5 Steps to Writing an Email Copy That Converts

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5 Steps to Writing an Email Copy That Converts

One of the most effective marketing channels that can bring conversions and enrich businesses with a lot more connections is email marketing. However, if not done properly, it can only lead to wasted efforts and emails that do not even get opened and read.

How can you get your subscribers to open your emails and actually make a purchase? The key is to write an email copy that will entice and engage your email participants and make them really want to check out your offer and decide to buy your products or hire your services. Your email copy is exactly what will determine the success or failure of your email marketing campaign.

When you are a newbie, it can certainly seem a bit confusing and perhaps even a difficult thing to do, but it is actually quite easily achievable. The most important thing to remember is to address your email recipients as humans, instead of a faceless brand. You need to make sure you don’t come out as a robot, but as a professional who cares about the customers and wants to address their pain points in order to solve their problems and satisfy their needs.

Perhaps, at this point, you think this is easier said than done, but all you have to do is really think like your customers and you will know exactly what to do and what not to do. You need to be able to resonate with their needs before you hit the “send” button and, before you know it, it will become second nature to you.

Here are the most important steps you need to take in order to write an email copy that will not only get opened and read, but that will also convert and help you increase your sales and your ROI.

Write for Your Recipients

When writing an email copy, the key is to write with your email recipients in mind. You need to know exactly what their needs and preferences are, so that you can know which direction to take when trying to present them with your offer.

You need to segment your, because that is what will help you increase your conversions. Segmented emails result in 50% higher click-through rates than those that are not, so you need to make this your top priority in order to effectively target your email copy.

Make sure you provide information in your email copy that will answer all of the potential questions your recipients might have, including why they should engage in your brand and how it will benefit them. Don’t write simply about your brand and your products or services, but write about what your customers are interested in and what they need in order to be engaged in a brand. Learn about their end goals and provide them with a perfect solution to their problems.

When you write for them, instead of only for your benefit, you will get a lot higher CTRs and generate more revenue for your business.

Write a Killer Subject Line

Your customers are certainly receiving dozens of emails every single day, so how can you get them to open yours? The answer is your subject line. Namely, 35% of email recipients open emails based on the subject line, so you must put some effort into making it as attention-grabbing as possible.

Therefore, your subject line needs to capture their attention and invite them to open you email and find out more about your offer. It needs to be clear and concise and it needs to address your customers’ needs, because that is exactly what will make them open your email. After all, that is the point of your subject line – to get your recipients to open your email.

For instance, if you’re presenting your customers with particular diet tips, your subject line may be “Eat the Cake and Lose the Weight”, as it will definitely get their attention and incite them to actually open the email. If you’re running an ecommerce business and want to share information about your new discounts, you can write a subject line such as “Get 30% off on Your Favorite Shoes”, as you will certainly attract your segments and make them want to check out your offer and actually make a purchase.

Match Your Subject Line with Your Email Copy

Your subject line and the text of your email copy must match, because you must ensure that what you promise in the subject like gets delivered in the content of your email copy. Otherwise, you will definitely not succeed in receiving higher click-through rates and increasing your sales. Yes, people will open the email due to a catchy subject line, but what’s the point if that does not result in more conversions?

Therefore, your subject line must be consistent with the content of your email copy, because not only will you convert your email recipients into customers, but you will also build trust with them. If you show that you are trustworthy, you will certainly drive traffic further into your sales funnel and, what’s more, your targeted segments will not unsubscribe or mark your emails as spam.

Optimize Your Email for Skimmers


Whether you want to admit it or not, the truth of the matter is that most people don’t read emails, but just simply skim through. This is nothing new or unusual, because in today’s information overloaded world, people tend to receive a lot of spam emails that they are not interested in.

This is why you need to format your email copy in a way that enables it to grab the attention of the skimmers in less than 5 seconds. You will successfully accomplish that by keeping your sentences short and simple and, more importantly, making your points bolded and bulleted.

That way, your email copy will be easier to skim through and you will succeed not only in making your recipients read your email, but also in converting them.

Use a Compelling Call-to-Action


A compelling call-to-action can really motivate your email recipients to click on your offer and find out more about it. Your CTA needs to be simple and easy to understand, but it also needs to be enticing and engaging in order for your segments to take the action you want them to take.

The most effective way to drive more conversions with the use of a call-to-action is to use verbs, such as “sign up”, “order”, “get” and “buy”, as those create urgency and motivate people to take certain action. You can drive even more conversions by adding words such as “free” or “customized”, as that will instantly grab the attention of your readers and make them want to click through.


By following these steps, you will certainly succeed in creating an email copy that converts your segments into quality leads and further converts those leads into actual customers, thus eventually increasing your sales and generating more revenue.

However, don’t forget the most important part – always test your emails and analyze the results in order to have an insight into the performance of your every email copy, as that will help you optimize your email copies and always improve upon your conversions.

Does Voice Search Impacts the Future Strategy of SEO

Considering how a lot of users have a smartphone with an in-built AI, things like voice search may in fact be something that will change how content is ranked. Typing something and searching for something with a voice command often does not give the same search results. After all, there is a different kind of keyword demand, hence the results are different as well. However, what does this mean for the world of SEO, and is it going to impact its strategy?

To answer the question immediately, no, or better put, not yet. This, however, does not mean that there aren’t going to be any changes in the future. There are a few things that warrant our attention here, and the following article is going to explore them.

The Rise in Instant Answers Will Continue to Grow

Since these voice queries tend to be longer and more specific, the machine usually searches for pages that provide direct and instant answers to these queries. Of course, the queries must not be too challenging. Machines are doing a good job at discerning voice queries, but it’s wrong to assume there is no room from improvement.

Considering how machines can understand your question and can find an instant answer, it is perfectly natural for these results to rise. However, this does not imply that traditional search query results are going to disappear. In other words, you do not need to drop what you are doing and start focusing on a completely different approach in order to provide instant answers. These trends are additive, meaning that they do not impact your site negatively, so you can still continue with a traditional approach.

You can also view this as a new opportunity. Basically, it’s another fresh start or another playing field that you can use to your advantage. If your competitors are not creating content that targets voice search quarries, it is a good chance for you to jump in and beat them to it.  

Fluff Content Will Still Result in Negative Conversion

Again, no solid proof to back this up, but it kind of seems logical. If you only use content that is too simple to answer a particular query, people may leave immediately, which always results in negative conversions. Meaning, if you answer queries only with “yes” and “no”, for example, you shouldn’t hope to see a significant rise in traffic, despite the fact that you technically gave a direct and instant answer to a particular question.

Another risk that is posed by optimizing for this type of search is source irrelevance. If the search engine is smart enough to answer a particular query, then you get no conversion at all. The simplicity of the answer itself makes you redundant, so it’s just useless to try ranking for some queries. So, let’s go over some of these safe and danger zones.

Safe and Danger Zones


The best way to illustrate this is by examples.

Cooking – It’s safe for you if you want to rank for recipes, since a machine can’t say: “Oh, here are the ingredients, here are the instructions with some pictures, and I will guide you through the process.” There are specific apps for this. However, it would be dangerous for you to rank for something like – “How many grams of sugar equals one cup?” This is something a machine can answer without leading people to your website.

Sports – It’s safe for you to have sports analysis content, because current machines cannot give accurate suggestions; they can only calculate win rate, for example. However, relying on sports scores would be a danger zone, considering how simple it is to answer such queries.

Products – In depth product comparison is still a safe zone, however, a simple price comparison would be a bad move.

Coding – Code tutorials are still useful, still considered quality content, whereas a quick function look would be a danger zone.

Well, basically this is all you need to know. You do not have to be alarmed by these changes, your old strategy still works, simply look at it as another opportunity. Don’t try to rank for something too simple though, since it’s not going to do you any good.

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