Email Copywriting Guide: How To Write Enticing Email Copy

In this email copywriting guide, you will learn how to craft emails that grab readers’ attention and make them want to act.

Did you know that the average person gets 121 emails every day? That’s a lot of competition for attention!

Good email copy can boost your sales, grow your audience, and build strong connections with customers. Let’s dive into how you can master this vital skill.

What is Email Copywriting?

Email copywriting is the art of writing persuasive messages for email marketing. It’s about creating content that:

• Grabs attention
• Builds interest
• Sparks desire
• Prompts action

Great email copy doesn’t just inform – it motivates. It speaks directly to the reader’s needs and desires.

The goal is to write in a way that feels personal, even when you’re reaching thousands. It’s a blend of creativity, psychology, and strategy.

Why Email Copywriting Matters

In today’s digital world, email is still king. Here’s why mastering email copywriting is crucial:

• It’s direct: Your message lands right in the inbox.
• It’s personal: You can tailor content to specific groups.
• It’s measurable: You can track opens, clicks, and conversions.

Good email copywriting can turn casual readers into loyal customers. It builds trust and keeps your brand top-of-mind.

Remember, every email is a chance to make a connection. Make each word count!

20 Essential Email Copywriting Tips

Use the following 20 email copywriting guide to improve your email copywriting.

1. Craft Compelling Subject Lines

Your subject line is your first impression. Make it count!

A great subject line can mean the difference between an open and a delete. It needs to spark curiosity or offer clear value.

To write winning subject lines, keep them short, use power words, and create a sense of urgency. Try asking questions or using numbers to grab attention.

For example: “5 Secrets to Double Your Sales” or “Are You Making This Common Mistake?”

AI can help by generating multiple subject line options based on your email content. Tools like Copy.ai or Phrasee can spark ideas and optimize for better open rates.

2. Know Your Audience

Understanding your readers is key to effective email copywriting.

When you know your audience, you can speak their language and address their specific needs. This makes your emails more relevant and engaging.

Research your audience demographics, interests, and pain points. Use this info to segment your list and personalize your messages.

For instance, a fitness brand might send different emails to beginners versus advanced athletes.

AI tools like Mailchimp’s customer insights can analyze your subscriber data to help you understand your audience better and tailor your copy accordingly.

3. Start Strong

The opening line of your email is crucial. It needs to hook the reader instantly.

A strong start keeps people reading. It sets the tone for the rest of your message and builds momentum.

Begin with a bold statement, a surprising fact, or a question that resonates. Make it impossible for the reader to stop after the first sentence.

Example: “Imagine doubling your income while working half the hours.”

AI writing assistants like Jasper or GPT-3 can generate multiple engaging opening lines based on your email topic, giving you a range of strong starts to choose from.

4. Focus on Benefits, Not Features

People care about what’s in it for them. Highlight benefits in your email copywriting.

Benefits show the value of your offer. They answer the question “So what?” and explain why the reader should care.

Instead of listing product features, explain how those features improve the reader’s life. Paint a picture of the positive outcome.

For example: Don’t say “Our course has 10 modules.” Say “Master email marketing in just 10 weeks and watch your sales soar.”

AI can help by analyzing your product features and suggesting benefit-focused statements. Tools like Copysmith can transform feature lists into compelling benefit-driven copy.

5. Use Power Words

Certain words have a strong emotional impact. Use them in your email copywriting.

Power words trigger psychological or emotional responses. They can create urgency, curiosity, or desire.

Sprinkle power words throughout your email, especially in subject lines and calls-to-action. Words like “exclusive,” “limited,” “secret,” or “revolutionary” can boost engagement.

Example: “Unlock the secret to effortless weight loss” is more compelling than “Learn about weight loss.”

AI-powered writing tools often have libraries of power words. They can suggest impactful alternatives to boost the emotional appeal of your copy.

6. Keep It Conversational

Write like you’re talking to a friend. It makes your emails more engaging.

Conversational copy feels personal and builds trust. It’s easier to read and more likely to hold attention.

Use contractions, ask questions, and write in a natural, flowing style. Avoid jargon or overly formal language.

For instance, “We’d love to hear your thoughts!” sounds friendlier than “Your feedback would be greatly appreciated.”

AI writing assistants can help maintain a conversational tone. They can suggest more natural-sounding alternatives if your copy becomes too stiff or formal.

7. Tell Stories

Stories captivate readers and make your message memorable.

Storytelling in email copywriting helps create emotional connections. It can illustrate your points in a relatable way.

Share customer success stories, personal anecdotes, or even mini-narratives that highlight your message. Make sure the story ties back to your main point.

Example: “Jane was struggling to grow her business until she discovered our course. Now she’s doubled her income!”

AI can help generate story frameworks or expand on story ideas. Tools like ShortlyAI can help craft engaging narratives based on key points you want to convey.

8. Use Social Proof

People trust what others say about you. Include social proof in your emails.

Social proof builds credibility and reduces buying hesitation. It shows that others have benefited from your offer.

Include testimonials, user statistics, or mentions of well-known clients. Make sure they’re specific and relevant to your message.

For example: “Join over 10,000 satisfied customers who’ve boosted their sales with our method.”

AI can help sort through customer feedback to find the most impactful testimonials for your emails. It can also generate social proof statements based on your data.

9. Create Urgency

Urgency motivates action. Use it wisely in your email copywriting.

When people feel they might miss out, they’re more likely to act. But be honest – don’t create fake urgency.

Use time-limited offers, countdown timers, or limited availability to create genuine urgency. Make sure to explain why the urgency exists.

Example: “Only 5 spots left for our exclusive workshop – reserve yours now!”

AI can help track inventory or sign-up numbers and automatically update urgency-based copy in your emails. This ensures your urgency claims are always accurate.

10. Personalize Your Messages

Personalization makes readers feel special. It boosts engagement and conversions.

Personalized emails feel more relevant and tailored to the individual. They stand out in a crowded inbox.

Use subscriber data to personalize subject lines, greetings, and content. Go beyond just using names – consider past purchases, browsing history, or location.

For instance: “Based on your interest in yoga, we thought you’d love our new meditation course.”

AI excels at personalization. It can analyze user data and behavior to suggest highly personalized content for each subscriber segment.

11. Keep It Scannable

Most people skim emails. Make yours easy to scan.

Scannable emails are more likely to be read and understood. They respect your reader’s time.

Use short paragraphs, bullet points, and clear headings. Highlight key information with bold or colored text.

For example, break a long list into bullet points:

• Point 1
• Point 2
• Point 3

AI writing assistants can help restructure your copy for better scannability, suggesting where to break paragraphs or add bullet points.

12. Use Clear Calls-to-Action (CTAs)

Your CTA is the goal of your email. Make it crystal clear.

A strong CTA guides the reader on what to do next. It should be impossible to miss or misunderstand.

Use action verbs, create a sense of urgency, and make the benefit clear. Limit to one main CTA per email for best results.

Example: “Claim Your Free Trial Now” is better than “Click Here.”

AI can help test different CTA variations and predict which ones are likely to perform best based on your audience and email content.

13. Optimize for Mobile

Most emails are read on phones. Make sure yours look good on small screens.

Mobile-optimized emails are easier to read and act on. They prevent frustration and improve engagement.

Use a responsive design, keep subject lines short, use larger fonts, and make CTAs easy to tap. Test your emails on various devices.

For instance, a single-column layout often works better on mobile than multiple columns.

AI-powered email builders can automatically adjust your layout and content for optimal mobile viewing, ensuring a great experience on any device.

14. A/B Test Your Emails

Testing helps you improve. Try different versions to see what works best.

A/B testing lets you make data-driven decisions. It helps you understand what resonates with your audience.

Test one element at a time: subject lines, CTAs, images, or send times. Use a large enough sample for meaningful results.

Example: Test “Last Chance!” vs. “Don’t Miss Out!” as subject lines and see which gets more opens.

AI can manage your A/B tests, analyze results, and suggest improvements based on the data. It can even predict which version is likely to perform better before you send.

15. Focus on One Main Message

Don’t try to say too much. Stick to one core idea per email.

