The art of writing awesome email marketing copy

The average ROI generated by email is an impressive £35 for every £1 spent. So it comes as no surprise that email marketing is the preferred channel to communicate with consumers across the entire customer lifecycle.

But with so many businesses finding success with email marketing, the inbox is becoming increasingly crowded. Which means you need to stand out from your competitors more than ever.

Yes, email marketing has come a long way in the past few years. But there is one element that remains consistent in achieving this. Writing awesome email marketing copy.

No matter how beautiful your email looks, if it’s missing a scintillating subject line, a clear call to action, or is straight-up irrelevant to the reader, your email is going to get ignored, deleted, or even junked.

Some will argue that writing awesome email marketing copy is an art. But don’t be overwhelmed. We’re here to offer you 5 steps to help you write email copy that converts.

Write for your audience

Wouldn’t it be wonderful if your product or service was irresistible to every potential customer?

Of course it would! But unfortunately, if you try to write email copy that appeals to every possible reader, then you will end up with copy that appeals to nobody.

Instead, write with a clear vision of your recipients in mind. Tailor your message, positioning, and tone of voice to your audiences’ demographics, questions, challenges, goals, and aspirations to really pique their interest.

You may even have segments for different audience personas. Aim to create a different email for each of these, tailoring your copy specifically to each one.

For example, Bali Body understands that their audience is largely made up of young, health-conscious beauty-enthusiasts who are active on social media platforms such as TikTok.

Make the most of personalisation

Nearly half of consumers are likely to engage more with retailers who send offers that are relevant and interesting to them. Therefore, personalisation seems like a no-brainer when it comes to email copy. Even better, it doesn’t have to be overly complicated.

At a basic level, something as simple as using the recipient’s first name in the subject line or first line of copy can have an immediate positive impact. But if you want to get more advanced, there are tonnes of options, including personalised send times, offers, or recommendations.

One of our favourite tactics is personalised product recommendations based on past purchases, as Amazon famously does. This can be filtered through to promotions, cart abandonment, post-purchase follow-ups, and replenishment and renewal campaigns.

Craft an irresistible subject line

Still overlooked by many brands, the subject line is key to getting your recipients to take the first step in email engagement. Opening.

In fact, 47% of email recipients open emails based on the subject line alone.

You could write an entire guide on subject lines. Actually, we have! But to keep things simple: they should be short, encourage urgency, and pique curiosity.

There are multiple ways of achieving the above. You could ask a question. Offer statistics. Be controversial. Use emojis. Or simply make your recipient chuckle.

Below are some examples of simple but effective subject lines, using a variety of the above techniques.

Keep it short and snappy

Some businesses have a bad habit of trying to cram an entire essay into a singular email. This not only makes it difficult for the reader to skim and glean the overall message, but it can also result in reduced click-throughs and engagement.

Therefore, keep your copy short and snappy. Instead of writing paragraphs, focus on finding individual, compelling words that encourage that all important click-through.

Keeping your overall message focused on a singular goal will help you to achieve this. Consider what point you are trying to make with your email. And what action you want the recipient to make.

Then ensure that every word within your email copy is focused on achieving this.

Clothes retailer, Nasty Gal, are a perfect example of focused, short, and snappy copy. Every word is aimed at encouraging a click-through, whilst also remaining on-brand and engaging.

Don’t overlook the CTA

And now we come to the final step within an email. The call to action.

The use of a compelling, persuasive, and powerful CTA will help you to guide recipients through the next steps and through the buying cycle.

Just like your copy, the CTA should be simple and bold. Yes, the less text the better. But that doesn’t mean you should overlook the importance of CTA copy.

Consider simple and strong action words that tell the recipient exactly what you want them to do: ‘Sign up’, Buy’, ‘Get started’ and ‘Order’ are all particularly effective. You can even add some urgency, for example “Buy now!” or “Sign up today!”

MyProtein excel in using a variety of powerful CTAs which encourage a click-through whilst also remaining informative on what the next steps will be for the recipient.


Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere