Definition
Email copy refers to the written content of an email marketing message, including the subject line, preheader text, headline, body copy, call-to-action (CTA), and postscript. Good email copy is the difference between an email that gets read and acted upon and one that gets deleted or ignored.
Effective email copywriting combines the principles of direct response marketing with the constraints of the email format — limited attention span, variable rendering across clients, and the need to communicate value quickly. An email typically has 8-15 seconds to capture attention before the recipient decides whether to read further or delete.
Email Copy Structure
| Component | Purpose | Length |
|---|---|---|
| Subject line | Hook the reader, compel an open | 40-60 characters |
| Preheader text | Extend the subject line, add context | 80-100 characters |
| Opening hook | Grab attention in the first sentence | 10-25 words |
| Body | Deliver value, tell the story | 100-300 words (most emails) |
| Call to action | Drive the desired action | 3-7 words per CTA |
| Postscript (P.S.) | Reinforce urgency or add reminder | 20-50 words |
Proven Copywriting Formulas
AIDA (Attention, Interest, Desire, Action)
The most widely used copy formula. Get attention with the subject line and opening, build interest with relevant information, create desire by showing benefits, and prompt action with a clear CTA.
- Attention: "Your free guide to email deliverability is ready"
- Interest: "Most senders don't realise that DMARC affects inbox placement"
- Desire: "Implement these three changes and see up to 20% improvement"
- Action: "Download the guide now →"
BAB (Before, After, Bridge)
Focuses on transformation. Describe the problem (Before), paint the positive outcome (After), and present your offer as the solution (Bridge).
- Before: "Are you struggling with low email open rates?"
- After: "Imagine a list where 40% of subscribers open every email"
- Bridge: "Our new segmentation framework makes it possible"
PAS (Problem, Agitate, Solve)
Highlights pain before presenting the solution. Identify a problem, agitate it by describing the pain it causes, then present your solution.
- Problem: "Your emails are going to spam"
- Agitate: "That means lost revenue, wasted effort, and damaged reputation"
- Solve: "Here is our 5-step deliverability recovery framework"
Email Copy Length Recommendations
| Email Type | Recommended Length | Notes |
|---|---|---|
| Promotional / sales | 75-150 words | Get to the offer quickly, avoid fluff |
| Newsletter | 200-400 words | Provide value, include 2-3 sections |
| Welcome email | 100-200 words | Introduce, set expectations, deliver promise |
| Re-engagement | 50-100 words | Short, direct, compelling offer |
| Transactional | 50-100 words | Clear, functional, to the point |
| Educational / long-form | 400-800 words | Storytelling, case studies, deep value |
The ideal length depends on your audience and goal. B2B audiences tend to tolerate longer copy, while B2C audiences prefer shorter, scannable messages. Test different lengths to find what works for your specific audience.
How to Write Effective Email Copy
- Write to one person: Use "you" and "your" language. Imagine you are writing to a single individual, not a list. Avoid phrases like "our subscribers" or "our customers" — it sounds corporate and impersonal.
- Lead with the most important information: Put the key message or offer in the first paragraph. Assume the recipient will not read beyond the first few lines. Front-load all critical information.
- Use a conversational tone: Write as you speak. Use contractions (don't, can't, you'll). Avoid jargon and corporate buzzwords. Read your copy aloud — if it sounds unnatural when spoken, rewrite it.
- Optimise for scannability: Use short paragraphs (1-3 sentences), subheadings, bullet points, and bold text for emphasis. Most recipients scan emails rather than read them word-for-word.
- Write multiple subject lines: For every email, write 10-15 subject lines. The first few will be obvious and forgettable. The best ideas often emerge after exhausting the obvious options. Then A/B test the top contenders.
- End with a single CTA: Every email should have one primary action you want the recipient to take. Multiple CTAs dilute focus and reduce conversions. If you need multiple actions, prioritise one as the main CTA.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
CAN-SPAM Act
The CAN-SPAM Act is a US law that sets rules for commercial email. It requires accurate subject lines, a physical address, a clear opt-out mechanism, and prompt processing of unsubscribes. Violations can result in penalties up to $51,744 per email.
Click-Through Rate
Click-through rate (CTR) is the percentage of email recipients who clicked one or more links in your email campaign. It measures how compelling your content and call-to-action are.
Click-to-Convert Rate
Click-to-convert rate measures the percentage of email clicks that result in a desired conversion action such as a purchase, signup, or download. It shows how effective your post-click experience is at turning interest into results.
Frequently Asked Questions
Use emojis strategically and know your audience. Emojis can increase open rates by 2-5% in B2C contexts, particularly for subject lines. However, they can appear unprofessional in B2B emails. Test emoji use with your specific audience. Avoid overuse — one emoji per subject line and one or two per email body is sufficient.
There is no universal ideal, but data from large-scale studies shows that conversion-focused emails perform best at 75-150 words. Short emails get the reader to the CTA faster. Longer emails work well for storytelling, educational content, or high-consideration purchases where the reader needs more information before acting.
Use curiosity, urgency, personalisation, and clear value. Specific subject lines outperform vague ones. Numbers and data points in subject lines increase open rates. Personalisation (using the recipient's name or company) adds relevance. Keep subject lines under 60 characters and avoid spam trigger words like "free" and "guaranteed" unless they are genuinely central to your offer.
Professional but conversational. Avoid overly formal language ("we are writing to inform you") and overly casual language ("yo! what's up"). B2B decision-makers respond well to confident, authoritative copy that demonstrates expertise without arrogance. Use industry-specific terminology where appropriate but define acronyms on first use.
Review your copy approach quarterly based on engagement data. If open rates are declining, test new subject line styles. If click rates are dropping, test new CTA language and placement. Copy fatigue is real — even great copy becomes less effective over time as subscribers become accustomed to your style. Refresh templates and formulas every 6-12 months.