Module 4: Crafting Effective Emails
Introduction
Crafting effective emails is at the heart of successful email marketing. A great email isn’t just about writing—it’s about connecting with your audience in a way that’s clear, personal, and actionable. Whether you’re sharing updates, promoting a product, or inviting someone to an event, every element of your email matters: the subject line, the message itself, and what you want your reader to do next.
In this module, we’ll break down how to write emails that get opened, read, and acted upon. You’ll learn how to structure emails, write compelling copy, design for mobile users, and test what works best.
Email Structure and Elements (Subject, Body, CTA)
Every email has three key parts:
1. Subject Line – What grabs attention in the inbox
2. Body Content – Where you deliver your message
3. CTA (Call to Action) – What you want your reader to do
Subject Line
This is the first thing your reader sees. It must be clear, short, and interesting.
Examples:
• “Fresh from the oven: 20% off pastries this weekend!”
• “A new recipe you’ll love ”
• “You’re invited: Our secret baking class!”
Body Content
This is where you provide value—share a story, offer, or update. Keep it conversational, relevant, and helpful.
Example:
“Hi [Name],
We’re excited to share this week’s recipe: chocolate croissants made easy! Plus, enjoy 20% off all pastries this weekend—just show this email at the counter. And don’t forget, we’re hosting a baking demo Saturday at 2 PM. Hope to see you!”
Call to Action (CTA)
A CTA tells the reader what to do next—click a button, reply, visit, or buy.
Examples:
“Download the recipe”
“Get my discount”
“Reserve your spot now”
Copywriting for Email
Copywriting means writing in a way that persuades and connects. Good email copy feels like a helpful message from a friend—not a sales pitch.
Tips for Better Email Copy:
• Write like you talk (friendly and clear)
• Focus on “you” (the reader), not “we” (the business)
• Highlight benefits, not just features
• Keep paragraphs short and scannable
• Use emotional words that make people feel something
Example:
Instead of saying:
“We’re offering a 20% discount on our pastries.”
Say:
“Your favourite treats just got sweeter—take 20% off pastries this weekend!”
Designing Mobile-Friendly Emails
More than 60% of emails are opened on phones, so it’s crucial to design with mobile users in mind.
Best Practices:
• Use single-column layouts
• Keep subject lines under 50 characters
• Use large, readable fonts (14–16px for text)
• Make CTA buttons big enough to tap
• Avoid clutter—stick to one main message
Example:
Instead of a long email with multiple offers, send a clean, simple message:
Subject: This week’s sweet deal
Body:
“Come by this weekend and enjoy 20% off your favourite pastries! Just show this email.”
[Claim My Discount] ← clear, tappable CTA button
A/B Testing Best Practices
A/B testing (also called split testing) means sending two versions of an email to see which performs better. This helps you improve open rates, click-through rates, and overall engagement.
What You Can Test:
• Subject lines
• CTA button text
• Email layout
• Images vs. no images
• Personalization (e.g., using the reader’s name)
How to Do It:
1. Choose one thing to test (e.g., subject line)
2. Send version A to half your list, version B to the other half
3. Measure results (open rates, clicks, etc.)
4. Use the winning version in future emails
Example:
• Subject A: “You’re invited to our baking demo”
• Subject B: “Saturday plans? Come bake with us!”
Whichever gets more opens shows what your audience prefers.
Summary
• Every email should have a strong subject, helpful body, and clear CTA.
•Write conversational, benefit-focused copy that speaks directly to the reader.
• Design with mobile users in mind—simple, scannable, and clickable.
• Use A/B testing to learn what works and improve your emails over time.
Real-Life Example: The Small Bakery
Let’s continue our bakery example:
Imagine you run a small bakery. You collect email addresses from customers who visit your shop and those who order online. Every week, you send a friendly email sharing a new recipe, offering a discount on your best-selling pastries, and inviting customers to an upcoming event.
Here’s how you apply what you’ve learned:
This Week’s Email:
Subject: Your secret chocolate croissant recipe (and a treat inside!)
Body:
Hi Sarah,
We just shared our fan-favorite chocolate croissant recipe—it’s easier than you think!
To sweeten your weekend, show this email and enjoy 20% off all pastries, Friday through Sunday.
Plus, don’t miss our baking demo this Saturday at 2 PM. You’ll learn how to twist dough like a pro. 🥐
[Grab the Recipe]
[RSVP for the Demo]
Looking forward to seeing you,
– The Sweet Crumbs Bakery Team
This email includes:
• A clear subject with curiosity and benefit
• A friendly, helpful body that offers value
• Two CTAs with links and urgency
• Mobile-friendly layout with short text and buttons
• Opportunity to test different subject lines or CTA styles in future
