Email marketing can seem mysterious. You craft words into paragraphs that you’re sure will captivate the reader and schedule the send. But the opens and clicks aren’t exactly what you hoped, a few people unsubscribed from your emails, and figuring out where to improve isn’t exactly clear.
But one area that you can check on that’s often overlooked is your writing. While sending times, frequency, and personalization are all popular topics to tweak, these email writing tips could provide just the right words to move subscribers down the sales funnel.
1. Pretend to Write to One Person
This means that instead of thinking of your audience as just a list of prospects, instead imagine that you’re personally writing to one of them. This will change your tone to be more friendly and casual, helping readers trust your company.
2. Offer Value
Don’t waste your prospect’s time. When you send a lead nurturing email, make sure it offers something of value that’s worth reading like tips, expert knowledge, or a content offer that would help them ease a pain point. Writing with relevancy in mind builds credibility with the people who get your messages.
3. Be Honest in Your Subject Lines
Overpromising or exaggerating in a subject line only encourages readers to be skeptical of your emails. Instead, make sure you write a clear, concise line that’s aligned with the copy and makes it obvious what the recipient will get by opening.
4. Shorter is Better
Everyone is already drowning in email, so make your readers’ lives easier by writing a short message that still gets your point across. Bullet points and paragraphs of two to three sentences are your friends.
5. Stop Marketing, Start Talking
This means writing in a conversational tone that feels natural to your readers and avoiding unnecessary buzzwords. But it also means speaking to the pain that motivated prospects to start receiving your emails in the first place. Your content should always revolve around this discomfort and offer solutions to solve it.
6. Clear Up Your Call-To-Action
An email without a crystal-clear call-to-action is just a dead end. Invite the prospect further into the buyer’s journey by making it unmistakably obvious what you’d like them to do next. Whether it’s to download content, pick up the phone and call, or follow you on social media, make it the visual and editorial focus of your email.
7. Write about “You”
As long as you’re saying “you” in your emails, you know that you’re keeping the message about them and not about your company. Letting recipients know what’s in it for them is a sure strategy for keeping them engaged.
8. Make it Mobile-Friendly
Most people check their email on their mobile devices while on the go instead of at their desktop nowadays. Your messages need to look great no matter where they go, so check them on different phones and tablets. If they don’t fit the screen, it’s time to give them a responsive design.
9. Edit, Edit, and Edit Again
After you’ve spent time thinking of your topic, writing the content, including images, and racking your brain for a fitting subject line, going over your work again doesn’t sound appealing--but it must be done to avoid mistakes. Working on something else for a while and then coming back to re-read your email allows you to look at it with a fresh perspective. (Or you can always ask a coworker to look it over for you!)
10. Ask for Feedback
Don’t be afraid to ask your customers what they like hearing about. Is it special offers? New Services? Company news? Including these as options to sign up for on your email form or simply asking for feedback in an email will give you deeper insight that will allow you to customize your content.
11. Test Your Emails
One of the most important email writing tips is also one of the most difficult: continually test your emails. Examine the results after each send and draw conclusions about strategies that are getting results and ones that aren’t so that you can tweak your next campaign to include more elements that readers want. It’s a never-ending process, but it’s one that will make your emails more effective.
These tips will allow you to focus your email writing efforts so that you spend less time on creating content while getting more results for your time investment. Your copy is much more likely to convert readers to the next stage in the sales cycle and keep them from unsubscribing if you give them a try.