How to Write a Marketing Email : The 9 Tips Given by Creative Writers

show table of contents

In this article, you’ll discover how to write a marketing email that’s successful (and you’ll have fun along the way) from a technical point of view, going through the writing and unpacking examples together 😉

To avoid making you read 30 minutes of fluff, I’ve condensed everything to the 9 best tips I’ve found for making good marketing emails. It’s not just from me, but also from great marketers, creatives and sales geniuses.

  • 🧲 Step 1: Define your strategy.
  • 💌 Step 2: Find your message.
  • ✍ Step 3: Know how to write and deliver your message.

Along the way we’ll discover together:

  • Top 9 email writing tips to write better marketing emails.
  • Bonus: List of 12 tools on the market to launch a marketing campaign (depending on your strategy).

How to Write a Marketing Email?[definition]

Email marketing is the set of strategies aimed at using email to generate sales, boost brand image and/or build customer loyalty.

If we analyze this definition, we realize that there are two important things to underline:

  • 🧲 The word strategy: Which will define the methods, tools and techniques we will use next.
  • 👊 The goal of the action: Sell, gain visibility, build loyalty through email marketing. (The goal of the action, stems from the initial strategy anyway).

Did you know ? 💡

Research says 72% of consumers click on the “buy now” tab when they receive emails based on their interests.

Which marketing strategy should be implemented?

Each type of email marketing corresponds to a particular objective. This objective must be defined beforehand by your strategy.

  • 🤑 Customer acquisition strategy = Adopting a digital content strategy is therefore a way to comply with prospects’ practices. To acquire new customers.
  • 🤝 Customer retention strategy = The goal is to encourage the customer to make a repeat purchase or renew a subscription as quickly as possible.
  • 👶 Lead nurturing strategy = The principle of lead nurturing is to help a prospect progress through the conversion funnel (or prospecting funnel). It aims to maintain your relationship with your prospects, to turn them into customers, and then into ambassadors.
  • 🎤 Brand development strategy through digital communication = The brand strategy, or branding strategy, consists in giving a personality to the brand, a universe clearly identifiable by consumers and customers and distribute this information through different channels.

What type of email marketing do I use?

There are several types of marketing emails and each one will correspond a little more to a particular strategy. Let me explain. 🤓 Here you have the non-exhaustive list of email types you can use for your strategy:

  • Welcome or registration validation emails = loyalty strategy. The prospect has already become a customer. You will now use lead nurturing to make them stay and consume your products or services.
  • Newsletters = can be used for a branding strategy and/or a customer loyalty strategy. The idea is to transpire the image of the brand and its added value in each email.
  • Reminder emails = customer loyalty and lead nurturing strategy.
  • Follow-up or post-sales emails = loyalty strategy. This type of email can also help you better understand your customers’ needs and the improvements to be made along your sales tunnel.
  • Prospecting emails = customer acquisition strategy via emailing, often they are followed by transactional emails to accompany the prospect towards the purchase.


  • Cold email 🔥 = This is a first contact with a qualified prospect with the aim of turning them into a customer. It does not fall into the category of marketing emails but is a real strategic tool for creating a new database of contacts.

What is the difference between a cold email and a marketing email?

The difference is simple:

A cold email = indicates that it is the first contact between you and your prospect. They did not subscribe to a newsletter, you found their data (scrapping) and subsequently contacted them.

A marketing email = the person has subscribed or filled out a form to receive content, they had decided to follow your brand and therefore to take the first step. Often, they’re even a customer already. 💞

Cold Email Guide . 👀 (Bonus: how not to land in the spam folder).

How to attract new customers using email marketing?

So, if your strategy is to attract new customers, I recommend either prospecting emails or cold emails.

Prospecting mail: create your database

If you decide to use the prospecting email, you will have to collect the data of your prospects and ask for their authorization to contact them (See the RGPD rules). Before, salespeople used events, fairs, shows to give forms to prospects… But now with both covid and mass digitization, it’s becoming a bit “old school”.

It still works in some markets of course, but it’s very expensive and it’s complicated to reach a high volume in this manner. 😱 Recently, the “lead magnet” system has become widespread and one of the most effective dynamic content to get email lists and send prospecting emails. It is a win-win system.

For example: you put a visual on your site, which promotes an exclusive content, to access this content, the prospect fills in his/her info and agrees to be contacted again. 📑

At Waalaxy, we did just this, and in just one month we earned from one link:

  • 37 new customers.
  • 703 new registrations.

The “how to write a prospecting email” guide, is this way. 👀

To get into cold email, it’s a little different, because you’re directly retrieving data from people who might like what you’re doing and you’re going to write to them. You’re creating a brand new email database.

They don’t know you. 😱

You’re getting their data back. 😏

You try to get in touch with them. 👽

Cold email has become one of the flagship techniques in Btob. 🚀

To create a solid base of several hundred prospects and start your cold emails, here is a super effective example:

How to boost your branding using email marketing?

In this case, you will focus on the email Newsletter. The newsletter will have to sweat your values, your tone, your touch and what you have to offer. Of course, boosting your branding will create customer loyalty and bring you new prospects. The only difference is in the subtlety of the approach.

  • A prospecting email will be more direct = I want this person to buy now.
  • Send out a newsletter is more likely to be subtle = remember us, take an interest, talk about us to those around you and get back to us. 👇

How to build customer loyalty with e-mailing?

Here we’re going to talk about customer support:

  • Welcome or registration validation emails.
  • Reminder emails.
  • Series of emails as follow-up or post-sale emails.

The goal is to accompany the customer throughout the purchase process and after it, to ensure that they are satisfied with the user journey. 🥰

At the same time, setting up a customer newsletter allows you to keep in touch while helping your customer to feel privileged, and to feel like they are being accompanied along the way and kept up to date on the latest company news. What can be quite complementary to this is the LinkedIn company page on which you can publish and accumulate subscriptions (followers).

Email copywriting– Top 9 Best email marketing writing tips

Now that you know what types of content marketing exist based on your goals, we can talk more about your writing techniques. ✍

Of course, the content will depend on your strategy (email marketing campaign, brand image..), as for the container, we’ll talk about guidelines to follow, which will help you for any type of content and for any creative process that will challenge your professional life. 🗻

The Best practices for your emailling strategy

There are 9 concepts you need to know to learn how to write a good email (marketing email). 😍 Here, I’m not going to tell you about the tips you see in absolutely every article on copywriting.

I’m not going to tell you what technique and turn of phrase works. Simply because as soon as you start saying they work, everyone is aware of them and they’ll no longer work.

And even more so in B2b, because we’re all trained to recognize those techniques with sharp eyes. 👀

How to make your email marketing successful

  • 😱 #1 Stop trying to be original, be yourself.
  • 🎭 #2 Learn to be inspired without imitating.
  • 😑 #3 An email that worked once, won’t work twice.
  • 😪 #4 You can use the best email templates, it won’t be enough.
  • 🤐 #5 Don’t speak about nothing. Every word counts.
  • 🤿 #6 Create your own world, and really immerse the reader in it.
  • 😎 #7 Use content to inspire, not to sell.
  • 🤮#8 Don’t spend 5 hours improving 2 lines.
  • 🎨 #9 Get into a creative process, the moment you are able to.

#1 Stop trying to be original, be yourself

I learned this from Austin Kleon. The author of a very well-written and best-selling book called “fly like an artist.” A. Kleon believes, (and is right), that an artist does not create: they copy, improve, remake and redistributes.

What is too often forgotten about copywriting is that it is an art before it is a marketing technique.

The art of words and literature. 🎨

Those who persuaded whole crowds to follow them in all eras were not marketers, they were philosophers, politicians, people who knew how to handle the art of words like nobody else.

What is originality? Undetected plagiarism.

So you have to get the idea out of your head right away that you’re going to do something unique that no one has ever done before.

Whether you’re a community manager and you’re also posting on social media or you’re doing your very first email marketing: you won’t be doing anything original. However, you can take inspiration from the best and turn their ideas into your own.

#2 Learn to be inspired without imitating

The question now is how to create without copying?

Copying is ugly, and besides, it shows. 😱

Immature poets imitate; experienced poets steal; bad poets disfigure what they take and good poets make something better out of it.

T.S. Eliot.

