{"id":377718,"date":"2026-04-02T05:06:11","date_gmt":"2026-04-02T05:06:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/377718\/"},"modified":"2026-04-02T05:06:11","modified_gmt":"2026-04-02T05:06:11","slug":"marketing-masterclass-how-to-write-emails-people-actually-want-to-read","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/377718\/","title":{"rendered":"Marketing Masterclass: How to write emails people actually want to read"},"content":{"rendered":"

Wherever you work and in whatever industry that might be, if you\u2019re responsible for keeping your subscribers up to date with the latest happenings in your business, you might have a love\u2013hate relationship with email marketing.<\/p>\n

You know you should be emailing your clients and prospects more often.<\/p>\n

\"\"Image credit: https:\/\/www.searchenginejournal.com\/email-marketing-an-in-depth-guide\/477489\/<\/p>\n

You\u2019ve probably been told that \u2019email has the best ROI of any channel\u2019. And yet, every time you sit down to write one, your brain turns blank, and you end up sending either:<\/p>\n

A dry \u2018newsletter\u2019 no one asked for, or
\nA cringy salesy blast you don\u2019t even want to open.<\/p>\n

\"\"Image credit: https:\/\/www.getmailbird.com\/how-to-write-a-sales-email\/<\/p>\n

So let\u2019s fix that. Not with a technical guide to subject lines and testing (there are plenty of those out there on the tinterweb already), but with a more human look at what actually makes people open, read and act on an email.<\/p>\n

Because your subscribers are not waiting patiently for \u2018Q1 Insights from your company\u2019. If they receive this kind of email, they\u2019re likely to be scanning, skimming, and deleting at speed.<\/p>\n

Your job is simple: make it easy for them to care about your company.<\/p>\n

Winning emails are written in a way as if you are emailing just one person, not a list Most bad emails have one thing in common: they\u2019re written to \u2018Mailing List 2026\u2019.<\/p>\n

You can feel it in the tone. There\u2019s no personality, no edge and no clear sense of who\u2019s on the other side. Just \u2018Dear all\u2019 energy.<\/p>\n

\"\"Image credit: https:\/\/www.constantcontact.com\/blog\/email-salutations\/<\/p>\n

Instead, try this:<\/p>\n

Before you write a single word, picture one real client or contact. Someone you like. Someone who\u2019d actually find what you\u2019re sharing useful.<\/p>\n

Now write to them.<\/p>\n

Use the same language you\u2019d use if you bumped into them in town.\u00a0Explain why this email matters to their day, not your marketing calendar.<\/p>\n

Keep asking: \u201cWould they bother reading past this line?\u201d<\/p>\n

If the answer is no, don\u2019t expect your broader list to behave any differently.<\/p>\n

Lead with a hook, that\u2019s the compelling first sentence, that makes them feel excited to read on. Nobody opens an email thinking, \u201cI hope I get a detailed update about my adviser\u2019s internal news today.\u201d<\/p>\n

They open because something in the subject and first line promises:<\/p>\n

Help
\nClarity
\nRelief
\nA shortcut
\nOr, occasionally, a good story<\/p>\n

So instead of: \u2018March Client Bulletin \u2013 Regulatory Update\u2019, try something more direct, like:<\/p>\n

\u2018Three changes this month your board will ask about\u2019
\n\u2018What actually matters in this quarter\u2019s update (and what doesn\u2019t)\u2019<\/p>\n

\"\"Image credit: www.notlessorequal.com\/the-meeting-that-should-have-been-an-email-but-changed-everything-bdb1251ae3f3<\/p>\n

Then, in the opening lines, resist the temptation to introduce your firm for the tenth time. Go straight to the pain or the payoff.<\/p>\n

Think: what\u2019s the \u2018so what?\u2019 in the first 2\u20133 sentences?<\/p>\n

One email, one job.<\/p>\n

A lot of professional services emails try to do everything at once:<\/p>\n

Invite people to an event
\nShare three articles
\nTalk about a team promotion
\nMention a new office
\nRemind you about their services<\/p>\n

Result? People skim, get overwhelmed and do nothing.<\/p>\n

A cleaner approach to a winning email would be this:<\/p>\n

Decide what this email\u2019s one job is, and then align everything else to that.<\/p>\n

For example, if the goal is to get people to register for a webinar:<\/p>\n

Make that the focus of the copy.
\nInclude a clear, obvious button.
\nRemove anything that isn\u2019t supporting that action.<\/p>\n

