How To Write Solid Clickable Email Copy

Writing Solid Clickable Email Copy….Here’s How You Can Do It Too



Writing good, clickable email copy follows a specific formula that can be mastered, as long as you start with an end result in mind.




Your entire email (and the whole autoresponder series that you’re writing to promote a product) needs to accomplish one thing………To get at least one click on the sales page.



“You want as many people on your list as possible to click through, and sometimes that takes a few emails to do”…..says , Scriptly


Here are the 4 steps from Jason Drohn, that you need to take action on, that will help you to start writing solid clickable email copy right now:


Step 1: Start With The End In Mind

  • What do you want your email list to do?
  • Do you want them to read a blog post?  Or click through to a sales page?  Or sign up for an brand new lead magnet?  Or maybe, register for a free workshop that you have coming up.
  • When you send an email, you’re:
  • Trying to build a relationship with them
  • Wanting to re-engage with them
  • Selling them something
  • Getting them to sign up for something
  • Once you figure out what specific action you want your email list to take, it’s time to create a campaign around that action…


Step 2: Write a Strong Subject Line

  • The subject line is the first thing that your prospect sees in their inbox, and is the biggest factor in whether or not they’ll read your email or not.
  • There are LOTS of different types of subject lines, including:
  • The “Ask A Question” subject line
  • The “How To” subject line
  • The “Scarcity” subject line
  • The “Brand New” subject line
  • The “Numbers” subject line
  • The “Curiosity Gap” subject line
  • The “Shock And Awe”subject line
  • The “Named” subject line
  • At the end of the day, you need to appeal to the prospect and make them interested or curious enough to open the email.
  • Elements of a great subject line include:
  • Curiosity – Make them so curious that they have to open the email to find out the rest of the story.
  • Contradiction – Contradict something that is normally held to be true
  • Specificity – Specifics help make the subject line more real
  • Personal Touch – Make them feel like the email is from a friend… not from a business marketing to them.
  • Instant Usability – Make them feel there is something for them they can instantly use to get a desired result (ie. PDF Download Inside!)
  • The more people that open the email and read it, the more clicks you’ll get.
  • The more clicks, the more income!


Step 3: The Email Body

  • The next thing you want them to do is to take action…
  • You want them to click something in your email.
  • In almost every email, you want your prospect to take an action, which is usually clicking on a link.
  • Keep in mind, there’s a person reading this email.
  • The key to email copy is to be relatable.
  • To tell stories.
  • To treat their email like it’s written to their best friend.
  • It shouldn’t be written any different than if it was an email to a good friend that you haven’t talked to in six months.
  • It’s totally your preference if you write long copy or want to write short copy.
  • Short copy tends to get more clicks, but those clicks are less qualified.
  • Long copy tends to get fewer clicks, but the clicks are highly qualified (they read your whole email!).


Step 4: Getting The Clickthrough

  • Your goal in writing an email is to get people from your list back to your website for some reason.
  • At the end of the day, the link text you use in your email has a LOT to do with how many people click through…
  • The subject line is the reason that somebody opened up your email.
  • It makes sense to use the same text as your link.
  • Here are a few strategies:
  • Include A Clickable Image
  • Putting an image in your email content is a great way to encourage a clickthrough AND it helps your deliverability.
  • In order for someone to see the image, they have to enable images in some email platforms, which means they’ve taken another step in receiving your email…
  • Here are some types of images that you can include:
  • A graphical button that they can click
  • A screenshot of the page that they’ll be going to after they click
  • A banner that you plan on using for the page (think banner images like Facebook uses)
  • A still image of the video that they’ll be watching
  • The “Double Line Link Trick”
  • In your body copy, a double line link is awfully hard to ignore…  So, rather than use something like:
  • Click here >>
  • You use something like this:
  • Click here to download the 100 Most Opened
    Subject Lines Report >>
  • The big block of blue is hard not to notice, so you’ll get a bump in clicks!
  • “List-Style Link Trick”
  • Put a series of links in a list, all linking to the same place.
  • For example, you can do something like this:
  • In the blog post, you’ll discover:
  • How to write subject lines that get the open.
  • Crafting email body copy that gets read and clicked!
  • Effectively preframing your prospect into buying before they ever get to your sales page…
  • Then, every link links right to the same place!
  • Spell It Out
  • Just spell out exactly what you want your prospect to do!
  • The most obvious example is:
  • Click here >>
  • Or…
  • Download this PDF >>
  • You don’t have to be fancy…  Just get the click!



