Email Copywriting

Beginners Guide to Email Copywriting 2024

A friend of mine who owned a small online business struggles to get customers to open her marketing emails. After a bit of research online, she revamped her email copywriting strategy. She started personalizing her emails with the customer’s name and preferences.

She crafted her subject lines so well that they caught people’s attention. Her emails now had clear CTAs, guiding customers to shop the latest collections or join exclusive events.

With these changes, her email open rates soared, and her sales increased. Customers felt connected to her brand through the engaging stories and personalized messages in her emails. Her business thrived in the competitive online market.

Well, that’s the magic behind email copywriting.

Key Insights

1. Call-to-action (CTA) is crucial for driving action in email copywriting. It guides recipients on what to do next, whether to purchase or sign up.

2. You must use a conversational tone and address prospective clients directly.

3. Craft a catchy subject line that entices recipients to open emails. Keep it short and creative.

4. Construct your words clearly to avoid errors. Focus on the product/service offers and the benefits. 

What is Email Copywriting?

Email copywriting is the art of writing persuasively. It involves creating compelling and engaging messages that resonate with your audience and encourage them to take a desired action. Email copywriting is like conversing with someone, but instead of using your voice, you’re using words on a screen. It’s a way to build relationships, establish trust, and ultimately drive sales and growth for your business.

As a beginner, it might be petrifying or formidable to understand where and how to start, But with this guide, I’ll be breaking it down gradually.  The goal of email copywriting is to write words that are so compelling and persuasive that people want to take action, such as buying a product, donating to a cause, or learning more about a topic. 

7 Email Copywriting Tips

  1. Understand your audience, tailor your email to resonate with them, and understand their needs and challenges.
  2. Make your subject line clear and concise. It should be brief and still be able to convey the primary purpose of your email.
  3. Using conversational tones makes the email interactive and exciting to your audience.
  4. Be focused on what matters, such as your product’s benefits and how it can benefit your audience.
  5. Always proofread before sending your emails to avoid grammar or spelling errors.
  6. Ensure your email is optimized for easy accessibility on mobile devices.
  7. Include social media proof and add reviews from existing and previous customers; this can be very essential in building trust. 

How to Write an Email Copy

  1. With email copywriting, the best thing you can do to make your audience interested in opening your email is to begin your email with a catchy and captivating subject line; this is one way to get their attention. 
  2. Personalize your email by addressing your audience directly and customizing the content to their interests or needs. 
  3. Personalize your greetings and add the customer’s name if possible. Introduce yourself or your company briefly, and state the reason for the email upfront. 
  4. ensure your message is clear and concise in the email’s body. You can also focus more on the benefits and value.
  5. Feel free to develop compelling content that resonates with your audience, like telling a story. 
  6. Include a clear call to action at the end of your copy that guides your audience through the next steps.
  7. Maintain a professional tone throughout the copy and end the email with a friendly/polite closing; include your name and relevant contact information. 
  8. Make sure to proofread your emails before sending them. This will enable you to spot and correct any grammatical errors and typos. 

When it comes to writing good email copy, grabbing your audience’s attention from the start is crucial. Starting off with an enticing email subject line will make them want to open the email. You want to make sure you grab the reader’s attention right from the start. While writing the main body, please keep it clean and ensure it is easy to understand and engaging. Make sure to go straight to the point. 

3 Examples of a Good vs Bad Email Copy

An effective email copy should be clear, concise and focused on providing value to the audience. Let’s outline a few examples of a good vs bad email copy. 

Example 1 

Good email copy

Subject: Exclusive Offer JUST FOR YOU: 50% off your favourite products!! 

Hi God’sgift, 

We hope you’re doing well! As one of our loyal customers, we would like to express our gratitude by offering you an exclusive 50% discount on any of your favourite products.

You’ve been consistent with us, and we recognize your consistency. You can try this limited-time offer out at a special price. 

Click on the link below to redeem your discount: [link] 

Best, 

Jadfer’s enterprise 

Note the catchy subject line, polite greeting, and friendly conversational tone that were implemented in this example. 

Bad email copy

Subject: LIMITED TIME OFFER! 

Dear customer, 

Get a 50% discount on any of your favourite products! 

Hurry! This is a limited offer! 

Click on the link below to redeem your discount: [link] 

Best, 

Jadfer’s Enterprise 

This is a bad email copy because the subject is too vague, and the tone is urgent and less friendly, no greetings or personalization and it is too focused on the discount making it look pushy. 

Example 2

Good email copy

Subject: Stay in the know: Our monthly newsletter is here! 

Hi God’sgift, 

We hope this email finds you well and ready for some exciting updates! 

This month, we’re highlighting the following:

  • An exclusive discount just for our newsletter subscribers.
  • Our new product release
  • A unique opportunity to get our company’s latest updates 

I wish you a successful and secure month ahead. 

Best regards, 

Jadfer’s Enterprise

This is a good email copy because the subject line is inviting, the email tone is friendly, the body of the content is clear and concise, and it highlights the benefits of the newsletter.

Bad email copy

Subject: Newsletter – May Newsletter 

Dear customer, 

Here’s our latest newsletter, packed with updates and promotions!

  • New product releases
  • Special discounts that will be announced soon
  • Company news 

Best, 

Jadfer’s Enterprise 

This is a bad email copy because the subject line is not catchy, the tone is too formal.

Example 3 

Good email copy

Subject: Share Your Thoughts With Us To Help Us Create a Better Experience! 

Hi God’sgift, 

We’re committed to delivering the best possible experience for our customers, and we need your help! 

By taking our quick survey (just 5 minutes!), you’ll be helping us:

  • Improve our product offerings
  • Enhance our customer service
  • Create a more personalized experience for you.

Click on the link to share your thoughts: [link] 

Best, 

Jadfer’s Enterprise 

This is a good email copy because the subject line is more personalized, and the main body explains the benefits and reasons for taking the survey. The tone is friendly and appreciative, which is crucial. 

Bad email copy

Subject: Fill Out This Survey! 

Dear customer, 

Take our quick survey to help us improve our products and services. 

Click on the link below to start: [link] 

Best, 

Jadfer’s Enterprise 

This is a bad email copy because the subject line is aggressive and less inviting, the main body is brief and lacks context, and the tone is too formal. 

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Conclusion

Effective email copy is crucial for businesses to connect with their audience, build relationships, and drive results. Companies can create compelling emails that resonate with their customers by avoiding common pitfalls and incorporating best practices.

Take the first step towards improving your email copy by reviewing your current campaigns and identifying areas for improvement. Ask yourself: Are my subject lines engaging and personalized? Are my contents clear and concise? Am I providing value to my customers? Are my CTAs influential and prominent? 

Making your emails personalized, engaging, and beneficial makes you a better email copywriter. This can build stronger relationships with your audiences and drive better results.

 

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