Email marketing is a pretty standard tool in the marketing toolbox for businesses nowadays. Especially if you’re a speaker, coach or anyone who markets via the Internet.
I know I’ve written about email marketing a few times before, but today I’m going to dig in a little deeper with some copywriting tips that will get your readers to actually read your emails and make them more effective.
I mean, if you’re going to put the effort into email marketing, you might as well take the time to make sure you’re putting out messages your readers are taking the time to read.
Copywriting and email marketing go hand in hand, so my trusty copywriter and I recently had a sit-down to discuss email marketing tips; and decided to collaborate on this post so we can give you some great advice you can take to the bank and incorporate into your email communication, starting now!
Email Copywriting Tips
- Plan out your messages. Some marketers have been known to go with more of a fly by the seat of their pants sort of style when it comes to email promotions. They decide it’s been awhile since they reached out to their list, so they send out an email. Then a couple of weeks later, they realize they should have followed up after the email, so they do. And so on and so forth. But this process isn’t really the best use of your time and won’t garner the results you’re looking for. A better practice would be to sit down for an hour or so and plan out six months of email campaigns. Maybe you need a three-part autoresponder series for those signing up for your lead magnet. Maybe there’s a weekly tip you can be sending out. Maybe you’ll send out a newsletter or a campaign for your new holiday promotion. You get the idea. The key is to know what you’re doing in a broader sense, so you know what to include in each email.
- Create an outline. Make a list of all the messages you’re going to send and add notes as you map out your campaign. That way, you know what messages to include when. Do what you can to write them and schedule them all at once. Copywriting is much easier when you’re on a roll. Writing them one after another for your campaign will help you keep up with the flow of your message, because they’ll naturally fit together as you’re writing them while they’re all fresh in your mind.
- Create a Clear Call To Action. It’s so important to be clear on your CTA (Call to Action) when you start writing your email. If you don’t know what you want the reader to do, your message won’t be as clear as you want it to be. Whether the goal is for the reader to follow you on Facebook, sign up for your free report, buy your product, or call you to make an appointment, you want to have a strong CTA at the end of your email so your reader knows what you want them to do next. If they don’t know what you want them to do or where you want them to go, they won’t do anything.
- Be subtle. When writing your emails, use language that will subtly pull your reader along so they end up where you want them to be. But don’t be overbearing! The last thing we all want is to be sold to, even though that’s what’s really going on. Make sure you offer something of value to your list on a regular basis so your readers aren’t only hearing from you when you want them to do something. Provide value on a regular basis so they look forward to receiving your emails. Provide value on a regular basis so your readers look forward to receiving your emails.Click To Tweet
- Be persuasive. There are a couple of tips you can use when writing your emails to up the chances of the reader taking action. Consider using the word “because” when you’re stressing something. Some studies have shown people are more likely to do something when the word “because” is used … because it’s seen as an order! For example, instead of saying: Head over to Facebook and check out the free video before it’s gone! Try saying: Head over to Facebook and check out the free video because you’ll want to view it before it disappears! Another trick is to lead your readers to the key words and phrases you want them to be drawn to by “bolding” them. Make it easy for them to do what you want them to do. A bonus tip for you: Put key information in boxes or call-outs. People always tend to read content in boxes and call-outs!
- Use headings and bullets. You probably know this, but it’s worth stating again. We’re a world of scanners, and you’ll lose folks if you don’t break up the text.
- Keep it short and sweet. The best email is a short email. We get so much email these days; you need to convey your message in as few words as possible. Give the details and the information they need, but get to the point.
- Focus on the subject line (but write it last). The subject line is arguably the most important piece of your promotional email. You may spend as much time writing the perfect headline as you do writing the actual message. Fair enough, because if the subject line doesn’t work, chances are the email won’t even be opened, let alone read. Try adding a benefit right in the headline. You see this with big brands: Buy one tea, the second’s on us! Headlines that ask a question are effective, so are “how-to” headlines. Use the words “these” and “why” in your headlines if you want people to pay attention. “Find out why these courses are the best!” is much stronger than, “Our courses are the best.” See the difference?
I could go on about this all day (actually, my writer could. I had to cut her off so we could move on to other things) so if you have any questions about or thoughts to add about copywriting or email marketing, please leave a comment!
Also published on Medium.