You may have noticed that your inbox’s “new message” notification has been pinging more than usual lately. It’s not just your imagination. In 2024, over 250 million emails were sent per minute, making it one of the most popular forms of communication.
But even in the busiest inboxes, the most creative emails will always stand out. They might have an intriguing subject line, masterful storytelling, or even an interactive quiz. And no, these elements aren’t just about being different or novel — though that’s certainly part of the appeal! They help capture the audience’s attention because they add more value than typical marketing messages.
This guide will teach you how to make creative emails. Get practical tips for everything from writing innovative subject lines (it’s easier than it seems!) to choosing the best visuals. Plus, discover handy tools for when you need help sparking your inspiration.
What makes an email truly creative?
Every email requires at least a little human ingenuity. Even if you use an artificial intelligence (AI) generator to get inspiration for your messages, you still need to write the prompt first. So, what separates genuinely creative emails from more generic ones? Here are a few traits.
Definition and key elements
Creative emails use out-of-the-box elements in strategic ways to grab attention and get results. In other words, they don’t just combine random ideas to seem unique. They’re original, but with purpose.
There are four pillars of creativity for emails:
- Subject line
- Design
- Content approach
- Timing
You don’t necessarily need to focus on every pillar for all your messages. For example, you might create novel subject lines and designs but send the emails at standard times. Just one or two creative elements can be enough to hook your audience.
And, of course, clarity is critical. Sure, abstract art or a poetic subject line might be different from everything else in your customers’ inboxes. But if they can’t understand your message, they’ll probably just feel mystified.
With strategic use, though, creativity can help you engage your audience and build brand recognition. It may also boost conversions by increasing the chances that customers will click and linger on your emails.
Why creative emails perform better
Researchers haven’t directly compared the performance of creative and “standard” messages yet. But plenty of studies suggest that adding novel elements can have a huge impact.
Consider these statistics:
- 60% of emails with emojis in the subject line perform better than those without emojis.
- Adding video to emails increases open rates by 19% and click-through rates by 65%.
- For ecommerce emails, gamification increases the click-to-open rate by 220%.
- 88% of marketers say interactive content helps their brand stand out from competitors.
While designing creative emails takes effort, this research suggests that it’s well worth it.
How to write creative subject lines for emails
If you only have time to focus on one pillar, consider starting with creative subject lines for emails. They’re the first thing your clients see when you message them, so they should inspire curiosity and clicks.
The psychology behind attention-grabbing subject lines
The best subject lines work because they tap into the curiosity gap.
According to social scientists Russell Golman and George Loewenstein, the curiosity gap is “an awareness of the absence of potentially useful or interesting information.” It’s that voice in the back of your head telling you to click on an email or article because the content inside could be valuable for your life. Readers feel compelled to fill this gap when they see subject lines like:
- “We’ve got a thrilling adventure to spice up your weekend.”
- “Your dog is going to love our latest invention.”
- “Treat yourself to a delicious surprise.”
Emotional triggers can hook customers, too. Just keep it positive. For example, “Let’s celebrate National Dog Day together!” is more effective than “Is your pup feeling depressed? Cheer them up with our treats.”
The majority (71%) of customers also expect personalization. Something as simple as adding their names or referencing their city (“Get ready for another scorching Phoenix summer with a cute bikini!”) can entice clicks.
And don’t go overboard with the length. At Constant Contact, we recommend sticking to four to seven words for subject lines. That way, you won’t have to worry about them getting cut off on mobile devices.
Creative subject line formulas that work
At first, the idea of using formulas for creative emails might seem paradoxical. Counterproductive, even. But these shortcuts can help you jumpstart the creative process and avoid writer’s block.
Here are seven prompts to write creative subject lines for emails:
- The question format: Pique interest with a question, such as, “Are you ready for your next epic hike?”
- Emoji integration strategies: Feel free to sprinkle in an emoji or two, especially for younger audiences. But make sure they’re appropriate and relevant. Here’s a great example: “Have you seen our amazing holiday deals? 👀👀”
- The “FOMO” approach: Nothing inspires action like the fear of missing out. Build urgency with something like “Don’t miss our flash sale — only two more hours!” or “Just 10 hands-free leashes left!”
- Humor-based subject lines: Some customers love a clever pun or dad joke, but steer clear of anything risque or insensitive. For instance, you might write, “Say yes! (to our three-tier wedding cakes!)”
- Numbers and list-based teasers: There’s a reason why listicle articles are so popular: people love scannable content. Take advantage of that trend with subject lines like “5 camping essentials for Memorial Day” or “3 wine trends you need to know.”
- Pattern interruption techniques: For the most impact, try to break away from standard subject line formats. Something like “Well, this is awkward…” or “Whoa! Did you see that sale?” can snag your reader’s eye as they skim their inbox.
- Personalized preview text pairings: Some email providers show readers the first few words of your message in their inboxes. Make a stronger impression by using this preview to complement your subject line. For instance, you might pair “Turn heads with the season’s top bag” with “Hey [name], your dream bag awaits…”
How to make creative email designs
Stepping up your subject line game is only the first step to learning how to send creative emails. You also need to make the inside of your messages look fresh and original.
Visual elements that capture attention
Email gives you a lot of freedom to experiment with different visuals. Here are a few eye-catching elements to add to your messages:
Colors
The right colors can evoke certain moods in your audience. Blue, for instance, is soothing and peaceful — perfect for promoting a beach vacation or new bedsheets. Meanwhile, a vibrant green can make readers crave a hike (or a delicious salad).
Typography
Use creative fonts to spotlight key text or make your brand voice pop. But double-check that they’re compatible with all devices and email providers, or some clients might not be able to see your content.
Images
Choose high-quality visuals that stir up some sort of emotion in your reader. For example, photos of adorable puppies might make pet owners say “aww,” while avid skiers may prefer action shots. J
ust avoid the temptation to use only AI-generated images. Customers typically feel less comfortable with these visuals than human-made art.
Animations and GIFs
Consider embedding the occasional animation or GIF into your marketing emails. For example, you could add a reaction GIF (“surprise!”) or show one of your products in action. Depending on your email provider, you can add animations by saving them as files and inserting them into your content, or by copying and pasting them directly into the email.
White space
Cramming every inch of your email with content isn’t the way to go. Use white space strategically to emphasize key images and text.
Of course, you shouldn’t overload your emails with animations and flashy colors and half a dozen images. Experiment with just one or two of these elements at a time to avoid disorienting readers.
Interactive email design features
In a sea of static emails, interactive elements are a creative and fun way to liven up your messages.
Try adding clickable features, such as “hotspots” that reveal hidden content. Or use the hover effect to spotlight key information. For example, the text could change color when the user hovers over a coupon code, making it impossible to miss.
You can also use interactive content to create urgency. Nothing inspires FOMO like a countdown timer ticking by the seconds until your sale ends or a new product launches.
Gamification is another great way to engage readers. A short quiz or roulette game can make your audience engage with your content more deeply. You could even offer rewards — like a 20% off coupon — to encourage participation.
Layout innovations that break the mold
While email templates can save time, you shouldn’t always follow the same format. Try out more creative layouts, such as:
- Switch things up by looking for alternatives to traditional Z- and F-patterns. For example, you might use a grid layout to showcase products. Or make your emails asymmetrical — like a wide image followed by a side-by-side text box and coupon.
- Use unconventional headers, such as animated banners or text with a gradient background.
- Get creative with the footers instead of treating them like an afterthought. This could be as simple as inserting an image or writing a playful message about your policies.
The best creative emails strike the right balance between novelty and accessibility. Always test your layouts to make sure they’re mobile-friendly and easy for all readers to navigate.
How to send creative emails: Content approaches
While experimenting with different designs is always fun, your creative emails still need to have solid content. Otherwise, it’s all glitter and no substance. Here’s how to make creative emails that your audience actually wants to read.
Storytelling techniques for email
An email isn’t a story per se — at least, not like a novel or film — but you can still flex your creative writing muscles.
Look for opportunities to add mini-narratives, such as a quick client success story or anecdote. These little stories can build tension — “Can Mike fix his relationship with his employees before it’s too late?” Then, you can wrap them up with a resolution involving your products or services.
You could even create a series of emails featuring a recurring character. For example, you might tell the story of how a client overcame several challenges with your help. Or follow your mascot’s zany adventures as it invents a new product.
No matter which approach you take, use your stories to showcase your brand’s voice and values.
Unexpected content formats
Sure, standard email formats, such as newsletters, are great for sharing information. But you can make your content even more engaging with innovative types, like:
- Choose-your-own-adventure emails, where readers choose which deal or type of message they’ll receive next
- Quizzes and surveys
- User-generated content showcases, such as contests for the best videos
- Behind-the-scenes emails that share exclusive content about your brand
- Celebration emails that highlight your customers’ and team’s accomplishments
Voice and tone experimentation
Top brands often have distinctive voices, such as Wendy’s sarcastic one-liners. Set yourself up for success by researching your audience and developing a tone that hits home with them.
