10 Email Copywriting Tips for Higher Conversions

Email marketing can deliver up to $44 ROI for every $1 spent, but success depends on great copy. Here’s a quick summary of 10 actionable tips to improve your email conversions:

Write Better Subject Lines: Keep them short (7 words or 41 characters), personalize, and clearly state the value.
Add Personal Elements: Use customer data (e.g., purchase history) to create tailored content.
Keep Copy Simple: Focus on one goal, avoid jargon, and write concise, clear messages.
Choose Strong Words: Use action-oriented, emotional, and problem-solving words strategically.
Add Time Pressure: Use urgency with limited-time offers or countdown timers.
Design Clear CTAs: Use a single, visually distinct call-to-action with compelling text.
Include Customer Stories: Showcase real customer experiences to build trust.
Target Specific Groups: Segment your audience by behavior, location, or engagement level.
Show Customer Proof: Add reviews, ratings, or stats to build credibility.
Measure and Improve: Track metrics like open rates and test elements like subject lines and CTAs.

Focus on clarity, personalization, and urgency to make your emails stand out and convert better.

Email Copywriting Tips That Boost Opens and Conversions

1. Write Better Subject Lines

Your subject line plays a critical role in email success. In fact, 35% of recipients decide whether to open an email based solely on the subject line . On average, the best-performing subject lines are about 7 words or 41 characters long . This is especially important as over 41% of emails are now opened on mobile devices . To stand out, ensure your subject lines work well on both mobile and desktop.

What Makes a Subject Line Work?

Here are some key elements to focus on:

Personalization and Relevance
Adding the recipient's name or location using merge tags can significantly improve open rates . For instance, "Sarah, Your Custom Marketing Report Is Ready" is far more engaging than "Marketing Report Available."
Clear Value Proposition
Be straightforward about the benefits. Instead of vague lines like "Amazing Deal Inside!!!", opt for something like "Save $50 on Your Next Purchase" or "5 Time-Saving Templates for March."
Mobile Optimization
Mobile screens often display only the first 5–7 words . Place the most important information at the beginning. For example: "Early Access: Spring Collection | Members Only."

Quick Do's and Don'ts for Subject Lines

Subject Line Element	Do	Don't
Length	Keep it under 60 characters	Write overly long descriptions
Punctuation	Use up to 3 marks	Overuse !!! or ???
Emojis	Use 1 relevant emoji	Overload with multiple emojis
Urgency	"24-Hour Flash Sale"	"Buy Now!!!"
Personalization	"John, Your Order Status"	"Customer Order Update"

Avoiding Spam Triggers

Certain words like "buy", "sale", and "deal" can activate spam filters . Instead, focus on crafting benefit-driven language that emphasizes value.

"Your email subject line is your chance to say, Hey! This is worth a look." – MailSoar

Test and Refine

A/B testing is essential for finding what works best for your audience . Experiment with one element at a time, such as:

Personalized versus generic wording
Question versus statement format
With or without emojis
Short versus medium-length subject lines

Use industry benchmarks to set realistic goals. For example, average open rates are 17% for e-commerce, 21% for technology, 24% for financial services, and 25% for education .

2. Add Personal Elements

Personalization in email marketing is more than just inserting a recipient's name into the subject line. It’s about creating tailored experiences that make each person feel understood. Studies show that personalized emails can boost revenue by up to 5.7 times .

Dynamic Content Personalization

The best personalization uses dynamic content tailored to factors like:

Past purchases
Browsing history
Customer segments
Geographic location
Engagement trends

For instance, Zalando suggests products based on browsing habits, while Spotify curates playlists using listening data . This approach ensures content feels relevant and personal.

Data-Driven Personalization Strategies

Top companies use customer data strategically to personalize at varying levels:

Personalization Level	Example	Result
Basic	Adding name and location in the subject line	26% higher open rates
Intermediate	Gender-specific product suggestions	20% sales increase
Advanced	Offers triggered by purchase history	74% higher engagement

Smart Segmentation Approaches

Flight Centre is a great example of effective segmentation. By analyzing travel preferences, booking history, engagement, and budgets, they send vacation offers tailored to individual needs .

