Email Copywriting Guide: How To Write Enticing Email Copy (2024)

What is email copywriting?

Email copywriting is the art of crafting persuasive and engaging written content for marketing emails. It involves using language and storytelling to connect with your audience and persuade them to take a desired action, such as making a purchase or signing up for a newsletter.

Elements of email copywriting

Target audience

Understanding your target audience is crucial for effective email copywriting. You need to know their pain points, desires, and preferences in order to tailor your message to resonate with them.

Subject line

The subject line is the first thing your recipients see, so it needs to be attention-grabbing and relevant to the content of the email. A good subject line can significantly impact open rates.

Preview text

The preview text is a brief snippet of text that appears below the subject line in some email clients. It’s another opportunity to entice recipients to open the email, so make it count.

Body copy

The body copy is the main content of your email. It should be engaging, concise, and focused on delivering value to the reader. Avoid being overly promotional and instead focus on providing useful information or solving a problem for the recipient.

Call to action

The call to action is the part of the email that prompts the recipient to take a specific action, such as making a purchase or clicking through to a landing page. It should be clear, compelling, and easy to act on.

Unsubscribe link

While it may seem counterintuitive, including an easy way for recipients to unsubscribe from your emails is a legal requirement and can actually improve your email deliverability and engagement rates.

6 tips for effective email copywriting

1. Set clear goals

Before you start writing, define the purpose of your email and what action you want the recipient to take. This will help you stay focused and guide the rest of your copywriting process.

2. Stay consistent with your brand voice

Your email copy should reflect the tone and personality of your brand. Consistency helps build trust and familiarity with your audience.

3. Deliver on your subject line

Don’t bait and switch. Make sure the content of your email delivers on the promise of the subject line. If you promised a discount or exclusive offer, make sure it’s prominently featured in the email.

4. Use active language

Active language is more engaging and persuasive than passive language. Use strong verbs and compelling adjectives to drive your message home.

5. Focus on benefits

Instead of focusing solely on features or product specifications, emphasize the benefits of your product or service. How will it improve the recipient’s life or solve their problems?

6. Optimize your emails

Optimize your emails for mobile devices, use compelling visuals, and test different elements like subject lines, calls to action, and body copy to see what resonates best with your audience.

Email copywriting FAQ

What is email copywriting?

Email copywriting is the process of crafting persuasive and engaging written content for marketing emails.

What is an example of email copywriting?

An example of email copywriting could be a promotional email from an ecommerce shop, highlighting a new product and offering a discount code to entice recipients to make a purchase.

Does email copywriting increase sales?

Yes, effective email copywriting can lead to increased sales by engaging and persuading recipients to take a desired action, such as making a purchase.

Why is email copywriting important?

Email copywriting is important because it’s a direct and personal way to communicate with your audience. It can build relationships, drive sales, and ultimately contribute to the success of your ecommerce shop.