Writing Email Copy That Converts

Subject Lines: Your First Impression

Subject lines determine whether your email gets opened. With average open rates around 20-25%, most of your carefully crafted content never gets seen. Subject line optimization is arguably the highest-leverage activity in email marketing.

Subject Line Formulas

• Question format: "Struggling with [problem]?" Creates curiosity and relevance
• How-to: "How to [achieve outcome] in [timeframe]" Promises specific value
• Number lists: "5 ways to improve your [topic]" Sets clear expectations
• Curiosity gap: "This one change transformed our [metric]" Creates intrigue
• Personalization: Using name, location, or behavior data increases relevance

Subject Line Best Practices

• Keep under 50 characters for mobile display
• Front-load important words
• Avoid spam triggers like excessive caps and exclamation points
• Test variations to learn what resonates with your audience
• Match the subject to content; broken promises destroy trust

Preview Text Strategy

Preview text (preheader) appears alongside the subject line in most email clients. This is valuable real estate that many marketers waste with "View in browser" or empty space.

Use preview text to extend or complement your subject line. If the subject creates curiosity, the preview can add context. If the subject states a benefit, the preview can reinforce urgency.

Body Copy Principles

Write for Scanners

Most email readers scan rather than read word-by-word. Structure your copy for scanning: short paragraphs, bullet points, bold key phrases, and clear subheadings. The main message should be clear from a quick scan.

Lead with Value

Open with the benefit to the reader, not information about yourself. "You can now..." is stronger than "We are excited to announce..." Focus on what the reader gains.

One Email, One Goal

Each email should have a single primary objective. Multiple competing messages dilute effectiveness. If you have multiple things to say, consider whether they warrant separate emails.

Create Urgency Thoughtfully

Urgency motivates action, but false urgency destroys trust. Use genuine deadlines, limited availability, or time-sensitive benefits. Avoid manufactured urgency that readers will see through.

Call-to-Action Copy

CTA buttons deserve special copywriting attention. Generic CTAs like "Click Here" or "Learn More" waste an opportunity to motivate action.

Action-Oriented Language

Start CTAs with verbs: "Get," "Start," "Download," "Join," "Discover." These words imply action and forward momentum.

Specific Outcomes

Tell readers what happens when they click. "Start Your Free Trial" is clearer than "Learn More." "Download the Guide" is better than "Click Here."

First-Person Perspective

"Get My Free Guide" can outperform "Get Your Free Guide" by helping readers mentally claim the offer. Test both approaches with your audience.

Tone and Voice

Your email voice should reflect your brand personality while feeling appropriate for email's personal nature. Email lands in someone's personal inbox; it should feel like communication, not advertising.

Write like you are talking to one person, not a crowd. Use "you" more than "we." Be conversational without being unprofessional. Match your tone to the email type; transactional emails can be more formal than promotional ones.

AI-Assisted Copywriting

Sequenzy generates not just templates but complete email copy. Describe your goals and audience, and the AI produces compelling subject lines, preview text, body copy, and CTAs. This is particularly valuable for maintaining consistent quality across many emails.