Behavioral Triggers

Birchbox uses behavioral targeting by:

Tracking website activity
Identifying abandoned carts
Sending automated reminders with product images

Ethical Data Collection

While personalization is effective, ethical data practices are essential. Seventy-one percent of consumers expect tailored experiences , but they also demand transparency. To meet these expectations:

Get clear consent before collecting data
Offer value in exchange for personal information
Keep data accurate and updated
Allow users to control their information

Adidas balances personalization with trust by using gender-based dynamic content alongside transparent data practices . This approach builds customer confidence while driving results.

3. Keep Copy Simple

Straightforward, concise email copy delivers better results. According to a MarketingExperiments study, shorter emails achieved a 16.9% higher clickthrough rate (40.19% vs. 34.38%) compared to longer ones . These numbers highlight the power of simplicity in email marketing.

Focus on a Single Goal

Every email should have one clear objective. Brad Bortone explains, "Often, marketers confuse the purpose of an email message with that of a landing page...hindering conversion" . Keep your email's focus sharp to guide readers toward the desired action.

Cut the Fluff

Effective email copy avoids unnecessary clutter. Here are some common issues and better approaches:

Issue	Better Approach	Why It Works
Industry jargon	Use plain language	83% of marketers say jargon complicates things
Wordy phrases	Keep it concise	Can double click rates
Too many CTAs	Focus on one action	Makes the main CTA stand out

By removing extra words and simplifying your message, you'll make it easier for readers to engage.

Write for Clarity

"When it comes to writing for a business, I find it helpful to define jargon as any business word or phrase that lacks a visual component to stick in the reader's head" .

This quote underscores the importance of using clear, visual language over abstract terms. Aim for clarity while maintaining a tone that's professional yet approachable.

Professional Yet Friendly

Striking the right tone is key. Swap overly formal phrases for simpler, conversational alternatives:

Replace 'At the present time' with 'now'
Use 'many' instead of 'a large number of'
Say 'if' rather than 'in the event that'

This makes your emails feel more natural and relatable.

Make It Easy to Read

Shorter copy makes your call-to-action (CTA) stand out. As Brad Bortone puts it, "Don't make me read when you want me to click" . Keep your message brief and to the point.

Speak Your Audience's Language

Pay attention to how your customers talk in reviews or online chats. Reflecting their language in your emails builds trust and relatability . As Grammarly Business notes, "Too much jargon can feel cold and impersonal, almost robotic. Coworkers and customers will find it refreshing when you communicate with candor" .

4. Choose Strong Words

Did you know that a small tweak in wording - like adding a comforting phrase in your call-to-action (CTA) - can increase conversions by up to 12.7% ? Let’s dive into examples and strategies to make your words work harder for you.

Power Words That Drive Action

Certain types of words can make a big difference in how your message is received. Here's a breakdown:

Word Category	Impact	Example Words	Conversion Effect
Urgency	Encourages immediate action	Now, Limited, Exclusive	59% higher transaction-to-click rates
Curiosity	Sparks interest	Revealed, Secret, Inside	–
Problem-solving	Addresses pain points	Solution, Fix, Prevent	Boosts email open rates

These words aren’t just filler - they’re tools to engage your audience and guide them toward taking action.

Build Emotional Connections

A great example comes from Teespring, which saw a 12.7% boost in conversions simply by adding reassuring phrases like "don't worry" to their email CTAs . Small, thoughtful changes like this can have a big impact on results.

Balance Is Everything

While power words can grab attention, overusing them can feel forced. As Toccara Karizma, CEO of Karizma Marketing, puts it:

"Solving a pain point in your subject line can work well to encourage email opens" .

Find the right mix of emotional appeal and practicality to keep your message effective.

Test and Refine Your Copy

Tools like the Advanced Marketing Institute's Emotional Marketing Value Headline Analyzer can help you measure how your subject lines resonate with your audience . Experiment with variations to see which words deliver the best results.

Watch Out for Spam Triggers

Certain words or styles might trigger spam filters or reduce engagement. Email expert Nikki Elbaz advises:

"Consider the context [of your email]. What kinds of emails does your subscriber usually receive? Will emojis/questions/whatever style subject lines you're writing stand out or blend in?" .

How to Use Power Words Strategically

Use active verbs to inspire action.
Add problem-solving language to address your audience’s needs.
Balance power words with a natural, conversational tone.
Continuously test different word combinations to see what works best.

For instance, LifterLMS increased their revenue by $23,700 in just five months by using urgency strategically . The key is to stay genuine while encouraging your audience to take the next step.

