Structure your email content for conversion

Business Benefits

Increase your click rate and conversions.


Write a list of 5 variations of your subject line, trying different approaches, and phrasing as a question, or as a statement, or as a fact.

For example:

  • Question: Want More Peace Of Mind?
  • Statement: We’re Destressing The World!
  • Fact: 65% Of People Are Stressed - They Don’t Need To Be

Your subject line is your first contact with customers and can dictate the success of your email. If people don’t open your email they won’t be able to be convinced by the structure, and 33% of people open emails based on the subject line alone.

Write a hook sentence in the first paragraph to grab the reader’s attention.

  • Use mystery: Boy, do we have a special surprise for you…
  • Use a more direct approach: We’re offering 50% off all sales this week.

This will be in the preview text of the email and is your opportunity to intrigue them.

Inform your customers about the benefits of the product - not the features - and explain to them how the product can actually impact them and solve their problems.

  • Good example: Our tires handle snow as well as they handle dry tarmac, so you can focus on the road, and not on your worries.
  • Bad example: Our tires are made of a proprietary styrene-butadiene copolymer which functions 76% better than other tire manufacturers in winter weather.

Use a conversational tone to gain the trust and loyalty of your customers.

This will give you the best chance of building a long term relationship.

Use scarcity to create urgency if you can do so with authentic and real information.

When customers know there’s a limited amount of time or quantity, they’re more likely to purchase or subscribe. However, if your customers figure you used faked info, you’ll likely lose them permanently.

For example: We only have limited stock, so our 50% sale will finish in just 24 hours.

Finish the email with a strong and specific call to action that clearly signposts the action you hope they will take.

It might be something as simple as looking out for the next email, or more complex, like a signup, purchase, or other investment. For example, So click here now to reserve your slot on our early-access list.