Email Marketing
Formulas to Follow For Foolproof Email Copywriting

Formulas to Follow For Foolproof Email Copywriting

Emails aren’t just a way to communicate at work. They are a great way for businesses to reach their customers and prospects directly. Marketing emails help businesses get the word out about their new products or promotions, drive their sales, and gain new customers as part of their efforts to scale their business.

The reason why marketing emails are such a favored marketing strategy is that they are a way of reaching customers without any middle-man and any costs. Any responses through links and CTAs can be measured directly to see how effective the tactic is. However, email marketing isn’t as simple as just writing an email about the product or promotion and sending it out. It requires the company to formulate a strategy, gather email addresses, and then compose an effective email. This email needs to be well-worded, informative, and attention-grabbing.

Writing great copy for emails can be extremely lucrative for copywriters. If you can prove yourself within this niche, you’re sure to make big bucks doing it. That is because many businesses rely on this channel of marketing to drive their sales. But, email copywriting isn’t as easy as it sounds like we mentioned above. Here are some rules that should be followed for writing an effective marketing email that is sure to get responses:

Marketing Email Copywriting Rules

Follow these basic rules while writing your marketing email to make sure they are effective and get the point across.

Write a Great Subject Line

Your subject line is your first impression, so you want to make it great. Your subject line is what ensures that the recipient clicks on the email to read the rest of it. There you are a few rules you need to keep in mind while writing a subject line. First, make sure whatever you are writing is relevant to the subject matter of your email. Don’t get so caught up in making your subject line sound exciting that you forget to include the purpose of the email in it. Then, make sure whatever you are writing is short and sweet and addresses the reader directly, so they feel the email is tailored to them. Next, you want to make it sound exciting, catchy, and unique, so it stands out amongst the sea of other emails in the inbox. You want to include action words in your subject line to make the reader want to click it.

Your Intro Needs To Be Clear

Once you have got the reader’s attention with your subject line, your introduction is what has got to keep them interested. In the first few lines of the email, you should address what your email is about. If your reader is interested, they will keep reading further, and if they are not, they will still have understood what your email is about. Leave the catchy and exciting text for the body of the email; get your point across as quickly as possible.

Keep Your Email Short and Concise

Of course, you want your marketing emails to be as short as possible. Try to get your point across by using as few words as you can. Your reader needs to understand your point and move on. They will not spend their precious time reading your ramblings on.

Conversational Tone Is Best

There are many different tones you can choose to write your email in; a formal tone, a casual tone, an announcer-y tone, or any other, but you want to stick to a conversational tone. A conversational tone used in the second person is best for emails because it will feel like you are addressing the reader personally rather than it being a mass message sent to a list of subscribers. When the email feels personalized, it is more likely to get a response over something that is not. Your reader should feel like they are in conversation with you, and you are addressing their personal needs.

Don’t Lose Sight of the Purpose

Don’t get too frazzled by all the rules of email copywriting. You want to ensure that whatever happens, and no matter how the email is written, you don’t lose sight of the purpose. Whether your email aims to bring awareness to a new product or wants to bring attention to a promotion, the purpose should remain the highlighted factor of the email. You have to start with the core purpose, and then, you can move on to adding all the frills.

Don’t Forget To Add a CTA

There is no point to sending a marketing email if the CTA is left out. Your CTA is what lets the reader know what they need to do once they are done reading your email. If you want them to share their contact details, then let them know. If you want them to purchase a product, then add a link and tell them to click it. If you’re sharing a deal, then let them know how long they have to avail it and add a link! Your CTA is what will give you the actual results.

Formulas to Write Great Marketing Emails

If you are struggling to write a copy for marketing emails, you should follow a template. Below are some templates to follow for foolproof email copywriting:

The Subject Line Formulas:

Make sure it is personalized. By simply adding your receiver’s name into the subject line, you already have a higher chance of them clicking through to the email.

