Email Copywriting Guide for 2023 (+7 Practical Tips)

In this guide, I’ll go over the definition of email copywriting, including its three main components (plus one extra). Then, I’ll share seven practical tips to help you master email copywriting.

What is email copywriting?

Email copywriting is the act of writing the text of an email with the intent of converting new or existing customers, whatever that conversion may be. “Conversion” can mean anything from signing up for a newsletter, downloading an e-book, etc., not just a sale of some sort.

Before going into tips on mastering email copywriting, I want to dissect the format of a good sales email.

All effective sales emails have three main components, with a less important fourth additional component on the side:

  • Subject line: Your subject line is the first impression recipients will get from your email, and heavily influences your email open rate. According to Backlinko, 47% of recipients open emails based on just the subject line.
  • Email body: The body of your email is the bulk of the message. This can include product details, social proof, and/or generally valuable information that leads to the call to action.
  • Call to action (CTA): Your CTA is what tells your readers to do after reading your email, e.g. signing up for your newsletter, downloading a report, et cetera. According to the Signal, a single, clear CTA in your sales email can increase sales by 1617%.
  • Signature: This is the least integral part of an email, but having a personal signature or brand signature at the bottom of your email’s content can help embed you or your brand in the recipient’s mind, and keep you top of mind throughout the sales process.

Now that I’ve elaborated on email copywriting and the components of an effective sales email, here are some email copywriting tips you can start using effective immediately.

7 Tips to Help You Master Email Copywriting

Here are 7 practical tips that’ll help you master email copywriting:

  1. Write a Strong Subject Line: The subject line is the first thing your subscribers see, and it determines whether they will open your email or not. Use a strong, attention-grabbing subject line that communicates the value of your email. For example, “Limited Time Offer: 50% off All Products!”
  2. Know Your Audience: Understanding your audience is key to writing effective email copy. Research your subscribers and segment your list based on their interests and behavior. Use language and tone that resonates with your target audience. For example, a B2B company might use a more formal tone with industry-specific language, while a B2C company might use a more casual and friendly tone.
  3. Focus on Benefits, Not Features: Instead of simply listing the features of your product or service, focus on the benefits it provides to your subscribers. Explain how it solves their problems or makes their lives easier. For example, a health supplement company might focus on the benefits of their product, such as increased energy and improved immunity, rather than simply listing the ingredients.
  4. Use Storytelling: People connect with stories, so use storytelling to make your email more engaging and memorable. Tell a personal story, share a case study, or use customer testimonials to illustrate the value of your product or service. For example, a nonprofit might share a story of how their organization has helped a specific individual or community.
  5. Use a Conversational Tone: Use a conversational tone that feels like you’re talking to a friend. Avoid using overly formal or technical language, and instead use everyday language that your subscribers can easily understand. For example, a clothing company might use a friendly and conversational tone, using phrases like “Hey there!” or “We’ve got some great new styles to share with you!”.
  6. Keep it Short and Sweet: People have short attention spans, so keep your email copy concise and to the point. Use short paragraphs, bullet points, and subheadings to break up text and make it easy to scan. For example, an event company might use bullet points to list the key details of an upcoming event, such as the date, time, location, and ticket price.
  7. Include a Clear Call-to-Action: Every email should have a clear and compelling call-to-action (CTA) that encourages subscribers to take action. Make sure your CTA stands out, and use persuasive language to motivate subscribers to click. For example, a travel company might use a CTA like “Book Your Dream Vacation Now!” or “Explore the World Today!”.

Email Copywriting: Final Thoughts

In conclusion, email copywriting is a powerful tool that can help businesses connect with their customers and achieve their marketing goals.

By following best practices such as personalization, segmentation, clear calls to action, and testing, businesses can craft effective email campaigns that engage their audience and drive results.

While the world of email marketing is constantly evolving, focusing on delivering value and building relationships with customers will always be a winning strategy. With a thoughtful and strategic approach, email copywriting can be a valuable part of any business’s marketing toolkit.

If all else fails and you either aren’t writing good email copy or just don’t want to write, then there are a litany of email copywriting services out there that can either do the job for you or make the task much easier using AI.