7 Email Copywriting Best Practices

We all know that Email marketing has been used for a very long time. It is how you build a relationship with your target audience with the use of email. People who are interested in your product or service can be part of your email list. Sending relevant information about the products and services you offer, for them to learn the things they want to know about the things you offer. Improving your email marketing will lead you to more revenue for your business. 

Email copywriting is the same as website copywriting, except that instead of being hosted on a website, it is sent in an email. There are different ways on how to email copywriting, however, you need to create a more compelling pitch, enough to persuade readers to open, read, and click on your link as well.

Most of our inboxes are flooded with emails; promotions, offers, and email newsletters. So for readers to read an email, you need to write content that will prompt the readers, actually read the email, and eventually convert. This article will highlight ten email copywriting best practices that will allow you to write compelling and effective emails that will also convert.

1. Focus on the Email List

The goal of the email that you will be sending is different. You may send it to people you want to build a rapport with or start a relationship with and give them a glimpse of your brand, you may send it to people to gain sales, or you may send it to customers who already made a purchase.

Your email will convert if you will understand the importance of, who is receiving the email, and what these people want to get from you. With this, you can speak to a small group of buyers that will surely purchase your brand and products, rather than engaging with a lot of people who have no potential to buy.

Segment Email List

One important email marketing tip is email list segmentation, which requires dividing your email list into distinct groups based on certain factors such as demographics, psychographics, behaviors, and interests. With this strategy, it makes creating targeted email campaigns much easier. 

For instance, emailing only those who are interested in social media marketing will make things a lot easier for marketers since the email lists they build would be more relevant and meaningful for them.

2. Distinct Brand Voice

Creating a distinct brand voice will create a consistent way of writing an email. In this way, it will be easier for you to create emails out of the brand voice you already established. You can use specific slang, or use creative text formatting that will communicate effectively to the audience on your email list. Consider creating a brand voice with a person or customer in mind, this way you will know how to communicate with them

Be sure to inline your brand voice or style to your brand. It means, creating a style that defines your brand in general. Always think of your brand’s purpose, and mission. Also, vocabulary and words that have the same personality and tone as your brand should be at the top of your mind when creating your style. 

3. Email Deliverability

Email deliverability is the ability to deliver email to subscriber’s inboxes or one of their email folders, except the spam folder. 

So, how can we improve email deliverability and reach the email inbox?

Mailbox providers run a test, which is known as a reputation check. Before you send email campaigns, be sure to check sender reputation, server reputation, domain reputation, and email engagement metrics. 

Maintain a Low Spam Rate

Monitoring spam complaints regularly, and maintaining a low spam rate is important. If your spam rates get too high, your users will leave. If they unsubscribe from your emails, it’s no longer useful to anyone including yourself.

Monitoring spam complaint regularly, and maintaining a low spam rate is important. You also need to know the cause if there is a climb in your spam rate. Keeping a low spam rate will go a distance in persuading recipients that your email campaigns belong to their email inbox.

4. Use Engaging Subject Line

The subject line, the headline…the first thing people read. Headlines or subject lines are really what gets people interested in a piece of content.

Your subject line is crucial, as it’s the first thing people notice in their inboxes. You need to have an engaging subject line for readers to click on your email. Aside from this, you can write a subject line that will create curiosity to readers, in that way, readers will click on the email and may potentially convert it into a sale. 

You can try to check your inbox now and see what subject lines intrigued you or make you wanna click and read the content of that email. By studying these emails, you may be able to apply some of them to write an email that will surely be opened and convert. It’s also important that your email subject line be direct and clear, and most importantly, not too long or short. An email subject line that is too long may scare email users off; it will give them the impression that they do not want to read your email. So keep email subject lines at 60 characters or less.

Remember the Preview Text

In email copywriting, your email’s preview text serves more like a tweet before Twitter increased the character count. You only had few characters in which you could pique subscriber interest and entice them with enticing headlines for their emails but now they have 150. For users on smartphones, the preview text helps them decide whether they should open the email or not

To not get left behind by this change from 140-character posts on Twitter or status updates where people share what’s going down at any given time as well as links that provide useful info if clicked upon – you need to update your old ways of doing things in email marketing.

