Email marketing is a great way to reach your prospective customers and those who are at the point of purchasing your product or service. Writing great email copy may be the difference between a successful email marketing campaign and one that does little to promote your brand. While there exists a range of email marketing agencies that offer simplified email marketing services, it’s useful to know what makes great email copy.
Knowing the audience
The most important part of any marketing campaign is the audience. To have a successful email marketing campaign, it is crucial that you focus your email on a single audience. With research focused on the specific needs of that particular demographic, the marketing campaign can be tailored to this group in a way that feels more personal to them.
Having a specific target
After recognising and tailoring your email to your audience, have a specific target that you want the email to achieve. This helps ensure that your language is more direct and will help customers retain focus. Determine your call to action even before you begin writing, so you can easily monitor the sales conversions created from your email campaign. Having a target in mind will also make writing a strong subject line and opening sentence easier.
Keeping the body text short
Keep your email campaign short, sweet, and conversational. Most mailing services such as MailChimp and MailChimp partners have word limits that guide you when developing your campaign. Keeping the campaign short enables a busy audience to be more willing to read your email. Body copy should not be many lines of the email to ensure it does not dilute the rest of the email.
Including a call to action
The call to action of the email should be clear and easy for the audience to locate. Calls to action are often written in a bold, clear font, which makes it more memorable for the audience. If the reader of the email does not see anything else that you have written, they should at least see your call to action. It should be written in an active voice to encourage readers to do as the campaign asks.
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