How to write great email copy and stay
It doesn't take an email copywriter to create brilliant newsletters. Learn how to write amazing content without claiming to pretend to.
You know you need to write a newsletter but the process of writing it is a bit daunting.
How can you grab your reader's attention? How do you inspire them to open the emails each and every day?
The good news is that you don't have to be a professional writer in order to write material that impresses the people you are addressing.
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Your email should be framed around a clear goal
To start a journey, you must have a destination. It's the same thing with each and every newsletter you publish.
You can ask yourself "What's the result of this email?" and work your way backward. For example, you could wish them to click through to check out your most recent blog or buy a product.
When you have a clear idea of what your goal is Determine the best way to make this travel as effortless as you can for the readers.
As an example, Brooks wanted its customers to sign up for their online shoe finder.
They started their email with a striking photo of mismatched shoes. The photo is accompanied by a graphic that reads "Let us help you pair together". Below, the text continues to warm up your reader to the ultimate objective in a relaxed manner of conversation.
They then switch colors with the next section to draw the eye to it. If the recipient was skimming the email, that's the place they'll likely end up. This is where they introduce the call to action (CTA).
The placement of your CTA further down in your body text boosts conversions by 304 percent as compared to placing it in the middle. Better still, make the CTA stand out like Brooks uses a bold button.
You can draw focus on your CTA to draw more attention to your CTA by using Moment The approach of Moment. In order to promote their collection of tips for photography, they created a dedicated newsletter.
Each one of the tips is given its box, including some tips, as well as two photos to illustrate the point. A button leads the reader to that specific tip, however, you're urged to remain inside the email and read the entire list of recommendations.
You can then go to the complete series of blog posts.
The advantage of this strategy is the way it will guide users through the various blogs and provides value in each of the summaries. When you arrive to the CTA you'll be ready and eager to learn more.
As with Moment You can provide numerous opportunities to your subscribers to click. They also make use of the lower part of their newsletter to publicize different offers, like the trip that they are planning to Iceland.
It works because the main CTA and purpose of the newsletter are clear and known. It doesn't distract. This doesn't mean, however, that it's a good idea to include each and every offer that you can in each newsletter.
If you're ready to plan your email journey, download our outline templates . You can also edit it directly within your own Canva .
Once you've found an effective email design and picked your CTAs then the toughest part is done. Now you just need the great email content to go with it.
You might think that strong writing requires a lot of cleverness and fancy, however it's far better recognized. And who understands you better than a friend?
Write to your reader like they were your close friend
If you've ever read the newsletter's advice, there's a good chance you've come on this one: "personalize your emails".
Personalizing your email can be a good idea, but not in the way you imagine. Don't bother adding the recipient's first name -- it can be a disaster but it won't create a personalized email.
What makes your email personal is your copy. Good email copy feels like it was written just to you by someone you know. It taps into your wants, desires, or your sense of humor.
This is an excerpt of an recently published newsletter from Ann that shows how friendly and personal her writing.
Notice the familiar opening "Hi I'm Sweet Cheeks" and the way she quickly involves her reader by introducing "You might know him as".
Like Ann like Ann, you can make your way into reader's hearts by writing to them like they were acquaintance.
Use second-person pronouns ("you/your") and the active voice whenever feasible.
For example:
As an alternative to " Our cake recipes are loved by our customers," say, "You enjoy our cakes recipes".
In place of "Readers have been found struggling with semicolons" say, "I I know that you are averse to semicolons".
The new versions have a more clear message and will grab the attention of your readers. Make use of this method to make readers be interested in what you're saying.
If you're looking for an idea for your writing, here is a selection of no-cost email templates:
Segment your email list
If you want to treat your reader as if they were your friend, you have to get to know them.
That's where the concept of segmentation is at play.
Segmentation is the process of separating your mailing lists into distinct demographic categories. It allows you to send advertising campaigns better suited to each segment.
You could, for instance, create a new segment customers, and then use it to send emails that get them up to level with your activities.
Segmenting your list is extremely powerful. 82% of marketers have a better opening rate when they use segments versus non-segmented campaigns.
Segmentation comes with some cautions, however.
As an example, you could think that segmenting your lists in terms of gender or age might be a wise move. But it doesn't tell you something about an individual's interests or concerns.
It's more beneficial to divide the data according to pain points or past behavior instead of based on demographics.
If, for instance, you are selling painting lessons the idea of separating your customers by gender isn't going to help sell your classes. Knowing what classes they've signed up for previously (watercolor for beginner, portraits with acrylic paint, etc.) gives you much more helpful info.
If you haven't segmented your audience at all when building your email list, don't panic.
Below are two straightforward ways to segment your subscribers that you could implement at any stage of your email list. Segment your subscribers based on the past purchase or behaviour.
