3 email copywriting guidelines for more successful email campaigns
We’ve given plenty of email copywriting tips over the years.
At the Mequoda Summit East 2011, I participated in expert copywriter Mark Everett Johnson’s Email Copywriting for Editors session.
Mark’s copywriting sessions are always valuable; they provide new insights and reiterate concepts to focus your email copywriting on.
During this particular session, I picked up three email copywriting guidelines that should be considered in every campaign you engage in.
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Three email copywriting guidelines
Email copywriting guideline #1: Always look to improve your email copywriting. Email copywriting is an art that is never truly complete. You can always look for ways to make your headlines, leads and body copy stronger.
Testing is the main way of doing this. Unless you have received a 100% response rate for your email copywriting endeavors, your work can be tested and improved upon.
Remember, it’s only the reader’s opinion that counts when it comes to your email communications. The more you test, you more you can understand how your audience thinks. The practice of testing breeds growth and success for your email campaigns.
Email copywriting guideline #2: Be careful with connotation. For instance, what do you think, or how do you feel, when you hear the word “anxiety”? Does it make you slightly anxious? Such connotations of the words you use might have this effect with your audience members. Use language that will create a pleasant experience for your email recipients.
Email copywriting guideline #3: Volunteer to help others in your organization. In doing so, make “what if” statements so they can look at the copy in different ways. Train them to use this technique, so you can expect to have them assist with your copy as well.
Always ask yourself, “What can be done to improve my email copywriting.”
Do you have any further guidelines you use for email copywriting? Add them to the comments below.