How to Write Emails That Get Read, Clicked, and Convert

Your email list can be really REALLY powerful. The returns that the average service business sees when it is running properly can be very significant. (Note the word 'properly' here because for a lot of services, this is simply not the case.

Most service businesses aren't able to fully benefit from their email list because after running ads and all of the hard stuff, they make certain mistakes that cause their leads to slowly go cold.

This post is your repair kit to help you spot some of those mistakes and find out how to write emails that get read, clicked, and converted. We’ll diagnose why your emails are being ignored and show you how to stand out in your customers’ flooded inboxes.

Why Email is A Super Conversion Tool For Service-Based Businesses

Email marketing is great. It has proven itself to be one of the most powerful and cost-effective ways to build relationships, engage customers, and drive sales without blowing your marketing budget.

• It’s direct – Unlike social media, where algorithms decide who sees your content, email lands straight in your audience’s inbox. No gatekeepers.

• It’s personal – You can segment your audience, tailor your messaging, and speak to people based on their actual interests and behaviors.

• It’s profitable – Email marketing delivers an average ROI of $36 for every $1 spent.

Unfortunately, so many services struggle with email because they unknowingly make simple but costly mistakes that prevent their emails from being read, clicked, and converted into sales.

Why Are My Nurture Emails Failing (And How Can I Fix Them)?

Your emails should be working for you. They should be driving traffic, nurturing leads, and generating sales. But if they’re not, chances are you’re running into one (or more) of these problems:

1. No One is Opening Your Emails

It doesn’t matter how great your offer is. If your email isn’t getting opened, it’s a dead end. Your subject line is the only thing standing between your carefully crafted message and the trash folder. If you're doing one or more of the following, you are contributing to the low rates of opened emails that your business is facing.

Common Culprits That Are Preventing Them From Opening Your Emails

• Boring, vague, or clickbait-y subject lines

• A sender name that feels impersonal or "spammy"

• Your emails keep landing in the promotions or spam folder

So, How Can You Fix This?

Write subject lines that spark curiosity and feel human. Use a real sender name (not “no-reply@yourbusiness.com”). And make sure your emails don’t trigger spam filters.

2. Your Emails Get Opened…But No One Engages With It

Maybe your emails get decent open rates, but once inside, people skim for two seconds and move on. That’s a sign your content isn’t connecting.

This usually happens when:

• Your emails feel like generic mass blasts

• They’re too promotional and not valuable enough

• Your CTA is unclear or buried in fluff

The goal here is to make your emails feel personal, useful, and action-driven. Every email should have a clear purpose (whether it’s educating, entertaining, or selling).

3. Your Subscribers Aren’t Turning Into Customers

This one's the most painful because it means that you're probably growing your list and sending emails regularly. But when it comes to actual sales, you're coming up empty.

This happens when:

• Your emails lack a strategic sequence to nurture leads

• You’re either selling too aggressively or not selling at all

• There’s no clear next step for subscribers to take

How to Profile Your Email Subscribers (So You Can Write Emails That Actually Sell)

So now that we've covered what not to do, let's talk about what actually works.

How Well Do You Know Your Email Subscribers?

If you want your emails to get read, clicked, and converted, you need to stop treating your audience like a faceless crowd. Every subscriber is a real person with specific problems, needs, and desires. And if your emails don't speak to those things, they'll get deleted.

So, who is your ideal customer? Don't just think about demographics like age and location. You actually need to look closely at their pain points. What challenges are they facing that your service can solve? What are they actively looking for? What would make their life easier?

For example, if you're a business consultant, your audience might be time-strapped business owners who care about increasing revenue, automating processes, and making smarter decisions. That means your emails shouldn't beat around the bush too much (unless you're doing a well-thought-out storytelling piece). Try to get to the 'juice' on how your service helps them achieve those goals.

See the difference? Your emails should feel like they were written for one person, not blasted to a random list.

How to Group Your Leads by Behavior, Journey, and Purchase History (Email Segmentation)

Once you know your audience, don't just lump everyone together. Segment your list so each subscriber gets content that actually matters to them.

Is Segmentation Really That Necessary For My Service's Email List?

Short answer is - yes (for a larger list). But it's not as effective when you only have like a hundred email subscribers on your list. Research has shown that:

• People only pay attention to what’s relevant to them – If your email isn’t, they’ll ignore it.

• Different customers are at different stages – A first-time visitor doesn’t need the same email as a repeat buyer.

• More targeted emails = higher engagement – The more personalized your emails, the better your open rates, clicks, and sales.

Ok, so how do you segment?

Start with:

• Behavior-based segmentation – Did they open your last email? Click a product link? Abandon their cart? Each action tells you what they’re interested in.

• Customer journey segmentation – New leads need education. Warm leads need an offer. Existing customers need upsells. Different emails for different stages.

• Purchase history segmentation – Sell software? Send targeted case studies based on their industry. Sell fashion? Recommend items based on their last purchase.