Gen Z, for instance, often adores brands with conversational and witty voices. Meanwhile, B2B buyers in their 40s and 50s will likely prefer a more formal and professional approach.
Regardless of your voice, try breaking the fourth wall by addressing the audience directly. A simple “Hey, pet parent!” can make readers feel seen.
Creative email examples that drive results
Here are a few creative email examples to help spark your own ideas.
Example 1: The inspiring challenge
This creative email encourages El Paso residents to participate in an Energy Savings Championship. The message stands out because it has a bright header and immediately addresses the reader, inviting them to “Step Up, Champion!”
Example 2: Intriguing emojis
Bold text and colorful emojis immediately grab attention as soon as the reader spies this subject line in their inbox. Plus, the red fire emoji matches the email’s background, creating a sense of urgency.
Example 3: Animated adventure ad
When a reader opens this Chase email, an invisible hand scrawls the word “wild” across the header. This animation adds a sense of whimsy to the ad, while the motion makes the key word pop.
AI tools to streamline your email writing process
While human creativity is priceless, you don’t have to invent everything yourself. AI software can speed up your email creation exponentially — and give your brain a break.
What AI email generation tools can do
AI generators produce and refine content based on human prompts. They’re great for quickly drafting routine emails, such as newsletters and shipping notices. You can also collaborate with AI to brainstorm more creative emails.
However, you’ll need to teach it your brand voice to get the best results. And be sure to fact-check all AI content for accuracy. This technology is notorious for spreading misinformation and providing fake citations.
Free AI email writing tools
If you’re on a budget, free AI software is incredibly accessible and may even integrate with other tools like Slack. Tools like ChatGPT and Microsoft Copilot can generate subject lines and textual content. You could also use text-to-image generators from Canva and Adobe to generate images.
However, free tools may not always produce the highest-quality or personalized outputs.
Paid AI email solutions
Paid tools often offer premium features, such as advanced customization and predictive analytics. And they’re still evolving. Future developments could include fully self-training programs or “hallucination insurance” to protect companies from harmful AI outputs.
But weigh the return on investment carefully. Expensive enterprise solutions usually aren’t worth it for small businesses that just need an extra hand with email marketing.
How to use AI while maintaining your brand voice
While AI is a powerful tool to aid email marketing, you can’t offload the entire creative process to AI. This technology works best when marketers use it to draft or refine emails, rather than copying and pasting whatever ChatGPT spits out.
Always humanize AI content with your personal experiences and sense of humor. You should also thoroughly edit it to correct incorrect information and prevent plagiarism. Take AI content as inspiration to fuel your business’s creative emails.
Testing your creative emails
Like any art form, mastering creative emails takes trial and error. Here’s how to track how your messages are performing.
A/B testing approaches for creative elements
Use A/B testing to assess the elements that have the biggest impact on your audience, such as subject lines and calls to action. Skip minor elements like font color, which won’t make a huge difference.
Aim for a sample size of at least a few hundred subscribers (though more is helpful), and test your emails at least twice a month to learn what works best. Consider using a tool like Constant Contact to help you analyze the results accurately.
Metrics that matter for creative emails
As you evaluate your creative emails, use email tracking software to measure these key performance indicators:
- Engagement metrics, such as click-through rates and sales
- Attribution models to show how much the emails influence your button line
- Customer lifetime value, retention rates, and other long-term impact measurements
Learning from failures
Even the most seasoned marketers make creative mistakes, such as accidentally using the wrong emoji or writing a joke that falls flat. Consider sending a corrected email to address major mistakes, then pivot to a different strategy in this guide.
Implementation guide: Your creative email roadmap
Now that you’ve learned how to make creative emails, use these best practices to kickstart your campaign.
Starting small: Low-risk creative elements
Don’t overwhelm yourself (and your clients) by tackling all four creative pillars at once. At first, just take baby steps like these:
- Experiment with creative subject lines for emails — even a simple pun will do
- Add an interactive quiz or GIF
- Break the fourth wall in your standard emails
- Use A/B testing to see how your audience responds to different photos — cats or dogs? Homey or action-packed?
Tools to support your creative email strategy
The right email marketing software can make a huge difference. Constant Contact offers hundreds of customizable templates, making it easy to experiment with creative designs. Plus, you can use the built-in AI writing assistant to come up with fresh ideas faster.
Cultivating creativity in your email strategy
Keep your customers on their toes with creative emails. These delightful messages can strengthen your relationship and boost conversions. Plus, they can give you a competitive edge over more, well, old-fashioned competitors.
Get started by experimenting with fun subject lines or sprinkling in some interactive elements. And be sure to check out our free webinars for more imaginative content ideas!
