Email marketing remains one of the most effective ways to reach and engage with customers in the digital age. Although, crafting effective emails that resonate with your target audience requires a specific set of skills and expertise. This is where email copywriting comes in.

What is email copywriting?

Email copywriting involves creating persuasive and engaging content that encourages recipients to take action, whether that’s clicking a link, making a purchase, or signing up for a newsletter. It involves writing subject lines, headlines, body copy, calls to action (CTAs), and other elements of an email campaign that persuade and motivate the reader to take a desired action.

It’s a specialised skill that requires a deep understanding of the target audience, their pain points, and the benefits of the product or service you’re promoting. It also involves using persuasive language, crafting compelling stories, and structuring emails in a way that guides the reader towards a desired outcome.

Importance of email copywriting in digital marketing

Email copywriting is a critical component of any successful digital marketing strategy. According to a recent study by HubSpot, email marketing has an average ROI of 3800%, making it one of the most cost-effective marketing channels available.

Effective email copywriting can help businesses build brand awareness, increase customer engagement, and drive conversions. It also provides a way for businesses to communicate with their audience on a more personal level, nurturing relationships and building trust.

What is an email copywriter?

An email copywriter creates the content of marketing emails that motivate readers to take a specific action. This includes writing subject lines, headlines, body copy, CTAs, and other elements of an email campaign that persuade and motivate the reader to take a desired action.

The role of an email copywriter is to develop content that is tailored to the specific audience and is both engaging and persuasive. It involves conducting research on the audience, identifying their pain points, and creating content that resonates with them on an emotional level.

Skills required to become an email copywriter

To become an email copywriter, you’ll need a mix of creative and technical skills. Here are some of the key skills required:

1. Writing skills: Email copywriters need to have excellent writing skills and be able to write persuasive and engaging content.
2. Understanding of the target audience: Email copywriters need to understand the target audience and what motivates them to take action.
3. Research skills: Email copywriters need to be able to conduct research on the target audience and the products or services being promoted.
4. Knowledge of marketing: Email copywriters need to have a basic understanding of marketing principles and be able to develop campaigns that align with broader marketing objectives.
5. Technical skills: Email copywriters need to have a good understanding of email marketing software and be able to use it to create effective email campaigns.

How can I become an email copywriter?

If you’re interested in becoming an email copywriter, there are several steps you can take to build the skills required and find job opportunities.

1. Education and training

While formal education isn’t always required to become an email copywriter, it can be beneficial. Consider taking courses or getting a degree in marketing, journalism, or communications. You can also take online courses or attend workshops on email marketing and copywriting to build your skills.

2. Building a portfolio

Building a portfolio of your work is essential to showcase your skills and expertise to potential clients or employers. Consider creating a website or online portfolio to showcase your work and make it easily accessible.

3. Finding clients and job opportunities

There are many ways to find clients and job opportunities as an email copywriter. You can search for job postings on job boards, network with professionals in the industry, and reach out to businesses directly to offer your services.

Consider building a presence on social media and other online platforms to showcase your expertise and connect with potential clients. You can also consider joining professional organisations or attending industry events to expand your network.

How much do email copywriters make?

If you’re considering a career in email copywriting, it’s important to understand the earning potential and factors that can affect your salary.

Salary range for email copywriters

According to Indeed, the average salary for an email copywriter in the UK is around £31,000 per year. However, this can vary widely based on factors such as experience, location, and the type of clients you work with.

Entry-level email copywriters can expect to earn less than experienced professionals, with salaries ranging from around £20,000 to £25,000 per year. Experienced email copywriters with a strong portfolio and established client base can earn significantly more, with salaries exceeding £50,000 per year.

Factors that affect an email copywriter’s salary

Several factors can affect an email copywriter’s salary in the UK, including:

• Experience: Experienced email copywriters with a strong portfolio can command higher salaries.
• Location: Salaries can vary widely based on the cost of living in a particular area. In general, email copywriters in London and other major cities can earn higher salaries than those in smaller towns or rural areas.
• Industry: Email copywriters who work in high-growth industries such as tech or e-commerce may earn higher salaries.
• Clientele: Email copywriters who work with high-profile clients or large companies may earn more than those who work with smaller businesses.

How much should I charge as an email copywriter in the UK?

