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Writing Email Copy That Converts: Tips and Formulas


While automation delivers emails at scale, writing compelling copy tailored to each audience and goal is crucial for email success. Following proven email writing formulas and best practices ensures your messages cut through the noise to capture attention and drive action.

In this comprehensive guide, we’ll explore techniques for:

Crafting attention-grabbing subject lines

Subject lines drive opens. We’ll look at ideas that entice engagement.

Structuring emails that are scannable

Skimmable email formats improve comprehension. We’ll detail techniques for organizing messages clearly.

Writing body copy that resonates

Compelling style keeps interest. We’ll examine writing tips for resonating body content.

Crafting effective calls-to-action

Converting readers to customers requires clear CTAs. We’ll review formulating actionable email CTAs.

Personalizing messages

Personalized messaging improves results and relationships. We’ll discuss segmentation strategies.

Designing clear and attractive emails

Professional email design increases engagement. We’ll look at templates and design elements.

Let’s dive into email writing strategies designed not just to send messages but have them read, understood, and acted upon.

Craft Attention-Grabbing Subject Lines

Subject lines convince subscribers your email merits opening. Tactics for irresistible subject lines include:

Lead With Name Personalization

Starting subject lines with first names grabs attention by immediately signalling relevance.

Speak to Reader Needs

Summarize specific value readers will receive to showcase custom relevance like “John, Here’s how to grow Instagram followers”

Ask Questions

Compel curiosity by asking on-topic questions like “Are you overlooking this analysis?”

Limit to 50 Characters

Keep subjects concise. Lengthy headlines get truncated on mobile.

Test Emotional Triggers

Try inspirational, helpful, funny, surprising, or nostalgic angles to resonate based on your brand voice. See what best fits subscribers.

Urge Quick Action

Prompt urgency where applicable using countdowns, limited-time offers, or expiring previews. Spike action.

Use Numbers

Intrigue with stats like “5 Unconventional Hacks…” or “7 Common Mistakes…”

Reduce Spam Keywords

Avoid using words like “free”, “discount”, “money”, or “guarantee” which may trigger spam filters

A/B Test Subjects

Try multiple subject line options against a control to determine which resonate best with each subscriber group.

Strategically crafted subject lines aligned to audience needs seize the critical seconds deciding opens.

Structure Emails That Are Scannable

Easy-to-skim email body copy improves comprehension. Useful practices include:

Break Into Short Paragraphs

Paragraphs under 3 sentences aid scanning on mobile devices.

Embolden Key Sentences

Use bolding strategically on value statements subscribers need to notice. Focuses attention.

Feature Numbered or Bulleted Lists

Lists break up dense text into clear takeaways that readers readily digest.

Call Out Next Steps

Boldly reiterate any desired reader actions like responding, clicking, or sharing to prompt follow-through.

Use Descriptive Headers

Separate content sections with descriptive headers summarizing blocks below them. Provides structure.

Add Relevant Links

Hyperlinking related articles or informational sources provides intuitive pathways for interested readers to further explore ideas.

Include Relevant Graphics

Supporting illustrations, stats, screenshots, or graphics make emails more palatable while clarifying written points.

Stick to the Point

Trim unnecessary words and sentences that don’t directly support desired reader actions to prevent diluting clarity.

Careful copy structure through lists, chunks, bolding, headers, links, and graphics keeps messages easy to quickly comprehend.

Write Body Copy That Resonates

Beyond structure and brevity, word choice impacts relationship building. Useful copywriting tips include:

Establish Reasons to Care

Introduce topics by framing reader benefits and explaining significance before diving into details. Give motivation upfront.

Limit Industry Jargon

Stick to simple language everyone understands rather than overusing niche acronyms and technicalities that distract average readers.

Share a Story

Anecdotes and stories humanize messages while modeling desired actions for readers to relate to. Weave one in where applicable.

Use Natural Voice

Write conversationally using words you’d actually say aloud for relationship-building familiarity. Avoid overly formal or stiff tones.

