Tips for Writing Great Email Copy | Email Marketing Optimisation

Tips for Writing Great Email Copy

In the relentless churn of the digital age, where every byte of information competes for a sliver of our attention, email marketing stands out as a direct channel that continues to define our online experiences. An email’s longevity and its ability to connect with its recipient make it an invaluable way to communicate, but its effectiveness is only as good as the copy that it carries.

Here, we will unpack the art of crafting email messages that not only land in the inbox but also engage readers, prompt action, and ultimately uphold the crucial email marketing investment. Whether you are a seasoned marketer or a novice content creator, these enduring tips will serve as your compass for creating emails that resonate with your audience.

Understanding Your Audience

The bedrock of any great email marketing campaign is understanding who your audience is and what they care about. It’s not just demographics – it’s the nuances of their behavior.

Segmentation and Personalization: Segmentation is the art of dividing your email list into more specific groups. Personalization then sees you tailor the content and the email experience to everyone within these segments. Utilize data insights to understand why these groups are worth distinguishing; what problems are they looking to solve? What are their preferences?

Why It Matters: A blast email to a database is a cry in the wind; a personalized email to a customer about a product they love is an invitation. The very structure of your email – from its tone to the products it promotes – should reflect the unique identity you have assigned to each segment.

Crafting Compelling Subject Lines

The subject line is the gateway to your email. It’s the first and often the only thing your reader sees before deciding whether to open it or not.

Concise, Engaging, and Relevant: An ideal subject line is short, sweet, and to the point. It should engage curiosity without misleading and be instantly relevant to the reader. Using actionable language can also significantly increase open rates, as can leveraging urgency and scarcity when relevant.

Best Practices: Avoid spam trigger words and characters, employ personalization tokens where appropriate, and always ensure your subject lines accurately represent the content of the email. It’s a careful balance of intrigue and integrity.

Creating Engaging Content

The body of your email should be more than just a sales pitch. It should continue the conversation in a way that’s both compelling and valuable.

Clear Call-to-Action and Storytelling Elements: A clear call-to-action (CTA) guides your reader toward the next step they should take. Whether it’s making a purchase, reading a blog post, or signing up for a webinar, the email CTA should be prominent and persuasive.

Crafting the Narrative: Storytelling connects readers to your brand by conveying a message through a story. It could be the story of how your product came to be, the success of a customer, or a narrative that relates to a larger cultural moment.

Optimizing for Mobile

More emails are read on mobile devices than on desktops, making mobile optimization critical for engagement.

Responsive Design and Concise Messaging: Ensure your email template is responsive, so it looks good on any device. Also, write copy that considers the reality of a mobile reader’s attention span i.e keep it short and focused.

The Mobile User Experience: Remember that interactions differ on mobile. Make sure your CTAs are easy to tap, and your content remains scannable. Short paragraphs and bullet points can keep a mobile email user engaged and move them towards the conversion goal more effectively than longform copy.

A/B Testing and Analytics

The beauty of digital marketing is the ability to test and refine. A/B testing allows you to compare different versions of email copy to see which performs better.

Iterative Improvements Based on Data: Use analytics to measure your success. Open rates, click-through rates, and conversion rates provide valuable feedback on what’s working and what’s not. Then, take those learnings and apply them to subsequent emails.

Continuous Learning: Every campaign should be seen as a learning opportunity. Use A/B testing to experiment with different subject lines, CTA placements, and content focuses to understand what resonates most with your audience.


Writing engaging and effective email copy is an ongoing learning process. It requires a blend of art and science, and a willingness to experiment and adapt. Understanding your audience, crafting compelling subject lines and content, optimizing for their experience, and learning from their interactions is key to creating emails that not only perform, but truly connect. Remember, an email isn’t just another piece of text. It’s a virtual handshake, a conversation starter, and the beginning of a relationship. Make each one count.

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