In a business environment where every small business and agency receives an average of 50 emails a day, the way you write the body of your message can make all the difference between a successful conversion and a deleted email. Whether you run a digital communications agency, a BtoB service provider or outsource accounting or human resources, mastering the art of email copywriting has become indispensable.
The problem? Most professionals neglect the body of the message, concentrating solely on the subject line. The result: conversion rates that stagnate at around 2.3%, when they could easily reach 5 to 8% with the right techniques.
In this guide, we reveal three tried-and-tested strategies for turning your emails into real conversion tools: get straight to the point, optimize readability and intelligently enrich your content.
I. Direct-to-the-point strategy: the art of concision
Why conciseness is important in email marketing
Your prospects’ attention is measured in seconds, not minutes. In the digital agency sector, the average professional spends 12 seconds reading an email before deciding whether to continue or abandon it. For BtoB services, this drops to just 8 seconds. Accounting subcontractors have a little more time at 15 seconds, while HR professionals generally allow 10 seconds.
This behavioral reality imposes a golden rule: your main message must be understandable and convincing in less than 10 seconds of reading. This doesn’t mean writing telegraphic e-mails, but structuring the information in such a way that the essential is immediately perceptible.
The challenge lies in striking the right balance between conciseness and persuasiveness. A message that’s too short can appear rushed and lack credibility, while an email that’s too long will lose the reader’s attention before reaching its conversion objective.
Techniques for getting straight to the point
The AIDA structure adapted to email marketing :
- Warning: punchy first paragraph (1 sentence maximum)
- Benefits: Concrete benefits in 2-3 lines
- Desire: Social or statistical evidence (1 item)
- Action: Clear and unique call-to-action
A concrete example for a communications agency:
“Your competitor has just won 3 new customers thanks to its digital strategy.
Our agency customers increase their sales by an average of 40% with our automated prospecting method.
Créativ+ agency generated 12 qualified leads in 30 days.
→ Discover their strategy in 15 minutes [Book a free call]“
List of essential items to include :
- A customized sector tagline
- A quantified benefit
- Concrete social proof
- A single visible call-to-action
Critical mistakes to avoid
| ❌ C ommon error | ✅ Good practice |
|---|---|
| “We are delighted to present…” | “Save 30% on your accounting tomorrow” |
| 5-line company presentation | Customer benefit in 1 sentence |
| Multiple links and buttons | 1 main call-to-action |
| Complex technical jargon | Simple, direct language |
II. Optimizing readability: facilitating the user experience
Basic principles of readability in email marketing
Readability determines whether your message will be read to the end. Here are the standards to follow:
Essential formatting rules :
- Paragraphs: 2-3 lines maximum
- Sentences: 15 words maximum for 80% of content
- Spacing: 1 blank line between each idea
- Hierarchy: Headings, subheadings, bullets
Performance comparison by format :
| Format used | Complete read rate | Click-through rate |
|---|---|---|
| Compact block text | 12% | 1,8% |
| Short paragraphs + bullets | 67% | 4,2% |
| Structure with subtitles | 78% | 5,6% |
| Optimum combined format | 89% | 7,3% |
Advanced formatting techniques
The structure of your email determines its performance. A winning format starts with a catchy headline that immediately appeals to the reader, followed by a teaser paragraph limited to a maximum of two lines. This approach captures attention without losing the reader in premature detail.
The core of the message should present the main benefit accompanied by a maximum of three key points. This limitation is not arbitrary: beyond three elements, the human brain struggles to prioritize information, and the persuasive impact diminishes. Each point should be formulated as a concrete benefit, not as a technical feature.
The transition to action is made by a one-line connecting paragraph that psychologically prepares the reader for engagement. Social proof, whether in the form of a customer quote or a statistic, reinforces credibility just before the call to action. Finally, a postscript can add further information or create a sense of urgency.
Mobile-first optimization
With over 68% of business emails read on mobile, mobile optimization is no longer optional:
Mobile technical specifications :
| Element | Optimum size | Why |
|---|---|---|
| Email width | 320-480px | Universal display |
| Button size | 44x44px minimum | Easy to click |
| Minimum font | 14px | Legibility without zoom |
| Line spacing | 1.4 à 1.6 | Reading comfort |
III. Enriching content: Creating added value
Content strategies for email marketing
Content enrichment turns a simple email into a valuable resource that your prospects retain and share. This approach differs according to your business sector. Digital agencies perform best with content focused on trends and innovations, presented in the form of infographics accompanied by exclusive data. A headline like “5 statistics that will transform SEO in 2025” naturally generates more engagement than a conventional presentation of services.
For BtoB service companies, the focus must be on return on investment and operational efficiency. Numerical case studies create a strong emotional impact, as they project the prospect into a tangible success story. The example of “Customer X increasing sales by 150% in 6 months” speaks directly to the concerns of the VSE manager.
Accounting outsourcers find their strength in compliance and security content. A practical guide such as “Checklist fiscale 2025” answers a recurring anxiety and positions the sender as a trusted expert. HR subcontractors, meanwhile, excel with regulatory templates and advice, such as a “Compliant annual interview template” which provides immediate value.
High-performance enrichment formats
Enriched content efficiency hierarchy :
- Authentic customer testimonials (engagement rate +340%)
- Exclusive sector data (engagement rate +280%)
- Templates and practical tools (+195% engagement rate)
- Detailed case studies (engagement rate +165%)
- Synthetic infographics (engagement rate +120%)
Example of enrichment for HR subcontractors :
“New: Salary Barometer 2025 [Tech Sector]”
Here are the 3 exclusive insights from our study of 2,847 companies:
– Senior Developer: +12% vs 2024 (average €58k) – Digital Project Manager: +8% vs 2024 (average €48k)
– Data Analyst: +15% vs 2024 (average €45k)→ [Download the full study (free PDF)]
Bonus: Excel salary grid template included
Automation and enriched sequences
Nurturing scenario by sector :
For communication agencies (sequence 5 emails) :
- Email 1: Free diagnostic + audit tool
- Email 2: Similar customer case + quantified ROI
- Email 3: Sector trend + analysis
- Email 4: Strategic template + guide
- Email 5: Personalized offer + urgency
Powerful behavioral triggers :
| Prospect action | Triggered automatic email | Average conversion rate |
|---|---|---|
| Download resource | Email with additional content | 8,4% |
| Visit price list page | Customer testimonial + offer | 12,1% |
| Abandon form | Simplification + reassurance | 6,7% |
| Click-free opening | Reformulation benefit | 4,8% |
IV. Putting the sector into practice
Email marketing for communications agencies
Positioning expertise – Template type :
Subject: Agency [City]: +180% leads in 60 days
Hello [First name],
Créativ+ (Nantes) was at 80% capacity. Problem: how to grow without hiring?
Our 3-step solution: – Automate prospecting (gain: 15h/week) – Optimize conversion tunnel (+180% prospects) – Scaling virtual team (cost: -40%)
Result: 12 new customers in 60 days
→ [See their full strategy – 15 min]
Agency-specific checklist :
- [ ] Mention a competitor or similar case
- [ ] Calculate time savings or sales
- [ ] Offer free audit or diagnosis
- [ ] Use business vocabulary (ROI, conversion, scaling)
Emailing strategies for BtoB service providers
Personalized relationship approach :
BtoB VSEs rely on proximity and trust. Here’s the optimal structure:
Framework “Partenaire de Confiance” :
[Contexte personnel/local]
↓
[Problème spécifique métier]
↓
[Solution éprouvée + preuve]
↓
[Next step simple et humain]
Case study – VSE management consultancy :
Hello Mr. Martin,
Congratulations on the extension of your showroom on avenue Foch!
This growth often raises a question: how to optimize cash flow without making management more complex?
3levers we activate for our retail customers: – Negotiating supplier lead times (+30 days on average) – Optimizing the invoicing cycle (-15 days) – Setting up automated weekly reporting
→ Similar customer result: +€47k of available cash
Interested in a free 30-minute audit? Simply reply “YES” to this email.
Emailing for specialized subcontractors
Accounting: Trust and expertise
The accounting industry demands a reassuring and professional approach:
Points of differentiation to integrate :
- Certifications and approvals
- Precise sector expertise
- Responsiveness and availability
- Expertise in digital tools
Accounting subcontractor template :
Subject: Cabinet [Ville]: Automated VAT return
Hello,
New service for accounting firms: outsourced VAT returns with 48-hour guarantee
Your gain : – 12 hours/month free time per employee – Zero reporting delays (contractual commitment) – Rate: 40% less expensive than full-time work
Our references: ✓ 15 years as a chartered accountant ✓ Approval no. 2024-XX-XXX
✓ 47 partner firms→ [Free test on 3 folders]
HR: Humanization and compliance
Specific HR structure :
- Human issues in focus
- Reassuring regulatory aspect
- Concrete operating profit
- Partnership approach
Example of an HR subcontractor:
New disability regulations: are you up to date?
Since January 2025, AGEFIPH sanctions have been tightened. Risk: up to €8,000 fine per undeclared employee.
