The Ultimate Guide To Write An Email Copy

Email marketing is DEAD! many gurus would have you believe this, but the reality is exactly the opposite. Email marketing is thriving and is one of the most effective marketing channels. Email marketing has greater ROI and a more preferred marketing channel when compared to SEO, Social Media & Affiliate marketing. To create a successful email marketing campaign, it’s very important to create a well-optimized email copy. Creating a perfect email copy can be difficult. Fortunately, by the time you have finished reading this guide, you’ll know how to write an email copy that converts!

1)Segment your audience

The outcome of your email marketing campaign will not be productive if you do not write a suitable email copy for the targeted audience. Getting to know your audience is a great way to improve your KPI’s.

You can do so by segmenting your email contact list. Your marketing goals will define the criteria for segmentation. Segmented emails enable more personalized emails for your targeted audience which ensures more clicks when compared to non-segmented emails.

Benefits of email list segmentation
Source : HubSpot

Listed below are some of the ways to segment your list:

  • By demographic data.
  • Survey or Quiz Results
  • Email Engagement
  • Geographic Area
  • Position in the Sales Funnel

2)Optimize Email Preview

Recipients make the decision whether to open the email or not on the basis of the email preview. They decide the relevancy and usability of the email within seconds. Hence it is of utmost significance to optimize the preview and make it catchy & compelling so that Recipients open the email. Email preview contains – Sender’s name, subject line & preview text.

Let us understand the preview elements in detail.

Email preview and it's element

A) Sender’s name

Senders name also from name is the name displayed in your recipients’ inboxes. It is different from the sender’s email address which includes an @ and a domain name. Recipients expect to receive emails from the brands they have subscribed to. So, the sender’s name must be recognizable and generally should be Brand’s name rather than their employees. Typically recipients open an email that has a familiar sender’s name, therefore Sender’s name could be the factor that determines whether the recipient opens the email or not.

B) Subject Line

The subject line is the first text recipient sees after your sender’s name, therefore it is important to keep it informative, captivating, and brief. Nailing the subject line can be the factor that decides whether the recipient opens your email, discard it, or even worse report it as spam.

Recipients tend to open the email if they feel they will benefit from it or if the email looks enticing. The recipient will discard your mail if your subject line is not informative enough or looks spammy.

Guidelines for creating perfect subject line:

  • The subject line should align with your email copy.
  • The subject line should be in bold.
  • Use keywords as the first few words to make your purpose clear
  • If the subject line is too long part of it is hidden hence subject should be brief, concise and clear.
  • Personalize your subject line.
  • Create a sense of urgency.
  • Ask an important question.
  • Use emoji and special characters sparingly.
  • Get rid of spammy language.

C) Preview text

It’s not just the subject line that sells people on opening your email, it is also the preview text. Preview text tells the recipient more about the content of your email. Preview text is displayed next to your subject line, so it is necessary that both the preview text and subject line fit together well and tell a cohesive story.

Email preview text is generally between 35-90 characters. Often, this shows part of the first line of the email but that’s a wasted opportunity to attract the recipient to open the email. The preview text is an often-ignored aspect of email marketing but using it properly can entice recipients on your email lists to open and read your messages.

Use these tips to create effective preview text:

  • The preview text must be accurate and relevant.
  • It must represent the email content accurately.
  • Expand on the Subject.
  • Write Straightforward Teaser
  • Use Action Words
  • Be Aware of Characters and Length

3)Personalize your email

personalized email
Personalized subject line & Email copy- includes name of the recipient, words like you, your, you’ve to create a personal connection.

With all the consumer data available with the marketers, Personalization should be prioritized when creating an optimized email copy. We earlier discussed Segmentation, which affects personalization too. The more segmented your email list, the better you can personalize the subject line and provide relevant content to your recipient.

Moreover, you’re competing with 100’s of messages in your potential customer’s email. Why would they read your mail? You can have an edge by personalizing the email to generate more interest from your recipient.

Tips to Personalize your email copy:

  • Create a personal connection with the audience of your email contacts.
  • Use words like “you”, “me” and “us” in your email.
  • Use recipient names in your email copy.
  • personalize your automated triggered emails.

4)Write compelling Body Content

compelling email body content
Email body content that’s easy to scan for the recipients. The email content is personalized, has a clear goal, effective CTA, and also link to unsubscribe.

An average reader spends less than 5 seconds deciding whether to engage or not, that’s all the time you’ve got to convince your recipient to engage with you further. In today’s information overload world, you’ve to make your content easy to read.

Since your audience scans your email, be aware of this audience behavior while writing your email copy. The better you format your content for scanning, the more likely the recipient is going to read the email and plan to take any action.

Tips for writing the body content:

  • Personalize when necessary.
  • Keep your sentences short.
  • Avoid using too many images and videos.
  • Keep your email on-point and brief.
  • Make unsubscribing easy.
  • Don’t use spam trigger words.

5) Use Effective Call To Action (CTA)

CTA Buttons distinguished in email
CTA Buttons are easy to distinguish from the body content and creates an urge to click them.

