How to Write Emails People Actually Read: Email Copywriting Guide

Introduction: Why Great Email Copy Matters More Than Ever

You can have a huge email list…
you can send emails every week…
but if people don’t read what you write, nothing happens.

No clicks.
No engagement.
No sales.
No relationship with your audience.

That’s why email copywriting is one of the most valuable skills you can learn as an online business owner. Effective email copy turns a silent list into an active community—one that opens your messages, trusts your expertise, and buys your offers.

In this guide, you’ll learn how to write emails that feel personal, valuable, and impossible to ignore. No complicated tactics. No fluffy advice. Just proven copywriting methods used by the world’s best email marketers.

By the end, you’ll know how to:

• Write subject lines that get opened
• Grab attention in the first sentence
• Tell stories that connect with your audience
• Format emails for readability and engagement
• Craft calls-to-action that actually convert
• Personalize your emails without sounding robotic

Let’s start with the foundation: understanding exactly who you’re writing for.

Section 1: Know Your Reader — The Foundation of High-Impact Email Copy

Most weak emails fail before the first word is even written—because they’re written for “everyone.”

Strong email copy is built on one simple truth:

If you write for everyone… you write for no one.

Before you type a single sentence, you must get crystal clear on:

• Who is reading this email?
• What do they want most right now?
• What are they struggling with?
• What question, belief, or fear is guiding their decisions?
• What transformation do they hope you can help them achieve?

This is how you write emails people feel were written just for them.

💡 The One Reader, One Goal Method

Instead of imagining your email going out to hundreds or thousands of subscribers, pretend you’re writing to one single person.

A real individual.
With real challenges.
With real desires.

Ask yourself:

• “What is the one thing I need this person to understand today?”
• “What is the one action I want them to take?”

This instantly makes your writing clearer, more conversational, and far more engaging.

💡 Use Audience Data to Write Smarter

If you have segmentation set up, use it:

• Look at what pages they visited
• Check which freebies they downloaded
• Tag behavior (clicked? purchased? ignored?)
• Review past email engagement

This helps you write emails that match where they are in their journey.

💡 Why This Step Matters

When you know your reader, everything becomes easier:

• Subject lines get more targeted
• Hooks become more relevant
• Stories feel more relatable
• CTAs feel natural and not pushy

This is the difference between an email that’s ignored and an email that feels like a personal message.

Section 2 — Crafting Subject Lines That Get Opened

Your email lives or dies in the inbox based on your subject line.

You can write the best email in the world…
but if your subject line doesn’t spark attention, curiosity, or relevance…
no one will ever read it.

Subject lines are not just titles — they’re micro-copywriting tools designed to trigger an emotional response in under 2 seconds.

Here’s how to write subject lines people can’t help but open.

1. Use Clarity Over Cleverness

Clever subject lines might look cool, but clear ones get more opens.

Clever:
“Unlock the magic…”

Clear:
“How to double your email clicks in 7 days”

Your reader should know immediately:

• What the email is about
• Why it matters
• Why they should open now

2. Add Curiosity (But Don’t Be Clickbait)

Curiosity works when it promises value without giving away everything.

Examples:

• “Most people get this email mistake wrong…”
• “I wasn’t expecting this to work (but wow)”
• “A quick story about yesterday…”

The key: curiosity + relevance.

3. Use Personalization When Appropriate

Personalization can boost opens, but only when used naturally.

Examples:

• “Bruno, here’s something you’ll like”
• “A quick idea for your next email”

Overusing names feels robotic — sprinkle, don’t spam.

4. Use Power Words That Trigger Emotion

Words that motivate action:

• proven
• new
• secret
• simple
• quick
• free
• mistake
• strategy

Examples:

• “5 simple email tweaks that boost sales”
• “A proven formula for higher open rates”

5. Keep Your Subject Line Short

Aim for 3–7 words when possible.

Short lines:

• look cleaner
• don’t get cut off on mobile
• increase clarity

Examples:

• “This changes everything”
• “A small email trick”
• “Read this before posting”

6. A/B Test What Works

Every audience is unique.

Test variations of:

• tone (friendly vs direct)
• curiosity vs clarity
• long vs short
• personalization vs none

Over time, you’ll know exactly what your subscribers prefer.

Section 3 — Write Compelling Preview Text That Supports the Subject Line

If the subject line grabs attention, the preview text convinces the reader to actually open the email.

Think of preview text as the “second chance” to win the open.

Most beginners waste it by leaving the default:

“View this email in your browser…”

That’s prime inbox real estate wasted.

Here’s how to make your preview text work for you.

