What Is Email Copy?

by Gabe Arnold

When it comes to marketing tactics, email marketing is one of the oldest options available. However, because of its age, many companies are hesitant about deploying it. Instead, they want to focus on the next big thing to entice customers to try their brand. 

But did you know that email marketing can yield up to a 4200 percent return on investment? Did you know that up to 21 percent of emails are opened within an hour of delivery? The fact is that email marketing is still one of the most viable tools for your business. 

That’s where email copy comes in. 

While the act of sending emails to prospects and current clients is vital, you need to have a compelling message. Otherwise, what’s the incentive to open an email and read through it? If your email copy is lackluster, your marketing campaign will fizzle. 

So, with that in mind, let’s take a look at email copy – what it is, why it’s essential, and how you can make yours better. 

Email Copy Defined

Let’s say that a prospective customer reaches out to you to ask a question about your product via email. Wanting to capture that lead, you respond instantly with a bunch of information and request a phone call with the prospect to go over the product further. 

Although this email does contain text, is it considered an email copy? Technically, no. 

Email copy is pre-written text designed for a specific marketing or sales purpose. One example could be an email letting your subscribers know about an upcoming sale. 

Email copy is different from standard correspondence because it’s not written in the moment. The emails you send daily to colleagues and customers aren’t designed for marketing or selling to them. Even if you’re trying to nurture a lead, emails that you write “from the hip” are not technically “email copy.” 

That said, you can utilize email copy to create consistent responses to various questions. For example, you can create a product FAQ and pull from that to send to customers when they ask one of the listed questions. By using email copy, you can ensure that everyone receives the same information.

Why Is Email Copy Important?

One of the most significant limitations of text is that it’s nearly impossible to convey emotion and context. For example, trying to sound sarcastic or enthusiastic in a text document is difficult, even if you use the correct punctuation and language. 

Because of this limitation, email copy is hugely vital for various purposes. With high-quality email copy, you can: 

  • Engage With Prospects: Compelling verbiage can entice potential customers to want to do business with your brand. 
  • Tell Stories: People are innately drawn to stories, particularly when talking about products. As the old saying goes, you don’t want to sell the steak – you want to sell the sizzle. 
  • Deliver Value: If people sign up for your email list, they have certain expectations. Subpar email copy causes people to unsubscribe in droves. 
  • Maintain Consistency: While you want to personalize your email copy a little, you can still deliver the same message. Consistency helps avoid confusion or dissatisfaction among both prospects and current clients. 

Overall, email copy allows you to control the conversation and steer it toward a particular objective. 

When To Use Email Copy

The most common application of email copy is for marketing. A prospect signs up for your email list, and you send them messages to convince them to become a customer. However, while email marketing is a valuable use of compelling copy, there are a few other places to use it as well, such as: 

Newsletters and White Papers

Not every email should be a sales pitch. Company newsletters can help keep your customers informed of new and exciting changes within your business. These newsletters can also help establish your brand as an authority in your industry. 

In some cases, people may sign up for your email list specifically because it offers valuable insider information. If the data is really useful, you may even be able to charge for it, thus adding an extra revenue stream. 

Product Support

When your customers need assistance with using your product or service, email copy can help answer common questions. 

For example, you may send out a companion email as soon as someone buys a particular item. This email will walk them through the next steps and provide extra clarity and details. 


Consumers these days are much savvier than in years past. Many people will place items in a digital shopping cart, only to abandon those products for one reason or another. 

Retargeting emails can be a valuable way to clinch the deal and get a customer to complete a transaction. If nothing else, these emails can help you identify the reasons for an abandoned cart so that you can adjust accordingly in the future.  

Upselling and Cross-Selling

Once a customer buys a particular product, send an automated email telling them about a potential upgrade or companion item. 

For example, if someone buys dog food, they may need dog treats. If you sell other dog-related products (i.e., toys), you can send emails related to those items as well. Over time, you can establish your brand as the go-to option for all of these products. 

Customer Feedback and Follow-Up

Most consumers want to feel appreciated. One excellent way to do this is by reaching out to your customers after they’ve purchased a particular item. These emails can ask questions about how they’re enjoying it, why they bought it and if they plan to buy again from you in the future. 

Follow-up emails can also encourage customers to rate and review your business. The more positive reviews you have, the easier it is to build a stronger and more loyal audience. 

In many cases, people don’t think to review a business unless something went wrong. These emails can spur action that leads to better returns for your business. Even if a customer had a bad experience, follow-up emails could help rectify the situation. 

For example, you could ask for more information and have a customer support representative call the person directly to fix the problem. 

Reminders and Time-Sensitive Deals

If you sell consumer packaged goods, you know that your customers will likely need more of your product in the near future. Email copy is an excellent way to notify your clients about refills or purchases ahead of time so that they don’t run out. Typically, consumers like when businesses go the extra mile. 

Other examples of time-sensitive emails can include birthday discounts or anniversary deals (i.e., it’s been one year since you bought X). These kinds of emails can create more loyalty from your audience since it shows that you’re thinking of them well after their purchase. 

As you can see, email copy is helpful for a wide array of objectives and goals, not just lead generation and marketing. Having a comprehensive library of content can allow your business to stay on top of your customer’s needs and adapt more easily to a changing marketplace. 

Tips and Tricks for Creating Better Email Copy

Since email copy is so essential, it helps to know how to make it as compelling as possible. We won’t dive too deep into these tips (that’s a separate article), but here are some pointers to know. 

  • Be Bold: Active voice and descriptive words can deliver a much stronger message. Since you don’t have much time to get your reader’s attention, you need to make every word count. 
  • Be Captivating: You have to pull your audience in as quickly as possible, so don’t hide the purpose of your email. Tell the reader what they should expect and why they should take the time to read the whole thing. 
  • Be Concise: No one wants to read a five-page email (except in specific situations). Try to keep your emails as short as possible so that you don’t lose your reader’s attention. Again, be upfront about your intentions. 
  • Be Immediate: Why should someone read and respond to your email right now? What happens if they don’t? Will they lose out on an incredible deal? Give your audience a compelling call to action with every message you send. 

Let Copywriter Today Create Your Next Email Campaign

Although writing email copy may seem easy at first, it takes a lot of practice. If you want immediate results, you can’t spend hours refining your technique to figure out which words work the best. 

Instead, let the professionals handle your email copy. Copywriter Today has a reliable stable of talented writers who have tons of experience in this industry. From marketing emails to support messages to blog content, we can do it all. 

Contact us today to set up a free consultation and see what Copywriter Today can do for your business. Email copy is too vital to leave up to chance.

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