7 Email Copywriting Tips that Convert
Email marketing is probably the highest-value marketing strategy to grow your business. Businesses of all sizes are using email marketing to reach their new and existing audience. If done right, email copywriting can be the driving force of your business growth. Besides, email marketing is a highly cost-effective strategy. One study shows that it can earn you an incredibly high ROI of $44 for every dollar spent.
The hardest part is getting your audience to open and actually read the emails. So, to make your subscribers open the email and read it, you have to visualize your audience and create emails with the reader in mind.
Are you struggling with writing an email marketing copy that converts?
In this post, we have listed 7 Email Copywriting Tips that will help improve conversions and get more leads and sales.
1. Grab Attention with a Compelling Subject Line
First things first! Give maximum time to crafting an engaging subject line that will prompt your recipient to open the email. As stated above, the most challenging part about a marketing email is to get your audience to open it. You only have a few seconds to engage your customers in their inbox. You may not like it, but the fact is about 80% of emails get deleted immediately.
It's the subject line that will decide the fate of your email, which means either the recipient will open it, delete it or report it as spam. Although a subject line takes up the least space, we recommend you spend the most time crafting the perfect subject line. Your subject line should give them food for thought. They must get this feeling that the content in this email will benefit them, their business/cause.
2. Insert a Preview Text
The next most important thing is the preview text of your email. Studies show that email opening rate increases when you use a preview text. Wondering why? For most of the modern email subscribers, it's not just the subject line that inspires them to open an email. They look at the preview text as well to get a better idea of the email content.
Your preview text is a teaser displaying below the subject line, providing an insight into the email. In most email clients, it is just the first line of the email. But some email tools give you a chance to select a preview of your choice.
In either case, craft it carefully. The preview provides you an additional space to draw in your subscribers.
3. Improve click-through rate with Visual Content
They say, "a picture is worth a thousand words." Whether it's a blog post, a marketing email, or a digital ad, finding and using the right image can help engage your reader effectively.
Adding images and infographics can significantly increase email performance levels, including open rates and click-through rates. Wondering how?
- Your subscribers don't have time to read paragraphs after paragraphs.
- Images make messages easy to understand and almost at a single glance.
- Recipients respond far more quickly to visuals as compared to text.
- Visual content can lead to better retention.
You can use a variety of images to connect with your subscribers. For example, you can take real pictures, create graphics or you can use free stock photos.
Nevertheless, it is pertinent to mention here that while adding pictures can strengthen your message, irrelevant or stuffy images can be intimidating.
4. Ensure You Communicate Effectively
When crafting a marketing email, don't think of it as an electronically sent message to a random reader. Instead, take it as a chance to communicate with your subscribers in an effective way. Therefore, curate it carefully, thinking of it as a direct conversation with the subscriber.
One study shows that personalized email messages increase click-through rates by 14% on average and conversions by 10%.
So, rather than sending a robotic email-for-all, use emails to give subscribers something of interest - from information to inspiration or even a discount or a deal - whatever you think could be the area of interest of the target email recipient.
Once done crafting an email, give it a critical read. Will the recipient find himself/herself in a better place after reading it? If not, start over again!
5. Keep it Simple!
You don't need to use all caps and multiple exclamation marks in the subject line or preview text, only to grab the reader's attention. In email marketing, using an all-caps or numerous exclamation marks technique is considered shouting online. Besides, overusing them makes your email look spammy and ultimately hurts the performance levels of your email, such as click-through and open rate.
Having that said, you don't have to sound boring either. No marketing rule requires a business email to be dull and dry. Use your email content to stir readers' imagination by using whatever technique you feel can help the cause. One tip, as discussed earlier, is using visuals.
6. Prefer Clarity Over Catchiness
When writing a marketing copy, clarity should always be your first preference. Make sure your email is clear first and catchy second. A clear statement can be made catchy and funny, but if your entertaining email content does not have clarity on the subject, it will go to the trash.
The subject line's clarity is particularly essential. The first look at an unopened email should give your subscribers a clear image of what's it for them inside the email. Never sacrifice clarity for entertainment value.
7. Establish Relevancy
From the subject line to preview text to the message in the email, every part of your copy should establish relevance through personalization. Always write your email copy with the target segment in mind.
The relevancy rule applies particularly to the subject line and preview text. This will convince the recipients that what's inside is relevant to them. Emails with personalized subject lines are 26% more likely to be opened. So use the very beginning of the email to explain why you are writing to them.
When a person receives an email from an unknown sender, or even from a business, few questions that strike his/her mind include:
- Why are you emailing me about it?
- Why would I want your product/service or idea?
- Why from you?
- Why now?
- How would it benefit me?
Make sure your curated email copy answers all of these questions. If you write an email keeping the tips mentioned above as well as these questions in mind, there's a greater likelihood that the recipient will click through and redeem the offer in the email.