Email marketing uses a distinct type of writing that most starters find difficult to master. In a nutshell, it’s a form of sales copy, but it’s more straightforward. It’s designed to appeal as something that is addressed to only one person.
Copywriting companies, such as PayPerContent, always remind writers and marketers to know their demographics well before implementing a campaign. The voice and the direction of the copy heavily depend on the anticipation of your target customers’ needs.
Here are a few insights on how you can improve your email copy:
Start with the Subject Line
Create a good impression with the subject line. It should grab the attention of the reader, but not in a way where you use shocking words. The line should capture the thought of the entire copy. It should be clear and memorable. You may use intrigues, but make sure it’s appropriate for the occasion. Otherwise, your line will appear “spammy.”
Choose the Second Person
Don’t talk too much about yourself, meaning tone down the statements that heavily promotes your brand. Similarly, don’t talk about the person sitting next to your customer; stop speaking in the third person. Instead, talk in the second person. Doing so will make your customers feel important.
Be Specific with Goals
The copy should not be a hodgepodge of themes and goals. If your goal in one copy is to advocate a principle, don’t incorporate overt sales messages. Don’t confuse your readers about the direction of the email.
No matter how good your email copy is, a customer may feel reluctant to visit your website or click that “Buy” or “Download” link. Why? Possibly because you forgot to put calls-to-action. CTAs serve as an encouragement that will move readers to carry out actions based on your goals.
These are only some of the things you need to keep in mind when writing an email copy. Write email copies like the way you write your friends an email. Keep it short, helpful, and insightful.