Most marketing emails get a few seconds of attention. A clear subject line, one main message and an obvious next step make those seconds count.
At a glance
- Write a subject line that tells people what’s inside, and keep it honest.
- Use the preview text to add to the subject line, not repeat it.
- Focus each email on one main message with one clear call to action.
- Make emails easy to read on phones: short paragraphs, readable text and buttons that are easy to tap.
- Include your business name, mailing address and an easy unsubscribe link in every marketing email.
Your subscribers’ inboxes are crowded. Most people decide in a moment whether to open an email and in a few seconds whether to act on it. These tips help your emails earn that attention.
Subject lines
- Say what’s inside. “New winter tire packages, booking now open” beats “Big news!”
- Be specific. Numbers, dates and concrete benefits work better than vague excitement.
- Keep it honest. Misleading subject lines can break the trust that keeps people subscribed, and false or misleading subject lines are a problem under Canada’s anti-spam rules.
- Put key words first, since phones often cut subject lines short.
Preview text
The preview text appears next to or below the subject line in many inboxes. Use it to add information, not repeat the subject. For example: subject “Spring workshop dates are here,” preview “Six evening sessions in April, with small groups and all materials included.”
One message, one action
Each email should have a clear purpose:
- Lead with the most important information.
- Explain the benefit to the reader in a few sentences.
- End with one clear call to action, such as “Book your spot” or “See the new menu.”
Newsletters can include several items, but give one of them clear priority.
Try this
Before sending, ask: “If someone reads only the first two lines, will they know what this email is about and what to do next?” If not, move the key point up.
Design for phones and for everyone
- Short paragraphs and descriptive headings.
- Readable text size and good contrast between text and background.
- Buttons big enough to tap, with clear labels.
- Live text, not text inside images, with alt text for images so the email makes sense even when images are blocked and works with screen readers.
Required elements
Every commercial email to Canadians should include your business identification and contact details and a working unsubscribe link, as Canada’s Anti-Spam Legislation requires. Our CASL guide explains the rules.
Test, measure and improve
Send yourself a test on a phone and a computer before every send. Afterward, track clicks, sales and unsubscribes, and use UTM parameters so you can see which emails bring visitors to your website.
Questions readers ask
How long should a marketing email be?
Long enough to make your point and no longer. Newsletters can be longer if each section is easy to skim; promotional emails are usually best kept short.
Should I use emojis in subject lines?
Sparingly, and only if they suit your brand. Make sure the subject line still makes sense without them, since some email apps display them differently.
Are all-image emails a good idea?
No. Some recipients block images by default, and screen readers can’t read text inside images. Use live text for your main message and add alt text to images.
What’s the best day and time to send?
It depends on your audience. Test different times and watch your clicks and sales rather than relying on general rules.
This guide is general information, not legal advice. Platform rules and CASL guidance change, so check Google’s documentation and the CRTC’s guidance before you rely on it.