Email Copywriting

Email Copywriting: 11 Email Copywriting Practices and Etiquettes

Having an Email Copywriting skill is something that can earn you a lot of money if properly done well.

You wouldn’t have to keep hiring freelancers to help you write your email copies.

Email marketing is the best way to reach your audience over and over again with less amount of money spent.

But for your audience to enjoy reading your emails and ever taking any action you command them to do.

You need to have good email copywriting skills which will make you snap your fingers and can get the result that you want.

Do you want them to buy your product? Or you want them to register for an offer? Or maybe you want them to check something out on your website…

….it all boils down to have a good email copy that will convert them into doing whatever you want them to do.

Many people are out there who claim to be good in email marketing but their copywriting sucks.

You have to know that there are human beings behind those email addresses on your list.

So, you need to understand the things that will move them into doing whatever you want them to do.

Also, you have to know how and when you can email them so that your best subscribers won’t unsubscribe from your list.

These and many more are the things that I have planned to cover in this guide.


What is Email Copywriting?

Email Copywriting is the act of writing short and long-form email marketing content that pulls a subscriber into anticipating future emails and also taking any action in the email.

So, if you are someone who sends an email a lot and you have been able to make people convert.

Then you are a very good email Copywriter – and that is what will determine either you can keep continuing.

Or you can stop and learn more about email copywriting in case you are finding it difficult to control.

Since we are a little bit done with the first aspect of this guide – let us look into some skills and tactics that you should have to turn a good Email Copywriter.


Email Copywriting Best Practices and Etiquettes

  1. Email automation software.
  2. Email Audience.
  3. Good English Skill.
  4. Storytelling.
  5. Subject Line.
  6. Paragraphs.
  7. Sending Time.
  8. Unsubscribe Option.
  9. Senders’ Address Reputation.
  10. Links.
  11. Segmentizing Email Copies. 


1. Email automation software:

One of the first requirements that every email copywriters need to put in mind is their channel of sending emails.

As you know that you have a lot of email addresses that you want to send your emails to.

You would have already generated your email addresses and be ready to pitch them one thing or the other.

But what you have to know is that your channel of sending your email must be solid and accurate.

This involves the email automation software that you are using to send out your emails to your email subscribers.

No matter how good and catchy your email copy looks – if your emails are not landing in their inbox.

You are only wasting your time and someone who is not even good at writing good emails will convert more than you.

That is why the channel through which you are sending out your email copy must be solid.

So, you have to choose an autoresponder email software or find a very good email blaster which you will be using to blast out your emails.

This will save you a lot of headaches and will make you adjust your emails into making them perfect for engagement.

Some email sending channels already have a bad reputation that if you pass through them…

…you will only be wasting your time – so, it is better to have a very good email delivery channel.


2. Email Audience:

So, you have selected the channel through which you will be sending your emails.

Now, it is time to know about your audience and who you are sending your emails to.

This depends greatly on the kind of client you might be getting or maybe it is your work.

Because you have to know if audience and cold, warm or hot audience before you can just decide to email them.

If you are sending emails to a cold audience – you need to know that they don’t know who you are.

They didn’t sign-up for your emails and because of this – their email approach must be direct.

The emails you will be sending to a cold audience is supposed to be a direct email that tells them about a free opportunity which they shouldn’t miss.

If you just go straight to pitch a cold audience who don’t know about you – you will get your email address into trouble.

So, your email copy to the cold audience must be to offer a freebie which you will now upsell them in your sales funnel.

Also, if you are into Business-To-Business or B2B kind of cold email outreach.

Then, it must show proof of works that you have done and how you intend to make them enjoy your service.

But if your email is filled with a warm or hot audience who have signed up to receive your emails.

You can go ahead and pitch them on whatever you like since they cannot report you for spamming.

But for the cold audience – your motive must be to create a friendly tone that will make them not see you as a spammer but a friend.


3. Good English Skill:

Although, I come from a country that has English as our second language – I have not seen a native email before.

We write in English most of the time and our emails are mostly in the English language.

So, we have to develop our English language into something that will make our readers understand fully.

It becomes very difficult for people to easily write good English most especially if it is not your first language.

But you need to develop your English writing skill because of the email spam filter.

Some words will be fished out whereas it is supposed to land you in the inbox tab.