Now replace poets with copywriters, it’s exactly the same thing. When you want to create content, keep in mind that what has already been done by others can be reused. I’ll give you an example from my idea box:

  • The French slip communication strategy inspired the way I use community management.
  • PNL ‘s incredible repositioning that now becomes a luxury brand inspired the way I look at marketing strategy.
  • The story of Waalaxy (Ex Waapi) and its product launches, the audacity of its leaders and their storytelling inspired my copywriting.

But it’s not only that, it’s the books I read, the people I meet, the new startups that are launched. The world is nothing but inspiration. Take. Get out of the box. Create your own. 🎨

#3 An email that worked once, won’t work twice

Keep in mind that taking an email template already made, reusing the same email objects several times or in the same as your competitors will only do you a disservice in the long run. That’s why I’m trying not to give you 10 templates to copy and paste, but rather to help you find your own inspiration🎭

You’ll have more fun. You’ll get more results. You’ll get more customers.

#4 You can use the best email templates, it still won’t be enough.

But because I know that’s what a lot of people come looking for, I’m still going to leave you the link to the guide on prospecting emails.

Part 4 you have example templates that worked great for us. The great guide to prospecting emails. 👀

Use it as inspiration. 😉

#5 Don’t speak for nothing: Every word counts

If there’s one thing you need to put in place: when you’re writing, when you’re speaking, when you’re selling a product or project: it’s that every word counts. 🔥

  • Toinon has a technique I really like.
  • He writes several emails in a row.
  • He proofreads and corrects the business emails.
  • He manages to remove between 20 and 30% of the text by removing all unnecessary words and heavy sentences.
  • He checks the words he uses to use only what are called in copywriting “powerwords” (marketing trends to sell better).
  • He lets 24 hours go by and rereads the whole thing, makes final changes, and then launches his campaigns.

It’s a pretty comprehensive technique because it lets the spontaneity and creativity of the moment speak for itself, then incorporates a methodology to improve the quality of the message and better convince the prospect, while leaving time for reflection, allowing time to add the final touches that will make the difference. ✨

#6 Create your own universe and go for it

If your company already has a strong universe, then you need to immerse yourself in it. It’s best to have an identity prism of your box and even potentially your product.

Knowing the added value of the company and the product is the first step before writing anything.

Then comes tone, personality, culture, the relationship you want to create with the future customer and mentalization, which is what you think they should perceive through your brand.

#7 Use content to inspire, not to sell

As we just talked about, there is a real mentalization and reflection between the consumer and the products they consume. We buy something or go into a store, visit a site, not just to get a product we need but to have a real consumer experience. (Also called customer lifecycle or UX).

We buy Apple because it reminds us that we have the power to realize our dreams and pursue our creative ideals.

We drink Perrier because it makes us feel more alive, more bourgeois, more successful in our lives.

We were never sold a product, we were sold a story and a feeling. Stop sending advertising, send feelings.

What is your story?

What are the emotions you want to convey to us? 😲

#8 Don’t spend 5 hours improving 2 lines

Again, I learned this from the Waalaxy company culture. There’s a real cult of Pareto’s Law at our company.

20% of actions yield 80% of results. Focus on those actions.

We focus on what works, without trying to make everything perfect,

  • We’re faster. 🏃
  • We send better email campaigns,
  • We’re more competitive,
  • And we get better results. 🚀

#9 Get into a creative process the moment you are able to

If you’re just filled with other thoughts in your head and can’t focus on writing an email list, then don’t do it. 😪

Choose more monotonous tasks that don’t require creativity. Use the most appropriate time. Be flexible. If you feel like your job or boss won’t allow it, then allow yourself. ✨

What tools should you use for your email campaigns?

Okay now that you have enough information about the different types of email marketing and how to successfully create your own emails, we’ll be able to analyze the tools that will help you launch your campaigns.

Which email marketing software to use?

Again, the marketing software you use will depend on your initial strategy. (That’s why we started with this by the way.) 😉

If you want to write newsletters to retain customers in the Btoc (business to customer), you’re not going to use the same tool as if you want to do cold emailing to attract new prospects in the B2b (business to business).