Our compliance service: – Full DOETH audit (2 hours maximum) – Automated declaration of compliance – Ongoing regulatory monitoring
Rate: €89/month for companies with fewer than 50 employees
→ [Free audit – Online appointment]
V. Measuring and optimizing campaigns
Essential email marketing KPIs
Performance dashboard by sector :
| Sector | Target open rate | Target click-through rate | Target conversion rate | Average ROI |
|---|---|---|---|---|
| Digital agencies | 28-35% | 4,5-7% | 2,8-4,2% | 420% |
| BtoB Services | 22-28% | 3,2-5,1% | 1,9-3,4% | 380% |
| Outsourced accounting | 32-38% | 5,8-8,2% | 3,1-5,7% | 520% |
| HR outsourcing | 25-31% | 4,1-6,3% | 2,4-4,1% | 450% |
Advanced audience metrics
Key behavioral indicators :
- Average playback time: 45-60 seconds (optimal)
- Transfer rate: 8-12% (virality)
- Direct response rate: 2-4% (commitment)
- Deliverability score: >95% (inbox)
Priority A/B tests :
| Item tested | Impact on conversion | Recommended frequency |
|---|---|---|
| Email subject | +45% maximum | Each mailing |
| Main AHU | +67% maximum | Monthly |
| Time of dispatch | +23% maximum | Quarterly |
| Message length | +34% maximum | Bimonthly |
Analysis and optimization tools
Your choice of emailing platform largely determines the success of your email marketing campaigns. An effective solution needs to combine ease of use with advanced functionality, particularly for small businesses and agencies that don’t always have dedicated technical resources.
Essential criteria include an intuitive interface that lets you quickly create professional campaigns, responsive templates that automatically adapt to different screens, and an automation system capable of handling complex sequences without manual intervention. Real-time analytics remain indispensable for rapidly adjusting ongoing campaigns.
Ediware meets these requirements perfectly with an approach specially designed for the French market. The platform integrates all the necessary tools in a unified interface: drag-and-drop editor, advanced segmentation, automated A/B testing and detailed reporting. French-language customer support and a premium deliverability guarantee complete an ecosystem designed to maximize results for small businesses and agencies.
Monthly optimization checklist :
👉 Clean email base (bounces, inactives)
👉 Analyze email heat maps
👉 Test 2 CTA variants
👉 Segment by behavior
👉 Adjust sending frequency
👉 Check sender score
To conclude
Message body copywriting in e-mail marketing is no longer an art, but a precise science. The three strategies we’ve detailed – strategic conciseness, optimized readability and intelligent enrichment – can transform your results in a matter of weeks.
Summary of potential gains :
- Open rate: +45% with appropriate conciseness
- Click-through rate: +67% with optimal readability
- Conversion rate: +89% with enriched content
Sector-specific adaptation remains the key to success. A digital agency doesn’t communicate like an accounting subcontractor, and your emails must reflect this specificity.
What’s your next step? Choose one of the templates presented, adapt it to your business and test it on your next campaign. You’ll be amazed at the results.
Additional resources
Pre-shipment checklist: 10 checkpoints
✅ Subject: 6-8 words, clear benefit
✅ Sender: Name + recognizable company
✅ Hook: 1 sentence, immediate benefit
✅ Structure: Short paragraphs, bullets, spacing
✅ AHU: only 1, visible, operable
✅ Mobile: Test smartphone display
✅ Personalization: First name + context if possible
✅ Social proof: Testimonial, figure, reference
✅ P.S.: Additional information or emergency
✅ Signature: Direct contact, useful links
Ready-to-use templates
Template Agence Communication :
Objet : [Ville] Agence : +[%] prospects en [délai]
Bonjour [Prénom],
[Accroche concurrent/marché local]
Notre méthode [nom] génère :
• [Bénéfice 1] (+[chiffre]%)
• [Bénéfice 2] (gain : [temps/argent])
• [Bénéfice 3] (coût : -[%])
Résultat client : [métrique concrète]
→ [CTA découverte stratégie]
P.S. [Bonus ou urgence]
Template TPE Services BtoB :
Objet : [Entreprise] : [problème] résolu ?
Bonjour M./Mme [Nom],
[Contexte personnalisé/local observé]
[Question/problème métier spécifique]
3 solutions que nous appliquons :
• [Solution 1] ([gain])
• [Solution 2] ([gain])
• [Solution 3] ([gain])
Client similaire : [résultat chiffré]
Intéressé par [offre discovery] ?
→ Répondez "OUI" à cet email
Cordialement,
[Signature]
