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. Let's not forget landing pages either. Read on for more.

Popular articles

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.

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

On personality
In the battle to avoid mediocrity, is quality content enough? What else can you do to stay on top of your subscriber's affections.

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.

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Email copy tips
General advice on how to approach writing for email.

Writing ezine teaser copy
Some thoughts on how best to encourage readers to clickthrough to full articles on your website.

Email footer mistakes
Identifies things that should go in your footers and the things that shouldn't.

Creating a sense of continuity
Describes how email should be seen as an ongoing series of emotional interactions with subscribers.

Making emotion work for you
How your language, tone and approach can make a better emotional connection to customers and prospects via email.

Heatmap
A heatmap showing where people focus when looking at one of Circuit City's promotional emails.

The best buddy approach
Takes the much sneered at "we're best friends" approach to email copy and draws out the elements that make sense for more businesslike communications.

Underfunding email copywriting
Makes a strong case for investing more resources into your email's words.

How to encourage a click
Advice on the call to action in emails, with tips on wording, location, style, etc.

Email copywriting test results (Part 2)
Audio files and two reports with evaluations of the copy used in different emails, results of some copywriting tests and a detailed look at how the copy on an upsell email was improved.

Making the most of less space
Explores ways to make the most of less display space and more image blocking at the major webmail services.

How to live with blocked images
Reviews how various emails shape up when images fail to display and has advice on how to make sure yours get the message across even when graphics are broken by email clients and wembail services.

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