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.
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.