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Email Copywriting 101

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Chapter 1:

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Knowing Your Audience

Understanding your target audience helps you create more effective marketing campaigns that are more likely to resonate with your ideal customers.

It allows you to create buyer personas representing your target customers and guide your messaging, content creation, and overall marketing strategy.

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5 Tips for Identifying Pain Points, Desires, and Needs of Your Audience

To effectively identify your audience's pain points, desires, and needs, you can:

  • Conduct surveys and polls
  • Analyze customer feedback and complaints
  • Monitor social media conversations and comments
  • Research your competitors' marketing strategies and messaging
  • Use keyword research to identify common search terms related to your industry

By understanding your audience's pain points, desires, and needs, you can create marketing campaigns that speak directly to them, address their concerns, and offer solutions to their problems.

This will help you build stronger relationships with your customers and increase your chances of converting them into loyal brand advocates.

Chapter 2:

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10 Tips for Creating Attention-Grabbing Subject Lines
  1. Short and sweet is usually better
  2. Use personalization where you can
    • Name
    • Previous purchases
    • Any other customer data
  3. Use numbers where possible
    • “# must-have items”
    • “# tips to learn x”
    • “How I made $# in # days”
  4. Associate the reader with a group they identify with
    • “Calling all marketers”
    • “Top resources for copywriters”
  5. Incorporate your brand and tone. i.e. speak in their language
  6. Clear is better than clever most of the time, but sometimes you need to have some fun, keep it light, and make the reader curious. Find an appropriate balance.
  7. Look through your own inbox. What jumps out at you?
  8. Use “you” and “your”
  9. The goal of the subject line is to get you to read the preview text. The preview text (combined with the subject line) gets you to open the email.
  10. Always be testing! It takes 30 seconds to set up an A/B test. There’s no excuse not to test. It’s a missed opportunity if you don’t.
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101 Subject Line Ideas
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Miscellaneous (40 examples):
  1. [company name] is typing...
  2. [#] customers can’t be wrong
  3. Say goodbye to [pain point(s)]
  4. Hey [first name], check this out
  5. Still dealing with [pain point(s)]?
  6. We think you'll love this!
  7. The [desired result] you always wanted
  8. Can you keep a secret?
  9. Before you [do x], read this
  10. A new solution for [pain point(s)]
  11. So we did something crazy
  12. Stop wasting money on [alternative to your product]
  13. These products are on fire 🔥
  14. They're finally HERE!
  15. Imagine [desired result]
  16. No more [pain point(s)]
  17. Meet your new best friend
  18. Learn in only [y] minutes per day
  19. Everything you need to know about [relevant topic]
  20. Are you coming?
  21. Your [pain point] solved
  22. Seriously, who does this?
  23. Just In: [product name] is here!
  24. Crush [pain point(s)]
  25. Question for you
  26. Over ###### happy customers
  27. [Desired benefit] is just a click away
  28. We get it. [pain point(s)] sucks.
  29. Just wait until you see these [products]
  30. The truth about [relevant topic]
  31. You deserve this
  32. Soooo... how was it?
  33. Take your pick
  34. Don’t worry. We got you.
  35. Beat the rush
  36. Enough [pain point(s)]. Try this.
  37. Shhh… Don’t tell anyone
  38. Your [desired benefit] awaits
  39. Meet your new [product category]
  40. [Desired result] without [pain point]
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Promotions and Offers (29 examples):
  1. → you missed this ←
  2. PSSSST... this is your last chance
  3. Save more on [previously ordered product]
  4. You have a new offer available!
  5. 3...2...1... 🚨
  6. Why Wait? You Have Early Access to [sale name]
  7. Tick... tock... tick... tock
  8. Gone in a flash!
  9. We want to give you money
  10. Attention: your discount has been upgraded!
  11. We boosted your coupon!
  12. Your coupon just got upgraded!
  13. You received an upgrade!
  14. Still interested in that deal?
  15. Congrats! You've really won big!
  16. Quick! Before your [coupon name] discount is gone!
  17. Your [coupon name] discount won't last forever
  18. We added a discount to your account
  19. A sale too good to pass up!
  20. Uh-oh [first name]: You're about to miss out.
  21. Congrats! You've been selected!
  22. EXTENDEDDDDDDDDDDDDDDDDDDDDDD
  23. Nice! You've snagged [discount]!
  24. We don't want you to miss this!
  25. Customer Appreciation Sale!
  26. It's time for a reward!
  27. Click it or miss it
  28. There’s still time!
  29. Don’t let [discount] go to waste
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Abandon Cart and Abandon Browse (24 examples):
  1. We saw you checking us out
  2. Ohhhh, nice choice!
  3. An item you viewed just got a lower price!
  4. Is your WiFi okay?
  5. We’re on the edge of our seats over here!
  6. Trust your instincts
  7. Can’t decide?
  8. Like what you saw?
  9. Pick up where you left off
  10. Looks like we just missed you
  11. A little something something just for you
  12. Don't worry, I saved it for you ;)
  13. Good eye! That's one of our most popular products
  14. Still not sure?
  15. There must’ve been a mistake
  16. Still thinking it over?
  17. We picked out something just for you
  18. Still not convinced, huh?
  19. Keep calm, they're not gone. Yet...
  20. Your cart needs review
  21. We added a discount to your order!
  22. [first name]! You left your stuff at our place
  23. Forgetting something?
  24. Bring these home…
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Boring, But Solid (Don’t Overuse These) (8 examples):
  1. Expires Tonight: [offer]
  2. Ends Soon: [offer]
  3. NEW: [offer]
  4. Limited-Time Only: [offer]
  5. X Hours Left: [offer]
  6. Upgrade: [offer]
  7. Expires Tomorrow: [offer]
  8. Last Chance: [offer]

