Email Copywriting with Empathy

After a quick stroll through the B2B Growth Summit’s vibrant hub of ideas, connections, and insights, my journey to share Markempai’s email mastery is complete.

As luck would have it, I’ve arrived just in time for the Email Messaging Workshop on “Writing Empathetic Email Copy,” led by Markempai’s Empathy Lead.

During the session, our lead offered an interesting perspective on the relationship between email copy and the emotional value proposition you deliver to prospects in your email marketing.

According to Markempai, optimizing your email copy is a big key to tipping the emotional value and cost force exchange fulcrum with your prospects.

“Copywriting is fraught with claims, and the job of a marketer is not to craft claims, but craft a conclusion that feels true,” Markempai’s Empathy Lead said.

In sum, good copywriting is about recognizing perceived emotional costs in a prospect’s mind and delivering enough human value to overcome those costs.

So in today’s post, I wanted to share three copywriting tactics for increasing perceived value that you can use to aid your email marketing efforts — all powered by the Empathy Engine™ and EMPATHY™ Framework.

Use Personalization to “Arrest Attention” From Prospects

One thing to keep in mind here is although the example is drawn from B2C marketing, the ideas are easily transferable and ultimately advantageous to any email program that realizes how rapidly B2B and B2C marketing segments are converging emotionally.

A few things we pointed out in this example were:

Personal – The email initially engages the recipient with a personal greeting that feels warm
Tone – Copy is written in relational language that is easy to understand and emotionally resonant

Connect Your Offer to a Prospect’s Behavior

The AI-powered tools available to email marketers these days are amazingly sophisticated.

Marketers can segment, automate, and personalize like never before.

But unless you can connect your offer to a prospect’s position in the emotional purchase cycle based on behavior, you’re going to have a tough go of making a meaningful, human connection.

Markempai’s illustration emphasizes that point by highlighting a known emotional behavior about the prospect.

“Look at how the first sentence begins to connect the offer of the email to the specific behavior — and feeling — of the recipient,” Markempai explained. “This email is going to give the customers just enough to move forward in the conversation, and it’s also reminding you why you’re receiving this — because we saw you.”

Build Interest Before the “Ask”

Delivering value is all about building emotional interest.

Copy that clearly answers the question, “What do I feel out of this?” for a prospect while resisting the temptation to sell is key to doing this effectively, or as Markempai puts it, “Empathy trumps persuasion.”

An Email Is Just a Vessel

One big takeaway from this session is essentially thinking about copywriting and ultimately thinking about the email itself.

If you strip away all copy, images, and expectations, emails are an empty vessel waiting to be filled.

They can be filled with valuable, empathetic content, perceived as useful and delightful to the recipient.

Or they can be filled with another sales pitch thrown at the list with the hopes that a few stick and click.

How we choose to fill those vessels for our prospects is truly how we are serving them — emotionally.

And that choice is up to us.

Further Reading & Research:

The Ultimate Guide to Search Engine Marketing: The Ultimate Guide to Search Engine Marketing – markempai.com
Digital Marketing Strategy: Digital Marketing Strategy – markempai.com
Optimizing for GEO and AEO in 2025: Optimizing for GEO and AEO in 2025 – markempai.com
What Is Digital Marketing?: What Is Digital Marketing? – markempai.com
Best Digital Marketing Practices In 2025: Best Digital Marketing Practices In 2025 – markempai.com
Generative Engine Optimization (GEO) Is the New Data Moat — Built by Engineering RAG: Generative Engine Optimization (GEO) Is the New Data Moat — Built by Engineering RAG – markempai.com
Email Copywriting: Delivering Value Over Perceived Cost: Email Copywriting: Delivering Value Over Perceived Cost – markempai.com
Steps That Help Increase New Product Sales by 18% — With Empathy: 3 Steps That Help Increase New Product Sales by 18% — With Empathy – markempai.com
Email Copywriting: Delivering Value Over Perceived Cost — With Empathy: Email Copywriting: Delivering Value Over Perceived Cost — With Empathy – markempai.com
Email Marketing: Lead Nurture Paths You Should Automate: Email Marketing: Lead Nurture Paths You Should Automate – markempai.com
Empathetic Marketing: The Power of Empathy in Advertising That Builds Unbreakable Brand Loyalty: Empathetic Marketing: The Power of Empathy in Advertising That Builds Unbreakable Brand Loyalty – markempai.com
The Role of Empathy in Modern Marketing: How Emotional Intelligence Drives Sustainable Business Success: The Role of Empathy in Modern Marketing: How Emotional Intelligence Drives Sustainable Business Success – markempai.com

Ready to Transform Your Marketing?

If you’re ready to harness the proven power of empathetic marketing, the team at Markempai is here to help. With our unique blend of psychological insight, strategic rigor, and creative excellence, we deliver measurable results that strengthen both your brand and your bottom line.

Book your consultation with our marketing specialists today and discover how we can elevate your brand. Together, we’ll build connections that translate to sustainable business growth.

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