Email Copywriting the complete guide for 2024

For any business owner, email copywriting is quite like a cash machine, I know that sounds corny and far from the truth, but it really is the case, let me explain.

There are three stages to email copywriting.
When you first meet the prospect.
Warming up the prospect.
And selling.

Each stage of email copywriting needs you to be persuasive, because every step you are selling. Even a blog post like this, or a comment on Facebook includes email copywriting theory. Because whether your post or comment works or not will depend on the principles of email copywriting.

What is email copywriting?

It’s the persuasive language we use in an email to help them make a decision you want them to make.

What are the principles of email copywriting?

There are different techniques you can use, and you’ll choose the technique to suit what is being written. So for email copywriting, it’s not “step by step” as some email copywriters will let you believe. You need to put some thinking into it, and what you learn from email copywriting you can use in other areas of your business.

Blog posts, social media posts, posters in shops, printing on clothing, flyers, business cards, all contain text that supports the message of your business. Therefore you’ll be using copywriting. Whether you close your eyes and shoot without an aim, or you step into a detailed approach of copywriting, it’s all copywriting. You can’t escape it.

Email Copywriting Technique #1 PAS

PAS stands for problem, agitation, solution.
So you present the problem, you make it look big and ugly, and then you offer a way to remove the problem.

You’ll be familiar with Head and Shoulders the shampoo.
The problem is dandruff.
The agitated problem is fitting into society.
The solution is Head and Shoulders.

I personally love the copywriting of No More Nails.
Problem – Can’t put up a shelf
Agitated problem – You feel like an idiot for asking someone to do it for you
Solution – No More Nails

Ask yourself how can this work for you within your email copywriting.

A long time ago I announced a 1 day workshop.
I sold out within the day, selling 52 tickets.
It was for driving instructors.

Problem: You don’t have enough clients
Agitated Problem: Everyone else is getting free clients from Google, and they are not the best driving schools/
Solution: Come to my 1 day workshop and I’ll show you how to rank your driving school website on Google.

Email Copywriting Technique #2 AID(c)A

AIDA is a very common method of email copywriting, but you’ll notice I slipped in a C, I’ll come on to that shortly.

When you use something like AIDA or AIDCA, you need to be conscious of space.
The smaller the space you are working to, the more succinct your message needs to become.
But that doesn’t mean we can go on for eternity when we have the unlimited space an email will provide, just because you can write all day for your email copywriting, doesn’t mean you should.

So let’s get into AIDA.

A is for Attention.
It’s the attention-grabbing moment, usually a headline, it can be a picture, that makes the person stop and take notice.
And in the world of email copywriting, that might be in the subject line. It often is.

Interest: How can you be intriguing? Maybe you need to share a fact. “Did you know XXX of people who experienced XXX never had to return?”
So you grab their attention, a bit like walking past a restaurant and you can smell the food, but now you have seen the menu. You have stopped to read the menu and it has your attention.

Desire: This is all about the benefits. What is the client going to benefit from?
You have stopped them in their tracks, you have their interest, now tell them why it’s worth it.

Credibility: C is for credibility. If you can pop in a testimonial, perhaps an accreditation, just something to show you are credible, it goes a long way in the mind of the prospect.

Action: And finally you must tell people to contact you, and how.

A fun example of email copywriting

Shall we see this all in action?
Here’s an example of email copywriting.
I this instance, you’ll see your client is used to receiving emails from you as there is a feeling of familiarity.

Subject headline: David did you feel the earthquake?

First line to grab attention: Hi David, honestly, I didn’t know what was going on. I know it was 4:12 am because I woke up and my alarm clock was shaking away.

Interest: Anyway, this earthquake certainly got my attention, and it made me think. Are you stopping enough people in their tracks, so they have your undivided attention when it comes to advertising your business?

Desire: This morning I’m writing to you about the event of the earthquake. And wouldn’t it be great if your new customers were talking about you? It’s like free advertising. They meet you for the first time, have an earthquake of an experience with you, but in this instance, it’s a good earthquake, and they are left shaken by your wonderful service, it makes them talk about you and encourage their friends to contact you. Meaning you have qualified free advertising.

Action: If you think that would be a cool thing to happen for your business, why don’t you give me a call? I’ll be happy to talk you through it. Here’s my number_______call me now.

Credibility: Actually, I have been working with ABC company recently, and they said “We never thought about marketing this way before, and the prospective clients all seem ready to buy”

A cool example of email copywriting

Let’s say this is a blog post on Facebook.
This time around I will not highlight where I sprinkle in the email copywriting techniques, can you pick them out?

Are Your Selling Tactics Actually Harming Your Business?

Imagine a world where customers approach you, wallet in hand, ready to buy. Sounds ideal, right? This isn’t a distant dream but a strategic middle ground that avoids the extremes of aggressive selling and passive business conduct. What if you could consistently operate in this sweet spot?

In this harmonious balance, your business interactions are stress-free and fulfilling. You engage in genuine conversations with clients who are eager to hear your solutions. They come to you saying, ‘This is exactly what I need.’ Imagine the satisfaction and growth your business could experience in such an environment.

Ready to transform your business interactions and attract customers who are excited to work with you? Contact us now to discover how our unique approach can make this your everyday business reality. Don’t miss the opportunity to redefine your selling strategy and elevate your business success.

People hate missing out.
“Hurry, the offer ends bank holiday Monday”
“First 100 places are reduced by 50%”
“First 20 people will also receive this free gift”

They are all examples of FOMO.
FOMO stands for fear of missing out.
Increase the fomo, and create the urgency to buy from you now.

Email Copywriting, and practicing with your family

This might sound bonkers, but it works.
Just try it as a series of text messages, so in this instance, they will reply.

How can you get their attention?
What will build their interest?
What’s in it for them?
How do you get them to agree?

(Attention)
I was thinking about us having a pet?
(Interest)
What would you like?
(Desire)
I was thinking we could go to the rescue centre and meet a few, and we can stop off at KFC on the way.
(Action)
What’s best for you on Saturday, 10am or 2pm?

So what next?

How about you contact me, let’s see how you can move your business forward