What is Email Copywriting
If you’re reading this it’s too late…
Too late to escape the truth: email copywriting isn’t as simple as it sounds… Until this moment the gears in your mind have probably been turning and turning trying to figure out an answer to what should be a simple question.
And if you're anything like me only extensive/intensive research can solve the puzzlement.
So, to help put you at ease today I’ll be writing about email copywriting, what it is, why the heck it matters, and how it works.
What is Email Copywriting?
What is email copywriting? Really. Like really, really? Okay, okay. I’ll try my best to explain right now.
According to Anyword “Email marketing is the entire process of convincing channel visitors to provide their email addresses, segmenting them, and sending them a calculated flow of messages”.
In the simple plain english language. Email copywriting is a form of copywriting (using persuasive and engaging content to promote something) in the form of emails in an email list.
It’s important to point out that email copywriting is not the same as email marketing or general writing. Unlike general writing email copywriting involves marketing techniques and principles all used to achieve a goal. It’s persuasive, action-driven, not just information.
It’s used to make the content for welcome sequences, promotional emails, nurture emails, etc.
Why is Email Copywriting Even Important?
Not only is email copy fun to write (and say) it’s also one of the most powerful marketing tools out there. No really. It plays a very important role in achieving any marketing goals like increasing brand awareness, driving website traffic, and building customer loyalty.
It’s extremely critical for the success of any of your emails as an email copywriter (or business owner), because without it there’s no email to read in the first place.
Email copywriting helps you build a connection with your subscribers/followers, build trust and credibility (when done well), which indirectly helps drive sales and conversions, which is the desired goal of the campaign.
Types of Email Copywriting:
There are 5 main types of email copywriting.
Welcome emails (first impressions).
Nurture sequences (building trust).
Promotional campaigns (selling offers).
Re-engagement emails (winning back inactive subscribers).
Transactional emails (receipts, confirmations with personality).
Email Copywriting Tips:
You can’t say your email is doing well if you don’t have any metrics or goal to measure it against. It’s best that before you sit down to write any email you have a specific goal in mind for its success. It could be free trial sign-ups, course sign-ups, demos booked, calls booked, content views/downloads.
Edit all of your email copywriting. Make sure there’s no stray punctuation, all sentences flow, that it’s free from any grammatical errors, no repetition, and that there are no stilted sentences, etc.
Over 300 billion emails are sent everyday. So it’s important to grab and hold a reader's attention before they are distracted with another email. So, it kinda goes without saying but I’ll say it anyway. Keep it brief, get to the point, no tangents or long shpiels.
Make sure to include the most important part of the copy, the CTA. Without something to guide the readers on the steps or next step they should take they get lost. Or they won’t be compelled to spend their money on your product or service.
Keep testing to improve and make sure your copywriting is actually getting better and stronger.
How to Get Started with Email Copywriting
Getting started with email copywriting doesn’t need to feel overwhelming. It’s less about being a “perfect” writer and more about being clear, intentional, and consistent. Here’s a simple roadmap:
Know your audience. Understand who you’re writing to, what keeps them up at night, and what they actually want. Your copy should sound like you’re speaking directly to them.
Start with strong subject lines. Your subject line is the door to your email. If no one opens the door, they’ll never read what’s inside. Make it intriguing, relevant, and clear.
Focus on one clear message per email. Each email should do one job—whether that’s welcoming, nurturing, promoting, or reminding. Don’t try to cram five different CTAs into one email.
Test, measure, and refine. The best email copywriters don’t assume—they experiment. Use metrics like open rates, click-through rates, and conversions to see what’s working, and tweak along the way.
Remember: email copywriting is a skill, not a one-time thing. The more you write, test, and learn, the stronger your copy becomes.
Conclusion:
At the end of the day, email copywriting isn’t just about words on a screen—it’s about building relationships, driving action, and guiding subscribers to take that next step with you. Done well, it becomes one of the most powerful tools in your marketing toolkit.
So, whether you’re writing your very first welcome email or refining your tenth campaign, remember: clear goals, a strong voice, and a focus on your audience will take you far.
And if you’re ready to dip your toes into email copywriting, start small. Write that first email, hit send, and learn from the results. (And hey, if you’d rather not go it alone, I happen to know an email copywriter who’d be happy to help 😉).
