If there is one crucial element that can guarantee the success of your marketing campaigns in terms of interaction and engagement, it is the quality of your email copy. It’s important to remember that you are not the only brand communicating with your target audience; they are also exposed to the campaigns of your competitors, potentially dozens or even hundreds of them. In order to cut through the noise and stand out, your emails need to have a unique voice and character. This can only be achieved by crafting copy that is insightful, witty, and refreshing.
However, creating such copy is no easy task, as any experienced email copywriter will tell you. Writing an email copy that is engaging and compelling requires a strong command of writing as a craft and a deep understanding of email as a communication channel. While you can use a drag and drop email template builder to design the layout of your emails, writing copy that truly resonates with your audience is an entirely different challenge. But don’t be overwhelmed by this. We’re here to help. In this blog, we will share a variety of best practices that will allow you to fine-tune your email copy and distinguish yourself from the crowd. Are you eager to learn what they are? Keep reading!
- Make it Personal
Imagine this scenario: you receive two promotional emails in your inbox. One is written in a generic manner, discussing the best-selling products of a business and what makes them popular. The other email contains products curated specifically for your taste and highlights how they are the perfect fit for you based on your past purchasing behavior. Which email do you think would capture your attention? The answer is clear. This is the power of email personalization.
In today’s world of information overload and email fatigue, readers are more likely to engage with emails that strive to establish a personalized connection and directly address their interests and preferences. To achieve this, it is essential to segment your email list based on various parameters such as age, gender, occupation, past purchases, browsing patterns, and their position in the sales funnel. This segmentation allows you to identify the diverse buyer personas interacting with your brand and create content that appeals to each of their unique sensibilities. The more relevant your content is to your audience, the better results your campaigns will achieve.
Another effective personalization technique is using dynamic content. With dynamic content, you can customize specific sections of your email template differently for different customer segments. This enhances the user experience and engagement. There are several ways to incorporate dynamic content into your emails, but one convenient method is using merge tags. Merge tags allow you to import data directly from your mailing list into your campaigns. The appearance of merge tags may vary depending on your email service provider. For example, in Mailchimp, personalization strings are enclosed between “||” symbols, while in Salesforce, they are enclosed between “%%” symbols. Usually, merge tags are inserted in the body copy, but you can also place them in subject lines and preview texts.
Customer data is crucial for designing impactful dynamic content blocks. Here are some examples of the types of data you can utilize:
- Expressed preferences
- Past purchases
- Geolocation
- Gender, race, and ethnicity
- Past website interactions
- Past email interactions
- Avoid Using Jargon
The main purpose of email copy is to establish a connection with the reader. Using jargon can jeopardize that connection. This is advice you’ll receive from any reputable email marketing agency. No matter how complex or sophisticated your product or service may be, never resort to using industry jargon in your copy. It will instantly turn off your readers. This advice is particularly relevant for SaaS and B2B companies, where marketers may feel inclined to use technical terms to explain their offerings. However, the customer doesn’t need to know the intricate workings of your product; they need to understand how its features can benefit them in real-life applications. This can only be communicated effectively using language that is simple and accessible.
When you buy a refrigerator, for example, you don’t concern yourself with the technical specifications of its compressor. Instead, you focus on its cooling capabilities. In object-oriented programming, this principle is called encapsulation: hiding the complex inner workings of an entity and revealing only the functional aspects to the end-user. As an email copywriter, you can greatly benefit from embracing this principle. Ultimately, your primary goal as a marketer should be to offer clarity to your audience.
- Take Your Subject Lines and Preview Texts Seriously
Subject lines are the first things recipients notice about your emails, so getting them right is crucial. The quality of your subject lines directly impacts the open rates and click-through rates of your emails, which is why they are given significant importance by email marketing agencies. Writing a compelling subject line is not easy, but there are guidelines that can help you in your quest for excellence. Let’s take a look at them:
Firstly, pay attention to the length of your subject lines. In 2023, your subscribers will be accessing emails on both laptops and mobile devices. If your subject line exceeds the recommended limit of 6-8 words, it can negatively impact the user experience.
Focus on piquing the curiosity of your readers with your subject lines. Provide enough information to capture their attention, but avoid revealing too much.
Make use of sensory and action words in your subject lines. This will help evoke an emotional response and encourage interaction with your emails.
Personalize your subject lines. However, this doesn’t mean simply using the “Hey [Name]” format, as it has become quite common. With a wealth of data available, you have the freedom to get creative with your personalization tactics. Mention the product they abandoned in their browsing history, recommend other products based on their buyer persona, or provide updates relevant to their location. The possibilities are endless.
Your work doesn’t stop at crafting subject lines. To enhance their effectiveness, you need to pair them with compelling preview texts. Preview texts provide context for the subject lines and generate further interest, enticing recipients to open your emails. An ideal preview text builds upon the value proposition of the subject line. Additionally, be mindful of the character limit for preview texts. If it is too short, it may encroach on the email body, while if it is too long, it may be truncated by email clients.
- Prioritize Conciseness
Subscribers value clarity in the communication they receive from their favorite brands. One of the most effective ways to deliver clarity is by focusing on brevity. Emails that are overloaded with excessive details are more likely to be overlooked by recipients. Therefore, it is best to keep your emails concise, to the point, and informative.
In addition, pay attention to the structure of your copy. Avoid long, convoluted sentences that hinder readability. Instead, break your copy into shorter paragraphs and bullet points whenever possible. Use headings and subheadings to enhance clarity.
- Seal the Deal with Your CTAs
Your call-to-action (CTA) copy directly impacts the conversion rates of your emails. Consider the following points when crafting your CTAs:
Ensure that the tone of your CTA matches the overall tone of your email copy. An informal CTA paired with a formal copy will create a jarring effect.
CTA buttons have limited space, so keep the content concise, ideally within 2-4 words.
Your CTA should clearly convey the action subscribers will take upon clicking it or the destination it will lead them to. Functionality should be the core value around which you frame your CTA copy. While clever and charming CTAs can be appealing, clarity should never be sacrificed. Phrases like “Shop Now” or “Download” may not be the most creative, but they are effective CTAs due to their clarity. If you can incorporate wit and humor into your CTA without compromising clarity, go for it.
In conclusion, the more you delve into email copywriting, the more you will discover. The techniques shared above aim to provide you with a solid foundation. Feel free to analyze the marketing emails and newsletters of leading brands to further enhance your understanding and apply the insights we have shared.
