The trick to writing high converting emails is in developing a relationship with your subscribers. Making a good impression is of the utmost importance in terms of gaining new and repeat customers.

Five ways to ensure your email marketing campaign performs at its best:

1.  Capture interest with a good subject line. Writing high converting emails depends on the subscriber actually opening and reading the emails you send. It sounds simple (and it is), but many do make the mistake of using lack-luster subject lines. Just putting in the name of your product isn't enough. Make subscribers think about the subject by asking a targeted question, offering to fulfill a need, or evoking curiosity with a turn of a phrase.

2.  Be personable. Use the personalization features in your auto-responder program. If you do not have an auto-responder or one that offers personalized salutations, you need to find a quality auto-responder. "Hello, Joe" is much more appealing than "Hello, Customer". You should also inject some light-hearted conversation without going overboard with the sunshine.  

3.  Focus on what the product offers the customers rather than product features. Tell your readers about the benefits to them rather than explaining the technical details. You can always offer technical details on your website, but your emails should be all about the recipient and what you can do for him or her.

4.  Be trustworthy. Do not sell, trade, or give away email addresses and never continue to send emails to those who unsubscribe. There are forums for complaints against being spammed after unsubscribing and people do use them. High converting emails depend on building trust. The more trustworthy you are, the more sales you will see.

5.  Cater to the behaviors of subscribers.  Categorize subscribers according to what they order, how they order, and how they navigate your website, and then create separate emails for each category. For example, if a customer has downloaded a free gift and has revisited your website without buying, send out a letter that offers a discount with a link to your "special offers" page. You might group such customers as "high interest-no sale".  Other groups might include those who have bought once, those who are actively buying and referring...

High conversion can be the norm when you work with your opt-in list. Writing high converting emails is simple when you remember to grab interest, categorize, personalize, focus on the benefits, and inspire trust.