Writing Email Copy

Are you struggling to write email marketing copy that generates the conversions you need? Crafting a successful email marketing strategy requires creativity and analytical skills, including creating compelling copy that converts.

Writing email copy is essential for digital marketers and ecommerce professionals looking to engage their audience effectively. With the right techniques, you can create compelling subject lines, preview text, and body copy that entices readers to take action.

The great news is that after reading this guide, you’ll have all the tools to boost your email marketing conversions and drive more leads and sales.

Writing Email Copy

What Is Email Copywriting?

Email copywriting is the art of crafting compelling emails that persuade your target audience to take action. Whether you’re a digital marketer, email marketer, ecommerce business owner, or anyone who uses email as a primary channel to communicate with customers, writing effective email copy is essential for driving conversions and achieving marketing goals.

The Role of an Email Copywriter

Your role as an email copywriter is to create engaging content that resonates with your subscribers and motivates them to act. This could be anything from signing up for a newsletter or webinar, downloading an ebook or whitepaper, making a purchase, or taking advantage of special offers.

To achieve this goal, you need to understand your target audience’s pain points and desires so that you can craft messaging that speaks directly to their needs. You also need to use persuasive language and storytelling techniques that capture their attention and keep them engaged throughout the entire message.

Tips for Writing Effective Emails

Tips for Writing Effective Emails

1 Crafting Compelling Subject Lines

The subject line acts as the gatekeeper, making it crucial to use actionable language, personalization, and curiosity while prioritizing clarity over catchiness. Research shows that short subject lines with action verbs have better open rates. Personalized subject lines can increase open rates by 26%, while segmentation boosts opens by over 14%.

The Importance of Subject Lines

One critical aspect of effective email copywriting is creating subject lines that immediately grab readers’ attention. Your subject line should pique their curiosity while clearly conveying what they’ll gain by opening the message. Keep it short but impactful – aim for 50 characters or less – so it doesn’t get cut off on mobile devices.

You can test different variations using A/B testing tools like Mailchimp’s Subject Line Researcher tool, which analyzes billions of emails sent worldwide each month across industries such as retail/e-commerce, services/consulting, and travel/hospitality, among others, providing insights on open rates based on keywords used in subject lines.

Actionable Language in Subject Lines

Using strong action verbs encourages readers to take immediate action on your email. Encourage your readers to take immediate action with strong verbs in the subject line, such as “Boost your writing skills today.”; this creates a sense of urgency and increases engagement.

Benefits of Personalized and Segmented Email Campaigns

  • Personalization: Including the recipient’s name or other personalized information in the subject line helps grab their attention and makes them feel valued. According to a study by Experian Marketing Services, emails with personalized subject lines had a 29% higher unique open rate.
  • Segmentation: By segmenting your email list based on factors like demographics or past behavior (e.g., clicks or purchases), you can send targeted messages that resonate with specific groups within your audience. A well-segmented campaign results in higher engagement levels overall because recipients receive content tailored specifically for them.

To craft compelling subject lines for your email marketing campaigns, follow these best practices:

  • Keep it short and sweet – aim for 50 characters or less.
  • Use action verbs to create a sense of urgency.
  • Personalize subject lines with the recipient’s name or other relevant information.
  • Segment your email list to send targeted messages that resonate with specific audience groups.

2 Utilizing Preview Text Effectively

The preview text is a crucial element in email marketing, as it gives subscribers a glimpse of what’s inside the email. You can significantly increase your open rates and overall campaign success by crafting engaging and informative preview texts that follow through on the promise made in the subject line. 

Importance of Consistency Between Preview Text and Content

Maintaining consistency between your subject line, preview text, and actual content is essential to keep your subscribers engaged from start to finish. If there’s a disconnect between these elements or if they don’t deliver on their promises, recipients may feel misled or disappointed – leading them to ignore future emails or even unsubscribe altogether. To avoid such issues:

  • Ensure that your subject lines accurately reflect the main message within each email.
  • Create compelling yet honest preview texts that provide an accurate snapshot of what readers can expect when opening your messages.
  • Avoid using clickbait tactics or making false promises to boost open rates; doing so will only damage trust over time.

