Do’s and Don’ts For Writing Emails That Actually Get Read

If you’re an online business owner or coach, you already know that your emails are one of your most powerful tools for staying connected with your audience (and potential clients!).

But getting people to open, read, and really engage with those emails? That’s where it gets tricky.

Between optimizing all those email server quirks and making sure your copy actually sounds like you (and not a robot), there are a lot of ways your emails can unknowingly miss the mark. Which means missed opportunities for working with more clients and growing your business.

Here are just a few of my favorite do’s and don’ts to help improve email performance, build trust, and keep your subscribers excited about hearing from you.

✅ Do: Use Personalization

Your readers aren’t just another name on a list, and they want to feel seen and heard. Get personal with them by simply using their name in the subject line or first sentence. You can even get fancy and start segmenting based on audience interests and behavior, too. The more relevant it feels to them, the better the engagement will be.

✅ Do: Send Regularly and Consistently

People signed up for your list because they want to hear from you — so don’t ghost them! Decide on a frequency that feels sustainable for you, whether that’s once a week or twice a month. Consistency builds trust and helps keep you top-of-mind when they realize your service or coaching could help. 

✅ Do: Make It Skimmable

These days, a lot of people don’t actually read emails — they scan them. If your email looks like a wall of text, don’t count on your readers to read through it line by line. Instead, breaking it up with short paragraphs, bullet points, and bolded phrases makes your message easy enough to scroll while waiting for a coffee.

✅ Do: Focus on Providing Value

Before you even write the first line of your email, ask yourself: What’s in it for my reader? Whether it’s a quick tip, an inspiring story, or an exclusive piece of content, try to always be offering them something meaningful, beyond just a sales pitch. 

❌ Don’t: Overload Your Email with Links

Too many hyperlinks and buttons and CTAs links can trigger the dreaded spam filter and land your email straight in the junk folder. Plus, too many options can just plain overwhelm readers and drop your click-through rate. Keep it simple — one or two focused links is usually great.

❌ Don’t: Write Long or Complex Subject Lines

Your subject line is your first impression, so make it count! When in doubt, go for short, intriguing and clear — this always beats confusing or overly wordy. Aim to make it 6-10 words that hint at what’s inside without being misleading (no one likes clickbait that doesn’t deliver!).

❌ Don’t: Send Only Sales Emails

If every email is a sales pitch, people are going to start tuning you out. Or worse, they may unsubscribe. Instead, balance out those promotional emails with interesting newsletters that will actually give your readers something valuable. Educational content, personal stories, and behind-the-scenes updates are some great ways to keep them engaged.

❌ Don’t: Use Big Blocks of Text

Nothing scares people away faster than a giant chunk of text. Make it easy on them by breaking it up with short paragraphs, headlines, and bullets to make your emails more inviting.

Bonus Tips For Even Better Email Engagement

✅ Test Your Send Times: Experiment with different day of the week and times of day to see when your emails get the best engagement. There are always industry standards, but every business is different. 

✅ Use a Clear Call to Action: Be specific about what you’d like your readers to do next, whether it’s replying directly to you, clicking a link, or checking out a cool resource you made for them. 

✅ Keep an Eye on Your Metrics: Test different things and pay attention to your open rates, click rates, and unsubscribe rates to keep a finger of the pulse of what’s working (and what’s not).

These are just a few ways I help online businesses and coaches create emails that not only reach inboxes — but truly resonate with their audience. 

Want more personalized guidance for connecting with your potential clients? Schedule a call to discuss a messaging plan for your business!