A whopping 300.4 billion emails were sent every day in 2021.
In other words, if you want your email to stand out, it’s going to take some work. Not only you should focus on mass email deliverability, but you should also focus on your message. Fortunately, it’s not impossible to craft a message that’s compelling enough for the recipient to read — and take action on, too.
Indeed, focusing on mass email deliveries is important, but – first thing first – mastering the art of email copy can transform your business. And, with these four tips, you’ll be well on your way to doing so.
1. Know Your Goal
It’s hard to create any email campaigns without first ironing out what you want to achieve. Otherwise, how will you know that your marketing campaign worked?
So, before you get into the email copy, determine what your goal is. You may want to get new sign-ups or downloads or page views. Know what you want before diving into copywriting.
2. Keep It Short
It’s no secret that people’s attention spans have been slashed in recent years. Microsoft, for one, has calculated that the average person’s attention span has diminished to about eight seconds.
So, there’s no point in sending a long-winded email anymore. Instead, figure out what you want, then figure out the quickest way to say it. That way, your reader will get the message before their mind wanders to another topic or another email.
3. Match Your Branding
If you work for a very professional company, you don’t want an email full of abbreviations and emojis. On the other hand, you don’t want a formal email if you’re sending it from a casual or youthful perspective.
Every email you send should match your overall branding. That doesn’t just mean visually, although you should ensure that you splash your messages with logos and stick with the brand’s color scheme. You should make sure the voice in your messages matches the brand’s tone, as well.
This skill doesn’t come naturally to everyone. In fact, this is where an in-house copywriter or contracted creative comes in handy. If you don’t have a staffer who’s prepared to pen your email copy, read more about hiring a freelancer here.
4. Include a Call to Action
Remember how we discussed your email goals in tip one? Well, now’s the time to re-focus on that aim as you wrap up your email writing.
At the end of your message, be sure to include a strong call to action so that readers know what you want them to do with your message. Do you want them to visit your website to learn more? A link that says “learn more here” or something to that effect will make clear the next steps.
Your call of action should be clear and concise, but it should be compelling, too. So, skip the “click here” button and try for something a bit more telling.
Master Your Email Copy
These four tips are imperative to remember as you start writing email copy. But don’t forget that they aren’t stagnant, either. In other words, you’ll have to revisit your goals and reconfigure your copy every time you write a new message.
With careful planning and clever writing, though, you’re sure to achieve your email marketing goals. Don’t forget to check back with us for the latest small business tips and tricks.