Generating an effective email copy is very important because you have only seven seconds to impress your target audience. An effective and well-crafted email copy can make the difference between being ignored and being irresistible. An average email user receives 121 emails per day, while an average user opens between 20 and 40% of the emails they receive daily. This makes writing an effective email copy more significant.
You must personalize your email copy based on the recipient’s interest and preferences. Emails are still considered formal and elaborate. Also, it is one of the most asynchronous modes of communication. Email Copywriting directly affects key email marketing metrics such as open rate, conversion rate, etc.
In this article, we’ll learn what email copy is and why it is important. Also, learn effective tips for writing email copy!
What is Email Copy?
Email copy includes everything from attention-grabbing subject lines that attract potential users to opening sentences that keep you engaged to the body of the email that provides value and actionable Call to Actions (CTA) that encourage you to take a desired action.
These messages or texts are meant to convince and convert potential users and help you in achieving your marketing goals. To achieve the best results, your email copy should be effective, clear, concise, simple, and actionable so that it guides the users from beginning to end.
You write an email to the current and prospective customers to convert them. Conversion can be anything from signing up for a newsletter, replying, or making a purchase etc.
Why is Email Copywriting Important?
Writing an effective email copy is very important for your business. According to a report, email marketing offers an incredible ROI of $42 for every $1. Here are some of the reasons why email copywriting is important for the business.
- Stronger Relationships: An effective email copy is not simply about selling, but also focuses on connecting. When you offer relevant content, address users’ demands, and deliver effective solutions helps in building strong relationships. This encourages brand loyalty in the future.
- High Open Rate: Your subject line helps in forming the first impression of your email. It’s the hook that compels people to click. 74% of email recipients opened an email solely based on its subject line.
- High Conversion Rate: If your customers open an email, you want them to take relevant action. It can be anything from signing up, purchasing etc. An effective email copy grabs the attention of users and provides you with an opportunity to expand your business’s reach
- Engagement Rate: It compels users to spend more time reading and interacting with your content.
- Memorable: It helps in making your brand memorable.
- Marketing Goals: It also helps in achieving marketing goals. Which makes your brand more profitable.
Tips for writing Email Copy
Let us learn some of the best email copywriting tips that you should follow for best results
- Understand Audience: Before you start writing an email, you must understand your target audience. Learn who they are, their preferences, interests, and past purchases. Etc. Build a visual and detailed buyer persona to understand them better. It will help you in setting a better tone, messaging, etc, to ensure that your email resonates with your target audience.
- Subject Line: Try to keep your subject line simple and short. Aim for 6-10 words. Use actionable language to encourage customers to take the desired action. You can create a sense of urgency to encourage your customers to make a quick decision. To make things more interesting, you can include puns, humor, etc in your language.
- Preview Text: It is the bridge between the expectations that you have set in the subject line and the content within your email. Ensure it is relevant and interesting enough to compel the user to open it. It can complement your subject line.
- Opening Lines: Try to build interest in the users. Try to engage them by asking a question. You can use data and numbers to grab their attention.
- Personalize: Personalized emails create more revenue than generic ones. You can use the first name of the recipient to make it look more personal and engaging. It helps in building a strong connection. According to a report, emails with the first name in the body copy have a higher open-to-click rate. You can personalize the email based on actions your customers have taken. This can be their previous purchase, content consumed, etc. However, make sure you don’t cross your line and get too personal.
- Segment: Sending the same content to everyone doesn’t fit well. To achieve desired results, you must segment your audience according to different behaviours, preferences, and demographics. For example, you have a clothing brand and have segments for dresses, party wear, exercise, etc. Make sure your content fits in each group’s needs and makes your emails more relevant and engaging.
- Call-to-Action: CTA helps in encouraging users to take a desired action. Use one CTA per email. Multiple CTAs can confuse your customers. Also, your CTA should align with the landing page offer.
- Benefits: Focus on the value of the product rather than listing all its features.
- Social Proof: Testimonials, case studies, reviews, etc, reassure users that your customers had a positive experience with you. It helps in trusting, building, and boosting your conversion rate.
- Skimmable Content: Many people don’t read articles word-for-word. Make sure your content is easy to scan. Highlight important areas with bold font.
- Conversational: Emails are a personal medium. Your email should look like a one-to-one conversation. Avoid jargon or overly friendly tone. It should look like a private communication.
- Story: Stories create an engaging and memorable connection. Make sure your brand aligns with emails.
- A/B Testing: For email copywriters, you must analyze and monitor your email copy. The subject line affects the email deliverability. Use CTA and email copy as well for a/b testing.
- Use of AI: Brands should utilize AI to provide a smooth experience with enhanced productivity. AI doesn’t stop at automation. It uses data, analyzes trends, behavioural patterns, and language nuances. This allows AI to create content that triggers emotions such as excitement, curiosity, etc.
- Compliance and Privacy: Make sure your emails comply with regulations GDPR and CAN-SPAM guidelines. Make sure you have the permission to send your email to customers and give them an option to unsubscribe. Inform them how you will use their data and protect it. Maintain transparency. You can include a privacy statement at the bottom along with an unsubscribe link.
An effective email copywriting is about understanding your target audience and how you can provide a smart solution to them. Conduct A/Ab testing and send previews to selected groups based on the segmentation. Email is personal and provides information. Lumia 360 provides smart digital solutions to businesses. We guarantee lead generation and enhanced online reputation. To know more about our services, email us at info@lumia360.com and call us at 514-668-5599.
Read Also: Creating an Email Marketing Strategy
