How to Write Emails that Convert

email that converts


Does your email marketing campaign give you the results you need? Well, getting your email conversion rate right is both an art and a science. And with many brands upping their marketing efforts, you should ensure your emails cut through the clutter. To maximize your ROI, you need to work on your email conversion rate.

Read on.

Write for your recipients

Before you write an email, you should put yourself in the shoes of the recipients. You should get details like:

  • What are their interests?
  • Where do they live?
  • Tastes and preferences
  • Demographic information

Such questions will help you segment the contact list to enjoy the best email conversion rate. When you understand the pain points of customers, you can use the same language in your email copy.

Write an eye-catching subject line

Your email will be ignored by many if you don’t write a killer subject line. It could mean the difference between a recipient opening an email or deleting it. Your subject is the first impression for users and therefore determines the email conversion rate.

The reader wants a short and descriptive subject line – he or she should have a connection with the content you deliver. Every email has a specific purpose, so the subject line must be specific. For instance, you can:

  • Ask a question
  • Create curiosity
  • Be funny

Since there’s no one-size-fits-all when creating an email line that converts, you ought to engage your audience with a clear subject line.

Appeal to readers emotions

If you want a high email conversion rate, you should appeal to the emotions of the users. The first step is strategic planning. Your workflow is an important part of the planning phase, so you should set up an email to reach out to customers at the right time.

Think about what is going through the minds of your subscribers, and then devise ways to increase their enthusiasm. For instance, you send an email before a birthday or any other special occasion. This will give customers a little nudge to get to your website.

If you want an emotional trigger to increase your email conversion rate, you must know what your readers want. You can invoke a visceral feeling, paint a vivid picture with sensory words, or leverage relatable analogies to understand a concept.

Nail the preview text

Most email subscribers receive a lot of emails in a day but may have limited time to go through them.

A preview text tells your customers more about the email content. As a tech-savvy marketer, you should come up with ways to make your emails appeal to the recipients. While a preview text is one of the most ignored aspects of marketing, it could mean enticing recipients or having more emails buried in inboxes.

The main goal of a preview text is to inform the recipients of what is in their inboxes. This brings us to the question, how long should be a preview text? On average, you should focus on 50-90 characters. You can try to send multiple versions to different clients. Be sure to maintain a length that will display in email clients.

When you write a preview text, you ought to put the pre-header in the body of the email. Of course, you need some basic knowledge of CSS or HTML coding.

How do you create a preview text to increase the email conversion rate? You should leave the subject line of your email short and precise and use action words. If your email has more than 90 characters, the subscribers may not see the whole text. Finally, don’t forget to conduct the A/B test. It helps you learn more about your audience and improve the open rate.

Choose the right words

If you want a high email conversion rate, you should choose the right words to connect, sell, and engage the audience. For short emails, every word counts.

The best strategy to stir the reader’s attention is to use literary techniques. Secondly, you can use a copy of sensory words and power words in your subject lines. But there’s a caveat to this- you should avoid using sleazy words, or you risk losing your subscribers forever.

For the best conversion rate, you ought to use words like thanks. Be mindful of over-egging it, as there’s a fine line between smarm and sincerity. Some of the words that can be a turnoff to customers are unfortunately and sorry.

Using the wrong words to start your emails is a surefire way to lose the subscribers’ interest. As you write an email, you should begin with words like hey, hello, or hi. If unsure of the recipient’s names, you can say hello there or To Whom It May Concern. The sign-off should include words like sincerely, thank you, or regards.

Personalize the email

Your customers will always demand personalized content both online and offline. Email personalization will leverage key data like:

  • Age
  • Gender
  • Interests
  • Birthday
  • Location
  • Recent purchases

How does personalization help you increase your email conversion rate? It gives customers what they want. If you want to increase the conversion rate, you must grab the attention of your subscribers. But if you send the wrong email, you run the risk of lower customer engagement.

But here is the catch – personalization makes a customer feel special. Your goal should be to supercharge your email marketing and increase engagement. You must remember crucial holidays and birthdays in your next customer journey.

Be relevant

You cannot craft an email to a subscriber the same way you do to a repeat customer. Every time someone subscribes to your email list, they expect something from you. So, if you want a high conversion rate you should live up to the promises.

And without the right strategy in place, you risk sending emails that don’t meet the mark. Besides, you must bridge the gap between what the subscribers want to achieve and what you want to gain.

There are a few ways to check your relevance. Is the reply to the email validated? Picture this – your email has an eye-catching subject line but you don’t get the open rate you expect. Your brand may not appear as customer-friendly when you direct subscribers to reply to a no-reply email address.

What is your opening line? It’s estimated that 30% of subscribers open emails based on the subject line alone. So, if you want a high email conversation rate, this is an area you should pay attention to.