1. Expand What You Promised in the Subject Line

If your subject line is the hook, your preview text is the setup.

Example:
Subject: “A simple way to get more clicks”
Preview: “Most people overlook this tiny tweak — but it makes a big difference.”

This supports your promise with more context.

2. Build Curiosity Without Being Vague

Curiosity is powerful — but only when it’s tied to a clear benefit.

Weak:
“You won’t believe this…”

Strong:
“There’s a reason this technique works so fast.”

3. Highlight a Clear Benefit

Tell them exactly why opening the email is worth their time.

Examples:

• “You’ll learn a 2-minute email trick you can use today.”
• “A simple copy swap that increases conversions.”
• “The method I use to triple click-through rates.”

Benefits = opens.

4. Use a Soft CTA

A subtle nudge can increase open rates.

Examples:

• “Don’t miss this — it’s important.”
• “Read this before sending your next email.”
• “Your future self will thank you.”

This works especially well with educational emails.

5. Keep It Under 60 Characters

Short preview text performs best on mobile AND desktop.

If it gets cut off, the emotional impact disappears.

6. Match the Tone of the Email

If the email is:

• helpful → use friendly tone
• urgent → use strong tone
• storytelling → use curiosity tone

Consistency helps readers trust your voice.

Section 4 — Hook Readers in the First Two Sentences

You only get a few seconds to grab attention.
If the opening lines don’t create interest fast enough… readers swipe away.

Your goal is simple:

Hook → Hold → Deliver the value.

Here are the most effective ways to hook readers immediately.

1. Open With a Relatable Story

Storytelling is the strongest way to pull readers into your message.

Example:
“Last month, I sent an email that completely flopped. Here’s what went wrong — and how to make sure it never happens to you.”

Why it works:

• Creates curiosity
• Feels personal and human
• Promises a lesson

2. Start With a Bold Statement

A strong, surprising opinion grabs attention.

Example:
“Most email advice online is completely wrong.”

Readers think:
“Wait—what do you mean?”
And they keep reading.

3. Use a Benefit-Driven Opening

Tell them exactly what they’re about to gain.

Example:
“In the next 30 seconds, you’ll learn a trick that boosts your click-through rates instantly.”

Fast value = fast attention.

4. Ask a Question They Care About

Questions force the brain to respond.

Example:
“Have you ever wondered why some emails get tons of clicks while others fall flat?”

This makes the email feel like a conversation, not a lecture.

5. Skip the Fluff

Avoid openings like:

• “I hope you’re doing well…”
• “I wanted to talk about…”
• “In today’s email, we will discuss…”

Readers don’t need warming up. They need value — now.

Pro Tip: Write Your Opening Last

Once the email is finished, you’ll know the most powerful angle to start with.

Section 5 — Keep Your Email Body Clear, Simple, and Skimmable

Once you have their attention, you must keep it.

Email readers skim.
They scroll fast.
They want clarity, not clutter.

To write email body copy that people actually consume, follow these principles:

1. Use Short Paragraphs

Huge walls of text scare readers away.

Aim for 1–3 sentences per paragraph.

Example (bad):
“Writing good emails is very important because it helps your audience stay engaged, understand your offers, and trust your business. So today I want to show you how to write an email that people actually want to read…”

Example (good):
“Your emails don’t need to be long to be effective.
They need to be readable.”

Whitespace = readability.

2. Make It Easy to Skim

Use formatting to guide the eyes:

• bold important points
• bullet lists
• short sections
• subheadings

People read emails on the go — formatting helps them absorb your message fast.

3. Stick to One Core Idea

The biggest mistake beginners make is stuffing too much into one message.

One idea.
One purpose.
One clear direction.

Example:
If your email is about “how to improve subject lines,” don’t randomly talk about “your new course launch.”

4. Write Like You Talk

Your emails should sound human — not robotic or academic.

Write like you’re messaging a friend:

• conversational
• simple
• natural

Readers connect with a real voice, not a corporate tone.

5. Remove Fluff and Filler

Cut every sentence that doesn’t add value.

Examples of fluff:

• repeating the same idea twice
• unnecessary intros
• overly long explanations

Strong email copy is tight, focused, and impactful.

6. Add Micro-Storytelling to Maintain Flow

Stories don’t need to be long.

A single sentence can add personality:

“A few days ago, I tested this idea… and the results surprised me.”

Micro-stories keep readers curious and engaged.

7. Use Transitional Phrases to Keep Readers Moving

Examples:

• “Here’s why…”
• “But there’s more…”
• “This part is important…”
• “Now let’s take it further…”

Transitions keep the reader scrolling.

