Want to craft irresistible emails that captivate subscribers and drive conversions? Or send campaigns that reliably land in the inbox without deliverability headaches?
Level up your expertise with the help of smart email copywriting and deliverability courses.
In this comprehensive guide, we’ll explore the value of advanced training, compare top providers, and give insider tips for choosing the perfect program to spark your success.
Let’s dive in!
Why You Should Master Email Copywriting and Deliverability
Email marketing can be one of the highest converting channels when done right. But without expertise in copywriting and deliverability, you may as well just be tossing money down the drain.
According to statistics from Campaign Monitor, the average email open rate is only 21.33%, and click-through rates can be as low as 2.9% on average. Clearly, most emails miss the mark when it comes to engaging subscribers.
So why should you invest your time and effort into honing your skills? Here are 3 compelling reasons.
Drive Higher Conversion Rates and Revenue
At its core, the goal of email marketing is to drive conversions and sales. Period.
Copywriting is the art and science behind crafting emails that resonate with subscribers on an emotional level and convince them to take action.
And we all know actions equate to 💰.
With emails generating $44 for every $1 spent, the ROI potential is massive.
But you’ll only see these kinds of results if people actually open and engage with your emails in the first place.
This is where deliverability comes into play…
Ensure Your Emails Reach the Inbox (And Get Opened)
Deliverability refers to your ability to reliably reach the inbox.
It’s determined by factors like:
- Your sender reputation
- Authentication protocols
- Email content
- List hygiene processes
Essentially, deliverability gives you the green light to engage with subscribers. No deliverability = emails sent straight to the void.
Here’s a sobering stat:
The average inbox placement rate for a new sender is only 64% for Gmail.
That means over 1 in 3 emails might never see the light of day.
But with deliverability expertise, you can expect placement rates of 90% or higher, even with major ISPs like Gmail or Outlook.
More inbox placement = more opens, clicks, and conversions.
Build Trust and Relationships With Subscribers
Now, you might be thinking:
“Who cares about relationships and trust? I just want sales!”
Here’s the deal:
High-trust brands generate 5x more revenue than low-trust brands.
How do you build trust through email?
- Personalized, relevant content
- Consistent touchpoints
- Clear value focus
- Responding to replies
Essentially, you treat your subscribers like real people with wants and needs (because they are).
This human-centric approach pays off big time. Just look at email kings like Seth Godin:
!seth godin email example
Everything from the subject line to the copy has the reader in mind.
And that loyal audience is worth its weight in gold.
So in summary:
Mastering copywriting and deliverability offers a triple threat:
- Higher conversions
- Increased inbox placement
- Subscriber trust and loyalty
With so much at stake, can you afford not to level up your expertise?
Invest in yourself and unlock the true potential of your email campaigns.
The additional revenue and brand equity will make it more than worthwhile.
Key Elements of Effective Email Copywriting
Crafting emails that convert isn’t just about stringing words together. It’s an art and science that focuses on triggering emotion and response from your subscribers.
Let’s explore the 5 crucial elements of copywriting that set great emails apart from the rest of the pack.
1. Clear, Concise Language
Your subscribers are busy people with overflowing inboxes. Don’t make them work harder than necessary to understand your messaging.
Stick to simple words and sentences that get straight to the point.
Lean on active voice instead of passive. For example:
- Active voice: Sign up today to get 20% off your first order.
- Passive voice: 20% off your first order is gotten when you sign up today.
See the difference? Active voice is direct and engaging.
Speaking of engaging, paint a picture with descriptive language:
- “Our zero sugar, keto-friendly ice cream tastes so rich and creamy, you won’t believe it’s diet-friendly”
Avoid overused buzzwords that sound like fluff:
- “Our disruptive, synergetic cloud solutions leverage big data to hypertarget end-user experiences”
Finally, keep sentences short and scannable. Don’t ramble on without a clear point.
With clear, concise copy you remove friction and help readers efficiently digest your message.
2. Personalization
Generic emails get deleted. Personalized emails build connections.
