Email has come a long way.
It was invented back in 1971 by Ray Tomlinson.
That was 49 years ago.
Today, itβs used to acquire customers, drive massive sales, and scale businesses.
Thanks, Ray!
Itβs also a profitable channel for business.
I mean, who doesnβt want to collect subscribers passively and be able to promote content/products to them in a flash?
However, itβs not that simple.
You need good copy. No⦠you need great copy if you desire results.
Itβs easy for performance to sink to the bottom of the ocean with bad email copy.
But, thatβs what Iβm here for. π
Iβm going to share email copywriting templates that drive insane open rates and clicks if you keep reading.
Make sure to watch this video to see me write emails from scratch too!
Email copywriting subject lines
What does every email begin with?
The subject line!
So, if your subject line sucks, nobody is going to read the email.
And if nobody reads the email, you lose traffic and money.
Then you canβt pay your Ferrari bills!
You get the point.
βTo {First name}β
My favorite and all-time classic.
Addressing the recipient by their first name, like βTo Johnβ or βTo Susan,β is the equivalent of receiving a handwritten letter.
Itβs simple.
Itβs personalized.
It directly addresses the reader.
This gets their attention and interest as a result.
Itβs been found that emails with personalized email subject lines are 26% more likely to be opened.
I first thought about the power of this subject line when I received a cold email many years ago.
A gentleman wanted to guest author on my website.
He used this exact subject line template, and I was instantly intrigued to see what the email said.
Unlike 99% of emails that get dunked into my trash bin, it was completely customized and genuine.
I felt compelled to reply and interested in working with him.
Because there are few things more intimate than our name.
Itβs our identity, our individuality.
Using it shows courtesy and recognition.
Career Coach Joyce E. A. Russell commented on this by saying:
It is the one way we can easily get someoneβs attention. It is a sign of courtesy and a way of recognizing them. When someone remembers our name after meeting us, we feel respected and more important. It makes a positive and lasting impression on us. To not remember a name, especially when someone has had to repeat it several times, is to make that person feel slighted.
Collect the first name of customers, subscribers, etc., and use it in the subject line to see the results firsthand.
βQuick question about {Company name}β
If youβre doing B2B email marketing, then this is another go-to subject line to test.
Itβs very similar to the first strategy, except youβre using the company name.
After all, itβs B2B, right?
I loved using this when I did my cold email prospecting campaigns in the past.
It had an awesome open rate because itβs personalized and straight to the point.
Use this if youβre pitching your services (more on that later) or directly inquiring about an organization.
The power of an ellipsis
Have you ever used three dots before or after a sentence?
It looks like thisβ¦
And, itβs technically called an ellipsis.
Itβs used when you want to omit a part of a sentence for dramatic effect.
See where Iβm going with this?
Using it in a subject line is a productive way to prompt a response.
Why?
Because it implies, thereβs more information if they click the email and read it.
Itβs mysterious; itβs interesting.
Try it yourself and see.
Bold statement = massive click-through
The average attention span right now is less than six seconds.

