I’ve been fortunate enough to work on a lot of different copywriting projects lately.
These have ranged from corporate award entries (for which I have an impressive win rate), social media content and…emailer copy. Which in this instance, was an email campaign to launch a client’s new website and database to their subscribers and non-subscribers, inviting them to sign up.
You might be wondering why a business would want to hire a professional freelance copywriter like me for just a ‘simple’ email. But email marketing content isn’t as ‘simple’ as it appears.
Emails are one of the fastest, most instant forms of mass communication, but also the most skim read. People make instant decisions when that message lands in the inbox – open or bin. Here are my tips on making your email marketing work for you:
Email subject: The difference between open and trash
The first task when drafting email copy is to maximise the all-important open rate by getting the ‘Subject’ text just right. It’s got to tantalise and tempt the intended audience, encourage them to want to read more – with absolutely no sales talk whatsoever. Any hint of sales jargon and your potential client’s finger will be hovering over that Trash key before they’ve even realised what you’re trying to tell them.
So lure them in with a bit of exclusivity. ‘You’re invited’ are always good words to use. Invited to what….? It’s hard to resist not finding out.
Email copy: What do you actually want?
The main email body text is where all the good stuff is – but here again is where it can all go wrong. The reason? Overkill. Paragraphs and paragraphs of copy. You’re so excited to finally tell clients and would-be clients your news, that you forget the crucial rule. They’re busy people. They haven’t got the time to read your essay about your new service or website. Another email bites the dust.
Your audience want to know simply this: Why are you emailing me? What do you want from me? Why should I be interested? What do I have to do?
So always keep copy short and simple. Bullet points summarising your news, announcement or changes are an at-a-glance, easy way for your very busy potential client to see what you’ve got.
But don’t forget the whole point of the email in the first place - if you want them to sign up, subscribe, visit your new site, buy something - say so. And tell them how to do it.
Choose your words carefully
Let’s say your email is about your newly designed website. You’ve invested considerable sums in it. It’s fantastic. But actually, the last thing you want to say in your email is that you’ve ‘redesigned’ it.
‘Redesign’ implies that what you had before wasn’t very good. And if your email is going to your existing subscribers, that you’ve only just got around to sorting it and giving them the website they deserve.
A much better option is a word like ‘enhanced’. An ‘enhanced online experience’ sounds a lot more impressive than ‘a redesigned website’. It implies you’ve taken the time to understand your customer needs, and revised your site to not just meet them, but exceed them. Just one simple word - redesign vs enhanced – and it makes all the difference.
If you’d like my help for your email marketing...email me! I'd be happy to have a chat about what you need.