Email Marketing

12 Writing Tips for Killer Email Campaigns

When it comes to creating a strong marketing campaign for your advisory firm, there are many different aspects that make it run smoothly. A very important part of your plan is a strong email campaign.

People get  A LOT of emails throughout the day, so it’s important that you make your email stand out and create something that is click-worthy. So, how do you go about doing this? We’ve got tips to take your campaigns to the next level.

12 Tips for Writing Awesome Email Campaigns

Check out the 12 useful tips below to craft an email campaign that can’t be ignored.

1. Make Your Subject Line Click-Worthy

As we mentioned before, people get A LOT of emails in their inbox, so if your subject line doesn’t grab their attention immediately, you could lose them. How do you go about doing this? We’ve got some Dos and Dont’s for creating a subject line someone will want to click.

35% of email recipients open email based on the subject line alone.



  • Keep it short and simple
  • Place the most important words at the beginning
  • Be clear and specific
  • Use strong keywords
  • Indicate if you need a response
  • Highlight the value
  • Create a sense of urgency
  • Use emojis strategically in your subject lines


  • Use all caps
  • Use a string of punctuation
  • Forget to spell check

2. Include Your Name as the Sender

The “from” line in your email is usually the first thing that people will see when they open one of your emails, so don’t forget about this crucial element of your campaign. Whether it’s someone at your company who is easily recognizable or your company as a whole, make sure that you keep it consistent and stick to your brand.

Depending on which email service provider you’re using you could also customize your emails even more by using a face instead of a logo. For example, you may want to consider sending your marketing campaigns from the individual advisor from your team that is currently working with a particular client of yours. It puts a face behind the name and “humanizes” your company.

MailChimp newsletter

In the above image, you can see in Twenty Over Ten’s October newsletter, it is signed from Samantha Russell, Chief Marketing & Business Development Officer. This should become familiar and prospects or clients will begin to recognize her name in the newsletter, which “humanizes” the brand.

3. Write for the Web

Keep your copy short and just have one point in mind. Make sure that you use bullets and subheads to break up the text as this makes it easier for your readers to quickly scan your emails rather than reading through paragraphs of long copy. Some things that you should keep in mind are:

  • Follow a logical structure.
  • Keep paragraphs short.
  • Include one main idea per paragraph.

4. Keep Your Audience in Mind
Make sure you know who you are writing to so that you can keep the interest of your readers. Do you cater to a certain niche? Maybe your target audiences are pre-retirees and retirees. If this is the case, then write in a way that would capture their attention. Use what you know from analytics and interactions with your customers to build your buyer personas. When you know your customers, it’s easy to emails that will make them want to click your email.

5. Choose your Words Wisely

We’ve already said to keep your emails short and sweet but that also means choosing the RIGHT words to use. Using analogies, sensory words and power words can help keep your receiver’s attention

6. Write Strong Preview Text

What exactly is the preview text? Simply put, it’s the piece of text that tells subscribers more about the content of your email. Depending on your email service, the preview text ranges from 35-140 characters, and it oftentimes sells your readers on if they should click the email and continue on. So, be sure that there are no broken links and that it makes your audience want to find out more.

7. Keep It Relevant

Don’t send a generic email that could really pertain to anyone, but rather sent out relevant, targeted emails that your audience will want to read. Sending these types of emails increases the amount that people open your emails, as well as, the clickthrough rate.

One way to do this is to segment your email lists because you aren’t going to send the same newsletter to current clients that you are to prospects, right? It’s so important to break your lists up into different groups so that you can really tailor your message to certain groups.

8. Reward Your Readers

People want to be rewarded for their efforts, so it’s a great idea to offer some type of reward or give them a reason for taking the time to read this email. This starts when the readers open your email and see what they expect after seeing your opt-in form, landing page or subject line.

Maybe you can offer them a tidbit of advice or blogs in a newsletter with helpful and relevant tips. Did you include a call to action that leads to an eBook or whitepaper? Whatever it may be, make sure it is worth your readers’ time.

9. Make Your Readers Want to Take Action

Right behind the strong subject line, a call to action is the most important part of your email marketing campaign, because that’s what’ll get subscribers to convert, by taking the action you’d like them to take. Overall, a good CTA should be:

  • Visually appealing
  • Short and sweet
  • Straightforward
  • Stress the benefits to the reader
  • Create a sense of urgency
  • Use action-oriented words, such as “Download” or “Subscribe”

Bi-weekly newsletter

In the above image, the Twenty Over Ten bi-weekly newsletter shares 5 useful blogs that contain useful tips and tricks for digital marketing and financial advisors.

10. Test Your Campaigns

This can go with the best time to send your campaign and also do A/B testing to figure out which subject lines work best for your firm.

Best Times to Send:

When trying to find the best times to send out your emails, it’s important to check out the current industry trends. Also, it’s all about trial and error and seeing what works best for you, but some things to keep in mind are:

  • Make sure you know your audience
  • Consider each unique campaign
  • Test and track open rates until you find the best time to send

A/B Testing:

This is is a method of testing where you can compare two versions of an email campaign to determine which works best for your firm. You can create two different subject lines and vary the content in the email, as well, and depending on the email provider you use, check the analytics and see which one performed better.

11. Draw Inspiration From Great Ideas

Have you seen your competitors doing something that you really like, such as sending out awesome newsletters or incorporating some new campaign based on what’s happening in the financial industry during that particular month? Whatever it may be, it is okay to draw inspiration from that and tailor it to fit your business.

12. Make It Personal

You can not only personalize your reader but also bring your own brand into play. When you personalize your emails, it “humanizes” your email and shows that there is an actual person behind it all and not a robot. It will put your subscribers at ease and make them more likely to want to work with your firm.

Additionally, don’t be afraid to let your businesses’ personality show! This is something that is so important to make leads want to work with you, so make them feel at ease and ready to work with you.

Tying It Together

Creating a strong email campaign takes a lot of work, but the rewards are definitely worth the effort. When you keep in mind that email is the third most influential source of information for B2B companies and 86% of business professionals prefer to use email when communicating, it makes it all worthwhile. We hope that these tips will help you create a strong email campaign that will take your overall marketing to the next level!


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About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.