If you’ve ever wondered, “What does an email copywriter do?” you’re not alone. With email marketing reigning as one of the most effective ways to connect with customers, email copywriters play a crucial role in helping businesses achieve their goals. In this blog, we’ll break down everything you need to know about the work of an email copywriter, their levels of expertise, and how their skills can make a measurable difference for your business.
What is an Email Copywriter?
An email copywriter is a professional writer who specializes in creating persuasive and engaging content for email marketing campaigns. Their job isn’t just about writing emails—it’s about crafting messages that drive action, whether it’s clicking a link, making a purchase, signing up for a webinar, or simply building a stronger connection with the audience.
What Does an Email Copywriter Do? Key Responsibilities
1. Crafting Attention-Grabbing Subject Lines
- The subject line is the gateway to the email. Email copywriters use their creativity and marketing knowledge to write subject lines that compel recipients to open emails.
2. Writing Engaging Email Content
- From welcome emails to newsletters and promotional campaigns, email copywriters write content that resonates with the audience and aligns with the brand’s voice.
3. Designing Calls-to-Action (CTAs)
- CTAs are critical for encouraging readers to take the desired action. A skilled email copywriter creates CTAs that are clear, enticing, and action-oriented.
4. Personalizing Content
- Email copywriters understand how to segment audiences and tailor content for specific groups to increase relevance and effectiveness.
5. Optimizing for Mobile and Readability
- With most emails being opened on mobile devices, email copywriters ensure their content is easy to read and visually appealing on all screens.
6. A/B Testing and Analytics
- Many email copywriters go beyond writing and assist with A/B testing subject lines, CTAs, or layouts to find what performs best. They also analyze metrics like open rates, click-through rates, and conversions to refine future campaigns.
Levels of Expertise in Email Copywriting
1. Beginner Email Copywriters
- Skills: Basic understanding of email marketing principles, capable of writing simple and clear emails.
- Expected Deliverables: Basic email sequences such as welcome emails, promotional emails, and newsletters.
- Charges: $30–$100 per email or $150–$500 per project.
2. Intermediate Email Copywriters
- Skills: Strong grasp of marketing strategies, audience segmentation, and persuasive writing techniques.
- Expected Deliverables: Advanced email campaigns, A/B tested subject lines, and tailored CTAs.
- Charges: $100–$250 per email or $500–$1,500 per project.
3. Advanced Email Copywriters
- Skills: Expertise in buyer psychology, storytelling, and integrating analytics to improve results.
- Expected Deliverables: Comprehensive email funnels, re-engagement campaigns, and personalized sequences.
- Charges: $250–$500 per email or $1,500–$5,000 per project.
4. Expert Email Copywriters
- Skills: Deep industry knowledge, innovative strategies, and proven track records of delivering high ROI campaigns.
- Expected Deliverables: Sophisticated multi-channel email strategies, long-term campaign management, and consultation.
- Charges: $500–$1,000+ per email or $5,000–$10,000+ per project.
Types of Emails an Email Copywriter Creates
1. Welcome Emails
- The first email a subscriber receives after signing up. These set the tone for future communication and build a relationship with the audience.
2. Promotional Emails
- Emails designed to promote products, services, or events with persuasive language and strong CTAs.
3. Newsletters
- Regular updates that keep subscribers informed about the latest news, tips, or offerings from a brand.
4. Abandoned Cart Emails
- Targeting shoppers who left items in their cart, encouraging them to complete their purchase.
5. Re-Engagement Emails
- Aimed at reactivating dormant subscribers and reigniting their interest in a brand.
6. Transactional Emails
- Order confirmations, shipping updates, and other functional emails that maintain brand consistency and enhance the customer experience.
Why Hire an Email Copywriter? 4 Reasons
1. Drive Higher Engagement
- Email copywriters understand what motivates readers to open emails and engage with content.
2. Increase Sales and Conversions
- Through strategic messaging, email copywriters turn casual readers into loyal customers.
3. Save Time
- Outsourcing email copywriting allows businesses to focus on other priorities while ensuring high-quality communication.
4. Build Stronger Customer Relationships
- Thoughtful and personalized emails strengthen trust and loyalty over time.
What Skills Does an Email Copywriter Bring?
- Understanding Buyer Psychology: Crafting messages that resonate with the audience’s emotions and needs.
- Strong Writing Skills: Creating clear, persuasive, and error-free content.
- Analytics Knowledge: Using data to refine strategies and improve performance.
- Collaboration Skills: Working with designers and marketers to create cohesive campaigns.
How to Measure the Success of an Email Copywriter
- Open Rates: The percentage of recipients who open your email. High open rates indicate compelling subject lines.
- Click-Through Rates (CTR): The percentage of readers who click on links in the email. A good CTR shows effective CTAs.
- Conversions: The number of recipients who take the desired action, such as making a purchase.
- Engagement Metrics: Low unsubscribe rates and high reply rates signal that the content resonates with the audience.
How Email Copywriters Help with Cold Emails
There’s a common misconception that email copywriters only work with subscriber lists or e-commerce businesses. In reality, their skills extend far beyond newsletters and product promotions.
Email copywriters are instrumental in crafting cold emails that capture attention and initiate valuable conversations with prospects. They help businesses break through the noise by creating personalized, persuasive messages that address pain points and highlight unique solutions.
For basic cold email tasks, beginner-level email copywriters can assist with straightforward messages. However, for truly impactful campaigns, it takes an intermediate to advanced-level email copywriter. These professionals:
- Conduct in-depth audience research to tailor messages effectively.
- Write compelling copy that resonates with prospects’ needs.
- Leverage data-driven insights to optimize open and reply rates.
By combining their expertise in strategy, writing, and analysis, skilled email copywriters make cold outreach efforts more effective and valuable for businesses.
Conclusion
An email copywriter is much more than just a writer. They are strategists, marketers, and creative professionals who help businesses connect with their audiences, drive engagement, and boost sales. Depending on their level of expertise, you can expect tailored services ranging from simple email sequences to complex, high-converting campaigns. Whether you’re a small business owner or a large corporation, investing in an email copywriter can be the key to unlocking your email marketing potential.
