How to Write a Perfect Email | Email Course. Part 3


After we have learned everything about catchy headlines, it is time to discuss the text your customers will read when clicking on the subject lines.

This article is going to tell you what to mention in the email body and how to write your copy to make the audience glued to it. Other way, boring or irrelevant contents may force customers to delete your email message immediately.

Let’s start with the overall plan for every email, continue with useful tips increasing click rate and audience engagement, and finish with what you shouldn’t do with your email contents.


Email Contents

1. Start with a Greeting

In a case with seller-customer emailing you may write both ‘Hi’ or ‘Hello’.

We recommend not to use ‘Dear John’ and to keep the balance between formal and informal writing.

  • At Seller Nexus, we commonly use just the “Hello + Name” formula.


2. Thank Your Recipient

This rule applies to follow-up emails. You should thank your customer for their order regardless of whether you are sending this message as an order confirmation or for letting them know when their order is going to be delivered.


In Seller Nexus templates, we ordinary write something like:

  • Many thanks for ordering [[product-name]].
  • We’re very glad that you have ordered from us!
  • Again, thank you very much for your order!


3. Specify Your Purpose

As long as every email message has its purpose (Order confirmation, Customer service, Delivery confirmation, Review or feedback request), you should state it in the email body. All in all, this is why you send these emails to your customers! They should clearly see the purpose of communication.

You can use phrases like ‘I am writing in reference to…’ or just start talking about what you need. While designing our templates, we came to the conclusion that it is better to be brief and concise, so here are our examples with several email topics covered:

  • We highly appreciate your choice of [[product-name]]. You will be receiving your order soon!
  • We are glad to inform you that your [[product-name]] has been already delivered.
  • You may have already opened the package and ensured that nothing is missing.


In most cases with autoresponders, we can’t send emails with feedback requests to clients. So, after mentioning a couple of words about order fulfillment and customer service, you may add a phrase or two regarding reviews or seller feedback.

Here is how we manage to do that at Seller Nexus:

  • Your review of our product would be of great help to others in choosing their purchase platform--could we ask you to take a couple of minutes and share your feedback on [[product-name]]?
  • Your review would also be of great help for others who are shopping for these kinds of products and services, and to us as suppliers to understand our customers’ needs and any areas for improvement. Would you be so kind to share your honest thoughts on your recent experience in our shop? It‘ll only take a couple of minutes, but we would greatly appreciate it!
  • Your impressions matter--we want you to have a great customer experience with us, and we’re ready to help you in any way we can!


4. Closing Remarks

You may thank your customers once again or offer them further help:

  • We hope that everything will go smoothly. Nevertheless, if there are any issues or problems with [[product-name]], please [[contact-link:contact us]] so we can find a solution to it right away.
  • Thank you in advance for sharing your experience!
  • Many thanks once again!
  • This would be great for us, many thanks in advance!


5. Closing

We prefer writing ‘Best regards’ or more friendly ‘Warm regards’, however, you can select something like ‘Sincerely’ or ‘Best wishes’. At the end, there always should be the name of your company or ‘Customer service’.


Useful Tips

1. Be purposeful

This was already mentioned, and we need to repeat it once more. Every email must have a purpose and you should describe it in a brief and polite way.


2. Use One Style

Be direct and don’t start with ‘Mr. Black’ and finish with ‘Cheers’. We recommend using a more friendly style and beware of too formal phrases. Why is it so? Your customers are real people who want to get new emotions with their orders on Amazon, they don’t need to be serious and shop mostly for fun.


3. Be brief

If you look at our templates, you will see that we don’t overwrite. If you need to send a complex message consisting of several topics or a list of important points, why not to break it into parts and send as 2-3 separate messages?

Nevertheless, if you decide to send an all-in-one email, split the text to bullet points and number them, if it is possible.

Other way, your recipient will likely close the email without reading.


4. Be polite

There is no place for rudeness on Amazon. This will not only affect your ratings but can also get a ban from Amazon.


5. Create readable texts

  • Make sure that your messages don’t contain grammar mistakes, proofread everything you write.
  • Don’t use caps-lock text or popular in web ‘gr8’, ‘txs’, and so on.
  • Keep your paragraphs short and meaningful, get rid of everything that does not make sense. If you see that your email sounds the same good without a sentence, don’t hesitate to delete it.
  • Avoid using too many typefaces and smilies. You can use emojis in headlines and in the email body, but be careful, as too many of them will just distract readers’ attention.


Main Mistakes

Analyzing tons of emails sent by Amazon sellers, we at Seller Nexus know the most common mistakes of email writers.

1. Being too formal

We can’t tell you whether there are situations when being formal helps not harms. While in countries like Germany this may seem normal, this is completely unacceptable in the US.


2. Writing too long copy

This is similar to our tip #3 named ‘Be brief’, as no one will read an email of 2-3 pages!


3. Using email cliches

Sure, you CAN write frequently-used phrases like ‘Looking forward to hearing from you’ or ‘Thank you in advance’, but will it be interesting to read?


4. Overuse of ‘!’ and ‘?’

“Can you imagine an email with a great amount of these marks? Oh no, I can’t! But why? It is so much awful! I bet that your customer would close such an email!!!”

We think this was a nice example of why you should not do this.


Check out other parts of this Mini-Course:

Part 1. Why Should You Email Customers on Amazon?

Part 2. How to Create Catchy Email Headlines

Part 4. Other Email Contents: Graphics, CTAs, etc

Part 5. Email Attachments

Part 6. How Not to Break Amazon Email Policy

Part 7. How Autoresponder Works

Part 8. How to Create Email Campaign in 2 Minutes