Let’s face it; email copywriting is difficult. It requires you to understand many moving components to achieve your desired outcome, not to mention the copywriting itself. Fortunately, there are some tricks you can use to help your company succeed.
What’s in this article?
What is email copywriting?
Email copywriting is the literal words you put in your emails. These include those on your graphics, as well as your subject line and body content. Email copywriting is specific to advertising and business.
The goal of copywriting email marketing is persuasion. Whether that’s signing up for your loyalty program or buying into a mastermind, you need to know your audience and your ideal client to write those emails.
Fortunately, you do have an alternative if this sounds overwhelming. There are many email marketing copywriting services you can use for a good email copy. These professionals have years of experience identifying your audience and how best to persuade them.
Why you should use copywriting email marketing
In short, you should use copywriting email marketing since it’s cost-effective for your business. Optinmonster puts the figure at making $44 for every $1 you spend on email on average. We like that ROI, especially since it’s higher than most other options.
However, there are several reasons beyond the ROI for using email marketing. It’s an excellent way to touch base with your customers and keep them in the loop. After all, keeping in touch builds trust, which drives sales.
You also have the opportunity to show more of yourself to your clients. Each email is an opportunity to showcase your brand and personality, as well as your unique propositions. You wouldn’t want to read spam, so you shouldn’t expect customers to either.
Email marketing copywriting is an intimate way to reach clients. This distinction shows in how they respond. Even retail, which is often a difficult niche to get a click-through, had 38% of consumers reporting they’d clicked a link, according to Sailthru.
Your copywriting for email marketing is also an opportunity to present valuable content, which establishes you as an authority. This content could be anything from articles you promote to sales of your new products. The email is your oyster.
Whether the touchpoint or the ROI appeals to you more, email marketing copywriting is a practical art form. You can reach many more people with it than without it.
Top 6 email copywriting tips
Copywriting for email marketing can seem overwhelming. However, you know your audience and who your ideal clients are. Combine your knowledge with these six tips, and you will have good, compelling email copy.
1) Get the subject line spot on
The subject line is what your customers or leads see in their inbox first, so it has to be interesting. Otherwise, folks will skip over your email. If you don’t snare them at first glance into opening the email, you are unlikely to get another shot.
Subject lines should be six to ten words long so that the whole thing shows up on mobile platforms. You should also consider evoking an emotion, like fear of missing out or joyous news, in your subject line.
2) Make greetings personal
The greeting typically forms the preview text for your good email copy, which means recipients can see it in their inboxes. This line is another opportunity to hook your clients into reading. That means making your greeting personal and tailored to your audience.
Depending on how you collect the emails on your list, you may be able to take advantage of your email marketing software. This would let you personalize each email greeting with the first name associated with the address. You may also use the segmentation features to hone your message.
Without those features, you can still make your greeting personal to your audience. You know how they like to think of themselves and can start your email copywriting with a suitable phrase. Remember, email copywriting is a conversation, not a formal essay.
3) Select your words carefully
Part of good email copywriting is finding the right tone for your audience. As a rule, that tone is more conversational and casual than the average U.S. office email. With that in mind, you should maintain a degree of professionalism since the email reflects on your business.
Additionally, you’ll need to keep in mind your audience. For general purposes, the average American reads at an 8th-grade level. That means your emails should be written below that level. Try keeping your English to what a ten-year-old can understand without being condescending.
4) Be direct and succinct
Writing a long email explaining what you’re offering is rarely the best option. Instead, focus on keeping everything direct. If a casual reader opens your email, you have about 6 seconds to hook them into clicking.
That means less email marketing copywriting for you, but each word needs to count. Ensure the words are all relevant to your end goal, whether that is getting an email reply, clicking a link, or downloading a coupon.
5) Use a single CTA
One of the ways many marketing emails go wrong is using multiple calls to action (CTAs). Writers think that they can advertise multiple offers in one go, and all it does is distract readers so they do not pick an offer at all.
You should choose a single CTA for each marketing email you send. This decision will help you clarify the goal and cleanly copywrite the emails. All that email copywriting then only points to one, easy to understand CTA.
6) Add an email signature
The email signature is the end of your email and another opportunity to reinforce what you’re offering the reader. A professional-looking email signature like those from WiseStamp also strengthens your credibility create yours now.
Your email signature should contain the basics, such as your name and preferred business contact information. You can also personalize with quotes, links, and pictures, so long as they fit the purpose of your email copy.
