Email Copywriting: How to Create Engaging Content in 2024

Did you know that the first email was sent by Ray Tomlinson in 1971? It was a humble beginning. But it set the stage for what email is today: a must-have tool in communication and marketing.

You may be using emails to boost engagement. Or, your goal may be to drive sales. Maybe, for you it’s all about building a lasting relationship with your readers. Whichever goal you have in mind, mastering the skills of email copywriting is essential.

What Is Email Copywriting?

Think of email copywriting as the art of writing engaging messages specifically for a digital inbox. It’s about making every word count, from the subject line right down to the CTA. Email copywriting bridges the gap between businesses and consumers, turning notifications into opportunities for meaningful connections.

Why is Email Copywriting Effective?

It’s simple: well-crafted messages lead to better engagement. Just as a great headline pulls readers into a blog post, a strong subject line grabs attention and encourages clicks. It’s all about getting that first click, which is where the engagement really starts.

Crafting a compelling subject line

Your subject line is your first impression. It’s what decides if your email gets opened or ignored. 

Tips for writing great subject lines:

• Keep it short: aim for around 50 characters for better visibility across devices.
• Spark curiosity: use intriguing yet clear language. Example: “Unlock the Secrets to Effortless Savings!”
• Personalize: adding a personal touch like “John, Your Guide is Waiting!” can make a valuable difference.

Examples of effective subject lines:

“We Saw You Checking Us Out” — 

This subject line from DollsKill shows a clever use of personalization and a conversational tone. It hints to the recipient that something they showed interest in is waiting for them. It encourages them to revisit and, possibly, make a purchase.

“Uh-oh, Your Subscription is Expiring” — 

Used by Warby Parker, this subject line effectively blends urgency and a light informal tone. It’s sent out just before a customer’s prescription is due for renewal. This serves as a helpful reminder but also prompts immediate action.

“Don’t Miss Out on Your Cart!” — 

King Arthur Flour uses this subject line to create a sense of high priority. It reminds customers that they have items in their shopping cart. It’s like a soft nudge to guide them to complete the purchase before the items are no longer reserved.

These examples, gathered from HubSpot and IFP’s insights, confirm one important point. A lot of successful subject lines rely on personalization, urgency, and relevance. They speak directly to the readers and their recent activities or interests. These are not just catchy phrases. These are thought-through and carefully crafted messages that have been designed to resonate with readers.

Get more tips on using AI for marketing emails: How to Write a Marketing Email or Can AI Do It for You?

Opening lines that hook

Your opening line should continue the intrigue or promise made in the subject line, leading smoothly into the body of your email.

Strategies for engaging opening lines:

• Start with a statement that piques curiosity – but without revealing too much. For example, “You won’t believe what we discovered about morning routines…”

• Speak to the reader as if it’s a face to face conversation. “You’ve been looking for a solution, and we think we’ve found it.”

• Use a relevant and surprising statistic that relates to the message of your email and the interests of your reader. “80% of professionals wish they had more time for personal development. Are you one of them?”

• Promise and deliver value right from the first line. “In this email, you’ll find the keys to unlocking your team’s potential.”

• Pose a statement that challenges commonly held beliefs to intrigue the reader. “We’ve always been told that productivity requires hard work, but what if it’s actually about working smarter?”

• Start with a short, captivating story or scenario. “Last year, Emily thought she had hit a career dead-end. Today, she’s the CEO. Here’s how she did it.”

• Ask a reflective question that prompts introspection. “When was the last time you felt truly satisfied with your work-life balance?”

Examples of well-written opening lines

Using the strategies above, you can create an opening line that will deepen your readers’ engagement right from the start.

Body content: Clarity and persuasion

The body of an email is where the real conversation with your reader happens. It’s the “meat” of your message. This is where your focus should be on clarity and persuasion. 

Clarity in email body content

• The key to clarity is simplicity. Use clear and simple language and avoid industry jargon that might be confusing for your readers. Short sentences and words are often better for readability.

• Make sure that your email has a clear and logical structure. Start with an introduction that sets the context, follow with the body that goes into detail about your message. Now, wrap it all up with a summary or a call to action.
• Use formatting to your advantage. Bold, italics, or underlining can help you highlight the most important parts of your message. But use them sparingly to avoid cluttering your text.

• A cluttered email is hard to read. Adequate white space improves readability – and this helps the reader focus on your message. Break up large blocks of text into shorter paragraphs or bullet points.

Balancing informative and promotional content

• Start by offering something valuable to your reader. This could be insightful information, helpful tips, or something entertaining. This way, you will start by building trust with your readers and make them more “accepting” of any promotional content that may follow.

• If your email is promoting a product or service, first explain its benefits and how it solves a problem or fulfills a need. Educational content makes your offer sound like a solution rather than just another sales pitch.
• People connect with stories more than facts. Share customer testimonials, case studies, or scenarios where your product or service has made a difference. These stories can be both informative and persuasive on a more personal level.

• Tailor your content to meet the interests and needs of your audience. Personalization goes beyond using the reader’s name; it’s about making sure you are sending them relevant information. 

Persuasion techniques

• Mention numbers, awards, or endorsements your product or service has received. Testimonials and user reviews are a powerful social proof.

• Limited-time offers or limited stock can create a sense of urgency that will inspire your reader to act.

• Focus on how the features of your product or service translate into tangible benefits. People are more motivated by what they can gain or solve with your offer.

• Repeat your core message or value proposition in different ways throughout the email. This reinforces your message and increases the likelihood of persuasion.

• If you offer something of value for free (like a helpful guide or a discount), recipients may feel more inclined to give something in return, like their time, attention, or business.

Putting together the body of an email is about balancing clarity, information, and persuasion. 

Do your best to share your message in a way that resonates with your readers and encourages them to take the action you want.

Storytelling and emotional appeal

Stories are what makes your emails memorable and relatable. Stories are what builds an emotional connection. And they can be much more persuasive than bare facts. 

The role of emotions in persuasive email copy

• Use language that brings up emotions like excitement, empathy, or curiosity.
• Include stories or examples that the reader can see themselves in.

Call to Action

Your CTA is the main point of your email. As such, it should be clear, compelling, and tell the reader exactly what to do next.

Here are a few examples of effective CTAs:

• Be specific and action-oriented: “Start Your Free Trial Today.”
• Use urgency or scarcity: “Offer Expires in 24 Hours.”

Visual elements and formatting

Visuals and formatting play an important part in making your emails appealing and easy to read. 

Tips on using images, fonts, and layout

• Use high-quality, relevant images that help strengthen your message.
• Choose a font that’s easy to read and a layout that guides the reader’s eye through the content.
• Strike a balance between text and visuals. Your message should be accessible to those with slower Internet or visual impairments.

To Sum Up

Email copywriting is more than just writing; it’s about creating a message that resonates. It’s the combination of a compelling subject line, an engaging opening, and persuasive body content that makes your email campaigns successful. If you focus on each of these elements and balance them in your delivery, your emails will turn into powerful narratives that drive your readers to action.