Sales emails help drive conversions, build relationships, and get potential customers excited about a product or service. Your job as a freelance email copywriter is to craft compelling emails that achieve these goals and more.
If you love to write, want the flexibility of working from anywhere, and believe in the power of persuasive emails, then freelance email copywriting might be the perfect fit for you.
In this blog post, we’ll explore how to become a freelance email copywriter. We’ll look at the skills you need, where to find work, and how to market yourself as the go-to email copywriter
What is Email Copywriting?
Think of the last time you opened a sales email that made you stop and pay attention. You read the entire message, clicked on a link or two, and maybe even made a purchase. That’s the power of good email copywriting.
Email copywriting is the art and science of creating persuasive content for emails—from simple newsletters to complex automated campaigns. It’s a blend of writing and marketing skills, combined with an understanding of customer needs and behavior.
As a freelance email copywriter, your expertise lies in crafting emails that:
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Draw attention
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Speak directly to the target audience
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Compel readers to take action
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Drive conversions
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Encourage repeat visits
Email copywriters can write for any type of audience, from businesses to individuals. They can also specialize in niche markets, such as health and wellness, eCommerce, or real estate.
Skills Needed to Become a Freelance Email Copywriter
If you want to become a freelance copywriter, there are several skills and qualities that will come in handy.
Adaptability and Creativity
Different clients and industries may require different tones, styles, or strategies for their email campaigns. Develop the ability to adapt your writing style to suit diverse client needs. Cultivate creativity to come up with fresh, engaging content that stands out and connects with the target audience.
Research and Planning
You’ll need to understand the client’s industry, target audience, and goals for each email campaign. Researching these factors helps you create content that resonates with readers. You also need to plan ahead, mapping out when emails should be sent and how they relate to other marketing efforts.
Organization and Time Management
Oftentimes, freelance copywriters juggle multiple projects at once. Developing organizational skills and learning how to prioritize will help you stay on top of your work and meet tight deadlines. Also, consider investing in project management tools that make it easier to keep track of your tasks.
Copywriting and Editing
Ultimately, you’ll need strong copywriting skills to create emails that draw readers in and compel them to take action. Your writing should be clear, concise, and persuasive—and free from typos or factual errors.
Remember that emails are often the first impression you make on potential customers. So, take the time to edit your work and make sure it’s as polished and professional as possible.
Marketing Knowledge
It’s important to have a solid understanding of marketing basics, such as the buyer’s journey and call-to-action best practices. You should also be familiar with email automation systems, like MailChimp and AWeber, and have a good grasp of email marketing metrics that measure the success of campaigns.
You also need to know how to market your services. After all, you’ll need to find new email copywriting clients to stay busy and make money.
So, it pays to have an understanding of digital marketing channels like social media, blogging, and email marketing—and how they can help you reach potential customers.
Attention to Detail
Email copywriting demands precision, so you need to be attentive to detail and make sure all facts are accurate and content is properly formatted. You should also double-check that links are working and calls-to-action are clear.
Storytelling
Crafting content that captures readers’ attention and encourages them to take action requires telling a story. Learn how to combine accurate facts with interesting anecdotes, compelling visuals, and other engaging elements to create stories that draw readers in.
By honing these skills and qualities, you can become an effective freelance email copywriter— and enjoy the freedom of being your own boss and the flexibility to set your own hours.
How to Become a Freelance Email Copywriter
If you’re ready to take the plunge and become a freelance copywriter, here are some steps to take:
Learn the Basics of Email Copywriting
The first step is learning some of the techniques that go into creating an effective email marketing message, such as:
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Writing gripping subject lines that get people to open your emails.
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Crafting persuasive copy that engages the reader and captures their attention.
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Including engaging visuals that help the message stand out in the inbox.
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Building relationships with readers to nurture them into customers.
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Using storytelling to give context and meaning to the message.
To learn these techniques, you’ll need to read some content writing books and blogs, and maybe even attend a few seminars or pay for copywriting courses. Blogs like CopyHackers, OptinMonster, and Neil Patel are great resources to get started.
At the same time, you should practice writing your own emails.
Take a few hours each week to play around with different approaches and techniques, and see what works best for you. The only way to learn is to dive in and start experimenting; the more you practice, the better your emails will become.
Once you’ve mastered the fundamentals and have gotten some practice under your belt, move on to the next step:
Choose a niche
Now that you understand the fundamentals, it’s time to narrow down your focus and find a copywriting niche in high demand.
The key is to find an area where you have expertise or knowledge that is not widely shared. You don’t have to become “the copywriter who knows everything”. You can become the copywriter that commands a certain corner of the market.
For example, if you’re a software engineer who loves writing about the latest programming languages, you’ll have an advantage over other freelance copywriters who don’t have that technical knowledge.
The same is true for any topic, from healthcare to finance to travel.
Other ways you can narrow down your focus include:
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Targeting a particular audience, such as entrepreneurs or small business owners.
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Catering to a specific industry, such as tech startups or B2B software companies.
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Writing for a certain type of content such as email campaigns, website copy, or blog posts.
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Finding a unique angle, such as “copywriting with a multicultural perspective” or “copywriting for stay-at-home moms”.
Build an online presence
An online presence acts as your virtual storefront, attracting clients and showcasing your writing skills and expertise. When potential clients search for you on the web, they should learn more about your background and experience, and get a sense of who you are.
Having an active online presence ensures you remain top of mind — and top of search engine results. Other benefits include:
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Provide avenues to connect and collaborate with other writers, editors, and professionals, opening doors for new opportunities and partnerships.
