Write Compelling Email Copy with These Tools and Tips

When it comes to email copywriting, the best way to improve your skills is to simply keep practicing.

The more you write, the better you’ll become at crafting effective and persuasive email copy for your email marketing campaign.

However, there are a few tips and tricks that can help you along the way with your digital marketing.


What is Email Copywriting?

In its simplest form, copywriting is the art and science of creating persuasive marketing materials. This could be anything from a sales letter to a website landing page, an email subject line, blog post or even a Facebook ad.

The goal of copywriting is to influence your audience to take a specific action, such as make a purchase, sign up for a free trial, or request more information. Any email marketing copy that converts into a lead.

To do this, you need to first understand who your audience is and what they want or need. Once you know this, writing a subject line and body that resonates with the reader helps persuade them to take the desired action and become a little simpler.


Why is it Important to Have Impactful Copy? 

Copywriting is important because it can be the difference between a prospect taking action or simply moving on.

Think about it this way— Every time someone lands on your website or reads your email copy, they’re making a split-second decision about whether or not to stay. And in most cases, it’s the copy that will make or break that decision.

If your copy is well written and persuasive, it will persuade visitors to stay and learn more about your product or service. On the other hand, if your copy is poorly written or fails to connect with your audience, people will likely leave without taking any action.

In other words, email marketing copy that converts helps you close more sales and generate leads, while poor copy will likely result in lost opportunities. Below we explain some email copywriting tips that can help your email marketing.


Some of the best ways to write great copy:

How to write an email subject line

The subject line is the first thing the reader sees, it is the gate keeper to the email copy. If the subject line isn’t interesting enough the email won’t get read. This also includes the preview text that is underneath the subject line before an email is opened.

#1: Use strong subject lines

Your subject lines are important because they’re often the first thing people will read. A great subject line can be the difference between a person reading your content or moving on. Make sure your subject lines are clear, interesting, and make use of persuasive language to encourage people to read on.

For instance, an email subject line such as “The Best Copywriting Tips to Help You Write More Persuasive Marketing Materials” is likely to be more effective than a dull and generic subject line like “Copywriting Tips.” However, be sure your subject lines are catchy but not misleading, you want to make sure the content in your email marketing lives up to the subject line.

#2: Use power words in your subject line

Power words are words that elicit an emotional response from your reader. They can be used to add impact to your writing and make your message more memorable. Be aware of how your wording can come across to the reader as you want to get the correct response and engagement.

Some examples of power words include:

  • Amazing
  • Incredible
  • Remarkable
  • Transform
  • Boost
  • Free

Be careful not to overuse power words as they can lose their impact if used too frequently. Use them sparingly to add emphasis to important points in your email copy.


#3: Be clear with your information but keep it catchy

You want your subject line to be clear and informative, but you also want them to be catchy. Use active language and make sure your subject line is short, sweet, and to the point. You should always make sure your subject is clear before it is catchy as you don’t want to confuse or let down the reader. This also goes for the short preview text, it should be interesting but not confusing to the reader.

An example of this is “The 3 Secrets to Writing More Persuasive Subject Lines.” This subject line isn’t ambiguous, it’s clear, informative, and uses active language to make the reader more interested.

#4: A/B Test different subject lines

Once you’ve written a few subject lines, it’s important to test them out to see which ones have the most impactful wording and peak the interest of the reader most. Keeping up to date with effective copy is important for the longevity of a campaign.

A/B testing is a good way to do this. This involves creating two different versions of your subject lines and then sending each version to a different group of people. You can then compare the results to see which subject line performs better.

#5: Align your subject and email copy

Your subject line and email copy should be in alignment. This means that if your subject line promises a certain benefit, your email copy should deliver on that promise. Don’t make false promises in your subject line just to get people to open your email, this will only lead to disappointed readers who are unlikely to take any action.

A great example of this is “Get Amazing Results with These 3 Simple Tips.” The promise made in the subject line is delivered on in the email copy, which provides three simple tips that readers can use to get amazing results.

Now the reader has clicked on the email, the full attention goes onto the email copy. Your content needs to remain engaging throughout the whole email or you will lose the readers attention.

