If you’re reading this, I assume you’re already aware of the power of email marketing. After all, if you’re interested in growing your business, you must have heard of the importance of email marketing.
What you might not realize is how difficult it can be to produce compelling copy for your email marketing campaigns. You’ll find that many popular email marketing tools were designed with marketers in mind, which doesn’t make it any easier to craft the perfect message for your audience.
Why Should You Care About Writing Effective Email Copy?
Let’s be honest here, the idea of spending hours, even days, crafting the perfect copy for your email campaign doesn’t sound appealing. That’s a lot of work, and you may not even end up using all of that copy. The truth is, the content you produce for your email campaigns doesn’t have to be perfect. In fact, the copy you use for nurturing leads into paying customers should be concise, to the point, and easy to understand.
When you have a lot of content to pull from, how do you choose what to use? You can’t predict what will resonate most with your audience. So, you should try as much as possible to adapt content that was previously successful in other forms of media.
What is the Email Copywriting Process?
Whether you’re using a store-bought tool or you’ve designed your own, the process for creating compelling email copy is pretty much the same. Begin by identifying your target audience, which can be determined by a combination of demographics and psychographics. Once you have a clear picture in your head of who you’re addressing, it’s time to craft your copy.
As you write, keep in mind the following:
- Your message must be concise
- It should be easy for your reader to understand
- Your message must have the appropriate calls-to-action
- Avoid using too many jargon words
- Keep the copy concise, but not terse
- Make it memorable
With these guidelines in mind, you’ll be able to create powerful, engaging copy that will have your audience clicking, sharing, and — most importantly — purchasing your product or service.
Common Pitfalls & How to Avoid Them
A lot of businesses, whether they realize it or not, fall into the trap of over-using popular buzzwords and phrases in their copy. While this seems like a great idea, in most cases, these overused phrases and words are quite the opposite of what your audience wants to hear. Overusing adverbs, for example, makes your text less persuasive; the same goes for using too many superlatives.
On the other hand, if you’re writing to evoke a strong emotional response from your audience, you may find that overusing similes and metaphors can work against you. Your readers may interpret your text as childish or even fraudulent, because you’re overly comparing your product or service to something it’s not — something that makes it sound better than it really is. This is why you need to find the right words to use, instead of simply copying and pasting from a model email. Take your time finding the right phrases and words, and your copy will seem that much more authentic.
Where Can I Find Examples of Excellent Email Copy?
If you’re still in search of the perfect copy for your email campaigns, don’t forget about all of the amazing websites, blogs, and platforms that provide you with endless examples of excellent writing. When you’re looking for inspiration, simply type “examples of excellent email copy” into your favorite search engine, and you’ll be presented with an endless stream of content that you can simply copy and paste into your own efforts. Websites like Textbroker and Unbounce provide an excellent platform for anyone who wants to write effectively and connect with potential customers.
How Do I write an Email that will Convert?
If you’re looking to write effective email copy for your business, it’s time to move beyond the basics and find out which strategy will best suit your needs. Simply put, there isn’t one single “recipe” for writing an effective email campaign — each situation is a bit different and must be addressed by itself. Nonetheless, to help you get started, here are a few tips on how to write an email that will convert: