email marketing tips

How to Write Email Marketing That Gets Read


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I'm an experienced conversion copywriter and marketer. Here I share what I've learned working with global luxury brands, founders and small business owners. Rallying cry: Belong to Your Customers.

I'm Laura
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You know email marketing is where it’s at – last I checked, there’s a $42 ROI for every $1 spent on email marketing, which is definitely worth your time, energy and money.

But email is not your favorite thing to check off in Asana, and that may be because it feels like a daunting task. 

There’s so much pressure! New weekly content to share, figuring out your open and click-through rates, wondering if anyone is even reading to the end, bothering people! 

This post will give you some ideas about content and simple things you can do to optimize your emails so they get opened, read, and acted upon (that’s your conversion rate!)

You’ll learn quick and easy steps to implement with your next email and some things to build up to that will make writing emails more straightforward and more beneficial to your business.


You know those emails… the ones that land in your inbox, and your eyes glaze over by the second line because it feels like you’re reading a textbook. When you write like you’re having a conversation with another person, it comes across that way, which is much more engaging than stilted or over-edited copy. 

Start the email by greeting the reader with a “hi,” “hey,” “first name” so they know you’re thinking of them as you write.


These are the do-or-die sections of the email, meaning the email can die upon landing in the overflowing inbox of the recipient if it doesn’t jump out and say, read me!

Unless there is a specific, urgent call-to-action like “ACTION REQUIRED” or “LAST CHANCE,” I always opt for creating curiosity in the reader.

You can do this in many ways, but some of my go-to’s include:

  • Using quotes from within the email of compelling lines
  • Using the words: you, you’re, this
  • Ask a question
  • List three seemingly unrelated things, and tie them together in the body of the email
  • Use emojis (sparingly)
  • Express an opinion
  • Use a how-to

When you can pique the reader’s interest, you’re almost guaranteed to get an open, and then your hook will keep them reading.


The first line of your email is the hook, meaning you have the power to compel the reader to read on with an interesting/funny/informative line of text.

It should be short, concise, and attention-getting. That doesn’t mean shocking, but it could be. Ultimately, it means that, to your audience, this is a must-read sentence. When you open the email this way, you’re opening a ‘loop,’ and our brains are wired to want to close it by finding out the next part of the story. 

Transition phrases, connecting one section to the next, throughout the email will help you carry your reader all the way to the end.


As human beings, we are compelled by storytelling. Think about the last time your girlfriend said to you, “hey, do I have a story for you..” and I’m guessing you rescinded with “dish, dish, dish!”

Your readers are no different. Story is not only compelling; it’s a great way to talk about something in a way that relates to others. Often, we can see ourselves in the stories of others, which is why we love them.

The best emails start with a story and segue to the point of the email, whether that’s to communicate a tip or pitch a product or service.


While not every email needs to have a call-to-action (your newsletters may not), the majority of them can. Based on your business objectives and the content of your email, you can prompt them to:

  • Click this link
  • Follow this account
  • Tune into your podcast
  • Sign up for your email list
  • Join your community
  • Register for your training


Call back to the hook or story. When you go to close out your email, call back to a detail of the story. It’s a great way to leave an impression on your reader and have that email stick, so the next time you send one their way, they are eager to read it!

Include a P.S. with the most important details for the scrollers! TLDR?!

Join my email list to hear my stories and see these tips in action by clicking here!  


Subject Line





Point / Tip/ Pitch


Bonus: Call back to story

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  1. […] Want more copy pro tips on email marketing? Check out this post — How to Write Emails That Get Read.  […]

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I've worked with entrepreneurs and corporate brands to sell their offers and communicate their value for over 15 years.

When you hire me, you benefit from my experience working with the the best marketing minds in the game (Tom Ford, Christian Louboutin, Michael Kors), because I've learned all I know from working with them.

If you're looking for a seasoned copywriter to capture your voice and the attention of your audience, you've discovered the numbers-obsessed, detail-possessed copywriter you need.

Hi, I'm Laura.
Your new trusted copywriter & marketing strategist.

Former luxury goods pr director, mama, coffee-obsessed lover of the longread

Learn how to write great emails by reading them. I pop into your inbox weekly with stories, insight and actionable tips to inspire.

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