Like the email subject line, the copywriting in your email is also an important part of the your email marketing success — and the approach needs to be personal.
When you’re writing for email (and most types of marketing for that matter), you’re not writing to a general audience, to a big group, to just anyone — you’re writing to one person, to one subscriber that has a connection to you. You must think of your email marketing copywriting as the art of creating a conversation between you and a single subscriber.
You want them to read your email and feel like you are speaking right to them. Like they matter. Like they know you and you know them.
Three Steps To Effective Email Copywriting
1. Get Their Attention
The subject line needs to get the recipient to open the email from you. It needs to get their attention and be relevant, intriguing, of interest, or about them. Remember, it doesn’t matter how great your content is, if no one opens the email.
2. Keep Them Interested
Now that they have opened the email, your content has to keep them interested so they don’t hit delete, save it for later, or unsubscribe. The easiest way to do this is to make the email about them. Talk about their problems and offer solutions. Address their passions, needs, desires, wishes, struggles, etc. Remember, the job of your introduction is to get them to read the rest of the email.
3. Get Them to Take Action
The goal of email marketing is to get recipients to take an action — This may be to click, view, comment, reply, buy, sign up, register, etc. Just make sure you always include a call to action to get them to do something. Even if you’re not selling anything (yet), get recipients used to taking action when their read your call to action — no matter how small it may be. Because, while it may be a simple click or reply now, but in the future it may be to purchase.
Make The Content Interesting
- Define the goal of the email — the action you want them to take
- Write a compelling email subject line
- Craft the introduction to keep them interested and get them to keep reading
- Make sure your content is valuable no matter what — even if it is a solo blast to sell something, it must be valuable whether they buy or not
- Apply the 80/20 rule to your content strategy and planning, meaning 80 percent of your email marketing should be all high-quality, value-added content with no sales, and 20 percent of your emails can make an offer
- Keep it short! If your email is too long and it seems like a lot of work to read it, people will skip it and move on
Avoid Spam Filters
- Don’t use traditional sales calls to action and spammy phrases in your content
- Make sure all URLs used in your email message are whitelisted and in good standing. Sending an email with a blacklisted URL can get your message blocked
- Don’t send your email as one giant graphic without any text. Your email needs to have a good mix of images and text
- Use properly written HTML code and a well-designed email template. Using sloppy code with broken links and images, and missing tags will make you look like a spammer
- Always send both an HTML version and a plain text version of your email and don’t be lazy about the plain text version. Spam filters will compare your HTML and plain text messages and if 90% is HTML and 10% is plain text, you’ll risk getting flagged
- Never use Microsoft Word or FrontPage (Yes, people still use this, horrifying I know) to generate your HTML. Their code is horrendous and spam filters don’t like it
The Bottom Line:
Successful copywriting for email marketing and email newsletters doesn’t require a difficult strategy or secretive tricks and tactics. Copywriting for email marketing requires you to treat your subscribers’ inboxes as well as you treat your own inbox. It requires you to not waste their time with too much sales-crap, but to keep it short and sweet, make it easy to understand, make it worth their time, and make it easy for them to see what to do next.
Now what about you? Do you have any other effective email marketing copywriting tips? Do you have tips to avoid the spam filters? Have you learned something new? We would love to hear from you in the comments below!
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