How To Break Into Email Copywriting – And How Much Can You Earn?


Wondering how to break into email copywriting? Whether you’re just starting your journey as a freelancer, or thinking about niching down as an email specialist, you probably have a ton of questions.


In this article, you’ll get helpful advice and actionable strategies from 7 expert freelance email copywriters in a different niches who’ll be sharing:

  • How they started out
  • The skills you need to succeed with email copywriting
  • How they structure their projects
  • How they fit client work in around their lifestyle
  • What the biggest challenges are in the email copywriting niche
  • How they’ve grown their businesses since they started
  • How much you can earn as a beginner email copywriter, and as an experienced email strategist
  • Resources, courses, communities, and books to help YOU succeed in the lucrative, in-demand email copywriting niche


Read more:


What is an email copywriter? And what exactly do they do?


Email copywriters write copy and content for emails. No big surprises there!

But there’s more than just the writing part to think about. As an email copywriter you’re also a:

  • Strategist
  • Thought partner
  • Collaborator
  • Conversion expert
  • Marketer
  • Salesperson
  • Negotiator
  • Behavioral psychologist

…all rolled into one.

You’ll typically be writing headlines, preheaders, body copy, and CTAs for emails.

But most email copywriters go beyond this and provide their clients with the strategy behind each email—determining the segments each email needs to be sent to, mapping out flows, creating sales/marketing sequences, and testing the effectiveness of their emails.


Can you really make a successful freelance career out of email copywriting?


In short – heck yes!

About 347.3 billion emails are sent out every single day. And that’s a 4.2% increase from 2022, when a mere 333.2 billion were sent each day.

The demand for business emails is increasing across every industry, and (surprise surprise) somebody needs to plan out all of these emails, and then write them.

So whether your dream is to write outreach emails, sales emails, or marketing emails for industries as diverse as SaaS, ecommerce, coaches, pet brands, travel companies, lawyers, dentists, fitness gurus, or literally anything else you can think of—you’ll find a ton of helpful information in this article to help you take the next steps towards your email copywriting goals.


7 email copywriting experts you need to follow


For this article, I want to say a huge THANK YOU to:

Thanks for taking the time to share your advice and thoughts for this piece, and for helping to make the journey that little bit smoother for up and coming email copywriters reading this!


Eman Ismail


I met Eman through the Copywriter Club group a few years ago, and it’s been amazing to watch her email copywriting business seriously take off over that time. Eman lives in the UK, has two children, and is also a talented singer, actor, and travel enthusiast.


email copywriting


In your own words, what do email copywriters do exactly?

Email copywriters (1) write emails that make money for their clients and (2) create email strategies that build a stronger, better relationship with subscribers. 

For me, the key thing is that we’re strategists. We’re problem solvers. We have to figure out what the missing jigsaw pieces are, then put them all together to create a sequence that brings about the desired results. 


What made you go all-in on email as a niche?

I started out as a generalist copywriter. I used to do a bit of everything: websites, emails, brochures, landing pages etc.

But I realized I really loved planning and writing emails. I particularly enjoyed writing my own newsletters and wondered what it might be like to do that – and only that – for my clients. 

I was terrified that specializing would mean I’d find myself with no clients, so it took me a while to make the plunge.

Eventually, in January 2020, I decided to go for it. I came out of the new year with a brand new title: Email Conversion Strategist and Copywriter.

And then Covid hit, the nurseries closed, and I found myself working with no childcare. I made barely any money those first few months. 

It was tough, but I really believed this could work. So I kept at it, and by the end of that year I was consistently hitting $10,000 most months.

Even though I marketed myself as an email copywriter, I was still taking on non-email projects behind-the-scenes to pay my bills. 

It took about a year to transition to working only on email projects.


Do you specialize in a particular type of email copywriting?

No, I don’t. I tend to work on a lot of launches, but I work with ecommerce brands too.

Beyond specialising in email, I decided to keep everything else quite open. That means I’ve worked with all kinds of industries – including coaches, membership makers, a baby playmat company, a needle felting company, a slippers company, even a SaaS company (Interact).

It keeps my work fun and varied. I never know what’s going to come through my virtual door next, and it means I’m never bored. (I have a tendency to get bored easily when I don’t feel challenged. And running this business is definitely a (good) challenge!)


Do you remember your first email project, and how much you got paid for it?

Yes, I do remember my first project as an email copywriter! 

It was for a coach who wanted me to create her course sales page and sales sequence. I don’t remember exactly how much I charged for the emails, but it couldn’t have been that much because the total invoice for both the sales page and emails was $2500.

Not long after that, Jo Wiebe asked me to write a sales email for one of her programmes. Copyhackers paid me $400 for that single email. That’s when I realised I should probably be charging my clients more!

By that summer (2020), I was working on just email projects. I charged $1100 for my first onboarding sequence, then $1500 for my first welcome sequence, then $2500 for the second welcome sequence.


Describe what your average day as an email copywriter looks like

I have two kids, so my day revolves around their timetable.

