Tips for Writing Good Advertising Emails That Actually Get Results
Writing good advertising emails is one of the most valuable marketing skills a business owner can develop. Email marketing consistently delivers one of the highest ROIs in digital marketing, on average, £42 for every £1 spent.
But despite its potential, many business owners struggle with how to write advertising emails that people actually open, read, and act upon.
The real difference between an inbox full of ignored messages and effective advertising emails that generate sales comes down to structure, tone, and strategy. In this guide, we’ll break down the proven techniques successful businesses in the UK and South Africa use when writing good advertising emails that cut through the noise, capture attention, and drive measurable results.
Why Most Advertising Emails Fail 📧
Before diving into what works, it’s essential to understand why most business emails end up in the spam folder or get immediately deleted. Understanding these mistakes helps you avoid them and creates a foundation for success.
For a deeper dive into why email marketing is so powerful for businesses, see our comprehensive guide on the benefits of advertising emails.
| Common Mistake |
Why It Kills Results |
| 🎯 Generic Messaging |
Treating all customers the same instead of personalising content for different audiences |
| 📢 Too Sales Heavy |
Focusing only on selling rather than providing value to the reader |
| 😴 Boring Subject Lines |
Using predictable phrases that blend into cluttered inboxes |
| 📱 Poor Mobile Formatting |
Ignoring that most emails are read on mobile devices |
| ❌ Weak Call to Actions |
Making it unclear what you want readers to do next |
Essential Elements of High Converting Advertising Emails ✨
Successful advertising emails combine psychology, storytelling, and strategic design to create compelling messages that drive action:
Subject Line Psychology 🧠
Your subject line determines whether your email gets opened or ignored. Here’s what works:
| Subject Line Type |
Why It Works |
| 🎯 Curiosity Driven |
“The mistake 90% of businesses make with social media” creates intrigue and fear of missing out |
| ⏰ Urgency Based |
“Last 24 hours: 50% off everything” motivates immediate action |
| 💰 Benefit Focused |
“Save 3 hours weekly with this simple tool” clearly states value proposition |
| ❓ Question Format |
“Ready to double your website traffic?” engages reader’s problem solving mindset |
| 📊 Number Driven |
“7 ways to increase customer retention” promises specific, actionable content |
Email Structure That Converts
When it comes to writing good advertising emails, structure matters just as much as the words you choose. A well-organised email keeps readers engaged from the subject line to the call-to-action, making it far more likely they’ll click, buy, or reply.
The best-performing UK and South African businesses don’t just focus on clever copy, they follow a repeatable framework that ensures every message is clear, persuasive, and results-driven.
Here’s a breakdown of the essential elements every successful advertising email should include:
| Section |
Best Practice |
| Opening Hook |
Start with a compelling story, surprising statistic, or thought-provoking question to grab attention immediately |
| Value Proposition |
Focus on benefits to the reader, not features of your product. Explain what’s in it for them |
| Supporting Content |
Use social proof, testimonials, or case studies to build trust and credibility |
| Call to Action |
Use action-oriented language and create urgency to drive specific behaviour |
| Easy Unsubscribe |
Make it simple to opt out to avoid spam complaints and maintain list quality |
Writing Techniques That Boost Engagement 🚀
Personalisation Beyond Names
Modern personalisation goes far beyond inserting someone’s first name:
| Personalisation Level |
Impact and Implementation |
| 📝 Basic |
Use first name and company name for 10-15% higher open rates |
| 🎯 Behavioural |
Reference past purchases or website visits for 25-30% better click through rates |
| 📍 Geographic |
Mention local events or weather to build stronger connection and relevance |
| ⏰ Timing |
Send based on individual time zones and preferences to improve engagement by 40-50% |
Emotional Triggers That Motivate Action 💭
| Emotion |
Example and Application |
| 😰 Fear of Missing Out |
“Only 48 hours left to secure this pricing” creates urgency for limited time offers |
| 🏆 Desire for Status |
“Join our exclusive client advisory board” appeals to premium memberships and VIP access |
| 🛡️ Need for Security |
