Email marketing is one of the most powerful tools to attract prospects and increase sales. However, it is a time-consuming task.
Email copywriting is easier said than done. If you have been crafting emails for a while now but wondering why your subscribers or prospects are not taking action, you might be lagging somewhere. It might be the subject line, or you forget to include an impactful CTA. To know how you can improve email marketing conversion rates, click here.
Continue scrolling for tips that will help you to improve your email copywriting skills and boost sales.
Understand your audience
Only begin your email copywriting journey by knowing and understanding your audience. Then, segregate all your target audience’s pain points and needs and create personalized emails that will attract them.
If you offer freelance copywriting services in the healthcare field, your target audience will be doctors and other healthcare practitioners, along with people wanting to brush up on their medical knowledge. Therefore, you will have to craft separate emails to appeal to doctors and businesses wishing to spread medical awareness.
Personalizing your email copywriting to the right audience will enhance the chances of your emails being opened and read.
Define the goal of the email
Understanding the goal and purpose of sending emails to prospects is the first step to effective email copywriting. Once the goals are defined, you can create action-oriented emails to encourage prospects to take the next step.
Therefore, before drafting the email, find out whether you want them to purchase a product, sign up for a free trial, download an app, or follow you on social media. The email copywriting will be framed according to the action you want the readers to take.
Take time to craft the subject line
The subject line used in your emails must be catchy and attractive. It must be long enough to convey the message and short enough to evoke curiosity.
You can make the subject line interesting by using dynamic elements like the user’s past purchases or geographical location. You can also use the reader’s first name for personalization. There are more such tips to help you craft catchy subject lines for your emails, like evoking a sense of urgency or curiosity, incorporating trending topics, etc.
Do not ignore the preview text
Preview text is essential when it comes to email copywriting. The preview text is like a Tweet before the character count of Twitter was increased. You can only use a few characters to grab the readers’ attention and compel them to open the email to read beyond the subject line.
Since most people read emails on their mobile devices, preview text helps them decide if they should open an email. Typically, it is a short snippet letting the readers know whether the email is worth their while. So remember to give readers an idea of what they can expect when they open the email via the preview text.
Do not use too much industry jargon
Email copywriting is not about showing readers how much knowledge you have about the industry. It is about connecting with your audience and conveying the message you want in the simplest possible terms. The objective is to ensure that your email reaches and convinces the maximum number of people to avail of your services or purchase your products.
Therefore, skip the industry jargon. Instead, use simple terms that people can easily understand and focus on the pain points.
Keep the content crisp and brief
Are you writing several hundred words for your email copy? Your email copywriting strategy is wrong. Nobody has the time to go through a lengthy email. People typically skim through emails. Hence, get to the point as quickly as possible.
Keep the email content brief, crisp, and to the point. Let the readers know how you can help them, what services or products you offer, etc. For ease of reading, break up the email content with lots of white space. Huge blocks of text are a major turn off and will send readers frantically pressing the back button. Instead, use short sentences, questions, and bulleted lists to convey your message.
If you need more help, you can use templates for cold emails.
Understand your audience
Only begin your email copywriting journey by knowing and understanding your audience. Then, segregate all your target audience’s pain points and needs and create personalized emails that will attract them.
If you offer freelance copywriting services in the healthcare field, your target audience will be doctors and other healthcare practitioners, along with people wanting to brush up on their medical knowledge. Therefore, you will have to craft separate emails to appeal to doctors and businesses wishing to spread medical awareness.
Personalizing your email copywriting to the right audience will enhance the chances of your emails being opened and read.
Define the goal of the email
Understanding the goal and purpose of sending emails to prospects is the first step to effective email copywriting. Once the goals are defined, you can create action-oriented emails to encourage prospects to take the next step.
Therefore, before drafting the email, find out whether you want them to purchase a product, sign up for a free trial, download an app, or follow you on social media. The email copywriting will be framed according to the action you want the readers to take.
Take time to craft the subject line
The subject line used in your emails must be catchy and attractive. It must be long enough to convey the message and short enough to evoke curiosity.
You can make the subject line interesting by using dynamic elements like the user’s past purchases or geographical location. You can also use the reader’s first name for personalization. There are more such tips to help you craft catchy subject lines for your emails, like evoking a sense of urgency or curiosity, incorporating trending topics, etc.
Do not ignore the preview text
Preview text is essential when it comes to email copywriting. The preview text is like a Tweet before the character count of Twitter was increased. You can only use a few characters to grab the readers’ attention and compel them to open the email to read beyond the subject line.
