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How to write copy that converts in your emails

November 17, 2023 | Jimit Mehta

Have you ever opened an email, read a few lines, and immediately hit delete? Or maybe you've received an email that was so convincing, you couldn't help but click through to the website or make a purchase. What's the difference between these two types of emails? It all comes down to the power of copywriting. Whether you're running a business or just trying to get your message out to the world, learning how to write copy that converts in your emails can make all the difference. In this article, we'll explore some simple but effective tips for crafting compelling emails that will engage your audience, build trust, and ultimately, drive conversions. So grab a cup of coffee, settle in, and get ready to take your email game to the next level!

Understanding Your Audience: Why Knowing Your Readers Is Key to Writing Effective Emails

Understanding your audience is a crucial part of writing effective emails. After all, if you don't know who you're writing to, how can you create content that resonates with them? To write copy that converts, you need to have a clear picture of your readers: who they are, what they're interested in, what problems they're trying to solve, and what motivates them.

When you know your audience, you can tailor your emails to speak directly to their needs and desires. You can use language that they relate to, and highlight benefits that matter to them. You can also avoid common mistakes like assuming knowledge they don't have, using jargon they don't understand, or being too vague about what you're offering.

To truly understand your audience, it's important to do your research. This might involve gathering demographic data, analyzing past purchase behavior, conducting surveys or interviews, or simply paying attention to the conversations happening in your industry. The more you know about your readers, the better you can write copy that connects with them.

Of course, it's also important to remember that your audience isn't a monolith - different segments of your email list may have different interests or needs. That's why it's a good idea to segment your list and create targeted content for each group. This might involve creating different versions of your emails with different messaging or offers, or even creating separate email campaigns for different segments.

Ultimately, the key to understanding your audience is to put yourself in their shoes. Ask yourself: if I were a reader, what would I want to see in this email? What would make me click through to the website, or even make a purchase? By getting in touch with your readers' perspective, you can write copy that speaks directly to them, and drives the results you're looking for.

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Crafting the Perfect Subject Line: Tips for Grabbing Attention and Encouraging Opens

Crafting the perfect subject line is critical to the success of your email marketing campaigns. After all, the subject line is the first thing your readers see when they receive your email - it's what determines whether they'll open it or ignore it. So, how can you craft a subject line that grabs attention and encourages opens?

First and foremost, your subject line should be concise and to-the-point. Most people receive a lot of emails each day, and they don't have time to read through long, convoluted subject lines. Instead, aim for a subject line that is short and sweet, but also clearly conveys what your email is about.

Another important tip is to make your subject line stand out. This might involve using humor, posing a question, or highlighting a benefit that your readers will receive if they open the email. You might also consider using numbers, symbols, or emojis to add visual interest and make your subject line pop.

Personalization is another key tactic to consider. By including your reader's name or other personal details in the subject line, you can make your email feel more relevant and personalized to them. This can go a long way in encouraging opens and building a connection with your readers.

Of course, it's also important to be honest and transparent in your subject line. Avoid using clickbait or misleading language - this will only lead to frustration and disappointment for your readers, and could even hurt your brand's reputation.

Finally, don't be afraid to experiment with different subject lines and see what works best for your audience. Try out different lengths, formats, and messaging, and track your open rates to see what resonates with your readers. With a little experimentation and attention to detail, you can craft subject lines that grab attention, encourage opens, and drive results for your email campaigns.

Getting Personal: How to Use Personalization to Connect with Your Readers

In today's digital age, consumers crave personalized experiences - and that includes their email marketing. By using personalization in your emails, you can create a stronger connection with your readers, and ultimately drive more conversions and sales.

So, what exactly is personalization? At its most basic level, personalization involves using data about your readers to create content that is more relevant and targeted to their interests and needs. This might include using their name in the email, referencing past purchases or browsing history, or even tailoring the messaging to their specific location or industry.

