How to Write Email Content That Actually Converts
Email marketing is still one of the most powerful ways to reach your audience, and when done right, it can deliver higher ROI than any social media channel. But the challenge isn’t just sending emails. It’s crafting content that engages, builds trust, and converts. In this guide, we’ll break down how to write email content that actually drives results, even if you’re just starting out.
1. Start with a Strong Subject Line
Your subject line is the first impression of your email. A compelling subject line increases open rates and can make or break your campaign. Some tips:
Keep it short and clear (50 characters or less).
Use curiosity or urgency, e.g., “Don’t Miss Out on Our New Tips” or “3 Secrets to Boost Your Sales.”
Personalize it with the recipient’s name when possible.
Example: Instead of “Weekly Newsletter,” try “Sarah, Boost Your Email Conversions Today.”
2. Focus on Your Audience
Before you write, know who you’re talking to. Segmentation is key:
New subscribers: Provide a warm welcome and introduce your brand.
Active users: Offer helpful tips or updates.
Inactive users: Re-engage with exclusive offers or content.
Tailoring your content to specific audience segments increases engagement and drives action.
3. Make Your Email Scannable
Most people skim emails rather than reading every word. Use these techniques:
Short paragraphs (2–3 lines max)
Bullet points for key takeaways
Clear headings and subheadings
Highlight important links or CTAs with buttons or bold text
This makes it easy for readers to absorb your message and take action quickly.
4. Write Compelling Body Content
The body of your email should deliver value. Some key strategies:
Tell a story: Relatable stories capture attention and make your brand memorable.
Provide actionable tips: Give readers steps they can implement immediately.
Use a conversational tone: Write as if you’re speaking directly to your subscriber.
Remember: every sentence should support the email’s main goal, whether it’s driving clicks, downloads, or purchases.
5. Include a Clear Call-to-Action (CTA)
Every email needs a clear CTA. Ask yourself: What do I want the reader to do? Examples:
“Download your free guide”
“Shop the sale now”
“Register for our webinar”
Place your CTA prominently in the email, ideally above the fold and again at the end. Use contrasting buttons or links to make it stand out.
6. Optimize EMAIL for Mobile
Over 60% of emails are opened on mobile devices. Ensure your emails:
Use responsive design
Have short subject lines
Use concise text and large buttons
Avoid heavy images that slow load times
A mobile-friendly email ensures your audience can engage no matter the device.
7. Test and Analyze Email
Even the best email content can be improved. Track metrics like:
Open rates
Click-through rates (CTR)
Conversion rates
Unsubscribes
A/B test subject lines, images, and copy to discover what resonates best with your audience.
Conclusion
Crafting email content that converts isn’t just about writing—it’s about strategy. Know your audience, make your content scannable, provide value, include strong CTAs, and always test. By implementing these practices, you’ll create emails that not only get opened but also drive meaningful action for your business.
Contact us today to talk email marketing strategy for your business.