I’ve put together a nice comparison of the tools on the market, some of which offer the option of a multi-channel campaign. LinkedIn + Email.

You have on this comparison: The brand name, the price of a subscription, the type of channel and the advantages and disadvantages of the tool. Now it’s up to you to see if it fits your needs, or not 😉


If you feel like sending your first emailing campaign and you have more of a Btoc targeting, meaning that you are addressing consumers directly, I invite you to check out the sendinblue tool, which we use and recommend because it is quite easy to get started. 😊

Sending campaigns can be done by hand as well, by retrieving a prospect database from an Excel spreadsheet, or you can use automated campaigns.* (Combine an email campaign with a LinkedIn campaign for example).

*Which is suitable for mass mailings and allows you to send thousands of messages in just a few clicks.

Conclusion of the article: How to create Successful email campaigns ?

To develop a good management of the marketing campaigns you will be in charge of, ask yourself these questions: #1 Strategy.

  • What strategy do I put in place?
  • What are my goals?
  • How will I measure their success 👈 (part 6 of the article to get all the math).

#2. Message.

  • What is my brand or product identity?
  • What is the tone and style I use?
  • What is the mentalization and reflection I want my customers to feel? 😎 (Kapferer’s Prism).

#3 Copywriting.

  • How do I be creative and relevant without copying and trying to reinvent everything?
  • How do I engage in a writing process (method)? ✍
  • How to use high-impact words and convince my audience?


  • What tools should I use to start a campaign?

When to send your email marketing?

Email marketing is still the second most effective way to acquire potential customers and has become a must for your digital marketing strategy.

The strength of emailing lies in its speed of implementation and its ultra-affordability. However, the most effective way to build a database and get customers is still LinkedIn automation. 🔥

So we advise you to combine email marketing with other forms of acquisition. An effective newsletter is something to work on, but remember not to put all your eggs in one basket. 😱

The best thing to do is to employ A/B testing of tools, platforms, methods, and see what works best for you according to your targets.

The numbers don’t lie. Go get the detailed statistics, find out what works and use those types of acquisition 😉

Sending an email is not as trivial as it seems. A French internet user receives an average of 39 emails per day. That’s 39 brands or people who will steal some time and patience and concentration from your prospect before they receive your email. That’s also why the average open rate is not very high, especially on professional email addresses.

So, the big debate for all community managers is:

  • When?
  • What is the perfect day?
  • What is the perfect time?
  • How often should I send emails without being a spammer?

Tuesday and Thursday: the best days to send your email.

According to a study by

I don’t really believe in these studies.

Not even a little bit. 😪

Already, it’s pretty vague who they wanted to target, the search volume and how much of a difference there was, how many weeks were tested, how responsive their databases were, the average open and click rates… In short, no one will be able to tell what the best day is for your target and your message to be delivered, except YOU. 💌

Again, do some AB testing. You have nothing to lose. Everything to gain.

Where to find good examples of emails marketing ?

You’re looking for some good examples of emails and subject lines ? We also have that in our blog !

What are 4 elements of a marketing email?

  • You need to know the value of your product or your brand.
  • You need to know your buyer persona. Use the right language and keywords, understand their pains and give them solutions.
  • You need to know how to set up your email adress to be able to send mass emailing without getting into spams.
  • You have to master copywriting techniques in order to sell well. Don’t forget the Cta (call to action.)

How do you write a catchy email?

To write a catchy email, you can use different method : A.I.D.A is one of the most famous.

If you want to read more about copywriting and storytelling, here is a guide for you.

What is important for a high performing email marketing campaign?

I would say that the most important is that your email doesn’t end up in spams.

And, thanks to this article, you will master all the technical aspects that allow you to obtain excellent deliverability rates and to avoid at all costs landing in the spam or ads of your contacts. You MUST learn that before even starting writing your email subject line.

How to Write a Marketing Email should be a little easier with thoses 9 creative and markeing tips.

Contact us on LinkedIn, use Waalaxy to scrap our infos, send us an email – and we will reply to you soon. 😘

4.8/5 (189 votes)

Convert more leads into clients with these 7 secret B2B prospecting messages 🚀

Enter your first name and email address  to receive the 11 page digital book now:

Where do we have to send it now?