Email Marketing for Beginners: How to Write Emails That Actually Get Clicks

Writing emails that get clicks is both an art and a science—and for beginners, it’s completely learnable. The key is understanding that every element of your email, from the subject line to the button color, works together to earn that single click.

Here is your complete beginner’s guide to writing emails that actually get clicks.

✍️ The 7 Essential Elements of a Click-Worthy Email

Every email you send should be built with these seven components. Miss one, and your click-through rate (CTR) will suffer.

🎯 Step 1: Write Subject Lines That Get Opens

No opens means no clicks. Your subject line is the gatekeeper.

5 Proven Subject Line Formulas for Beginners

1. The Curiosity Gap
   • “The one mistake 90% of beginners make”
   • “I couldn’t believe what happened next”
2. The Benefit Statement
   • “Double your click-through rates in 30 days”
   • “Save 40% on your next purchase”
3. The Personal Touch
   • “[Name], a quick question for you”
   • “Sarah, I thought of you when I saw this”
4. The Urgency Builder
   • “⏰ 24 hours left for 50% off”
   • “Last chance to claim your free guide”
5. The How-To
   • “How to write better emails in 5 minutes”
   • “Why your emails aren’t getting clicks (and how to fix it)”

Subject Line Do’s and Don’ts

📝 Step 2: Master the Art of Skimmable Body Copy

Once opened, your email has about 8 seconds to earn a click. Readers scan before they read.

The Skimmable Writing Formula

1. One clear sentence opening
   • “I have a confession to make about my last email.”
   • “You asked, and I finally have an answer.”
2. Short paragraphs (2-3 sentences max)
   • Each paragraph should be a single idea
   • White space is your friend—it makes reading feel easy
3. Bullet points for lists
   • Make key points instantly visible
   • Use them for benefits, features, or quick tips
4. Bold key phrases
   • Guide the eye to what matters most
   • But don’t bold everything—it loses impact
5. One clear next step
   • Everything leads to the CTA
   • No competing links or confusing choices

Example: Bad vs. Good Copy

Bad (Dense and boring):
“Thank you for subscribing to our newsletter. We are excited to have you on board and look forward to sharing updates about our products. This week we wanted to tell you about our new line of organic skincare products that just launched. They are made with natural ingredients and are perfect for sensitive skin. You can check them out on our website by clicking the link below.”

Good (Skimmable and engaging):
“Welcome to the team! 🎉

I’m thrilled you’re here.

Since you love natural skincare, I thought you’d want to be the first to know…

We just launched something special.

Meet our new Sensitive Skin Collection:

• 100% organic ingredients
• Fragrance-free (finally!)
• Dermatologist-tested
• 30-day money-back guarantee

Your skin will thank you.

[Button: Explore the Collection]”

🎨 Step 3: Design Emails That Guide the Eye

You don’t need to be a designer to create effective emails. Simplicity wins.

The Beginner’s Email Design Checklist

• One column layout: Easier to read on mobile (60%+ of opens)
• Clear hierarchy: Subject line → headline → body → CTA
• One image maximum: Avoids distraction and slow loading
• High contrast CTA button: Makes it impossible to miss
• Mobile preview check: Always test how it looks on a phone

CTA Button Best Practices

💡 Step 4: The Psychology Behind Every Click

Understanding why people click helps you write emails that tap into those motivations.

6 Psychological Triggers That Drive Clicks

1. Curiosity – “The secret most experts won’t tell you”
2. Urgency – “Only 10 spots left at this price”
3. Social Proof – “Join 10,000+ happy customers”
4. Reciprocity – “A free gift just for you”
5. Fear of Missing Out (FOMO) – “Last chance to save 40%”
6. Authority – “Recommended by industry leaders”

The PAS Formula for Persuasive Emails

Problem → Agitate → Solve

1. State the problem they’re facing
2. Agitate it—make them feel the pain
3. Present your solution as the natural answer

Example:

“Staring at a blank email screen? (Problem)

You’re not alone. Every beginner struggles with what to write. But here’s the hard truth—every minute you wait, someone else is getting your subscriber’s attention. (Agitate)

That’s why I created this Email Template Library. 50 proven templates you can customize in minutes. No more blank screens. (Solve)”

📊 Step 5: Test Everything That Matters

You don’t need to test everything. Focus on the elements that drive the biggest difference.

The 3 Most Important Tests for Beginners

How to Run a Simple A/B Test

1. Send Version A to 10% of your list
2. Send Version B to another 10%
3. Wait 4-6 hours
4. Send the winning version to the remaining 80%

Most email platforms (Mailchimp, AWeber, ActiveCampaign) have this built-in.

📈 Benchmark: What “Good” Looks Like

Here are industry average email metrics to measure yourself against :

Note: If you’re just starting, focus on improving your own benchmarks rather than comparing to averages. A 2% CTR from a highly targeted list of 100 subscribers is a win.

🛠️ Your 10-Step Email Writing Checklist

Before hitting send, run through this checklist:

Pre-Writing

• What is the ONE goal of this email? (Get a click, drive a sale, share news)
• Who is this email specifically for? (Segment if needed)
• What action do I want them to take?

Writing

• Subject line under 60 characters
• Preview text adds context
• Opening sentence hooks attention
• Body copy is skimmable (short paragraphs, bullets)
• One clear CTA with action text
• CTA button stands out visually

Pre-Send

• Mobile preview checked
• All links work
• Personalization tags are correct
• Sent a test to yourself

💪 Your First 30 Days: A Beginner’s Action Plan

🎁 The Secret Most Beginners Miss

Here’s the truth: The best email writers aren’t the most creative—they’re the most empathetic.

They ask:

• What is my reader feeling right now?
• What problem are they trying to solve?
• How can I make their life easier?

When you write from genuine desire to help, the clicks follow naturally. The tactics above are just tools to deliver your help effectively.

Your next step: Pick one email you need to send this week. Spend 15 extra minutes on the subject line alone. Write 5 options, sleep on it, pick the best one tomorrow. That single habit will improve your open rates more than any other change.

Which part of email writing do you struggle with most—subject lines, body copy, or knowing what to say? I can offer more specific help.