As an email copywriter, it’s challenging to determine how much to charge for your services. Here are some factors to consider when setting your rates:

• Experience: Your level of experience can affect the rates you can charge. If you’re just starting out, you may need to charge lower rates to attract clients, while experienced email copywriters can command higher rates.
• Scope of work: The scope of work can also affect the rates you charge. If the project requires a lot of research, multiple rounds of revisions, or additional services such as email automation, you may need to charge more.
• Industry: The industry you’re working in can also affect your rates. For example, email copywriters who work in the finance or legal industry may charge higher rates than those who work in other industries.
• Turnaround time: If the project requires a quick turnaround time, you may need to charge higher rates to compensate for the additional work required.

Examples of pricing structures for email copywriting services:

• Hourly rate: You can charge an hourly rate for your services, which typically ranges from around £20 to £60 per hour, depending on your level of experience.
• Project-based pricing: You can charge a flat fee for the entire project based on the scope of work required. This can range from a few hundred pounds for a simple email campaign to several thousand pounds for a complex email automation project.
• Retainer-based pricing: You can charge a monthly retainer fee for ongoing email copywriting services, which can provide a steady stream of income and long-term client relationships.

Is email copywriting hard?

Email copywriting can be a challenging field, but it’s also incredibly rewarding. Here are some of the challenges and benefits of email copywriting:

• Writing effective subject lines: Crafting subject lines that grab the reader’s attention and entice them to open the email can be a challenge.
• Creating engaging content: Creating content that resonates with the target audience and motivates them to take action can be difficult.
• Dealing with writer’s block: Like any type of writing, email copywriting can sometimes lead to writer’s block, making it difficult to come up with new ideas and content.

Benefits of email copywriting

• Building relationships with customers: Email copywriting provides a way to connect with customers on a more personal level and build long-term relationships.
• Driving conversions: Effective email copywriting can motivate readers to take a specific action, such as making a purchase or signing up for a newsletter.
• Measurable results: Email marketing provides measurable results, allowing you to track open rates, click-through rates, and other metrics to measure the success of your campaigns.

Tips for overcoming writer’s block and creating effective emails

If you’re struggling with writer’s block or finding it difficult to create effective emails, here are some tips to help:

1. Conduct research: Take the time to research your target audience and the products or services you’re promoting to develop a better understanding of what will resonate with them.
2. Use storytelling: Storytelling can be a powerful tool in email marketing, allowing you to create a narrative that connects with the reader on an emotional level.
3. Follow a formula: Many successful email campaigns follow a formula, such as AIDA (Attention, Interest, Desire, Action), which can help you structure your emails effectively.
4. Collaborate with others: Collaborating with other professionals, such as graphic designers or marketing strategists, can help you develop more effective email campaigns.

How much should a copywriter charge?

Copywriting rates in the UK can range from around £50 to £200 per hour, depending on the type of project and your level of experience. Here are some typical rates for different types of copywriting projects:

• Website copywriting: £50 to £150 per hour
• Email copywriting: £50 to £100 per hour
• Advertising copywriting: £100 to £200 per hour
• Social media copywriting: £50 to £100 per hour
• SEO copywriting: £50 to £150 per hour

Several factors can affect the rates you can charge as a copywriter in the UK, including:

1. Level of experience: Experienced copywriters with a strong portfolio can command higher rates than those who are just starting out.
2. Type of project: The type of project can also affect the rates you charge. Projects that require more research, revisions, or additional services may command higher rates.
3. Industry: The industry you’re working in can also affect your rates. For example, copywriters who work in the finance or legal industry may be able to charge higher rates than those who work in other industries.
4. Turnaround time: If the project requires a quick turnaround time, you may need to charge higher rates to compensate for the additional work required.

It’s important to consider your level of experience, the type of project, and the industry you’re working in when setting your rates.

Wrap up

Email copywriting is a rewarding career that requires a mix of creative and technical skills. As an email copywriter in the UK, you can expect to earn a wide range of salaries depending on your level of experience, location, and the type of clients you work with.

To succeed as an email copywriter, it’s important to build your skills, develop a strong portfolio, and network with other professionals in the industry. Whether you’re just starting out or you’re an experienced email copywriter, there are many opportunities to build your career and earn a good living.

When setting your rates as an email copywriter in the UK, it’s important to consider factors such as your level of experience, the type of project, and the industry you’re working in. By doing so, you can ensure that you’re charging fair rates and earning a good income for your skills and expertise.

Overall, email copywriting is a challenging but rewarding field that offers many opportunities for growth and success. With the right skills, experience, and mindset, you can build a successful career as an email copywriter in the UK.