How to Write Emails That Convert: Tips from Top Email Marketers

Turn your email campaigns into revenue drivers with actionable advice from the pros.

Email marketing remains one of the highest ROI channels for businesses—$36 for every $1 spent, according to Litmus. Yet too many marketers treat emails like an afterthought, blasting generic messages into the void.

In this guide, we’ll break down proven strategies to craft emails that engage, nurture, and convert. Let’s dive in.

1. Start with Audience-Centric Messaging

“Your email is not about you. It’s about what your reader wants.” — Ann Handley, Chief Content Officer at MarketingProfs

Before typing a single word, ask:

• What problem does my audience need solved?
• What emotional triggers drive their decisions?
• What action do I want them to take?

Use tools like surveys, heatmaps, or CRM data to segment your list. For example, a SaaS company might segment users by:

• Free trial vs. paid subscribers
• Feature usage (active vs. inactive)
• Industry or company size

Pro Tip: Use dynamic fields to personalize subject lines and content. A study by Experian found personalized emails deliver 6x higher transaction rates.

2. Master the Art of the Subject Line

47% of email recipients open emails based solely on the subject line (Convince & Convert).

Winning Formulas:

• Urgency: “Last Chance: 50% Off Ends Tonight”
• Curiosity Gap: “Why 90% of Marketers Are Wrong About [Topic]”
• Personalization: “John, Your Cart is Waiting”
• Social Proof: “Join 10,000+ Marketers Using [Tool]”

Avoid spammy words like “Free,” “Guarantee,” or “Act Now.” Tools like SubjectLine.com can predict open rates based on your draft.

3. Structure for Scannability

The average attention span is 8 seconds (Microsoft).

Use these formatting tricks:

• Short paragraphs (3-4 lines max)
• Bullet points for key benefits
• Subheadings to break up text
• CTA buttons with action-oriented text (“Claim My Discount” vs. “Submit”)

4. Leverage Storytelling to Build Trust

“Facts tell, stories sell.” — Robin Sharma

Instead of:

“Our software saves time.”

Try:

“When Sarah, a busy marketing manager, started using [Tool], she cut her team’s reporting time by 15 hours/week. Here’s how you can too…”

Include a P.S. to reinforce your message. Studies show 70% of readers scroll directly to the P.S.

5. Optimize Your Call-to-Action (CTA)

Your CTA should:

1. Stand out visually (contrast colors, whitespace)
2. Use first-person language (“Start My Free Trial”)
3. Create urgency (“Limited Spots Available”)

A/B test variations:

• Button color
• Placement (above vs. below the fold)
• Wording (“Get Started” vs. “Learn More”)

6. Automate Follow-Ups Without Being Spammy

50% of sales happen after 5 follow-ups (Salesforce),

yet most marketers quit after 1-2 emails.

Use sequences like:

1. Day 1: Welcome email + lead magnet
2. Day 3: Case study showing results
3. Day 7: Limited-time offer
4. Day 10: Breakup email (“Are you still interested?”)

7. Analyze, Iterate, and Scale

Track these metrics religiously:

• Open Rate (>20% is good)
• Click-Through Rate (>3% is healthy)
• Conversion Rate
• Unsubscribe Rate (<0.5% ideal)

Tools like HubSpot or ActiveCampaign let you visualize performance and tweak campaigns in real-time.

Final Tip: Steal Like an Artist

Study campaigns from brands like:

• The Hustle (engaging newsletters)
• Harry’s Razors (story-driven nurturing)
• Amazon (masterclass in urgency)

Your Next Steps:

1. Audit your last 3 email campaigns—what worked? What flopped?
2. Implement 1-2 tactics from this post this week.
3. Share your results in the comments—we’ll feature top stories!

P.S. Want a swipe file of high-converting email templates?