If you’ve ever tried it, you know. Writing effective and compelling email copy can be one of the hardest jobs of an email marketer. You have limited space to connect with the reader, your copy must be tailored to the reader’s interests and recipients are reading your emails on a variety of devices.
Plus, subject lines can be even more difficult. They’re shorter and have to entice the reader to open the email in the first place.
Take a deep breath. Here are some ways to write more effective email copy without breaking a sweat.
Include Actionable Language
Chances are your subscribers are busy people who quickly scan through their inboxes a couple of times a day to see if there’s anything they should open.
While it can be tempting to get creative with your subject lines, sometimes all a subscriber needs is to know what to expect once they open the email. Get their attention and tell them what you need them to do in the subject line. Verbs like “buy,” “download,” “take,” “try” or “reserve” help guide the reader.
Segment and Personalize
Your email lists aren’t made up of the same groups of people. If you’re evaluating your customer data, you know your subscribers have varied interests and needs. Consider this: The open rates for emails with a personalized message are 6 percent higher than those without a personalized message.
For your next campaign, consider whether the subject line can be more personal, beyond simply inserting the recipient’s first name. If you’re a retailer, for example, look at your database. Some customers might be interested in home appliances, some in outdoor products or some in electronics.
You might vary your subject lines to reflect this. For example:
- “Take Advantage of These Newly Reduced Kitchen Appliances”
- “Get Ready for Summer with the Latest Camping Gear”
- “Don’t Miss Out on These Latest Tech Finds”
Don’t Forget About Preview Text
Believe it or not, preview text can serve another purpose other than to encourage the reader to view the web version of the email if it’s not rendering correctly. A good use of preview text continues what was mentioned in the subject line and further entices the reader to open your email. Take this example from Wayfair:
What’s great about this is that the preview text continues to tell the reader why they should open the email – 70 percent off, and they don’t have to go to the store – and there’s no mention of the standard “email not rendering correctly?” text.
Use Second Person
Using words like “you” or “your” in your email copy helps to keep the focus on the customer, not your brand. It also helps the customer feel as if you’re talking directly to them.
Focus on the Benefits, not the Features
Sure, a 40 percent discount sounds great on the surface, but what’s the benefit behind it for the customer? Are they saving a significant amount of money? Is the discount allowing them to stock up on items they might need? Is the discount on something that doesn’t usually go on sale, but you know they’re interested in?
Whatever the benefit, be sure to communicate it in your email copy.
Creating amazing email copy doesn’t have to be overwhelming. By knowing your customers – and what they like – and clearly communicating what you want them to do and the benefits, your emails will be a success.