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Wednesday, October 30, 2024
The right words in an email can be the difference between a sale... and dead silence.
Email copywriting is a game where subtlety meets persuasion, and those who master it can turn simple emails into money-making machines.
But here's the catch:
It's not just about stringing together sentences. It’s about knowing how to weave in just the right message, at just the right moment, to get readers to click, buy, and respond.
In this post, I’m pulling back the curtain on 10 battle-tested email copywriting tips straight from the playbooks of six-figure copywriters. These aren't your run-of-the-mill tricks—they’re the same strategies that top copywriters use to boost response rates and win over clients time and time again.
Whether you’re just learning how to start email copywriting or you're looking to take your skills to the next level, these tips will give you the edge you need to crush your next email marketing campaign.
Email copywriting is more than just typing out a message and hitting "send."
It’s the art (and science) of crafting persuasive emails that guide readers to take a specific action—whether that’s clicking a link, making a purchase, or signing up for a webinar. Unlike casual emails you send to friends, email copywriting is strategic. Every word, every sentence, and even the structure of the email serves a purpose: to build rapport, generate interest, and drive results.
Think of it this way: a good email marketing campaign is like a friendly conversation, but with an agenda. It has to feel personal, even when it’s reaching thousands of inboxes. And that’s what makes it so powerful—done right, it feels like a one-on-one chat with your ideal customer, even if you’re sending out a mass blast.
Many beginners wonder, what is email copywriting exactly? It’s a form of writing that blends storytelling with sales psychology. It’s about creating an irresistible message that grabs attention and keeps your readers scrolling until they hit that call-to-action.
And when you nail it, you’ll see why top businesses invest so much in hiring copywriters to perfect their email marketing strategies.
An email copywriter isn’t just a writer—they’re a strategic thinker, a sales expert, and a bit of a psychologist, all rolled into one.
Their job?
To turn simple words into conversions. Every email they write is designed to get results, whether that’s more clicks, higher open rates, or an avalanche of sales.
At its core, email copywriting revolves around understanding the audience. A great copywriter digs deep into the mindset of the reader, knowing their pains, desires, and what keeps them up at night. They use this knowledge to craft messages that speak directly to those emotions, positioning the product or service as the perfect solution.
But it doesn’t stop there.
Email copywriters are also skilled at structuring emails to keep readers engaged from start to finish. They know how to write intriguing subject lines that get emails opened and how to weave in calls-to-action that feel natural (not pushy). They are the driving force behind an email marketing campaign that keeps readers hooked and eager for the next email.
For businesses, an email copywriter can be a game-changer. They bring in fresh ideas, refine messaging, and make sure that every email sent out has a purpose. And for those starting out, learning how to write email copywriting effectively can be the key to breaking into a profitable career.
With the right skills, an email copywriter can turn a simple message into a sales machine, keeping clients coming back for more.
Tip #1: Nail the Subject Line (It’s the Hook That Matters Most)
If the subject line doesn’t catch their attention, nothing else matters.
It’s the gatekeeper to the rest of your email. A dull subject line means your message never even gets opened, no matter how persuasive the content inside is. So, how do you write a subject line that begs to be clicked?
Here’s what to keep in mind when crafting a great subject line:
• Keep It Short and Sweet: Aim for 6-10 words. A short subject line is easy to read and won’t get cut off, especially on mobile devices.
• Use Curiosity: Pique interest without giving away too much. Phrases like “You’ll never guess...” or “Don’t open this if…” make readers curious about what’s inside.
• Create Urgency: Use time-sensitive language like “24 Hours Left” or “Ends Tonight” to encourage immediate action.
• Offer a Direct Benefit: Let readers know what they’ll gain from opening your email, like “How to Double Your Sales in 7 Days” or “Get 50% Off Today Only.”
The key is to grab attention without overhyping. A little mystery, combined with a clear benefit or sense of urgency, can go a long way in email copywriting. When you consistently deliver irresistible subject lines, you’ll become a copywriter clients can’t wait to hire for their next email marketing campaign.
Tip #2: Start with a Strong Opening Line
Your subject line may get your email opened, but your opening line decides if the reader keeps reading—or clicks away.
The first line sets the tone and hooks them into the rest of the message. This is where you need to grab their attention and make them want to keep scrolling.
Here’s how to craft a killer opening line:
• Address the Reader’s Pain Point: Start by touching on a problem they’re facing. For example, “Struggling to convert those leads into paying customers?” This shows that you understand their challenge and positions your message as a solution.
• Use a Bold Statement or Shocking Fact: A surprising statistic or a bold claim can jolt your reader out of their routine. For instance, “Did you know 80% of emails are ignored?” grabs attention instantly.
• Ask a Question: A well-placed question can make the reader think and engage with your content right away. Try something like, “What if you could double your open rates overnight?” It makes them curious to find out how.
