Email marketing has come a long way, but with all the fancy new features, sometimes a well-written, plain-text email can outperform highly designed emails.
No matter how incredible your marketing emails look, if your content lacks persuasion, subscribers will stop opening and start deleting your messages.
So, how do you write compelling email copy? It all boils down to a few email copywriting best practices that you can apply to both the subject line and the body of your message.
Next time you draft a message for a lead nurturing campaign or a one-time email blast, ask yourself if your copy adheres to these guidelines first.
Email Copywriting Best Practices
We’ll break this down into two sections: copywriting tips for crafting captivating subject lines and best practices for composing winning email body copy.
How to Write a Magnetic Marketing Email Subject Line
A subject line acts as the gatekeeper of your email. No one gets to experience your stellar email copywriting if they aren’t intrigued enough to open the email in the first place.
That intrigue hinges almost entirely on the email’s subject line (with the sender’s name also playing a role).
We’ve written several blog posts on crafting email subject lines, including one on the anatomy of a great subject line and another showcasing 18 awesome subject line examples from various brands.
Here’s a summary of the key takeaways to write exceptional subject lines:
- Utilize Actionable Language: Actionable language in email copywriting subject lines doesn’t necessarily mean using verbs, although it certainly helps. Incorporate a verb (like “take,” “download,” “reserve,” “ask,” “buy,” etc.) to tell the reader exactly what they need to do.
It boils down to using language that clarifies for the recipient what they can do with the information in the email, should they choose to open it. In other words, prioritize the value for the user.
Actionable language works because it invites interaction. It implies something worth exploring inside the email copywriting, which can lead to higher open rates.
Highly segmented email copywriting tend to have superior performance metrics, such as open rate and click-through rate, compared to emails that aren’t personalized.
According to a Direct Marketing Association study, segmented and targeted emails generated 58% of all revenue for the marketers surveyed, and 36% of revenues were driven by emails sent to specific target selections.
Personalization resonates because it creates a sense of relevance and connection for the recipient. It’s not just about using names, though; it’s about delivering the right content to the right person at the right time.
Consider personalized product recommendations based on purchase history. As you get to know your audience better, you can tailor your email cop campaigns to their preferences and behaviors.
- Prioritize Clarity, Then Catchiness:
Write a subject line that is clear first and catchy second. In marketing copy, clarity should always be your top priority. If, after you’ve drafted a clear subject line, you can also make it catchy, funny, cute, and whimsical, then go for it.
But never sacrifice clarity for entertainment value.
UrbanDaddy is a company that excels at writing subject lines that are always clear and sometimes catchy, funny, or entertaining. Here are a few examples of subject lines from some of the email copywriting I’ve received from them:
- UD | A Hotel in the Middle of the Ocean
- UD | Nunchucks. Made from Beer Cans. Finally.
- UD | Getting Everyone Together: Now Less Obnoxious
Some subject lines might make the recipients chuckle or are bizarre enough to pique your interest. But what you will get when you open the email is always crystal clear.
- Align Subject Line Copy with Email Body Copy:
You likely already understand the importance of aligning your call-to-action copy with your landing page offer. Well, it’s equally important when crafting your email copywriting subject line and email message.
What your email subject line promises, the email message should deliver.
Why? It’s not just because it’s responsible. It’s also because click-through rates plummet when readers don’t get what they’re promised in the subject line. (And, in the long term, so will your email open rates.)
A high email open rate signifies nothing without any click-throughs. Aligning your subject line with your email content builds trust and manages your reader’s expectations. When your audience knows they can trust your subject lines to deliver on their promises, they’re more likely to engage with your emails overall. This means a higher chance of them opening future emails, clicking on your calls to action, and ultimately converting into loyal customers.
- Maintain a Consistent Brand Voice:
Your brand voice should resonate throughout all your marketing materials, including your emails. Is your brand voice friendly and conversational? Sophisticated and authoritative? Funny and irreverent?
Your subject line and email copywriting should both reflect that voice. Consistency builds trust and recognition, making your emails more likely to stand out in a crowded inbox.
- Keep it Concise:
Subject lines should ideally be under 50 characters to avoid getting cut off in inboxes displayed on mobile devices.
For email copywriting body, aim for scannable content. Use bullet points, short paragraphs, and white space to break up the text and make it easier for readers to digest the information.
- Highlight Scarcity or Urgency (when applicable):
Limited-time offers and deadlines can create a sense of urgency that compels readers to take action. However, don’t overuse this tactic, as it can come across as spammy.
Use scarcity or urgency strategically to promote flash sales, exclusive discounts, or early access to new products.
- Optimize for Mobile Devices:
According to [stats source: Email marketing on mobile devices], over 50% of all emails are opened on mobile devices.
Ensure your email subject lines are concise and your email copy is formatted for easy reading on a small screen.
- Proofread, Proofread, Proofread:
Typos and grammatical errors scream unprofessionalism. Proofread your subject line and email copy carefully before hitting send. You can also use a spell-checking tool to catch any mistakes.
- A/B Test Subject Lines:
There’s no one-size-fits-all formula for writing the perfect subject line. The best way to find out what resonates with your audience is to A/B test different options.
With A/B testing, you send variations of your email subject line to a small segment of your email list and see which version gets a higher open rate.
By following these email copywriting best practices, you can craft compelling email subject lines and body copy that will grab attention, boost engagement, and help you achieve your marketing goals.