Writing Emails that Convert

Festival of Email 2021: Miami and Online
Speakers: Samar Owais, Ada Barlatt, Riaz Kanani, Jon May

Riaz Kanani moderates a discussion with Samar Owais, Ada Barlatt and Jon May about email copy and conversion. The panel connects the sender name and subject line with the work the body of the message must then do. It considers calls to action, headlines and the confusion caused by asking a reader to complete unrelated tasks in the same email. The session combines writing and measurement, encouraging teams to investigate where a message loses people and whether the request made of the recipient is clear and coherent.