But because it looks spammy with the way you have constructed it – it got you landed in the promotion tab.

Also, you want to have as many people from all over the world to join your email subscribers list.

So, you must have a good English writing skills.

Your customers (if you are a copywriter who charges money) might also come from Tier 1 countries.

So, you need to know more about the English language which is their major language to work for them.

You cannot want to write a good email copy to their Audience and you are writing in your native language.


4. Storytelling:

It is said that those who sell a lot are those who are good at storytelling.

Those who can create a scenario from a piece of unreasonable news and turn it into a fantastic storyline that will evoke engagement.

People love to read stories because we have been brought up to always listen to stories and watch movies.

All the movies we watch are all storylines that we want to watch till the end and know what ends it.

So, if you can evoke people’s minds and make them follow along with a very good storyline.

You will see people engaging with your emails all the time because they can see a story to read.

And the thing is that people like to follow along with a story and read till the end and take action.

The way email copywriters make use of stories to make people take action is by telling them a story and now using their offer as a solution.

They will create a storyline of how a situation took someone from the point of struggling to the point of success.

They will now use their offers as the solution which can solve their problem and bring a permanent answer to their questions.


5. Subject Line:

Is your subject line one that will make people quickly click to know what is going on?

You need to have a good email subject line skill that will get people to be curious to open.

The thing is that if you don’t put curiosity in your email subject line – people will not open your email.

The best way to know how to craft a very good email subject line is by looking at news headlines.

Even on Facebook, if you like some magazine pages and follow them to receive their updates.

You will see the headlines that are performing very well and will arouse people’s emotions.

Some of the things you will study are the headlines that have a lot of LIKES and COMMENTS.

The ones that make people show the mind and comment no matter what. It can be controversial but it’s worth it.

Many people will tell you to make use of some headline analyzer and some other tools.

But this is by far the best way because online tools are programmed by someone to give you a score.

But newspaper headlines are practical stuff that you are seeing the result by yourself and not someone telling you.

That’s why I like to use this method a lot and you will come back to thank me concerning your open rate when you use it.

Unlike you using a headline analyzer tool that will only be telling you the theory.

You can first go to the newspaper and grab a headline and now later use the headline analyzer tool to analyze it – if it’s worth using.


6. Paragraphs:

When writing your emails – don’t write as if you are talking to your enemy or as if you are angry.

You know when you are angry and you are talking – you will be talking uncontrollably.

And it is said that a good email Copywriter must always write as if he is speaking to a friend.

That is the best way to write because it makes your voice to be known and separate.

But when writing as if you are talking. You must always make sure that you make use of paragraphs.

You don’t even need to think more beyond this because if you are reading this article – it is having a lot of paragraphs.

Because you will be writing emails and not a long-form article like a blog post.

You can write just two line or three lines at most – so that your readers can easily get what you are writing.

You need to write for skimmers and not readers – because the majority of your audience will skim your emails.

Not all of them will read everything all through – that is why you need to write for skimmers.

People that will keep skipping what you are writing and still understand what you are trying to pass across.

That’s the best way to write your emails and get access to their intentions and actions.


7. Sending Time:

The sending Time is always important when sending your email copies because most people have been asking when the best time is to send emails.

There is no best time because you have to study your subscribers and look at when best that they engage with your emails.

Do you notice that they do reply and open your emails a lot during the day or the night?

This is what you will use to conclude on when best to send out your emails.

And if you are a freelancer working for a client and you are told to write a good copy for them and also send it to their subscribers.

Most especially if the emails are being given to you – because some people do this job on Fiverr.

They will help you compose an email and blast to the email that you give to them.

If you are someone doing that kind of work on Fiverr or any other freelance websites.

You need to always ask them when is the time that their subscribers interact with their emails the most.

Although, this will only be answered by someone who gave you a warm audience that subscribes by themselves.

But if it’s a cold audience that was just bought online – email addresses that we’re scrapped on the internet.

Then this type of stuff won’t be effective because they won’t even know the best time to email them.

But in case you are just starting – it is important to know that you have to study your subscribers to know when best to send your emails.


8. Unsubscribe Option:

As a professional email copywriter – your email must always have the unsubscribe button or option below your emails.

This will make it easy for people to unsubscribe from your email list and both parties will be free.

Many email Copywriters always panic about getting unsubscribers because they don’t want to lose anybody.

