Email Copywriting Essentials

If your email’s body copy is not written well, you will lose the chances of converting your readers or getting them to click through your CTA or Call-to-Action.

So it is not enough that you put a significant amount of focus on ensuring excellent subject lines. You want to ensure your email body copy informs and motivates your readers well enough to do what you want them to.

In this section of the email marketing hub, we will discuss tried and tested pointers on how to craft your email body copy. And at the end of this section, we will give you actual examples of excellent marketing emails.

You will learn the following parts of an email body and how you can write them well.

  • Writing the Intro
  • Crafting the Body, Segue and Benefits
  • Writing the Close
  • The Postscript

One thing to remember when writing emails is that there is no one-size-fits-all formula.

First of all, not all of your email subscribers will be at the same stage of the customer journey with you. So if you’re emailing to return customers, the copy shouldn’t sound the same as what you would send to new email subscribers.

Also, not all of your emails will funnel people to a sales pitch. So how you will write your copy depends on the context.

But as a guide, you can follow the steps below.

Writing the Intro

A good email intro accomplishes the following:

  • It gives sense to your subject line.
  • It directly establishes the context as to why you’re sending a message.
  • It takes a significant step toward establishing trust and confidence
  • It transitions the reader smoothly to your CTA.

And your intro can be done in one or two sentences.

Here’s an email intro template you can use.

Hey [prospect name],

I wanted to reach out after I saw that your team is currently posting a lot of amazing material.

And I’ve been working with numerous similar organisations [such as recognisable brand X, Y, and Z] to help create considerably more prospects from their content using our automation solutions.

From here, you’ll be able to readily transition into a pitch that is relevant to the context you’ve established.

Here are more templates.

Context-Building Intro

I hope you’re having a good day!

I wanted to reach out because [explain how we obtained their contact information].

And we’ve been working a lot with similar companies to [brief description of the problem you solve/value you bring].

Trust-Building Intro

Hello, my name is [name].

I work for [business name]. And we collaborate with businesses ranging from [name of a company similar to recipient’s business] to [insert one-sentence pitch].

Referral Request Intro

I apologize for bothering you with this reference request.

Would you please tell me who is in charge of [insert your largest pain point resonating with your target client].

How I may contact them?

Crafting the Body, Segue and Benefits

Before you set down to write your pitch, it’s critical to first consider what you want to accomplish with your email.

It’s only once you know exactly what you’re wanting to obtain out of this interaction, that you can organize a sales email to reach these aims.

So, what is the main purpose of your sales email?

  • Is the goal to immediately have the reader click through your CTA?
  • Do you want to pique people’s interests and get them to agree to a short discovery call?
  • Is your goal to get them to try your product for free?

With your particular goal in mind, your email body should then help you accomplish the following.

  • Establish further who you are to induce credibility and trust.
  • Make the problem you are trying to solve clear in one simple sentence.
  • Highlight simple-to-understand benefits that your reader can significantly relate with.

So you should ensure that your email body is value-driven and that the benefits are indeed made clear. After all, it’s what your reader is looking for – what they would get from you.

Here are some excellent email body templates you can work with.

Hello [First name],

I am [sender’s name] from [sender’s company name].

Our job is to help brands like [name of relevant company] to [your one-sentence offer].

[Write a sentence here to talk about the unique benefit you can give the recipient’s organisation].

I was hoping that you can direct me to the right team member to talk to about this at [recipient’s company name].

I would like to discover if this can be something valuable to integrate with your workflow?
[sender’s name]
Hola [recipient’s name],

[Sender’s company name] has a new tool that will help your [recipient’s organisation name] team. [A sentence pitching benefits].

Our platform can help you:

Benefit 1
Benefit 2
Benefit 3

We appear to be a wonderful fit for you and your teams work.

So I’d love to share more information with you.

Are you free to have a quick call anytime soon?

[Sender’s name]

As a general rule, keep the logic and flow of your body excellent. And ensure to maintain a clear email copy that is relevant to your prospect’s demands and free of fluff.

Writing The Close

You’ve failed if your sales email doesn’t wrap up with a really straightforward call-to-action (CTA) that makes it clear what steps you’re asking your reader to take right now.

Ensure that your closing statement:

  • Has a clear and specific CTA.
  • Doesn’t have too many CTAs, confusing your reader.
  • Has a CTA that is not difficult to do or asking for too much.

So ensure that you give precise dates and times when appropriate.

For example:

Is next Wednesday at 10am or Thursday at 4pm good for a 10-minute call?”

And if your CTA process is naturally complex, simplify the explanation.

For example:

Here’s a link that’s going to expire soon—it will give you a free trial extension of 30 days.

Simply click this link and you’ll be able to try out the product in one minute  and see the results for yourself.

Note: Not all CTAs require a link. A CTA can be something like “So keep your eye on your inbox for a surprise this week.”

And when you’re done with the closing statement, ensure that you have an excellent signature.

Your signature can be an additional help to establish trust by placing accolades like press features or your most significant award.

For example, you can do something like:

Kas Andz
Top Email Marketer – Clutch Awards

You can also optionally upsell or give more value with things you know your recipient may be interested in. You may place a link or several ones that lead to your free or for sale book, YouTube video, podcast or article.

Simply ensure that they are made subtle so that the email’s main CTA doesn’t lose attention to your signature’s links.

For example, you can have something like:

Rehan Saleem
CEO – Sale’Em Ltd.

Subscribe to my Better Sales Podcast.
Watch my Keynote Speech at Harvard University.
Download my free Sell Double Audiobook.

The Postscript

The postscript is an optional part of your email body. And while some marketers veer away from it because they think it makes them “sound like they forgot something,” it can be a vital part of your email that reinforces its impact.

A P.S. done right can increase your email’s persuasive power. 

For example, here’s an email with a P.S. from the famous copywriter and author, Robert Bly.

Crafting Your Email Body Copy

As you can see, it reinforces the body and adds motivation to the reader to go for the CTA.

Here’s another example.

Crafting Your Email Body Copy

With a statement of urgency, the PS in the example further encourages the reader to act quickly and do the CTA.

Examples of Excellent Marketing Emails

Here’s an email from DigitalMarketer designed to keep the reader engaged.

Crafting Your Email Body Copy
Crafting Your Email Body Copy
Crafting Your Email Body Copy
Crafting Your Email Body Copy

Here’s another example of an email from a Filipino copywriting company.

Crafting Your Email Body Copy
Crafting Your Email Body Copy
Crafting Your Email Body Copy
Crafting Your Email Body Copy
Crafting Your Email Body Copy

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions

Interpretation

The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.

Definitions

For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us: