What Is Email Copywriting? : 15 Tips and Examples

What Is Email Copywriting? : 15 Tips and Examples

Ever wondered why some emails just make you want to click? 

It’s all about mastering email copywriting.

I’m here to break down the magic behind those standout emails. We’ll explore 15 result-driven tips that are proven to make a difference. 

Ready to dive in? Let’s get started!

Key Takeaways

  • Email copywriting is the art of crafting persuasive and compelling email content. It effectively engages prospects, communicates value, and drives actions that align with specific marketing goals.
  • An effective email copy comprises vital components such as:
  • An attention-grabbing subject line.
  • Engaging preheader text.
  • A personalized and storytelling-driven body content.
  • A prominent call-to-action (CTA) that guides the reader towards the desired outcome.
  • By mastering email copywriting, a business can enjoy the following benefits:
  • Increased engagement.
  • Higher conversion rates.
  • Strengthened brand loyalty.
  • Improved return on investment (ROI) from email marketing campaigns.

What Is Email Copywriting?

Email copywriting is the art of writing emails that sell products or services by grabbing the prospect’s attention and convincing them to take action.

It’s not just about stringing words together. It’s about understanding your audience’s needs and guiding them toward the desired outcome.

An effective email copywriter has the power to:

  • Capture attention in a cluttered inbox
  • Establish an emotional connection with the reader
  • Convey value and address their pain points
  • Inspire action, whether it is about making a purchase, signing up, or /engaging further

3 Components of an Effective Email Copy

An effective email copy is made up of several important parts that work together to grab the reader’s attention and persuade them to take action.

Let’s break down those vital elements:

1. Subject Line: This is crucial for grabbing the recipient’s attention in a crowded inbox. It should be concise, spark curiosity, and accurately reflect the email’s content to effectively capture interest.

2. Engaging the Reader: Within the email body lies the opportunity to connect with your audience through personalized content that addresses their needs and interests. Sharing a narrative that identifies an issue provides a solution and shows how your brand voice and offering can enhance their lives is key.

3. Prominent Call-to-Action: A prominent and visually distinct call-to-action directs them to take the desired action. Creating urgency, such as using time-limited offers or highlighting limited quantities, encourages readers to act promptly.

15 Tips for Effective Email Copywriting

Want to make your emails from inbox filler to eye-catching traps?
I’ve got 15 specific tips for you.
Let me disclose each tip from creating killer subject lines to creative content that prospects actually want to open and engage with.

Know Your Audience:

Understanding your target audience is the foundation of effective email copywriting. Take the time to research their demographics, interests, and pain points. Create buyer personas to help you visualize your ideal reader and tailor your content accordingly. 

For example: If you’re targeting busy working moms, your email copy should address their specific challenges and offer solutions that make their lives easier. Use language and examples that resonate with them, such as “As a mom juggling work and family, you know how precious every minute is. That’s why we created [product] to help you save time and stress less.”

Craft an Irresistible Subject Line: 

Your email subject line itself is your first (and often only) chance to grab your reader’s attention. Keep it short, ideally under 50 characters, so it doesn’t get cut off on mobile devices. Use action-oriented language and create a sense of urgency or curiosity.

For example: In place of “Our latest newsletter,” try “5 must-have tips for [goal] – inside!” or “Don’t miss out on [benefit]!” Avoid using all caps, excessive punctuation, or spammy words like “free” or “guarantee,” which can trigger spam filters.

Maximize the Impact of Your Preheader:


The preheader is the short text that appears after the subject line in most email clients. It’s also often displayed as the first line of text in the body of the email. This small but mighty space of preview text can convince people to open your email. Use the preheader to give readers a sneak peek of what’s inside and make them curious to learn more.

For example:

Subject Line: Unlock Exclusive Membership Benefits [See what you’re missing out on – special rates, insider perks, and more!]

Subject Line: Master the Art of French Cooking [Step into the kitchen with our expert tips – your gourmet journey starts here.]

Subject Line: Early Bird Discount Ends Soon! [Save your spot and your money – only 24 hours left!]

Subject Line: Your Opinion Matters to Us [Take our quick survey and you could win a $50 gift card!]

