Email marketing remains one of the most powerful tools for any brand that wants to sell (whether online or in a physical store). It’s not for nothing that experts keep telling you that you need to build your email list …

The average return on investment for email marketing fluctuates based on industry benchmarks, but it tends to hover around $ 40 for every $ 1 spent! (source:

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That’s a 4000% return if you know how to do email marketing properly!

And writing quality content for your newsletters and marketing emails is essential to that success.

Even the most knowledgeable copywriters can use these tips to help them create texts that convert.

So here are five email writing tips to help you drive conversions and improve your ROI.

1. Spend time on your object

You can’t convert if you don’t persuade the consumer to open your email. So you need to spend time perfecting your items. A good email subject line achieves one or more of the following goals:

  • Convince the reader that the email has a significant advantage for them, such as a promotional offer or a gift;
  • Include proof that the reader should open the email, such as the start of a tip or statistic that leaves the core of that information hanging;
  • Encourage the reader to feel that they will be left out of something important, like an opportunity, if they don’t open the email.

2. Use the preview text to your advantage

If the title of your email seems too short to attract attention, don’t worry.

Most email inboxes include a short preview text – the first few words or line of the email – along with the subject line. Readers decide whether or not to open your email based on these two texts.

Email preview texts are on average 35-140 characters long, so make sure your first few words really matter. Never include boilerplate text, like links to your social social profiles, bios, or content about yourself as the first text in an email marketing.

And as you create your content, especially as we’ve seen some attention grabbing content, be sure to take a stand. People tend to respond more to emails that use moderately positive or negative language than to those that remain carefully neutral.

3. Customize content to suit your audience and reader

Understand who your audience is and what kind of content they want or need. Be aware that you won’t always deliver email content that’s right for your audience on the first (or even fifth) attempt, and that’s to be expected.

Achieving the 4,000% ROI requires testing, analyzing, and improving your copywriting to deliver exactly what your target audience is likely to click.

Automated email marketing tools allow you to personalize content for a specific audience and personalize content for each reader, including segmenting your audience.

You should at least use one of the basic personalization options to send an email to a specific person calling them by their first name. This is especially true when you position your email marketing to come from a specific person in your company: the feeling of a 1: 1 connection actually helps increase conversions.

4. Keep it short and punchy

HubSpot has looked at studies of millions of emails sent and concluded that if you don’t have your own performance stats, you’re better off going with a shorter format. Generally speaking, experts say that you should keep the length of your emails under 200 words to ensure as many responses as possible.

A Boomerang study found that 50 to 125 word emails received 50% more responses. Another study found that twenty lines of text (typically less than 200 words) was most effective.

Ultimately, you have to find what works for you, but write short emails first and test from there.

5. Reuse your existing content via summaries, quotes or external links

If you are already investing in quality content for your blog or website, you can reuse it for email marketing to save time.

Take out the best parts or summarize a blog post’s interest in a specific email, or insert carefully chosen links to your blog posts in the body of an email to give readers the opportunity to receive a longer content.

You can also use automation tools to customize link selections, so that different segments of your audience or individual readers are offered links to content designed especially for them.

When you take the time to think about what your audience wants to read in your emails and how to get it to them most effectively, you can turn your email marketing machine into a profitable conversion powerhouse.