Don’t be a copywronger!

Quality content is crucial for good conversion, so you need to be getting it right from the off.

Every business owner needs to market their products and services, but not every business owner can be an award-winning writer. However, when writing content for marketing emails, you’ll be pleased to hear you don’t have to be a master copywriter. To write engaging emails you simply need a decent copy strategy.

Here some fast and effective copywriting tips to ensure your emails are not only reaching the right person, but also encouraging them to read through and convert:

Know your audience

It’s simply not possible to write content that engages your audience if you don’t know who they are. It’s crucial to gain a good understanding of your audience before you begin writing. Your content also relates to your services and product; key terms and company information need to be word-perfect, and, if images are important to express your brand and what you do, they should be included in the email.

Compelling email copy is always targeted to the right readers and in the right format, but one email doesn’t provide the perfect fit for everyone. The key is to use software that allows you to create a targeted email written exclusively for that recipient, a feature that dotmailer’s Liquid Script provides.

Structure is key

Effective email copy isn’t just about the words you choose; it also has to do with how your writing is structured. If you are trying to write email copy that converts, you won’t get the result you want if you write a big block of text that is difficult or cumbersome to read.

The key is to keep sentences and paragraphs short and sweet. Break things up. Use subheadings and bullet points to organize the information you want to convey. This will  invite the eye to scan the content and pay attention to the parts that seem relevant to the reader.

It’s all about the reader

When writing marketing emails, make the content personal. Address the recipient by name,and use “you” instead of “we.” You do not want the message to come across as merely information about your business; it needs to be focused on your audience and what you can do for them.

Promote action

You aren’t just undertaking email copywriting to pass the time. You want the reader to do something specific and it helps to tell them, explicitly, what that is. This goes back to clarity. The best way to promote taking action is to use actionable words, such as “sign up” or “buy.” Another way to get readers to take action is to create a sense of urgency, perhaps by informing them that there is a limited time to take advantage of an offer you’ve communicated.

Benefits, benefits, benefits

People do not want to know all the product details; they want to know what the product can do for them. They don’t care if it’s blue, spherical, or can stand up to a sledgehammer. They want to know how it will impact their life and make things easier for them. Your email marketing copywriting should make this clear.

When writing effective marketing emails, you don’t have to be a master copywriter—you just need to know how to avoid being a copy wronger. Follow these tips and you are well on your way to writing engaging email content that converts.

Take a look at our best practice cheatsheet, Don’t be a copywronger!, for examples from industry leaders whose copy is paving the way.