Marketing Emails

Marketing emails come in many forms, including newsletters, promotional emails, event invites, etc. The primary purpose of all these emails is to persuade the reader to take an action, whether it’s downloading a trial, or signing up for a webinar. While each type of marketing email has a unique audience, the general tone should remain the same.

Reader's Feelings
  • Unsure
  • Curious
  • Intrigued
Our Tone
  • Friendly
  • Thoughtful
  • Relaxed (not aggressive)

Marketing Email Conventions

While the content and tone of individual marketing emails may differ, they should share a similar look and feel.

Here are some basic rules that apply across the board:

Subject Lines

Subject lines should be short and give the user a clear idea of what to expect in the email. Entice the reader to click, but don’t “clickbait.” Use sentence case.


A good preheader expands on the subject line and gives more context to what the reader will find in the email. Use sentence case and personalize whenever possible.


Headlines should be a concise summary of what the email is about. Use title case and try to avoid reusing the subject line.

Body Copy

Like everything else in email, concision is key; get to the point! When you need to use more text, break it up into small, coherent paragraphs. Avoid using multiple fonts or colors in a single email.

Calls to Action (CTAs):

CTAs are distinct from hyperlinked text in that they’re buttons inviting the reader to take the next step. Don’t simply use “Click here”; tie action to value (“Learn More,” “Register Free,” etc.). Use title case, unless the CTA is embedded in text.


Example Email

Important Things to Remember:

Communicate value before you communicate details. Readers won’t complete an action until you clearly explain what’s in it for them.

Don’t overwhelm the reader with tons of detail. Include only what’s necessary for them to take the next step.

Avoid using exclamation points or superlatives (“our greatest training event yet!”).

Apart from newsletters, marketing emails should only ever have one primary CTA.