Email copywriting is very similar to regular copywriting in terms of the basic steps. You start with a bunch of words, you get someone to read them, and then you get feedback.
The main differences are that with email copywriting, you are aiming at a specific person’s email inbox rather than a general audience and that you are typically looking for a specific action (i.e., buying a specific product, signing up for a newsletter, etc.).
That means that your email writing skills will be put to the test as you try to persuade someone to do or buy something. In this article, we will review some of the best tips for getting started as an email copywriter as well as how to handle challenging situations that may arise.
Understand The Unique Role Email Plays In A Marketing Plan
If you are new to the role of an email copywriter, it can be a little hard to understand what exactly your role is in the overall marketing strategy. That’s because, for the most part, marketers plan their campaigns based on the type of content that will appeal to their target audience. But there is a whole other layer to the game.
Marketing emails are generally used to drive consumer behavior. That means they are not just used to inform potential customers about a product, but rather used to convince them to buy that product. To illustrate the importance of this distinction, let’s say a company wants to market its new green coffee bean product. They might choose to use email to inform their audience about the new product but would also rely on traditional advertising (e.g., billboards, bus stops, radio ads, etc.) to convince coffee drinkers that their new product is the best option.
However, the company’s marketing strategy might not always include traditional advertising. If they are really into social media, they might choose to use YouTube videos or Facebook posts to promote their product. In that case, their email campaign would focus not only on informing their audience about the new product but would also be tasked with driving sales via social media platforms.
Know Your Target Audience
When it comes to marketing a product, it’s extremely important to understand your target audience. This is especially important in the world of email marketing, because just like with any other type of marketing, it’s difficult to predict how a message will be received. This is why when you get started, it’s a good idea to identify potential customers based on their behavior rather than looking at demographics or using generalized information (e.g., age brackets) to guess at who your audience might be.
For example, if you are writing for a luxury goods company, it might be a good idea to look at recent customers of the brand to see what type of audiences are interested in that type of product. This type of data can help you target future customers by drawing on previous trends. Luxury goods brands might choose to email their customers to let them know about a new store opening in the area or to ask for feedback on a new collection of shirts.
Find The Perfect Platform
When working with a luxury goods company, the first thing they will tell you is that their budget is very strict. You will not find many big discounts or offers for email marketing campaigns, because they know that their audience is largely made up of people who are already interested in their product. As such, these customers are very valuable, and they will be cautious about wasting resources.
For this reason, it’s very important that you choose an email marketing platform that is able to provide enough value to justify the initial investment. If you are just starting out and do not have a large budget, it might be best to choose a free option so that you can try out the software and make sure that it is working properly before committing to a paid plan. Once you do decide to move to a paid plan, make sure to get the best value possible for your money’s worth.
Pick A Subject Line That Makes Me Click
In any marketing campaign, your email’s subject line is one of the most important components, as it will directly affect your emails’ open rates. With luxury goods companies, you will generally find yourself in competition with thousands of other emails, so your subject line must be catchy and draw the reader in. Just like with blogs and websites, using adjectives and action words to grab someone’s attention is the key to writing a successful subject line.
For example, if you are marketing an Apple product, you might want to write, “How to use your Apple Watch to its full potential.” The use of “to its” is important, because it makes the sentence more actionable. The use of “potential” makes it sound like the product has more capabilities than it actually does. Finally, the use of “full” makes it sound like you are speaking from experience, because no one wants to steal other people’s ideas. In this case, the subject line would read, “The ultimate guide to using your Apple Watch.”
When it comes to marketing via email, there are a variety of platforms available, some free and some that you need to purchase.
Choose A Free Email Marketing Tool
If you do not have the funds to pay for a quality email marketing tool, there are a variety of free email marketing tools that you can use. Some of the most popular ones are MailChimp, HubSpot, and AWeber. All of these tools offer free accounts, meaning you do not have to pay a cent to send emails. But what is important is that you understand the limitations of these tools.
While the platform does offer great value, it is important to remember that it is still software and, as such, does have limits. For example, if you want to send out emails with complex design elements or need to use advanced features to tailor campaigns for specific customers or segments, you will need to look elsewhere. But for the most part, this is a good place to start.
Build A Relationship With Potential Customers
Once you have a place to send your emails, the next step is to build a relationship with your potential customers. For this reason, it is important that you put in the time to get to know your subscribers and establish trust. This means taking the time to reply to everyone who emails you, especially if you are new to the platform. Customers should feel that you are listening to their needs and are eager to provide help when requested.
To engage with your subscribers and create lasting relationships, establish an email newsletter or send out regular emails with tips and tricks. This might seem like an obvious step, but remember that you are typically competing for attention with thousands of other marketers, so you must stand out by being special.
If you want to create a successful marketing plan, it is important to understand the differences between marketing and advertising. While marketing is all about getting people interested in your product or service, advertising is largely about getting them to purchase your product. And that is why while your target audience is important, your focus should be on convincing them to take the action you want them to. In the end, you will not be able to accurately predict how a marketing campaign will go, but you will be able to measure the results of an ad campaign. If you want to get started, read our guide to become a commercial content writer or get an MBA from one of the world’s best universities.