How to craft effective copy for your website, social updates and email marketing

Persuasive online copywriting course

Email marketing and Marketing Automation Toolkit
This guide is part of a Toolkit with 6 other resources. Find out more?

Online copywriting course

 Look Inside

Who is our online copywriting course for?

  • Digital Marketing Executives, looking to improve their ability to write compelling copy.
  • Ecommerce Marketers, looking to improve the way they write content for their product pages etc.
  • Social Media Marketers, looking to write more effectively for social media.
  • Content marketers, looking to increase the effectiveness of the content they create.

About the Online copywriting course

  • Tutor: Mark Brownlow
  • Last updated: February 2014
  • Format: A 3 hour online course available on desktop, tablet and mobile devices

About our online copywriting course

Learn concepts, tips and tricks at your desk to make your online copy work harder. This practical course will help you improve all aspects of online copy from web to social media to email marketing.

Your tutor for this course is Mark Brownlow,  who is the Smart Insights Expert commentator on Email marketing who is actively involved in creating copy for clients.

Course structure

The course contains concepts, tips and examples structured around these six areas:

  • 1. Introduction - This module will help you understand the core principles of effective online copywriting.
  • 2. How to structure content for impact and attention - Covers the inverted pyramid, the benefits of short vs long copy, headlines, text structure and highlighting.
  • 3. Product and service descriptions - Examples and tips for making your products seem indispensable.
  • 4. Improving your Calls-to-Action - The what, why and how for effective CTAs.
  • 5. Improving short-form content Improving short-form updates with a special focus on Twitter social media updates.
  • 6. Copywriting for Email marketing - Writing emails that gets opens and clicks.

About the tutor for this copywriting course

Mark Brownlow is a former email copywriter and publisher of the retired Email
Marketing Reports
site. He now works as a lecturer and writer.

Look Inside the Online copywriting course

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Online copywriting course includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Email marketing and Marketing Automation Toolkit

The Online copywriting course is part of Smart Insights Email marketing and Marketing Automation Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Email marketing and Marketing Automation Toolkit


Learn more about Expert Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE