Marketing Channels

Copywriting Emails and How To Grab Your Audience’s Attention


Published: June 15, 2022 (Updated: November 3, 2022)

Businesses spend time copywriting emails for several reasons. Whether it’s to boost their brand awareness or generate quality leads, emails are a great tool for marketing. But it’s important to know what type of email copywriting best serves your company and the different ways you can craft emails to entice your target audience. In this article, we discuss:

What Is Email Copywriting?

Image via Pexels by Karolina Grabowska

Email copywriting is copywriting for an email marketing campaign. That includes the subject line, the preview text, and the body of the email itself. A copywriter crafts each section of the email to convert readers into potential customers or leads for the company. And that’s really the aim of copywriting in general. The difference here is that companies send the copy straight to their audience’s inboxes. That can help the marketing materials feel more personal and directed, compared to other types of copy, such as blogs, articles, and eBooks.

Why Do People Use Email Copywriting?

There are two main reasons businesses use copywriting for emails:

Inbound Marketing

Inbound marketing is the process of bringing an audience to your business or brand. Most often, companies perform this marketing by enticing readers to their site through informative or entertaining content. This content catches the reader’s attention or helps them solve a problem or challenge. Then, it encourages them to interact with the company further through a well-placed call to action. That might include reading additional content on the company’s website, downloading an eBook, or even making a purchase.

Emails are a great way to perform inbound marketing because businesses can send the content straight to their audience’s inboxes. Unlike some other forms of content, emails are also great because they can include a wide range of different topics to entice the audience. For example, the body of the email might contain a piece of a recent blog or article the company wrote, while the rest of the email is used to advertise different products and services. The email could even include links to other relevant content on the company’s website that might interest readers.


Emails are also a great tool for generating sales, especially for business-to-business (B2B) companies. Does your business have an expensive product or service? Is your product or service a little complex or difficult to explain quickly? Sales emails, once again, help you reach your audience by sending information straight to their inbox. You can entice them with what your business has to offer and encourage them to reach out with questions about your products and services. This helps you immediately create a personal connection with your lead.

From there, you have the time to explain exactly what your company does and how it can benefit your customers or clients. Sales emails often have a negative connotation to them, because they can feel spammy or disingenuous. But when they successfully attract a reader, it can actually feel more personal compared to other marketing tactics. That’s because your clients and customers get a direct line to the company and have someone available to answer all their questions or concerns.

But no matter if you’re performing sales copywriting or inbound marketing, none of it will be effective without a solid foundation. That means developing content for your brand that increases your online presence and authority. If your website seems thin or unhelpful, customers won’t want to stay there any longer than they have to. You have to remember, when attracting your target audience, they’re always thinking about, “What’s in it for me?”

At CopyPress, we have a vetted team of creatives to help you develop content that fits your brand. No matter the scale, we can deliver quality, compelling content that attracts your target audience, satisfaction guaranteed. Arrange a strategy call with us today to help us learn more about your marketing efforts and to start building your business’s foundation of content.

How To Write Email Copy for Sales

Here is a list of steps to help you perform effective copywriting for an email in sales:

1. Understand the Main Objective

Though it’s easy to assume the main objective of a sales email would be to make a sale, that’s actually not true. The main objective of every sales email is to start a conversation. You want to hook your audience and make them ponder how their life or business could improve through the product or services you’re offering. If you can get them to respond and inquire more about your company, you’re already halfway through the sale itself.

A great way to do this is to show that you understand your audience. If you can relate to their problems or challenges and empathize with their struggles, they feel like you know what they’re going through and can provide the help they need.

2. Hook Them with the Subject Line

Subject lines are probably the most important and the most difficult part of any marketing or sales email. That’s because they need to stand out from the sea of other sales and marketing emails your audience receives. According to a study by MailChimp, the average email openrate across all industries is 21.33%. Your subject line not only needs to convey the topic of your email, but it needs to grab their attention at the same time. There are a few tips and tricks to help you write an effective subject line, including:

  • Adding personalization, like the reader’s name
  • Focusing on the problem you want to address in the body
  • Make them snappy and concise
  • Using a unique/jarring voice or statement

For the last tip, an example might be, “You Might Be Out of the Fire, but the Frying Pan’s Not Far Away.” Though this type of subject line can be effective, you want to make sure that the subject line still fits the tone of your business or brand. It’s also important to make sure that your subject lines don’t appear unprofessional, or it might turn your customers away.

