In a world where inboxes are flooded with promotional messages, a great email copy can be the difference between being ignored and being irresistible.
With the average person receiving 121 emails daily and responding to just 25% of them, it’s no surprise that marketers often wonder, “Did they see my email?”
The secret to cutting through the noise and turning your emails into engagement magnets lies in mastering the art of email copywriting. By creating compelling, action-driven content, you can ensure that your emails not only capture the reader’s attention but also prompt them to take action.
Let’s get started on how.
Table of Contents
What is email copy?
When we talk about email copy, we refer to everything from the subject line that grabs your attention to the opening sentence that hooks you in, the body that delivers value, and the call-to-action (CTA) that prompts you to take the next step.
Think of it as the heartbeat of your email. It’s the text that’s meant to convince, convert potential customers, and help you hit your marketing goals.
To make your email copy effective, it needs to be clear, concise, compelling, and actionable, guiding the reader smoothly from start to finish.
Why is email copywriting important?
The quality of your content writing and copywriting plays a big role in your marketing success. But does that apply to email copy too? Absolutely. A great email copy brings a lot of perks:
Higher open rates. Your subject line is like your email’s first impression. It’s the hook that gets people to click. In fact, research suggests a whopping 47% of email recipients open an email solely based on its subject line. Nail this, and you’re already halfway there.
Higher conversion rates. Once your email is open, you want readers to take action, whether it’s making a purchase, signing up for a service, or something else. Good email copy grabs their interest and shows them why what you’re offering is worth it, boosting your conversion rates significantly.
Stronger relationships. An effective email copy isn’t just about selling; it’s about connecting. When you offer valuable content and address your audience’s needs, you build a stronger relationship with them. This trust makes them more likely to stick around and engage with your brand in the long run.
15 top tips for writing email copy
Now that we’ve covered the basics, let’s get into the best email copywriting tips that will make your emails impossible to ignore.
1. Understand your audience
Before you start writing, you need to think about your audience. Who are they? What are their interests, pain points, and desires? That’s the foundation of effective email copywriting.
Create detailed buyer personas to visualize your ideal reader. This will guide your tone, language, and messaging, ensuring your emails resonate with the people you're trying to reach.
For instance, if you’re targeting busy professionals, your emails should be concise and to the point, offering quick solutions to their problems. If your audience is younger and more casual, you might want to use a more relaxed style of writing.
2. Create a compelling subject line
As mentioned before, your subject line is the first thing that your recipients see and determines if they’ll open your email. Make it count.
- Keep it short and sweet. Aim for 6-10 words.
- Use actionable language. Verbs encourage readers to open the email.
- Spice it up. Use humor, puns, emojis, or intriguing questions if they’re in sync with your brand.
- Create a sense of urgency. Phrases like "Limited Time Offer" can compel readers to act, but use them sparingly. You don’t want to be the brand that constantly calls for urgency.
Here’s an example of Surreal’s email subject line. It’s a curiosity-sparking gem. The intriguing question — “Want your face on a billboard?” draws readers in, making them eager to learn more.
Bonus tip: If you’re struggling with subject lines, Brevo’s AI Assistant makes writing them easy. It knows all the techniques to make your emails stand out in the inbox. Available in our email editor, learn more here.
3. Make use of preview text
Preview text is your second chance to grab attention. It serves as the bridge between the promise made in your subject line and the content within your email. Make sure it captivates the reader and compels them to open your email.
Given the subject lines are typically short, the preview text is an opportunity to complement and enhance them. You can use it as an extension of your subject line to answer a question or simply to complete a thought.
Here is a good example of a preview text finishing off the thought on the subject line — working together in perfect harmony.
4. Start with an engaging opening line
You’ve got a few seconds to hook your reader once they open your email. Here’s how to make those seconds count:
- Pose a captivating question that speaks directly to their interests or pain points.
- Share a relevant fact or statistic. Use data and numbers to grab attention and build trust right from the get-go.
- Use humor, but use it wisely. Be mindful of email etiquette.
