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Email marketing doesn’t have to be a struggle. You might think you're not a great writer, but trust me, anyone can be a good writer with some practice. The great news is, email is the perfect place to improve—it’s not a public forum, it’s a conversation with your trusted audience. So, don’t let self-doubt stop you from sending those emails.

If you’re looking for tips on email design or what to include in your emails, check out Easy Email Marketing Podcast Episode 101. Need help with subject lines? Episode 42 dives deep into that. But for now, let’s focus on how to write the best words you can for your emails.

In this post, I’m sharing 15 practical tips to help you improve your email copywriting and connect with your subscribers. These tips have worked for me after writing and reviewing tens of thousands of emails. Let's get stuck in!

1. Know Your Intention in Your Email Copywriting

Before you start writing, ask yourself: what do you want your subscriber to do after reading this email? Do you want them to make a purchase, click a link, or simply feel something? The answer should guide everything you write.

If you have more than one goal, it’s a sign you need more than one email. Focus on one intention per email, and everything you write should lead to that goal.

2. Write the Middle First

Starting with an opening can be tough. Instead, dive straight into the heart of the email—the meaty stuff. Once you’ve tackled the main content, you can come back to the opening and closing. This makes the process smoother and less stressful.

3. Keep Sentences Short and Use White Space

Nobody wants to read long, rambling paragraphs. Short sentences and plenty of white space make emails easier to scan and more enjoyable to read. Use bold text when necessary, but keep it direct and to the point. Effective email copywriting means simplicity is your friend!

4. Avoid Starting Sentences with 'I'

This is a simple trick that makes your email feel more focused on the reader. Starting sentences with “I” can make it all about you instead of them. Instead, make the reader the focus by starting with actions, benefits, or even questions.

5. Sell Benefits, Not Features

When you describe your product or service, focus on the benefits rather than the features. For example, instead of saying, "This workbook has 50 pages," try, "Get organised in no time with this 50-page workbook."

Use the ‘so that’ technique (e.g., "This workbook has 50 pages so that you can get organised faster.") or flip it: "Get organised in no time with this 50-page workbook."

6. Keep It Casual and Conversational

Email copywriting is about connection, not formalities. Use contractions like “you’ll” instead of “you will,” and talk to your reader directly. The tone should feel natural, as if you’re having a chat with a friend.

7. Start With Relevance

Grab your reader’s attention right away. Your subject line, pre-header, and opening sentence should answer the question: “Why should I keep reading?” Give them a reason to stick around, whether it's by asking a question or introducing an interesting fact.

For example:

• “Want to get organised? Keep reading.”
• “Ever feel like you’re drowning in tasks? Here’s a solution.”

8. Use Active Voice

Active voice makes your writing stronger. For example, instead of saying, “The presentation was nailed by Emily,” say, “Emily nailed the presentation.” The subject (Emily) should do the action, not receive it. It’s subtle, but it makes your content feel more powerful.

9. Avoid Too Many Intensifiers

Words like “very,” “really,” and “totally” can weaken your message. For example, saying “very important” might sound less convincing than just “important.” Review your writing for these unnecessary words and remove them where possible.

10. Swap Boring Words for Something More Interesting

Overused words like "amazing" or "boost" can make your writing feel stale. Instead, look for more unique options:

• “Easy” can become “a walk in the park” or “effortless.”
• “Provide” can be swapped for “unleash” or “break down.”

This keeps your emails fresh and engaging. You can find lists of power words online for inspiration – or try here.

11. Use Your Everyday Words

Want your emails to sound authentic? Use the words and phrases you naturally say. Not sure what those are? Ask friends or pay attention next time you’re chatting. By using your own words, your writing will feel more personal and less like it’s been over-edited.

12. Don’t Overdo It

While it's fun to add a little flair, don’t overuse adjectives, catchphrases, or fancy language. The goal is clarity. If you use too many interesting words, you might confuse the reader or make your message harder to follow. Keep it balanced.

13. Use Bullet Points or Numbered Lists

Bullet points and numbered lists are perfect for breaking down key points. They help your readers quickly absorb your message. Use them to highlight benefits, steps, or summarise important details. It’s a great way to keep your email scannable.

14. Make Your Call to Action Clear

A strong call to action (CTA) is essential. Don’t get cute with it—make sure it’s obvious. Use simple language like “Shop Now” or “Book Today” rather than something vague like “See More.” Make your CTA stand out with bold text or a button.

15. Personalise Your Emails

It’s not enough to just use someone’s name in the opening line. If you have data about your subscribers (like their past purchases or interests), include that in your emails. Personalisation makes your content more relevant, and people are more likely to engage when it feels tailored to them.

Remember…

Be yourself and write like you speak. With a bit of flair and authenticity, you’ll create emails that stand out in crowded inboxes.

If you want more guidance on email copywriting, check out my course, Engaging Emails, where I break down exactly how to create emails that get opens, clicks, and conversions. Grab it now at yaelkeon.com/engage.