Our guide with advice on copywriting for email marketing is here to change things in your favor.

To make your emails convert, you need 3 things: great design, good copy, and an irresistible offer. To make the design part easier, turn to an HTML email editor with tons of templates to start from. Thus, design shouldn’t be a big issue for you. 

Below, we’ll talk a little bit about the offer and focus more on how to start email copywriting and make your efforts bring you more ROI. 

 

What Is Email Copywriting?

Even the most seasoned marketers struggle with writing email copy despite their reluctance to acknowledge it.

Simply put, email copy refers to the words used in emails to persuade, convert potential clients, and achieve marketing objectives.

Therefore, from the subject line to the body copy, the CTA, and the email sign-off, you must adhere to particular strategies to become a proficient email copywriter.

Of course, email copy differs from advertising, social media, and all other types of copy due to its unique core characteristics.

  • It must be compelling with minimal words, avoiding unnecessary content!
  • You have to establish a distinct link between your subject line, copy, and CTA.
  • Excellent copy should be able to transform the act of reading an email into an engaging experience. For example, it should encourage the reader to click on a link, respond to a call to action, or dedicate time to exploring the email and sharing its content.
  • Use copywriting techniques if you want your email to be catchy and conversion-oriented.

Certainly, achieving any of the aforementioned tasks is not simple. Writing emails that work requires a lot of effort. It demands strong writing abilities, creativity, and attention to detail… But trust me, it's not a boring job!

 

Understand List, Offer, Copy

If you are dead serious about copywriting for email, you’ll have to nail these 3 key elements.

List
First of all, understand your "list," which relates to all the people you are targeting in your copy. This could refer to your website's traffic, customer base, subscribers, or even a single person in a personalized cold email.

You should always know the audience you are writing to. The foundation of a successful campaign is often based on understanding their needs and preferences, resulting in improved conversion rates.

Offer
Next, focus on your “offer.” This is the value proposition you will show to your list. 

The offer needs to align with the objective of your email. Simply put, what is the reason behind sending this email?

Explore in detail the intricacies of your product or service, comprehending all aspects, from its characteristics to its creation journey. Creating an enticing pledge that could include assurances or additional benefits is just as important.

An effective and carefully planned commitment can significantly influence your market position, potentially surpassing bigger rivals offering comparable products.

Craft a Great Copy 
Finally, you are about actually to work on your copy. Good preparation is needed here, but it pays off well. Avoid fluff and boring words. Always write straight to the point, with your clients in mind. Let’s get into the copywriting email marketing principles.

 

Tips on Email Subject Lines

  • Keep your subject lines short, under 30 characters.
  • Avoid filler words.
  • Add powerful words like limited, free, you, profitable, exclusive, etc.
  • Use emojis.

 

Storytelling Makes Emails Interesting

When creating email marketing messages, include stories in them. This helps to create trust, build commitment, and foster advocacy. Nearly everyone enjoys a compelling narrative with a captivating storyline and characters that are easy to identify with.

  • Tell the tale of your deal in a way that resonates with customers.
  • Create a feeling of anticipation and convey their strong emotional reaction, leading to the peak of their challenges and how they ultimately prevail.
  • Get more conversions with great storytelling and emotional engagement.

 

Use “You,” Not “We,” in Your Copy

Focus your inner copywriter email marketing genius on your recipients, not on sharing unnecessary information about yourself and your company. Ultimately, individuals who sign up to receive your emails are primarily concerned with how your business offerings can satisfy their needs and offer assistance. In order to be more customer-focused, make sure to use the word "you" more frequently than "me," "we,"  "I," and "us" when writing your emails.