But personalization goes beyond just using someone's name in the email. To truly connect with your readers, you need to create content that speaks directly to them. This might involve segmenting your email list by interest or behavior, and creating targeted content for each group. You might also consider using dynamic content that changes based on the recipient's preferences or behavior.

Another important aspect of personalization is being authentic and human in your communication. This might involve using a conversational tone, sharing personal anecdotes or stories, or even using humor to make a connection with your readers. By being relatable and personable, you can build trust and loyalty with your readers, which can ultimately lead to more sales and revenue.

Of course, personalization is not a one-size-fits-all strategy - what works for one brand may not work for another. That's why it's important to continually test and refine your personalization tactics, and to listen to your readers' feedback. With the right approach and a little creativity, you can use personalization to create email content that truly resonates with your readers, and drives the results you're looking for.

The Power of Storytelling: How to Use Narrative to Engage and Persuade

Humans have been telling stories for thousands of years, and for good reason - stories have the power to engage, entertain, and even persuade us. In the world of email marketing, storytelling can be a powerful tool for connecting with your readers, and ultimately driving more conversions and sales.

So, what exactly is storytelling in the context of email marketing? At its core, storytelling involves using a narrative to convey a message or a value proposition. This might involve telling a personal story about your brand, sharing a customer success story, or even using a fictional story to illustrate a point.

The key to effective storytelling is to make the story relevant and relatable to your readers. This might involve using a story that aligns with your readers' interests or needs, or tapping into emotions like empathy or humor to create a connection. It's also important to use vivid, descriptive language that brings the story to life and engages the reader's imagination.

But storytelling is not just about entertaining your readers - it can also be a powerful tool for persuasion. By using a story to illustrate the benefits of your product or service, you can make a more compelling case to your readers. This might involve highlighting a real-world example of how your product has helped a customer, or using a narrative to show the before-and-after effects of using your service.

Ultimately, the power of storytelling lies in its ability to create an emotional connection with your readers. By tapping into their emotions and engaging their imaginations, you can build a relationship with your readers that goes beyond just a transactional exchange. With the right approach and a little creativity, you can use storytelling to create email content that engages, entertains, and persuades your readers - and drives the results you're looking for.

Highlighting Benefits Over Features: Why Focusing on Value Is More Effective Than Listing Product Details

When it comes to email marketing, it's easy to get caught up in the details of your product or service - the features, the specs, the technical details. But what many marketers fail to realize is that the features of your product are not what ultimately drives sales - it's the benefits that those features provide.

So, what exactly are benefits and how do they differ from features? Features are the technical aspects of your product - the things that it can do, the specs, and the details. Benefits, on the other hand, are the positive outcomes or results that your product provides to the customer. For example, a feature of a new smartphone might be a high-quality camera, while the benefit of that feature is that the customer can take better photos and capture more memories.

The key to effective email marketing is to focus on the benefits of your product or service, rather than just listing the features. By highlighting the value that your product provides, you can create a more compelling case for why someone should buy from you. This might involve framing your messaging in terms of how your product solves a specific problem or makes the customer's life easier, rather than just focusing on technical details.

Another important aspect of highlighting benefits is to make sure that your messaging is focused on the customer, rather than the product. This might involve using customer-centric language, such as "you" and "your", and focusing on the ways in which your product can improve the customer's life.

In the end, by focusing on the benefits of your product or service, you can create more persuasive and effective email marketing campaigns. By highlighting the value that your product provides to the customer, you can create a stronger connection with your readers and ultimately drive more conversions and sales.

Making Your Call-to-Action Irresistible: Techniques for Encouraging Click-Throughs and Conversions

When it comes to email marketing, one of the most important elements of your message is the call-to-action (CTA). This is the part of your email where you ask the reader to take a specific action - whether it's to make a purchase, sign up for a service, or simply click through to your website.