Once they’re at daycare/school, I usually give myself 30-minutes to wind down from the morning school rush.

After that, I dive straight into deep work because I work best in the mornings. That’ll usually involve me working on client projects, or my copy for my own business.

At lunchtime, I like to take a full hour for my break and have a good meal. If I can fit in a walk to get some fresh air, I’ll do that.

The afternoon is the hardest time of the day for me. I’m drowsy after lunch and my tiredness is catching up on me. (I have a baby, so being sleep-deprived is just my natural state at this point!)

I’ll usually have calls booked in post-1pm (I barely ever take calls in the morning), so I’ll get through those calls, maybe do a podcast interview, or do some admin.

My day ends at about 4.30pm where I put my “parent” hat back on and close the doors for the day.


email copywriting


What qualities do you think it takes to be successful as an email copywriter?

First of all, you have to LOVE email. As in, you’re a little obsessed with email.

You sign up to a million newsletters just so you can check out their strategy and tear apart their copy.

You’re doing courses and attending workshops on email, and when you talk about email you LIGHT UP.

Next up, you really have to be good at the strategy piece. It’s so easy for clients to think they can tell you what to write in an email, or they can tell you what to put an email sequence together.

It’s easy to be the order-taker when you need to be the strategist.


What skills do you need to succeed, apart from the writing part?

You need to be able to accept responsibility.

One of the great things about email is that when your emails work, it often leads to direct results. Whether that’s increased engagement or increased revenue. 

You get to own (not literally) those results – it’s why you can charge so much. The results are direct and obvious. 

But that’s also the scary thing about being an email copywriter. When things go wrong, when your emails don’t perform…it’s plainly obvious for you to see.

So you need to be okay with taking responsibility and failing sometimes.


What are the biggest challenges to be aware of for anyone who’s looking to get into email copywriting?

  1. Falling into the order-taker role. Your client might want to tell you how to write the emails. But it’s your job to be the strategist, so you have to cultivate a relationship where your clients trust you to make the right decisions. Where they trust your expertise and don’t second guess you. You need to be the strategist. 
  1. Tone of voice. Email is often very personal, so you need to get your client’s tone of voice right. Copywriter and tone of voice expert Nicola Moors can help with that.


What’s the most enjoyable aspect of email copywriting for you?

I enjoy telling stories – Laura Belgray-style. I always wanted to be a writer but felt like writing a book was too long-form for me. I’m more of a short-story writer, I always have been.

That makes email perfect for me. I get to tell great stories for me and my clients in a format that isn’t a book.

I get paid to tell stories I love telling and my readers actually respond! It’s pretty amazing.

The work obviously involves more than that, but that’s what I enjoy most about it.


How have you grown your email writing business since you started?

Through speaking. A lot of speaking.

I host online workshops, I’ve been a keynote speaker at conferences, I’ve delivered a lot of in-person presentations, I guest on a LOT of podcasts, and I have my own podcast too (called Mistakes That Made Me).

The CTA is always the same: sign up for lead magnet, The Email Rules

My exit intent popup on my website is working wonders at the moment too!


How much can you earn as a newbie who’s just starting out? And how much can you charge as an in-demand email copywriter?

In 2020, I started off charging in the $1000-$1500 range for 7-10 emails.

Today, as an in-demand email copywriter I charge $4000+ for the same number of emails. (And I’ll be increasing that in the next few weeks).


Where’s the best place to find clients who are looking for help with their email marketing?

Your network – always. Ask your existing contacts if they need support with email. And ask past clients who you did non-email work for whether they need any email support.

In fact, here’s a better idea. Be proactive, be a strategist. Find out exactly where they need email support and pitch them that specific idea.


What’s your #1 piece of advice for aspiring email copywriters? (whether they’re trying to pivot from another niche, or starting from scratch as a new writer)

It’s a good idea to get a general understanding of how everything around email works too e.g. knowing how to write/recognise a great sales page, landing page, website is always helpful.


What are some of your favorite resources, courses, communities, or books to get started and/or hone your skills in writing email copy?


Do you have your own course/resources/book/newsletter you’d like me to link to for people to learn more?



Allea Grummert


Allea Grummert of Duett is an email marketing strategist and conversion copywriter who helps bloggers and content creators make a lasting first impression through automated welcome and nurture sequences.

She helps her clients build intentional email strategies that engage readers, build brand loyalty and optimize conversions for sales and site traffic.


email copywriting



Did you start your freelance journey writing emails? If not – how did that all come about?

I actually started with the tech side of setting up email automations and sequences for clients! 

Within 6 months of starting my business, I took a (very expensive) 4-month email marketing training course.

At that point I knew I wanted to focus on email, so it was worth the investment. Through there, I learned two really important things — first was Jobs to Be Done and how to find those insights through audience research, and second was the value of being an email strategist who could work in and understand more than  only one email service platform (and now I know how to work in 10+ ESPs!). 

