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How to create compelling email marketing copy


Here’s our guide to producing copy that’s designed to bring you leads and sales. Getting your email strategy right is both an art and a science. We show you how…


1) Subject line – people only open emails if they feel they will benefit so you need to give them something compelling. There are many types of subject line. Below are just a few…


· Fear of Missing Out – Earn double points today only or 50% off this week only

· Retargeting – Forget something? Here’s 30% off or The price has dropped for something in your basket

· Curiosity - Is this the hottest career in Marketing?

· Straightforward – Yes, this is a fundraising email

· Personal - Happy Birthday James – Surprise inside…

· Pain Points – Stop wasting money on…


2) Preview text – this is the piece of text that tells subscribers more about the content of your email and needs to be crafted carefully. Make it short, snappy and engaging. You would normally have 35-140 characters. Use them wisely.


3) Avoid excitement – when we say this, we of course mean keep your content exciting but avoid use of caps, exclamation marks, etc. It can come across as spammy and won’t do your email open rate any favours.


4) Content – try to approach your copy as if you are writing for the web. Follow a logical and concise structure that is clear to the reader. Keep paragraphs short and to the point. Always include one main idea or key message in each paragraph.


5) Know you audience – to help boost conversions you need to ensure your copy meets the needs of the people you are targeting. Pull on your social media and website analytics to understand your buyers. You can then write copy that will get their attention.


6) Be personable – not too personable but avoid marketing speak and be conversational as if you are chatting to the recipient directly.


7) Tap into the brain – research has shown that using psychology in our strategy can help with more successful, high-converting email marketing copy. For example, tapping into curiosity and fear of missing out are high rankers, making time-limited discounts so popular. Scarcity and urgency will also urge people to click. The use of specifics colours and/or pictures of faces with the relevant emotion showing can help when placed near to Call to Actions. Personalisation where possible can help engage with the recipient and create a relationship. Testimonials and positive customer reviews are also great to include here.


8) Know your goal – focus your marketing copy on the goal you have in mind so you can structure your message on the key action you want your readers to take. If you have multiple goals, you don’t really have a goal and will need to streamline the priority for each email you send out. It doesn’t always have to be a sales message. So long as the content is compelling and of interest to the reader you will start to build some form of relationship.


9) Reveal yourself – people like getting emails where they can see a picture of the sender, and where there’s a personal rather than a generic sender.


10) Call to Action – other than the subject line the Call to Action is your most important element of the email, because it’s here you will be urging subscribers to convert by taking the action you need them to take. A Call to Action might be used to buy a product, obtain a download, share content on social media, make a recommendation, leave a review, sign up for a newsletter, or even to read the rest of the email. These can be created in different ways, but we recommend a Call to Action button or an Anchor Text – both of which click through to the link you what the reader to go to.


Now get writing!


And remember, if you need help in creating stellar email marketing strategies and results-driven content Free Your Ostrich Ltd is here to help.




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