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The Ultimate Guide To Writing Email Copy That Begs To Be Read
How To Write the Most Effective Copy for Your Audience
Tyler Mason
March 24th, 2024
As marketers and creators, we all have a superpower. It’s kind of like what Midas could do (minus the bad parts).
We can turn emails into money.
Effective email marketing has been shown to generate a 36x return on investment (ROI). That’s $36 for every single dollar you put into it. But your email copy needs to be effective to see those returns.
What makes email copywriting effective?
How can I write good email copy?
Are there email copy templates that I should use?
In this all-in-one guide to email copywriting, I’ll share expert tips on how you can write emails that generate sales, engage your readers, and earn you more subscribers than you’ll know what to do with.
Why Trust Me? I write a lot of things, but I’m an email copywriter at heart. I’ve crafted hundreds of successful emails for lead generation, e-commerce sales, newsletters, and service industry businesses. I’ve read the books, taken the courses, and had chats with some of the world’s highest-earning email marketers.
Key Takeaways:
“Good” email copy is relative and should be gauged by the effect it has on your audience.
Readers don’t have time to be bored. Hook them early and keep them engaged throughout your email.
Templates help with efficiency but shouldn’t be used to the detriment of personalization and genuineness.
No email copy is perfect. Craft, test, adjust, repeat.
Table of Contents
What Is Email Copywriting and Why Is It Essential in 2024?
We’ll get into the nitty-gritty in a second. But before we do, it’s important to understand the What and Why of email copy. Because if you don’t know what it is or why it matters, the money you put into email marketing won’t turn into anything.
What is email copy?
To put it in the simplest of terms, email copy is the combination of any words you use in an email. Those words need to have an emotional impact on your readers, persuading them to click a link, buy a product, submit feedback, or subscribe to a newsletter.
Email copy includes:
The subject line and preview text
The header
The email body
The offer
The CTA
And whatever else makes up the plain text in your emails.
Why is writing engaging email copy essential in 2024?
If you want to talk to people, you have to go where the people are. Take one look at the following stats and you’ll see why email is an essential form of communication for any marketer or creator.
As of January 2022:
92% of the digital population in the United States reported using emails
83% used social media
67% used other online messaging apps
Simply put, we can’t afford not to use email marketing in today’s world. And at the same time, more emails are sent today than ever before. How can you be sure your email will stand out in your reader’s inbox?
A bonus to growing an email list: When you have an audience on social media or YouTube, you don’t own your list. That means those platforms can take away your readers, leaving you with great content that has nowhere to go. That’s not the case with email lists. Your audience is your audience, and the only person who can change that is you.
Understanding the Foundations of Effective Email Copy
Imagine someone who constantly tries new diets and health fads. It’s not uncommon to see them scrutinizing a list of ingredients and saying ‘Aha! I KNEW this was in it.’
Here’s the problem: They don’t exercise and they overeat. That person isn’t any healthier than they were a year ago. Because the foundations aren’t there.
The same is true for crafting email copy that captivates readers and leads them from your opening to your CTA. Scannability, deliverability, line editing, and proofreading are all important. But you need the right foundations for any of that to matter.
Here are a few email copywriting tips for your next campaign.
Identifying Your Target Audience
Before you write a single word, you need to identify your target audience. It’s the base for your content strategy, it can determine your voice and tone, and it helps paint a picture of your ideal reader.
A few questions you should ask yourself:
Who am I writing for?
Is my audience industry-specific or more generalized?
What are my goals?
What topics would interest my ideal reader?
Once you’ve determined who you’re writing for, it’s time to move on to how you should write.
Mastering Brand Voice and Tone
My wife received an AARP letter a couple of days ago. Their records show she’s approaching her mid-70s (try 30s) and their marketing copy reflected that. The copy they used works for their target audience, but all it got out of us was a little laugh.
Here’s the key when defining your brand voice and tone (especially when sending a newsletter): write for your audience.
Defining Your Brand Voice
There isn’t a hard rule for what makes a good brand voice and tone. As an email copywriter, most of the emails I send are conversational and casual (sometimes with a bit of humor). That works for my audience.
It also works for newsletter creators like Smart Nonsense. Here’s what I mean.
Other creators might gravitate towards writing that’s more:
Formal
Informative
Authoritative
Corporate
Your brand voice should be a mix of what comes naturally to you and what works for your audience.