But getting your readers to actually click on your CTA can be a challenge. With so many messages vying for their attention, you need to make your CTA stand out and be as compelling as possible. Here are a few techniques for making your call-to-action irresistible:

  1. Use action-oriented language: Your CTA should be written in clear, actionable language that tells the reader exactly what you want them to do. Use verbs like "buy," "download," "register," or "subscribe" to make the action you're asking for crystal clear.

  2. Make it visually appealing: Use design elements like color, contrast, and white space to make your CTA stand out visually. Make sure it's easily visible and draws the reader's eye.

  3. Offer an incentive: Give readers a reason to click on your CTA by offering a special promotion or discount. This can be a powerful motivator to get them to take action.

  4. Keep it short and sweet: Your CTA should be brief and to the point, ideally just a few words or a short phrase. This helps to keep the focus on the action you want the reader to take.

  5. Create a sense of urgency: Use language that creates a sense of urgency, such as "limited time offer" or "only a few spots left." This can motivate readers to act quickly and click on your CTA.

By using these techniques, you can make your call-to-action more compelling and encourage more click-throughs and conversions. Just remember to make it clear, visually appealing, and persuasive - and you'll be on your way to email marketing success.

Keeping it Simple: Why Clarity and Conciseness Are Critical in Email Copywriting

When it comes to email marketing, it's easy to get carried away with elaborate language and lengthy descriptions. But the truth is, simplicity is key when it comes to effective email copywriting.

Why is clarity and conciseness so important? For starters, people are bombarded with countless emails every day, so they're unlikely to take the time to read a long, complicated message. By keeping your copy simple, you can quickly grab the reader's attention and get your point across.

Another reason why simplicity is important is that it helps to clarify your message. When you use overly complex language or convoluted sentence structures, you run the risk of confusing or even alienating your reader. By keeping things clear and to the point, you can ensure that your message is easily understood and that your reader is more likely to take the action you want them to take.

So, what does it mean to keep your copywriting simple? It means using clear, straightforward language, avoiding overly technical terms or industry jargon, and keeping your sentences short and to the point. It also means focusing on the most important points and leaving out any unnecessary details or fluff.

In addition to making your message more accessible, simplicity can also make your message more persuasive. By using language that's easy to understand and getting straight to the point, you can create a more compelling case for why someone should take action. This can ultimately lead to more conversions and sales.

In the end, whether you're crafting a subject line, a call-to-action, or the body of your email, it's important to keep your messaging simple and clear. By doing so, you can make your emails more effective, engaging, and persuasive.

Leveraging Social Proof: How to Use Customer Testimonials and Reviews to Build Trust and Increase Sales

As a business, building trust with potential customers is critical for driving sales and growing your brand. One way to establish credibility and demonstrate your value is by leveraging social proof. Social proof is the idea that people are more likely to trust and follow the actions of others who are similar to themselves. In the world of email marketing, this means using customer testimonials and reviews to build trust and encourage sales.

Including customer testimonials and reviews in your emails can be a powerful way to demonstrate the value of your products or services. By sharing real-life stories from satisfied customers, you can show potential customers that your business is trustworthy and can deliver on its promises. These stories can be used to highlight the benefits of your product, the quality of your customer service, or any other key selling points.

When using social proof in your email marketing, there are a few key things to keep in mind. First, it's important to choose testimonials and reviews that are relevant to the reader. This means selecting stories that relate to the reader's needs or interests, and that are specific enough to be meaningful. It's also important to use testimonials and reviews from a diverse range of customers, to demonstrate that your business is valuable to a wide range of people.

Another important consideration is how you present the social proof in your email. You might choose to feature customer testimonials in a dedicated section of your email, or to include them as part of your product descriptions. You could also use social proof in your subject line, to entice readers to open your email and learn more.

In the end, using social proof in your email marketing can be a powerful way to build trust and encourage sales. By sharing real-life stories from satisfied customers, you can demonstrate the value of your products or services, and establish your business as a trustworthy and reliable option for potential customers.

