Email marketing continues to be one of the most profitable and effective means of reaching customers. Some studies even say it can get you an ROI as high as 40%!

Simply sending emails to a list of contacts won’t cut it, though. Your list has to be perfectly clean and well-segmented, and the copy of your email has to be top-notch. And while clean, well-built, segmented lists are a matter of planning and organization, copywriting is, well, a bit different.

Good email copy lives on the edge between art, craft, and technique. It’s both creative and effective. It is born from a thorough understanding of psychology, language, and technical knowledge.

Sounds difficult, but it doesn’t have to be. Want to write effective copy? You’re in the right place. In this guide, we’ll go over some tips and best practices for crafting effective email copy to drive more conversions and get a better return on your investment.

Keep reading to find out more.

Key Elements of Effective Email Copywriting

Not all email copy is created equal. And not every type of email requires the same copywriting concepts. But generally, if you have to narrow it down to a simple set of basic rules for email marketing, it all comes down to:

Subject lines

As the first thing recipients see, subject lines play a pivotal role in grabbing attention and increasing open rates. Across industries, more than 66% of all marketing emails don’t get open. If you want your emails to not fall on deaf ears (or eyes, in this case), you need to make sure your subject line attracts and entices your audience immediately.

Think of it this way: if you’re at the farmer’s market and nine different people sell tomatoes, who will you buy from? Maybe it’s someone you’ve purchased from before, maybe it’s the one with better prices, or maybe it’s a stand with a specific type of tomato. Whatever it is, you do it because everything is on display and catching your gaze in different ways.

The same goes for subject lines. They have to stand out amongst a sea of other emails and make the recipient want to open yours.

Some tips for writing effective subject lines include:

  • Keeping it short and concise (50 characters or less)
  • Using action-oriented language (see below a list of action words, for example)
  • Personalization with the recipient’s name or location
  • Creating a sense of urgency or FOMO (fear of missing out)
  • A/B testing different subject lines to see which one performs best

Additionally, consider the fact that most email clients will use certain trigger words to detect spam emails. Make sure your messages don’t land in people’s junk folders by avoiding trigger words such as:

  • Urgent
  • Free leads
  • Info you requested
  • Make money
  • 100% free
  • Please read

Remember, as well, that emojis are (still) a debatable choice. 

On the one hand, they make your email subject lines pop – which is great. On the other hand, they can be perceived as childish and unprofessional, and they might not always work in B2B email marketing. Take care to understand your target audience and what they like. 

The best way to know with a fair degree of certainty if your audience likes emojis is to test it. Send different versions of the same subject line with and without the emojis, and see which ones get the best open rates.

Preheaders

While often overlooked, preheaders are an important part of email copywriting. They appear after the subject line in most email clients and provide a sneak peek into

A well-crafted subject line can spark curiosity, prompt urgency, or offer a compelling reason to click. To create compelling preheaders, 

  • Complement the subject line. Ensure that your preheader adds value to the subject line rather than repeating it. This provides additional context and entices the recipient to open the email. 
  • Keep it brief. Aim for a concise preheader, ideally under 100 characters. This ensures it remains visible across various email clients and devices. 
  • Use actionable language. Incorporate verbs or call-to-action phrases that encourage readers to take the desired action, such as “Discover more” or “Don’t miss out.” 
  • Create urgency. Instill a sense of urgency by highlighting limited-time offers or upcoming deadlines to prompt immediate engagement. 
  • Personalize when possible. Include the recipient’s name or specific interests in the preheader to foster a sense of connection and relevance. 
  • Consider mobile users. Keep in mind that many users check emails on their mobile devices, so ensure that your preheader is optimized for smaller screens while remaining coherent. 
  • Test different variations. Just like subject lines, experiment with various preheader texts to see which resonates best with your audience and drives higher open rates. 

Opening lines

Once the subject line successfully captures attention, a strong opening line is crucial for hooking the reader and setting the tone for the remainder of the email. The opening should engage the reader immediately, whether through a thought-provoking question, an interesting fact, or a relatable scenario. 

