6 Powerful Copy Tricks to Write Email Sequences That Convert

Your audience may be opening your emails…

They may be clicking.

They might even love your content and see the value in your offers. Your readers may be the perfect candidates to become paying customers.

But here’s the issue: too little of them are actually BUYING your product. They refuse to take the leap from lead to customer. All signs point to an easy conversion but that’s not what happens.

It could be that your email sequence is too long. Your pricing isn’t right. It could even be that your whole business model is wrong.

But most likely it’s something simpler - It’s probably this:

Your copy is failing to convince your audience to actually take the final action - buying.

But before you even think of whipping up a brand new email autoresponder sequence… or fixing your current email sequence... you need to check off this list.

​3 Things ​To ​Do Before Writing Any Email Sequence:

  1. Know your audience. Know who they are inside and out. Their likes, dislikes, wants, desires, favorites, demographics - Everything you can learn. That way you can write a message that is very relevant to them.
  2. Consider the context of the message. Where are they in the buyer's journey? Are they brand new or do they know your brand intimately? Is it right after a webinar where they are as excited as a kid in a candy store? Your copy needs to reflect what the reader knows so you don’t confuse them.
  3. Decide what the ultimate goal is of your email sequence. Then work backwards on how you’re going to activate and show value to your readers before ​pushing for the sell.
pete boyle conversion copywriter

​Pete Boyle


​Educating users is great, but there comes a time when you have to push them to make the next move. You have to build your sequence into a funnel of its own and nurture the lead through the various stages of awareness so you can hit them with the sales pitch at just the right time.

 Educating users is great, but there comes a time when you have to push them to make the next move. You have to build your sequence into a funnel of its own and nurture the lead through the various stages of awareness so you can hit them with the sales pitch at just the right time.

Once you check off these three things you can start crafting your email sequence - ideally using proven formulas like these!

With your formulas in hand you’re almost ready to create an email sequence that actually converts. The kind of copy that makes those perfect prospect take the leap from free to paid.

But to make absolutely sure your sequence has the best chance of turning leads into customers... you should use these 6 copy techniques.

1. Quick Scan Friendly

The cold hard truth about email consumption is it's all about skimming. Instead of scrutinizing every word, most people will likely look over your message very quickly.

According to the Nielsen Norman Group in a study of email newsletters they found that the average reading time is approximately 51 seconds!

But don’t worry, this is actually an awesome opportunity if you know how to take advantage of it.

How do you use this quick scanning to your advantage?

It’s all about formatting your email so the main idea and value can be seen in the places that stick out the most. That way they can summarize in seconds what your message is about and if they should spend more time (or money!) on it.

The readers will usually read your first paragraph. After all, it is suppose to be attention grabbing.

Then they will scroll through the content, looking for anything that sticks out. Sublines, bolds, and bullet points are particularly good to get attention.

Then, lastly they go to the bottom. That is where you need a P.S. message. Ideally you will have the benefit and offer laid out right down there.

If you’ve made your highlights relevant and useful to their desires, they’ll go back and read closer… or better yet click through and buy!

If you make sure your first line, bullets, bolded areas, and P.S. message conveys your value - you’ll see vast improvements in email click through rates.

Look how Dr. Axe makes their emails easily scannable:
Dr Axe Quick Scan

​2. Objection Squashing

People are always looking for a reason to say no if there is any risk involved. That includes even small prices tags or giving information to someone you don’t know for a valuable return!

They will look at your message and say things (sometimes aloud!) like:

“Yeah right, there’s no way that works”


“That’s too good to be true”

Well if you did the three steps mentioned above, you should know your audience pretty well. Which means you can include counters to the most common objections they will have.

Just look how Ramit Sethi did a whole email using objection squashing:
Ramit Objection Squash

He is pointing out the objections and addressing them explicitly in his email copy. You should do the same in your email sequence, ideally in an early sales email.

You don’t have to do a huge section on it, something just one sentence of acknowledgment is all your need to make your reader click through!

3. Social Proof

Social proof is an important part of selling anything. Especially early in your customer's journey.

With the right expert or customer testimonial you can build an incredible amount of trust with your leads.

