Email Copywriting Guide
Write emails that make the message easy to understand, useful to the reader, and clear about the next action.
One email, one primary job
An email can educate, announce, sell, invite, remind, or onboard. A primary job creates better editing decisions.
Lead with reader context
Start from the problem, opportunity, expectation, or event that made the email relevant—not from a generic company introduction.
Make scanning easy
Use short paragraphs, descriptive links, meaningful headings when needed, and a clear hierarchy. Mobile readability matters.
Use honest calls to action
Tell readers what happens after the click. Specific CTAs reduce uncertainty and usually outperform vague “learn more” language.
Edit for unnecessary words
Remove throat-clearing, repeated benefits, unsupported superlatives, and sentences that exist only to sound like marketing.
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