Email Copywriting Templates

“Tell the truth, but

make the truth
fascinating”
– David Ogilvy, Confessions of an Advertising Man
About This Guide 1. 3 Email subject line templates
Here’s what we’ll cover:
2. Preheader template

3. Email body template

4. Call to Action template

5. BONUS: Re-engagement email template

6. BONUS: Cart Abandonment email template

3 Email subject line templates
 1. The [famous person] of [category]

For example: “The LeBron James of carpet cleaning”

Compare a famous person to a category that they wouldn’t usually have anything to do with.

If you’re going to do this well, you need to make sure…

● The person you pick is famous enough that everyone knows them
● The category your pick is utterly unrelated to the person

You probably wouldn’t talk about about the Tony Anselmo of washing dishes. And the LeBron
James of basketball is...LeBron James.

But who’s the Oprah Winfrey of auto mechanics? What does that even mean? This is a quick way
to be unexpected and intriguing.
2. [Thing] = [Thing that it shouldn’t equal]?

For example: “Dog Grooming = Valentine’s Day Dinner”

Compare two things that usually wouldn’t be compared. One of the two things is probably your
service or your product – the other should be something completely unrelated.

If you’re going to do this well, you need to make sure…

● The two things are totally unrelated

● One of the things relates back to your business
● Your email actually makes the comparison

This is another fast way to be unexpected and intriguing.

 3. The [weird name] to get [benefit]

For example: “The “Fuzzy Dice” secret to exploding your sales”

Give your solution to a problem a weird name. Put that name in your subject line, along with the
benefit people will get.

If you’re going to do this well, you need to make sure…

● Your name is weird enough (unusual adjective + concrete noun is a good formula)
● Your benefit is specific
● Your email explains why the technique has its weird name

Weird names with concrete images are a good way to build curiosity.
Preheader Template
 Preheader Best Practices

There are 4 email preheader best practices:

1. Add a call to action

2. Don’t repeat the subject line
3. Make your subject line and preheader text work together
4. Use the preheader to build curiosity (don’t just summarize)

The fourth is easily the most powerful. Let’s explore why...

 Curiosity Levers

Here are the 5 ways to make people curious:

1. Ask a curiosity-inducing question

2. Start a sequence of events, but don’t finish (e.g. an unfinished story)
3. Violate expectations
4. Imply that you have information they don’t
5. Imply that they used to know something that they’ve since forgotten

The great thing about this list – you can literally use it as a checklist.

How many of the 5 does your email preheader use? Or your subject line, for that matter?
 Preheader Example
An example will help. Which headline is the most intriguing?

● How to earn half a million dollars a year

● How can you earn half a million dollars a year?
● Do you have the courage to earn half a million dollars a
year?

First one uses method 4. Second one adds method 1 by asking a

question. They’re both boring.

But what’s so magical about that third one?

 Preheader Template
The third one asks if you have courage.

It still asks a question. It still implies knowledge. But it breaks your

expectations, and that’s why it became the headline for one of
Eugene Schwartz’s classic ads. →
When you write your preheader, go through each of the 5 points.

❏ Ask a curiosity-inducing question

❏ Start a sequence of events, but don’t finish
❏ Violate expectations
❏ Imply that you have information they don’t
❏ Imply that they used to know something that they’ve since forgotten

How can you add more of them – to build curiosity?

Email Body Template
 1. The Hook

Two formulas that will help you write better hooks:

1. Unlikely character + timing + results → Introduce the main character (not you) who has
achieved something important in a timeframe that seems unlikely.

For example: Former teacher started and sold a business without ever quitting her job, in
under 6 months.

2. Result + timing - pain → Explain the big result people can expect, how long it will take, and
what pain point they’ll avoid along the way.

For example: Learn to write emails that sell, without becoming a professional copywriter.
 3. The Story

Your story should consist of three parts:

1. Where your main character was before they discovered your product or service, specifically,
the trials and tribulations that led them to...
2. An epiphany that led them to a turning point and eventually to...
3. The result

Throughout the story, focus a writing copy that causes the reader to feel the emotions of the main
character. Be mindful not to tell the reader how to feel, but instead write with such detail that they
are compelled to put themselves in the main character’s shoes to empathize with them.
 3. The Offer

The offer can be anything that will help the reader get closer to their goal in reading your emails.

It could be to purchase something, but could also be to take a specific action.

Ideally, the “offer” is a brief introduction to our main call to action...

Call To Action Template
 Call to Action Template

A strong call to action includes 3 things:

1. Begin with a verb (action) such as call, contact, click, download, or read.
2. Imply urgency if there is reason to do so using words like "today," or "now."
3. Tell your audience WHY they should take the recommended action.

For example: “Click here and save 50% (TODAY ONLY)”

Re-Engagement Email
Copywriting Template
 Re-Engagement Email Template

Dean Jackson developed a 9-word email to revive dead leads and re-engage customers.

The subject should just be their first name, ie. “Bob”.

Then the body of the email goes like this:

“Hi [First Name], Are you still looking for _____ (enter what you sell in 2 words)?”

And that’s it. Short and simple.

For example: “Are you still interesting in improving home security?”

Cart Abandonment Email
Copywriting Template
 Cart Abandonment Email Template

Here are the 9 best strategies to use in your

abandoned cart emails:

1. Build a well-crafted subject line

2. Give a clear call-to-action
3. Make your copy shine
4. Show your product
5. Create catchy graphics
6. Create a sense of urgency
7. Address potential objections (Whisky Loot)
8. Use reviews and social proof (Brooklinen)
9. Keep it simple, with one call to action (Quip)

Let’s take a look at the top 3...

 Cart Abandonment Email Template

1. Build a well-crafted subject line

What information should you include in your abandoned cart reminder subject line?

● Company name: Let them know who is contacting them

● Customer name: Email personalization may help you get opens
● Friendly tone: If you can’t imagine Mr. Rogers saying it, rephrase your subject
line
● Product name or details: What exactly did they leave in their cart? Remind
them.
● Urgency: If they might lose the items in their cart, let them know
● Simplicity: Because the decision to open your email is made within seconds
 Cart Abandonment Email Template

2. Give a clear call-to-action

Which of these buttons is best?

● Buy now
● Pay some of your hard-earned cash
● Return to your cart

In general, avoid words like “buy” or “pay” in your CTAs. These are
“high-friction” words, because they suggest doing something that
the person might not be ready to do.

A CTA like “return to your cart” gets people to take the next step
(clicking) before the sell.
 Cart Abandonment Email Template

3. Make your copy shine

Your personality should shine through every every email. Here’s

what ThinkGeek’s abandoned cart email does right:

● ThinkGeek’s catalog caters to “nerd” culture, such as video

games, comic books, and fantasy. Their copy (and subject line)
reinforces their branding, with a playful take on Lord of the
Rings. If your store’s personality is highly marketable, use it.
● This is a concise email. It can be tricky to get your brand
persona across so succinctly, but ThinkGeek does it.

What this abandoned cart email could do even better?

 Cart Abandonment Email Template

What this abandoned cart email could do even better?

● A CTA button leading directly to their cart. With the same

humorous language, this would get more attention and
streamline the purchase flow.
● “Related” items aren’t. It’d be better if all the shown “related
items” were actually related.
● Clearer support. Info on how to reach out to “Psychic
TimmyBot 9000” for customer service help or directions back
from Mount Doom would have been a great touch.
 Let’s put this new
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