How to Write Email Copy That Converts

Hey it’s Max from The Inbox Newsletter.

Email marketing copywriting is both very simple but very nuanced.

I’m going to break it all down here for you.

Here’s how to write email marketing copy that actually sells.

The 2024-2025 Customer Is Different

We need to understand this.

People aren’t taking in content like they used to.

Tik Tok, Instagram, etc have completely changed the game and customers’ attention spans are getting cut by the day.

People aren’t reading emails like they used to.

In fact, they aren’t reading them at all.

The modern customer is skimming emails, and in reality, you only have 3-4 seconds of your customer’s attention.

As a result, you have to be extremely intentional with the copy you do use in your emails.

There are 3 main principles I like to follow…

Core Copy Principle #1: Skimmable

The customer isn’t reading, they are skimming. We need to optimize our copy for this.

We want our customer to be able to glance at out email for 3 seconds and understand the gyst of our email.

Create skimmable copy by doing the following:

• Avoid blocks of text… these scare off customers

• Bold your main points… this will guide the customers on where their eyes should be going.

• Utilize subheadlines… notice what I’ve done in this email 😉 

Core Copy Principle #2: Clear and Concise

The customer's IQ drops by about 50% the second they open their email inbox. They're in zombie brain mode.

If we aren't clear with what we're giving them, they won't understand. If we aren't concise, they won't bother giving you the time.

• Short and sweet… you should have less than 100 words in your emails in most cases

• One takeaway per email… try not to throw too much at the customer. Ask yourself what the one takeaway is you want the customer to get from this email and only focus on that

Core Copy Principle #3: Engaging

The customer is craving dopamine, we need to give it to them. We want our emails to be engaging enough to trigger dopamine in the customer’s brain. That will lead to a positive association with our brand and result in future opens and sales.

Again, we don’t have much of our customers’ time. We have to make the best use of it.

• Punchy… make your emails pack a punch by using powerful words and dense information.

• Informational… people love learning, if you are giving people value they will continue to engage

• Entertaining… no one wants a bland brand, give the customer something they can have fun with.

Infographics!!!!

Less copy, more infographics.

Infographics blend images with text and are much more effective than blocks of copy.

Follow this copywriting guide for more info on the 9 types of infographics you should be using in your emails: Email Copywriting Guide

Email Inspiration Of The Day

Brand:
Heights

Email Design:
https://drive.google.com/file/d/1-Dfc5ukycdJ_Dxi7-ObtFJ86rMM1FXq0/view?usp=sharing 

Notes:
Love the brain teaser and interactive sort of email angle! It also ties into the product at the end which is a major bonus.

I’d likely recommend putting the answer to the teaser at the bottom of the email so people can see if they’re right, not many people will rep;y like they prompted.

Great

Template of The Day

If you have multiple points in your email and want to avoid blocks of text, little sections like this can help!

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• 5 email marketing metrics you should be hitting

• GymShark email design timelapse

• Simple tip for boosting email and sms sign-ups

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - I sell email design templates… If you purchase either one of these products you get access to my private community of 600+ members with daily posts from me, access to me for support 24/7, and private calls.

• 134 Mix and Match design templates that can make 5,000+ unique email designs click here »

• All core 7 email marketing flows fully templatized click here »

PPS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »