Email copywriters vs content marketers: The showdown

This article was originally published on Write Wiser.

Contrary to some stale data often cited by marketing blogs, email marketing remains a formidable tool in any marketer's arsenal. While Adestra's antiquated study claims 6 in 10 people feel bombarded by promotional emails, and 7 in 10 Americans still prefer email over direct mail, SMS, or push notifications, it's time to put these overused relics of data points from 2016 to rest.

Here's a more useful stat: as of 2024, there are 4.3 billion email users globally. Yes — 4.3 billion potential recipients for your carefully crafted messages. Moreover, welcome campaigns enjoy an enviable 50% open rate.

Email marketing allows for direct and personalised communication, fostering stronger relationships and driving customer engagement. Unlike other digital marketing forms, email delivers targeted messages straight to subscribers' inboxes, ensuring higher visibility and interaction. Its ability to segment audiences and tailor messages to specific demographics makes it a potent tool for nurturing leads, promoting products, and maintaining customer loyalty. And let's not forget, it's cost-effective, measurable, and adaptable.

Enter the email copywriter — a professional dedicated to crafting engaging, persuasive, and effective email content. Their mission? To capture attention, convey the message, and drive action. Whether the goal is to make a sale, gather newsletter sign-ups, or prompt a click-through, the email copywriter is the unsung hero behind it all.

What do email copywriters actually DO?

Promotional Emails: These inform recipients about new products, special offers, or sales, aiming to generate excitement and prompt immediate action.

Drip Campaigns: A series of automated emails sent over time to nurture leads through the sales funnel, requiring a strategic approach to gradually build interest and encourage conversions.

Transactional Emails: Often underappreciated, these emails (like order confirmations and shipping notifications) can significantly enhance customer loyalty when handled creatively.

Newsletters: Regular emails providing valuable content, updates, and insights aim to build and maintain relationships, keeping the audience engaged and informed about the brand.

Email copywriters vs Content marketers: What's the difference?

1. They focus on different types of content.

• Email copywriters specialise in creating email campaigns, including promotional emails, newsletters, transactional emails, and drip campaigns.
• In contrast, content marketers produce a broader range of materials such as blog posts, articles, eBooks, whitepapers, social media posts, and videos.

2. They use distinct writing styles and techniques

• Email copywriting relies heavily on compelling subject lines, personalization, and urgency.
• Content marketers use storytelling, SEO optimization, and content curation.

3. They have different metrics for success

• Metrics for email copywriting success include open rates, click-through rates, and conversion rates.
• Content marketers, however, focus on long-term objectives like brand awareness and thought leadership through website traffic, time spent on content, and lead generation.

4. You can expect unique expertise in platforms and tools

• Email copywriters need to be adept with email marketing platforms like Mailchimp, Constant Contact, or HubSpot and understand spam filters and email deliverability best practices.
• Conversely, content marketers often use content management systems (CMS) like WordPress, SEO tools like Google Analytics and SEMrush, and be proficient in content distribution strategies.

Convinced it's an email copywriter you're in the market for? Nadine Heir can help you, or read on to learn what to look for.

Desirable previous experience on an email copywriter's CV

The Subject Line Magician: The subject line is the first impression, and a skilled copywriter knows how to make it count. They create intriguing and relevant subject lines that compel recipients to open the email.

The Grim Reaper of Copy: Email copy needs to be concise yet persuasive. An adept copywriter excels at delivering clear, impactful messages that encourage action without overwhelming the reader.

The Audience Whisperer: Effective email marketing involves segmenting the audience based on demographics, behaviour, and preferences. A proficient copywriter tailors messages to resonate with each group.

The Analysis Devotee: Continuous improvement is key. Copywriters conduct A/B tests to determine what works best and analyse performance metrics to refine their approach.

When you're ready to hire but not sure how to start, you can call on the hiring experience of a Chief Writing Officer to ensure you find the perfect copywriting match.

Reach out with questions, she only bites pitch slappers!