Setting Clear Email Goals
Choosing email goals should begin by asking yourself an important question:
Why am I writing this?
Goals will be different for everyone.
X creator wants to provide his readers with up-to-date stock information
Y creator wants readers to submit feedback on their latest newsletter
Z creator wants to boost subscriptions by offering a discount
The best email copy is written with one concise, clear goal in mind. Multiple goals equals confused readers. And confused readers won’t engage with your content.
Crafting the Perfect Email Copy Structure
Imagine if the email copy guide you’re reading was structured like this:
Leveraging Audience Feedback
Conclusion
Customizing Offers Based on User Behavior
What is Email Copywriting and Why Is It Important
Doesn’t make a whole lot of sense, does it? The same goes for effective email copywriting. It’s not enough to have a good idea and proper grammar. The best emails flow naturally from one point to the next.
The Anatomy of an Effective Email
The emails sitting in your inbox are likely varied in their designs and goals. Look under the hood, though, and you’ll find the same structure in each.
The Header
After they open your email, the header is the first thing your readers will see. This is your chance to make a good first impression!
A few key points to remember when designing your header:
Bring out your brand colors, tone, and messaging
Use the header to tease the rest of the email
Remember to consider compatibility with mobile devices
Here’s an email I received from Apple. You can immediately tell where the email came from and, if you’re interested in spending that kind of money on a Vision Pro, the header teases tips for making the ordering process easier.
The Body
Here’s where the real meat of the email copy lies. You have to hook your readers with an engaging story, a personal thought, an eye-opening stat, or anything that gets the emotional reaction you’re going for.
But you can’t let off on the gas. It’s time to:
Be genuine
Personalize the email body copy to your audience
Don’t ramble
Write as much or as little as you need to accomplish your purpose
Here’s an example of awesome email copywriting put into practice.
The topic of that email was the importance of adding dimensionalization to your email copy. But the writer (Sean) didn’t jump directly into it. He pulls you along with a relatable story and, before you know it, you’ve read the email in its entirety.
Now, writing amazing email body copy is great. But don’t forget your goal. What do you want your audience to do after reading your email?
The Call to Action (CTA)
CTAs vary wildly across industries, but they share the same goal: getting your readers to do the thing you want them to do.
That might mean:
Subscribing to a newsletter
Responding to a feedback request
Activating a coupon code or promotional offer
Visiting a product page
The best CTAs are concise, eye-catching, and use actionable verbs. Instead of saying something like “click here” or “sign up now,” you might try:
“Take me there”
“I want more of these emails”
“Give me my 10% off code”
Here’s a CTA from an email that Microsoft sent, advertising their Surface Pro.
See what Microsoft’s email copywriter did? The CTA isn’t “Order Now”, “View Price”, or even “See Features.” Click the link to Explore all the benefits you’ll get by purchasing this computer. I’m putting that idea in my ‘keep’ folder.
CTA Pro-Tip: Don’t be afraid to include more than one CTA in your emails. Placing the CTA at the beginning and end of emails gives readers more chances to click.
Keeping Your Readers Hooked
In ecom emails, your readers should know within a few seconds whether or not it’s something they’re interested in. The best email copy in newsletters can be a bit different.
It’s not enough to hook a reader at the start of your email. You’ll need to provide enough value throughout to keep them interested (and subscribed to your future emails).
Each time you change a thought or jump to a new topic is a chance for your reader’s mind to wander. And once their mind wanders, you’ve lost them.
Why One Is the Most Important Number in Email Copywriting
Ask any seasoned copywriter about how the number ‘one’ relates to copy and I guarantee you’ll get a good (albeit unique) answer. They’ll talk about the power of one. One big idea. One reader. One offer.
Keeping the number one in your mind as you craft email copy will help you stay on topic. It also forces you to smoothly transition between paragraphs.
When creating your next email newsletter, try:
Writing for your one ideal reader
Focusing on one goal
Concluding with one actionable CTA
Utilizing Templates for Efficiency
Creating and using an email copy template reduces the time you spend writing each email, and, since you’ll be creating a template catered to your audience, you won’t lose all the good things that make you, you.
Many email marketing platforms allow users to create and use templates. At beehiiv, creating a template is easy. From the dashboard, go to Write > Posts > top right dropdown arrow > Use Template. From there, you can select one of your existing templates or create a new one.
