How to Write Marketing Emails That Convert (With Templates)

How to write marketing emails that actually work? It starts with understanding that your subscribers are busy, skeptical, and have seen it all before.

This guide teaches you the fundamentals—from subject lines to CTAs—with templates and examples you can use today.

The Anatomy of Effective Marketing Emails

1. Subject Line (Gets the Open)

Your subject line has one job: get the email opened.

Winning formulas:

• Numbers: "5 ways to improve your emails"
• Questions: "Are you making this mistake?"
• Curiosity: "The strategy I wish I knew earlier"
• Urgency: "Last chance: 24 hours left"
• Personal: "[Name], thought of you"

2. Preview Text (Supports the Open)

The preview text (preheader) is your second chance:

• Complement, don't repeat the subject line
• Add context or urgency
• 40-100 characters optimal

3. Opening Line (Keeps Attention)

First sentence determines if they keep reading:

• Hook with relevance
• Ask a question they want answered
• State a bold claim
• Share a surprising stat

4. Body Copy (Builds the Case)

The body should:

• Be scannable (short paragraphs, bullets)
• Focus on benefits over features
• Use "you" more than "we"
• Build toward the CTA

5. CTA (Gets the Click)

Your call-to-action should:

• Be clear and specific
• Use action verbs
• Stand out visually
• Appear early (above the fold)

Email Writing Formulas

AIDA (Attention → Interest → Desire → Action)

Attention: Hook with subject line and opening Interest: Explain why this matters to them Desire: Paint the picture of success Action: Clear next step

PAS (Problem → Agitation → Solution)

Problem: Identify their pain Agitation: Make the problem vivid, real Solution: Present your offer as the answer

BAB (Before → After → Bridge)

Before: Current struggling state After: Desired successful state Bridge: How you get them there

Email Templates by Type

Welcome Email Template

Subject: Welcome! Here's what's next

Hi [Name],

You're in! Thanks for joining [Brand].

Here's what you can expect:

• [Benefit 1] every [frequency]
• [Benefit 2]
• [Benefit 3]

To get started, here's our most popular [resource]: [Link]

Reply and tell me: what's your biggest challenge with [topic]?

[Signature]

See our complete welcome sequence guide.

Promotional Email Template

Subject: [Specific offer] — [Timeframe] only

[Name], I wanted to make sure you saw this.

For the next 48 hours, you can get [Product] at 30% off.

Here's what makes it special:

• ✅ [Benefit 1]
• ✅ [Benefit 2]
• ✅ [Benefit 3]

[CTA Button: Get 30% Off]

After Friday at midnight, it's back to full price.

[Signature]

Educational Email Template

Subject: The #1 mistake in [topic]

Hi [Name],

I see this mistake all the time with [topic].

Here's what happens: [Describe the mistake and consequences]

The fix is simple:

1. [Step 1]
2. [Step 2]
3. [Step 3]

Try this today and let me know how it goes.

[Signature]

P.S. Want help implementing this? [Soft CTA]

Re-engagement Email Template

Subject: We miss you, [Name]

Hi [Name],

It's been a while since we've heard from you.

We've been busy adding:

• [New thing 1]
• [New thing 2]
• [New thing 3]

Come back and check it out—here's 20% off to welcome you back:

Code: COMEBACK20

[CTA Button]

[Signature]

Writing Tips That Work

Use "You" Language

❌ "We offer great products" ✅ "You'll love how this works"

❌ "Our company is excited to announce" ✅ "Here's something that'll make your day easier"

Be Specific

❌ "Improve your results" ✅ "Increase open rates by 25%"

❌ "Save time" ✅ "Save 5 hours every week"

Write Like You Talk

Read your email out loud. Does it sound like a person or a corporate brochure?

❌ "We would like to inform you that..." ✅ "Quick heads up..."

One Email, One Goal

Don't try to do everything:

• Pick one primary action
• Remove distracting links
• Every element supports the goal

Editing Your Emails

The Cutting Process

1. Write your first draft
2. Wait (even 10 minutes helps)
3. Cut 25% of the words
4. Simplify sentences
5. Remove jargon
6. Read aloud
7. Send

Questions to Ask

• What's the one thing they should do?
• Why should they care right now?
• Is every sentence necessary?
• Would I read this?

Mobile Optimization

60% of emails are read on mobile:

• Short paragraphs (2-3 sentences)
• Clear, tappable CTAs (44px+ height)
• Single column layout
• Preview on mobile before sending

Testing Your Emails

Before Sending Checklist

• Subject line is compelling
• Preview text complements subject
• Opening hooks attention
• CTA is clear and visible
• Links work
• Mobile rendering looks good
• Personalization is correct
• Unsubscribe link present

Ongoing Tests

• Subject line A/B tests
• CTA button text
• Send time optimization
• Content length

Using AI for Email Writing

AI can help with:

• First draft generation
• Subject line alternatives
• Personalization at scale
• Consistency in voice

Brew generates complete marketing emails from simple prompts, maintaining your brand voice while saving hours of writing time.

Example prompt: "Write a promotional email for our 30% off summer sale targeting past customers"

Result: Complete email with subject line, body, and CTA—ready to customize and send.

Try AI-powered email writing →