Remember…..The goal of your email isn’t to sell the product.  The goal is to get the click.  Let the sales page sell the product!



If you enjoyed this post and found TONS OF VALUE, please take a moment and share…Thank You 🙂


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To Your Success,
Joan Harrington

Facebook Comments

28 Replies to “How To Write Solid Clickable Email Copy”

  1. This is great, thank you! I have bookmarked it so I can come and refer your list when I work on my newsletter later this week. I know that it’s so important to build your list as these are people who have said, “hey I’m interested tell me more”. Great advice.

    1. You are welcome Cindy! Glad you enjoyed and found tons of value with these tips 🙂 Thank you for your comment!!

  2. Hey Joan,

    Great post here. Writing clickable email copy is tough, but is doable.

    The subject line is always key. And if you can nail that and cater to the problems and needs of your subscribers, you’ll always get a great open rate.

    – Andrew

  3. Great information! I need to work on my email/newsletter to get more clicks. I like the idea of a clickable graphic. People always love pictures. Thanks again, and I’m sharing!

  4. Hi Joan,

    I’ve been working on growing my subscriber list and so far so good. Now I need to work on my click thru rate. The tips you shared here will certainly be helpful, especially the free download of the 100 most opened subject lines. I struggle coming up with a clickable subject line.

    Hope you had a great Monday!

    Take care,


    1. Hi Devon!
      Just make sure the size is right so it looks great on both desktop and mobile 🙂 Play around with the size and see which one looks best…..try 500 xo 315 and see how that works first…

  5. Hi Joan!

    This is great information. A few of us were talking earlier about clickable emails and how to get that person from your email to your site. Very timely. I have to ask though if you’re not selling a product, isn’t it alright to network with your audience via email? In my experience, I have been subscribing to more email subscriptions simply because it is easier via mobile to reply via the email than actually heading to their site. Not everyone has mobile responsible websites and you may have to jump through several hoops even to leave that comment. I had it happen yesterday via mobile and it bugged me I couldn’t leave a comment via mobile because there was an ad that wouldn’t get out of the way.

    I guess my biggest question is, is the purpose to get people to click through to our website OR to get people to read and reply to our content? I’m in the process of rebuilding my newsletter and not sure which way to go.


    1. Hey Brenda!

      Thank you girl 🙂

      Most sites should be mobile friendly, but just in case, it is up to the owner to make sure it is and there is really not much we as the reader can do about it…..unless you want to email them and tell them that for more comments and better engagement that they need to make sure their site is mobile friendly.

      The main purpose is to get people to click through to our website. Eventually that will lead them to comment on our content 🙂

  6. Hey Joan,

    Sounds like Jason definitely knows his stuff and I’m sure he’s done really well in this area.

    I’ve done a lot of email marketing myself online and I have to say that when you get people interested in you then what you share is usually right there with that liking you factor. The headlines are important but I’ve found that the ones that are true to you will always open your emails and the ones there for freebies are hits and misses.

    Whenever you are offering something of value and they are in need of that they’ll buy from you. Sometimes it does take a few emails to convince them only because they either may not be ready at that particular time or they weren’t able to take action at that very moment. Either way for those growing a list but don’t have all of this in place yet his advice is great.

    Thanks for sharing this Joan as always, great content.


    1. Thanks so much Adrienne! Always enjoy your comments and feedback as it always gets me thinking more and that is a good thing lol

  7. Excellent article, Joan. Great tips. A clear, consistent and crisp subject line along with a preview text that supplements the header, will surely fetch you higher open rates. Thanks, Niraj (Founder at

  8. Thanks for sharing these awesome email marketing tips Joan!

    And while I definitely learned a lot, I definitely wanna to test your
    double link strategy!

    Because that will probably, increase my click through rates,
    more than any one thing I could do right now!

    What a simple, yet potentially profitable strategy!

    Thanks so much for freely sharing it!I can easily see that
    particular strategy being sold in a marketers paid email marketing


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