Writing Engaging Content for Your Emails
“People will not be bored in print. They may listen politely at a dinner table to boasts and personalities, life history, etc.
But in print they choose their own companions, their own subjects.
They want to be amused or benefited.” - Claude C. Hopkins, Scientific Advertising
The book that quote was taken from is called Scientific Advertising, and it was published in 1923. If people wouldn’t let themselves be bored in print more than 100 years ago, how long do you think it’ll take them to lose interest in an email today?
Emails, texts, Instagram, TikTok, YouTube, and Reddit scatter our attention in more directions than ever before.
That’s why writing engaging email copy is so important. When a reader sees your email in their inbox, you only have a few seconds to grab their attention.
Make those moments count.
The Power of an Eye-Catching Subject Line
What’s the last movie trailer you saw? Did it hook you? Did you say “I HAVE to watch that?” Or did you think “Eh, not my thing.”
Email subject lines function similarly. Your subject lines should make a reader immediately think “I need to read that!”
How can you make your subject lines stand out in overcrowded inboxes?
Make them personal
Don’t be afraid to have fun (if it’s on-brand)
Tease the email body copy
Here are a few subject lines that stood out in my inbox. I’m saving these email copywriting examples for inspiration.
“Bowser sucks.” - Really Good Emails
“Oh no, not Cheerios” - Arnold’s Pump Club
“☕ Chatbot fail” - Morning Brew
“📝 50% off Premium ends soon” - Grammarly
And here are a couple that went straight to spam. Avoid subject lines like these!
“Gain Exposure For Your Business With Features In High-Profile Publications”
“RE:tyler:Your Membership has expired! ID#656”
Mastering the Art of Storytelling
So, your subject line persuaded readers to open your email. What now? That depends on your goal.
For newsletter audiences, storytelling is one of the most effective ways to keep a reader’s attention. It helps you build connections and engages their emotions. It makes them internally say ‘What happens next?’
How can I create engaging stories for my audience?
Don’t write from thin air. Tell personal stories and be genuine.
Provide just enough detail to keep your reader engaged without adding fluff.
Get your audience involved. Make them feel like they’re a part of the story.
Here’s a story excerpt from one of our blog posts at beehiiv.
“Imagine you’re shopping for a Bluetooth speaker, and you find exactly what you want. It’s the right shape, size, and color. It has a long battery life and excellent sound quality. The price is less than you expected to pay.
You should be happy, but…
The website where they sell your speaker is frustrating and hard to navigate. When you submit your payment info at checkout, the screen refreshes without acknowledging the sale. You’re not even sure if the order was taken or not, and you have to check your email just to be certain.
Did you see how the writer pulls you into a relatable story with which most people can identify? That’s the kind of effective storytelling we’re talking about. Thanks, Jacob.
Specificity and Dimensionalization
Which of these sentences sounds more impactful?
Email marketing accounts for a massive chunk of total revenue earned.
For every dollar spent, effective email marketers earn $36. That’s a 3600% return on something you can do right now, at your computer, as soon as you close this email.
It’s too easy for readers to glaze over vague claims and stories. They’re not relatable, rarely memorable, and do nothing to engage emotions. So be specific! But don’t stop there. Dimensionalize.
Dimensionalization is a mouthful (and if you mention it in a crowded room, you’ll probably get a few weird looks). At its core, dimensionalizing your email copy simply means making a claim, a story, or an offer more real and more impactful by digging a bit deeper.
An example:
No dimension: Subscribe to my newsletter today for $1.99/month!
Adding dimension: Subscribe to my newsletter today for $1.99/month! That’s less than half the price of a single caramel macchiato at Starbucks. And my newsletter won’t get cold if you leave it on your desk.
Adding dimension to email copy is an awesome way to engage your readers and build a connection with them.
Make It Scannable
Scannability is essential — especially when someone sees your email copy for the first time. Imagine you opened an email newsletter and saw one long block of text: no formatting, no subheadings, no bullet points, or any sort of visuals.
Would you subscribe? Better yet, would you even read it?
The best newsletters are easily scannable. You can see which sections interest you the most and you can skip any that don’t, without missing the entire email.
Tips for better scannability:
Keep paragraphs short. Usually, one to three sentences are enough to get a point across.
Break up standard formatting with bullet lists and eye-catching visuals.
Start each section with a subheading. Make good use of header tags.
