Compelling email copy needs forethought, planning, imagination, and attention to detail. However, crafting a clear email copy doesn't have to be something you dread. Dissecting an email into its constituent parts can help with organization, clarity, and efficiency. Doing so could introduce you to the *pleasure* of crafting compelling email copy. In addition to providing an overview of email copywriting techniques, the following guide delves further into the function of each element of an email and how to optimize it for maximum effectiveness.
Start Email Copywriting
1. Step back
The first thing you should do before opening a blank document is to make sure you (and all stakeholders) have a solid understanding of your brand voice. In addition to assisting with future email efforts, this agreement can also be used as a blueprint for other types of advertising content.
There has never been a better time to begin developing your brand's voice than right now. Even if you're pressed for time, you may still put this together by answering the following inquiries:
- What are two or three terms that best describe your company's ethos? Take your time with this; it will serve as the foundation for all your material moving forward. What kind of vibe do those phrases give off from that perspective? To give just one example, while some businesses aim to be seen as light-hearted and humorous, others prefer to have a more somber or reflective air.
- Ask yourself if the tone of your writing conveys the emotions and thoughts you hope the reader would have after reading your message. Do you want people to associate your brand with fun, silliness, strict traditionalism, or a happy medium? Different products and services will have other brand voices.
- Where can I find your content style guide? Establishing basic guidelines for style might help save time and eliminate any confusion about acceptable writing practices.
In order to put these email copywriting standards into reality, you must first work through a variant of the above stages that is most relevant to your program.
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2. Separate it all out
Each email copy piece has a purpose (ultimately to persuade the reader to continue reading to the next copy element). Consider the email's purpose before writing.
The email subject line is the first point of contact with the reader, a greeting, and a chance to set the message's tone. The reader should be intrigued. An email doesn't need to be detailed to get a click. The preview text is the last piece of writing a reader sees before opening an email, offering context beyond the subject line. The preview content is as important as the subject line. Subject lines set expectations for email recipients. The email's subject line must satisfy these criteria. The reader may lose interest and trust in your emails if you don't.
3. Previews and subject lines
First impressions in the email are just as important as they would be upon meeting the parents or starting a new job. Also, the subject line serves as the email's opening statement. An email is a form of digital social interaction where polite behavior is not just welcomed but expected.
It is not easy to develop engaging subject lines (especially when you're pressed for time). When you're crafting your subject lines, keep the following in mind:
- Incorporate natural human interests and motivations.
- Use robust, thrilling, and even jarring tenses of action verbs.
- Challenge the status quo. While providing a subject line that contains contentious messaging may not be the best way to go about things, it will certainly get people's attention.
Your preview text is essential, so don't forget it! What you see right now is the text that will appear below the subject line. Most email service providers will just read the first few lines of your email body if you don't write personalized text. If you've taken some liberties with your subject line, now is the place to explain yourself so that your readers know exactly what to expect when they click through to read the message.
Developing flawless subject lines and sample text takes time and effort. You'll become used to writing them as you do more of them. Don't give up; keep iterating and A/B testing, and you'll eventually reach success.
4. Copywriting email body- Email Copywriting
Copy inside an email is essential to sustaining and increasing credibility, trust, and gratitude once the receiver has opened the email (value). However, how many words do you think you'll need?
The word count of your email can be changed based on the number of tales you tell. To be effective, you should use as few words as possible to express yourself.
Remember to elaborate more on the subject matter if you only have one. However, if you plan on sharing multiple tales, you should strive to condense your content as much as possible (without sacrificing quality).
One of the most important goals of any piece of copy, be it an email, an advertisement, or a more significant amount of material, is to make the reader feel that they are the only person reading the text. Consider discussing with someone on a bar stool as you write rather than trying to shout your message from a billboard.
There is a direct correlation between how you address the recipient and their reaction to your letter. Try to imagine that you are having a chat with a friend or coworker rather than writing an essay.
The main points of your argument or narrative should be presented in the body copy. Use concise language, but check that your idea is understood and that the call-to-action (CTA) follows naturally from the preceding paragraph.
5. Tips for Writing Email Subject Lines
Writing an email's title after you've finished the body material is much simpler. Email subject lines are typically the most difficult to write, despite being among the shortest pieces of fabric.
Despite the need for clarity, you should avoid being too simplistic in the headline's presentation of the subject matter. You don't have to sum up the whole issue in the headline. In most cases, you won't have any extra room for it. Pick a vantage point or focal point to emphasize.
Writing tip: Like subject lines, action words and verbs are your friends. Feeling stuck on the headline but still eager to be inventive? Try this easy method.
- Reframe a famous pun or adage to fit your niche or field
- Sprinkle in some alliteration; while this technique can sound cheesy at times if you use intelligent, powerful phrases, it will at least make your writing more enjoyable to read.
- Reduce your story to three words and develop ideas that revolve around those words. Pick your preferred interpretation after the jump.
The purpose of a headline is to get the reader to read the rest of the material. To find the approach that works best for you and your audience, try out a few of them.
7. Call to action- Email Copywriting
Your email's call to action must be prominent. There, you can instruct readers on how they should respond. Maintain clarity and conciseness while making it simple for them to execute the desired action.
8. Email Copyediting
Once your call to action is complete, you can continue to the next stage of the process: revising and testing your email. Due to the many disparate elements that make up an email, it is recommended that at least two rounds of editing be set aside before sending.
The first edit looks at the email as a whole to see if it has been transformed into something compelling, warm, and engaging. After you've finished writing the email, it's a good idea to go back and double-check details like the subject line to make sure they still make sense in context.
After you've determined that everything fits together, it's time for the second round of changes, during which you'll check for typos and fix any broken links.
Having a second pair of eyes analyze the text can help reveal any blind spots or fresh insights. Also, when editing, remove any filler words like adjectives or phrases that seem like you're clearing your throat.
Throat-clearing phrases provide no practical use in the sentence and are merely there to clear the speaker's throat before continuing. However, moreover, and in fact, are all words and phrases commonly used to earn one's throat.
8. Takeaways for Writing Effective Email Copy
Writing compelling email copy requires a blend of art and science. While there is a formula for success in email marketing, simply adhering to it isn't enough in today's competitive landscape. Incorporate your subtle perspective and understanding that writing takes time, and you'll eventually come upon the words you've been searching for.
While there may be a lot going on, remembering these topics will help you create emails that get results:
- Be pertinent and helpful by including appropriate personalization and putting yourself in the recipient's shoes rather than the sender.
- Maintain a unified tone, as your brand's voice is analogous to your email's reputation as a sender. It's tough to get it back once it's gone.
- You can only reach your audience and learn what kind of message they like if you test and measure your content using methods like A/B testing.
- The shorter, the better (in most cases); utilize action words and straightforward language. When you've made your point, it's time to stop talking.
Conclusion of Email Copywriting
Now that you know what works, it's crucial to remember that email authoring is just one part of a larger, albeit equally important, email marketing strategy.
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