Email Copywriting Examples

10 Email Copywriting Examples to Inspire Your Marketing Efforts

Email marketing isn’t dead!

In fact, email copywriting remains one of the fundamental skills every business owner and marketer should master. That’s because email marketing is the one strategy that allows you to provide highly targeted content to your leads, engage with them on a personal level, and convert them to customers.

But with the average person receiving approximately 121 emails every day, the challenge is getting your subscribers’ attention, so they open your email, engage with the content, and perhaps share the email with others.

The secret lies in how well you write your email copy. And the best way to learn what works and what doesn’t is by studying email copywriting examples that delivered results. Only then can you apply these to your own email marketing campaigns.

Table of Contents

1. BuzzFeed

What you write on your email’s subject line can mean the difference between your email subscribers opening your email, trashing it, or even flagging it as spam.

The same thing goes for your email’s preview text. That’s the snippet of text you find right after your subject line.

So, it’s only right that we look at this part first.

BuzzFeed’s subject lines and preview text are a great email copywriting example to emulate. 

As you can see here, BuzzFeed keeps their subject line short and uses words that will capture your attention.

Also, BuzzFeed ensures that the preview text complements its subject line. In the example above, for instance, the preview text tells you the next logical step.  

How to apply this to your email copywriting:

  • Keep your subject line and preview text short. Making your subject line and preview text concise makes sure these don’t get truncated when your subscribers view them in their inbox. 
  • Treat them like a summary. Giving your subscribers a clear insight into what your email is about will pique their interest and increase the likelihood of them opening your emails.
  • Make it personal. Your customers still prefer receiving emails over other communication channels. But your subscribers are more likely to open an email coming from someone they know than from a faceless company.

2. UncommonGoods

If there’s one thing that every person on your email list craves, it’s the need to belong. They don’t want to miss out on anything, especially not something that is trending.

It’s this Fear of Missing Out (FOMO) that UncommonGoods uses to their advantage in the copy of the emails they send out just like this one:

How to apply this to your email copywriting:

  • Use action words. Adding action words in your subject line, preview text, and your call-to-action (CTA) subconsciously evokes a sense of urgency among your readers like “Buy Now” and “Don’t Miss Out.” At the same time, it instructs your subscribers what’s the next action they should take.
  • Include a CTA button. This is more eye-catching and more able to capture the attention of those reading your email copy than a text link.
  • Nudge, don’t push. This is a typical email copywriting mistake startups commit. Ironically, your email subscribers don’t want to receive an email that sounds too desperate, pushy, or salesy. So choose your words wisely. 

3. Postmates

Adding GIFs in your email copy is tricky and can increase conversion rates, provided that it’s strategically done. 

Take this email sent out by Postmates to their email subscribers:

Not only does the GIF used in this email copy very entertaining and amusing, but it also will make you start craving for some nachos. And since the email copy encourages you to have some Mexican food delivered, you can say the animated GIF contributed to its conversion rates.

How to apply this to your email copywriting:

  • Use customized GIFs. Using an animated GIF that you’ve created allows you to inject your brand and personality. This contributes to making your brand memorable to your subscribers. You can create this using Photoshop or an online tool like GIFMaker.
  • Don’t go overboard. Having too many animated GIFs in your email will dilute its effectiveness in converting your leads into customers.
  • Add the proper alt description. Alt text can be significant if subscribers can’t see your images, so include it for every image in your campaign. Alt text should be easy to read and digest, so your subscribers can move on to the rest of your message.

4. HireVue

HireVue’s farewell email to those that choose to unsubscribe to their email list is an excellent example of writing your email copy like a human being.

Rather than appearing like another “cookie-cutter” email from a faceless startup, HireVue’s email copywriting example sounds like they are conversing with those in their email list on a personal level. Not only does this help them build a trusting relationship with their leads, but also useful in retargeting and winning back customers.

How to apply this to your email copywriting:

  • Understand your buyer persona. By going into your target audience’s mind, you can write your email copy in a way that mirrors the way they speak. This helps your emails be more relatable and get your message across.
  • Avoid industry jargon. Use simple everyday words in your email copy. That way, all of your subscribers will understand your content.
  • Loosen up. Write the way you’d usually talk to a close friend, sans the swear words. Not only does it make you more human, but it also lets you inject a bit of your personality into your email copywriting.

5. Hotjar

I like the emails Hotjar sends in their email marketing campaigns because it doesn’t have any frills or fancy stuff to get subscribers to take action. 

