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Email copywriting is the art and science of writing persuasive text for email campaigns that drives readers to take action. It encompasses subject lines, body copy, calls-to-action, and overall message structure. Effective email copywriting combines psychological triggers, clear value propositions, and compelling storytelling to boost open rates, click-through rates, and conversions.
Your email copy determines whether subscribers open, read, and act on your messages. Even with a perfectly clean email list and flawless deliverability, poor copy means poor results. Studies show that personalized subject lines increase open rates by 26%, and emails with a single CTA increase clicks by 371%. Every word in your email either moves readers toward action or loses their attention.
Email copywriting follows a strategic process: understanding your audience, defining a clear goal for each email, crafting an attention-grabbing subject line, writing engaging body copy that delivers value, and ending with a compelling call-to-action. Great email copy speaks directly to the reader's pain points and desires, uses conversational language, and creates urgency without being pushy.
Most marketing emails perform best between 50-200 words. However, the ideal length depends on your goal and audience. Promotional emails should be short and punchy. Educational content can be longer if it delivers value. The key is eliminating fluff—every sentence should earn its place.
Good subject lines are specific, create curiosity, and promise clear value. They avoid spam triggers like ALL CAPS and excessive punctuation. Personalization (using the recipient's name or company) can boost opens by 26%. The best subject lines make readers feel they'll miss out if they don't open.
Focus on one goal per email. Start with a hook that addresses the reader's problem. Present your solution with clear benefits (not just features). Use social proof when relevant. End with a single, clear CTA that tells readers exactly what to do next. Remove anything that doesn't support your conversion goal.
Emojis can increase open rates when used sparingly and appropriately for your audience. B2C brands often see positive results with subject line emojis. B2B emails should be more conservative. Test with your specific audience—one emoji in the subject line is usually the maximum.
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