Good morning, Chase and Jimmy here.

You've got the design dialed in. The product shots look professional. The layout is clean and mobile-optimized.

But your click rates are still disappointing.

Here's what we see all the time: brands that nail the visual execution but completely whiff on the words. They write like a marketing department instead of talking to humans. They list features instead of benefits. They bury their CTA under paragraphs of fluff.

This morning, we're covering the email copywriting fundamentals that actually drive clicks and conversions. From subject lines that get opened to CTAs that get clicked.

Also inside:

✔️ Back to school campaigns, graded by the experts
✔️ The $450K cart recovery secret nobody talks about
✔️ 10 Proven frameworks to write high-converting copy
✔️ DTC win: Trevi Hydration lands nationwide Walmart distribution

Let’s get into it 👇

🛒 The $450K cart recovery secret nobody talks about

While most brands send robotic "you forgot something" texts and pray, Thinx recovered nearly half a million dollars from abandoned carts last year.

Their secret? They stopped treating cart abandonment like a tech problem and started treating it like a human problem.

LiveRecover plugs real humans into your checkout flow.

So when someone bounces, a live agent follows up over SMS within minutes. No bots. No spammy automations. Just real conversations that actually convert.

It's like having your best salesperson in every shopper's pocket, ready to handle objections and close the deal.

The results speak for themselves:

🧍‍♂️ Real people handling real concerns - Answer questions, calm nerves, close sales
📈 20-30% recovery rates (vs. 2-5% for automated SMS)
⚡ Live in 10 minutes - Integrates with Shopify, Klaviyo, Postscript & more
💸 Performance-based pricing - No revenue recovered? You don't pay

The bottom line: If you're spending money to drive traffic but letting a bot handle your most qualified leads, you're leaving serious money on the table.

Get Started

Email Copywriting 101: How to Write Emails People Actually Want to Read (and Click)

The email looks great. The product’s solid. But no one’s clicking.

The problem? Probably the copy.

Because in email marketing, words are what drive action. They speak to your audience’s needs, show them the value, and make it easy to say yes.

Here’s how to write email copy that actually brings results.

Hook them with an irresistible subject line

It doesn’t matter how good your offer is. If the subject line doesn’t spark curiosity or show value, people will scroll right past it.

The best subject lines are:

• Short and punchy (under 50 characters)

• Clear about what’s inside

• Sometimes personal, sometimes playful – but always relevant

Example:

Instead of: “Introducing Our Summer Collection”

Try: “Your summer staples just landed ☀️”

You can also test urgency (“Last chance to grab this”), personalization (“Hey Sarah, still thinking it over?”), or intrigue (“We weren’t going to tell you this… but”).

Just don’t overpromise. That’s how you lose trust.

Talk like a human (not a marketing department)

The best email copy feels like a conversation. It’s clear, casual, and focused on you, the reader.

Too often, brands default to vague marketing speak:

“We’re thrilled to announce our latest product launch, packed with innovative features…”

Instead, say something simple and real:

“You asked. We built it. Our most requested product is finally here.”

Use contractions. Break the rules. Imagine you're writing to a smart friend who’s busy. Because you are. And make it easy to skim – use short sentences and bullet points when it helps.

Surreal does this really well. Check out their referral email as an example:

Sell the benefit, not the feature

One of the fastest ways to make your email more persuasive?

Stop obsessing over what your product is. Focus on what it does for the reader.

Let’s say you’re selling a carry-on suitcase.

Instead of simply listing the features:

• 360-degree spinner wheels

• Built-in compression system

• Durable polycarbonate shell

Back them up with actual benefits:

• Glides through airports, even when you’re running late

• Fits a week’s worth of clothes, without the sit-on-it struggle

• Tough enough to survive baggage handlers

The reader shouldn’t have to guess how your product helps them. Spell it out for them!

Apple’s emails are a masterclass in how to frame technical features as benefits.

Use proven persuasion tricks

Want your reader to act? You’ll need more than just logic. You need to tap into what drives people. Here are three proven tactics to use in your copy:

1. Social proof. Humans trust humans. Drop in a quote from a happy customer. Mention how many people have bought it. “Over 25,000 customers have made the switch!”

