Are you looking for ways to improve the copy in your emails? You don’t need to search any further. This blog post will review tips for creating compelling and persuasive emails.
Understanding the requirements of your audience and monitoring performance metrics are just a few strategies that can change how you write copy. So, if you’re prepared to begin writing email copy, keep reading to learn how these suggestions can make your email copywriting campaigns successful.
What Is Email Copywriting?
Email copywriting is creating the words for an email meant to persuade the recipient—a prospective client, customer, or collaborator—to accept an offer.
Email copywriting follows similar rules to other types of copywriting in that you want to persuade your reader to take action.
Even the most seasoned marketers struggle with email copy, even though they won’t admit it. So, to become an expert email copywriter, you should adhere to specific techniques, from your subject line to your body copy, your CTA, and your email sign-off.
Email copy, on the other hand, has some essential qualities that set it apart from advertising copy, social media copy, and all different types of fraud. There cannot be any filler content because it must be highly persuasive in the fewest possible words. The relationship between your subject line, copy, and CTA must be crystal clear.
Excellent copy makes reading the email an interactive experience; for example, it should compel the reader to click on a link or your CTA or to spend some time reading the email itself and sharing its contents. If you want your email to stand out, you must use SEO copywriting principles. The most important ones to keep in mind include the following:
Identify Your Target Market
Writing compelling email copy requires an understanding of your target audience. You can write persuasive copy that converts by being aware of your target audience.
People’s language, as well as their interests, values, and beliefs, should be considered when writing copy for social media or email marketing campaigns. You can gather this information through research or surveys. Once you have a good idea of your audience, you can tailor your copy accordingly.
Keep It brief and sweet.
Writing concise email copy is crucial because users scan through their inboxes quickly. Please keep your message brief and to the point to grab readers’ attention without weighing them down with excessive text. You can break up long text passages with visuals like pictures or videos to make the message stand out from other posts on the platform.
Make use of visuals
Images can be powerful tools when used correctly in copy because they capture readers’ attention and elicit feelings more powerfully than words alone. Consider using eye-catching visuals such as infographics or GIFs to quickly grab readers’ attention and keep them reading your copy longer than without visuals.
Understanding your audience will allow you to tailor your writing and ensure it resonates with them. Let’s now discuss how to write clear and compelling email copy.
Key takeaway: email copy should be concise and visually appealing.
Keep Subject Lines Short & Sweet
The equivalent of a headline in your email copy is your subject line. If your subject line isn’t relevant or interesting enough and doesn’t inspire your readers to take action, they will not open your email. Dedicate considerable time to crafting and creating a solid subject line that will capture the interests of potential customers.
Email subject lines serve as the equivalent of headlines, and while most standard headline-writing techniques apply, there is one additional consideration: length. Going even shorter than that is preferable to going longer; the sweet spot is between 6 and 10 words.
Preview text is essential.
The preview text of your email is a short line that captures the email’s purpose and what it contains. A preview text is critical to email copywriting because mobile device users often use it to determine whether the email is worth opening.
Use that brief snippet to give subscribers a clear idea of the email. They will most likely open it if they find it interesting and pertinent.
Personalization
You must personalize your email copy if you wish to convert. To personalize an email, you must know who you are sending it to and what action you want them to take after reading it. That’s the bottom line.
Unlike social media, email is a more personal platform for interaction. You need to connect with your readers personally to make your copy compelling.
Pick your words carefully.
Use “you” and “your” frequently in your email copywriting. Carefully selecting your words will make it clear to your readers that the email is about them, not you.
Additionally, it would be best to emphasize its advantages rather than the features you offer. When discussing features, the emphasis is on you, your business, and your product. When discussing benefits, the focus is on how your product or service can improve your subscribers’ lives.
Speaking of the benefits rather than features of your services makes your users the main focus of the email.
In the body of the copy, tell a story.
Email isn’t the only medium where storytelling can be compelling. Stories outperform nearly everything else you can compare them to, given the restrictions on email content. Inside emails, stories exceed other types of content and lead to high conversions.
It’s crucial to remember the power of storytelling in copywriting. Why not use stories in your email copy? Narratives have long been employed to evoke strong emotional responses from audiences. Telltales involving individuals or events connected to your company’s name, goods, or services encourage readers to connect.
Make sure that your content is relevant.
Another thing to remember concerning your email campaign rule: don’t send the same message to all your subscribers. Sending out generic emails to your entire list won’t connect with anyone and is almost certain not to affect conversion. If you’re still using general email blasts for email marketing, it’s time to stop.
Instead, classify your subscriber list based on their previous clicks, age ranges, when they signed up, and other relevant factors to your business and its brand.
Have a clear call-to-action (CTA)
Your email copywriting should include a call to action. Entering an email address makes it simple to launch a chat. Landing pages, calendars, or replies require one click. There is only one contact form available on the website.
Always use simple language, and one perfect CTA that expresses what actions you want your readers to take should be used in your copy. Be direct; don’t mince words. That takes too much time for your readers.
Always follow up.
After spending so much time crafting an excellent email, you want to ensure that your efforts are rewarded by following up on your initial contact.
Follow-ups are that extra step to ensure that your message is received and that the recipient understands the significance of what you’re saying.
When Is It Appropriate to Follow Up?
You should wait to follow up with an email until at least three business days since you sent your initial message. The recipient will have enough time to review and respond to your initial message.
After three business days have passed without a response from the recipient, gently reminding them of your request is acceptable.
When possible, avoid using spam trigger words.
Sending emails worth reading is the best way to keep them out of spam folders. Emails containing “free” or “problems” are not routed to spam folders. However, knowing which terms set off a spam filter is helpful, especially for companies that frequently place spam files in their spam box.