But the truth is that not everyone will like you because you don’t like everybody also.

Just because you are writing something that is in someone’s niche or because they sign-up to join your email list.

Doesn’t mean that all of them will enjoy you – a time will come where they won’t have the time to listen to you.

Oh yes, you will hear them saying “I don’t have time” even when they were doing nothing.

So, it is normal for you to give the exit door in your emails to give room for those who will be interested in your emails.

This is part of the email copywriting etiquette which you should have because it will also improve your email deliverability.

Even aside from that, do you want to keep spending money on your email autoresponder without any result?

Imagine have 1000 email subscribers and only 400 are active among them and you keep paying a fee for the 600 that are inactive.

Just give them a room to leave so that your email autoresponder fee will reduce and you will know where you are spending money and receiving money from.

Don’t just decide to send emails without adding the unsubscribe button in your emails because Gmail likes it and it’s part of email marketing practices.


9. Senders’ Address Reputation:

Which kind of sender address are you using to send your emails? Although, I have seen people make use of the normal email address to send their emails.

I receive emails from some people and their sender email is something like [email protected].

But if you plan to use this kind of email for your email Copywriting journey.

Then the majority of your emails will be landing in the spam box the moment you start having a lot of email subscribers.

You can still enjoy the process when your email is less and is not too much.

Also, if you send emails occasionally and not all the time – this will still serve you for a little while.

But the moment you start sending emails every day and you start having a lot of email subscribers.

This will not last you anymore and you will be needing a professional email sender address.

You will need a corporate email address like [email protected] or [email protected].

These are professional emails that will give you good deliverability and the reason is that…

…you are the only one using this IP Address for the domain email.

Unlike Gmail that is being used by billions of other people in the world to send emails and receive emails.

So, the moment you join millions or billions of other people sending out emails at that particular time.

Your EDM will find it difficult to deliver to your subscribers’ inbox and get straight to the spam folder.

So, you can just buy a domain email on GoDaddy for something less than $12 and start enjoying a good sender’s reputation.


10. Links:

“So, how about links? Can I add as many links as possible in my email copies?”

The truth is that Links don’t affect the deliverability of an email. Oh yes, I know you might have seen many articles that say links affect email deliverability.

Google doesn’t use Links to judge as much as the link is very valid and not blacklisted.

I have written an email which I have 7 links in it and it went straight to my subscribers’ inbox.

I have also seen email Copywriters that write an email containing almost all their blog posts and it went straight to the inbox.

They keep listing their blog post and adding the link to check it out in the blog and it keeps getting to our inboxes.

So, how does link now affect email deliverability? It doesn’t.

In case your email is not delivering to the right tab and going to the inbox or spam folder.

Check the link if it is valid and not blacklisted – if it is not blacklisted and it is a valid link.

You don’t have any problem with as many links you put in your email since it’s a pure text email.

To check the validity of a website link – you can check out mxtoolbox and you will see if the link is not blacklisted.

You just have to work on other things in your email once you see that your link is in good condition.

Most of the people that write about links affecting emails online are non Copywriters but just content writers.

But I am telling you from my experience that links don’t affect email and you can add as many as 7 depending on how long the email copy is.


11. Segmentizing Email Copies:

Are you segmentizing your email copies? Because you need to know that you should send emails depending on audience interest.

Some subscribers joined your email list through the “Facebook Practice Guide” while another joined through the “Linkdeln Practice Guide”.

It will be very wrong to keep sending the same type of emails to these audiences because they signed up for separate things.

You should write content that is specific to each audience’s interest and segmenting your content.

Also, if you are in a purchased email where you want your subscribers to purchase your new product.

The emails that you will send to those who have purchased must be different from the emails that will be sent to those who haven’t purchased.

You have to segment them because you can’t keep sending reminder emails to subscribers who have bought – that will be frustrating.

Segmentizing email copies is a fantastic idea that leads to a lot of email marketing success in the copywriting industry.



Is This Guide Helpful? Because I believe you have been able to learn the 11 Best Email Copywriting Etiquettes that will increase your sales record.

The details given here are intact and to the point – so, just make use of them to your best knowledge.

Also, if you are using any of the Etiquettes listed above – hit the comment box below to state the one that you like best.

If you like this guide, you might also want to read a guide on EDM Emails which talks about the theory of Electronic Direct Mail.