Email copywriting skill used by the copywriter agent. Provides subject line psychology, preheader optimization, CTA design, and scannable body structure methodologies specific to the email medium. Use for 'email copy,' 'newsletter writing,' 'subject lines,' 'CTA design,' and similar requests.
Writing techniques specific to the email medium, used by the copywriter agent when crafting newsletters.
Blog posts are found via search. Social media posts are discovered in feeds. Emails must be opened from the inbox to be read. The battle is won or lost at the subject line, and within 7 seconds of opening, readers decide whether to scroll or close.
| Element | Description | Example |
|---|---|---|
| Curiosity | Create an information gap | "The email secret most marketers don't know" |
| Urgency | Create time pressure | "Only until midnight — sharing this strategy" |
| elevance |
| Connect to the reader's current interests |
| "[AI Trends] 3 things you need to know this week" |
| Value | Promise a specific benefit | "3 minutes to read, 3 hours saved" |
| Emotion | Trigger an emotion | "I made this mistake too (and deeply regretted it)" |
| # | Formula | Template |
|---|---|---|
| 1 | Number + Benefit | "[N] ways to achieve [result]" |
| 2 | Question | "Struggling with [reader's pain point]?" |
| 3 | How-to | "How to [desired result] (expert-verified)" |
| 4 | Negative | "If you're making [mistake], stop now" |
| 5 | Social Proof | "The [tool] that [famous person/company] actually uses" |
| 6 | Contrast/Reversal | "You think [conventional wisdom]? It's the opposite" |
| 7 | Personal Story | "One thing I learned from [experience]" |
| 8 | Breaking News | "News just dropped that will reshape [industry]" |
| 9 | Listicle Preview | "In this week's newsletter: [Topic 1], [Topic 2], and..." |
| 10 | Exclusive/Scarcity | "Subscriber-only [content] revealed" |
| 11 | Challenge/Provocation | "If you want [result], drop this [habit]" |
| 12 | Open Loop | "[Situation] happened. The result..." |
The preheader is the subject line's supporting weapon. When the subject line sparks curiosity, the preheader delivers specifics.
| Strategy | Description | Example |
|---|---|---|
| Complementary | Expand on the subject line's info | Subject: "Top 3 AI stories this week" → Preheader: "OpenAI's new model + Google strikes back + startup jackpot" |
| Continuation | Continue the subject line's sentence | Subject: "We cut our marketing budget by 50%..." → Preheader: "and revenue actually went up" |
| CTA | Directly prompt action | Subject: "Free template release" → Preheader: "Download now (48-hour window)" |
| Social Proof | Show others' reactions | Preheader: "127 replies to our last issue" |
Email readers don't read — they scan in an F-shaped pattern.
[Intro: 1–2 sentences — this issue's core message]
---
[Main Story: Most important content]
- Subheading
- Body (5–8 sentences)
- CTA button or link
---
[Sub Stories 2–3: Short curations]
- 2–3 sentences each + link
---
[Recommended Resources / Tools / Books]
---
[Closing: Question for reader or preview of next issue]
| Position | CTA Type | Expected Conversion |
|---|---|---|
| Top (first 200px) | Primary CTA — this issue's main action | Highest |
| Middle (after main story) | Secondary CTA — explore related content | Medium |
| Bottom (closing) | Repeat CTA — same as top or share prompt | Safety net |
| Newsletter Type | Recommended Tone | First Person | Reader Address | Emoji Use |
|---|---|---|---|---|
| Business/Industry | Professional + witty | "I/we" | "you" | Minimal (section dividers) |
| Tech/Dev | Casual + practical | "I" | "you" | Freely |
| Lifestyle | Intimate + emotional | "I" | "you" | Generous |
| Curation/News | Objective + concise | "The editorial team" | "readers" | Almost none |
Test in order of impact (one variable at a time):