#6: Use short, simple sentences

Copy that is easy to read and understand is more likely to be effective than long-winded, complex copy. Keep your sentences short and to the point to make your message clear.

For example, “This is a short sentence” is much easier to read and understand than “This sentence is somewhat longer and therefore more difficult to digest.” Keeping your content concise can help to keep the focus of the reader.

However you have to make sure your content is readable and makes sense. This is especially true if your content is of important information or about your services or product.

#7: Use active voice

Continuing on from the subject, an active voice should be used throughout the email as it makes your copy more dynamic and engaging. You can be bold with statements to grab the reader’s attention, however you must make sure your content isn’t coming across as demanding or unfriendly.

Using copy like “We are excited to announce our new product” rather than “Our new product is now available.” Can really capture your reader’s attention rather than using passive voice, which can sound dull and monotone.

Write Compelling Email Copy With These Tools And Tips

#8: Keep to Your Brand’s Tone

Your brand’s tone should reflect the brand voice you have set out in all of your email marketing materials, including your website copy. Whether you want to come across as friendly and approachable or professional and knowledgeable, make sure your copy reflects this.

For example, a company that sells products for children would want to use a friendly, approachable tone in their copy. Whereas, a company that provides legal services would want to use a more professional and formal tone.

#9: Use persuasive language

Persuasive language can help convince your reader to take action. People are usually very impressionable, so using words that don’t force them into a decision but gently explain the benefits for them can be advantageous.

Use words like “you” and “your” to make your copy more personal and use persuasive words like “free,” “save,” and “new” to encourage people to take notice.

Using language to define the benefits your business can bring to the reader is highly important. Instead of saying: “Our product is the best,” try “Our product will save you time and money.” Be careful not to overuse persuasive language as you don’t want to oversell your product or service.

#10: Use strong verbs

Verbs are an important part of making your copy effective. Choose verbs that are strong and descriptive to add impact to your email marketing campaign. Using verbs in titles or call to actions can be highly beneficial as it is a motivating and dynamic way of catching the reader’s attention.

An example of this is “Take advantage of our new offer” rather than “Our new offer is available.” The first example uses a strong verb (“take advantage”) that urges the reader to take action, while the second example uses a weaker verb (“is available”) that doesn’t have the same effect. It is also important to check copy to make sure the words you use make sense in the sentence.

#11: Be specific

Vague email marketing copy is ineffective copy. Be specific in your writing so that your readers know exactly what you’re trying to say. The reader’s attention-span is very short so if they feel their time is being wasted they will often click off the email.

A great example of this is “We’re having a sale on Saturday” rather than “We’re having a sale this weekend.” The first example is specific and tells the reader exactly when the sale is, while the second example is vague and doesn’t give the reader any useful information.

You must make sure your email marketing copy doesn’t come across as blunt and unenthusiastic as this can make the reader lose interest.

#12: Appeal to emotion

Copy that appeals to emotion is more likely to be effective than copy that is purely factual. Use emotional language to really connect with your reader and make a lasting impression.

Showing the reader how invested you are in them can help build a stronger relationship and business as they are more likely to trust that you have their best interests at heart.

For example, “Our new product will make your life easier” is more likely to be effective than “Our new product is now available.” The first example uses emotional language to appeal to the reader, while the second example is factual but doesn’t have the same impact.


#13: Tell a story

Continuing on from the above point, people love stories. That includes stories about your brand or product. Use copy to tell a story that will captivate your reader and leave them wanting more.

It is however important to try and keep the story limited so the focus of your email isn’t on you it’s on what you’re offering the reader.

Your story doesn’t have to be long or complicated, it just needs to be interesting. Using copy like, “We started our company with a simple mission: to make the best products” is more likely to be effective than “Our company makes the best products.” The first example tells a story about the brand and its mission, while the second example is just a factual statement that is often overused.

#14: Use testimonials

Testimonials are a great way to add credibility to your email marketing. If you have satisfied customers, ask them for a testimonial that you can use in your copy as readers are more likely to trust a source that isn’t your business itself as they have no reason to promote the company.

Having a customer saying something like, “I was so skeptical about this product but it really works!” is highly effective as it’s from an outside source that isn’t directly affiliated with the company.

Testimonials should be short, sweet, and to the point. They should also be relevant to what you’re selling. If you can, try to use testimonials from well-known or respected figures as this can add even more credibility to your writing.

#15: Use numbers and statistics

Numbers and statistics can be used to add credibility to your claims and make your copy more persuasive. If you have data that supports your business, add it in your copy as it is factual proof rather than an opinion.

For example, “Our products have a 98% satisfaction rate” proves a point better than “Our products are the best on the market.” as the first example uses a statistic to back up the claim.

#16: Use a CTA

A Call to Action can be used to encourage your reader to take a specific action, such as visiting your website or making a purchase. Be clear and concise in your call to action so that the reader knows exactly what you want them to do.

Using a call to action in your email copywriting can help steer readers onto a site’s landing page or other content. A great way to increase engagement on a call to action is to create a sense of urgency. Having a link or deal that expires after a certain point means readers are more likely to click so they don’t miss out. However you must make sure the call to action fits your target audience or readers are likely to avoid the link.

A great example of a call to action is “Visit our website to learn more” or “Click here to buy now.” The first example is clear and tells the reader what they need to do, while the second example is more direct and to the point.

#17: Practice, practice, practice

The best way to become a better copywriter is to simply keep practicing. Write as often as you can, and soon you’ll see your skills improve drastically.

One way to practice is to set aside some time each day to write. It doesn’t matter what you write about, just get in the habit of writing regularly. You can also try joining a copywriting group or taking a class to help improve your skills. Whatever you do, keep at it and don’t give up!
By following these tips for writing effective copy, you’ll be well on your way to writing great subjects and copy that is sure to engage and persuade your readers.


Email Copy Vs Sales Copy

The two types of copywriting are email copy and sales copy. While they both aim to sell a product or service, they differ in approach and style.
Email copy is typically shorter, more informal, and less sales-focused than sales copy. It is designed to build relationships and trust with potential customers, rather than to make an immediate sale.

Sales copy, on the other hand, is longer, more formal, and more focused on making a sale. It is often used in direct marketing campaigns, such as print ads or landing pages.

While email copy can be effective in its own right, sales copy is typically more persuasive and therefore more likely to result in a conversion. If you’re looking to write copy that will make a sale, sales copy is the way to go. However, if you want to build relationships and trust with potential customers, email copy is a better option.

Both email copy and sales copy have their place in the world of marketing. The key is to choose the right type of copy for your needs. If you’re not sure which one is right for you, consider hiring a professional copywriter to help you make the decision.


Useful Free Copywriting Tools For Email Copy

It’s always helpful to have a variety of free copywriting tools and sites that can help you create the best copy for your email marketing.

Here are some of our favourites:

  • CoSchedule’s Headline Analyzer:
    This tool will help you write headlines that are both effective and clickable.
  • BuzzSumo:
    This site helps you research the most popular content on the web. You can use this information to create copy that is relevant and engaging.
  • Portent’s Content Idea Generator:
    This tool helps you come up with creative and interesting ideas for your content.
  • Google AdWords Keyword Planner:
    This tool helps you research keywords that people are searching for. You can use this information to optimise your copy and make it more relevant to your audience.
  • Copyscape:
    This tool helps you check for plagiarism, so you can be sure that your copy is original and unique.
  • Hemingway Editor:
    This tool helps you make your writing more clear and concise. It’s especially helpful for making complex topics easier to understand.
    Email copywriting doesn’t have to be difficult. With the right email copywriting tools, you can easily create copy that is both effective and persuasive for your email marketing.



Email copywriting is a vital skill for any marketer or business owner, it is the art and science of persuasion. It’s what convinces people to buy your product or service, sign up for your email list, or download your ebook. Good copy can make the difference between a successful email marketing campaign and one that falls flat. But don’t worry – even if you don’t consider yourself a writer, there are plenty of email copywriting tools and tips at your disposal to help you write powerful copy that has an impact on your audience. Start with these tips for writing email that your readers will enjoy and experiment with different techniques, and track how well they work for you.

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