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How to Improve Your Email Copywriting in 2019

Chris Christoff
Chris Christoff
Co-Founder at MonsterInsights

Write colloquial and bold big points in emails to better your email marketing.

Email marketing isn’t going anywhere; it's still one of the most effective ways to directly reach your target audience. But are the emails you’re sending to your subscribers and customers helping you reach your goals? You can't just email your audience and ask them to buy your products or services. You have to write your messages in a way that grabs their attention, builds a connection, and encourages them to take action.

Luckily though, you don't need to be a professional copywriter to write emails that increase engagement and drive sales. Here's how to improve your email copywriting efforts this year.

1. Craft a killer subject line

Most marketers spend all their time focusing on creating awesome body copy, but a great subject line is just as important as what you say in the "meat and potatoes" of your email message. A killer subject line is what gets users to open your email in the first place; 35 percent of email recipients open email based on the subject line alone. So, if you want to improve your email copywriting, work on creating killer subject lines too.

Keep your subject lines short and sweet, pique their curiosity with a teaser of what they'll get inside your email, make them personalized, use action-oriented words – these are just a few tips for creating a killer subject line for your emails. Remember though, don't create a subject line that has nothing to do with your email message. If they're completely unrelated, you'll leave your recipients feeling duped, and you'll lose the trust you've worked so hard to build.

2. Write in a "scannable" way

When writing email copy, it's not just about what you write, but how you write it. You need to write your emails in a "scannable" way so that recipients can quickly consume your message.

You might think that writing in a scannable way encourages your readers to skim your content and that they'll miss important details. But readers are already skimming messages; they typically don't have the patience to read your entire email.

In fact, according to a study from the Microsoft Corp. a few years ago, people today generally lose concentration after 8 seconds – that's less than a goldfish. Nobody wants to spend time reading a wall of text and it’s not eye-catching either. Write in a scannable way that encourages users to read your email.

How do you write in a scannable way? Here are some tips:

  • Follow a logical structure; don't jump around or make it confusing.

  • Keep paragraphs short and use plenty of white space.

  • Include bulleted lists and subheadings.

  • Highlight important words and sentences in bold.

  • Include one main idea per paragraph.

  • Add images and other visual features.

3. More "you," less "we"

Your email copywriting needs to be more for your customers and less about you, that's why you need to use more "you" and less "we." When writing email copy, it's not the time or place for you to talk in length about your company, its history, product features, etc. Your email copywriting needs to be about the needs of your audience and the benefits they'll receive. For example, instead of writing "We provide the best lawn care service, our services...," write, "You'll get the best lawn care service. Not only will you enjoy a lush, green lawn, but you’ll have peace of mind knowing your lawn is in good hands."

While on the topic of writing for your audience, make sure your emails are conversational, like you're talking to a friend in a casual setting. Don't speak in marketing terms that your audience won’t understand or won't relate to. Talk to them like a friend, and they'll be more likely to enjoy your emails as well as have more trust in your business.

4. Use psychology

Did you know that you can use psychology in your email copywriting to better get into the minds of your audience? Using simple psychology in your email marketing is a great way to get your readers to act in the way you want them to.

For instance, you can use urgency, scarcity and FOMO (the fear of missing out) to get readers to act quickly. Offering a limited-time discount is a great way to use urgency and FOMO. You could even offer a free gift for the first 25 people who make a purchase, which plays on urgency, FOMO and scarcity all at once.

Personalization is another way to use psychology in your email copywriting too. Using the recipient’s name in your email copy is a great way to grab their attention and sending them messages that are personalized to their interests and needs is highly effective as well.


Start writing more effective emails. These tips for how to improve your email copywriting efforts will allow your emails to really make an impact on your subscribers and your customers. Whatever the goal of your email is, whether it's to boost engagement or increase conversions, your recipients will read your message and want to take your desired action, as long as you remember to add a call-to-action in your emails, of course.

Image Credit: Mr_Mrs_Marcha/Shutterstock
Chris Christoff
Chris Christoff
business.com Member
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Co-Founder of MonsterInsights, the leading WordPress plugin for Google Analytics.