Regardless of your email marketing strategy, you need to make sure the copywriting in the email is perfect. It won’t matter if you segment the audience just right if the email they receive is poorly written. Here’s how to make sure that your email copywriting is spot on.
Grab attention with the subject line
Most people have a rather crowded “Incoming” folder. With all the emails an average person gets from the business partners, newsletters they receive, and promotions, it can be easy to miss your email.
Craft the thing your subscribers see first, the subject line, in a way that would catch attention. Here’s how you do it:
- Include the name of your brand
- Mention the discount
- Include the word “free”
- Invoke curiosity
Write the first sentences with preview in mind
The subject line is the first thing people see. The next one is the preview of the email. The first couple of phrases you write in the email will be displayed in the preview section.
When you’re writing them, keep in mind that for all intents and purposes it’s like the subject line. It’s what sells your email to the subscribers and can increase the click-through rate.
Write for the audience
It’s impossible to know every subscriber personally if you’re a B2C company. However, you do know a lot about your subscribers if you’ve been segmenting the audience correctly. You know their interests and preferences, so you’ll be able to adjust the content to their needs. It affects both how you write and what you write about.
Your style and content will vary greatly for 35-year-old male higher managers and 25-year-old stay at home wives. Know your audience and learn to appeal to them in writing.
You’ve already done some general personalization in the previous step. Keep it up and personalize your emails even more. Even mentioning the subscriber’s name is enough to make them instantly more interested in the email.
If you’re a B2B company and you rely on a small number of clients, you need to take it even further. You need to know a lot about the company and the person you’re writing to and mention it in the email.
Write for a ten-year-old
If you’re writing for specialists, including jargon is a must. If you’re not, you should keep your language as simple as possible. Ideally, a ten-year-old should be able to read it. Even Trump uses this trick in his speeches.
Keep it short
You must remember from your student years that it takes a pro essay writer to convey a lot of information in a few words. When you’re doing email copywriting, you have to become a pro and make sure you keep the email short but informative.
Most people now check the email from their phones. A lot of them do it on the go, so very few of your subscribers have the time to read even a 500-words email. The next tip will help you pack a lot of value in a small email.
Keep it matter-of-fact
Keep your writing informative. Don’t write vague phrases like “we manufacture the best product,” “fast delivery,” or “unprecedented sale.” Instead, explain these things with concrete facts like this: “97% of customers are satisfied by our product,” “get your package within 2 days with DHL,” and “it’s the first time we make a 70% discount.”
Add a CTA
The last thing you have to do is include a call to action to direct the most interested visitors over to the website to make the purchase.
Writing a great email requires you to create a catchy subject line and packing a lot of information in a small number of words. Master these basics, and the effectiveness of your email marketing campaign is going to grow.