9 Tips for Writing Email Marketing Copy that Converts

Do you want to write an email marketing copy that converts?

When it comes to email marketing, copy is one of the top determinants of whether your campaign succeeds or fail.

Customers who actually read emails from brands spend an average of 85% more while shopping.

In this article, we will share 9 useful tips for writing great email marketing copy to ensure your subscribers not only open your emails, but make a purchase.

Email Marketing Copy that Converts

1. Write An Attention-Grabbing Subject Line

Your customers receive dozens of emails every day. This is why you need to write a subject line that not only captures their attention but invite them to open the email.

The best way you can do this is by making the subject clear and easy to understand while adding a creative personal touch.

Using active verbs to tell the reader what they can do tends to convert very well because it’s simple and to the point.

Now if you can combine the two with a segmented email list where you know exactly what the user’s need is, then you can boost your open rate by 39%.

Some examples of good subject lines are:

It’s Beer. It’s Ice Cream. It’s Beer Ice Cream!

Get 25% off On Your Favorite Jeans

2. Make Sure Your Subject Line and Copy Match

Everyone receives enough irrelevant spam emails every day. By creating a compelling subject line that doesn’t match the content can damage the trust. You also risk of the user marking your email as spam.

Remember: while your super creative headline might get you a higher open rate, if it doesn’t support your email content, then it will not get you any sales.

3. Have One Goal per Email

There’s only one thing harder to read than a run-on sentence, and that’s a run-on email. Everyone is anxious to tell the whole story in one email, but few people read every word.

The best way to avoid writing a run-on email is to have one goal per email. Pick one point and stick to the point.

A good rule of thumb is to re-read your email after you’re finished editing to see if you can cut out another 25%. Chances are you can remove extra fluff, enabling you to keep the reader’s interest long enough to get to the call-to-action.

4. Add Clear and Compelling Call-to-Actions

When you’re writing call-to-actions for emails, you must use action words to instill the urge to click. Some examples of effective action words are:

get, buy, sign up, start, order

You also want to make sure that your call-to-action is above the fold. The last tip is to ensure that your call-to-action is always followed by words that highlight the benefits of your product.

This can be “free”, “customized”, “complimentary”, etc to further increase your conversion.

5. Format Your Email for Skimmers

Let’s face the truth. Most people don’t really read the emails, they simply skim it.

You want to make sure that your emails can be read in less than 5 seconds. How do you do that?

Well, start by making your main points bolded and bulleted.

You want to keep your sentences short and simple.

Lastly, add multiple call-to-actions so even if they skim past the first one, they will click on the next one.

6. Talk about Benefits versus Features

Often marketers go down the road of highlighting and listing all the features. While that might seem like a good idea, it isn’t.

You need to write your email in plain English and explain to the user what’s in it for them. Highlight the benefits will get you a higher conversion rate vs simply showing the features.

7. Add a Personal Touch

Nobody likes being spoken to in masses. Just because your email list is in hundreds or thousands doesn’t mean that you can’t add a personal touch to it.

Try to write your emails in second person by using words like “you”, “me”, and even “us”. By doing this, you immediately add a friendly tone to your email.

The other thing you can do is use plain language that others can relate to and avoid all the corporate jargon.

8. Proofread, and Proofread Again

The last thing you want to do is rush through your email before you send it. Proofreading is often overlooked, but typos and inaccuracies can significantly hurt your credibility and conversion.

Make sure to check your spelling, grammar, and the links you have inserted to make sure that every thing is working properly.

9. Track Results and Improve

No single email list is the same. Measuring your metrics and analyzing your result will help you optimize your conversion rate going forward.

Track your key performance indicators such as delivery rate, open rate, click-through rate, sales conversions, etc to further improve your email marketing copy.

To summarize: to be effective in your email marketing campaign you must be clear, be intentional, and be authentic as to the true intent of your campaign. You can convert readers to respond by implementing the tips in this guide.


Have you discovered any other helpful email marketing tips and tricks? Share your experiences below.

Add a Comment

We're glad you have chosen to leave a comment. Please keep in mind that all comments are moderated according to our privacy policy, and all links are nofollow. Do NOT use keywords in the name field. Let's have a personal and meaningful conversation.