It took me probably 2 years of writing for clients, even after that training, before I considered myself a “copywriter.” I figured I was just repurposing what they’re already doing and writing but in a way that felt clearer… and come to find out, that’s copywriting!


Do you remember your first email project, and how much you got paid for it?

My first email project was strategizing, writing and setting up 8-10 emails for a business coach for physical therapists. I think I did it all for only $675 or something, roughly $50/hour. It was terribly underpriced, but I was able to do it well and use that to keep me going to find more clients!


Unlike many other email copywriters, you don’t write for SaaS or ecommerce brands – what made you choose the niche you’re in right now?

While I was at my full-time job in video production, I had actually started a side hustle as a money blogger. I wrote about budgeting and paying off student loans. That’s where I got my foot in the door on content creation, online business, making money online and so much more.

So after 1.5 years of that, I really had the itch to do it more. I joke that, “I listened to one too many podcasts about starting a business, so I had to try!”

Since I was already in the money blogging space, and a regular at FinCon (a money blogging conference), that’s where I found my first slew of clients. I knew that so many bloggers have hundreds of blog posts but no proper way to introduce themselves to new subscribers — so that’s how I landed on writing welcome and nurture sequences for bloggers!

I’ve since been introduced to the food blogging space, but the concept of sharing valuable, must-have content with new subscribers and making sure they know who you are and what you offer is the same!


Is it possible to earn 6 figures as an email copywriter in this niche?

Yes, it is! Even before I had a team to help me really amplify my work, I hit 6 figures in my second full year in business. 

I feel like I got really lucky finding something I love doing — writing an introduction to a creator’s world to new subscribers — and being met with a market of people who were craving that support.


How do you structure your email projects for clients?

I provide productized, on-off services.

My packages are not custom; they’re one price, same deliverables, for each and every client, at a flat rate.I’ve had the same 2 signature services for almost 4 years now.


email copywriting


While the specifics of the deliverables are the same from client to client, the results of our work are very custom — our proposals and our process for each project are the only thing that are cut and dry the same each project, but that’s what helps us be consistent and communicate our expectations clearly.

The work, the words we use, the strategies we share — that’s all custom within the parameters of our project-based work.


What kind of skills will help you get ahead if you want to step into the world of emails?

Be an observer of what others are doing, but keep your eyes on your own paper and create something for clients that you feel good about and that also serves them.

There’s also so much to be said for delivering what you say you will, when you say you will. Clients are trusting you with their resources, so don’t take that for granted; professionalism can go a long way to build trust with people and gain them as a referral.

Lastly, get to know your clients. I’m lucky that my clients are all personal bloggers of some sort, so they’re really easy to get to know — their stories are woven throughout their content!

But if your clients aren’t like that, take time to learn what’s important to them and why. They may not be email experts, but they sure as heck know the stuff in their own niche and domain.


Do you need to know how to work the tech side of things? E.g. Klaviyo and other ESPs?

Yes, I think so! As much as you might know about copywriting and messaging, you’d be amiss to only think ESPs send one type of email.

When you understand how different ESPs work, you can enhance your strategy, how your client can learn from their audience, and how you can send more customized content to subscribers based on their behavior.

If you’re just hoping to send out newsletters for your clients, then you probably don’t need to know the ins and outs of every ESP, but if you’re planning to be an email strategist then for sure, you would benefit from understanding how the tech works!

Here’s a free resource I created to compare some popular ESPs in the creator space: The Ultimate Guide to Choosing an Email Service Platform.


 

What are the biggest challenges when you write emails for a living?

For me — gosh, it was keeping my butt in the chair to write emails for hours on end. After a couple of years, I couldn’t do it any longer!

I had my virtual assistant help me write the nurture emails while I wrote the welcome ones, then I hired on a writer here and there for whole 15-email projects, and now we hire writers for each and every project. 

As much as I CAN write emails, it’s not where I find the most joy. I like the strategy piece and working with/knowing the client most.

So we’ve figured out a system for communicating our expectations, the goals of each email, our writing styles and what to look for in the clients’ personality to include — then I review them as the “Lead Copywriter” before anything goes to the client.

We’re still able to produce really great work that our clients love, but I’m not required to sit and pound out introductions and conclusions to emails for hours on end. 😂

Bonus challenge: Explaining email marketing to my clients. They are so dang good at so many things, but email is not their expertise and they don’t pretend it is. So it’s my job to teach them what I’m doing, how their strategy will operate from a technical standpoint, and give them the confidence to use their email service platform even after our project is done. 

It can be tricky to do this, since I’m so used to knowing what’s what and how things work, but I need to explain our strategies, technical setup and flow of things in a way that doesn’t make our clients feel foolish or like they’re “behind” on something. They’re not! They just don’t spend all day thinking about email marketing like I do.


What’s the most enjoyable aspect of email copywriting for you, over and above every other type of writing you’ve done so far?

The only other type of copywriting I tried was sales pages; for a while I offered that alongside my email marketing services. However, email is way more fun because you get to break down big, complex topics — or a breadth of 100s of blog posts — into these bite-sized messages that people find helpful and achievable. 

