Most marketing emails end up in the trash. Here’s how to write emails that people actually want to read and act on. No fluff, just real stuff that works.
Shirin Niasati
Author
Shirin Niasati is a Product Owner and Website Developer at Persisca Technologies, specializing in digital solutions.
Email marketing is still one of the best ways to bring in customers and make sales. But let’s be real—most emails go straight to the spam folder or get ignored. If your emails aren’t getting opened, or worse, are annoying people, you’re doing it wrong. The good news? You can fix it.
Here’s how to send emails that actually work. No nonsense, just real ways to get results.
1. Stop Writing Boring Subject Lines
Your subject line decides whether your email gets opened or not. If it sucks, your email is dead before anyone even reads it.
Bad subject lines:
❌ “Our Monthly Newsletter – March Edition” (No one cares.)
❌ “Big Savings Inside” (Sounds like spam.)
Good subject lines:
✅ “You left this in your cart...” (Makes people curious.)
✅ “John, here’s something just for you” (Feels personal.)
✅ “This deal disappears in 2 hours” (Creates urgency.)
Keep it short. Keep it clear. Make people want to open it.
2. Write Like a Human, Not a Robot
People don’t want to read emails that sound like they were written by a soulless corporation. Write like you’re talking to a friend.
Instead of:
❌ “We are pleased to announce our latest offerings, which we hope will provide great value to you.”
Try:
✅ “Hey John, we’ve got something cool for you today.”
Short sentences. Simple words. No corporate nonsense.
3. Get to the Point (Fast)
People don’t have time to read long-winded emails. If your message takes too long to get to the point, they’ll stop reading.
Bad email:
❌ Starts with a long introduction about your company.
❌ Uses too much fluff and filler words.
❌ Buries the real message under a wall of text.
Good email:
✅ Grabs attention in the first sentence.
✅ Gets straight to what’s in it for the reader.
✅ Ends with a clear call to action (CTA).
Example:Bad:“Since our founding in 2010, we have been committed to providing excellent products and services. Today, we are excited to share with you a special discount on our newest collection.”
Good:“We’ve got a 30% off deal, and it’s only available today. Click here to grab it before it’s gone.”
4. Personalization = More Sales
People are more likely to open and act on emails that feel personal.
Instead of:
❌ “Dear Valued Customer”
Try:
✅ “Hey Sarah, we picked this just for you.”
Ways to make emails more personal:
- Use their first name.
- Mention their past purchases.
- Send offers based on what they like.
Example:“Sarah, since you loved our blue sneakers, we thought you’d want first dibs on the new limited edition ones.”
5. One Email, One Goal
Each email should focus on one thing. Don’t stuff it with too many ideas.
Bad email:
❌ Talks about a sale, a new blog post, and a company update all in one.
Good email:
✅ Focuses only on the sale with a clear CTA.
Before you send an email, ask yourself:
- What’s the one thing I want them to do?
- Is the email making that action clear?
6. Timing Matters More Than You Think
Even the best email won’t work if you send it at the wrong time.
Best times to send emails:
✅ Tuesday, Wednesday, or Thursday.
✅ Between 8–10 AM or 4–6 PM (when people check their inbox).
Worst times:
❌ Late at night (gets buried by morning emails).
❌ Friday afternoons (people are thinking about the weekend).
Test different times and see what works best for your audience.
7. Make It Stupidly Easy to Click
People don’t want to hunt for the link or button in your email. Make it obvious.
Instead of:
❌ Hiding the CTA in the middle of a long paragraph.
❌ Using weak words like “Click here for more info.”
Try:
✅ A big, clear button: “Get Your 30% Off Now”
✅ Repeating the CTA at the beginning and end of the email.
8. Don’t Spam People
Nobody likes a brand that emails them every single day.
How often should you send emails?
- 1-2 times a week is good for most businesses.
- Daily emails work for some (if they provide value).
- Less than once a month and people might forget about you.
If people unsubscribe, don’t take it personally. It’s better than having them mark you as spam.
9. Mobile-Friendly or Nothing
Most people read emails on their phones. If your email looks bad on mobile, you lose.
✅ Use short paragraphs (1-2 sentences max).
✅ Make buttons big enough to tap.
✅ Keep subject lines under 40 characters.
10. Test, Test, Test
What works for one business might not work for another. Always test different emails to see what gets the best results.
Things to test:
- Different subject lines.
- Sending at different times.
- Short vs. long emails.
Most email tools let you A/B test, so use that to see what works best.
Wrapping It Up: Stop Sending Bad Emails
If your emails aren’t getting opened or making sales, it’s not your audience’s fault. It’s the emails.
Make your subject lines better. Write like a human. Keep it simple. Send at the right time. And always test what works best.
Do it right, and email marketing will bring in more customers and more sales—without annoying people.