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Gaining the trust of your readers to turn them into customers is a major benefit of email marketing. What can be even more important is writing effective marketing emails: Not only do you want to focus on clarity, you also want to maintain a consistent voice of tone that your readers will learn to recognize and love.

3 Keys For Writing Marketing Emails Effectively
1. Focus On Clarity

No one likes being entertained if they don’t get the point. This is especially important if you’ve been invited into your audience members inbox. Remember: people are busy! Anticipate your reader’s busy schedule and keep your email short and sweet. Be sure to cover all the details at the same time and cut the fluff.

You also want to avoid using big words you wouldn’t normally say as they can alienate your buyers. For example, say ‘Buy the tutorial’ instead of ‘Make a purchase of my tutorial here.’ Short and sweet, baby! If you’re not sure of what word to use, look up a more suitable word at or (or, use the real thing!) to replace fluffy words with concrete ones.

Consider your audience, too. Who is going to read your email? Write in a way that makes sense for them and always infuse your brand’s personality.

Todd Henry, author and speaker, who helps teams and individuals create brilliant ideas, released a new book, Louder Than Words. During the launch of his book, he included a section on how to buy the new book. Consider how clear and authentic this is:

Not only does he write in his own voice, but he knows what you want to learn from him, too. Because I’m on his newsletter list, he’s making an assumption I want to hear about his new products, which I do.

Adding a ‘Buy it now’ button within your email marketing campaign and linking to your Selz item page makes it super easy for your buyers to know what’s new and place an order on your store.

Action: Before sending out an email to your list, outline the core ideas of your email’s intention. Answer these questions: What do I want people to do? How can I keep my message clear and concise? What concrete words can I use to inspire my audience to take action? (Buy my product, read your blog post, follow you on Instagram… make it clear!) What important dates / times do my readers need to know about, if any?

2. Voice and Tone

To keep it simple, here’s the difference between Voice and Tone:

Voice is your brand’s values and public personality. Tone is how your voice changes to fit different situations.

For example, a newsletter announcing the launch of your latest eBook sounds a bit different than an email regarding your buyer’s latest order. The most important thing to remember when creating email marketing campaigns is to be genuine and precise, while using the appropriate voice and tone throughout.

Action: Write out a few key words that describe your business, or brand tone. For example: friendly, positive, kind, creative, influential, educational. Next, write a list of different situations that may warrant a different tone. For example: welcome emails, product purchase emails, weekly / monthly emails. Keep this on hand to guide you the next time you write an email campaign to your readers.

PS. Mailchimp created an incredible Voice & Tone guide that we recommend anyone creating anything on the web would benefit from reading. They also make their Style Guide public. Click here to read their company Style Guide.

3. What To Write

Take a look in your inbox: chances are, you receive countless emails from your favorite bloggers and brands every day. As you skim through their emails, note how different each email looks, depending on the business/blog: some feature current sales while others include the latest blog post. Some include both and then some. The great thing about emails is you don’t need to create new content all the time. Feel free to reuse content from other channels, like Instagram, Pinterest and Facebook.

Here are some other ideas for your email marketing campaigns:

show a behind-the-scenes look at your recent offering, project, or business partnership. Who’s been a part of it? What does your desk look like? What are you fuelling up on for creative juice? What does your morning ritual look like? What are you reading?
curate other’s content: share content that’s related to a topic of theme related to your industry. Are you an artist? Send out curated links on creativity, business inspiration, and projects you want to try. Sarah Von Bargen’s Small Business Blog sends out curated links that relate to small business when you sign up for her list. Here’s a taste of her most recent ’11 articles that your business wants to read.” Relevant. Useful. Personable.

send out a monthly newsletter: share everything that’s going on, including new products, sales, features, announcements and blog posts like Susannah Conway offers as her blog opt-in:

Action: Schedule your marketing emails on your calendar to send an update every week, month, or whatever works for you. Be sure your emails align with your business goals. If you have any current, or upcoming product releases, schedule an email for those, too, and add a link to the item URL, or landing page with more information and ‘Buy it now’ button.

4. Bonus Tip! Collect email addresses with every purchase

Every time someone purchases one of your items from your Selz store, they can be added to a list on your existing Mailchimp, AWeber or Campaign Monitor account. This is a great way to continue the relationship with your buyers through email marketing using the tips above.

Install the Mailchimp app for free

Install the AWeber app for free

Install the Campaign Monitor app for free

Email marketing is a great tool to help you reach your business goals. Remember to write clearly and create content that not only serves your audience, but also your business goals. If you don’t yet have a newsletter list, now is a great time to create one. We recommend (and use) Mailchimp because it’s free for small business owners just getting started and integrates with the Selz platform for free as well.

Onto you!
What’s your favorite tip for writing marketing emails? Would you add anything more to this list? What’s been your most successful newsletter campaign and why?

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About the author

Kristen Runvik

Content strategist and holistic herbalist with experience in collaborative content creation and strategy implementation, multidimensional and highly creative content development, ecommerce growth, and medicinal plant, flower, and herb expertise.

Kristen is also the Founder of Lagom Body Co., a multidimensional skincare and lifestyle brand.