Learning English e-mail marketing

English Phrases. E-mail marketing

Writing a good request style e-mail is an invaluable skill in the office place. Whether you are writing to just an individual, to a small group of well known contacts or to thousands of people who have never heard of you, the art of grabbing your readers attention and impressing is worth practising

Your English does not have to be perfect to make an impact. A well thought-out and targeted email will overcome the odd imperfection of grammar or syntax.

The most important thing when writing an e-mail to anyone, is to sound cheerful, assertive and active.


What are the best e-mails you have ever received?

Think of the e-mails you have received. Which ones stand out in your memory? Think especially of any marketing mails that you received and were impressed by. What made you read them and take an interest?

Or can you think of an example of a mail from a colleague or client that really impressed and why that was?



What are the best subject lines? Key English Phrases.

Subject lines are often the only part of your email that is read. To avoid this, you need a subject line that arouses some sort of curiosity. Something unusual. Something impressive.

Subject lines should be short and punchy – straight to the point and readable in a glance. Break all statements up into mini sentences. Use numbers or different punctuation marks to break up the text. Ask a question. Make an offer.

  • Bored today? Help me out. It’ll only take 5 mins.
  • Cold days. Hot nights. – cuddle up to someone special
  • Today we’re giving it away. Nearly. 60% off!
  • Interviews with every CEO in your sector – introducing our new report.

The start of your mail: Make it personal. Key English Phrases

A marketing style mail often puts you off – especially if you are receiving it from a stranger. Most people enjoy something personal and lively in their inbox, whoever it comes from. Something that starts unusually or presents and interesting fact or is so direct as to be unavoidable.

“Hi folks,

Hope you’re enjoying this beautiful Spring morning.

Got a quick request for you…”


“Dear Username

Did you know 40% of our universe is hot air?

I’m writing to you today because…. “


“Hi there,

I’d like to draw you attention to our new report on the …. “

Email marketing in English. Use active bullet points.

Keep your main pitch or request as condensed as possible. Make your point quickly and easily. Using bullet points is often a good way of doing this.

Using bullets that start with an active verb always sounds nicer and keeps the mail animated:

  • Research your target audience
  • Think of them as you write your mail
  • Write to them as a friend
  • Surprise them with new manners of presenting the same information

Email marketing in English. The request.

The request for action can go in any place in the email, but is often at the top or bottom or top of your mail. Very frequently in both places.

The request must be clear. Complex requests may get overlooked or misinterpreted. The request must use language that makes the recipient want to act and make the process sound easy. Lively phrases that are full of action and optimism about the likely response.

“If you want to be part of this next phase in our programme, just reply to this mail with the words ‘yes please’ before Friday morning.”


“if you want to get involved, let me know and I will approve you asap”


“If you are interested in this idea, just drop me a short line and I’ll schedule a meeting with you next week to explain the idea in full.”


“It’ll take you five minutes to fill out the attached form and you’d make me a very happy survey setter if you’d take that time and have it back to me before the weekend.”


Assuming that the action has already taken place is a proven technique for success.

“With your new product downloaded, you will be able to generate your first report within minutes”

Email marketing. Testing and repetition.

It’s fun to try new approaches and record the impact they have. This is given for a mass mailing of any sort, but is also fun and very productive to do with mails to smaller groups, even internal groups of people. – note the key features of your approach and the response rate.


Email marketing classroom exercises.

  1. Ask people what makes a good email. Then ask them if they can remember any particular mails that have made an impact.
  2. Discuss the different approaches to emails in different cultures. Can emails be as informal in other languages as they can be in English?
  3. Ask for typical subject lines (maybe people can read them from their phone). Write them on the board and ask the class to discuss in pairs how they could be improved. – Shortened. Made more lively.
  4. Give example of calls to action and discuss how appropriate they might be in different situations. – internal. Client focused. mass mailing etc.
  5. Give everyone in the class one situation and ask them to all write and e-mail to that person. (eg: You are approaching a CEO of a small company who you don’t know, you want to arrange a collaboration with him – elicit suitable desired actions). – Read them all out aloud at the end – ask for and give comments.



Links about email marketing.

Discussion of relevance of email marketing today: http://contentmarketinginstitute.com/2016/01/opportunity-email-podcast/

My analysis of my favourite mail:


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