Email marketing remains one of the most effective ways to reach and engage audiences, but the key to its success lies in the quality of the email copy. It’s not just about writing words; it’s about crafting a message that resonates, compels action, and builds relationships. A great email starts with understanding your audience and what they care about, their pain points, and their desires.
When done well, email copywriting can significantly impact your campaign metrics. Research shows that personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Strong copy builds trust and credibility, positioning your brand as a reliable source of value.
On the other hand, poorly written emails risk getting ignored—or worse, marked as spam. This isn’t just bad for your campaign; it can hurt your sender’s reputation, making it harder for future emails to even reach inboxes. The stakes are high, but the potential rewards make mastering email copywriting an essential skill for marketers.
Email copywriting is a strategic tool that directly influences the success of your campaigns. Strong copy builds trust, drives engagement, and enhances conversions, while poor copy can jeopardize your efforts.
Pre-Copywriting Preparation
Effective email campaigns don’t start with writing they start with planning. Preparing thoroughly ensures that your message hits the mark and achieves its goals. Below are the crucial steps to take before you put pen to paper (or fingers to keyboard).
Defining Your Audience
Understanding your audience is the foundation of compelling email copy. Without a clear picture of who you’re talking to, your message can feel generic and unrelatable.
To get started:
- Develop detailed buyer personas:
These personas should include demographic information (age, gender, location) and psychographic details (values, interests, challenges). Tools like HubSpot’s Make My Persona can help streamline this process. - Survey your audience:
Ask your subscribers what they want from your emails. Tools like Google Forms or Typeform make this simple and efficient. - Analyze data from past campaigns:
What resonated with your audience? Use email analytics to identify trends in open rates, click-through rates, and engagement.
Setting Clear Objectives
Before writing, you need to define what success looks like. Your objectives will dictate your tone, structure, and call to action (CTA).
Common email objectives include:
- Driving traffic to a blog or landing page.
- Promoting a product or service.
- Nurturing leads through the sales funnel.
- Announcing a special event or sale.
Be specific. For example, instead of saying “increase sales,” aim for “generate 200 sales from this email campaign.”
Researching Competitor Strategies
Competitor analysis can reveal what works and what doesn’t in your industry. Analyze the tone, structure, and strategies used in their emails. For example, Moosend’s blog highlights the effectiveness of personalization and segmentation in crafting engaging email copy.
Building a Content Calendar
Planning ensures consistency and relevance in your campaigns. A content calendar helps you map out when to send emails and what they’ll cover. Ortto’s template is a great starting point, offering a structure that ensures your emails are timely and relevant.
Preparation sets the stage for success. By defining your audience, setting clear goals, analyzing competitors, and creating a content calendar, you’re ensuring that your email campaigns start on a strong foundation.
Crafting the Perfect Subject Line
The subject line is your first and sometimes only chance to grab attention. With 47% of email recipients opening emails based solely on the subject line, it’s no exaggeration to say it can make or break your campaign.
Characteristics of Effective Subject Lines
- Conciseness:
Aim for 6–10 words or under 50 characters. For example, “Exclusive Offer: 20% Off Ends Tonight” is direct and to the point. - Curiosity:
Spark interest without being overly vague. Phrases like “You Won’t Believe What’s Inside” pique curiosity. - Urgency:
Encourage immediate action with words like “Today Only” or “Last Chance.” - Relevance:
Ensure the subject line aligns with the recipient’s interests. Use segmentation to tailor your message.
Avoiding Spam Triggers
Spam filters are unforgiving, so it’s crucial to steer clear of red flags like excessive punctuation, all caps, or overly sales words like “Free,” “Buy Now,” and “Guarantee.” Use tools like MailTester to check your email’s spam score before sending.
Examples of Winning Subject Lines
- For a sale: |
“Flash Sale: 50% Off Until Midnight.” - For a newsletter:
“Your Weekly Marketing Tips Are Here.” - For a product launch:
“Introducing Our Game-Changing New Feature.”
A compelling subject line is short, intriguing, and relevant. Avoid spammy language and tailor your message to your audience for the best results.
