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What Is Email Copywriting: The ABSOLUTELY All-In-One Guide

Updated: Jun 7, 2023

In today's digital landscape, email stands tall as a potent tool for engaging with your audience. Yet, in the midst of a crowded inbox, how can you ensure your emails rise above the rest and achieve their goals? What is email copywriting anyway?

This comprehensive guide equips you with essential knowledge and practical techniques to master the art of email copywriting.

Whether you're a marketer, business owner, or aspiring copywriter, this guide provides actionable strategies to captivate, engage, and drive results.

Let's dive in!

What Is Email Copywriting?

Email copywriting is the art of crafting persuasive and engaging messages specifically for email marketing campaigns. It involves carefully selecting words, structuring content, and employing psychological techniques to captivate readers, and drive conversions - basically, achieve desired outcomes.

Email remains a powerful marketing tool even in the oversaturated world of communication channels because it offers a direct and personalized way to connect with your audience.

In fact, 64% of marketers say that their email marketing strategy has helped them reach their business goals.

When done right, email copy has the potential to:

  • Grab Attention

With attention spans waning and inboxes overflowing, your subject lines and content must make an immediate impact, standing out amidst the noise.

  • Engage and Connect

Understanding your audience's needs allows you to create copy that resonates deeply, forging genuine connections.

  • Drive Conversions

Persuasive email copy has the power to motivate recipients, boosting conversions for sales, sign-ups, and event promotions.

  • Build Trust and Loyalty

Consistently delivering valuable, well-crafted emails builds trust, cultivating enduring relationships and customer loyalty.

Elements of a Compelling Email

Subject Line

The subject line is the first impression your email makes. 64% of email recipients decide to open or delete the mail depending on its subject line.

Make sure you make it concise, attention-grabbing, and relevant to pique the recipient's curiosity and entice them to open the email.

Opening Paragraph

The opening paragraph should immediately hook the reader and provide a clear value proposition. It should address their pain points, highlight benefits, or create an emotional connection to encourage further reading.


Body Content

Aim for an email body that is concise, scannable, and focused on delivering the intended message. It should provide relevant information, present compelling arguments, and include a call to action (CTA) that encourages the reader to take the desired next step.


Personalization adds a touch of relevance and authenticity to your email copy. Did you know that a whopping 88% of marketers state they have improved customer experience just because they have prioritized personalization?

Tailoring the content to the recipient's interests, preferences, or past interactions can significantly increase engagement and response rates.

See how I'm personally addressed here? The sender of this email has taken the time to personalize their email by including my name in it so I feel like they're talking directly at me.

Tone and Voice

The tone and voice of your email should align with your brand personality and the intended audience. Whether it's professional, conversational, authoritative, or playful, maintaining consistency in tone helps build familiarity and trust.

Formatting and Design

Clear formatting, bullet points, and subheadings enhance readability and facilitate skimming. A visually appealing and well-structured email with appropriate use of images, colors, and typography can make a lasting impact.

Something like this:

If you want your email campaign to resonate with your audience and elicit a response from them, never miss these six elements.

Ok, we’ve laid the foundation, now let's move forward with the practical part of crafting effective email copy in the following sections.

Defining Your Objectives

Identifying the Purpose of Your Email

We now know the answer to the question What is email copywriting? But what about its purpose? Before diving into crafting your email copy, it is absolutely essential to clearly identify the purpose behind your email.

Ask yourself: What do you aim to achieve with this particular message? Are you promoting a product or service, sharing valuable content, nurturing leads, or seeking feedback?

Defining the purpose will serve as a guiding compass throughout the copywriting process.

Setting Clear Goals and Desired Outcomes

Once you have identified the purpose, establish clear goals and desired outcomes for your email.

What specific actions do you want your recipients to take after reading your email? Is it making a purchase, subscribing to a newsletter, registering for an event, or simply providing feedback?

Setting measurable and realistic goals helps you focus your copywriting efforts and evaluate the success of your email campaign.

Understanding Your Target Audience

To create compelling email copy, you must have a deep understanding of your target audience. Who are they? What are their pain points, needs, desires, and preferences?

