Copywriting for Email Marketing: A Summary

A summary of best practice for copywriting in email marketing

Often overlooked, the copy in an email is as crucial to its success as the images and design. This summary highlights key points from Econsultancy’s best practice guide on copywriting for email marketing.

By Kath Pay

2 minute read

Great copy is essential to an email’s success, grabbing attention in the inbox and further driving readers to take next steps. This summary covers:

Copywriting for email: Why is the goal of email copy different from writing for the web or social media?
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, presenting many possibilities for copywriters. How can marketers ensure this technology is deployed strategically?