Awesome email copy. A refresher on how to write it

From timing to split testing, there are many ways in which you can achieve reasonable click-through rates and conversions with email marketing. Copywriting remains the deciding factor when it comes to the success or failure of eCommerce emails. It is the difference between an email that goes straight to trash and one that inspires a call to action. Here is a reminder as to what constitutes an excellent email copy.


Come up with a hook

Remember: in this fast-paced online world, attention spans are at an all-time low. Everything is skims read, emails are scanned over, and there is very little reading between the lines. Consumers want a catchy hook or a short line that summarises in full what the email is about. This is needed to bring your audience towards you and gain their interest.


Make sure it’s relevant

A step up from just the usual personalisation approach- as crucial as that may be, adding relevance to your email is the approach you need. This can come in the form of making a note of the consumer’s previous purchases. Or maybe about items that may need replenishing or things that are happening to that consumer in real-time, such as heavy snowfall, an impending bank holiday or a birthday.


Be informal

Keep it light and friendly. Yes, your brand will have its tone and personality. Then, you need to convey through your writing. However, avoid at all costs the risk of sounding informal and too salesy. You want your emails to be engaging, and this is only really achievable if you keep your tone friendly and breezy.



Youtube Email
Email sent by Youtube to one of their users


Inject some emotion

You want to elicit a response. Your main objective is to prompt action, be it in the form of a transaction or a positive online review. Individuals are only really motivated to do this if they feel an emotional reaction to a stimulus. You must, therefore, make your emails tug on the heartstrings of your customers. Make them feel inspired, passionate, etc., and they are more likely to heed your call to action.


Be aware of personas

Make sure you understand who you are writing to before you sit down and produce your copy. It is not enough to know your audience demographic. You must know who they are as people. What they yearn for, what their lifestyles are like, and what they want from a brand. With this in mind, you can begin to write in a way that will resonate with this type of consumer.


Avoid excessive noise

Get rid of waffle, minimise the word count, in short; cut the crap. The best emails are concise, straightforward and won’t waste your consumers time. Say what you want to say, but say it succinctly.

Writing an email copy can be fun and stressfree. Do it well, and the benefits are enormous. Recipients will engage with you, understand who you are as a brand and feel compelled to find out more, maybe even start buying from you.