Writing Engaging Preheader Text
The preheader text is the next step in capturing your audience’s attention. It appears alongside the subject line in inbox previews and acts as a teaser for what’s inside the email. While it’s often overlooked, the preheader can significantly impact open rates when done right.
Complementing the Subject Line
Think of the preheader as a second chance to entice the reader. While the subject line hooks them, the preheader should expand on that promise.
For example:
- Subject Line:
“Flash Sale: 50% Off Ends Tonight”
Preheader:
“Shop our most popular items before they’re gone!”
This combination provides both urgency and specific value, enticing readers to click.
Optimal Length and Format
Different email clients display varying lengths of preheader text. For most platforms, aim for 40–100 characters. This ensures your message is visible across Gmail, Outlook, and mobile apps. Tools like Litmus can help you preview how your preheader will look in different inboxes.
Common Pitfalls
- Repetition:
Don’t simply repeat the subject line in the preheader. - Irrelevance:
Avoid generic placeholders like “View this email in your browser.” - Neglecting Mobile Users:
Over 60% of emails are opened on mobile devices, so ensure your preheader is mobile-friendly.
Examples of Strong Preheaders
- Subject Line:
“Get Ready for Spring!”
Preheader:
“Fresh new arrivals to brighten your wardrobe.” - Subject Line:
“Don’t Miss Out!”
Preheader:
“Today only: 30% off your favorite brands.”
Use preheader text to complement your subject line and entice readers further. Keep it concise, mobile-friendly, and aligned with the email’s content.
Developing Compelling Email Body Copy
The body copy is where the magic happens. It’s where you deliver on the promises of your subject line and preheader, engage your audience, and drive action.
Opening with Impact
The first sentence of your email sets the tone. Use it to connect with the reader or highlight a key benefit.
For example:
- “We know Mondays are tough that’s why we’re making yours better with 20% off.”
- “Ever wondered how to double your productivity? We’ve got the secret.”
Personalization also works wonders. Including the recipient’s name or referencing a recent interaction makes the email feel more relevant.
Structuring the Content
Good email copy isn’t just about what you say it’s how you say it.
Use these principles:
- Use Copywriting Frameworks:
Frameworks like AIDA (Attention, Interest, Desire, Action) help structure your message for maximum impact. - Keep It Scannable:
Break up text into short paragraphs, bullet points, and subheadings. - Focus on Benefits, Not Features:
Instead of saying, “Our tool has advanced analytics,” try, “Understand your audience better with in-depth insights.”
Incorporating Storytelling
Stories captivate readers and make your message more memorable. For example, an email promoting fitness gear could begin:
- “Meet Sarah. Last year, she struggled to stay active. Today, thanks to our gear, she’s crushing her fitness goals.”
Avoiding Overload
Less is often more in the email copy. Stick to one primary message and one call to action (CTA). Overloading the reader with options can dilute your message.
Compelling email body copy is clear, engaging, and benefits-focused. Use storytelling, keep it scannable, and drive readers toward a single action.
Crafting Effective Calls to Action (CTAs)
Your CTA is the final nudge that turns interest into action. A weak or unclear CTA can undermine even the best email copy.
Designing CTAs That Convert
- Action-Oriented Language:
Start with strong verbs like “Shop,” “Discover,” or “Join.” - Clarity:
Be explicit about what the reader will get. For example, “Download Your Free Guide” is clearer than “Click Here.” - Urgency:
Phrases like “Today Only” or “Limited Spots” create FOMO (fear of missing out).
Placement and Visibility
CTAs should be easy to find. Place your primary CTA above the fold for immediate visibility and repeat it at the end for reinforcement.
CTA Button Design
- Use contrasting colors to make buttons stand out.
- Include whitespace around the button to draw attention.
- Make buttons mobile-friendly by ensuring they’re large enough to tap easily.
Examples of High-Converting CTAs
- “Get Started for Free.”
- “Claim Your Discount Now.”
- “Join the Waitlist.”
Key Takeaway:
A strong CTA is clear, actionable, and easy to find. Use urgency and design elements to make it irresistible.
Utilizing Visual Elements to Enhance Copy
Visual elements in emails are not just decorative they’re strategic tools to capture attention, enhance comprehension, and drive engagement. Well-designed visuals can significantly elevate the impact of your email copy.
