In a world where inboxes are bursting at the seams, how do you get your email to stand out? Spoiler alert: it’s not by shouting, “URGENT!” in the subject line. Creating email copy that converts – and doesn’t get instantly deleted – is both an art and a science. Let’s break it down into actionable steps to help your emails connect, resonate, and, most importantly, drive results.
Common Mistakes to Avoid in Email Copy
Before we jump into what you should be doing, let’s quickly cover what you shouldn’t be doing with your email copy. Even the best email campaigns can fall flat if you make common mistakes that turn readers off. Here are some pitfalls to watch out for – and how to avoid them:
- Too Much Text: Long-winded emails overwhelm readers. Keep your message focused and easy to skim with short sentences and bullet points.
- Confusing CTAs: A cluttered email with multiple calls-to-action dilutes focus. Stick to one clear, action-oriented CTA that guides readers on what to do next.
- Ignoring Mobile Optimization: More than half of emails are opened on mobile devices. Test for mobile friendliness, use responsive designs, and keep subject lines short to avoid truncation.
- Lack of Personalization: Sending generic messages can feel impersonal. Use your audience’s names or segment your list to tailor emails based on interests or behaviors.
- Being Too Salesy: Hard-sell tactics can alienate readers. Focus on solving a problem or providing value to make your pitch more compelling.
- Hiding the Unsubscribe Link: Not only does this practice frustrate readers, but it’s also against regulations. Make it easy to opt-out to maintain trust.
10 Ways to Elevate Your Email Copy
When it comes to marketing, knowing what not to do is half the battle. Now, let’s jump into the good stuff – how to take your emails from good to great.
Start with a Strong Subject Line
The subject line is your first (and sometimes only) impression. Think of it as the headline for your email – a hook that makes the reader say, “I need to open this.” Keep it short, specific, and intriguing.
Pro Tips:
- Use action-oriented language: “Boost Your Results Today” > “Marketing Tips Inside.”
- Personalize when possible: “Jane, Here’s How to Save 20% This Month.”
- Create curiosity: “What Successful Marketers Know That You Don’t.”
Avoid overused tricks like all caps or excessive punctuation!!! They scream spam. Instead, let your value proposition do the talking.
Get to the Point – Quick
Your audience is busy. Don’t make them wade through fluff to figure out why they should care. The opening line should instantly connect with their pain point or goal.
Example:
- Instead of:
- “Hope this email finds you well! We wanted to let you know about an exciting opportunity…”
- Try:
- “Struggling to meet your Q4 goals? Here’s how we can help.”
Start with empathy, lead with value, and always respect your reader’s time.
Be Conversational, But Professional
No one wants to read an email that feels like a robot wrote it. Keep your tone friendly and approachable while staying professional. Imagine you’re speaking directly to one person – because, really, you are.
Do:
- Use contractions (“We’re excited,” not “We are excited”).
- Write like a human: “Hey, we’ve got something you’ll love.”
- Match your tone to your brand voice.
Don’t:
- Overdo the slang or humor. “YOLO, buy now!” probably won’t land.
Highlight the Value (What’s in It for Them?)
Your email isn’t about you – it’s about how you can help them. Whether it’s a discount, a free resource, or a quick win, focus on the benefit to the reader.
Ask Yourself:
• Why should they care?
• How does this solve their problem?
• What action do you want them to take?
Pro Tip: Use bullet points or bold text to make your value easy to skim.
Include a Clear Call-to-Action (CTA)
Every email should have one clear goal. Want them to download a guide? Schedule a call? Click a link? Say it – and make it irresistible.
CTA Best Practices:
• Keep it direct: “Download Now,” “Book Your Spot,” “Start Saving Today.”
• Use urgency sparingly: “Only 3 days left to register!”
• Make it stand out visually with a button or bolded text.
Don’t Skip the Visuals
While the words carry the message, the design carries the vibe. A clean layout with plenty of white space ensures your copy shines. Add visuals sparingly – a striking image or a simple graphic can go a long way.
Design Tips:
• Use a single-column format for mobile-friendliness.
• Stick to your brand’s color palette and fonts.
• Avoid images with a lot of text, these become illegible on small phone screens.
• Include alt text for images (accessibility matters).
Test, Tweak, and Optimize
Email marketing isn’t “set it and forget it.” Testing is your best friend. A/B test subject lines, CTAs, or even the body copy to see what resonates most with your audience. Make sure to track, analyze, and refine your approach over time.
Metrics to Watch:
• Open rate (Is your subject line doing its job?)
• Click-through rate (Are readers engaging with your content?)
• Conversion rate (Is your CTA effective?)
Be Consistent with Your Branding
From the tone of your copy to the design of your emails, consistency builds trust. Readers should know it’s your email before they even see your logo.
Branding Checklist:
- Is the voice consistent with your website and other communications?
- Are the visuals aligned with your brand’s look and feel?
- Does the email address reinforce your brand identity (e.g., [email protected] vs. [email protected])?
Segment Your Audience
Not all readers are the same, so don’t treat them like they are. Segmentation lets you send targeted, relevant messages based on your audience’s preferences or behaviors.
Ideas for Segments:
- Demographics (e.g., industry, role, or location)
- Engagement (e.g., frequent openers vs. lapsed subscribers)
- Purchase behavior (e.g., new vs. returning customers)
Tailoring your emails makes readers feel seen – and more likely to act.
Don’t Forget the Post-Send Check
Before hitting “send,” run through a quick checklist to avoid cringe-worthy mistakes.\
Pre-Send Checklist:
- Spelling and grammar: Typos = unprofessional.
- Links: Test them. Every. Single. One.
- Mobile preview: More than half of all emails are opened on mobile, so make sure yours looks good.
Email Copy That Works
Great email copy isn’t magic – it’s strategy. By focusing on clear messaging, personalization, and delivering value, you can turn your emails from “meh” to “must-open.” Remember, it’s about building a relationship, not just boosting a metric.
If you’re looking for more ways to elevate your email marketing, Aztek’s here to help. Whether it’s a full campaign or just brainstorming subject lines, we’ve got your back. Let’s create emails your audience actually wants to read.
