Do your email marketing campaigns have little feedback or engagement? Don’t give up just yet. You can still break through your audience’s inbox.
If you want to get real results from your campaign, you need to capture your audience. To do this, you need to carefully craft email marketing content.
So, how do you create such copy and content?
Here are 7 email copywriting secrets you need to know to help you create that engaging email content.
Find them out below!
What’s email copywriting?
In email copywriting, you write an email for a current and potential target audience with the goal of engagement and conversion. The conversion may either be a sign-up, add to cart, feedback, download, or whatever it is you are promoting.
Effective email copywriting must be applied from the initial part of an email (the subject line) to the end (the closing). Crafting effective email content can do wonders for your email marketing campaign.
The Secrets to an Engaging Email Content
To create impressive email content that will get replies and engagement, you need to know and apply these secrets.
1. Striking Subject Line
The email subject line is the headline of an email copy. Suppose the subject line is not interesting or relevant and doesn’t spark the interest of your reader. In that case, your email won’t get opened. In worse cases, your email land in the spam box.
It’s important to put a lot of time and effort into coming up with a striking subject line. This is because the subject line is the key for your email to get opened. Here are factors to consider in making a noticeable subject line:
Length – Keep your subject line short yet powerful. People nowadays check emails on their phones. A long subject line might get read and most likely won’t be opened. It is suggested that 40-60 characters are the best length for a superb subject line.
Choice of Words – The right words can move your reader to take action and read your email. Your words need to have the emotion that can connect to them. You can make them feel curious or deliver urgency in your subject line. Just make sure it’s relevant to the email content.
Personalization – Using the real name of the recipient will grab their attention. Not only that, using real names from the “to” and “from” can make your reader feel important with the personalized touch. The email won’t feel automated or coming from a company but from an actual person directly to a specific person.
2. Enticing Preview Text
This part of an email is like the trailer for a movie. You get to let your reader have a sneak peek of the content with a few characters to pique their interest and open the email.
Commonly for mobile devices, it helps the recipient of what’s to be expected in the content and if it’s worth opening or even reading. That’s why it’s important to create an inviting copy that will make the reader open and actually read your email.
3. Personal Content
Your email copywriting must be personal if you want it to convert and have results. An email copy that is personal creates a more connected and special tone for your reader.
It’s good to keep your copy conversational to connect with your readers as if you’re actually talking to them. A personal copy will resonate with your readers.
4. Carefully Crafted Copy
In line with the conversational and personal note, consider using “you” and “your” when addressing your readers in your email copywriting. It will let your reader feel their importance and that the email is focused on them.
Be careful in choosing the words you will use in what you are offering. Focus on giving benefits to your audience than talking so much about you and your company or product.
Give the readers what they need and what could be beneficial to them. It centre’s the subscribers in the email, and giving them what they need is what they would want to see in their inbox.
5. Short and Concise Delivery
Nobody would want to read an email that looks like an essay. Keep that in mind.
It’s important to keep your email copywriting short and direct to the point but at the same time interesting. Get to the point and tell your subscribers what’s up, how can they benefit, and what you’d want them to do.
Break your copy into lots of spaces and keep your paragraphs short with as many as 3 sentences. Blocks of words will automatical lead your reader to the back button.
You can use bullets, questions and phrases to get your point to the reader. Don’t forget to sound like you are conversing with them.
6. Relevant and Relatable Content
Would you read something that does not interest you or will not benefit you? Most likely, chances are slim. But if you get an email about something in the latest trend, you’ll even share it with everyone to tell them about it.
To get a grip on what your audience would like to read, you can segment them according to certain demographics or even interests. This can help you create an email copywriting that will surely give what your target audience wants. With that, you can guarantee engagement or conversion.
7. Simple Call-to-action
Don’t confuse your reader by putting multiple CTAs just to try and hope that at least one will be clicked by your reader. Truth is, if there are too many links and buttons on your email, they won’t probably click them.
Keep things simple and direct. A single CTA is enough to clearly lead your reader on what you want them to do. Stop beating around the bush. Nobody has time for that. Get to the point.
Ready to Write?
To make your email effective and breakthrough anybody’s inbox, it’s important to understand and know your target audience. Figure out what best suits that and what would benefit your readers.
Nobody wants their time wasted. So, make sure you use these secrets to give your readers a hefty good read. Soon enough, you’ll be getting the results you wanted.
Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America, and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.