2. Scarcity or urgency. People hate missing out. If the offer’s limited, say so. “Only 18 left in stock” or “Ends tonight at midnight.”

3. Reciprocity. Lead with value. Give something before you ask for a click. “Here’s 3 quick tips to get more out of your morning routine + a free download to make it easier.”

Used well, these tools don’t feel pushy. They just help people make a decision faster.

This email from Bored Cow uses all three:

Write clear CTAs, not clever ones

Your call to action isn’t the place to get cute.

It’s the part that tells the reader exactly what to do (and why it matters).

Weak CTAs:

• “Click here”

• “Learn more”

• “Explore”

Stronger CTAs:

• “Get 15% off now”

• “Start your free trial”

• “See what’s inside”

Be direct. Use active language. And make the button or link easy to find. If you’re giving people multiple options (like “Shop Women” vs. “Shop Men”), make the paths clear.

Tell stories your readers can relate to

Stories do something bullet points can’t: they create emotional connection.

They help readers see themselves in your product or brand.

That doesn’t mean you need a full-blown saga. A few lines can do the trick.

“When Tara booked her first solo trip, she didn’t expect a carry-on to change the way she packed forever. But five cities, three trains, and one very small rental car later… she was sold.”

You can tell customer stories, founder stories, or even use tiny anecdotes in intros. Just make sure it’s relatable and real.

We love this brand story email from Suds:

Write differently for different people

If you’re sending the same copy to your entire list, you’re leaving money on the table.

Segmentation and personalization are amazing copywriting tools. Because what you say (and how you say it) should change depending on who you’re saying it to.

• A first-time buyer might need reassurance.

• A repeat customer might need something new.

• An inactive subscriber might need a nudge (or an incentive).

Even a simple first-name personalization in the intro or subject line can boost engagement.

Test, tweak, repeat

The truth is, you don’t really know what will work until you send it.

That’s where experimentation comes in.

Try testing:

• Subject lines with different tones (playful vs. direct)

• CTAs with different phrasing

• Emails that open with a story vs. emails that open with an offer

Then look at your numbers. Not just opens, but clicks and conversions. That’s how you learn what resonates. And what doesn’t.

A quick word on AI (because it’s here to stay)

Tools like ChatGPT or Jasper can absolutely help you get started, especially when you’re stuck.

But AI shouldn’t be doing the thinking for you.

Use it to:

• Draft variations you can improve

• Turn a product list into customer-friendly bullets

• Speed up A/B testing ideas

Then go in, rewrite, and make sure the final copy still sounds like your brand, not a robot.

TL;DR: Here’s your email copy checklist

You don’t need to be a copywriter to write great emails. But you do need to understand what makes people stop scrolling, pay attention, and take action.

Here’s what to keep in mind:

✅ Nail the subject line. Keep it short and intriguing. It’s your one shot to get opened.
✅ Write like a real person. Use direct language you’ll likely use with an actual customer.
✅ Focus on benefits. Highlight how your product helps (instead of describing what it is).
✅ Add a little persuasion. Use urgency, social proof, and value-driven CTAs to guide action.
✅ Tailor your message. Speak differently to different segments.

Remember: not every email will be a home run. But with copy that’s thoughtful, clear, and customer-focused, you’ll get better results with every send.

✏️ Back to School Campaigns, Graded by the Experts

Most webinars teach theory.

This one shows you what actually works.

Omnisend’s hosting a live email clinic where their experts will review real Back to School campaigns - copy, design, structure, all of it. You’ll get direct insight into what worked, what flopped, and how to apply those learnings to your own emails before the season peaks.

Real insights. ROI-ready takeaways.

What you’ll learn:

• What separates a scroll from a click

• Common copy/design mistakes to avoid

• Real campaign critiques you can apply instantly

Save Your Spot

 💡 Knowledge Drop:

Chase just dropped a solid thread on copywriting frameworks that actually work. He covers the classics like Star-Story-Solution and breaks down how to tackle the 5 basic objections every customer has.

🔥 DTC Wins

Trevi Hydration lands nationwide distribution in select Walmarts just 7 months post-launch. The hydration brand, brought to you by the same folks at Simple Modern, is expanding its retail footprint as more customers discover and love the product.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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