What makes a ‘good’ marketing email?

What makes a ‘good’ marketing email?

Marketing Trends 2024

Email marketing is a form of both digital and direct marketing that provides your business with a way to reach your customers and clients using email. Email Marketing can be a very effective marketing tool to communicate with your customers, keeping them informed and up to date with the latest news from your company, including product launches, new projects, case studies, industry news, and so much more. 

According to a study by McKinsey & Company,  email marketing is up to 40 times more effective than social media for acquiring customers. The same study showed that email conversion rates are 3 times higher than social media conversion rates. 

At I Do Marketing, we love email marketing for so many reasons. Not only does it help to build relationships with your customers, but it can also help with:

  • Retaining customers
  • Driving traffic to your website 
  • Increasing sales 
  • Targeting specific audiences
  • Tracking your audience behaviour
  • Promoting product launches 

And so much more. 

We caught up with our Marketing Manager, Hannah, to hear about her expertise in email marketing and what you can do to ensure your email marketing is the best it can be. 


The first thing to consider before you think about the email design is your database. Your email results will only be as good as the quality of your data, so before getting started, we recommend having a review of your database and also how you communicate, making sure you comply with GDPR regulations.  If you are not sure if you’re data is GDPR compliant, then check out our recent blog with GDPR ‘Guru’ Judith Andrews – Director of Business Tamer, where she outlines some of the basics of GDPR and provides some reassurance on how to safely and sensibly manage data within your business.

Now that you have covered the legalities let’s get designing!

A great marketing email is all down to the messaging and the design. The subject line, the layout, the visuals and the call to action are what really make your email stand out. Here are some of my top tips:

Design a template 

Designing a template that you use time and time again is a great way to ensure that your email is formatted correctly and takes the hassle out of creating a whole new email design from scratch every month/week/time. Templates are also a great way to ensure the look and feel is always ‘on brand’, and your customers will easily be able to recognise that the email is from your company.

Responsive design 

With the variety of screen sizes available now, it is important that your marketing emails are responsive. This means that the email design will resize depending on the screen size that it is being viewed on. 

According to HubSpot Blog Research, 2021, the majority of email views come from mobile devices (41%), followed by desktops (39%), which is why it is so important to have a responsive email design. Not only that, but also it will give your customers a much better user experience when interacting with your brand and content, and who wouldn’t want that? The better the user experience, the more likely they are to engage with you.

Subject Line

An email subject line is so much more important than we think. A report from optinmonster, found that 47% of email recipients open an email based on the subject line alone. At the same time, 69% of email recipients report emails as spammy based solely on the subject line. 

Having a subject line that is concise, to the point and intriguing. Perhaps include a deadline or a countdown. All of this will increase your chances of a higher open rate. 

Subject Line Example

Emailing Marketing Tips for 2024 

Could be enhanced to:

Top 5 Email Marketing Tips for 2024 🔥 

Messaging / Call to Action 

Ensure your email has clear messaging and a strong call to action of what you would like your customer to do with that information, for example: ‘Register Now’ or ‘Get in touch’. You can also use buttons or different coloured fonts to ensure your call to action stands out. 

TIP: Don’t be afraid to use emojis 😉


Using photos, infographics, icons and other visuals throughout your email can help to break up the text and illustrate your key messages. Visuals can help grab your customer’s attention and increase the chances of them taking action from your email. 

Example 1: High click-through rate

John Howe Turkeys Email Campaign

Alongside a PPC campaign, we ran an email marketing campaign for John Howe Turkeys. This campaign consisted of 3 emails that we created, designed, and launched over a 3- month period.

This email had an amazing open rate of 76% and a strong click-through rate of almost 15%. Why?

Marketing Trends 2024
Marketing Trends 2024
Marketing Trends 2024
  • Showcases the brand through colours and fonts
  • Clear call to action
  • Visible buttons
  • Fun and eye-catching visuals
  • Interesting content

Example 2: Increase in Sales

Eyelash Excellence Email Campaign

We work alongside the Eyelash Excellence team to create weekly email campaigns as well as manage their PPC advertising.

This Black Friday email campaign saw an increase in sales of over 300% in comparison to other emails. Why?

Marketing Trends 2024
Marketing Trends 2024
Marketing Trends 2024
Marketing Trends 2024
  • Joined the Black Friday Trend
  • A strong call to action to ‘shop now’
  • Clear discount codes
  • Discounts are added to sale items as well for ‘added value’
  • Creates a sense of urgency to buy
corporate social responsibility ideas

Written by Hannah O’Toole

Social Media Marketing Manager

Her day-to-day role at I Do Marketing consists of Social Media Management, Content Creation, Campaign Generation and Digital Marketing. She has worked in Marketing for the past 14 years, in many different countries and across a variety of industries.

Are you ready to reap the benefits of email marketing?

Let’s meet and discuss your marketing goals and see how email marketing could help you.

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