Writing Email Marketing Copy That Converts. There is no doubt, email marketing is a powerful channel for enhancing relationships with customers and boosting sales. Regarding various types of email copy that most B2B and B2C companies use, they almost share similar secrets to be successful. Writing email marketing copy is not only the work of art but it requires the science part as well. If you work on improving conversion of emails, you need to keep in mind some must-have tips to perfect your email.