How to apply this to your email copywriting:

  • Brush up on your copywriting skills. Invest some time to read some great copywriting books. You’ll learn lots of great techniques and strategies here that you can apply to your email copy.
  • Use white space. Breaking up your copy into short sentences and paragraphs adds white space to it. This makes your emails easier to read, especially on a mobile device.
  • Use different fonts and colors. Using 2 different kinds of fonts and colors can help make your email copy less boring. These can also help you highlight important parts of your text, like your CTA.  

6. Duffy’s Sports Grill 

Before you send out an email, ask yourself this one crucial question: “what goal do you want to achieve with this email?”

Your answer here will guide you on what to include in your email copy. More important, it will also tell you how to properly structure it so that everything’s cohesive and easy to understand.

Take a look at this newsletter Duffy’s Sports Grill sends out to their subscribers:

Since they placed their call-to-action right underneath their banner image, you know right off the bat the email’s goal. That is, to get their subscribers to come and dine at their restaurant.  

Because of this, they laid out the contents of their newsletter following the way how you’d eat a meal in a restaurant. You start with an appetizer. Then you go to the main dish. Finally, either have a dessert or a nightcap.

How to apply this in your email copywriting:

  • Understand your buyer’s journey. “Think of each email you send as a mini-marketing funnel,” Grant Deken of Unstack suggests. “Your introduction serves as your awareness stage. The body of your email copy is the consideration stage, while your call-to-action is the decision stage. This allows you to give them the information they need, address possible objections, and convert them more quickly.”
  • Incorporate high-quality images within the text. Images serve two purposes in an email. First, they entice your subscribers to purchase your product or service. Second, it’s more eye-catching than text, so they help guide the eyes of your readers down to the end of your email copy.
  • Split test your email. Part of your email’s ability to convert leads to customers depends on how the different elements are placed in your email’s body. Split testing different versions of your emails will help you get the highest possible conversion rates. 

7. Autopilot

Most people tend to check their emails during their break time. And with so little time to go through hundreds of emails in their inbox, you stand a better chance of getting them to take action when you keep things short and simple.

This welcome email from Autopilot is an excellent CMS example.

AutoPilot Email Copywriting Examples

How to apply this to your email copywriting:

  • Get straight to the point. If you don’t get your message across within the first couple of sentences on your email copy, there’s an excellent chance that your readers will click on the Trash button.
  • Write in the active voice instead of the passive voice. Sentences in the active voice are shorter because you use fewer words. That leads to shorter paragraphs and a more concise email copy.

8. Bonobos 

Still in line with keeping your email simple is this one from Bonobos:

Although there’s very little copy written in this email, it does a remarkable job getting their subscribers to interact and engage with their content.

How to apply this in your email copywriting:

  • Make your message clear. Don’t assume that your readers will know what to do. Give them clear instructions in your email what the next step they should take.
  • Make your images clickable. This will help pique your readers’ curiosity and get them to engage and click on your content links.
  • Test your links. The last you want you to get is messages from your subscribers that your links aren’t working. Send a test email to your inbox and test these out yourself.


Next to your subject line and preview text, your call-to-action is the single most critical part of your email copy. This will make or break your chances of reaching your set goals.

Startups like understand this, which is why they make sure that their call-to-action button in this email is so apparent.

How to apply this to your email copywriting:

  • Use only one CTA in your email. Emails are one of those places where the term “less is more” is a necessity. Having too many CTAs in your email copy makes it look cluttered and sound too pushy.
  • Opt for buttons instead of text. Like I mentioned earlier, images are more eye-catching than text. Adding a call-to-action button will capture your readers’ attention more quickly than a text link.
  • Tell them what they’re getting. If you’re offering a free resource on your email, then make sure to mention this on the call-to-action button. This helps highlight your offer within your email, increasing the chances of your readers to click.

10. Backlinko

People love getting freebies and discounts. Giving them something valuable for free will get them through the door.

However, if you want to get them to keep on opening your emails, you need to convince your new subscribers that they made the right decision to join your list. 

Backlinko’s Brian Dean does an excellent job at this in the email below:

How to apply this to your email copywriting:

  • Introduce yourself. The interest level of your new subscribers is very high at this point. Grab this opportunity to tell them who you are, what you do, and how you can help them. 
  • Explain the benefits of your content offer. Your new subscribers are looking for quick, actionable steps they can apply in their businesses. So make sure that you highlight these in your email copy.
  • Give an additional incentive. Including a content upgrade or other resources will keep their interest level high. You’ll drive them further down your marketing funnel more quickly.

Which of these email copywriting examples are you going to use today?

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