5. Add Time Pressure

Adding time pressure to your emails can significantly increase conversions. By tapping into FOMO (fear of missing out), time-sensitive messaging encourages immediate action, making it a powerful tool in conversion-focused copywriting.

The Psychology of Urgency

When time feels limited, people are more likely to act quickly. Studies show that limited-time offers reduce cart abandonment by prompting quicker decisions.

Effective Time Pressure Techniques

Here are some methods that deliver results:

Technique	Example	Impact
Countdown Timers	The Diamond Store's Black Friday campaign	400% increase in conversions
Daily Deals	Best Buy's rotating daily offers	Increased repeat visitor rate
Limited Stock	"Only 1 available" messaging	Creates higher purchase urgency

These techniques have been tested and proven to work, as seen in real-world campaigns.

Real-World Success Stories

Take 1 Body, for example. They implemented a 15-minute countdown timer and saw a drop in cart abandonment . BiBado also achieved impressive results with their "Save $10 when you spend $25 or more today!" campaign, which used a one-day limit to drive immediate purchases .

Best Practices for Time-Sensitive Emails

To make the most of time pressure in your emails, follow these tips:

Be precise with deadlines: Use clear language like "Ends tonight at midnight EST" instead of vague terms like "Limited time only."
Set a realistic time frame: Offers that last 24–72 hours often strike the right balance between urgency and practicality .
Incorporate visual cues: Countdown timers can visually reinforce the sense of urgency.
Deliver on your promises: End offers exactly when stated to maintain trust .

Avoiding Common Pitfalls

Misleading customers about deadlines can harm your reputation. RIPT Apparel provides a great example of doing it right with their "Daily Deals" section. They introduce three new discounted designs each day and genuinely change them at midnight . This approach builds trust while maintaining urgency.

Measuring Success

Track key metrics to evaluate how well your time-sensitive campaigns perform:

Email open rates: Aim for 17–28%.
Click-through rates: Target 2–5%.
Conversion rates: Compare results to non-time-sensitive emails.

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6. Design Clear CTAs

Did you know that emails with a single, clear call-to-action (CTA) can boost clicks by 371% and drive sales up by 1,617%? Let’s explore how to design CTAs that truly deliver results.

Button Design That Drives Action

The way your CTA button looks can make a huge difference in performance. Here are some design tips to ensure your buttons get noticed and clicked:

Use contrasting colors to make the button pop against the email background.
Rounded corners can increase click-through rates by 17–55% .
Make buttons at least 44×44 pixels for easy tapping on mobile devices .
Add ample whitespace around buttons to avoid accidental clicks.

Placement Is Key

Where you place your CTA matters just as much as how it looks. Whirlpool found that emails with a single CTA had 42% higher click-through rates compared to emails with multiple CTAs .

Placement Area	Impact on Clicks	Best Practice
Left Side	Highest Impact	Use for primary CTAs
Above the Fold	Good Visibility	Highlight key offers
After First Paragraph	Natural Flow	Ideal for product launches
Bottom	Lower Impact	Reserve for secondary actions

Strategic placement helps guide readers naturally toward your desired action.

Real-World Wins

To'ak Chocolate saw incredible results by refining their CTA design and placement. They achieved a 460% increase in email revenue, with their welcome series hitting a 47% open rate and an 18% conversion rate . Simple tweaks can lead to big payoffs.

Think Mobile First

With 44.7% of email opens happening on mobile , your CTAs need to work seamlessly on smaller screens. Kerrits nailed this approach, achieving a 44% open rate and a 21.7% conversion rate after optimizing their CTAs for mobile users .

Words That Click

The text on your CTA button is just as important as its design. Using first-person pronouns (e.g., "Start My Free Trial") can increase clicks by 90% . A conversational tone makes your CTA feel more personal and inviting. Pair this with A/B testing to find what resonates most with your audience.

Test, Test, Test

A/B testing isn’t just a buzzword - it works. For example, testing abandoned cart emails helped recover €560,000 in sales, with 54% open rates and 8.25% click rates . Experimenting with design, placement, and text can unlock serious gains.

7. Include Customer Stories

Customer stories can transform ordinary emails into powerful tools for driving conversions. For instance, when Naturopathica incorporated customer reviews into their emails, they saw a 25% increase in clickthrough rates and an 8% rise in average order value . Sharing real customer experiences not only creates trust but also strengthens strategies aimed at conversions.

