28 Tips for Writing Engaging Email Copy [with HubSpotter Insights]

In today’s fast-paced digital world, email marketing has evolved significantly. While flashy designs and fancy functionality are popular, the power of well-written plain-text emails should not be underestimated. In fact, a simple, straightforward email with compelling copy can outperform a highly-designed email with all the bells and whistles.

Email copywriting plays a crucial role in engaging subscribers and driving conversions. To help you craft impactful marketing emails, I’ll share some best practices for writing compelling subject lines and persuasive email body copy.

What is Email Copywriting?
Email copywriting involves crafting copy specifically for marketing emails. It aims to build connections with prospects, engage existing customers, and ultimately build trust. By creating compelling copy, you can increase the chances of convincing and converting your audience.

Components of Compelling Email Copy
To create effective marketing emails, you need to focus on three key components: the subject line, preview text, email body copy, and call to action (CTA). Each element plays a vital role in capturing the reader’s attention and driving them to take action.

Email Subject Line
Your subject line is the first thing recipients see, so it needs to be concise, engaging, and relevant to the email content. A compelling subject line can make the difference between your email being opened or deleted.

Preview Text
Preview text provides additional context about the email content and can entice readers to open the email. Customizing the preview text can improve engagement and encourage recipients to continue reading.

Email Body Copy
Once the recipient opens your email, the body copy should deliver on the promises made in the subject line. It should provide essential information, address the reader’s needs, and encourage them to take the desired action.

Call to Action (CTA)
The CTA is a critical part of your email copy that prompts readers to take action, whether it’s making a purchase, downloading content, or signing up for an event. A clear, actionable CTA can significantly improve conversion rates.

Email Copywriting Best Practices
To write effective email copy, follow these best practices for subject lines, email bodies, and overall email content:

1. Use actionable language in your subject line to prompt engagement.
2. Personalize your emails to create a sense of relevance and connection.
3. Prioritize clarity in your subject line before focusing on catchiness.
4. Ensure your subject line aligns with the email content to build trust.
5. Use emojis judiciously to add personality and enhance communication.
6. Test multiple subject lines to determine which resonates best with your audience.
7. Incorporate numbers and statistics to add credibility and attract attention.
8. Avoid using all caps to prevent your emails from being flagged as spam.
9. Leverage FOMO to create a sense of urgency and encourage action.
10. Optimize your subject lines for mobile to ensure they display correctly.
11. Avoid spam trigger words to improve deliverability and engagement.
12. Brainstorm with AI tools to generate creative subject line ideas.

Crafting a Marketing Email
When writing your email copy, focus on establishing relevance, using a conversational tone, highlighting benefits over features, and incorporating visual elements. By providing value, storytelling, and proofreading your emails carefully, you can create engaging and persuasive content that resonates with your audience. Segmenting your audience and tailoring your content to each segment can also improve engagement and conversion rates.

By following these best practices and tips, you can craft compelling email copy that drives action and connects with your audience. Remember to provide value in every email, maintain consistency in tone and style, and always focus on serving your recipients. Start creating marketing emails that get results and engage your audience today!