If you’re reading this, you probably want your emails to do more than just land in an inbox. Maybe you want more signups, more replies, or, let’s be real, just more people to actually read what you send. This guide is for anyone using Letterfriend who’s tired of low open rates and wants email templates that work—without spending all day tweaking fonts or chasing the latest “hack.”
1. Nail Your Goal First—Don’t Skip This
Before you mess with subject lines or layouts, get crystal clear on what you want from your email. Are you trying to get clicks? Book a call? Sell something? If you don’t know, your readers sure won’t.
Ask yourself: - What’s the one thing someone should do after reading this email? - If they only remember one thing, what is it?
Pro tip: If you’re trying to do three things at once (“Sign up AND follow us AND read this guide!”), you’ll probably get none.
2. Keep the Layout Simple (Seriously)
Letterfriend gives you plenty of template options, but here’s the truth: Fancy layouts rarely convert better. Most people scan emails on their phone, and complicated designs just slow them down.
What works: - Single-column layouts - Big, legible fonts (think 16px+, not 12px) - Lots of white space - One clear call-to-action (CTA) button
What doesn’t: - Multi-column grids (they break on mobile) - Tiny text or crammed content - More than one or two images (unless you’re a retailer, and even then—easy)
Ignore: Animated GIFs, background images, and anything that looks cool but loads slow or gets clipped in Gmail.
3. Write Like a Real Person
Nobody wants to read a robot’s email. Or worse, a marketing robot’s. Letterfriend lets you personalize with merge tags—use them, but don’t let things get weird.
How to sound human: - Use “you” more than “we.” - Ditch the formal intros (“Dear valued customer,” yuck). - Short sentences. Break up long paragraphs.
Example:
Bad: “We are excited to announce the launch of our new platform, which is designed to revolutionize the way you manage your workflow.”
Better: “We built something new to make your job easier. Want to try it out?”
Pro tip: Read your draft out loud. If you wouldn’t say it to a friend, rewrite it.
4. Subject Lines: Don’t Overthink, Just Be Clear
People get too clever with subject lines. “Unlock Your Potential!” just sounds like spam. Clarity beats curiosity almost every time.
What actually works: - Tell them what’s inside: “Your April Report is Ready” - Ask a direct question: “Need help with your account?” - Use numbers or specifics: “3 quick tips for better onboarding”
What to ignore: - ALL CAPS, weird symbols (🚨🔥❗️), or fake urgency (“LAST CHANCE!!!”) - Clickbait—if your email doesn’t match the subject, expect unsubscribes
Test a few options. Letterfriend’s A/B testing isn’t magic, but it’s handy for seeing what actually gets opened.
5. Personalization—Use It, But Don’t Be Creepy
Yes, “Hi {first_name}” is better than “Hi there.” But go easy. Overdoing it (“We noticed you haven’t finished your profile, {first_name}...”) can feel invasive.
Use merge tags for: - Names (“Hi {first_name}”) - Company (“Your {company_name} trial ends soon”) - Relevant context (“Based on your last order…”)
Just double-check your fallback values—nothing blows trust faster than “Hi {first_name},” showing up in someone’s inbox.
6. Make Your Call to Action (CTA) Obvious
If you want someone to click, don’t make them hunt for the button. Letterfriend’s editor has easy-to-add buttons—use them.
Tips: - Only one main CTA per email. Too many choices = no clicks. - Use action words: “Download the guide,” “Book a call,” “Start your trial” - Don’t bury the CTA at the bottom—put it above the fold if you can.
What doesn’t work: - Generic links (“Click here”) - Buttons that blend into the background
If your CTA is “Reply to this email,” say it clearly!
7. Images: Less Is More
Images are fine, but don’t bank on them. Some email clients block images by default, and big files slow things down.
Stick to: - One logo up top (keep it small) - One supporting image or graphic if needed
Skip: - Image-only emails (they’ll look blank for half your list) - Huge hero banners - Stock photos—people can spot them a mile away
Always add alt text, just in case images don’t load.
8. Preview, Test, and Preview Again
Your email might look perfect in Letterfriend’s editor, but that doesn’t mean it’ll look good in Gmail or on an iPhone.
Checklist: - Send test emails to yourself (use multiple email providers if you can) - Check on desktop and mobile - Click every link - Double-check merge tags and fallback values
Pro tip: Forward your test email to a friend. If they can’t tell what to do in 10 seconds, your audience won’t either.
9. Don’t Sweat the Footer—But Make It Legal
Letterfriend adds the basics (unsubscribe link, address), so you don’t need to mess with that much. Just don’t delete the unsubscribe—seriously, it’s illegal and it’ll hurt your deliverability.
If you want to add personality, a simple signoff or P.S. works better than a wall of fine print.
10. Track, Iterate, and Don’t Chase Vanity Metrics
Open rates are nice, but they’re not the whole story. Clicks, replies, and actual conversions matter more.
Focus on: - Did people do what you wanted? (Click, reply, buy, etc.) - If not, test one thing at a time: subject, CTA, or layout
What to ignore: - Obsessing over tiny open rate changes (Apple privacy changes have made this less reliable anyway) - Chasing “industry averages”—your audience is unique
Keep a swipe file of what works and what doesn’t. Over time, you’ll spot patterns.
Bottom line: Most “high-converting” templates are just clear, simple emails that respect the reader’s time and make it easy to take action. Don’t overcomplicate things. Start with the basics, test a little, and improve over time. If you’re still not getting results, it’s almost never about your button color—it’s about clarity, relevance, and timing.