Aside from subject text, Call to Actions is the most important part of your email copy. As discussed earlier, recipients scan their emails, if there’s one thing that you’d like them to notice it should be the CTA since CTA helps recipients convert, by taking the action you’d like them to take.

Your call-to-action button should stand out and should be distinguishable from body content. Your email copy should contain at least one CTA. Use actionable words such as “get”, “order”, “buy”, “sign up”, “start” to create an urge to click on the button.

6)Align your Email copy with your landing page

email copy aligned with landing page
Email copy and landing page have similar goals, purpose and aesthetics creating a coherent user experience.

An email no matter what kind of campaign it’s used for should continue a conversation or interaction between a brand and a consumer. To achieve this, we need to create a coherent experience for your audience by aligning your email copy with your landing page.

Design a consistent visual experience for both the email and your landing page. If the landing page has a very different look and feel from your email, the recipient may get confused and this would result in fewer conversions.

Redirect the recipient to the landing page having similar goals as the email copy. For e.g., if the goal of your email copy is about the introduction of new services, the landing page should be about the mentioned services or the webpage of that services.

7) Optimize Your email copy for multiple platforms

optimized vs unoptimized email

Emails are consumed through multiple platforms such as desktops, mobile phones and tablets. It’s utterly significant that email copy is optimized for all such platforms, if the copy is not optimized you may not be able to present the intended purpose of the email efficiently to your recipient.

Marketers must target email marketing through mobile since the majority of customers use mobile as the primary device to consume emails. They need to have a solid email marketing strategy considering the use of mobiles and tablets.

8)Analyze the metrics & optimize your email copy

A/B testing two variants of an email copy

According to “A/B testing, in the context of email, is the process of sending one variation of your campaign to a subset of your subscribers and a different variation to another subset of subscribers, with the ultimate goal of working out which variation of the campaign garners the best results”. Use the insights derived from A/b testing and use the copy that gets more conversion rates.

Use Key Performance Metrics (KPI’s) such as Open Rate, Click-Through Rate, Delivery rate, View Rate, Sales Conversions. Take suitable actions according to your analytics to improve your conversions and other KPI’s. Use your research continuously to optimize the email marketing campaign to achieve your goals more efficiently.

Tips for tracking results:

  • A/B test your email copy on two or more segment audiences.
  • Measure the results of each email campaign you run to analyze the desired KPI’s such as delivery rates, open rate, click-through rates and sales conversions.
  • Use your results to optimize your KPI’s and improve continuously.

9)Avoid the Spam Filter

Unsubscribed, unsolicited or unsafe emails sent for the purpose of advertising, phishing, or spreading malware are considered spam. All the hard work that you’ve put into creating the perfect email could all be for nothing if it goes to spam.Avoiding spam filters can give your brand an advantage over your competitors.

Ways to avoid spam filter


spam filter triggered due to suspicious body content
Suspicious subject line with low body content triggers spam

Spam filters analyze your content. Avoid using the mentioned words and phrases to reduce the likelihood of your emails landing in the spam folder.

  • Words – “free,” “guarantee,” “opportunity,” “earn,” “million,” “Viagra,” “Xanax,” “winner,” etc.
  • Phrases –  “send resume,” “double your income,” “Be amazed”, “don’t delete”, “meet singles,” etc.
  • Uppercase – Writing in ALL CAPS
  • Excessive use of Punctuation such as …,  !!!, and ???
  • Links – Excessive use of links or links that direct to suspicious websites.
  • Excessive use of Symbols such as $$, %, and other symbols


spam filter triggered due to only image email
All image email with no text triggers spam filter

Sending all image email with no text or using too many images could trigger a spam filter. Using sentences and images in balanced proportion can avoid the spam filter and can also make the email copy more compelling to the recipient.

C) Email Engagement and Sender Reputation

Content is not the only cause that filters your email as spam. Your email sender reputation, along with your contacts’ engagement with your emails, can affect it too. If your emails frequently have poor engagement, filters may adapt to behaviour and start delivering your email to the spam folder. To avoid this segment your audience as discussed earlier.

D) Duplicate Emails

Avoid resending the same email to the same contact list with unchanged content and subject line. This can result in spam triggers. If you do resend an email to a contact list , make sure to atleast edit the subject line.

E) Never, ever buy email lists!

Never be tempted to buy the email contact list. Sure it may seem like the easy way out but it’s not, since such contact lists are a ticking time bomb that can destroy your sender reputation and could potentially ruin your email engagement. Always use organic strategies such as Creating a personalized CTA for each blog or landing page, creating a pop-up or slide-in for each page of your site and so on to build your own email contact list.


Convert your leads into customers by creating the perfect email copy by segmenting your audience and personalizing the content, writing a compelling subject line, preview text & body content. Align your Email copy with your landing page and optimize your email for various platforms. Always analyze the metrics to improve the email marketing campaign and remember to avoid Spam!

Did you enjoy reading the above article? Have any suggestions or queries? Do let me know in the comments section below.

Want to learn more about Digital Marketing? Checkout my other blogs.

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