Subject Line: Discover Our New Eco-Friendly Collection [Dive into sustainability with our latest arrivals. Shop and save the planet!]

Start With a Bang: 

Once you’ve gotten your readers to open your email, you need to keep them engaged from the very first line. Start with a question, a surprising statistic, or a relatable story that draws them in. 

For example: “Have you ever struggled with [common pain point]? You’re not alone.” or “Imagine waking up every day feeling [desired outcome]. That’s what [product/service] can do for you.” Use your opening lines to establish a connection with your readers and make them want to keep reading.

Avoid Jargon, Speak Human: 

One of the keys to engaging email copy is to write like you’re having a conversation with a friend. Use simple, everyday language and avoid jargon or technical terms that might confuse or alienate your reader.

For example: Rather than “Utilize our cutting-edge software solution to optimize your workflow and maximize productivity,” try using “Our easy-to-use software will help you get more done in less time, so you can focus on what matters most.”

Inject Some Personality: 

People want to feel like they’re hearing from a real person, not just a faceless corporation. Let your brand’s unique voice and personality shine through in your email copy. Use humor, storytelling, or even emojis (in moderation) to make your emails more engaging and memorable. 

For example: If your brand is known for being witty and irreverent, you might start your email with a joke or pun related to your topic. Or if you’re a nonprofit organization, you might share a heartwarming story of how your work has impacted someone’s life.

Highlight Benefits, Not Just Features:

While it’s important to describe what your product or service does, what really matters to your readers is how it can benefit them. Focus on the outcomes and results they can achieve by using your offering.

For example: As a substitute to “Our software has advanced algorithms and machine learning capabilities,” try “With our software, you’ll be able to automate tedious tasks, freeing up hours of time each week to spend on growing your business or enjoying your hobbies.” Use specific, concrete examples to illustrate the value you provide.

Keep Content Concise and Skimmable: 

In the fast-moving world, people don’t have time to read long emails. Keep your content focused and to the point. Use short paragraphs and bullet points to break up the text and make it easier to scan. Cut out any unnecessary words or phrases that don’t add value.

For example: As an alternative to “In order to improve your email open rates, it is recommended that you segment your email list based on subscriber preferences and behavior,” try “Boost your open rates by segmenting your list based on subscriber preferences and behavior.”

Emphasize Strategically:

While it’s important to highlight key points in your email, avoid overusing all caps, excessive exclamation points, or aggressive language. These tactics can come across as shouting and turning readers off. Instead, use strategic formatting like bold text, italics, or color to draw attention to important information.

For example: Rather than writing “ACT NOW BEFORE IT’S TOO LATE!!!” try “Don’t miss out on this limited-time offer. Act now to secure your spot.” Use emphasis sparingly and purposefully to guide readers’ attention without overwhelming them.

Use Strong Calls-to-Action (CTAs): 

Your email should always include a clear and compelling call to action that tells the reader what to do next. Use action-oriented language and create a sense of urgency. 

For example: Instead of “Click here to learn more,” try “Discover the secrets to [benefit] now!” or “Get started today and save 20%!” Make your CTAs stand out visually by using bold text, buttons, or contrasting colors. Place them strategically throughout your email, such as after key sections or at the end.

Create Urgency: 

Creating a sense of urgency, such as mentioning limited-time offers or low stock, can encourage readers to act quickly. However, it’s important not to overuse this tactic, as it can come across as manipulative or insincere. 

For example: You might offer a limited-time discount or bonus, or highlight that there are only a few spots left for your upcoming event. Use phrases like “Act now before it’s too late!” or “Only 3 days left to claim your exclusive offer.” Just be sure to use these tactics sparingly and authentically, so you don’t come across as manipulative or spammy.

Use Gamification:

Gamification is the use of game-like elements in non-game contexts, and it can be a fun and effective way to engage your email subscribers. 

For example: Consider creating a quiz or survey that rewards participants with a discount code or special offer. Or you can create a loyalty program that rewards subscribers for opening your emails, clicking on links, or making purchases. Just be sure to keep your gamification relevant to your brand and audience, and don’t overdo it to the point of annoying your subscribers.

