Email is one of the most powerful digital marketing tools available, capable of generating traffic, leads, sales and loyalty. But for an email to do its job, you need to know how to write it effectively, persuasively and attractively. In this article, you’ll learn how to write an email that converts, using practical tips and real-world examples. Here’s how you’ll do it:
- Choose a clear and measurable goal for your email
- Segment your audience and personalize your message
- Create subject lines that grab attention and pique curiosity
- Write content that provides value and builds trust
- Include a call to action that encourages a click or response
- Analyze results and optimize your campaigns
Ready to learn how to write an email that converts? Then read on!
1. Define the purpose of your email
The first step to writing an email that converts is to define the goal you want to achieve. The goal must be clear, specific and measurable so that you can plan your strategy and evaluate its performance.
For example, your goal might be:
- Drive traffic to your website or blog
- Generate leads for your product or service
- Nurture and educate your contacts
- Promote an offer or launch
- Increase sales or average ticket
- Retain or reactivate customers
Once you have defined your objective, you need to determine what action you want your reader to take after reading your email. This action is called a call to action (CTA) and must be aligned with your goal.
For example, if your goal is to increase traffic to your website, your call to action might be:
- Click here to read the full article
- Visit our website and see what’s new
- Download our free e-book to learn more about this topic
The call to action must be clear, direct and compelling so that your reader knows exactly what to do and why. It should also be highlighted in your email, either with a button, link or bold text.
2. Segment your audience and personalize your message
The second step to writing an email that converts is to segment your audience and personalize your message. This means sending the right email to the right person at the right time.
Segmentation allows you to divide your contact list into smaller groups based on criteria such as:
- Demographics (age, gender, location, etc.)
- Behavioral data (interests, preferences, purchase history, etc.)
- Engagement data (opens, clicks, responses, etc.)
- Sales funnel stage (visitor, lead, opportunity, customer, etc.)
Segmentation helps you send more relevant and personalized emails to each group, increasing the likelihood of conversion. For example, you could send an email with a special offer to your most loyal customers or an email with educational content to your coldest leads.
Personalization consists of tailoring your email to each contact using elements such as:
- Recipient’s name
- Sender’s name
- Email subject
- Greeting and closing
- Language and tone
- Content and offer
- Images and videos
Personalization makes your email more human and intimate, creating an emotional connection with your reader. For example, you could use the recipient’s name in the subject line and greeting, or send a thank you video to your customers.
3. Create subject lines that grab attention and pique curiosity
The third step to writing an email that converts is to create subject lines that grab attention and pique curiosity. The subject line is the first thing your reader sees in their inbox, and it determines whether they open or ignore your email.
Therefore, the subject line should be:
- Short and sweet: between 6 and 10 words maximum
- Clear and concise: no waffle or ambiguity
- Relevant and interesting: focus on the benefit or solution
- Creative and original: no clichés or repetition
- Urgent and scarce: with a sense of opportunity or exclusivity
In addition, subject lines should be tested and optimized to determine which ones generate the most opens and clicks. You can use tools like SubjectLine or CoSchedule Headline Analyzer to evaluate and improve your subject lines.
Here are some examples of subject lines that grab attention and pique curiosity:
- Are You Making These 5 Email Mistakes?
- How I doubled my sales with just one email
- You’ve been selected to receive an exclusive gift.
- Tomorrow is the last day to take advantage of this incredible offer.
- What you need to know before you send your next email
4. Writing content that delivers value and inspires trust for an email that converts
Content is the body of your email, where you must develop your message and persuade your reader to take the desired action.
To accomplish this, the content of an email that converts must be
- Short and simple: no excess information or difficult words
- Structured and organized: using paragraphs, subheadings and lists
- Focused and objective: without straying from the topic or goal
- Attractive and engaging: using stories, examples, and emotion
- Valuable and useful: with tips, solutions and benefits
- Trustworthy and honest: without exaggeration, false promises or spam
In addition, content must follow a logical and compelling structure, which can be summarized in the AIDA formula:
- Attention: Grab the reader’s attention with a powerful phrase, question or statistic.
- Interest: Pique your reader’s interest with a problem, a pain, or an opportunity.
- Desire: Create desire with a solution, benefit, or social proof
- Action: Get your reader to take action with a call to action, an offer, or a guarantee.
However, not everyone manages to get the results they expect from this powerful tool. Many make basic mistakes that reduce the effectiveness of their emails, such as:
- Writing generic or confusing subject lines
- Sending to unsegmented or outdated lists
- Writing long, dull or irrelevant content
- Failing to include a clear and compelling call to action
- Not analyzing the data and feedback from your emails
I hope you enjoyed this article on how to write an email that converts. You now have everything you need to create amazing emails and achieve your goals.
But remember, practice makes perfect. So don’t stop testing, analysing and tweaking your emails to get better and better.
And if you want to learn more about email marketing, digital marketing and other related topics, check out our blog. It’s where you’ll find quality, timely and relevant content for your business.
If you have any questions, comments or suggestions, please leave your feedback below. We’d love to hear from you.
See you next time!
