So many marketers out there think that email marketing does not work for them because conversion rates are low. In reality, this is usually because the email marketing copy used is not actually as good as it should be. When you want to use email marketing, you need to be extra careful with the copy that is utilized. This is similar to regular shipping.
If you mail packets through the postal office, you use suitable mailers. This is a rule you have to respect. With email marketing, the rule is that you have to triple check and test your copy so it is as effective as possible.
Always focus on the subject line first
The subject line of the email you send is by far the most important part of your copy. You want to perfect this and you will end up with a huge difference at the end of the day.
Remember that the subject is the very first thing that the receiver sees. Based on it, he/she will delete it, open it or label it as being spam.
The receiver is going to open the email only if there is the belief that something valuable will be found inside or when urgency is created.
Always split test various subject lines to see what your target audience responds best to. This can easily vary a lot from one list to the next and can only be determined with proper research and testing.
Create good preview text
In all the modern email clients, people see a preview of the email, not just the subject line. This is basically text that will tell your subscriber what to expect in the email. Usually, the client shows the very first sentence you have in the email. This is not a bad idea to use if you can draft it properly.
Email preview texts usually last between 35 and 140 characters. This is based on the used client. Never neglect this little part of the email and your open rates will drastically increase.
Think as if you write web copy
Email marketing copy stands out as being very similar to web copy. This practically means that you have to:
- Follow a structure that is as logical as possible.
- Keep your paragraphs short for easy skimming.
- Use a single idea in every single paragraph.
You can also use subheadings and bullet points in order to easily break up text blocks. Remember that people first scan the email and then decide if they will read it or not.
Understand what your audience needs
You have to know your target audience. This includes needs, wishes, desires and expectations. Conversion rates are always boosted when your email marketing copy manages to meet receiver needs.
Always use social analytics and all the interactions you had in the past with the customers in order to build a good buyer persona. As you know the customer, writing email marketing copy is much easier. You will be able to write something that people will actually want to click.
