10 Tips for Writing Email Marketing Copy That Converts
There's no doubt, email marketing is a powerful channel for enhancing relationships with customers and boosting sales. Regarding various types of email copy that most B2B and B2C companies use, they almost share similar secrets to be successful.
Writing email marketing copy is not only a work of art but it requires the science part as well. If you work on improving conversion of emails, you need to keep in mind some must-have tips to perfect your email.
In this blog post, we are going to share the best 10 secrets to write email copy that your target audiences will truly love.
1. Understand your audiences
Why is it so important to understand your audience before writing an email marketing copy? It’s simple, if you want them to interact with your emails, read “do what you want them to do”, you must provide things that fit audiences’ needs and interests.
(Email copy example from Ikea)
So how to understand your audiences? You can use Google Analytics and other tools for gathering information about your customers on your websites to better understand their needs. Add questionnaires in emails or on your website where you ask potential audiences to share their interests and set preferences.
This will give you inputs to start developing your email copy ideas.
2. Segment your audiences for sending relevant content
Once you’ve collected some information on your customers, you can segment them into different groups that are based on certain criteria. Those criteria can be:
(Pinterest always send “pins and ideas” according to preferences a recipient has previously set)
Write relevant offers and respective email copy for each group to increase the open and click-through rates. Investment in segmentation helps improve ROI better rather than just sending the same content to every customer.
3. Write an appealing subject line
It goes without saying that the subject line is the first thing your audiences can see (unless you’ve added the Annotations to Gmail promo tab :) )
There are some pieces of advice for a stunning subject line for your emails:
in a nutshell, deliver the main message of your email;
tell readers what benefits you have for them in this email;
make it clear.
If you lack ideas of email subject like, please refer to Stripo’s 32 catchy email subject lines blog post.
Please remember that you can set the subject line and preheader for your emails directly in Stripo.
4. Make sure recipients know you
I myself often receive emails from senders who I have never connected before. If they do not introduce themselves/their companies, I will not reply to those emails.
It is crucial to let recipients know where those emails come from and who they are talking to. Only then, senders could expect further reactions from readers.
(Email copy example from SparkPost)
You can always remind customers that you’ve previously contacted them.
Of course, you do not do that in your regular promo emails which you send to your customers.
5. Deliver one idea at a time
Another piece of advice for copywriters is to focus on one main thing at a time in your email copy.
If you want to sell something, build your content around that goal/main idea of the email, show customers the value which your offer brings.
(Email copy example by Grammarly)
Grammarly in this email delivers just one idea — they suggest that I buy their Premium subscription. This is why they offer 50% OFF, and in order to convince me that I need it they share the benefits this Premium subscription generates.
6. Keep your emails logically structured
Why do you need a logical and easy-to-follow email outline? We should understand that no one has time to read your marketing email carefully. Mostly, people go just from heading to heading.
In other words, to make readers quickly understand what you are going to tell them, you need a perfectly structured email.
Please, find the manual on how to set Headings for both desktop and mobile versions of your email with Stripo in our blog post “How to build an email with Stripo. Manual A to Z”, section 2 “Setting Headings”.
7. Use subheadings and lists
This will make your emails more legible and clear.
The subheading is meant to divide your content into smaller content parts in case you have several things to say.
(Email copy example from dotdigital)
While the bullets are perfectly used for listing something.
How to add bullet points in your emails with Stripo
Once your email copy is ready, you just need to:
highlight your entire paragraph (or part of email copy you need to present as bulleted/numbered lists);
in the tool panel, click the “lists” icon;
select a necessary type of list.
8. Use the right words
What does it mean?
There are two things to remember if you want to have a high-converting email marketing copy:
Things you should say
always show the value that customers can have;
use numbers where it’s possible — they will make your email marketing copy clear, concise and convincing;
always be honest with customers.
Things you should not say:
generic or unreal promises;
9. Come to psychology tricks in email marketing copy
Psychology is the science part of email marketing copy.
Widely used psychology tactics that make your audiences take actions — click, read and buy from you:
create urgency and scarcity: Limited deals and discounts encourage people to hurry;
use social proof when writing your email marketing copy. Customers tend to read and trust product reviews written by other clients;
personalize your copy (read more below).
(Email copy example from Old Navy)
10. Personalize your email copy
Personalizing your email marketing can boost your conversion up amazingly.
The best tactics you can implement are as follows:
addressing by name. No one loves to read an email sent to wide masses;
use the “you” and “I” pronouns to build a conversation;
let customers know you remember their shoe size, favorite color, etc. This makes your clients feel happy with your service;
send Abandoned Cart emails as it is one of the must-have tools for personalization in the email copy;
reach out to your customers on their special days like birthdays, father/mother day, wedding anniversaries, milestones, etc.
(Email copy example from Email on Acid)
For more information on how to personalize your email copy, please refer to our blog post.
In order to write an email marketing copy that converts, you need to combine several of the tips mentioned here to perfect your email content. Remember to learn about your customer persona, focus on customer personalization to send relevant emails. That is considered the core thing to succeed in your email marketing campaigns.