How to Write a Marketing Email That People Actually Open

Kelly Chan

September 17, 2025

4 min read

Writing a marketing email that people will read and act upon is a critical skill for any business. A successful marketing email combines an attention-grabbing subject line, engaging content, clear calls-to-action, and optimized visuals. By applying proven strategies and leveraging AI tools, you can create emails that increase open rates, drive conversions, and build long-term customer relationships.

However, although AI Email Marketing tools like Bika.ai can now generate personalized email content, a good marketing email still requires human review and refinement.

What is a Marketing Email?

A marketing email is any email sent with a commercial purpose, such as promoting a product, sharing updates, driving website traffic, or encouraging engagement with your brand. For small businesses, it’s one of the most cost-effective channels: emails reach your audience directly, are measurable, and can be personalized to their interests.

Example: A small e-commerce store might send a marketing email announcing a new product line, providing a 20% discount to loyal customers, and including a CTA button that links directly to the product page.

Understanding Your Audience

Knowing your audience is key to writing effective marketing emails. Segment your email list based on interests, behaviors, or purchase history. Personalized emails have been shown to generate 50% higher open rates and double click-through rates compared to generic ones.

Real-life tip: Tools like Bika.ai can automatically segment your email lists, analyze user behavior, and generate targeted campaigns with minimal manual effort.

Crafting Attention-Grabbing Subject Lines

The subject line is the first thing recipients see and can determine whether your email is opened.

Make it relevant and actionable: Avoid clickbait—deliver on your promise.
Add personalization: Use the recipient’s name or reference previous interactions.
Incorporate numbers or stats: Examples like “🚀 Boost Your Sales: 5 Strategies That Increased Revenue by 20%” stand out.
Avoid spam triggers: Skip all caps, excessive punctuation, or words like “urgent” or “risk-free.”

Example:

Generic: “Check Out Our New Product”
Personalized & engaging: “Julia, Transform Your Morning Routine with Our Smart Coffee Maker”

Writing Compelling Email Content

The email body should be clear, concise, and valuable.

Start with a strong opening that hooks the reader.
Use a conversational tone that mirrors natural speech.
Break up text with bullet points, visuals, and headers.
Use storytelling and social proof: customer testimonials, success stories, or case studies.

Example:
A fitness brand shares: “Meet Lisa, who lost 10 pounds in 4 weeks using our home workout program. Here’s how she did it…” followed by a CTA to join the program.

Visuals and Layout

Visual elements make your email scannable and appealing.

Use bullet points to summarize benefits.
Incorporate images or infographics to illustrate ideas.
Maintain a balance between text and visuals.

Real-life tip: Many small businesses see higher engagement when using a single hero image above the fold combined with concise text and a bold CTA button.

Clear Call-to-Action (CTA)

Your CTA directs readers toward the action you want them to take.

Make it actionable and obvious: “Buy Now,” “Register Today,” or “Download Free Guide.”
Place it prominently, sometimes at the top and again at the bottom.
Use contrasting colors or bold text to ensure visibility.

Example: A webinar invitation might have a CTA button saying: “Reserve Your Spot Now” that links directly to the registration page.

Leverage AI for Personalization and Automation

Modern AI tools can optimize your email marketing at scale:

Automate sending schedules based on user behavior.
Personalize subject lines and content dynamically.
Generate multiple email variations for A/B testing.

Example: Bika.ai can automatically create segmented campaigns, personalized content, and send emails at optimal times, reducing manual work while improving engagement.

Measuring and Improving Your Email Campaigns

Track the performance of your marketing emails using key metrics:

Open Rate: Measures subject line effectiveness.
Click-Through Rate (CTR): Indicates engagement with your content.
Conversion Rate: Tracks completed desired actions like purchases or sign-ups.
Bounce and Unsubscribe Rates: Signals potential list or content issues.

Advanced Tip: Use A/B testing to compare subject lines, content, and CTAs. Over time, this will help refine your emails for maximum effectiveness.

Common Mistakes to Avoid

Buying email lists instead of building organically.
Neglecting segmentation and personalization.
Overloading content with unnecessary information.
Ignoring mobile optimization and deliverability issues.

Deliver Value With Every Email

Every email should provide value, whether through tips, guides, offers, or useful updates. Readers are more likely to engage when they consistently gain benefits from opening your emails.

Example: A small bookstore sends a monthly newsletter highlighting “Top 5 New Arrivals This Month” plus a 10% discount code, encouraging engagement and repeat purchases.

Build a Relationship With Your Audience

Emails aren’t just about selling—they’re an opportunity to strengthen trust.

Share behind-the-scenes stories or team insights.
Encourage feedback and provide accessible contact options.
Treat emails as two-way communication to better understand customer needs.

Proofread and Test Before Sending

Always check spelling, grammar, formatting, and links. Send test emails to multiple devices and email clients to ensure proper display. A polished email increases credibility and trust.

By combining these strategies with AI-powered tools and automation, small businesses can write marketing emails that not only get opened but drive real engagement and conversions. Every email is an opportunity to build trust, demonstrate value, and nurture long-term customer relationships.