{To Jane Doe,} {Hey, Jane Doe,} {Dear John Doe}

You are tapping into someone’s need for attention, to feel like an individual, and be addressed as a person. It’s as simple as that.

The second template for the subject line can be customized to fit your email, but it is a way to get the attention of the reader and to make sure that they will click through to the email. This is a sly way to entice the reader into actually reading your email:

{I had a quick question about… (add a company name, relevance to the product or promotion, but make sure it addresses something that is relatable to the reader)}

For example, suppose you are a girl between the ages of 16 and 21 who are going through what every girl goes through at that age, bad skin and acne. You would fall right within the demographics of a company selling skin care products. So, you are my exact demographic. We would write something like this:

{Hey Jane, I had a quick question about your skin…}

Yes, it’s as simple as that! We have now worded this subject line, so you feel like it directly addresses you, and you feel a need to click the email to see what we are talking about.

If you want to take your email in another direction, you can always try the value proposition route. Value proposition works especially well when you are composing an email about a promotion or a deal. You can add exciting words and urgency to entice the reader into clicking through:

{Get it before it’s gone!} {Don’t miss out!} {Sale X%, only for X days!}

You can play around with the words to make them match your deals or promotions. If your reader is interested in the product, they are sure to click through. After all, everyone loves a good deal!

The Email Body Formulas

The first formula we are going to share is for when you want your email to stay to the point and cut out all the fluff. This type of email works best for B2B marketing and prospects that just don’t have the time to read an entire sales pitch.

{Hi John Doe,

We see the great work you do with (add company name).

We are (add company name), and we offer X service. We have worked with X, Y, Z companies before. If you require our service, please contact us at xxx-xxx-xxxx.

Thank you for your time,



It’s simple but effective. With this formula, you get your exact point across with a short message without adding any extra frills to try to excite the reader.

The second formula we are going to share works best for marketing emails that are being sent directly to customers. It is a way to keep your email short and concise while still getting the reader’s attention and making them want to click through to the product or service.

{Start by addressing the customer,

First, touch upon a potential pain point for the customer in relation to your product or service. This pain point should evoke an emotional reaction in your customers and persuade them to read on.

Second, elaborate on the point by stretching out the symptoms of that problem. You want to agitate the pain point further to reel in your reader.

Finally, present a solution to the problem. Of course, this solution needs to be your product or service.}

This is more of a basic outline formula, where you can fill in all the details according to the exact product or service you are trying to market. However, this skeleton will cover all your bases to ensure that you are getting across to your readers exactly what needs to be said. It is the most basic marketing strategy, but it’s one that is tried and tested, and it really works!

The next template is what you would use if you want your reader to be engaged with what you are saying. This template makes the use of a marketing strategy that gets the customer to agree with you through the pitch, which, in turn, will get them to agree to buy the product later in the email. It’s very simple:

{Start by addressing the customer,

Start with a did-you-know fact that applies to your product or service. For example, if your service is a recycling pick-up company, you can start with a fact like, “Did you know a whopping 102.1 billion plastic bags are used in America every single year?”

Next, add in another fact and ask a question that ties in the fact, but also addresses the reader. For example, “Many households don’t recycle their plastic because they don’t know how to. Is your household on that list?”

Then, solve the problem you created in the previous question. For example, “Don’t worry; we have created a recycling route that circles your neighborhood and does your recycling for you!”

Finish the email by giving some contact details and a link to your service.}

With this type of email, you are creating a wave of emotions in the reader that will eventually make them click through and sign up for your product or service. You start by giving them facts that they cannot disagree with and showing them that they might have a role to play in the numbers. But, you end by telling them how they can play their part to solve the problem. This type of template can work for several different things, including the sale of products. You just need to be creative with your wording.

Wrap It Up!

You should end your email by giving your customer contact information and links. If you stick to these basic formulas and incorporate the earlier rules into your marketing emails, your email copywriting will be absolutely foolproof!

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