Melissa Hogan
8 Tips for Writing Emails That Convert

Email contact lists are one of the most valuable marketing assets you have. They’re people who’ve given you permission to show up in their inbox. They want to hear what you’ve got to say. That being said, there are no guarantees that they’ll make it to the bottom of your newsletter, click that coveted call to action button, or visit your website. Not to worry. I’ve gathered together 8 quick tips to help you write emails that will convert better and make you stand out from the masses.

1. Craft an Engaging Subject Line

When deciding whether to open your email or file it into the dreaded ‘Later’ category, a reader will put a lot of stock in your subject line. Make a good first impression. The subject should pique their interest and hint at what’s inside. If you’ve ever clicked on a link to an Upworthy article on Facebook because you just couldn’t resist and had to find out what happened next, then you’ll know what I mean.

2. Make It Easy to Read

People are busy and tend to skim things rather than read. Keep that in mind and format your email for skimmers. Avoid a wall of text and use things like lists and headings or other visual cues to give people’s eyes landing places. Can you understand what your email is all about in under 5 seconds? Make this your goal.

3. Be Personal

I get so many emails that are impersonal mass mailings. Nobody likes to feel like they’re just another email address. Make an effort to personalize your emails. You want the reader to feel like you’re reaching out just to them. Write less ‘we’ and more ‘you’.

4. Use Magic Words and Images

There are certain words like “free”, “new”, and “limited time only” that are proven to work. We just can’t avoid their lure. Avoid friction words that sound like work to a reader. Why “Fill out the form for an account” when you could “Get Started Now”?

 

Stress benefits rather than features. Features of an alarm clock might be dual alarms and battery back-up but a benefit might be no more sleeping in and stressing about getting fired. Which would compel you more to buy the clock?

5. Include a Call to Action

Always include a call to action in your emails. What do you want the reader to do next? Share something on social media? Visit your website? Sign-up for an account? Make it very clear what you want them to do and make it easy to get it done.

6. Don’t Rely on Images

I can’t count the number of times I’ve opened up a newsletter from my favourite clothing store and seen nothing but broken images. What were they trying to tell me? Don’t rely on images alone to tell your story since readers may have them disabled or email programs may make you click to view them.

7. Court the 20%

Based on past interactions you may be able to determine who’s most likely to convert on a particular call to action. Has someone attended past events? They’re more likely to attend your next one than someone who has never interacted with you. Write your email geared towards those most likely to convert. Better to send 50 emails and have 5 convert than 200 and have 2 follow through.

8. Proofread, Proofread, Proofread

Nothing will make you look like a schmuck faster than typos or grammatical errors in your emails. A spell checker can only do so much for you so be sure to read your content and read it again. Have someone else read it as well before you blast it to your contact list.

Follow these 8 tips and you should start seeing those open and click rates on your emails go up and up.

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