Best Practices for Effective Email Copywriting

Chapter 2 of Copywriting for Email Marketing

Email copywriting should be geared around the email subscriber, their position in the sales funnel and their motivations. This chapter looks at best practices for writing effective copy for email audiences.

By Kath Pay

13 minute read

Understanding the email subscriber’s position in the sales funnel and their motivations is key to writing effective copy that will persuade them to convert. This chapter explores how to accomplish this, covering:

The email headline: Designed to tell readers exactly what the email is about, what are some techniques marketers can employ to craft a compelling headline?
The customer journey: What can marketers do to ensure email copy is targeted to the reader’s position in the sales funnel?
SCOPE review: Econsultancy’s SCOPE framework can be used as an easy-to-understand approach for writing email copy. What does the framework consist of?