How to Design a Great Marketing Email for Your Website

Do you have a website? Maybe you’re just getting started or perhaps you’ve been around for a while and are looking to update your marketing techniques. No matter what stage you’re at in life, you likely have an interest in blogging and marketing online. For those of you who happen to be interested in design, you may want to take a look at the wide-ranging fields of website design, web development, and digital marketing.

Often, when someone decides to start a website or blog, they’ll design their marketing email around the same principles as their site’s design. After all, if you’re designing a site that’s pleasing to the eye, you may end up designing your email to match. While this is a lovely symmetry to achieve, you should always have a seperate design team create your website and marketing materials.

Marketing Emails & Blog Posts are Different

When you send a regular email to your subscribers or post regularly to your site, you’re essentially engaging with your audience on a regular basis. These are considered “cold” marketing messages since you’re not currently engaging with your audience directly (you’re not giving away free samples or bargains, you’re not doing promotions, and you’re not asking for suggestions).

“Hot” marketing emails and blog posts are anything beyond a cold marketing email or blog post. These are the types of messages you’d send to someone you’ve already established a connection with. An example would be someone you’ve worked with in the past who you realize is now a qualified lead so you’d email them to ask for their opinion on your new product (a good hot email). Or you could email a blogger you follow for an article to mention your product or service in the future (a great hot blog post on marketing).

When you’re designing your marketing email, you should consider the recipient. The key is to establish and maintain a connection with your audience so they feel like you’ve been in contact with them for some time even though you’ve never met. Designing a marketing email that will delight your subscribers is a great way to start off and it will make the whole process of creating an email client connection simpler.

Subject Lines That Work

When it comes to email marketing, subject lines are pretty important. This is where you’ll separate yourself from the rest of the messages in your email box. In 2018, subject lines on average receive about 18 seconds of attention, but that can vary widely depending on the email client and the email settings.

Before we dive into the best subject lines, let’s look at how to create a successful email marketing strategy. To start, you need to ask yourself a series of questions.

What am I trying to accomplish with this email?

The first step is to figure out what you’re trying to accomplish with this email. What is the goal of this email? Are you looking to generate leads? To educate your potential customers? To sell a product? To gain subscribers? As we’ve established, each of these is considered a different marketing goal. You may decide to combine some of these, but you should always have a clear idea of what you’re trying to accomplish.

Who is my ideal customer?

Having defined your goal, you can now move on to the second step: figuring out who your ideal customer is. Remember, not everyone will benefit from your product or service. You should only target potential customers who fit the description of your ideal customer. This can be as simple as someone who is looking to make a purchase or is already a customer of yours. It can also be someone you’ve met or know through social media or a business partner.

Once you’ve got a good sense of who your ideal customer is, you can start to design your marketing email.

The Best Marketing Email Subject Lines

If you’re looking for inspiration, you can visit our library of nearly 500,000+ email templates. We’ve collected our favorites from across the web and put them into a handy reference library. Whether you’re writing your own email marketing campaigns or are simply designing emails for others, you can browse our collection of subject lines and find inspiration for your own.

Here are some of our favorite subject lines from our library of pre-designed templates:

Subject Line #1

The above subject line, titled “Product introduction: Inspirational design ideas that you can incorporate into your next marketing email,” is for a product introduction email. We love that the e-commerce store features a black-and-white theme, using the “white space” effectively.

The copy in the body of the email works well too. We’re encouraged to read that the product can help us “become more creative and confident designers” because it’s clear that the buyer of this product will enjoy discovering new things about design and seeing new things in their inbox.

Subject Line #2

We can’t talk about marketing emails without including a classic email subject line that’s been around for more than a decade: the “Buy now!” subject line. This subject line, used for everything from product promotions to discounts to anniversaries and everything in between, has been used over 14 billion times worldwide. This is probably because it’s what our audience is looking for. Everyone wants something now, right? So, the “Buy now!” subject line gets the point across in the fewest possible words. If your email contains a special offer, use this subject line.

Here’s an example of a product promotion using the “buy now” subject line:

Hey there, I hope you’re enjoying the holidays and that you’re finding the time to relax and recharge. How about some Product X to help you relax? We’ve got just the thing. It’s a massage seat that promises to give you a “rejuvenation experience”. Not only does it feel good, but it’s also got all the right ingredients to nourish your body. If this sounds like something you might be interested in, you can get it now with the click of a button. Don’t forget: orders placed now will be fulfilled in the next few days. So, what are you waiting for? Buy now.

Subject Line #3

“Free shipping” and “no minimum order” seem like standard promises you’d see on any online store, but sometimes they’re worth paying attention to. If anyone knows the frustration of waiting for your package, you may want to consider mentioning this in your subject line. “No minimum order” means you’ll get charged no matter how little or how much you order. “Free shipping” allows you to specify whether you want shipping free or discounted. So, if you have enough money left over after you purchased that Product X for which you used the aforementioned “buy now” subject line, you might consider going back and buying more. Free shipping may also apply to some of your orders if you qualify for some corporate or social rewards program. Free shipping is worth mentioning regardless of your situation.

Subject Line #4

Emails that contain useful information or that offer some value to the recipient will tend to do well. You can use this subject line on your emails to let your subscribers know that you’ve created a special email only for them. It could be for an informational piece you want to spread across various platforms or a sale offer for a limited time. Whatever the case may be, create an email designed to delight your subscribers with a special message.

Subject Line #5

The “Get a free mini-course” subject line serves as both an enticement and a useful suggestion. This email subject line, from Canva’s blog, invites subscribers to take a look at an “inspirational design mini-course” that’s worth about as much as one dollar. Canva knows that people probably won’t be willing to pay for an email mini-course, but they also know that some will. So, they’re putting in a little something extra to create a little desire and an offer that’s hard to refuse. What’s not to love?

Subject Line #6

The last marketing email subject line we want to highlight is one that’s been around for many years but continues to work because it stays true to its purpose. When people see this subject line, they know exactly what they’re getting into. A good subject line for a persuasive email will ask the reader to take action or make a decision. This is why we often see subject lines like these:

Scroll to Top