Introduction into how to write an email that converts

Did you think, ‘what’s this all about?’

Luckily I have access to a whole host of email accounts and I get to see what works and what doesn’t. I also get to test it out myself with emails just like this.

Writing an email that not only gets noticed but also prompts action is a skill worth mastering, I can’t stress that enough. Your emails are a huge part of your business - well, that absolutely should be if they’re not.

With the average person receiving over 120 emails daily, standing out in a crowded inbox can be challenging. People will only respond to 25% of their emails, meaning they’re not arsed with the other three quarters, however, yours can be an email that is going to be seen and acted upon if you approach it with the right strategy. 

The 3 E’s of writing effective emails (these are courtesy of email marketing expert Jimmy Kim and I love them)

1. Excite

   • This is about capturing your reader’s attention from the start. An engaging subject line and a compelling opening sentence are crucial to getting your email noticed.

2. Educate

   • Provide clear and valuable information may sound basic but it’s amazing how many emails I see that don’t do this. Remember - clear and simple is the best way. Whether you’re sharing a promotion, a new product, or important news, make sure your message is relevant and beneficial to your audience. How is it going to benefit them? How does it work? What does it do? 

3. Edify

   • Conclude with a strong call to action (CTA). Your email should guide the reader towards taking the next step, whether that’s making a purchase, signing up for a service, or simply learning more. However, make sure you only include one CTA

A couple of things I would add on to this:

• Remember - it’s all about them, not you. People are selfish and want to know how what you’re telling them can benefit them.

• Brand up your emails in voice as well as brand colours etc. Make sure you write your emails like you’re sending it to your best friend (well, maybe not your best friend, ha, but someone you know very well), drop the formality unless your brand really calls for it. People tend to react so much better to this tone.

How to write emails that get noticed

To ensure your email stands out, think of it like choosing a book to read. While we’re often told not to judge a book by its cover, the reality is that first impressions matter, they really do. The same applies to emails, if the subject line doesn’t catch the reader’s eye, the content inside won’t get a chance to shine.

But it’s not just about the subject line. Readers will also glance at the sender’s name, the preheader text (the short preview of your email’s content), and even the timing of the email. All of these factors play a role in whether your email gets opened or overlooked.

Key elements of your email to optimise:

1. Subject Line

   • Your subject line is your email’s first impression. It should be brief, compelling, and relevant. Aim to spark curiosity or offer value without giving too much away.

But…try to keep the subject line short, intriguing, and make sure it gives your reader a reason to open it e.g. 50% SALE. If you’re running a promotion don’t piss about luring them in, state the offer in the subject line.

2. Preview Text

   • The preview text acts as a secondary headline. It should complement the subject line and provide a little more detail to encourage the reader to open the email. E.g.  50% off all swimwear. 

This is valuable real estate - use it!

3. Sender

   • A recognisable sender name can significantly impact your open rates. Depending on your audience, using a personal name instead of a company name might create a stronger connection e.g. Sending an email from “Sarah at This is Growth.

4. Timing

   • The timing of your email can affect whether it gets opened for sure. Aim to send your email when your audience is most likely to check their inbox. Understanding your audience’s habits is key to getting this right. You want to be at the top of their inbox, so to learn more about when they check their emails by testing various sending times and days to learn what works best.

Structuring your emails: Intro, Offer, Call to Action

Getting your email opened is just the first step. To drive action, the content inside needs to be just as compelling. Don’t forget, once they take an action there’s a high chance they’ll then fall into one of your flows too.

Here’s how best to structure it:

1. Intro

Start with a personalised and relevant opening. Get straight to the point and make it clear why the email matters to the reader. For example,  “We noticed you’re interested in [topic], so we thought you’d like this.” Do not drag this part out. People lose interest FAST!

2. Offer

Make sure your offer is clear and valuable. Whether it’s a discount, an invitation, or helpful information, ensure it stands out and is easy to understand. “Enjoy 20% off your next purchase - just for being a loyal customer.” Linking it back to them is also powerful.

3. Call to Action (CTA)

Your CTA should be straightforward and easy to spot. Don’t overwhelm the reader with multiple options; focus on one key action you want them to take and tell them to take it. Some examples could be: “Shop Now,” “Learn More,” “Sign Up Today”. Use design elements like bold text or buttons to make your CTA stand out, do everything you can to make that CTA to stand out because even if you don’t get a sale you absolutely want a click!

So, there you have it… there is plenty for you to get started on to get your emails converting.