Write Emails That Convert: Proven Tips for Subject Lines, Email Copy, and CTAs
Email remains one of the highest ROI channels in digital marketing. While platforms like social media and paid ads are at the mercy of algorithm shifts, email provides a direct and reliable connection to your audience. At Strategy Maven, we've seen firsthand how effective email marketing can outperform paid ads and organic social in terms of both revenue and long-term customer engagement.
So what separates high-converting emails from those that go unopened or get deleted in seconds? It comes down to three critical components: compelling subject lines, engaging copy, and strategic calls to action. This guide breaks down each one with actionable insights drawn from our experience managing email campaigns across industries.
Craft Subject Lines That Get Opened
Your subject line is the gateway to everything else in your email. Even the most valuable offer and well-written copy won’t convert if the email is never opened.
Align Subject Lines with Content
Start by ensuring your subject line accurately reflects the content inside the email. At Strategy Maven, we often recommend writing the email first and then crafting the subject line to match. This approach helps set clear expectations and builds long-term trust with your audience.
Subscribers are more likely to engage consistently when your subject lines deliver on their promises. On the flip side, misleading or vague subject lines might drive one-time opens but damage deliverability and trust over time.
Use Personalization That Goes Beyond First Names
Effective subject line personalization goes far beyond “Hi [First Name].” Instead, reference real behavioral data, such as:
Products the subscriber recently viewed
Items left in their cart
Previous purchase history
Location-specific offers or content
Topics they've clicked on in past emails
In our experience, subject lines that include this kind of contextual relevance consistently outperform more generic alternatives. A subject line like “Still thinking about the navy blazer?” is far more compelling than “Don’t miss our latest styles.”
Test Subject Lines to Improve Open Rates
A/B testing is one of the fastest ways to boost open rates. When running tests, experiment with:
Emojis vs. no emojis
Sender name variations
Personalization elements
Length and punctuation
Tone (playful vs. serious)
Consistent testing will reveal patterns in audience behavior that can shape your subject line strategy across future campaigns.
Write Email Copy That Engages and Persuades
Once your subject line has done its job, the body copy needs to maintain interest and drive action.
Know Your Audience Segments
Different subscriber segments respond to different messaging approaches. A one-size-fits-all email rarely performs well. Segment your audience based on:
Purchase behavior (first-time buyers vs. loyal customers)
Engagement level (opened or clicked emails in the last 30 days)
Time since last purchase
Interest categories and content preferences
At Strategy Maven, we've found that sending to properly segmented audiences rather than blasting entire lists not only reduces the number of people that unsubscribe, but also helps keep emails out of spam folders.
Tailor Content to Subscriber Behavior
Behavior-driven content can significantly increase conversions. Examples include:
Personalized product recommendations
Dynamic messaging based on past email interactions
Reactivation content for lapsed subscribers
Lifecycle messaging that aligns with customer journey stages
The more relevant your content feels, the more likely subscribers are to act on it.
Send Founder Emails for Authentic Connection
Emails that come directly from a founder or executive can outperform traditional promotional sends. These emails typically feature:
A personal sender name (e.g., “From: Jennifer”)
A first-person, conversational tone
A brief, story-driven message
Minimal design for a more personal feel
A study by NextAfter found that emails sent from an individual rather than an organization resulted in a 38% higher open rate.
Design CTAs That Drive Action
Here’s what makes a CTA truly effective: clarity, focus, and alignment.
Use One Clear CTA Per Email
A common pitfall is including multiple competing CTAs that lead to different outcomes. This dilutes your message and reduces click-through rates.
Poorly Structured Example:
“Buy Now” button
“Follow Us on Instagram” link
“Read the Blog” banner
Well-Structured Example:
One “Shop Now” button
Supporting text reinforcing the same action
Research by Wordstream indicates that emails with a single call-to-action can increase clicks by over 371% and sales by around 1617%.
Match CTAs to Landing Page Experience
Your email’s CTA must match what subscribers find after clicking. If there’s a disconnect between promise and delivery, conversions drop, even if clicks are high.
Make sure the landing page continues the message or offer introduced in the email. Consistency builds trust and boosts conversions.
Test CTA Elements for Better Results
CTA testing can dramatically improve performance. Try variations in:
Button vs. text link formats
Color and contrast
CTA wording (e.g., “Get Your Free Sample” vs. “Learn More”)
Placement within the email
After analyzing and comparing more than 330,000 CTAs Hubspot confirmed that personalized CTAs convert 202% better than basic CTAs.
Ensure Deliverability With the Right Technical Setup
A high-converting email means nothing if it lands in the spam folder. Here's what to focus on:
Ensure SPF, DKIM, and DMARC are configured
Avoid large image-to-text ratios
Use a dedicated sending domain
Maintain clean, engaged subscriber lists
Send on a consistent schedule
Monitor bounce rates and list hygiene
At Strategy Maven, we prioritize sending only to engaged users. Consistently emailing unresponsive subscribers damages your sender reputation and can reduce inbox placement over time.
Track the Right Metrics to Measure Success
Open rates only tell part of the story and with Apple’s Mail Privacy Protection in play, they’re becoming even less reliable.
Instead, focus on:
Click-through rates
Conversion rates
Revenue per email
List health metrics (unsubscribes, spam complaints, engagement over time)
These metrics paint a more accurate picture of how well your email program is performing and where you can optimize.
Build Your Email Marketing Toolkit
The right tools make advanced strategies easier to execute. Consider:
An ESP with strong segmentation and automation
Klaviyo for e-commerce, with robust data syncing and flows
User-friendly platforms like MailerLite for simpler service-based businesses
Behavioral targeting capabilities for dynamic personalization
A good toolset should support your segmentation, personalization, and testing needs without becoming overwhelming.
Apply Proven Strategies to Convert More Subscribers
Creating high-converting emails isn't about following trends or using gimmicks. It requires understanding your audience, crafting relevant content, and continuously optimizing based on performance data.
The Strategy Maven approach emphasizes:
Data-driven decision making
Segmentation and personalization
Continuous testing and optimization
Customer journey mapping
Conversion focus over vanity metrics
By applying these principles consistently, your email marketing can become both a relationship-building tool and a significant revenue driver for your business.
Remember that email marketing isn't just another channel in your marketing mix, it's often the channel that ties everything else together. When properly optimized, it provides one of the highest returns on investment in your entire marketing ecosystem.
