How to write Effective Email Copy that Converts

How to write Effective Email Copy that Converts

Master the art of writing cold emails that convert with these six tips. Increase response rates and turn prospects into paying customers.

Cold email outreach is highly effective when approached the right way. While the average response rate hovers between 1% and 5%, we have tips to help your email stand out from the inbox crowd. By implementing strategic, yet personalized copy that adheres to the needs of your prospects, you can increase the likelihood of your emails being opened and replied to - reaching the ultimate goal of converting those cold emails into sales.

What Are the Benefits of Cold Emailing?

Cold emailing is an outbound sales strategy that has several benefits.

  1. It is a great way to get your offerings in front of a large number of prospects and reach them in the space where they spend a significant amount of time.
  2. They are easy to automate and track, saving your sales team time and effort. Tracking features enable you to monitor the performance of your campaigns, including open rates, click-through rates, and conversions and optimize them for success.
  3. Cold emailing has a proven track record of increasing sales leads and expanding your network. By strategically building targeted email lists, you can supercharge your outreach campaigns and reach the most relevant audience guiding them through the research phase of the sales funnel.
  4. Cold emails help establish genuine connections with prospects.

With the clear benefits, here are six valuable tips that will help you master the art of crafting compelling cold emails that drive conversions.

6 Tips for Writing Effective Sales Emails

Craft An Engaging Subject Line

Crafting an effective cold email starts with an engaging subject line as it serves as the recipient's initial impression. Personalize the subject line to make the prospect feel relevant and address a problem your business can solve. Humanize the copy to show it's a genuine person reaching out and focus on building a relationship rather than selling. Keep the subject line concise to ensure it appears correctly on different devices and ensure it aligns with the email's content to maintain trust and engagement.

Include Compelling Preview Text

Preview text is an additional snippet of copy that appears beside the subject line of an email. It provides a glimpse of the message's content without the need to open the email. It should complement the subject line in persuading subscribers to open your email. According to [CampaignMonitor](,leads%20to%20higher%20open%20rates.), including preview text captures your audience's attention and generally leads to higher open rates.

Take Uber Eats as a great example. In an email we recently received, their subject line read, "Take 75% off of your next two orders," and their preview line complemented it by saying, "Find a new local restaurant in your area. Breakfast, lunch and dinner..." Not only does the offer of 75% off grab our attention, but we’re also enticed by the idea of discovering new breakfast, lunch, and dinner options close to home. If our problem was hunger or finding our next meal, this preview text solves it.

By utilizing compelling preview text, you can provide a tantalizing glimpse of the value your email offers, enticing recipients to open it and engage with your content.

Personalized Content

It's important to remember that personalized email copy goes beyond simply addressing a prospect by name. True personalization involves taking the time to understand who the prospect is, what matters to them, and how your product or service can benefit them. By tailoring your email content to their individual needs and interests, you can significantly increase the chances of eliciting a response. In fact, according to Backlinko, well-personalized email copy has been shown to boost response rates by an impressive 32.7%.

Utilize the Interest Calls to Action Approach

Utilizing thoughtful CTAs can significantly impact your cold email response rate as they encourage prospects to engage further. In a study conducted by Gong, a revenue intelligence platform, interest CTAs have a click rate of 30%, doubling the success rates of other CTAs.

Interest CTAs focus on piquing the recipient's curiosity about the topic discussed in your cold email instead of pressuring the prospect into a meeting.

Write to the Point, Conversational Copy

Cold email copy should be direct, concise, and conversational. Your prospects are most likely inundated with hundreds of emails and typically skim through their inbox looking for messages that require a response or ones that stand out.

By getting straight to the point, you capture their attention and make it easier for them to understand the purpose of your message. Plus, adopting a conversational tone helps establish a more genuine and approachable connection making the email feel less sales-oriented.

Sell the Result Not the Product

In a previous post, we wrote about Mitchell Harper’s quote that says, “When was the last time you woke up and said 'Today I’m going to buy some software/consulting/services/apps/etc?' Seriously, when was it? No One Gives A Sh*t About Your Product. They want to buy a specific RESULT your product gives them.”

How could we not take his advice? Why does your prospect care about a product or service you’re selling? Instead of sending them an email about you and your product, send them an email with a solution to one of their problems. Address a pain point. Do your research and think about how your product will solve a problem they may be experiencing and lead with that.

You Have Their Email Address For a Reason

All of this to say, you’ve found your prospect’s email for a reason and that is to build a relationship that will turn into a paying customer. Cold emailing has a proven track record and Anymail Finder is your first step to any cold email campaign. Find verified leads, build target email lists and start sending cold emails that convert today.

Alessandro Pizzini