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?