Read more: 7 Tips for Writing Compelling Newsletter Subject Lines

3. Make Sure the Body Copy is Strong

There are three main parts that the body of your email should have:

  1. The Introduction
  2. The Story/Information/Message
  3. The Call To Action

First and foremost, introduce yourself. Don’t just use your company’s name, but your real name. Show the reader that you’re a real person representing the business. Next, follow it up with the information you promised in the subject line. As you might have noticed, the second part includes the word “story”. Though simply addressing the problems or challenges your reader has is effective, it’s even better to put it into a story.

Stories give us characters, emotions, and situations to root for. Using a story to relay the information you want can help you grab your reader’s attention and keep them interested for the duration of the email.

Finally, end the email with a well-placed and well-written call to action. Let the reader know that you’re there for them if they have any questions or concerns about the products or services you sell. For example, “Let me know when a good time to chat might be” or “If you have any questions on how we can get you set up with our services, feel free to email me” are different options for a call to action.

Read more: How Storytelling Can Improve Your Content Marketing

4. Follow Up

Following up with another email can help you stay at the forefront of your audience’s mind. It also helps to increase the chances that they see your email. Though it’s possible you could send out the same email again and again, that’s not always the most effective method. It’s helpful to start your follow-up emails with something like, “Hey, just reaching out again.” Then reiterate some of the same material from your first email.

This helps show your audience that you’re not just spamming people with the same email repeatedly. Instead, you’re being intentional about communicating with your potential clients and you’re focused on the main objective: starting a conversation.

5. Consider a Professional

If you don’t have a lot of experience writing sales emails, it’s highly encouraged to engage with a copywriter. Talking with a copywriter who has a proven track record of strong sales copy can be very beneficial to your marketing campaign. But it’s important to make sure the copywriter has experience in your industry. If a writer has exclusive experience in health copywriting, it doesn’t mean they’re going to be great at writing for every industry.

Talk with some different copywriters and take a look at their portfolios to narrow down your options. Then take your top choices and hire them each for a test piece. See which writer best emulates your brand and communicates your company’s values in their sales copy.

This isn’t just important for email, but for all content you create for your website. While CopyPress doesn’t currently offer email copy for clients, we create copy that supports the email content your team develops. We have a team of over 2,000 writers, editors, and quality assurance specialists who know how to develop compelling content for your industry, no matter the niche. Schedule a call with us today to see how we can boost your content marketing efforts and help you elevate your email marketing.

Sales Email Examples

Here are two examples of sales emails you might send to your audience:

Example One

Here’s a sales email example for a company that sells cybersecurity software:

Subject: Someone’s Going To Hack You! We Can Help.

Hey Bethany,

My name is Eddie McMann from Cybersecurity Incorporated. Dramatic subject line aside, your business is at risk for cyber attacks. Hackers with exceptional skills and tools strike businesses every day to take all types of sensitive information. Just last week, we worked with a couple whose small e-commerce store was raided by a ruthless cyberattack. The attack compromised all of their customers’ information. Though we helped them set up better security, it’s difficult to get that trust back from their customers. 

I know you take pride in your customer’s privacy and the protection of their information. We’re here to help you do that. Our cybersecurity software does all the work for you, so you can focus on growing your business without the worry of any attacks.

I’d love to chat with you about your current set-up, offer my advice on how to improve your cybersecurity, and see if your business might have a need for our services. If you have any questions about our company and how we can help, please let me know. You can reach me at this email.

Don’t wait. Protect your business’s and your customer’s information,

Eddie McMann

Cybersecurity Inc.

Example Two

Here’s a sales email example for a company that sells consulting services:

Subject: Your Competitors Aren’t Settling. Why Should You?

Hey Rega,

This is Sarah, and I’m a business consultant with Consultancy Experts. I recently saw your post on LinkedIn about your business’s ten-year milestone. Congratulations! That’s an amazing achievement!

