10 email copywriting tips that work

Does writing emails really feel like a chore to you? Even in case you have little email copywriting expertise, there are many confirmed tips and provoking examples you should utilize to grow to be a greater email copywriter. And – extra importantly – to please your viewers with emails they really need to open, learn, and click on.

Wanna know what they’re? Let’s see why it issues, first.

Why is email copywriting essential?

Writing emails is a talent each marketer ought to grasp. And it’s type of a no brainer. Because a well-written email is your instrument to get extra individuals to click on on that give you’re selling, learn that weblog submit, click on by to that touchdown web page, and many others. 

But to do any of those, it’s a must to:

  • First, get your email opened. And anybody who sends email advertising campaigns and tracks email efficiency is aware of it’s not a given.
  • Then, get it learn (or no less than scanned and scrolled all the way down to the CTA button.)
  • Get your reader to click on that CTA button, curious//excited sufficient to additionally ultimately click on the “Buy” button on the web page you’re taking them to.

And the latter might be a very powerful in the long term (although it could’t occur with out the earlier ones, so I assume all of them are.) 

Because you’re not making the sale in your email. But you additionally type of are – or no less than, you’re laying the groundwork for it to occur. Right there, in your email copy. Making it a necessary aspect of your email advertising technique.

And that’s exactly why email copywriting is so essential. Because sure, you possibly can have cool pictures and a pleasant structure in your promotional emails, nevertheless it’s the phrases that’ll construct curiosity or pleasure to your reader.

And that’s true whether or not you’re an ecommerce model, a B2B firm, or anyplace in between.

So, let’s check out just a few email copywriting tips that may help you just do that.

10 tips to jot down higher emails (with email copywriting examples)

Start with the email topic line

Yes, email copywriting usually begins with the email topic line. There’s no sale occurring anyplace within the course of in case your email subscribers don’t even open your emails. And there are many eventualities by which that is likely to be the case, for instance:

  • They don’t even discover your emails of their crowded inbox.
  • And in the event that they do, they’re left unimpressed at finest – and confused or suspicious at worst (as a result of possibly you used sure phrases that triggered a spam alert of their heads.)

To keep away from this, use some commonsense techniques like:

  • Address your recipient straight and sound like a human, not one other snake oil salesperson.
  • Avoid title case (This Is Title Case, By The Way.) It has “Buy Now” written throughout it.
  • Hint on the worth they discover contained in the email (and be particular about it.) If you have got a reduction or a limited-time promotion, make it tremendous clear in your topic line.
  • Keep it brief so the topic line doesn’t get lower off. (But don’t commerce size for vagueness – that’s not a fantastic deal.)
  • Use emojis (that suit your model voice and the message, and moderately.) It’ll make it simpler to your reader to identify your email amongst all the opposite promotional emails they’re getting.
  • Making your reader really feel one thing – whether or not that’s making them curious, intrigued, excited, and many others. Below’s a fantastic instance:

an email subject line example by IBM

IBM making their readers really feel one thing with their topic line

If you’re undecided about your topic line, A/B take a look at it and see what really works to your viewers.

Writing a catchy topic line can simply be essentially the most difficult and a very powerful activity us, email copywriters, must face every day. AI to the rescue! With instruments like GetResponse’s AI Email Generator it can save you time and have AI do the arduous work for you! Take cost of the artistic path, not handbook operations!

Don’t overlook concerning the preheader a.ok.a. preview textual content

The preheader or preview textual content helps your topic line, making it extra punchy, extra informative, funnier, or no matter else you want it to be.

Preview textual content is that snippet of textual content proven in email shoppers after the topic line that email entrepreneurs generally, sadly, overlook about, making it a misplaced alternative.

While it’s really your probability to make your readers extra excited to learn the remainder of your email copy, for instance, by:

  • Answering the query you ask within the topic line.
  • Adding particular info to an inspiring and artistic topic line that lacks it.
  • Adding a joke or a touch.

Here’s a fantastic instance of how the preview textual content builds on a reasonably clear however plain topic line, making it rather more highly effective.

A confirmation email subject line by Joel Klettke

Get your hook proper

In copywriting on the whole, and naturally, in email copywriting, too, a hook is what grabs your reader’s consideration on the very starting – as soon as they open your email. (Though, you may also already hook them together with your topic line.)

The hook is your method of creating positive your potential buyer needs to learn on. And there’s no nice story with out it.