Section 6 — Use Emotion and Storytelling to Make People Care

Logic makes people think.
Emotion makes people act.

This is why the most effective email copywriters rely on emotion + storytelling to create connection, trust, and engagement.

You’re not just writing an email…
you’re creating a moment inside someone’s day.

Here’s how to make that moment meaningful.

1. Use Emotional Triggers (The Good Kind)

People make decisions based on emotions like:

• curiosity
• relief
• belonging
• motivation
• fear of missing out (used ethically)
• excitement
• hope

Example:
“I remember feeling completely overwhelmed sending my first email… until I learned this one technique that changed everything.”

It’s honest, relatable, and human.

2. Tell Stories That Teach, Not Just Entertain

Great stories in email marketing follow a simple formula:

Hook → Conflict → Insight → Lesson → CTA

For example:
“Yesterday I almost deleted an email by mistake… and that tiny error taught me something powerful about attention and clarity.”

Stories become memorable because they lead to a valuable takeaway.

3. Use Micro-Stories (Small but Impactful)

You don’t need long stories.
Sometimes 1–2 sentences is enough.

Example:
“A subscriber once replied saying my email helped them double their confidence — and that’s when I realized how important clarity is.”

Short.
Relatable.
Powerful.

4. Be Vulnerable (In a Professional Way)

Sharing mistakes or struggles builds trust.

Example:
“I used to rewrite my emails 6 times because I felt they weren’t ‘good enough.’ Turns out, simple emails perform best.”

Vulnerability shows you’re human — not a faceless marketer.

5. Make the Reader the Hero, Not You

Your story is only useful if it reflects the reader’s experience.

Avoid:
“I achieved this, I did that…”

Use:
“You can do this,”
“Here’s how this helps you,”
“Here’s what this means for you…”

The reader should always be the center of the message.

6. Use Sensory or Emotional Details (Lightly)

Sprinkle details that make your writing vivid.

Example:
“My heart sank when I saw the open rates drop…”

These little moments keep readers emotionally invested.

Section 7 — Focus on Benefits, Not Features

If you want people to take action…
you must explain why it matters to them, not just what it is.

Most beginners write about:

• Features
• Tools
• Processes
• Technical details

But readers don’t care about features.
They care about benefits, meaning:

How does this help me?
Why should I care?
What changes if I follow your advice?

Let’s break this down.

1. What’s the Difference Between Features and Benefits?

Feature:

“It includes a step-by-step checklist.”

Benefit:

“You’ll never feel lost or unsure about what to do next — just follow the checklist.”

Features = facts.
Benefits = feelings + results.

Benefits are what sell.

2. Use the “So What?” Test

After writing a sentence, ask:

“So what? Why does this matter to the reader?”

Example:
“This email tool has automation.”
→ So what?
“Automation saves you hours each week.”
→ So what?
“You can focus more on creating content or growing your business.”

The deeper benefit is what motivates action.

3. Use Benefit-Driven Writing Formulas

Formula #1: Feature → Benefit → Result

“This tool tracks opens automatically → so you see what your audience likes → so you can send emails that perform better.”

Formula #2: Problem → Solution → Benefit

“Writing emails takes forever → but this template solves that → so you can write engaging emails in 10 minutes.”

Formula #3: “Imagine if…”

“Imagine if you could send one simple email tomorrow and instantly increase engagement.”

This activates visual thinking and makes benefits feel real.

4. Always Write to the Reader’s End Goal

People don’t want:

• better formatting
• better subject lines
• better email sequences

They want:

• more opens
• more clicks
• more engagement
• more trust
• more sales
• more impact

When your copy speaks to the real desire… it hits deeper.

5. Use Examples to Make Benefits Clear

Example of a weak line:
“This email template is well-designed.”

Example of a strong line:
“This plug-and-play email template helps you write your next email in under 5 minutes — even if you struggle with copywriting.”

Benefit-first writing improves:

• clarity
• persuasion
• reader motivation

Section 8 — Add Strong Calls-to-Action (CTAs) That Convert

A great email leads to one moment:
the call-to-action.

The CTA is where your reader decides whether to:

• click
• reply
• buy
• read
• sign up
• or ignore

Most emails fail simply because the CTA is weak, vague, or buried.

Here’s how to write CTAs that actually get clicks.

1. Make Your CTA Clear and Specific

Readers should instantly know what you want them to do.

Weak:
“Check this out if you want.”

Strong:
“Click here to download your free guide.”

Specific verbs = more action.

2. Use Action Words That Create Momentum

Power verbs trigger movement.