Personalization can be as simple as using your subscriber’s first name:
!personalized email example
But you should also tailor content based on interests, purchase history, and more. For example:
- Recommend products based on past purchases
- Send fitness tips if they downloaded a workout guide
- Wish them a happy birthday
Personalization works because it shows you value customers as individuals. Just make sure it’s relevant and not creepy!
3. Compelling Subject Lines
Your subject line is the first impression your email makes. Spend time crafting something irresistible.
Some best practices include:
- Keep subject lines short (under 50 characters)
- Speak to what’s in it for them (offers, exclusive content)
- Avoid spam trigger words like “free” or “act now
- Use specifics like numbers and timeframes
- Test different options and analyze open rates
A few examples:
- [First Name], your 20% off coupon expires in 24 hours
- New video: How to make 3 healthy smoothies in under 5 minutes
Without a strong subject line, your carefully crafted email might go unopened. So give this critical element the attention it deserves.
4. Effective Calls-to-Action
The call-to-action (CTA) is one of the most important parts of your email copy. It tells readers the next step you want them to take.
Some tips for killer CTAs:
- Use action words like “Get”, “Buy”, “Sign up”
- Make it scannable with buttons, contrasting color
- Avoid vague or passive phrases like “Learn more”
- Place it strategically near the end of your copy
- Limit to one CTA per email
For example:
[Click Here To Get 50% Off Your First Month]
Or
Get 50% Off Your First Month
[Button graphic]
The offer, placement, and design of your CTA can make a big difference in driving conversions. Never add it as an afterthought.
5. Layout and Design Optimization
With cluttered inboxes, you only have a few seconds to grab attention.
Make those seconds count with a clean, optimized design:
- Use a simple, readable font like Arial or Helvetica
- Break up text with headers, bullet points, and whitespace
- Make important info prominent with font size, color
- Optimize CTA with contrasting buttons or text
- Include 1-2 relevant images (with alt text) to add visual interest
Here are some quick design tips for mobile optimization:
- Single column layout
- Large font size and line height
- CTA high up on the page
- Minimal scrolling
With a professional design tailored to the inbox, you’ll boost engagement and prevent recipients from tune-out.
In Summary…
Effective copywriting requires carefully crafting every element from start to finish, with the reader’s experience in mind.
It’s the difference between emails that get opens, clicks, and conversions vs. ones that get overlooked or instantly deleted.
Master the core copywriting skills – concise language, personalization, compelling subject lines, strategic CTAs, and design optimization – and your emails will stand out for all the right reasons.
Must-Have Skills for Email Deliverability Success
Deliverability is one of those marketing capabilities that looks easy on the surface, but has many complex moving parts underneath.
To send emails that reliably land in the inbox, you need to master both the science and the art of deliverability.
Let’s break down the essential skills every email marketer needs to thrive.
1. Understanding Deliverability Factors Like IP Reputation and Domain Authentication
First and foremost, you need a solid grasp of what impacts deliverability under the hood.
Two of the biggest factors are:
IP reputation – Each sending IP address develops a reputation based on the quality of emails it sends over time. Factors like spam complaints, unsubscribes, and hard bounces negatively impact your IP reputation. The better the reputation, the more trust you’ll build with major ISPs.
Domain authentication – Authentication protocols like SPF, DKIM, and DMARC verify your domain’s legitimacy as a sender. Proper authentication confirms you aren’t spoofing your domain, boosting your credibility.
Other factors like your email content, engagement metrics, and blacklist status also determine your inbox placement. But a reputable IP and domain authentication form the foundation.
Understanding the ins and outs of these key variables gives you the insight to monitor issues and make optimizations.
2. Following Best Practices for List Hygiene and Email Infrastructure
With the fundamentals down, you need to apply that knowledge through disciplined list hygiene and email infrastructure/delivery processes.
Here are some essential best practices:
List management
- Actively prune your list by unsubscribing inactive and bounced subscribers
- Avoid purchased, rented, or low-quality email lists
- Get explicit opt-in consent before adding subscribers
Email delivery
- Warm up new IP addresses gradually before full sending
- Stagger delivery over time to avoid triggering spam filters
- Send at optimal times based on subscriber opening habits
Bounce processing
- Continuously monitor for hard and soft bounces
- Remove hard bounce addresses and retry soft bounces
- Analyze bounce reasons to identity any issues
This tactical expertise is as important as conceptual knowledge. Both are needed to execute deliverability fundamentals day-to-day.
