How to Write Effective Email Marketing Content


Have you tried email marketing, but your conversion rate is not as pleasing as you want it to be? An email marketing strategy is an art. Brands utilize a lot of functionality loading their copy with tons of emojis and bells, but a well-written copy can outperform these fancy-looking emails.

A fancy-looking email with poorly written content makes subscribers start deleting your messages. A few good copywriting practices applied will give you the best copywriting piece. This article will discuss some of the best exercises you need to employ in copywriting.

1. Use actionable language

Using verbs in your subject line is the most common technique employed for making the subject line actionable. However, this is not the only thing you should focus on. There are ways you can use actionable language without being over-dependent on verbs. The best way is to play around with the language to pass clear information about what the client is expected to do. AN action line such as “You don’t want to miss the X-band performance on April 2nd does not directly tell the client to buy tickets, but it is an actionable message.

2. Personalize your message

Personalized messages have a higher click rate compared to non-personalized ones. They have a higher open and click-through rate. This is not surprising, and you should, therefore, better personalize your content for your recipients. Don’t do a blanket email but instead do an email cutting across different needs. Segment your email lists to ensure the messages are as targeted as possible.

3. Focus on clarity

The clarity should always come first when writing marketing copy. Only then can you try to make it cute, catchy, and whimsical after writing straightforward content, but don’t let your message get lost in puns. Do not lose the message for the sake of entertainment. is one of professional essay services that write clear email copy along with academic papers with a sprinkle of puns to spread the message. The subject lines make the recipients chuckle, but the messages keep lingering in their heads.

4. Avoid Click-baiting

Poorly done email copies clickbait their customers, but you should make sure that your subject line and email copy message align. Your email copy should deliver what your subject line promises. When readers don’t get what they are pledged to, the click-through rates radically diminish. Customers lose their trust, and it is improbable for them to open subsequent emails.

5. Relevancy

Your email should establish relevancy by personalization of the messages. A dynamic name tag is not enough to convince the reader that what the email carries is relevant. Use the beginning of the email to connect with your reader and let them know how you know them. Let it be known why you are emailing them and why they would want to listen to you. Answering these questions gives a better information perception and a higher click through the reader’s likelihood to redeem the offer.

6. Write copy in the second person

Writing in the second person employs pronouns such as “you” and “yours.” This shifts the email copy to the reader, not to yourself. A balance towards the second person in composition keeps focusing on the reader and not the brand. This is a way to keep the email value-oriented and crucial for the reader to feel connected to the copy.

7. Sell the benefits, not the features

As Joan Young said, “Features answer the question ‘what is it?’ but benefits answer the question ‘what is in for me?'”. Many emails go on and on about their features but rarely talk about the benefits they offer. Subtly discuss the features and slip in the help of the features in the copy. For instance, if you are talking about a phone, you can say that “It has a sleek design that allows you to make calls even when hands are full.”

This sentence sells both benefits and features at the same time.

8. Be brief

One of the worst mistakes people make in marketing copy is that they try to shove their whole story into the message. Most people, when they open email copies, they do not read everything. People scheme through the essential points to get the overall news and decide whether to take action or not. If you send a message with too many words, you will make it difficult for the client to decide since they cannot speedily sift through the information.
Find a way to summarize your message compellingly. A concise email with just one call to action is better than a very long email with competing calls to action.

9. Be loveable

Your email is meant to inform, but this does not mean that you should not delight your customers. Your marketing copy should contain a sprinkle of personality, helping you build a good relationship with your readers. A loveable experience starts with how you communicate and relate to your clients.

It humanizes your brand, and if you happen to make a mistake, the recipients are more forgiving.

10. Call To Action

Finally, your emails should always have Calls-to-action. The call to action should be straightforward to identify. People quickly scan through the email, and one thing your recipient quickly picks up on is the call to action.

Your call to action should have great design and tell what you need to in very few words. Take time to optimize the plain texts as the fancy call-to-action buttons entertain not all clients. Great content wins every time.

You do not need excellent software for your email campaigns. An actionable plan will get you the desired results. People’s inboxes are overflowing with emails, and you don’t want your content to get lost in a sea of emails. Once people opt into your list, they have given you a vote of confidence, so don’t take your time for granted. Repeat these best practices in your email copy.

Know your readers well and empathize with their struggles. This earns you the ability to push your email list to higher heights.

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