Here’s an example of an interesting email marketing copy from Stranger Love Beverages. The opening line grabs attention with playful irony, suggesting that ignoring finances and indulging in online shopping is endorsed by top economies.
It then smoothly transitions into a promotion, offering a 15% discount. The lighthearted tone seamlessly blends humor with a call to action.
5. Personalize your emails
Personalized emails generate 5.7x more revenue than generic ones. With everyone vying for a spot in your recipient’s inbox, personalization is your best bet to stand out. To do it effectively:
- Use the recipient’s name. “Dear subscriber” might suffice, but “Dear Smith” is much more personal and engaging. It shows you’re speaking directly to them.
But personalization shouldn’t stop at the salutation. Including the recipient’s name naturally into the body of the email can create a stronger connection. In fact, studies show that emails with a first name in the body copy have a slightly higher open-to-click rate, proving that this small touch can make a difference.
- Tailor content according to customer behavior. Personalize emails based on actions your customers have already taken. This could include previous purchases, resources they’ve downloaded, or content they’ve engaged with.
For example, if a customer recently bought a camera, an email suggesting accessories for that camera is far more relevant and engaging than a generic sales pitch.
- Personalize wisely. Get personal, but not too personal. Too much personalization can seem unnatural and diminish its impact. So, reserve it for emails where a personal connection is truly impactful.
Pro tip: Use the recipient’s name sparingly in subject lines to avoid coming across as too pushy. However, for special occasions like a discount offer or a new product launch, adding the recipient's name (e.g., “Smith, it’s finally here”) can make your email feel more exclusive and increase the likelihood of it being opened.
6. Segment your email lists
Sending the same email content to everyone on your email list doesn’t work anymore. To truly engage your audience, effective email copywriting requires email segmentation based on specific criteria like behavior, demographics, and interests.
For instance, if you run an online fitness store, you might have segments for yoga enthusiasts, runners, and weightlifters. This way, you can tailor your content to fit each group’s needs, making your emails more relevant and engaging.
Good to know: Highly segmented emails tend to have high open and click-through rates because they speak directly to the recipient’s needs and interests.
7. Write a clear and compelling call-to-action (CTA)
While the main message of your email does the heavy lifting, the call-to-action (CTA) is what seals the deal. Think of it not just as a call-to-action but as a call-to-value. Your customers are essentially asking, What’s in it for me?
Your CTA buttons should clearly emphasize what the recipient will gain, not just what they should do. To make your CTAs irresistible, focus on the value they offer. For example:
- Instead of Sign up now, say Create your website.
- Replace Get started with Discover your perfect plan.
- Change Start your free trial to Experience premium features free.
Remember to stick to one CTA per email. Multiple CTAs can confuse your recipients and dilute your message. Focus on the primary action you want them to take.
Also, make sure your CTA aligns with your landing page offer. The weight of your CTA copy should match what’s being delivered. Don’t overpromise in your CTA and underdeliver on the landing page. Keep it honest and aligned to build trust and drive conversions.
Further reading: 100+ Email CTA Examples and Best Practices
8. Focus on benefits not features
This is one of the cardinal rules of email copywriting. Focus on the value your product brings rather than only listing its features. In your email copy, be a painkiller, not a vitamin. Painkillers are a must-have, vitamins are nice to have.
For example, instead of saying, "Our toothbrush has soft bristles and a long battery life," emphasize the value: "Our toothbrush ensures a brighter smile and healthier gums." This approach connects with people on a deeper level because they don’t want a better toothbrush, they want a brighter smile.
In the same vein, make sure your emails offer something they can’t resist. Whether it’s a free guide, a discount, or exclusive content. This way, your emails are not just informative but also offer real, tangible benefits.
9. Use social proof
Social proof is a powerful tool to create compelling email content. Success stories, testimonials, reviews, and case studies reassure your readers that others have had a positive experience with your brand.
This not only builds trust but also paints a vivid picture of the positive changes your product can bring to their lives.