I love that I get to take so many different recipes, articles, podcast episodes, products, affiliate promotions — with the backstory and personality of our clients — and share all of those resources with new subscribers in a way that makes sense and isn’t overwhelming. It’s like a giant puzzle I get to sort out!


How have you grown your business since you started out?

I now have a core team of four ladies that I chat with on a weekly (or daily!) basis, plus a research assistant and a handful of writers who support our clients.

I’ve been able to take my strengths and preferences for copywriting and convey that to additional writers so that I’m not the only one who is producing content from zero to client draft. In fact, I don’t write the first draft of any big client projects anymore!


How much should you charge for emails as a newbie who’s just starting out? And how much can you earn as an in-demand email copywriter?

Per email, we typically pay our newer writers $40-50/email. For more established writers, we pay closer to $75/email, but that means there are few (if any) edits.

HOWEVER, the reason why we can pay these rates is because we (as an agency) manage the client relationship, gather and organize audience research, create and oversee the strategy, and we have our own proofreader. If you’re working with a client directly, I would imagine charging more because of all of that extra work you’d be managing yourself.

Before I started hiring out parts of our process to my team members or freelance writers, I was charging $4500 for a package of 15 emails (in December 2019), which included the above plus the tech/automation setup within the client’s ESP.


Where’s the best place to find clients who are looking for help with their email marketing?

I find my clients through being a podcast guest and by attending in-person conferences. Also, I’m an extrovert, so that may not be everyone’s cup of tea.


What’s your #1 piece of advice for aspiring email copywriters? (whether they’re trying to pivot from another niche, or starting from scratch as a new writer)

Send follow-up emails — to client leads, to people you want to network with, to opportunities you want to put your name in the hat for. Don’t think that one email is all it takes.


What are some of your favorite resources, courses, communities, or books to get started and/or hone your skills in writing email copy?

One of my favorite resources for improving my writing was getting to write for more advanced copywriters. I wrote for a webinar funnel freelancer, then I wrote for a more established copywriter’s team on a by-project basis (both people I met through networking with copywriters).

I learned SO much about their copywriting process, different styles of writing, and how quickly work CAN get done. You could surprise yourself!

As for other resources, I read through Ray Edwards’ “How to Write Copy That Sells.” It’s deceptively short, but packed with great ideas. I didn’t know bullet points could be so powerful!

I took maybe 20% of a Copy Hackers course, and I remember liking it, but I never did go and finish it (maybe I should!).


You can learn more from Allea here:

If you want to follow along with how I create value and send emails to my own list of subscribers, please join my email list! I have a slew of resources here that may interest you — or you can attend my next Email Marketing Answers with Allea roundtable event on Zoom (it’s free!).


Francis Nayan


Francis is a fellow nomadic copywriter who I initially interviewed a couple of years ago about how he balances travel and freelancing. You can read that article here.

Since then, his email copywriting business has skyrocketed, and he’s also teaching aspiring email copywriters his strategies around finding clients and creating a location-independent lifestyle.



Did you start out writing emails? Or was it a gradual evolution of your business – and if so—what made you go all-in on email as a specialty?

I did not! I guess you can say that I was a generalist for awhile. I wrote all kinds of copy because I thought that’s what paid me well. If I can write, then I can get paid. 

It actually took me 2 years or so to truly niche down and just focus on email. It was a mix of simply meeting clients that wanted ONLY email copy and also how much fun I was having it with it. I could take all of the concepts I was learning and apply them in a 200-word email…

Instead of a 10,000-word sales page! 

And then it was even cooler to see the results fast since all I needed to do was check the ESP for a single email. 

All of those things contributed me to going ALL IN on email marketing 🙂 


Have you niched into any particular type of email copywriting?

Yes and no. 

I don’t think I’ve forever stayed in a particular type of email. Usually I go through phases where I like a certain style or niche and focus for months in that area.

For example, at one point, I was IN LOVE with longer story-based emails. And I got into writing that for coaches and other personal brands. I was focusing here for almost 2 years. 

Nowadays, I’m super into short-form, e-commerce style emails. Quick, punchy, and clear. It’s a challenge because it’s so different from the longer, direct-response style I was taught.


Do you remember your first email project, and how much you got paid for it?

I wrote 3 Autumn Season Sale emails for an agency for about $20/email. 

I was STOKED. 


What were the strategies you used to go from that first project to where you are now as a 6-figure email copywriter?

Two main things, really. 

1) Good client relationships. I never liked one-off projects, so I focused heavily on KEEPING current clients on retainer. The great thing with email marketing is that if you create good results, then clients usually want the same next month. BOOM — long-term relationship activated. 

It helped me build my income without always having to find new or more clients, all the time. 

2) Authority building. During the pandemic, one of my goals was just to be seen or heard in a lot more places. So I focused a whole lot landing speaking engagements at online conferences, podcasts, giving trainings in other groups. This sort of gave an “air of authority” that attracted higher paying clients. 



