How to write excellent email content and remain true to yourself
There's no need to be an email copywriter to make amazing newsletters. Learn how to write amazing content without claiming to appear to.
It's obvious that you must create a newsletter, however, writing the content is a bit daunting.
What can you do to grab your readers' attention and inspire them to open the emails each and every day?
It's good to know that you don't need to be a professional writer in order to write material that impresses your audience.
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Structure your email around an objective
To start a journey, it is necessary to have a goal. The same is true for each newsletter you write.
You can ask yourself "What's the result of this email?" and work your to go backwards. You could, for instance, want them to click to read the latest post on your blog post or purchase a product.
Once you know your outcome determine how you can make that trip as simple as it is for your audience.
As an example, Brooks wanted their subscribers to use their website shoe finder.
The email was opened with an interesting photo of a pair of shoes. The photo is accompanied by the graphic text "Let us pair you together". Below, the text is designed to gently guide your reader to the ultimate aim with a casual informal style.
It's then a switch of colors for the following section, attracting the eye to it. If a reader was skimming the email, that's where they'd likely land. This is where they introduce the call to action (CTA).
Placing your CTA farther down the text increases conversions by 304% as compared to placing it on top. It is even better to make the CTA stand out like Brooks does, with the use of a striking button.
Make sure to draw more attention to your CTA by using the Moment 's approach. To promote their series of photography tips and tricks, they have created a special newsletter.
Each of the five tips comes with a box along with a few tips and two pictures to illustrate the point. Clicking a button takes the user to that specific tip, but you're encouraged to stay in the email to see all five recommendations.
After that, follow the link to view all blog entries.
The advantage of this strategy is the way it will guide you through the series of blogs, providing value with every summary. When you arrive to the CTA, you're ready and eager to learn more.
Like Moment, you can offer multiple opportunities for your readers to click. Also, they utilize the lower portion of their newsletter to publicize additional offers like this trip to Iceland.
It works because the main CTA as well as the reason for the publication are clearly known. It's not distracting. This doesn't mean, however, that you have to try to stuff every single offer you have inside each newsletter.
If you're ready to plan your journey through email take a look at our outline templates . You can also edit it directly in Canva .
When you've found a good email structure and chosen the CTAs The most difficult step is completed. The next step is to find the amazing email content along with it.
You might think that strong writing is all about cleverness and glitz, but it's better understood. And who better knows you than a close friend?
Write to your reader like they were your acquaintance
If you've ever read any newsletter advice, then there's a good chance you've come on this one: "personalize your emails".
Personalizing your emails can be a good idea, however, not the way you envision. Forget about adding the reader's initials -- this could fail easily but it won't create a personalized email.
The thing that makes an email personal is the copy. Good email copy feels as if that it was written only for you by someone you know. It taps into your needs, desires, or the sense of humor.
Below is an excerpt from a recent email by Ann who demonstrates how welcoming and personal her writing.
Notice the familiar opening "Hi, Sweet Cheeks" and also how she quickly involves her reader in "You might recognize him as".
Like Ann like Ann, you can get your message into your reader's hearts by writing them letters like they were close friend.
Utilize second-person pronouns ("you/your") and use the active voice as much as possible.
For example:
As an alternative to " Our cake recipes are loved by our customers," say, "You love our cake recipes".
In place of "Readers are known to struggle with semicolons," say, "I am sure you don't like semicolons".
The latest versions have a more clear message and will grab the attention of your readers. Utilize this strategy to help readers be interested in the message you're making.
If you're looking for some ideas for writing This is a list of no-cost email templates:
Segment your email list
If you want to treat your subscriber like a acquaintance, you must be familiar with them.
This is the point where the concept of segmentation is at play.
Segmentation is the process of splitting your email lists into distinct demographic categories. You can then send email advertising campaigns better suited to each segment.
As an example, you might include a section for new customers, and then use it to send emails which get them up to the speed of what you are doing.
Segmenting can be extremely effective. 82% of marketers say they have higher opening rate when they use segments versus non-segmented campaigns.
Segmentation is accompanied by a few warnings, though.
As an example, you could believe that splitting your list by gender or age is a wise move. It doesn't reveal anything useful about a person's desires or issues.
Instead, it's better to divide the data through pain points and previous behaviour rather instead of based on demographics.
For example, if you are selling painting lessons the idea of separating your customers by gender doesn't aid in selling your courses. The information about the classes that they've signed up for previously (watercolor for beginners, acrylic portraits, and so on.) gives you much more helpful details.
If you didn't segment your subscribers in any way when making your email list, don't panic.
Here are two easy segmentation methods that you can apply at any time in your mailing list. Sort your list of subscribers according to their past purchases or behavior.
Imagine, for instance, that you offer a downloadable "social media 101" checklist" as well as an "advanced blog automation" course. Based on the products they purchase they will be able to differentiate between ability levels.
In that case, it'd be beneficial to send diverse newsletters. As an instance, one could include more beginner-level resources.
Behavior of subscribers is a segment dependent on the behavior of your subscriber. It is possible to send an email to those who've left items out of checkout in order for them to be reengaged or new subscribers to welcome them.
As an example, Birdie sends an email to all new subscribers. She introduces herself as well as her work, so they feel welcomed into her space.
As with Birdie You could also give some details about yourself and your business. It will help your brand new subscribers feel welcome and curious.
A third strategy for marketing, and that's to ask your customers which group they are in. Here's the method Vassilena Valchanova does it.
This email helps her filter her email audience according to their roles (freelancers, in-house marketers, etc.) and their interests.
After they've completed the short questionnaire, Vassilena ensures they only receive the type of information they'd like in their emails. It's a win-win for subscribers and the creators of newsletters.
Here's the gist:
Make your email personal in the copy and write to your readers as if have a connection with them. Don't be afraid to segment your list if it helps to be more specific with the content of your emails.
Make sure you grab the attention of your readers before they click on your email
Writing better email copy is just a small part of the equation. To get your newsletter to the next step, you need to improve what you put in it, including the subject line, your preview text, and your email's sender's name.
These might feel secondary to your email, but they all play an important role in determining whether an individual is able to read it. 47percent of recipients open emails based on the subject line alone. In addition, 42% of users look up the email's sender's name prior to opening the email.
One of the most important advice I have to offer is do nottreat these emails as if they were an afterthought.
Choose your sender's name
The name of the sender is your display name. In this case, for example, there are a few sender's names that I have in my inbox with their subject line.
There's plenty of variety in the names of business (Netflix, EFS, BrowserStack), personal names (Allison and Ashleigh), and the middle choice (Will @ Mailjet). These represent the three most commonly used names for sending addresses.
Which one is right for your personal needs and small business?
There are a few tests your sender's name needs be able to pass before it can get into the mailer's spam folder.
It needs to:
It appears real. Don't use an email address to display a name.
Be recognizableby the reader. A person's name is generally just a good choice if it's your company's brand name or accompanied by the brand name (e.g., Will at Mailjet).
Be short,or it could be deleted. As an example in my Gmail mailbox cuts off names after about 20 characters.
The smallest but the most powerful, your brand name will be the very first people get in their email. The second.
Think of a subject phrase
Here are some examples that you could draw inspiration from:
Ask you a question, e.g., "Wouldn't you love to work for three days a week?"
Make people feel a sense urgency,e.g., "Spring discount ends tonight at midnight".
Upload a "how to",e.g., "How to trim the claws of your cat without losing an arm".
Include a statistic or numbere.g., "57% of sailors love oranges more than bacon".
Present a listing,e.g., "17 methods of making an easy table with no the use of tools".
Make sure you know the content,e.g., "[PodcastMeet our Founder".
You're unsure which to pick? If you're in doubt, it's best to be clear than intelligent.
The readers of your blog need to be able to see the basics of the details. Trust me. Nobody will ever complain that your subject line isn't simple to comprehend.
You can also combine these formulas. This headline from Jimmy Daly's Superpath newsletter is an outstanding illustration of transparency and taking this "how to" method. Prior to opening the newsletter, you already know what it's about and how useful it'll be to you.
The subject line is only half the story It must work alongside your preview text for it to stand out. Your preview, also known as a pre-header will be the one that is next to the subject line on your inbox.
Check out this topic line and preview text from the Newsette . The subject line is fascinating, however the preview text is what makes it truly stand out with its humorous tone.
It is your responsibility to determine if ketchup masks are absurd or otherwise. (Spoiler They are).
It is also possible to develop intriguing subject lines similar to that of the newspaper. Just make sure your content follows through, or you may trigger an influx of subscribers to unsubscribe.
Subject lines needn't be witty or elaborate for them to be effective. They just need to bear the audience's mind.
It's been a while since you've decided what your email will look like and even written the copy. Display names, preview texts and subject lines are the final push to persuade your readers to open the email.
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Nail your email copywriting strategy
You don't need to be an experienced writer or have everything about content marketing in order to write newsletters that your readers will appreciate.
Below are the steps to take to make your next email:
Then, you must establish your intention to create an outline for your email.
You must then decide the reader's experience will take them on. That includes deciding on your main call to action.
Customize your emails by speaking to your reader directly and segmenting your list in order to match their needs.
Make sure that the name of the sender is recognizable, such as your company name.
Write a strong headline and preview text for your readers to read your newsletter.
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