What will make your emails different from everyone else’s? How about the perfect balance of creativity and function? Or the ability to instill confidence in someone who is purchasing a product or service?
These are all copywriting skills that will help you stand out from the crowd and make your email marketing campaigns more effective.
Let’s look at each one separately.
Creativity
Your ability to craft compelling copy that is both original and engaging will make your emails stand out above the rest. When people open your email, they should be able to see that it is both engaging and informative, but also uniquely yours. There is a limit to how many times you can re-use the same templates or cliches in your writing, so craft original content that will compel your readers to open your emails and keep reading. In addition to being engaging, your emails should also serve a business purpose or provide useful information for your readers. For example, if you are marketing an online store, you may want to use the email to teach the reader how to buy the products they are interested in or to provide them with information on the store’s terms and policies.
Functionality
In addition to being creative, your email should also be highly functional. You cannot expect people to read your email and have the technical functionality to be able to purchase products or navigate your website effectively. Ensure that all the links in your email are active and that the design is clean and simple, but also allow for easy scanning and comprehension. In addition to being functional, your email should be easily accessible and mobile-friendly. Most importantly, you should be testing different combinations of links and headlines to see what resonates with your target audience. When someone clicks on a link or opens your email, they should not have any difficulty completing the action you intended them to take.
With the right copywriting skills, you can stand out among the masses of business-y emails that people receive every day. Your copy should reflect both your creativity and functionality, so that when someone clicks on that unique, eye-catching subject line, they know exactly what content they will be getting.