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8 Expert Tips For Crafting Compelling Email Copy

Boost open rates and conversions with these email copywriting tips.

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By Mayple staff
Janet Barben editor profile photo
Edited by Janet Barben

Published January 11, 2024.

compelling email copy

Despite the diversity in communication channels we have these days, email marketing remains a powerful tool for businesses of all sizes. But, to stand out in crowded inboxes, you need strategic, attention-grabbing emails. This guide provides expert strategies for creating compelling, engaging email content that converts readers into customers.

1. Start with a strong subject line

Your subject line is the first impression your email makes. Make it count. Experts suggest using concise, curiosity-sparking phrases that are benefit-driven and will resonate with your audience.

How concise exactly? We find that the sweet spot is 30 to 50 characters. It needs to be long enough to give insight into the content of the email but short enough to be read on both desktop and mobile.

Adding urgency to the subject line in the form of a limited-time offer is also an excellent way to grab readers' attention.

Here are a few examples of engaging subject lines:

compelling email copy

expert tips for email copy

» Keep customers coming back with these browser abandonment subject lines.

2. Personalize your message

Beyond the subject line, personalization can boost open rates by 29%. You can personalize emails by addressing recipients by name, referencing their past interactions with your brand, and tailoring content based on their interests and behaviors.

You can achieve this form of personalization with the built-in segmentation tools that come with your chosen email marketing software. Segmenting your customer list according to their likes, dislikes, and other factors is also an excellent way to ensure they get email content that interests them.

This Strava email is a great example of how to incorporate personalized copy effectively:

Strava email encouraging reader to get back out there and grab their title

» Do you own an eCommerce store? Here's a guide to perfect your eCommerce personalization.

3. Keep it conversational

Adopt a conversational tone that aligns with your brand voice. This approach makes your emails more relatable and engaging, fostering a sense of connection and familiarity. Avoid jargon and overly formal language; write as if you’re speaking to a friend.

Slack is known for using a casual and conversational tone in their emails:

a screenshot of a tweet with a message about slack

» Craft killer conversational copy with help from our copywriting guide.

4. Focus on benefits, not features

Highlight the benefits of your product or service, not just its features. While features are important, benefits are more memorable and will have a bigger impact on persuading your customers to convert.

Explain how the product solves a problem or improves the recipient's life. For example, telling them that a TV has a 4k crystal display might not be as effective as saying, "Quality so high, you'll feel like you're right there at the game."

Typeform does this well by describing the speed of their product:

compelling email copy

5. Create a strong Call-to-Action (CTA)

A strong CTA is the pivot point between interest and action, guiding the recipient on what to do next and increasing the likelihood of conversion. If you implement a weak CTA, the probability of the recipient converting is low.

Your CTA should be clear, compelling, and easy to find. Use action-oriented language and make it obvious what you want the recipient to do next.

Example CTAs:

  • "Start Your Free Trial Today!"
  • "Claim Your Exclusive Discount Now!"
  • "Join Our Community of [Industry] Enthusiasts!"

6. Use storytelling techniques

Brand storytelling is the art of crafting a compelling narrative that connects your brand with your audience on an emotional level, thus making your message more memorable.

One of the best ways to incorporate storytelling into your emails is by sharing customer testimonials, success stories, or behind-the-scenes glimpses of your company.

For example, Munk Pack shares an inspiring founder story in their welcome email:

compelling email copy

7. Optimize for mobile devices

With approximately 46% of emails being opened on mobile devices, it's vital to ensure your email copy is mobile-friendly. Keep paragraphs snappy for scannability, and consider using bullet points or pull quotes to break up your text.

We also recommend that you use a large, readable font and make sure any links or buttons are easy to click on a small screen. Testing your email across various devices before sending is also crucial to ensure maximum accessibility.

Examples of mobile-friendly formatting:

  • Use short paragraphs with clear and large text. Include buttons for actions, like "Learn More" or "Buy Now," that are easy to tap on a mobile screen.
  • Ensure images are optimized for quick loading and texts are legible without zooming in on a mobile device.
  • Format emails with a responsive design that adjusts content layout according to the screen size of the device.

8. Test and refine

Finally, always test different elements of your email copy—from subject lines to body content and CTAs. A/B testing can reveal what resonates best with your audience, allowing you to refine your approach continually.

Examples of A/B testing:

  • Test two subject lines: "Unleash Your Full Potential: How [Product/Service] Can Take You Further" vs. "My Cat Can Use [Product/Service], So Don't Worry, You're in Good Hands."
  • Compare two different email layouts: one with a single large image vs. another with multiple smaller images.
  • Experiment with different CTA buttons: "Unlock Your Awesome: Start Now!" vs. "Learn More"

» Get even more tips on how to boost email engagement.

Elevate your email marketing game with Mayple

Don't let the complexities of crafting captivating emails hold you back. Partner with Mayple, your trusted source for connecting with top-tier email marketing experts. We'll help you find the perfect match for your business's needs.

Our curated network of experienced professionals will tailor a personalized strategy to meet your unique needs, ensuring you reach the right audience with the right message at the right time.

Contact Mayple today and let us help you transform your email marketing efforts into tangible results.