Email Marketing copywriting

How to Write Email Marketing Copy that Converts

Last updated on: 2019


Are you looking for more conversions from your email marketing campaigns?

As a content marketer or email marketing copywriter, it’s your responsibility to create customer-oriented content that also converts. Writing compelling copy can be one of the toughest jobs because there is no guarantee it will convince the reader to purchase, sign up or complete whatever action you are measuring. The good news is that we have a few tips and processes to help you improve your email marketing copy and help turn your subscribers into converting customers.

Let’s break it down…

How to Write Email Marketing Copy that Converts

1. Understand Your Main Goal

Every email you send should be written with one goal in mind. What is the one thing you want to achieve in the email? What key action do you want readers to take? Identifying your main goal will allow you to focus your copy around that specific goal. Keep in mind that not every email needs to have the goal of selling something – building relationships with your customers is a very important aspect, too.

2. Know Your Audience

Once you understand your goal, it’s time to understand your target audience. You want to tailor your copy towards your readers that meets their needs and boosts conversions. Use web and social analytics to help build your buyer personas.

3. Write a Compelling Subject Line

The subject line is your first chance to make an impression on your reader. Most people receive an average of 88 emails a day, so your headline is really what helps draw people in and improve your open rate. You can read more tips on improving your email subject lines here.

4. Create a Sense of Urgency

It’s no secret that people are more likely to buy if they feel like time is running out or a product might sell out soon. You can create a sense of urgency by setting deadlines to trigger consumers to buy. You can achieve this sense of urgency with specific copy, such as:

  • Hurry
  • Limited Time Only
  • Don’t Miss Out
  • Last Chance
  • Final Hours
  • Act Now
  • Today Only
  • Last Day
  • Time’s Almost Up
  • Nearly Over
  • Almost Gone
  • They’re Going Quick

5. Add a Call to Action

The end of your email is the most important part of your campaign besides the subject line. You should always add a CTA to encourage subscribers to convert.

What is a CTA?

A CTA, short for Call to Action, is a word or phrase that encourages your audience to take a specific action or response. Your CTA should send a clear message about the benefits your audience will receive when they perform the action. Typically this involves an action verb, such as “Shop Now” or “Follow Us.” Don’t just stick to the same CTAs every time – get creative with your wording like “Explore the New Shades” or “Stay Up to Date on Social.”

6. A/B Split Testing Email Marketing Campaigns

Using A/B testing in your campaigns allows you test different headlines, copy and CTAs. This testing strategy can help you find your best-performing emails and figure out how to improve your conversions. Read this article for more information on how utilize A/B Testing in Email Marketing.

7. Get Inspired

If you’re feeling uninspired or have a case of writer’s block, it might be time to search for more inspiration! You can research similar email marketing campaigns or newsletters on Google or on sites such as You can also subscribe to competitors’ newsletters to see what they are doing and figure out how you can stand out on your own. These can help spark ideas and serve as inspiration as you adapt them to suit your own email marketing strategy.

8. Start Writing

Let’s get down to business now that you know our best tips for writing email marketing copy that converts, it’s time to start writing emails. Think about your client’s goals, brand voice, bring all your creativity to the table and start writing your heart away!

Interested in learning more? Check out our Email category for more tips and information on email marketing!

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Ciera is a content creator, social media strategist and world traveler currently exploring Southern California. With more than six years of experience developing content, Ciera combined her love for writing, traveling, photography and creativity into her lifestyle and travel blog, Life with Ciera. In her free time, she loves going to the beach, cooking new vegetarian recipes and playing with puppies. To see more of Ciera, visit her blog at