Monitor & Measure Performance
Copywriters must monitor performance indicators to know whether their campaigns are successful. You can make future content more effective and ensure that your efforts are worthwhile by knowing which strategies are effective and which aren’t.
You should also consider the click-through rates (CTR) of their writing. The click-through rate (CTR) measures how frequently a user follows a link in an advertisement or email campaign. This metric assists in determining whether users who clicked through from the source material, such as an email newsletter or an ad banner, found what they were looking for once they reached the destination page or website.
Key Takeaway: To evaluate the effectiveness of their campaigns and improve future content, copywriters should monitor engagement rates, reach, impressions, CTR, and conversion rates.
Most Frequent Mistakes When Writing Emails?
Using an incorrect link
Include the incorrect landing page link in your cold email copy if you want your digital marketing team to start gnashing their teeth.
Getting your reader to take the right action, such as clicking on the appropriate link within your email body copy, is crucial for best marketing practices like A/B testing.
Not being professional
Determining the appropriate tone to use when writing email content is a problem both B2B and B2C marketers face. You must carefully navigate the line between being relatable and unprofessional, so do your research to get it right.
Not editing your work.
Spelling and layout errors will always be a turn-off, regardless of how good your email looks in someone else’s inbox.
Overlooking mobile optimization
Even the most well-planned and successful email marketing or outreach campaign will only succeed if the email looks good on mobile.
Questions and Answers About Advice on Writing Email Copy
How long should an email subject line be on average?
The length of an email subject line should be between 5 and 10 words.
Is writing email copy difficult?
Writing email copy can be challenging. It calls for a thorough knowledge of the wants and needs of the intended audience and the capacity to create messages that will persuade them. To increase engagement, ensuring emails are optimized for desktop and mobile devices is also critical to increase engagement.
By enabling automated personalization of content and offering insights into customer behavior, using AI tools can help streamline the process. Keeping these things in mind, writing compelling email copy can be challenging but rewarding.
In your email copywriting, should you use emojis?
Emojis could be used in email copywriting when they fit your company’s brand, but in moderation; using one or two to make a point may be effective, but not in every sentence!
What qualities make for the best email copywriters?
Email copywriters must be able to connect with their target audience on their terms and comprehend who they are writing for. It also helps to have a keen eye for detail and a solid command of language and synonyms.
Can you make money writing email copy?
It is possible to make money writing email copy. It is a fantastic way to connect with potential clients and develop relationships with them. Effective messages that will engage readers and encourage conversions must be created when writing email copy; this requires creativity and an understanding of the target audience.
Additionally, by analyzing data from previous campaigns and providing insights into what is effective for each distinct customer segment, AI tools can help optimize campaigns for better results.
Are email marketing and copywriting the same thing?
Copywriting includes writing for email marketing, but not all copywriting is written for email. Email copywriting consists of any form of communication that asks the reader to take action, whether for lead generation, sales, or an invitation to participate in an event.
What are the advantages of email copywriting?
Even though email copywriting can be challenging at times, it’s worthwhile. Strong email copywriting has several business advantages, including:
- You can increase your open and conversion rates when your subject line, opening line, and email call-to-action (CTA) are flawless.
- You build a stronger connection with your audience, who will gain an insightful understanding of you, your company, and your mission.
- When you get your email copywriting on point, you can expect a considerable increase in your return on investment (ROI).
- Email is the preferred method of business contact for all purposes throughout your sales funnel, as evidenced by the satisfied customers and clients who look forward to receiving it.
- Effective email messages are an excellent way to boost business profits and expand your network of indispensable clients.
- An effective email campaign uses language that can be taken to heart and helps to spread the word about your company’s products and services. Additionally, it can assist you in achieving all the objectives you had in mind while developing your marketing strategy.
- A compelling email will nudge prospects toward the action you want them to take.
- Prospects will spend more time reading an email if it is interesting. Your brand will be more likely to stick in people’s minds if they spend more time reading and responding to emails.
- You can increase the profitability of your brand by achieving all the marketing strategy goals you’ve set with the aid of email copy that converts.
The Two Main Uses Of Email Copywriting
Now that we’ve gone over some quick ways to improve your email copywriting, it’s time to delve into the more complicated process of understanding email marketing.
First, when someone uses the term “email copywriting,” they are not referring to routine business correspondence via email.
They almost always refer to the email used in a marketing context, and there are only two significant purposes for an email in that setting:
- Inbound Marketing
- Outbound Sales
How To Write Email Copy For Inbound Marketing
If you’re unfamiliar with “inbound marketing,” it refers to advertising that draws clients to a business by producing content they want, addressing issues they already face, and providing the answers they seek.
That’s a fancy way of saying that inbound marketing is about giving customers what they want, encouraging them to come to you (instead of the other course around), and returning to you repeatedly. Email is often used as the focal point of this relationship.
To connect with people, you must first collect their email addresses. You can do this by either inviting them to subscribe to your blog or offering a particularly fascinating piece of content in exchange for their email address.
Creating Email Copy That Drives Outbound Sales
After discussing inbound marketing, it’s time to examine the considerably less complicated world of outbound sales.
The objective of outbound sales is to start conversations. Unlike inbound marketing, you don’t have to worry about establishing long-term trust or continuously delivering value for outbound sales. It comes down to a numbers game in the end. Simply put, your goal is to reach a sizable audience of potential clients, grab their attention, and get a small percentage of them to respond.
By continuously adding value as part of an inbound marketing strategy rather than relying solely on inbound marketing tactics, you can also shorten the time needed to build a customer base.
Conclusion
With these tips in mind, you can create engaging and persuasive emails, helping you build stronger relationships with your recipients and achieve your desired outcomes. Keep it short and sweet, use visuals to capture attention, use emotion to drive action, and track performance to make adjustments.
