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A Brief Guide To Email Copywriting and Marketing


There will be an estimated 4.3 billion email users worldwide in 2022. For many companies, it’s vital to take a piece of that big market. That is why most of them rely on email copywriting marketing.

Email marketing is one of the most efficient and cost-effective ways to reach many people with your marketing messages. However, to make the most out of your email campaigns, you need to know how to write compelling copy.

What Is Email Copywriting?

Email copywriting is the process of writing compelling and persuasive emails. The goal of email copywriting is to encourage recipients to take a specific action, such as clicking a link, signing up for a trial, or making a purchase.

Why Is Email Copywriting Important?

Email is one of the most effective channels for marketing. According to recent studies, email is almost twice as effective as social media when generating conversions.

Reach a Large Number of People

Email is one of the most popular methods of communication, with billions of users worldwide.


Email is one of the most affordable forms of marketing. You can reach many people for a fraction of the cost of other traditional or digital marketing methods.

Personalized Messages

Email allows you to personalize your messages to each recipient. That helps increase the chances that they will take action on your message.

Increased ROI

Studies have shown that email campaigns have a higher ROI than other forms of marketing. That’s because email is a highly targeted form of marketing that reaches people who are already interested in what you have to offer.

How to Write Effective Email Copy

Now that you understand the importance of email copywriting, let’s create an effective email campaign. Here are the steps:

Step 1. Define Your Goal

Before you start writing your email, you need to define your goal. What do you want the recipient to do? Do you want them to click a link, sign up for a trial, or make a purchase? Once you know what you want the recipient to do, you can focus your email copy on achieving that goal.

Expert Tip

When defining your goal, be specific. Instead of saying “sign up for my newsletter,” say “sign up for my email list.” That will help you focus your email copy on achieving that goal.

Step 2. Write a Catchy Headline

The headline is the first thing recipients will see, so it’s essential to make it catchy and attention-grabbing. The headline’s goal is to get recipients to read the rest of your email.

Expert Tip

Don’t try to cram too much information into the headline. Keep it simple and focus on one or two main points.

Step 3. Write a Compelling Introduction

The introduction is the first chance you have to make an impression on your readers. It would be best to write something that will capture their attention and persuade them to keep reading.

Expert Tip

Don’t introduce your topic until after the headline. The headline’s goal is to get recipients to read the rest of your email, so don’t give away the ending in the headline.

Step 4. Write a Clear Call-to-Action

The call to action is an essential part of your email. That is where you tell recipients what you want them to do. You need to be clear and concise and make it easy for them to take action.

Expert Tip

Use active language that encourages recipients to take action. For example, “sign up now” or “download this free eBook.”

Step 5. Proofread Your Email

Once you’re finished writing your email, you need to proofread it for spelling and grammar errors. Typos can be highly distracting and can make your email appear unprofessional.

Expert Tip

Most digital marketers tend to overlook the proofreading process. Take the time to read over your copy multiple times or consider using online tools to help you find and correct mistakes.

Step 6. Write Body Copy That Sells

The body copy is where you sell your product or service. You need to write persuasive copy. For example, you can use testimonials, statistics, or quotes from experts to back up your claims.

Expert Tip

Always be truthful and never make exaggerated claims. Using false information to embellish your copy can ruin your credibility when exposed. Stick to facts and justify your points with verifiable evidence.

Step 7. Use Images and Videos

Images and videos can help capture your readers’ attention and make your email more engaging. You can use them to illustrate your points or to add visual interest.

Expert Tip

Make sure that all the images and videos in your email are adequately optimized for the web. For example, use a smaller file size and ensure that the videos are playable on mobile devices.

Step 8. Use Formatting to Improve Readability

Formatting can help make your email easier to read. You can use headings, lists, and block-quotes to break up your text and make it easier to skim. Additionally, you can use color and font styles to add visual interest.

Expert Tip

Avoid too much formatting, as it can be distracting. Use formatting sparingly to highlight essential points in your email.

Step 9. Test Your Email

Before sending your email, you need to test it to look good on all devices and browsers. You also need to test the links and buttons to ensure they work correctly.

Expert Tip

Use tools like Litmus to test your email. That will help you see how it looks and performs on different devices.

Step 10. Send it to a Small Group First

Once you’ve tested your email and are satisfied with the results, send it to a small group of recipients first. That will give you a chance to get feedback and make any necessary changes before sending it to a larger audience.

Expert Tip

Use strategies like A/B testing to test different versions of your email. That will help you to determine which version is the most effective.

Take Advantage of Email Copywriting

Email marketing can be a great way to reach many people with your marketing messages. By following these tips, you can create persuasive and engaging emails. However, many small-to-medium-sized businesses may find it challenging to start email marketing.

If that’s the case, consider working with a professional to help you get started on reaping the benefits of email marketing and copywriting.

RSM Marketing is a digital marketing company helping businesses connect with their target audience through effective copywriting. Get in touch with our team today and let’s discuss how we can help your business.

Paige Faris is an Email Marketing Strategist at RSM Marketing. She graduated with an Integrated Marketing Communications degree from Wichita State University. Outside of work, Paige likes to lift weights, play with her five pet rats, cuddle with her two dogs, go to concerts, and watch scary movies with her husband.

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