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4 Email Copywriting Hacks to Increase Conversions

Author

Max Sturtevant
April 03, 2026

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

After sending over a billion marketing emails, I’ve learned one thing:

Discounts are not the number one purchase driver.

Not by a longshot.

These four psychological triggers are.

1. Use Identity-Based Copy

Take a look at this email:

ButcherBox for Pets labels their readers as people who want their pets to live forever.

It’s using identity-based copy.

“You want your dog to live forever, feed them like it.”

This labels the reader as somebody who wants their dog to live forever.

(Honestly, who’s going to say no to that?)

If you do, then you have to buy the product.

Labeling your customers makes them more likely to buy because they want to live up to the standard you set for them.

2. Reframe Your Bonuses as “On Us”

“Buy and get FREE shipping” sounds like a boring and basic offer.

But saying “Shipping is on us this year” feels like a gift you’ve given them.

Snif’s holiday campaign frames their free shipping offer as “On Us.”

It’s a very small language shift, has a huge impact.

It’s great for building trust as well.

Customers see it as the company covering the cost, which you are.

If you have free gifts or run free shipping sales, use this.

3. Bandwagon Beats Elitists

A lot of brands try to be ahead of the curve…

They say stuff like “Be in the top 5% of Americans who take ashwagandha.”

It doesn't work well because people see that and think “Oh, only 5% of people take ashwagandha. I don't need to take it.”

Instead, say something like “ashwagandha is the number one fastest growing supplement in 2026.”

It plays more into being left behind, which converts better.

Here's Livfresh playing into that:

LivFresh frames themselves as “breaking the internet.” Implying that people who don’t know about them are behind the curve.

“Why this company is breaking the internet” and then breaking down different reasons.

You're much more likely to buy because now you feel left behind.

4. Use Numbers

Using specific numbers is one of the best conversion tool because they are perceived as 100% true.

You can lie about “We are the best supplements in the world”

But you can’t lie about “91% of members improved at least one key biomarker after 3 months.”

Bioniq leads with multiple customer data points.

They're much more likely to buy from that.

Wherever you can, gather data on your customers.

Use surveys, gather data, and promote it.

It’s going to convert a lot better than generic stuff like “feel better, have good energy.”

If you want to convert more from your emails and avoid over-discounting, use these psychological triggers.

  1. Identity based copy

  2. Reframe offers as “on us”

  3. Make people feel left behind, not ahead of the crowd

  4. Use numbers and stats

🚨 FREE LIVE 90-MINUTE 2026 EMAIL MARKETING MASTERCLASS

Most brands setting up or running email in 2026 are still following a 2023 playbook...

And it's costing them.

On this Tuesday, April 7th I’m hosting a free live master class to show you what has changed in 2026, what the top brands are doing differently, and how to implement it yourself.

I’ve never done something like this, so the value in here will be nuts.

Email Inspiration Of The Day

Brand:
Kitsch

Email Design:
https://drive.google.com/file/d/1YCpXqrzw9kvpBy2iH_wj-Guz_UQlWwDH/view?usp=sharing

Notes:
This is a banger email themed around tarot and horoscope readings. Have a discount promo right at the top banner so it’s the first thing you see. Then they promote their tiktok live shopping. Great way to keep your audience engaged through activating multiple sales channels.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
Want The Full Email Marketing Playbook?

I just opened Email Marketing Mastery - a private course & community where I share the same strategies we use across $200M in ecom revenue, weekly calls with me, 250+ editable email templates, and daily feedback from myself and my team.

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