Have you segmented the email list? Your email caters to the needs of different audiences, so you should take the time to segment your list. If you keep blasting the same email, your target audience will unsubscribe. And that’s why you must segment your audience according to preferences.

Write conversationally

When you write conversationally, you boost your email conversion rate. It’s about connecting to the audience at a personal level. Here is the thing – it takes more than just a click of a button for the recipient to open your email and respond to it. And that’s why you should craft an email, not as a consumer of the product. Do it in a manner that appeals to them.

The best strategy is to pick an interesting subject line. Every time the readers get to their inbox, they will click on the emails with an interesting subject line. Another way of writing conversationally is avoiding the sales jargon. If the reader doesn’t understand the message, they will lose interest. This translates to a low email conversation rate.

The other strategy is to use a direct and friendly tone – your email may end up losing that human touch. If you want to experience a high conversation rate, you should use words like I, we, mine, ours, etc. Another way of boosting the email conversion rate is by giving the reader an alternative. Don’t forget to end with a friendly sentence and avoid using negative statements.

Reward your readers

Subscribing customers to your email list is one step and maintaining them is another. If you want a high email conversion rate, you should reward your subscribers. To cement on this, you should provide something of value consistently.

Most people like to be surprised, so you need regular updates that customers can depend on. For instance, you can offer weekly newsletters or a regular giveaway. Alternatively, you can offer incentives of higher value.

How about acknowledging a subscriber after achieving certain milestones? You can appreciate them during birthdays or after marking one year of subscription. Another perk is to offer membership-only exclusive deals. This will instill a sense of loyalty and ensures your subscribers become loyal customers in the long term.

Avoid shady tactics

If you make false promises or use shady tactics in your email campaign, you could compromise your email conversion rate. Those outdated tactics can backfire on your customers and prompt them to unsubscribe. The best strategy to retain customers is to give them helpful and genuine content. When you focus on solving their challenges, the transition will be smooth and natural.

Those spammy tactics can drive your subscribers away forever. One annoying tactic used by many marketers is popups which won’t close with a click. Another thing that breaks trust is broken links.

Tap into the readers’ psychology

Our brains are wired to react in certain ways. If you want to create a successful marketing campaign that can trigger a higher conversion rate, you must understand the readers’ psychology. No matter how far you’ve gone with your campaign, there’s room for improvement. If your messages are not eliciting the response you want, you could be lagging behind your email campaigns.

The best strategy to make the readers click on your emails is the fear of missing out. When you use scarcity and urgency in your emails, more people will click. The color choice also matters – avoid those that compromise on deliverability, or you could ruin your conversion rate.

Your email campaign will depend on several factors like:

  • Special deals
  • Product popularity
  • Market fluctuations

Make sure you understand what your audience wants and evaluate how each campaign affects the conversion rate.

Use an appealing CTA

If you want a high email conversion rate in your campaign, you should turn your subpar CTA into powerful converters. Does the email entice the subscriber to read further? A CTA button should be eye-catching and should entice someone to click.

To start with, you should use striking, action-oriented text. Make sure you avoid using words like entering and submit. You can use words like:

  • Try for free
  • Get a discount
  • Reserve your spot

Another tactic is to make the CTA button legible. Make sure the button is big enough to draw the attention of the reader without going overboard. In addition to that, you should keep the CTA short – no more than 5-6 words.

Also, try using the first person. You can say something like start your free trial or reserve your spot to increase your clicks.

If you want to increase your conversion rate, your CTA should have bright colors and must follow a natural progression.

Focus on one objective

What do you want to achieve in your email marketing campaign? If your objective is not straightforward, it could compromise your conversion rate. Some of the objectives you ought to focus on are:

  • Increasing subscriptions
  • Generating more revenue
  • Promoting brand awareness
  • Nurturing leads

Your goal is to create a coherent narrative that takes leaders to the CTA. By having one objective, you’ll boost the effectiveness of the campaign so that you can appeal to the audience.

Split and test your email marketing campaign

A split test campaign helps you how you can improve your email marketing campaign over time. You can test different variables like:

  • subject lines
  • content
  • email address

Each version of the campaign is analyzed, so you can determine what performs best.

There are two types of split-tests that you can incorporate in your campaigns to ensure a higher conversion rate. You can test different email subjects by using different email subject lines or pre-header text. You could also test different email subjects. And after you complete the test, you can log in and see which campaign is the most effective.

Wrap up

If you want to boost your email conversion rate with anything like an ergonomic workstation, you should incorporate the above tips in your campaign. That way, you’ll build trust and orchestrate a cohesive customer experience. It’s a surefire way of ensuring nothing falls through the cracks.