Ever asked yourself ‘Why don’t I find myself writing and crafting enough email?’
Some of you may give excuses such as:
- “Email’s dead – it doesn’t convert at all!”
- “I’m terrible at writing.”
- “My copywriter or digital marketer handles that.”
- “Can’t be asked with all I’ve got on the plate.”
Regardless of the misconceptions of email marketing being traditional and downright overused, this marketing channel still matters for online campaigns and outreach.
Hope you’re still reading B2B and B2C marketers?
Yes, email is a popular method of keeping in touch with your fans, potentials and retained subscribers in business.
No one ever disputes that.
However, the art of creating great email with impact relies on your ability to understand your audience, tone of voice and embracing the passion of written language.
For all buzzing marketers, entrepreneurs or C-Level executives; here are some helpful tips on copywriting for winning email:
Too much text and you’ve lost them
Email copywriting isn’t easy for excited marketers.
One of the greatest mistakes is bombarding your final recipient with a gazillion rows of text and font sizes.
Whether it’s your latest blog release, seasonal offer or company update, too much text drains out the attention span to 0 in this aesthetically visual world of today.
Although you wish to keep the reader sufficiently informed, every great email marketer must master breaking down and summarising text for the best retention possible.
People are receiving and reading emails endlessly everyday.
Off smartphones when getting out of bed, on cramped public transport, and even off computer screens just 10-15 mins before lunch breaks.
‘What makes your email any different?’
‘How can you make your final message shorter and succinct?’
Ask yourself these 2 questions and ensure the text quantity is enjoyable for a happier, retained subscriber.
Understand your audience and tone of voice
Who’s your fan or customer?
Do you consider their wants, needs and aspirations?
How do you address them?
Once you’ve answered these questions according to your knowledge, you’ve cracked only 50% of planning successful email copywriting.
The other 50% is consistent execution of this amongst your targeted email database.
If you’re in B2B, you’ll be dealing with a specific number of professional individuals subscribed or contacting you for 3 reasons:
- Industry news
- Client liaison
- Ongoing business development.
For this reason, keep the email copy straightforward, contextually goal-orientated and mutually beneficial for greater engagement.
For B2C companies and brands, your email copy and tone-of-voice should be friendly, product or service-focused within a scenario, and spark an emotional response upon leading towards your call-to-action.
This way, both clients, customers and fans acknowledge you’ve considered them first when crafting your email text, and with favourable results and patience; they’ll be engaged with positive expectations of your email outreach.
Always proof-read and contextualise
Like any other important piece of literary work you’ve written – proof-reading into context is vital for any winning email copy.
Treat every word and punctuation usage with vigilance as you would stepping across a rushing river on a vertically-led, dispersed rock path.
Every email campaign’s copy for your marketing outreach must be organised and follow a story-like rhythm.
Why is that?
Your final reader needs seduction from your email language so much that it becomes an enjoyable, attractive flow from start to proposed action.
Moreover, your language represents your business’ care into email – make the copy their pleasure to read and act!
Never forget your final goal
Whether you’re a non-for-profit to a profit-based business, your email has a task to achieve.
Some may be the best copywriters in town and spark unforgettable chemistry everyone marvels over with words, writing style and great context.
Yet, if you don’t make your end-goal clear and authoritative during the email’s latter stages; the efforts will have gone all to waste.
People always ask even before reading ‘What’s the catch or purpose of this?’
Even your loyal customers and clients too.
Subscriptions, downloads, social media follows, click for shop discounts – these are all key examples of common call-to-actions assisting your final goal.
Make your copy worth their eye-squinting, brain-processing and time for a favourable, higher chance of marketing conversion.
Try these simple yet crucial rules for 2 weeks and comment back below on any progress you’ve noticed for email success.
Happy email copywriting for 2019!