Email marketing not simply sending a promotional mail to the person on the mailing list anymore. It is a dedicated genre of marketing, aimed at attracting consumers and making a sale. The following write-up helps the upcoming copywriters in forming promotional emails that help the brand.
Do you remember, when was the last time you have sent an email? There is a high chance, that you might have sent an email before you began reading this write-up. What type of email did you send? Was it a personal email? Or did you send the mail to your boss, suggesting some innovative measures for the project? Or did you just send a bunch of marketing emails to your email contacts?
Overall, email has become an important part of communication between two individuals. It helps in engaging conversation with the team/individual – making it an important part of professional, personal, or marketing conversations.
However, ask any copywriter and they would tell you sending email copy to the prospective clients is not easy. Adding the details, with a personal touch, without sounding insensitive or ‘on your face marketing’ is the key to writing a good email copy. Prospective copywriters can create interesting email copies with some practice and email marketing training from a reputed institute.
But, for starters here are some insight – from experienced trainers – that can help in drafting a simple email copy.
Drafting a catchy subject line
The subject line is the first thing the sender reads – so making it perfect is a must. A good subject line ensures that the recipient read the mail, instead of sending it to the spam. Some of the reasons why people open a mail include:
- If the mail contains some vital information
- Keeping the mail unread might lead to missing out something important
- Reading some important evidence
Some of the most successful emails contain words like urgent, important, earn double, etc.
Buyer personas
It is the first part of ‘how to do email marketing – 101’, where you as a marketer have to create an ideal consumer demographic – or the buyer personas – for whom you are producing or providing the service. Technically, it is a semi-fictional representation of an ideal buyer based on the data collected by the research team. Some of the important criteria of buyer personas include:
- Consumer behavioral pattern
- Objective/motivations for shopping
- Customer demographics – age, sex, cultural background, and so on
According to marketing experts, as an email marketing copywriter, you must create emails that could appeal to these ideal buyer profiles.
Focus on the preview text
Well, most of us now access emails via email clients. These tools segregate the mail into different categories and provide the readers with a small preview of the email – usually the first line of the mail’s body. A catchy beginning is always appreciated among the readers. Additionally,
- Starting the mail with unclickable links is a big no-no
- Unnecessary instructions on opening the email are also less appreciated among readers
Usually, the email preview is close to 140 characters long and must be used wisely.
Be clear towards delivering the message
Unfortunately, your average reader has an 8-second attention span – and you have to kill the game in those few seconds. The email marketing training course materials recommend using the time wisely and setting up the message to entice the reader from the start.
To achieve that, set a definitive purpose – the reason – why the email is required to send. The goal helps you in setting the tone of the email, so that hits the right target. And, additionally, make the conversation clear.
Conversational emails are preferred among the reader
It has been seen that readers prefer to read conversational emails. It is mostly due to the simplified language and gives a sense of friendly communication among friends. As an email marketing copywriter, you should focus on making conversations through email, while trying to keep the jargon away.
Many successful copywriters point out, picking out the conversational tone automatically filters out the difficult jargon. But we would recommend, some practice before implementing the entire thing.
Detailed editing of the copy
Your job is not complete by simply drafting the email. After writing the first copy, you have the edit the content – make some necessary changes, and sometimes completely rewrite the entire thing for getting the perfect copy. You see, editing helps in sacking the unnecessary words, grammatical and typological errors, which somehow distract the readers. After all, no one likes reading a content full of errors.
P.S: Some copywriters take the help of fellow writer’s post-editing. These prototype readers, totally unaware of the brand/service, can pinpoint the areas that can derail the reader from the track. As a copywriter, you can get first-hand knowledge of how your readers would react to your text and make the necessary modification for the same.
The bottom line,
One of the main ingredients of writing a good email is picking up a simple tone and delivering a jargon-free email copy to the reader. Building your attention towards the buyers’ personas can also help in delivering the right message to the buyers.
The email marketing training course from Carney Consultancy Services aims at helping the budding copywriters and marketers in acing their game. To know more, visit http://carneyacademy.in/ or call +91 983-052-0826. Apart from email marketing, the agency is helping emerging professionals in learning the skills to become good digital marketing analysts.