Here’s an instance from the queen of email copywriting, Laura Belgray, utilizing a easy assertion in quotes that in some way seems to be the precise thought you (a.ok.a. her email subscriber) had while you noticed that email.

And by the way in which, your buyer’s personal phrases make nice hooks and different parts of email copy.

A fragment of Laura Belgray's emai

Write to your reader, not at them

What’s in it to your reader? That’s one of many key questions it’s best to ask your self earlier than you sit down to jot down your email (and actually, any advertising copy.)

You can’t simply write about your self and count on individuals to get excited (for instance, by how nice your services or products is. And yeah, I do know you’re excited.)


  • Make it about your reader and the worth they will get.
  • Write extra within the second particular person than the primary.
  • Turn your product options into buyer advantages.
  • Share useful content material as a substitute of company buzzwords.

Like within the instance beneath from WeTransfer. Even although this specific email is a type of year-in-review emails some firms prefer to ship, they nonetheless made it about their clients, which actually stands out.

WeTransfer's email copywriting example

Try email copywriting formulation

Experienced copywriters know that utilizing formulation could make their lives simpler AND make the copy they write more practical. But after all, you don’t must be an email copywriter to make use of them. They’re there to make email copywriting simpler for any email marketer on the market.

My phrase restrict positively gained’t let me get into the complete record, however simply to provide you an concept, listed below are the 2 hottest ones:


AIDA stands for attention-interest-desire-action. And it goes one thing like this:

  • First, you seize the reader’s consideration with the topic line.
  • Then you construct on the topic line within the email intro, making individuals , maybe by speaking a few particular drawback they will relate to.
  • Then you speak about one thing they need – like an answer to that drawback.
  • And then, you progress them to the decision to motion (CTA.)

By the way in which, this isn’t simply an email copywriting components – it’s a basic components for creating any type of copy for touchdown pages, web sites, advertisements, and many others., throughout your advertising channels.


PAS stands for problem-agitation-solution. And it’s simply what it sounds:

  • You begin with the reader’s drawback, a.ok.a. ache level (which additionally means you write within the second particular person and don’t lead together with your services or products.)
  • Then you agitate it – which basically means you make it extra particular. You can write about how that drawback impacts your clients in actual life. And for this half, getting the voice of buyer information is important to know what actually bothers them and what precise phrases they use to explain it.
  • And solely then do you current the answer to that drawback – which is (what a coincidence!) your services or products.

Here’s a fantastic instance:

Email copywriting example from Disco, courtesy of Really Good Emails

Just bear in mind to not overdo the agitation half (although you is likely to be tempted – and email copywriters will know what I’m speaking about.) Especially with issues like a way of urgency or different email copywriting techniques that are supposed to be persuasive however may also border on inducing nervousness (which might be the worst advertising technique you possibly can undertake, particularly within the instances all of us stay in, if you already know what I imply.)

Here’s a list of proven copywriting formulas you should utilize for email copywriting and different kinds of copy, too.

Personalize inside motive

There’s an ongoing debate about whether or not email personalization at this time does extra hurt than good. Because, although it used to work nice, simply as any tactic performed by email entrepreneurs over and over like a damaged report, it’s gotten individuals drained and cautious of it.

This is to not say that you shouldn’t use it in your email copywriting. But consider it in a broader context than simply including the primary identify in your email topic strains:

  • Segment your viewers and personalize the content material primarily based on different issues like their buy historical past.
  • Adjust the ship time, provide, reductions, and many others. According to our Email Benchmarks Report, personalization is rather more efficient within the email physique copy than the topic line, with higher outcomes throughout the board, together with greater click-through charges.
  • And, on the whole, get to know your viewers higher and ship them extra related content material as a substitute of simply utilizing their first identify (extra on relevance afterward.)

Plus, make the copy really feel private. Even an automatic email just like the welcome email beneath can really feel private if it’s primarily based on the voice of buyer analysis and displays the precise expertise your clients could also be going by.

Email copywriting from Growth Mentor that feels personal, even though the email's automated

Could you be extra particular?

And I imply all over the place: in your topic strains, your physique copy, and your CTAs. And not simply in your email copywriting.

