Email Copywriting Tips That Convert
The art and science of writing emails that people actually open, read, and act on. Plus actual examples you can steal.
Great email copywriting is not about being clever. It is about being clear. Every word should move the reader toward one specific action. Here is how to write emails that convert.
The 3 Elements of High-Converting Emails
1. The Subject Line
Your subject line is the gatekeeper. 35% of email recipients open emails based on subject line alone. Here are the formulas that work:
- Curiosity: "The mistake everyone makes with X"
- Specificity: "How I got 247 signups in 48 hours"
- Urgency: "This expires at midnight"
- Personal: "Quick question about your [company]"
2. The Preview Text
The preview text is the second subject line. Use it to expand on your subject line:
Example:
Subject: The tool that changed everything for me
Preview: I have been using it for 6 months and it saved me 10 hours/week. Here is what it is...
3. The Body Copy
Keep it conversational. Write like you talk. Use short paragraphs. Use emojis sparingly. And always, always make it about the reader, not yourself.
The AIDA Framework
AIDA stands for Attention, Interest, Desire, Action. Every email should follow this structure:
A - Attention
Hook the reader in the first sentence. Use a bold claim, a question, or a statement that challenges their assumptions.
I - Interest
Keep them reading. Add details, examples, or evidence that supports your hook.
D - Desire
Paint a picture of the result. Help them visualize what their life looks like after taking action.
A - Action
Tell them exactly what to do. Make it one clear, simple action. No vague CTAs.
Power Words That Convert
Certain words trigger emotional responses and drive action. Here are the categories:
Urgency
Now, today, limited, expires, countdown, last chance, hurry
Curiosity
Secret, revealed, hidden, discovered, surprising, little-known
Trust
Proven, guaranteed, tested, certified, research, results
Value
Free, bonus, exclusive, access, unlock, discover
Email Length Guidelines
- Welcome emails: Short and punchy. Under 200 words.
- Newsletters: Medium length. 300-800 words max.
- Promotional: Keep it under 150 words.
- Story-driven: Can be longer if the story is compelling.
CTAs That Convert
Your call to action should be specific and low-friction:
Weak CTAs to avoid:
- Learn more
- Click here
- Get started
Strong CTAs to use:
- Download my free guide
- Get your free trial
- Book a call
- Reply with your thoughts
Test Everything
The only way to know what works is to test. Always be testing:
- A/B test subject lines
- Test different CTA button colors
- Test email length
- Test send times
- Test personalization vs generic
Final Thoughts
Great email copywriting is not about being fancy. It is about being clear, helpful, and direct. Write like you are talking to a friend. Then make sure every email has one job and one call to action.