3. Monitoring and Analyzing Metrics Like Open/Click Rates and Bounces
Now that you’re armed with deliverability knowledge and best practices, you need to monitor metrics to assess performance.
These are some of the key indicators to track continuously:
- Bounce rate – The percentage of emails that bounce back instead of getting delivered. Aim for less than 2%.
- Unsubscribe rate – The percentage of recipients unsubscribing from your emails. Shoot for less than 0.2%.
- Spam complaint rate – The percentage of subscribers marking your email as spam. Keep under 0.1% if possible.
- Open rates – The percentage of delivered emails that get opened. Varies widely by industry, but higher is better.
- Click-through rates – The percentage of opened emails that drive clicks. Again, higher is typically better.
Digging into the full picture allows you to catch issues early and course-correct. You’ll also identify successes you can double down on.
4. Developing an Effective Onboarding and Warmup Strategy
Finally, anyone serious about deliverability needs to master onboarding and warming up new email streams.
This process is critical for bringing new IP addresses and domains up to speed cleanly so you start with a fresh reputation.
A proper warmup strategy means:
- Gradually increasing your volume in phases (e.g 25% increments)
- Sending to highly engaged subscribers first to build engagement metrics
- Monitoring metrics closely as you scale up send volume
- Being patient and not accelerating too quickly
Rushing this process almost guarantees deliverability headaches down the road. Take it slow and let your reputation build naturally.
Onboarding is also the time to establish strong habits around hygiene, authentication, and metrics tracking.
In Summary…
Deliverability requires an intricate blend of conceptual expertise, tactical discipline, analytical insight, and strategic patience.
But marketers who invest in mastering these core skills will achieve the inbox placement and engagement needed to get the highest return from their email programs.
Deliverability is a capability well worth cultivating.
Top Email Copywriting Course Options
If you’re looking to seriously upgrade your email copywriting abilities, a comprehensive course can provide immense value.
Let’s explore some of the top options currently available.
80/20 Email Copy by Ian Stanley
Created by renowned copywriter Ian Stanley, this course focuses on crafting emails that get opens, clicks, and sales.
Key topics include:
- Subject line formulas and types that attract attention
- Writing impactful welcome emails to hook subscribers
- Using psychological triggers like curiosity, urgency, and social proof
- Following copywriting formulas and structures for different goals
- Optimizing your copy based on split test results
The “80/20” approach teaches how to get 80% of your results from just 20% of your efforts by identifying and applying proven copywriting principles.
Ideal for: Aspiring copywriters looking to learn from a master. The focus is on email sales funnels.
Format: Self-paced video course
Duration: 4 weeks
Price: $197+
Liz Slyman’s Email Copywriting Course
This course by direct response copywriter Liz Slyman covers writing high-converting emails across the customer lifecycle.
Key topics include:
- Crafting copy that captures attention and builds trust
- Optimizing subject lines using emotional triggers and specificity
- Writing emails tailored to different lifecycle stages (lead nurture, promos, etc.)
- Developing a results-driven email framework focused on action
- Building a portfolio to showcase your skills
There’s also a strong emphasis on real-world examples and projects to practice.
Ideal for: Beginners looking for an accessible starting point. The portfolio builder is a nice addition.
Format: Self-paced video course
Duration: <1 week to 1 month
Price: $297
Carmine Mastropierro’s Email Copywriting Course
Former agency copywriter Carmine Mastropierro shares his expertise in writing emails that inspire action across key areas:
- Fundamentals of persuasive email copywriting
- Crafting compelling hooks and offers
- Optimizing subject lines and sender names
- Developing sequences and automations
- Using copywriting to build relationships over time
There is also a private community forum for expert feedback.
Ideal for: Intermediate copywriters wanting to take their skills up a notch. Strong emphasis on sequencing.
Format: Self-paced video course with forum
Duration: Lifetime access
Price: $197+
The variety of email copywriting courses available means you can find an option tailored to your current skill level, interests, and budget.
Invest in yourself by learning from proven experts and take your email results to new heights!
Best Deliverability Training Programs
Proper training in deliverability techniques and tactics is invaluable for any email marketer. Let’s explore some leading course options for mastering inbox placement.
Senderscore Deliverability Fundamentals Course
This self-paced course by deliverability provider Senderscore covers core concepts like:
- Sender reputation and avoiding blocklists
- Authentication protocols like SPF, DKIM, and DMARC
- Email design and content best practices
- Metrics monitoring and list hygiene
You can complete the course at your own pace and even earn a certificate.
Ideal for: Beginners looking for a solid deliverability foundation. The course is free and self-guided.
Format: On-demand video course
Duration: 2 hours
Price: Free
Blueshift Academy Email Deliverability Course
Blueshift, a marketing automation platform, offers a course specific to fundamentals like:
- Introduction to key deliverability concepts
- Sender reputation factors and management
- Tools for monitoring and maintaining deliverability
- Strategies for inbox placement as you scale campaigns
Ideal for: Marketers looking for a quick diving into core deliverability concepts. Taught by Blueshift experts.
Format: Self-paced video course
Duration: 1-2 hours
Price: Free
Klaviyo Deliverability Certification
This multi-part certification by Klaviyo covers both conceptual knowledge and tactical best practices across:
- Core deliverability principles
- Sender reputation management
- Ongoing performance monitoring and optimization
- Maintaining strong inbox placement over time
Ideal for: Intermediate to advanced email marketers looking to showcase deliverability skills. Offered by a respected ESP.
Format: Self-paced video course + exam
Duration: ~2 hours
Price: Free
As you can see, there are quality course options to fit different needs, budgets, and experience levels when it comes to mastering deliverability.
Pick the right one for you and start sending emails that hit the inbox every time!
Choosing the Right Option for Your Needs and Budget
With the variety of courses available, how do you determine which option is the best fit? Here are some key factors to consider:
Evaluate Your Current Skill Level
Be honest about your starting point for both copywriting and deliverability.
- Beginner: Little to no experience. Look for intro courses that provide strong foundations.
- Intermediate: Decent grasp of basics. Look to build on existing knowledge with more advanced topics.
- Advanced: Significant expertise. Seek out specializations like advanced sequencing or performance optimization.
Matching the course difficulty to your skill level ensures the material provides maximum value.
Determine Your Goals
What are you trying to accomplish or learn by taking a course?
- Improving copywriting: Choose a course that focuses specifically on writing persuasive, action-driving emails.
- Building deliverability skills: Opt for programs centered on inbox placement fundamentals.
- Leveling up overall: Look for comprehensive courses that cover both copywriting and deliverability topics.
Having clear objectives tailors your search and helps identify the ideal course structure and topics.
Consider Your Budget
Email courses can range dramatically in price from ~$50 to $1000+ depending on depth, format, and instructors.
- Free or low-cost: Great for trying out a topic or gaining baseline knowledge.
- Mid-range ($197 – $500): The sweet spot for most comprehensive, specialist courses.
- Premium (>$500): Provides maximum personalization and expertise.
Being realistic about budget means finding options with the right value-to-investment ratio for you.
CompareFormats
Self-paced, cohorts, and 1-on-1 coaching formats each have pros and cons:
- Self-paced: Learn on your schedule but lack personalization.
- Cohorts: Peer learning and accountability but less flexibility.
- 1-on-1 coaching: Personalized attention but more expensive.
Consider which structure best fits your preferred learning style and constraints.
Specialize or Generalize
For a strong foundational education, broader courses make sense. To become a true expert, specialized programs focused on specific disciplines often work better in the long run.
Your goals should dictate whether you want specialized or general knowledge at this stage.
In summary, reflect on your unique situation and needs when choosing a copywriting or deliverability email course.
Selecting the option that’s the best match will provide the greatest return on your investment and let you unlock the full potential of your email marketing.
Next Steps After the Course
You’ve put in the work to complete your email course and level up your skills. But the learning doesn’t stop there.
Here are some key next steps to continue honing your expertise and putting knowledge into practice.
1. Build a Portfolio and Get Hands-On Practice
Classroom theory will only take you so far. You need real portfolio samples and campaign experience to become truly proficient.
Build a portfolio
- Collect 3-5 strong email examples showcasing your skills
- Include a variety of formats like drip campaigns, promotions, newsletters
- Ask instructors or peers to review your work and provide feedback
Get hands-on practice
- Manage email campaigns for real products/services if possible
- Alternatively, create mock campaigns for fictional brands across industries
- Analyze campaign metrics and identify optimization opportunities
Treat every send as a chance to experiment and improve. With enough practice, your skills will become second nature.
2. Continuously Monitor Your Email Metrics
Even seasoned email marketers check their metrics religiously. Key indicators to track include:
- Open, click-through, and conversion rates
- Bounce and spam complaint numbers
- Unsubscribe volume and frequency
-Engagement metrics like click-depth
Analyze this data segment-by-segment and campaign-by-campaign. Then apply learnings to optimize future emails.
Also monitor your sender reputation and domain authentication status through tools like Senderscore.
3. Stay Up-To-Date on Inbox Placement Factors
The email landscape evolves quickly. Stay plugged into key developments that impact deliverability:
- Changes to ISP filtering algorithms
- New authentication protocols
- Inbox placement benchmarks
- Industry blacklisting trends
Constant education ensures you don’t get blindsided by inboxing factors. Check industry resources like Litmus regularly.
4. Secure a Job or Freelance Gigs in Email Marketing
Use your expanded skills to advance your career as an email & deliverability specialist:
- Update your resume/LinkedIn to highlight new certifications
- Reach out to your course’s career network for opportunities
- Check job boards or pitch clients for contract work
- Consider email internships to gain workplace experience
With expertise in high demand, now is the time to get your foot in the door.
In Summary…
Completing your course is just the starting line. Mastery requires hands-on practice, constant learning, and real-world application.
Treat your education as a launch pad to even greater success as a strategic email marketer.
The investment will pay dividends for your entire career.
Key Takeaways
- Mastering email copywriting and deliverability is critical for driving higher conversion rates, revenue, and subscriber engagement from your email campaigns.
- Effective copywriting requires skills like using concise and vivid language, personalization, strategic subject lines, compelling CTAs, and thoughtful design.
- Deliverability expertise involves understanding factors like IP reputation and managing them with authentication protocols, list hygiene, engagement monitoring, and new stream onboarding.
- Leading course providers like Ian Stanley, Liz Slyman, Senderscore, and others offer a variety of email copywriting and deliverability training options to match different needs and budgets.
- Look for courses that fit your skill level, goals, ideal format, budget, and focus area when selecting one to enroll in.
- Complement your coursework with real-world practice, continuous education, career development, and hands-on application of your new expertise after graduating.
- The investment into advanced email copywriting and deliverability skills pays off manifold through increased revenue, subscriber growth, and career advancement over the long-term.
Frequently Asked Questions
What’s the difference between copywriting and content writing?
Copywriting is specifically focused on persuasive messaging that converts readers into buyers or subscribers. Content writing is broader and encompasses writing informative blog posts, guides, and other non-promotional materials.
Should I learn copywriting before deliverability?
You can start with either one, but mastering basic copywriting first means you’ll create more optimized content right off the bat when executing campaigns later.
How long does it take to see results from a course?
You should see some gains within your first few email campaigns after the course. But experience continues compounding over months and years.
Can I do a course if I’m not a professional marketer?
Absolutely. Courses cater to a range of skill levels. Just make sure to select one that matches your experience.
What’s the time commitment needed for courses?
From as little as 2-5 hours for short intro courses, up to 5-10 hours per week over 1-2 months for comprehensive programs.
Do I need to keep taking courses to stay up-to-date?
Not necessarily full courses, but some ongoing education is wise as email marketing evolves rapidly. Check industry resources routinely.
Should I focus on copywriting or deliverability first?
Consider your current gaps. New copywriters generally benefit more from writing training, while struggling with deliverability issues suggests a deliverability course first.
How important are writing skills for copywriting courses?
Clear, concise writing is key for crafting effective copy. But even developing writers can improve dramatically with the right training.