Email Copywriting Guide [Including Email Copywriting Examples]

Are you struggling to write an effective email copy that truly resonates with your audience? Not to worry you are not alone because there are many marketers out there who are facing the same challenges just like you with their email copywriting. 

The main reason why there are always issues with email copywriting is because it often sounds impersonal or relies on AI assistants for a quick fix. Using these tools can be helpful, but the results often lack the personal and strategic touch needed to promote real engagement and conversions.

Regardless of whether you’re an experienced marketer who hasn’t yet understood the art of copywriting, a newbie ready to learn, or someone trying to improve your skills. This guide will cover all you need to know to make your email copywriting job valuable.

In this guide, you will learn about how to write an effective email, with an example from popular brands, and a few tips to write an email copy that converts.

What is Email Copywriting?

Email copywriting is the process of creating text and content for emails, which are often used for marketing goals. Product emails, promotional emails, welcome emails, follow-up emails, and other sorts of marketing emails are all written by merchants and small company owners to appeal to existing or new customers.

Email copywriters provide original email content that aligns with a brand’s goals and content marketing strategy. For instance, a sales email aimed at generating conversions for the introduction of a new product is not the same as an email aimed at directing readers to a particular blog post or landing page.

Whatever your goal may be, writing an effective email copy can determine whether the receiver opens or deletes your message or even unsubscribes from your mailing list.

6 Steps on How to Write Effective Email Copywriting

Here are some guidelines on how to write marketing emails that effectively engage your audience and motivate them to take action.

1. Set clear goals

The first thing you need to do before you write an effective email marketing copywriting is to identify the primary goal of your email campaign. You might be aiming to increase your business sale conversions for new products and drive more traffic to your website or another sales or marketing goal.

After you have set your goal, the next thing is to use your email copy to invite people to take a specific action with direct and clear CTA buttons.

2. Stay consistent with your brand voice

The next step to take when creating email copywriting is to keep in mind the specific style of your brand voice. Always make sure to write your content in your brand tone. For instance, the writing style of a technological business with a serious and educational tone will be different from that of a clothes brand with a youthful target demographic and an edgy brand identity.

3. Deliver on your subject line

Write captivating subject lines that highlight how your content, promotional offer, product, or service can benefit the reader, and then follow through on those promises. Making false promises in your subject line can negatively affect your brand’s reputation and reduce your email deliverability.

Always remember to stay conscious of the promises you make in your text and meet those promises.

4. Use active language

Another step to follow when creating email copywriting is to use active language; this will help your readers feel connected with your content. Always use actionable language in your copy to bring the reader’s attention to your calls to action. 

Stick to brief sentences in the active voice, and utilize the second person to talk to your reader directly when applicable. You can lose your email subscribers if you write emails with lengthy, complex paragraphs or excessive industry jargon. 

5. Focus on benefits

Highlight the benefits of your email, such as lower prices on a new product, a free membership trial, or pertinent information. Identify the needs of your target audience and the areas in which you can provide solutions for their problems. 

6. Optimize your emails

Last but not least, make sure your emails are optimized. You can enhance your email marketing strategy with the use of email marketing tools and software like Shopify Email, which offers segmented subscriber list formats, configurable email templates, and up-to-date information on important metrics like click-through, open, and response rates.

Email deliverability can be increased and time can be saved by using software tools that automate email sequences for tasks like re-engaging old customers, welcoming new subscribers, and following up on abandoned shopping carts.

4 Best Email Copywriting Examples

Creating a unique and perfect email copy can be difficult, and email copywriters can frequently need additional inspiration and ideas for their email copy. If you agree, we’ve compiled a list of the best email copywriting examples for you to use as a guide. 

1. PayPal

One of the most effective strategies to increase your CTR and entice people to take action is to use attention-grabbing words and phrases. Use “last chance” or “don’t miss out.” to get customers to click on your email for exclusive discounts and bargains.

We like this PayPal example since it’s brief and to the point, capturing your attention with only a few words. You can grab customers’ attention by using phrases like “you’re invited to,” which gives them the impression that you’ve made them an irresistible offer or exclusive bargain.

If you use attention-grabbing language like this, customers will want to know more about your goods and services.

2. Grammarly

Any email marketing campaign must maintain a user’s interest. Additionally, keeping your emails as brief as possible is one of the best strategies to keep both your existing and future clients interested enough to read through to the finish.

Grammarly performed an excellent job of persuading the reader to find out more about their offerings. Their email is brief, direct, and contains a useful call to action (CTA) urging the user to read and learn more about their offerings.

Writing brief, snappy emails like Grammarly is the best option if you want to increase your email’s click-through rate.

3. PartyLite

Asking your customers to take action is crucial since a meaningful call to action (CTA) in your emails can boost your conversion rate by 28%. Your call to action can involve using a coupon, buying, learning more, browsing your products and services, and more.

This PartyLite CTA seems compelling to us. In their email, they clearly advertise a 20% discount and encourage customers to browse their candle and fragrance collection online.

An email marketing campaign with a single, relevant call to action (CTA), such as PartyLite, can significantly boost conversions and sales for your company.

4. Secret Escapes

As previously stated, copywriting for email marketing is a great means of build a connection with and creating personalized messaging for your target audience.

These customized emails are ideal for engaging your target audience and getting them to click on your link to learn more about your products and services. Actually, you can increase your open rate by 41.8% by sending personalized emails.

This Secret Escapes example effectively offers a customized email by making suggestions based on the reader’s previous searches or purchases.

Personalizing your emails will encourage users to open them and browse your products and services. This will increase your sales.

5. Hersheypark

You must include a lot of photographs in your emails because visual information receives 94% more views than text-only content. You can make sure that your emails are more than just text messages by including visually appealing images and gifs.

Your customer will be able to understand the contents and finish your email if you use visuals to capture and hold their attention.

The use of numerous photos in Hersheypark’s marketing emails is excellent. Their emails contain a lot of eye-catching, colorful visuals and infographics that effectively break up the content.

Text with photographs can help your emails stand out and boost CTR and conversions.

Tips to write an email copy that converts

You need to plan strategically and pay attention to certain details when writing an email copy that converts. Here are some things to think about when writing an effective email copy.

• Specify the purpose of your email.
• Select a framework for copywriting.
• Know your target market.
• Create a conversational email copy.
• Create captivating subject lines.
• Make use of preheader texts.
• Your email copy should be brief and relevant.
• In the introduction, introduce yourself.
• Tell a story.
• Make the copy easy to read.

FAQs on Email Copywriting

1. How do I start email copywriting?

Knowing your audience and their needs is the first step in creating effective email copywriting. Learn the basics of creating great CTAs, clear and interesting body text, and captivating subject lines. Develop your email writing skills and polish your copy with programs like Grammarly and Hemingway Editor.

2. Does email copywriting pay?

Yes, email copywriting is a viable career option. Many companies and marketers pay skilled email copywriters to create engaging and conversion-boosting emails.

3. Is email copywriting hard to learn?

Email copywriting is not difficult to learn, but it does require practice and a strong understanding of marketing ideas. You can become proficient in email copywriting by employing useful tools, practicing frequently, and analyzing examples.