Email Copy

Email Copy

Write high-converting marketing emails with optimized subject lines, body copy, CTAs, personalization tokens, A/B test variants, and full regulatory compliance. Supports one-off sends, drip sequences, and triggered emails.

Process

Step 1 — Define Email Purpose and Context

Clarify the strategic context before writing a single word.

Common email types and their characteristics:

Step 2 — Write Subject Lines

The subject line determines whether the email gets opened. Produce 5-8 variants across different psychological approaches.

Subject line rules:

• Length: 30-50 characters for mobile-first (6-10 words)
• Preview text: Write complementary preview text (40-90 characters) — it is NOT a repeat of the subject line
• Avoid: ALL CAPS, excessive punctuation (!!!), spam trigger words (free, guarantee, act now) unless contextually appropriate
• Emoji: Use sparingly (0-1) and only if it matches brand voice

Step 3 — Write Body Copy

Structure the email body using this hierarchy:

1. Hook (first 1-2 sentences) — connect to a pain point, desire, or context
2. Value / Story (2-4 sentences) — deliver the core message or narrative
3. Proof (1-2 sentences) — data point, testimonial, or social proof
4. CTA (1 sentence + button) — clear, single action
5. PS line (optional) — secondary CTA or urgency reinforcement

Copy principles:

Step 4 — Craft the CTA

CTA rules:

• One primary CTA per email (can repeat the same CTA 2-3 times in longer emails)
• Button text: 2-5 words, starts with a verb
• Place the primary CTA above the fold AND at the end
• Use contrasting button color
• Link the CTA to a dedicated landing page, not a homepage

Step 5 — Add Personalization

Always include fallback values: {{first_name | "there"}} so emails don't render as "Hi ," for contacts with missing data.

Step 6 — Create A/B Test Variants

Produce at least two testable variants. Only test one variable at a time.

Recommend the user test subject lines first (highest impact on open rate), then CTAs (highest impact on click rate).

Step 7 — Ensure Compliance

Every marketing email must comply with applicable regulations.

Compliance checklist for every email:

• Unsubscribe link is visible and functional
• Physical mailing address is included in the footer
• "From" name and email are accurate and recognizable
• Subject line accurately represents the email content
• Consent was obtained appropriately for the audience's jurisdiction
• Privacy policy is linked in the footer

Output Format

Deliver the email copy as follows:

EMAIL: [Email name / campaign name]
TYPE: [Welcome / Promotional / Newsletter / etc.]
AUDIENCE: [Segment description]
GOAL: [Primary action desired]

SUBJECT LINE OPTIONS:
1. [Subject line] | Preview: [preview text]
2. [Subject line] | Preview: [preview text]
3. [Subject line] | Preview: [preview text]
4. [Subject line] | Preview: [preview text]
5. [Subject line] | Preview: [preview text]

A/B TEST RECOMMENDATION: Test subjects #X vs #Y — [rationale]

---

FROM: [Sender name] <[email]>
SUBJECT: [Recommended subject]
PREVIEW: [Preview text]

[Full HTML-ready body copy with formatting notes]

---

CTA: [Button text] → [Landing page URL or description]

PERSONALIZATION TOKENS USED:
- {{first_name}} — fallback: "there"
- [any others]

COMPLIANCE FOOTER:
[Unsubscribe link, postal address, privacy policy link]

PLAIN TEXT VERSION:
[Full plain-text alternative]

A/B VARIANT:
[Variant B copy with the tested variable changed]

Quality Checklist

• Subject line is under 50 characters and not misleading
• Preview text complements (not repeats) the subject line
• Hook in the first sentence connects to reader's situation
• Body copy follows the Hook → Value → Proof → CTA structure
• Only one primary CTA per email
• CTA button text starts with a verb and is 2-5 words
• Personalization tokens have fallback values
• Email reads well on mobile (short paragraphs, clear hierarchy)
• A/B test variant changes only one variable
• Unsubscribe link, physical address, and sender identity are included
• Plain text version is provided
• No spam trigger words used unnecessarily
• Tone matches the stated brand voice

Edge Cases

• Cold outreach (not marketing email): Note that cold emails have different legal requirements. CAN-SPAM still applies, but GDPR requires legitimate interest basis. Recommend keeping cold emails very short (50-100 words) and highly personalized.
• Drip sequence (multi-email): Produce all emails in the sequence with clear trigger conditions, wait times between sends, and exit conditions. Ensure the narrative progresses across emails.
• Re-engagement to inactive list: Warn that sending to a cold list risks deliverability. Recommend a small test batch first. Use a "We miss you" or "Should we remove you?" angle to get an explicit signal.
• No brand voice defined: Default to professional and conversational. Flag the assumption and recommend the user establish brand voice guidelines.
• Multiple CTAs required (e.g., newsletter): Use a clear visual hierarchy — one primary CTA, others as text links. Do not make every section equal weight.
• Highly regulated product (financial services, healthcare): Add a disclaimer review step. Flag that specific claims may need legal review. Avoid guarantees or specific outcome promises.
• Very small list (< 500 contacts): A/B testing is not statistically reliable. Recommend sending the best single version and testing subject lines when the list grows.
• Transactional email that includes marketing: Note that mixing transactional and marketing content may change the regulatory classification. Keep marketing content minimal and clearly separated.