Think about the last time you opened your inbox. How many unread emails were staring back at you—50, 100, maybe thousands? Be honest—how many of those emails did you actually want to open? Probably just a handful, right?
That’s the reality of email today. We’re drowning in newsletters, promotions, and “urgent” messages. If your email doesn’t grab attention in those first few seconds, it’s gone. Deleted. Forgotten.
That’s where email copywriting comes in. It’s not just about typing words into an email. It’s about crafting messages that spark curiosity, build trust, and drive clicks. Done right, email copywriting can turn your inbox from a graveyard of unread messages into a goldmine of opportunities.
And in this guide, I’ll walk you through exactly how to write emails people actually open and click.
What Is Email Copywriting (And Why It Matters)?
Email copywriting is the art and science of writing emails that persuade readers to take action—whether that’s clicking a link, signing up for a webinar, or buying your product.
Unlike social media posts or blog articles, email lands directly in someone’s personal space—their inbox. That’s intimate. And because of that, people are picky about what they open.
If your subject line doesn’t stand out, it’s ignored. If your message feels robotic, it’s trashed. If your call to action is weak, it’s forgotten.
But here’s the good news: with the right techniques, you can write emails that cut through the noise and make people want to read and act.
The Anatomy of a High-Converting Email
Let’s break it down. Every successful marketing email has a few key parts:
- Subject Line – Your first (and sometimes only) chance to grab attention.
- Preview Text – That little snippet people see before opening. Think of it as your second headline.
- Body Copy – Where you connect, tell a story, and guide the reader.
- Call to Action (CTA) – The one thing you want them to do next.
If one of these is weak, your email will struggle. But nail all four, and you’ve got magic.
Step 1: Mastering Subject Lines That Beg to Be Opened
Subject lines are the gatekeepers of email copywriting.
Imagine this: your subject line is like a movie trailer. If the trailer is boring, nobody watches the movie.
Here are some proven subject line strategies:
- Curiosity: “You won’t believe what happened today…”
- Urgency: “Final hours: 50% off ends tonight”
- Personalization: “Daniel, this is just for you”
- Value-driven: “5 easy hacks to double your productivity”
Quick Tip: Keep subject lines short (under 50 characters) so they don’t get cut off on mobile.
Step 2: Hook Them With Compelling Preview Text
Think of preview text as your subject line’s sidekick.
If the subject line gets their attention, the preview text convinces them it’s worth opening. Instead of repeating the subject, use it to expand curiosity:
- Subject: “Ready for the big reveal?”
- Preview: “Here’s the surprise we promised—it’s finally here.”
This little detail can double your open rates if you use it wisely.
Step 3: Writing Email Body Copy That Connects
Okay, they opened your email. Now what?
This is where many marketers go wrong—they make the email about themselves, their brand, or their product. But here’s the truth: your email should always be about the reader.
Talk to them like a friend. Use simple language. Share a quick story or example. Ask questions. Paint a picture of the problem they’re facing and how you can help.
Here’s a simple structure that works:
- Hook: Start with something relatable.
- Value: Teach, entertain, or inspire.
- Solution: Show how your product/service helps.
- CTA: Tell them exactly what to do next.
Example:
“Ever feel like your to-do list is running your life? You’re not alone. That’s why we built [product]—to help you take back control in just 5 minutes a day. Click here to see how it works.”
Step 4: Crafting Calls to Action That Get Clicks
Your call to action (CTA) is the moment of truth.
If you’ve done your job right, the reader is engaged and ready to act. But you can’t just say “Click here.” You need to be specific and persuasive.
- Weak CTA: “Learn more”
- Strong CTA: “Start your free 7-day trial today”
A good CTA is:
- Clear
- Action-oriented
- Urgent (when appropriate)
- Benefit-driven
Think of it as holding the reader’s hand and guiding them to the next step.
Common Mistakes in Email Copywriting (And How to Avoid Them)
Even experienced marketers mess this up. Watch out for these pitfalls:
- Overloading with information: Keep it short and focused.
- Sounding robotic: Write like you talk.
- Too many CTAs: Stick to one clear action per email.
- Ignoring mobile users: Over 60% of emails are opened on phones—make sure your copy is scannable.
The Power of Personalization
Nobody wants to feel like just another name on a list.
That’s why personalization works wonders in email copywriting. But I don’t just mean using someone’s first name. Go deeper.
- Mention past purchases.
- Recommend content based on behavior.
- Segment your audience so each message feels tailored.
When people feel like the email was meant for them, they’re far more likely to open and click.
Storytelling: The Secret Ingredient
Here’s something you may not know: our brains are wired for stories.
Think about it—when someone says, “Let me tell you a quick story,” don’t you lean in?
Stories make your emails memorable. Instead of saying “Our app saves you time,” tell a story about a busy mom who cut her workload in half thanks to your app.
Stories transform boring facts into engaging experiences.
Testing and Improving: The Ongoing Game
Great email copywriters don’t just hit send and hope. They test, measure, and refine.
Some things you can test:
- Subject lines
- CTAs
- Length of emails
- Personalization tactics
Tools like Mailchimp, ConvertKit, or ActiveCampaign make this easy.
The key is to let the data guide your decisions. If one subject line gets 20% more opens, use that insight for future emails.
Why Email Copywriting Builds Long-Term Trust
Sure, the goal of email copywriting is clicks and conversions. But it’s also about building relationships.
Think of it like dating—you wouldn’t propose marriage on the first date, right? Same with email. You’re not just selling; you’re showing up consistently, providing value, and earning trust over time.
When done well, email becomes a relationship-building tool that keeps your audience coming back, eager to hear from you.
My Final Thought
The truth is, anyone can write an email. But if you want to write emails people actually open and click, you need to think like your reader, not like a marketer.
Next time you sit down to write an email, ask yourself: Would I actually open this? Would I click this?
If the answer is yes, you’re on the right track.
And remember—email isn’t dead. It’s alive and well. But only if you know how to speak to people in a way that feels human, helpful, and genuine. That’s the heart of email copywriting.