In a world where over 306 billion emails are sent and received daily, the challenge is clear: How do you create emails that stand out amidst the constant digital barrage? Much like Instagram, the answer lies in aesthetics.
The concept is simple but powerful: Simplicity cuts through the noise. In the realm of email marketing, a well-written plain-text email can often outperform its highly-designed counterparts. After all, no matter how visually appealing an email is, if it lacks well-written content, it risks losing the attention of subscribers.
So, how do you craft a remarkable marketing email campaign? It all boils down to a few copywriting best practices that can make a world of difference in your email marketing strategy.
What Makes a Good Marketing Email
Recent data reveals that 77% of marketers have witnessed an increase in email engagement over the past year. The potential is clear, but to harness it, you need to hone your email copywriting skills.
Effective marketing emails contain concise, targeted, and segmented content that aligns with your brand's voice and addresses customer concerns. While this may seem like a formidable task, fear not; we're here to guide you through it.
10 Email Copywriting Tips for Crafting Better Marketing Emails
Let's start with some copywriting tips for crafting engaging subject lines and dive into email body copywriting.
Crafting the Perfect Subject Line
The subject line is your email's gatekeeper. If it doesn't pique the recipient's interest, they won't read your carefully-crafted content. Here's how to write a subject line that shines:
Use actionable language: Incorporate verbs to make it clear what action the recipient can take. For instance, "Take Mom to Brunch" signals a clear action – taking Mom to brunch.
Personalize when possible: Segmented and personalized emails tend to perform better. Avoid generic personalization like [FIRSTNAME] and instead tailor your subject line to specific recipient needs and interests.
Prioritize clarity: Ensure your subject line communicates a clear message first and foremost. While catchy subject lines are great, never sacrifice clarity for entertainment value.
Align with email content: Your subject line should accurately represent what the email contains. Misleading subject lines result in lower click-through rates.
Writing Effective Email Content
Now that your subject line has captured your reader's attention, your email content should hold it. Here's how:
Establish relevance: Explain how you know the recipient or why the email is relevant to them. This helps build a connection and interest.
Write in the second person: Address the reader directly using "you" and "your." It keeps the focus on the customer and their needs.
Talk about benefits, not just features: Explain how your email benefits the recipient. Address their needs and desires, not just what your product or service offers.
Be brief: People tend to scan emails, so keep your content concise and to the point. Summarize the main points and provide a clear call to action (CTA) to learn more.
Be lovable: Let your brand's personality shine through your email content. Personalize the experience and connect with your audience on a human level.
Use actionable language in your CTA: Ensure your CTA is easy to spot and uses clear, action-oriented language. Make it enticing for recipients to take the desired action.
By mastering these email copywriting techniques, you can craft marketing emails that engage and convert recipients effectively, even in today's digital landscape. Remember, the key is to provide value and a clear path for action, all while maintaining a human touch in your communication.