You know what an email is, but what is email copywriting?
Maybe you’ve heard that email has a high return on investment, but if you need to ask “what is email copywriting?” that’s the next natural step to bringing in the bucks.
Definition: What is Email Copywriting?
It’s writing emails that get someone to take an action.
That action can be tiny (“click this link”), medium (“book a call”), or life-changing (“finally stop doom-scrolling and invest in that thing you keep thinking about at 2 AM”).
Basically, email copywriting is about:
- telling the right story
- to the right audience
- in the right moment
- in a way that feels good to read
- that’s true to your voice and values (well, I added that on…but it’s important to me at least!)
So let’s start with some emails you’ve seen in the wild.
What Are Some Things You’ve Noticed?
If you’ve ever opened an email that made you actually smile, click, or buy something…did you notice why?
Maybe…
- The offer was so good you had to put down your coffee and check it out
- The writer shared something so specific that you noticed yourself in the words
- A resource offered was the answer to the exact problem you’ve been trying to solve
- They said something so funny or weird you wanted to keep reading for more smiles
- You love what the writer stands for, and love supporting them
That’s what you want to do when writing an email, but how?
What is Email Copywriting That’s Actually Good?
Almost anyone with a computer, internet, and basic literacy can write an email.
But getting people to take the actions you’d love is a skill that takes practice, research, plus lots of trial & error.
A few things separate “meh” emails from the ones people actually enjoy opening:
✔ A strong hook
The first line has one job: get people interested enough to read the next line.
✔ Conversational flow
Write like a thoughtful human, not a brochure.
✔ A single focus
One email = one intention. When you try to say everything, it can feel messy and hard to remember.
✔ Strategic storytelling
Stories make information sticky. Just one of the weird things about the human brain.
✔ Clear direction
Readers shouldn’t need a treasure map to figure out what to do next. Give them a call to action!
✔ Respect for your reader
Smart people don’t like being tricked or pressured. Good copy honors their agency.
✔ Research and continuous improvement
Learn what people enjoy, then keep testing and tweaking.
How To Bring an Email to Life
There are many tips of the trade, but emails that stick tend to be a bit more interesting. Here’s a simple contrast:
Boring version:
“Our new product is now available. Click here to view details.”
Better version:
“You know [insert very specific problem that you keep running into]? We built something that finally fixes it…and it’s live today.”
The intention is the same, but which do you think your reader will click through to see more about?
Why Emails Work so Well
Email is still one of the highest-ROI marketing channels, and often considered the highest return on investment if you’re marketing.
Here’s why email marketing is basically the Beyoncé of digital communication:
- You land in someone’s inbox. So you’re not at the mercy of some big algorithm. (Although you may be put into a “promotions” tab in Google or even spam if not careful.)
- You build trust every time you show up. Tiny moments of connection add up.
- You can personalize the journey. New subscribers may want something different than long-time fans, and you can write good copy that adapts and meets them where they’re at.
- People expect marketing in email. It feels natural, instead of intrusive (unless you’re being really obnoxious and click-baity about it!)
Types of Emails For Your Business
Here’s what falls under the big comfy umbrella of email copywriting:
1. Welcome Sequences
The digital equivalent of offering someone a cozy seat and a drink when they arrive to your list.
2. Newsletters
Value-packed updates, stories, tips, and insights that keep your brand in the reader’s mind.
3. Promotional Emails
Your launches, sales, limited-time offers, etc. When done right, these feel timely instead of pushy.
4. Cold Emails
For reaching out to potential clients or partners (without sounding like a robot who accidentally swallowed a thesaurus).
5. Abandoned Cart Emails
The gently persuasive “hey… you forgot something” nudge that brings people back.
6. Lead-Nurturing Sequences
A slow, steady drip of helpful insights that warm someone up over time.
What Is Email Copywriting? It’s NOT these:
Some quick myths to clear up:
❌ It’s not “just writing emails.”
It’s strategy, segmentation, and understanding human behavior.
❌ It’s not long essays with fancy adjectives.
Good email copy is clean, clear, and designed to move someone forward. Depending on your audience and intent, emails can be super short, long-ish, or somewhere in between.
❌ It’s not loud sales pressure.
The best email copy feels like a friend who knows exactly what you need, not a used car salesperson shouting at you to “BUY NOW!!!”
Why Brands Hire Email Copywriters
Because writing emails that convert is a skill that blends:
- psychology
- timing
- brand voice
- storytelling
- clarity
- testing + optimization
- understanding audience behavior
Most businesses don’t have time to master all that. Or they’d rather be focusing on the core offerings of their busy, or off on a beach somewhere…
So they bring in someone who’s obsessed with it… in a healthy way. 😉
How Emails Fit Into Your Marketing Strategy
A strong email ecosystem supports:
- Launches – so you don’t announce something new to crickets
- Lead nurturing – because you want people to feel supported, not constantly sold to
- Sales funnels – from start to end, it can help these perform well
- Customer retention & brand loyalty – sometimes some excellent emails make people stay engaged and in love with your brand
- Personal connection – so you don’t just feel like a cold, hard business
- Repeat purchases – because the best way to get clients is from existing folks who loved their experience with you
Emails can be your powerhouse in the background doing a lot of heavy lifting.
When to DIY and When to Hire a Pro
DIY copywriting is great when:
- You enjoy writing and can do it well
- You’re early in your business
- You just need simple updates
- You have enough time and energy to do a good job at it (can be rare for business owners)
Hire a copywriter when:
- You want stronger conversions (more $$$)
- You’re launching something important
- Your list is growing (and you want it to pay off)
- You’re tired of staring at a blinking cursor
- You want readers to trust that you’re a human and not a robot
What is Email Copywriting Worth?
One of my favorite examples is when I wrote an email sequence, plus a sales page…and instead of sending all 6 emails, we had to stop at 2!
Those 2 emails made over $380k, with 3x the expected applications, and the email list, while quite large, was also quite disengaged.
While it’s not typical, great emails (paired with great strategy) can be worth more their weight in gold!
Lots of sources say businesses get over 40 times their return on investment for emails…I’ve seen higher and lower, but it’s a figure you’ll hear a lot out in the world!
Final Thoughts
Emails are one of the best ways to build connection, nurture trust, and grow a business sustainably. When it’s done well, readers actually look forward to hearing from you. (That’s pretty rare, but it’s possible!)
If you ever want the strategic and creative weight taken off your shoulders, I offer email copywriting services that blend psychology, storytelling, and conversion-focused structure.
I’ll happily make your emails the ones people love opening, and you love sending.
