with your brand!

What are the best uses for email marketing?

This will depend on the type of business you run. For example, if you run a non-profit, sending out stories of how you recently helped your community can be encouraging to your subscribers. You can also use emails to help solicit donations, especially around the holidays!

If you are a for-profit business, offering promotions and conducting surveys can be another great way to engage with your subscribers and encourage higher click-to-open rates.

With a little research, you will be able to find the best type of content for your email marketing content!

Can I use email marketing templates for my email writing?

Yes! Email marketing templates are a great time saver that can help you create a professional, personalized brand look while also making it easier to audit the best times to reach out to your email subscribers! Tailwind has an email marketing tool to help you craft the perfect campaigns!

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Learn about the three most important points of an email, and how to use copy in these spots to connect with your audience via marketing emails!