Marketers use a variety of techniques and strategies to improve the effectiveness of their campaigns. One area which is often forgotten is the copy you write.
Sounds ridiculous, doesn’t it?
Marketers will strategise about where and when but often not the actual content!
Whether you’re a seasoned writer or a novice, it’s important that you strengthen your editorial skills. This is especially true when writing copy for an email campaign! E-mail marketing communications contain valuable information which is so often not communicated correctly!
Interesting copy helps your readers understand your offer. It also tells them how to respond. The copywriting tips are ones that professional copywriters know well. Keeping these “commandments” in front of you when you write will help you create compelling copy. It will engage your readers whilst communicating your message clearly. It will create an effective call to action.
Marketing Commandment #1: Know your audience.
Who is your e-mail going to? Make sure you are clear about who it is directed at and then adapt the copy to fit their ideals. Don’t just send the same email to everyone on your list. Separate it. There are a variety of demographics you can use:
- Industry Type
- Job Title etc.
The more you know about the audience you’re writing for, the more targeted and relevant your copy will be. The more relevant your copy the more positive responses you will get.
Marketing Commandment #2: Determine your value proposition.
Always be clear about what you are offering. By knowing what makes you unique you will be able to communicate this better. You will then separate your email from the other messages your prospect receives. Why should your customer buy your product or service? What’s in it for them? Why is your product better than the one down the street? What are your key differentiators?
Marketing Commandment #3: Determine your unique selling proposition.
The more your offer stands out from the competition, the better your chances of getting a response. Make sure you are saying something that your competitors aren’t. Your proposition must be strong enough to pull new customers to your organisation.
Marketing Commandment #4: Know what you want to achieve.
What’s the purpose of your e-mail? What action are you trying to get the reader to take or is it just for information? You need to be clear on this before you start writing. If the answer isn’t clear to you, it certainly won’t be clear to your readers.
Marketing Commandment #5: Use a compelling subject line.
The subject line is what gets your e-mail opened. Think about it as hard as you think about the content. There is no point pouring over the content for hours and coming up with killer copy if no one goes past the subject line! Don’t write something quickly just before sending. The job of the subject line is to convince your readers that they really need to open your e-mail. The best word you can use to get the reader’s attention is you. The word you says that the message is about them. Other great words for subject lines (and headlines) include new, exciting, exclusive and introducing.
Marketing Commandment #6: Write a great headline.
If the subject line gets your reader to open the e-mail, then the headline gets them to read further. Consider using some of the on trend words mentioned in commandment #5. It’ll grab readers with an obvious “What’s in it for me?” message. Here’s a question to ask yourself: What if my customers only read the headline? Will they know enough about you and what you offer?
Marketing Commandment #7: Avoid fluffy words.
When writing headlines, subheads and body copy, don’t use words that avoid a direct command. These include may, maybe, hope, wish, try, but, could, perhaps and strive. Instead, use words like will and can which are much more positive and direct.
Marketing Commandment #8: Write in the present tense.
Passive voice weakens your message. It’s best to avoid it. Here are a few examples to help you see the difference:
- “Our company was chosen to receive an award” vs. “Our company received an award.”
- “We have had 15 new products arrive” vs. “Fifteen new products arrived.”
- “Ten new designs were created” vs. “We created 10 new designs.”
Marketing Commandment #9: Include a customer quote if appropriate.
Do you have a great customer quote that you can include in your e-mail? A brief and convincing quote can add credibility to your campaign. The more real you can make the person to your readers, the better. Include their name, what city or state they are based in and even a photo if the client agrees. If it fits your campaign this can be a convincing way to communicate the value of your service.
Marketing Commandment #10: Keep your copy concise.
After you write your copy, read it out loud. Also, have someone else read it to see if they understand the message and the call to action. As you edit, cut unnecessary words and merge ideas. See if you can get your text down to 30 to 50 percent of what you started with. Add bullet points to highlight particular points.
Great copywriting is a real skill but is within your reach. Keeping these tips in mind when you write will greatly improve your copy. Making it easier for readers to understand and respond to your e-mail campaign will increase response rates. Good, thoughtful writing will ultimately improve your success as an e-mail marketer.
If you need help though, we are here to guide and get your online marketing buzzing