How do you structure your email copywriting projects for clients?

I almost exclusively work on monthly retainer, and I let that be known from the start that I want to work with them long-term. THAT is the goal. 

Packages range from $1,500/month to as high as $5,000/month, depending on what’s needed. 


How do you balance your workload with your nomadic lifestyle?

3 things: outsource, automate, and plain ol’ deep work. 

I usually outsource things I DON’T LIKE doing — such as handling an ESP, scheduling my own emails, etc. 

I automate what I can — like my social media posting, emails for my newsletter, etc. 

I do deep work — I try to reach the goal of 4 solid hours of focused, deep-work each day. 

With the help of the first two points, I can get a lot done in the first 2-3 hours. The next 1-2 then allows me to get ahead, like with other writing projects, creating social content, or messaging my mentees. 


What skills do you need to succeed as an email copywriter, apart from the writing part?

I don’t think the client relationship part of freelancing is talked about enough. 

Like, you can write the greatest copy in the world and get amazing results, but if you’re in a great relationship with your client, then I think you can succeed more in the long-run. 

It’ll feel like a true partnership and collaboration, instead of just the typical client-contracter transactional relationship. 

Plus, once you become ‘friends’ with your client, the extra motivation to bring your best comes even harder. It just rises all parts of working together. 


What are the biggest challenges to be aware of for anyone who’s looking to dive into the world of emails?

Overall, it’s the mindset challenges. 

Perhaps you get a rough critique. It’s common to feel DESTROYED after that, but the main thing is to keep pushing anyway. 

Same with the business side of things. Getting ignored or rejected SUCKS, but it happens to everyone. If you can push through the tough parts, there’s always a reward just days or weeks away. 


What’s the most enjoyable aspect of email copywriting for you?

For me, it’s coming up with different angles to sell. 

I love doing my research and discovering why someone DOES NOT buy — and then constructing copy so those objections get taken care of. 


How have you grown your freelance business since you started?

I could go on about this forever. 

My business started off as a side-project while teaching. 

I landed clients, got paid well, and thought naturally it’s time to start an agency. To be honest, I hated it. It just wasn’t for me. 

Nowadays, I’m back to working with just a few amazing clients I like and staying with them for the long-haul. It’s a great way to still live a good lifestyle but also enjoy work because I genuinely like everyone I work with.


 

How much should you charge for emails as a newbie who’s just starting out? And how much can you earn as an in-demand email copywriter?

Just in my experience, someone who is 0-6 months in the game can charge $25-50 per email. That’s just what I was getting paid. 

The more experienced you are, you definitely have more leverage to charge what you what. 

So in that case, I always suggest people to charge whatever will truly motivate them to do a great job. 

For most, that’s around the $100 – $500 per email range. 


Where’s the best place to find clients who are looking for help with their email marketing?

I LOOOOOOVE communities. Twitter, LinkedIn, Facebook – it doesn’t matter. 

If you can join a group, provide value, and showcase your knowledge and experience, there’s always a client lurking to work with you. 


What’s your #1 piece of advice for aspiring email copywriters?

I’d find 1-3 people who are where you want to be 1-3 years from now. Simply consume their content and actually take action on what they lay out. 


What are some of your favorite resources, courses, communities, or books to get started and/or hone your skills in writing email copy?

I’m a big fan of the classic books like:

Most definitely LOVE communities like The Copywriter Club who have people from all different stages learning from each other. 


Do you have your own course/resources/book/newsletter you’d like me to link to for people to learn more?

Yeah! 

I have my newsletter, The Nomad Newsletter, made for people who want to learn to write and build their freedom lifestyles. I have courses and books, too. But all can be seen with my newsletter 🙂


Sarah Henson


Sarah was in my cohort year of the Copywriter Think Tank a couple of years ago. I caught up with her to see how her email copywriting business has grown since our mastermind group graduated.



Did you start out writing emails? Or was it a gradual evolution of your business?

I started out as a tech VA and I ended up writing emails for my clients to help launch their products and services. 

I then focused on this as my niche and called myself an email copywriter. That was the first step – declaring that was what I did!


Do you specialize in any particular type of email copywriting writing/marketing?

I ended up writing for ecommerce companies predominantly in the health and beauty space. This was mainly because of an introduction/referral made by a friend. 

Eventually that’s what I niched further into (when I say niche… I just mean that I put the words “email copywriter for ecommerce” on my website – I still took other projects from referrals).


Do you remember your first email project, and how much you got paid for it?

Well, my first major email sequence I wrote was on spec, meaning I wrote for free and if they liked it I hoped to be paid. 

However, there was some miscommunication on the deal and they thought I was writing for free, period. It was fine though as I learned a lot and they then booked me for three other sequences. 

I wrote a total of 43 emails for $3,000.


Describe what your average day as an email copywriter looks like

Honestly? Lots of procrastination, times of flow and many eureka moments in the shower, on the treadmill, on the school run, during family dinners etc. (it never ends).


