Content & Copywriting

Email Copywriting Tips: How to Write Great Email Content


Writing content for marketing emails differs from writing for other digital channels and offline marketing. Marketing emails need to be relevant but catchy and easy to read. However, the words you use could affect email inbox placement and deliverability. It can indeed get tricky! That’s why today, we want to share some email copywriting tips with you to help you write better emails. 

Email Copywriting Has Restrictions Too

We are used to various digital marketing restrictions, such as counting characters in a Tweet, or specific image sizes for Pinterest Pins. While email marketing doesn’t necessarily require you to count your characters, it certainly needs lots of effort.

There are many things to consider when you write email content, like the most common spam words. Even though the spam words’ potential impact on your deliverability is a topic for discussion, email content writers should be aware of them. Here’s a refresher about spam words, just in case!

Also, the text-to-image ratio is something email content writers should be aware of. We recommend a ratio of 80% text to 20% images in an email. And let’s not forget that very lengthy and image-heavy emails can be cut off in the inbox.  With all that in mind, how do you start writing a marketing email?


How to Write a Marketing Email?

We recommend writing your emails in steps. First, set your email sender name, then create your subject line, after that – the preview text and then move to the body copy. 

Think about what your sender name will be – whom the email will come from. Sender name matters as unknown senders can make the email look spammy. The subject lines need your attention too – they will most likely be the first thing that your email recipient will see. There are many tips for writing good subject lines, here are our top 3!

Preview text gives you space for the so-called “second subject line”. You can include more key email details or even add a snippet of what else your subscribers can find in the email. When you write your email body content, don’t forget the footer with the required disclaimers.

Tips for Writing Great Email Content

These are the top tips that we have selected for you to make your emails better than ever.

Be relevant

Relevancy is one of the critical aspects of creating an engaging email. Content needs to speak to the subscriber – think of it as a potential conversation, where you write to explain or tell a story that makes sense to the subscriber. Write about what the reader wants or wishes to see in the email.

Be brief

Email is not a website; it should only act as a gateway to where more information is found. Email content should be used as breadcrumbs to catch the attention and make your subscribers, well, click on your CTA to read more. Don’t be wordy; remove extra phrases, unnecessary adjectives or transition words.

Follow your brand voice

What tone are you using in your email? Is it following your brand voice? Think of what industry you are in, and what type of subscriber you’re trying to connect with. Don’t mix different types of writing styles in the email/emails. Follow your brand guidelines.

Emotions matter 

Depending on the type of email, you should consider what emotions the recipient might have when reading it. How do you want your subscribers to feel? Do you want them to be joyful, or feel the urgency of the message? For example, charities seeking donations could try to use positive and even negative emotions to collect donations for a good cause.

Use actionable language

Your email marketing messages will most likely include a call-to-action you want your recipients to take. However, email content itself should be leading towards that primary CTA. Use action words and verbs in your email to encourage your readers to complete the CTA.

Good headlines are essential

A catchy headline is your readers’ entry point to the email content after it’s been opened. Its job is to convince the reader to continue reading. The challenge is to make headlines concise. Make sure you select one angle you want to highlight – your headlines should not cover all the email content. Often, using specific numbers or flagging interesting data in headlines can grab attention. 

Call-to-action words matter

Ditch the “click here”. There are many more phrases you can use in the email call-to-action button. Be more specific on the action or result. Depending on what you want your subscribers to do, you can use many alternatives, such as “shop now”, “download here” or “leave feedback”.

Be creative

We understand that not all companies can be creative with their words due to various industry regulations. But if you can, go for it! For example, take a known pun or saying and alter it to fit your business or your promoted offer to grab attention right away.

Finished Writing? Re-read and Edit the Email Content

We’ve given you many tips to make your email content more engaging. And, once you finish writing the email, don’t forget proofreading, editing and testing! A good practice is to read the body copy again and then see if the subject line and preview text still make sense. Edit if needed, or maybe create a better one, now that you have all your content written.

Review each element separately and read the whole email from the subject line to the footer to see if it flows well. The content should connect nicely from paragraph to paragraph, section to section. Check for any typos, punctuation or grammar mistakes.