The Ultimate Guide to Writing Emails That Convert

Email marketing isn’t dead—it’s still one of the highest-converting marketing channels, delivering an average ROI of $36 for every $1 spent. But here’s the problem: Most emails never get opened.

If you want your emails to actually get read, clicked, and drive sales, you need to understand what makes people open, engage, and take action.

This guide will break down the key elements of high-converting emails—from subject lines to CTAs—so you can turn your inbox into a sales machine.

1. The Subject Line: Your First (and Only) Chance to Get Opened

Your subject line is like a first impression—if it’s weak, no one will bother opening your email.

How to Write an Irresistible Subject Line:

• Keep it short and clear (50 characters or less)

• Spark curiosity (“You’re making this email mistake…”)

• Use urgency (“Last chance: 50% off ends tonight!”)

• Personalise it (“Hey [First Name], this one’s for you”)

• Test emojis (but don’t overdo it)

Examples of High-Converting Subject Lines:

• "Your inbox will love this (and so will your bank account)"

• "Only 3 spots left—are you in?"

• "You asked, we answered: Our biggest discount EVER"

• "Stop making this email mistake (most people do)"

2. The Hook: Grab Attention in the First Sentence

Once someone opens your email, you only have seconds to convince them to keep reading.

How to Hook Readers Immediately:

• Start with a question: “What if you could double your revenue in 30 days?”

• Drop a surprising fact: “Did you know 60% of emails are ignored?”

• Tell a quick story: “Last week, I almost deleted my biggest sale by accident…”

• Call out the reader: “If you struggle with [problem], read this.”

Example:

• “Imagine waking up to 10 new leads in your inbox. That’s exactly what happened to one of our clients last week, and here’s how…”

3. The Body: Keep It Short, Value-Packed & Easy to Scan

No one wants to read a wall of text. Keep your emails short, structured, and value-driven.

How to Structure Your Email for Maximum Impact:

• Use short paragraphs & bullet points

• Write like you talk—be conversational

• Focus on ONE key message

• Make it skimmable with bold text or emojis

Example Email Format:

• [Hook]: Start with a bold opening sentence.

• [Value]: Quickly explain the benefit of what you’re sharing.

• [CTA]: End with a clear action step (link, offer, or reply).

4. The Call-to-Action (CTA): Make It Crystal Clear

Your CTA tells the reader exactly what to do next—don’t make them guess.

How to Write a Strong CTA:

• Use action-driven language: “Grab your free guide now”

• Make it stand out: Use buttons or bold links

• Only ask them to do ONE thing (too many choices = confusion)

Example CTAs:

• “Download your free guide here”

• “Reply ‘YES’ if you’re interested”

• “Book your free call now”

5. The Follow-Up: The Secret Weapon to More Sales

Most sales don’t happen after one email—they happen after the follow-up.

How to Follow Up Without Being Annoying:

• Resend to non-openers with a new subject line

• Follow up with a “Did you see this?” email

• Add urgency with a deadline reminder

Example Follow-Up Email:

• Subject: “You might’ve missed this…”

• Body: “Just a quick reminder—our special offer ends in 24 hours. Don’t miss out!”

Emails That Convert Are Emails That Connect

The secret to writing emails that convert? Make them personal, valuable, and action-driven.