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Is your email marketing not working? Well, maybe you aren’t writing email copy that converts. Is it focused on the reader? Is the timing right? Maybe you are too self-promotional when the reader isn’t ready to buy yet?
On this episode of “The Business Storytelling Show,” with guest Samar Owais, an email strategist and copywriter, we discuss how to create email copy that converts.
Focus on the reader, not yourself
Too often, brands focus their messaging on themselves — their features, awards, etc. But your subscribers don’t care about you, they care about themselves.
As marketing expert Mark Schaefer says, forget about your why. People care about their own why. Your copy needs to speak directly to the reader’s motivations and goals.
Samar explains, “When you focus on the person you’re sending the email to, and you put that person first…that’s when you do email right.”
Email shouldn’t feel like a one-way sales pitch. The copy should read like you’re having a personal chat with the reader.
Map the buyer’s journey
Every email should move readers closer toward a clear goal: a sale, content download, etc. Map out the journey and craft copy that helps them take the next step.
As Samar explains, “You need to see, okay, they’ve signed up with us now; what do we want them to do? …Then you’re thinking, okay, that means we need to send them a nurture sequence or a welcome sequence, where, you know, the entire purpose of that sequence is going to be that we want them to sign up for the free trial.”
Focus on helping
Whenever you’re stuck with your email copy, ask yourself “How can I help?” and let that guide your messaging. Provide value and assistance based on where readers are in their journey.
Samar says this question “will completely shift your mindset and reframe how you even think about emails.”
Prioritize clicks
Thanks to privacy changes, open rates are effectively meaningless now. The most important metric is the click-through rate.
Catchy subject lines capture attention and drive clicks to your content. Speak directly to customer needs and offer clear value.
Rules of thumb for email copy that converts
Here are some key rules of thumb from Samar for crafting emails that drive action:
- Make it scannable with short paragraphs, bullet points, and emphasis (bold, italics) on key points
- Have a clear call-to-action and make it obvious — multiple CTAs are fine
- Use conversational language, contractions, and first-person voice
- Personalize when possible with dynamic fields for name, location, interests etc.
Getting started: Build that list!
Okay, you know how to write emails that convert. But first, you need…email subscribers!
The best practice is still to grow your list organically through content. Social media, blogs, and your website should all drive signups for your email list.
As Samar explains, “Focus on creating a content plan or content marketing for your business. And then put up your signup forms everywhere…make your email list the hub of everything.”
Don’t make the mistake of buying email lists, which are often low-quality. Nurture an engaged audience that wants to hear from you. Treat your list like gold!
Optimization: Welcome Sequences That Work
Once someone joins your email list, how you welcome them impacts whether they stick around and eventually convert.
Many brands try to push a sale too fast. As Samar advises, “Please, in your welcome email, take the time to say hi, welcome them, tell them who you are, what problems you’re solving, and what benefits your customers are getting. And then take it from there.”
Build awareness and trust first. Share your brand story and highlight social proof like testimonials. Later in the sequence, you can offer discounts or limited-time offers to nudge them to purchase. Just don’t make every email about the sale.
Over-Deliver With Loyalty Programs
Your job doesn’t end once customers make that first purchase from you. In fact, that’s just the beginning!
Use email to engage them in an ongoing relationship. Surprise and delight them with loyalty perks, special content, or early access to products.
Treat repeat customers even better than new ones, as Samar suggests: “You will treat your first-time customers differently, but you will treat your returning customers even more warmly.”
Email Copywriting Isn’t One-Size-Fits-All
What works for one industry or buyer persona won’t necessarily translate to another. Adapt your messaging appropriately.
For example, Samar works with both B2B SaaS companies and e-commerce brands. Their goals differ:
“For SaaS businesses, we want them to sign up for a free trial, right? And then you’re thinking, okay, that means we need to send them a nurture sequence or a welcome sequence, where, you know, the entire purpose of that sequence is going to be that we want them to sign up for the free trial.”
Whereas for e-commerce:
“We want them to buy, right. And so we send them emails in the welcome sequence, where we are encouraging them, building trust with them, and getting them to make that first purchase right now, when they have signed up.”
Test Different Approaches
There’s no one “best” email structure or style. Let data guide your decisions.
Try subject line A/B testing to see which resonates most. Experiment with sending day/time. Monitor unsubscribe rates to see if you’re overwhelming people.
And remember: email copywriting is never “done.” Keep optimizing! What converts today might stop working tomorrow as interests and behaviors evolve.
Review your email metrics regularly and tweak messaging based on performance across segments. Let the numbers steer you towards what resonates.
In other words, stay flexible and keep testing!
Remember, emails don’t have to feel sales-y to drive sales. Build relationships through helpful copy tailored to each subscriber. Meet customers where they are and guide them naturally toward conversion.
Put these email copywriting tips into practice and watch your conversions climb!
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