How to Structure Your Marketing Email


There are five essential elements to any effective sales email—the subject line, opening, body, closing call-to-action, and signature—each of which need to be thoughtfully constructed around the goal of capturing and retaining your prospect’s interest as they move through each stage of your sales email.

We’re going to break each of these components down and share examples of effective sales emails but remember—it’s crucial that you adopt a mindset of perpetual experimentation (and optimization) when it comes to improving sales emails over time.

In an environment where inboxes fill up with sales emails and spam, it’s crucial to standout, offer personality and be sure to capture the attention of your couples with relevant information, imagery, and unique offerings.

Now without further delay, let’s get into the key components of every great sales email.


*We recommend you do not copy the examples word-for-word below, as couples will be receiving emails from a variety of services, the last thing they want to read is the same content over and over again. 


1. Writing an eye-catching Email Subject Line

Click the above link for our examples and tips on how to write an email subject line for your Marketing Emails. 


2. Introduce yourself with a Simple Opening

It's easy to overthink your opening or greeting but we recommend keeping it simple, friendly, and personal. Your opening greeting will set the tone for the ‘sale pitch’ to come so you also want to create 'context' and congratulating them on their recent engagement is a good example of this.


MailChimp can personalise your greeting so it automatically picks up the recipient's first name.

How to do this?: Add *|FNAME|* in the intro or email subject line - and this will automatically add the First Name of the Entrant in the BAG Competition. 
E.g. Happy Wedding Planning *|FNAME|*, will look like Happy Wedding Planning Jane when the recipient receives the email. 


Hi/Hello/Hey *|FNAME|*, are all perfectly acceptable greetings.

As for your first line, why not throw in a 'Congratulations' or 'Get Excited for Wedding Planning' to create a friendly tone and let your couples know you’re excited for them, after all, you want to make the recipient feel special but also provide an intro as to what’s to come.


  • Hello Jane & George,

    Congratulations on your recent engagement, let the wedding planning begin!


  • *|FNAME|*, it's time to get excited! 

    The wedding planning journey ahead is super fun and yes, we understand it can be a little daunting but don’t worry, we’re here to help!


3. What to include in your Body (this is so important)

The email body is effectively your sales pitch, the what, how, and why!

An email body should convey value by connecting your business to your Wedding Couples. As a wedding business, it is very appropriate to include images that beautifully depict your products/services or at least offer up a link to your socials so couples can peruse your portfolio at their leisure.

ABIA recommends speaking directly to the couple by outlining your value proposition and what it is exactly that you’re able to offer them. Of course, if your subject heading contains a “How to” guide then you will need to provide this advice first before offering up your value proposition.

Beyond just the quick sales pitch that sums up your offering in a relevant fashion, pull out a few quick bullet points that do an even better job of driving home the benefits of your offering for your prospect’s specific use case

Let’s try some examples;

Example: Beautiful Bridal is Melbourne’s premier Bridal Boutique, offering the largest range of 2021 gowns to suit all budgets, sizes and styles.

  • Largest Stockist of designers including [brandname], [brandname] etc. 
  • Multi-Award Winning boutique with over X number of bridal testimonials.
  • Get pampered 🥂 with your bridesmaids in our beautiful city studio.
  • Bridal Gowns from Size 4 to Size 24 Available!


Example: Bridal Sweets offers personalised, beautiful, and unique gifts for every wedding occasion.
Click here to view our most ordered range of specialised guest gifts in 2021!


Example: [Wedding Transport Company] wants your special day to feel extra special and that’s where we come in. We provide luxury transport to and from your wedding venues, allowing you to relax in style while you sip French Champagne and watch your guest's faces light up as you arrive in one of our show-stopping black Cadillacs – see images here.


4. Add a Call-to-Action (Always!)

Never leave your prospect without a clear idea of what to do next. Include a simple, specific call-to-action at the end of your email to drive the sales process forward.

The operative words? "Simple" and "specific." Too much choice can be overwhelming -- so if you want prospects to immediately take action, give them one or two concrete options.


  • Mention the ABIA BAG Competition and receive a free wedding package upgrade. To secure this offer, call Company Name on 04XX XXX XXX
  • To celebrate your engagement, [CompanyName] is pleased to offer you $1000 off our premium wedding photography packages.

    This is available to only 5 couples so secure this offer now by emailing
  • To book a free consultation and view our breathtaking Reception Venue, please text John Smith on 04XX XXX XXX

10 Most Popular Wedding Songs - Marketing EmailExample of Marketing Email


5. Include a Signature (it's professional)

A sales email signature should not be a distraction — nor should it be a source of cliché inspiration. Instead, stick to these email signature guidelines:

  • Keep it short, simple, professional, and on-brand.
  • Include your phone number & email for contact purposes.
  • Include a link to your online profile of choice — such as IG, or Facebook — so recipients can connect with you.
  • Avoid images and quotes entirely.




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