3 Email Copywriting Principles Of An Email Marketing Pro

With these 3 components, you can more fully optimize email marketing for long-term success without eroding your subscriber base.

  1. Relevance
  2. Cliff-hangers
  3. Automation


Email Relevance

Try selling pink crocodile handbags to a male nature conservationist and he’ll drop you like a lead weight in a swimming pool.

…but promote your handbag as a Western fashion-icon to high-fashion female chuppies (Chines young urban professionals) in Shanghai and even if they don’t buy, they’ll keenly stay subscribed to your list.

Put another way…

Our first step in crafting winning email copy is to identify the most relevant copy-platform based on the target audience and product.

We need to pinpoint your audiences biggest emotional need (as relevant to the product) and thereby identify the biggest appeal we can use to get and keep his or her attention.

Your subscribers will forgive receiving a lot of email from you as long as they perceive your email topics as relevant to their needs and interests.


Email Cliff-Hangers

Relevance alone is far from sufficient…

Bland straight-benefit copy does not maintain readership in email over time. If your emails become predictable (10% discount off said pink handbag), they’ll soon stop reading, even if they stay subscribed.

We need to make use of story, anecdotes, relatable news items, and so on, to fully captivate the reader so they are entertained even if they’re not yet ready to buy.

In a series of emails or an extended campaign, each email can help build anticipation for subsequent email, by tying in with previous email and alluding to what’s coming next, so tension, anticipation and curiosity is built up like a soap opera TV show.

(if you ever watched the series called ’24’ you’ll know EXACTLY what I mean).


Your subscribers then emotionally bond with your brand and ‘need to know what’s going to happen next’. They develop such an emotional response of excitement as soon as they see email from you that they’ll open it even before they read email from their own dear Grandmother.

And yes, the same principles apply in both B2C and B2B. We’re all human. Although the emotional triggers of people in terms of personal life vs professional life are often different.

Email Automation


One of the best methods of maintaining relevance through the use of targeted cliff-hangers, story and updates, is through behavioural based automation.

As Head of Marketing for an Email Service Provider in 2008/9 (DBGi as per my LinkedIn profile), I saw literally hundreds of email campaigns produced and tracked, including data-driven segmentation, with creative cells selected based on the individual contacts profile.

Then InfusionSoft, Sales Genius, MailChimp and other small-to-large business email service providers included various automation elements…

Despite being clunky in some ways they provide email marketers with a means of becoming more relevant as well as timely through segmented automation.

At present I’m working on behavioural triggered automation using the Active Campaign platform  (which I absolutely love) with multiple workflows throughout the customer nurture process, from initial opt-in through to sale and on to customer retention and growth.

Besides evergreen automation workflows, the very best approach is to have email campaigns tied in with relevant current events sent ad hoc when the opportunity arises.

For both ad hoc campaign email copy and evergreen automation series copy, you’ll find a number of email copy samples via my copywriting portfolio page.

Email Marketing Copywriter and Email Campaign Management

Whilst copywriting is on my mind…

(as it often is on a Saturday afternoon)

Let me tell you a surprising new email copywriting results generated for the UK based big brand email service provider Database Group Interactive…

In a new B2B email marketing campaign, we bought some new email data, of London based Marketing Managers and Heads of Marketing.

The idea is to introduce our company and services to find out if they may have a requirement for our high-end mass broadcasting email management, including data insight, real-time multichannel integration, web analytics integration, and much much more.

But buying data means the list is ‘cold’.

Not favorable odds at all.

So I took a very personal approach in my email copy by inviting them to a new social networking group that we have set-up (part social marketing experiment, part to socialise).

Without divulging the actual winning copy, my email copy generated an 80% click-to-open rate…

Meaning that out of the people that actually opened the email, 80% of them CLICKED to visit the landing page.

That’s a result I’ve personally never seen before.

I like the approach that I took in the copy, even if I do say so myself. And the results are surprising.

The next step in this relationship marketing B2B campaign is to send a soft-offer opportunity to claim a free email performance audit. (the value of this audit is huge).

If you are in marketing for a medium to large size company… in London… and want to improve your own email marketing, head on over to [offer now expired] to claim your own free email performance audit now.

Also, check out my email marketing page and email copywriter page for more insight into successful email marketing.

Email Copywriting and Affiliate Marketing

If you are new to this site and looking for info on an email copywriter, check out the main copywriting page and email copywriter pages.

Mark Joyner is a legend.

And his copywriting is spot on.

Conversational. Personal. Easy to read. Powerful.

Mark has just released an affiliate marketing training product and the following email copy has been sent to his affiliates to promote the new product.


SUBJECT: who wants to be a thousandaire?

Subject:  who else wants to be a thousandaire?
Subject:  who else wants to make a grand?
Subject:  who else wants to make their first grand?
Subject:  who else wants 1k in 90 days?
Subject:  Million Denero Challenge
Subject:  This Challenge Starts September 1st. (you in?)
Subject:  Looking for 413 more people to jump in on this.
Subject:  413 people needed for special project…

Hey NAME  –

Sounds funny, but hear me out…

Simpleology is holding a REALLY cool challenge
for 1000 people (who have little or no
experience marketing on the Internet)
to make their first “grand” in the next
90 days.

It’s called The $1 Million O.A.I. Challenge,
and this video explains what’s up:

(plus how it can be totally free for you)


In a nutshell…

Simpleology is looking for 1,000 people
who (ideally) have never made any serious
moolah online before, but are determined
to get their first $1,000 over next 90 days.

(No “pros” please – since the reason why
they’re doing all this craziness is to
create some great success stories for
their newest product)

All you have to be able to do is follow step
by step instructions.  (It’s really important
that you don’t try to reinvent the wheel
here – just follow the steps they give you)

Like most challenges, there are a couple
of restrictions:

1) It’s only available to Simpleology members
(Pssst….its free to register)
2) It’s only limited to 1,000 people
(413 spots left now since announced 2 days ago)
3) You have to start before September 1, 2009

To learn more about the big O.A.I.
challenge check out this video and page:


This starts on September 1, 2009
for the first 1000 people who get
in on it before then.

If you fit the description and are ready
to make something happen, then come on!
Simpleology would love to have you participate and
be a success story.


PS:  Only a grand? 🙂

I realize that making a grand might not
seem like a whole lot, but here’s the
deal…once you get you that point, you’ll
be scaling these O.A.I. systems up one
after another.

The more you do this, the more you make.

But in order to preserve the integrity of this
challenge Simpleology has to cap involvement at
1,000 people. Thanks for understanding.


So there you go, an email copywriting lesson, plus access to Mark Joyner’s brand new program for making some extra moola using affiliate marketing.

Check it out now.


For more on email copywriting visit the email copywriter page.