It’s not enough just to know how to answer What is email copywriting?

To craft a more successful email marketing campaign, you need to dive deeper. Gather insights through market research, customer surveys, and data analysis, and you can tailor your message to resonate with your audience on a personal level.

The research will help you understand their motivations, challenges, and aspirations and will enable you to craft copy that speaks directly to them, increasing the chances of engagement and conversion.

Consider demographics, psychographics, and behavioral patterns when defining your target audience. Develop buyer personas or customer profiles that embody your ideal recipients.

This step will help you empathize with your audience, anticipate their needs, and address their concerns effectively in your email copy.

Who wouldn’t want to feel understood, right?

Crafting Attention-Grabbing Subject Lines

Importance of a Strong Subject Line

The subject line of your email serves as the gatekeeper, determining whether your message will be opened, ignored, or banished to the depths of the spam folder.

It’s the first impression you make on your recipients, and I can’t state this enough: its impact cannot be overstated! A strong subject line is crucial for capturing attention, increasing open rates, and enticing recipients to explore the content within.

In order to do that, it has to stand out. Make it concise, compelling, and relevant to the recipient. An effective subject line should do one or more of these:

  • cut through the noise

  • spark curiosity

  • create urgency or

  • offer a benefit that resonates with the reader.

Techniques for Creating Compelling Subject Lines


Address recipients by name or tailor the subject line to their specific interests or past interactions. This will add a personal touch and increase the likelihood of engagement.

Remember the example with the email with literally my name in it?

Curiosity and Intrigue

Pique the recipient's curiosity by using intriguing or thought-provoking statements that leave them wanting to know more. Tease the content of your email without giving away all the details.

Urgency and Exclusivity

Create a sense of urgency or exclusivity by incorporating time-limited offers, limited stock availability, or exclusive access to special content. This encourages recipients to act promptly to avoid missing out.


Clearly communicate the value or benefit your email provides to the recipient. Highlight how your message can solve a problem, fulfill a need, or improve their life or business in some way.

Remember, though, while it's important to make your subject line attention-grabbing, it should accurately reflect the content of your email. Don’t mislead or deceive recipients with subject lines that may lead to disappointment and loss of trust.

Now let’s see how to write intriguing openers that will capture attention.

Writing Engaging Openers

Capturing the Reader's Attention from the Start

What is email copywriting if not captivating the reader's attention and setting the tone for the rest of your message? It's your best chance to make a strong first impression and spark curiosity to continue reading.

When crafted correctly, it has the chance to bulge like an iceberg in the ocean and increase the likelihood of engagement.

Techniques for Writing Effective Openers

Start with a Provocative Question or Statement

Pose a thought-provoking question or make a bold statement that immediately grabs the reader's attention. This approach can trigger curiosity and make them eager to explore the answer or learn more.

For example:

Tell a Story

Engage your readers by starting with a captivating anecdote or story that relates to the message you want to convey. Storytelling has a powerful effect on human emotions and helps create a connection with your audience.

Use a Surprising Fact or Statistic

Begin with a surprising or intriguing fact or statistic that relates to the topic of your email. This can instantly grab attention and make readers curious to learn more about the subject.

Address a Pain Point or Challenge

Identify a common pain point or challenge your audience faces and empathize with their situation. By acknowledging their struggles, you create an immediate sense of relevance and establish yourself as someone who understands their needs.

Offer a Teaser or Preview

Provide a tantalizing glimpse of what's to come in your email. Give readers a reason to continue reading by hinting at valuable information, exclusive offers, or exciting updates they can expect.

Keep it Concise and Clear

While it's essential to be captivating, avoid lengthy and convoluted openers. Keep your opening lines concise, clear, and easy to understand. A clutter-free opener allows readers to quickly grasp the essence of your message.

Remember, the goal of the opener is to engage readers and entice them to continue reading your email. It sets the stage for the rest of your content.

Next, let’s see how to maintain the reader's interest and drive them toward your desired action.

