How to Learn Email Copywriting: The Ultimate Guide

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Let’s be honest, writing sales emails can feel like pulling teeth. You stare at the blinking cursor, trying to come up with a catchy subject line that won’t get sent straight to the trash. You struggle to write a compelling message that won’t get lost in the sea of other emails your subscribers receive. And don’t even get started on trying to get readers to take action. 

But fear not, in this blog post, we’ll show you how to be an email copywriting pro. We’ll cover everything from understanding your audience to optimizing your emails for deliverability. So let’s roll up our sleeves and get ready to conquer the inbox.

What is Email Copywriting?

Email copywriting is all about writing emails that people actually want to read (and hopefully take action on).

Think about it: how many times have you opened an email, only to lose interest after the first sentence? A good email copywriter knows how to capture your attention and keep you engaged from start to finish.

They do this by writing in a way that’s easy to read and understand, using a conversational tone that makes you feel like you’re talking to a friend. They also use persuasive techniques like storytelling, social proof, and urgency to nudge you towards taking the desired action (whether that’s making a purchase, signing up for a newsletter, or something else).

What Exactly Does an Email Copywriter Do?

Email copywriters are the unsung heroes of the marketing world. They make your inbox feel less like a wasteland of spam and more like a cozy cafe where you actually want to spend time.

Let’s dive into the nitty-gritty of what an email copywriter does on a day-to-day basis.

Here are some of the key roles and responsibilities that come with the job:

Researching to understand the target audience’s needs, desires, and pain points

As an email copywriter, your first task is to understand your audience. This means spending time researching their demographics, interests, and behaviors.

You need to know what makes them tick, what problems they face, and how your product or service can help them. By understanding their needs, desires, and pain points, you can craft email copy that resonates with them and ultimately drives results.

Crafting engaging and persuasive email copy that resonates with the target audience and drives results

Once you understand your audience, your job as an email copywriter is to create copy that grabs their attention, evokes emotion, and inspires them to take action. You need to carefully choose your words and phrases, using persuasive language that speaks directly to your audience. Your copy should be personalized and relevant, addressing the reader’s needs and desires.

Creating effective subject lines that grab the reader’s attention and entice them to open the email

The subject line is the first thing the reader sees in their inbox, and it’s what determines whether they open the email or not. Your email subject line needs to be attention-grabbing and make the reader want to learn more.

Writing clear and actionable call-to-actions (CTAs) that guide the reader toward the desired action

The CTA is what drives the reader to take action, whether it’s making a purchase, signing up for a service, or simply clicking through to a website. Your CTA needs to be clear, concise, and actionable. It should guide the reader toward the desired action and make it easy for them to take the next step.

Collaborating with designers to create visually appealing emails that are easy to read and navigate

The design of your email is just as important as the copy. You need to collaborate with designers to create emails that are visually appealing, easy to read, and easy to navigate. This means selecting the right font, layout, and images that best support the email’s message and help it stand out in the inbox.

Testing and optimizing email campaigns for better performance, using metrics such as open rates, click-through rates, and conversions

Once your email campaign is live, you need to track its performance and test it for better results. You can use metrics such as open rates, click-through rates, and conversions to measure the success of your campaign.

By analyzing these metrics, you can adjust your messaging, subject lines, and CTAs for better performance.

Staying up-to-date with email marketing trends and best practices to ensure your campaigns are effective

Email marketing is like a game of whack-a-mole – just when you think you’ve got it all figured out, something new pops up.

As an email copywriter and business owner, you need to stay up-to-date with the latest trends and best practices to ensure your campaigns are effective. This means attending webinars, reading industry blogs, listening to copywriting podcasts, and networking with other email marketers.

By staying informed, you can create email campaigns that are both engaging and effective in driving results.

How to Learn Email Copywriting

Here are some email copywriting tips to help you learn email copywriting:

Study the basics

First things first, it’s important to understand the fundamentals of writing effective copy. Learn the structure of a good email: start with a strong email subject line, introduce the problem or pain point, offer a solution, and end with a clear call to action.

Study the AIDA formula (Attention, Interest, Desire, Action) and how to apply it to email copy. Understand the importance of personalization, segmentation, and targeting in email marketing. Some great free online resources to check out include Copyblogger and Hubspot’s Inbound Marketing blog. You can also take an email copywriting course, like the Copywriting 101 course offered by Copyblogger, to learn the basics of effective email marketing copywriting.

