How to Write Emails Your Audience Actually Wants to Read

You know the kind of email we’re talking about.

The subject line sounds like a corporate announcement. The body reads like a blog post with a call to action duct-taped to the bottom. 

And the CTA? Something like “Check it out!” (No thanks.)

The truth is: most marketing emails get ignored. Not because email is dead, but because the writing is.

That’s good news for you. Because writing emails your audience actually wants to read isn’t about being a wordsmith. It’s about knowing what grabs attention, what holds it, and what gets people to click without feeling like they’ve been sold to.

In this guide, I’m pulling back the curtain on the email strategies used by successful creators, ecommerce brands, and consultants who turn inboxes into income streams.

Whether you’re sending newsletters, launch emails, or “just checking in” messages, this article will help you stop second-guessing your copy and start sending emails people look forward to.

Short on time? Here are the key takeaways

• Structure matters: Use proven email copywriting frameworks like Story–Lesson–Offer or PAS to keep your message clear, engaging, and conversion-ready.
• Write for your reader, not your brand: Ditch the “we’re excited to announce” intros. Focus on what your audience cares about and how you can help them, fast.
• Your subject line is everything: If they don’t open, they don’t read. Test curiosity, value, and specificity-driven subject lines and don’t forget the preheader.

What Makes People Open (and Read) Your Emails?

Writing emails that get opened (and actually read) starts with one uncomfortable truth.

Nobody cares about your email.

At least, not at first.

People don’t open emails because you sent them. They open them because there’s something in it for them, like a benefit, a hook, or a reason to be curious.

Here’s how to give them that reason.

Email isn’t a mini blog post

You’re not writing a masterpiece. You’re writing a moment.

Long paragraphs, big intros, and “In today’s email, we’ll discuss…” intros? Skip it. People scan.

You have maybe five seconds to hook them before they swipe away, so don’t waste valuable digital real estate on content that doesn’t get to the point!

Reader-first vs brand-first copy

Picture this: You’re at a party, and someone walks up and immediately starts listing all their accomplishments. No context, no question, no interest in you. Just… “me, me, me.”

That’s how most emails sound.

If your email starts with “We’re excited to share…” or “Our latest feature…” you’ve already lost them.

The fix? Flip the lens.

Make the reader the hero of the story: their pain point, their curiosity, their goal. Speak directly to that.

Instead of “We’ve launched a new course on productivity.” Try “Still wasting hours on to-do lists that don’t actually get done? Here’s a fix that works.”

Know your email’s job

Not every email needs to sell.

In fact, this approach is one of tne of the fastest ways to lose subscribers is treating every message like a pitch.

Smart email marketers understand that every email serves a purpose. Before you write a single word, ask yourself:

• Is this email meant to build trust?
• Is it educating?
• Is it promoting something?
• Is it just showing up and reminding them you’re human?

Trying to do all of that in one email? You’ll confuse the reader, and a confused reader doesn’t click.

Here’s a simple framework:

When you get clear on the why behind your email, the tone, CTA, and structure fall into place naturally. You stop overexplaining. You start writing like someone with a mission, not just an Omnisend login.

And that’s when people start reading all the way to the bottom.

Proven Copywriting Frameworks for Emails

Here are three battle-tested frameworks that work especially well in email, and how to adapt them to your style.

The “story – lesson – offer” method

Best for: Nurture emails, launches, newsletters

This one’s gold for creators and service pros who want to connect before they convert.

Break it down:

• Story: A real, relatable moment. Something that happened to you or a client.
• Lesson: What it taught you, and why it matters to your reader.
• Offer: A natural segue into your CTA (download, reply, book, buy, etc.)

Example:

“Last week, I almost missed a deadline because I was so deep in busywork. Sound familiar? Here’s how I fixed it with one 10-minute tweak I now use daily. If you want the full system, it’s inside this week’s workshop.”

This approach builds trust fast because it feels like a conversation, not a pitch.

PAS: Problem – agitation – solution

Best for: Short, punchy promo emails

Simple. Powerful. And when done right, wildly effective.

• Problem: Name the pain. Be specific.
  
• Agitation: Twist the knife a little (not too much, this isn’t clickbait).
  
• Solution: Show how your product/service/idea is the fix.

Example:

“Still hitting snooze five times before dragging yourself into the day? That 3 a.m. scroll habit might be why. Here’s a better morning routine, one that starts the night before.”

PAS is all about empathy. You’re not selling a solution. They’re relieved to find it.

4Ps: Promise – picture – proof – push

Best for: Sales and launch emails

This one’s great when you need your email to convert, not just get clicks.

• Promise: Lead with the big benefit.
  
• Picture: Help them imagine the result.
  
• Proof: Show a testimonial, stat, or quick case study.
  
• Push: What’s the next step?

Pick one structure, tailor it to your voice, and write like you’re talking to one person, not your entire list.

How to Write Subject Lines That Don’t Get Ignored

You’ve written a killer email. It’s helpful, clear, and the CTA sings.

But none of it matters if no one opens it.

Subject lines are your first impression. And in a sea of inbox noise, you’ve got one shot to stand out, not by being gimmicky, but by being genuinely worth the click.

The anatomy of a great subject line

A strong subject line usually checks one or more of these boxes:

• Sparks curiosity
• Offers clear value
• Feels personal or emotionally resonant
• Creates urgency (but not fake FOMO)
• Sounds like it came from a person, not a marketing department

Here’s what that looks like in real life:

Don’t sleep on preheader text

If the subject line is the headline, the preheader is the sneak peek. It’s your chance to reinforce the hook or add context.

For example:

Subject: “Why I stopped sending weekly emails”

Preheader: “(And what happened to my sales after I did)”

This is prime real estate, don’t waste it on “View this email in your browser.”

Keep testing (but test the right things)

A/B testing your subject lines? Good. But don’t just swap a word or throw in an emoji and call it a day. Test types, not just tweaks:

• Curiosity vs. clarity
• Short vs. descriptive
• Emotional vs. benefit-driven

And make sure you track more than opens. High open rates with low click-throughs? That subject line might be clickbait in disguise.

Write Emails They’ll Look Forward To

You don’t need a team of data analysts or a 47-step tech stack to make email marketing work.

You just need the right platform behind you, and that’s where Omnisend shines.

Built with e-commerce in mind, Omnisend makes it incredibly simple to send smarter emails. Segment your list, automate your flows, and drive real revenue without bouncing between five different tools.

From welcome sequences to abandoned cart nudges to VIP exclusives, it’s all there. Easy to build. Easy to scale.

Foundr readers get 50% off their first 3 months with code FOUNDR50.

Start sending better emails (and finally watch them convert).

Claim your discount today.