10 Email Copy Tips to Get Your Readers to Click

Momina Asif
Momina Asif

Last updated on

October 27, 2021

Words have the most substantial impact on your audience. No matter how fancy your email looks, if it isn’t well-written, people are not going to click on it.

So how do you get people to click on your emails? By writing a great marketing email.

It all comes down to email copywriting best practices and tips to make your email stand out. I am going to delve into ten email copy tips that I swear by to increase open and conversions rates and get your customers to engage with you.

What is email copywriting?

Email copywriting involves the actual words in your subject line, preheader text, and body of the email. It's how you express an idea to convert prospects to clients.

Email copywriting is hard. I am not going to sugarcoat it for you. You can spend hours crafting the perfect email only to have your open and click-through rates flat. But if all this sounds familiar, you are on the right track.

Sending out emails isn’t something to take lightly. Your readers have provided you with a direct line to their inbox. 77% of people across all demographics prefer email over other forms of permission-based advertising.

So you have to meet expectations, or else your subscribers are going to throw your emails straight into the trash, or worse, click that unsubscribe button.

So take a deep breath, pour yourself a cup of coffee, and start reading on to these ten tips to write the perfect email copy that will have your readers engaged and wanting more.

1. Use actionable language

Actionable language helps make your email sound strong and compels your reader to take action. Giving direction to your readers always helps. For example, I got an email from dotdigital that said, “Check out these useful resources.” It was a clear, actionable direction that compelled me to take action and download the eBook.

email from dotdigital with subject line "Check out these useful resources"

There are other ways to play around with actionable language without relying on verbs. The main point is to give clear direction to your readers and make it clear to the reader what they can do with the information in the email. You have to keep the value for the user on top of mind.

Grammarly sends regular emails to their users about their productivity levels. One email I got from Grammarly was asking me to take a survey. They didn’t order me to take the survey directly. Instead, they carefully crafted a subject line that made my availability a priority too. If they had used “Please fill this survey” or something along those lines, it would have worked too. But the original subject line worked well because it had actionable language with the reader’s availability in mind.

email from Grammarly with the subject line, "got a moment for a quick survey"

2. Don’t forget the preview text

Your preview text is the most important thing after your subject line. Basically, your preview text is a lot like a tweet when Twitter only allowed 140 characters.

For your preview text, you only have a few characters to pique your subscriber’s interest and entice them to open the email and read it.

For users on mobile devices, this preview text helps them decide whether or not the email is worth opening. Here is how preview texts look like on mobile devices:

screenshot of a mobile device

It’s important to note that when you make a promise in your subject line, it’s essential you follow through with that promise in the preview text and then in the email body.

Use the available real estate to give your subscribers a solid idea of what is inside the email. Make it intriguing, so they open the email. Always remember that short and brief is better.

3. Personalize wherever possible

According to research by Direct Marketing Association, segmented and targeted emails generate 58% of all revenue for the marketers surveyed. In addition, 36% of revenues were driven by emails sent to specific target audiences. So it proves that highly segmented emails have higher performance levels and an increased conversion rate compared to emails that arent personalized.

So what are the ways to make your emails more personal? Let’s start with the subject line.

Everyone talks about adding your recipient’s [FIRST NAME] in the subject line. It’s a good start, but email recipients stopped being impressed with it some time ago.

The better way is to personalize according to your recipient’s demographics, email behavior, shopping habits, and much more.

Let’s consider a scenario. You are a small business owner and have a database of subscribers.

  • Some of them are looking to buy from you again.
  • Some of them have abandoned their carts in the middle of completing their purchase.
  • Some only shop when there is a sale.
  • Some only shopped once.

So you certainly wouldn’t send a blanket email across all these different email segments, right? And your email subject line would change accordingly. This email from Hootsuite says, “We miss you,” which cant be sent to their current customers or active subscribers.

Hootsuite email with subject line hey there, we miss you

4. Be as straightforward as possible

When it comes to marketing, you have to be as clear as possible about all communication. Instead of trying to be catchy or funny, try to be clear first. If your subject line clearly states the value, your subscribers get out of it, and then you can make it catchy, funny, cute, or whatever, then go for it. But never sacrifice communicating with your subscribers clearly.

Let’s take a look at one of the emails I got from Eman, an email copywriter. The email is about her course, which is open for registration. You can immediately understand what the email is about. But it’s also fun and engaging and makes you click on it to get more details.

email with subject line the doors are officially open

Try to add bullet points to enhance the readability of the email. To make it more clear and engaging, you can highlight the most important parts of the email or make some sentences bold so they stand out.

5. Ensure a consistent tone

Just like it’s crucial to have a consistent tone across your landing page and marketing materials, it’s no different when crafting your email subject line and email message.