A focused message is more likely to be understood and acted upon. It prevents overwhelm and confusion.

Decide on your main point and support it throughout the email. Everything should tie back to this central message.

For example, if your main message is “Save time with our new app,” every section should relate to time-saving benefits.

AI can help ensure your copy stays focused by flagging content that doesn’t support your main message and suggesting more relevant alternatives.

16. Use Psychology Principles

Understanding how people think can make your emails more effective.

Psychological principles can guide reader behavior and boost engagement. They tap into natural human tendencies.

Use principles like reciprocity, social proof, or scarcity. But use them ethically – don’t manipulate.

For instance, offering a free guide (reciprocity) can make readers more likely to consider your paid offerings later.

AI can suggest ways to incorporate psychological principles into your copy, based on your email goals and content.

17. Proofread Carefully

Errors can hurt your credibility. Always check your work.

Clean, error-free copy shows professionalism and attention to detail. It prevents distractions from your message.

Check for spelling, grammar, and factual errors. Read your email out loud to catch awkward phrasing.

For example, “Your” instead of “You’re” is a common error that can make your email look sloppy.

AI-powered proofreading tools like Grammarly can catch errors and suggest improvements, helping ensure polished, professional copy.

18. Segment Your List

Not all subscribers are the same. Tailor your messages to different groups.

Segmentation allows for more relevant, targeted emails. It improves engagement and conversion rates.

Group subscribers based on behavior, preferences, or demographics. Then customize your copy for each segment.

For instance, send different emails to new customers versus long-time loyal customers.

AI can analyze your subscriber data to suggest effective segmentation strategies and help tailor copy for each group.

19. Use the Power of Three

People remember things in threes. Use this in your email copywriting.

The “rule of three” is a writing principle that suggests things in threes are more satisfying and effective. It creates a rhythm that’s pleasing to read.

Use three key points, three benefits, or three-part structures in your emails. It makes your message more memorable.

Example: “Our course is fast, effective, and affordable.”

AI writing tools can help structure your content in threes, suggesting groupings or rephrasing your points to fit this effective pattern.

20. End with a P.S.

The postscript is a powerful spot in your email. Use it wisely.

Many readers skim to the P.S. first. It’s a great place to reinforce your main message or add urgency.

Use the P.S. to restate your offer, add a bonus, or create FOMO (fear of missing out). Keep it short and punchy.

For example: “P.S. Remember, this offer expires at midnight. Don’t miss out!”

AI can generate effective P.S. lines based on your email content and goals, ensuring you make the most of this prime email real estate.

Frequently Asked Questions (FAQ)

Let’s answer some common questions about email copywriting.

What’s the ideal length for an email?

There’s no one-size-fits-all answer. It depends on your audience and message. Generally, keep it as short as possible while still conveying your point effectively. Many experts suggest aiming for 50-125 words.

How often should I send marketing emails?

Again, it varies. Test different frequencies with your audience. Most businesses find success with 1-2 emails per week. The key is consistency and providing value with each email.

How can I improve my email open rates?

Focus on crafting compelling subject lines, segmenting your list for relevance, and sending at optimal times. Also, maintain a clean list by removing inactive subscribers.

What’s the best day and time to send emails?

It depends on your audience. Generally, weekday mornings work well for B2B, while evenings and weekends can be good for B2C. Test different times with your list to find what works best.

How do I avoid the spam folder?

Use a reputable email service provider, avoid spam trigger words, maintain a clean list, and encourage subscribers to add you to their address book. Always follow email marketing best practices and laws.

Email Copywriting Guide: Your Path to Email Success

Email copywriting is a powerful tool for business growth. It’s about connecting with your audience and inspiring action.

Remember, great email copy is clear, engaging, and focused on benefits. It speaks directly to your reader’s needs and desires.

Practice these tips and keep testing to improve your results. With time, you’ll master the art of email copywriting.

Need help with your email marketing?

Our team of expert copywriters can craft compelling emails that drive results.

Or, take your skills to the next level with our comprehensive email copywriting course.

Don’t let your messages get lost in the inbox – contact us today to boost your email marketing success!