How to Write Email Copy That Converts: 15 Tips for 2025

While my first email experience was sending funny cat images to classmates, over the years, I’ve understood that this versatile medium can do so much more, especially through compelling copy.  

Crafting words that resonate with your audience can transform your email marketing campaigns, turning casual readers into loyal customers.

In this blog post, I’ll share how to do email content writing well, accompanied by some great email copy examples. You, too, can be an email copy writer and rock email marketing copy! 

By following these copywriting techniques, you’ll be well on your way to crafting emails that grab reader’s attention, drive conversions, and help you boost revenue. 

But first, let’s look at what email copy is, exactly.

What is Email Copy?

Email copy refers to the text within an email, encompassing everything from the email subject line to the email’s footer and the call-to-action. It’s the core of your email marketing campaign, designed to persuade the reader to take a specific action, such as visiting a website, making a purchase, or signing up for a service.  

Good email copy goes beyond simply providing information; it connects with the reader and motivates them to engage. Think of your email body copy as a conversation starter, enticing the recipient to participate further.

Why Email Copy is Important

Compelling email copy is super important for your digital marketing strategy. It’s how your brand talks to your audience, shaping how they see you and what they do.

I, personally, love Graza’s email copy. Each time I’m reading its newsletter, it feels like a friend, not an olive oil company, is talking to me:

So, here’s the deal with good email copy, written by an email copywriter:

Reflects Your Brand Voice

Imagine getting an email that sounds like a robot wrote it. It’s not very inviting, right? Your email tone of voice is like your brand’s personality shining through. When your copy is consistent and authentic, it helps people connect with your brand on a personal level. This is a core part of any good email marketing strategy.

Boosts Conversions

Ultimately, you want your emails to get results, like purchases or downloads. Well-written conversion copywriting, especially in sales email copy, guides potential customers in that “yes!” moment. 

For further reading, look into writing strong sales email copy and understanding how your audience responds. Email copywriting examples can also offer helpful guidance.

Drives Action

Ever noticed those clear and enticing buttons in newsletters or promotional emails that say things like “Get Started” or “Claim Your Discount”? That’s your call-to-action and a crucial part of driving your click-through rate. It tells people exactly what to do next, making it more likely that they’ll do it.

When is Email Copy Most Effective?

Let’s talk about making your newsletter writing work for you. You know, the kind of emails that people open and click on? That’s the power of persuasive copy, and there are some key moments when it can truly shine in your email campaigns. I’m talking about boosting those open rates, click-through rates, and conversions like never before.

Sounds too good to be true? Well, Olipop’s email and compelling copy beg to differ. Wouldn’t you want to open it as soon as you see it and read it?

Need more specific details how else an effective copy can be at your service? Here’s how:

Launching a New Product or Service

Have you got a shiny new product or service ready to hit the market? Email marketing is your best friend for generating buzz and excitement. 

Use persuasive copy in your email template to highlight all the fantastic benefits, build anticipation, and get people practically begging to try what you’ve got.  

Here’s how Drift introduced its new scent. Notice that the copy doesn’t merely list features. It makes you imagine how it would actually feel smelling it:

Don’t forget about the power of cold email outreach, as well. This is a great way to generate leads and introduce your product to a fresh audience who might not know about you yet.

Re-Engaging Inactive Subscribers

We’ve all been there – been those subscribers who’ve gone quiet. But don’t give up on them! With some email marketing magic, you can rekindle their interest and bring them back.  

The secret weapon? Compelling subject lines that grab their attention and special offers they can’t resist. Think “exclusive discounts” or “early access”. A little bit of copywriting newsletter genius goes a long way.

Noom’s email is hard to resist. The brand starts off by promising guaranteed value and tops it all off with a great return offer:

Driving Urgent Action

Flash sale! Limited-time offer! Email is your go-to tool when you need to create a sense of urgency.  Inject that urgency into your persuasive copy to encourage those impulse clicks and last-minute purchases.  

Remember, fewer words can sometimes have a bigger impact, especially when combined with a powerful call-to-action.

Here’s how, with just a few sentences (well, a considerable discount, too), Goodles makes you want to invite it on a dinner date:

Nurturing Leads

You want to build a genuine relationship with prospects. How do you do that? By providing valuable information and resources through your email copy. Think of it as content marketing delivered straight to their inbox. Keep them engaged, keep them interested, and watch those leads transform into loyal customers.

This is also a prime opportunity to leverage social proof. Share testimonials or positive reviews to build trust and reinforce their decision to join your community.

Sunday knows it won’t go far with its prospects by saying “Trust us, we’re the best!”. Instead, the brand shares positive stories from real people, nurturing leads to make sure of it themselves:

Onboarding New Customers

First impressions are everything. Make your new customers feel like VIPs from the moment they sign up. Send warm welcome emails that tell them what to expect, how to get started, and how to make the most of your product or service. 

hers positions itself as a wise (beauty) friend from the start. The brand shares its go-to routine for shiny and healthy hair with its products:

15 Email Copy Actionable Tips to Write Like a Pro

Ready to take your email copywriting skills to the next level? Here are some practical tips to get you started:

Write a Compelling Subject Line

Your subject line is the first thing people see; it can make or break whether they open your email. Keep it short, intriguing, and as few words as possible. 

Think it’s hard? Take a cue from Recess. The brand’s subject lines always tick off all the boxes, making them hard to miss:

Oh, and avoid those sneaky spam trigger words that can send you straight to the dreaded spam folder.

Use a Visible Call-to-Action (CTA)

Instead of a generic “Click Here” button, use words that tell people exactly what they’ll get. Words like “Shop Now”, “Learn More”, or “Get Started” are much more inviting and create a sense of excitement.

And just like a sign needs to be easy to find, your CTA button or link should really pop. Use colors that contrast with the rest of your page, make the font a bit bigger, and put it somewhere people are sure to notice.

Now, take a look at this example of a great CTA:

Do Not Forget the Footer

The email’s footer is often overlooked, but it’s important! It’s where you include essential information like your business address, the unsubscribe link (people appreciate having the option!), and links to your social media pages.

In its email footer, Asics does that and more – you can click to explore specific product groups straight from the email!

Personalize When Possible

Nobody wants to feel like they’re just another number on a massive email list. Using email personalization is key to making your subscribers feel seen and valued. 

It’s about more than just slapping their name at the top of the email (though that’s a great start!). True personalization comes from understanding your audience, segmenting your lists, and tailoring your messages to their needs and interests.

No one personalizes better than Spotify. Not only the brand tailors its musical suggestions for the season. It tailors after your music taste:

A/B Test Your Emails

Don’t just guess what works – test it! Instead of relying on gut feelings or assumptions, A/B testing allows you to make data-driven decisions about your email copy.  

You can test different elements of your emails, from subject lines and calls-to-action to email layouts and even sending times. By analyzing the results of your tests, you can continually optimize your emails for maximum impact.

Focus on Benefits, Not Features

Instead of just listing features, tell people how your product or service will improve their lives. Benefits-driven copy focuses on solving problems and making people’s lives easier, happier, or more productive. You can back up those benefits with customer testimonials for even greater impact!

Well, Suds listed benefits aren’t really what you’d expect from natural soaps… But then again, you’d expect it! Why not share (a bit crazy) benefits that are sure to pleasantly surprise you?

Use Short Paragraphs and Bullet Points

No one wants to read a wall of text, so keep your emails easy on the eyes. Use short paragraphs, bullet points, and white space to break up the text and make it more scannable. Remember, email length matters! People are likelier to read the entire email when you keep it concise.

How about this Armra email? 1, 2, 3 and you’ve read it! And understood everything that needs to be understood. Even the scientific stuff:

Highlight One Main Message

Don’t try to cram too much information into one email. Think of your email as a focused laser beam, not a scattered spotlight. People are bombarded with information from all directions. If your email tries to cover too much ground, your readers are likely to get overwhelmed, disengaged, and ultimately, click that delete button. 

Now, imagine receiving an email with a clear, concise message and a single call-to-action. It’s much easier to digest, and you’re more likely to take the desired action.

Here’s the message behind Tarta Gelatina’s – we’ve got new, cozy robes. Simple, right? Yet, so powerful:

Leverage Storytelling

Humans are hardwired to connect with stories. Stories can transport us to different worlds, evoke powerful emotions, and create lasting memories. 

Storytelling in emails allows you to move beyond the transactional and create a more human connection with your audience.

For instance, Drizly writes a short story about each of its promoted products. It’s almost like listening to a real sommelier:

Use Optimized Images

A picture’s worth a thousand words, right? Well, in email marketing, a relevant picture can be worth a thousand clicks. 

Use high-quality images that reinforce your message and brand, but keep them optimized! Giant image files can slow load times, and nobody has time for that. Compress your images to keep file sizes small without sacrificing quality.

Everyone can say that you won’t find anything like their products. But adding a picture to support this claim? Especially, when it’s THIS picture? I’m drooling to try those noodles:

Optimize for Mobile Devices

These days, people are checking their inboxes on the go, so thumb-friendly emails are a must. That means using responsive email templates that automatically adjust to fit different devices. 

Your copy needs to be mobile-friendly, too. Keep paragraphs short and sweet, use clear and concise headlines, and make sure your call-to-action buttons are big enough to tap with a finger.

Don’t forget what will be seen on a small screen, as well. For instance, this is how Nonny’s email looks before scrolling down. You see everything you need, and now you’re hooked to learn more:

Avoid Triggering Spam Filters

Want to make sure your emails land in inboxes? Then you’ve got to avoid tripping those pesky spam filters. Skip the excessive use of ALL CAPS, exclamation points!!!, and spammy trigger words like “free,” “guarantee,” or “cash”. While these might seem exciting, they often scream “spam” to email providers. 

Instead, focus on clear, concise language and personalize your message. A genuine tone connects with readers and helps your email get where it needs to go – their inbox.

Preview and Proofread

Before hitting “send,” always, always preview and proofread your email! This can save you from embarrassing mistakes and ensure your message is clear and professional. 

Check for typos, grammatical errors, broken links, and formatting issues. Look at your email on different devices (desktop, mobile, tablet) to ensure it renders correctly. Consider reading your email aloud to catch any awkward phrasing or flow issues. A little extra time spent proofreading can make a big difference in how your email is received.

Ask Questions to Engage Readers

Want to keep your reader interested and engaged with your email? Ask questions! Posing a relevant question encourages your audience to think, respond, and interact with your content. 

Whether a simple “yes/no” question or a more open-ended query, inviting your readers to share their thoughts creates a two-way conversation. This makes your email feel more personal and less like a one-way broadcast.

This email really got me just right before Christmas. “I do need help with gifts! Tell me more!” – I said while moving my finger towards the CTA button.

Express Emotions Through Your Copy

Don’t be afraid to inject personality and emotion into your email copy. While maintaining professionalism is key, expressing emotions like excitement, empathy, or gratitude can make your message resonate more deeply with readers. 

Think about the overall tone you want to convey and choose words reflecting that feeling. Are you sharing exciting news? Let your enthusiasm shine through. Are you addressing a customer concern? Express empathy and understanding.

Now, look at Candy Kitten’s email copy. You can’t help but root for its new product to succeed (by buying it yourself, of course). The excitement is just too high.

About author

Camilla Mackeviciute

Author

Sender

Camilla is the content wizard who weaves creativity and strategy into every piece she works on. Her expertise lies in crafting impactful content that drives results.