Effective, persuasive copy is essential to an email’s success. It is also important to understand why writing for email is not the same as writing for a website or other marketing channels. Email copy must convert the reader, not once, not twice, but in three distinct stages – the open, the clickthrough and the conversion.

This report, part of Econsultancy’s series of Email Marketing Best Practice Guides, teaches marketers about the conversion-focused approach needed for email copywriting. It looks at best practice techniques and frameworks for writing persuasive email copy in both B2C and B2B contexts, from eye-catching subject lines to compelling calls to action. The report covers:

  • The role of email copy: As a ‘push’ channel, email is distinct from other forms of marketing that pull readers to commerce pages. How does this inform the purpose, tone and style of email copywriting?
  • Powers of persuasion: Cialdini’s seven ‘weapons of influence’ can equip the marketer with a powerful set of techniques for converting readers. What are these principles, and how can they be applied to message copy?
  • Effective copywriting: With reader attention spans dwindling, email copywriters have even less time to make their case for conversion in increasingly crowded inboxes. How can marketers maximise the effectiveness of their copy, from the subject line to the footer?
  • Generative AI: The use of generative AI in content creation is fast becoming ubiquitous. What can email copywriters do to ensure they are wielding these tools in a way that enhances their work, without replacing it?