Email Copywriting Tips for Beginners and Impactful Email Subject Lines

Email Copywriting Tips for Beginners looking for the best B2B cold email subject lines and tried-and-tested email copywriting tips to apply in your marketing campaign?

Today, sending large numbers of emails in one campaign, modern email marketing focuses on consent, personalization, segmentation, and automation.

Gather enough knowledge or information about your target recipient, which you can use to personalize your approach and strike a chord with them.  

To make your email campaign easier to do and effective for your B2B email marketing team, you need to take advantage of automation, which will do most of the labour-intensive tasks.

In the long haul, an effective email marketing strategy will not only boost your B2B sales but also foster awareness for your brand.

Learn email copywriting tips and use impactful subject lines that will help you increase your B2B cold email open rates as well as response and conversion rates.

30 email subject lines that can help you attract your audience’s attention and convert them

How do you design the perfect email subject line? For what seems like a tiny part of an email campaign, the subject line can be the deciding factor that will determine whether you will succeed or fail.

If your recipients do not open your emails, they definitely will not click through! You want subject lines that intrigue enough so that your recipients will open your email to read your message.

Email Copywriting Tips for Beginners Check this list:

Catchy subject lines

1. Provocative style (You need to be careful with this one)

You can only use a controversial subject line if you are confident that you know your recipient’s interest, taste, etc. Also, make sure that the business context is suitable. Then you can inject insult, shock, and controversy into your subject line.

For instance:

  • Pet Training Needs a Redo: Here’s Why
  • Everything You Know about This Food Is Wrong
  • Why Your Digital Marketing Sucks!

2. Conversational style

Communicate your promise of value to your target audience through your subject line. To be conversational may mean you are asking or answering questions. Or you may want to imply that you found mutual interest or similarities.


  • On a tight budget? How much can you save today?
  • Why B2B marketers still tussle to convert

3. Inquisitive style

By showing your curiosity about the life and interest of your audience through your subject lines, you can show that you want to know more about them and would like to be of help if needed. You want to show that you want to share knowledge with them by engaging in conversations.

  • No blog posts last week? [Tricks if you’re at a loss]
  • Richard, are you making these car maintenance mistakes?

4. Current events

Some of the best clickable B2B cold email examples focus on engaging the target audience by incorporating current events that impact businesses. This strategy also works for creating an authentic approach to delivering your message to your recipients.

According to Stackla, nine out of ten consumers say authenticity is a key factor when deciding the brands they will support.

Check two great examples below:

  • How COVID 19 affects your business
  • Black Friday sales ended [We’re extending!]

5. Lyrical style

The lyrical approach has its unique appeal. It is your way of writing your subject line in a beautiful and imaginative way. You put in a good vocabulary in your construction, as well as musing adjectives that tickle the reader’s imagination.

See these examples:

  • Be positive and shine like a star!
  • [Your topic]: You, you, you need to know!
  • “Have yourself a mini little Cyber Monday”(subject line used by Ace Hotel Shop)

Succinct but informative subject lines

There are so many things people can learn from minimalism, and minimalism counts a lot when it comes to email marketing. For one, keep your subject lines short because subject lines that are direct and straightforward are many times the best.

1. Be crisp and brief

Time is crucial for busy people, so make sure that your target audience does not waste time thinking hard about what could be the content of your message is.

Try these examples:

  • Richard, we’d love to deal with you business2business!
  • 10% off storewide – January 1 – 15
  • Exclusive ticket price up for grabs, Richard!

2. Be direct

Being direct right at the beginning helps you to focus on conveying a single message in the body of your email rather than many. This allows you to be more targeted, be more concise, and avoid cramming too many messages in a single email.

Email Copywriting Tips for Beginners Two examples:

  • Prepare for Easter with [Your Company]
  • Three Things You Need to Know About [Event/Company/Product]

3. Cut-and-dry style

When creating your subject lines, think of two words: UNAMBIGUOUS and UNEQUIVOCAL. Be clear and concise. Avoid using vague adverbs and stick to using the active voice.

