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Writing Email Copy That Converts: Tips and Templates

Email remains one of the most effective digital marketing channels for engaging audiences and driving conversions. But crafting compelling email copy that gets opened, read and prompts action is an art and science. You want recipients to find your messages valuable and helpful, not spammy.

This comprehensive guide will explore key strategies and proven best practices for writing email copy optimized for high open and conversion rates. Let’s dive in!

Optimizing Email Subject Lines

Your subject line is the first and possibly only thing subscribers see before deciding to open and engage with your email. Master the subject line and your messages will get read.

Grab Attention Quickly

Subject lines have mere seconds to catch interest. Lead with curiosity sparking stats, questions, news or viewer benefits.

Keep it Concise

Aim for under 50 characters so the full subject is visible without truncating on most devices. Don’t risk vital words being cut off.

Speak to Specific Audiences

Align language and messaging to different subscriber segments. Ex. New vs existing customers, men vs women, ages.

Urgency and Scarcity Work

Leverage urgency words like “expires soon” and scarcity like “limited spots left”. But don’t overuse.

Use Brackets Strategically

Brackets around dates, times or locations like [2022 Sale] help subject lines stand out in crowded inboxes.

Avoid Spam Trigger Words

Don’t use misleading words like “free” or overused ones like “reminder” that may trigger spam filters.

Test Different Versions

A/B test multiple subject line versions and phrases to see which generate higher open rates. Refine over time.

Structuring the Email Body Copy

Follow proven email copywriting formulas for structuring the content flow in a way that engages readers from top to bottom.

Lead With Benefits

Start with a paragraph highlighting the core value, key points or special offers readers will find inside. Get to the goods quick.

Follow Funnel Structure

Organize content in line with subscriber lifecycle stage. New users need different info vs loyal customers.

Use Subheaders

Break up lengthy sections with descriptive subheaders in sentence case to improve skimmability for busy readers.

Share Early and Often

Reinforce the main call-to-action multiple times throughout the email body to increase visibility.

Save Key Details For Last

Place vital details like dates, URLs and codes at the very end for readers who made it through your whole pitch.

Make Scanning Easy

Chunk content into short paragraphs separated by line breaks. Use bullet points for quick ideas. Bold key phrases.

Insert Useful Media

Relevant photos, gifs, videos and graphics make emails more visually engaging and information easier to digest.

Crafting Compelling Email Content

The words and ideas within your copy ultimately make or break results. Write valuable, authentic content tailored to your recipients.

Provide Truly Useful Info

Find ways to share legitimately helpful advice, insights, tips and resources centered around their needs, not overly self-promotional.

Appeal Emotionally

Spark desire, nostalgia, urgency or empathy through vivid descriptions, stories and analogies that connect at a deeper level.

Speak Conversationally

Use friendly, conversational language. Steer clear of overly formal, long-winded corporate speak. Pretend you’re emailing a friend.

Balance Personalization

Personalize copy with first names and relevant details when possible. But avoid anything that seems creepy.

Showcase Social Proof

Weave in credible testimonials, ratings, media logos and reviews that build trust in what you’re offering.

Appeal To Identity

Align messaging with the self-image your target aspires to. Ex. Eco-friendly, health-conscious, stylish.

Avoid Overused Jargon

Stay away from overused industry terms and buzzwords that come off impersonal. Keep it simple.

Optimizing Calls-to-Action

Email CTAs dictate the next step you want the reader to take. Follow these best practices for maximizing clicks.

Lead With Strong Verbs

CTA buttons and links work best led with action verbs. Ex. Get Started, Join Now, Download, Register, etc.

Make Them Stand Out

Use contrasting colors, size and placement to draw attention to call-to-action links and buttons.

Limit to One Main CTA

Avoid diluting focus with multiple competing calls-to-action in one email. Emphasize one primary CTA.

Match to Intent

Tailor CTAs to the subscriber’s lifecycle stage. For new leads focus on outreach. For repeat customers, highlight retention offers.

Use Clarity Over Cleverness

Spell out the value readers will get by clicking rather than vague phrases like “Click Here” or confusing plays on words.

Soften Low-Intent CTAs

For emails with lower intent CTAs like browsing a blog, use softer language like “Check it out”. Avoid demanding “Buy Now” type verbs.

Make Convenient

Simplify by prepopulating email forms with subscriber data so completing the CTA takes fewer clicks and keystrokes.

Optimizing Email Layout and Style

Proper layout and stylistic elements enhance emails visually while improving scannability and key messaging prominence.

Establish Hierarchy

Make key sections stand out through font sizes, colors and placement. Funnel reader attention in logical flow.

Align Elements Intentionally

Strategically position sections, images, text blocks and CTAs in spots most likely to attract reader attention as they scan.

Use List Typography

For listings, choose fonts and styles optimized for online readability like system fonts or simple clean sans serifs.

Space It Out

Include ample whitespace between paragraphs, sections and around edges. Avoid dense walls of copy.

Stay On Brand

Incorporate your brand colors, fonts and visual style throughout email design. Maintain consistent look and voice.

Make Imagery Impactful

Feature high-quality photos at sizes large enough to showcase cleanly and draw interest to your messaging.

Check Mobile Rendering

Preview emails across different mobile devices. Adjust spacing, text sizing and alignment as needed for seamless mobile experience.

Improving Deliverability and Inbox Placement

Beyond compelling content, ensure your emails actually reach subscriber inboxes through smart authentication and deliverability practices.

Properly Set SPF & DKIM

Use Sender Policy Framework and DomainKeys Identified Mail authentication to verify your domain and IP as legitimate sources of email.

Monitor Spam Tests

Submit emails to SpamAssassin and similar spam test tools. Tweak any red flags harming deliverability like questionable content, links or formatting.

Warm Up New Domains

When starting email marketing from a new domain, gradually increase volume sent to establish a good sending reputation.

Maintain Accurate Lists

Promptly remove hard bounces and unsubscribers. Segment based on open and click rates. Keep your list clean.

Avoid Blacklists

Carefully manage sending practices, complaints and blocks to avoid landing on ISP and domain blacklists which severely hurt deliverability.

Watch Sender Score

Monitor your sender score and standing with major ISPs through services like Return Path to catch issues early.

Enable Authentication

Implement DMARC and SPF authentication to verify you as a legitimate sender and enable advanced security protocols.

Applying these proven email copywriting tips and best practices will empower you to craft messages and campaigns that truly resonate with your recipients while achieving stellar open and conversion rates. With the right combination of compelling value, strategic layout and solid deliverability, your email marketing efforts will drive substantial ROI.

By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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