I did, however, notice you haven’t updated your website since 2015. Trust me, I get it. It’s satisfying when you reach that point in your business where things are steady. Customers or clients keep coming in. The revenue is consistent. But that doesn’t mean it’s time to get comfortable! Right now, your competitors are looking for ways to be just as successful as you, if not even more. Why give them the chance? Using our business consulting services, we can help you find ways to improve your current business model, no matter how successful. Let us help you find a way to keep innovating and keep the competition at bay.

I’d love to chat about how we can boost your already amazing business. If you have any questions, feel free to respond directly to this email. I’m happy to go over everything we have to offer.

Talk soon,

Sarah Gregovich

Business Consultant

How To Write Email Copy for Content Marketing

Here is a list of steps to help you write effective emails for your content marketing campaign:

1. Research Other Businesses

Before starting your own email marketing campaign, it’s helpful to see how other businesses use it. Though the most popular method of content marketing for emails is a newsletter, it’s not the only option. Some companies might use the email to send a thoughtful response to current industry events. Other companies might use it to promote their most recent blog articles or sales. Look at businesses in your industry. What types of emails do they send? Then, look for the ways they succeed. Are you engaged? Are you willing to explore their company further?

Next, look at the ways you can do better. If you’re not engaged, how would you improve the content? Would you add more images? Would you improve the design? Researching businesses helps you generate ideas for your own emails, but it also helps you find gaps in your competition’s marketing strategy.

Still looking for more email marketing examples? CopyPress currently offers a newsletter that’s a great example of how to market to your audience through email. With our newsletter, we send you helpful content marketing knowledge straight to your inbox. Learn even more ways to boost your copywriting efforts and craft excellent content marketing strategies. Sign up today!

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2. Use Educational Content

One of the best ways to attract your target audience is through educational content. Whether you’re promoting recent blog posts or you’re informing your readers on a current industry event, your email should inform or entertain your audience enough to keep their attention. One of the best ways to create educational content is to focus on your audience’s problems or challenges. Then, use your email copywriting to offer a solution. This helps to improve your reader’s satisfaction and demonstrate your business’s expertise at the same time.

It also helps to increase the number of your email subscribers. If people think your emails have something to offer them week after week, they’re more likely to sign up. If they find the content especially helpful or informative, they might also feel more inclined to share it with their family, friends, or those in their professional network. This can help to improve your brand awareness even more and continue to grow your audience.

3. Include a Call To Action

Content is important when it comes to email marketing, but it’s also important to know how to convert your audience. Placing a call to action (CTA) in your email is a great way to lead them from the email to your website. When placing a call to action, it’s important to make sure it’s eye-catching. A common strategy that businesses use is to make the CTA a button that quickly grabs their reader’s attention.

It’s also helpful to make the CTA specific. Don’t just tell your readers to visit your website. Tell them to download a free eBook or read your latest blog, and what benefit they’ll receive from that action. Make sure your audience knows exactly how they can interact with your company further. This can increase their satisfaction and motivate them to click on the CTA, fulfill the action, or even purchase your products or services.

4. Create an Eye-Catching Design

Creating an eye-catching design for your email is helpful because it makes it more pleasant to read. Though simple text works fine for a sales email, content marketing emails require something a little more creative. After all, you’re trying to show off your brand and encourage people to visit your site. The more visually appealing or entertaining you can make your email, the better. That might include something simple, like including a few images, to something a bit more complex, like custom illustrations or branded graphics.

There are a lot of great tools on the internet that can help you create engaging content marketing emails. They provide different ways for you to easily create an eye-catching design. Some of those tools include:

Whether you’re sending sales emails or engaging content, it’s important to remember that emails aren’t the end all be all of your marketing. In fact, most often, they’re an extension of your content marketing strategy. Outside of your emails, do you have a set style guide in place for your website content? Do you know the best way to use your content to represent your brand? After sending your emails, your work has only just begun. It’s important to understand how to use different pieces of content and combine them with your email marketing strategy.

Start by reading our eBook on the content marketing pyramid. We walk you through how different types of content work together to build your brand and online presence. From there, you can develop a winning content marketing strategy that doesn’t solely rely on one tactic or another, but combines them for even better results. Download your free eBook today!

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