Use verbs like:

• download
• start
• join
• see
• get
• try
• learn
• discover

Example:
“Discover the 5 subject lines that boosted my open rates by 40%.”

3. Limit Yourself to One Primary CTA

Multiple CTAs confuse readers and reduce clicks.

Instead, use:

• one main CTA
• optional soft CTA (reply, share, etc.)

Example:
Primary CTA: “Get the template here”
Soft CTA: “Reply and tell me your biggest email challenge.”

This keeps the email focused.

4. Make Your CTA Visually Stand Out

Use formatting:

• bold
• spacing
• buttons (if your email service supports them)

Your reader’s eyes should naturally land on the CTA.

5. Create Curiosity or Value in Your CTA

People click when there’s payoff waiting.

Examples:

• “See the 30-second trick”
• “Get the email formula”
• “Watch how this works”

Value-driven CTAs outperform generic ones.

6. Use Psychological Triggers (Ethically)

Examples:

• Contrast: “This takes 2 minutes.”
• Ease: “You can do this even if you’re a beginner.”
• Urgency: “Grab it today — it’s free for now.”

Never use fake scarcity.
Real urgency works. Fake urgency destroys trust.

7. Repeat Your CTA at the End

A short reminder reinforces action.

Example:
“If you haven’t grabbed it yet, here’s the link again.”

Simple and effective.

Section 9 — Personalization and Segmentation in Email Copywriting

Personalization is NOT just using someone’s name.

Modern personalization means:

• sending the right message
• to the right person
• at the right time
• using the right angle

Personalized emails feel relevant, human, and valuable — which dramatically boosts engagement.

1. Personalize Beyond the First Name

You can personalize based on:

• behavior (clicked, bought, visited)
• interests (topics, products)
• stage of journey (beginner vs advanced)
• location
• frequency of engagement

Example:
“I noticed you clicked on yesterday’s email about copywriting… here’s a deeper tip I think you’ll enjoy.”

Feels personal.
Feels intentional.
Doesn’t feel automated — even if it is.

2. Write Different Tones for Different Segments

Examples:

• New subscribers: warm, welcoming
• Highly engaged readers: more direct, more advanced tips
• Cold subscribers: value-packed, reconnecting tone
• Buyers: appreciative, exclusive offers
• Non-buyers: educational, objection-handling

Segmenting tone improves trust and reduces unsubscribes.

3. Tailor Your CTA Based on Segment Goals

Examples:

• Beginners → “Start with this simple guide”
• Advanced users → “Unlock the next-level strategy”
• Warm leads → “See your personalized offer”
• Cold leads → “Quick question for you…”

Different people need different nudges.

4. Use Behavioral Triggers to Personalize Follow-Up Emails

Examples:

• If they clicked a link → send deeper content.
• If they didn’t click → send a simplified version.
• If they bought → send onboarding content.
• If they viewed a sales page → send related testimonials.

Behavior-based personalization makes emails feel alive.

5. Remove Personalization When It Feels Forced

Avoid overly robotic lines like:
“Bruno, based on your last 12 actions, I think you’ll love this.”

Keep it human:
“Thought you’d appreciate this too.”

Subtle personalization > creepy personalization.

Section 10 — Edit Ruthlessly (The Secret of Great Email Copy)

Great email copy is not written — it is rewritten.

Your first draft will always be:

• too long
• too wordy
• too unfocused

Editing transforms average emails into high-performing ones.

Here’s how to edit like a pro.

1. The 4-Pass Editing System

Pass 1 — Clarity

• Is every sentence easy to understand?
• Is the goal clear?
• Are there any confusing phrases?

Pass 2 — Structure

• Do ideas flow logically?
• Are paragraphs too long?
• Is the CTA easy to find?

Pass 3 — Emotion

• Does it feel human?
• Does it connect?
• Does it tell a story or spark curiosity?

Pass 4 — Persuasion

• Are benefits clear?
• Is the CTA compelling?
• Did you give a strong reason to click?

2. Cut 20–30% of Your First Draft

Remove:

• filler words
• redundant ideas
• unnecessary long intros
• weak phrases

Shorter = stronger.

3. Improve Sentence Rhythm

Vary lengths:

• short sentence
• medium sentence
• longer sentence for detail

This keeps the reader’s eyes moving.

4. Read It Out Loud

If anything feels awkward or robotic, rewrite it.

Emails should sound conversational.

5. Use the “Friend Test”

Ask yourself:

“If I sent this to a friend, would they keep reading?”
If the answer is no, rewrite until it’s irresistible.

8. Make Your Email Skimmable (Most People Don’t Read Everything)

Most subscribers don’t read emails word-for-word — they skim. That means your job is to structure your email so they can consume the key message fast.

