Email Copywriting is something of an art form to make the recipient want to read, open and hopefully click on any web links within that email, so these are our five best practice tips for writing effective email copy.
You need to write for ‘scannability’
The majority of readers these days will scan, rather than read an email which makes it important to write emails appropriately to this style. When scanning, you look only for a specific fact or piece of information without reading everything. Such as shorter paragraphs and words in bold. Scanning allows the reader to find details and other information in a hurry so don’t write in full sentences when a phrase can communicate the idea just as effectively.
Create a readable flow
Your email subject line should link seamlessly to the main headline of the email and then lead into the body of the email. The close of your email then repeats the main messages and the calls-to-action. If you follow this style then there should be a natural flow or continuity from the copy in the subject line into the body of the email and this makes it easier for the reader to take in the information given.
Try and excite the reader’s emotions
For anyone that received your email your email offer or news information does it appeal to the reader’s emotions? The copy you send needs to effectively communicate to the recipient how the offer that you have made will improve their lives. Remember – excitement equals effective emails – simple!
Make sure that you use the right tone of voice
The trick with any copywriting is to ensure that you use a tone of voice in your copy that fits your business brand values. We have always found that it’s helpful to have this pre-defined beforehand to ensure that you have a consistent tone of voice, so you can then go on and use this across all digital channels. If you’re not sure of the best tone then that is where professionals like ourselves come in, so please don’t hesitate to get in touch.
Aim to convince your readers by using proof
Pretty much all email readers are (understandably) cynical due to the spam that comes into all our inboxes, so differentiating your company from spam is very important and there are several things you can do to overcome cynicism and build credibility by your email and these includes;
- You ideally need to try an achieve a direct connection with the reader to show that you understand them.
- Be clear to spell out the benefit that derives from your email.
- If you use any facts then please ensure that you back these up so they are not seemingly pulled from the sky.
- Be careful in repeating anything in your email, sure some repetition is good but too much is just a hard sell and no one want that!
- You need to think carefully where in your email that the main call to action or offers are repeated.
So there you have it our top five best practices for effective email copy, if you need help in getting your email marketing viewing rates and click through rates higher with more email engagement then come and speak to the team that knows its view from its clicks, you can contact us through the website here.