\"\"Image credit: www.linkcredible.online<\/p>\n

You can still have small \u2018by the way\u2019 links in the footer, but don\u2019t confuse your reader by shouting five different things at once.<\/p>\n

Another useful tip is to use stories rather than statements. For example, \u201cWe\u2019re experts in X\u201d is a statement. \u201cLast month a client came to us with Y\u2026 here\u2019s what we did and what changed\u201d is a story.<\/p>\n

Which one do you think sticks the most?<\/p>\n

We\u2019re wired to remember examples, not abstract claims. So instead of bullet\u2011pointing your expertise, create an email that includes:<\/p>\n

A mini case study in three lines
\nA quick \u2018before\/after\u2019 snapshot
\nA client question you answered this week (with identifying details removed, to keep it anonymous)<\/p>\n

\"\"Image credit: https:\/\/userlist.com\/blog\/case-study-email-examples\/<\/p>\n

You don\u2019t need war and peace. Just enough to help the reader say, \u201cThat sounds like a bit of me. Or, wow, they really understand my\u00a0 difficulties\/obstacles\/hurdles.\u201d<\/p>\n

It\u2019s important to sound like a human. Too many professional services firms hide behind authenticity and a human approach while using stiff corporate speak that appeals to no one. In essence, remove the corporate fluff.<\/p>\n

If your email reads like it\u2019s been through 12 rounds of committee and legal sign\u2011off, your reader will sense it and switch off.<\/p>\n

You can still be professional while sounding like an actual person:<\/p>\n

Swap \u2018utilise\u2019 for \u2018use\u2019, \u2018commence\u2019 for \u2018start\u2019.
\nUse short sentences.
\nAsk the occasional question.
\nIf it suits your brand, allow a touch of humour or warmth.<\/p>\n

Remember: humans are reading this, not regulators.<\/p>\n

Make your email feel easy (and safe). Even the best email falls flat if the reader isn\u2019t sure what to do next.<\/p>\n

Ask yourself these three questions:<\/p>\n

Is there a single, clear next step? (Book a call, register, download, reply.)
\nDoes the button or link copy finish the sentence \u201cI want to\u2026\u201d? (\u201c\u2026book my place\u201d,\u201c\u2026download the guide.\u201d)
\nHave you reassured them about what won\u2019t happen? (\u201cNo spam, no sales pitch, just a 20\u2011minute run\u2011through.\u201d)<\/p>\n

The more you de\u2011risk the action, the more likely people are likely to take action.<\/p>\n

Respect their time (and intelligence). There\u2019s a difference between \u2018short\u2019 and \u2018concise\u2019. A short but vague email still wastes time. A slightly longer email that gets to the point, adds context, and gives a clear takeaway can feel respectful.<\/p>\n

To sanity\u2011check, ask yourself these three questions:<\/p>\n

Can someone understand the main point of my email in 30 seconds?
\nIs there at least one thing the reader can do or think differently as a result of the email?
\nIf this landed in your inbox at 8:30 am on a busy day, would you feel grateful or irritated?<\/p>\n

If you\u2019re not sure, trim, tighten and clarify.<\/p>\n

The real secret? Send more, learn faster. The more emails you send, the better you will get at understanding what your subscribers want to read (cue open rate) and also what they\u2019re most engaged in (cue click through rate). Trust me, you don\u2019t learn what resonates by sending two emails a year.<\/p>\n

\"\"Image credit: https:\/\/www.sendblaster.co.uk\/how-to-send-multiple-emails\/<\/p>\n

When you send emails frequently, you\u2019ll begin to understand which topics, formats and subject lines get real responses.<\/p>\n

And don\u2019t just stall with your emails. It\u2019s important to tweak your approach continually, so you eventually create winning emails that generate action and ideally sales.<\/p>\n

But let\u2019s be real here. Email will never be as shiny as social media, but it\u2019s still one of the most powerful ways to build relationships, demonstrate thinking and quietly drive opportunities.<\/p>\n

If you\u2019re willing to sound more like a human, have a clear point, and respect your reader\u2019s time, your emails won\u2019t just sit in inboxes.<\/p>\n

They might actually get read and acted on.<\/p>\n","protected":false},"excerpt":{"rendered":"Wherever you work and in whatever industry that might be, if you\u2019re responsible for keeping your subscribers up…\n","protected":false},"author":2,"featured_media":377719,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[61,60,80,169075],"class_list":{"0":"post-377718","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-technology","8":"tag-ie","9":"tag-ireland","10":"tag-technology","11":"tag-twittwooyou"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/377718","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=377718"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/377718\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/377719"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=377718"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=377718"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=377718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}