blog post

Writing email content that converts

Author image Kelly Mirabella
Kelly Mirabella
August 30, 2022
Content Marketing

Email content is one of the most important pieces of your marketing puzzle. After all, if you can't get people to open your emails, you can't market to them!

But how do you write email content that gets people to open your emails and converts them into customers?

Here are a few tips:

Start with a catchy subject line.

Your subjectline is the first thing people will see when they receive your email, so it's important to make it catchy and interesting. Try to think of a headline that will grab people's attention and make them want to read more.

Some tools that will help you create catching subject lines include:

Write a persuasive message.

Once you've grabbed people's attention with your headline, you need to keep them interested by writing a persuasive message. Your email should explain why people should buy your product or service, and it should be written in a way that encourages people to take action.

In marketing and copywriting, there are a couple of formats you can try to use when writing out your emails.

AIDA:  Attention, Interest, Desire, Action

The AIDA model is a great way to structure your email so that it leads people through the sales process. Start by getting their attention with a catchy headline or opening sentence. Then, interest them in what you have to say by writing compelling copy. Next, create a desire for your product or service by explaining the benefits. Finally, encourage them to take action with a strong call-to-action.

PAS: Problem, Agitation, Solution

The PAS model is another great way to structure your email content. Start by describing a problem that your target customer has. Then, agitate that problem so that they're really feeling it. Finally, offer a solution in the form of your product or service.

Once you've decided on a structure for your email, it's time to start writing! Remember to keep your copy clear, concise, and persuasive, and always include a strong call-to-action so that people know what to do next.

Use strong visuals.

People are visual learners, so using strong visuals in your email content is important. Images and videos can help to illustrate your point and keep people engaged.

When using visuals in your email, there are a few things to keep in mind. First, make sure that any images you use are high-quality and relevant to the message you're trying to get across. You don't want to use stock photos or low-resolution images, as they will make your email look unprofessional.

Also, include the alt text since most email providers will block the images at first. The alt text is the text that appears in place of the image if it doesn't load. This way, people will still be able to understand your message even if the images don't show up.

Finally, make sure your videos are short and to the point. People's attention spans are shorter than ever, so they're not likely to watch a long video. Keep your videos under 2 minutes, and ensure they're relevant to the email content.

Get personal.

One of the best ways to connect with people is to get personal. Write like you're speaking to a friend, and use personal pronouns like "you" and "I." This will help people to feel connected to you and your message.

You can also use personalization tokens to insert people's first name into the email content. This is a great way to make people feel like you're speaking directly to them and can help increase open rates.

Keep it short and sweet.

People are busy, so keeping your email content short and sweet is important. You don't want to overload people with information, so focus on the most important points and save the rest for later.

If you have a lot to say, consider breaking your email up into smaller paragraphs so that it's easier to read. You can also use bullet points to list out important information. And finally, make sure to proofread your email before sending it out so there are no typos or errors.

End with a strong call-to-action.

Every email should end with a strong call-to-action so people know what to do next. Whether you want them to buy your product, sign up for your newsletter, or simply learn more about what you do, make sure your call to action is clear and concise.

Include a sense of urgency in your call to action as well. This will encourage people to take action right away instead of putting it off for later. For example, if you're running a sale, you might say, "Hurry, sale ends soon!"

Test, test, test.

Finally, don't forget to test your email before sending it out. Send a test email to yourself first to see how it looks and make sure everything is working properly. Then, send it to a small group to get their feedback.

Listening to your audience and making changes based on their feedback is the best way to ensure your email is successful. So don't be afraid to experiment and try new things!

Now that you know the basics of writing email content that converts, it's time to put what you've learned into practice. Start by brainstorming a list of topics for your next email campaign. Then, once you've decided on a topic, outline the main points you want to cover.

Once you have a rough draft, it's time to start editing and polishing your content until it's ready to send out.   Always test your email before sending it out to ensure everything is working properly.

Finally, make sure to A/B test different elements of your email (subject line, call-to-action, etc.) to see which ones perform the best. By testing and measuring your results, you can continually improve your email campaigns and get the best possible results for your business.

Want to learn more tips and tricks for email marketing? Check out the free Email Strategies for Follow Up Success guide.