Email Copywriting: 8 Tips to Create Compelling Emails 

Email copywriting impacts open rates as well as customer engagement and click-through rates to your site for conversions, so getting it right is important.

Email Copywriting

Photo by Ben Maffin on Unsplash


Email copywriting is easy. The tricky part is to make it sound easy and yet valuable. So, although it’s tough to establish your brand emails as something your subscribers look forward to, do not fret, dear copywriter! You, too, can write emails that your subscribers can’t wait to open, thanks to your ingenuity and the knowledge we’re about to share with you in this blog. 

This article offers 8 strategies to help you craft emails that do more than just get opened. Whether it’s about figuring out who you’re writing for, how to write subject lines that get open, writing in a tone that resonates with your reader, or emphasizing the value of your offer, we’ve got you covered. 

So, just relax with a cup of coffee (or tea; we won’t get into that debate) and prepare to supercharge your email writing skills. Let’s jump right in! 

Here are 8 tips to help you write email copies that serve their purpose. 

1. Know Your Audience 

Connecting with your target demographic and motivating them to take action are the two most important goals of email copywriting. That’s why it’s so crucial to zero in on your specific demographic and their wants and needs. 

Tips on How to Research and Analyze Your Audience 

  • Developing buyer personas is a valuable research technique. You may think of these “personas” as fictitious representations of your ideal customers, complete with demographic information like age, gender, and geography, and psychographic data like interests, values, and beliefs. 
  • Email campaigns and website traffic analysis are other methods for learning about your target demographic. 
  • Google Analytics and similar programs can monitor site traffic and determine the most popular pages your audience is visiting. 
  • You can conduct user testing, focus groups, and surveys to learn more about their problems and what drives them. 

2. Craft an Attention-Grabbing Subject Line 

When crafting an email, the subject line is the most crucial sentence. It’s the first thing people will see, and it’s here that they decide whether they want to open your email or not. That’s why writing a subject line that gets read and prompts action is so very important. 

Tips on How to Craft a Subject Line That Catches Attention 

  • Don’t write subject lines that don’t tell the reader anything about the content. Instead, focus on the core point you want to make or the value you want to convey. 
  • Using a sense of scarcity or urgency in your subject line is another powerful tactic. Use phrases like “while supplies last” or “just X remaining in stock” to create urgency. 
  • Personalized emails with the recipient’s name and other details will likely be read and appreciated. 
  • Use jokes, wordplay, or intriguing questions to interest the reader in opening your email. 


3. Personalize Your Message 

One of the keys to crafting an engaging email copy is personalizing the message. Personalizing your message to each reader boosts the impact and encourages them to take action. 

Tips on how to personalize an email message

  • Include the recipient’s name in the greeting and elsewhere in the email to make it more personal. 
  • Another helpful strategy is segmenting your email list according to demographic or behavioral criteria. 
  • Emails with dynamic content can be tailored to each recipient based on your information about them. 
  • A personal tale or insight shared with the receiver will help you sound more genuine and authentic to them.


4. Keep the Copy Concise and Clear 

While crafting the email copy, it is essential to ensure that your message is clear and easy to understand. Every day, people are inundated with hundreds of emails. And they will need more time and energy to sift through lengthy, confusing messages. So, it’s essential that your email copy is crisp.

Tips on how to write clear and concise emails

  • Refrain from bombarding the receiver with a bunch of ideas or requests all at once in an email. Instead, zero in on only one central idea or call to action.
  • Refrain from assuming your reader will be conversant with any jargon or highly technical terminology you use. To get your point across, ditch the jargon and utilize plain English.
  • Employ subheadings, bullet points, and brief paragraphs to make the material easier to read. 

5. Use a Conversational Tone 

A conversational tone is bound to pique the reader’s interest and generate a positive response. On the other hand, overly formal or sales-sounding emails might be off-putting to many recipients. However, this also varies according to your industry.

Tips on how to write in a conversational tone

  • Complex language constructions, jargon, and buzzwords can be off-putting. Instead, go for a tone and style that sounds and reads naturally.
  • Personal pronouns like “you” and “I” are another powerful tool. This makes the email more personable and exciting by creating a sense of two-way communication with the reader.
  • Using some wit allows you to show your unique voice in your writing. 


6. Highlight the Benefits 

When crafting an email copy, it’s crucial to highlight the advantage of the product/offer rather than its characteristics. However, features should be included when describing your product or service to potential customers. 

Tips on how to focus on benefits rather than features

  • Consider who you’re writing for, why they need your product or service, and what problems you are trying to solve
  • Use the “you” language rather than “we” language. 
  • Provide specifics on how your product or service can benefit, rather than making blanket promises like “better your life.” To give an example: “Use our product to cut down your morning routine time by 30 minutes.”
  • If you present your offer as a story, consumers are more likely to pay attention to it and take action. 


7. Include a Call to Action  

An email marketing campaign is only complete with a strong CTA. While the email copy makes your subscriber want to buy something, it’s with a clear and compelling CTA that you push the subscriber further to take action. 

Tips on how to create a compelling call to action

  • Identifying your end goal is the first step in crafting a compelling call to action. What action do you want the recipient of your email to take? Be clear on the call to action you’re writing, whether it’s clicking a link, making a purchase, or signing up for a free trial.
  • Next, your email’s call to action (CTA) should be front and center. Use bright colors or eye-catching visuals to grab the reader’s attention. 
  • Use precise wording in your call to action. Replace “click here” with more precise language, such as “Get started today” or “Claim your offer.” Well, you can also write a really unique, creative CTA copy to grab attention. 


8. Test and Optimize 

If you want your email marketing campaigns to achieve the desired success, you must test and optimize your email copy. For example, you may increase your open rates, click-through rates, and conversions by evaluating data and adjusting based on the findings. 

Tips on how to test and optimize email copy

  • To find out what gets your emails opened the most, try out a variety of subject lines. Your email’s content, layout, and CTA are just some of the features that can be tested. 
  • Find the weak spots, like the subject line or the messaging, and strengthen them using data analysis.
  • If your click-through rates are low, consider streamlining your messaging or making your call-to-action more obvious. 


By implementing these tips, you can improve the performance of your email marketing campaigns and achieve better results. So, what are you waiting for? Put these tips into action and start crafting compelling emails your subscribers can’t resist!