What qualities do you think it takes to be successful as an email copywriter?

Creative ideas, knowledge of persuasive writing, organizational skills, integrity (for delivering what you promise), knowledge of the ESP you’re working with, and understanding big picture strategy.


What are the biggest challenges to be aware of when you’re writing emails as a career?

Often it’s more than just writing copy (project management can creep in)

Results are not always down to the email… what happens after the click?

Receiving exactly what I need to write a persuasive email (correct links, particular messaging etc) 

Getting to grips with a brand voice if you’re not supplied with a brand guide.


What’s the most enjoyable aspect of email copywriting for you?

Having creative ideas that you’re allowed to run with. A different angle, hook or even story that is fun to write. And seeing how my work fits into the bigger picture of success for the brand.


How have you grown your business since you started out?

It’s been more of a “slow and steady wins the race” for me. I’m a single mum with 2 kids and I don’t like hustling and working every hour god sends. 

I’ve been writing for about 4 years and I’ve doubled my profit in that time. My work is mainly based around retainers and the occasional project. 

I prefer this model as I get terrible anxiety about booking the next client if I’m relying solely on projects. Also, the work is easier when you get to know a brand and write emails for products you know and love well.


How much can you earn as a newbie who’s just starting out? And how much can you charge as an in-demand email copywriter?

It depends on the brands you work for. I happily write for less if it’s regular work and I’ve built a relationship with a brand. 

Also, it depends on how much you want to work. You could easily earn $50k/yr starting out and build on that over several years. 

In my own experience I’ve had some great one-off profitable months but it took 4 years to hit six figures (profit) – and I work on average about 3 days a week (although my procrastination means that I’m usually working those 3 days over 4 days!).


Where’s the best place to find clients who are looking for help with their email marketing?

Through your network/ referrals. That’s where I’ve got most of my clients from. My network was built through the communities and masterminds I joined.


What’s your #1 piece of advice for aspiring email copywriters?

Get really good at one thing and then double down on that.


What are some of your favorite resources to improve your email copywriting skills?

Copy Chief and The Copywriter Club for communities. 

Courses – CopyHackers is a good place to learn, even their free tutorials… but nothing beats being “in the trenches” and actually writing for clients. Start small and build up.

You can learn more about Sarah at her website, and check out her blogs and free guides about email copywriting.


Kat Garcia

I met Kat through Twitter and was interested to find out what her copywriting journey looked like, and why she had decided to expand her email writing niche from ecommerce into SaaS and Cybersecurity.

Kat lives in New York and runs her business Email Science alongside family life and her two children.



Did you start out writing emails? Or was it a gradual evolution of your business – and if so, what made you go all-in on email as a niche?

I started as an SEO Specialist of all things. 

Then became a generalist when I got promoted as a strategist for an agency. 

Then as the Head of Marketing for a bootstrapped cybersecurity startup based in NYC. So I had to wear many hats. This is where I started writing emails for real.

And out of all the channels I had my hands on—SEO, SEM, Social, PR, AR, Brand, Events, Email, Content—email gave me the quickest feedback.

I could easily attribute revenue from email (though I understand that email is nothing without the other channels) and that gave me the kick that other channels couldn’t give me.

When I started to dip my toes into freelancing, I started with general copywriting services. 

No one cared. Then I started niching down:

  • Copywriter > No reaction
  • Copywritter for SaaS companies > No reaction
  • Homepage copywriter for SaaS companies > No reaction
  • Copywriter for SaaS and eCommerce > Some reaction from the email people
  • Email Copywriter for SaaS and eCommerce > Reaction from eCommerce folks
  • Email Strategist & Copywriter for eCommerce > Signing clients
  • Now: Expanding to Cybersecurity (because recession and expanding my reach)

TL;DR: Email suited my temperament, interests, and need for speed (feedback and marketing attributed revenue). Also because it’s the niche where I found clients. 


Do you specialize in any particular type of email copywriting?

I do email & SMS marketing for eCom/DTC brands. I chose this niche because it’s where I got traction AND there were courses available to help me learn quick. Ultimately this is the niche where I got business.

Now that a lot of cutbacks are happening and eCommerce is kind of slowing down, I’m expanding to other industries, particularly SaaS and Cybersecurity.


Do you remember your first email project, and how much you got paid for it?

Oh yes, through Upwork. I had to write a set of about 5 cold emails for a SaaS company and got paid $180, so around $36 per email.


Describe what your average day as an email copywriter looks like.

I work about 20-25 hours a week.

Email copywriting is just a small part of what I do for my clients. I also manage the design (I can’t design to save my life) process, then implement them on Klaviyo.

Because I work from home and take care of two preschoolers, I do my “deep work” around 5AM to 9 AM (this is when the kids start waking up). 

So roughly four hours of work where I can focus on writing, implementation and some biz dev (aka posting stuff on Twitter and LinkedIn).

Each day is different and I tend to do a mix of things to keep my energy and interest up.

