With tons of businesses competing for attention in the digital realm, crafting email marketing copy that truly captivates your audience can be a challenge. Considering that email marketing boasts a higher return on investment than any other channel, maximizing your strategy is crucial. But don’t worry—I’m here to guide you through the dos of email marketing copy writing, enabling you to create compelling content that stands out from the rest and delivers tangible outcomes. So, grab a cup of coffee, get comfortable, and let’s dive in!
Dos of Crafting Email Marketing Copy
Attention-Grabbing Subject Lines
In email marketing, every detail matters, including the subject line. In fact, the subject line is one of the most critical elements of your email, as it’s often the first thing that recipients see and can determine whether they open or delete your message. Crafting an effective subject line boosts the chances of your email being opened and read substantially. However, it can be challenging to know where to begin. Here are some tips to help you create a compelling subject line that entices your email subscribers to click through:
- DO Keep it short and intriguing. Use language that sparks curiosity. Your subject line should be concise, capturing the reader’s attention in 50 characters or less.
- DO Personalize it. Use the recipient’s name or other personal information to create a sense of connection and make your email stand out in their inbox.
- DO Create a sense of urgency. Employ language that conveys the idea that the time to act is now, such as “Limited time offer” or “Act fast.”
- DO Incorporate numbers or statistics. Including data in your subject line can attract the reader’s attention and enhance the appeal of your email.
Compelling Preview Text
Another critical element to consider is the preview text, which appears alongside the subject line in the recipient’s inbox, providing a sneak peek of your email’s contents. Writing engaging preview text can significantly impact whether your email gets opened. Here are some tips to help you craft captivating preview text:
- DO Make every word count. Keep the preview text within 40-50 characters.
- DO Make it relevant. Highlight the most important or intriguing part of your email content, giving recipients a reason to open it.
- DO Harmonize with your subject line. Your preview text should work in harmony with your subject line to entice recipients to open your email and engage with your content.
Engaging Email Body
While the subject line holds great importance in email marketing, the body of your email is equally vital. It houses the core of your message and ultimately determines whether recipients take action. To craft an effective email body that engages your subscribers and drives results, follow these tips:
- DO Focus on benefits, not features. Your audience wants to know how your product or service will benefit them, so emphasize these advantages. Avoid getting caught up in technical details and, instead, emphasize the value you provide.
- DO Keep it concise. Just like your subject line, aim for a brief and concise email body. Avoid lengthy paragraphs and opt for short, easily digestible chunks of information. Use bullet points or bolded text to highlight key takeaways.
- DO Use a friendly, conversational tone to establish rapport with your subscribers and create a sense of connection with your brand.
- DO Personalize it. As with the subject line, personalization goes a long way in making your email more effective. Use your subscribers’ names and any other relevant information to tailor your email to their needs.
- DO Include a clear call to action. After reading your email, what action do you want your subscribers to take? Make sure you provide a clear call to action that tells them exactly what to do next.
To truly engage your audience and encourage them to take action, it is essential to include a strong call-to-action statement. A call-to-action, or CTA, prompts the reader to perform a specific action, such as making a purchase or subscribing to a newsletter. Here are key elements to consider when crafting a successful call-to-action statement:
- DO use a clear and compelling call-to-action. Your email should have a distinct purpose, whether it’s encouraging a purchase, sign-up, or download. Your audience should understand exactly what action you’re asking them to take and why they should take it. Incorporate strong action words like “buy now” or “subscribe” to make your call-to-action statement more compelling.
- DO Create a sense of urgency. Phrases like “limited time offer” or “act now” can encourage your audience to take action promptly. This technique works particularly well for time-sensitive promotions or events.
- DO Make your CTA stand out. Use contrasting colors or bold text to draw attention to the statement and place it prominently in your email. Ensure it is visible and easy to follow.
Examples of B2B Email Marketing Done Right
Here are some stellar examples of B2B email marketing copywriting:
Test and Optimize
To optimize your email marketing effectiveness, experiment with variations in the copy for the different elements and see which ones perform better. Effective email marketing involves building relationships with your audience, and by testing different approaches, you can identify what resonates and addresses their needs.
By following these email marketing copywriting dos, you can create content that stands out from the crowd and delivers exceptional results. Stay tuned for my next blog post, where I’ll explore the art of incorporating storytelling into your email marketing copywriting. Stay current with marketing insights by signing up for our monthly newsletter delivered straight to your inbox.