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10 Tips for Writing Email Marketing Copy That Will Boost Results

Content Marketing

Doesn’t it just feel frustrating to email your customers only to end up getting no response? Did they even bother opening it? Or worse, did they immediately send it to the trash as soon as they received it?

We hate to tell you this, but no matter how eye-catching your marketing emails may be, your subscribers will only ignore them if the content’s poorly written. It might surprise you to learn that a well-composed, plain-text email can be just as effective (or even more) than a beautifully designed email with bells and whistles everywhere.

Your subject lines also play a major role. Perhaps they don’t really scream “Open me!” to your subscribers, or maybe they’re just another one of those generic promotional titles that don’t work anymore.  

Whatever the reason is, you're reading this post right now because you're determined to know how you'll successfully use your emails to generate leads, improve sales, and reach a global audience. Luckily for you, an award-winning Florida Internet marketing company is here to guide you every step of the way.  

Having worked in the field of email marketing for a few years now, we know an effective email when we see one. As for crafting messages that people will actually open and engage with, that's definite expertise of ours.  

Ready to discover the ins and outs of email marketing? Let’s get going!

10 Tips for Writing Email Marketing Copy That Will Boost Results

1. Personalize Your Messages

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As much as possible, add a personal touch to your emails. Everyone loves a brand that communicates with them as if they were friends. We’re sure you do, too!

It's not just the body of the message we're talking about here, but its subject line as well.  Personalizing it can be as simple as including the first name of your subscribers in your email copy. While you can always do more than that, you'll still be able to grab their attention and drive them to click open.  

Additionally, it’s a good idea to segment your audience and create personalized copies for each segment. That way, it’ll be much easier for you to send different emails based on the age, gender, location, and preferences of your audience.  

2. Be Careful with the Language You Use

What do we mean by this? For starters, your copy should state exactly what you'll be sharing with your audience. However, you gotta do your best not to sound bossy, as if you're trying to command them rather than persuade them.

For instance, saying something like “Buy our latest product NOW” may make it seem like you’re ordering your subscribers around. On the other hand, by writing “Don’t miss our latest products. You won’t regret it!”, there’s a huge chance that your readers will make a purchase.

3. Use a Conversational Tone

If you’re really eager to get your subscribers to open and read your emails from start to finish, you should sound like a real person. Drop the marketing jargon and speak as you would normally when making casual convos.

Conversationally talking to your subscribers can make you more relatable to them, leading them to respond favorably to your emails. Always ensure that your messages sound like an actual person who cares about your readers, not some faceless marketing machine that only cares about making sales.  

Show genuine enthusiasm. Be empathetic. Don’t bore your prospective and existing customers with a monotonous tone and technical language.  

4. Keep Your Emails Clean and Organized

This one’s a no-brainer: Never send an email that appears to be over the place. Nobody likes reading something that’ll confuse the heck out of them.

If a subscriber of yours has decided to open your message because of its compelling headline, you’d want to keep them interested all throughout. This means using short paragraphs with all the right words. Avoid repeating the same words and phrases, as well as lingo that a layperson couldn’t understand.  

Add bullets or numbers so that your readers can easily skim the content and take in all the crucial points. If you’re inserting images, make sure that they illustrate your message, not replace your content. Otherwise, those images will be removed or considered as an indicator of spam.  

5. Match the Subject and Body

Did you know that one of the most common reasons why businesses lose their subscribers is because the subject lines of their emails are usually irrelevant to the body?  

Let’s say you’re a real estate agent. If your email is about 20 newly listed properties in New York, that should also be your subject line, or at least, something close to it. A vague title like “Real Estate Weekly Updates” will only prevent your readers to skip it as they scroll through their inbox.  

As for its body, it should contain a list of these properties along with their rates and descriptions, or better yet, a link to your webpage. You wouldn't wanna mislead your readers by discussing the newest apartments in Florida. For sure, that won't get them to open your next email, or worse, they'll end up unsubscribing.

6. Don’t Forget to Include Calls-to-Action

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Email marketing campaigns have a primary goal: Drive readers to perform the brand’s desired action. Hence, you should prioritize your calls-to-action and come up with killer ones that will get your subscribers to click them.

No clicks mean no customers, and more clicks mean more customers. That's how simple it works.  

Make sure to include eye-catching buttons with copy that compels readers to take action. Use language that’s clear, succinct, and most of all, action-oriented. You might also want to make it sound pleasant and exciting so that your subscribers will feel even more motivated.  

7. Focus on Second-Person Pronouns

Imagine reading an email from a certain brand that only writes in the first person, or rather, shines the spotlight on them. All you see are sentences such as "We offer the best marketing services!" or "Our services will blow your mind!"  

The worst part is, there's no mention of the benefits they can bring to the readers.

We reckon you'd find the business self-absorbed with little care about its subscribers. You totally don't want to be that business.  

Always prioritize your prospects and customers over your brand. Your message should make them feel valued, and it should be centered on them.  

While there’s no harm in using “we”, “our”, or “ours”, just make sure not to overdo it. Focus on pronouns such as “you”, “your”, or “yours” so that your readers will become more engaged.  

For instance, instead of saying “We’re having a 3-day sale! We look forward to seeing you!”, go for something like “You can save a lot of money on selected offers to buy an extra gift for a loved one!” as it sounds 10x more enticing and customer-oriented.

8. Have a Clear Goal

Based on our past experiences as a Florida internet marketing company, we’ve noticed that having a single goal for each email is an essential step. Why? It helps you concentrate better on your content.  

Many marketers are guilty of fitting multiple objectives into one email, which is why they find themselves unable to generate results. If you have different goals within a single campaign, you’re only setting yourself up for failure.  

You don’t have to sell something in every email. There are tons of other objectives you may want to achieve, like maybe winning a customer back. If that’s the case, your CTA can be “Let’s get in touch again!” and not “Let’s get in touch again! Tell your friends about us, too!”. Stick to one goal per email.  

9. Make Sure Your Emails Don’t Go to Spam

Don't you just hate it when an email you've to work hard for never makes it to your recipients' inboxes? No wonder you've been getting zero responses!

It’s not really uncommon for emails to get flagged as spam, especially if you’re using all caps and excessive exclamation marks in both the subject line and body. Here are several other factors that can cause emails to wind up as spam:

  • You have a weak headline
  • There’s no physical address
  • There’s no opt-out link
  • You’re using spam trigger words (ex. “You’re a winner!” or “Triple your income today!”)
  • You’re providing inaccurate sender information
  • You have too many spelling and grammatical errors
  • You’re sending to inactive addresses

10. Test, Test, and Test!

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Always, and we mean ALWAYS, test before you hit the send button to ensure that it’s working properly. Send your email marketing campaigns first to employee accounts to check if they look the way you want them to appear.

Take a look at them on various platforms, including Outlook.com, Yahoo, and Gmail, as well as on different mobile devices. You might also want to consider Litmus, a tool designed for testing emails by providing you screenshots of your messages in a variety of email tools.  

See to it that all of your links work, correct any typos and misspellings, and test headlines and CTAs. Mass emailing without bothering to double-check the content will turn out messy, believe us.

Need Professional Assistance? Look No Further!

Are you thinking of investing in a Florida internet marketing company that can help you create email marketing campaigns that can boost your sales?  

What if we told you that aside from emails, we also specialize in other digital marketing strategies? SEO, pay-per-click ads, social media advertising, web design - you name it!

Digital Resource is your go-to for anything related to online marketing. We’ve been turning the dreams of many companies across America into a reality. We’ll be more than happy to do the same for you.  

Get in touch with us today to learn how we can help you start your journey to success.  

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