Read widely

Reading other people’s emails can help inspire and teach you how to write effective email copy. Try subscribing to email newsletters from companies and marketers whose emails you enjoy reading.

You can also follow email marketing experts on social media, like Joanna Wiebe of Copyhackers and Val Geisler of Fix My Churn.

Practice, practice, practice

Like any skill, email copywriting takes practice to master. Start by writing your emails and testing different approaches to see what works best. Aim to write every day, even on days you don’t have the motivation for writing.

Get feedback

It’s hard to improve without feedback, so don’t be afraid to share your work with others and ask for their opinions. Join online communities of email copywriters, like the Email Copywriting Club on Facebook, to get feedback and connect with other writers. Find a mentor who can provide feedback and guidance on your writing.

Learn from the experts

Take courses on email marketing and copywriting from reputable sources, like the American Marketing Association or Udemy. Read books on copywriting and email marketing, like “The Copywriter’s Handbook” by Robert Bly or “Email Marketing Rules” by Chad White.

Analyze your results

Effective email copywriting is all about results, so make sure you’re tracking your email marketing campaign and analyzing your results. Use email marketing tools like Mailchimp or ConvertKit to track your email campaigns and analyze your results. Look at metrics like open rates, click-through rates, and conversions to see what’s working and what’s not, and use that information to make improvements.

Remember, becoming a great email copywriter takes time and effort, but by following these steps, you’ll be well on your way to crafting effective and engaging emails that get results. Stay curious, keep practicing, and always be willing to learn and improve your copywriting skills.

How To Land Email Copywriting Clients

Here are some tips that can help you attract and retain email copywriting clients:

Build a portfolio

Your portfolio is your showcase and should demonstrate your writing skills and expertise in email copywriting. It should include a variety of samples that highlight your unique style, versatility, and experience. You can use websites like Behance or Dribbble to showcase your portfolio.


Building connections with potential clients is essential for growing your business. Attend industry events and conferences, join professional organizations, and participate in online groups and forums to build a network of like-minded professionals. Networking can also help you learn about new opportunities, keep up with industry trends, and gain new insights.

Offer value

When reaching out to potential clients, offering something of value in your initial contact can be a great way to build rapport and establish yourself as a thought leader in your field. This could be a tip, an insight, or a piece of relevant content.

For example, if you are reaching out to a company that sells a product similar to one you have written for before, you could share some insights on how you improved the product’s email conversion rates. By demonstrating your expertise and value, you’ll be more likely to get a response from potential clients.

Create a website

A website is a crucial tool for showcasing your services and expertise. It’s a no-brainer, then, that you need to create one to advertise your services. It should be easy to navigate, visually appealing, and include samples of your work. Your website should also have a blog where you can share your insights and thoughts on email copywriting. You can use website builders like Wix or Squarespace to create a professional-looking site.

Use social proof

Testimonials and case studies from satisfied clients can help build your credibility and trust with potential clients. Include these on your website and in your outreach emails. For example, you could include a testimonial from a client who saw a significant increase in open rates and click-through rates after working with you. By sharing the success stories of your previous clients, you’ll be able to demonstrate the results you can achieve.

Craft compelling emails

Your outreach emails should be well-written, personalized, and tailored to each potential client. Use an engaging, casual tone and highlight how you can help them achieve their goals. For example, you could reference a recent campaign they ran and explain how you can help them improve their email marketing strategy. By demonstrating that you understand their business and can help them achieve their goals, you’ll be more likely to get a response from potential clients.


Following up with potential clients is crucial to building relationships and closing deals. Don’t be afraid to follow up a few times if you don’t hear back right away. Keep the tone friendly and professional, and remind them of the value you can offer. You can use email marketing tools like Mailchimp or HubSpot to automate follow-up emails, so you can stay top-of-mind without having to manually follow up with each potential client.

In addition to the sites mentioned above, some other sites that can help you land new clients include Upwork, Problogger, and Fiverr. These sites connect freelancers with businesses looking for their services.

However, keep in mind that these sites often have a lot of competition, so you may need to spend some time building your profile and reputation before you start landing clients

If you’re a copywriter yourself, make sure to click the orange button below to get interviewed on