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The Real Reason Your Emails Aren’t Converting

Author

Dylan Wood
March 24, 2025

Hey It’s Dylan from The Juice.

Creating a conversion based email is easier than you think.

➡️ Make it stupid-clear what you want the reader to do.

Creating a high converting email:

You don’t need to be a world-class designer. You don’t need to write like Hemingway.
You just need to get one thing right:

Every email should guide your reader toward an action — whether it’s clicking a link, checking out a product, watching a video, or hitting reply.

Here’s your CTA checklist:

1. ✍️ Clear Language

  • Use simple, direct action words: Shop Now, Get the Guide, Watch the Video, Grab Yours

  • Avoid vague CTAs like “Learn More” (unless it’s genuinely educational)

2. 💥 Benefit-Driven

  • Tell them what they get, not just what to do
    → Instead of “Download Now” → try “Get Your Free 7-Day Meal Plan”

  • Bonus points if it hints at speed or ease (ex: “Get Instant Access”)

3. 🎯 One Main CTA Per Email

  • Don’t give people decision fatigue

  • Reinforce the same CTA multiple times if needed — but keep the action consistent.

4. 🧠 CTA Placement

  • First CTA should be above the fold (visible without scrolling)

  • Additional CTAs can go in the middle or at the end to catch those who scan quickly

5. 🎨 Visual Contrast

  • Make the button or link stand out — use a color that pops against your background

  • Don’t rely on subtle shades. High-contrast = high clarity = high clicks

  • Don’t be scared to make them BIG

7. 🧭 Set Clear Expectations (link to the correct place PLEASE)

  • Make sure the action and destination align
    → Don’t say “browse socks” and then link to a shoe collection

9. 👁 Visual Hierarchy

  • CTA should be the visual focal point of the email

  • Use spacing around it to make it breathe and feel important

Let’s look at an example that was SO close to being perfect.

Great button placement, above the fold so people see it without scrolling, and it’s a clear and bold CTA. But it blends into the background making it hard for users to see and engage with!

Email inspiration of the day

Brand: Diet smoke

My 2 cents:

This email is for a new product launch. It’s straight to the point, letting customers know exactly what it is and how they can buy it with a button you can’t miss.

If you have any questions or any topics you want covered, smash the reply button I would love to help out!

Cheers,

Dylan