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Email Marketing: Are Email Copywriters in Demand?

Next time someone tells you email marketing is going away, remind them that people said the same thing about avocado toast and bacon-wrapped everything, and my breakfast plans haven’t changed. It may not be the newest niche on the block, but email copywriting is still thriving, evolving, and gaining new and existing customers alike. In addition, freelance copywriters remain in high demand for a reason.

It is estimated that for every dollar spent on email, brands receive a return of $38. Can your client’s direct mailers and PPC banners achieve such a high return on investment?

There is no doubt that email is here to stay, but it can also provide you with exciting new ideas and twists on tried-and-true content marketing strategies that may help launch your business to the next level. Here is what you need to know about email copywriting and a few tips for mastering best practices, writing effective emails, and becoming the best email writer you can be.

Copywriting: What Is It?

Writing copy is the process of writing marketing and promotional materials that motivate people to take some form of action, such as making a purchase, clicking on a link, donating to a cause, or scheduling a consultation. Publications in print or online can include written promotional materials. Additionally, they may include spoken materials, such as scripts for videos or commercials. In these materials, there is the text known as “copy,” hence the term “copywriting.” You may not realize it, but copywriting occurs everywhere.

It is in fact possible to find some obvious examples of copywriting just by looking in your mailbox. Various forms of copywriting can be found in local restaurant promotions, catalogs, fundraising letters from charitable organizations, or sales letters for various products and services. It is important to note, however, that copywriting extends far beyond printed materials.

Most of what you read online is also copywriting, including most web pages, free reports you sign up for, and even the emails you receive after signing up. An example of this can be found on Stitch Fix, a website that specializes in assisting people in finding the right fashion style for them. Additionally, the site offers clothing in a variety of styles.

What Is Email Copywriting?

It refers to the process of writing an email with the goal of encouraging a conversion from a current customer or prospective customer. The conversion could be a reply, a signup, a free trial, or even reading one of your blog posts. Whatever the conversion is, all of the copy in the email should be geared toward achieving this outcome.

You should keep in mind that not every email you send with a purpose requires excellent email copywriting.  Are you responding to your boss’s email regarding a change in your weekly meeting time? This is not email copywriting. Are you sending out a weekly newsletter with business updates and content suggestions? That’s email copywriting.

Now that we have a clear understanding of email copywriting, let’s move on to the best tips for improving your email performance.

The 7 Best Ways to Become Better at Email Copywriting

It is important for your business to have an effective email copywriting strategy when communicating with prospects or customers. You’re not only showcasing your brand; you’re engaging your audience and accomplishing your marketing goals. Here are some tips on how to improve your email copywriting and make the most of this marketing channel.

1. All email copywriting needs to be edited

You are aware of the importance of content editing. The importance of editing your copywriting, including your email copywriting, cannot be overstated.

Your emails should be written clearly without stray punctuation, grammatical errors, or stilted language. In addition to improving the quality of your emails, this round of editing should also ensure that they are grammatically correct.

2. Make a goal for yourself

Without setting a goal, how can you determine whether your email is successful? This may appear to be a trick question, but it is not. If you do not determine what success means, there is no way to tell whether your email worked – or if a copy change worked better.

Every email should have a specific objective, such as a free trial sign-up, blog post views, content downloads, or a demo booking. It is important to have this goal set in order to determine whether or not your email was successful.

3. Email preview text should be used

Email copywriting involves many constraints – the subject line cannot be too long, and the body should be short. Therefore, it is essential to utilize the entire space available to you, including the email preview text.

The best way to take advantage of the additional space is to use it as an extension of your subject line, answer a question in the subject line, or simply follow up on a thought.

4. Keep it short – very brief

The number of emails sent each day exceeds 300 billion. There is no way to comprehend such a large number. That is until you actually think about it. Every day, the average person receives approximately a dozen emails in their personal inbox, and that does not include the number of email accounts they maintain on Google.

Is there a point here? As a result of receiving so many notifications throughout the day, we know that shorter notifications are better. Keep your remarks brief and to the point. This is the best way to ensure your email copywriting is read.

5. Continually test

Once you have set up your email workflow or your weekly newsletter template, it is tempting to claim that you are an expert in email copywriting. However, in order to keep improving, you must continually test.

It is important to conduct copy testing and A/B tests in order to ensure that your emails are becoming more effective and your copywriting are becoming more effective. Test two subject lines, two CTAs, and two email headlines, and then start all over again so that you can get more opens, more reads, and more conversions.

6. Keep your brand consistent

Whenever you write an email, keep in mind that the recipient will be interacting with your brand. Your brand should be recognizable, and that interaction should be meaningful. Therefore, it should be written in your brand voice, feature your brand colors, and adhere to your branding guidelines.

It is important to keep the brand voice in mind when writing email copy.

You should use crisp, professional language in your emails if your brand voice is formal and authoritative. Incorporate a joke or pun into your brand voice if it is playful.

7. Make sure your CTA is effective

It is possible that your call to action is the most important part of your copywriting. Your CTA is the final push if your email copywriting is all working towards the same goal. In order to encourage your readers to convert, it needs to be creative and compelling. You can get your CTA right by following these tips:

  • Make use of active words. Using active words enhances the engagement of your reader, resulting in them clicking and committing to your CTA.
  • Make sure you are specific. Instead of using overused, vague verbs and mediocre descriptors, describe your offer. “Generate better leads now” or “Save 10% right now.”
  • Maintain a consistent brand image. Your CTA is another opportunity to showcase your brand’s personality. In other words, you should use words and ideas that are related to your brand identity.


Emails boost results and conversions by addressing your target audience’s pain points and connecting with them. By doing so, you will be able to achieve the success you desire. That is what we call a solid day’s work.

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