Your email’s purpose is to encourage recipients to take action. The good news is that the body copy can be adjusted in several ways to increase engagement and traffic.

• Establish why your content is relevant right from the first line
• Let your writing be natural
• Whenever Possible, Use Bullet Points
• Rely on the Second Person
• Benefits, not features, are what consumers’ value most
• Improve Your Call to Action (CTA)
• Keep it Short and Sweet
• Include a Personal Conclusion

Establish why your content is relevant right from the first line

As with the subject line, the first few words of your email should explain why the reader should care about the subject and read your message. Many readers will stop after the first sentence, so make it count. To grab their attention, you could pose a question they’ve probably had, provide a startling statistic, or make a bold assertion.

Let your writing be natural

A formal tone is unnecessary in email copy. Plus, users much rather be addressed by someone who shares their worldview and language. If you want to know if the words flow easily, read your copy out loud. Where do you feel the silences landing? Is there a word there that you wouldn’t normally use in a chat? It’s best to stick to the basics and stay away from legalese or jargon.

Whenever Possible, Use Bullet Points

These days, content on the web must be easily scanned by the reader. Use bullet points to list the additional benefits of your offer so that users can quickly and easily digest the information.

Rely on the Second Person

Using the first person singular, as in “you” and “yours,” indicates that you are addressing the other person directly. Since the recipient is the focus here, the email is no longer about the sender. Of course, there will be times when you need to make references to the company using terms like “we” and “ours.” In these cases, it is still a good idea to check the number of times these words appear in your email before hitting send. You, as the receiver, should be addressed more often than your company is.

Benefits, not features, are what consumers’ value most

Just stating your services and the benefits of working with you won’t cut it. Show them what they could gain from it. Don’t just list the areas of family law that you practice in; instead, provide specific examples of how your firm has helped families or the successful outcomes that have resulted from cases involving a family law attorney.

Improve Your Call to Action (CTA)

To begin, you shouldn’t have much trouble tracking it down. Calls to action that are effective in getting a user to take action have both a beautiful visual design and persuasive text. Use a button or some other distinguishable element to make your CTA stand out. As a second point, the language used should be unambiguous, concise, and directive. Even though HubSpot’s research showed that plain text emails outperformed HTML emails, it’s still important to include a call to action (CTA) within the text. We advise including in-copy hyperlinks whenever possible.

Keep it Short and Sweet

You can expect to find this advice on most lists of copywriting guidelines. Don’t waste people’s time or your own by trying to explain everything in an email; instead, concentrate on getting them interested enough to click through to find out more. Write a compelling (and brief) summary of your main points and what the reader will get, and then provide clear instructions on what they should do next. Avoid confusing your reader by offering multiple calls to action.

Include a Personal Conclusion

To avoid making recipients think they’ve received an email from a robot or someone who doesn’t value their time, keep your tone friendly and professional. Emails should always end with a brief message, salutation, and the sender’s contact information and name. Consider what you find to be the most effective way to close personal emails and use that here. A simple “Have a great summer!” signoff would suffice. A simple “Best wishes, “Sender’s Name,” can mean a lot.