CLIENT: Sribu.com / PT. Sribu Digital Kreatif
THE WORK: Blog Article
17 TIPS FOR WRITING KILLER EMAIL MARKETING COPY
When it comes to marketing, there is a plethora of approaches and strategies to choose from. Say you are a mega corporation. Or a small business owner. Or perhaps a startup crawling your way into the industry. No matter what you are, every business needs a marketing plan. And while we recommend creating an explainer video for its marketing potency, here’s a simple marketing tool that has proven to be extremely effective: email. Yes, we’re talking about the plain ol’ task of writing to your customer.
Did you know that 66% of all consumers over the age of 15 have made a purchase as a result of an email marketing message? And while email marketing may strike many as old-fashioned, reality says otherwise. In truth, when backed by solid content, email is more powerful than ever. Why? Because it moves the conversation about your business to your customer’s personal space: their inbox.
As of 2013, there are 3.6 billion email accounts worldwide. By 2016, the number is expected to reach 4.3 billion. And according to a study by ExactTarget, 77% of consumers prefer to receive marketing communications through email.
Still not convinced?
For every $1 spent, $44.25 is the average return on email marketing investment. And projected spending on email marketing by 2016 is $2.5 Billion. And if 91% of consumers check their email at least once a day, what better way to reach them than to place yourself right at their fingertips?
With an ROI (Return on Investment) of around 4,300%, according to the Direct Marketing Association, email practically pays for itself…and more! And it saves a tree or two.
We’re on board. So we thought we’d share with you our 15 top tips for writing killer email marketing copy to help you grow your business (and save more trees)!
1. Consider hiring a professional.
You are the boss. Your business is your baby. And you know it in and out. And while you may be confident of the message you want to get across, when it comes to writing, getting your words to form meaningful sentences may prove to be a challenge. Consider hiring a professional copywriter. Direct and communicate with him or her, in detail, your vision.
2. Focus on a single mission.
Don’t bombard your readers with a list of things you need them to do. Instead, pick one goal within one email and focus on it, directing your readers to it. You’ll have other opportunities to talk about other things. But for now, focus on one.
3. Your reader is your friend.
Which email are you likely to open in anticipation: one from a big corporate enterprise, or one from a dear friend? The answer is pretty easy. Write your email the way you would write or speak to a friend, not a mass audience of millions. Personalize the email with your reader’s name. Personalized subject lines are 22.2% more likely to be opened. Keep your words simple. Avoid technical jargon, just because you know them. Nobody likes to be talked down to. Keep your tone respectful and friendly.
4. Keep it personal all the way.
Use the name of your reader and address him or her directly. Nobody wants to be just a face in a crowd; show your readers that you know them by name. In addition, when signing off, use your actual name, position, and company name. Put your reputation on the line for your readers to see.
5. Keep your words simple, brief, and to the point.
The average attention span of a person is 8 seconds, one second less than that of a goldfish, according to the US National Library of Medicine. The window to get your reader’s attention is measured literally in seconds! So, be brief and be quick. There’s nothing worse than spreading a good idea over too many words. Write using short paragraphs and bullet points. Writing your email isn’t about flaunting your vocabulary; it’s about creating an understanding between you and your reader in the quickest and simplest way possible.
6. Start with a catchy subject line.
64% of email recipients open email based on subject alone. Keep it short, sweet, and intriguing. Use a number; digits like 10 or 20 catch wandering eyes. Be brave with your words, experiment, and use emotional words that attract.
7. Keep visuals clutter-free and easy on the eyes.
Product visuals have a 92% impact on consumer buying decision. Use images in your copy because people process images 60,000 times fast than text. When designing your graphics, keep in mind your color palette. Learn more about how color selection can affect your reach.
8. Hook them right from the beginning.
Don’t drag your readers over paragraphs and paragraphs only to have them obscurely dig for your message somewhere within the email. Give it to them straight up! Your main message should be clear to them right from the start.
9. Use less of “we” and more of “you.”
The world of your email marketing campaign should revolve around your reader or customer, not you or your business. Your email content should be less about showcasing your business’s features, and more about telling your readers the benefits they will receive if they choose your business.
10. Make your call-to-action clear, accessible, and frequent.
A call-to-action is an instruction to the reader to encourage immediate response or action. For example, you may choose to write “Sign up Today,” “Call Now,” or “Visit a store today” to remind your readers the end goal: to buy from you. Spread several call-to-action buttons throughout the email body so the reader can easily get to them. And make sure they are noticeable and impossible to miss.
11. Create a sense of urgency.
Consumers tend to respond more eagerly in times of “urgency.” For instance, if you market your product or service with, “sign up to earn 2 extra months free – today only,” or “offer ends this week,” or “special offer for the first 100 customers,” your customers are more likely to want to act quickly and immediately in order to obtain the “rewards” offered.
12. Don’t tell people how to travel; show them your vacation photos.
Nobody likes a know-it-all. It’s not your role to play a braggart, grandstanding authority figure; it’s about sharing your personal, relatable, and honest experiences with your readers. Your audience is likely to be turned off by high and mighty voices that project a bossy disposition. But when you tell a genuine story, people will listen.
13. Reward your reader for reading.
Reading takes time and effort, so make sure your reader receives something in return for reading your email. Empathize with your readers, let them know you are on their side, and offer help. Make your email informative and educational. Share a tip. Make your readers feel better. Inspire them.
14. Optimize for mobile.
One more thing to ensure your emails get opened and read. While 69% of mobile users delete emails that aren’t optimized for mobile, 64% of decision-makers read their email via mobile devices. It’s estimated that by 2017, more than one-third of the world population will use a smartphone, therefore mobile is becoming more important than ever. Remember to optimize across all types and platforms.
15. Proofread, proofread, and proofread.
It goes without saying that every piece of writing should be read over and over. When you’ve written your email, read it out (and we mean really read it), either to yourself or someone else who can give you feedback. Reading it out loud helps to gauge the tone of the writing, whether you are really writing as if you were conversing with a friend. Scan for redundancy and make revisions along the way if you catch yourself using too many technical terms or belaboring. Remember to also check for call-to-action buttons!
16. Include sharing buttons.
With all the hard work put into writing, you want to make sure these emails get read, and better yet, shared. So include social sharing buttons within your email that allow for readers to share via email, Facebook, Twitter, and etc. Emails that include social sharing buttons have a 158% higher click-through rate (the number of users that click on a specific link).
17. Get feedback and keep writing.
It’s never a bad thing to get other people’s opinion on your work. And it shouldn’t come as a big revelation that there is always room for improvement. And while “just write” may be tired advice, it is something to be done. If you’re looking for an easy feat, you won’t find it in writing. You’ll start with a blank page and work your way to filling it up.
Writing is a formidable, specialized task. It’s what translates the abstract into the tangible. It’s the voice of all that you do and represents your work, team, and business. Quality writing is worth much and costs little, and choosing the right words (in your case it may be choosing the right copywriter to work with) is worth the price you pay in time (and saneness). Knowing the importance of good writing already puts you ahead of other businesses in the field. The next step is up to you.