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Best Email Copywriting: Generating Successful Campaigns

By: John England



Email marketing is still one of the most effective ways for businesses to communicate with their current and potential customers.

Email marketing experts, Wired Plus, state: “The beauty of email is that you can deliver messaging to a user directly to their inbox. The downfall is that many businesses are doing this so you’re fighting to get your email noticed.”

With such high competition from other companies within the industry, it’s important that the right message is delivered the first time round so you don’t miss out on sales.

Focus on the subject line

This element of an email is extremely important. Customers will only see the subject line followed by a few lines of the email copy before they open it.

The subject line needs to be engaging and make your reader inquisitive about what’s in store for them when they open the email.

Plenty of time should be given to writing a subject line that will perform. Remember to keep it quite snappy as subject lines of around 6 to 10 words have the highest open rates. You should also use words and phrases that create a sense of urgency such as “don’t miss out”.

Email marketing expert at Wired Plus, Amy Birch, explains the value of a good subject line: “47% of email recipients open an email based on the subject line alone, while emails with a personalised subject line are 26% more likely to be opened – highlighting the value of tailoring your message.”

Personalise your emails

The best way to convey your promotions to your customers via email is to target them personally.

Pretend that you’re writing this email directly for someone. Think of what kind of phrases will be draw them in and excite them.

You should use customer research to find out more about your consumers such as their age, spending habits, and typical time of day to spend. This information will help you send emails at exactly the right time, with exactly the right offers that they won’t be able to resist.

Preview your email

Be sure to preview the email you’ve written before sending it to scan for grammatical errors, incorrect facts and figures and spelling mistakes. You should also get someone else to proofread the content for you.

In preview mode, you should be able to see exactly what the email will look like from the consumers point of view once it has been received and opened. Here, you should put yourself in the shoes of your consumer and think if there’s anything that would void your interest in the email such as long, wordy phrases full of jargon.

Keep wording concise

You shouldn’t be writing hundreds of words for your emails. Make sure that your copy is straight to the point and gets the message across for what you want to sell.

Where possible, include an image that you can link back to your website or offer on as this will save customers from having to click out of the email to then type in your web address. During this time, you’re risking losing your customer’s interest.

Images can also make an email more interesting and engaging, so if you do need to include a lot of information be sure to break it up with imagery.

Published: June 29, 2021

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