Yep, You read that right.
Most of us have attention spans not far from goldfish. π
Thatβs why you need to get attention FAST.
Remember that old Batman show where βBamβ and βZingβ would pop up when he hit a bad guy?
Thatβs how hard your email subject lines need to hit.
One way to achieve this is by using a bold statement.
β¦Something that goes against the norm.
β¦Something that readers donβt expect.
The value proposition
Who doesnβt love a good deal?
Nobody.
That is precisely why it makes for a killer subject line template.
A value proposition is what makes your offer unique and different.
It can be a feature, price point, or anything that jumps from the page.
Make it obvious in the subject line, like:
- βTry out the worldβs first {Product}β
- βIntroducing {Product}β
- βDonβt miss out on this massive saleβ
- βGet 50% off with coupon {Code}β
- βThe cheapest BMWβs on the marketβ
Email copywriting templates
You know how to write a subject line that gets readers clicking the open button so hard their fingers hurt.
Cool.
Naturally, that leads us to the body of the email.
Here are some templates you can try yourself:
The cold service pitch
If youβre using email as a way to prospect and pitch services, I got you.
Iβve used cold emailing to land freelance writing clients that pay me thousands of dollars per month.
We didnβt know each other.
We had no previous touchpoints.
It was all thanks to a little research, elbow grease, and this exact email copywriting formula:
Hey {First name},
Great work with Microsoft, Dell, and IBM. Thatβs super impressive.
My name is {Name} and Iβve helped companies like {Clients} {Achieve result}.
Does {Company name} need any help with {Service}?
Warm regards,
{Name}
Itβs almost too good to believe. I know.
This email template works for a few reasons.
Firstly, itβs personalized.
It uses the prospectβs name, company name, and offers a custom compliment.
Keep in mind that 74% of marketers agree that targeted campaigns increase customer engagement. Itβs no surprise.
Secondly, thereβs no fluff or BS.
Itβs straight to the point about what you do and how that can help the prospect.
It also ends with a call to action in the form of a question.
Iβve split-tested emails over dozens of campaigns, and nothing was more effective than this one.
Informational newsletter
Youβve collected some subscribers and want to send out an informational newsletter.
Sound familiar?
Great, because this is a newsletter template you can try yourself:
{Headline that summarizes newsletter}
- Introduction of topic, how it benefits readers, and what problem it solves.
- Major point #1
- Sub-point #1
- Major point #2
- Sub-point #2
- Major point #3
- Sub-point #3
- Summary and call to action.
This is a simple template you can remember off the top of your head, too.
The key is creating a benefit-driven headline.
Why should readers care to read the newsletter? Whatβs in it for them?
Elaborate on this further in the introduction where you mention what they will learn and what pain points it resolves.
Then, get down and dirty. Cover all of the major and minor points of the topic.
End it with a quick summary and a call to action. The CTA can be for your services, another piece of content, or anything that gets them further engaging with your brand.
Look how Appsumo uses a similar strategy with this newsletter educating subscribers about churn rates:
(Heads up, itβs a long one!)

I chuckled reading βChurn down for what.β Itβs a cheeky headline.
Not only does this mix in other strategies like CTAs, agitating pain points, and more, but it educates readers on e and why it matters to solve it.
They summarize the major information near the end and once again provide a call to action for their software. Brilliant!
Short but sweet (Neil Patel style)
Itβs easy to get fancy.
Iβm talking about expensive designs, animations, images, and the works.
But, sometimes simple and ugly is what works the best.
Check out this email newsletter from marketing wizard Neil Patel:

Thatβs it.
Itβs a plain text email that spans no more than 100 words.
Itβs easy on the eyes. Thereβs one major CTA and an extra at the end.
I love sending newsletters like this myself.
You see, spam boxes are driven by artificial intelligence.
They tend to block emails that include lots of images, links, and media.
These are potential security risks for their users.
For instance, have you ever received an email you were expecting, but Gmail (or another provider) thought it was spam?
It probably included too much media.
To avoid landing in the spam box, I encourage you to test simple and short emails to gauge their response rate.
Get readers saying βYes!β
A very underrated strategy in email copywriting is asking hyper-relevant questions.
These get readers saying βYes.β
It piques their interest and lets them know theyβre in the right place.
After all, you clearly understand who they are and what theyβre interested in if you can ask them a targeted question.
Hereβs an example from CodeMentor:

The email begins with two questions related to smartphone usage and apps.
There are more questions directed toward the reader below the image.
The first two are data-driven questions that gauge the readerβs knowledgeβ are they aware of the increase in smartphone users and how much it costs to make an app?
Then, the next questions are ones the recipient is potentially thinking of themselves. If so, theyβll be glued to the page and clicking that CTA button like their life depends on it.
Letβs do another example.
Imagine that you offer SEO services to clients, and youβre sending out a promotional email.
Somewhere in the newsletter, you would want to ask questions like:
- Do you use SEO to grow your company and acquire leads?
- Are you sick of receiving little traffic and backlinks?
- Hate seeing competitors outrank you?
- Donβt know how to climb to the top of the SERPs?
- Want massive traffic and authoritative links?
As Joseph Sugarman would say, you want readers to agree with the copy as theyβll be more likely to agree to the sale later.
Additionally, it makes them confident and comfortable with your product as it resonates deeply.
That brings me to the last template.
The classic PAS formula
PAS or pain-agitate-solve is one of the most tried and true copywriting formulas.
It works for blog posts, sales letters, emails, and any other form of copy.
The concept is simple. It works like this:
- You first address the pain point of readers to create an emotional reaction and get them engaged.
- You then elaborate on the symptoms to further agitate the problem.
- You provide a solution.
Hereβs an example from the retailer Huckberry:

