A marketing email works when the subject line tells people what's inside and why it matters, the first line keeps them reading, the email makes one point, and there's one clear link to click. Write like you're emailing one customer, not a list. Keep it short enough to read on a phone in under a minute, and send regularly so people recognise your name. Most small businesses don't fail at email because their writing is bad. They fail because their subject lines are vague ("Newsletter #6") and their emails try to say five things at once.
The parts of an email (and what each must do)
| Part | Job | Tip |
|---|---|---|
| From name | Be recognised | Your name, or "Ama from Glow Skincare", not "noreply" |
| Subject line | Get opened | Say what's inside or spark curiosity; under ~50 characters |
| Preview text | Support the subject | The first line people see after the subject |
| Opening line | Keep them reading | Get to the point, or start with a story |
| Body | Make one point | One idea, short paragraphs |
| Call to action | Get the click | One link, clear words |
| P.S. | Second chance | Many people read the P.S. first |
Subject lines
What makes people open
- Usefulness: "Your bakery costing sheet is inside"
- Specificity: "3 mistakes that make cakes sink"
- Curiosity (honest): "I almost didn't send this"
- Urgency (real): "Early price ends tonight"
- Personal tone: "Quick question, Kofi"
30 subject line examples
Useful
- Your free checklist is here
- The exact prices I charge for wedding cakes
- How to fix dry skin in harmattan
- 5 Excel formulas every interview tests
- Your step-by-step plan for this week
Curiosity 6. I was wrong about this 7. The cheapest thing that made me the most money 8. Don't buy hair until you read this 9. What 100 customers told me 10. This surprised me
Story 11. The day I almost quit 12. My first customer paid me GH₵ 30 13. What happened when Akua tried this 14. A message that made my week 15. How I lost GH₵ 5,000 (so you don't)
Offer 16. It's open: [product], early price inside 17. 48 hours left at GH₵ 150 18. For past customers only: 20% off 19. Back in stock (last time sold out in 2 days) 20. Your cart is still waiting
Personal and question 21. Quick question 22. Can I ask you something? 23. Did you get a chance to start? 24. What should I make next? 25. Are you still struggling with [problem]?
Seasonal and timely 26. Before the Christmas rush 27. Black Friday starts now 28. Back-to-school checklist 29. New month, new plan 30. Payday reminder: it's still here
Writing the email
Open fast
Skip "I hope this email finds you well." Start with the point or a story:
"Last week, three of you asked me the same question: how do I price a cake?"
One email, one idea
If you have three things to say, send three emails. One idea gets read; three get skimmed and forgotten.
Short paragraphs
One to three sentences. White space. Most people read on phones.
Write to one person
"You", not "all of you". Imagine your best customer reading it.
Show, don't tell
Instead of "our course is effective", tell the story of one student's result.
One link
Repeat the same link once or twice if the email is long, but don't add other destinations. Make the link text say what happens: "Get the guide →" not "click here".
P.S.
Restate the offer or the deadline: "P.S. The early price ends tonight at midnight: [link]"
Sample emails
A welcome email
Subject: Your bakery costing sheet is inside
Hi Ama,
Thanks for grabbing the costing sheet. Here it is: [link]
One tip to start: add up everything for one cake, including gas and the box. Most home bakers forget those two, and they're often why the profit disappears.
Over the next week I'll send you a few short emails on pricing and getting more orders. Reply anytime with questions.
Esi P.S. Tomorrow: the 3 cakes that sell best in Ghana, and why.
A sales email
Subject: It's open: The Bakery Starter Course
Hi Ama,
For the last 3 months I've been putting everything I know about starting a home bakery into one course. It's ready.
Inside: 20 short video lessons, from your first recipe to pricing, packaging and getting your first 10 orders.
Abena took the beta version in August. In October she made GH₵ 2,800 from weekend orders.
The early price is GH₵ 350 until Friday (then GH₵ 500).
Get the course → [link]
Esi P.S. Pay with MoMo and start the first lesson in 2 minutes.
A cart reminder (if you write your own)
Subject: Your order is still waiting
Hi Kofi,
It looks like your order for the ring light didn't go through. Sometimes the MoMo prompt times out.
You can finish it here in a minute: [link]
Questions about delivery? Just reply.
Paylead sends cart reminders automatically; you can add your own with email automations.
Sequences
Single emails are good. Sequences are better: a welcome series, a sales series, after-purchase and win-back. See the 5 email sequences every online seller needs.
Deliverability basics
- Only email people who signed up or bought.
- Make unsubscribing easy (it protects your reputation).
- Avoid ALL CAPS and lots of "FREE!!!" in subject lines.
- Send from your own verified sending domain once you email bigger lists.
Frequently asked questions
How often should I email my list?
Weekly or every two weeks is a good rhythm for most small businesses. During a launch, daily for a few days is fine.
How long should a marketing email be?
Usually 100–250 words. Longer is fine for stories or teaching, as long as it's one idea and easy to scan.
What's a good open rate?
It varies by audience and list. Track your own and work to improve it month to month.
Read next: how to send email newsletters and SMS vs email marketing.