Crafting Persuasive Body Content

Writing Clear and Concise Paragraphs

When it comes to crafting the body content of your email, clarity, and conciseness are a must. Avoid lengthy paragraphs that can overwhelm readers and make your message difficult to digest.

Instead, break your content into short, focused paragraphs that are easy to scan and understand. Each paragraph should convey a single key point or idea, allowing readers to grasp the information quickly.

Structuring the Body Content Effectively

A well-structured email body ensures a smooth flow of information and keeps readers engaged. Consider using subheadings, bullet points, and numbered lists to organize your content and enhance readability.

This helps readers navigate through the email, locate key information easily, and absorb the message effectively. A logical and organized structure also allows for skimming, catering to readers who may be pressed for time.

Utilizing Persuasive Language and Emotional Appeal

To answer the question of what is email copywriting, we turn to persuasion. Persuade your readers and drive them toward the desired action, employ persuasive language, and tap into emotional appeal. Use words that evoke strong emotions, paint vivid imagery, or create a sense of urgency.

Craft your sentences in a way that elicits a positive response and encourages readers to take the desired next step. However, ensure that your language remains authentic and aligns with your brand voice.

Including Relevant Information and Value Propositions

Relevance is key to keeping your readers engaged. Ensure that the information you provide is valuable, timely, and directly related to their needs or interests. Clearly communicate the benefits and value they will gain by taking the desired action.

Highlight how your product, service, or content can solve their problems, meet their desires, or enhance their lives. Incorporate compelling value propositions that demonstrate the unique advantages you offer.

Creating Effective Calls to Action (CTAs)

Importance of a Strong CTA

A well-crafted call to action (CTA) is the driving force behind converting readers into active participants. It serves as the catalyst that propels your email recipients to take the desired action, whether it's making a purchase, signing up for a service, downloading a resource, or subscribing to a newsletter.

A strong CTA is essential for maximizing the effectiveness of your email campaign and achieving your goals.

But how to write one? Just follow these steps:

Be Clear and Specific

Clearly communicate what you want your readers to do. Use action-oriented verbs that prompt immediate response, such as "Buy Now," "Sign Up Today," or "Get Your Free Trial." Avoid vague or ambiguous language that may confuse or dilute the impact of your CTA.

Create a Sense of Urgency

Instill a sense of urgency in your CTAs to motivate immediate action. Incorporate phrases like "Limited Time Offer," "Exclusive Deal," or "Ends Soon" to create a fear of missing out (FOMO) and encourage prompt response.

Offer Incentives

Provide a compelling reason for readers to click on your CTA. Whether it's a discount, freebie, bonus, or access to exclusive content, make sure your CTA conveys the value they will receive by taking action.

Use Persuasive Language

Employ persuasive language to compel readers to click on your CTA. Appeal to their desires, needs, or pain points, and emphasize the benefits they will gain. Phrases like "Unlock the Secrets," "Transform Your Life," or "Discover the Power" can help create intrigue and captivate their interest.

Optimize for Clarity and Visibility

Ensure that your CTA stands out visually. Use contrasting colors, larger fonts, or buttons to make it easily noticeable. Position your CTA strategically within your email so that it's visible without excessive scrolling.

Test and Iterate

Conduct A/B testing with different variations of your CTAs to determine which ones yield the best results. Test different wording, colors, placement, and design elements to optimize your CTAs for maximum effectiveness.

Concluding with Impactful Closing Statements

Reinforcing the Key Message

As you reach the conclusion of your email, it's essential to reinforce the key message you want your readers to remember. Restate the main point or call to action in a concise and compelling manner.

This ensures that your message remains fresh in their minds and increases the chances of them taking the desired action.

Summarizing the Main Points

Provide a brief summary of the main points discussed in your email. This helps to reinforce the value and relevance of your content. Summarize the key benefits or takeaways that your readers can expect from acting upon your message.

Highlighting these key points reminds them of the value you offer and why they should continue engaging with you.

Encouraging Further Action or Response

In your closing statements, encourage your readers to take the next step or engage further. This could be inviting them to visit your website, follow you on social media, reply to the email, or explore additional resources.

Don’t be afraid to explicitly state the desired action, it’s exactly what your readers need to continue toward the desired outcome.

Use persuasive language to create a sense of excitement and urgency, compelling readers to act immediately. Phrases like "Don't miss out," "Take advantage now," or "Get started today" can encourage them to take action and make a lasting impression.

Remember to maintain a professional and courteous tone in your closing statements. Express gratitude for their time and consideration, and let them know that you value their engagement and feedback.

We’re all done with writing the email and answering the various aspects of what is email copywriting - now it’s time to make sure the recipients are having the best experience with it.

Optimizing for Mobile and Accessibility

Designing Emails for Mobile Devices

With the increasing use of mobile devices for accessing emails, it's crucial to optimize your email copy for a seamless mobile experience. Always pay attention to:

Responsive Design

Use responsive email templates that automatically adjust the layout and formatting to fit different screen sizes. This ensures that your email appears properly on various mobile devices, enhancing readability and user experience.

Concise and Scannable Content

Mobile users often skim through emails, so keep your content concise and scannable. Use shorter paragraphs, bullet points, and headings to make your message easily digestible. Highlight the most important information to capture readers' attention quickly.

Clear CTA

Ensure that your CTAs are prominently displayed and easily clickable on mobile devices. Use large buttons or tappable areas to facilitate effortless interaction. Keep the CTA text concise and action-oriented to encourage mobile users to take immediate action.

Optimized Images

Optimize images for mobile devices to ensure faster loading times and minimize bandwidth usage. Compress images without compromising quality and use alternative text (alt text) to provide context for visually impaired recipients.

Ensuring Accessibility for All Recipients

Accessibility is essential to ensure that your email copy is inclusive and can be accessed by all recipients, including those with disabilities. Here are some accessibility guidelines:

Alt Text for Images

Include descriptive alt text for images to provide a textual description of the visual content. This allows visually impaired recipients using screen readers to understand the context of the images.

Clear and Readable Fonts

Choose fonts that are legible and easily readable, even at smaller sizes. Avoid using decorative or complex fonts that may hinder readability. Use sufficient color contrast between the text and background to improve visibility for visually impaired individuals.

Structured Headers

Use proper HTML structure to organize your email content with headings. This helps screen readers navigate through the email and allows visually impaired recipients to understand the hierarchy of the information.

Avoid Relying Solely on Color

Do not convey important information solely through color. Make sure that critical information, such as error messages or required fields, is also communicated through text or symbols to accommodate color-blind recipients.

Keyboard Accessibility

Test your email's navigation and functionality using only a keyboard. This ensures that individuals who rely on keyboard navigation can easily interact with your email without the need for a mouse or touch screen.

When you use these steps, you create a user-friendly experience that accommodates different devices and diverse audiences, which in turn increases trust in your brand - not to mention the chances of doing business with you.

Now that we’re finished with the creation and the layout, let’s see now how to determine whether your emails are doing their job properly.

Testing and Iteration

Importance of Testing and Analyzing Results

Testing and analyzing the performance of your email copy is crucial for refining your approach and maximizing effectiveness. When you do A/B testing, spam check, or QA, your ROI might go up by 28%, according to statistics.

By gathering data and insights, you can make informed decisions to optimize your emails and achieve better results.

Here's why testing is essential:

Data-Driven Decision Making

Testing allows you to collect data on various elements of your email, such as subject lines, CTAs, content, design, and timing. When you analyze this data, you can identify patterns, understand user behavior, and make data-driven decisions to improve your email copy.

Continuous Improvement

Testing helps you identify strengths and weaknesses in your email copy. It provides an opportunity to refine your approach based on real-world results. Through continuous improvement, you can fine-tune your emails to better resonate with your audience and drive desired results.

Increased Conversion Rates

Test different variables and you can optimize your emails for higher conversion rates. Small changes in subject lines, CTAs, or content can make a significant impact on the success of your email campaigns. Testing allows you to identify the most effective strategies that generate the best response from your audience.

A/B Testing Strategies

A/B testing is a common and effective method to compare two versions of an email to determine which one performs better.