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Ensures that your content continues to reach and engage readers long after it’s published, extending its lifespan and impact.
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Helps you shape a unique identity and reputation that sets you apart from other freelance copywriters.
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Lends credibility to your freelance copywriting career, showcasing your professionalism and expertise to potential clients.
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Allows you to establish yourself as an authority in your niche — attracting clients who are drawn to your knowledge and insights.
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Provides a platform for direct communication with potential clients, making it easier to respond to inquiries, negotiate contracts, and build relationships with clients.
To get started, set up a website or blog (you can even use a free service like WordPress). Here, you can showcase your skills, experience, and samples of past work. You can also include information about your services and the types of clients you take on. You don’t need a complicated, flashy website — just one that is professional looking and easy to navigate.
You should also establish an active presence on social media networks like Twitter, LinkedIn, and Facebook. Create profiles for yourself and post engaging content related to your work. Make sure to pay attention to the type of audience each platform attracts, so that your content resonates with them.
Build a copywriting portfolio
Your portfolio is the primary way that potential clients are going to judge your freelance writing skills. It’s a tangible, visual representation of what you can do and the value that you can provide.
It’s important to build a portfolio that showcases your range and breadth of work, so include examples from a variety of projects, including email campaigns, SEO jobs (search engine optimization), website copy, sales page copy, and more.
Your copywriting portfolio should be tailored to the type of clients you are targeting. If you’re focused on working with B2B companies, for example, make sure your portfolio reflects this.
Follow these steps to create an effective portfolio:
Brainstorm what types of projects you would like to include and make a list.
Research other portfolios for inspiration.
Sign up for a portfolio website like Contently or Behance and select a template.
Include samples of your work (screenshots, excerpts, etc.).
Make sure that you keep the copy concise and to the point, as potential clients will be skimming your email copywriting portfolio quickly.
Include visuals that support your work. Grab screenshots of emails you’ve written and link to pages that showcase your work.
Finally, once you have everything in place, take the time to proofread and edit your work for mistakes.
And if possible, include case studies and results from the work you’ve done for past clients, as this will give potential clients a better idea of the value you can provide.
Identify and Pitch to Clients
Writing good email copy is only half the battle. To thrive as a freelance copywriter, you need to master the art of marketing yourself, pitching to clients, and securing lucrative copywriting contracts. Otherwise, you risk being trapped in the discouraging reality of the starving artist.
At times, pitching can feel a bit daunting. The idea of reaching out to clients who are unfamiliar with your work might make you break out in a cold sweat. But here’s the truth: clients expect and even welcome pitches.
Marketing executives and business owners hunger for emails that can truly make a difference for their brands. They need talented email copywriters who can breathe life into their email campaigns and skyrocket their conversions.
When you craft a persuasive pitch, you’re not just selling your services — you’re offering a solution to their marketing challenges.
So, don’t shy away from pitching. Embrace the opportunity to demonstrate your expertise and prove your worth. Show clients that you understand their business goals and that you have the power to transform their email campaigns into conversion-generating machines.
That said, here’s how to identify the right clients:
Use Linkedin to Find Relevant Clients
Linkedin is a great tool to find potential clients, especially if you’re a B2B or enterprise-level copywriter.
To find relevant clients, search for companies in the industry you want to target and filter your results by job title. For instance, if you’re pitching email copywriting services to financial firms, search for people with job titles like ‘Head of Marketing’ or ‘VP of Digital Strategy’. Filter search results by location and you’ll be one step closer to identifying your ideal clients.
Use Crunchbase, AngelList, and Google
Platforms like Crunchbase, AngelList, and Google can also help you find potential clients. Start by searching for companies in the industry you want to target and see what pops up. Then, go through the list of companies and check their websites for contact information like email or phone. Finally, find out if someone from the team is active on Twitter or Linkedin and reach out to them directly.
Craft a Compelling Pitch
Once you’ve identified potential clients, it’s time to craft a persuasive pitch. In your pitch, make sure that you clearly explain the value of your services and emphasize how you can help clients achieve their marketing goals.
Be concise and clear in your message, but don’t forget to inject some personality into it. Show clients that you’re passionate about copywriting and make sure they know how you can help them.
Follow up on Your Pitch
After you send your pitch, don’t be afraid to follow up. There’s a chance that the copywriting clients might not respond right away, so give them a gentle reminder that you’d love to hear back from them.
When you master the art of pitching, doors of opportunity swing wide open. Your online portfolio becomes a gallery of your finest work, your copywriting client testimonials become badges of trust, and your thought leadership shines through your engaging online presence.
And as you establish yourself as the go-to email copywriter, clients will seek you out, eager to tap into your email copywriting talent and expertise. You’ll have the power to choose projects that align with your passion and work with clients who appreciate your unique voice and strategic prowess. So, take the time to practice your pitches and cold emails; it pays off eventually.
Final Thoughts
Running your own copywriting business from anywhere in the world is a liberating experience.
But before you get to that stage, you must master the basics of writing copy, pitching and cold-emailing, and building an online presence.
You need to think like a business owner, constantly looking for ways to improve your copywriting skillset and increase your value.
Achieving success in the freelance copywriting industry requires discipline, focus, and an unwavering dedication to improving your craft. It’s not easy. But as any successful freelance copywriter will tell you, putting in the hard work and effort is worth it. So get out there, write, build your own business, and start making money writing email copy.