Include Visuals for Maximum Engagement
There’s nothing wrong with text in an email. After all, the entire theme of this post is about writing email copy. Well-designed visuals enhance that copy, making it easier to read and engaging your audience’s emotions.
Think about this. If a picture is worth a thousand words and you include three images in your 250-word email newsletter, you’re getting an absurd amount of value without the risk of losing your reader’s attention.
A beehiiv-powered newsletter that makes great use of visuals in their emails is The Pivot by Robin Arzón. Just look at this one:
The branding, the numbered list, and the emojis are on point 🤌.
Personalizing Your Message for Greater Impact
One of the greatest assets in email marketing copy is the ability to personalize your message to segments of your audience (or to a single reader).
Ways you can personalize your next email:
Use your reader’s name in the subject line.
Refer to your reader throughout the email.
Tailor your content to a segment of your audience based on their past behavior.
Polishing and Perfecting Your Email Copy
Writing your first draft of an email can take a lot of work and it might appear quite satisfactory. But truly great email copy isn’t just thrown on the page and sent. It’s measured against the performance of past emails, proofread, edited, and proofread again until it’s polished to perfection.
Learning From Email Analytics
As hard as you try, there will always be something to improve with your email copy. That’s where paying attention to email analytics helps. Responding to how your readers react shows you care and will have a lasting impact on your marketing efforts.
Key Metrics to Monitor in Email Analytics
Open rates (though not as reliable as they once were) can show how effective your subject lines are.
Click-through rates show whether readers have seen your CTA and whether they felt persuaded enough to click.
Unsubscribe rates can mean a lot of things. But if you see a large spike in unsubscribes, you might want to look for any problem areas in your emails.
Leveraging Audience Feedback
Another great way to gauge your audience’s response is by simply asking them. Most readers are more than happy to give their opinions on a subscribed newsletter. Use those opinions to adjust your future emails and you’ll be leagues ahead of creators who write just to write.
You might ask:
How have you liked our emails so far?
What can we do better?
Tell us what you want to see next!
A/B Testing for Email Copy Effectiveness
A/B testing is a cheat code for effective email marketing. It allows you to test subject lines, designs, and email copy on a segment of your audience. And the best part is, you never have to stop testing. Pit subject line A against subject line B, then B against C, C against D, etc.
beehiiv creators can A/B test their audience by going to Write > Posts > Email > Create A/B Test. Here’s how it looks in action.
Proofreading: The Final Touch
Is your email written? Are you happy with it? Let’s see if the email copy stands up to proper proofreading.
Email copywriting tips when proofreading:
If you’re proofreading your work, take a break between writing and reviewing.
Read your email out loud, and pay special attention to any areas where you stumble or have to re-read. Because if you stumble, your readers will stumble too.
Let someone else take a look at your email copy. Bonus points if they know what to look for.
You can also make use of proofreading tools like Grammarly, Hemingway, and Content at Scale’s AI detector. It takes a little bit of extra time, but the insights these tools often provide are well worth it.
Common Pitfalls To Avoid
Don’t rush through your proofreading.
Avoid leaving a confusing sentence as-is because ‘it makes sense to me!’
See the forest through the trees. Don’t dig down so deep that you lose sight of whether or not a piece of content is worth keeping.
Editing for Clarity, Brevity, and Value
Imagine telling someone about your day. Would you tell them what your phone’s battery percentage was at when you woke up and what you ate for breakfast? What about the time you got into the shower or the three t-shirts you tried on before settling on an outfit?
Readers don’t have time for uninteresting details. They want to know what’s in it for them. That’s why the best email copywriters don’t take edits personally. They cut the fluff and only leave the best parts.
Cutting the Fluff
Instead of asking ‘Is my grammar, punctuation, and sentence syntax correct?’ ask yourself ‘Does this even need to be here?’ If the answer is no, cut it. Then ask again. Only when you know that everything on the page contributes to your goal should you move on to more specific edits.
Cutting content you’ve worked so hard on can be difficult, but hey – great email copy is better for it. And your readers will be much more likely to read the email in its entirety.
Conclusion
Emails aren’t going away anytime soon, and effective email copywriting is one of the best (and easiest) ways you can increase revenue and grow your audience. Keep these tips in mind the next time you write an email, and A/B test until you find what works!
Creating engaging email content can take a lot of effort even with all the right tools. Don’t let your newsletter platform hold you back. Create, design, and edit your first email for free at beehiiv today!
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