Sales Driven Marketing Hub

8 Elements of Great Marketing Emails

marketing email

We’ve talked a lot about sales emails here on the xoombi blog, but what about marketing emails?

Email marketing is an integral part of the overall inbound marketing machine. It’s one of the best ways to reach out and engage your prospects..

Studies show that email marketing is more effective than other forms of communication, including social media. In fact, 77% of consumers prefer to receive permission-based marketing communications through email. 

Take a look at some statistics.

Email Marketing Statistics 

Now that you know why email marketing is so important, let's take time to learn the elements that make those emails great. 

Key Elements of Awesome Marketing Emails 

All of your marketing emails should include the following: 

1. A highly compelling, value-driven offer.

I can’t emphasize this enough; today’s marketing game is about value. Value is what brings people to your blog, what gets readers to download eBooks, and ultimately what gets people to convert to customers. Emails are no different; the more value you provide, the more people will positively respond. 

2. A clear pathway for the recipient to take the next step.

Now that your email contains a valuable offer, it’s time to ensure your recipients know how to take the next step. This is why it’s essential that you include a call to action (CTA) in every email. You don’t want people to simply open your email, scan through it, and then move onto the next one, right? No. You want people to click through to wherever you want them to go next. Make that process easy and enticing.

3. Personalization elements.

Personalize, personalize, personalize! Ensure that you use the prospect’s name, offer something relevant to his or her stage in the buyer’s journey, and include a signature from the sender with direct contact information (e.g. someone’s personal email address as opposed to info@mycompany.com). Also try personalizing the subject line; according to Adestra, personalized subject lines are 22.2% more likely to be opened.

4. A visually compelling image.

Including a visually compelling image in your emails will help boost engagement and bolster your click-through rates. This is because:

  • People tend to scan rather than read emails.
  • The eye gravitates to images.
  • Images create emotional connections.

For some more great tips on using images in emails, check out this post on the Groupon blog.

5. Bulleted text highlighting benefits.

See what I did in the paragraph above? I bulleted out the benefits of adding images to your emails so that you would pay more attention to them! This tactic is also incredibly effective within email body text; so if you have important information you need to get across to recipients, bullet it out! 

6. Consistency with your brand.

Like with all things your organization produces, make sure your emails are consistent with your branding. Your prospects should be able to immediately identify you as the sender when they open your email.

7. Tailored and targeted to a segmented audience.

Don’t blast your entire email list with every marketing email you ever draft. Instead, craft emails specifically for certain segments of your list. For example, if someone just downloaded a top of the funnel eBook, send him or her an email that offers an insightful, middle of the funnel asset. This email will look a lot different from the one you send to the prospect you just did a demo with.

By tailoring and targeting your emails to a segmented audience, your emails will be both more relevant and more valuable.

8. CAN-SPAM compliant

Last but not least, make sure your emails are CAN-SPAM compliant! After all, it’s the law! Seeing that you’re abiding by the CAN-SPAM guidelines is a welcome sight in your recipient's inbox. This will let them know that no matter what, they have a way out (it’s your job to make sure you’re offering SO much value though, they’d never want to leave your list!).


If you’re not already harnessing the power of email marketing, xoombi can help! Take the time today to sketch out a preliminary marketing email campaign, and see what a few hits of the “send” button get you!

By continually testing and tweaking your emails, you’ll soon find your own secret sauce.

anatomy of inbound marketing ebook CTA


Lolly Spindler


Lolly Spindler

Lolly Spindler is the Content Marketing Manager at xoombi. A writer by trade, Lolly loves to make the written word work for clients by delivering high quality, engaging content to their audiences. She leads the xoombi content marketing team in executing demand generation, SEO, and copy editing strategies. Lolly is a graduate of Boston University.


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