Are you wondering how to improve the reach of your campaigns? Want your subscribers eagerly awaiting your next message? Learn the 5 rules for creating effective web content and start using copywriting in email marketing.
Email marketing and copywriting
For most people, the first contact with email marketing is primarily technical. Beginning marketers pay attention to the elegant website layout, clear message creator and access to interesting templates.
Yes – it all matters. However, too deep entry into technicalities may lead to disregarding the most important fact – there is also a human on the other side of your monitor.
The intuitive operation of the program, a great offer, and even the most beautiful template will be of no use to you if your message does not attract the attention of the recipient.
Let’s face it – competition in the e-commerce industry is constantly growing. Your customers’ inboxes are flooded with dozens of messages every day, only a small fraction of which will be read.
How to make your e-mail attract their attention and join this honorable group? Use copywriting!
Copywriting is based on creating functional texts. These are works (written by copywriters who create unique content themselves or use a word changer) which, apart from the basic role of text (i.e. transferring information), are able to fulfill various additional tasks. They can encourage the reader to buy a product, read specific content on the website or subscribe to a newsletter.
You deal with copywriting everywhere. You can find “Copy” in newspapers, blogs, social networks and even on a tube of your favorite toothpaste.
You may never have paid attention to the construction of functional tracks, but it’s worth taking a closer look. Especially if you intend to use text to increase sales.
How to write a good email – 5 basic rules
Internet texts are created a bit differently than the classic ones. Online communication has developed a number of rules, knowledge of which will help you compose engaging content. Below you will find 5 basic rules for creating functional texts that will help you increase the effectiveness of your emails.
1. Address your recipient directly
On the Internet, you can safely address your recipient as “you”. It is not only acceptable – Internet users expect it. The development of social networking sites has provided them with a sense of direct contact with brands that until now seemed distant.
Internet users write direct messages and expect an equally direct response.
Polite forms still dominate in classical communication. However, on the internet, this doesn’t really apply. A similar example is the use of the imperative of speech. Outside the Internet, you probably won’t say to the customer: “buy now”. It’s everyday life on the web. Directly addressing the recipient will allow you to build a more personal contact and improve the perception of your brand.
2. Address the recipient in singular
Addressing customers in the plural is the result of the habit of writing classic commercial offers. The sooner you realize the different nature of online communication, the better your results will be in email marketing.
Collegial readings of internet content are extremely rare. Therefore, the use of phrases like “Ladies and Gentlemen” does not make the slightest sense. Only you (as the author of the content) and your reader exist in internet communication.
Also, remember that emotions are a key factor in making purchasing decisions. It is much easier to arouse them during a “personal” relationship with the reader than when using formal phrases.
3. Work on the titles
The title of your email is a critical factor for the success of all your campaigns. Take your time with composing them.
Titles between 3 and 7 words work best. In the title of an Internet text, it is permissible to end the question sentence with a period. This is to emphasize the author’s self-confidence. If you want – it is also acceptable to omit the period entirely. Nevertheless, the title should start with a capital letter.
You can also use numbers in the title (eg “7 ways to …”, “5 most important information about …” etc.). The presence of numbers in this place indicates to the reader that the announced content will be specific.
Also, remember that your web title is supposed to generate clicks. Therefore, on the one hand, you need to clearly show the reader the nature of the content, and on the other hand, you cannot tell him too much, or you will lose interest.
An extreme way to fight for the reader’s attention is to use the so-called click bait titles. You have certainly encountered a lot of such constructions (eg “SHOCK! You will not believe what this politician did”).
The use of click baits is the domain of online editions of popular newspapers. The effectiveness of such titles is beyond dispute, but you have to decide for yourself whether this tool suits the nature of your business. Also, be careful not to overdo it. If you start each message with the phrases “HIT”, “SHOCK”, “SCANDAL”, etc. – the recipients will most likely ignore you (unless your content is actually amazing).
4. Use phrases calling for action
The purpose of most of your emails will be to redirect the reader to the indicated website. First of all, you need to convince him to read your message (e.g. due to a good title). Then tell him exactly what kind of interaction you want.
You will achieve this by using CTA phrases (Call To Action). The most popular ones are: “buy now”, “click here”, “see for yourself”, etc. CTA phrases in the body of an e-mail message can be used multiple times. Just remember that Internet users don’t like “surprises”. Therefore, try to explain to them which side you are pointing them to. Will it be a landing page or an article? After clicking on the link, should they expect entertainment, knowledge or an attractive offer?
Leaving misunderstandings on this ground may lead to an increase in campaign statistics, but it will have a negative impact on the level of your conversion. Therefore, CTA should be preceded by at least a few words of explanation.
5. Stand out and be systematic
Use your creativity when writing your message. Before sending the campaign, be sure to test it on your own inbox. Compare your message with other emails you receive. Does the structure of your message arouse interest? If you received this email from another source, would you like to read it? If not, why not?
A critical look at your own work will help you succeed. Perhaps minor changes (e.g. personalization using the subscriber’s name, emoticon in the message title, a different image in the content) will make your e-mail “shine” in inboxes and allow you to achieve the intended purpose
Also, remember that each audience is slightly different. It may take a while to learn which phrases work best for your industry. Test different message constructions and compare the results. Systematic training will allow you to develop a style that will best meet the needs of your readers.
Copywriting and Sales
If you think that copywriting is just simply earning money from writing or a set of writing tricks that increase conversion – you are wrong. Knowing the principles of creating functional texts helps, above all, in working on the quality of the message. Increasing your sales is, in a way, a side effect.
Based on the words read, the readers subconsciously judge the author’s qualities. The phrases you use may make them like or dislike them. This assessment determines whether the recipient of the message decides to interact again. In addition, the high quality of texts, including those in e-mails, proves your professionalism.
The overwhelming majority of recipients need to contact the brand at least several times before making a purchase decision. Modern marketing strategies aim to build a long-term relationship with the client, at the cost of camouflaging some sales elements (e.g. content marketing). Therefore, copywriting is not only about selling, and improving the quality of the message is your most effective way to maintain customer attention and engagement.
You also need to be aware that the development of the e-commerce market is getting the internet users used to a higher and higher level of content. The sooner you start working on it, the better your chance of gaining a competitive advantage.