Similarly, Ten by Three saw their open rates jump from 4.3% to 9.3% and achieved 16 bundle sales in just 5 days after adopting story-driven emails .

"It helped us tell a story about our product in a way that wasn't just us speaking to the product but showing actual people that had an authentic experience with the product." - Sarah Falcon, Director of Marketing and Communications, Naturopathica

Key Elements of a Strong Customer Story

Element	Purpose	Impact
Problem Description	Creates relatability	Helps potential customers connect with the story
Solution Journey	Builds credibility	Demonstrates how the product solves real problems
Specific Results	Provides evidence	Validates claims with measurable outcomes
Customer Quote	Adds a personal touch	Boosts trust with peer endorsements

How to Write Effective Customer Stories

When crafting customer stories, focus on showcasing clear transformations and measurable results:

Start with the Challenge: Describe the customer’s initial problem and pain points. Be specific so your audience can see themselves in the story.
Show the Solution: Explain how your product or service addressed the problem. For example, Dropbox’s customer story campaign racked up over 275,000 video views and 3.4 million ad impressions, helping them achieve a successful year-long recruitment drive .
Highlight Results: Share concrete metrics and outcomes. monday.com excelled at this by using case studies to demonstrate how their software enhanced project efficiency for their clients .

Tips for Maximum Impact

To get the most out of customer stories in your emails:

Keep It Concise: Focus on the most relevant details for your audience.
Use Visuals: Real customer photos can make the story more relatable and trustworthy .
Tailor Stories to Segments: Share success stories that resonate with different customer groups.
Incorporate Social Proof: Add elements like star ratings or testimonials to reinforce credibility .

8. Target Specific Groups

Effective email copywriting starts with understanding your audience. Segmented campaigns see a 46% higher open rate and account for 58% of all revenue . Use the segmentation criteria below to fine-tune your messaging.

Key Segmentation Criteria for Better Copy

Segment Type	Targeting Approach	Impact on Copy
Behavioral	Past purchases & website activity	Tailor product recommendations
Engagement	Email open/click history	Adjust complexity of messages
Geographic	Location-based	Add regional references and timing
Lifecycle	Customer journey stage	Create stage-specific messaging

Examples of Segmentation in Action

Strategic segmentation paired with personalized content can make a big difference. For instance, Bonobos uses preference-based segmentation effectively. When subscribers click 'unsubscribe' but adjust their email frequency instead, Bonobos retains 25% of those subscribers who might have left .

"One area where brands continue to fail is marketing to customers based on their preferences." - Amy Gesenhues, Reporter for Marketing Land

Airbnb takes it a step further by sending weather-triggered emails. For example, they reach out to subscribers in colder regions with lines like: "Woke up on the wrong side of the cold front? Jack Frost is back. Skip town soon." This connects directly with the subscriber’s current situation .

Tailoring Your Copy for Different Segments

Adjust your messaging to match the needs of each audience group:

New Subscribers

Share educational content.
Highlight your brand’s value.
Use friendly, welcoming language.

Active Customers

Reference their past purchases.
Use a familiar, conversational tone.
Offer exclusive deals or perks.

Inactive Users

Create urgency to re-engage them.
Showcase new products or updates.
Keep the message short and impactful.

The Juggernaut provides a great example of this approach. According to founder and CEO Snigdha Sur: "Our most effective campaigns came from using Mailchimp's API to tag customers by engagement and payment status. We rely on that a lot when we do marketing, and that's where we saw a really, really nice conversion, which was super helpful."

Tracking Segment Performance

To refine your email copy further, monitor these metrics for each segment:

Open rates per segment
Click-through rates
Conversion rates
Revenue generated per email

For example, Aramex segmented its audience across over 20 countries, delivering highly localized content and personalized discount codes. This strategy boosted conversions by 41.18% . Tracking these insights ensures your campaigns keep improving.

9. Show Customer Proof

Did you know that 95% of customers check reviews before making a purchase? Including reviews in your emails can increase conversions by up to 80% . That’s a huge opportunity to build trust and drive action.

Social Proof Type	Impact on Emails	Best Practices
Customer Reviews	+15% open rates	Add star ratings near products
Video Testimonials	Boosts engagement	Embed them in nurture sequences
Usage Statistics	Strengthens credibility	Display real-time numbers
Social Media Proof	Builds trust	Include live social media feeds

These methods can make your emails more persuasive and engaging. But how do you use them effectively?

