Email copywriting is one of the most important aspects of marketing today. The craft of copywriting encompasses all the content of promotional emails, including the body and the subject line.
These emails are designed to advance the interests of your business and increase sales. As such, they’re highly focused and should have clear distinct objectives. The content should cater to these objectives in a way that’ll be perceived as natural and resonate with customers.
What are the advantages of email copywriting?
Email copywriting is designed to get customers to take specific actions. These actions can range from subscribing to your newsletter all the way to purchasing products or services from your site. The possibilities are endless, and the strategic application of email marketing can make a huge difference in sales.
Most effective practices in email copywriting
Effective email copywriting is targeted, personal, and elicits emotional appeal. The modern consumer, especially the younger generations (including millennials), crave personalization as much as customization and have come to value experiences. Keep in mind, however, that the focus that millennials place on experiences doesn’t mean that the sale of physical products will be undermined.
Much to the contrary, if your business produces physical merchandise, like clothing, for example, you can still make the purchase a personalized experience.
Perhaps one of the most effective email copywriting practices of all is to deliver content that your audience wants to read. While the subject line is incredibly important, the body of the email is where the magic happens.
You need to make sure that your email copy is personal, relevant, and that you avoid using jargon.
The time you send out emails is also essential, including emails that are automated. You should consider things like what times your subscribers tend to check their email to get the best results.
58% of the adult population checks their email when they wake up.
How to measure the effectiveness of email copywriting
Measuring the success rates of your email copywriting content is easy. You can determine your success by examining changes in sales, conversion rates, and the number of customers signing up for your newsletters.
Does it really matter?
When it’s done right, email copywriting is one of the most effective tools of the trade and can help clever craft promotions.
There are several email copywriting formulas, each with its own specializations. The use of these different approaches should be alternated, as no single method is better than the others. Instead, they’re situational and are to be designated on a case-by-case basis.
The P-A-S formula
The P-A-S formula is essentially an email copywriting approach that’s designed to outline a problem that’s relevant to the customer. These emails are typically concluded with the introduction of your product or service as the solution.
The A-I-D-A formula
As you’ll discover, the A-I-D-A formula is quite different from the one you learned about above. These emails start with something eye catching, a real attention-grabber. Then you pique the customer’s interest with something alluring. You’ll need to use content that prompts gets them interested in your product, followed by simple instructions on how to get it.
Now that you’ve learned some of the best practices in email copywriting, you can put these insights to use and reap the rewards of more effective marketing. Not only can email copywriting convert customers to your brand, but it can also keep them actively engaged and turn them into long-term customers. Keep focusing on personalization, and experiences to crank out effective email copywriting content that’ll resonate with customers.
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