Remember, the goal of your opening line is to make them feel like you’re speaking directly to them.
When done right, it draws the reader deeper into the message and sets up the rest of your email marketing pitch beautifully.
The result?
More engaged readers, higher response rates, and more clients impressed by your email copywriting skills.
Tip #3: Focus on One Clear Call to Action (CTA)
A common mistake in email copywriting is trying to do too much in one email.
When you overwhelm readers with multiple options or messages, they end up doing nothing. That’s why a single, focused call to action (CTA) is key to driving results. You want to lead them down a clear path—like a guide holding a flashlight in a dark tunnel.
Here’s how to make your CTA irresistible:
• Be Specific: Tell readers exactly what you want them to do. Instead of vague phrases like “Click here,” try “Get your free guide now” or “Claim your 50% discount.”
• Create Urgency: Adding a time limit can boost conversions. Use phrases like “Limited spots available” or “Only 24 hours left” to encourage immediate action.
• Highlight the Benefit: Remind them of what they’ll gain by clicking. For example, “Unlock exclusive tips” or “Download your free checklist today” makes the value crystal clear.
• Use Action-Oriented Language: Words like “Discover,” “Join,” “Get,” or “Start” prompt immediate action and can make your CTA feel more compelling.
• Repeat It: Don’t just mention your CTA once. Sprinkle it a few times throughout the email, especially in the middle and at the end, so readers don’t miss it.
Your CTA should be simple, direct, and easy to spot—whether it’s a button or a link. A focused CTA can be the difference between a lukewarm response and an email that truly delivers results in your email marketing campaign.
Tip #4: Write Like You’re Talking to a Friend
One of the biggest secrets to effective email copywriting is keeping it conversational.
Your emails shouldn’t sound like a stiff, formal memo—they should feel like a personal message from a friend. When you write in a relaxed, conversational tone, your readers are more likely to engage and respond.
Start by using simple, everyday language.
Avoid jargon or overly technical terms that might make readers tune out. Imagine you’re sitting across from a friend at a coffee shop, sharing advice. That’s the tone you want to capture. Keep your sentences short and punchy, just like you’d talk in real life.
Another trick is to use the word “you” often.
This makes your email feel more personal and directly relevant to your reader. It’s a simple shift, but it makes a huge difference in how readers connect with your message. They’ll feel like you’re speaking directly to their needs and desires.
And don’t be afraid to add a bit of personality.
A touch of humor or a relatable story can make your emails more memorable. Just remember to keep it balanced—too much can distract from your main message.
When you write like you’re having a conversation, you’ll create emails that people actually look forward to reading.
Tip #5: Keep It Scannable and Easy to Read
People don’t read emails—they scan them. Especially in today’s fast-paced world, your readers are likely scrolling through their inbox on their phone, looking for something that catches their eye. That’s why making your email easy to scan is crucial.
Here’s how to do it:
• Use Short Paragraphs: Stick to two or three sentences per paragraph. Big blocks of text can feel overwhelming and are often skipped.
• Add Line Breaks: White space helps break up the content, making it easier on the eyes and inviting to read.
• Use Subheaders and Bullet Points: These act as visual cues, helping readers find key points quickly without having to dig through paragraphs.
• Highlight Important Info: Use bold text sparingly to draw attention to crucial phrases or calls-to-action, but don’t overdo it.
• Write One-Sentence Paragraphs for Emphasis: Occasionally, a single line can add impact and make key messages stand out.
Keeping your emails scannable ensures that even the busiest reader will catch your message, making your email marketing efforts much more effective. It’s a simple trick that can make a huge difference in engagement.
Tip #6: Tell Stories That Connect and Convert
Storytelling isn’t just for novelists—it’s one of the most powerful tools in email copywriting.
A well-told story can create an emotional connection with your reader, making your message more memorable and persuasive. Stories help you stand out in a crowded inbox and keep your readers engaged from the first line to the call-to-action.
When telling a story in your email, focus on making it relatable. It doesn’t have to be a grand tale; even a simple story about a personal experience or a client’s transformation can do the trick. The key is to make it relevant to the reader’s situation or challenge. If they see themselves in your story, they’re more likely to stay interested and read to the end.
Keep the structure simple…
Start with a hook that draws readers in, then build up the narrative with a challenge or struggle. Finally, wrap it up with a resolution that ties back to your offer or the main point of your email. This way, your story doesn’t just entertain—it drives home the value of what you’re offering.
Don’t forget to keep it brief.
A long-winded story can lose readers quickly. Focus on the essentials and cut out anything that doesn’t support your main message. When done right, storytelling turns a dry sales pitch into a captivating message that’s hard to ignore.
