Copywriting for Email Marketing: A Summary

A summary of best practice for copywriting in email marketing

Though sometimes overlooked, copywriting is as essential to an email’s success as images, design and technology. This chapter summarises key learnings from Econsultancy’s research on this topic.

By Kath Pay

2 minute read

Copywriting is essential to an email’s success, though it is often overlooked when compared to images, design and technology. This chapter summarises the key findings from this research, covering:

Copywriting for email: Why is the goal of email copy different from writing for web, social media, direct mail or customer touchpoints?
The email conversion: How should email copywriting approach the idea of a conversion, and what are the tasks it needs to accomplish?
Generative AI: GenAI tools are changing the way email marketers carry out their work, and presents many possibilities for copywriters. How can marketers ensure it is deployed strategically?