Here are some methods to get extra particular in your email copy:

  • Use the voice of buyer information, a.ok.a. your buyer’s personal phrases. And not simply as social proof like quotes and evaluations. Incorporate it into your email copy to resonate together with your audience and what they actually suppose.
  • Drill down in your buyer’s particular drawback. Use particular nouns and adjectives to speak about what your potential clients are more likely to be coping with in actual life.
  • Avoid buzzwords and overused basic phrases (like my favourite, “take something to the next level.” I imply, there’s gotta be a greater strategy to tie it to your buyer’s precise scenario.)
  • Steer away from false guarantees (aside from the apparent truth of not being sincere, these may also land your email within the spam folder.)

Here’s an email copywriting instance of how one can nonetheless preserve it brief and be actually, actually particular. I imply, the “baking soda volcanoes”? Come on!

A fragment of a promo email from Native Shoes

And right here’s one other instance of particular email copywriting from The Hustle:

The opening of The Hustle's newsletter

Ask for what you need

You can consider your CTA as the way in which to attain the objective of your email marketing campaign (and, extra usually, your advertising targets.) So, ensure you know what that objective is first. 😉

And listed below are just a few tips on utilizing CTAs in your email copywriting:

  • Make it tremendous clear what occurs after individuals click on the CTA. (Hint: “Learn more” will not be it.)
  • Use actionable language to encourage, properly, motion.
  • Try to not distract your readers with too many CTAs to click on. Ideally, make it one factor, as per the rule of 1.
  • You can repeat your CTA throughout the email, although. For instance, on the prime and backside of the email, to make it extra seemingly for the reader to click on with out having to scroll all the way in which up.
  • You may also have a major and secondary CTA – however be strategic about their placement within the physique content material. Here’s an instance:

An email from Figma with two CTAs

Also, it’s at all times a good suggestion to A/B take a look at your CTAs and base them on precise information out of your viewers.

Don’t repeat what you say on the touchdown web page

Some entrepreneurs prefer to make their lives simpler by copying and pasting the contents of their touchdown pages into their emails (and vice versa.)

And I’m right here to let you know, don’t do it.

Instead, make your audience prepared and excited for what’s on the web page you’re taking them to with out giving all of it away within the email marketing campaign.

Remember how I stated that the sale occurs on the touchdown web page? If you repeat the copy on the web page or confuse the reader with touchdown pages they will’t make sense of (as a result of the contents of the web page and the email marketing campaign will not be aligned), you’re really making it method much less possible for that sale to ever occur.

Your email copy doesn’t must be brief. But it must be related

Whether you’re sending welcome emails, a whole email advertising marketing campaign, or a single comply with up email, there’s this widespread perception that advertising emails must be brief. But the issue with that is that many entrepreneurs (and their bosses) make brevity a objective in its personal proper, forgetting about a few of the different essential parts of the message, like specificity and relevance.

And which email copywriter has by no means heard the phrase “make it shorter,” proper?

Often leading to bland copy that’s fully devoid of name character and simply doesn’t hit residence.

For instance, I may suppose of some methods to make this email shorter. But would it not learn pretty much as good because it does now?

A welcome email from Phrasee

That stated:

  • Don’t be afraid to edit your individual work and take some phrases out – that’s one thing email copywriters have to get used to. (But while you do that, attempt to not lose the character you’ve labored so arduous to infuse the copy with.)
  • Don’t be afraid of punchy one-sentence paragraphs and one-liners.
  • Be brief when you possibly can, however pack as a lot particular that means and related info inside as you possibly can.
  • Whenever you need to get artistic, test when you’re being clear first (particularly with issues like call-to-action buttons, and many others.) Clarity ought to at all times win.
  • Use formatting that helps individuals scan your physique copy, like headings and bulleted lists.

Start driving extra engagement together with your email advertising campaigns

Email advertising could be a actually efficient instrument for what you are promoting – however I assume when you comply with this weblog, you already know that. And when you follow some fundamental guidelines and finest practices of email copywriting, you may get some unbelievable outcomes. (Sorry for being blunt, however anybody saying “Email marketing doesn’t work” or worse, “Email is dead,” in all probability sucks at email copywriting. 🤷)

And when you actually completely can’t make your self write email copy (I do know, it’s not everybody’s cup of tea or no matter it’s you favor ingesting) and might’t afford to rent a contract copywriter simply but, there’s another factor you are able to do apart from drawing inspiration from profitable email copywriting examples.

Try GetResponse’s email templates and AI writing assistant that can assist you together with your topic strains and email copywriting on the whole. And see how that improves your workflow – and your email advertising outcomes.

And I’ll simply hold round right here, holding my fingers crossed. 🙂