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Email copywriting is one of the most powerful tools in your small business marketing toolkit. Over the next few minutes, you’ll see how great writers use this medium to make you buy things you didn’t think you wanted.

Now let’s be honest – we ignore most of them.

But sometimes you see something and you can’t help but open it up and see what’s in there.

Good business writing should convert the curious into customers.

From captivating subject lines through an emotional narrative body and bold, simple calls to action – you want people to open up.

Why Great Email Copywriting Sells More

They say you know if you’re interested in someone within four minutes of talking to them.

With an email, it’s less than a second.

Rejection hurts. That means every word needs to have a profound impact on the reader.

With the right message, you guarantee:

• Higher Open Rates: directly or subtly, you need subject lines that capture your brand’s voice as well as your reader’s attention.

• Intimate Engagement: every open should be the beginning of a short story that compels the reader to find out how it might end.

• Better Conversions: by making it easy for the reader to know what to do next if they like what they read.

Who Needs Email Copywriting?

Every word sent to a prospect’s inbox needs to pique their curiosity, bypassing the natural filter we have all evolved thanks to years of spam.

The emails you send will typically fall into one of these categories.

1. Welcome Emails
2. Sales and Promotional Emails
3. Nurture Sequences
4. Re-engagement Emails
5. Product Launch Emails
6. Event Invitations

Each has it’s own style and form. The trick to writing a good one is to use techniques that have stood the test of time, while injecting enough personality and value that it doesn’t come across as cliché.

People hate cliché – this is true for email too.

How To Make Sure Your Email Gets Opened

·         Use what matters to the reader and make it personal.

·         Keep it short.

·         Make sure it’s really easy to understand what to do next.

·         Test, optimise and test again.

Here are some examples I received that are really nice – I read each one right to the end.

Great Email Copywriting Example #1: Rank Math SEO

Why It’s Great

This is a great piece of copy because it’s personal. It makes you feel like the Co-founder of RankMath, a company with more than 2 million users globally, has taken a personal interest in your journey.

The tone is casual but also grateful. This could easily be from a family member you’ve just bought a present for. Words like family, team, willing and help cement this feeling in the reader, leaning into the brand’s tone.

Now look at the subject line:

This is a commonplace intro for anyone who has worked in the corporate world. It’s understated but familiar, entirely matching the business-casual tone of the message. You notice it because its familiar and a little suggestive.

Did I click the link? Of course, I did. That’s a conversion.

Great Email Copywriting Example #2: BackMarket

Why It’s Great

This one is from BackMarket is a really simple, playful message. It uses direct, short, impactful questions. While these don’t elicit an answer, they draw your eye down so that you end up reading the whole thing.

The subject line is evocative:

It’s a “power word” – one that cuts through our slower analytical thinking and draws our instinctive attention. We can’t not pay attention to them.

This email is great because it has got you to open it and then it’s drawn your eye through a “slippery slide” of content – content where you need to keep reading because you don’t quite know what’s about to happen.

Then, when you scroll down to the bottom, you’re into some very clear, visually captivating, easily browsable content that might just pique your curiosity:

Even if you don’t need a case right now, you were likely tempted to see what smartphones were on offer – I certainly was.

Is email copywriting really the most cost-effective form of marketing?

Imagine having your best salesperson in the room with everyone who wants to buy your product.

That’s what great copywriting does. But without the commission payments.

Increase your marketing ROI, connect with your audience with power and insight, and then track what works and what doesn’t with an email copywriter.

Want to send emails like this for your business?

Technical Copywriting Helps Readers Understand Difficult, Specialist, and Procedural Content.

Their eyes glaze over. Their stare becomes vacant. Yep, you’ve lost them.

Sometimes it’s hard to express our passion and products, especially when we feel like we have to use technical words and industry language.

But, if people can’t grasp our concepts, they lose interest.

It’s like the first time your pre-internet relative got themselves a smartphone. Concepts that are second nature to you mean nothing to them. They blindly stab their finger at the screen while both of your become more and more frustrated.

So, what’s the best thing you can do?

Simple. Change the way you explain the concepts.

Why Technical Copywriting Matters

To make a brilliant product, you need to know everything about it. To make things easier internally, many organisations use their own language to talk about their services.

Three-letter acronyms make their way into client facing communications and technical terms that take new employees months to learn are shared as if they’re common knowledge. The problem is that these often mean nothing to potential customers.

Customers need to understand and connect with your product before they invest.

That’s where technical copywriting comes in.

Good technical copywriting services:

• Distil Complex Concepts Into Simple Content

• Unearth Strategic Messages That Resonate With Readers (because they can be understood)

• Create Trust Through Clarity

How Technical Copywriting Works

A top notch technical copywriting service provides clear, precise technical copy that people enjoy understanding. It can include any of the following:

1. Product Descriptions and Datasheets
2. User Manuals and Documentation
3. White Papers and Case Studies
4. Technical Sales Copy
5. B2B Proposals and Tenders

What Makes Technical Copywriting Effective?

The idea is to combine your years of experience with highly technical, specialist concepts and key copywriting ideas to create clear, persuasive, and customised documentation.

Whether you are presenting proposals to potential buyers or helping customers with how-to documents, your copy needs to simplify communication. Doing this will:

• Improve sales and conversions

• Enhance understanding to reduce support costs

• Introduce efficiency into your post-sale process

• Increase trust and lifetime value

Technical Copywriting Example #1

Here is an example of challenging technical copywriting:

It’s like a cryptic crossword clue. There is a lot of technical jargon and words that are difficult to understand. This is written to College Graduate level, defined as “Very Difficult to Read”.

The impact on the majority of readers would be at best, to frustrate them, and at worst, render the advice in the guide completely useless because they don’t bother reading past the title.

A Better Version:

“A Step-by-Step Guide to Using the New XY-Force 5G module.”

This brings the reading level down to “Plain English”. It is clear what the article is for and what it will deliver. It removes technical jargon and makes it easier to read.

Sometimes it’s impossible to explain something without technical definitions. By ensuring these are used sparingly and fully explained when they are used, a technical copywriter can ensure that your technical content is accessible and useful.

Technical Copywriting Example #2

We all know how to make toast. Imagine if this was how it was explained to you:

“Step 1:

Initiate the operational deployment of the bread-heating apparatus by inserting edible grain-based substrates (commonly referred to as “slices of bread”) into the vertically aligned, dual-compartment slots engineered for optimal toasting functionality. Ensure full alignment of the substrates within the structural confines to guarantee uniform exposure to the heating elements.“

This is overkill. But you understand the point. With instructions, it’s important to include simple, valuable information. For example:

“Take two slices of bread and slot them into each side of the toaster.

Then, turn on your toaster by pushing down the lever to the right. Use the knob on the side to change the timer. The timer goes from 1 minute (Low) to 6 Minutes (Very High). Level 3 gives white bread a golden toasting.“

By ensuring that your instructions have the right amount of relevant detail, you will ensure that readers will pay attention. This reduces frustration and the likelihood they will encounter problems.

Want People To Actually Read Your Documentation?

Hiring a professional copywriter can help you turn dense documents into useful content, without sacrificing precision and knowledge.

Why not take a look at one of our case studies?