How to Write Emails That Convert: Tips and Best Practices

Email marketing remains one of the most effective tools for reaching your audience, driving engagement, and achieving conversions. But crafting emails that truly convert takes more than a catchy subject line – it requires strategic planning, understanding your audience, and delivering value with every message. Whether you’re selling a product, promoting a service, or sharing important updates, here are some tips and best practices to create emails that convert.

Know Your Audience

Before drafting your email, take the time to understand who you’re writing to. What are their interests, challenges, and pain points? A deep understanding of your audience helps you tailor your message, tone, and content to resonate with them. Consider segmenting your email list based on demographics, behaviour, or purchasing history to make your messaging even more personalised.

Write a Compelling Subject Line

Your subject line is the first thing your audience sees, so make it count. Aim for clarity, curiosity, or urgency, but avoid being overly clickbait-y. For example:

• “Struggling to Boost Your Sales? Here’s the Solution”
• “Exclusive Offer: Unlock Your Discount Today!”

Remember to keep it short and sweet – aim for fewer than 50 characters to ensure it’s fully visible on mobile devices.

Focus on Value in the Body Copy

Once your subject line has captured attention, the body of your email needs to hold it. Clearly explain the benefit your recipient will gain by taking action. Whether it’s a discount, insightful advice, or access to a valuable resource, ensure the reader knows what’s in it for them. Use concise, engaging language that’s easy to skim. Break up text with short paragraphs, bullet points, or bolded phrases to make your email visually appealing and digestible.

Use a Clear Call-to-Action (CTA)

Your email should guide the reader toward a single, specific action. Whether you want them to “Buy Now”, “Download the Guide” or “Learn More”, your CTA should be prominently displayed, actionable, and easy to find. For example:

• “Click here to book your free consultation today!”
• “Download our eBook to discover more strategies.”

Place your CTA above the fold, and consider repeating it toward the end of the email for emphasis.

Build Trust with Authenticity

People respond to authenticity. Avoid overly salesy language and focus on creating genuine connections. Share success stories, testimonials, or case studies to build credibility. If you’re a specialised legal marketing agency, for instance, highlight your expertise in creating campaigns that drive measurable results for clients in the legal sector.

Optimise for Mobile

With many people reading emails on their smartphones, it’s crucial that your emails are mobile-friendly. Use responsive design, test your emails on multiple devices, and ensure your CTAs are easy to tap.

Test and Analyse Your Emails

Successful email marketing requires ongoing testing and optimisation. A/B test different subject lines, CTAs, or layouts to see what resonates best with your audience. Once your campaign has run, analyse open rates, click-through rates, and conversion metrics to identify areas for improvement.

Timing Matters

Sending your email at the right time can significantly impact its success. Consider when your audience is most likely to check their inbox – weekday mornings often work well for business audiences, while evenings or weekends may be better for consumers.

Avoid Common Pitfalls

To ensure your emails land in inboxes rather than spam folders:

• Use a verified email domain.
• Avoid excessive use of capital letters or exclamation marks.
• Ensure your email copy is free from spelling and grammar errors.

Keep Your Audience Engaged

Consistent communication is key to staying top of mind. Create a regular email schedule, but don’t overwhelm your subscribers with too many messages. Provide value in each email to encourage recipients to stay subscribed and engaged.

Writing emails that convert isn’t an exact science, but with the right strategies and attention to detail, you can create messages that inspire action

By understanding your audience, delivering value, and including clear CTAs, you can maximise the effectiveness of your email marketing campaigns. Start applying these tips today and watch your email marketing efforts achieve new heights!