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  • Sheree Mutton

HOW TO WRITE EFFECTIVE EMAIL MARKETING COPY

Updated: Mar 1, 2023

Email marketing has become an essential tool for brands and businesses to promote their products and services to their target audience. According to a report by the Data & Marketing Association, the average ROI for email marketing is $42 for every $1 spent.

With the rise of email marketing, it is essential to ensure that your email campaigns resonate with your audience. Writing effective email marketing copy is essential for the success of your email campaigns.


Here are some tips on how to write effective and engaging email marketing copy:

Start with a strong subject line

The subject line is the first thing that your readers see when they receive your email. It is essential to make it clear, concise, and attention-grabbing. A good subject line should give the reader an idea of what the email is about and entice them to open it. Keep it short, and avoid using spam words, as this might land your email in the spam folder.


Write for your target audience

When writing your email marketing copy, it is essential to keep your target audience in mind. Understand their needs, preferences, and interests. This will help you create content that resonates with them and makes them more likely to engage with your email. You can segment your email list by demographics, behaviour, or interests to make sure that your content is tailored to their needs.


Keep it short and simple

People receive hundreds of emails daily, so it is essential to keep your email marketing copy short and simple. Avoid using jargon, technical terms, or long sentences. Use short paragraphs, bullet points, and subheadings to make your content easy to scan. Your readers should be able to understand the message in a few seconds and take action.


Focus on benefits

Your email marketing copy should focus on the benefits of your products or services. Instead of listing features, show your readers how your products or services can solve their problems or improve their lives. Use real-life examples, statistics, or testimonials to back up your claims. This will help your readers understand the value of your products or services and make them more likely to convert.


Use a conversational tone

Your email marketing copy should sound like a conversation between you and your readers. Use a friendly and informal tone to make your readers feel like you are talking to them directly. Avoid using overly formal or salesy language, as this might turn off your readers. Use contractions, ask questions, and use personal pronouns to make your email sound more natural.


Include a call to action

Every email marketing campaign should have a clear call to action (CTA). Your CTA should be simple, direct, and visible. It should tell your readers what you want them to do next, whether it is to make a purchase, sign up for a newsletter, or book a consultation. Use action-oriented verbs and create a sense of urgency to encourage your readers to take action.


Personalise your email

Personalising your email marketing copy can help you build a stronger relationship with your readers. A study by Campaign Monitor found that personalised subject lines can increase open rates by 26 per cent. Use their names in the subject line or the greeting to make your email sound more personal. You can also use their purchase history, behaviour, or preferences to create personalised content. This will make your readers feel valued and more likely to engage with your email.


Test and optimise

The effectiveness of your email marketing copy depends on several factors, such as the subject line, content, CTA, and timing. It is essential to test different versions of your email and see which one performs better. You can test different subject lines, content, or CTAs and see which one generates more clicks or conversions. This will help you optimise your email marketing campaigns and improve your results over time.

By following these tips, you can create engaging and persuasive content that resonates with your target audience and encourages them to take action.


Did you know?

1. According to a survey by HubSpot, 78 per cent of consumers have unsubscribed from emails because a brand was sending too many emails.

2. An analysis by Campaign Monitor found that sending emails on Tuesdays can result in the highest open and click-through rates.



Start boosting your email marketing campaigns today and improve your results. Contact us on (02) 9825 9600 to discuss our 6-month and 12-month eDM packages for your brand or business.


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