If your emails aren’t converting, there’s a good chance your copy is to blame. You might have the best product, the perfect offer, and a killer design, but if your words don’t hook, engage, and persuade, your subscribers will hit delete faster than you can say, “Wait, come back!”
Email marketing is one of the most powerful tools in your business arsenal, but crafting copy that actually drives action? That’s an art. Luckily, it’s an art you can master.
Understanding Email Copywriting
At its core, email copywriting is about using words to inspire action. Whether you’re persuading a customer to make a purchase, sign up for a webinar, or simply engage with your brand, every word matters.
Unlike other forms of marketing, email copywriting has to cut through the noise of a crowded inbox. Your goal isn’t just to inform, it’s to captivate, connect, and convert. Good email copy doesn’t just sell, it makes the reader feel like they’re making the right choice.
And with email marketing delivering some of the highest ROI in digital marketing, getting your copy right isn’t just a nice-to-have; it’s essential.
Why Strong Email Copywriting Matters
Strong email copywriting isn’t just about getting people to open your emails; it’s about getting them to take action.
✔ Boosts Engagement: Engaging, well-written emails keep your audience interested + eager to read more.
✔ Drives Conversions: The right words can persuade readers to take the next step, whether that’s making a purchase, signing up, or booking a call.
✔ Builds Relationships: Good copy feels personal and authentic, fostering trust and brand loyalty over time.
✔ Maximizes ROI: Since email marketing is one of the most cost-effective channels, well-crafted copy ensures you’re getting the most out of every send.
Now that we’ve covered why email copywriting matters, let’s dive into seven actionable tips to help your emails convert like never before.
1. Nail Your Subject Line — Because First Impressions Matter
Your subject line is the first (and sometimes only) thing your audience sees. If it doesn’t grab attention, your email won’t even get opened, let alone convert.
A great subject line is short, intriguing, and to the point. Think of it as the movie trailer for your email. Use curiosity, urgency, or a little personality to make it irresistible.
✔ Curiosity: “Wait… did you mean to leave this behind?”
✔ Urgency: “Final hours! Your exclusive offer expires soon.”
✔ Personality: “We made this just for you (and it’s kinda amazing)”
Pro tip: A/B test different subject lines to see what your audience responds to best.
2. Write Like a Human (Not a Robot)
Nobody wants to read an email that sounds like it was written by an emotionless corporate robot. Ditch the jargon and write like you’re having a conversation.
Your emails should feel personal, approachable, and engaging. If you wouldn’t say it out loud to a customer in person, don’t say it in an email.
Too robotic: “We are pleased to inform you of our latest product offering.”
Better: “We made something awesome, and we think you’re going to love it.”
Bonus points for using humor, storytelling, and a natural tone to keep things interesting.
3. Focus on Benefits, Not Just Features
Your audience doesn’t just want to know what your product does, they want to know how it makes their life better.
Instead of listing product features, highlight the benefits + show your audience what’s in it for them.
Feature-focused: “Our new fitness app includes custom workout plans.”
Benefit-driven: “Get fit on your schedule with personalized workouts designed just for you.”
See the difference? One feels informative but dull. The other makes you want to take action.
4. Keep It Short + Scannable
Nobody opens an email hoping for a novel. Long-winded emails = instant delete.
Your readers are busy, and their attention spans are short. Make it easy for them by keeping your emails concise + scannable with:
✔ Short paragraphs (2-3 sentences max)
✔ Bullet points for quick takeaways
✔ Bold or italicized text to highlight key points
Every word should serve a purpose. If it doesn’t, delete it.
5. Include a Clear, Compelling Call to Action
If your email doesn’t tell the reader what to do next, guess what? They won’t do anything.
Your CTA should be clear + direct whether you want them to shop, sign up, book a call, or read more.
✔ Make it specific: Instead of “Click here,” try “Grab your 20% discount now.”
✔ Use urgency: “Claim your spot — only a few left!”
✔ Limit distractions: One strong CTA is better than five weak ones.
You don’t want your reader wondering, So… what now? Use a clear CTA to make it obvious.
6. Personalize Your Emails (Nobody Likes Generic Spam)
Generic, one-size-fits-all emails won’t cut it. People respond better to messages that feel personal + relevant.
✔ Use their name (but don’t overdo it)
✔ Reference past behavior (like a recent purchase or browse history)
✔ Send targeted content based on their interests or demographics
Personalization makes your emails feel less like a mass blast + more like a thoughtful message sent just for them. And when emails feel personal, they’re more likely to convert.
7. Test, Tweak + Optimize
Even the best copywriters don’t always get it perfect the first time. That’s why testing is key.
✔ A/B test subject lines to see what drives more opens
✔ Try different CTAs and track which ones get more clicks
✔ Experiment with length, tone, and format to see what works best for your audience
Data is your best friend. Keep refining your approach, and your conversions will thank you.
Final Thoughts: Write Emails People Actually Want to Read
At the end of the day, successful email copywriting is about making real connections. It’s not about selling, it’s about solving problems, adding value, and building relationships.
Keeping your emails engaging, clear, and action-driven will help you see the difference in your open rates, clicks + conversions.
Now, go write some emails that people look forward to opening! If you’re looking for agency support for your email marketing campaigns, Breef can help you find your perfect team. Get started by booking a call with a Marketing Strategist.