Here are some A/B testing strategies for email copy:

Subject Lines

Test different subject lines to see which ones generate higher open rates. Experiment with variations in length, tone, personalization, or urgency to discover what resonates best with your audience.

Call to Action (CTA)

Test different CTAs to determine which ones drive higher click-through rates and conversions. Vary the wording, placement, color, size, or design of your CTAs to find the most compelling option.


Explore the impact of personalization in your emails. Test personalized vs. non-personalized content to see if customization increases engagement and response rates.

Content Structure

Experiment with different content structures, such as long-form vs. short-form content, storytelling vs. bullet points, or detailed descriptions vs. concise summaries.

Iterating and Improving Email Copy

Testing is not a one-time process but an ongoing practice for continuous improvement. After analyzing the results of your tests, iterate and refine your email copy accordingly.

Here's how you can improve your email copy over time:

Incorporate Best Performers

Identify the elements that consistently bring positive results and incorporate them into future emails. Use the winning subject lines, CTAs, or content approaches as a baseline for future campaigns.

Learn from Mistakes

Analyze the underperforming elements and learn from them. Understand why certain strategies didn't work and avoid repeating the same mistakes. Use the insights gained to optimize your future email copy.

Stay Updated

Keep up with industry trends, best practices, and changes in your target audience's preferences. Continuously learn and adapt your email copy to align with evolving needs and expectations.

Avoiding Common Mistakes

Hey, we’re all human after all - we all make mistakes sometimes. And our beloved AI sidekicks are no different. Some of us experience writer’s block, some don’t have time to get creative, and some of us just aren’t writing experts.

These are the most common mistakes I’ve personally seen in email campaigns. Once you’re able to identify them, it will be a piece of cake to overcome them:

Overusing Jargon and Industry-Specific Terms

While it may seem natural to use these terms when communicating with your target audience, it can create confusion and alienate readers who are not familiar with the terminology.

Avoid assuming that everyone understands the technical language and strive for clarity and simplicity in your messaging. Use plain language that can be easily understood by a broader audience, making your emails more accessible and inclusive.

Neglecting Proofreading and Editing

Sending out emails with spelling errors, grammatical mistakes, or typos can significantly undermine your credibility and professionalism. Take the time to carefully review your email copy, checking for errors in spelling, grammar, and punctuation.

Consider using proofreading tools like Grammarly or asking a colleague to review your content to ensure it is error-free. A polished and well-edited email reflects positively on your brand and instills confidence in your readers.

Failing to Personalize Emails

Personalization is a crucial aspect of effective email copywriting. Failing to personalize your emails can lead to disengagement and lower response rates. Generic, one-size-fits-all messages lack the personal touch that resonates with readers.

Instead, strive to understand your audience's preferences, needs, and interests. Tailor your email copy to address them individually, using their name, referencing their previous interactions or specific interests. Personalization creates a sense of connection and relevance, increasing the likelihood of engagement and response.

Being Overly Sales-Oriented or Spammy

Bombarding your recipients with excessive promotional content, aggressive sales pitches, or misleading claims can damage your brand reputation and lead to high unsubscribe rates.

Instead, focus on providing value and building relationships with your audience. Offer helpful information, insights, or exclusive offers that genuinely benefit them. Strive for a balanced approach, delivering a mix of promotional and informative content while maintaining authenticity and transparency.

Email Copywriting: A Game Changer for Your Marketing Strategy

So what lies behind the question What is email copywriting? Mastering the art of persuasion, offering the best solutions for your audience, and continuously improving the way you serve your customers.

By following the guidelines and strategies outlined in this comprehensive guide, you're equipped with the knowledge and tools to craft emails that captivate, engage, and drive results.

So, put these insights into practice, experiment, and refine your approach to excel in the world of email copywriting. Remember to adapt these principles to your unique audience and industry, and don't be afraid to test new ideas and iterate based on the results.

And in case you need a helping hand with writing your next email campaign, I’ll be right here behind that blue button all around the website - don’t hesitate to click it.

Rooting for ya!

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