Best Practices for Writing Engaging Preview Texts

To make sure your emails stand out among countless others vying for attention in crowded inboxes:

  • Fulfill Subject Line Promises: As mentioned earlier, ensure that both subject lines and corresponding content align well with one another while delivering value promised by said headlines.
  • Keep It Short and Sweet: Aim for a preview text length of around 40-90 characters, as this is the optimal range that most email clients display. This forces you to be concise while still conveying key information.
  • Personalize Where Possible: Incorporate personalization tokens or dynamic content into your preview texts when relevant – just like with subject lines, doing so can lead to higher engagement rates (source).
  • A/B Test Different Approaches: Experiment with various writing styles, tones, and messaging strategies in your preview texts to determine what resonates best with your audience.

3 Writing Engaging Email Body Copy

In the world of email marketing, it’s essential to create engaging and relevant body copy that resonates with your target audience. Personalize your message and emphasize the advantages of what you are offering, instead of simply describing its attributes.

Writing Engaging Email Body Copy

Using Second-Person Perspective Effectively

To make your emails more relatable, write in the second-person perspective by using words like “you” and “your.” This approach helps maintain focus on customer value and allows you to speak directly to subscribers. For example:

“You will benefit from using these environmentally friendly items.”

Segmenting Lists for Targeted Messaging

An effective strategy for crafting personalized content is segmenting your email list based on factors such as past clicks or shopping habits. Doing so allows you to tailor messages according to each subscriber’s interests, leading to higher engagement levels overall. Consider these two examples:

  • A clothing retailer could send tailored recommendations based on customers’ previous purchases (e.g., suggesting complementary accessories).
  • Depending on users ‘ preferred topics or skill levels, an online course provider might share specific learning resources.

To learn more about segmentation strategies, check out this comprehensive guide from Campaign Monitor.

Tips for Crafting Compelling Email Content:

  • Create curiosity: Pique readers’ interest by posing questions or presenting intriguing facts.
  • Be concise: Avoid lengthy paragraphs and use short, punchy sentences to keep readers engaged.
  • Use visuals: Incorporate images, infographics, or videos to support your message and break up text blocks.

4 Enhancing Readability with Visual Elements

Effective emails must be concise yet engaging, and visual elements play a crucial role in achieving this balance. By incorporating visuals strategically into your email copy, you can create an appealing layout that encourages readers to engage with your content.

Incorporating visuals strategically into emails

By incorporating eye-catching visuals such as graphics and photos, your emails can be more engaging and help effectively convey information. In addition, leaving ample white space between paragraphs and lines of text is essential for providing an inviting visual appearance and aiding in readability.

  • Subheadings: Break up long sections of text by using subheadings that provide a clear structure for your content.
  • Bullet points or numbered lists: Organize key points or steps in a list format to make them easily digestible for readers.
  • Images: Use relevant images to support your message while ensuring they are optimized for different devices and don’t slow down loading times.

Balancing readability and visual appeal

Avoid common pitfalls like jargon, buzzwords, capitalizing entire sentences, or using multiple exclamation marks when crafting email copy. Instead, opt for humor where appropriate or use analogies and other literary techniques to stir reader interest while conveying action. Also, ensure all links work correctly before sending out emails; broken links can lead to frustration among recipients who might lose trust in your brand’s ability to deliver quality content consistently.

5 Keep Your Emails Short and Concise

As a digital marketer, email is likely one of your primary channels for communicating with customers. However, in today’s fast-paced world, people are inundated with emails on a daily basis. In fact, the average office worker receives 121 emails per day!

To ensure that your message doesn’t get lost in the shuffle, it’s important to keep your emails short and concise. According to HubSpot, the ideal length of a sales email is between 50 and 125 words.

The Importance of Concise Email Copywriting

When writing email copy for marketing purposes or any other reason, you should always aim to be as clear and precise as possible while keeping it brief enough to not bore readers before they finish reading through what you have written.

  • Avoid Wasting Valuable Real Estate: Keep your focus on getting straight to the point rather than wasting valuable space on unimportant flowery language which may lose reader interest from the start.
  • Maintain Clarity: Make sure that each sentence has meaning; don’t include anything irrelevant or confusing because this can lead recipients astray from understanding what’s really important about their message.
  • Create an Impactful Subject Line: Your subject line needs to be catchy so that people will want to open up your message right away instead of letting it sit unread until later when they might forget all about it entirely!