Incorporating Images and Graphics
Images and graphics should complement, not overshadow, your message.
Use visuals to:
- Illustrate Benefits:
For example, a graphic showing a side-by-side comparison of “before” and “after” using your product. - Break Up Text:
Images create visual breaks, making your email easier to read. - Reinforce Branding:
Include your logo, consistent color schemes, and design elements that reflect your brand identity.
Interactive Elements
Interactive content boosts engagement by encouraging users to interact directly with the email. Popular options include:
- Carousel Sliders:
Showcase multiple products or features. - Click-to-Reveal Buttons:
Add an element of curiosity by hiding and revealing content. - Embedded Videos:
Emails with video content can increase click rates by up to 300%.
Optimizing for Accessibility
Ensure all recipients can enjoy your visuals by:
- Adding alt text to images for screen readers.
- Avoid text-heavy graphics; include critical information in the email body.
- Using high-contrast colors for readability.
Visuals should enhance, not distract from, your email message. Use them strategically to reinforce branding, illustrate benefits, and boost engagement.
Personalization and Segmentation Strategies
Personalization and segmentation are game-changers in email marketing. Emails that feel tailored to the recipient’s needs and preferences are far more likely to resonate.
Tailoring Content to Audience Segments
Segmentation divides your audience into smaller, more specific groups.
Use data like:
- Demographics:
Age, gender, location. - Behavior:
Purchase history, browsing habits. - Engagement Levels:
Separate active subscribers from those who are less engaged.
For instance, a sportswear brand could send workout gear promotions to gym enthusiasts and athleisure collections to casual wear shoppers.
Leveraging Personalization Tokens
Small touches, like including a recipient’s name or referencing their recent activity, go a long way.
Examples include:
- “John, here’s your exclusive 20% off.”
- “We noticed you loved our winter collection. Check out these new arrivals!”
Dynamic content tools can customize entire sections of an email based on user data, ensuring every recipient gets content that feels relevant.
Avoiding Over-Personalization
Overdoing it can come off as creepy. Stick to information the recipient has willingly shared or actions they’ve taken.
Use personalization and segmentation to deliver tailored, relevant content. Keep it subtle and grounded in data to avoid crossing privacy boundaries.
Proofreading and Testing Your Email
Even the best copy falls flat if it’s riddled with errors or doesn’t perform well on all platforms. Proofreading and testing are non-negotiable steps before hitting “send.”
Ensuring Error-Free Copy
- Use tools like Grammarly to catch grammar and spelling mistakes.
- Read your email aloud to identify awkward phrasing.
- Double-check facts, links, and contact information to avoid misinformation.
A/B Testing Components
A/B testing, or split testing, involves sending two variations of an email to see which performs better.
Test elements like:
- Subject lines:
“Exclusive Offer Inside” vs. “Your 20% Discount Awaits.” - CTA text:
“Shop Now” vs. “Grab Your Deal.” - Email layout:
Image-heavy vs. text-heavy designs.
Device Compatibility
Over 50% of emails are opened on mobile devices (source), so test your email on various devices and screen sizes. Tools like Litmus are invaluable for previewing your design across platforms.
Proofreading and testing ensure your email is polished and optimized for success. Don’t skip this crucial step!
Conclusion
- Strong email copywriting begins with understanding your audience and setting clear goals.
- Compelling subject lines and preheader text boost open rates.
- Engaging body copy should focus on benefits, not features, and guide the reader to a single CTA.
- Visual elements and personalization strategies enhance engagement and relevance.
- Testing and proofreading are essential to delivering polished, effective emails.
Frequently Asked Questions
What’s the ideal length for an email subject line?
Aim for 6–10 words or under 50 characters to ensure visibility across devices.
How often should I send marketing emails?
It depends on your audience, but generally, 1–2 times per week works for most businesses.
What’s the best way to re-engage inactive subscribers?
Use re-engagement campaigns with incentives like discounts or exclusive content.
How can I avoid spam filters?
Avoid spam trigger words, ensure a clean email list, and include a clear unsubscribe option.
Do I need professional design skills to create visually appealing emails?
No, tools like Canva and Mailchimp offer easy-to-use templates.