Since most people read emails on their mobile devices, preview text helps them decide if they should open an email.
Typically, it is a short snippet letting the readers know whether the email is worth their while. So remember to give readers an idea of what they can expect when they open the email via the preview text.
Do not use too much industry jargon
Email copywriting is not about showing readers how much knowledge you have about the industry. It is about connecting with your audience and conveying the message you want in the simplest possible terms. The objective is to ensure that your email reaches and convinces the maximum number of people to avail of your services or purchase your products.
Therefore, skip the industry jargon. Instead, use simple terms that people can easily understand and focus on the pain points.
Keep the content crisp and brief
Are you writing several hundred words for your email copy? Your email copywriting strategy is wrong. Nobody has the time to go through a lengthy email. People typically skim through emails. Hence, get to the point as quickly as possible. Keep the email content brief, crisp, and to the point. Let the readers know how you can help them, what services or products you offer, etc.
For ease of reading, break up the email content with lots of white space. Huge blocks of text are a major turn off and will send readers frantically pressing the back button. Instead, use short sentences, questions, and bulleted lists to convey your message.
If you need more help, you can use templates for cold emails.
Include a CTA
You might be tempted to fill an email with several CTA but don’t give in to this temptation. If there are many CTAs for your readers, they will get confused and not click any of them. The trick is to draft a simple email copy and include a single impactful CTA that will compel readers to take action. You can even have a bright, big CTA button, so your readers don’t miss it.
Remember the power of adding a personal touch
Your email copywriting must have a personal touch, or it won’t engage the readers. However, you can infuse personal touch into the email content by drafting a copy that appears to be a direct conversation with your email recipients.
By keeping the tone conversational, you add a layer of warmth to your emails. This will help you to connect quickly with the recipients. Additionally, you can have the emails personalized for each recipient and not let them know you are sending the same email template to hundreds of other prospects.
Choose the right words to avoid sounding spammy
Spam emails are a source of annoyance, and these are sent out in bulk to an indiscriminate recipient list. These emails are typically ignored or deleted by the readers.
Therefore, you must try to avoid sending emails that appear spammy. For example, if there are too many salesy words used, your email will end up looking spammy, and your target audience will ignore it. Furthermore, if the recipients have their email filtering option turned on, your emails will be sent straight to Spam and will not even hit the Inbox of the recipients.
The solution is to avoid using words that are too aggressive and salesy. For instance, don’t use words like extra cash, free, buy now, and so on.
Don’t highlight the features, but the benefits
Email copywriting is about convincing the target audience they need your products or services within thirty to forty seconds. If you fail to grab their attention during this time, they will discard your email and may even list your email address as Spam or Junk.
Since you cannot write a lot of content explaining your products or services, the best option is to highlight how you will benefit your prospects. Learning the benefits will make the readers interested in what you have to offer, and they will find out more about your business.
But it is not that you must not reveal the features of your offerings at all. Just remember that when you are highlighting the features of your offerings, try to emphasize more on how your offerings will help them or make their life easier.
Add customer testimonials
To make your emails appear relevant, you can add customer testimonials of satisfied customers. This will work as social proof and go a long way in building credibility.
Tell a story
The storytelling approach in email copywriting is one of the best ways to connect with your audience. If you can tell a gripping story, it will evoke the right kind of emotions and help your target audience relate to what you are saying. The story can stem from your imagination.
This approach is an effective one and is known to fetch the best results.
Remember to proofread
An essential part of email copywriting is proofreading. You must not send emails without proofreading to ensure there are no errors. If you forget to check silly spelling mistakes or grammar errors, all your efforts will go down the drain.
If the emails are filled with mistakes, it will make your emails appear shabby.
Promise a reward
Everyone loves rewards and freebies. You can offer them to your target audience to ensure they open your emails and respond to them.
Although it doesn’t cost a dime for your target audience to open the emails and read them, they are spending their precious time. Of course, they will not get back the lost time, but you can reward them with something exciting so that spending time reading your emails seems worthwhile to them.
You can offer them discounts, free trials, or any other reward that might be relevant to your offerings.
The Bottom Line
To sum up, the key to crafting an effective email copywriting strategy is to understand your audience, define the goals you are trying to achieve, and draft crisp email content that attracts your readers. The email copy must be personalized for maximum impact. Additionally, it would be best if you were not afraid to experiment with different strategies.
Putting in place an engaging and effective email copywriting strategy will help you close deals and earn more revenue. In addition, it will enhance your credibility and ensure good click-through and open rates. Therefore, follow the copywriting tips mentioned above to get the maximum benefit and results from your email campaign.