5. Personalize Content

Did you ever receive a message that was also sent to other people, and did not mention anything about you or the things you do in your daily life? Well, if that’s the case, you probably end up not replying to that message, and deleting it, right? The same goes for receiving an email. It is better to receive a personalized email, and an email you can relate to.

Imagine emailing someone about their daily life, without actually knowing them. This is email marketing. Coming up with the content of an email that will be sent to many people can prove to be difficult, so following personalized email marketing guidelines is necessary if you want your email marketing campaign to be more successful. Personalized email marketing does not only apply when sending email messages, but also on receiving email messages.

To create a personalized email, you can start a salutation which says “Hey John” or “Hi John”,-you can connect with your subscribers on a much more personal level instead of saying “Dear John”, – most companies use this salutation and will only make your email stiff. You can even write in a conversational tone, which will make your email more engaging. You can try to read your email again before sending it, if it doesn’t seem like you are talking to someone you know, then rewrite it.

Making it conversational or personal keeps the human touch to it. 

Avoid Industry Jargon

You’re not writing to show off your knowledge of the industry. Skip any jargon and use words that real people can understand – even lawyers and investment firms should avoid technical language in emails for average consumers. Instead, focus on pain points by giving them an opportunity or saving money and time with a product (or brand). 

6. Keep it Short and Simple

Keep it short and simple! Do not make readers feel like they have been reading letters for hours upon end by using long sentences and paragraphs because this will surely bore them. Just keep it at around 300 words max per email message. 

Making use of bullet points is also advisable so that people can skim through quickly without feeling bored already. Also include images into every Email marketing campaign to add more information and interest into your Email marketing campaigns while keeping up with other Email

7. Provide Value

If you want to make sure that your email list has subscribers, don’t just send them regular marketing emails. Send a newsletter with valuable content in it too!

You might think everyone on the list will buy whatever you have available for sale right away but they actually signed up because of how helpful and informative posts were when signing up originally – let’s not abandon this audience by being greedy with your offers as well.

Not everybody on your email list is ready or willing to buy (yet) – so keep your messages focused around helpfulness rather than product pitches alone.

8. Include a Simple Call-to-Action

It’s tempting to pile on the CTA buttons, but you might not get any clicks if your copy is too wordy and complicated. Your email should have just one button or link that clearly tells readers what action they need to take next.

Don’t be vague. Be direct with them by giving clear instructions in a concise manner. It saves time for both parties involved and keeps confusion at bay while still maintaining interest during email reading sessions. There will only ever be one main option available unless someone chooses otherwise (i.e., unsubscribe).

9. Split Test to Increase Engagement

If you are not satisfied with the results of your previous email campaign, you can change it. However, how can you know the changes you should apply for a positive result on your next campaign?

The solution is email split testing. The first step to understanding split testing is knowing what it actually is. Split testing is trying the first or original version of your email and try it against another version where you change an element on the email. It may be a different subject line, the body, or the design. 

Try sending out two different versions of an email and see which performs better than the other. It could be a slight difference such as making the title “happy birthday” instead of “happy holidays,” or something that’s completely different like trying a video in your email campaign versus not. You can also split test subject lines, by having one say “get 10% off today” and the other saying “25% off today.” You can compare which version had more clicks, more sales, or even more comments on their blog.

Practicing split testing will give you an idea of what email campaigns are effective, and what emails convert more.

10. Send Campaigns at the Right Time

Some guides can tell and help you determine when is the best time to send an email campaign. But still, there’s no definite answer for “the best time” – it depends on your brand and also your brand audience. With these, you can apply split testing to determine what is the best time for your email campaign to be sent. Send an email campaign at different times, and check what time frame gives the best result. Certain tools can help you with optimization and will adjust a time for each subscriber automatically based on previous behavior.

Have you tried any of these email copywriting best practices?  

If you have been struggling with your email marketing, it might be time to take a step back and evaluate your campaign. Some things that can help improve the success of an email marketing campaign are to make sure that each product is relevant for all readers, provide more detail on what people will get if they click through from the ad copy, use the subject line as a headline, include a call-to-action button at the top or bottom of emails, shorten paragraphs so content is easy to read on mobile devices and smartphones. 

These are some of the best email practices you can apply before sending your email campaign. Remember to enjoy yourself while writing these email campaigns and deliver them in a way that will entertain your reader. I hope these practices will give you a better conversion. 

Which tactic do you think would best suit your business goals?