How to Write Marketing Emails Ghanaian Customers Actually Open

A good email can be ruined by a weak subject line, or a great offer buried under too much text. Here is how to write emails that get opened, read and acted on.

Start with who it is from

People open emails from names they recognise. Use your business name or a real person's name plus your business, such as "Ama from Osidion." Avoid sending from a generic address that looks like spam.

Write subject lines that earn the open

The subject line decides whether your email is read. Keep it short, ideally under 40 characters so it fits on a phone.

What works:

Be clear. "Your order has shipped" beats "An update."

Be specific. "3 ways to cut your ad costs" beats "Marketing tips."

Create curiosity honestly. "The mistake we made with our first ads" invites a click.

Use urgency only when real. "Sale ends tonight" works if it does.

Use a name or place sometimes. "Accra, this weekend only" can feel relevant.

What does not:

ALL CAPS and many exclamation marks.

Misleading promises that the email does not deliver.

The same subject line every week.

Add a preview line

The short text next to the subject is called preview text. Use it to add information, not to repeat the subject or say "View in browser."

Open with something that matters

The first line should tell the reader why they should care. Skip long greetings. Get to the point quickly.

Write for phones

Short paragraphs of one to three sentences.

Plain, simple words.

One clear image at most, compressed so it loads fast.

A large button that is easy to tap.

Left-aligned text with plenty of space.

Use a friendly, local tone

Write the way you would speak to a customer in person. Keep it professional, warm and clear. Local references, such as places, events and festivals, can make emails feel closer to home. Avoid slang that your whole audience may not share.

One email, one main action

Decide what you want the reader to do, such as shop, book, reply or read. Make that the main button and repeat it once. Many options split attention and lower action.

Prove it

Back up claims with a short customer quote, a real number, a photo or a guarantee. Proof builds trust.

End with a clear next step

Finish with the action again, and an easy way to reach you, such as a reply or WhatsApp link. Include your business details and an unsubscribe link.

Test and learn

Send two subject lines to small groups and use the better one for the rest.

Try different send days and times.

Check which links get clicked.

Keep notes, and repeat what works.

The takeaway

A recognised sender, a clear subject line, short mobile-friendly text and one clear action are the foundation of a good marketing email.

Want emails written and managed for you? Osidion's email marketing includes copywriting and design. Book a free call at osidion.com/contact.