Email Copywriting: Tips and Best Practices

Email Copywriting: Tips and Best Practices

There is no doubt about the fact that your content can fetch you great results. Using your content, you can attract prospects and close more sales. As a salesperson or marketer, you have to write several email copies for your campaigns. Email Copywriting is a time-consuming task that involves the following 

1. Writing a subject line that strikes a chord and makes the recipient open the email. Here’s our Free Subject line generator tool.

2. A compelling email body that the recipient can relate to. 

Despite all these efforts, the open and click-through rates may not be too impressive. There may be certain details that you might be missing out on while crafting your email.  

Tips to expert email copywriting

15 Email Copywriting Tips

1. Gather knowledge about your audience

First of all, you should gather knowledge about your target audience. Only then it is possible to connect with the prospects. Otherwise, you can’t write a compelling email copy to convert prospects into paying customers. 

Consider personalizing the email by researching the prospects and making it seem as though you have written it especially for them. Mention their interests and address their pain points. 

2. Use an impressive subject line.

The email copywriting process should have a special focus on the subject line. Readers will not open the email until and unless it doesn’t seem interesting or relevant to them. In a way, it decides the fate of your email. You must invest time in making the subject line engaging enough to fetch you great results. 

Here’s what all you have to bear in mind while writing your subject line,

a) Keep it short – The open rate of short subject lines is the maximum, so it is ideal to keep it only six to ten words long. The short email subject lines get more attention because of the increasing use of mobile devices for reading emails. People like to check emails on the go instead of using their desktops. While long subject lines look good on desktop browsers, they get cut off on the screens of mobile devices. When readers can’t read the subject line, why would they even bother to open the email? Thus optimizing your email subject line for mobile devices is important. 

b) Use action verbs – Use phrases that create a sense of urgency. The readers should understand what you expect them to do by simply looking at the subject line.

c) Ask a question – When you use a question in your subject line, there are more chances of getting higher clicks. Ask reasonable questions that seem relevant to the prospects without looking annoying. It would be best if you never used clickbait in the email subject line, or else the recipient will never trust you again, and you would lose them for good. 

d) Make most of the human tendencies – Tap the potential of human curiosities by creating a sense of urgency in the email subject line. The FOMO or fear of missing out tactic works every time. You can mention a time-limited offer or a last chance to grab a deal. If you can draw the recipient’s attention that way, you can expect them to open the email. Nobody would want to miss a good opportunity; you just have to convey it convincingly in the subject line. 

e) Use real people’s names in the sender’s name field – Make sure the sender’s name of the email is the name of a real person. As you reach out to prospects personally, your email should not look like a generic email generated by a robot. It makes the reader feel better to see the email coming from a real person instead of a company name.

3. Leverage the power of preview text

Users on mobile devices decide whether or not to open the email based on the preview text. It is essential to bear in mind that what you promise in the subject line has to be there in the preview text. Use it to give the readers an idea about the contents of the email. They will open it if it seems relevant to them. Keep it as short and brief as possible.

4. Add a personal touch

The clear-cut fact is that your email copywriting should have a personal touch in it to close more deals. To infuse the personal touch in emails, your email copy should sound like a direct conversation with the customer. Though you may be sending the email to hundreds of people, never show that in your email copy. Keep the tone conversational to bring in some warmth. Only then will you be able to connect with the recipients properly.

In addition, you have to personalize the email to make it seem exclusive for each recipient. 

However, the chances are that you will be sending out hundreds of emails in one go, and personalizing each of them would be a challenging task. That is why you have automated cold outreach tools like SalesBlink that help you personalize cold emails at scale in a few clicks. 

5. Don’t use industry jargon.

When writing your email copy, it is crucial to avoid using industry jargon. The aim is not to show your knowledge of the industry but to help them alleviate their problems. You have to show them how your product or service can work towards overcoming their challenges. There is no need to use technical words that the average prospect cannot understand. If the email copy is loaded with jargon and is difficult to understand, the prospect will ignore you and move ahead, leaving you at a loss. 

6. Use ‘you ‘instead of ‘I’

Write your email copy in the second person, i.e. use ‘you’ and ‘your’ in the sentences. You may have to use ‘we’ and ‘our; in your sentences. However, it is better to keep the counts as low as possible and write more in the second person because you have to focus on the customer and not yourself (the business). It may seem to be trivial, but it does matter a lot. 

7. Keep it short

Nobody has the time or interest in reading long and boring emails filled with praises for your product or service. If you are writing lengthy copies, you must stop doing so. Instead, focus on getting right to the point.

Tell your prospects how you can help them and what you expect from them. Talking about the structure and format of the email copy, keep enough white space in the text by breaking up paragraphs and using spaces properly. Add bulleted lists and keep your sentences short for more clarity.

You may use graphics to capture your reader’s attention but don’t go overboard and make the email look tacky. There has to be a good balance of both text and images. 

8. Avoid sounding spammy

If your email copy is too salesy and has several words that make it look like spam, the spam filters of email service providers will hold the email. It will prevent your email from hitting the inbox of recipients. So, try not to use words and phrases that are aggressively salesy. It is better to avoid using trigger words or use them only sparingly in your email copy. Some of them are ‘Be your own boss’, ‘free’, ‘extra cash’, ‘save big’, ‘risk-free’, ‘buy now’, ‘no cost’. The list of such words is quite long. 

9. Be relevant

Avoid sending the same email to all the email addresses in your mailing list. Not everyone on your list will find every email you send relevant to them. If that continues to happen repeatedly, it would increase the unsubscribe rate, and you would lose your prospects. 

To address this issue, you have to segment your mailing list based on different criteria. It can be age group, the buying habits of prospects, how long they have been on your mailing list, and several other factors that suit your industry. 

10. Highlight benefits instead of features

If you keep talking about your product’s features, your email copy will lose its spark. That is something that most people do in emails, so how do you outshine them? The answer to that is by focusing on the benefits of purchasing your product or service. It will give recipients a reason to buy your product. People most often don’t care about what the product features are. They are only interested in knowing what it can do for them. That is what you have to tell them in your email copy. It can be anything from helping users carry out their tasks easily to saving their time so that they wind up for the day early. 

However, it is not that you shouldn’t reveal product features at all. Just remember that when doing so, you should lay more emphasis on how the product will make the prospect’s life easier.

11. Try narrating a story

Not long ago, people used to share knowledge and learn new things through stories. You can also use this approach in your email copywriting process. The main reason that makes storytelling relevant to sales and marketing emails is that it places one in the story’s situation and makes the person feel what the story’s characters go through. That is what makes a story memorable. You can therefore find it beneficial when you add it to your email copy. 

There is another way to share a story in your email copy, and that is by adding the testimonials of satisfied customers. They work as social proof and go a long way in building trust. 

12. Make moderate use of emojis 

It is common for salespeople to use emojis in their email subject lines and body. The chief reason to use emojis is to look different from the rest of the email subject lines in cluttered inboxes. You can see better open rates when you add emojis to your email subject lines, which is why many salespeople are using this practice. Emojis further optimize emails for mobile devices where your subject lines will be shorter upon replacing a word or phrase with an emoji. In your email copy, emojis help convey your message better and evoke emotions in the reader’s mind. However, you have to use emojis only when it suits the overall tone of your brand. Your target audience should not find it out of context and forced. 

13. Add a CTA

Email copywriting is incomplete without a relevant CTA. Every email should have a CTA or call-to-action at the end of it. Your email copy should be such that it drives the reader to take action mentioned in the CTA. 

While writing your CTA, you have to bear a few things in mind, such as the following,

a) Make use of action words as much as you can in your CTA. There should not even be the slightest confusion in the recipient’s mind while reading the CTA. It should tell the recipient exactly what action they should take.

b) Redirect the recipient to the web page that is relevant to the wordings of your CTA. It should not look like you tricked the recipient, which can be similar to breaking their trust. Avoid making the recipient navigate web pages to reach where you promised to land them in your CTA. 

c) Stick to basics while creating CTAs if you don’t have time. Simple CTA buttons that say ‘Learn more’, ‘Read more’ may sound ordinary, but you aim to convey a clear message even if it is not out-of-the-box. You can still get results when you stick to the not-so-creative CTAs. 

However, avoid adding more than one CTA to an email and make sure that it is simple to follow. If you add too many CTAs, the chances of the reader getting confused and abandoning your email are high. And they would end up not clicking on anything. That is why you should stick to only a single CTA that is clear and to the point. 

14. Proofread thoroughly

Thorough proofreading before hitting the send button is an essential part of email copywriting. You may have spent days on every detail of the email, but it can cost you your customers if you forget to check your copy for spelling mistakes. No matter how well-designed your copy is, it will look shabby when there are mistakes in something as basic as grammar and spelling. If you are short of time, you can use automated tools to check your copy. 

15. Perform split-testing or A/B testing

Email copywriting has a scientific angle as well. Split-testing them is a great way to ensure that your email campaign is a success. Split-testing or A/B testing involves sending two versions of an email with a certain amount of variation. You have to track the performance of both and reject the one that is performing below the set benchmark. You have to repeat this process to ensure that your emails keep improving. 


Engaging email copywriting skills are a prerequisite for closing more deals. As it is a part of the initial communication, it can make or break your image. Now that you know how to write marketing emails, you can expect good open and click-through rates. Follow all the tips and tactics mentioned above to get the maximum benefits out of your email campaign. 

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