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4 Actionable Tips for Writing Email Copy That Will Boost Conversion Rates in 2023

Writing updated on  March 10, 2023 5 min read

There is no better time than the present to start thinking about taking advantage of the latest trends in email copywriting to boost your conversion rates in 2023.

Email marketing is an underrated marketing strategy that you shouldn't ignore — and its importance is only going to grow in the coming years, with email users projected to increase to 4.6 billion by 2025.

In this guide, we'll share with you four actionable tips you can start using immediately to ensure your email copy stands out and encourages more people to take action.

By the end of this blog, you'll have a better idea of how to write effective email copy that'll boost conversion rates and propel your business to the next level in the new year.

Are you ready to learn more?

Let's dive in.

1. Be Human

Here's a common issue most newsletters face: they're devoid of emotion and written in a way that lacks the storytelling element. If your newsletters are interesting, they're bound to keep readers' attention.

Here's a common issue most newsletters face: they're devoid of emotion and written in a way that lacks the storytelling element. If your newsletters are interesting, they're bound to keep readers' attention.

For example, Hers, a health and wellness brand that produces drugs like Lexapro generic (aka products that don't have much potential to spark interest), still captures user attention through memes and wholesome posts.

Hers Instagram Page Wholesome Post
(Image source)

Other brands like Triple Whale and AirHQ also use humor to communicate with their audiences on social media.

The same storytelling techniques are also replicable with email marketing. For example, content writer Jason Bradwell sends newsletters that address the reader directly, have anecdotes, share value, and are interesting to read.

Take a look at their newsletters yourself:

Jason Bradwell newsletter
(Image source)

So, how to tell a story with emails, you ask? Here are a few suggestions you can try:

  • Use case studies, social proof, anecdotes, and humor
  • Answer "why?"
  • Provide value
  • Make emails personalized
  • Don't focus on the sale — focus on the person
  • Have a conversation

Also, if you're struggling to get that “relatable tone,” check a writing tips site to find inspiration and create more unique copy. Use the internet to your advantage.

2. Use Psychology to Your Advantage

The human mind works in marvellous ways. More than half the task of email marketers is to keep readers' minds engaged — and what better way than to use human psychology?

So, here are a few ways in which you can tilt things in your favor through consumer psychology:

Create urgency

According to Trust Pulse, more than 60% of consumers make purchases within 24 hours due to FOMO (fear of missing out).

As it turns out, urgency, FOMO, and scarcity are excellent ways to convince users to buy products so they either become part of a clique or don't miss out on a great deal.

Here's an example of Tailor Brands using urgency in its emails:

(Image source)

Don't underestimate the power of FOMO. It's a powerful tool to keep in your back pocket and boost conversion rates.

Employ color psychology

Colors are known for evoking emotions among users — different users perceive colors differently due to their unique cultures, experiences, and backgrounds.

However, for the most part, certain colors bring out certain emotions — e.g., red evokes bravery — yellow evokes hope — blue evokes trust, etc.

Use eye gazes strategically

According to Katelyn Bourgoin, readers have the instinct to look at faces (and when we do look at faces, we subconsciously categorize them as either friend, foe, or mate).

She also pointed out that platforms like Netflix and LinkedIn use faces to increase engagement.

However, for email copies, specifically, the eye gaze can be an important asset because where the eye gaze goes, so does the user's attention.

For this reason, she recommends pointing eye gazes strategically toward products, CTAs (call to action), or any other value proposition.

3. Write Newsletters with Personalized Content

What do Spotify, OpenTable, and LinkedIn have in common? They all employ email personalization. Every person hired to write an email newsletter is aware of this.

To boost conversion rates, you need to deliver emails people want to read (imagine if you were a teenage kid receiving emails from Schlumberger — they could be interesting, but there's a high possibility you wouldn't want to read them).

So, start by segmenting your audience. For example, if you run a headless CMS website, you might have subscribers who already know what headless CMS is and are looking to deepen their knowledge, but you may also have subscribers who don’t know what it is and are looking to learn about it.

In any workflow software, create different email flows for different segments, like OpenTable does in this 2022 wrap-up email. Then, personalize the subject lines, names, from addresses, and other aspects of your email copy.

Example of a personalized email from OpenTable.
(Image source)

4. Optimize Your Emails

As some of you may know, emails aren't a "one-and-done" marketing gimmick. To truly perfect the art of email marketing, you'll need to A/B test and optimize:

  • Content
  • Design
  • Structure
  • CTAs
  • Subject lines
  • Send time
  • Pre-header text
  • Length
  • From addresses

Bonus Advice: Run Retargeting Campaigns

If your readers recognize your brand name and know what you do, they're likely going to result in better open and conversion rates — in that regard, emails are a great way to run retargeting ads.

Users can employ one of the best notion widgets to analyze metrics from previous campaigns to understand which subscribers cut and which don't.

They can also re-engage with customers through:

  • Sending abandoned cart emails (always a money maker)
  • Using the reader's order history to send personalized suggestions (a great way to upsell)
  • Analyzing their preferences, sending them preferred content, and providing value to inactive customers.
Example of an upsell email
(Image source)

But remember that with retargeting comes the importance of protecting customer data. The last thing you want is a lawsuit weighing on your shoulders as you enter the new year.

With cybersecurity measures, like installing DDoS attack protection on your website, you can build trust with your customers and follow data privacy laws. It's a must-have in this digital age.

Wrapping Up

While email marketing generates incredible results (3600% ROI, to be exact), it can still come with its own set of challenges. The biggest challenge for most users turns out to be getting started with email marketing.

Many users understand the technical know-how of email marketing but don't know what to write in their emails to convince users to listen to them, much less buy from them.

That's where we come in. QuillBot has a paraphrasing tool that can help you polish out your thoughts so that your audience will love to read them (we ensure your content is fluent, sophisticated, creative, and easy to understand). We also have a spell checker and punctuation checker to ensure that whatever you write is free of errors.

Polish your writing and ensure that it is error-free

Get started today! Write any sentence or paragraph using the best AI writing platform.

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Mike Bandar

Mike Bandar is an award-winning UK-based entrepreneur. A Founding Partner of Turn Partners. Mike also co-founded Hopper HQ the Instagram planning & scheduling tool, working with thousands of brands.

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