SAN FRANCISCO SCHOOL OF COPYWRITING
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    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
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Email Copywriting Tactics

Email marketing returns $40 for every $1 spent. 

With that kind of return on investment, it's one of the most cost-effective ways for companies to reach customers.

​If you're looking to boost your copywriting skills, email marketing is a great place to start. 

Successful email copywriting is possible, so let's get to how it's done. If you want the email copywriting tips that will keep your advertising campaign from becoming a statistic, keep reading.

Write Useful Content

Good email copywriting starts with a good email marketing strategy. Why? Because you can't write well about nothing. 

Don't clutter your subscriber's inbox with useless content. It decreases your credibility. Worse, it tempts readers to hunt for the unsubscribe button. 

Just what qualifies as "useful content" depends on your target audience, but no matter what your branding is, everyone has problems that need to be solved.

​Offer blog posts, sales, and products that resonate with your readers. 

Smash Your Subject Line

One of the most important email marketing tips is to focus your energy on writing a subject line that works. 

Bad subject lines are the reason that almost 80% of marketing emails get deleted before they're even opened.

​That means nailing your subject line has to be the cornerstone of your email marketing strategy.

What's a Bad Subject Line?

What kind of subject lines make your readers hit the trash icon before reading your email?

It's simple: a bad subject line is a predictable subject line.
​
If your subject line lacks originality, your reader takes the hint: they're about to open the same old marketing email they've read a thousand times.

There's nothing new, challenging, or exciting to be gained from reading what you've written. 

Salesy language makes for bad subject lines too. Research shows that the word "save" gets dramatically fewer clicks than other wording. 

As a copywriter, this means that you can't just transpose the language of an advertising poster into your email.

A customer might glance at a poster that says "Save 20% on Summer Essentials!" as they walk by a store, but they are not likely to open an email that uses the same wording.
​
What can you do instead?

Use Their Name

It might sound cheesy, but it works. Hearing (or reading) our own name causes a unique neurological reaction. It gets our attention like nothing else. 

Seeing their own name also feels flattering to the reader. With two major benefits — getting attention and flooding your reader with positive emotions — personalizing subject lines is a winning strategy. 

Using the reader's name pairs well with call-to-action subject lines, such as:
  • "Tim, can you donate just $3?"
  • "Karen, now's the time to take action."
  • "Monica, get the best price on Bunsen burners before they're gone!"
    ​
Just make sure you use this strategy sparingly in your email campaign so the reader doesn't feel nagged.

Crack a Joke

The online world takes itself seriously. If your branding goes well with a dash of quirkiness, stand out with a joke.

​Your readers will be more likely to open the email if only to pursue the promised entertainment value.

Know your audience. Self-deprecating humor is the stuff of millennial memes, but won't play well with older readers.

Groaners are always fair game. Puns based on your product? Those are comedy gold.

Subvert Expectations

Take copywriting inspiration from Volkswagon's "Think Small" campaign. Instead of promoting themselves according to reader's expectations, they surprised them by boasting about their weaknesses.

Readers are expecting email campaigns that promote your company's benefits and offers.

​Why not intrigue them by shaking up expectations? 

Try playing on the idea of not offering a sale, not being #1, or not having all the answers. Readers will be interested enough to click, and you can drop the other shoe in the body of the email. 
​
There's a fine line between subverting expectations and shooting yourself in the foot. A great ad school can teach you how to shoot right down the middle with your branding. 

Be Bold and Direct

A straightforward subject line can also work. You'll probably use direct subject lines for the majority of your marketing emails, so they'll need to be effective.

Keep it short, direct, and specific. For example:
  • "10 Ideas for Your Next Garden"
  • "Uh-oh, you're almost out of minutes"
  • "Did your recent purchase meet expectations?"
  • "Here's what's on sale today - up to 75% off!"
  • ​
Avoid vagueness and exaggerated claims. Let your reader know exactly what to expect, and then deliver it.

Sticky Intros

Did your reader love your subject line enough to click?

Congratulations, you're in the 21% of marketing emails that don't get ignored!

Now, keep them reading. You'll need a "sticky" intro — one that grabs their attention and doesn't let go.

Build your intro paragraph on:
  • A bold statement
  • A compelling fact or statistic
  • A relevant quotation
  • A story
  • A question
  • ​
Your introduction is only the springboard for your email. However, it has to be an effective one. 

Build Your Argument

Some marketing emails are straightforward. If you're letting customers know about a new sale on leather belts, you'll keep your text minimal and let product pictures do the talking.

Other emails require you to build an argument.
You might be writing for a political campaign to communicate a politician's platform.

Or, you might be explaining a social problem to solicit donations for a charity. You'll need to explain concepts and cause-effect relationships.

In the oversaturated online conversation, it's hard to get a simple point across. But that's the key: keep it simple. 

This isn't the place to let your inner blogger out. Build your argument with clear sentences. Use short paragraphs. 

​Brevity gives you the best chance of communicating with your distracted audience.  

Cut the Fluff

Let's be honest: your email is one of a swarm of impersonal messages attacking your reader's inbox. In today's online world, readers aren't reading, they're skimming. 

That's why every copywriting strategy should include cutting as much fluff as possible.

Stuffing your email full of nonessential text doesn't just make it harder to read on a tiny screen. It also means that your reader will let their eyes bounce away before they even try to engage.

If you can't say what you mean in a few short sentences, you probably don't know what you want to say.

​Your beleaguered reader doesn't have time for fluffy content. Get to the point.

Bold What's Important

It was a faux-pas in the past, but no longer. Bolding a few keywords directs your reader's eyes to what matters. 

To make your bolding tasteful, make it consistent throughout your email. You might want to bold one phrase per paragraph or one phrase every three paragraphs.

​Evenly distributing your bolded phrases makes it seem intentional, not haphazard. 

Clear Call to Action

If you want to rank among the less-than-3% of marketing emails that readers actually click through, you'll need a strong call to action. 

Let your readers know exactly what you want them to do:
  • Shop summer dresses
  • Donate
  • Read the full article 
  • Comment your thoughts
  • Watch now
  • Download for free

Your copywritten call to action should always be accompanied by the button or card that takes your reader to the next page. 

A word for nonprofits: It's not tacky to have several calls to action interspersed throughout your email.

​It's understood that donor-dependent charities need to present a strong case while they ask for donations.

You'll likely have a minimum of three or four "Donate Now" buttons arranged within your email body.

Keep it Conversational

Even a very formal brand has room for conversational communication. Writing conversational copy helps your reader feel connected on a personal level, and why shouldn't they? You're contacting them through their personal email, after all. 

Conversational doesn't mean sloppy. Grammar mistakes and unstructured content have no place in copywriting, ever. 

Instead, conversational writing means emphasizing the personal relationship between you and the reader.

​First-person voice (as in, "I had to share these great ideas with you") matches the conversational aspect. A personal sign-off helps as well. 
​
Ultimately, a personal tone builds rapport between you and your reader. They will come away trusting you more. 

Email Copywriting, Demystified

When done right, email copywriting is one of the most successful marketing tactics available. The best part: it's not as hard as it looks.

With these tips, you'll be on your way to creating engaging email copy for any topic. 

Whether you've dreamed of attending ad school for years or have just begun to think about getting a copywriting certificate, our free Copywriting to Go Course is the perfect place to start. 

Check it out today. 
FREE COURSE
  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature