Email copywriting can be like having a casual conversation: it can be hard to know what resonates with your target audience. That’s why it is critical that you conduct A/B tests of your email content until you discover a tone that resonates.
Email copy should be composed by professional services for best results; otherwise recipients will quickly turn away. There’s plenty to avoid – like using long blocks of text as this will likely send them running for the back button – but the following article goes into more detail about how these copywriters get the job done.
Table of Contents
1. Get to the Point
People spend on average 6.4 hours each day scrolling through their emails, so when sending an email they must understand why it is crucial that they read it and take immediate action. Get right to the point, avoid including unnecessary details, and ensure each sentence furthers your goal.
Keep your emails short if you want your readers to invest their time clicking or reading your landing pages; this makes them more likely to respond and less likely to become overwhelmed with information overload in their inboxes.
Personalizing your email by including their name in the “to” field will increase open rates. Showing you has thought about them and care for their opinion shows them you care and encourages engagement with your brand.
Finally, avoid trigger words that could force your email into the spam folder. This includes keywords that create a sense of urgency or have positive or negative connotations as well as symbols like 0% risk; these could all push it directly to junk unless used sparingly and with care.
2. Make Your Audience Want to Read More
Your email should also be short and direct. Long, monotonous paragraphs will likely have readers running for the unsubscribe button; use bullet points and short sentences instead, with eye-catching graphics to keep readers engaged in learning more about what you offer.
Be sure to highlight the benefits of your product or service rather than its features. Professional email copywriting companies excel at clear and concise copy for ads and emails. This will place more of an emphasis on meeting subscribers’ needs – which they expect in their emails!
Use email as an opportunity to add personal elements, like fun facts or stories about your company. Doing this will show your audience you value their engagement with your brand further and increase click-through rates.
3. Make Your CTA Stand Out
Email copywriting differs from writing blog posts or other pieces of content in that its message must be narrowly focused around one objective: what do you want your reader to do? That’s why making the call-to-action (https://marketbusinessnews.com/financial-glossary/call-to-action-definition/) clear and explicit can help drive response from readers who may otherwise remain unclear as to whether you need them to read through all or just click a link in your email.
As part of your effort, make your call-to-action large, bold, and visible. Add something distinctive and eye-catching by using color or imagery that grabs their attention; or create an urgent tone so they act fast!
Try not to overdo it when adding calls-to-action; too many links or buttons could prove overwhelming and reduce response rates by up to 30% according to one Backlinko study! In fact, more links in an email may even decrease it!
4. Make Your Offer Specific
As with any form of marketing, knowing your audience when persuading them is paramount to its success. This holds especially true with email campaigns as their one-to-many nature allows more personalized and direct approaches than other channels.
Example: Let’s say you want someone to sign up for your free software trial, instead of listing its features, focus on its benefits for them instead; show how it could save them time or money, for instance. By emphasizing their value to them instead, your copy will likely result in more convincing language and potentially lead to a positive conversion.
5. Make Your Call to Action Convenient
Email copywriting goes beyond simply sending emails; it also involves persuading audiences to take action. Therefore, it is essential that your call to action be as convenient as possible for your target audience.
Avoid complicated language and opt for clear and straightforward approaches when communicating with your target audience, such as “sign up now” to take immediate action rather than “get started”.
As part of an email’s call to action, it is also vital that it fits seamlessly within its contents. One effective approach to do this is by approaching it as an in-depth dialogue between two individuals, according to this site; this will make the email feel more personal and relatable – for instance by including “you” in both its subject line and body text to encourage people to respond more readily.
Make sure your call to action is tailored specifically to your audience by emphasizing pain points. For instance, when selling beauty products you could try and address dry hair by emphasizing how your product will moisturize it.