Email marketing is one of the most powerful tools for course creators and membership site owners. Yet, the key to success lies in crafting email copy that truly resonates with your audience. Effective email copy can build trust, drive engagement, and lead your readers to take action.
In this guide, I’ll walk you through the essentials of crafting email content that clicks. Plus, I’ll share a simple framework you can use for every email you write.
Why Email Copy Matters
Your email isn’t just a piece of text—it’s a conversation. Every email you send is an opportunity to connect with potential students, showcase the value of your course, and guide readers closer to that subscription button.
Whether it’s a sales pitch, a nurturing email, or a course reminder, your copy needs to work toward these goals.
Know Your Audience
Before you type a single word, ask yourself:
Who is this email for?
What problem are they facing?
How can you help solve it?
Speak their language. For instance, if you’re helping small business owners overwhelmed by social media, use the words they use, not marketing jargon. You can gather insights by:
Conducting surveys or quick interviews.
Browsing Facebook groups or forums where your audience hangs out.
By addressing their needs in their words, your email will feel personal and relatable.
Crafting the Perfect Subject Line
Your subject line is the gatekeeper—it determines whether your email gets opened. Here’s how to make it irresistible:
Keep it short and punchy (5–8 words).
Use emojis sparingly to stand out.
Spark curiosity: Ask a question or tease valuable content.
Personalize it: Include the recipient’s name, e.g., "Sarah, ready to boost your sales?"
Add urgency if applicable, e.g., "Enroll by midnight for 20% off!"
Your subject line should hint at the value inside without giving away too much.
The PAS Framework: Your Email Blueprint
A great email has a clear and engaging structure. One of the easiest and most effective formulas is the PAS framework:
Problem: Highlight the pain point. "Struggling to grow your email list?"
Agitation: Show why this matters. "Without a strong email list, you’re missing out on sales and connection."
Solution: Introduce your offer. "In my Email Mastery course, you’ll learn how to grow your list and turn subscribers into customers."
This framework keeps your email focused and impactful.
Formatting for Readability
Most readers skim emails, so make yours easy to digest:
Write short paragraphs (1–2 sentences max).
Use subheadings and bullet points to break up text.
Highlight key points with bold or italics.
For example:
Here’s what you’ll learn in my course:
How to create irresistible lead magnets.
Proven strategies for high-converting email campaigns.
Tools to streamline your email marketing.
Doesn’t that look more inviting than a block of text?
End with a Strong Call to Action (CTA)
Never assume your readers know what to do next. Make it crystal clear:
Use action-oriented language: "Click here to join today," "Schedule your free call here."
Highlight the CTA with buttons or bold text.
For instance:
Start your email marketing journey today! Download My Free Guide
Bonus Tip: Test Before Sending
Before hitting "send," double-check:
Typos and broken links.
How your email appears on mobile (over half of emails are opened on mobile devices).
Track metrics like open rates and click-through rates to refine your strategy over time.
Helpful Links and Resources
Take your email marketing to the next level with these resources:
Watch the video that inspired this blog: (215) Crafting Email Copy That Converts: Tips for Course Creators - YouTube
Join my mailing list for expert tips: https://go.starchelle.com/mailinglist
Download my free guide: Marketing Made Simple
Need tech help? Join my FREE Monthly Tech Café Meetings: https://go.starchelle.com/tech-cafe-page
Want more check out my YouTube channel: (198) Jen Heppell Starchelle Communications - YouTube
Crafting email copy that converts doesn’t have to be overwhelming. Focus on connecting with your audience, keeping it clear and engaging, and always include a strong call to action.
What’s your biggest challenge with email marketing? Let me know in the comments, and don’t forget to subscribe for more tips!
