As an email copywriter, it’s your job to write an email copy of that world well. But, it’s not that easy, is it? The art of email copywriting requires you to have the attention of your readers from the first line that they read.
In order to have that perfect first line, there’s a lot that you’ve to do. This first subject line that you write in your email has to be precise and to the point. In subject lines, you have a character limit. Therefore, all the words in that line should be proper and perfect. They should make the user feel excited and shocked, in a good way of course.
Let’s say that you’ve got their interest. Now, what to do next? Well, since you’re a copywriter, you move forward with your copy. Here, you’d be writing the main text of your email. This is where you’ll tell the whole reason why a user has received such an email in their inbox. You’ve to give them some clarity here and establish relevancy. They should simply understand the context from the first paragraph that you write in that email.
After that, you may begin talking about the main goal that you’ve for this email campaign. Here, you’ll ask them to sign up for an upcoming contest. Or you may ask them to fill out a survey form.
But, why would your users do that? What would it mean to them? They would obviously be thinking of such questions. You’ve to provide them with the answers to these questions in the email copy. Once you do that, it’ll become easier for the user to make a decision.
Read more in the article about email copywriting. We’ve also mentioned the best practices you should know when writing your email copy.
In pochi punti:
What Is EmailAn email (or electronic mail) is a method of exchanging communications through the internet. It is one of the most used features on the web and the number one mean... Copywriting?
An email copywriter writes an email with the purpose of turning a prospective customer into a regular customer. They try to create emails that will get them some conversions. This conversion could be for anything: signup or reading a blog post. While writing these emails, the copywriter has to pay attention to the subject line and the main body of the email.
The subject line of an email is the first thing that a reader sees even before they open the email. If this subject line doesn’t look interesting, they won’t bother to read what the email is about. So, it becomes crucial that you create such a subject line that’s attractive. Naturally, you’d want them to feel excited about something.
To trigger such positive responses in the reader, you’d have to think a little from their perspective. What do you think would make them click? For this, you may rethink their relationship with your brand. What services have they signed up for? What products do they like? Which products would they like? It’s when you have the answer to these questions that you can have a good subject line and whole email copy.
In email copywriting, you also have to set a goal. Without a specific goal in your mind, the campaign won’t be able to progress in a definite direction. It may even confuse the reader about what they have to do next. Hence, you should set a goal first. If you’re looking for customer feedback, then create an email in that format.
But these emails aren’t only written for new users or potential customers. Email copywriters target both the new users as well the loyal customers of the brand. To have success with these audiences, you should have a basic form of trust with them.
How To Write An Email Copy
When writing an email copy, marketers have to be extremely sure of the content they are putting in the email. They’ve to communicate with other teams like the graphic design and the sales teams.
This communication is necessary to include the correct elements in the email. Once you know and organize all of that, you may move on to actually writing your email copy.
Here’s the correct way to write your email.
- Write in second person: When you write in the second person, you use the words like, “you” “your” and “yours”. By using these words, you directly address your customers. Through the use of a second language, you can have a one on one connection with your users. This way, you can put your focus on your users and they’d feel that someone is actually talking to them.
- Include features and value: Some people would tell you that you should include only the benefits in the email copy. That’s not really a rule that you’ve to follow. Rather, you may include the benefits as well the features of your products. Tell your users how 30% off will add value for them.
- Keep it short and simple: Email copywriting doesn’t require you to create a copy with over 10000 words. In these email copies, you’ve to come straight to the point. The aim isn’t to confuse the reader. Instead, you want them to have all the necessary information that they need.
- Keep it relevant: You’ll establish relevance when the users will know why they are reading that email. Someone who orders black coffee from you wouldn’t want to know about your discount on graphic t-shirts. It’s through the first few sentences of the email that they should know the importance of that particular email.
Email Copywriting Best Practices
Following are some best practices you’ve to remember when creating emails.
- When writing the subject line and the CTAA CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by... of your email, you should use actionable language. Put words like “Buy, take, download, register”, etc in your subject line. Then, coming to the CTA, guide your users towards the next step that they’ve to take. Ask them to sign up for a newsletter or tell them to fill out a survey for a better customer experience.
- In email copywriting, your font style and font size matter a lot. Therefore, select a font style that’s easier to read such as Times New Roman or Arial. As for the font size, use a bigger size for the most important parts of your email. The rest of the copy can have a normal font size.
- Personalization is the way you can have a lasting impact on your customers. Using this technique not only shows the customer that you care but also makes them feel important.
- Give your users social proof in the email copy. Show them how other users have liked your products and how they’ve benefitted from them.
- You’re looking for many exciting and shocking reactions from your customers when they read your email. You should aim for one more reaction, i.e., a laugh. People would be delighted to read an email that has some humour in it. Your humour may be ironic or direct, that’s up to you.
- Avoid those words that have a negative connotation attached to them. Words like expensive, small, and regular, shouldn’t be included in your email copy. Instead, use words like premium, pocket-sized, or minimal.
- Mention the ways in which you’re different from your competitors. Give people reasons why they should opt for your services instead of their services.
Top 5 Email Copywriting Examples
When you’re creating your email copy, you may take a look at these examples to find some inspiration.
It’s the font style and the design of the email copy that matters a lot. Postscript created a creative email copy. They made use of confetti in the background that got their users happy and excited. They also made use of bold and italic text styles to make clear points.
What other way to make your customers happy if not calling them “the best”? This is what David’s Tea did in their email. On their 10th, they highlighted the journey that their customers had with them. They use cute graphics and designs in the email to keep it interesting.
CTA is something that’s a must when you’re doing email copywriting. Without a proper CTA, you won’t be able to guide your customer on what they should do next. Bitly made use of a single CTA link in their email. The brand simply asked people to try out their service for customizing their URLs.
Airbnb kept their email copy relevant. They used list segmentation to figure out who needs to receive what type of email in their inbox. Then, they created their emails that way and targeted the customers. In this particular email, they kept it relevant by addressing people who were travelling to Alvor.
- Royal Children’s Hospital Foundation
The Royal Children’s Hospital Foundation made use of a second language in their email copy. This way, their copyread as if it was a conversation between the brand and one customer. Through this email, they wanted to thank all their customers. But using the simple word “you” makes all the difference. It allows all the customers to feel represented and important.
In email marketing, email copywriting refers to the process wherein a marketer writes an email copy. This isn’t a normal email copy, though. It’s through this email copy, that the brand tries to have the attention of their users in order to make some conversions. These users can either be some potential new customers or they could be long time users.
In an email copy, three elements are very important. First, it’s the subject line of the email that you’re writing. In this subject line, you should use some powerful words that demand action from the side of the user. The subject line should be funny and catchy, and it shouldn’t sound clickbait-y.
Second, you have the main text of your email. This is where you talk about the primary goal that you’ve in the campaign. The text here should be simple and short. You may use some storytelling here. However, you don’t have to write too much to convey what you want to.
Third, you’ll come to the last element. This is known as the CTA or call to action. Here, you’ll simply direct the users to take the desired action once they’ve finished reading the email. The CTA should also be direct and people should understand what they’ve to do upon reading it.
While making your email copy, you should remember a few tips. Make sure that you’re using a second language in the email. You should keep your email relevant to the users. Lastly, you may use some humour in the email copy.
What do you include in your email copy? How do you write your subject lines? Did you like the best practices we mentioned? Tell us in the comments below!