Show Personality

Share tasteful humor, irreverence, enthusiasm etc. reflective of your brand’s unique voice to stand out from dry messages.

Provide Social Proof

Include credible facts, stats, expert opinions, testimonials, and relevant examples that build authority behind recommendations so readers trust advice.

Limit Self-Promotion

Keep overt product pitches minimal. Focus copy on providing readers value vs. bragging about yourself.

Compelling copy develops a relationship with readers while clearly explaining the significance emails hold for them.

Craft Effective Calls-to-Action

Strong CTAs channel reader momentum into action. Recommendations for compelling CTAs:

Place Prominently

Position call-to-action buttons above-the-fold directly in email body vs. buried in footers so they are immediately visible.

Keep Them Concise

Use brief decisive commands like “Register”, “Download”, “Buy Now”. Lengthier clauses lose impact.

Limit to One Clear Next Step

Don’t overwhelm readers with too many CTAs. Emphasize one primary desired action.

Make Them Action-Oriented

Use strong action verbs that urge momentum like “Start”, “Join”, “Claim” rather than passive terms like “Explore” or “Consider”.

Use Contrasting Colors

Make CTA buttons visually stand out from body background using contrasting complimentary colors for pop.

Provide Value Proposition

Explain why taking the action benefits readers. Convince them the effort is worthwhile.

Include Deadlines

Noting limited-time discounts or expiration dates adds urgency to take advantage now.

Effective CTAs instantly communicate what you want readers to do next while motivating immediate action.

Personalize Messages

Tailoring emails using first names, demographics, past behaviors, interests and other details boosts engagement. Strategies include:

Address Recipients by First Name

Even minimal personalization like including first names builds closer rapport. Avoid generic “Hey there”.

Note Profile Details

Mention subscriber city, company, industry, interests etc. based on collected info to customize tone and examples.

Thank Loyal Followers

Call out longtime subscribers or frequent engagers for their loyalty since initial sign-up date or last purchase.

Wish Happy Birthday

Sending exclusive birthday offers and content makes subscribers feel recognized on special occasions.

Segment by Interests and Actions

Tailor content suggestions, recommendations, or calls to previous actions subscribers have taken indicating needs like product downloads, abandoned carts etc. Hyper relevant.

Automate Journeys

Orchestrate multi-part automated email sequences customized around subscriber behaviors and attributes using campaign builders and tags. Ongoing personalization at scale.

Matching messaging to each subscriber’s unique relationship history and demonstrated interests drives response. Know your audience.

Design Clear and Attractive Emails

Professional email design elevates engagement. Elements to incorporate include:

Follow Brand Style Guidelines

Maintain consistent fonts, colors, logos, imagery etc. from your brand across email templates for recognizable continuity.

Reflect Brand Personality

Show brand character through tone, imagery, message framing etc. Emails are touchpoints shaping brand perceptions like your website and ads. Represent your identity authentically.

Make It Scannable

Leave ample white space between paragraphs and sections. Avoid crammed layouts that appear dense and overwhelming.

Spotlight Call-to-Action Buttons

Use contrasting colors, size, and placement to emphasize CTAs buttons for easy identification.

Align Subject Lines With Content

Support subject line promises with relevant content, visuals, and action buttons readers expect to see based on subject wording.

Limit Image Count

Every image adds load time and bytes. Include only essential visuals tightly reinforcing key points. Avoid distracting extras.

Consistent, professional design ensures messages catch the eye while setting the right brand expectations.


While great automation delivers emails, the copy itself convinces subscribers to open, read, and act. Headlines coax engagement. Easy-to-read formatting and scannable structures improve comprehension. Compelling writing builds trust. Clear calls-to-action channel interest into revenue while personalization and professional design reinforce relationships.

With so many factors impacting email success, continually test and refine your copy using data-driven insights into what resonates with each audience. Write for action, not just passive reading.

Ready to make your next email a success? You’ve got this! Now go engage and delight your audience.


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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