How to Write a Marketing Email with Compelling Copy

A well-written email, in plain text, can have the same performance (if not better) than a highly designed email with lots of bells and whistles. No matter how sophisticated your marketing emails may look, if they lack well-written content, your subscribers will stop opening (and start deleting) your messages.

So how do you write a great marketing email? It all comes down to a few best practices of copywriting that you should apply both to your message subject line and the body of the message itself. Next time you write a message for a nurturing campaign or simply for a one-off email send, ask yourself if your text meets these guidelines.

Best Email Copywriting Practices

We’ll start with copywriting tips for the subject line, followed by tips for your email bodies.

How to Write the Marketing Subject Line

Part of crafting effective email copy lies in creating the subject line. The subject line is like the front door of your email: no one gets to read your fantastic email text if they’re not interested enough to open your email in the first place. That interest is generated almost entirely by the subject line (with the sender name also playing a role).

Here’s a summary of what you need to know to write excellent copy.

1. Use action language

With email subject lines, using action language doesn’t necessarily mean using verbs—though that certainly helps. Include a verb (such as “get,” “download,” “reserve,” “ask,” “buy,” etc.) to tell the reader exactly what they need to do. It’s about using language that makes clear to the recipient what they can do with the information in the email, if they choose to open it. In other words, always keep the user value in mind.

Action language works because it invites interaction. It implies there’s something inside the email worth exploring, which can lead to higher open rates.

2. Personalize when possible

Highly segmented emails tend to have higher performance levels—like open rate and click-through rate—compared to emails that are not personalized. According to a Direct Marketing Association study, segmented and targeted emails generated 58% of all revenue for the marketers surveyed, and 36% of revenue was generated by emails sent to specific targeted selections.

Personalization works because it creates a sense of relevance and connection for the recipient. It’s not just about using names, but about delivering the right content to the right person at the right time. Think of personalized product recommendations based on purchase history. As you get to know your audience better, you can tailor your email campaigns to their preferences and behaviors.

3. Be clear first, then think about “catchiness”

Write a subject line that is clear first and catchy second. In marketing copy, clarity should always be your priority. If, after drafting a clear subject line, you can also make it catchy, fun, cute, or imaginative, then go for it. But never sacrifice clarity for entertainment value.

UrbanDaddy is an example of a company that excels at writing subject lines that are always clear, and sometimes also catchy, fun, or clever. Take a look at the subject lines from some of the emails I’ve received from them:

• UD | A Hotel in the Middle of the Ocean
• UD | Nunchaku. Made From Beer Cans. At Last.
• UD | Bringing Everyone Together: Now Less Annoying

Some subject lines make recipients smile or are strange enough to spark your interest. But what you get when you open the email is always extremely clear.

4. Align your subject line text and email text

You probably already know how critical it is that your call-to-actionand your landing page offer are aligned. Well, it’s no different when you’re crafting your email subject line and the email message.What your email subject line promises, the email message should deliver.

Why? Not just because it’s responsible. It’s also because click-through rates plummet when readers don’t get what was promised in the subject line. (And, in the long run, so will your email open rates.)

A high email open rate means nothing without any click-through. Aligning your subject line with your email content builds trust and manages your reader’s expectations.

When your audience knows they can trust your subject lines to follow through on their promises, they’re more likely to engage with your emails. Over time, this can improve your open rates and overall conversions.

5. Use emojis

Emojis can inject color, emotion, and personality into your message. They help convey a tone or feeling that words alone might not fully express.

For example, a restaurant might send an email with a subject line like “New Menu Alert! 🍔🍕🍨” or a travel agency could announce a holiday deal with “Get Ready for Paradise! 🌴✈️”.

Emojis are universal symbols that people from different languages and cultures can understand, making them a powerful tool for improving communication. One study showed that emails with an emoji in the subject line had a higher click-through rate, demonstrating how they attract attention and spark curiosity. This doesn’t mean every subject line should contain an emoji; use them judiciously, where they add value or match the tone of your message.

6. Test multiple subject lines

Rather than sending a single subject line, create two or more versions to see which performs best. For example, you might experiment with the placement of a keyword, using a question, or including a number.

Testing multiple subject lines, or A/B testing, helps you determine which approach resonates best with your audience. One subject line might appeal more to your readers, leading to higher open and engagement rates. Compare performance metrics to refine your approach.

7. Use numbers and statistics

Numbers are easily digestible and provide clear information to readers. Numbers and statistics work because they stand out visually, provide concrete information, and generate curiosity. According to one study, email subject lines with numbers have 57% better open rates.

The specificity of numbers often implies value and makes the promise more credible, which can pique curiosity and encourage recipients to open the email.

8. Avoid using all caps

Digitally, using all capital letters is often interpreted as shouting, which is not exactly what you need when building a relationship with your customers. All caps can appear aggressive and spammy, potentially reducing your email open rates. Beyond that, many spam filters may flag emails with all-caps subject lines, preventing your email from reaching the recipient’s inbox.

9. Leverage FOMO (Fear of Missing Out)

Subject lines like “Only 24 hours left for our summer sale 🕒” or “Last chance to get your discounted ticket!” can create a sense of urgency that prompts action.

FOMO works because it appeals to a basic human instinct: the desire not to miss out on a valuable opportunity. Creating a sense of urgency or scarcity encourages your recipients to act quickly or risk missing out. This psychological trigger can boost your email open rates and engagement, as readers will feel compelled to find out more before it’s too late.

10. Optimize for mobile

Did you know that 81% of people prefer to open their emails on their smartphones? It’s vital to make sure your subject lines are optimized for mobile. For example, keep them under 50 characters to ensure they’re fully visible on a mobile screen, something like “Enjoy 20% off your first order 🎉”. Why does this work? When you optimize for mobile, you meet your audience where they are—literally in the palm of their hands.

Plus, mobile screens are smaller, so long subject lines might get cut off, which can lessen the impact of your message. Short, clear, and punchy subject lines catch the eye, making the recipient more likely to tap and keep reading.

11. Avoid spam-trigger words

You’ve crafted a high-quality marketing email but it ends up in your recipients’ spam folders. It’s not uncommon. About 45% of emails sent in December 2022 were considered spam. Phrases like “100% free,” “make money,” “no purchase necessary,” or “satisfaction guaranteed” can sound the alarm to email filters.

Why does this matter? Spam filters protect users from potentially harmful or deceptive content. If your email subject line seems like it’s shouting a sales pitch, it may land in the spam bin. An unread email is a wasted email: choose your words carefully to ensure your content lands right in the inbox where it belongs.

12. Brainstorm with an AI tool

Are you stuck? Consider brainstorming with AI tools like Jasper or ChatGPT. These tools can generate a wide range of subject lines once you provide them with a few details. For example, tell Jasper you’re writing a sales announcement email, and you’ll get plenty of catchy subject lines to choose from.

These AI tools use data sets to generate creative suggestions and save you time and effort. But they’re not just pulling ideas out of thin air. They’re using data-driven insights to suggest subject lines that are likely to engage your audience. But remember, AI is a helper, not a substitute. Pair the AI’s suggestions with your own expertise and judgment to make your emails shine.

How to Write a Marketing Email

Now that you’ve created an outstanding email subject line, you’ve got your audience’s full attention on the body of your email message. So how do you write copy that will make them click? Here are the key components you need to know.

13. Establish Relevance

Just as the email subject line should aim to establish relevance through personalization, so should the body of your email. Use the very beginning of your email to explain how you know them. Tailor your message so it resonates with your audience’s needs and interests.

Why does relevance work? Simply put: recipients want emails that apply to their lives. If they consider your emails useful and relevant, they’re more likely to engage and less likely to send them to spam or unsubscribe. Segment your audience based on their preferences or past behavior, and then create emails targeted to those specific segments.

14. Write in the Second Person

Writing in the second person means using the pronouns “you” and “your”—a direct line of communication between you and the reader. This can make your email copy more personal and engaging. Instead of saying, “Customers will love this product“, try saying, “You’ll love this product!”

The second-person perspective shifts the focus from the brand to the person. It’s a subtle tactic that helps you stay value-focused, which can build a stronger connection and encourage action.

15. Focus on Benefits, Not Features

You know the value of your email. But does your recipient? Not yet—and it’s your job to explain it. The problem is that many emails only explain the feature they are offering, not the benefit. This Banana Republic email sells shorts, but the copy isn’t just shoving shorts down the reader’s throat.

Instead, they’ve identified what makes these shorts noteworthy: their versatility. They allow a man to relax at home and then head out into the city with minimal effort in changing his outfit. Benefit-driven copy tells your customers what they can gain by using your product or service. While features describe what your offer is, benefits explain how it can improve the reader’s life.

16. Be Brief

One of the biggest mistakes email copywriters make is trying to cram the whole story into the email message. “Your readers are probably skimming your email, which means your copy should be optimized for that“, says Martina Bretous, marketing manager at HubSpot. She explains, “For this, my biggest tip is to shorten your sentences. Wherever you can break up a sentence, do it. It’ll make your email more readable and digestible.”

Instead, find a way to summarize what the reader will get in a catchy way and let them click through to a page on your website for more information.

17. Be Likable

Just because emails are meant to inform doesn’t mean they can’t also delight. In some cases, email can be a great way to let your brand’s personality shine, helping you build a meaningful relationship with the people on your email lists. After all, delivering a likable experience to people starts and ends with how you communicate with them.

People buy from brands they like and trust. Being likable builds a connection that goes beyond the transactional. But stay true to your brand voice: if humor isn’t your thing, you can still be likable by being helpful, kind, or empathetic.

18. Use Action Language in Your Call to Action

Emails also have calls to action. Well, good ones do. First of all, your email’s call to action should be extremely easy to identify.

Remember: people scan their emails. If there’s one thing you want your recipient to pick up on, it’s your call to action. Your CTA is the clear, concise command telling your reader exactly what to do. Think “Buy Now 🛍️” or “Reserve Your Spot! 🎟️”. Make it irresistible so they can’t help but click.

A well-crafted CTA is like the grand finale of your email: it’s what turns readers into customers. It works because it provides a clear direction and motivation for the reader. Plus, if you’ve done your job well in the rest of the email, they’ll be ready and willing to take the next step.

19. Use a conversational tone

A conversational tone can be your best friend. Instead of a rigid “Our company is pleased to announce an unprecedented sale“, why not try something like,Guess what? We’re having a big sale—you won’t want to miss it!” It’s like you’re having a friendly chat with your reader.

The magic of a conversational tone is that it makes your emails more personal and less like generic marketing material. Readers often respond better to messages that sound human and relatable.

Making your emails feel like they’re coming from a friend instead of a faceless company increases engagement and builds a stronger connection with your audience. Remember, people love doing business with people, not robots.

20. Use AI tools for content ideas

Give some context to AI tools like ChatGPT and Jasper, and they’ll spit out a variety of content ideas. For example, you might ask ChatGPT to help you find catchy ways to introduce a new product feature. These tools can provide you with tons of ideas, but you’ll want to pick the best ones that fit your brand and your audience. You know what resonates with your readers, what their interests are, and what language they speak (both literally and figuratively).