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How to Craft Email Copy that Works

If you are new to business, you might have decided now is the time to up your digital game in order to reach more customers and share your content with a broader audience. Apart from social media, email marketing is one of the most popular ways to get your message out there and create brand awareness for your business.

Today I will be discussing different ways to craft email copy that works, let’s take a look.

Perfect Your Subject Line

Your subject line is the first thing your audience will see from your email so make it relevant and to the point. Often, the reader will skim the subject line to see whether the whole email is worth opening so you only have a few seconds to grab their attention and keep it. Using too many capital letters, emoji’s or characters in the email subject text can look too ‘salesy’ or spammy. Keep it to the point and on topic.

Keep it Short and Sweet

Whilst your email subscribers are interested in you, your business or what you have to say (They wouldn’t have subscribed otherwise!) Long emails containing your life story are just too much for most people as they check and scroll their email on breaks, in between meetings or commuting. The idea of email is to keep it short and sweet and leave your reader wanting more. Short updates, your latest offers or interesting news all work well in email format.

Choose Your Topics Wisely

There is a reason your followers subscribed to your email list in the first place so going too off topic can put some readers off and have them pressing the unsubscribe button. Get to know your target audience and ensure your email copy helps them with a want or need they have. What is the reason you are emailing? Do you want your audience to buy something, click to your website, find out more about your product or service or download something? Choose your topic, stick to the point and include a call to action.

Be Personable

Marketing has come full circle, in previous years emails were more formal but today this is not what customers want. In much the same way as social media, emails to customers and potential customers should be personable, less formal and tailored to your readers. Utilising your personality and being genuine from the start will form a bond and build trust with your email subscribers.

Proofread and Test Your Emails Before Sending

Lastly, always proofread your emails before you send them out. Copy full of mistakes, broken links or inaccurate information looks sloppy and unprofessional which can deter your audience from further interactions with you. There is also the danger of emails looking like a scam or fake. Another important point is to regularly test your emails to see what works. A split test involves sending the same email to two different portions of your email list with certain elements, such as a download button in a different place to see which email performs better.

I hope this has helped you if you are beginning email marketing for your business for the first time. If you would like any further help and advice, I would love to chat with you.