You don’t need to be a “copywriter” to write high-converting emails.
You just need to understand how people think.
That’s the core idea behind great email copywriting – and the reason most beginner eCommerce marketers get stuck. They obsess over phrasing when they should be focused on psychology.
At Shawfire Media, we use AI to keep copy on-brand and consistent, but strategy still needs a human. Someone to make sure the subject line, headline, body, and CTA all align – without sounding like a robot.
Whether you’re writing your first campaign or tightening up your flows, these 16 practical tips will help you get better results, faster.
1. Write to Sell the Click - Not the Product
- The job of your email is to get the click, not close the sale.
- Save the details for your landing page. Focus your copy on generating curiosity, desire, or urgency that makes someone want to learn more.
2. Use AI as a Tool - Not a Crutch
- Yes, bots can keep your voice consistent.
- But a machine doesn’t know if your CTA makes sense or if your preview text repeats your subject line.
- Strong briefs + human review = great AI-powered copy.
3. Subject Line + Preview Text = Conversion Duo
- Keep both under 42 characters.
- Use the preview as a continuation, not a repeat, of the subject line.
- Together, they should spark curiosity and set up the CTA.
4. Avoid Spam Trigger Words
- Words like “free money,” “get rich,” or even aggressive sales language increase the chance your email hits the spam folder.
Stay clean, stay human.
5. Don’t Write Like an Email Marketer
- Nobody wants to read “you asked, we delivered” ever again.
- Stop using tired, robotic phrases. Talk like a real person.
- You’re not writing for a marketing blog – you’re writing for someone’s inbox.
6. Split Test Everything
- Think one version is better? Test it.
- Subject lines, headlines, CTAs, tone – you won’t know until you measure.
7. One Message, One CTA
- If you give people five options, they’ll choose none.
- Stick to one goal per email. Everything should point to that one action.
8. Make the CTA Clear
Where is the click going?
- If people don’t understand before they click, they’ll be confused after they land.
- Keep the CTA relevant and connected to your subject line.
9. Subject Line → Headline → Subhead → CTA = Flow
- Your email should read like a slippery slope.
- Each section should naturally pull the eye downward.
- Avoid repeating phrases. Move the reader from intrigue → benefit → action.
10. Make Plain Text Emails Personal
- Don’t send AI-written “shop now” links and call it plain text.
- Write like a person writing to another person. Be casual. Use line breaks. Mention their first name using dynamic fields like {{ first_name|default:” }}.
11. Think Like a Copy Thinker
- Good copywriters aren’t just good at writing – they’re good at thinking.
Understand why your customer buys. Then use that insight to frame your offer.
- Before writing anything, ask: what’s the emotional driver here? Insecurity? Aspiration? Urgency?
When you get clear on the why, the what to say becomes obvious – and powerful.
12. Direct the Imagery
- Copy and creative should work together.
- You’re not just writing words – you’re directing attention.
- Pair each headline with an image that makes the message even stronger.
13. Avoid Long Body Copy (Unless It’s Genuinely Useful)
- Nobody wants an essay in their inbox.
- Short, punchy, helpful. That’s the formula.
- Unless you’re sharing a real story or value-packed content, keep it brief.
14. Make the CTA Match the Offer
- If the subject line teases a secret, the CTA shouldn’t say “Shop Now.”
- Make the message cohesive from open to click.
15. Use Benefit-Driven Preview Text
- Don’t waste preview text space with “view in browser” or fluff.
- Use it to reinforce a benefit or angle the reader can’t ignore.
16. Add Value Without Selling
- Not every email should push a product.
- Teach something. Entertain. Share a tip.
- If you show up with value, your sell will land better when it matters.
🧠 Key Takeaways for email copywriting
- Great email copywriting starts with understanding psychology – not just writing tricks.
- Keep subject lines and preview text under 42 characters and make sure they work together.
- Write like a human. Be direct, personal, and focused on just one goal.
- AI helps – but only when guided by strong briefs and reviewed by people who understand your brand.
Structure every email to flow naturally: Subject → Headline → Subhead → CTA.
Powerful email copy isn’t written — it’s engineered through psychology, clarity, and strategy. That’s exactly what Shawfire Media delivers: emails that sound human, feel relevant, and drive real conversions.
