The Beginner's Guide to Email Copywriting

By: Bessmer Vowles

GIVE READERS A “WHY” I get a lot of emails in my inbox every day, and I delete or unsubscribe from most of the marketing ones. I’d venture to guess that this is typical of most people. But I do end up opening a few of them. Usually, this is because the subject line tells me why I should open it – a great new product, an incredible sale, or an important company update are all reasons why I might actually click the email. Instead of relying on tons of emails or on spammy buzzwords to generate interest, give your readers something concrete in the subject line. MINIMIZE INSIDER LANGUAGE Unless your emails are directed solely at insiders, put your language in terms that readers can understand. Even if you’re writing technical programming emails or in-depth SEO updates, assume that many readers aren’t experts in the field but can still gain something from your information in layman’s terms. Even your expert readers will probably appreciate this. If they want to know more, they can read your website or email you directly. HAVE A CONVERSATION AND LISTEN Even if you’re using an email blaster program to send generic emails, following up with users and encouraging them to email you directly are great ways to get people involved and reading your emails. Emails that ask for feedback or encourage readers to comment on something are often the most actively-read emails that companies can send.

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