If you are a blogger or an email marketer, you already know that your bread and butter (or most of it!) comes from people taking action via your emails.

When they click on your email links, they can sign up or purchase all sorts of stuff.

Every time they sign up for something or purchase anything, eventually, dollars will appear in your bank account. This is pretty straightforward. This is why you’re in the game.

The problem is, a lot of bloggers & marketers assume that email marketing is all about substance. To a large extent, I would agree. But the problem is, people also pay attention to the format.

That’s right!

Not only do people judge a book by its cover, but oftentimes, they only have time to look at the cover.

The moment they see your email and they think that it is going to be a hassle to read, they’re going to close that email. They’re not going to be interested and they’re going to move on to the next email in their inbox. Eventually, they will delete your email.

In fact, if you make sending hard to read “wall of text” emails a habit, your email subscribers are just going to ignore your emails. What you end up doing is you train them to be scared of your email. They think that it’s too much of a commitment to read your emails.

This doesn’t mean that they think it’s worthless. This doesn’t mean that they think you don’t know what you’re talking about.

Instead, they feel that they just don’t have the time to actually read your stuff. Accordingly, they would not delete your emails, but resolve to read it later.

Well, they never get around to doing that because they’re too busy (Aren’t you?).

Opens are Crucial

It’s really crucial to get your readers to open your emails. But you also have to be careful with your email format.

It really would suck for you to put in all this time, effort, and energy coming up with killer headlines that get opened time and time again.

The problem is, once people open your email, you fail to deliver because they see an intimidating wall of text. They feel that reading this stuff is going to be a chore. It’s going to be too much of a hassle. They don’t have the time.

So what do you need to do? How do you deliver? How do you get them to see your affiliate links so their actions can make you money?

Please pay attention to the following tips to format your email marketing copy for better conversion rates:

Keep it Short

The first thing that you need to do is to write short emails.

When your average list member receives your update and they see that your email has a lot of white space and the email itself is generally short, they are in the right frame of mind.

They’re not intimidated, they’re not scared, they’re not under the impression that reading through your materials would take something out of them or take something away from their schedule.

Keep it Simple and To the Point

One of the best things that you could do when writing emails is to work with tight space constraints.

This prevents you from beating around the bush. This prevents you from saying ten words when two words would do.

This also prevents you from using $10 words when 25 cent words will do the job.

Keep it simple and keep it focused on the point.

You’re sending email updates for a reason. That reason better be about adding value to the lives of the recipients. Keep it at that level.

Also Read: One thing to do to increase your email click-through rates

Plain Formatting Kills Reader Intimidation

Now, I understand that there are all sorts of email marketing tools out there that enable you to use all sorts of fancy design templates. This is very tempting because a lot of people are under the impression that if the email design looks nice and fancy, people would love it better.

This is not necessarily the case.

Again, people are busy. Instead, they’re looking for value. They’re looking for ideas or information.

When you format in a very plain way, the focus is on the idea or the information contained by your email. That is the payload.

Do yourself a big favor and kill the intimidation of your reader by sticking to plain formatting, regardless of the other fancy formatting options available at your disposal.

This is one of the biggest reasons I prefer using ConvertKit for my email marketing. Not only they have better deliverability rates but they are also one of the best & most recommended email marketing tools among bloggers + content creators.

Plus, if you sign-up through my link, you get a FREE 30-day trial rather than the regular 14.

Give Yourself a Better Shot at Getting a Link Click

Unfortunately, nobody will give you that shot. You have to do it yourself.

You have to run all sorts of tests to your email list until you find the right kind of formatting and message length that would maximize your link clicks.

There is no magic formula here.

Somebody might be doing well with a fairly long email. They should stick with that.

You, on the other hand, might have a list whose subscribers might prefer something shorter and more basic. Focus on what works for you.

Unfortunately, this is one piece of information that you have to find out for yourself. You will only discover this information through actual experience.

Final Words

Remember that if you want to format your email marketing copy for better conversion, you need to keep these things in mind:

• Keep it short
• Keep it simple & to the point
• Use all text
• Experiment with your own email list.

Also Read: How to actually get your blog readers to join your email list

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