Here’s how to make your email skimmable:

✓ Use short paragraphs (1–3 lines max)

Big paragraphs feel heavy. Short lines feel easy and friendly.

✓ Add clear subheadings

Break your email into sections so readers instantly understand what each part is about.

✓ Use bullet points and numbered lists

Lists help highlight key information (features, benefits, steps, warnings, etc.).

✓ Highlight important words

Bold a key phrase or two—but don’t overdo it.

✓ Include white space

White space gives the eye room to breathe. Your reader stays longer.

Example Skimmable Structure:

Subject: The 3 mistakes killing your email engagement
Intro: A short story or problem
Section 1: Mistake #1
Section 2: Mistake #2
Section 3: Mistake #3
CTA: “Fix these mistakes with my full guide”

9. Tell Better Stories (Yes, Even Short Ones Work)

Stories are one of the most powerful copywriting tools because:

• They hook attention
• They create emotional connection
• They make your message memorable
• They increase trust and likeability

But good storytelling doesn’t mean long storytelling.
Short, punchy stories work best in email.

Simple Email Story Framework:

1. Setup: A quick context (1–2 sentences)
2. Conflict: What problem or challenge happened
3. Lesson: What you learned or discovered
4. Bridge: Connect the lesson to the offer or CTA

Example:

“I used to spend hours writing emails—and they still flopped. Then I realized one simple copywriting mistake was killing all my open rates…”

→ Now the reader is hooked.

10. Add a Clear Call-to-Action (CTA)

Your email should always lead somewhere.

A CTA tells the reader exactly what to do next:

• Download something
• Read a blog post
• Watch a video
• Buy
• Register
• Reply
• Visit a page

Rules for High-Converting CTAs:

✔ Make it obvious
✔ Don’t give too many choices
✔ Use action verbs
✔ Put one primary CTA (secondary is optional)

CTA Examples:

• “Grab your free checklist here.”
• “Read the full guide.”
• “Reply and tell me your goal.”
• “Start your free trial.”

If you don’t tell the reader what to do—they’ll do nothing.

11. Write Like a Human (Not a Marketer)

The fastest way to make people ignore or delete your emails?

Writing like a corporate robot.

People connect with people, not brands.
That means your emails should feel like they were written by a real human with a real voice.

Here’s how to sound human in your emails:

✔ Use simple, conversational language

Write how you speak.
If you wouldn’t say it in real life, don’t write it.

Bad:
“Our team is committed to delivering value through comprehensive solutions…”
Good:
“Here’s something that will genuinely help you today…”

✔ Use “you” more than “we”

Emails should be about them, not you.

✔ Add personality

Humor, quirks, micro-stories, metaphors—these make writing memorable.

✔ Use contractions

They sound natural.
I’m, you’ll, we’re — instead of I am, you will, we are.

✔ Don’t over-polish

Perfectly polished writing feels stiff.
Natural writing feels real.

Your email should feel like it came from a helpful friend—
not a legal department or a PR agency.

12. Proofread for Clarity & Tone

Great email copy is a mix of clean writing + good rhythm + clear intent.

Before sending any email, do a quick Clarity Check and a Tone Check.

Clarity Check

Ask yourself:

• What’s the ONE message this email is trying to convey?
• Can it be understood in 10 seconds?
• Did I remove unnecessary words?
• Is the CTA clear?

If not, revise.

Simple clarity trick:

→ Print the email in your mind and read it OUT LOUD
If it sounds weird or confusing, the reader will feel it too.

Tone Check

Make sure your tone matches your goal:

• Friendly?
• Motivational?
• Professional but warm?
• Energetic?
• Direct?

Consistency builds trust.

Tone Tip:

Match the tone your subscribers expect—but add your own unique edge that makes your emails unmistakably yours.

Conclusion: The Secret to Emails People Actually Read (Final CTA)

Writing emails that people love to open and read isn’t about being a professional writer. It’s about understanding how humans read, think, and react online.

If you do the following, your emails will always outperform the average:

• Write irresistible subject lines
• Speak directly to the reader
• Keep sentences short and conversational
• Focus on one message per email
• Structure emails for easy skimming
• Use stories to build connection
• Personalize whenever possible
• Add a clear, simple CTA
• Edit for clarity and tone

Most importantly: be real, be helpful, and be consistent.

When your audience feels like you genuinely care about helping them—not just selling to them—they will read everything you send.

Want more help writing better emails?

I can create:

📌 A full email sequence
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📌 A lead magnet
📌 A list-building strategy
📌 A full content calendar

Just tell me what you need using my contact page!