A/B Testing Your Emails: Why Testing Different Copy Is Essential for Maximizing Results

As an email marketer, you want to ensure that your campaigns are as effective as possible. A key part of achieving this is through A/B testing your emails. A/B testing is a method of testing two different versions of an email to determine which one is more effective. By comparing the results of each version, you can gain insights into what works best for your audience, and make data-driven decisions that can help maximize your results.

So why is A/B testing so important? One of the main benefits is that it allows you to test different copy and content to see what resonates best with your audience. For example, you might test different subject lines, email body copy, or calls-to-action, to determine what gets the best response. By trying out different messaging and content, you can learn what your audience responds to, and adjust your emails accordingly.

Another benefit of A/B testing is that it can help you optimize your email campaigns over time. By analyzing the data from each test, you can identify trends and patterns that can help you make better decisions in the future. This can include things like the best time of day to send emails, the optimal length of subject lines, or the type of content that gets the most engagement.

When conducting an A/B test, it's important to test just one variable at a time. This means changing only one element of the email, such as the subject line or the body copy, and keeping everything else the same. This will help you isolate the impact of that one variable and make more informed decisions.

In the end, A/B testing is an essential tool for any email marketer who wants to maximize their results. By testing different copy and content, you can learn what works best for your audience, and make data-driven decisions that can help improve your email campaigns over time.

Avoiding Common Email Copy Mistakes: Tips for Steering Clear of Spam Filters and Writing for Your Readers, Not Yourself

When it comes to email marketing, there are many pitfalls that can prevent your messages from reaching their intended audience or being effective. Two common mistakes are falling into spam filters and writing for yourself, not your readers. By avoiding these mistakes, you can create copy that connects with your readers and encourages them to engage with your brand.

One of the main reasons emails get caught in spam filters is that they contain words or phrases that are commonly associated with spam. To avoid this, make sure to avoid using spammy-sounding language or excessive use of capital letters or exclamation marks. Instead, focus on providing valuable content that your readers will find useful, interesting, and relevant.

Another key mistake is writing for yourself, not your readers. This can take many forms, such as using overly technical language, assuming too much knowledge on the part of the reader, or focusing too much on the features of your product instead of the benefits. To avoid this, focus on writing in a way that's clear, concise, and easy to understand. Use plain language that your readers will understand and focus on the benefits of your product or service rather than the features.

In addition, it's important to ensure that your emails are optimized for mobile devices. With more and more people checking their email on smartphones and tablets, it's essential to make sure your messages look good and are easy to read on a small screen. This means using a responsive design that automatically adjusts to the size of the screen, using a clear and readable font, and keeping images and other visual elements to a minimum.

In the end, avoiding common email copy mistakes is key to creating effective emails that connect with your readers and encourage them to engage with your brand. By providing valuable content, writing in a clear and concise way, and optimizing for mobile devices, you can help ensure that your messages get the attention they deserve and avoid being caught in spam filters.

Over to you

If you're looking to improve the effectiveness of your email marketing, the key is to create copy that converts. But how do you do that? In this article, we explore a range of techniques that can help you craft emails that are more engaging, more persuasive, and more likely to drive conversions.

We start by discussing the importance of understanding your audience and tailoring your message to their needs and interests. We then delve into the art of crafting the perfect subject line, offering tips for grabbing attention and encouraging opens.

Next, we explore the power of personalization and how it can help you connect with your readers on a deeper level. We also discuss the importance of storytelling and how it can be used to engage and persuade.

Moving on, we examine the benefits of highlighting value over features, and how this approach can be more effective in encouraging clicks and conversions. We then discuss the importance of creating a compelling call-to-action, and offer tips for making your CTA irresistible.

Finally, we cover the importance of keeping your copy clear and concise, and offer tips for avoiding common email copy mistakes such as falling into spam filters and writing for yourself instead of your readers.

Whether you're an experienced email marketer or just starting out, these tips and techniques can help you create copy that converts and drives results for your business.

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