Here’s a great email copywriting example from Bite. They’ve used customer reviews as authentic endorsements. They’ve also included recommendations from notable brands, adding credibility and trust to their product.
10. Keep your content skimmable
Most people don’t read emails word for word; they skim. Make your content easy to scan by using short paragraphs, bullet points, and subheadings. Highlight key points with bold text or italics to draw attention to the most important information.
For example, if you’re listing the benefits of a product, use bullet points to break them down into digestible chunks. This makes it easier for the reader to quickly grasp the value of your offer.
11. Keep it conversational
Remember, an email is a personal medium. Your emails should feel like a one-on-one conversation, not a sales pitch. Write as if you’re talking to a friend, using simple, clear language and a friendly tone. Avoid jargon and overly formal language that can create distance between you and the reader.
For example, instead of saying, “We are pleased to offer a discount,” you could say, “Hey, we’ve got a special discount just for you!” This makes the email feel more personal and engaging.
Pro tip: Write in second-person POV (you/your). This makes your audience feel like you’re speaking directly to them, not just sending out another mass email.
12. Tell a story
People love stories — they’re engaging, memorable, and can create a lasting connection. Weaving a narrative into your emails is a powerful way to hook your audience and keep them reading.
Whether it’s a customer’s success story, a behind-the-scenes look at your brand, or a relatable scenario, a well-told story resonates on a personal level. Just make sure the story aligns with your brand to avoid confusing your recipients.
13. A/B test
A/B testing is a common practice among marketers, but knowing what to test is what sets a successful email campaign apart from an unsuccessful one. As far as email copywriting is concerned, test:
- Subject lines and measure the impact on email deliverability and open rates.
- Email copy with different messages, key selling points, and styles. Not small wording changes.
- CTAs. Experiment with different wordings to see which one resonates most with your audience.
Before you start doing A/B testing, you need to make sure people are opening your emails before you start optimizing their content.
A/B testing is one of Brevo’s many email marketing features
14. Ensure compliance and privacy
In an era where data privacy is a major concern, it’s essential to ensure your email marketing practices comply with regulations like GDPR and CAN-SPAM guidelines. Make sure you have permission to email your subscribers and provide easy unsubscribe options.
Also, be transparent about how you use their data and take steps to protect their information. You can do this by including a privacy statement at the bottom of your emails, along with a clear unsubscribe link. This not only keeps you compliant but also builds trust with your audience.
15. Use AI
AI has become a game-changer for email copywriting. More and more companies and ecommerce brands are turning to AI to stay competitive, improve productivity, and create high-converting content.
For example, Bank of America used AI for both subject lines and email copy, achieving 26% year-over-year digital sales growth in Q2 2021. That's the kind of impact AI can has.
But AI doesn’t just stop at automation. It dives deep into data, analyzing trends, behavioral patterns, and language nuances. This allows AI to create content that triggers emotions, such as curiosity, urgency, or excitement, in your audience.
And the best part? You can train AI to mirror your brand voice, ensuring your emails remain authentic and compelling.
How to write engaging email copy with the Brevo AI Assistant
Ready to take your email marketing campaigns to the next level?
Brevo’s AI Assistant can provide suggestions for subject lines, opening sentences, and full email templates based on your objectives and audience.
A snippet of Brevo’s AI email generator
It’s available for free in our email editor. Here’s how to get started:
- Sign up: Create a free account with Brevo if you haven’t already.
- Access the AI Assistant: Open the email editor and activate the AI Assistant.
- Define your goals: Input the objectives of your email campaign.
- Generate content: Let the AI assist you in creating subject lines, opening sentences, and email body content. Adjust for tone, readability, and more.
- Personalize and optimize: Customize your emails and optimize send times using Brevo’s tools.
- Launch and analyze: Send your emails and track their performance with Brevo’s analytics.
Pro tip: Use Brevo’s detailed analytics to fine-tune your email marketing strategy. Keep refining based on what resonates best with your audience.
