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Copywriting Email Marketing Best Practices

No matter how much of a guru you consider yourself to be, you can always learn more about the craft. No one knows everything and everyone is able to learn something new every day. Copywriters are no different. You can specialize in writing email marketing or opt for individualized email copywriting best practices. Whichever your choice may be, learning more about the art of copywriting can help propel your messages, campaigns, and brand forward. While there are a number of online programs or courses to take regarding copywriting, here are some tips I’ve gathered over the years that have helped me improve my email marketing skills. Copywriting is about captivating your audience. It’s about telling your story in a personal manner, but it isn’t just about words. To create an effective email marketing campaign that delights your audience, there are many additional factors to consider. Let’s cover the fundamentals of copywriting and then build a solid email marketing strategy by incorporating copywriting best practices into email marketing. Email marketing is growing in popularity every day and for good reason: it’s a powerful tool that can convert your clients. I’ve seen businesses turn uninterested prospects into loyal customers just by the application of email copywriting best practices. But wait, there’s so much more than email copywriting to running an effective email campaign! Where do you begin?

Email marketing is a tried-and-true method to get leads, sales and keep customers coming back for more. And it makes sense — when was the last time you deleted an email that looked exciting or informative? Probably not often. Email marketing continues to be relevant because it’s effective. The HubSpot Email Marketing Benchmarks report shows that on average, click-through rates are 4% higher than any other channel outside of paid media. So if we know that emailing people is a great way to connect with them and promote products, how do we craft the kinds of emails they actually want to open and read? Let’s dive in!

Craft a compelling subject line.

  • Make sure the subject line is relevant.
  • Use the recipient’s name.
  • Use numbers, such as “5 Ways” (or a number that will get attention) to make your email stand out in their inbox.
  • Ask a question or tell them something they’ll want to know, such as: “This one simple trick will help you…” or “Are you ready to get started?”
  • State a benefit of reading the email (e.g., learn how to increase conversions by 22%). This makes people want to open up an email with less compelling subject lines because they’re curious about what type of information would be inside of it. It also shows them that this information might be worth their time and effort, which makes your job easier in terms of convincing them to buy from you! When crafting these types of emails keep these tips in mind: Be personal and friendly; use short sentences; use short paragraphs; don’t overuse exclamation points or ALL CAPS!!

Format with your audience in mind.

  • Use a conversational tone
  • Communicate with your reader as if they are your close friend. If you were speaking to someone you knew well and respected, how would you talk to them? Start from this place.
  • Use a friendly font
  • You want the recipient of your email to feel comfortable reading it, so use a font that feels welcoming and familiar for them.
  • Choose friendly colors and layout
  • Your color choices should also be inviting by using warm tones instead of harsh ones like red or black (unless it’s an emergency situation). A basic rule of thumb is that if something makes people feel uncomfortable then they won’t click on it or read what’s inside, so keep this in mind when making decisions about aesthetic elements such as fonts, color schemes, templates etcetera!

Create an effective call-to-action.

The call-to-action is the most important part of your email. It’s what makes or breaks your email marketing campaign. A good call-to-action should be clear, concise and relevant to your audience.

It should also match the offer, brand and campaign.

Using a verb like “book now” or “shop now” will make it more likely that people will click through to your website and complete their purchase or sign up for something online.

Be clear and concise.

Writing an effective email marketing campaign is a tricky business. This is because your audience has been bombarded with so many emails that they’re likely to tune out if you don’t provide something unique and compelling in every single message you send. Even then, it can be difficult to capture someone’s attention—and once you have it, how do you keep it?

Here are some best practices for writing emails that work:

  • Be clear and concise. Use short sentences and paragraphs; bullet points can help break up text into easily digestible chunks of information. A conversational tone will help convey warmth and trustworthiness (even if the subject matter isn’t particularly friendly).

Test before you send.

  • Test subject lines.
  • Test different lengths.
  • Test different times of day.
  • Test different formats (HTML vs. text)
  • Test different call-to-action buttons and images, including the “Send Mail” button, any image links within the email content, or other calls to action like “Learn More” or “Shop Now”. You can also test different offers for your readers by using coupons or discounts in your emails as well as including a link that will take them directly to a product page on your website where they can purchase it from you directly without having to search around for what they want anymore; this is commonly done with digital products such as eBooks or online courses because it saves time but still provides value by giving users a way out if something doesn’t meet their needs once downloaded/purchased!

Consider using A/B testing.

You can run an A/B test using services like Google Analytics or Optimizely. These tools allow you to compare two versions of your email and see which one performs better. You can also see how much revenue each version earned, which will help you choose the best design.

If you’re not sure where to start with your first A/B test, start by sending the same email except change one thing in each version:

  • Change the subject line (but keep it short)
  • Change the body text (or add more content)

Follow up as appropriate.

When it’s time to follow up, you have a few options.

  • Send a thank-you email. Thank your contact for their time and consideration, and let them know how excited you are about the prospect of working together.
  • Send an email with product updates or promotions. If you’ve got new products or offerings, this is the perfect opportunity to get in front of someone who’s already expressed interest in your company or brand. (Not sure what kind of promotion might be appropriate? Check out our guide on effective content promotion.)
  • Offer a discount code or free trial. If they’re not ready yet but could use some convincing, give them an incentive that makes it worth their while—like 20% off if they sign up now!
  • Include links to helpful articles related to whatever problem they’re trying to solve—this way you can capitalize on the initial connection without ever having met face-to-face by providing useful information that educates both parties involved

There is always room for improvement when it comes to crafting email marketing strategies.

As you can see, there are a lot of different factors to consider when it comes to writing email copy. It’s important that you keep your audience in mind and test and refine your copy over time. Follow up as appropriate, and always be on the lookout for new opportunities to improve your strategy!


So there you have it. Start by creating backstories for each of your different characters, then write emails that provide value and make them laugh, sob or nod their heads enthusiastically. Email marketing is a great way to communicate directly with targeted audiences, but the successful implementation of a copywriting email content strategy requires finesse. Copywriters use a variety of strategies to craft effective content that delivers readers exactly what they need when they need it. If you’re looking to improve your email marketing strategy, follow these tips to develop engaging content and dramatically increase your open rates. While there’s no set rules for every email marketing campaign, there are some best practices to consider when creating your email copywriting. Your emails should inform, educate and make people want to take action. If you can accomplish all three of these things, then you’re well on your way to a successful email campaign!

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