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 Marketing Types: Long, Short, Creative and More

Do you want to revamp your writing skills and gain crucial knowledge to help you boost your copywriting career?
First, you must master email marketing.

Businesses and organizations use email marketing campaigns because interacting with customers and potential buyers is a fantastic sales strategy.

If you can write fantastic email copy that helps your client’s business thrive, you will have success as a marketing copywriter.
​
Here is a guide to the basics of email marketing types. You will learn about long-form versus short-form email content, as well as many creative email marketing strategies to help you get started!

Short or Long?

First, you must determine whether you’re writing a short-form email or a long-form email.

​The copywriting and advertising strategies you use to write an email vary depending on its length.

Your clients use a combination of short and long email marketing types to engage with as many potential customers as possible. You must excel at both types of email copywriting!

Here are some email marketing tips designed to help you understand the basics of writing short and long-form emails.

Short Email Basics

Writing shorter emails means keeping sentences short and ideas concise. They tend to catch the reader’s eye to draw them in.

Shorter emails help your clients because their customers don’t have to invest much time reading through the email. They’re straight to the point and often call the reader to take specific and direct action.

Luckily for you, this means writing less content.

​On the other hand, you only have a small number of words at your disposal to make a big impact and compel your client’s customer to make a purchase or visit their website.

Long Email Basics

Writing long emails is more like writing a conversational and persuasive blog post. They will be more information-rich and are best for building long-lasting, trusting relationships between a business and its customers.

Longer content is often used in autoresponder email sequences. These are pre-written emails that automatically send to your client’s email list.

Autoresponder emails get sent out when a customer engages in a specific activity that calls for direct action on your client’s website.

Your clients use autoresponder sequences because they are a fantastic tool for gaining customers. They help generate leads with prospective clients and get more people on your client’s email list.

For example, an automotive repair shop can offer a free guide that teaches you how to change your tires.

Once the website viewer types in her email address, she will receive an automated email from the shop with her helpful how-to guide.

​At the same time, the automotive repair shop gains another subscriber to its email list.

Creative Email Marketing Types

While it’s important to learn the difference between long and short-form emails, it’s just as important to learn the basics of crafting different email marketing types.

Your client must take a creative approach to their email marketing campaign in order to encourage readers to become customers. 

These are the specific forms of your email content that provide a unique technique to help your client’s business.

There are so many examples of creative marketing types that work: newsletters, promotional emails, birthday emails, surveys, and more!
​
Each creative approach requires you to use different skills and strategies to generate sales.

Promotional Email Copy

Your email is probably cluttered with many of these, and that’s for good reason. Promotional email copy provides a huge incentive for the reader to go to your client’s website because everyone loves a good deal!

Otherwise known as special offer emails, promotional email copywriting is used to let a customer know about your client’s upcoming sales, promotions, or savings events.

These emails should be short and sweet. You don’t need to focus quite as much on directing potential customers through a sales funnel for this type because an excellent savings event in itself is enough to interest a potential customer.

Special offer emails typically use pictures and flashy images to grab a reader’s attention.

Your job is to communicate the terms of the special offer in a clear, concise manner that fits the tone of your client.

If the reader doesn’t know that the sale ends after one day, that’s a problem.

​She may feel lied to and lose trust in your client. Letting potential customers know these details can actually promote more sales because it gives a sense of urgency to invest in a product or service now.

Abandoned Cart Reminders

If your client in an online retailer or marketplace, they may be able to track when a potential customer fills up their cart but walks away without placing their order.

Access to that data, along with the customer’s email address, allows your client to reach out with a gentle reminder to hit the Checkout button.

That’s called an abandoned cart email. They remind the reader of what she added to her cart, and that she forgot to follow through with the purchase.

If your language is too pushy, the reader will feel unwanted pressure to buy your client’s products. That’s not good. The potential customer’s reaction should be thankful at best, and neutral at worst.

One way to accomplish this is by sympathizing with the customer. Discuss potential reasons why it makes sense that they abandoned their cart.

Let them know that your client understands what a busy schedule they have, or that perhaps they were having second thoughts.
​
Gently remind the customer of what they will miss if they don’t buy your client’s product.

Order Confirmations

Another short email copywriting strategy is to implement order confirmation emails after a customer buys an item or signs up for a service.

Most businesses use an automated order confirmation email to simplify the process. However, you need to use tools to personalize the email. Include the customer’s name, the products or services they purchased, and the shipping information.

These emails subtly promote sales. A customer gains a lot of trust in a company when she knows for sure that the store confirmed the transaction.
​
You can add some of your client’s current promotions, sales, or upcoming events to heighten the potential to gain a repeat customer.

Send Them a Survey

Marketing experts know that sending survey emails to previous customers can give businesses the insight they need to fulfill their target customers’ wants and needs.

When you’re assigned to this type of email copywriting, be encouraging. Let the customer know that her feedback is important to your client.
​
Give the reader a time estimate for the survey. When a customer is aware of the time commitment involved, she’ll be more likely to give your client feedback.

Newsletters

Newsletters give the reader insight into what your client offers on a weekly basis.

Newsletters can include anything from news stories, to satisfied customer reviews, to recent awards. They share positive media about a business or organization.

There will often be many links to articles, podcasts, blogs, and sales pages scattered throughout the newsletter to encourage the reader to check out your client’s site. They may also share current promotions and sales events.

When you write newsletters, you have the opportunity to give customers a clear idea of your client’s branding and tone.
​
Make sure to conduct extensive research on your client’s target consumers, and what language intrigues a reader and persuades her to buy a product or invest in a service.

Happy Birthday!

It’s important for businesses to connect with dedicated, returning customers. That’s why sending over a brief happy birthday message can be a game-changer.

Make the customer feel cared for. If your client is willing to provide special birthday offers, that’s even better. Make sure the reader knows that on her birthday, she gets a discount or some freebies when she buys something.

If you master the art of writing happy birthday emails, the customer may not even notice that this is advertising!
​
You can have fun with this one. Be friendly, fun, and celebratory. Just don’t forget to mention what your client has to offer.

Get Your Copywriting Certificate Today

If you learn how to write compelling copy for each of these marketing types, you’re sure to build up your client base and gain a stellar reputation for your email marketing skills.

Do you want to become an expert copywriter and gain your copywriting certificate? We can help you achieve your copywriting dreams at our ad school.
​
Start today by enrolling in our free ten-step Copywriting to Go Course!
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