Then I work an hour or less around noon to answer any emails or go on calls (client, prospects, network, etc.). So about 4-5  hours per day, Monday to Friday.


What qualities do you think it takes to be successful in the email copywriting niche?

Self-discipline especially if you’re freelancing.

Time management is also big. Deliver what you say you’ll deliver, when you say you’ll deliver.

Tough skin. Some days you have clients that say “Great work, no edits.” Most days you get “not quite the direction I’m looking for” or they edit your entire work and you don’t recognize it anymore.

Understand it’s not personal and there are ways to minimize this.


What skills do you need to succeed as an email copywriter?

Research is important. Even something as quick and simple as review mining counts.

Knowing your email platforms help a lot too. Some writers tend to shun the technology side of writing online, but this is a must to add value to your services. If you’re in DTC, learn Klaviyo. If you’re in SaaS, learn HubSpot. 

If nothing else, knowing your platforms gives you an understanding of what’s possible (and just as important, what’s not)—so you can give your clients realistic recommendations (i.e. I don’t recommend staggered send times to clients whose platforms don’t have this ability).


What are the biggest challenges to be aware of for anyone who’s looking to be an email copywriter?

If you’re freelancing, watch out for the taxes =)

Also, be very specific with your contracts.


What’s the most enjoyable aspect of email copywriting for you?

The speed.

Writing emails is faster than, say, a sales pages. And the feedback part is fast too.

I also found that the DTC email community on Twitter is wonderful. Working online and being home most of the day, having a community of peers is so important.


How have you grown your email writing business since you started?

At first I wanted to be a big agency (clout!), but now I’m like, “nope.” =)

I started doing odd jobs on Upwork, then finally signed my two retainers (Surprisingly, both through Upwork). From there I mostly relied on referrals from those two clients. Here and there I would get a mention on Twitter and people would reach out to me.

(Also: A good reputation is currency for us freelancers.)

I made some good decisions, and also failed in some. Disappointed people and didn’t deliver the quality I set for myself. So I learned from that. I built systems, and now happily growing my business slowly. 

I’m doing work that fits my lifestyle (two pre-schoolers yay) and growing my business at a pace that matches my reality.

I’ve reached the mythical $10K/month, some even $20K, but mostly hover between $5K to $10/K per month. Can I do more? Yes,I can easily make 4-5X than I do now, but that also means I have to work more hours. So I choose not to. 

I started freelancing because I wanted the flexibility to care for my family, and I got exactly that. No need to go all fancy.


How much can you earn as a newbie who’s just starting out? And how much can you charge as an in-demand email copywriter?

It depends on who you’re working with, specifically by industry. SaaS folks have the money, even if they’re “small.” DTC folks tend to not have as much leeway with money, unless they’re mid to large-sized companies.

On Upwork I’ve seen people charge as little as $10 per email. If you’re an absolute beginner, don’t sneeze at this opportunity. Take it and get a fantastic testimonial. Then milk that testimonial for all it’s worth.

Michal Eisikowitz has a fantastic pricing resource as well. In general, you can do $100 per email once you have 1-2 brands under your belt IMO. Much more if you’re helping with design, implementation, strategy, etc.

As an in-demand copywriter, depending on the industry, you can command any $$$ you want. I’ve worked with master copywriters who ask for $$$ plus revenue share.


Where’s the best place to find clients who are looking for help with their email marketing?

Your network. Tap your LinkedIn and other social media networks.

Next, Upwork. I know it gets a bad rap, but if you build a great profile and do two projects to get fantastic recommendations, you’re on your way!

Agency Owners. Reach out to agency owners to see if they need email copywriting support.

Cold Message (email, calls, social). I don’t like this method TBH, but you do what you gotta do.


What’s your #1 piece of advice for aspiring email copywriters? (whether they’re trying to pivot from another niche, or starting from scratch as a new writer)

Pitch even when you don’t feel qualified.

Let the client say “no.” That’s the worst thing they can do! But never, ever disqualify yourself from the game.


What are some of your favorite resources for email copywriting?


You can learn more about Kat and find her tutorials and trainings for email copywriters here:

  • Kat’s YouTube channel
  • Course: Build your email marketer portfolio (launching soon!)
  • Website & newsletter:  www.katgarcia.com (relaunching soon!)


Robin Crump



I met Robin at the Copywriter Club event in Brooklyn a few years ago. We were both taking the same email course at the time, so it was great to meet in person!

I caught up with Robin to see how her email copywriting business has evolved since then.


Did you start out writing emails? Or was it a gradual evolution of your business?

No. I started out writing blog posts for content mills part-time to see if I could get paid for my writing. And I decided to niche into emails after subcontracting with agencies and writing hundreds of emails. (And loving them!)


Do you specialize in any particular type of email writing/marketing? And why did you choose this in particular?

Yes. Ecommerce email strategy and copywriting. I love the variety of businesses in the space. 


Do you remember your first email project, and how much you got paid for it? 

Yes. It was my first retainer for an agency writing blog posts and emails for all of its clients. 

