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Do you write emails that convert? 

Email marketing is still one of the most effective marketing channels out there. But, not everyone knows how to actually write a good email (I bet you have a few examples in your inbox). 

So, how do you write an email that sells? It all comes down to a few best practices that you should apply to both the subject line and the body copy itself. Let’s break it down, shall we?

Know your audience

First of all, knowing your audience so you can write emails that meet their needs and provide value is rule #1. Write your message based on your buyer persona. What are their pain points and desires? Check your interaction data and social analytics for insights. And when you think like your customer, you’ll know what will motivate them to click and read your email.

Write a clickable subject line

There is no point in writing a well-written email if no one opens it in the first place, right? So, having a killer subject line is key. In order for a subject line to be visible on mobile devices, make sure to get to the point in about 8 words or less. A rule of thumb is to keep it short and catchy.

Get personal 

You have heard it before, but it’s worth mentioning again. Personalizing your email is important! Using people’s names in the subject line will boost your opening rate, but there is more to it. You need to make it about them through the entire message. It might sound obvious. But we often see people using terms like “We” and “Us”, making it sound like it’s all about them rather than the customer. So, next time you write an email, make sure to use the word “you” to make your message sound more conversational.

Keep it short and simple

Keeping your emails short and sweet allows you to better communicate your message. It also increases the likelihood of people taking action and convert. 

About half of the people who receive your email will read it from a mobile device. So, make sure it’s easy to read and skimmable. Break up blocks of text and use bullet points and subheadings. And remember to only stick to one topic.

3 tips to format your copy for skimmers:

  • Bold your key points and use bullet points
  • Keep your sentences short
  • Make sure it’s clear and simple — ask yourself: can they understand your ask in less than 5 sec?

Align your email copy

A good email is an aligned email. You want to make sure that your message delivers on the promise of the subject line. Make it easy for the reader to identify your offer, and continue down the conversion funnel. You also want to make sure that your landing page aligns with your email. Design your campaigns and images to match for a more cohesive experience. 

Create a crystal clear call-to-action

At the end of the day, the goal of your email is to drive one specific action. Whatever your goal may be, the CTA is where you score. As a rule of thumb, the CTA should be punchy and brief. And since you want people to take action, use words that imply action!

Examples of verbs that kick it off: 

  • Save
  • Download
  • Grow
  • Learn
  • Try
  • Discover
  • Get

Measure your results

Measuring your data and analyzing the results will help you make better decisions. 

Metrics also make it easier to A/B test emails. Send two or more versions to your segments in your email list and check the view rates, open rates, and CTR’s. Then, use the version that gets you the best conversion rates. Today, most email service providers offer built-in A/B testing. This will make it easier for you to compare email results without much manual work.


There are many best practices and rules to writing great emails. But at the end of the day, the most important is this: know your customers and write like a human. 

Personalize the copy, keep it sweet and simple, and focus on benefits rather than features. Align your email campaign, have a clear CTA, test your results and let your customer’s opinion win!

That’s it! Now, go write cool and useful emails and test-test-test it! Do you have tips on how to write email copy that convert?

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