Chapter 3:

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Crafting Compelling Email Content

Engaging content is critical to the success of your email marketing campaigns because it can help you connect with your subscribers on a deeper level.

By providing valuable content, you can build trust with your subscribers and establish yourself as an authority in your industry.

This can lead to increased engagement, higher click-through rates, and more conversions.

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6 Tips for Writing Compelling Email Content

To write compelling email content, you can follow these tips:

  1. Start with a strong opening: Use a hook or attention-grabbing statement to capture your subscribers' attention.
  2. Provide valuable content: Your email should offer something of value to your subscribers, such as tips, advice, or exclusive offers.
  3. Use clear and concise language: Your email should be easy to read and understand.
  4. Include a call-to-action: Encourage your subscribers to take action by including a clear and compelling call-to-action.
  5. Use personalization: Use your subscriber's name or other personal details to make your email more relevant and personalized.
  6. Test and optimize: Test different types of content to see what works best for your audience and optimize your campaigns based on your results.
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52 Email Marketing Content Ideas
  1. Promotion: give early access to a sitewide promotion
  2. Promotion: push your sitewide evergreen sale
  3. Promotion: targeted offers to specific cohorts
  4. Promotion: free shipping
  5. Promotion: buy 1, get 1 free
  6. Promotion: buy 2, get 1 free
  7. Promotion: up to x% off when you buy in bulk
  8. Promotion: x% off when you try something new
  9. Promotion: referral offer
  10. Promotion: one-day-only flash sale
  11. Promotion: customer appreciation week
  12. Promotion: company birthday/anniversary sale
  13. Promotion: discount on customer’s birthday
  14. Promotion: mystery gift with order
  15. Education: dedicated product email
  16. Education: break down a kit/bundle offering
  17. Education: talk about the ingredients in your product
  18. Education: talk about the pain points your product solves
  19. Education: talk about why your product is different vs. competitors
  20. Education: highlight product reviews from happy customers
  21. Education: show how your products work together
  22. Education: highlight customer stories that saw great results
  23. Education: show what life looks like after using your product
  24. Education: share articles relevant to your customer’s lifestyle
  25. Education: reminders about newly launched products
  26. Education: highlight any awards your company has received
  27. Education: show how to use your product
  28. Education: highlight the importance of consistent/frequent use
  29. Upsell: encourage stocking up with multiple units of the same product
  30. Upsell: encourage signing up for a subscription
  31. Upsell: encourage spending a little more than usual
  32. Upsell: stock up before key dates (e.g. holidays)
  33. Cross-Sell: encourage buying multi-sku bundles
  34. Cross-Sell: highlight products related to previous purchase history
  35. Cross-Sell: show trending products among other customers
  36. Cross-Sell: offer risk-free guarantees
  37. Cross-Sell: try a new product, get a free product that you already use
  38. Cross-Sell: customers also bought this
  39. Cross-Sell: frequently paired together
  40. Winback: we miss you
  41. Winback: missing these benefits?
  42. Winback: still need help with [pain point]?
  43. Winback: give us another shot, on us [insert discount]
  44. General: trending products this week/month
  45. General: weekly digest - 1 product, 1 article, 1 promo
  46. General: featured blog of the week
  47. General: featured product of the week
  48. General: featured customer of the week
  49. General: reminder to stock up and never run out
  50. General: sign up for SMS
  51. General: follow us on social, highlight giveaways
  52. General: a simple “thank you for being you”

