How to Write Emails That Convert: A Step-by-Step Guide
Email marketing remains one of the highest-converting digital marketing strategies, but simply sending emails isn’t enough—you need to write emails that engage, persuade, and convert your subscribers into customers. If you're struggling with low open rates and poor conversions, this guide will help you craft high-performing emails that drive action and boost your results.
1. Know Your Audience
Before you even start writing, understand who you’re emailing.
Ask Yourself:
- What are their pain points or challenges?
- What type of content resonates with them?
- What stage of the buyer’s journey are they in?
Tip: Segment your email list to send targeted messages to the right audience.
2. Craft a Compelling Subject Line
Our subject line determines whether your email gets opened or ignored.
Best Practices for Subject Lines:
- Keep it short & clear – Under 50 characters works best.
- Spark curiosity – “You won’t believe what we just launched!”
- Use numbers & power words – “5 Simple Ways to Boost Sales Today”
- Personalize it – “Hey [Name], this is just for you!”
Tip: A/B test subject lines to find out what works best for your audience.
3. Write an Engaging Opening Line
Once they open your email, you have just a few seconds to grab their attention.
How to Hook Your Reader:
- Start with a bold statement – “Most businesses fail at email marketing. Here’s why.”
- Ask an intriguing question – “Did you know 80% of emails go unread?”
- Personalize – “Hey [First Name], we noticed you checked out [Product]!”
Tip: Avoid generic openings like “Hope you’re doing well.” Get straight to the point!
4. Focus on One Clear Message
Each email should have one main goal—too many messages create confusion.
Examples of Focused Email Goals:
- Get people to download an ebook
- Promote a limited-time discount
- Encourage cart abandonment recovery
- Invite to a webinar or event
Tip: Use a logical flow: Problem → Solution → Call to Action (CTA).
5. Write in a Conversational & Persuasive Tone
Emails should feel personal, engaging, and easy to read.
Best Practices for Email Copy:
- Write like you’re talking to a friend (avoid jargon).
- Use short sentences & paragraphs (easy to scan).
- Add a touch of personality & emotion.
- Keep it customer-focused—use “you” more than “we”.
Tip: Read your email out loud—does it sound natural? If not, simplify it!
6. Use a Strong Call to Action (CTA)
Your email must tell the reader what to do next.
CTA Best Practices:
- Use action words – “Download Your Free Guide” vs. “Click Here”
- Make it stand out – Use bold buttons instead of plain text links.
- Create urgency – “Claim Your Discount – Offer Ends Tonight!”
Tip: Only include one primary CTA per email to avoid distractions.
7. Optimize for Mobile & Readability
More than 60% of emails are opened on mobile devices. If your email isn’t mobile-friendly, you’re losing conversions.
Mobile Optimization Tips:
- Use shorter subject lines (under 30 characters for mobile).
- Keep paragraphs under 3 lines for better readability.
- Make CTA buttons large enough for easy clicking.
- Use bullet points for easy scanning.
Tip: Always preview & test your emails on different devices before sending.
8. Personalize & Automate Your Emails
Personalized emails increase engagement and conversions.
How to Personalize Your Emails:
- Use the recipient’s name – “Hey [First Name]!”
- Recommend products based on past purchases.
- Send triggered emails (e.g., abandoned cart reminders).
- Segment your list by interests & behavior.
Tip: Tools like Mailchimp, ConvertKit, or ActiveCampaign can help automate personalization.
9. A/B Test & Improve Performance
Not every email will be a hit—test and optimize to find what works best.
What to A/B Test:
- Subject Lines – Does “Flash Sale” work better than “50% Off Today”?
- CTA Text & Placement – Do people click more on “Get My Discount” or “Shop Now”?
- Email Length – Do short emails or detailed emails get better results?
- Design & Layout – Does a simple email or a graphic-heavy email perform better?
Tip: Track open rates, click-through rates, and conversions to measure success.
10. Follow Up & Nurture Your Leads
One email isn’t always enough—follow up to keep leads engaged.
Best Follow-Up Strategies:- Send reminders – “Hey, just 24 hours left to claim your offer!”
- Use a drip campaign – A series of emails to warm up leads.
- Offer extra value – Bonus content, testimonials, or case studies.