“30 day money back guarantee, no questions asked” reduces risk and builds confidence |
| 💡 Curiosity |
“The secret strategy our top clients use to…” creates intrigue with teasers and incomplete information |
Content Strategies That Build Trust 🤝
Storytelling for Business Impact 📚
Stories make your emails memorable and relatable:
| Story Type |
Structure and Application |
| 👤 Customer Success |
Problem → Solution → Results → How reader can achieve same. Use when showcasing product benefits |
| 🏢 Behind the Scenes |
Challenge → Process → Learning → Application for readers. Perfect for building brand personality |
| 🎯 Problem/Solution |
Common struggle → Your solution → Proof it works → Clear next step. Ideal for introducing new products |
Social Proof That Converts 🌟
| Proof Type |
Best Use and Effectiveness |
| ⭐ Customer Reviews |
Include specific results and named customers when possible. Builds trust and credibility effectively |
| 📊 Usage Statistics |
“Join 10,000+ businesses already using our solution” creates powerful bandwagon effect |
| 🏆 Awards and Recognition |
Mention industry awards or media coverage to establish authority and expertise |
| 🤝 Client Logos |
Display recognisable brand logos with permission for visual credibility boost |
Design and Formatting Best Practices 🎨
Mobile First Approach 📱
With over 60% of emails opened on mobile devices, mobile optimisation is crucial:
| Design Element |
Mobile Best Practice |
| 📏 Layout |
Single column design that’s easy to scroll and navigate on small screens |
| 🔤 Font Size |
Minimum 14px for body text, 22px for headlines to ensure readability |
| 👆 Touch Targets |
Buttons at least 44px high for easy tapping without frustration |
| 🖼️ Images |
Optimised for fast loading, with alt text for accessibility and slow connections |
Visual Hierarchy That Guides Readers 👁️
| Element |
Implementation and Purpose |
| 🎯 Headline |
Bold, larger font, contrasting colour to communicate main benefit clearly |
| 📝 Body Text |
Easy to read font with adequate line spacing to provide supporting details |
| 🔘 Call to Action |
Contrasting button colour with action oriented text to drive desired behaviour |
| 🖼️ Supporting Images |
Relevant visuals that support, not distract from text to reinforce message |
Advanced Email Marketing Strategies 🎯
Segmentation for Better Results 📊
| Segmentation Type |
Benefit and Implementation |
| 💰 Purchase History |
Send targeted offers based on past purchases by analysing previous buying behaviour |
| 📍 Geographic Location |
Localise offers and timing by segmenting country, city, or region |
| 📈 Engagement Level |
Tailor frequency and content depth based on email opens and clicks |
| 🎯 Demographics |
Personalise messaging and tone using age, job title, and industry data |
A/B Testing Elements 🧪
| Test Element |
Success Metric and Comparison |
| 📧 Subject Lines |
Test different emotional appeals or formats to improve open rate |
| 🔘 Call to Action |
Compare button text, colour, or placement to increase click through rate |
| ⏰ Send Times |
Test different days and hours to optimise overall engagement metrics |
| 📱 Email Length |
Compare short vs detailed content to optimise conversion rate |
Compliance and Deliverability 📋
Legal Requirements for UK and SA
| Region |
Essential Requirements |
| 🇬🇧 United Kingdom |
GDPR and PECR compliance: Explicit consent, easy unsubscribe, clear data usage statements |
| 🇿🇦 South Africa |
POPIA and CPA compliance: Lawful processing, opt in consent, consumer protection measures |
Technical Setup for Better Delivery 🔧
| Technical Element |
Implementation and Purpose |
| 🔐 SPF Records |
Add SPF record to DNS settings to prove your domain is authorised to send emails |
| ✍️ DKIM Signatures |
Enable DKIM in email platform to digitally sign emails for authenticity |
| 🛡️ DMARC Policy |
Set up DMARC policy with monitoring to instruct email providers how to handle unauthorised emails |
| 📊 Sender Reputation |
Maintain low complaint rates and high engagement to ensure emails reach inboxes |
Common Pitfalls to Avoid
Content Mistakes That Hurt Performance
| Mistake |
Better Approach and Why It’s Harmful |
| 📢 All Caps Text |
Use strategic capitalisation for emphasis. All caps appears spammy and aggressive |
| 🔥 Excessive Exclamation Points |
Use sparingly for genuine excitement. Too many reduces credibility and triggers spam filters |
| 💸 Too Many Sales Pitches |
Follow 80/20 rule: 80% value, 20% selling. Constant selling reduces trust and engagement |
| 📝 Poor Grammar |
Always proofread or use grammar checking tools. Mistakes damage professional credibility |
Technical Issues That Block Success