Chapter 4:

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Call to Action Basics

A strong call to action is essential because it can help you drive conversions and achieve your marketing goals.

Your CTA should be clear, compelling, and easy to follow.

It should also be relevant to your subscribers' interests and needs.

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6 Tips for Creating Compelling CTAs

To create compelling CTAs, you can follow these tips:

  1. Use action-oriented language: Use verbs that encourage your subscribers to take action.
  2. Make it clear and concise: Your CTA should be easy to understand and follow.
  3. Use contrasting colors: Make your CTA stand out by using contrasting colors that catch your subscribers' attention.
  4. Place your CTA above the fold: Your CTA should be visible without the need to scroll down the page.
  5. Personalize your CTA: Use personalization to make your CTA more relevant and personalized to your subscribers' interests.
  6. Test and optimize: Test different CTAs to see what works best for your audience and optimize your campaigns based on your results.

Bonus Resources:

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The Ultimate Email Campaign Checklist

39 factors to consider before pressing send on that email marketing campaign:

Should anybody be excluded from receiving this campaign?
Is your CTA above the fold (i.e. they do not have to scroll on a mobile device to see it)?
Is there any personalization in your email?
If not, why not?
If so (and it’s dynamic), is it populating correctly?
Is your CTA clear and concise?
Is your CTA big enough to fit the size of your thumb?
Is the color contrast on your CTA appropriate? e.g. black font on light background color or white font on dark background color
Is your target segment up-to-date?
Are the links in your email going to the right place?
Are your links going to provide the optimal user experience for the customer when they land on your site? What does the journey look like from start to finish?
Did you test the email on multiple devices and email clients to ensure that it displays correctly?
Did you review the email for spelling and grammar errors?
Does your email need terms and conditions (e.g. if it contains an offer)?
Does your email include an option to opt out of future emails?
Do you have UTM tracking and analytics set up properly so that you can monitor the success of the campaign and gather data for future optimization?
Does your scheduled send time take into account factors such as the recipient's time zone and their likely behavior and engagement patterns?
Are the appropriate team members (if any) looped in and know the email is going out? e.g. if you’re sending a limited-time discount, your customer support team should be aware.
Did you run a spam filter test on mailgenius.com
Did you double check the sender name and from field address?
Where will replies to the email go to?
Is your email optimized for mobile devices?
What is your A/B test? If you don’t have one set up, what would be an interesting subject line to test? This should take a few minutes at most to come up with. Don’t miss an opportunity to test.
Does the email align with your overall branding and marketing strategy?
Does your email include social media sharing buttons at the bottom of the email so that recipients can share the content with their followers if they wanted?
Did you set up the alt text for all images in the email to improve accessibility for visually impaired recipients?
How big are the images within your email? Large file sizes may be blocked by some email servers or cause the email to be flagged as spam.
Is the font size big enough to be read clearly on mobile?
Is there anywhere in your email where bullet points and short paragraphs would be more appropriate to break up the text and make the email more easily skimmable?
Did you make sure you’re not going overboard when it comes to capitalization, bolding, or italicization? These factors can make the email look spammy.
Do you have a physical mailing address in the email? It’s required by law in many countries.
Does your preheader text provide supporting context for your subject line and help summarize the email's content?
Does your email have any jargon or technical language that may be difficult for some recipients to understand?
Does your email have concise headings to help the recipient navigate the email and find the information they are looking for?
Should you add any social proof, customer testimonials, ratings, or reviews to build trust and credibility with the recipient?
Did you make sure you’re not using any large blocks of text? These can be intimidating and make the email less readable.
Did you use engaging and compelling language to grab the recipient's attention and encourage them to take action?
Does your email evoke any emotion from the reader?
Last but not least: Does your email pass the “so what” test? Will your readers find it valuable?

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