Email marketing is a great way to connect with potential customers and promote your products or services. However, if your email copywriting skills aren't effective, you might not be able to convert as many leads into customers.
Texting may be popular, but emailing is not left in the dust; 3.9 million people still use email and this number is expected to reach 4.6 billion by 2025.
Data has proven that email marketing is an effective, efficient way to reach customers.
With less time, money, and effort needed, it makes sense for businesses to give email marketing a try. Not only can you reach your customers every day of the week, but you also have more opportunity to perfect results.
In this article, we'll share 10 email copywriting tips for writing better marketing emails, including:
- Use focus keywords in your email text.
- Use images to grab attention and convey your message clearly.
- Use strong calls-to-action that encourage readers to take action.
- Keep your email content short and to the point.
- Make use of emotional hooks to keep readers engaged.
- Use generic language when possible to minimize the risk of being spammy.
- Create an email template that you can reuse for different types of campaigns.
- Use email marketing software to streamline the process and make it easier to write effective email copy.
- Use customer feedback to improve your email content and improve your marketing strategy overall.
- Test different email formats and messages to see what works best for your audience.
Before we dive in, let's review some email marketing basics.
The Purpose of an Email
The purpose of any email is to reach a specific audience and motivate them to take a specific action. When writing an email, it's important to keep that purpose in mind.
The basics for effective email marketing include:
Keep your message concise. Don't write a long email that is difficult to read. Keep your sentences short and to the point.
Make sure your content is relevant to your audience. If you are writing an email about a new product, make sure the content is relevant to people who are interested in products like that.
Use clear language and simple sentences. People don't have time to read complex sentences or jargon. Make your language easy to understand.
Include images and videos if possible. Images and videos can help to illustrate your points, and can add dimension to your message.
Start with a strong introduction. Your readers will trust you more if you start your email with a strong introduction. This could be something like:
"Hello, I'm [Your Name] from [Your Company], and today I'm going to share some email copywriting tips for better marketing emails."
Different Types of Emails
There are a few different types of emails that you can write for your marketing campaigns. These include:
Introductory Email: This email is used to introduce the product or service to the reader. It should give them a brief overview of what the email is about and why they should read it.
Lead Capture Email: This email is used to capture the readers' contact information so that you can follow up with them later. It should include a form where they can enter their information.
Opportunity Ladder Email: This email is used to promote sales opportunities or discounts. It should include a link to an online form where readers can enter their information.
Summary Email: This email is used to summarize the main points of the article or video that was mentioned in the previous email. It should include a link to that article or video so that readers can learn more.
Each of these emails has specific purposes, so it's important to tailor them specifically for the reader's needs. By writing effective emails, you'll be able to drive more traffic your website and increase conversion rates on your campaigns!
Now let's dive into 10 email copywriting tips to improve your marketing emails.
1. Use Focus Keywords
In order to write effective marketing emails, you need to focus on the right keywords. By using the right keywords in your email copy, you can help to improve your click-through rates (CTRs) and increase your website traffic.
When choosing which keywords to use in your email, it is important to think about what your email is selling. For example, if you are promoting a product, you might want to focus on terms that relate to that product.
If you are writing an email about a topic that is not related to your product or services, it is important to use relevant keywords. For example, if you are writing an email about travel, you might want to use terms related to travel such as “vacation” or “traveling.”
Once you have chosen the right keywords, it is important to include them in the body of your email. You can do this by including a keyword density score or by including specific keywords in the body of your email.
By using focus keywords and including them in the body of your emails, you can improve your CTR and increase your website traffic.
2. Use Images to Grab Attention
Images are one of the most powerful tools that you have when writing marketing emails. They can help to grab the attention of your readers and make them more likely to click through your email.
To maximize the impact of your images, make sure that you use high-quality images that are relevant to your topic. You should also try to avoid using too many graphics in your email, as this can be distracting for your readers.
If you want to create a more engaging email, you can also include interesting text snippets or captions in your images. This will help to draw the reader in and increase their chances of clicking through to your content.
3. Use Strong Calls-to-Action
To sharpen your email copywriting skills, you need to use strong calls-to-action (CTAs). You should include a CTA that will persuade your readers to take action on your product or service.
