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Brew is the AI-native ESP. Define your brand once, ship on-brand email in minutes.
Brew is the AI-native ESP. Define your brand once, ship on-brand email in minutes.
Learn the fundamentals of writing marketing emails that get opened, read, and clicked. Includes templates, formulas, and real examples.
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.
Your subject line has one job: get the email opened.
Winning formulas:
The preview text (preheader) is your second chance:
First sentence determines if they keep reading:
The body should:
Your call-to-action should:
Attention: Hook with subject line and opening Interest: Explain why this matters to them Desire: Paint the picture of success Action: Clear next step
Problem: Identify their pain Agitation: Make the problem vivid, real Solution: Present your offer as the answer
Before: Current struggling state After: Desired successful state Bridge: How you get them there
Subject: Welcome! Here's what's next
Hi [Name],
You're in! Thanks for joining [Brand].
Here's what you can expect:
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.
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:
[CTA Button: Get 30% Off]
After Friday at midnight, it's back to full price.
[Signature]
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:
Try this today and let me know how it goes.
[Signature]
P.S. Want help implementing this? [Soft CTA]
Subject: We miss you, [Name]
Hi [Name],
It's been a while since we've heard from you.
We've been busy adding:
Come back and check it out—here's 20% off to welcome you back:
Code: COMEBACK20
[CTA Button]
[Signature]
For a fuller sequence after a quiet stretch, see win-back emails.
❌ "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"
❌ "Improve your results" ✅ "Increase open rates by 25%"
❌ "Save time" ✅ "Save 5 hours every week"
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..."
Don't try to do everything:
60% of emails are read on mobile:
AI can help with:
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.
For more on voice and structure, read email marketing best practices. One-click unsubscribe headers are covered in RFC 8058. To contact us about this article, write Brew support.
A marketing email is commercial mail with one job the reader can finish.
The lead is the first screen on a phone, not a brand paragraph.
The ask is the one action you want after they finish reading.
For example, a launch note can ask them to open the template, not to 'learn more' in three places.
| Move | Why it matters |
|---|---|
| One job | Announce or sell, not both in the same scroll |
| Write the ask in their words | Puns belong after the brief is right |
US commercial mail still follows the FTC CAN-SPAM guide and 16 CFR 316.3. Bulk sending still has to meet Gmail's sender requirements. To contact us about this article, use the support link above.
A converting marketing email has a subject that earns the open, preview text that adds context instead of repeating the subject, an opening line that keeps them reading, scannable body copy about benefits, and one clear CTA. Use "you" more than "we." Every line should support a single action.
AIDA moves from attention to interest, desire, then a next step. PAS names the problem, makes it vivid, then offers the fix. BAB shows the struggling state, the better state, then the bridge. Use AIDA for offers, PAS when the pain is obvious, and BAB when you need to show a change. One formula per email is enough.
Write the draft, wait even ten minutes, then cut about a quarter of the words. Shorten sentences, drop jargon, and read it aloud. Ask what the one action is, why they should care now, and whether you would read it yourself. Then send. Another polish pass is usually stalling.
Confirm the subject and preview work together, the opening hooks, the CTA is visible, links work, mobile looks right, personalization is correct, and an unsubscribe link is present. Then keep testing subject lines over time, not only on the first send.