I grossly undercharged. And I think it averaged out to about $17 per email.


Describe what your average day as an email copywriter looks like.

On average, I do client work in the mornings before noon. I usually start at 7 am.

Then, after school pick up, I work on my business and plan for the next day. Also, I schedule meetings for late morning and early afternoon on Wednesdays and Thursdays. 


What qualities do you think it takes to be successful as an email copywriter?

You need to understand conversion copywriting principles, email strategy, and enjoy writing copy. 


What skills do you need to succeed, apart from the writing part?

You need curiosity, *big picture* thinking, and an understanding of buyer psychology.


What are the biggest challenges to be aware of when you’re niching into email copywriting?

Beware of undercharging and poor-fit clients.

To avoid these problems, create an internal rate sheet and have systems and processes in place for prospects and clients. (And stick to what you’ve put in place!)  


What’s the most enjoyable aspect of email copywriting for you?

All of it. I’m obsessed with research, strategy, and writing copy. I love seeing all the pieces fit in place.


How have you grown your email copywriting business since you started?

With referrals and as a guest on podcasts or summits. 


Where’s the best place to find clients who are looking for help with email marketing?

I mainly get clients through referrals or subcontracting for agencies. 


What’s your #1 piece of advice for email copywriters?

Aspiring email copywriters should understand the strategies and psychology behind copy they write. 


What are some of your favorite resources, courses, communities, or books to get started and/or hone your skills in writing email copy?


Do you have your own course/resources/book/newsletter you’d like me to link to for people to learn more? 

Yes! You can sign up for my curated newsletter Essential Ecommerce Emails and visit my website here.


Ami Williamson


I’ve been following Ami online for several years now, and her business is an excellent example of how flexible freelance writing is as a career. You can niche down, change niches, un-niche, and explore and test different things within your business until you find what you really enjoy doing.



How did you end up deciding to weave email copywriting into your services?

I cut my teeth on website copy and product descriptions. And then that quickly evolved (out of necessity) into tackling the brand and messaging strategy for clients before I’d jump into the copy. 

I was drawn to the idea of getting closer to the sale and clients being able to see direct value (which they did). To go all in on email, I think you need to be into the conversion rate optimisation side of it. Be really into testing and tweaking and being on that never ending rollercoaster. And eventually it dawned on me that I just wasn’t that into it.

I wouldn’t say I ever really went all in on email, I kinda dabbled. Had some fun, still do the occasional email project, but ended up back doing brand and messaging strategy.


Did you specialize in any particular type of email copywriting?

I specialized in ecommerce flows (like the welcome sequence, abandoned cart and post-purchase flows), and chose these because of their recurring value to a client.

They’re must haves for ecommerce brands because they help build that customer relationship without anyone having to do anything.


Do you remember your first email project, and how much you got paid for it?

The first might’ve been a post-quiz email project, where I’d created a shoppable quiz for a client and then tackled the emails that’d go out to quiz takers. 

I would’ve charged around $1500 for it at that point. 


Describe what your average day as a copywriter looks like

Depends what’s on the calendar! Most weeks I’m either working on a brand bible for a client or, once they’ve signed off on that phase, turning it into actual copy.

The brand and messaging strategy involves a lot of reaching — into the client’s brand, competitors, voice of customer, etc. It’s a lot of collecting info, letting it sit, and then synthesizing it into something useful and actionable. 

I struggle to do more than 2-3 hours of writing in a day, and even then I’ll often take frequent breaks to let the ideas and words simmer in my brain. When I need to be fully focused, I’ll have noise canceling headphones on with Brain.FM going.


What qualities do you think it takes to be successful as an email copywriter?

That love of the more data/conversion/strategy side of it, for sure.

Anyone can smash out a few lines of copy… but to be truly valuable to clients, you need to be able to assess and advise on what they should be sending, when to send it and to who. And then you need to be able to analyse the results and give next steps. 


What are the biggest challenges to be aware of for anyone who’s looking to get into email copywriting as a career?

Find someone you can subcontract for — whether it’s a freelancer or agency that specialises in email, being able to see the inner workings will rapidly speed up your learning process. 


What’s the most enjoyable aspect of email copywriting for you?

The messaging strategy, which… isn’t really a valued thing.


Where’s the best place to find clients who are looking for help with their email marketing?

Getting referred by other copywriters or experts in the niche is your best bet at first. Failing that, subcontract to other email copywriters and get that experience! 


What’s your #1 piece of advice for aspiring email copywriters? (whether they’re trying to pivot from another niche, or starting from scratch as a new writer)

Sign up for a bunch of email lists in the industry you wanna work in. It’ll help you build up a swipe file and you’ll start to notice patterns and get a feel for what you do and don’t like. 

And if you have the budget to, learn from other email copywriters that you like the style of. 


Learn more about how to collect and use Voice of Customer data for email copywriting (and all your other copy projects!) in Ami’s VOC Lab course.


Free resources to help you on your email copywriting journey




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