Email marketing is far from dead—in fact, it’s more powerful than ever. With a return on investment as high as $36 for every $1 spent, email remains one of the most cost-effective ways to build relationships, drive traffic, and convert leads into loyal customers.
But here’s the problem: most email copy falls flat. It gets ignored, deleted, or worse—marked as spam. That’s not because email doesn’t work. It’s because the copy doesn’t connect.
If you’ve ever struggled to get people to open, read, or click on your emails, you’re not alone. The truth is, writing high-converting email copy is part art, part science—and when done right, it can dramatically boost your business outcomes.
In this guide, we’ll share 10 proven tips to help you write email copy that grabs attention, builds trust, and drives action. Whether you’re a small business owner, a solo entrepreneur, or part of a marketing team, these techniques will help you turn casual readers into loyal customers.
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Why Email Copywriting Matters
Before diving into the how, let’s look at the why. Understanding the impact of good email copy is essential if you want to maximize your marketing ROI.
1. Your Words Drive Action
At its core, email marketing is a conversation. The copy you write determines whether your subscriber takes the next step—clicking a link, making a purchase, or simply replying. A great design might catch the eye, but it’s the copy that sells.
2. You Only Have a Few Seconds
The average person receives over 100 emails per day. That means your subject line, preview text, and opening sentence must work hard to win attention. Poorly written copy gets overlooked, while strategic copy earns clicks and engagement.
3. Trust Is Built Through Tone and Clarity
Trust is the currency of email marketing. Clear, authentic, and valuable content builds credibility over time. On the flip side, copy that’s overly promotional or unclear erodes confidence and drives unsubscribes.
4. Conversions Depend on Relevance
Even a well-written email will flop if it’s not relevant. Great email copy isn’t just persuasive—it’s tailored. Knowing your audience and addressing their needs directly is what turns readers into buyers.
5. Email Is One of the Highest-ROI Marketing Channels
Unlike social media or paid ads, email marketing gives you direct access to your audience. And with the right copy, you’re not just showing up—you’re delivering value right to their inbox, regularly and reliably.
10 Email Copywriting Tips That Boost Conversions
These tried-and-true tips will help you write emails that engage your audience, build trust, and drive meaningful results.
1. Start with a Strong Subject Line
Your subject line is the gatekeeper—it determines whether your email gets opened or ignored. Make it clear, curiosity-driven, and benefit-oriented.
Examples:
- “Don’t Make This Mistake in Your Marketing Emails”
- “How to Boost Clicks by 300% With One Simple Change”
Pro Tip: A/B test subject lines to see what resonates with your list.
2. Nail the Preview Text
The preview (or preheader) is the text that appears next to or below the subject line in the inbox. Use it to expand on your subject line or tease what’s inside.
Bad: “Can’t see this email? Click here…”
Better: “Plus, a bonus swipe file to use in your next campaign.”
3. Get to the Point Fast
People skim—especially in email. Open strong with a hook or headline that immediately tells readers why they should keep reading.
Example:
“If you’ve been sending emails and not seeing results, this may be why…”
4. Speak Directly to the Reader
Use second-person language (“you,” “your”) to make the copy feel personal and relevant. Make them feel like you’re writing just to them.
Instead of: “Marketers need to…”
Use: “You need to…”
5. Focus on One Goal Per Email
Every email should have one clear objective—whether that’s booking a call, downloading a guide, or reading a blog post. Don’t overwhelm with multiple CTAs.
Tip: Ask yourself: What’s the one thing I want the reader to do?
6. Make It Skimmable
Break up long paragraphs, use bullet points, bold important text, and keep sentences short. Attention spans are limited—help your reader glide through.
7. Include a Clear and Compelling CTA
Don’t bury your CTA. Make it obvious, action-oriented, and benefit-driven.
Examples:
- “Download the guide”
- “Start your free trial”
- “Get 20% off now”
Bonus Tip: Repeat the CTA near the top and bottom for better results.
8. Use Storytelling Where Appropriate
Stories build emotional connection and illustrate value. Whether it’s a customer success story or a behind-the-scenes moment, narratives stick.
Example:
“When Sarah first joined our list, she struggled to get more than 10 opens. Now? She’s closing 4-figure sales from one email a week…”
9. Create a Sense of Urgency (Without Hype)
Urgency moves people to act—but be genuine. Use time-limited offers, limited spots, or real deadlines.
Bad: “Act now!!!”
Better: “This offer ends Friday at midnight—don’t miss it.”
10. Always Add Value
Even when selling, your email should educate, entertain, or inspire. If your audience gets something useful every time they open your email, they’ll keep opening.
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Mistakes to Avoid When Writing Email Copy
Even seasoned marketers fall into these common traps. Avoid them to keep your emails effective, engaging, and out of the spam folder.
1. Writing Like a Corporate Robot
Tone matters. If your email sounds stiff or overly formal, readers may tune out. Aim for a conversational, human voice—like you’re talking to a friend or helpful colleague.
Instead of:
“Dear Sir/Madam, we are reaching out to inform you…”
Try:
“Hey [First Name], just wanted to give you a quick heads-up…”
2. Using Vague or Misleading Subject Lines
If your subject line overpromises and your email underdelivers, trust plummets. Avoid clickbait. Make sure your subject line accurately reflects what’s inside.
3. Burying the CTA
Your call to action shouldn’t be hidden at the bottom of a wall of text or disguised in a hyperlink. Make it visible, direct, and easy to find.
Tip: Use buttons or bold links to highlight the action.
4. Overloading with Multiple Messages
One email = one goal. Trying to cram three different announcements into a single email usually results in none being read or acted upon.
5. Ignoring Mobile Optimization
Most users check email on their phones. If your email isn’t mobile-friendly—with clear formatting, tappable buttons, and short paragraphs—it’s going to get ignored.
6. Forgetting to Personalize
Even basic personalization like using a first name or referencing past behavior can significantly improve engagement. If your tools support it, use dynamic content to tailor the experience.
7. Skipping the Proofread
A typo or broken link can undermine your professionalism. Always double-check spelling, formatting, and functionality before sending.
Checklist for Writing High-Converting Emails
Use this practical checklist to ensure every email you send is polished, purposeful, and primed for results:
☑️ Clear Goal Defined
- What do you want the reader to do?
- Is the action clear and measurable (e.g., click, reply, buy, download)?
☑️ Compelling Subject Line
- Is it clear, benefit-driven, or curiosity-piquing?
- Does it avoid spam trigger words like “Free,” “Urgent,” or “Buy now”?
☑️ Strong Opening Line
- Does the first line draw readers in and encourage them to keep going?
☑️ Natural, Engaging Voice
- Is the tone conversational and aligned with your brand?
- Does it sound like it was written by a human?
☑️ Clear CTA (Call to Action)
- Is the CTA obvious, benefit-focused, and easy to click?
- Is there only one primary CTA?
☑️ Skimmable Formatting
- Are you using short paragraphs, headers, and bullet points?
- Does the layout work on both desktop and mobile?
☑️ Personalization & Relevance
- Are you using names or dynamic content where possible?
- Is the message tailored to the reader’s stage of awareness or interest?
☑️ Proofreading Done
- Have you checked for spelling, grammar, and broken links?
- Did you test the email on multiple devices and email clients?
Conclusion: Good Email Copy = More Opens, Clicks, and Conversions
Writing email copy that works isn’t about clever tricks—it’s about clarity, empathy, and knowing your audience. When you lead with value, speak like a real person, and make it easy for readers to act, you’ll see better engagement and stronger results.
Whether you’re nurturing leads, launching a product, or simply keeping your audience in the loop, great copy is what makes the difference between an ignored email and a conversion.
Need help writing email copy that gets results?
At The Phantom Ink, we craft email campaigns that connect, convert, and drive real ROI. Contact us to learn more or request a quote today.
