How to Write a Killer Email Marketing Copy that Converts?
by Jimmy Jammy Tech ExpertWhen we talk
about email marketing, email copy is one of the critical determinants of
whether a campaign will succeed or fail. The end goal of email marketing is to
fuel the branding efforts and attract quality leads. Not everyone is master in
creating an impeccable email copy, but one can learn the art of creating a good
one.
You might have
seen low open rates, clicks and very little conversions through your email
campaigns. Ever wondered what might be missing? Do you need to change the style
of writing the email? Here are some of the best tips to write a killer email
marketing copy that converts.
1. K.I.S.S (Keep it Simple and Strong)
Once the
subscribers open your email or click through to your landing page, there are
only mere seconds to capture their attention. So, don’t use ‘technical jargon’,
‘market-speak’ or difficult words. Instead, write like you are talking to your
friend. Keep the content powerful and to the point with easy to understand
speech.
2. Make your Message More Scannable
Don’t overwhelm
a reader with your marketing email. Avoid writing long paragraphs and providing
too much information in an email. If you create an email design with punchy
subheadings, numbered lists and small bites of useful information, it will help
the subscribers to quickly read the information. And when you compliment it
with relevant images to support your email copy, it can reach out to the hearts
of the readers.
The sole purpose
is to make your email copy more readable. Also, ensure that your email copy is
mobile responsive for the readers who prefer opening their emails on mobile
devices.
3. Use “you” more than “we”
Keep your focus
on the recipients of your email and target them rather than providing
unnecessary information about the company. After all, people who have
subscribed to your emails are more interested in seeing your products rather
than company information. This means you should make use of customer-centric
words like “you” rather than using “I”, “me”, “us” or “we”.
4. Talk about Benefits versus Features
You must write
your emails in such a way that lets your prospects or customers know what is
there for them. Talk about the benefits your products or services can deliver
to them rather than simply talking about the features.
5. Align your Email Copy with Subject Line &
Pre-Header
Writing a
convincing email subject line to drive the email open rates as it is also a
difficult job to get right. But once people have opened your email, make sure
to follow through on what has been promised in the subject line. If you fail to
do this, it may hurt the trust between you and your email subscribers. They
might unsubscribe you immediately.
The preheader
snippet of the text appearing right next to the subject line is another great
opportunity to be utilized to drive more prospects and customers to open your
emails. The preheader must compliment the subject line providing more valuable
information that can draw the interest of the reader to click on it and open
the complete email to read.
6. Know and Write for your Target Audience
You should carry
out proper market research so that you can tailor the email
marketing strategy nicely. It will help you understand your audience and
what are their preferences. Content relevancy is the key to email marketing
success. Rather than sending blanket emails (sending the same email to your
entire list), create segments for different contacts and target them according
to their preferences. There are a number of email marketing automation tools
that can help you to do so.
7. Make your CTA Hard-Hitting
When you are
writing your email copy for promotional emails, landing pages, newsletters,
websites or blogs, ensure that the CTA’s are placed at right place. Make use of
words, that drive action such as “buy now”, “sign up”, “learn more” and many
such words. Also, make sure that the calls to this text are redirected to
relevant landing pages. There is no point of driving engagement to a page that
is incapable of driving conversions.
8. Consider a Single Goal
Do not clutter
the promotional emails and landing pages with multiple messaging for the users.
This may confuse them or make your email marketing copy a junk. All your CTAs
must lead to the same place. You should have a single goal in mind while
writing the email copy. This will help you focus on it predominantly.
9. Create Some Sense of Urgency
If you are
sending a promotional email to your subscribers, couple it up with deadlines or
bonus gifts that might expire after a certain time period. This creates a sense
of urgency in the mind of customers and drives better conversions. When a
customer/prospect knows that he/she might not be able to avail an offer after a
certain date, it makes him/her to hurry.
10. Punctuate Sensibly
Be careful while
punctuating your sentences. Poor use of punctuations might dilute a powerful
messaging and overusing the punctuations might distract them. So, avoid using
unnecessary punctuations, exclamations, Uppercase letters and emoticons in your
email copy.
11. Proofread
Once you are
set, it’s the time to proofread. I understand that you are a grammar nazi and
can’t make errors, but your subscribers might think differently. It is always
better to read your email copy twice or thrice before sending the final draft
to your subscribers. You can email send your email to someone who can point out
errors and correct them. This will ensure that a perfect email copy is sent to
the prospect/customer.
The Bottom Line
Email marketing
is a blessing in disguise if you are capable of handling it wisely. It not only
helps in effective
branding of your organization but also ensures that leads keep flowing
through. Your messaging should be powerful, and you must use simple words
wisely to gain traction to your emails. Writing an email copy is an art and you
need to master it to drive conversions through your emails.
Author Bio: Deepak Sachdeva is a well renowned Internet
Marketer and Digital Consultant at Design
A Website. He Loves exploring
new online marketing techniques and helping businesses build online brands. He
likes writing on topics like Digital Marketing and Education.
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Created on Nov 20th 2019 05:43. Viewed 384 times.