Email Copywriting Essentials

- Best Email Copywriting Tactics

The way you write your emails will vary depending on your audience. So you have to ensure that you are writing proper content for each of your emailing lists.

But there are tried and tested methods that you can apply to your email copywriting to increase your chances of funnelling your readers to where you want them to go.

Here are some of them.

The Warm-up Emails

When you are sending someone a marketing email for the first time, you wouldn’t want to jump into pitching a sale immediately. Like in dating, you have to spend time warming things up.

And the best way for you to get recipients to warm up to you is by giving them things of value.

When you send them things that are useful to them, they will always be looking forward to receiving follow up emails from you because they know there’s something in there for them. And they will be thankful or even subconsciously indebted.

By associating your emails with the possibility of future value, your reader will almost always open your messages. And because you have given them many valuable things in the past, it will be simple for you to ask them to do something for you in the future, like clicking on your Call-to-Action button (CTA) when the time is right.

Examples of freebies you might give during the warming up period are:

  • Tips on how to do things
  • Interesting and highly-shareable stories
  • Audiobooks and ebooks
  • Product samples

Simply ensure that you give these away without asking for anything in return.

It’s like the story of Hansel and Gretel.

Leave a trail of marketing breadcrumbs, but you’re not going to eat your customers later. Rather help them discover your products so they can live better.

Open Loops

Implementing open loops entails looking for ways to add excitement to your text. It is an effective way of getting your readers to always look forward to your emails.

The best method to accomplish this is to incorporate some sort of story into your message.

Begin with a personal narrative that will enable your reader to engage with you on a human level. Then, go on to something intriguing that will make your reader highly interested to know more.

Finish by leaving the conclusion open, such as “I’ll cover that tomorrow,” or “I’ll reveal to you how I did it next time.” Anything to add suspense to the email and keep your audience interested enough to learn more.

You can consider it as your own TVseries in certain ways. Maintain the loop and invite them to await their next email and see what occurs.

You can wait for a day or two between emails, but not too long – otherwise, your audience will swiftly shift from intrigued to dissatisfied. One or two days between emails is typically sufficient.

Deadlines and FOMO

When offering a sale, you can stir urgency in your readers’ emotions.

So instead of simply saying “Buy this now for 50% off,” you can say “Get 50% if you’re one of the first 100 buyers.”

Emails like this makes the reader not want to miss out on an opportunity that might expire.

When you don’t set such a deadline, they may decide that the purchase can wait. But with a deadline, you’re significantly motivating them to act ASAP.

Social Proof

Social proof is evidence of the quality of your brand, product or service and customer relations in the form of public perception.

It can be any of the following.

  • Case studies of your most successful real-life clients
  • Awards and recognitions
  • Testimonials, reviews and ratings
  • PR mentions or features

When you integrate social proof in your email copies, you effectively increase the trust that your reader gives you. They will see you as an expert in your niche and an authority figure and provider in the business environment.

With that, you are able to have more influence over your reader’s actions, improving your chances of funnelling them to conversion.

Why Personalisation Is Important

Personalising emails include:

  • Calling your recipient by their first name and mentioning their job or business
  • Sending them messages on dates they value like birthdays
  • Mentioning something they came across on the email like a previous purchase, visit to a store, or a competitor company
  • Sending them an appropriate email following a certain action they made

And there are more ways by which you can make your marketing emails more personal. But surely by doing so, you improve your email marketing yield.

Here are some statistics from Instapage.com.

  • Emails with personalised subject lines have an average open rate of 7.4% and a click rate of .4%.
  • Emails with personalised bodies have an average open rate of 18.8% and a click rate of 2.1%.
  • Emails with personalised subject lines and bodies have an average open rate of 5.9% and a click rate of .2%.

And this makes sense because many people consider email as a personal mode of communication.

So when they see their name in the copy or their company mentioned, they will feel more valued than if the email is generic. 

The good news is that it shouldn’t be difficult to personalise your emails.

With trigger links in place and automation done right with your email marketing platform, it can be simple for you to send the right messages to the right people at the right time.

By doing so, you ensure that all your recipients will find your emails relevant, increasing their likelihood of doing business with you.

Kas Andz

Kas Andz

Author

Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

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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.

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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.

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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

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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.

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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.

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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:

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