Email Copywriting Tips: Write Emails People Actually Read

Inbox readers are busy, distracted and a click away from deleting you. Good email copywriting is not about clever phrases. It is about being clear, relevant and easy to act on. These email copywriting tips apply whether you send newsletters, offers or automated flows.

Write to one person

Imagine a single reader you know, perhaps a typical customer. Use "you" more than "we". Avoid addressing "all our valued customers". Specific beats general.

Start with the point

The first sentence should tell the reader why the email matters to them. Skip long warm-ups and company news at the top. If someone only reads two lines, they should still understand the message.

A simple structure

1. Hook: One line linking to the subject
2. Value: What is in it for them
3. Proof or detail: One example, fact you can back up, or short testimonial
4. Call to action: One clear next step

If you want a framework, formulas such as AIDA or PAS can help. See our post on copywriting formulas for marketers.

Make it scannable

• Short paragraphs of one to three lines
• Bold only the few words that matter
• Bullets for lists
• A readable font size on mobile
• Plenty of white space

Use plain words

Replace jargon and long words with simple ones. "Use" beats "utilise". Read the email aloud. If you stumble, rewrite. If your audience reads in mixed English and local languages, keep sentences short and avoid idioms.

One email, one goal

An email that asks readers to read the blog, follow on Instagram, take a survey and buy a product will get none of them. Choose the primary action and make secondary links quiet.

Edit ruthlessly

After drafting, cut the first paragraph and see if the email improves. Remove adjectives that do not prove anything. Check claims: do not promise results you cannot support.

Subject line and preheader

The body cannot work if no one opens the message. Treat the subject and preheader text as part of the copy. Our guide to subject lines gives starting points.

Hypothetical before and after

Before: "We are pleased to announce that our new batch of courses is now available for enrolment." After: "Our evening Excel course starts on the 5th. Seats are limited to 20, and you can book yours here." The second version names the course, the date, the constraint and the action.

Final checklist

• Does the first line earn the second?
• Is there one primary call to action?
• Would it make sense to someone skimming on a phone?
• Are names, links and dates correct?
• Is there an easy unsubscribe link?