What is email copywriting?

Email copywriting refers to crafting the words used in your subject lines and Email body. It generally refers to the copy meant to persuade the reader to take the next step or desired action.

What is an email copywriter?

A copywriter who specializes in writing the words (subject line and body) contained in an email.

An email copywriter creates clear, compelling copy that persuades readers to take action, that is delivered via email. That action can be to make a purchase. In B2B marketing, the call to action is more often to visit some long-form sales content or to schedule an appointment.

What’s the difference between email marketing and email copywriting.

Email marketing typically refers to any marketing activities that you deliver via email. It includes marketing emails, email list building, promoting blog posts, automated email campaigns, email segmentation, A/B testing, newsletters, and any other email content you can think of.

Email copywriting deals with the writing of the words (both email subject line and body) used in the email to persuade the reader to take action.

How is email copywriting different from ” regular” copywriting?

In theory, they are the same. They rely on the same principles (Good Headlines, include a call to action, etc.), but they are applied differently to fit the medium.

Email copywriting:

• Is typically ” short copy,” generally 1 page.
• Like other copywriting, email copywriting relies on a strong connection between the headline and the call to action. For email copywriting, the headline is your email subject line.
• Tends to have a less formal tone.
• In B2B email copywriting, the call to action is often to drive the reader to a piece of longer-form content (sales page, video, recorded webinar, etc.). This longer form content sells the actual product or service.

What skills should you look for in an email copywriter?

• Excellent writing skills (obviously)
• Ability to write to deadlines
• Research skills.
• Ability to understand the target audience they are writing for.
• An eye for headlines.
• Understanding of Direct Response Marketing principles

You also want to find someone that you like and feel you can collaborate with.

What services do email copywriters provide?

While each email copywriter is different, here are some things to look for:

How they write and how they charge – some email copywriters will charge per email. Others provide packages based on an email marketing campaign (a sequence of emails).

For example, in B2B email marketing, it is common to have a sequence of lead nurturing emails to follow up with new leads.

You would also want to have a sales email sequence that focuses on closing the deal – turning leads into clients.

Strategy and Planning – Should you send your sales sequence first, followed by a nurturing sequence to the non-buyers? Or should you lead with your nurturing sequence? What should go into each email in the sequence? When should each one be sent?

These are questions an experienced email copywriter should help you with during the strategy phase of your project.

Some email copywriters include this planning in their standard fee. Others charge for it separately, so be sure to ask.

Email Automation – Once you receive your email copy, how will you send it out? Do you need help loading it into your email software (Constant Contact, Infusionsoft, aWeber, etc)?

If you need help, be sure to ask your email copywriter if they are familiar with your system and if loading emails into your automation software is a service they provide.

Email Design – most B2B emails don’t require graphic design. In fact, it’s better to send ” ordinary-looking” emails.

Stay in touch newsletters may be the exception and usually include some branding and graphic design. Graphic design and copywriting are very different skills, so be sure to ask if design services are available.

Email Segmentation – the more you tailor your message to your target audience, the more successful your email marketing will be. Breaking your list into segments allows you to create better subject lines and more relevant email body copy – both leading to more opens, reads, and clicks.

A good email copywriter should be able to recommend segmentation strategies that support your email marketing campaign goals.

Where would I find a credible B2B email copywriter?

Yes, you can find someone to write your emails on sites like Fiverr or UpWork…

But here’s how most B2B business owners and marketing directors find credible email copywriters:

• First, they call the copywriter they already work with and like.
• If that doesn’t work, they call the copywriter they haven’t worked with yet, but who has reached out to them and has stayed in touch.
• Next, they’ll ask a friend or colleague for a recommendation. “Do you know a good B2B copywriter?”. If that doesn’t work, they will…
• Call the copywriter they’ve heard about via an article, podcast interview, guest blog, conference talk, etc.

If all that fails, THEN they will search the internet and/or try a freelance job site. In reality, most B2B companies rarely do this because of the time, effort, and risk required to find a credible candidate this way.

Can’t I use an email template?

Email templates may seem like an easy DYI option. Bear in mind that  email templates you find on the internet or elsewhere:

• Were not written for your company
• Were not written for your audience
• Were written by someone of unknown (to you) skill

Email templates can be a big time saver. They are best used as a model rather than something to cut and paste. Make sure to edit them so they sound like you and they properly address the needs of your audience.

What email copywriting books do you recommend?

If you are in the B2B and/or professional services markets, I recommend starting with one of these two books:

Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More Sales With Email Marketing (Amazon link)

Email Marketing: 22 Ways to Supercharge your Emails: Proven Tactics for Maximizing Engagement Levels & Revenue  (Amazon link)