This initial connection can encourage readers to continue reading and invest their time in your message.

To make your opening lines compelling and enticing, keep in mind that most copywriting is built on specific formulae. Some of the most popular copywriting formulae include:

  • AIDA (Attention, Interest, Desire, Action) 
  • PAS (Problem, Agitation, Solution) 
  • The 4 Cs (Clear, Concise, Compelling, Credible) 
  • FAB (Features, Advantages, Benefits) 
  • Storytelling

Body content

Structuring the body of the email effectively is vital for maintaining engagement. As a general rule, most email marketing messages are short, snappy, and get to the point. Depending on the situation (such as an email from the CEO explaining company changes), this formula may differ. However, the body content should typically follow these guidelines:

  • Use short paragraphs – Long blocks of text can be overwhelming and uninviting to read. Keep your paragraphs concise and easy to digest.
  • Incorporate visual elements – Adding images, videos, or GIFs can make the email more visually appealing and break up chunks of text.
  • Be conversational – Write in a friendly tone that mimics a conversation with a friend rather than a formal letter. This makes the email more engaging and relatable.
  • Focus on benefits – Rather than listing features or details about your product or service, highlight how it will benefit the reader specifically.
  • Use bullet points and lists – Breaking up information into bullets or numbered lists helps to highlight key points and makes the content easier to scan. This is particularly effective for busy readers who quickly want to grasp the essentials without sifting through lengthy paragraphs.
  • Segment your audience – Tailoring your message based on audience segments can significantly enhance engagement. By understanding the different interests and pain points of your recipients, you can craft personalized content that speaks directly to them, increasing the likelihood of interaction and conversion.

Call-to-action (CTA)

Every effective email copy must conclude with a clear and actionable CTA. This element guides the reader toward the desired action, whether it’s making a purchase, signing up for a webinar, or downloading a resource.

Effective CTAs are often visually distinct and use action-oriented language, creating a sense of urgency or exclusivity. Examples include “Shop now,” “Join free today,” or “Get your exclusive discount.”

Clear CTAs can significantly increase the likelihood of conversion by providing a straightforward next step for recipients. But good, effective CTAs go beyond just clarity. The colors you use, how many CTAs you use in your email, how you personalize them can all have an effect on how willing people are to click the button (and eventually finish their purchase).

Email Copywriting Strategies for Success

Aside from the basic rules and best practices mentioned in the previous section, there are also email copywriting strategies and techniques you should master to ensure the effectiveness of your marketing emails

Understanding your audience

Knowing your audience is the cornerstone of effective email copywriting. Understanding their needs, preferences, and pain points enables you to create content that resonates with them. This begins with conducting thorough research to identify the demographic and psychographic traits of your audience.

Tools like surveys, analytics, and social media insights can provide valuable data. Furthermore, segmenting your audience allows you to tailor your messages to different groups based on factors such as age, location, shopping behavior, or previous interactions. 

By treating your audience like individuals rather than a homogenous group, you can enhance engagement and foster stronger connections.

Here are some more tips on how to make sure you have a thorough understanding of who your audience is:

  • Create buyer personas
  • Analyze data and insights with tools like Google Analytics
  • Conduct surveys or polls

Create buyer personas

Developing detailed buyer personas is essential in guiding your email copy. A buyer persona is a semi-fictional representation of your ideal customer based on real data and some educated speculation about their demographics, behaviors, motivations, and goals.

To create effective personas, consider conducting interviews with existing customers and analyzing customer feedback. Each persona should include specific attributes like age, occupation, preferences, and challenges they face. Having well-defined buyer personas helps you tailor your content and messaging, ensuring they align with the interests and needs of your target audience.

Remember that buyer personas are not rigid, and you shouldn’t consider every customer as “just one persona.” Depending on your business, you might have to deal with several personas – and don’t be surprised if they overlap!

Personalize your content

Personalization is key to making your email content engaging and relevant. Strategies may include addressing recipients by name, segmenting your audience to send tailored messages, and recommending products based on past purchases.

