4 Expert Tips for Better Email Copywriting

Four quick tips from the professionals for turning your promotional email newsletters into leads and sales

The average email user gets dozens of emails per day, while others may receive hundreds of email messages per day. As a publisher I’m sure you’re aware of this.

An email subject line that fits the above criteria has a better chance of getting read. If you don’t follow specific guidelines while sending out email promotions, there’s a good chance your messages may be labeled as spam or end up in your recipients’ bulk folder. Pay close attention to the words you use as some words will trigger spam filters.

It’s true; the explosion of electronic media has put the burden of copywriting on different team members, many of whom do not like to write in the slightest. If this applies to you or your team members, don’t worry too much. There are resources that can be utilized to learn the art of copywriting and we can help provide these resources.

Lisa Sparks from Constant Contact says to List Your Audience’s Hot Topics:

“Do you know what the chatter is in your area of business and how your audience may be affected by it? Are people worried about a decrease in sales or donations? Are they looking for ways to cut back on spending or to eat healthier? Find out what your customers and members are buzzing about, and keep a list of these topics handy. That way you’ll have fodder for ongoing newsletter content. Better yet, your subject line writing will become a lot easier because you’ll know what’s likely to get noticed in recipients’ inboxes.”

Download a FREE copy of Best Email Subject Lines for Selling Premium Subscriptions and Memberships and discover an extensive list of email subject line frameworks that are consistently proven to sell and boost revenue for publishers.

Darren Rowse from Copyblogger emphasizes Writing Magnetic Headlines:

“On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This is the secret to the power of your title, and why it so highly determines the effectiveness of the entire piece. Remember, every element of compelling copy has just one purpose — to get the next sentence read. And then the sentence after that, and so on, all the way down to your call to action. So it’s fairly obvious that if people stop at the headline, you’re already dead in the water.”

Michelle from TopRankBlog recommends making the call to action crystal clear:

With too many calls to action, email marketers run the risk of confusing or overwhelming subscribers. When customers are presented too many options, they may be less likely to purchase. Instead, focus your calls to action and limit the effort it takes to act. Consider these quick tips:

  • Rely on size and placement position to emphasize the call to action.
  • Write call to action copy that tells subscribers exactly what they can expect.
  • Use copy that reinforces to subscribers that taking action will be quick and easy.”

Hubspot says to focus on the natural progression:

Carefully planning the flow of your emails will help you create well rounded campaigns that pull your leads through the sales funnel. The first email after the initial conversion might be very educational, while subsequent emails should continue to educate while giving the lead an opportunity to convert a second time. This is a perfect opportunity to promote a free trail or the download of a demo. Work with your sales team to determine what qualifies as a “sales-ready lead” and craft your lead nurturing campaigns accordingly.”

For more email copywriting tips, download our free Email Copywriting Basics white paper.

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