Build a Connection With Your Readers:

Personalizing your emails goes beyond just tailoring the content to your audience’s interests. Use your reader’s name in the subject line or greeting to create a sense of familiarity and connection. You can also segment your email list based on subscribers’ preferences, behaviors, or demographics to deliver more targeted, relevant content.

For example: “Sarah, we’ve got a special offer just for you!” as a subject line, followed by “As one of our most valued customers, we wanted to make sure you were the first to know about our exclusive sale.” in the email body. 

Or, if you have a segmented list based on location, you could send an email with the subject line “Don’t miss out on our upcoming event in Chicago, Alex!” and include personalized details about the event in the email content.

Proofread Thoroughly: 

Before you hit send or write an email out, make sure to carefully proofread your blog post or email for any typos, grammatical errors, or formatting issues. These mistakes can make you look unprofessional and erode trust with your readers.

To avoid this use spell check and read your email out loud to catch any awkward phrasing or mistakes. Consider asking a colleague or friend to review your email with fresh eyes and provide feedback. Double-check that all your links work and lead to the correct pages.

Test and Optimize: 

The only way to know what really works for your audience is to test different elements of your emails and see how they perform. Use A/B testing to experiment with different subject lines, CTAs, layouts, and content. 

Send half of your list one version of your email and the other half a slightly different version, then compare the open rates, click-through rates, and conversions. Use your email marketing software’s analytics to track your results and identify trends over time. 

Benefits of Email Copywriting

Investing time and effort into mastering the art of email copywriting can yield numerous benefits for your business, industry, or service organization. Let’s see how effective email copywriting can impact your organization:

  • Effective email copywriting can captivate readers and encourage them to interact with your brand, leading to increased engagement and customer loyalty.
  • By addressing the reader’s needs, conveying value, and providing a clear call-to-action, persuasive email copies directly increase conversions.
  • Well-crafted email copy helps reinforce your brand’s voice, personality, and values, boosting brand awareness among your audience.
  • Email copywriting allows you to communicate directly with your subscribers, fostering stronger relationships and trust.
  • By tailoring your email copy to targeted audiences, you can deliver highly targeted and personalized messaging.
  • With its cost-effectiveness and measurable results, email copywriting can yield a higher return on investment (ROI) for your marketing efforts.


1. What is email copywriting vs sales page copywriting?

Email copywriting focuses on crafting compelling emails. It nurtures leads and drives conversions. Sales page copywriting is about creating persuasive sales pages or landing pages. It converts website visitors into potential customers.

2. What is the difference between email marketing and copywriting?

Email marketing is the process of sending promotional or informational emails to a list of subscribers. Copywriting is the art of crafting persuasive and compelling written content. It can be for marketing emails or sales pages, advertisements, or other marketing materials.

3. How do you cold email copywriting?

Cold email copywriting involves crafting compelling subject lines and email body copy. It must grab the attention of recipients who may not be familiar with most email service providers or with your brand. It requires a strong hook, a clear value proposition, and a call to action.

4. Which copywriting is best?

The “best” copywriting depends on your specific goals and target audience. Email copywriting is effective for nurturing leads. Sales page copywriting excels at converting visitors into customers. The most effective approach often combines various email copywriting tips and techniques. It tailors them to your marketing funnel.

Start Email Copywriting

Craft emails that genuinely resonate and you’ll see higher engagement, whether your goal is driving opens and clicks for an email marketing campaign or securing calls and meetings through outbound sales. It’s all about connecting authentically with your audience.

  • Understand your audience deeply to craft messaging that truly resonates.
  • Compelling subject lines, engaging body content, and clear calls to action master these major components
  • Experiment continuously through A/B testing and performance analysis.
  • Embrace email copywriting as an art form that combines science and creativity.

Great email copywriting creates a genuine connection with your audience. It takes effort, but nailing that personal touch pays off big in better open rates and conversions. You’ve got this!


10 Timeless Persuasive Writing Techniques, Copyblogger

How to Write a Killer Call to Action: 8 Tips & Ideas, Wordstream

7 Email Marketing Metrics You Should Track, Businessnewsdaily

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