Incorporating personal touches based on browsing behavior, location, or demographic information can greatly enhance the reader’s experience. Furthermore, utilizing dynamic content that changes based on the recipient’s preferences can elevate engagement levels, making your emails feel more tailored and thoughtful.

Remember that “personalized email copy” goes far beyond name tags. It’s about making sure every email sounds like it was written to one person, instead of to all people. Personalization can include using a person’s name, but it can also involve including details about their recent purchases or interactions with your brand.

Examples of audience-focused emails

There are many ways to build emails that focus on your audience.

For example, you could segment your list based on where they are in the funnel. If, for example, someone visited your website (but didn’t checkout and buy), you could send them a follow-up email (if you have their email address and consent, of course).

For instance, here’s an email from Lamborghini that does exactly that (just in case, you know, you forgot to check out your luxury car products):

Or take a look at this example from Nonny, an email that goes out to people who have either checked out the specific product page when it wasn’t in stock or people who set up a restock reminder:

Get creative with how you segment and personalize your email and build copy around that. A message that speaks to everyone is easy to ignore, but one that speaks to you is considerably more enticing.

Crafting persuasive messages

To write persuasive email copy, employ techniques designed to convince your recipients to take action. Some of the best ways to make your emails more persuasive include:

  • Focus on a clear and compelling subject line that grabs attention and encourages the recipient to open the email 
  • Use concise and engaging language to convey your message and maintain the reader’s interest 
  • Incorporate storytelling techniques to create an emotional connection and illustrate the benefits of your offer 
  • Include a strong call-to-action that clearly guides the reader on the next steps you want them to take 
  • Leverage social proof, such as testimonials or case studies, to build credibility and trust in your brand and its offerings 

Using emotional triggers

Emotional triggers play a crucial role in enhancing the persuasive power of your emails. People are often driven by feelings rather than facts, so appealing to emotions such as joy, fear, gratitude, or excitement can be highly effective. For instance, a brand might share a heartfelt story of how their product helped customers overcome challenges, positioning the offering as more than just a financial transaction—it becomes a means to an emotional end.

Highlighting benefits over features

When crafting email copy, it’s important to concentrate on the benefits of your product or service rather than just its features. Readers want to know how your offering will improve their lives or solve their problems.

For example, instead of stating that a software program has a user-friendly interface, explain how this interface saves time and increases productivity. By ensuring that your emails focus on the reader’s needs, you’re more likely to capture their attention and prompt action.

Employ effective storytelling

Incorporating storytelling into your emails can significantly boost engagement. Sharing relatable narratives or customer success stories draws readers in and makes your message more memorable. Ensure your stories align with your brand values and resonate with your audience’s experiences, creating an emotional connection that encourages them to engage with your content further.

Some of the best storytelling techniques for email copy include:

  • Create a captivating narrative that draws readers in from the first sentence. 
  • Use character development to make your audience feel connected to your message.
  • Build tension and anticipation to keep readers engaged until the end (this works best with longer emails, but it can work with short ones too)
  • Incorporate vivid imagery your audience can relate to, so that you bring your story to life and resonates with your brand
  • Divide your audience into distinct groups to tailor stories that speak directly to their experiences and interests
  • Remember that the main goal of your email copy is to showcase your product(s) or service(s) as the sidekick. Your customer is the hero, you are just there to help them realize their full potential

Optimizing for readability and engagement

To ensure your email content is easy to read and engaging, pay attention to some best practices for formatting and structure:

Format for clarity

Utilizing headings, bullet points, and short paragraphs can vastly improve the readability of your emails. This organizational structure allows readers to quickly scan content and locate essential information without feeling overwhelmed. Clear, concise writing combined with visual breaks will keep your audience engaged and more likely to retain your message.

Craft attention-grabbing headlines

Crafting compelling headlines is critical in drawing readers into your email. A well-written headline should be intriguing, concise, and relevant to the content that follows. Consider using action words, posing questions, or creating a sense of urgency to capture attention immediately. Testing different headlines can help you identify what resonates best with your audience.