As an example, suppose you offer a downloadable "social media 101 checklist" as well as the "advanced blog automation" course. Based on their purchases, these audiences have different capabilities.
In that case, it'd make sense to send them various newsletters. For example, one would include the more basic resources.
The behavior of your subscribers is dependent on the behavior of your subscriber. Send an email to subscribers who've abandoned items at checkout in order to reconnect them, or new subscribers, to say hello.
For example, Birdie sends an email to all new subscribers. She introduces herself and her work, so they feel welcomed into her space.
Similar to Birdie, you could provide some information regarding you and your company. This will make your new customers feel comfortable and curious.
Another strategy to market your business is which is to inquire of your customers which group they're part of. This is the method Vassilena Valchanova performs it.
The email allows her to segment her audience based on the roles they play (freelancers and in-house marketing, etc.).) and their interests.
When they've completed the short survey, Vassilena ensures they only receive the type of information they want in their inbox. It's a win-win for both the newsletter's creator and subscriber.
The gist of it:
Get personal with your email text and address your readers as if know the person. Do not be hesitant to separate your list if it helps you be more precise with your email copy.
Grab your reader's attention before they even open your email
Writing better email copy is only an aspect of the process. To get your newsletter to the next level you must improve the content that surrounds it: your subject line, preview text and recipient's name.
It's possible that these aren't as important to your message, but they all play an important part as to whether someone is able to read it. 47% of people open emails based on their subject lines alone. In addition, 42% of users look up the email's sender's name prior to opening them.
One of the biggest email copywriting tips I can offer is to do nottreat these emails as if they were an afterthought.
Choose your sender's name
Your sender's name is the displayed name. As an example, below are some names of senders in my inbox, coupled with their subject line.
There's plenty of variety that ranges from corporate names (Netflix, EFS, BrowserStack) as well as personal names (Allison Ashleigh and Allison Ashleigh), and an alternate option (Will be at Mailjet). These represent the three most commonly used names for sending addresses.
Which one is right for you and your small firm?
There are a few tests your sender's name needs be able to pass before it can get into the junk mail folder.
It must:
Look authentic. Use an email address as a display name.
Be recognizableby the reader. The name of a person is usually appropriate only if it's part of your company's brand name or accompanied by the brand name (e.g., Will at Mailjet).
Shorten it,or it may be cut off. As an example the one I use for my Gmail Inbox will cut names off after about 20 characters.
Although small, you are mighty. Your Name is what that readers get in their email. This is the second.
Brainstorm your subject idea.
Here are just a few that you could draw inspiration from:
Answer an inquiry, e.g., "Wouldn't you like to have a three-day week?"
Create a sense of urgency,e.g., "Spring discount ends tonight at midnight".
Send a "how to",e.g., "How you can trim your cat's claws without having to lose the use of an arm".
Add a statistic or a numbere.g., "57% of sailors are more enthralled by oranges than bacon".
Showcase a list,e.g., "17 ways to make tables without any equipment".
Be clear about the content,e.g., "[PodcastMeet our Founder".
You're unsure which to pick? In the event of doubt, it's best to be clear than smart.
Your customers need to understand the basics of the benefits for them. I guarantee it. No one will complain that your subject line isn't straightforward to grasp.
It is also possible to combine these formulas. This subject line from Jimmy Daly's Superpath newsletter is an excellent way to be transparent while employing an "how to" method. Prior to opening the newsletter, you already know what it is and how useful it'll be to you.
The subject line is only part of the equation; it needs to work alongside your preview text for it to stand out. Your preview, also known as a pre-header is what appears next to your subject line in your inbox.
Have a look at the subject line as well as the preview texts from the Newsette . The subject line alone is captivating, but the preview text makes it stand out by its witty tone.
It is your responsibility to find out if the ketchup-based masks are absurd or not. (Spoiler: they are).
There is no reason not to develop intriguing subject lines similar to the one in the newspaper. Just make sure your content follows through, or you may trigger a wave of unsubscribes.
Subject lines needn't be complex or clever in order to get the job done. They just need to bear the audience's mind.
It's been a while since you've decided the content of your email and even written the copy. Names, previews as well as subject lines provide your final chance to convince the recipients to read your email.
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Nail your email copywriting strategy
You don't need to be an expert writer or understand any information about marketing content to create newsletters your audience will appreciate.
Below are the steps to follow in creating your new email:
First, start with your intention to create an outline for your email.
You must then decide what your reader's journey will take them on. It is also important to choose your first message.
Make your email more personal by talking to your readers directly and segmenting your email list in order to match their needs.
Select a name for the sender that is recognizable, such as the name of your business.
Create a compelling subject line and preview text for your readers to open your newsletter.
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