Some examples of strong calls-to-action include:
- “Download our whitepaper”
- “Add us to your contact list”
- “Book a call with us today”
Make sure that your CTA is easy to understand and clickable. You should also place it in the right location in your email layout.
4. Keep It Short
The best way to write a good marketing email is to keep it short. This will make the email easier to read and understand, and it will also keep your message from becoming too long.
When crafting your marketing message, keep the following email copywriting tips in mind:
- Keep your sentences short and to the point.
- Use active and concrete language.
- Use numbers, statistics, and examples to illustrate your points.
- Use strong verbs to emphasize the importance of your message.
- Avoid long paragraphs and try to break up your text into shorter blocks.
- Use headings and bullet points to help organize your thoughts.
- Use action words to describe what you want readers to do as a result of reading your email.
- Send your emails frequently and vary the content of each one to keep people interested in reading them.
- Always proofread your emails before sending them out!
5. Use Emotional Hooks
One of the best ways to write effective marketing emails is to use emotional hooks. These hooks are stories or anecdotes that evoke a particular emotion in the reader.
There are a few things you can do to create emotional hooks in your email copy. One way is to use storytelling. By telling a story, you can connect with your readers on an emotional level.
Another way to create emotional hooks is to use statistics. You can use data to illustrate why your product or service is valuable. For example, you can show how many people have been successful with your product or how many customers you have gained in the past.
Finally, you can also use images and videos to evoke an emotional response in your readers. When you include visuals, you can help readers understand your message better and drive them to a desired action.
There are numerous different ways to write effective marketing emails, and using emotional hooks is one of the best ways to ensure that your emails are read and responded to.
6. Avoid Getting Sent to Spam
Email marketing is only effective if your message reaches the reader's inbox. One of the most important copywriting tips is to use a writing style and tone won't trigger spam filters.
Keep a professional or conversational tone in your email. Using words to hype your messaging may trigger spam filters and prevent your email from hitting the inbox.
- Use a professional email address.
- Don’t use all caps or excessive exclamation points in your subject line.
- Avoid using triggering words like “free” or “win.”
- Keep your subject line short and to the point.
- Use rich text formatting sparingly.
- Include a call to action in your email.
- Make sure your email is mobile-friendly.
- Test your email before you send it out.
- Monitor your email deliverability rate.
- Use an email marketing service that can help you avoid spam filters.
7. Use an Email Template
To write better marketing emails, it is important to use an email template. A template will help you to structure your email, and it will also help you to avoid common mistakes.
There are many different email templates available online, and you can find one that is suitable for your business.
Before you start to create your email template, it is important to understand the purpose of the email. You should determine the goal of the email and then write the content accordingly.
Some common goals for marketing emails include promoting a new product or service, increasing brand awareness, generating leads, and driving sales.
Once you have determined the goal of the email, you should design the layout of the template. The layout should include a header, body text, images, and buttons.
The header should include your logo, company name, and contact information.
The body text should contain the main points of the email, and it should be formatted in a concise manner.
Images can help to promote your message, and they can also add visual appeal to your email. Buttons can be used to activate extra content in your email, such as a video or PDF attachment.
The footer should include your contact information and a link for the subscriber to manage their contact preferences.
8. Use Email Marketing Software
The key to writing great email marketing content is to use the right tools. You can use email marketing software to help you create better email content, track leads and conversions, and measure your success.
Email marketing software can make your job easier by automating the process of creating and sending email campaigns. You can also use these tools to track your email content performance and see which elements of your campaigns are performing the best.
Through automated A/B testing, you can fine-tune your copywriting and optimize your emails to increase conversions.
You don’t need a lot of technical knowledge to write great email marketing content. However, using the right email marketing software will make your job a lot easier. So, if you want to improve your writing skills and write better marketing emails, consider using an email marketing tool.
9. Use Customer Feedback
If you want to write better marketing emails, you need to use customer feedback.
One of the best ways to learn about your customers is to ask them. You can do this by using customer feedback surveys or by directly contacting your customers.
When you ask your customers for feedback, you can learn a lot about their needs and how you can improve your products or services.
You can also use customer feedback to create better marketing emails. For example, you can use feedback to improve the copywriting in your emails, to target your email campaigns more effectively, or to increase the effectiveness of your calls-to-action.