Incorporate visual elements

Visuals—such as images, graphics, or videos—can enhance engagement levels in your emails. Visual content breaks up text, making it more appealing and digestible. Ensure that all visual elements are relevant and enhance the message rather than distract from it. Consider A/B testing different types of visuals to determine which formats yield the best results.

Testing and Refining Your Email Copy

To optimize performance, it’s essential to test various elements of your email copy consistently.

A/B Testing

Conducting A/B testing involves comparing two versions of an email to see which yields better results, whether in engagement rates, click-throughs, or conversion metrics. Test critical components such as subject lines, CTAs, or even entire layouts. The insights gained from these tests can inform future campaigns and help refine your approach to email marketing.

Analyzing results

Analyzing test results is pivotal for making data-driven improvements. Gather data on open rates, click rates, and conversions to understand what works and what doesn’t. Digging deeper into the analytics can reveal audience behaviors and preferences, allowing you to fine-tune your strategy for future emails.

Iterative refinement

Email copywriting is not a one-time activity but a continual process. Employ iterative refinement by regularly revisiting and revising previous emails based on performance feedback. Keep an eye on industry trends and shifts in audience preferences to ensure your messaging remains relevant and effective.

Common email copywriting mistakes to avoid

While email copywriting can significantly impact engagement and conversion, certain common mistakes can hinder effectiveness.

Lack of clarity

Clear and concise messaging is crucial for successful email communication. Vague or convoluted language can leave your audience confused and disengaged. A lack of clarity in your message can lead to misinterpretation and a failure to act. Focus on being straightforward and ensuring your audience understands the key point of your email from the outset.

Ignoring the CTA

A strong, visible call-to-action (CTA) is vital for guiding readers toward your desired outcome. Failing to include a CTA or making it weak can significantly impact the performance of your emails. Make sure that your CTA stands out and clearly states the action you want the recipient to take.

Overloading with Information

Avoid overwhelming your readers with too much information at once. Focusing on key messages and making them easily digestible can prevent reader fatigue. Use bullet points, succinct sentences, and inviting formatting to draw attention to the most important aspects of your email.

Examples of effective email copy

To illustrate the principles of effective email copywriting, let’s explore some successful email examples:

Here’s Monday.com describing a couple of their features:

email from monday.com

Then there’s this example from Loom that’s packed with action words, while keeping a fairly clean layout:

Loom email example

And finally, this clever email from PandaDoc shows how you don’t need flashy images or formatting to get your message across. Notice how they flatter their audience in a tasteful way, as well:

PandaDoc email example

Effective email copy templates

Lost for ideas? Here are some basic email copy templates you can use as a starting point for different types of emails your business might have to send out:

Promotional Email Template

Subject Line: [Exciting Offer] Unlock Your Exclusive Discount Today!

Hi [Customer Name],

We hope this message finds you well! We’re thrilled to announce a special promotion just for you. For a limited time, enjoy [specific discount or offer] on our [product/service].

Why You’ll Love It:

  • Experience [brief description of benefits or features].
  • Join countless satisfied customers who have [mention a positive outcome related to the product/service].

But hurry, this exclusive offer ends on [expiry date]. Click the button below to start saving!

[Call-to-Action Button: “Claim Your Discount”]

Thank you for being a valued part of our community!

Best, 

[Your Name] 

[Your Company]

Tips for personalizing this template:

  • Use the recipient’s name. Personalizing the greeting with the recipient’s name helps create a sense of connection and makes the email feel more tailored to them.
  • Segment your audience. Divide your email list into specific groups based on demographics, preferences, or past behavior to craft messages that resonate more deeply with each segment.
  • Reference past interactions. Mention any previous purchases, subscriptions, or engagements the recipient has had with your brand. This demonstrates attentiveness and enhances the relevance of your offer.
  • Tailor content to interests. Use data analytics to understand your audience’s preferences and interests. Customize the email content to reflect these insights, such as recommending products or services based on their past choices.