Email copywriting template examples (for sales)
Templates are a good idea when you’re reaching out to a large volume of people. You will need to personalize these templates depending on your company and the services you offer. I can’t imagine everyone reading this is a green company consultant.
A cold lead is someone who has never interacted with your company before. Meanwhile, a hot lead has expressed interest in the product, has the means to buy it, and is currently seeking solutions. In between the two are warm leads.
1) Cold email copywriting example
Subject: What’s keeping you from a green company?
Greeting Choice: Let’s face it, it’s not easy being a green company, but that doesn’t mean it has to be impossible.
Body: We noticed your company, ABC, recently added to its green initiatives. Congratulations on taking the plunge!
I would love to help you take your green initiatives further. At DEF, we specialize in assisting companies in getting a little greener every day until they’re 100% environmentally friendly.
Curious what we can do to help DEF reach those environmental goals?
Click to set up a 30-minute appointment to discuss this further.
I look forward to hearing from you,
2) Hot email copywriting example
Subject: What’s keeping you from a green company?
Greeting Choice: Hi Eugene, can I have a few minutes to discuss our chat last week?
Body: You mentioned needing to see about ABC’s long-term plans to see where DEF’s consulting would fit. I’d hate for an opportunity to exceed your environmental goals to slip through the cracks.
Thank you for your time Eugene, and here’s a link to schedule a call with the team that would help make you a leader in green for your industry.
Top 4 email copywriting services
Whether you’re out of time or unsure where to start, email copywriting services are always an option. These services offer easy access to copywriters who handle email marketing every day. By telling them a little, they can write you the perfect emails.
These services are also nice since there is minimal extra paperwork for you. All you must do is tell the service what you need and how often. In most cases, the customer support team takes care of all the other details.
Copify prides itself on quick, no-hassle content delivery. All you need to do is fill out the brief, and then the site staff chooses the perfect copywriter for your project. That means you’ll get someone who knows what to do for your business.
The company makes several unique promises. First, it says many items have a 48-hour turnaround, which is great if you’re in a hurry. It also guarantees proofreading and formatting, which allow you to use the content without worries.
- 48 hour or less turnaround
- Verified copywriting network
- Multiple service offerings
- Professionally managed
- Prices start at $0.06/word
Rightly Written is another content option where you do not have direct content with the writer. Instead, you fill out a brief on the website, and the staff picks a writer that matches. However, you can request the same writer again.
The company offers intuitive options, including a dashboard so you can see all of your orders at once. You can track where the order is within the process, which includes editing by a dedicated team.
One of the things that makes Rightly Written appealing is the automated ordering option. If your emails center around your blog content, you can get both automatically delivered via the platform.
- Content ecosystem
- Automated monthly option
- Internally verified copywriters
- Professionally managed
- Prices start at $0.07/word
Fiverr has two options for you, marketplace and business. With either option, you choose who works on your project directly. This control is great if you find yourself on a budget or if you find a writer who gets your company brand exactly right.
The marketplace option means you’re vetting the freelancers yourself through their reviews and samples. With business, you get a curated catalog to pick from and a Fiverr success manager to help you along the way.
Either way, you have immense flexibility on this platform. You can even talk to writers before purchase to confirm you’ll get what you want.
- Choose your own writer if desired
- Team options, including Fiverr Business
- Wide niche selection
- Completely customizable
- Prices start from $0.01/word
4) Godot media
Godot Media is an excellent option if you’re looking for other content to go with your email marketing. The platform offers many reasonably priced writing products, including articles and white papers you can use as lead magnets.
Godot Media offers personalized quotes on packages that work for your business. While you may not meet the copywriter, you are assured of professional content. Like other platforms, you do get revisions and the option to select your quality level.
- Copywriting only
- Automated monthly options
- Professionally managed
- Prices from $0.027/word
Copywriting for email marketing requires you keep several distinct things in mind. You need to write to your audience, keep everything direct, and lead them to a specific action. All the while, the email must be personal.
That leaves you with several options, and you can adjust those options to suit your specific business relatively quickly. Modifying templates only takes a little time, while hiring an email copywriting service takes more resources.
Regardless, you know the right email marketing content can help keep your business going, irrespective of how hard the times are. How you get that content is up to you and how it fits in the demands on your time.
With time, email copywriting will start to feel natural. Then you’ll wonder why you thought it was challenging to begin with. Remember, meet your customers where they’re at. Who knows, some may relate deeply to your story about email marketing copywriting.
Copywriting for email marketing helps propel your business forward and improve your overall outlook. It’s there to support your company’s growth, so use it.