How long should a subject line be?

Short enough that the point lands before it gets cut off. Phones show fewer characters than desktop inboxes, so I put the important words first and judge the length email by email.

What is preview text?

The short line that shows after the subject in most inboxes. If you don't set it, many inboxes show the first text in the email, which can be something like "View in browser". I write it on purpose, to add to the subject.

Can you write in my brand's voice?

Yes. I read what you've already written, ask a few questions and write to match. You'll see a draft early on, and we can correct the tone before I write the rest.

Will you use clickbait or false urgency?

No. A subject line that misleads may get an open, and then it costs you trust and often an unsubscribe. I keep every claim true and checkable, and any offers or deadlines are ones you've confirmed.

Email Marketing

Email Copywriting and Subject Lines

I write subject lines, preview text and body copy to earn the open and the click. Each email is in plain English and your brand's voice, with one clear next step.

Start an email copy project

What each line does

Example email

Inbox

Gets recognised

Tells people who this is from. A name they recognise, used the same way every time, gives them a reason to look.

Earns the open

Says what's inside in plain words. Phones cut long lines off, so the important words come first.

Backs up the subject

The line after the subject, adding something it didn't say. Left empty, many inboxes show the first words of the email.

Earns the click

One clear point and one next step, easy to follow when someone skims it on a phone.

What you can expect from email copywriting

Subject lines that say what's inside

Specific, honest lines with the important words first, because phones cut long subject lines off.

Preview text that adds something

A second line that gives a further reason to open. Left empty, many inboxes pull in the first words of the email.

A sender name people recognise

Advice on who the email should come from, using a name your subscribers will know when they scan their inbox.

Body copy with one job

Short paragraphs, one main point and one clear call to action, easy to follow when someone skims it on a phone.

Your voice, written down

A few notes on your tone and the words you use, which your team can follow once I've handed over.

Options to test

Extra subject lines for A/B testing when your list is big enough to learn from, judged on clicks and conversions as well as opens.

How an email copywriting project works

Step 1
Brief
You tell me who the email is for, what it needs to do and what you've sent before. Reviews, product details and customer questions all help, if you can share them.
Step 2
Draft
I write the subject lines, preview text and body copy, with a few subject line options to choose from.
Step 3
Revisions
You mark up anything that doesn't sound right, and I make the rounds of changes we agreed at the start.
Step 4
Send and learn
I load the copy into your template or hand it to your team, then look at which lines earned the click and use that in the next round.

Common questions

It depends on what's involved: the number of emails, how much research they need and whether they're part of a longer flow. I'll agree a clear scope and price with you before work begins.