Let’s say you run a subscription box business. Someone who just signed up for your newsletter doesn’t need an aggressive sales pitch. They need a welcome sequence that builds trust. But someone who abandoned checkout? They need a reminder email (ideally with a sweet incentive).

How to Write Emails That People Actually Want to Read

Your email has one job: to get read and acted on. If your audience opens it and sees a wall of text, irrelevant content, or a boring sales pitch, they’ll delete it faster than you can say “unsubscribe.” Here’s how to write emails that actually hold attention and drive engagement:

1.Personalization and Relevance

Your audience doesn’t care about your latest promotion. They care about what’s in it for them. Personalized emails get higher open rates and more conversions because they feel like they were written for one person, not a mass audience.

What personalization looks like:

• Dynamic first names – Even though it is sometimes overused, “Hi Alex” still works so much better than “Dear Customer.”

• Behavior-based recommendations – If a customer browses a product but doesn’t buy, send a follow-up email with a discount or a review.

• Past purchase follow-ups – If someone bought a coffee maker, suggest premium coffee beans a month later.

• Time-sensitive offers – Use purchase history and engagement data to time your emails when customers are most likely to buy.

Example: An online bookstore sees that a customer bought a business book. Instead of sending a generic sales email, they send a curated list of top business books, increasing the likelihood of another purchase.

This approach is data-driven, customer-centric, and proven to work.

2.Write Emails That Are Scannable and Action-Oriented

Remember, people scan emails. They don't read every word. So your emails need to be formatted for quick consumption.

• Use short sentences and break up text with bullet points. Also, include clear headings so readers instantly know what's important. And use plenty of white space. A cluttered email is an ignored email.

• But beyond formatting, your content needs to be valuable. Every email should either educate, entertain, or drive action. Don't just send updates for the sake of staying top of mind. Give people a reason to engage.

• And for some reason, service businesses tend to forget that their visuals matter. You don't need a fancy graphic for every email, but including a relevant image, screenshot, or even a simple GIF can break up text and make your email more engaging. Just make sure your images load fast and don't overwhelm the message.

3.Effective Calls-to-Action (CTAs)

Your email could have the best subject line and the most engaging content, but if your call-to-action falls flat, so will your results.

A strong CTA reduces the odds that your reader will get confused or expect anything other than what you intend to offer. For example, a CTA button that says 'Get Started' can cause the reader to expect to be taken to a sales page. So if they only want to find out a little bit more about the offer, but they aren't ready to buy, they might hesitate to click on it immediately. It tells your audience exactly what to do next and gives them a reason to do it.

(Note that 'Get Started' can be a good CTA in certain scenarios, and isn't inherently a bad CTA. You may need to test it further with your audience).

Your CTA should answer two questions: "What action should they take?" and "Why should they take it?"

• A weak CTA sounds like this:

  "Check out our website." It's vague. There's no urgency nor is there any push for them to click.

• A stronger CTA sounds like this:

  "Book your free consultation before Friday. Spots are limited." It's clear. It's compelling. And it creates urgency.
  

How Can I Write CTAs That Are More Likely To Be Acted Upon?

• Use action-oriented language. Instead of "Click here," say "Claim your free audit" or "Get started today."

• Make it visually stand out. Use bold, contrasting colors. Make the button large enough to tap easily on mobile. Surround it with white space so it doesn't get lost.

• And be deliberate about where you place your CTAs. Put your first CTA above the fold so readers see it without scrolling. Add another at the end to reinforce your message. If your email is long, sprinkle CTAs throughout so readers can take action whenever they're ready.

How to Design "Thumb-Friendly" Emails That Convert on Any Device (Mobile-Optimized Email Marketing)

If your emails aren’t mobile-friendly, it's not a great look for your brand. Your audience would have no idea that you had it perfectly laid out in desktop mode. And maybe some parts of the email look a bit clunky because you forgot to make sure that it looked okay on mobile devices.

And because your audience isn’t sitting at a desk, carefully reading every word of your email. They’re scrolling on their phones, skimming quickly, and deciding in seconds whether to engage or move on.

Here’s how to make sure your emails look great, load fast, and drive results on any device.

Isn't Mobile Optimization For Emails Sort Of An Overkill?

It is easy to fall into the trap of assuming that mobile optimization is a bit of an overkill. After all, it is an email, right?
Well, over 40% to 60% of emails are opened on mobile devices, depending on your industry. If your email doesn’t display properly, readers won’t pinch and zoom; they’ll just delete it.

A mobile-optimized email ensures:

• Easy readability – No tiny text or excessive scrolling

• Fast loading – No slow-loading images or broken formatting

• Seamless clicks – CTAs are big enough to tap without frustration

Here's what mobile-optimization for emails looks like in practice

• Use a responsive design so your email adapts to different screen sizes automatically. Most email marketing platforms offer mobile-responsive templates. Use them.

