Email and newsletter copywriting
I write emails that build
real relationships with
your customers – so they
open, read and buy
01
Newsletters are my thing
Why I understand email
Before I started doing email marketing for clients, I built an audience of my own – and one that largely relied on email to grow and sell. Through Rachel’s List, I’ve spent years writing to a highly engaged community of freelancers — and learning exactly what makes people open, read, reply and stick around.
And one thing I’ve learned is that relationships aren’t built through clever tactics or tricks other email marketing advice tries to teach you. It’s actually more about consistency, being clear – and sounding like a real human in someone’s inbox. (We’ve all tuned out when our favourite newsletter gets that distinct AI flavour, right?)
This is the same approach I bring to client work. Your emails feel familiar to your audience, they go out consistently – and build trust over time, so that when you are ready to sell, your customers are primed to buy.
02
Your emails in my hands
Why you need an email copywriter
Email is still the only channel you truly own – and the place where people have actively opted in to hear from you. Done well, email and newsletters can be a hugely powerful tool to build trust and drive sales.
But when business owners write their own emails, here’s what I often see: The newsletter often gets hastily written at midnight, it goes out with a typo here, a broken link there, clunky messaging that doesn’t coax your customers towards what you want them to do. Or, if you use AI, it lacks soul and that human feel. Either way, your customers start by bypassing your offers. Then they actively unsubscribe. #fail
What changes when I write them for you
Your emails stop being something you ‘have to get out’ and become something your audience actually looks forward to – because they sound like you. And because they’re consistently written and ready to be scheduled, they’re one big thing you can take off your to-do list each week.
open rates achieved for clients
engaged subscribers at Rachel's List
consistent open rates at Rachel's List
03
Happy email marketing clients
“Although we reached out to you for some help with [web] copy, you ended up [also] owning our email marketing channel from concept to deployment all by yourself. We’re now getting email open rates in the mid-40s which is phenomenal in any industry, especially in a list size of tens of thousands.”
04
Who I work with
The type of businesses I help
I work with businesses that have something valuable to say – but don’t have the time, strategy or systems to consistently show up in their audience’s inbox. That might look like:
→ A founder who has a community but no time to nurture it
→ A membership business that wants to keep members engaged
→ A brand that knows email works but doesn’t know what to send
→ A business sitting on a pile of expertise that isn’t being turned into content
I help turn ideas, stories and expertise into emails that people actually want to open – which in turn builds trust and engagement with your audience (and drives action).
For example, I’ve helped businesses:
→ grow consistent email engagement with open rates in the 40%+ range
→ take email marketing completely off their plate so they can focus elsewhere
→ turn scattered ideas into a reliable content engine
→ nurture audiences instead of constantly chasing new customers
05
Options, options
So what can you hire me to do for you?
My strengths are in simple, effective, personality-driven newsletters and sequences – helping businesses send emails people actually want to read – rather than complex funnels and endless segmentation. So if you need:
- email marketing that sounds like you
- newsletters that build trust AND nurture existing subscribers
- storytelling newsletters (using your stories)
- better welcome sequences
- sales emails that sound warm + human
- a newsletter people consistently open and purchase from
- ongoing email support
…I’d love to help. I offer project rates + retainers, so let’s have a chat.
06
Happy email marketing clients
“Rachel has a rare knack for making every email feel like a conversation. Her writing is warm, witty, and surprisingly hard to put down. She brings a journalist’s instinct for what people actually want to read, combined with a copywriter’s understanding of how to move them to buy without ever feeling pushy or formulaic.
Whether it’s a welcome sequence, a storytelling newsletter, or a sales email that doesn’t make your skin crawl, she gets the voice right and keeps readers genuinely engaged. If you’re looking for someone to build a real connection with your community through email, Rachel is the person I’d call first.”
“I reached out to you because I’ve been on your mailing list for years and your own emails had already done the selling. I’d seen month after month how good your newsletters are. That one was a no-brainer. Second, you run Rachel’s List, a membership-based jobs board for copywriters. My business is structurally the same, just for VAs. So you didn’t need a long briefing on my industry, my members, or what a monthly newsletter needed to achieve. You get membership businesses from the inside.
The most valuable part of working with you is that I don’t have to do anything. Each month a fully-built newsletter arrives in my inbox: copy, images, GIFs, design, plus three subject lines to choose from. There’s no editing round, no “this needs another pass.” You bring angles and ideas I wouldn’t have come to on my own. And if I throw you a half-formed idea in an email, you turn it into a full newsletter the following month with no further input. The time saved is enormous. The other part is that the newsletters work. Within the first quarter, we had new job listings on VALN that came directly from your emails, and the quantity of conversions is growing the longer my leads are receiving emails written by you.”
“I have been using Rachel’s copywriting skills for many years. Most recently she’s been writing newsletters for us – we never had one before, and it resulted in a heap of new business!”
07
Your emails in my hands
What to expect when you hire me for email copy
Here’s how my email and newsletter copywriting process works.
Quotes, contracts and commencement fees
Most projects I take on begin with clients booking a call or filling out my quick briefing form.
If we’re a good fit to work together, I’ll prepare a formal quote for your email copywriting project, a contract outlining what’s included – and an invoice (I charge a 25 percent commencement fee). You can also grab my services and pricing guide here, or check my FAQ page for more info on how I work.
The discovery call
We’ll jump on a call and discuss where your email marketing is currently at, your business goals and where email fits in. I’ll sign up to your funnel and welcome sequence (if you have one) and assess where they may be gaps. Sometimes I’m brought in when a strategy and funnels are already in place and they need re-writing, or simply to execute a strategy. We’ll nut all this out.
Collecting what I need to get started
After our chat, I’ll need to compile what I need to get started on the email copy / newsletters. This might include:
- A tone of voice (ToV) document
- Voice of customer (VoC) research
- Email metrics or access to your email marketing software
- Supporting documents / brand guidelines
- Transcript of our discovery chat.
Writing your email copy
With everything I need in hand, I get to work on the email copy. I’ll be in touch if I need to clarify anything.
Filing your copy - what to expect
First drafts will be with you within two weeks and you have 2 x rounds of light edits on the copy. Once approved, you’ll get final copy that’s letter-perfect and ready to go, with links double-checked and several options for headers and pre-header copy (in case you want to do A/B testing). I’ll also include any images or gifs you need. For an extra fee, I can log into your email marketing program and schedule the emails for you.
Revising and refining stage
It’s important to check metrics so we can determine what resonates with your audience and what we need to refine. I’ll either ask you for this data or you can provide access to your email marketing software so I can take a look. We can then have another meeting to talk about next steps!
Brands I’ve worked with:
Subscribe to Word Nerdery for monthly writing tips on everything from web copy to content to emails and I’ll swing you my 2026 services and pricing guide.