Informational email template

Subject Line: This month’s news from [Company Name]

Preheader: Make your life [insert here unique selling proposition statement]

Hi [Subscriber Name],

We’re excited to bring you this month’s news from [Company Name]! As part of our commitment to keeping you informed and engaged, we’ve rounded up some highlights and updates that we think you’ll find valuable.

Here’s what’s new this month:

  • Product Launch: We’re thrilled to announce the arrival of our latest product, [Product Name]. With features such as [specific features], it’s designed to make your life easier and more enjoyable. Check it out on our website!
  • Upcoming Events: Join us for our upcoming webinar on [date], where we’ll discuss [topic]. It’s a fantastic opportunity to learn more about [related interest] and connect with our community.
  • Customer Spotlight: We love hearing from our customers! This month, we’re featuring [Customer Name/Company] and how they successfully used our products to achieve [outcome]. You can read the full story on our blog.

Remember to stay connected with us on social media for daily updates and exclusive content. We appreciate your support and look forward to bringing you more exciting news next month!

Best regards, 

[Your Name] 

[Your Company] 

[Contact Information] 

Here’s how you could personalize this specific informational email template:

  1. Engage with visuals: Use high-quality images, infographics, or videos to enhance the message and break up text. Visual content can capture attention and convey information more efficiently than words alone.
  2. Highlight user-generated Content: Incorporating testimonials, reviews, or content created by your users not only builds trust but also fosters a sense of community. Showcase how real customers engage with your products or services.
  3. Include useful resources: Provide links to relevant articles, guides, or tools that can benefit the reader. By adding value through external resources, you position your brand as an authority and a helpful companion in their journey.
  4. Optimize for mobile: Ensure that your email design is mobile-friendly. Since a significant portion of emails is opened on mobile devices, responsive design, and concise text improve readability and engagement for users on the go.
  5. Use the recipient’s name to create a sense of connection and make the email feel tailored. 
  6. Segment your audience by dividing your email list based on demographics, preferences, or past behavior for more resonant messages. 
  7. Reference past interactions to demonstrate attentiveness, mentioning previous purchases or engagements with your brand. 
  8. Tailor content to interests by utilizing data analytics to customize recommendations based on the recipient’s preferences and past choices. 

Transactional email template

Subject Line: Your Order Confirmation #[Order Number]

Preheader: Thank you for your purchase! Here’s a summary of your order. 

Hi [Customer Name], 

Thank you for your recent purchase from [Company Name]! We’re excited to confirm your order #[Order Number], and we want to provide you with all the details you need. 

Order Summary: 

  • Product Name: [Product Name] 
  • Quantity: [Quantity] 
  • Total: [Total Amount] 

Your order is being processed and will be shipped to [Shipping Address]. You can expect to receive an email with tracking information once your package has shipped. 

If you have any questions or need assistance, please don’t hesitate to reach out to our support team. We appreciate your business and look forward to serving you again! 

Best regards, 

[Your Name] 

[Your Company] 

[Contact Information] 

Here are some tips on how to personalize this transactional email template:

  1. Include specific product details: Personalize the email by incorporating detailed descriptions of the purchased items, including product images or links to related products. This not only reinforces the customer’s choice but also encourages future purchases.
  2. Use the customer’s previous order history: Reference past purchases to create a sense of familiarity and show your appreciation for their loyalty. You might recommend complementary products or services based on their history.
  3. Provide tailored support options: Offer personalized support by including direct contact information for customer service representatives who are familiar with the customer’s account or previous interactions. This adds a personal touch and enhances customer satisfaction.
  4. Send follow-up recommendations: After the order confirmation, follow up with personalized care tips or usage recommendations for the purchased product. This demonstrates your commitment to customer satisfaction and fosters a lasting relationship with the buyer. 

Conclusion

Effective email copy is a cornerstone of building strong relationships with your audience. 

It’s how you relate to your audience, how you get to know them, and how you tailor your messages to meet their needs and interests. Personalization, segmentation, and using the best copywriting formulae and techniques can all help you create emails that are effective from every perspective. 

From open rates to conversion rates, good copy will smash your KPI targets and help your business grow.