Email campaign copywriting

Subject lines that are honest and specific

A good subject line tells the reader what they will get: a date, an offer, a piece of advice, a new product. Specific beats clever: 'Spring planting guide and 15% off seeds' gives more reason to open than 'You won't believe this'. Avoid misleading urgency or false claims such as 'Re:' on a marketing email; they may win an open but damage trust. Keep the important words near the start, since subject lines are shortened on phones.

The parts of an email's copy

One main message

Emails that try to say everything may achieve little. Decide the one thing you want the reader to do or know, put it first and give it the only prominent button. Supporting items can follow, clearly secondary. If there is a lot to say, link to a page on your website and keep the email as the doorway rather than the whole house. Readers who want more can always click through to read it.

Making copy scannable

Example: rewriting a crowded newsletter

Calls to action

Button text should describe what happens: 'Book a seat', 'See the sale', 'Download the guide', rather than 'Click here'. Use one main call to action, repeated if the email is long, and make sure the page it opens matches what the email promised. Test every button before sending.

Sounding like you

Readers recognise and trust a consistent voice. Write as the business would speak to a customer in person: friendly or formal, playful or plain. A short voice guide with words to use and avoid keeps emails consistent whoever writes them. Review the guide after the first few emails, adding phrases that worked well and removing any that felt forced, so it reflects how your business actually sounds.

Claims and offers

Prices, discounts, end dates, availability and any claims about products must be accurate and supportable. State offer conditions clearly, and check sector rules on claims with your adviser where they apply, for example for health, finance or regulated products. Ask someone who knows the facts to check every number before sending.

Preview text

Preview text is the line shown after the subject in many inboxes. If you do not set it, email apps may show the first text in the email, which might be 'View in browser' or an image description. Use it to add a second reason to open, such as the end date of an offer or the topic of a tip, without repeating the subject line word for word. Check it on a phone.

Testing copy

If your list is large enough, test one variable at a time, such as two subject lines on part of the list, and keep notes of what worked. Small lists produce unreliable results, so with a small list rely more on clear writing principles than on test results. Note the date and audience of each test.