Digital MarketingEmail

How to Write a Converting Email: 6 Key Tips


Once upon a time, I was stuck in the cycle of crafting very well-thought-out emails that failed to get the reaction I desired. I did many things right but was unable to write a converting email.

I felt that my emails were well written, error-free, and bore the message I hoped to pass along. Yet something was missing because I was not getting the reaction I expected.

What was I doing wrong?

Today, I wish I could unsend many emails I had previously sent and have a total redo. Getting a reaction from someone via emails takes more than the ability to get your message across.

I have learned a lot and will share tips on writing a high-converting email with you in this article.

Do You Really Need a Converting Email?

A straightforward answer will be yes, you do. I have had a few friends say to me, “I am not a marketer, so what is the use? or “once I can convey my message, the email is perfect.” These are not true.

Have you ever had to send an email application for a job, a post-interview appreciation letter, or even an inquiry email? These emails require a big deal of conversion.

If you are sending emails with the hope of a response, craft it to be as converting as possible.

This is the good news:

It does not feel like work after you have done it a few times. It simply becomes your way of writing. You would have inherently developed the power of conviction without knowing it.

Do you know how low email open rates are? Here are some statistics you will find interesting.

Write a Converting Email
Email Campaign Statistics By Industry

Since it is established that you need a converting email, let me introduce you to priceless tips that help you write converting emails.

Tip 1: Use a Captivating Subject Line

The subject line is about the first thing you have to do when writing an email; it is the perfect starting place and significantly influences the recipient’s action.

Remember that a recipient will only open the email if they feel they have something to gain. Your subject line must create a feeling that they are missing out on something and should be compelling enough. It may seem a handful to do with a subject line, but you should consider using these examples.

Email Subject Lines That Arouse Curiosity:

  • Could this be the best way to grow an email list?
  • Your last opportunity to see what this mystery email is about
  • Did you know they eat this in prison?
  • Hologram T-Shirts?

Email Subject Lines That Arouse Fear of Missing Out:

  • URGENT, one day left to join this webinar
  • Tonight only; How I grew my email list in 2 weeks
  • JUST THIS FRIDAY; Get this now before it’s gone
  • 4 hours left to learn how to make 7 figures from your content

Email Subject Lines That are Personal:

  • John: This SEO plan is what your business needs
  • Rebecca: Are you coming?
  • Fred: Does this Thursday work for you? [Writing classes]

Tip 2: Carefully Craft a Preview Text

Are you wondering what a preview text is? Well, that part of the email gives a hint of the content even before opening the email.

In modern-day emailing, the subject line is not your only initial selling point. The preview text is one other sell point.

Generally, this preview text will show the first line of your email. This means regardless of intent, you are going to have a preview text. Why not craft it especially to create an instant impression.

write a converting email
Email Preview Text

Depending on the email service provider, between 35 to 140 characters are allowed for a preview text. As a rule of thumb, start your emails strong with the aim of conversion. Doing this is especially important because the preview text will copy the first few lines of text.

If you want to learn more about crafting a preview text, you will find this article very helpful.

Tip 3: Go as Far as Possible From Spammy

Funny story; I once applied for a job and waited weeks for a response. I did not get one. About two months later, while deleting my spam folder, I realized they had responded, but it went to spam.

Unfortunately, my interview was two weeks gone. I like to think they lost the best candidate because they crafted a horrible email. At least that thought makes me sleep better at night. What you must understand is that email clients grade emails by how spammy they think it is.

How Do You Avoid Sending Spammy Emails?

My immediate go-to is trying to be as personal as possible when it is possible. So, for instance, I will opt for “Dear Amanda” rather than “Dear Friend.”

In my subject line, I will opt for “Amanda Join our upcoming webinar” instead of “Join our upcoming webinar.”

A huge no-no is the use of all caps. Nothing shouts spammy more than this. Using all caps is the online equivalent of screaming in one’s ears. Please DO NOT DO THIS!

What Are the Downsides of Sending Spammy Emails?

One obvious demerit was, like in my case, you may potentially lose your best employee.

More seriously, It will affect your open rate. For a marketer or anyone sending emails, the aim is to keep your open rate as high as possible. Spam is a significant obstacle to this.

If you have many spammy emails sent out, your subscribers would likely file reports. This is terrible news because it could lead to your emailing service blacklisting you, or at best, it will reduce your email deliverability.

Tip 4: Write a Clean Clear Copy

Simply put, write for the web. The aim is to give the reader a clear sense of perspective. The recipient at the end of the email should not have questions as to what was intended. How do you achieve this?

  • Let your email be about one idea: If subscribers wanted to know everything about your business, they should visit your website.
  • Keep short paragraphs: Even if you have a lot to say, don’t touch more than one point in a single paragraph.
  • Make your email scannable: Use bullets, subheadings to break the email to tiny blocks.
  • Use a clear call to action: For example, if your call to action is “register now”, consider making a button that stands out.

Tip 5: Always Use the Right Words

Recipients of your email must have a great experience. A critical factor in this is your word choice. Generally, emails are not lengthy, and this is why every word must count. The same is true even if it were to be a social media post.

Your email must appeal to the emotions of the reader. It is the only way you guarantee that they will take action after reading your email.

One element of using the right word funnily is deciding what not to say at all. The reason why this is important is that people have an instinct to put up their guard. If you are selling a service and you sound too “markety”, a good number of your readers will have their guards up.

The following help you pick the right words:

  1. Sensory Words: With these, you make them feel, see and imagine. So instead of merely reading you aim to paint an image with your words.
  2. Use analogies.
  3. Use power words: These words are persuasive and hard to resist. They could be words that feed off a readers’ laziness i.e. freebie, gift, guide, how-to, in less than, in record time – Words that feed off a readers’ greed i.e. prize, quadruple, quick, reduced, rich, running out – Words that feed off a readers’ curiosity i.e. hush-hush, shocking, censored, under the table.

Tip 6: Be Personal

It would help if you let the reader connect and feel like they know you. The aim should be to feel less like a distant ghost but more like the guy next door.

Use your picture in a newsletter, or if you are sending single emails from your inbox, use your image in the signature.

Also, avoid using generic senders like info, admin, or marketing. These are no-nos. Use your name as much as you can.

Final Thoughts

These are the six steps I have used in my email campaigns. They have proven to be winners for me. I am sure they would work perfectly for you. With all content types, the key is following the proper steps.

It would be best if you remembered, you don’t need to be a marketer to try these tips. Even if it is the one email you send every week, make it count. Make sure it leaves a strong impression.

Go ahead and get more efficient as you use these tips to write your highly converting emails.


  1. I now understand why some emails i sent in the past have not gotten the respobse i desired. I found the “carefully craft a preview text” and “be more personal” tips very helpful.

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Afam Onyimadu
Afam is an astute wordsmith with deep backgrounds in SEO, copywriting, editing, and digital marketing. He is an avid consumer of information across multiple niches but has a specialty for content marketing and technology. Asides writing, he is a music enthusiast and an animal lover. He enjoys the company of family and friends and indulges in chess, scrabble and a few card games.