# How to Write Marketing Emails That Convert (With Templates)

*Published: 2025-12-17*

**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](/blog/email-subject-lines) to CTAs—with templates and examples you can use today.

## Key takeaways

- A converting email has five jobs: subject, preview text, opening line, body, and one CTA. Miss the first two and the rest never gets read.
- AIDA, PAS, and BAB are enough structure for most promotional and educational sends. Pick one formula and stay on it.
- One email, one goal. Extra links compete with the click you actually want.
- After the first draft, wait, then cut about a quarter of the words and read it aloud.
- Write for a phone. Short paragraphs, a tappable button, and a single column beat a desktop-only layout.

## 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](/blog/welcome-email-sequence).

### 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]

For a fuller sequence after a quiet stretch, see [win-back emails](/blog/win-back-emails).

## 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. [CAN-SPAM](https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business) requires a working opt-out on commercial mail.

### Ongoing Tests

- [Subject line A/B tests](/blog/email-ab-testing)
- 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.

For more on voice and structure, read [email marketing best practices](/blog/email-marketing-best-practices). One-click unsubscribe headers are covered in [RFC 8058](https://www.rfc-editor.org/rfc/rfc8058.html). To contact us about this article, write [Brew support](/support).

## How to use this page

**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](https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business) and [16 CFR 316.3](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-C/part-316/section-316.3). Bulk sending still has to meet [Gmail's sender requirements](https://support.google.com/a/answer/81126). To contact us about this article, use the support link above.

## Frequently asked questions

### What should a marketing email include?

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.

### Which writing formula should I use?

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.

### How do I edit a marketing email before sending?

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.

### What belongs on a pre-send checklist?

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.