  • Podcast: Steps to Speed Up Career Growth
  • Tickets Are Almost Sold Out!

4. Personalize

It is easier to be concise, succinct, and clear if you know your recipients well. You can directly point to their pain points in the subject line.

  • Why Your SEO Does Not Work
  • I was right – and that has been unpleasant for you

5. Be informative from the beginning

Ensure your email subject lines are informative without being dramatic or appearing like adverts. Be frank, detailed, and free of unnecessary words or ideas.


  • Instant Discounts Still Available
  • Hurry Up. This Offer Expires Today!

Subject lines for follow-up emails

Follow-up emails are necessary if your intention in the first place is to get a sale. Most of your recipients will not convert after the first email, so for every follow-up email you send, add more value to your offer.

Test the impact of the following examples of subject lines for follow-up emails.

1. Follow-up email subject lines as a reminder/opportunity to ask a question.

  • It allows you to invite a target customer that did not convert to proceed with purchasing your service or product. – You’ve Left Something in Your Shopping Cart!
  • Tell the person an offer is still available – Our Discount Offers Are Still Available!

2. To offer more value

  • You may want to ask your recipients what they think about your offer. –Richard, Did Our eBook Help?
  • Ask the recipient if they need more resources. –Additional Resource That May Be Helpful to You, Richard.
  • Ask if the potential customer has any questions on a free offer –Your Recently Downloaded Video – Any Questions?

3. To check the progress of the recipient’s project

  • You want to follow up on a particular aspect of the customer’s ongoing project. – Checking on Your Content Marketing Progress!
  • To tell them you can help them in many ways with their project – 10 Ways We Can Help Boost Your Sales

4. To follow up after a meeting

  • After a favourable first meeting with a prospect, you can continue the conversation by sending follow-up emails, hoping that in the end, you will agree on a deal. – Richard, following up on the next steps.
  • To ask the prospect if it is reasonable to carry on with the conversationWhat follows as our next step?

5. To follow up after a voice mail

  • For an opportunity to get a response, you may send a follow-up email after leaving your recipient a voice mail. – Hi, Richard. Sorry I missed you.

Subject lines for cold emailing about events

Usually, Email Copywriting Tips for Beginners the most compelling subject lines for events are the ones that capitalize on the fear of missing out (FOMO). You can highlight the number of days left, about the tickets being almost sold out, or name-drop the names of speakers and guests.

1. As an invitation

Email marketing events usually start with an invitation email.

  • [Event]: Back Due to Popular Demand, Round II
  • [Event]: Breakfast Invitation (Come Hungry!)
  • [Event]: SEO Webinar (Get Your Free Ticket Now!)

2. Thanking the recipient for attending

Your heart as a marketer should be always replete with thankfulness to your future patrons.

  • [Event]: We loved seeing you around!
  • [Event]:We appreciate you coming out!

3. TODAY subject lines

Today” subject lines are for creating a sense of urgency.

  • Guess What Is Up for Grabs Today (Event)
  • [Event Ends Today]: Secure Your Spot Now!

4. Countdown subject Lines

Here are three sample templates:

  • The Countdown Begins: X Days to [Event]
  • X Days to Go! Register Now for [Event]
  • Hourly Deals Ending Tomorrow at 10 am ET

5. Rare event


  • The biennial [Event Name] is here!
  • Do not lose your chance for this rare opportunity!
  • The last time we did [Event] was three years ago!

Subject lines suitable for holiday B2B emailing

Holidays are golden seasons for marketing, and around this time, you can offer special products, services, and deals. Get ready for the best subject lines to use during those special times of the year.

1. On the Yuletide holidays

Christmas comes around every end of the year, so make sure to know which subject lines work perfectly for your business. Do A/B tests on your past Christmas emails and email subject lines to see which ones have driven more traffic to your website.


