8 Tips for Writing Compelling Marketing Email Copy
by Jim Frost
Convincing texts in marketing emails lay the foundation for the success of entire customer communication. But the written copy is difficult to master. Many entrepreneurs struggle to write their brand message in a way that potential customers can relate to.
This is why good copywriters – i.e. professional content writing agencies are in great demand. Of course, these professional copywriters also started with the basics of their craft and learned the most important rules from scratch.
Today we want to give you eight useful tips on how to create convincing texts in marketing emails.
1. The First Impression: The Subject Line
The formulation of the subject line is the first important step to successful marketing emails with high open rates.
What you write in this line, which is ideally limited to 50 to 60 characters, should make your readers want to find out more. So, take the time you need to make sure your subject line is clear and clear at a glance. Make an enticing promise, which the following email text will keep.
2. Relevance: Why is it worth reading?
You have invested a lot of work in your text and are very familiar with the subject. A new reader, on the other hand, is confronted with your work for the first time and asks himself: “Why should I read this?” Therefore, make it clear right at the beginning of an e-mail text why the recipient received this e-mail.
Possible topics that generally interest many people are, for example, specialist and insider knowledge, new trends, products, or industry news. Or you send out invitations to popular lectures, trade fairs and seminars. Competitions and quizzes are also often well received. Whatever you want to write about, make it clear to readers from the start why they should read on.
3. Salutation: Who You Are Writing For
Which form of address you choose for your marketing mail depends primarily on your target audience? Banks and law firms meet their customers at a professional distance from the formal address. It also matters whether your mailing is aimed at familiar subscribers or at completely new readers.
However, one piece of advice always applies: address the reader directly and mention yourself as little as possible. Write mostly in the second person. Only bring yourself into the game where it really makes sense. For example: “We wish you a lot of fun on your trip” or “(name of your company) guarantees maximum comfort on every day of your trip”.
4. Value: Emphasize the Purpose of the Email
Let’s say you want to advertise a discount offer for mountain bikes in your mail. If you only talk about the price reduction, the customer will not have the opportunity to compare your offer. Here the focus should be on the properties and advantages of the reduced model. How many gears, what features does the bike have? In your text, evoke visions of exciting mountain tours and top sporting achievements, which this professional mountain bike makes possible.
This principle can be extended to all areas. Many products can be associated with a certain lifestyle or assigned to a special scene. Only if you arouse the desires of your target audience with discounts or other special offers are considered valuable.
5. Moderation: Brevity Is the Soul of Wit
In today’s life, only a few people take the time to read long e-mail texts. So, to avoid tiring your readers, it’s best to keep marketing emails as concise and short as possible. If you arouse the interest of the readers, they will be happy to be linked to websites where the content is again prepared in great detail. The more important information is, the earlier it should appear in the text.
A clear structure and the division into meaningful paragraphs make it easier to read. Subheadings also promote orientation. Important keywords can be highlighted in bold to emphasize their importance. Emails must contain a lot of detailed and positive information on a specific topic.
6. Self-Expression: Stay Positive
You’ve probably read this advice many times in the context of positive self-expression: “Be authentic.” Communicate in a way that suits your brand and always stay positive in your style. Let the passion for your business shine through.
This is especially true if you are engaged in crisis communication. Something goes wrong in every company – for example, the market launch of a heavily advertised product could be delayed. An e-mail in which you explain the issue in detail apologize and cushion the displeasure of the customers with discounts or vouchers makes a lot of sense in this case. Feel free to show your dismay at your own mistakes – customers forgive real people faster than faceless companies.
7. Call to Action: The End is the Beginning
At the footer of each marketing email, there is a call-to-action to redirect the reader to further offers. This is the moment of conversion – the change from observer to buyer.
For clarity, limit the call-to-action to one option and place it prominently. Label the button briefly and concisely, using as few words as possible. State very clearly what the user can expect after the click.
8. Fine-Tuning: Tips from the Marketing Experts
Personalize your marketing emails by addressing recipients personally in the subject line. Modern mailing tools offer the appropriate functions for reading out your customer databases. However, the personal address will only be fruitful if it is accompanied by offers that are individually tailored to the respective customer. Use all the data you have already collected about your customers. Set up customer audiences that share the same interests in order to write to them in a targeted manner.
Exclusiveness is also an important means of emphasizing the value of an offer. For example, if you offer a valuable reward for just a few days, you put potential customers under pressure. Because if there is a risk of missing out on a good deal, most people are more willing to accept small hurdles such as signing up for a newsletter or registering on a website.
Even if you don’t write yourself, but have hired a professional email copywriter, the above tips should help you. After all, as the client, you want to be able to judge whether your copywriter knows the skill. Of course, it is never possible to predict with 100% accuracy how your readership will react to your marketing emails. Use the feedback from your subscribers to send better-coordinated text content with each new mailing.
No matter how many design elements, graphics, and images a marketing email contains – in the end it is always the text that has to convince. Or to put it another way: Even an e-mail that consists exclusively of text can be very successful if it is well written. Poorly worded or meaningless programs quickly end up in the trash can and are usually associated with the loss of subscribers.
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