It’s a surefire way to make your email marketing stand out and keep clients impressed with your work.
Tip #7: Personalization Is Key—Make It Feel Like a One-on-One Conversation
One of the biggest advantages of email copywriting is the ability to make each reader feel like you’re speaking directly to them.
It’s not just about addressing your audience as a group—it’s about making each reader feel seen, heard, and understood. That’s where personalization comes into play.
Start with the basics: use their first name in the subject line or greeting. It’s a small touch, but it grabs attention and instantly makes the email feel more personal. But don’t stop there. To truly connect, reference details that are relevant to your audience’s interests, challenges, or recent actions. For example, if someone recently downloaded a guide from you, mention that in your follow-up email. It shows that you’re paying attention.
Go beyond just using their name. Use phrases like “I was thinking about people like you…” or “If you’re struggling with…” to create a sense of intimacy. It’s about making your emails sound like a conversation, not a broadcast.
Personalization isn’t just about adding someone’s name; it’s about creating content that resonates with where they are in their journey.
When done right, it can dramatically increase your open rates, clicks, and responses, turning your email marketing campaign into a powerful tool for building relationships and driving conversions.
Tip #8: Focus on Benefits, Not Just Features
When writing email copy, it’s easy to get caught up in listing all the amazing features of a product or service. But here’s the truth: your readers don’t care about features—they care about what those features will do for them. That’s why focusing on benefits is crucial if you want your email marketing campaign to convert.
Think about it like this: a feature is what something is, while a benefit is what it does for the reader. For example, if you’re promoting a time-tracking software, a feature might be “automated time tracking.” But the benefit? “Save hours each week by letting the software track your time automatically.”
To make your benefits really stand out, ask yourself: “How does this make my reader’s life better?” Paint a picture of what life looks like after they’ve used your product or service. Will it save them time? Make them more money? Eliminate stress? Focus on the end result, the transformation your reader can expect, rather than just the bells and whistles of your offer.
Benefits connect with emotions. When you show readers how your product can solve their problems or fulfill their desires, you make it hard for them to ignore your message. This is what sets great email copywriting apart from the rest and keeps your clients coming back for more.
Tip #9: Test, Tweak, and Optimize Your Emails
Even the best email copywriting won’t perform perfectly right out of the gate. That’s why testing and tweaking your emails is a crucial step in any email marketing campaign. The goal is to find out what works best for your audience and refine your strategy over time.
Here’s how to make the most of your optimization efforts:
• A/B Test Subject Lines: Try different subject lines to see which one gets more opens. It’s a simple way to find out what language, tone, or style resonates most with your readers.
• Experiment with Send Times: Timing can make a big difference in how many people open your emails. Test sending at different times of day or days of the week to find your sweet spot.
• Tweak Your CTA: Test different wording or placement of your call-to-action. Small changes like “Grab Your Spot” vs. “Sign Up Now” can have a big impact on clicks.
• Refine Your Copy: If you notice that certain emails aren’t performing well, try rewriting a section, adjusting the length, or changing the tone. Small tweaks can lead to big improvements.
Testing and optimizing is how you turn good emails into great ones. By continuously improving, you’ll keep your email marketing fresh and relevant, and you’ll see better results over time.
Clients love a copywriter who can adapt and evolve, making you an even more valuable asset.
Tip #10: Always Include a P.S. (It’s Prime Real Estate)
Never underestimate the power of a good P.S. line.
It’s one of the most-read parts of any email, right after the subject line and the opening. Many readers will scroll straight to the end to see what’s there, making it the perfect spot to reinforce your message or add a final nudge toward action.
A P.S. can serve a few different purposes. You can use it to summarize your offer, giving a quick reminder of what’s in it for the reader. Or, use it to create urgency—“P.S. Remember, this offer expires tonight at midnight!” It’s also a great place to include a secondary call-to-action, like a link to a blog post, testimonial, or even a free email copywriting course.
The key is to keep it short and punchy.
Think of it as your last chance to leave an impression and push readers towards that click. A well-crafted P.S. can give your email marketing campaign that final boost, turning hesitant readers into eager buyers. It’s a small touch, but it can have a big impact on your results.
Mastering email copywriting is like having a secret weapon. With these 10 tips, you’ll write emails that get opened, drive clicks, and, most importantly, boost sales.
From compelling subject lines to engaging storytelling, these strategies will help you stand out in crowded inboxes and turn your email marketing campaign into a revenue machine.
Whether you’re just learning how to start email copywriting or refining your skills, keep testing and tweaking. Small changes can lead to big results.
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20 Portsmouth Avenue, Stratham NH 03885, US | jeremy@jeremymac.com | (207) 517-9957
Jeremy Mac © Copyright 2025. All Rights Reserved.
Privacy Policy | Refund | Terms of Service