When it comes to email marketing campaigns, copywriting is one of the biggest determinants of whether a campaign succeeds or fails. A recent MarketingSherpa study found 72% of U.S. adults prefer to communicate with companies through email, and the number of active email accounts worldwide is expected to be at 5.6 billion by the end of 2019.
Here’s 8 important reminders when crafting email marketing copy to help increase the opens, clicks and conversions of your next email campaign.
Keep it simple and strong
Once subscribers open your email you have a few seconds to capture their attention. So don’t use difficult words or technical jargon. Instead, write as if you were talking to a friend. But at the same time, keep your content powerful and to the point, to grab and keep interest.
Make your message scannable
Don’t overwhelm a reader with long paragraphs and lots of copy in the components of the email. Creating an email design that breaks up your copy with punchy subheads, numbered and bulleted lists, plus small bites of information will allow subscribers to quickly read it and grasp your main message. And when appropriate, use images to help tell your story – as the saying goes, a picture is worth a thousand words.
Keep the focus of your email marketing copy on your recipients, rather than providing too much unnecessary information about your company. Try and sound like a human rather than a brand trying to sell something.
Not too spammy
Using keywords in email-marketing copy is important for boosting your website success with search engines – but always make sure your content is useful and well written. Email-marketing copy can sound often sound “spammy” when writers try to fit in too many keywords where they don’t belong.
Know — and write — for your target market
The more you can find out about the people on your mailing list, the better you can tailor the marketing message to meet their needs. Content relevancy is the key to email-marketing success. That’s why it’s important to use personalization and email list segmentation to avoid sending a blanket email to all.
Once you get people to open your email, make sure you follow through on what you promised in the email subject line. If you don’t, you’ll likely destroy the trust between you and your email subscribers. Carefully craft subject lines and emphasise with bold text, italics and images. The preheader—the snippet of text that appears right next to or below the subject line on iPhones, iPads, some Android phones, and most email clients—is another huge opportunity to drive customers to open your email. However, remember not to overuse punctuation such as exclamation marks, UPPERCASE LETTERS (they shout) and emoticons. 🙂 – although the use of emojis are on the rise, they haven’t yet shown to impact click through rates.
Concentrate on a singular goal
Try not to clutter your promotional emails with multiple messages for users. Although you want to include multiple calls to action, they should all lead to the same place and meet one overall marketing strategy objective.
And finally…proofread, and proofread again
Seem obvious? Yes, but proofreading is often overlooked. Typos and inaccuracies in your email marketing copywriting can hurt your credibility with subscribers. And remember to test the links in your email text so they take people to the right website landing pages.