6 Creating Conversational Emails

Emails should feel like a personal conversation between two friends, using words such as “I” and “you”. This approach helps to establish a connection with your readers. One effective way of achieving this is through storytelling, which focuses on problem-solving strategies and provides relatable examples of how your products or services can benefit the reader.

Creating Conversational Emails

Storytelling Techniques in Email Copy

Utilizing storytelling techniques in email copy allows you to connect with your audience on an emotional level. Identify a difficulty experienced by your intended audience, then demonstrate the worth of your item or service with a resolution. Be sure to include real-life examples or case studies for added credibility.

Creating a Sense of Urgency and FOMO

Incorporating urgency into your emails can motivate people towards taking action quickly. Offering limited-time discounts or vouchers creates FOMO (fear of missing out), encouraging subscribers to make purchases before they miss out on exclusive deals. Additionally, emphasize the benefits they’ll receive if they act promptly while also highlighting potential losses if they don’t take advantage of these offers.

Beyond crafting engaging content, it’s essential to reinforce brand image consistently throughout all channels and touchpoints. Use language that aligns with your company values while maintaining consistency across various platforms – from social media posts to customer support interactions – ensuring every interaction leaves a lasting impression on customers.

Tips for creating conversational emails:

  • Write in first-person (“I”) when referring to yourself or your company and second-person (“you”) when addressing the reader.
  • Use everyday language that is easy to understand, avoiding jargon or overly technical terms.
  • Keep sentences short for better readability.
  • Ask questions to engage readers and encourage them to respond or take action.

7 Mobile Optimization for Emails

Mobile optimization is crucial as more than half of email opens happen on mobile devices. Ensuring your emails are easily readable and visually appealing on various screen sizes can significantly improve user experience, leading to higher open rates and conversions.

Responsive Design Best Practices

To create a seamless reading experience across different devices, it’s essential to implement responsive design in your email campaigns. Here are some best practices:

  • Flexible layouts: Use fluid grids that automatically adjust the width of elements based on the device’s screen size. This helps maintain readability without compromising visual appeal.
  • Scaled images: Ensure all images scale proportionally with the layout by setting their widths to a percentage rather than fixed pixel values. Check out this guide on mobile email design tips.
  • Tappable CTAs: Make sure calls-to-action (CTAs) are large enough for easy tapping with fingers instead of just clickable with a mouse cursor – aim for at least 44×44 pixels in size.
  • Simplified navigation: Minimize menu options or use hamburger menus to avoid cluttering small screens while still providing access to important links within your emails.

The Importance of Testing Emails on Multiple Devices

Email clients differ greatly in how they render HTML content, making it vital to test your emails across multiple platforms before sending them out. Testing emails on various platforms guarantees that recipients will have a great viewing experience regardless of their device. Some popular tools you can use include: Litmus, Email on Acid, and Mail Tester. Keeping track of the most commonly used email programs by your audience is recommended in order to prioritize which devices should be focused on when testing. This can help you prioritize which devices to focus on during testing.

8 Leveraging Psychology for Higher Conversions

Use psychology in your strategy to improve conversions by appealing to readers’ emotions through sensory words, power words, social proof, scarcity, or urgency techniques like curiosity gaps or exclusivity offers. Ensure each message has only one clear CTA so readers aren’t confused or overwhelmed. Personalize CTAs and spread them throughout the email rather than just at the end. Test headlines, copy, and CTAs more until you find the best-performing formula, boosting conversions over time.

Implementing Psychological Triggers in Email Copy

Using psychological triggers can significantly boost engagement and conversion rates within your email campaigns. Some effective strategies include:

  • Sensory Words: These are descriptive terms that evoke a specific sensation or emotion when read (e.g., “velvety,” “crisp,” “refreshing”). Incorporate these into your copy to create a vivid mental image for subscribers.
  • Power Words: Power words elicit strong emotional responses and encourage action (e.g., “exclusive,” “limited-time offer,” “urgent”). Use these sparingly but strategically to motivate recipients.
  • Social Proof: Including testimonials, reviews, or endorsements from satisfied customers builds trust and credibility with potential buyers. Learn more about leveraging social proof in marketing from this insightful article on Buffer’s blog.
  • Scarcity & Urgency Techniques: Create a sense of urgency by emphasizing limited availability (“only X items left”) or offering exclusive deals with an expiration date (“offer ends tomorrow”). This encourages quick decision-making and increases FOMO (fear of missing out).