  • Merry Christmas and a Happy New Year from [Brand]
  • A Note from Santa’s Workshop

2. Gift shopper subject lines

Your email content should talk about helping gift shoppers during the holiday find the best gifts for their loved ones. Check these subject lines:

  • Nobody gives holiday gifts like you (used by Happy Socks)
  • 100+ gifts under $100

3. Holiday promotional subject lines

You can try to make more revenue out of your potential customers with promotional emails throughout the year. During holidays, promote your products with a jolly spin, and your subject line is not an exception.

  • Holiday Get-up Panic? We Got Your Back!
  •  VERY MERRY CHRISTMAS SALE: Up to 60% Off Handpicked Styles

4. Thanksgiving subject lines

Did you know that the open rate is higher on Thanksgiving than the email open rate on Black Friday? Thus, take advantage of Thanksgiving to attract your customers to close deals with you.

Well-timed subject lines for this particular holiday include:

  • Your Thanksgiving starts here.
  • Thanksgiving Eve! 40% Off EVERYTHING!
“Email has an ability many channels don’t have: creating valuable, personal touches—at scale.” – David Newman.
  • Dish up to 50% off if turnkeying out!

5. Holiday urgency subject lines

Try these subject lines to create a sense of urgency:

  • 7 days ‘til Xmas
  • Order it by tomorrow, get it for Xmas
  • Let’s go for a three-day Christmas sale!

Email Copywriting Tips for Beginners Introduction B2B email subject lines

Here are some more examples of subject lines to use for introducing yourself to your target recipient. In your introduction email, you must deliver the best greeting for your audience type to ensure your message is delivered.

1. Nudging your recipient to initiate a fruitful conversation with you

Here are good examples to convince your recipient to start engaging with you.

  • [Name] recommended that I reach out to you
  • We have X in common
  • How about getting to know each other
  • Looking to work with [role]s like you

2. Inquiring

This approach tells your recipients that they have the information you need to know.

  • An inquiry about [topic]
  • Inquiring about [industry] opportunities

3. Using background commonality

Use this style when reaching out to a person with the same role or background as you.

  • Fellow [university name] graduate looking to do business with you
  • Fellow [niche] start-up owner reaching out to you

4. Introduction springing from an event

  • Richard, Here’s My Take about Your Speech at [Event]
  • Richard, Nice to See You at [Event]

5. Introduction + expression of praise for an achievement

  • A quick hello (and congratulations on [achievement]!

Email Copywriting Tips for Beginners B2B cold email best practices 13 B2B email outreach tips to guide your marketing campaign

Email copywriting is the actual copy of the words you use in your email subject line and the body’s content. In other words, it is the style you use in expressing your idea to convince potential customers to convert.

In theory, email copywriting is similar to other forms of copywriting. However, it has distinctive qualities that merit thoughtful consideration:

  • Brevity
  • Emphasis on the link between the CTA (Call To Action) and the subject line
  • Persuasiveness
  • Filler- and fluff-free presentation

The best copywriting for b2b email marketing is one that prods the recipient to consume the email from beginning to end, as well as engage with it. At best, the reader is convinced to click the included link (your CTA) and arrives at the landing page on your website to convert to your offer.

increase conversions

Email Copywriting Tips for Beginners, do the following tips to see if they can help increase your B2B cold email response rates and conversion rate.

1. Have a goal

Every marketing email you send must come with a goal. Some objectives for sending emails include:

  • Audience engagement
  • Product offering
  • To gather more information about the needs of your audience
  • To show that your business has the solution they need.

Your goal can help guide you through the subsequent steps of your marketing efforts. Initially, it can help you craft the best and most suitable subject line to use.

2. Keep your emails short

Your recipients may be receiving hundreds of similar marketing emails that you send, and they may be tired of receiving and reading their emails. So, give your recipients a favour by keeping your emails short and to the point.

Your recipients will surely appreciate that you construct your emails in such a way that they understand your message without spending too much time reading.