Every time you make a benefit claim in your copy, you build up a little doubt in the reader’s mind. That’s why you should follow up the largest claim with a piece of social proof.

Some of the most common social proof we use is customers served like Mcdonald's does:

mcdonalds marketing
​Then there is the classic customer testimonial like this one used in Jumpcut Academy's email:
Jump Academy Customer Testimonial

For your emails you can say something along the lines of “Join over 600 people that learned how to play guitar from this program”

You can also use a testimonial from an authority figure or influencer like this email Revolution Golf that ties a product in with a famous golfer “his swing”:
Revolution Golf Expert Testimonial

​For the biggest impact you should use screenshots and pictures of the testimonials to really sell that it’s not made up.

One last thing, there is something you should never do… never invent social proof!

People are very good at figuring out if your “testimonial” is from a real person or a generator like this one:
Fake Testomonial

4. Open Loops

Let’s talk a little bit about storytelling. Think about Game of Thrones for a second… this massive fantasy epic can teach you a lot about creating an engaging email sequence.

Throughout the series (like any good series) the writers will start various story lines. Then they will jump to a different character and open another story line.

Each one serving the overall theme of capturing the iron throne of Westeros or die trying…

A good email sequence will do exactly the same. It’ll have what we like to call open loops in the messaging. From a practical standpoint, this means opening a question in one email and answering it in another.

This drives your reader to open the next email, as long as you did a good job of being relevant to their desires!

Check out this open loop from Syed at OptinMonster:
Optin Monster emails

5. 1x1 method

Every emails should be focused on 1 idea and 1 action that you want the reader to take.

Because if an idea is worth writing... it’s worth your complete focus in the copy.

Too many people try to cram their emails with multiple ideas.This leads to confusion. And here’s a hint, confusion doesn’t sell!

The same goes for having too many things for them to do. If you want them to buy AND download a free ebook AND have them take a survey all in one email...They will likely do nothing.

Behavioral science refers to this phenomenon as the “paradox of choice”. After studying people’s behaviors they found if someone feels even a little overwhelmed, they won’t make a choice.

Which is a terrible thing when you’re whole goal is to get great email click through rates.

Look at how this email from Social Triggers sticks to the idea of getting 1000 subscribers and how attending the webinar will achieve that goal:
social triggers

6. Quick Most Valuable Wins

Have you ever noticed that P90X, Insanity, T25, and all the popular workout programs always put their programs in 90 day cycles? That’s because changing your body in a major way is time intensive… just like any transformation.

Transformations like going from poor to rich, fat to fit!

But here’s the thing, you’ll convert a lot more people if you can give a benefit in a shorter time.

That’s because people are way more focused on short term benefits that help them get closer to their overall transformation.

That’s why you should focus more on benefits that are attained ASAP!

Look how this email from Copy Hackers put the benefits in timely terms:
copy hacker email examples

There’s no doubt that purchasing this product will actually give you the benefit in less time. 

​Here's a quick recap… or if ​for those of you who scrolled to the bottom of the page 😉

With these 6 copy techniques you can get more out of any email sequence!

Here’s those ​6 email copywriting tips in a handy dandy list format:
  1. Quick Scan Friendly- focus your main benefit in your first line, P.S. message, bulleted list, and headlines so that people scanning will know what your message is about without reading.
  2. Objection Squashing- acknowledge and counter common objections to build trust and authenticity with your audience.
  3. Social Proof- Gain the trust of the reader by showing them customer and expert testimonials… backing up any benefit claim with proof.
  4. Open Loops- Create suspense and questions to be answered in a following email so that your readers are likely to open the next email.
  5. 1x1 Method- Focus on 1 idea and 1 action for clear messaging in your emails and one choice of action for more clicks.
  6. Quick Most Valuable Win- Present benefits that are given ASAP with the maximum time being about 90 days out.

Go ahead, get to updating or building that autoresponder sequence! Let us know your results with these techniques in the comments below.

Bryan Culver

Bryan is the Copywriter at Performance Marketer. He has years of marketing experience with a heavy focus on content creation. He lives to create, entertain, and share valuable insight.


Want To See Your Question Answered On eCommerce Lifestyle? Ask it here:

Follow Us

© 2018 Performance Marketer. Created in Austin, TX.