How to Write Effective Copy for Emails
Copywriting for Email Marketing
Effective email copy is a type of copywriting. There is a science to copywriting which will help you create effective messages. You don’t need to be a copywriter to use their techniques. You can move the potential customer from curiosity to purchase when you implement sound marketing and copywriting strategies. Understand Your Product’s Benefits – Not only should you understand your product’s benefits you should understand them from your client’s perspective. What problem does the email solve for your audience? Will it save them time, make them money, or help them with something else? Know Your Competition’s Weaknesses – It might seem strange to need to learn about your competition to create amazing emails with good copywriting. However, looking at how your competition forms their emails can help you fill in the gaps and do even better for your audience. Answer the Reader’s Question: What’s in it for me? – Know the goal of the message and then frame the words to express what’s in it for the reader. How will the information make your reader’s life better? Will they save money? Will they get more time? Will they feel happier? It is key to know your target market and the folks who are on your list, and who are in your chosen market or niche. Focus on the Reader – It’s tempting to use the word “we”; but, it’s important to focus on the person who is reading so use “you” in your copy. Instead of saying “We all experience frustration”, say, “You feel frustrated when …” so that you can make it very clear that this is about that particular person. Keep Some Things to Yourself – Effective copywriting lets the audience know just what’s need to understand and get the benefit. Whether it’s making a purchase, contacting you for more information or something else good copywriting keeps unneeded details away to focus the customer on the one thing you want them to know and do. Too much information just clutters the situation. Use the Right Words – Good copywriting uses repetitive, though concise language, from the customer’s perspective to get the point across. Learn the words that make your audience feel what you want them to feel. Using words like you, imagine, and other words that really put a picture in your customer’s minds. Remember Your CTA – Always include a well thought out call to action. The call to action is the entire reason for sending your email message. If you don’t know what your CTA is, there isn’t much reason to send an email. A good CTA creates urgency and provides instructions on what the reader should do next. When you use the right words and phrases, you can calm their fears, excite their imagination, and compel them to follow through on your call to action, that’s good, motivational copywriting. Copywriting takes practice, testing, and some prep work but, it’s not difficult. Make sure that each email has a purpose, uses the words your audience understands, and lets them know what’s in it for them.
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