With over 4 billion active users, email allows you to engage your clients in a way that social media can’t. Email is both personal and direct, delivering your message straight to a client’s inbox. Unlike social media, email communication builds trust, drives action, and nurtures long-term relationships, which ultimately translates to informed, proactive, and loyal clients. 

Sound good? Of course! But, it takes more than an ordinary email to make such an extraordinary impact. Here are some expert tips on how to write an email that not only gets opened but turns words into positive action.

The goal

First, consider the purpose of your email. Are you trying to promote a new medication or service, build anticipation for an upcoming event, attract new clients, or simply provide value through educational content? Establishing your goal upfront ensures that your email is focused and aligns with your broader marketing objectives. It can also help you determine if a series of emails may be more effective than a single email blast.

The audience

Next, before writing your email, consider your target audience. Are you trying to connect with your entire client base, such as for a general announcement, or a specific population, such as cat owners or potential clients? Knowing your audience can inform the overall tone of the email and make it feel personalized and relevant. Segmenting your email list prevents your clients from receiving unnecessary emails, which can lead to frustration and them unsubscribing. 

Finally, consider your target audience’s motivations and desires. This may include wanting to take the best care of their pets, stay informed about pet health concerns, feel like a VIP client, or save money. Writing with these motivations in mind can help your message hit the right note, providing a sense of empowerment, reassurance, reward, or urgency.

The subject line and preview

Now for the bad news about email writing. The majority of emails never get opened. Although statistics vary by year, country, and industry, open rates hover around 20%. One way to increase the likelihood that your client will open and read—or at least skim—your message is to write an email with an irresistible subject line and preview or meta description (i.e., the brief string of text that follows the subject line on most email platforms).

Here are some general pointers for writing an email with a click-worthy subject line and preview:

  • Keep it short — Be compelling, but concise. Subject lines should be 30–50 characters or 4–7 words to avoid being cut off. Similarly, preview lines should be 90 characters or fewer.
  • Capitalize on curiosity — Pique your reader’s interest with a question, surprising statement, or proposition.
  • Follow through (i.e., don’t deceive) — If you promise something in the subject line or preview, ensure you address it in the email. Otherwise, you’re no better than clickbait!

The body copy or main message

Exclamation point in a speech bubble on a yellow background

Once you have your reader’s attention, you need to keep it. This means writing email copy that is engaging and easily readable, and that somehow provides value. Our recommendations for creating a truly captive email audience include:

  • Writing in a conversational tone — Write your email like you’re speaking to a friend. This not only makes your copy more readable but also more personal, which helps foster trust.
  • Using coherence or discourse markers — Words and phrases such as “So,” “Well,” “Anyway,” “Actually,” and others can be a great way to connect two thoughts and draw the reader forward.
  • Being judicious with bolding, italics, and underlining — Use these formatting techniques sparingly to help key messaging stand out.
  • Dividing content into scannable sections — Clear, concise copy in short paragraphs is more likely to hold your reader’s attention. Your entire email should be no longer than 200 words in length.
  • Insert an early call-to-action (CTA) — When applicable, consider introducing your CTA or prompt in the first paragraph. This rewards motivated readers by allowing them to take quick action.
  • Check for consistency and cohesion in an email series — When writing multiple emails in a campaign, review the sequence to ensure each one can stand alone and achieve its specific objective while also having a consistent voice and overall message that is cohesive with the entire series.

The conclusion

Every email should end with a clear CTA that aligns with the email’s original goal. What do you want the reader to do next (e.g., buy, schedule, follow you on social media, or learn more)? The CTA should be clear, concise, and easy to act on so the client knows their next step.

Finally, after your official sign-off, there’s one more trick that makes a good email great. Adding a postscript (PS) can reinforce your message, add a personal touch, or highlight a special offer or bonus. Since many people only skim email content, they’ll often spot the PS and act on it.

Email writing doesn’t have to be complicated, but it does require an eye for detail and a deep understanding of your audience. With a clear goal, an engaging and personalized message, well-structured content, and a focused CTA, your emails will earn more than a click—they’ll turn a profit, create deep trust, and help pets enjoy healthier lives.

Need help with your marketing materials? The Rumpus Writing and Editing team can transform your ideas into effective, engaging content that aligns with your brand and stands out in the crowd. Request a consultation and let Rumpus bring your story to life.