Crafting Compelling Emails That Engage And Drive Conversions

By Poorna Nayak | Aug 01, 2023

So, before diving into your email marketing campaigns, you might have this little thought in your mind, "Is email still relevant in today's world?" Well, let me tell you, it's more relevant than ever! Over 50% of the world's population actively uses email, and guess what? The number of email users is still on the rise, growing rapidly.

Email isn't just a thing of the past; it's a necessity for pretty much everything online. And you know what's even more interesting? It's not just the older generation; even Millennials and Generation Z are actively using email. So, rest assured, email is here to stay and plays a vital role in connecting with people across all age groups in this digital age.

When it comes to interacting with your brand, people are more likely to do it through email than any other channel. Think about it – how often do you check your email in a day? I bet it's quite a few times. Well, your customers and potential clients do the same. With email being a staple and highly active channel, crafting engaging emails that ignite curiosity and start conversations is crucial. Here's our guide to writing good emails:

1. Be Personable & Genuine

First things first, be personable and genuine in your tone. Minimize excessive use of sales jargon, as it can come across as insincere. Treat your email recipients as friends, not just faceless contacts. Write your emails as if you're speaking directly to the recipient, using friendly language and addressing them by their name. Being friendly in emails doesn't mean being informal or disrespectful. It's about striking the right balance between warmth and professionalism. It's important to be open and honest in your communication. Avoid using deceptive tactics or making false claims. If it is a cold email outreach, incorporate real-life experiences or testimonials to showcase authenticity and credibility.

2. Create Intriguing Subject Lines

Given that 33% of email recipients open emails based on the subject line, investing time in crafting compelling subject lines is a smart move. Capture the email recipient's attention with engaging subject lines that pique their interest and entice them to open the email. Personalizing subject lines can be useful, but don't overdo it. Opt for shorter subject lines, as they are more mobile-friendly and won't get cut off, ensuring a better reading experience on mobile devices.

3. Keep The Content Concise And Relevant

As per Litmus (download link), the average amount of time spent reading an individual email has steadily declined over the past four years. With more and more emails landing in the inbox, it makes sense to keep email content concise and to the point. Nobody likes lengthy paragraphs that bore them to tears. Instead, use simple language that avoids complex jargon and convoluted sentence structures. Your leads and customers can quickly grasp the main points when the language is clear and straightforward, saving them time and encouraging them to engage with the content. Also, simple language reduces the chances of misinterpretation or confusion.

how long people spend reading an email

4. Use eye-catching visuals

With lesser time being spent on reading emails, it becomes even more important to use a clean and attractive layout for your emails. Standardizing layouts for different email types like newsletters or product updates helps leads and customers recognize patterns, making content scanning effortless. Use sections, headings, and white spaces to make it visually engaging and easy to read. Stick to 2-3 fonts for the email text to maintain a professional and cohesive look. Include high-quality images, infographics, or icons that support your message and make the email visually appealing. Ensure a responsive design for compatibility across all devices. Lastly, make sure to test your emails in dark mode, as an increasing number of users are opting for this setting to enhance readability.

5. Personalize the emails

You know what really makes a difference in email marketing? Personalization! It's more than just using someone's name in the subject line or greeting. Sure, that helps avoid those awkward "Dear friend" openings, but real personalization goes beyond that. Imagine sending tailored content based on their interests and preferences. That's smart segmentation! You know what they like, what they need, and you deliver the right message at the right time.

Your audience feels like you're talking directly to them, understanding their unique wants and needs. Suddenly, they're engaged! Click rates go up, conversions increase, and the unsubscribe button becomes a distant memory. Personalization is the secret sauce to take your email marketing to the next level. It's how you build relationships, gain trust, and stand out from the crowd.

6. Include a strong call-to-action (CTA)

You know what makes your emails really pop? A killer Call-to-Action (CTA)! It's the key to guiding your recipients on their next move – whether it's clicking a link, grabbing a resource, or simply responding to your email. To make your CTA shine, give it some special treatment. Make it big, bold, and beautiful! Give it plenty of space so it stands out effortlessly, catching your audience's attention without any struggle. Place it right after your value proposition so that it flows naturally and does not get lost in a maze of text.

Your primary CTA is the showstopper. Think "Buy Now," "Book a Demo" – something that screams "Take Action!" But great emails are all about nurturing and building great connections. So don’t forget the secondary CTA that provides a gentle nudge with actions like "Learn More," "Visit Website”. It works for those who need a little more time.

Give that CTA the attention it deserves, and you'll see your email game soar to new heights.


Even though these points may seem obvious, if you go through the emails in your inbox right now, you'll probably find quite a few emails missing at least one of these essential criteria. With the number of emails sent and received increasing at a fast pace, and so much vying for your customer and leads' attention, a great email experience is crucial. That's where a strong email design and great content come into play.

So, next time you write an email, keep these vital elements in mind. Make sure it stands out in a cluttered inbox, delivers a delightful experience, and nurtures those precious connections. Because your goal isn't to trick your leads and customers into something they don't want. It is about providing value and building a relationship that truly benefits them.

Enrich Platform equips customer-facing teams with cutting-edge technology tools, innovative content formats, and analytical insights to effectively engage leads and customers and grow their business.

To understand how interactive emails can work for your enterprise, do get in touch with us.