Learning to write great copy is a crucial skill for every marketer to master. Having great email marketing skills will allow you to stay in touch with people in your audience, make long term sales and increase your average visitor value.
Copywriting for email marketing differs from regular copywriting in several important ways.
First, you’re competing against dozens of other emails for attention.
Second, you’re reaching people who’re often doing other things – Working, checking Facebook, etc..
Third, there are technical matters to consider, such as deliverability and spam compliance.
Even with all those details email marketing is worth it! Over and over again when tested email marketing scores number one in ROI (return on investment).
Getting your emails opened and links clicked can be done that’s why it scores so high. You just have to learn the right skills and use them.
Here are five great copywriting tips for email marketing to help you get the maximum opens, click throughs and maximum sales possible in the long run.
Tip #1: Use a Swipe File
Don’t try to come up with all your copywriting ideas yourself. This is not just difficult but nearly impossible. Even the best copywriters in the world regularly take ideas from other copywriters.
You are no exception.
Create an email account specifically for collecting marketing messages. Go around the sites in your industry and sign up for all their mailing lists.
Next time you need ideas on copywriting, just pop into your swipe file account. Browse the headlines and the copy for ideas.
Don’t steal sentences, but let other people’s ideas inspire you.
It can be particularly helpful to create a Swipefile document with phrases, general approaches, and subject lines that you want to use in your email marketing. This document will grow over time and become a trusted resource for you every time you are writing emails.
Tip #2: Write Several Subject Lines
When a world class copywriter writes a direct mail piece, they often write between 50 and 100 headlines before choosing the one that they run with. It’s the most important sentence of the whole mail piece and the effort more than pays off.
The same is true with the subject line in email marketing. If your subject line isn’t compelling, your email isn’t going to get opened.
Of course, writing 100 subject lines for every email simply isn’t realistic. Instead, write several different subject lines for every email you send. Pick the best one from the bunch and refine it.
Tip #3: Focus on the First Sentence
When people open an email, the first thing they do is read the first sentence. They may also briefly scan the entirety of the email to see what the email is about.
If your first sentence isn’t attention catching, people will quickly delete your email and move on to the next email in their inbox.
The time you have to catch someone’s attention via email is even shorter than the time you have on a web page.
The old adage that people “sort their mail over their trash can” definitely holds true with the internet. Remember that people read your emails with one finger over the trash or archive button.
Your job is to catch their attention and get them to stop in their tracks and read the rest of what you have to say. Your first sentence has to do that.
Focus on the first sentence. Make sure it has emotional benefit. Make sure it conveys a benefit. Make sure someone in your target market who reads that sentence would be drawn into reading more.
Tip #4: Capture Interest
If you’re just saying what everyone else is saying, people are going to move on to the next email pretty quickly. Does that mean never repeat anything?
No! Repetition has value and its important to continue to drive home those important points of what you are teaching or important benefits of what you are selling.
You just want to open your emails with fresh ideas and different ways to look at the topic.
If you’re regularly coming out with your own opinions, sharing what you really think and giving people a new view on the subject, they will keep reading and keep opening your email.
Capture Interest. Especially when you’re writing subject lines and first lines. Those lines need to catch attention more than any other parts of the email.
Tip #5: Sell the Click, Not the Product
One of the biggest and most common mistakes email marketers make is trying to sell a product all through email.
Email is not the place to try and sell a product. What you’re trying to sell is the click. No more and no less.
The job of the email is to get people to click on your link and go to another page. If you’re selling a product, that page is what does the selling.
The email just gets them there. Your goal with an email is to get as high a CTR (click through rate) as possible. Let your sales letters do the selling.
Email marketing is worth every minute you spend working on it. It has the highest ROI in the industry, you can automate the entire process and you can use emails over and over again by working them into your automated marketing in the weeks and months to come.
Use these tips and make copywriting for email marketing a smooth part of your online business.