This email was for their Black Friday deals.
It begins by stating the pain point: running, shoving, and shouting to save money on Black Friday.
It irritates it by saying, βWeβre here to keep you outta the melee.β
Finally, they propose their best deals of the year to get the best product without leaving the couch.
The Soap Opera sequence
The next two email copywriting templates are courtesy of Russel Brunson. π
I recently finished his book DotCom Secrets and was blown away by the amount of value it gave me.
One of the main takeaways for me were his email templates, the first being a βSoap Opera Sequence.β
So, what the heck does that mean?
Essentially the goal is to create open loops, interest, and curiosity by using storytelling and getting the reader at the edge of their seat.
Each email perfectly connects to the next one, and the reader must open them to get full value.
The first email sets the stage. What will prospects get in future emails? How often will you contact them? How will it improve their lives?
These are some of the questions you need to answer. Try this template out, for example:
β Welcome reader.
β Introduce yourself.
β Explain how often youβll be emailing them.
β Detail the value theyβll receive.
β End it with a P.S.
The goal of the second email is to open with high drama. This means you begin at the climax of a story to hook their attention and get them excited.
Choose stories that are relatable to the reader and can transition into your product or service.
I recommend using customer case studies, testimonials, and success stories. Not only are these awesome stories, but readers can relate to the challenges you talk about.
Hereβs an email copywriting template to try for this method:
β Welcome reader.
β Start at the climax of a story.
β Explain how you or the character got there.
β Talk about hitting a wall and seeking the solution.
β What were the pain points you or the characters experienced?
β CTA to read the next email to find out the solution.
The third email within the Soap Opera Sequence reveals the epiphany you had. Think of the βAhaβ moment you or the character experienced to overcome obstacles.
Hereβs a template to try out:
β Welcome reader.
β Explain the epiphany.
β Introduce the solution youβve found.
β Explain how it will benefit the reader.
β End with a call to action to get the product.
Email number four introduces the hidden benefits of the solution. These are the not-so-obvious upsides of the product or service.
Imagine youβre like me and offer copywriting services. For the most part, what I deliver is pretty straightforward.
However, some of the hidden benefits include: 1) not having to worry about content or copy. 2) saved time and energy that can be delegated to other tasks. 3) more organic traffic, leads, and brand awareness. 4) higher conversion rates and revenue.
You could write the fourth email with this template:
β Welcome reader.
β Continue where you left off with the solution.
β Explain at least three hidden benefits.
β End with a strong call to action.
β P.S.
Last but not least, we have email number five. This is where you want to create a sense of urgency. They MUST take action now, or theyβll miss out on something uber amazing.

Try this template:
β Welcome reader.
β Summarize the offer.
β State a deadline for purchasing it.
β Strong call to action.
β P.S.
Wrapping up these email copywriting templates
Email marketing is essential.
Every business needs it as a revenue driver.
However, your email copy needs to be next level if you want significant results.
It all begins with the subject line. After all, itβs the first thing readers see and most people open emails based on he subject line alone.
I recommend asking a question, using a call to action, providing an incentive, or spiking curiosity.
The email copy itself will change depending on the goal.
For example, a sales email will be vastly different than a quick update or newsletter.
Some things to consider are:
- Using calls to action to promote engagement.
- Using stats and data to back up claims and make emails more interesting.
- Stating the benefit of your offer.
- Using power words and stories to get readers hooked emotionally.
- Asking questions that get readers harmonizing with the sales copy.
Take advantage of the templates and formulas I provided today to maximize your email copy performance. πͺ
Enroll in my online courses to learn more about email copywriting.