Email marketing has gone through lots of different phases – one moment it was the cool new kid on the block and before we knew it, we had to endure an onslaught of ‘is email marketing dead?’ articles. Remember them?
Well thankfully, everyone’s come to their senses again and we can agree that email marketing campaigns should still play a massive part in your digital strategy, simply because they get results. Campaign Monitor’s data shows that across the campaigns they analysed, emails generated 4400% ROI and $44 for every $1 spent.
The tough part is grabbing your reader’s attention. Quick! With 53% of emails being opened on mobile devices, your emails need to be compelling, snappy and intelligently designed. With more functionality than ever before, the need for good copywriting best practices shouldn’t be overlooked.
So, let’s take a look at how you can launch an email campaign with content principles in place that can maximize their potential:
1. From who?
First of all, a really simple copy tip that can influence your audience’s decision to open an email before they’ve even read anything is the ‘From name’ you’re using in your campaign. This is the most important driver of email open rates.
This will land in your readers’ inbox and it’ll help them to quickly identify who you are. People are going to make a quick decision about whether they want to open your email, so you need to match your audience’s expectations.
The email above is from a specific individual, Stephen Bush, who is employed by a bigger brand, The NewStatesman. He’s a journalist with his own perspectives and as a user; you can actively subscribe to hear more from him.
You’re not choosing to receive an overarching set of stories from The New Statesman through email – this is based on a decision to be notified when Stephen writes new stories.
So, people might be peeved if you send them something from ‘the brand’, instead of the individual they’re personally invested in.
The next email is from Squarespace and it’s an example of a brand sending more general, expansive updates. If you subscribed to Squarespace, as a user, you’d expect to receive emails from the brand and not specific people in the organisation. If you get an email from a random person you’ve never heard of, it can feel invasive.
Both of these emails show that it’s important to match your users’ expectations – if the from name doesn’t make sense then they’ll be less likely to read your email.
2. Nailing that Email Subject Line
Your email’s subject line is like the headline of your story. Mess it up and people won’t open your carefully crafted email and sample the delights inside. Basically, all your hard work with nothing to show for it.
Here are some best-practice subject line tips:
And people respond positively to urgency. Look at this Mailchimp data below:
3. Pre-header Text gives you more detail
If you’ve decided to go for a tongue-in-cheek subject line or something that is a bit more whimsical then your pre-header text gives you that extra chance to give a bit more clarification about what’s in your email.
Optimize your pre-header, so it makes sense with your subject line and continues the story.
4. Your Body Copy needs to Make Sense
So, hopefully you’ve done a good job of getting people to actually open your email. Now, the proof is in the pudding – your email body needs to deliver. It’s the same premise behind having a call-to-action that aligns with the landing page it points to. Your content must be relevant.
Whatever grand gestures and promises you’ve made in your subject lines need to be followed-through in your actual email.
With more and more people opening and reading emails on their smartphones in their busy, busy lives – the battle to get people to notice and read your emails continues.
Concentrate on killer subject lines and aligned, relevant and clear body copy. Explain the benefits of your product in a concise way and use strong calls-to-action to convince your audience to do something. Writing compelling copy is the cheapest marketing tool in your arsenal.