3. Be concise, be clear

That is to say, construct your sentences so that they get to understand your message and what they need to do quickly. In other words, do not beat around the bush and ensure every word contributes to making the entire message clear and easy to understand.

For this end, use the following in your emails:

  • Bullet lists
  • Short sentences
  • Questions (for better flow)
  • Lots of white space (for good readability)

4. Focus more on benefits

You can delve shortly into the unique features of your offer in your content, but make sure to be more customer-centric in your approach. Your B2B target audience would like to know what your offer is worth and how it can help with their pain points.

The main benefit of your offer can be alluded to in your subject line.

5. Personalize your approach

Gather enough knowledge or information about your target recipient, which you can use to personalize your approach and strike a chord with them.

Otherwise, it may be difficult for you to really make a connection or write a compelling email copy for them. So, know your audience very well, then personalize your copy.

6. Use ‘You‘ instead of ‘I’

Using the second person pronouns “you” and “your” is essential in creating your email content because it is one of the best ways by which you can focus your attention and discussion on the needs of the person or their business. It is also one of the best signals to show that you are making a connection with them as the representative of your company. This is a person-to-person approach that is preferable to just highlighting the features of a product.

Use the first-person pronouns in your business emails sparingly.

7. Build a sense of urgency

You can build a sense of urgency among your recipients using “actionable language” effectively. If you’re good at it and do it effectively, you can expect your response rate to increase as a result.

That sense of urgency is built up when you incorporate the following actionable phrases:

  • Learn more.
  • Let’s chat. (Let’s talk about it more.)
  • Get in touch.
  • Don’t miss out.
  • Don’t wait.

These are verbal phrasal phrases that suggest action. Use these action phrases anywhere they fit in your email. Don’t save them only for the CTA section of the email.

8. Perfect your subject line

Keep your subject lines relevant and interesting. Also, your subject line should inspire your readers to take action. 

In addition:

  • Length – Short subject lines work best. Limit each to six to ten words.
  • Word choice – Action words also work perfectly.
  • Keep it personal – For instance, include your name and your recipient’s name in your email. Then check the effect on your B2B cold email conversion rate.

9. Include a CTA

Every cold email and follow-up email should have a CTA at the end to prod your recipient to take action because that is precisely why you are sending these emails in the first place. You can use your CTA to redirect your recipient to your website’s landing page or click a link for a free download.

You do not have to be creative every time you craft your CTA. Even the simple “learn more” or “book a consultation here” CTA can generate results for your campaign.

10. Avoid using industry jargon

Your email is not principally meant to demonstrate your knowledge of your niche. Instead of showing off, show your recipients that you appreciate their time and that you are willing to be of help. Then you can focus on conveying your message as simple as you can say it.

Business emails can also be used as a channel to demonstrate one’s expertise but not at the expense of simplicity and the objective of helping businesses quickly deal with their pain points and bringing more benefits to them.

You can delve shortly into the unique features of your offer in your content, but make sure to be more customer-centric in your approach. Your B2B target audience would like to know what your offer is worth and how it can help with their pain points.

11. Be relevant

The problem with using purchased email lists is that not everyone on the list will find the email they receive from you relevant to their life or business. Segment your list so that those who will receive your emails will find them timely and relevant to their interests. Then you have a higher chance of increasing your email marketing metrics.

12. Try narrating a story in the email

Those who are good at storytelling can evoke the desired emotions that they want their listeners to feel. Storytelling is about showing what your brand stands for in concrete terms, and great storytelling in an email comprises every part – the design, the subject line, the content, and the CTA.

For this part, you can use a customer testimonial about how happy they are with your business. It goes a long way toward providing social proof and building trust.

13. Give your recipient a reward

Your recipients have read your email and thus have spent valuable time accommodating you. A discount or a free consultation is your token of appreciation for their generosity. This is your way of meaningfully saying, “Thank You!”

Email Copywriting Tips for Beginners Impactful Email Subject Lines tried-and-tested email copywriting tips apply in your marketing campaign.