In this blog post we will give you some tips on how to write great subject lines and preview texts for emails, as well as headlines to help you capture the attention of your audience. We will also include CTA (Call to Action) tips to help you increase your conversion rate, and give some quick but useful email design tips. 

In our previous blog post we covered tips on how to handle customers objections and use them to your advantage. How to deal with customer fears, doubts, and anxieties and turn them into great selling points for your products. We also included a framework on how to write high converting copy that appeals to emotion rather than logic. 

How To Write Great Subject Lines, Preview Texts, and Headlines

The sole purpose of your subject line + preview text is to get people to open your email. 

So be clear on why they should open, read and click your emails.

When writing subject lines or headlines think of this formula: Sell the outcome and then address the main objection, try including your product in the following line 

“How to [product promise], even if you’re [objection handling]”

“How to cook like a chef, even if you’ve never cooked before”

“How to get an athlete like body even if you’re busy or have a bad diet”

“How to sleep through the night even if you suffer from insomnia”

Preview texts are the next line that follow a headline in an email. Writing preview texts can become a tedious task right? if you don’t know where to start simply do this: Write 5 subject lines and pick the one that you like the most, then use the second one as your preview text.


The goal of your headline is not to create a summary of your email, it is to get your customers to read the rest of your email.

How can you achieve that? Promise something to create interest, and talk directly to your customers, if they don’t read the headline they won’t read anything else. Spend 80% of your time on your headline

Here are some great formulas that will make it incredibly easy to write high converting headlines: (Chase Dimond initially created this list) 

  1. How to: Simply start with “How To” and follow up with something that is related to your product:
    1. “How to get your kids to eat vegetables in every single meal” (healthy meal kit brand)
    2. “How to develop an exercise routine that actually works” (exercise equipment brand)
    3. “How to mix and match the perfect outfit for this winter” (apparel brand)
  1. Listings = “number / ways / tricks / tips to [outcome]”
    1. “3 tricks to get your kids to eat vegetables in every single meal” (healthy meal kit brand)
    2. “Tips to quickly get out of bed in the morning” (coffee brand)
    3. “5 ways to find the perfect fit outfit for this winter” (apparel brand)
  1. Create some sort of fear and get your customers to read the rest of the copy to get rid of that fear 
    1. “A quick guide to make sure your kids are eating healthy” (healthy meal kit brand)
    2. “Not exercising at least twice a week can lead to….” (exercise equipment brand)
    3. “Drying your clothes the wrong way can cause them to get damaged ahead of time” (apparel brand)
  1. Mistakes: we’re all afraid of making mistakes: “common mistakes (people) make”
    1.  “3 common mistakes that are not allowing you to get a good night sleep” (sleeping pills brand)
    2. “Why are most people doing their push ups the wrong way?” (at home fitness app)
  1. Weird: Makes people curious:
    1. “Why most Americans stopped cutting their own lawns” (lawn cutting service / product)
    2. “Why did [celebrity] stopped eating cereal in the morning (healthy snacks brand)
    3. “People stopped paying for their airplane tickets with their credit cards, here’s why” (buy now pay later company)
  1. Social proof: The (product) (number) people used to (desired outcome): 
    1. “The night  time routine 3,000 peopled used to get rid of oily skin” (skincare brand)
    2. “The one snack more than 10,000 top performers use to get through the day” (protein bar brand)
  1. Testimonial = “How (customer) got (Result]) in (Timeframe]): 
    1. “How Adam learned to cook like a chef in just 2 weeks” (cooking app or kitchenware brand)
    2. How Lisa got a promotion after a whole month of being able to sleep well” (sleeping pills brand)
  1. Comparison: People like to compare things by taking sides = Option 1 vs Option 2 
    1. “Coffee vs Tea, which one is better?” (drinks / soda brand)
    2. “Buy now or wait for a sale? When is the best time to renew your winter outfit” (apparel brand)
    3. “Night vs day skin care routine, which one is right for you? (skincare brand)
  1. Problem-Solution: Why (problem) and how to fix it:
    1.  “Why you can’t get rid of your oily skin” (skincare brand)
    2. “Why learning to cook tasty meals is so hard for most people” (kitchenware brand)
  1. Question: Are you (provocative question): 
    1. “Are you still not sleeping through the night?” (sleeping pills brand)
    2. “Are you gaining muscle as fast as you can?” (exercise equipment brand)
    3. “Are you still paying high interest rates on your credit card?” (buy now pay later brand)

Call To Action (CTA) Tips

The copy in your Call to Action buttons is extremely important when getting people to click on your emails or product pages. Tell people what will happen if they click, what will they gain? Focus on removing any anxiety and showcasing the primary benefit of clicking. 

To do this, stop using generic CTAs like Learn More or Buy Now, instead include benefits, and timeframes, you can also handle objections (yes, directly in your CTAs)

For example:

  • Get Started ->> Get 200 Verified Leads/month (much more compelling right?)
  • Buy Now ->> Learn to Cook Like a Chef in 2 Weeks (sell the outcome, tell people exactly what will happen if they click)
  • Start Your Free Trial -> Start For Free, Cancel Any Time (reduce anxiety)

Here Are Some Additional Copywriting Tips

Write like you talk. Most brands write as if they were talking to an audience, don’t. Write to one person, tell a story and make it emotional. The next time you sit down to write some copy, do it as if you were writing to someone that loves your brand, write to them (as an individual), don’t write as if you were talking to a group of people, and you will see the big difference that makes in terms of engagement.

Be specific when writing about social proof: Most brands will say something like “Here’s what our customers think”, how about we change it to “6.5k people can now sleep tight through the night, here’s what they have to say about it”. Sounds much more appealing right? So being more specific increases your credibility.

Play with your pricing: Try comparing your price to services or products your customers use on a daily basis. Instead of saying “just $9.99”, try something like “Cost less than today’s lunch” 

Quick Email Design Tips: 

  • Make it scannable with a good visual hierarchy (people scan, they rarely take the time to read)
  • Use a readable font.
  • Write only short paragraphs (I can’t state the importance of this)
  • Use bold, italics and underlined text to draw attention.
  • Instead of long paragraphs you can include numbered lists to showcase key product benefits.

Copywriting Overview

  • Get your customers to read your headline, here you can include a promise and handle their top objection.
  • Then focus on telling a story, use one of the 10 formulas we described above and build on top of it.
  • Handle your customers objections, ease their anxieties, fears and doubts. That will get them to read the body of the email.
  • Now show proof that your product works, be specific here and include numbers.
  • Finally, use a clear CTA that showcases the benefits and/or the end result of what your product does. That will get them to click and follow through.

Thank you for taking the time to to read this blog post, we hope you got some useful copywriting tips that you can easily apply right away to your emails, blog posts, landing pages, product pages or anywhere else you can think of. Please visit part 1/2 if you want to learn how to turn your customers objections, fears, doubts, and anxieties into great selling points for your products.