Email copywriting is one of the most important aspects of email marketing. After all, if your email doesn’t capture attention and persuade subscribers to take action, then it’s not doing its job.
However, if you’ve been in the marketing biz long enough, you’ve probably found that sitting down and typing up copywriting gold isn’t as easy as it seems. There is a lot of strategy involved in writing email copy, but that doesn’t always mean you should adopt every method out there.
Your copywriting strategy is dependent on a few factors — your target audience, the email’s goal and even your company’s branding.
So how can you become a better email copywriter? It all comes down to simplicity.
Before you sit down to write your next email, take a look at these email copy best practices. After reading these tips, you’ll be well on your way to writing clear, simple and engaging content that conjures real results.
What is Email Copywriting?
Email copywriting is the process of writing email content that engages and persuades recipients to take a specific action, such as clicking a link, subscribing to a service or making a purchase.
Copywriters use a variety of techniques to create an email that’s both compelling and effective. They may focus on creating a headline that catches the reader’s attention, using strong call-to-action statements or including persuasive arguments.
Most importantly, email copy must be well written and optimized for readability. Recipients are more likely to take action if the email is easy to read and understand.
Newsletter copywriting is a specialized form of email copywriting that focuses on creating content for email newsletters. Copywriters must consider how to structure their content for email newsletters, which often have a different layout and design than regular email messages.
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10 Tips in Writing an Email Copy that Sells to Customers
Now that you understand what email copywriting is, it’s time for us to share with you our ten essential tips for writing good email copy.
Avoid Audience Generalization
When writing email copy, it’s important to avoid audience generalization. This means that you should target your content specifically to the people who will be reading it, rather than speaking in broad terms that may not apply to all of them.
This is especially important when it comes to email marketing, which is often seen as a one-size-fits-all approach. However, if you take the time to target your content specifically to the people who are most likely to be interested in it, you’ll see much better results.
So how can you go about doing this? Well, there are a few things you can do. First, make sure you know your audience inside and out. What are their interests? What do they like to read about? What are their pain points?
Once you have a good understanding of your audience, you can start tailoring your content specifically to them.
Personalized Your Subject Line
One of the most important things to consider when writing email copy is your subject line. Your subject line is the first thing people will see, so it’s important to make it stand out and grab their attention.
You can do this by personalizing your subject line with their name or by using a catchy headline like, “You Won’t Believe This!”
You can also use keywords in your subject line to get their attention. Some common email marketing keywords are “sale”, “new product”, “free shipping” and “early access”. By using these keywords in your subject line, you’ll grab their attention and make them more likely to open your email.
Skip the Industry Jargon
When writing email copy, you need to avoid using industry jargon. This will ensure that your email is easy to understand for your recipients.
For example, if you are a law firm, you should avoid using terms like “pro se” and “counsel.”
Instead, you could use terms like “without an attorney” and “legal advice.”
This will make it easier for your recipients to understand what you are trying to say, and they are more likely to take action based on your email.
Use Active Voice
Active voice makes your message more powerful. This means that the subject of the sentence is doing the action, rather than being acted upon.
For example, “The email was opened” is in passive voice, while “I opened the email” is in active voice.
Using active voice makes your email more engaging and persuasive. It also helps you sound more confident and authoritative. So be sure to use active voice whenever possible in your email copy.
Set a Clear Goal
Setting a clear goal when emailing is essential to getting your message across in the most effective way possible.
Without a goal, it can be difficult to determine what you should include in your email, as well as which points are most important.
When crafting email content, ask yourself these questions:
- What do I want my email to achieve?
- What is the main message I want to send?
- Who am I emailing and what do they need from me?
- What’s the best way to say this?
By taking the time to consider these factors, you can create email content that is laser-focused on achieving your desired outcome.
Get the Preview Text Right
When emailing someone, the preview text is very important. This is the text that appears below the email’s subject line and it can be seen when an email is previewed in an inbox.
You want to make sure that this text accurately represents what your email is about so that the recipient knows whether or not to open it.
If you are promoting an event in your email, for example, you’ll want to make sure the preview text includes information about the event, like the date and time.
If you are sending a marketing email, you’ll want to make sure the preview text includes a call to action, like “shop now” or “click here”.
Whatever your email is about, make sure the preview text accurately represents it so that people are more likely to open it.
Avoid Spammy Exclamation Marks
The last thing you want customers to think when seeing your email is to think it’s spam. When you overuse exclamation marks, it can make your email seem pushy or unprofessional and push your readers away.
Phrases such as “act fast!” or “limited time only” can sound spammy and desperate. Instead, focus on using strong, persuasive language that will get your point across such as “don’t miss out” or “this is your chance.”
When it comes to writing email copy, as long as you use keywords and phrases that are relevant to your business and target audience, you’ll be well on your way to writing effective email content.
Know Your Target Audience and Market
To write excellent email copy, you must know your target audience and market. By understanding your target market, you can create email content that resonates with them and drives conversions.
Here are some tips for understanding your target market:
- Start by creating a buyer persona.
A buyer persona is a representation of your ideal customer. It includes demographic information, interests, and behaviors. By creating a buyer persona, you can better understand the needs and wants of your target market.
- Use social media to research your target market.
Social media platforms are a great way to get insights into your target market. You can find out what they’re talking about, what they’re interested in, and where they hang out online.
- Look at your competition.
What are they doing that’s working? What are their customers saying about them? Try to emulate what’s working for your competition and avoid making the same mistakes.
- Do some market research.
Use surveys, focus groups, and interviews to get an idea of what your target market wants. This information can help you create content and offers that appeal to them.
By doing your research, you can craft content that appeals to your customers and helps you achieve your marketing goals.
Use the Right Call-to-Action (CTA)
When it comes to email copy, the call-to-action (CTA) is critical. Your CTA is what encourages your readers to take the next step, whether that’s clicking a link, signing up for a free trial or making a purchase.
There are many different types of CTAs, but which one is right for your email? Here are a few of the most common types:
1. Clickthroughs: This type of CTA encourages your readers to click through to another page or website. For example, “Click here to learn more about our products.”
2. Signups: A signup CTA asks your readers to sign up for something, such as a free trial or email list. For example, “Sign up for our email list and receive special offers.”
3. Purchases: A purchase CTA asks your readers to buy something from you. For example, “Buy now and receive free shipping.”
4. Downloads: A download CTA directs your readers to a page where they can download something, such as a white paper or e-book. For example, “Download our white paper to learn more about email marketing.”
When choosing a CTA, you need to consider what you want your readers to do. Do you want them to learn more about your products, sign up for a free trial, or buy something? Once you know what you want your readers to do, you can choose the right CTA to match.
Conduct Test and Optimize
Testing and optimizing your content is the final key to achieving the best results in your email copy.
You can do this by testing different email subject lines, email content and email calls to action. You can also test the timing of your email blasts, as well as the frequency with which you send them.
There’s a decent selection of testing software to choose from such as A/B tester, Optimizely and Mixpanel. Any of these tools will help you determine which email content is most effective with your audience.
By conducting these tests, you can fine-tune your email marketing strategy to ensure that you’re getting the best possible results from your efforts.
Key Take Away
Email copywriting doesn’t have to be a daunting task. With a few simple guidelines, you can write emails that are both clear and entertaining.
And if you’re feeling overwhelmed by the thought of creating all the content yourself, don’t worry.
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