| Issue |
Prevention and Impact |
| 🖼️ Image Heavy Emails |
Balance text and images, use alt text. Too many images cause slow loading and accessibility problems |
| 🔗 Broken Links |
Test all links before sending. Broken links frustrate users and waste conversion opportunities |
| 📱 Poor Mobile Display |
Always preview on mobile devices. Poor mobile display loses mobile audience engagement |
| ⚡ Slow Loading |
Optimise images and keep code clean. Slow loading causes higher abandonment rates |
Measuring and Improving Performance 📈
Key Metrics to Track 📊
| Metric |
Industry Benchmark and What It Measures |
| 📧 Open Rate |
20-25% across industries. Measures how many people open your emails |
| 🖱️ Click Through Rate |
2-5% depending on industry. Shows percentage who click links in your emails |
| 🔄 Conversion Rate |
1-3% for most businesses. Tracks how many complete desired action |
| 📤 Unsubscribe Rate |
Under 0.5% is healthy. Important list health indicator |
Continuous Improvement Process 🔄
| Step |
Frequency and Action Required |
| 📊 Analyse Results |
After each campaign: Review metrics and identify patterns for improvement |
| 🧪 Test Variables |
Ongoing: Try different approaches systematically to optimise performance |
| 👥 Gather Feedback |
Quarterly: Ask subscribers what they want to see more of |
| 🎯 Refine Strategy |
Monthly: Adjust based on data and feedback to improve results |
Building Long Term Email Success 🏆
List Building Strategies 📈
| Strategy |
Expected Growth and Implementation |
| 🎁 Lead Magnets |
20-30% monthly growth by offering valuable free resources in exchange for email addresses |
| 📝 Content Upgrades |
10-15% conversion rate by providing bonus content related to blog posts |
| 🎯 Exit Intent Popups |
2-4% of departing visitors captured before they leave your website |
| 🤝 Partnerships |
Growth varies by partnership quality through cross promotion with complementary businesses |
Relationship Building Through Email 💝
| Approach |
Implementation and Purpose |
| 🎉 Welcome Series |
3-5 email sequence over first week to introduce new subscribers to your brand |
| 📚 Educational Content |
Weekly valuable insights and tips to position yourself as industry expert |
| 🔍 Behind the Scenes |
Monthly updates about company culture to build personal connection |
| 🎂 Special Occasions |
Birthday offers and anniversary emails to show you care about subscribers |
Industry Specific Considerations 🎯
B2B Email Marketing 🏢
| Focus Area |
Key Strategy |
Success Tip |
| 🎯 Decision Makers |
Target multiple stakeholders in buying process |
Research company structure and pain points |
| 📊 ROI Focus |
Emphasise business benefits and cost savings |
Use concrete numbers and case studies |
| ⏰ Longer Sales Cycles |
Nurture relationships over extended periods |
Provide ongoing value without constant selling |
B2C Email Marketing 🛍️
| Focus Area |
Key Strategy |
Success Tip |
| 😊 Emotional Appeal |
Connect with personal desires and aspirations |
Use lifestyle imagery and emotional storytelling |
| ⚡ Quick Decisions |
Create urgency for immediate purchases |
Limited time offers and social proof |
| 🎁 Seasonal Relevance |
Align with holidays and events |
Plan campaigns around key shopping periods |
Taking Action on Your Email Marketing 🚀
Creating effective advertising emails requires balancing multiple elements: compelling content, strategic design, technical implementation, and ongoing optimisation. The foundation of writing good advertising emails is understanding your audience’s needs and preferences, then crafting messages that deliver genuine value while guiding readers toward clear, beneficial actions.
Long-term success in email marketing doesn’t come from one-off campaigns, but from consistency and continuous improvement. Businesses that excel at writing good advertising emails focus on proper technical setup, compliance, and relationship-building content.
By prioritising value over hard selling, you’ll create advertising emails that not only get opened but also convert into lasting customer relationships.
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The most successful businesses understand that writing good advertising emails isn’t just about selling, it’s about building relationships. When your emails focus on helping subscribers solve problems and achieve their goals, the sales naturally follow.
By investing time in understanding your audience, testing different approaches, and consistently delivering value, you’ll master the art of writing good advertising emails that drive long-term business growth while strengthening customer trust.
