Email writing best practices

Before you push Send

Email writing best practices

Think inside the inbox Get your e-zines and email blasts opened, clicked, read and forwarded. Image by Damian Zaleski

Why email?

Addicted to email

Addicted to email

1 in 3 wake up, check email immediately

38% of Americans check their smartphones when they wake up at night. 43% store their smartphones within arm’s reach of their beds.

Subject line secrets

 Subject lines: Tell recipients WIIFM?

Subject lines: Tell recipients WIIFM?

6 ways to make email ‘headlines’ relevant, useful

Best question ever:Focus your subject lines on what your reader will get, not on what you have to give.


 Tailor, don’t personalize, email subject lines

Tailor, don’t personalize, email subject lines

Don’t use their names unless you also customize content

Tailor made: Personalized subject lines increase opens, click-throughs — even revenue per email. But it also makes people feel wary about how much you know.


Avoid generic e-zine, newsletter subject lines

Avoid generic e-zine, newsletter subject lines

Change them up for each issue

Subject to revision: Want more opens? Change up your e-zine and newsletter subject lines for each issue.


 Urgency boosts email engagement

Urgency boosts email engagement

It may be the most effective approach

Tick tock: A sense of urgency in subject lines increases opens, click-throughs and readership.

More on email

 Quotes on email

Quotes on email

What writers & others say

“There’s a mad dash for attention in the email box.” — Mike Sigal, CEO of Guidewire.


 Quotes on subject lines

Quotes on subject lines

What writers & others say

“When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.” — MailChimp.


Free writing tips
  • Get tips, tricks & trends for Catching Your Readers
  • Learn to write better, easier & faster
  • Discover proven-in-the-lab writing techniques