Email Copywriting Essentials

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

  • 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.

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