Copy VS Design in Ecom Emails

If you read the email I sent yesterday, or maybe you watched this youtube video of my full copywriting guide for writing ecom emails…

You’ll know how important I think copywriting and idea/angle generation is for Ecommerce brands (especially in their emails).

So you might be surprised when I say…

Email Design is more important than email copy for Ecommerce brands.

Before you get your nickers in a knot, let me explain:

When I say ‘Email Design’, I’m not talking JUST about how pretty the email is. I’m talking about the layout.

Having a well designed email to me, means that you have headlines, CTA’s, and buttons in the right place.

It means having a hero section ‘above the fold’ that maximises clicks OR sells them on reading the rest of the email.

It means having BIG CTA buttons, and LARGE font sizes for headlines & key messages that you don’t want the reader to miss.

You can have the best copy in the world but if it’s in the bottom half of the email and no one reads that far because the email layout sucks, then wtf is the point of even writing the copy?

There is an exception to this rule (of course)

That is for brands that require heavy direct response copy.

I explain what that is, and how to identify if your brand needs it in this YouTube video.

Typically this is only brands that sell products solving an acute pain point. This is usually within the health space.

If you sell clothing, or jewellery, or phone cases…

YOUR COPY DOES NOT MATTER ANYWHERE NEAR AS MUCH AS YOU THINK IT DOES. The idea/angle behind the email matters…

But the body copy doesn’t.

Let me know if you disagree and we can argue about it haha

Today’s Helpful Links

• Steal my welcome series strategy

• Watch me make this brand an extra $33,600/mo in 5 minutes

• What I use to design my emails

Thanks for reading! If there’s anything specific you’d like me to cover in depth in this newsletter or on YouTube, reply to this email and let me know!

Much love,

Lachie

PS: If you run an Ecom Brand doing at least $50k/mo in revenue, book a 15-minute discovery call here to see if you qualify for our guarantee.