The Art of Writing Emails that Deliver Results

Emails remain one of the most powerful means of communication. Billions of people use it daily for business, marketing or personal use.  The numbers tell it all – over 375 billion emails are sent daily. But here is an interesting thing. Your inbox may be full, yet you probably delete plenty of emails without even opening them. You’re not alone – over 50% of emails are sent to the basket before they’re read. If you’re the sender, that’s frustrating. Why does it happen? And how do you craft a message that gets opened, read, and acted upon? Let’s uncover strategies that make emails work.

Why emails are not read

Emails often go unread because they fail to capture attention in an inbox flooded with messages. A generic subject line, lack of personalization, or too promotional tone immediately make your email feel spammy. Many emails also have a poor format. No one likes long blocks of text, strange designs, or confusing calls to action – an email must be easy to scan.

Recipients are busy and selective and choose only the most compelling or valuable content. If your email doesn’t immediately communicate its purpose or benefit, chances are high it will be ignored. Emails must be concise, visually appealing, and generally feel worth the reader’s time.

A simple way to write emails that work

A single well-crafted email can close a deal or spark a valuable new relationship if you approach it right. There is nothing difficult about writing an email that will be responded to if you keep in mind the following principles.

Know your audience

Always think about who you are writing too. A busy executive may prefer a short and to-the-point email, while a tech enthusiast might enjoy more details.  Use surveys, analytics, or customer personas to gather data. Then, segment your audience into groups. If you are a SaaS company, you may need different emails for new users (who need onboarding tips) and power users (who want advanced features). 

• Study LinkedIn’s approach. The platform sends different emails based on user activity and profile completeness.  

Make irresistible subject lines

Your subject line is the first thing recipients see, and it determines whether they’ll open your email. To make it irresistible, keep it short, specific, and engaging. Use action-oriented language, ask a question, or create a sense of urgency. At the same time, avoid spammy phrases like “Buy Now” or “Free Offer,” – these can trigger spam filters.

• Amazon uses clear and direct subject lines like “Your Order Has Shipped” or “Limited-Time Deals on Your Favorite Items.” Their email campaigns work as messages always look relevant.

Create captivating design

A cluttered email is doomed. Use short paragraphs, bullet points, and headings to make it easy to scan. Add visuals like product images, charts, or a short video if it helps your message. Most people check emails on their phones, so make sure your email looks great on mobile, too.

• Visit Really Good Emails to see how others use interactive elements such as GIFS, and embedded video. Many E-commerce companies use interactive carousels to showcase many products. 

Personalize your message

It’s not only the recipient’s name. Personalization means your email must match their interests, behaviors, or past interactions. A travel company may send destination recommendations based on past trips, and a marketing agency may share customer engagement tips.

• Grammarly sends weekly reports about your writing habits, and then gives personalised tips based on your frequent errors.

Add a clear call to action

Every email should have a purpose. What do you want the reader to do? They may need to click a link, sign up for a webinar, or reply to a question. Use strong, action-driven phrases – “Try it today,” “Get started,” or “Claim your offer.” If there’s a deadline, mention it – urgency helps drive action.

• Booking.com creates a sense of urgency by highlighting limited-time deals and low availability.

Proofread your emails

Before writing emails and then sending, take time to look through your email. Typos, awkward phrases and grammar slips will make your message look less professional. You may even use a paper writing service to get your emails proofread by experts. A polished email makes a big difference.

• Grammarly or Hemingway will help with spelling, punctuation, and sentence structure, and human proofreaders will improve your email style and flow.

Follow up your emails

Many emails go unnoticed the first time. A follow-up email can remind the recipient and increase your chances of getting a response. Keep it short and polite, like “Just checking in—did you have any questions?” Don’t overdo it – wait a few days before sending a new email.

• Canva has a successful mailing strategy. First, they send a welcoming email that guides users through the platform. Then, they send emails with design tips, tutorials, and educational resources to help users progress.

Wrapping up

You don’t need a massive budget to create when writing emails that deliver results. All you need is a well-thought-out strategy to craft emails that attract recipients. Hopefully, the above tips will help you get started. Take inspiration from the brands above, but don’t be afraid to experiment and find your unique approach. Another vital thing is to continuously measure the impact of your emails and improve your tactics. Step by step, you will craft a powerful mailing campaign that works and converts.