Email copywriting


Learn the art of online persuasion and gain insight into the words that drive readers to act. Featuring everything from email subject lines to list messages and welcome emails. Read on for more.

Popular articles

Can you change your from line?
Gives results of a from line test and explores the ins and outs of voluntary sender name changes.

Tweak your call to action
Advice on the key elements of a winning call to action, together with numerous test results and links to examples and further advice.

Short or long content?
Outlines the pros and cons of the short and long text approach to online content for websites, emails and blogs.

Paragraph lengths online
Advice on how long to make your paragraphs to encourage attention and readability.

9 marketing roles for your email words
Explains the various jobs that the words in your email need to do, ranging from getting attention to getting the click and making an impression.

How to get the click
Reveals various tactics to get people clicking even when they're not interested in your main offer or content.

Learn from your clicks: improve CTR by 25%
Uses a typical email campaign report to explain how link position and number impact clickthroughs.

Learn from your clicks: call to action
Examines the impact of link wording and design on clickthroughs.

The call to action
Introductory article explaining what it is, why it's important and where you can learn more.

Landing pages: what are they?
Those unfamiliar with the term should read this overview first. What is a landing page? And why is the concept so important in online marketing?

Paragraph layout
Uses campaign results to highlight the importance of paragraph structure in driving results.

A better call to action
Tips on how to improve them, plus links to other articles on the subject.

9 things to go in a list welcome message
Your list welcome message is a rare and much underused opportunity to reach the subscriber when they've just interacted positively with you, your brand or your website. This article outlines the content and voice needed for these communications.

What goes in the from line?
Recognition is the key to opens and the sender line is key to recognition. So who should send your emails?

The header we forget
Looks at the importance of the oft-ignored "to" line.

Crusader crossbows and copywriting
A look at how museums label their displays carries warnings for emailers, especially those writing for a business audience.