Picture this: it’s 9:00 a.m. You sit at your desk, coffee in hand, and open your inbox. It’s packed. So, you start sifting through.
Most will get filed away, unread.
Why?
Because nothing about them grabs you.
The same applies to the email marketing you do for your coworking space. Your audience goes through this same process every day.
Their inbox is overflowing, and your email is just one of many vying for attention. If your subject line doesn’t stop them in their tracks, they won’t even open it. If they do open it, but your message doesn’t hook them fast (within 12 seconds, specifically), they’ll move on.
Writing marketing emails that convert is both an art and a science—blending psychology, strategy, and compelling copy to cut through the noise.
So, how do you get your emails opened, read, and acted on?
Here are five boxes you need to check.
Your subject line is the gatekeeper of your email. If it doesn’t grab attention and promise value, you can bet it’s getting filed away.
The key to a great subject line is balancing curiosity, clarity, and urgency—while giving the reader a reason to click.
A great subject line triggers an emotional response. Whether it’s curiosity, excitement, or fear of missing out (FOMO), your subject line needs to make the reader feel something. Emotions are powerful drivers of action.
There are a few ways to tap into that.
Humans are naturally curious. Subject lines that hint at valuable information inside without giving everything away can drive higher open rates.
But be careful—don’t overdo it. Your subject line needs to be intriguing without being misleading.
Creating urgency makes people feel like they need to act quickly to avoid missing out. Phrases like “Limited Time Offer,” “Last Chance,” or “Only a Few Spots Left” can push readers to take action now rather than later.
Let your audience know what they’ll gain by opening your email. This could be an exclusive offer or something that educates, entertains, empowers, or engages them. Make the benefit clear right from the subject line.
There are a few fundamental rules to follow when it comes to crafting email subject lines.
Aim for 5-8 words to ensure it’s fully visible on mobile devices.
Adding the recipient’s name or referencing their specific interests increases the likelihood of opens.
A/B testing is a method for refining your emails by comparing two versions to see which one performs better. You send one version to a segment of your audience and a slightly different version to another, then analyze the results.
The trick to getting meaningful insights? Test only one element at a time.
If you change multiple things at once—like the subject line, CTA, and email layout—you won’t know which adjustment actually made a difference. Keeping it focused ensures you can pinpoint what’s driving better engagement.
While your subject line serves as the gatekeeper to your email, the preview text is the supporting act that can significantly influence open rates.
This snippet of text appears next to or below the subject line in your recipient's inbox, offering a second chance to grab their attention and entice them to click.
Think of the preview text as an extension of your subject line—a place to provide additional context, amplify curiosity, or reinforce urgency. When crafted effectively, it complements your subject line and strengthens the overall impact of your email's first impression.
Just like with subject lines, there are psychological triggers and best practices you can leverage to make your preview text compelling.
Your preview text should add value beyond the subject line, not simply echo it. Use this space to provide extra information or an enticing hint about what's inside.
Tap into your reader's natural desire to know more. Pose a question or tease content that encourages them to open the email for full details.
If your subject line introduces urgency, reinforce it in the preview text to prompt immediate action.
Email clients display varying lengths of preview text, typically around 35 to 90 characters. Front-load the most important information to ensure it doesn't get cut off.
Steer clear of using default text like "View this email in your browser," which wastes valuable space. Ensure your preview text is purposeful and aligned with the email's content.
As with subject lines, it's crucial to test different versions of your preview text to see what resonates with your audience.
When your subject line and preview text work together harmoniously, they create a compelling invitation that your audience can't resist. The subject line piques interest, and the preview text seals the deal by providing that extra nudge to open your email.
Once someone opens your email, you have their attention—now it’s about keeping it.
The body of your email should focus on delivering the value promised in the subject line while making it easy for the reader to take the next step.
Try to abide by the 12-second rule—crafting an email that gets to the point within the first 12 seconds and making it scannable and quickly digestible.
Every sentence should guide them toward the action you want them to take.
Your first line should be an extension of the subject line, reinforcing the value and making it clear why the reader should keep reading. Open with something that grabs their attention—whether it’s a bold statement, a question, or a benefit.
People don’t just want to know what you offer—they want to know why it matters to them.
Think of this in terms of desires vs. motivations.
Desire answers “what” questions—what do your target members want?
Motivation answers “why” questions—why do your target members want what they want?
In general, your existing or prospective members might desire...
But more importantly, they’re likely motivated by…
And here’s another important concept to grasp…
Your coworking space has a commodity you sell and a product your members buy:
The truth is that people are less attracted to the commodity than they are to the product. Ultimately, they buy on feelings.
And your email marketing (as well as all of your other content marketing) needs to take that into consideration.
When your audience reads the word “you,” it helps them feel like your content is talking to them directly.
Write in the second person rather than the third person.
This subtle nuance can make a massive difference.
People scan emails, so using visual elements and headers can help break up the text and keep them engaged.
These visuals help guide the reader’s eye, allow them to quickly find what’s relevant to them, and reinforce your message.
Your call-to-action (CTA) is where the rubber meets the road. This is the moment where you tell the reader exactly what to do next.
Whether it’s booking a tour, signing up for a free trial, or attending an event, the CTA needs to stand out and drive urgency.
The whole point of sending emails is to inspire action. No CTA or bad CTA = no action = wasted time and effort on your part.
Your CTA should leave no room for ambiguity. Use strong, action-oriented language that tells the reader exactly what to do and what they’ll get in return. Avoid vague or passive language—this is your moment to direct the reader toward a specific action.
Urgency compels action. People are more likely to click when they feel like time is running out or availability is limited. Use phrases that communicate urgency, especially if your offer is time-sensitive.
If your offer isn’t time-sensitive, you can still create a sense of immediacy by using words like “now,” “today,” or “instantly.”
Your CTA needs to be visually distinct from the rest of the email. Use a button (rather than a link) to make it easy for readers to click. Choose a color that contrasts with the rest of your email design, making the CTA the focal point.
If your email covers multiple actions (for example, a tour offer and an event invitation), it’s okay to include more than one CTA—but prioritize them. Make the primary CTA your main focus and offer a secondary, less prominent CTA for readers who may be interested in something else.
Pro tip: If you’ve got a secondary call-to-action you want to include, consider adding it as a P.S. section. Studies and A/B tests have shown that a well-crafted P.S. section can improve click-through rates (CTR) by 10-30% in some cases.
No matter how great your email looks, there’s always room to improve. Testing and optimization are essential for getting the best possible results from your email campaigns.
Writing emails that convert is about more than just getting opens—it’s about delivering real value and making it easy for your audience to take action.
Whether you’re promoting a tour, offering a free day pass, or inviting members to an event, every element of your email should guide the reader toward that next step.
Want to learn how to do simple, results-driven, DIY email marketing for your coworking space? Download this free eBook from Talemaker.