Crafting Effective Calls-to-Action (CTAs)

A well-crafted CTA is essential for driving conversions in your email campaigns. Follow these best practices to optimize your CTAs:

  • Be Clear & Concise: Ensure that the action you want subscribers to take is clearly communicated and easy to understand.
  • Personalize Your CTAs: Tailor your calls-to-action based on subscriber preferences, behaviors, or past interactions with your brand. For example, use “Shop Now” for a new customer and “Reorder Now” for a returning one.
  • Distribute Strategically: Include multiple CTAs throughout the email body rather than just at the end. This increases visibility and provides more opportunities for engagement.
  • A/B Test Your Copy & Design: Experiment with different headlines, copy variations, button colors, and placements until you find the most effective combination. Check out this comprehensive guide on A/B testing.

Differentiating Content Types for Email Campaigns

Understanding when to utilize different content types within your email campaigns helps create variety while catering to subscribers’ interests. Striking a balance between newsletters and promotional emails is essential, as it allows you to establish your brand’s authority on various subjects without overwhelming your audience with sales pitches.

Newsletter vs Promotional Emails – Striking a Balance

Newsletters are an excellent way of sharing valuable information, industry news, or educational content showcasing your field expertise. On the other hand, promotional emails focus more on conversions and sales targets by offering exclusive deals or highlighting new products/services.

  • Create a schedule: Establishing a regular cadence for sending out newsletters (e.g., monthly) and promotional emails (e.g., weekly) can help maintain consistency in communication while ensuring that each type of email has its own space.
  • Maintain relevance: Both newsletter and promotional content should be relevant to your target audience’s needs and preferences. Use segmentation techniques like demographics or past purchase behavior to tailor messaging accordingly.
  • Analyze performance metrics: Keep track of open rates, click-through rates (CTRs), conversions, etc., for both types of emails. This data will provide insights into what works best for engaging subscribers and driving desired outcomes.

Adapting Content Based on Audience Preferences

Audience preferences may vary depending on factors such as age group, location, occupation or interests. To ensure your email campaigns resonate with different segments of your audience, consider the following strategies:

  • Conduct surveys or polls: Use tools like SurveyMonkey to gather feedback from subscribers about their content preferences and adjust your strategy accordingly.
  • Analyze engagement data: Monitor which types of emails receive higher open rates, CTRs, and conversions among various audience segments. This will help you identify trends in preferences that can inform future campaign planning.
  • A/B test content variations: Experiment with different subject lines, layouts, copywriting styles or visual elements within both newsletters and promotional emails to determine what resonates best with each segment of your audience.

Incorporating these approaches into your email marketing strategy will enable you to create a more engaging experience for subscribers while maximizing the impact of each type of communication – be it informative newsletters or conversion-driven promotional messages.

FAQs about Writing Email Copy

Email copy plays a crucial role in engaging and converting subscribers. It helps convey your message effectively, build brand awareness, and establish trust with the audience. A well-crafted email copy can lead to higher open rates, click-through rates, and ultimately drive sales or conversions for your business. Campaign Monitor provides insights on industry benchmarks for email marketing success.

Email copywriting effectiveness depends on various factors such as targeting the right audience, crafting compelling subject lines, utilizing preview text effectively, and creating engaging content. It can yield significant results like increased open rates and conversions when done correctly. According to OptinMonster, email marketing has an average ROI of 4400%, making it highly effective when executed properly.

Writing email copy involves creating persuasive content that encourages recipients to take specific actions like clicking a link or making a purchase. This process includes crafting attention-grabbing subject lines, using preview text strategically, developing engaging body content with clear calls-to-action (CTAs), incorporating visual elements for readability enhancement. Neil Patel’s beginner guide offers valuable tips on how to write effective emails.

The income of an email copywriter varies based on experience level and location but generally ranges from $40k-$100k per year according to Glassdoor. Freelance email copywriters may charge per project or on an hourly basis, with rates typically ranging from $50-$200 per hour depending on their expertise and the scope of work.


Composing effective emails is a must for businesses that rely on this medium to reach out to their customers. Now you know how the secrets of writing email marketing copy that converts. To improve your email marketing efforts and start seeing better engagement rates from your subscribers today, try Knowmail’s AI-powered personal assistant, which helps you prioritize important emails and compose more effective messages. Sign up now!

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