• Keep your content short and scannable. Use concise sentences and short paragraphs. Break up text with headings and bullet points. Avoid large blocks of text that look overwhelming on small screens.

• Optimize your images and fonts. Use high-quality but compressed images so they load quickly. Stick to easy-to-read fonts and keep font sizes at least fourteen to sixteen pixels for body text.

• And make your CTAs thumb-friendly. Buttons should be large enough to tap easily without zooming in. Place CTAs above the fold so they don't get lost.

How to A/B Test Your Subject Lines and CTAs for Higher Conversions

Even the best email marketers don't get it perfect on the first try. They test, analyze, and optimize.

So, What Bits Of Your Email Should You Test?

• Open Rates – Are your subject lines compelling enough?

• Click-Through Rates – Are readers engaging with your content?

• Conversion Rates – Are CTAs driving actual sales or sign-ups?

• Email Layouts – Do certain formats perform better than others?

How to Test and Improve Your Email Subject Lines and CTAs

• A/B Testing. Compare two versions of an email by changing one variable at a time (e.g., subject line, CTA wording, button color).

• Check Across Devices. Send test emails to iPhones, Androids, tablets, and desktops to ensure a consistent experience.

• Analyze Data, Then Adjust. If your open rate is low, tweak your subject lines. If people aren’t clicking, refine your CTA.

How to Nurture and Convert Leads On Your Service's Email List

Getting leads is one thing. Converting them into paying customers is another. And the key to conversion is answering the right questions at the right time.

When someone's on the fence about hiring you or buying your service, they're asking themselves four critical questions.

• Who is this for? They want to know if your service is relevant to them. If they can't see themselves using your offering, they won't buy it. So use specific language that speaks directly to their pain points and situation.

• What will it do for me? They need to understand the benefits. A quick tip here - it is best not to just list the features of your service and call it a day. Try to explain the end result. How does your service improve their life or business? Does it save them time? Increase their revenue? Solve a specific problem?

• Why should I care? This is where your unique selling proposition comes in. What makes you different from everyone else offering something similar? Is it your pricing? Your process? Your results? Use testimonials, case studies, or client success stories to build trust.

• How does it work? If they can't quickly figure out how to get started, they'll abandon the process. Break it down into simple steps. Use clear CTAs to show them the next step.

5 Ways to Use Scarcity and Urgency

Even after you've answered all their questions, some leads will still hesitate. Creating urgency can push them to act now instead of later.

Here are a few ways to do that:

1. Limited-Time Offers

   • Limited-time promotions are one of the most effective ways to create urgency. If your offer is time-sensitive, people will feel the need to act fast to avoid missing out.

   • Example: “Hurry, this 30% off offer expires in 24 hours!”

2. Exclusive Deals

   • People love feeling like they’re getting something special. Offering exclusive discounts to your email list or specific customer groups can make them feel like insiders and prompt them to act quickly.

   • Example: “As a loyal subscriber, you’re getting 20% off for the next 48 hours!"

3. Scarcity Tactics

   • If your product has limited stock or availability, highlight that in your messaging. When people see that items are running low, it often drives them to act before it’s too late.

   • Example: “Only 5 units left in stock - don’t miss out!”

4. Countdown Timers

   • Visual reminders, like countdown timers, increase the sense of urgency because something about a ticking clock naturally activates a fear of missing out (FOMO) and motivates leads to act before time runs out.

   • Example: Add a countdown timer on your product page or in your email campaigns, showing how much time is left to get a special deal.

5. Urgent Follow-Up Emails

   • Sometimes, all it takes is a well-timed reminder. Sending a follow-up email to a lead who hasn’t yet converted can give them the nudge they need to complete their purchase.

   • Example: “You left something in your cart! Complete your purchase now before the offer expires.”

Key Takeaway?

So here's the bottom line. Email marketing works. But only if you're doing it right.

If your emails aren't getting opened, it's probably your subject lines, sender name, or deliverability. If they're getting opened but not clicked, it's your content, formatting, or CTA. And if people are engaging but not converting, it probably has to do with your messaging, segmentation, or lack of urgency.

Thankfully, most of these things are fixable. You don't need a bigger list or a bigger budget. You just need to write emails that feel personal, relevant, and action-driven. Emails that answer your leads' questions and give them a compelling reason to take the next step.

So take a hard look at your current email strategy. Are you making any of these mistakes? If so, do your best to fix them because it can make a world of difference in the returns you see on your marketing efforts. Test different approaches, track your results, and keep refining until you're getting the opens, clicks, and conversions you deserve.

If you'd like a quick five-minute FREE audit of your funnel or your process to spot the areas you can test and improve upon, check out the free downloadable checklist especially made for service businesses with smaller teams.

It's meant to help you trace the leaks in your own business and identify what your next steps should be to solve them. This way, you can make changes to those exact areas of your sales pipeline and understand your customer better. You'll be more likely to get more out of your marketing efforts even with the same number of leads in the future.