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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Email Copywriting

Email copywriting is the craft of writing email content — subject lines, body, and CTAs — that captures attention, holds interest, and persuades the reader to take action.

Also known as: email copy, copywriting

Design gets the click credit, but copy does the persuading. Email copywriting is the words that earn the open, hold attention, and move the reader to act — from the subject line to the CTA.

What makes good email copy?

Clarity, a reader-focused angle (what's in it for them), a single clear message, a compelling subject line, and one strong call to action. Conversational tone usually beats corporate.

Key elements of email copy

Subject line, preheader, opening hook, body that delivers value, and a clear CTA. Every element should earn its place and move toward the action.

Email copywriting best practices

Write to one person, lead with the benefit, keep it scannable, use active voice, and always A/B test subject lines and CTAs.

Related terms

Subject Line Call to Action (CTA) Preheader Email Template Personalization Dynamic Content

Related reading from Drip

5 Email Copywriting Best Practices 9 Email Copywriting Best Practices That'll Boost Engagement

Frequently asked questions

What is email copywriting?
Email copywriting is the craft of writing email content — subject lines, body copy, and calls to action — that captures attention, holds interest, and persuades the reader to take a specific action.
What makes good email copy?
Clarity, a reader-focused angle that emphasizes what's in it for them, a single clear message, a compelling subject line, and one strong call to action. A conversational tone usually outperforms corporate language.
What are the key elements of email copy?
The subject line, preheader, an opening hook, body copy that delivers value, and a clear call to action. Every element should earn its place and move the reader toward the intended action.
What are email copywriting best practices?
Write as if to one person, lead with the benefit, keep copy scannable, use active voice, and always A/B test your subject lines and calls to action against your audience.
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