Whatever your email subject line promises, the email body should deliver it.


It’s pretty obvious. When readers don’t get what they are actually promised in the subject line, the click-through rates decrease, and so do the open email rates.

According to HubSpot, they performed a test with two different subject lines on two different groups of people.

  • "54 New Data Slides for Your Marketing Decks" had a 26% click-through rate.
  • "Get Key Marketing Trends From the Marketing Data Box" had a 10.4% click-through rate.

The first subject line was straightforward and clearly communicated the value to the reader. So it had a better click-through rate by 15.4% over the second subject line. This clearly shows that writing a relevant and clear subject line that delivers what it promises.

If you are sending newsletters, make sure all of them are consistent and have the same brand voice, tone, and colors.

6. Write in the second person

When you use pronouns like “you,” “your,” or “yours,” you are writing in the second person. For example, “If you sign up today, you will get 50% off”.

Take a look at the following email from dotdigital.

email from dotdigital written in the second subject, addressing the recipient as "you"

It talks about all the benefits and advantages that you get and talks in the second person to strengthen your message. Speaking in the second person is a subtle tactic that helps you stay value-oriented and reinforces the importance and value of the reader.

7. Talk about the benefits

You know the value of your email. But does your recipient?

No. Not until they open the email. And it’s your job to explain the value.

The problem with a lot of emails is that they talk about the features they are offering in detail but not the benefits they give to the recipient.

Most businesses send emails with top-notch design and engaging language but only talk about the features of their services. They don’t discuss the benefits that the recipients can get from the services.

Let’s have a look at an email from Hootsuite.

email from Hootsuite listing the benefits of the product

They talk about all the benefits you can get from signing up for their service detailing every advantage without sounding sales-y.

8. Keep it short

One of the worst mistakes you can make when writing email copy is to try to shove the entire story into the email message. The longer the email, the lesser the chance people are going to read it.

Think about all the emails you get in your inbox. Do you read every single word in those emails? Probably not. People mostly scan for important points so they can get the overall message and decide if it’s worth it to take any action.

So if you are writing emails with hundreds of words, you are making it quite difficult for your recipients to be interested in your message.

Summarize the important points in a compelling way so that your reader is interested in reading further. If they are interested in getting more information, let them click through to a landing page or your website for more details.

To write short and concise email copy, make sure to keep your message on-point. What is the point you are trying to make with your email? Figure out what you want to achieve through the email, and it becomes easier to remain focused on that one end goal.

Your goals can be anything from getting recipients to download an ebook, shop on your online store, or get them to sign up for your service. Whatever it is, remain focused on the goal and write the email copy to convert the recipients around this goal. Skip small talk and add useful information only.

9. Add a single CTA

If writing short and concise email copy is not enough of a reason for you to narrow down your goals to a single one, remember that you get better results with one primary call-to-action in your email.

The reason is, if you give your readers too many different links and buttons to click, they probably won’t click on any of them. The email copy has to be simple, focused on one goal, and should include a single CTA. With a single CTA, you clearly direct your readers to take the action you want them to take. Don’t beat around the bush because your readers don’t have the time for that.

Take a look at this email from Bitly. It’s short, concise, and to the point. It states all the benefits you get by signing up for Bitly and then directs you to try it now.

single CTA button in a Bitly email

Source: Really Good Emails

10. Be a delight

We all get too many boring emails in our inbox every day. Half of those emails we don’t even look at. The trick is to stand out and be a source of delight to your readers.

Not every email can be interesting. But in some cases, emails can be a great way of letting your brand’s personality shine. Being delightful and informal also helps you build a meaningful relationship with your recipients. It will also help you stand out, and your recipients will look forward to emails from you for a change.

One way to make your emails interesting for your readers is by adding relevant images, videos, GIFs to it. You can also add emojis in the subject line as it increases the open rate.

At Mailmunch, we get a number of emails for guest posting, and honestly, some of them are just a bore. So when we got the following email, it was an immense delight and made us chuckle.

a funny yet engaging email


Writing an effective email is all about understanding your audience and providing them the best way to help them.

Figuring out the goal you want to achieve through the emails is important. Once you figure that out, you can speak to them in a conversational tone.

Don’t be afraid to A/B test your emails. Use different variations of subject lines, CTAs, preview texts, and see which ones work better for your audience.

At the end of the day, you are communicating with your audience. Talk to them like human beings, make it conversational and engaging and they will feel compelled to take action.

Author Bio

Momina Asif

Content marketer by day and book nerd by night, Momina works at Mailmunch as a Marketing Communications Specialist. Momina eats, sleeps, and breathes content marketing. Her expertise ranges from ideation to production to distribution of content, thanks to 4+ years of experience in the B2B content marketing sphere.


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