To get the most out of social proof, place it strategically near CTAs or product visuals. For example, DFS increased engagement by showcasing a banner with live "love" counts, while T.M. Lewin’s "trending outfit" feature generated over 20,000 clicks .

Here are a few standout examples:

Puma adds "likes" counts with heart icons next to shoe products.
New Look combines social proof with scarcity using banners like "Almost gone."
MatchesFashion includes Instagram posts in their welcome emails.
Boux Avenue highlights real-time Instagram engagement in email footers .

To make your social proof even more effective, follow these tips:

Keep testimonials short and focused on specific results.
Update social proof regularly to keep it fresh.
Use customer photos to make it more relatable.
Highlight measurable outcomes whenever possible.

For instance, Figleaves.com saw a 37.5% increase in conversions after adding product reviews to their emails .

If you’re looking for tools to integrate social proof seamlessly into your campaigns, check out the Email Service Business Directory (https://emailservicebusiness.com). It’s a great resource for finding platforms tailored to your needs.

10. Measure and Improve

Tracking your email performance is essential for boosting conversions. Email marketing offers an impressive ROI, with returns ranging from $36 to $40 for every $1 spent . To achieve this, fine-tuning your campaigns is a must.

Key Metrics to Monitor

Metric	Benchmark
Conversion Rate	2–5%
Click Rate	Varies by industry
Revenue Per Recipient	Industry-specific
Mobile Opens	49% of all opens
Interactive Content CTR	73% higher than static content

"Click rates reveal true customer engagement." - Erin Aguilar, senior customer success manager at Klaviyo

A/B Testing: Where to Start

Once you’ve gathered data, testing becomes your best friend. Start with impactful elements like subject lines and CTAs to see quick results.

"The best way to optimize email revenue per recipient is by refining your segmentation strategy." - Randy McHugh, founder of Stimulate Agency

Tools to Help You Analyze

To dive deeper into performance, leverage tools designed for email marketing analytics:

Klaviyo: Excellent for e-commerce insights
ActiveCampaign: Offers advanced automation
Litmus: Helps with email testing and optimization

"Segment people as much as you can. Make the email content mean something to them. Make them see themselves in your content." - Rose-Marie Clément, content strategist at Novatize

Steps for Continuous Improvement

Set specific goals for each campaign.
Test systematically, focusing on one element at a time.
Analyze results across different audience segments.
Apply insights to future campaigns.
Track long-term trends to spot patterns.

By following these steps, you’ll refine every aspect of your campaigns over time. From subject lines to CTAs, small tweaks can lead to major gains.

Keep in mind that iOS 15 privacy updates may impact open rates, so shift your focus to metrics like engagement and conversions. For tailored email marketing solutions, check out the Email Service Business Directory.

Conclusion

Mastering email copywriting is key to improving your conversions. These 10 strategies can help you achieve better results.

Key Implementation Strategies

Combining multiple techniques from the tips provided is often the most effective way to succeed. As Lianna Patch, Head Puncher at Punchline Conversion Copywriting, explains:

"When you use people's words back at them, they feel like magic is happening."

This underscores how important it is to connect genuinely with your audience.

Here are some essential areas to focus on:

Subject Lines and Preview Text: Write attention-grabbing openers that deliver on their promise while staying genuine.
Personalization: Leverage customer data to craft messages that feel tailored and relevant.
Copy Length: Keep your emails concise - between 50 and 125 words works best for engagement .
Mobile Optimization: With 66% of emails being read on phones , make sure your content looks great on smaller screens.

Eric Sachs, CEO of Sachs Marketing Group, highlights the value of email marketing:

"Building an email list is a crucial aspect of digital marketing. It offers direct communication with your audience, a higher return on investment compared to other marketing channels, personalization opportunities, audience segmentation, and can establish trust with your customers."

Pair these strategies with the right tools to maximize their effectiveness.

Tools and Resources

Having the right tools can make implementing these strategies much easier. The Email Service Business Directory provides a variety of email marketing platforms and services to help you:

Automate personalized messaging,
Monitor performance metrics,
Improve deliverability rates, and
Test different versions of your copy.

Marcel Sattler adds:

"Email marketing is still relevant in 2021, and it will likely continue to be in the years to come. Why? Because you can monetize your list of contacts."