When moving from theory to practice, it is necessary to take into account numerous factors in order to write a good email and avoid falling into, what I call, “anti-copywriting ” practices.
Using a rich vocabulary, mastering grammar, writing without errors, knowing how to synthesize, persuading without making it obvious that you have the techniques to do so, and knowing the secrets of storytelling are just some of the issues you should keep in mind.
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Below, I give you the main keys to mastering email copywriting .
Subject and description of the message
This is the most important part of the whole process, because it is the first thing that draws the recipient's attention. If this first impact does not work, there is no opening and the possibilities of transmitting your message are cancelled from the very first minute.
My advice is to keep both the subject and the description of the message simple and eye-catching . The description in email copywriting is the first sentence of the message that usually appears visible in some managers like Gmail before outlook email database opening the email.
You have very few seconds to capture attention here, so make the most of this short time by sending a clear message, using simple words that anyone can understand . For example:
Personalize by including your recipient's name in the subject line.
Convey a sense of urgency with phrases like “for a limited time.”
Use a thoughtful question or an unfinished sentence to generate intrigue.
Show the benefits of opening your email with phrases like “you will get more clients” or “you will learn how to design logos.”
Texts on the featured image
An email's featured image is one of the main hooks of an email. If it is also accompanied by an eye-catching, stimulating or evocative text, you will most likely greatly increase the motivation of subscribers to continue reading , visit your website, request more information, buy your product or hire your services.
In addition, featured images, when accompanied by text following certain accessibility considerations and keywords, function as an effective search engine positioning element.
Email copywriting of the message
Write an easy-to-read message that the reader can scan with his or her eyes in one go, with interesting points that he or she can understand. Recognize in that first, quick eye scan.
You can achieve this with striking subtitles, short paragraphs, important words, phrases or concepts in bold , use of lists with bullets, dashes or numbers and summaries or extracts with small summaries of the most important information.
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You can also insert images to make the body of the message lighter and more graphic, but keep in mind that images are not entirely accepted by ISPs (they are sometimes the cause of spam).
Crafting an email this way is especially important for subscribers who open and read emails on mobile devices. In fact, 54% of all emails sent each day are opened on mobile devices. So, be careful with the readability of your messages!
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Words on buttons and calls to action
Make your buttons and calls to action effective in your promotional emails by using phrases like “buy now” and “sign up today.”
It's not that these words have a magical effect on potential customers, but by placing them clearly visible in enough places in your email, you make them available to them when they decide to take action.
There is nothing worse than a customer who wants to take action and can't do so because they can't find a way to contact you.
What's more, you should also consider the option to unsubscribe here , as this is often another reason why users may mark your mailings as spam. Who likes to continue receiving emails when they've lost interest for whatever reason? I certainly don't like that...
Phrases or “Anchor-texts” in links
Make sure that the links you place in your email are clearly identifiable by the reader, by their different color, and that they really lead to the announced destination.
Structure them coherently throughout the body of the message and place those that have to do with the content (contextual links) at the beginning of the text.
Those announcing a bonus or extra, such as an offer or webinar, can be placed at the end of the text (it is recommended that you do not include more than one). And those that are permanent, which should always be in the same place, are usually inserted at the bottom of the email.
These links often redirect to a website or make it easier for the email to be shared or forwarded to a friend, for example.
Banners
This is another way to take advantage of the positive effect of email marketing campaigns . Placing one or more of them usually has a very positive effect on the conversion rate thanks to the redirection of traffic.
It's a more graphical form than a link, but if you use too many banners you can make the email much more difficult to read and suspicious for ISPs, so I don't recommend using them excessively.
Conclusions
In short, thanks to the application of email copywriting you will be able to capture the attention of your database subscribers, generate interest in them, which you can then convert into desire and motivation so that, finally, they take action and increase your conversions.
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