There are many different ways to use customer feedback in your marketing emails, so be sure to experiment and find the methods that work best for you.
10. Test Different Email Formats
Email marketing is a great way to reach your target audience and drive traffic to your website or blog. However, if your email campaigns are not effective, it can be difficult to figure out why.
One of the best ways to improve your email campaigns is to test different email formats. You can try different content types, subject lines, and even send times of day. This will help you find the format that works best for your audience and your business.
Another important step is to make sure that your email copy is clear and concise. Make sure that you provide enough information for your readers to understand what they are getting in return for their time.
Finally, make sure that you track your email campaigns and analyze the data to see how you can improve them next time around. Email marketing is an important part of a successful online marketing strategy, so don't hesitate to test different strategies and see what works best for you!
The Subject Line
One of the most important parts of a marketing email is the subject line. This is the headline that you see when someone opens your email, and it's essential that it grabs their attention.
There are a few things to keep in mind when crafting a subject line:
- Make sure it's eye-catching
- Be relevant to the recipient
- Be short and to the point
Remember: The subject line is the first thing someone sees, so make sure it grabs their attention!
The Body of Your Email
To write a successful marketing email, it is important to understand the basics of email design. The first thing you need to do is create a good body for your email. This means that you need to start with a strong introduction and ending with a compelling call-to-action.
The introduction should provide readers with enough information about what they will find in the email, such as the topic, the main points, and how to get involved. It should also set the tone for the rest of the email and encourage readers to read further.
The main points should be well-developed and explain why readers should take action now. They should also highlight any benefits that recipients will receive if they follow through with your request.
Finally, the call to action should be clear and concise, reminding readers what they need to do next.
By following these simple tips, you can write better marketing emails that will bring in more leads and sales.
The CTA (Call-to-Action)
When you write an email, it’s important to have a clear CTA (Call to Action). A CTA tells your reader what they need to do in order to get the most out of your email.
Some common CTA phrases are
- "Click here to learn more"
- "Download this free guide"
- "Subscribe now"
Make sure your CTA is clear, concise, and appealing so that readers will take action.
Want to improve your email copywriting? Check out these tips for writing better CTA phrases:
Use keywords throughout your email copy. Including keywords in your CTA will help increase clicks and leads from potential customers.
Use strong verbs to create urgency. Making your CTA sound urgent will encourage readers to take action quickly.
Use colorful language and visuals to grab attention. Adding excitement and visual appeal can make your CTA even more persuasive.
Keep your CTA simple and easy-to-read. Keeping the wording short and simple makes it easier for readers to understand and take action.
Segmenting Your Email List
One of the most important things you can do to write better marketing emails is to segment your email list. By doing this, you can target your audience with the best possible content and messages.
To segment your email list, first identify your customer’s main interests. Then, use that information to create relevant segments within your email list.
For example, if you sell software products that can be used in business, you might create separate segments for business owners, small business owners, and entrepreneurs.
Once you have created your segments, send targeted emails to each one. This will ensure that you are sending the right messages to the right people and that they will be interested in what you have to say.
The Landing Page
Every great email marketing campaign needs an effective landing page. A great landing page will help you capture your visitor’s attention and convert them into a qualified lead who will take action on your follow-up marketing emails.
Your email and landing page should match to create a seamless user experience. A well-crafted email message with a corresponding landing page will encourage users to continue down the sales funnel.
A good way to create a great landing page is to use clear and concise language. An impactful headline and streamlined, targeted copy should work to set a tone for your entire marketing campaign.
The tone of your email copywriting should remain consistent with the copywriting on the corresponding landing page just as if you were continuing the next phase of the same conversation.
To keep users engaged and on track, use precise copywriting along with helpful visuals to guide them through the process.
Email Copywriting Tips for Better Email Marketing Results
Email copywriting can be a challenge, but with these 10 tips, you'll be on your way to writing engaging and persuasive emails that will convert leads into customers.
From personalizing your message to using powerful imagery and leveraging click-through rates, these tips will help you craft successful email campaigns.
Contact us to speak with a member of our digital marketing team if you are interested in exploring the benefits of email marketing. We will happily explain this process and answer any questions you may have.
Need a fully-managed email marketing solution? We can provide the platform, design, copywriting, and visuals to create the perfect email marketing campaign.
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