Broadcast online marketing blog

The success of your email marketing campaign relies heavily on the effectiveness of your email copy. Writing effective copy does not require great literary skill, but it does require understanding your audience and providing them with incentive to take action on your message.

When writing your email campaigns, keep these tips in mind to improve your copy:

1. Write the Call to Action first and then write the rest of the email copy. You need to know your goal so you can communicate it to your recipients.
2. Keep it Simple. Emails need to be easily understood. If someone doesn’t “get” your email message in the first 2 or 3 seconds, you’re not going to be successful. Have one or two goals only. Don’t overcomplicate your message.
3. Keep the offer simple. “25% Off” is much easier to comprehend than “Free Shipping when you purchase two or more products that total over $50.”
4. Always write with your goal(s) in mind. Your email message should support the goal(s) of your campaign. Don’t stray from your goal with miscellaneous copy or other unnecessary content.
5. Understand your audience. Write the email so that your particular audience will understand your message. Don’t be wordy and don’t talk down to them. Keep it friendly and pleasant.
6. Be Personable. Speak to your recipients the way you would want to be spoken to. Being professional doesn’t mean your emails need to sound like a legal contract.
7. Write in the present tense. Don’t write about something you “did”. Write about something you are “doing”. Use present tense to keep your copy timely and current.
8. Get rid of clutter. If any part of your email doesn’t support your goal, get rid of it. Eliminate any words that aren’t necessary, such as may, like, but, possibly, perhaps, absolutely, maybe, and could.
9. Make it “scannable”. Many recipients won’t read your entire message. They’ll skim it and pick out the most eye-catching words or phrases. So use headlines and section titles effectively, and bold or highlight the key content. Bullets or numbered points can lead your reader to your most valuable information.

As your recipients receive more and more email messages, keeping your email as simple and engaging as possible will be necessary for you to achieve your goals. Remember: success rests on your ability to get your recipients to take action on your message!

Tags: calltoaction, copy, messaging, offers, Tips & Best Practices, writing

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