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How to Write a Marketing Email That Converts

Nov 28, 2022
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Do you spend a lot of time and effort writing email marketing copy that is not getting the conversions you were hoping for? When it comes to getting your email marketing strategy right, it combines art and science.

Understanding how to write copy that has a high conversion rate is a massive part of an email marketing strategy that works well. The good news is that you can do many different things to turn boring, standard copy into interesting, valuable information that helps you get the click-throughs and conversion rates you need.

Best Email Campaigns Subject Lines

If you want better results regarding your email marketing copy, then the email subject line is the best place to start. Getting the subject line right can make all the difference between the recipients opening your email and engaging with it, ignoring it, deleting it, or even reporting it as spam.

People usually only open emails if they feel they will benefit from what’s inside. When writing your subject line, consider including compelling evidence as to why they should open your email in the first place. While it’s a lot to ask from a short subject line, it can be done by keeping it short, to the point, and in line with what’s in the email.

Email Campaigns Preview Text

In most modern email clients and apps today, it isn’t just the subject line that recipients see before deciding whether your email will be worth opening. The preview text also plays an important part. This is a piece of text to tell recipients more about the email content.

The preview text will often show part of the first line of the email, so bear this in mind when you start writing and ensure that the first line is carefully crafted. The email preview text ranges from 35 to 140 characters depending on the email client used and whether it is viewed on desktop or mobile in some cases.

Best Marketing Emails are Written Like Web Copy

Writing email marketing copy is very similar to copywriting for the web. Just as you would if you were writing a website copy or a blog post, you must follow a logical structure, use short and easy-to-read paragraphs, and include one main idea per paragraph.

Large blocks of text are always best avoided, whether you are copywriting for the web or an email message. Consider using bullet lists and subheadings to make the email more scannable and easier for recipients to read.

Email Marketing Example – Know Your Audience

Before you start copywriting for email marketing, don’t skip the crucial step of getting to know your audience. When you know your audience well, you are in a better position to write email marketing copy that meets their needs and ultimately improves conversions.

When starting with email copywriting, it is a good idea to use the information that you have from social media and web analytics, along with interactions with your customers, to build buyer personas and get a better idea of the kind of email marketing copy that they are going to want to read.

Best Email Marketing Campaign Tips – Avoid Spammy Language

You might be excited about whatever you offer, but it’s best to make sure that you avoid using all caps or multiple exclamation marks in both the subject line and the body of your email. Not only is it pretty much the same as shouting at your customers, but it’s also a technique often used by spammers that might put some recipients right off opening the email altogether.

Not to mention, if you’re using all caps and lots of exclamation marks a lot, this could increase subscribers thinking your messages are spam and reporting it as such, which could harm your sender score and deliverability.

Email Ad Examples – Writing for Readers

If your main aim with your email marketing is to write copy that readers will quickly engage with, then the best thing you can do is write like you’re a natural person. Be as conversational as possible and write from the perspective that you’re sitting across a room chatting with the recipient rather than using marketing speak and other jargon.

Even though you’re sending emails from a business, there’s no need to be boring. The best email marketing copywriters know this and use the emails they write and send to inspire emotions and imagination in their customers. Including interesting, relatable content will encourage subscribers to start building a relationship with your brand, ultimately leading to more conversions.

Email Ads Examples – Using the Right Words

One thing will stand out more when you take the time to look at some of the best examples of email copywriting. The words you choose are very important to ensure that subscribers who open and read your emails have a good experience. Since you want to keep your marketing emails short and to the point, every word you use will count.

If you want to stir the imagination of your readers, invoke an emotional response in them and encourage them to take action after they read your email, there are a few key things you can do.

  • Use literary techniques such as analogies to make the message more relatable.
  • Use sensory words and adjectives throughout your email marketing to help readers see and feel the picture you’re painting with the message.
  • Use powerful words throughout your subject line and email call to action.
  • Avoid making false promises and using other questionable marketing techniques.

Emailer Examples – Know Your Goals

Before you write your email marketing copy, it’s important to have a single goal in mind for each email. Doing this will make it easier for you to be more focused on your marketing copy. One goal is usually better than having several, as it gives you something to focus on and build your email copy around.

Remember that selling something might not be your primary goal for every marketing email. Some emails might aim to increase engagement, for example, or encourage visitors to click through to your social media profiles or blog.

Use Psychology

Human brains tend to react in predictable ways, which is why the best email marketing copywriters will keep psychology in mind when creating successful email marketing campaigns with a high conversion rate. Some psychology-related factors to keep in mind when writing your marketing emails include:

  • Colour choices: Different colours can convey different feelings and elicit different reactions, which you can use in call-to-action buttons and other elements of your marketing emails.
  • Social proof: This can be used to let your readers know that people like them are interested in your brand and think it’s excellent, which can encourage them to read your emails.
  • Fear of missing out: Nobody likes the idea of missing out or losing out on something they could have had, which is why this is often such a popular tactic for email marketers. Time-limited discounts, for example, tend to work quite well when it comes to getting people to act.
  • Pictures: Photos or even drawings of faces can be an ideal addition to your marketing email copy, as they can elicit emotions or even direct the reader’s gaze to where you want it to be focused, such as on a call-to-action button.

Ensure Relevancy

When copywriting for email marketing, it’s crucial that you are relevant and targeted rather than writing something generic. You can use your buyer personas to develop different segments that you can focus on, but don’t stop there. Within segments, you’ll also often find smaller segments, which you can use to target the copy you write even further.

Ultimately, writing targeted copy will lead to further personalisation for readers, resulting in improved open and clickthrough rates.

Align Everything

The best email marketing copy will ensure that everything is aligned well. The copy within the message should be aligned with whatever is promised in the subject line, and the email will deliver on what the reader has already seen on the landing page or opt-in form where they signed up.

When the copy aligns, and everything is delivered as promised, this is one of the simplest ways to build trust with readers. Ultimately, they know what they are getting and what to expect. Over time, this leads to an increase in clickthrough and open rates.

Your email marketing copy can be the difference between readers deleting or bouncing off your emails and taking the time to read, engage, and perform the actions you’re hoping for.

Line and dots
Line and dots