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Figuring out how to write emails that convert can be a challenge.  It doesn't have to be, though.

You use different kinds of email sequences at different times and other points in your autoresponder sequence, like onboarding, re-engagement, product launch sequences, and so on...  The marketing issue, though, is writing emails that convert.

Regardless of the kind of email sequence you’re creating and its goal, you are essentially writing emails. And they ought to be well-written if you want them to serve their purpose.

Email sequence - writing emails that convert

How To Write Emails That Convert: Simple Formula

Let's go back to the basics and discuss the six rules of compelling email copy.

1. Use structure

No matter what type of copy you're writing, it needs some basic structure. You must stay on topic to topic.

Your email body needs to be structured logically to help readers understand and guide them through the action you want them to take.

For example, your email might present a story in a BAB-like way. BAB is an acronym that Derek Halpern of Social Triggers created to describe the Before-After-Bridge story-telling approach.

Write better email copy - storytelling

BAB means that, when using a story to convince your audience, you start from the before situation, move on to the after case, i.e., the transformation, and wrap up with the bridge, i.e., your product, which facilitates that kind of transformation.

You can learn more about the BAB approach in this video:

2. Write in your voice

You may often get writer's block, but our best advice is not to overthink it; write emails like you would talk to a trusted partner or a friend. You don’t get writer’s block when you want to email a friend, do you? Why should it be different in your business?

If you have a natural voice like that, your emails will stand out from other marketing emails. You will most likely get a response or a click when your emails seem personal, not part of a blast.

Find your unique voice - email copywriting

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We all receive a lot of marketing emails. But please, don’t play copycat!

It doesn't mean that what you see other marketers doing is the best practice for your own business. Could you think of the purpose of each email and try to be yourself?

Go to Swipe-worthy to see a swipe archive put together to inspire you.

3. Plan out your email sequence upfront

Email sequences are like a chain; each email is like a chain link.

Like chain links are tightly connected, the most high-converting email sequences are the ones that are congruent throughout the whole process.

Use curiosity to tease what’s coming, or refer to the lesson learned in your last email. You can build anticipation for a product launch too, too. Or have inactive customers re-engage with a proper set of follow-up messages.

So, remember that you need to outline your message sequence in advance. Start with the end goal and work your way backward.

Here's an example from CrazyEgg. They're using a simple Excel sheet to map new subscriber sequence:

Plan out your autoresponder seuqence

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You want to build a workflow to welcome new SaaS users. You know you’ll need 3 or 4 essential emails, right? Outline the basic structure and purpose of those four emails. After you're done, sit down and do the actual writing.

To give you a perfect example, here's a copy-and-paste "Flash sale email sequence template"  to give you a head start. Plug this 3-day, 4-email series into your next autoresponder campaign and boost sales fast!

4. Have a clear call to action

It might sound harsh, but it's human nature: You must tell your listeners what you want them to do! Could you ask, and you'll receive?

If you want to figure out how to write emails that convert, you must explicitly ask the reader to click your link or button. It would help if you showed your authority so that your audience achieves their goals and you achieve yours.

Take control of your list! Be precise on what you want your subscribers to do, and ask them to do it.

You might think of yourself as a benevolent dictator of your people. Always keep their best interests in mind, but be very open with what you need them to do and why it'll do good for them.

More email clicks with clear CTA

To make it work, you must have one clickable call to action in every email you send.

Why send an email to your list that doesn’t tell them to take action? You shouldn’t send content that educates people; leave it at that. Even when you aim to provide value, you want them to take the next step.

A call to action can be as simple as "reply to this message" or "download your PDF.

Think about everyday life. Communication needs to have a purpose. I think the drive needs to be precise. And every piece of communication takes you a step closer to the goal. Given that your audience has a limited attention span, pointless emails are not likely to be read. Communication is only bad when it's very unclear and aimless.

Here's an excellent list of email marketing campaign examples to help you put together effective calls to action.

5. Use one call to action per email

Generally speaking, if you give people too many options, they’ll frequently be indecisive and respond by doing nothing. So, our best tip is that your most effective campaigns are going to be the ones that have a single call to action.

The same principle applies to most types of copy. Take landing pages, for example. As we explained in a previous post, many calls to action will probably result in users leaving the page doing nothing.

Of course, give them the same link more than once. That’s usually a good idea.

Most marketers place the link three times in the body of the email: toward the top, halfway down, and then again at the bottom. But each time, it's the same link.

The best way, however, is to test your emails to find what resonates best with your audience. Because, for instance, a newsletter, e-zine, or content roundup might link back to several posts on your blog. An email presenting new arrivals at an online store will probably have more than one link. That’s all fine because these emails serve a different purpose. We would insist, though, that you don't use only that type of email to communicate with your list of subscribers.

What you should do instead, as explained above, is create sequences that show users their way through the buyer's journey.

Here's a comprehensive guide to crafting creative and effective email calls to action.

6. Write well-thought email subject lines

Why bother to write clickable email copy when people don't even open your emails? I think your priority should be to put together a good subject line that will get your subscribers to want to read more. That’s it.

How to do that? Different psychological triggers will give you high open rates. One of these is curiosity. Spark curiosity with your email subject line and see available rates rise.

Download this handy collection of 100 subject lines. Use it to discover which subject lines work best to formulate your strategy and get better results.

And remember, the only thing that matters is getting people to open your email. None of the words you crafted matter if they don't open it.

Writing Emails That Get Clicks

When you send a wrong email, you tell a potential customer that this is the best you can do.

Write a witty subject line. Craft a good story. Write in your voice. Use compelling copy to show them how your product can change their current (bad) condition. Make it easy for them to take action towards a win-win experience.

Follow these email writing tips and see your business grow exponentially.

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