It might surprise you to hear this from someone who writes email marketing copy for a living, but here goes:

You can write your own email campaigns.

You probably will.

And — with a bit of structure and determination — you might even do a decent job.

There. We said it.

(Excuse us while our copywriting team collectively winces.)

When Budgets Bite, Copywriters Get Cut

If you're staring down a tight budget or watching profits squeeze like a vice, it's only natural to consider cutting costs. And copywriting? That often ends up in the firing line — even when the rates are modest.

It stings a little to admit, but if you're determined to do it yourself, we won't stop you. In fact, we'll help.

But here's the caveat: mediocre email copy is everywhere. Bland, lifeless, forgettable stuff. So if you're going to take the plunge, don't just type. Think.

Reverse-Engineer the Good Stuff

If you've hired a decent copywriter before, start by pulling up their best work. If not, dig out a few marketing emails you actually read (and clicked on). Yes, those unicorns.

Then ask yourself:

• What made it stand out?
• What did they not include?
• How did it make you feel?

Don't copy their exact words. Copy their approach.

To help, here are a few pointers to keep you from drifting into the land of 'meh'.

1. Personalisation Isn't Optional

Your readers need to feel like the email was written just for them. Use the language they use. Talk to their pain points. Hit them in the feels. In B2B, for example, some industry-specific jargon might be welcome — but use it like seasoning, not the main course.

When in doubt: write to one person, not a crowd.

2. Pronouns Matter

Email copy often speaks in second person — you — because it's intimate. "We" builds trust and suggests you're in it together. "They" creates distance. First person ("I") can work if there's a strong personal story or founder voice.

Good copywriters choose intentionally. You should, too.

3. Short and Sweet Wins

You'll be tempted to list every bell, whistle, and footnote. Don't. Your reader doesn't want a user manual — they want a reason to care.

Professional copywriters make ruthless cuts. Learn from what they left out as much as what they kept it.

4. Benefits Beat Features

Your product might be innovative, award-winning, and gluten-free. Great. But what does that do for your reader?

Does it save them time? Make them look good in meetings? Help them beat their competitors to market?

Features describe.

Benefits sell.

5. Make It Human

The best emails feel like a one-to-one conversation. Warm, direct, maybe even a little cheeky. Build a connection. Crack a smile. Tell a quick story. Let your personality (or your brand's) show.

6. Call to Action, Not a Command

You want them to click. Buy. Book. Download. But barking orders won't work. Instead, pair your CTA with persuasive, friendly language. Make it feel like a favour or an invitation — not a sales push.

If your reader finishes your email and thinks, "That was helpful," — you've nailed it.

We'll be honest: a skilled copywriter can save you time, drive more conversions, and make your emails shine. But if you're writing your own for now, treat it like a craft worth learning — not just another task to tick off.

Steal like a strategist.

Cut like a poet.

Write like you care.

And if all else fails… you know where to find us.