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Email Copywriting Essentials

If you don’t direct your reader to a clear and enticing call to action or CTA, you wouldn’t be yielding results from your email campaigns.

So you have to also put a considerable amount of effort into ensuring that your CTA is well done.

In this section, we will discuss:

  • What CTAs are,
  • The types of messaging that can improve your CTA
  • Some examples of excellent CTAs.

What is a Call to Action?

In marketing, a call to action or CTA refers to any design that is intended to elicit an immediate response or stimulate an immediate sale.

A CTA is most commonly used to describe the usage of words or phrases that can be inserted into sales or advertising copy, or websites to urge an audience to do an action you want them to do.

And it does the same thing in the context of emails.

Take this email from LinkedIn for example.

Creating A Perfect Call To Action

It is a simple message telling the recipient that he has 8 new invitations. 

And the call to action is the button that says “View Invitations” which should lead him to a LinkedIn page where he can view those 8 new invitations and do to them whatever he wants.

Clearly, the email here is intended to keep you using LinkedIn and the sender accomplishes that by leading you to effectively click-through the CTA and go to the LinkedIn platform.

The more email recipients click on your CTA, the higher your CTR or click-through rate is (for that email). Your email click-through rate is the percentage of your email recipients who clicked your CTA.

And you want a high CTR because it would mean you are effectively leading your audience through your funnel to conversion.

You may want to lead them to:

  • Visit a webpage or site.
  • Shop for an item.
  • Watch a video.
  • Subscribe to something.
  • Download something.

Whatever you want your reader to do because of having read your email, the CTA is your way of getting that done.

As general guidelines, your CTAs have to be:

  • Clear and simple to understand,
  • Perfectly representing the action you want to be done and
  • Written in a way that effectively convinces the reader to click it.

Of course, the CTA doesn’t work alone to convert your readers. The subject line brings the recipient to open the email and the body prepares the reader towards doing what you want them to.

And the latter connection is the crucial part that either motivates the reader to click your CTA or not.

So you have to ensure that the way you build up to your CTA stirs your reader’s emotions and creates a need to do what you want them to do.

Here are some types of messaging that you can use to effectively get your clicks.

Pose a Benefit-Driven Question

As you have learned from the previous section about writing your email’s body, a list or statement of benefits can improve the persuasiveness of your message.

So one thing you can do is to direct the benefits to the reader in the form of a question.

Here’s a template you can follow.

Hey [Recipient’s name]!

I hope everything’s doing great for you today.

I’d like to tell you about our [offering].

We have been working with [famous client companies similar to recipient’s], helping them [statement of benefits] without them having to lift a finger.

We help our clients achieve:

Benefit 1
Benefit 2
Benefit 3

All with no hassle.

And we’ve been awarded the [name of award] by [awarding entity] for our work having [really enticing result]] in just [timeframe]. 

And a lot of other companies have started to join us, but how about you?

Do you want [really enticing result] in [timeframe]?” 

If you’re interested, then that’s good news.

We think we are a match with your team at [recipient’s company name], and we can help you achieve more in a short period, no-hassle. This is why we selected only you and a few other exclusive people to receive this email.

And we can start with a discovery call at any time of your convenience – maybe tomorrow at 10am or 3pm?

Simply book a schedule here so we can talk about it.

But please take note that we’re running out of slots – we’re now only open to 10 more companies and we will close the campaign by [reasonable deadline].

So we hope to hear from you soon [recipient’s name]. If not, we’ll send you a reminder if slots are still available.

It’s going to be exciting.

Cheers

[Signature]

P.S. If you miss out on this, we will reach out again in three months. So don’t worry.

While this example is more Business-to-Business or B2B-oriented, it is clear how the messaging points the benefits back at the reader.

With a little bit of tweaking, and you can use that template for retail, service and other types of business.

Of course, the benefit you are pitching should be enticing in and of itself.

But as the reader is being asked if they would like something undeniably good to happen, surely the answer would be yes.

And potentially, that encourages the reader to click on the CTA.

Connecting Proof with Product

Looking at the same example from above, you can see how the messaging includes the fact that you’ve been bringing success to companies similar to the reader’s.

Additionally, it includes the fact that you have been awarded for your successful service delivery.

These serve as social proof that you are reliable and effective at what you offer.

This additionally encourages your reader to trust your business and increases the likelihood of them clicking through.

Showing the Possible Results

If you haven’t caught up with the principle already, stating the benefits and possible results in your email copy can significantly increase your chances of converting your reader.

In the example above, the reader is given an array of benefits and is even asked if they like to have it for themselves or not.

These all give them a peek at how satisfied they can become when indulging with your business, increasing the possibility of them going for your CTA.

Showing Human Emotions

One of the most prominent tips email copywriters get from experts is to write conversationally and lead your readers to feel certain emotions that bring them to go for your CTA.

And one thing that you can take advantage of is empathy. If you write in a way that makes the reader feel like you are enthusiastic about their success, they will probably empathise with the emotion and be the same way.

Giving a Sense of Urgency

In the sample email above, you can see that there are sections telling the reader that the offer is limited. And for fear of missing out on all the benefits and possibilities you have laid out, your reader will most likely go for your CTA.

Increase your email CTRs with mindful and intelligent copywriting.

Of course, your messaging will vary depending on your type of business and who your target audience is.

But these tips will help you ensure that you’re hitting all the bits that increases your chances of getting your readers to act.

We can help you with

Digital marketing can be difficult and the competition is harsh. Hand the work to the experts.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions

Interpretation

The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.

Definitions

For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from https://www.kasandz.com/

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at https://helpx.adobe.com/flash-player/kb/disable-local-shared-objects-flash.html#main_Where_can_I_change_the_settings_for_disabling__or_deleting_local_shared_objects_
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us: